PGA Best Practices: Blog

A PGA Golf Management Student’s Perspective on a Changing Job Market

Today’s PGAmagazine.com Blog moderator is Raymond Senn, a senior in the PGA Golf Management University Program at New Mexico State University in Las Cruces, N.M.

According to the stock market “experts” and economists, the market is on the way up, and most likely by my graduating year in 2011 we (the U.S. economy) will be sitting pretty, at least in reference to where we are today.

This still does not change the fact that we are in an overflowing market, where there are many more golf professionals than golf courses. Getting a job has never been an issue upon graduation at NMSU, however getting the job you WANT has. You definitely have to stand out in the program if you want to even think about applying to a  Top-100-ranked golf course, or any prestigious club for that matter.

In my mind there are only a few ways someone can stand out: playing ability and networking. Networking has a lot to do with luck, but also about how Professional Golf Management students handle themselves during their internships. Do a good job, and the PGA head professional will be there to put in a good word for you down the line. I have firsthand experience in this. The main reason I beat out three other applicants for a shop manager position in the Metropolitan Section at Rockrimmon Country Club was because the PGA head professional from my first internship said he would “absolutely hire me for the position” during a conversation with the Rockrimmon PGA head professional, even though I had very little shop experience prior to my second internship. The professional at Rockrimmon assured me this was the only reason he felt comfortable offering me the job.

The other way to stand out is playing ability. If you can get your name in the papers and prove to people  that you’re an upper-echelon player, I think a lot of places strive to have someone like that at their club. Even if it’s just some local golf fame such as winning a state amateur or open, stay close to that area, and members or guests will be begging to get lessons from you.

Playing ability is also important because at both of my internships so far, I have been asked to play with members or hit tee shots during tournaments. This is a lot of pressure, especially at country clubs where members expect the best out of you and seem to forget that even golf professionals are human.

Job security after graduation has a lot to do with how you handle yourself on your internships, and being a good player definitely helps. Securing the position you want depends on how hard you are willing to work. Working on things like calligraphy and communication skills are a must, and having a great overall personality is huge.

The Pros of a Pro-Am

Today’s PGAmagazine.com Blog moderator is PGA Professional Brian Groszek. Brian is the PGA head professional at Royal Hawk Country Club in St. Charles, Ill.,  has traveled extensively, taking his members to destinations such as Ireland, Scotland, Puerto Vallarta, the Bahamas and Puerto Rico.
 
Most of my members prefer going to a pro-am over just  a  regular golf trip for multiple reasons. First and foremost they really enjoy the competition part of it – if they’re going to travel to a destination and pay a significant amount of money to do it, they prefer the tournament atmosphere to just a few rounds of leisurely golf. 

They also like to receive nice tee gifts, ones that they
could actually put to  good use.  For instance, we traveled to a fantastic pro-am in Mexico and they received shoes and a 3-wood, and each and every one of them use the shoes and have the club in their bags. This works great for me too, because they’ve developed a loyalty to the brands and continue to purchase those shoes or clubs in my golf shop once we return home.
 
Pro-ams also build camaraderie with the members on the team, which is great for your club because now they are more apt to play together when they come home and play golf at your course.

 

Also, from a person standpoint, one of the things that I really enjoy about pro-ams is the thrill I can provide to my members when I play well and really help the team in the tournament. I’ve been fortunate enough to win a few  of the pro-ams I have attended, and this goes such a long way with my  members. The memories I am able to provide them with saddled with a victory, of  course – goes a long way back home. It provides me with shop-sale loyalty, lesson loyalty and some great, shared memories. 

Last but not least, I also prefer the hassle-free atmosphere of a pro-am, as almost all of your stay is scheduled for you. This gives me time to focus on what I and my members consider more important: getting our games competitive and ready for the tournament.

Journey To PGA Membership – A Voyage Definitely Worth the Work

Today’s PGAmagazine.com Blog moderator is PGA Professional Donavan Grahn.    Donavan is the PGA head professional at The Territory Golf Club in Duncan, Okla., and recently earned his Class-A status as a PGA Professional.

I can still remember the day, in vivid detail, leaving my 8 to 5 job with weekends off to join the exhilarating occupation as an assistant golf professional at The Territory Golf Club. Many people wouldn’t even consider taking a new job, making less money and working more days/more hours. As I examined the golf business, I found that every day was different. A new day brought out a new challenge, a new learning experience and I was excited to learn everything that I could in golf.

In my early days as an assistant golf professional, I worked very long hours. I can’t even remember working a set shift. I was learning so much every day from my boss and mentor, Tim Johnson. I felt like if I came in late or left early that I would miss a learning opportunity. However, this schedule and hunger for knowledge became my downfall in doing the necessary bookwork to obtain PGA membership.

