Originally posted on www.mrbusinessgolf.com and reviewed on Google+

Sometimes when golfers are challenged with playing on a overcrowded golf course the rounds becomes.. who will win the battle of the nerves?  The golfer or the golf course management?

Pace of Play is an Issue

It is getting that time of year when the winds get chilly and the days get shorter.  For golfers, Winter is a very frustrating time of year.  To get in a full round of 18 holes and get other things done during the day, playing golf in the Winter becomes rather challenging ordeal.  Throw in a 30 minute wait on backed up tee times and then play 5+ hour round of golf..the golf course seems to lose on pace of play.

Over at the golf courses they also have challenges that are based on the short amount of sun light available during the day to get enough rounds of golf in to keep the course open for play.  To get as much play as they can to pay the bills tightly packing the course with golfers usually is the ruling factor for each day.  This is a win for the golf course on pace of play..if they can pull it off.

So, when the challenges of the golfer meets the challenge of the golf course who usually wins?

Aggravation Factor

Actually the correct answer is..Nobody wins when it comes to Pace of Play.  Of course, pace of play issues can lean one way to the other if the golf course blatantly schedules too many tee times.  The word of mouth marketing golfers can generate from the golf course through social networking can today turn the golf course to quickly be the losers. 

However, things go against golfers who do not play the course to their skill level. Playing from the back tees when your handicap is 15 is not a playing the golf course to that skill level. Doing this make the golfer the loser of the pace of play issue since they usually are the cause for the pace of play.

The golf course management wins in this case by asking them to move on to the next hole.  Sure, this will more than likely upset the golfers being asked to move on, but the multitudes of golfers waiting behind them are more apt to fire off a friendly remark on Google+ for the golf course thinking of them. 

Rules Should Change

Overall, if there was a rule in Golf that needed more review, the Pace of Play Rule would really help Golf as a whole.  During my interviews of golfers over the years I found that many of them..over 88%… mimic their style of golf from the Pros they see on TV.  Even if their skill level is at a beginner level and just because they jacked a drive at the driving range 300+ yards, they see themselves as being able to play from the same place the Pro’s play.  A solution here would be to show on TV the Pro’s pace of play and what happens when they are penalized for slow play.  Since many golfers mimic the Pro Golfers..maybe seeing them get penalized will also be mimic by the golf courses that allow them to play outside their skill level.

Sometimes this behavior of playing outside a player’s skill level is egged on by their golfing buddies who either can play to a Pro skill level or have the mentality that 10% of the interviews have..if I paid $100 for this tee time, I’m playing a $100 worth…and play from the back tees when they can’t hit it past the forward tees.

New Programs

The common denominator of slow play in most cases is golfers playing outside their skill level.  The solution to this would be to develop an evaluation or certification program for golfers to take so the golf courses know what set of tees the golfers is to play from.  This means every golf would have to have golf lessons..wow that is a novel idea for many. 

Change In Thinking

Of course, golf courses are going to take every opportunity to bring in more revenue through scheduling more tee times.  Even if all of the golfers were playing from their proper tees, placing Too Many golfers on a golf course…meaning reducing the 8 to 10 minutes between tee times… is going to cause pace of play.

In the end, no matte what action or plan is put into place the golf course and Golf lose the debate on pace of play.  When golfers can’t play 18 holes in less than 4 1/2 hours, when they have to wait more than a minute between shots the entire round and when golf becomes a chore to deal with, Golfers are going to stop playing golf.  You can take all the belly putters out of golf and it is not going to keep someone from plumb bobbing their fifth putt.  It falls upon the golf courses, the golf clubs and golf professions to manage and teach the pace of play for golf.  Once this is done, all will be better..not perfect, but better..in golf.

More needs to be done to make golf more pleasurable and there should be some solutions to offer to help pace of play.  I am sure you have a few, let’s hear them.

Let me know how I can help.

I have said it before and will say it again..there is no better place to build a business relationship than on the golf course.  What makes building that relationship easier is to play golf at a quality oriented golf facility.  The Marriott Horseshoe Bay Resort in Horseshoe Bay, Tx, is one of those quality minded golf resorts.

