By Bradley S. Klein GCSAA - San Diego 2013€¦ · GCSAA - San Diego 2013. Once a caddie . . .. . ....
Transcript of By Bradley S. Klein GCSAA - San Diego 2013€¦ · GCSAA - San Diego 2013. Once a caddie . . .. . ....
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A Whole New Ballgame: Managing Your Career Through A Changing Golf Landscape By Bradley S. Klein GCSAA - San Diego 2013
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Once a caddie . . .
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. . . always a caddie
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Lessons from the caddie yard . . . . -Recruitment into the game -Learn the value of hard work -Learn how to read people’s character -Learn that rich people can be really stupid, too -Value of a portable, battery-operated GPS bullshit detector
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Golf’s Weird Business Model -land extensive -labor intensive -family farming -retail operation -service oriented -highest contact service by lowest paid staff
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Rounds Played Volume (In Millions)
(SOURCE: NATIONAL GOLF FOUNDATION)
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Bradley Klein
23
24
25
26
27
28
29
30
Golfers in Millions
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
Years
Golf Participation
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Golf Course Openings (in 18 hole equivalents)
101.5
336.0
267.0
398.5
101.5 101.5
220.0
49.5
19
Year
(SOURCE: NATIONAL GOLF FOUNDATION)
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Bradley Klein
28,00029,00030,00031,00032,00033,00034,00035,00036,00037,000
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
Years
Annual Rounds (Velocity) per 18 Hole Golf Course
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Bradley Klein
t
46.0%
48.0%
50.0%
52.0%
54.0%
56.0%
58.0%
60.0%
420430440450460470480490500510520530
'00 '01 '02 '03 '04 '05 '06 '07 '08 '09 '10 '11(e)
National % Utilization Trend2000-2011
Rounds (MM)
% Utilization
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Golf Facility Closures
18-hole equivalents
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Net Change in the Supply of Golf Courses 2000 - 2011
(SOURCE: NATIONAL GOLF FOUNDATION)
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Golf Facility Development
(SOURCE: NATIONAL GOLF FOUNDATION)
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Golf Facility Development
(SOURCE: NATIONAL GOLF FOUNDATION)
2011
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Golf Facility Development
(SOURCE: NATIONAL GOLF FOUNDATION)
Municipal
Daily fee
Private
2011
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“Build it and they’ll come” “Never met a feasibility study that said ‘NO!’”
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Everybody was lying
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Sex sells . . . for a while
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Las Vegas: Illusion & Mirage
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Golf and Modern Culture
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The new golf market • Club was the center of leisure & status consumption • Corporate entertainment less important • Gender roles have changed • Missing “next generation” • Too many entertainment alternatives • Outback, Starbucks and restaurant proliferation • DUI laws • Family commitments • Less disposable income • Less disposable time • Nesting at home instead of at resorts
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Unrealistic expectations cause undue stress
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Green Speeds USGA Green Section - 1977 Augusta National GC - 8’ 0” Firestone CC -7’ 5” Oakmont CC -9’ 8” Pebble Beach Golf Links - 7’1” Winged Foot GC -7’ 5”
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Regulatory Climate
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Field Day
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Signs of dysfunctionality
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-clubhouse edifice complex -too many membership categories -capital fund goes to operations -cut back on services that define the club -trying to be all things to all people -revolving membership door / “rent a member” -deal-making and discounting
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•Lack of member/golfer loyalty •Factionalism by handicap •30 percent can’t afford membership •90 / 10 rule •Don’t get caught taking sides •Too many aspiring assistants •17-Year Rule
Beware of politics
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Keys to success -distinct landscape identity -attentive service -simple, clear pricing -flexible yardage tees -good practice ranges -short game areas -staff as valued asset -rangers who actually ranger -allow walking -junior golf -the women are happy
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12 Ways to Adapt to the New Golf Market 1. Be Honest With Yourself and With Management 2. Communicate 3. Seek Honest Criticism from Respected Colleagues 4. Be Project Oriented 5. Inspire Your Staff 6. Have a Five-Year Plan 7. Have a Plan “B” for Your Plan “A” 8. Learn to Get Away from Work 9. Keep Maintenance Area “interview Ready” 10. Don’t Be Afraid of People Who Are Smarter Than You Are 11. Deepen a Basic Core Competence 12. Broaden Your Skill Set from There
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Adapt or die
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