I passed the PAT on the very first try. Nonetheless, when my Level 1 books came in the mail, I opened them up, became overwhelmed with all of the work and stored them on a shelf to do in my spare time. Two and a half years went by and I realized that I hadn’t made it a priority to type up my work experience activities. You see, I had done most of the required activities through my daily duties. However, I never put aside the time to type it up. Now I was on suspension from The PGA.
 
The word “suspension” hit me pretty hard. I felt as if I had failed. I’d never been suspended from or failed at anything growing up. I came to a crossroads and decided that it was time to get typing. After all, obtaining PGA membership was the whole reason I was working so long and hard. Level 1 was definitely time consuming. I recommend to all apprentices: work on one book at a time. Once you have completed one entire book, it gives you a great feeling of accomplishment. This feeling carries you into being motivated to finish the next book. The next thing you know you’re done with your book work and ready to register for the checkpoint.

The checkpoints and tests were nerve-racking, even for a good test taker like myself. My recommendation for all PGA apprentices is to obtain study guides from peers in your Section who have recently attended the checkpoint that you are going to. The study guides that I received from Mike Hansen, Kerry Petricek and Aaron Kristopeit were instrumental in helping me through the PGM program. I owe many thanks for their help and support!

In conclusion, I highly recommend that every PGA PGM apprentice take a book out of their Level 1 pack and begin working on it right away. Finish one book at a time! Also, find an apprentice in your Section who has recently passed the level that you are currently on and ASK for their help and support. They will understand the situation you are in and be willing to help, I’m sure! Just like any great reward, it takes hard work to achieve!

Use Clubfitting Equipment as Teaching Aids

Today’s PGAmagazine.com Blog moderator is PGA Professional Adam C. Smith.  Adam, the 2008 Middle Atlantic PGA Section Teacher of the Year, is the PGA director of instruction at Salisbury Country Club in Midlothian, Va.

How many times have you stopped a fitting and started a lesson? Did you know that your clubfitting systems are packed full of teaching instruments? Impact tape, lie boards, magnetic alignment indicators and swing speed analyzers are all vital teaching tools.

Just think about it. The tools that you use to gather information about a player’s equipment specifications not only give you vital feedback for an order, but also can provide feedback to your student about their swing.
 
Take impact tape, for example. Showing “off-center impact” with face tape is a great way to explain the  importance of fitting the proper shaft length to your student. But have you ever thought to take impact tape out with you for a lesson? It really comes in handy when a student is hitting thin shots, for example. Put some face tape on their club as you give them your prescribed tip to prevent thin shots. The tape will provide visible evidence of a more solid shot. The tape may become the remedy for thin shots as the student gets motivated to make a mark higher up on the tape. After the lesson, give your student several pieces of impact tape to practice with on their own. They will appreciate the gesture and will become motivated to improve.

How often do you have a student who is afraid to hit down on a wedge shot? Try taking a lie board and some lie angle tape into the short game area as you teach chipping and pitching. If they are reluctant to hit down on it because they fear a fat shot, then slip the lie board under their ball and place some lie angle tape on the sole of their club.  Teach them about the importance of a descending blow with the leading edge of their wedge. If they hit it fat, they won’t hear “splat.” They’ll feel a “bonk!” Students are more inclined to confidently try it again after a “drop-kick” off the board, versus a chunk shot onto the turf. The lie tape can be used as a motivator to get the student to see how the leading edge of the club is supposed to attack the turf. Explaining a forward hand position at address and through impact is one thing. Having the student feel and hear a descending attack is another. Lie boards and lie angle tape are great tools for this lesson.
 
Swing-speed analyzers have come a long way since fitting carts first came out. But some of the oldest such devices are still the most useful. Next time you have that student who wants to hit it farther, pull out your swing speed radar and capture a little before-and-after data. Does your student cast the club from the top, causing early extension and a loss of power at impact? Get their swing speed as they swing this way and write it down. Then, explain the problem. Demonstrate the right way. Change the swing in your custom way and re-record their swing speed after the change. Did more lag and a delaying of impact create more speed and power? Sure it did! And thanks to your swing-speed analyzer, you could record and explain the efficient swing changes to your student.

It is a very good idea to have your clubfitting systems displayed on your teaching tee at all times. They not only advertise clubfitting for you, but also serve as a resource for helpful golf instruction tools. Take advantage of your resources and try a few of these teaching techniques next time you are on the lesson tee.