If you have not been to the Hill Country of Texas you are missing some breathtaking scenery.  The Hill Country of Texas is located in the center of the state starting around Austin and San Antonio and going west.  Not only has the Golfing world found the hill country a great location for spectacular golf, the Wine industry has moved in to now producing some very good wines.

The Horseshoe Bay Golf Resort sits on the banks of Lake LBJ..one of the only constant water level lakes in the state.  Lots of fishing, boating and jet skiing offered.  Fortunately, the Hill Country is the Home of the best barbeque..or BBQ as it is commonly seen written in Texas.

The Marriott offers both Hotel accommodations or Condo Villa’s.  Depending on the level of business to be conducted they have it covered for the overnight stays.  They also have some very, very affordable golf packages that include unlimited golf and the world famous Marriott Breakfast Buffet. This makes the Business Golf accessible to every level of business person.

As far as a place to go to play golf and talk business..well, not too many places are going to provide what the Hill Country of Texas offers.  However, getting to the facility does take some doing since the nearest public airport is in Austin, TX which is over an hour and a half away.  There is a private airport that can handle private jets if that works for you. Driving to Horseshoe from Dallas is a little daunting with all the construction on I35 and the narrow rural state highways offered as alternate routes.

Overall, it is recommended you play a few days spent at the resort to get the most out of the adventure and investment.

Golf Galore

Let’s start with the golf.  The Horseshoe Bay Resort Golf Club is, simply put,…Hill Country Golf at it’s best.

“There are a number of reasons why Golf Magazine named Horseshoe Bay Resort one of America’s Best Golf Resorts. Maybe it’s the three championship courses designed by Robert Trent Jones, Sr. or the anticipation of our member’s only Jack Nicklaus signature links.”

There are now four courses at Horseshoe Bay Resort.  Each course has four sets of tees.

• Apple Rock, the longest of the three, (From Tips-6999 yds, par 72 with a 75.4/136 Rating/Slope), challenges the big hitters to hit the fairways.
• Ram Rock course (From Tips-6926 yds, Par 71 with a 75.6/137 Rating/Slope) forces the golfer to keep focus away from the spectacular views from top of hills to getting on the slick Bentgrass greens..which are rare in Texas.
• Slick Rock, a little flatter of a course stretches out from the tips to 6850 yds, Par 72 with a 72.8/131 Rating/Slope.
• Summit Rock, this is the New Member’s Only Course at Horseshoe Bay.  It is the ONLY Jack Nicklaus Signature Course to open in the US this year.  Since it is private and only for members no information on the course could be provided..but you can assume it must Rock!! (Pun intended)

Naturally, the assortment of tees on each course tames the beast to the length of play that suits each player.  All of the courses play very well and provides all skill levels a fun opportunity to enjoy the game.

Meeting Settings

I found a number of places for the business part of business golf.  Since the crust of the purpose of business golf is not to hard sale someone the focus on comfort is needed. Naturally, the Marriott always seems to offer up a high level of comfort. (Look for my review on the Marriott Horseshoe Bay Resort soon.)  At the Marriott there were all kinds of places outside and inside to casually sit and talk in semi-private settings.

Naturally, private meeting rooms were available as well as a large conference facility to accommodate the largest of any business golf outings.

It is unfortunate the Cap Rock Clubhouse burned to the ground last year.  It offered the best settings for sitting and enjoying the views from the top of the Cap Rock while sipping on a cold beverage.  However, the cabana facilities did survive the fire and were available to serve as a great place to sit in semi-private setting.  (I’ll have to tell you about their great margaritas later.)

The Whitewater putting course has to be the most unique of all places I have every seen to continue the business relationship building in a very low key casual  setting.  However, putting on the 18 hole bent grass miniature putting course can get rather competitive.  The Whitewater Putting course sits right outside the Marriott resort.  The set up is outstanding for a twosome or a tournament.  The outdoor bar provides lavations for the players while they putt their way thru a very well landscaped exotic bird park…yes..wild birds are everywhere.

