GROW THE GAME
Growing the game is easy, changing the entrenched attitudes toward growing the game is the challenge as millions of golfers and numerous businesspeople are determined to preserve the exclusivity of golf and impede outsiders from joining their exclusive club. This conclusion is apparent when considering the resistance and lack of effort displayed by certain individuals within the industry. However, MMC has consistently demonstrated that reducing barriers to entry and embracing a more diverse demographic is a superior business model compared to the traditional approach. This approach leads to increased revenue, expansion opportunities, long-term employment, and financial security for golf professionals and their staff. Encouragingly, there is a substantial majority—roughly 80%—of players and industry leaders who support the growth and expansion of the game, while only a minority of 20% actively work against it. Sadly, that 20% who are squeezing the life out of the game, also hold an enormous amount of power and influence.
Growing the game can be as simple as placing a golf club in someone’s hands. Those of us who already golf understand the truth behind this statement. It is this simplicity that likely terrifies the 20% opposed to growth. Anyone who has experienced the exhilaration of swinging a golf club, striking a ball, and witnessing it soar towards its intended target becomes a lifelong fan of the game. Even if they never pick up a club again, they will always hold an affinity for golf. They will purchase golf-related attire, embrace the opportunity to socialize with family and friends at the clubhouse over dinner and drinks, encourage others to try the game, exhibit tolerance towards others watching golf on television, consider hosting their events at golf clubs, and support and appreciate the presence of open green spaces within their community.
Golf has traditionally been a sport associated with the upper classes, and for the game to truly grow, this must change. Let’s consider a simple comparison: Why are sports like basketball and soccer so widely popular? Why do they attract tens of millions of fans worldwide? The answer is straightforward. These sports can be played by almost anyone, regardless of height, weight, race, gender, age, wealth, or nationality. Whether you’re short or tall, skinny or obese, black, white, brown, male or female, young or old, rich or poor, American, Asian, European, or African, you can kick, throw, dribble, or shoot a ball. The accessibility and affordability of these sports have allowed them to naturally develop and maintain their popularity. It doesn’t require extensive analysis to understand why.
Some traditionalists may have concerns about making golf “all-inclusive,” but such concerns stem from misinformation. Allow me to clarify. While MMC’s program is specifically designed to target Casual and Non-golfers, it would be unwise to overlook the changing attitudes and perceptions of the largest generation in history—the Millennials. Considering that Millennials represent a significant portion of today’s casual and non-golfers, and will continue to do so in the coming decades, it would be negligent to disregard their influence on the future of the game.
It’s important to be aware of key facts about Millennials, including:
- Millennials appreciate the power of words and embrace terms like “disrupt” as a symbol of change. They have a strong desire to reshape anything that doesn’t align with their worldview, including language itself.
- Influenced by soccer moms and dads, Millennials believe in the importance of inclusivity, ensuring that everyone can participate regardless of circumstances or skill level. This is why MMC’s program resonates with them, as it is viewed as innovative and all-inclusive.
- Millennials are comfortable with instability. To foster strong connections, it is essential to establish long-term relationships between Millennials and their local golf courses.
- Sixty-five percent of Millennials have an entrepreneurial spirit. It is crucial to engage with this generation and adapt business strategies to meet their needs, as they will eventually lead our businesses.
- Millennials have grown up in team environments where everyone benefits. This desire for inclusivity extends beyond golf and permeates various aspects of their lives.
- Millennials actively seek out all-inclusive experiences and are likely to reject any enterprise, endeavor, or sport that lacks inclusivity.
- The first wave of Millennials, now in their early 40s, presents a significant opportunity for golf. Taking action to adapt our industry’s strategies now is crucial to capitalize on their potential as golf prospects.
- Millennials experience FOMO (fear of missing out). Once golf is properly introduced and presented as an extraordinary experience, Millennials won’t want to miss out on the opportunity.