Creating Female Golfers – Play to the Things That Women Already Like

Today’s PGAmagazine.com Blog moderator is PGA Master Professional Cathy Harbin. Cathy is the PGA golf administrator at the World Golf Foundation in St. Augustine, Fla., and is the director of the Play Golf America and Golf 20/20 “Get Golf Ready” program, which is designed to teach new golfers everything they will need to know to step onto a golf course and go out and play with confidence in five short lessons. She was the 2005 North Florida PGA Merchandiser of the Year for Resort Facilities.

Everyone is looking for new ways to increase traffic to their facilities. Well, instead of creating something completely new, let’s take what we know about the female golfers of the world and build programs that are attractive to them. Let’s just play to the things that women already like.

We know that a woman likes to do fun things with a friend. What that means to us is that it is unlikely that a woman will take up the game of golf on her own. She wants to take on this new – and, hopefully, fun – challenge with a friend. Encourage this with 2-for-1 pricing, a mentor program or a “sign up as a single and we’ll match you with a friend” program. An attractive price always helps and the comfort of knowing they will be put with another person makes them feel better. Still, one of the best ways to increase your women’s business is some kind of “introduce a friend to the game” program. That sounds better than a “mentor program” even though they are very similar.

We know that women like to have a fun, social side to their activities. So, what is fun for women golfers?  Well, it starts with the treatment they receive from the staff. For example, women are more inclined to have more fun with a warm and friendly check-in at the golf shop than a fast and efficient check-in. Make sure your staff is aware of the importance of making women feel comfortable and welcome. Also, make sure your lessons and leagues have an element of fun and add in a happy hour so the ladies can socialize with each other after they play. 

We know that there are many potential women golfers out there that have not taken the giant step to enter the game. They want to learn to play, they just don’t know how or where to begin. Have an entry-level instructional program that is easy, fun and eliminates intimidation. Our new Get Golf Ready in 5 Days program is terrific for beginning women golfers. Find out more about Get Golf Ready at GetGolfReady.com. Also on this Web site is an online application to become a certified host facility.

“Hey Pro, When Do You Practice?”

Today’s PGAmagazine.com Blog moderator is PGA Professional Scott Hebert.  Scott is the PGA head professional at Grand Traverse Resort & Spa in Acme, Mich.  The winner of the 2008 PGA Professional National Championship, Scott was a member of the victorious U.S. Team in the 24th PGA Cup and is a six-time Michigan Open Champion and a four-time Michigan PGA Champion.

First, let me state emphatically that all PGA Professionals love the game of golf.  If they say they don’t, they’re lying.  But working at a game you love is difficult, especially when you want to play golf at the highest level.  My friends think I have the greatest job in the world.  “You go to work, play golf, and get paid for it!” they say.  Not true.  During the golf season, I work almost every day, and seldom play golf.

Plus, when PGA Professionals do get the chance to play in events, we are expected to excel.  Just like our students, without practice, performance suffers.  So here is how I balance my family, my job and my golf game.

Schedule time to play.
I schedule time to play with members and guests.  My members appreciate the game, truly enjoy playing with me, and it gives me a chance to play.  We need to put playing back in the PGA Professional’s job description.

Support your chapter pro-ams.
Playing in my chapter’s pro-ams is what I use to keep my game in tournament shape.  I not only use these one day pro-am competitions to keep my game sharp, but also to reconnect with my peers.  Plus, I enjoy the camaraderie with my club members.

Good, Better, Best.
Practice on a limited schedule requires discipline.  You need to go to the practice tee with a plan.  Remember the last round you played, what went well and where you struggled.  Don’t practice what you did well.  Instead, practice where you struggled.  This sounds easy, but it requires discipline.

Practice like someone is watching.
This was a great piece of advice I read somewhere, but that sums it up.  Remember we are on a schedule and there is always something else we could be doing.

Don’t get mad, get better.
This advice I got from my father.  The game of golf is more mental than physical and when you lose control of your emotions, you may as well go back to work because you’re now wasting time.  If you can’t think clearly on the practice tee, you won’t stand a chance on the course.

Opposites Attract.
This is the fastest method to become a better ball striker.  If you only hit pull-fades, practice hitting under-draws.  This is the secret to golf.  Only when you are able to hit shots that turn left-to-right and right-to-left will you be able to hit it straight.

Plan to Play.
Everyone would like to play more, but without scheduling time you will not play.  Create a list of your members and check off everyone you played golf with during the 2009 season.  Set a higher goal for 2010 and try and reach it.

