Arizona Women's Golf Association

GOLF SUMMIT EXPLAINS ISSUES -- OFFERS SOLUTIONS
Women Highlighted as Valuable Segment

By Mary Ann Souter

The Arizona Biltmore was the site for Arizona’s first Golf Summit – a group called together to discuss and solve the issues facing the golf industry in Arizona. Local, state and national golf representatives met Wednesday, March 16th, to address the future of golf in our state. Nationwide, golf is a $62 billion a year industry. In Arizona, it’s about a $1 billion a year industry, offering a large sum to the state’s economy.

In the male-dominated room of over 200 individuals, the importance of women and baby boomers to the growth of the industry became apparent as speaker after speaker reported statistics showing these groups as a real factor in the both the present and future of golf. Suzanne Wegrzyn, President of the National Club Association, cited that the national average club member age is 56 and maintaining club membership is directly related to providing fun social events and giving great customer service. Although these recommendations sound simple enough, they are often not given the attention they deserve and clubs lose members for reasons that are under their control.

“Give back to the game,” said Anthony Zirpoli, USGA Director of Regulatory Affairs. “Learn to look at the big picture,” he added. Courses may have to “give” in order to grow their membership and rounds played. His view is to make facilities player-friendly, offering people a more positive experience. “It’s a game,” he says. “Make it fun.” He was a perfect lead-in to our own, Mary Long, Executive Director of the AWGA. Her presentation strongly presented the opportunity women offer to the golf industry. With an average age of 53, Mary told course executives that catering to this age group would benefit them both now and in the future. With women golfing into their 80s, this segment represents a target that could generate substantial income and would supply a consistent group of golfers. She explained in simple terms what women like and what would draw them to the course. She offered suggestions such as being sure to provide “fun” venues for play and going to fitness centers to encourage group play, since women rarely go places alone. Specifically, she offered the AWGA as a resource for all course executives to draw on. To entice women who may be interested but who also may be intimidated by golf, she suggested a “buddy system” to give a new golfer that personal attention she needs to feel comfortable on the course. And she verified through AWGA reports that the number of rounds played by an AWGA member far exceeds the average number of rounds played nationally. Women who get hooked on golf spend more time playing and are a more consistent source of income to the course. Her presentation opened the eyes of many representatives who did not previously understand the market of women golfers.

Brian Whitcomb, VP of The PGA of America, recognizes that “golf is calling” and a few good shots will bring just about any player back to try again. He emphasized the fact that people play golf for recreation – a theme that was consistent with each speaker. To promote golf effectively will entail utilizing many new programs such as Play Golf America, First Swing for Adults, Kids Play Free, and others designed to attract new players and increase rounds played.

Here in Arizona, we are proud of our courses and the diverse landscape and terrain they offer. However, our tourism numbers pale in comparison to Florida and South Carolina for attracting golfers on vacation. Courses just don’t have the funds to promote their facilities in national magazines and on TV. Jeff Lessig from the Southwest Section PGA said we need more and better marketing by the state. That will help to draw more tourists into Arizona and will increase both rounds played and income for support businesses.

Hard as it is for those of us who love golf to believe, 90% of the US population does not play golf. Even more surprising is that they have a negative opinion about how golf relates to environmental issues. Stephen Mona, CEO of the Golf Course Superintendent Association of America, said we have to change these attitudes and behaviors toward golf. His suggestions included getting people interested by playing 2,3, or 4 hole rounds, setting up family tees in the middle of the fairway, reaching out to community groups especially state EPA regulators. Giving state officials one-on-one tours of the golf course may present them with a better opinion about the efforts made as an industry to protect the course environment including water, plants, wildlife and energy. Shawn Connors of the Golf Industry Association presented the issues of a growing population on air quality, water and quality of life. He noted that people are drawn to “open spaces” and the positive environmental aspects of golf.

Closing the Summit was Henry DeLozier, VP of Golf for Pulte Homes. His insightful presentation brought hope to those in the industry facing a decline in income. “As the population increases in age,” he said, “rounds of golf will increase.” The baby boomers are here now and the numbers are growing steadily. “Arizona is the second most attractive retirement destination,” he commented, “not far behind Nevada.” He noted the many opportunities in Arizona. Although the issue with water is daunting, we are constantly developing new technologies to combat the effects of less water. He cited the demand for golf in Arizona showing numbers confirming Arizona’s population growth, stating that baby boomers will drive new play and that pricing corrections have already helped. He furnished statistics showing that golfers in the 50-59 age range play 72% more rounds than golfers in their 30s. To top that, he added that those in the 60-65 age range play 43% more than those in the 50-59 year old range. These startling numbers, along with those cited by Mary Long as the average AWGA player being 53, confirmed that the 50 and over player is a lucrative market. Not only do they have more time to play but they also have the disposable income to go with it.

In summary, the representatives at this meeting are dedicated to planning ahead for the future of the golf industry. Our state and local organizations are cohesive. As a group, we choose to work together for the betterment of golf – for both the players and the businesses. We have leaders who are skilled and enthusiastic and who are prepared to guide the industry in the right direction. With widespread interest and positive energy in place, it seems likely that this group will find solutions, which will be far-reaching and significantly beneficial to the businesses associated with golf in Arizona and to the state’s economy.