The Party Barge and the Horseshoe Bay Yacht provide the special private get away voyage on the lake.  The boats handle from two to 80 people in a floating party atmosphere.  Or, a business discussion cruise.

Tourist Attractions

As is the case in most rounds of business golf that include overnight stays, everyone wants to take the opportunity to turn the business trip into a pleasure trip including the family.  What to do with the family is easy to manage at the Marriott Horseshoe Bay Resort.  As mentioned, the Wine Industry has stepped up to offer the guests of Marriott all day Wine Tours during the wine season.

Did I mention the Waverunner Jet Skies?  Enough said..there is fun to be had on the lake year around.

Yes, there is tennis and bike trails..all kinds of activities to keep the family of all ages interested and entertained.  There is even a Kids Night Out.

Mr Business Golf’s Rating:

I am going to score the Horseshoe Bay Resort with an Eagle on the business golf and a overall Birdie for the convenience factor.  The resort is secluded which makes for an outstanding getaway from the grind.  It also has all of the creature comforts of home once you get there, but it is the getting there that causes the overall rating for the Horseshoe Bay to fall to being just a birdie.  Still, I don’t give out below par scores often so I can say I would recommend if you are planning a business golf outing the Horseshoe Bay Resort should be on your A List..it is on mine.

From time to time over the past several years I have received a large number of calls from country club managers or board members who are interested in what I have to offer to help attract golfers to becoming members of their private clubs.  I thought in light of the NGF releasing their recent report on Private Club Desirability, that maybe it was time I posted a blog that captured some of my thoughts on this issue and provide what I have found from asking this question to the golfers I have run into in my travels.

Seems what does not attract them to becoming a member of a private country club out weights what attracts them.

What Turns Golfers Off About Private Country Clubs

If I was to sum this all up into what most none country club golfers think of country clubs it would be:

• Too Old Fogy
• Too Expensive
• Too Restrictive

The list of why the former country golfers left their country club membership:

• Too Old Fogy
• Too Expensive
• Too Restrictive

And the list of what current country club members feel about their country club is:

• Too Old Fogy
• Too Expensive
• Too Restrictive

You can see a pattern is growing here.

Add what the women who were non-country club golfers think about being a country club member had to do with the

• Not Women Friendly Atmosphere

So let me break it down even further.

Too Old Fogy

Interesting enough, the statement of country clubs being Too Old Fogy came from every generation and age group. 

The under 35 group were more animated in their view points of country clubs holding on to the past and being covenantal to the over 65 generation.  The over 35 to 50 group took sides with the under 35 primarily from them not wanting to be associated with the more opinionate over 65.  And, the over 65 agreeing the club’s look and smell of old fogy. They too hate being associated with being seen as the negative old farts who hated life as the generation before them instilled into the private country club.

Most country clubs were built during an era of ignorance to how society would evolve to being more open or tolerant.  Their structures and facilities were built to the fashion of that day.  Now the clubhouses and infrastructures are clearly seen as being outdated. 

Both the perception of most country clubs being a house for old thinking is compounded with their image of yesteryear which are a huge hindrance to them attracting new members.  Young and old golfers reviewed agreed that country clubs with a more modern looking facilities would be what would attract them to becoming a member, but all were clear that the cost of membership would be the next barrier to break.

Too Expensive

The statement of country clubs being Too Expensive also came from all of the golfers and age groups.  Even the independently wealthy I spoke to clearly admitted the costs of golf and country club membership has gotten out of reach for nearly everyone.

For most golfers they look at the number of times they are able to play a round a golf a month verses the costs.  Even the golfers who played several times a week could not justify the hidden costs associated to a country club membership.  They all were readily able to affordably play at public courses using the multitude of golf discount cards they can obtain.  The rebuttal question then became.. Why would I want to pay for a membership at a private country club when I can play at dozens of other public golf courses for less?