Use Member Reward Programs to Benefit Your Members and Your Golf Shop

Today’s PGAmagazine.com Blog moderator is PGA Professional Chadwick Bain. Chadwick is the PGA head professional at Findlay (Ohio) Country Club, was the Northern Ohio PGA Section’s Toledo Chapter Golf Professional of the Year in 2004, and was the Toledo Chapter president from 2004–06, during which time he sat on the Northern Ohio PGA Board of Directors.

When I became the PGA head professional at Findlay in 2005, I launched the Member Rewards Program. The program has been very successful at generating revenue early in the season, maintaining a healthy profit margin and, most importantly, providing the best possible service to my members.  Recently it has even provided the added bonus of allowing me to forecast my sales during challenging economic times.

In 2009, the Member Rewards program consisted of:

• Par Level – The member pre-purchases a $100 gift certificate early in the season and is entitled to a 10-percent discount on all purchases made that season
• Birdie Level – The member pre-purchases a $500 gift certificate and is entitled to a 15-percent discount on all purchases made that season, as well as a complimentary clubfitting or equipment analysis, a $100 value
• Eagle Level – The member pre-purchases a $1,000 gift certificate early in the season and is entitled to a 25-percent discount on all purchases made that season, as well as a complimentary clubfitting or equipment analysis using our VectorPro launch monitor, a $150 value

I have 250 members; about 40 percent of them participate in the program, which generates about $75,000 in March of every year.  This year may have been down 30 percent, but it was still great for cash flow early in the year.  Apart from allowing me to be much more competitive with my pricing, the program lets me focus on those members who are active golfers and spending money in the shop.

As a seasonal operation, I find that after a long winter, people are very excited about the upcoming season.  I attempt to capture that interest and it is important to get that member to sign up early.  The end of March is typically the deadline for joining the Member Rewards Program, and the discounts and gift certificates are valid until Thanksgiving Day.  The member’s discounts can be added to any other sale offers throughout the season.

The program certainly helps me with my initial cash flow, generating a lot of money up front and allowing me to take advantage of all the discounts possible on the merchandise I bring into my store.

This year, more than any year in the past, the program has made it possible to indicate who my customers will be.  Our shop is no different than most other shops at private clubs, where 20 percent of the members account for 80 percent of sales.  My members’ level of participation is telling me “I am committing to spend this much,” and that has allowed me to forecast what I am going to sell.  Other golf professionals might say, “It’s going to be a tough year, but sales may be up.”  Member participation in this program pretty much dictates what my sales will be.  So when I call a rep and scale back an order by 30 percent, and the rep asks why, I can say, “I can tell you what my sales will be because my members have already told me.”

The program also identifies my customer base.  I’ve got a couple of members who wear XXXL golf shirts.  But if they don’t even sign up at the Par Level early in the year, I know not to even stock any XXXL golf shirts.  To take that further, we maintain a database with the members who enroll – sizes, brand preferences, etc. – allowing us to better predict what we need in stock.  It’s not just the member’s $1,000 gift certificate and 25-percent discount. If the member spends over $1,000, they still get the discount.  And I have members who spend $3,000 or more, and they do that because of their discount.

All of these things allow me to maintain my profit margin, minimize the amount of merchandise I need to carry, and provide the best possible service to those members who use our golf shop.

In the Bunker with Obama

Today’s PGAmagazine.com Blog moderator is PGA Professional Gene Mulak. Gene is the PGA head professional at Vineyard Golf Club in Edgartown, Mass., on Martha's Vineyard.

There are very few people in life who can truly say they get to do what they love for a living.  You know what? I’ve yet to meet a PGA Professional who doesn’t have an affinity for the game of golf or their job.  The golf industry grants us many opportunities: the opportunity to be close to a sport we love, to be a teacher and share our knowledge with others, to influence our community, and to encounter many interesting people from all walks of life.

Earlier this summer I encountered a person who, were it not for my position as a golf professional, I probably would have never met.  When on vacation at Martha’s Vineyard, President Barack Obama opted for a couple rounds of golf at Vineyard Golf Club, where I serve as PGA head professional.  While he was using our short game practice area, I noticed he was having some difficulties getting out of the bunker consistently, so I said something from afar.  He motioned me over where, after working my way through an entourage of Secret Service Agents, I proceeded to offer him a little advice on bunker play.

As I assessed the President’s bunker strategy, I focused on three areas: ball position, address position and extending his arms through impact.  The President had a tendency to dig the club into the sand due to a closed club face, incorrect ball position and bent arms at impact. To help correct these flaws we moved the ball forward in his stance, opened the club face and worked on keeping his arms straight with the club positioned several inches behind the desired impact zone.  The result: On one of our most difficult par 3s the President found himself in the greenside bunker, but with his newly gained knowledge he was able to knock it out to about two feet and save par.

