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Tuesday

Where is the Money in Golf?

The answer to this question would seem to be easy, but overall it is a hard question to answer.  The short answer here is to keep golfers spending the golf industries need to make them happy.  So lets take a look at what makes golfers happy?

Value

Today, it does not matter how well healed a golfer is financially.  If they feel they are being gauged or taken advantage of they will not spend.  86% of the golfers I have talked to over the past four years quickly remark they will not pay higher green fees for a golf courses that is pricing their golf based on how popular or in demand they want the golf consumer to believe their facility is in the market.  Golfers today are now much more savvy and know that they have more of a choice than every before.
Golf facilities..golf clubs, country clubs, golf courses or driving ranges..need to make sure before a golfer leaves their facility they are happy and if not, they are made happy in some way.  A facility manager needs to take the feedback, good or bad, and take action.  the worst thing to do is to write off anything as the price of doing business.  Having a disposable consumer base built into your business plan has never worked and will not work.  So make sure everyone who is a member of the golf club, who plays the golf course or visit the golf facility is absolutely happy.  You will not get another chance.

Quality

Along with the value golfers are demanding quality of the golf experience.  To get golfers to let loose of the purse strings the golf facility has to offer quality..quality service, quality club amenities and quality experience.  How is quality determined?
Over 90% of of the golfers reviewed said Word Of Mouth reviews from friends and sometimes even strangers was the advice they first looked for and took when looking to play a golf facility they have not played before.  This determines the quality of the golf.  Just a whimper of dissatisfaction from anyone and they are off to the next course.  Golfers are not going to let go of the money to take a chance on a golf experience that does not sound good.
The golf facilities need to make sure that the entire experience is based on quality and not hype.  Hype in golf is over..value and quality is a must.
Value and Quality are on the top of the list of golf consumer’s concerns with golf.  This carries on into golf equipment also. A golfer may spend $500 on a driver but not because the TV commercials are cool.  They again will look to word of mouth.  A guy or gal standing on the driving range hitting the club is their first stop to ask how does it feel.  Gone are the days when the golf consumer buys up all the new drivers each year to find the one they like.
So, in reality, where the money in golf is with the golf consumer. Where golf businesses need to spend the money to make the money is creating value by lower the costs to play golf and then improving the quality so the word of mouth improves.  Once that is done then where the money is in golf will be flowing throughout the golf industry.

Tuesday

Tiger Woods: How I Play Golf


Our book review for today is Tiger Woods: How I Play Golf.

Much has been made of Tiger Woods during his illustrious and colorful career. Recently, and justly, due to his transgressions, the chatter has been primarily negative with pundits questioning with some conviction whether he would ever return to his former self. Although Tiger was off to a quick start this year there was still a hint of doubt as to whether it would hold. Then came the Players and Tiger's fourth win of the season. The quickest in a season he has ever accomplished this feet. Very impressive. More impressive -- how Tiger didn't lose.
An athlete is judged on a number of qualifiers that transcend their respective sport. Raw talent and heart, among others, play a significant role in how the athlete is valued. The most polarizing of these qualifiers seems to be the "clutch gene" and its place among the others. Dan Marino is arguably the greatest quarterback ever yet he never won a Super Bowl. Does this mean we should value his career less? If you would answer yes what happened on the 17th this past Sunday should catapult Tiger into your discussion of who the greatest athlete ever might be. If you, like myself, value the clutch gene above all else in an athlete's repertoire, I would argue that Tiger just might be the best athlete ever.
Of course one could put up a fight for their respective candidate as there are plenty of athletes who deserve to be in the discussion. No matter whose hat you are throwing in the ring there is no one in the history of sports that makes his opponents worse simply through his presence. His clutch gene is so polished he seems to suck out any semblance of that same gene that may live inside his opponents.
What took place on the 17th at TPC Sawgrass on Sunday was cruelly poetic. Two resurging stars who splashed onto the PGA scene only a few years apart. Two men who have been quite public about their discontent for one another. Two players entering the final round tied after a round where controversy filled the air after one complained about the other's candor. The plot thicker than the air at dawn on Sawgrass. With only two holes remaining Sergio Garcia had an opportunity to take down the man in red as he and Tiger still sat atop the leader board. He was primed to right the wrong he claimed the day before and beat his nemesis.
He stood on the 17th tee and watched as Tiger made his par. Tiger had also just made birdie at 16 after nearly nailing a 62 foot bunker shot -- clutch. Sergio stepped up to his ball. What lied in front of him was a hole he had made birdie on earlier in the day while finishing his third round. However, what truly lied ahead obstructing his path was Tiger. That's when the Tiger effect kicked in and Sergio crumbled. Two water hazards later and an astonishing quadruple bogey and Sergio went from sharing the lead to being irrelevant. Another hazard on the 18th and a promising weekend turned into a catastrophe.
Before this tournament meltdown for the ages, Tiger and Sergio had played 19 rounds together on the PGA Tour. Sergio had broken 70 only three times. Tiger has dominated this pairing just like he dominates the other players who stand between him and victory on Sunday. When toe to toe with Tiger the best in the world transform into mere mortals as Tiger's clutch gene kicks in to high gear. He has now won 53 of the 57 tournaments where he is at least holding a share of the lead going into the final round. His career winning percentage is better than Ben Hogan, Jack Nicklaus, and Sam Snead. Yet the microcosmic event that took place on the 17th is the most impressive aspect of his game.
All signs point to Tiger continuing his torrid pace. This could very well turn into his best year ever as a professional golfer. If so, at the end of his career it will be hard to argue that there has ever been someone who has swung a club better. What will be left to argue for eternity is where he ranks among the all time greats in sports. I have been fortunate enough to enjoy watching some of the greats. Their killer instinct is undoubted. Their ability to rise above when it matters most is superior. None of them can do what Tiger does. His presence is crushing. His Sunday stare is back. Golfers beware.
The Book review: Tiger Woods: How I Play Golf. 
Very few sports figures have accomplished as much as Woods has already achieved at age 25. He has been named "Sportsman of the Year" by Sports Illustrated twice; he has won more than 30 professional tournaments and he's the youngest player to win the Grand Slam four of the major pro championships. Despite his many commercials and product endorsements, Woods is one of the rare athletes who isn't overplayed in the media. Unlike many other sports stars, Woods plays and wins quietly. That may explain why this instructional book will reach far beyond the links. Woods talks about his experiences and his attitudes toward golf and life. The conversational tone is quite engaging: "The difference between golf and most other sports is that anyone of average intelligence and coordination can learn to play it well. It requires a commitment to being the best that you can be. That has always been my approach to the game.... Pop gave me many great lessons, not only about golf, but also about life. His greatest advice to me was always be myself." On watching the ball, Woods says, "If you're like me, you can't wait to see if the ball is tracking toward the hole right after the golf ball leaves the putterface.... The tendency to peek too soon causes your head to move and leads to off-sloppy contact.... I found an effective way to fight the problem: I practice putting with my left eye closed, so I can't see the target line at all with my peripheral vision. That makes it easier to keep my eyes looking straight down." Accompanied by wonderful photos, the book reads as if Woods is right there with the golfer, providing instructions. (Oct.) Forecast: With scheduled appearances on Oprah and Dateline along with extensive print and television advertising, this book will immediately shoot out of the bookstores. Strong sales should continue for a long time.
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