Even the current private club members reported they were finding ways to cut costs of their monthly dues by not purchase anything at the club since the club’s would also add service charges to those items.  Some who were on their club’s board of governors were very open with reporting what they had found in the club’s operations budget what was causing the price of a membership to be in over the top too high..primarily off the charge high salaries to management staff that performed no service duties.

Obviously, the expense issue all of these golfers was fueled with the current economic situation in each area.  All who I spoke with felt they would or were not getting their money’s worth from the current price many private country clubs forced upon their members to pay.

Too Restrictive

The rules private country clubs have come up with over the years are starting to bite them back. Especially in today’s more open thinking society.

What was considered socially acceptable in private country club’s bylaws was established in the mid 60’s when many of these country clubs today were built.  Unfortunately what was established to uphold a staunch conservative live style is not what a more moderate thinking golfer wants to deal with today.

Naturally the under 35 hate to think about the dress codes most private country clubs established back when income levels supported wearing high price golf fashion.  The over 35 still hang on to there being a need for golf style while the over 50 still feel strongly on the Dress To Impress golf attire is still in order.

A more family and women friendly environment was also universal amongst the golfers I spoke with over the years.  The No Women or Juniors allowed on the golf course on certain days was sited as one of the more concerning rules private country clubs mandate.

Clubs who have changed their rules and remodeled their facilities to be more accommodative of the more modern thinking golfers were more attractive to those who were not currently country club members as well as the current country club members.

All agree rules are needed in order to safeguard member’s investments into the club, but overall all felt many of the rules were outdated and were a inherence to attracting a more moderate thinking golf member. 

Still Room for Change

When you look around at the private country club’s in your area you can immediately see what is holding many country clubs from attracting members.  Granted, I have spoken with a few country club’s management teams and owners who claim to have waiting lists of potential members.  So let’s take a look at the resons why.

What these clubs with waiting lists have to offer;

• equality of social and private space in the clubhouse for women and men members
• golf courses that accommodate all level of play
• child care and business centers
• activities and concierge service for the non-golfing spouse
• as well a more restaurant style dinning area 

Member Privilege

There is something to be said about being a private country club member.  Some of the things the private club members and the non-country club members say are the amenities that would attract them to becoming a member of a private country were:

• having a place to get away from the crowds
• to have a sense of belonging in a group of peers

Customer Service Still Rules

Still many of the basics of normal life’s expectations are part of what golfers today have grown up to demand.  Being treated fairly, honestly and as a human being is just one of the basic creature features a private club has to improve upon.  Treating the members of a private club like a valued customer instead of a pattsy would be the first attitude to change.  Understanding that the member’s of a private club are the people who pay the bills is sometimes hard for the managers and owners of these clubs to grasp.

The stories the current members of private country clubs had and the impression from hearing such stores the non-country club members have heard about member’s being injured from accidents which occurred from dilapidated facilities and then treated like they caused the accident are points of huge concern.  Many were upset with feeling like the club was fleecing them for services that one would think should be included in the initial costs of being a member of a private club. 

All of this was part of what these golfers felt was poor customer service.

Change Has to Be Made

Overall what I generally tell private country club management teams asking what is needed for them to attract new golf members is to find the changes they need to make and make them.  Then once they make them stay in the mode for change and make the changes that make sense when they are needed, not wait until they are shoved down their throats like they are now.

Sooner or later a sound economy will return and the clubs who have made the change to be being more attractive, affordable and open to new modern thinking golfers with be the clubs who will survive.  Hope your club is one of them.

Let me know how I can help.

Most of the world gains their knowledge of Golf from watching the professional golf tournaments on TV.  A good number will venture out learn more by attending one of these events.  Most all of these people are also aware of the fact the sponsors of these events are who pays for the production of these events.  Eventually, the questions will be asked…

Do the Sponsors of these events really get anything of value in return from the millions of dollars they pump into these events?

On the most part these week long golf events are full of different promotional functions and gala’s focusing attention to the sponsors services and products.  However, does the sponsor get their investment back from these event?

