Boy, Jim Singerling was right. The CEO of the Club Managers Association hit the nail on the head as a speaker at the recent Golf Inc. Conference at the World Golf Village when he urged the industry to make a greater effort to get its message out to the 90 percent of the country that doesn’t play golf.
The timeliness of his comments were underscored by the appearance of an offensive column that appeared earlier this month in USA TODAY, written by Robert Lipsyte. Its basic theme was the stereotype we’ve heard before: “Golf is a sport for greedy, rich, white males.” It did offer one novel twist on that tiresome canard, though, throwing in the extra accusation that golf is one of the reasons our country is in this current economic fix.
Still, the capper on this 880-word screed was this incredibly wrong-headed passage:
Golf is an environmental nightmare, a waste of space, of fertilizer, of water. Think of the vegetables that could be grown on those useless lawns, bathed in pesticides to keep those fairways looking unnaturally like carpeting. Think of the lovely meadows, walking trails, wildlife sanctuaries.
Now maybe Mr. Lipsyte’s observations were made with a bit of tongue in cheek, but this attitude is all too reflective of how many Americans think of the game. The golf industry has never really managed to communicate its positive economic and environmental message to the general population.
Clearly, those in the golf industry have their work cut out for them. What can individual operators do to let people who don’t play the game know that golf courses are good stewards of the environment? And how can we make them aware of the fact that golf provides jobs and stimulates the local economy in a way that benefits the entire community?
Comments
May 02, 2009 11:54 am GMT
It is ironic that the public tends to value golf courses even though it reviles golfers.
The popularity of golf courses is undeniable. People want to live near them. Cities want them in their community. They are featured prominently in advertisements for housing developments, retirement communities, resorts and cruise lines.
Golfers are not so popular. Self-indulgent elitist white males.
Therein, lies the rub. No independent observer wants to promote the benefits of golf nationally, when "golfers" are so unpopular.
But the news is not all that bad. When people look at their own back yard - their communitiy - and consider the question of whether they are better off with or without their golf courses, they universally prefer to keep their golf courses. Even non-golfers make this choice.
This dichotomy underscores the confusion that the general public has over golf. While golf is an easy sport to criticize in small sound bites, there are few ways that one can upgrade a community better than by adding a golf course. And there are few ways to improve a community that are more welcomed by the public.
One could reasonably argue that golf is held in higher regard today than at any time in U.S. history. The sport is increasingly democratized, with an unprecendented number of pubicably accessible facilities. Women play the game in ever increasing numbers. Female competitive golf has become a staple at the high school and collegiate levels in just one generation.
Golf thrived for decades while its reputation was much worse than it is today.
Golf is not having problems because the game is imperfect, or because society undervalues its economic, societal or environmental worth. Rather, it is struggling because people increasingly elect to spend their time and money elsewhere.
Golf needs to worry less about changing the public's perception of the industry and work more to improve the public's perception of the value of participating in the sport. It is the latter that has ebbed in recent years and the latter that will determine if golf thrives or declines.
May 02, 2009 8:35 am GMT
With the world downsizing into efficient, economical and ecological means, the golf industry continues as one of the last bastions of elitist full-sized folly.
I say let them have their fading days in the sun, for the game will endure to a precious few.
May 02, 2009 6:55 am GMT
Mr. Lipsyte is right about one thing, that golf is a sport. The problem is the sport is run by a jaded industry working under the guise of good stewards of the land. Ever wonder how golf courses stay so green? Try major applications of poisons (pesticides & herbicides)and mega applications of water. A good idea now circulating through state governments would be to assess special consumption taxes or user fees on golf courses to offset this overuse and attempt to bring them back in line.
I don't know about those vegetable gardens, but alternative energy sites would be a logical improvement.
May 01, 2009 9:07 pm GMT
Country clubs didn't let blacks be members until Tiger refused to play at "white only" courses--many still discriminate against minorities. Many courses still discriminate against women and Augusta is proud of it. The PGA Tour wouldn't let Casey Martin use a golf car--they lost at the District Court, lost at the Appeals Court and lost at the Supreme Court--a public relations disaster. Marriott spent over $!,000,000 in legal fees, and lost, to try and keep disabled golfers from playing their courses when all they had to do was provide adaptive golf cars at five courses. It shouldn't be a mystery why many think the golf industry is run by "greedy, rich white males."
May 01, 2009 5:52 pm GMT
The love of the game has been lost to the ideals of a new generation. With fewer golfers entering and more leaving, the future of the game as we know it is in jeopardy. To many existing courses and to few golfers.
It's hard to accept, but look at the big picture, as the game we know loses interest other activities more relevant to the times will come along to take its place.
May 01, 2009 11:18 am GMT
How are we supposed to stimulate an industry in decline that spends most of its time trying to condition the average person into thinking that "we" are having a good time? What kind of game have we created anyway? It's obvious, not one that the 90%+ care to try. Who in there right mind would want to participate in an outdated game that takes to long, costs to much and perceived not much fun to play? And who in their right mind would want to promote it?
