Where I was right and, maybe wrong (for now)

We can all agree without question, our lives have been changed forever over the last six months.

Whether you side with the masks everywhere mentality or herd immunity … there is no question how we approach business practices and life will be different moving forward.

Looking back to the April edition of Rub of the Green - I had accurately predicted a “tidal wave of golfers” when courses re-opened as the overwhelming pent-up demand of golfers seeking an outlet from the frustration of quarantine was evident.

By the numbers:

Source: The National Golf Foundation

As stated in the National Golf Foundation September edition of the Q - “It almost seems inconceivable given the loss of 20 million spring rounds due coronavirus-related course shutdowns, but rounds were up 13.9% nationwide in June and 19.7% in July. The latter reflects an increase of approximately 10 million more rounds than in July 2019 and the 20% jump was the largest for high-volume summer month since Golf Datatech began the monthly tracking in 2000.”

What is remarkable is this growth is NOT solely because avid golfers are playing more rounds … but instead (and, what I did not predict in April) was the insurgence of new golfers coming to the game.

Shuttered entertainment outlets nationwide, the elimination of youth team sports and a hospitality industry crippled almost to the point of extinction – golf has remained steadfast.

This wave of Beginners to the game has resulted in July 2020 being the single greatest month of Golf Equipment Sales ($388.6 Million) since Golf Datatech began recording retail sales back in 1997.

Think about that … more equipment sales than in any month during the Tiger Boom!

That is almost mind boggling …

It also begs the inevitable question that I think National Golf Foundation - CEO - Joe Beditz, sums up well ...

“The ability to retain customers has been golf’s Achilles heel for some time now. In the past five years alone we’ve “welcomed” more than 12 million people to the traditional game, and yet our ‘sea level’ has risen by only 200,000, give or take. It’s almost inexplicable and signals a serious issue with the experience and/or perceived value among new customers.”

As an operator … this is your opportunity!

Pay your PGA Golf Professionals a few more dollars to run an extra beginner’s clinic … spend that extra $10-$20 in Golf Shop Clerk hours to unchain your managers from desk duty to promote customer retention.

Or, risk becoming another one of my excerpts from April … “closures {will} top 300-400 over the next 12 months”. While I did not predict the economic stimulus, and it is still premature to predict the validity of my claim. You get my point … now is the time to grow your customers!

A closing thought … on the pandemic and life.

I recently had the opportunity to attend the World Amateur Handicap Championship in Myrtle Beach for my radio / podcast show – GolfTalk Live.

While there … we interviewed Bill Golden, CEO – Golf Tourism Solutions on the tournament and golf. Bill offered an interesting perspective … that I feel is worth sharing. And, I paraphrase … “prior to the pandemic, Americans always wished that life would slow down, and we could have more time. If this has taught us anything … it is ok to take a few hours to social distance with friends, get some exercise and enjoy life. Golf is that escape”

… this is the message we as an industry should be sharing.

Want to listen to the actual interview … ?

Click here or find us on the podcast channel of your choice – Apple, Spotift, Tune-In and Google at GolfTalkLive

It has been and continues to be the strangest of golf years… hell, even Danny Noonan may be caddying at the US Open

But, what would you expect in 2020… LOL

Want to chat ... give me a call.

Allen

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GOLFTALK LIVE

Please listen to my live show - every Saturday morning on www.990TheAnswer.com - from 7:00-8:00AM - OR - follow our podcast channels - Spotify, Google Podcasts, Tune In, and Apple Podcast. I co-host this show with media veteran, Tony Leodora, and we connect you to the Men and Women shaping our industry.

Allen DePuy

Broker, Consultant, Management Specialist to Underperforming Businesses

Colliers Golf Brokerage & Advisory Services

Direct +1 215 928 7520 | Mobile +1 717 554 8519

Main +1 215 925 4600 | Fax +1 215 925 1040

allen.depuy@colliers.com

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