This question is getting asked every year by the corporate giants who sponsor professional golf tournaments and since 2008 it is getting tougher for many of them to find away to put flowers around the fact that the millions they are spending for these events is producing little return in revenue.  Naturally, in public the CEO’s of these businesses are going to point out the value to the community their efforts makes and the impact they have on the charities they support.  However, in private these business executives are more than likely spending hours with their general counsels trying to figure out how to get out of these long term contracts they have for sponsoring these every expensive events.

The PGA and LGPA tournaments being produced around the world are absolutely required as part of promoting the game of Golf.  Without them recreational and business Golf, the backbone of the golf economy, would quickly dry up and blow away.  These events give the public a place to get firsthand knowledge of how the top players of the game play.  This exposure is very healthy to the industry and impacts the local, national and global economy greatly.  Billions of dollars are generated in direct and indirect support of these events and hundreds of thousands of people’s jobs are related to revenue these events generate.  Unfortunately, very little is generated directly back to the company’s who put their names on the event.

What is Missing

The tragedy here is most of these corporations fail to fully capture the business development opportunities these events and Golf offers.  Sure they have client appreciate days and place a large number of important customers into the Pro-AM .  However, the sponsors of the events miss the opportunity to help their customers, clients and employees learn to be more profitable…or better business people.

There are a number of things the organizers of professional golf tournaments could add to the major sponsorship entitlements that would coincide with the week golf.  One of the most obvious would be to calendar a conference the week before the pro golf tournament focused on offering customers, clients, vendors and employees a day of training on how to be more successful in business.  Offering a learning experience for the people and businesses who drive revenue to the corporate sponsor’s bottom-line would build the solid business relationships needed to support the sponsor’s business for years to come.

What Helps

More needs to be done to change the focus surrounding the pro golf events sponsorship packages from appearing to be a ‘Glad Handing’ out of money for the event’s operations, to it becoming a place where there is greater benefit to the sponsor’s and their customers.  Support of charities is admiral and benefiting community affairs is smart business.  However, the professional golf tournaments are expensive gala’s for the sponsors and there needs to be more focus by the professional golf association, both PGA and LPGA, and event organizers in helping the sponsors of the event get a return on that check they write them each year. 

Just seems natural to me these pro golf tournaments would be centered around the sponsor’s needs and not the guys and gals who are there hitting the golf balls.  I know it would sure help me.  I know of several programs developed to merge the business and golf.  Let me know how I can help.

I recently spoke to 110 members of the Golf Association of Philadelphia on the subject of Social Media-How Private Golf Clubs Should Use It.  I was exciting to learn the GAP is looking towards the future of the golf industry and searching for ways to deal with the change facing golf today.  Hopefully, what I offered them will get them on the way to success.

Change or Be Changed

One of the issues most private golf clubs are addressing is how to deal with the culture change and the next generation’s attitude towards private golf clubs.  As more and more people and business accept the new technologies associated with improving their lives, so will private golf clubs.  Understanding social networking and how social media works is a must if a private golf club expects to solve this problem.

However, private clubs should not just go forward accepting the most popular method of social networking or a plan that is created as a template all private clubs should use.  Every private club has to determine what works for them and their membership.  The type of social media they should use and the style of social networking that will work for them is determined by the Club’s mission, goal and purpose.

Clear Mission

If the mission of a private golf club is clear and forward thinking then the direction the club is taking will lead them the right path to success.  If the mission is not clear are relevant to today’s fast paced world then maybe the mission of the club needs to change. 

I say could be and maybe because there are always going to be some reasoning a club will have that would explain why they are not going to be able to use social media.  These will be the clubs who will find it hard to replace members as the result of natural; attrition.

The mission tells potential members where the club is heading.

Solid Goals

Every private golf club should have a goal.  Without a goal the club will quickly become stagnant.  Nobody wants to be a member of a club that is going nowhere.

A goal every club should have is to take on the changes facing them and accomplish the goals by teaming with the membership.  Every club should have as their goal to offer their membership modern amenities.

