Page 55 - Fall 2017 english

Associate Publisher • Nathalie Lavallée
Sometimes, I’m amazed at the decisions that are made in the golf industry. We’re talking dress codes again... really? It irritates me when decisions, like the recent LPGA’s new dress code policy, are made with seemingly no concern as to how this affects the business of golf.
Just when I think we’re making progress, the LPGA sends out an email to its members on the issue of dress code. No razorbacks unless there’s a collar, skirts or shorts must be long enough to cover the ‘bottom area’ (bottom area – really?) even if covered by under shorts. What era are we in anyways?
This is not my first time writing about dress codes in golf. I’m passionate about this issue. I just don’t understand how wearing a razorback shirt with no collar is offensive. Aren’t razorback shirts what athletes wear? Do we not consider golfers athletes? And, we wonder why we have a perception problem.
Take tennis for example, an industry that evolved with trends; an industry that realized fashion, comfort and breathability of the clothes their athletes wear are important to the development and growth of the game. No one in tennis is offended by short skirts and razorbacks. Even the Royals enjoyed their time at Wimbledon and they don’t seem aghast at the site of the ‘bottom area’ of the Williams sisters as they extend their bodies to hit the ball. Tennis understands this is appropriate clothing for their athletes, who must be agile, often in crushing heat.
I can’t believe we’re talking ‘Dress Codes’ again...
MEMBERS’
My hope is that one day soon, we will have the traditions of golf co-exist with what’s good for the business of golf because after all, golf is big business in Canada. However, our $14.3 billion industry is comprised of many small and medium sized businesses who work hard every day to attract golfers. Let’s stop giving potential golfers the excuse to take up tennis or cycling because they see golf as too rigid and rules driven.
Focusing on more positive things, let’s talk about what’s new and exciting at the NGCOA Canada. The Association just launched two more consumer golf shows; one on Montreal’s South Shore, and we acquired the Vancouver Golf & Travel Show, to be re-branded as the Vancouver GOLFExpo.
We now own and manage seven of these shows across the country: Halifax, Quebec City, Montreal, Ottawa- Gatineau, Winnipeg and now Vancouver and South Shore. They provide great marketing opportunities for golf courses, which make them a perfect fit for the NGCOA Canada since helping grow your business is one of our key mandates. I encourage you to consider exhibiting at these shows – those who do, make more money.
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On behalf of our staff, board and Mark Seabrook, founding president of the NGCOA Canada and 2017 Golf Business Canada Conference Chair, I invite you to Ottawa on November 18 to 20 to attend the Golf Business Canada Conference & Trade Show, where you will find those nuggets that will help grow your business. The Conference is also celebrating two important milestones: Canada’s 150th and the NGCOA Canada’s 25th Anniversary!
All the best for the remainder of the season and I look forward to seeing you at our Conference in November!
Nathalie Lavallée Chief Operating Officer NGCOA Canada nlavallee@ngcoa.ca
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