- Millennials are known for their inclination towards non-commitment and a preference for mobility and various options. However, by understanding them, it is possible to coach and engage them effectively. Owners and operators must acknowledge this reality and be prepared for a higher attrition rate compared to the past. While some new players may choose to play without committing to a specific home course, this can be overcome by promptly establishing long-term alliances and nurturing them as both customers and players. Owners and operators will need to enhance their marketing and sales skills to manage the inevitable attrition rate. In this regard, MMC’s customer development phase, part of the Save and Grow the Game program, will prove invaluable in the coming decades.
- Millennials highly value collaboration and desire inclusivity. It’s common to see Millennials engrossed in their devices, communicating with friends at a rapid pace. While this behavior may be perplexing to Baby Boomers and Gen Xers, it reflects the constant connection Millennials seek with their social circle, even when they are physically present with them.
- Millennials embrace the concept of all-inclusion. During their formative years, their Baby Boomer parents encouraged participation on teams where inclusiveness took precedence over winning. The focus was on the “experience” rather than the outcome. This aligns with the core message of the golf industry, aiming to provide players with the best possible experience.
- Millennials have a strong inclination towards self-development and progress. If the game of golf is effectively presented to them, Millennials can actively contribute to the industry’s expansion. However, we need to explain to them why they should play, emphasizing why golf is the ultimate sport for the mind, body, and soul. Millennials are naturally inquisitive and seek to understand the “why” before diving into the details of who, what, where, when, and how.
- Millennials value teamwork while also desiring individual recognition. This may initially seem contradictory, as they appreciate collaboration but are equally focused on personal growth and improvement. They aspire to elevate their own performance without necessarily competing against their team or teammates. This alignment makes golf an ideal match for Millennials, as most golfers prioritize personal improvement.
- Millennials aspire to leadership positions and careers in politics. They represent the future corporate and political leaders, and if the golf industry fails to embrace inclusivity, it risks missing out on significant opportunities to expand the game. Moreover, there will be politicians who will seek to challenge and disrupt the industry if it does not reform its mentality.
- Millennials are filled with ideas on how to change or disrupt the status quo. They are driven to improve and shape the world according to their all-inclusive worldview.
- Millennials have a genuine love for the environment and open green spaces. Although golf possesses elements that strongly resonate with Millennials, such as connecting with others and building relationships, this aspect is often overlooked in the narrative. It is crucial to emphasize these aspects and highlight how golf courses contribute to the environment. Golf courses offer beauty, tranquility, and general health benefits for everyone. The future of golf should focus on transformation and provide Millennials with reasons to take pride in playing the game and supporting the industry. By supporting local golf courses and preserving open green spaces, Millennials can contribute to environmental preservation. When marketing to Millennials, it is essential to convey that by aligning with our brand, they are either making a difference in the world or in themselves.
- Millennials prioritize genuine care and concern over expertise. Incorporating the meaning of Theodore Roosevelt’s quote, “People don’t care how much you know until they know how much you care,” into a slogan for the golf industry can be powerful. For instance, a slogan like “Golf is everyone’s game!” would reflect this sentiment.
These insights align perfectly with MMC’s strategy for expanding the game. Combining this knowledge about Millennials with the understanding of Casual and Non-golfers is the key to achieving the necessary growth rate. As stated at the beginning of this article, “Growing the game is easy.” Now, the only question that remains is whether you belong to the 20% who wish to maintain the status quo or the 80% who are eager to drive positive change, making the game more affordable, diverse, and all-inclusive for everyone’s benefit.
Ted Bishop, 38th President of The PGA of America wrote, “A lot of people talk about ‘growing the game of golf.’ Chuck Thompson and MMC are truly the best at backing up lip service with results! We are in the midst of our third membership campaign with MMC because they have continued to understand our business and design a membership that fits our clientele and our membership goals. We will play over 102,000 rounds in 2020-’21 thanks to MMC. The result is greater facility revenues which allows us to offer a better product to golfers.”
Join MMC Corporate in its mission to save and grow the game. Support our efforts to make golf more accessible, diverse, and inclusive for all. Together, we can create a thriving future for the sport.