Worthy Purpose

The purpose of every private club is different.  However, no matter what purpose the club has set forth as why it is a club, it should service its members and community.  The club being social online is one way to communicate its purpose.

What type of social media the club should, would or could use is determined by its mission, goal and purpose.  There is no template or one way that works better than others for private clubs.

Every club needs to make ‘being social’ part of their mission, goal and purpose.  This one change will help the club move forward and attract new members.

Tiger winning at Bay Hill is great news for golf and business. Now what did Yani Tseng’s win at the Kia Classic the very same weekend mean for the LPGA? Probably nothing. Nothing for viewership and nothing for business.

Yani’s accomplishment

· Second straight LPGA Tour title

· Third win in five 2012 events

· At 23 years old, Yani is the second youngest player to reach 15 LPGA Tour victories

The big story from the Kia Classic

“Golf’s Funniest Commercial- Even Funnier Because It’s Not Supposed to Be Funny”

Mirassou Winery, a devoted sponsor of women’s golf including the LPGA and Women on Course took to the airwaves during the tournament debuting a commercial featuring Brittany Lincicome. The critics couldn’t get past the production quality, comparing it to a “commercial made by junior high students”. This criticism of the commercial is not the problem. The author of one article asked if the reader was “ONE OF THE ELEVEN PEOPLE” watching the tournament on the Golf Channel where the commercial aired.

The LPGA’s image and tournament funding has been on a downslide for several years and some will argue the main reason is tour players are not relatable to the US audience. Possibly but the media reporting on golf should own some of the blame. Recently I read an account by one reporter that if Yani were more attractive, her rise in ranks would mean more to the male viewers watching the sport. Huh? Come again?? When John Daley had success sporting a mullet, viewership rose because he was an unattractive underdog, an everyman’s man that could compete with the polished tour players. It’s an old story that goes back to Jack vs. Arnie.

Sexing up the LPGA is not the answer

Babe Didrikson was called the anti-female and yet her popularity rivaled Tiger’s first coming. She wasn’t a phenom winning her first professional tournament at 13, but a very talented athlete in other arenas realizing success in any sport she took on and exciting to watch. She answered her critics by winning and not morphing into a “watchable” feminine golfer. Both men and women admired Babe so it’s hard to believe 60 plus years later Yani’s appearance is to blame for low viewership.

Talent isn’t the issue either. Unlike other sports only a matter of yards separates the professional men from women players. Execution, precision and talent are exactly the same. I’ve heard from many men when women can slam-dunk they will start watching the WNBA. If they actually sat and watched the competition at an LPGA tournament, they would see the equivalent of slam-dunking.

Revisiting the viewer demographic

My research indicates golf tournaments attract male viewers ages 18-35 years old. Where does this leave the LPGA Tour and must it resort to bikini golf if the reporters are correct that attractive winners bring more to the table? This is a complicated dilemma probably requiring some of the PGA of America’s 2.0 dollars earmarked toward market research because one thing I know for sure…casual players watch golf on TV and if women aren’t watching, they aren’t playing.

Alright everyone…relax…rejoice…then re-invent yourself. Tiger is back and we can all learn a lesson from his latest comeback. In the immortal words of the business author Robert J. Kriegel… “ if it ain’t broke… break it”. That’s right Tiger has made a career, for himself and for a few golf instructors, by following that rule.

The first two swing makeovers were with Butch Harmon and then Hank Haney and took place when Tiger was already winning, even dominating the tour. So why make the changes? All of the pundits weighed in. Was it a mistake? Could he return to his winning ways? Was the new swing flatter…more upright…did the ball go farther or shorter…did it fade or did it draw? All the while Tiger continued to win.

The Latest Swing App

Now the latest edition, or as I like to call it Tiger 3.0, is out and the critics are trying to figure out what to make of it. This was a much more extensive makeover than any before. It was more than the new swing coach Sean Foley, it was a new business manager, a new caddie, not to mention a new home life. So there were sure to be lots of bugs in this new edition. We saw some promise early in the year but the system seemed to crash under the pressure of round 4. And all the pundits (Johnny Miller) were saying that the new version couldn’t stand the heat. Well it seems that Tiger 3.0 has fixed all the bugs and we are all excited to see what comes next.