The golf game definately needs a makeover, for any chance to grow. Tradition breeds a close minded approach...it's time to open up our minds.
May 01, 2009 7:01 am GMT
We keep using the same old expensive, waste of time and difficult form of golf from our grandfathers and fathers era, in a frustrating attempt to attract new golfers. It won't work...not in today's world! To many other enjoyable activities to choose from.
Quit complaining, we brought this on ourselves. With lackluster industry initiatives...we are fast becoming the endangered golf species.
A better use of marginal existing golf courses would be alternative energy sites, easily converted and close to population districts.
April 30, 2009 2:17 pm GMT
This was one of the most uneducated views of golf I have ever read. What about golf is jobs? Golf is tourist dollars? Golf can be ECONOMIC STIMULUS! I feel sorry for this guy- think of all his is missing not being a part of this fantastic game.
April 30, 2009 1:12 pm GMT
Thanks Jim, for informing the USA Today on the positive attributes of our industry. As the most charitable professional sport, golf has given back more than all other professional sports combined. In addition golf professionals of all levels have presented themselves as tremendous role models for young adults in this country and the world.
April 30, 2009 10:03 am GMT
I believe golf needs a simple, but honest, branding message, such as:
GOLF IS GREEN.
An online tutorial describing the environmental benefits course contribute and participate in. As mentioned, the stereotype of a typical course is that it's an environmental disaster. Include "best practices" for courses to become even "greener".
GOLF IS $$$$.
(Golf is Green, as in money). Another opportunity to show how courses contribute to the local community economically.
I believe the Play Golf America program strives hard to show how the game is accessible to everyone, everywhere. Unfortunately, stereotypes change slowly in the public's mind.
Just a thougth.
Thanks
Mr Puttle
April 30, 2009 8:47 am GMT
I don't believe the message of our industry is getting out the way it should, as we know the mass media only likes to highlight what will give them a big headline and chitter chatter on their sites for days. But if you track down the web page for USA Today you'll see the blog there has many, many players defending Golf and trying to correct the misinformation in the article. Some industry professionals have chimed in there as well. I think everyone should go to that site and give their opinion straight to USA Today.
April 30, 2009 8:44 am GMT
Here's a letter sent to USA Today in response to the April 8 commentary. This is a joint response from CMAA, the PGA of America and GCSAA.
Dear Editors of USA Today:
A recent spate of satirical articles including one by Robert Lipsyte (USA Today, April 8) has created an unwelcome distraction for many of the 28,000 PGA Professionals, 20,000 GCSAA Superintendents and 7,000 CMAA Managers at a time we can least afford it. Contrary to the ramblings of Mr. Lipsyte, golf is a vital part of America's fabric as a sport and, most importantly in these times, as a source of stable employment.
Together our 55,000 members are on the front line of a work force of one million Americans who work at the nation's 16,000 golf courses, 1,300 golf ranges and hundreds of related golf businesses. Your local golf course is the embodiment of the small business sector which President Obama rightly recognizes as the backbone of American enterprise employing a multi cultural mix of professional and service personnel who rely on the sport to provide food and shelter to their families. In 2005 it was estimated that golf also enabled another one million jobs for the tourism and real estate industries, and all told generates some $61 billion in annual wages.
Our "offices" are also good for the communities they serve. Golf facilities are professionally managed by individuals who have achieved various levels of certification, they serve as managed open green space which provides wildlife habitat, and they help to generate $3.5 billion charity dollars each year.
Finally, we're proud of the values of our sport which sees our greatest athletes compete without referees and call penalties on themselves. Athletes such as Masters' runner up Kenny Perry, whose courtesy and dignity under trying circumstances, make them role models for the three million kids in America who play golf. Still, our members have been drawn into a dialogue questioning golf's virtues as a result of articles such as the one USA Today prominently placed in its editorial pages, distracting us from our core duties of serving the 28 million plus people who play golf for fun, health and recreation.
On behalf of all of us who work in golf, let us get back to our real work.
Sincerely,
Jim Remy, PGA
President, PGA of America
Mark Kuhns, CGCS
President, Golf Course Superintendents Association of America
Michael Leemhuis, CCM, PGA
President, Club Managers Association of America
April 30, 2009 8:29 am GMT
This is exactly why I am producing the film, The Nature of the Game. It will inspire and educate golfers and non-golfers alike on the ways that golf forms a bond between both human nature and mother nature. And that played and developed properly, golf is an asset to the global community. American golf does in fact have an elitist bent, there is no denying that. But the game itself is pure, so let's not let it be hijacked. Golf itself is a meaningful and important activity. Please support The Nature of the Game so we can expand this message to the world!
April 30, 2009 8:21 am GMT
...yourself?
April 30, 2009 8:16 am GMT
Mr.Lipsyte - you're an idiot. I live in a city with a $27 million dollar deficit with many run down vacant buildings. That is where your fruit and vegetables can grow. We have a golf course that is in the middle of an 1800 acre state wildlife refugee park. It is a haven for many animals to get away from individuals like you. By the way do you fertilize your yard?
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