Page 8 - GBC Winter 2020 ENG

Message From The CEO, NGCOA Canada • Jeff Calderwood
The First Tee
Economic Impact to Technology Impact
It is now November and you made it through the craziest golf season ever!
Hopefully, you did so in good health and were able to capitalize on the inadvertent boost that COVID-19 prompted for golf. It is now time to take a deep breath and reflect on what it all means going forward.
This issue of Golf Business Canada will feed that exercise with some timely content. For starters, our cover story features the recent release of the 2019 Economic Impact Study (EIS) for Canadian golf. We unpack the key findings and add some context for your consideration.
There are some great news stories within this EIS, such as the overall growth in golf’s Gross Domestic Product. We are still growing. That statement applies to pre- COVID-19 data, and then adding in 2020 results will further propel golf’s success story. There are also some warning signs to heed though, such as a gradual decline in rounds played over the previous 6 years and the significant reduction in golf being used for charitable fundraising.
This data not only provides measurable tracking of our industry’s trends, but also legitimizes that golf is a serious and substantial industry. Quite often, media and government agencies have treated golf like nothing more than a game. However, our impressive economic impact clearly positions golf as a vital industry to be reckoned with.
That brand shift will help us all as we deal with future legislation and public perceptions that affect the future growth potential of our businesses. Golf is not some elitist game. It caters to a very diverse cross- section of Canadians and collectively generates more economic impact than any other sport in Canada!
We also bring you several articles that are highly relevant to your immediate business interests. Golf Business Canada interviewed James Cronk for a case study on managing a positive COVID-19 test at his facility. His experience at Tower Ranch Golf & Country Club in Kelowna provides valuable advice for your consideration.
The golf simulator business is absolutely booming these days, including installations at many golf courses. Kevin O’Donovan profiles the highlights of a recent
renovation at Rossmere Golf & Country Club in Winnipeg and Humboldt Golf Club in Saskatchewan, who installed indoor simulators to support that new business opportunity. You may want to consider catching this wave.
Mobile technology is fast becoming the new norm for e-commerce at golf courses. Written by Rob Hoffman of Gallus Golf, you will read how the past 6 months have fast- tracked the trend towards these solutions that were already rapidly emerging. Be ready to take full advantage next season.
Enjoy this edition of Golf Business Canada, stay healthy through the off-season, and prepare for the likelihood that 2021 will be another crazy, but good year for golf!
Jeff Calderwood, CEO NGCOA Canada jcalderwood@ngcoa.ca
8 Golf Business Canada