Show your Support for the Growth Initiative Now!
Save and grow the game dot com operates on a crowdfunding model to drive the expansion of the game we all love–golf! We understand the power of collective action, and that’s why we’ve opted to employ this unique model to harness the support of golf enthusiasts, industry professionals like the PGA, LIV Golf, touring pros, manufacturers, retailers, players of all levels, and anyone passionate about making a positive impact. We firmly believe in the potential of this growth strategy, and we invite you to become a part of this exciting journey.
The growth initiative I propose presents an exciting opportunity for every business including those that may think there is a conflict of interest like third-party tee time vendors. Executives representing these companies should be enthusiastic about this chance as it allows them to offer their customers a product with long-term benefits, moving away from the perception of being one-and-done companies whose only loyalty is to their bottom line. By becoming partners, sponsors, and donors for this initiative, they can benefit greatly, even when the acquisition campaign surpasses all benchmarks in attracting new golfers, there will always be a significant portion of tee sheet openings available for green fee play.
The collaboration with these vendors complements and enhances the existing industry offerings, rather than competing with them. Moreover, many of MMC’s partnering clients already utilize a third-party tee time vendor, proving the potential for successful partnerships in this venture. It’s a win-win situation for all involved, and this initiative is set to make a positive impact on the golf industry. We, the industry, possess the knowledge, resources, and manpower needed. All that remains is the desire and determination to make a positive change.
We are committed to revolutionizing the way golf is presented to the general public as well as the expansion of the game of golf in order for the industry to reach new heights. Our focus will be on several key initiatives:
Our growth initiative is designed to demonstrate to developers, investors, advertisers, donors, sponsors, industry leaders, owners, and operators that they can achieve both financial success and fulfill their social and civic responsibilities. We believe in a win-win philosophy, where doing the right thing for the community can go hand in hand with making a profit. It’s not a zero-sum game, i.e., an all-or-nothing approach; this initiative strikes a perfect balance.
We understand the importance of avoiding overbuilt markets with an excessive number of facilities, as that wouldn’t benefit anyone—neither owners nor the game itself. We understand the valid concern about new players potentially impacting the pace of play. That’s why our programs are thoughtfully designed to attract traffic to the facility during non-peak times, days, and seasons. Our goal is not to devalue golf but to emphasize the affordable aspect of the sport, making it accessible to aspiring golfers from all socio-economic backgrounds.
Our research proves casual and non-golfers acquired by this program spend between $28 and $75 per round which in most cases, far exceeds the amount most core and avid golfers spend per round. In a lot of cases, these numbers surpass what facilities are generating per round during their primetime, much less during their off-peak times. Almost every facility offers deep discounts for, Early Birds, Seniors, Juniors, and Twilight tee-times, the only difference is they try to sell them to an audience who do not want them, leaving most tee-sheets 60% to 80% open. This is a major oversight, an undeveloped asset, and a lost opportunity for the public, the owner, and the game.
We fully respect the traditions and history of the game and do our very best to preserve those traditions. Traditions like, dress code and code of conduct, add to the allure and prestige of the sport. To advocate for anything less would be a perversion of the game. Just as basketball players don’t wear collared shirts on the court, we would never condone wearing tank tops on a golf course. Similarly, we believe players should support the facility by purchasing food and drinks on-site, embracing the complete experience provided by the course. We prioritize being mindful of the facility’s culture, and that’s why our team goes the extra mile to ensure that our offer is tailored to the specific needs of each owner and operator. In essence, our programs are 100% facility-friendly, ensuring a seamless integration that respects the uniqueness of each establishment.
The undeniable truth is that the game of golf is currently facing minuscule growth, and this “growth” is only relative to the pre-COVID years, which were the absolute worst for the industry. Personally, I am unwilling to sit back and passively witness the potential withering away of this beloved sport. We cannot afford to take a casual approach to this issue, as it will only lead to more unnecessary casualties. Simple changes that have been neglected for far too long can make a significant difference. Together, we have the power to revitalize the game, the industry, and careers in golf by transforming our attitudes, perceptions, and beliefs.