The Only Constant Is Change

What’s the business lesson to learn here? Well consider this: Whether you are a business that is a market leader or you are the number 1 player in the world you have to guard against complacency. I believe that Tiger changes things up to keep himself fully engaged. A swing change reinvigorates his practice sessions…keeps his mind focused on the course…and helps keep his life in order because change requires discipline.

Great businesses are like that. They know that the moment they become complacent or satisfied with the results they are getting is the moment they begin to decline. Sure change is uncomfortable and learning new things takes time but if the objective is to strive for continuous improvement change is inevitable so embrace it.

I guess the moral to this is that you shouldn’t spend too much time being satisfied with the way things are and you shouldn’t be afraid to make changes. I know that throughout my life I have made many changes… some willingly some grudgingly. When I figured out how to change the way I looked at the process and focused on the excitement of new possibilities I became an agent of change and fully subscribe to the “if it ain’t broke.. break it” philosophy.

Oh and about the Mayan prediction for the end of days in December this year… they forgot to factor in leap years… which means their time line has already passed. So buckle up we still have a long way to go.  

I recently was invited to speak to the Golf Association of Philadelphia President’s Council Annual meeting on the subject of Social Media and how Private Clubs should approach using it.  It is exciting to first be asked by such a distinguished group of golf professionals and club managers and I found putting this presentation together a very rewarding experience.

For many of you who have been following me over the years know I have have a lot to say about how the private golf clubs and country club are dealing with the economy.  At the same time I have been studying how private clubs are using social media.  I think it is safe to say many clubs have a long way to go to understanding how social media works today.

From time to time I would review my findings with my business partner, Dave Bisbee who has actually sat in the general manager’s chair for private clubs and has seen the challenges first hand the private clubs face.  It is refreshing to get his point of view and to confirm what I am seeing are real issues private clubs have to address if they are to survive.

I am excited to present these finding to the Golf Association of Philadelphia on March 28, 2012. I’ll post an update once I get back from this presentation.

Attending Women on Course events reaffirms my belief that if more women used golf for business, magic could happen and it did in Atlanta.

If you are not familiar with Women on Course, it is an inclusive national networking organization built on a business golf platform. WOC provides entry into golf through off course venues or on course events with activities available to all skill levels including those brand new to the game. Golf becomes secondary to the opportunities afforded from meeting other women in the business community and growing professional networks.

Atlanta Becomes a Believer

Last Saturday I headed to Atlanta for the WOC market kick-off luncheon and to meet the team members of the host sponsor. Cutting to the chase….the event exceeded everyone’s expectations considering Atlanta is not a tier one city for WOC, but after Saturday it very well could be.

I took a moment to zero-in on conversations while lunch was served and the content could be compared to a Fortune 500 boardroom including the golf stories. Business cards were being passed around and smart phone calendar entries were abundant. Guests new to the game became excited to learn more about golf and sought advice from avid players on purchasing clubs, shoes, etc. The sign up list for future events were quickly filled in and women who just met each other were making dates to pair up for the next WOC play day.

Here’s what went right:

· The WOC staff, its ambassadors and host sponsor did a great job of recruiting guests, drawing in executive women from all industries including Banking, Insurance, Retail, Technology, Consulting, Marketing and Charitable organizations

· The host venue created an intimate setting for a large group of women

· An ice breaker activity was organized to engage introductions

· The Host Sponsor came prepared to monetize their investment beyond the luncheon

· The podium messaging from the WOC staff reached all members in the audience, including those new to the sport

· Ample support staff/ambassadors were present to personally meet all the women in the room, give their full attention to guests with questions, resulting in almost record sign-up of new members

· Product sponsors provided generous gifts for attendees

· WOC made sure enough activities were on the calendar to announce at the event and to keep the WOC momentum going

A few days after the event I followed up with some guests and our host sponsor to thank them for coming and asked what they thought about Women on Course and the luncheon. Based on the feedback all I can say is they felt the magic too.