My home is located off of the 14th tee at our 18-hole private facility, and during his round the President was nice enough to stop and chat with my wife and son, and even pose for a picture.  I’m sure that many PGA Professionals have a story like this one to share; one where your position as a golf professional led to an unforgettable episode in your life.  Whether it’s working with a celebrity, a well-known tour professional, a talented junior or even the President of the United States, our expertise in the game of golf allows us to influence the lives of already influential people.  All in all, my experience with the President is one I’ll never forget. I hope he continues to be an advocate of our great sport and, furthermore, that he keeps practicing!

PGA Magazine encourages our PGA Professional readers to share unforgettable encounters or lessons you’ve had with high-profile persons.

Market Yourself and Your Facility Through Social Networking

Today’s PGAmagazine.com Blog moderator is PGA Head Professional Brendon Elliott. Brendon has been at at Winter Park (Fla.) Country Club for 11 years, the last three years as of which he has served as head professional of the public facility.

Finding efficient and cost-effective ways to market ourselves as golf professionals, instructors, sales reps and association leaders is vital. Advertising through print and television media is very expensive, and unless you are a major brand or big-name instructor you usually don’t have that money. So what can one do to promote the services they offer, the course they manage or the product they sell, all on a tight budget? The answer for me has been social networking.

I know some are very reluctant about “exposing” themselves, but that is the whole idea. I can personally sing the praises of social networking, which has opened up so many doors for my facility, my new teaching business and my Web site. I have made new business connections, new golfers have teed it up at my course, people recognize my teaching business’s brand and I have learned so much.

Below is a list of a few places to get started.

General & Business:

• www.FaceBook.com (Build a Profile for yourself, business or golf course and start a group or “Fan Page”)
• www.MySpace.com (Build a profile or start a group or “Fan Page”)
• www.Twitter.com (Share quick ideas, thoughts, links or promotions with thousands)
• www.LinkedIn.com (A professional networking site)

Golf Specific:

• www.TheGolfSpace.com (Build a profile and connect with thousands of other golf fanatics)
• www.10thGreen.com (Build a profile for yourself, business or golf course. Instructors can have their own page and give lessons online.)
• golfpronetwork.ning.com (This is my own golf-industry-specific network, which is still in its infancy stages)
• bizgolfcc.ning.com (A fantastic golf networking community from one of the best in online golf networking, Mr. Scott Duke)
• www.golforlandoflorida.com (A new regional golf community site)

The sites above are just a sample – there are literally dozens and dozens more. The best thing about most of these sites (other then my Web site) is that they are free, providing a low- or no-cost way to get the word out about you and your facility.

You can also showcase your expertise through your own Web site or blog. To get a better idea of how I promote myself online, check out www.BrendonElliottGolf.com, brendonelliottgolf.blogspot.com or www.OrlandoGolfBlogger.com.

So spread your wings, do better business, make new connections and have some fun.

Hosting the Season’s Final Major

Today’s PGAmagazine.com Blog moderator is PGA Professional Mike Schultz. Mike is the PGA head professional at Hazeltine National Golf Club in Chaska, Minn., site of the 2009 PGA Championship.

Hazeltine has had a long history of hosting the majors of golf, and I am fortunate to have been Hazeltine National Golf Club’s PGA head professional for the past 34 years. In that time, I have had the opportunity to be the host professional for many outstanding championships, the latest being the 91st PGA Championship.

Preparation for these events is ongoing as the golf course and infrastructure need to be maintained or updated to modern-day levels. We are constantly visiting with other championship sites for the latest in technology, equipment, grasses and land use. We bring in our architect, Rees Jones on an annual visit to make suggestions on playability and design. For the current championship the Board accepted Mr. Jones’ proposal to make modifications to at least 10 different holes. This project was completed in early summer of 2008.

Our Tournament Director, Michael Belot, arrived on site in the fall of 2006 and has had residence in Minnesota ever since. The Hazeltine staff, Executive Committee and membership have been working together with the Tournament Director over the past three years. As a member of the Executive Committee, my role is to oversee a group of dedicated members that compose 19 committees with responsibilities for Merchandising, Scoring and Player Services. Overall the Executive Committee works on behalf of the club in our partnership with The PGA of America. We have input on budgeting and infrastructure, marketing, hospitality, tickets and all other aspects of the championship.

As the PGA head professional, I am currently handling many media requests, player accommodations and marketing with speaking engagements. During the championship I will help manage golf for corporate hospitality, media and player relations and manage the practice facility. I have a great staff that will handle many of these duties so I can attend to my duties on the Executive Committee. There is always something to do and the time passes quickly. I wouldn’t trade my time now with anyone else in the world.