Affordability, diversity, and inclusivity have always been inherent to the game’s DNA, though often overlooked. Our growth initiative is not as radical as some might think; rather, it brings to the forefront the reality of the game. Golf professionals are not hackers; they are consummate professionals in every aspect of their work and I know most are frustrated with the progress, or lack thereof, that the industry has experienced over the past few decades. We all must rise to the occasion and champion the game with the courage, dedication, and expertise that true professionals possess.
Golf facilities serve as the lifeblood of the golf industry, providing the foundation for all its aspects to thrive. Associations, touring pros, tournaments, events, fundraisers, fans, third-party tee time vendors, golf professionals, and customers all depend on the existence and well-being of these facilities. Neglecting them would lead to a catastrophic impact on the entire industry, leaving many of us searching for new career paths.
Recognizing the significance of golf facilities is paramount. Saving existing facilities and developing new properties is vital to sustaining the health of the industry. It is crucial not to underestimate the direct impact these facilities have on our lives and careers. Consumers only become players when they step onto a golf course, and players become fans only after experiencing the game. Without customers, players, and fans, none of us would have a career in the golf industry.
Golfers and enthusiasts should understand the direct connection between facility availability and their enjoyment of the sport. The decline in the number of golf properties would limit options and lead to higher costs to enjoy playing a round. The frustrations of limited access could even discourage people from playing the game they love, resulting in further closures and perpetuating a negative cycle that could erode the essence of “golf”.
While there will always be facilities for those who can afford big ticket items, we must ask ourselves if we belong to that top three percent who will be able to afford to play golf no matter how much it costs. We all share a collective responsibility to preserve the accessibility and affordability of golf for the broader population. Ensuring the health and vitality of golf facilities is not just essential for the industry but also for the enjoyment and growth of the sport we cherish.
Golf needs stability and should not have to rely on calamities or the next Tiger Woods to save it. It’s our collective responsibility to save and grow the game. We are all part of the same team, including The PGA, LIV Golf, touring pros, owners, operators, manufacturers, retailers, golfers, advertisers, donors, sponsors, golf professionals, third-party tee time vendors, and enthusiasts. We must unite with a single goal: Save and Grow the Game!
It’s time to pay it forward and pass on the game, and the unforgettable experiences to the upcoming generations of golfers. Let’s ensure that we leave the game in a much better state than when we received it. I urge you to wholeheartedly support this cause, as your contribution will reflect your deep affection for the sport and the joy it has brought you. Every contribution, regardless of its size, holds immense value and is genuinely appreciated.
MMC welcomes partners, supporters, and funding from individuals, companies, and associations who genuinely care about the industry’s growth and are willing to back their words with their wallets, whether they are currently active in the golf industry or not. By supporting us through this crowdfunding effort, you will not only be helping the game itself but also the professionals and workers in the golf industry. Let’s come together and support this innovative initiative to shape the future of golf and make it more vibrant, diverse, and accessible than ever before.
For significant contributions, sponsorship, or anonymous support, please email Chuck at chuck@mmctoday.com.
The Save and Grow the Game program is owned by MMC Corporate and is not a non-profit organization. MMC makes no representation regarding the tax deductibility of any donations or transaction fees.
This initiative is driven by selflessness and a love for the game, aiming to support others and grow the game by making golf more affordable, more diverse, and all-inclusive.
Your time and generosity are genuinely appreciated, and together, we can create a more inclusive and accessible golfing community. We must unite with a single goal: Save and Grow the Game!
Together, let’s work diligently to infuse new energy into the cherished game of golf and secure a prosperous future for it. Your support can create a meaningful impact, so I invite you to join us in this shared endeavor to make a real difference in the world of golf.
Show your Support for the Growth Initiative Now!
To become a sponsor of the Golf: It's Everyone's game Growth Initiative,
please visit www.golfitseveryonesgame.com or click the button below:
