There is tension in the air these days in the golf industry. The word friction comes to mind too. Keep in mind that tension nor friction may necessarily be a bad thing. They may indicate conflict, but they also indicate change and opportunity. The universe is currently witness to the biggest disruption in our elite, televised game that we’ve seen since the birth of the tours. As golf’s popularity in all forms has been on a golf-stick growth curve, so too have been the rise of curious and critical eyes about our business (especially law and policy makers). Thousands of simulator-based joints have opened around America, and folks are wondering if this is supplemental, additive or competitive to the green-grass business. An already-perceived expensive pursuit of playing golf has been getting more expensive. The only green-grass courses being developed seem to be elite and expensive, and the courses that close down are daily-fee facilities and tied to communities, leaving people wondering what will the future hold for affordable, green-grass golf? Artificial intelligence is about to rock our world in ways unanticipated and unplanned for, especially in the tee time booking arena. Social media, influencers and “the people” seem to be setting the new tone and culture for golf, as opposed to the institutions. Will the legacy and traditional culture embrace or eschew this? Do we need to roll back the golf ball for tens of millions of golfers to accommodate a relatively few bombers and the “cathedrals” of golf? Tension for sure!
When tension and friction are vibrating the ground under you, and conflict can be smelled in the air, where do you place your bets? In an age when every conceivable institution is under attack, it’s sometimes hard to look to the institutions that got us here for the answers. It can be foolish to believe that what got us here will get us there. Trust in our sources should always be earned and reearned, but cynicism and skepticism are amplified by today’s ability to give everyone a platform to voice their doubts. It’s hard to ignore discordant voices, and even harder for institutions to figure out how to accommodate them in authentic ways.
Amidst all of this, where do I look for inspiration and answers? In my opinion, a great place to look are the tech entrepreneurs in our space. When you are a true entrepreneur, you are putting something on the line to chase your dream or vision. In the DNA of that is someone (or some people) considering the pros and cons, the risks and rewards, the possibilities to change behavior against apathy and attention spans, and putting something into the market anyway. I love that golf’s technology companies are asking questions like: how can we make it easier for golfers to book tee times? How can we help golf courses prevent no-shows and short-shows from happening? How can we make it faster for golfers to check in at the facility? How can we make the golf tournament or outing experience more engaging? How can we automate this process to help a course save on labor costs or repurpose our people? How can we allow golfers to save time and money and still achieve “shot euphoria” (thereby hooking them for life)?
This ardor and appreciation for tech companies is not blind nor does it come unconditionally, though. I’ve seen my fair share of tech companies take more than give, and take advantage more than provide advantage. When talking with some tech company leaders whose products serve both the golfer and the golf course, I often ask: which audience is more important to you, the course or the customer? I like to see if they have trouble answering that question, squirm or if they are resolute one way or the other. No surprise here, I think – if you care about the success and sustainability of golf courses – you should place the needs of the course above that of the golfer. After all, the golfer (the market’s demand) will respond positively if what you’ve put into the market is helpful and valuable, and it will reject that which does not add value. Technology’s tentacles simply cannot and should not be deployed at the great expense of the golf course, which I argue is one of the hardest small businesses in the world to run, without a true commensurate return.
When technology is both the constant and the change, it makes good sense that NGCOA continues to host the Golf Business Technology Conference. We invite all golf course owners and operators to come to Frisco, Texas, October 14th and 15th, to engage in exciting and important learning, and to be inspired by the problem-solving and value-adding tech companies that will be in attendance. And since the industry is on the cusp of radical change in the tee time commerce space, NGCOA is also inviting course operators and tee time technology companies to the first-ever Tee Time Summit on October 13th, to dive deeply in a workshop setting to co-create a future that values mutual health between courses and our tech partners. Both events can be found at www.golfbusinesstechcon.com and www.ngcoa.org/tts. Whatever is happening in our industry, you can count on NGCOA to be in the thick of it! Now more than ever, even THIS institution (NGCOA) needs to remain relevant, trustworthy and progressive.