What Women on Course does so well is “showing” golf is good for business rather then “telling” golf is good for business. Additionally, by providing alternative formats to draw businesswomen into a very traditional sport eliminates the perception that golf is too exclusive and too complex to learn.

In a few weeks I will be off to Phoenix for another WOC event and fully expect the same result as Atlanta.

Golf is a sport like no other. Where else can you get a four to five hour introduction to a complete stranger and immediately bond over a common interest? I discovered a long time ago playing provides career opportunities and encourage random starter pairings because I always see the possibility for a business connection.

The golf course can be compared to LinkedIn without pretending to have done business with, or be friends with the person you are trying to invite into your professional network.

A few years ago I headed out to the course on a chilly Chicago fall morning and my twosome was paired up with a surly looking gentleman. Apparently he didn’t appreciate the intrusion so I refrained from friendly banter until the fifth hole and used the PGA tournament unfolding that day to break the ice.

You Never Know Who You Might Meet

Throughout the round our conversation turned to family, work and fine dining suggestions. Walking off the 18^th green he offered a business card with a contact in the marketing department at Microsoft and assured me he would make the introduction via email.

The following summer Microsoft hosted an outing I was marketing for sponsorship. If I hadn’t initiated a conversation I can guarantee navigating through a company like Microsoft would be like walking through a labyrinth blindfolded.

Admittedly I am not a shy person and making conversation with strangers comes easy. For those who prefer to tee it up with players only in their social circles, reconsider how you view a round by adding business prospecting as a benefit. Talking about golf is the ultimate conversation buffer and by nature of being on the course it is safe to assume your partners share the same affinity for the sport. That’s the great thing about golf, no matter the skill level, knowledge and enthusiasm is universal.

Opportunity to make business connections can also happen at the practice center, stacked tee boxes, and in the clubhouse. The same approach applies to all scenarios…start the introduction with a golf topic before diving into personal questions.

Keep Awareness Antennae Tuned In

If you find yourself paired up with a random group, play your round with confidence from the onset and refrain from making excuses or apologizing for bad shots. The same goes for displaying over confidence and offering instruction unless asked. I also advise against initiating friendly betting games, over-imbibing and always play by the rules.

The golf course is a great indicator how a person will behave in business situations. Would you take an appointment with a financial advisor introduced at a social gathering if she apologized all evening for her shortcomings? How about scheduling an interview with a prospect for an HR director’s position once you discovered his fondness for racial jokes and drinking? Apologizing for bad shots translates to, “she lacks confidence and decisiveness”. Inappropriate jokes and obnoxious behavior translation, “This guy is a lawsuit waiting to happen”.

Talking about golf off the course is a great icebreaker at the office or social functions. Stand in a room for five minutes on a Monday after a big televised golf tournament and odds are golf will come up in conversation.

You Can Talk Golf Almost Anywhere

As a team member of the Women on Course organization my suggestion to guests attending events and not quite onboard with the golf lifestyle is to learn the basics of golf lingo and turn on the Golf Channel a few times a week. Showing an interest in the sport automatically gives you access to coworkers and professional contacts you may not bond with due to a lack of common interests.

In my opinion there is almost never a bad time to talk about golf. In 2011 I attended the PGA Merchandise Show scoping out potential sponsors and partners for Women on Course events. In the restroom I struck up a conversation with a woman about the show and playing golf. It turned out she was an exhibitor assigned to an area where few spectators venture.

I stopped by her booth on my way out and quickly realized her product fit perfectly with the WOC demographic. I left Orlando with a new sponsor and to this day we both chuckle when reminiscing about the introduction.

The restroom story may seem like a stretch considering I was at the PGA Merchandise Show and what else can you talk about besides golf. Believe me, I always find a way to work golf into a conversation with strangers and if they abhor the game, at least I provide an outlet to vent and then we can move on to new topics.