Private clubs are seeking new ways to engage new-to-them communities, taking action to be more inclusive across memberships, staff rolls and leadership teams; become better leaders in the community; establish new relationships; and identify the best individuals to join their clubs and enrich their futures.
One way clubs are doing this is by hosting historically Black college and university (HBCU) golf tournaments. These events provide a premier golf experience for student-athletes and share the benefits of clubs and golf in their futures. The National Club Association recently interviewed leaders of clubs that have hosted or are preparing to host their own HBCU Tournaments: Jeff McFadden, CEO of the Union League of Philadelphia; Tom DeLozier, general manager, Quail Hollow Club in N.C.; and M. Kent Johnson, GM/COO of Baltimore Country Club (BCC), to gain insight into their tournaments. (Note: The 2023 Howard University Lady Bison Invitational at BCC occurred after this article was written.)
HBCU Tournaments
Quail Hollow Club, Charlotte, N.C.
The Charlie Sifford Centennial Cup
HBCUs Attending: 6
August 29, 2022
Union League of Philadelphia
2022 PGA Works Collegiate Championship
HBCUs Attending: 30
May 2-4, 2022
Baltimore Country Club
2023 Howard University Lady Bison Invitational
HBCUs Attending: 2
April 9-11, 2023
How the Club Got Involved
There are many reasons to host an HBCU tournament. Each club manager recognizes that there’s a great opportunity, both for the club and the players, in hosting these events. But Johnson put it simply: “Why wouldn’t we?”
BCC was approached to host the inaugural Lady Bison Invitational two years ago, but had to postpone due to a clubhouse renovation. When the chance to host arose again, BCC jumped on it. Johnson noted that the opportunity to forge a relationship with one of the nation’s most prominent HBCUs “serves as a platform for us to demonstrate what the private club industry can offer to HBCUs and to all those in attendance.” Additionally, because it was a women’s tournament, it provided an even more unique opportunity and audience for the club.
The Union League of Philadelphia has been closely involved with PGA WORKS, a 501(c)(3) funded by PGA REACH that’s mission is to diversify the golf industry’s workforce. The organization works for veterans, people of color, women, handicapped golfers and other groups to be more inclusive. “Everyone needs to get involved with PGA WORKS,” said McFadden.
McFadden serves on the local PGA WORKS board and the club is active in hosting First Tee and PGA REACH events. “We work tirelessly on the local level. Everyone wants the national events, but the local effort really goes a long way.”
PGA REACH approached the Union League for the tournament, and with the club’s overnight rooms, golf offerings, and continuous effort to engage the community and become more inclusive, it was a great fit to host the 30-team tournament.
Quail Hollow, in partnership with the PGA TOUR–in advance of hosting the Presidents Cup a month later–created the inaugural Charlie Sifford Centennial Cup, named for the first African American golfer on the PGA TOUR—also a Charlottean. The idea was to honor Dr. Sifford and his impact on golf, said DeLozier. Top NCAA Division I teams were invited as well as top Division II teams, which included players from Uganda. The event utilized the Presidents Cup format, offering a cool wrinkle for the players.
The event’s development came from a confluence of factors. The stall in club activity due to COVID-19 allowed Quail Hollow to build its schedule for the future and plan special events. One of the events included the regional qualifiers for Drive Chip & Putt, which led to the conversations about establishing the Charlie Sifford Centennial Cup and its coinciding leadership summit.
Additionally, the local history of Sifford, coupled with the club’s relationship with local HBCU Johnson C. Smith University (several Quail Hollow members have sat on its board), the club hosting the Presidents Cup, and even the city of Charlotte hosting the Central Intercollegiate Athletic Association (formerly the Colored Intercollegiate Athletic Association) basketball tournament and other factors made creating the event a clear choice. DeLozier added that the course was already on hold for the Presidents Cup’s media day, so the club leveraged its availability to host the Sifford Cup.
More than Golf
Providing a venue for young, competitive golfers to play is only one facet of hosting a collegiate tournament. Each of the clubs set up adjacent events to help the student-athletes develop their careers in the club and golf worlds.
BCC will host a dinner for all the student-athletes with general managers, women golf instructors from clubs and other golf professionals who will share the valuable opportunities the industry offers, giving players key connections to the industry. The extra attention on this event is clear. “The women’s dinner will be very different than anything we’ve done before,” said Johnson.
Johnson and BCC went a step further and recently spoke to the hospitality program at HBCU Morgan State University, telling students about the many professional opportunities golf and clubs present. “We want you to be leaders in this industry,” Johnson told the students. This effort is part of a bigger initiative for BCC to engage more with HBCUs to attract talented individuals to the club and golf professional worlds.
The Union League participated in the robust “Beyond the Green” career fair at the nearby Comcast Tech Center, featuring speakers and panels, including the CEOs of Callaway and Invited, to show the many ways the participants can make a career in the golf business. The event highlighted the students’ passions for careers in golf and clubs outside of simply playing, including the fashion and retail spaces, said McFadden. “If you’re passionate about the game you can have an incredible, first-class career in the club industry.”
The club also hosted a dinner for the players with more than 450 students and leaders in attendance. Seth Waugh, president of PGA and Golf Legend Gary Player spoke to offer leadership lessons and inspiration.
Similarly, Quail Hollow hosted its welcome reception with sponsors from corporations such as Nike and Nucor. Charlotte Mayor Vi Lyles, an African American woman, and Adam Sperling, the executive director of the Presidents Cup, spoke to the student-athletes. Charles Sifford Jr. was present at the event as well. During the lunch, it was announced that the Presidents Club was giving $25,000 to each of the HBCUs’ golf programs. The PGA TOUR also donated $25,000 to the Charles L. Sifford Scholarship fund.
As a follow up to the competition, the community hosted the Charlie Sifford Leadership Summit, held the night before the Presidents Cup. Invited leadership from corporate partners, HBCU representatives as well as club and community leaders all came together, for a discussion on diversity and inclusion (D&I) at the intersection of sport and corporate America, and how the power of sport can drive cultural change.
Impact and Support
The impact of these tournaments has been massive at the club, HBCU and community levels. Internally, each club’s membership, staff and governance team provided the support and backing to plan successful tournaments.
“The Lady Bison Invitational strongly aligns with BCC’s culture on inclusion,” said Johnson. “We are a diverse club by nature, which is also reflected in our leadership team.” The event has drawn immediate support from the board and golf committee, and membership praised the club for hosting the tournament. Johnson noted the enthusiasm for and effort put into the tournament by membership and staff, “You’re going to see exactly how invested we are in these young women the minute they arrive.”
From the student-athlete perspective, Johnson noted the club wants to achieve two things: to provide the players with an unforgettable experience, and to educate them about the opportunities the golf and club industry can offer. “This is the first collegiate championship that this women’s Division I team will have to their name, so we’re determined to do this; we are doing this thing the right way. We want these young women leaving BCC saying ‘wow’.”
The Union League raised $1.6 million from sponsors and members in support of its tournament. In turn, the club gave back roughly $400,000 in goods and services. All F&B and overnight stays throughout the event were donated to the players. Additionally, the tournament gala’s proceeds were donated to PGA REACH.
Generating support was similar to other events, said McFadden. “We had a 25-person committee and sold it like any other tournament. We called friends and contacts, talking about how important the event is and how it is giving student-athletes the play on a world class golf course.” As a result, “the community stepped up.”
The Charlie Sifford Centennial Cup is a source of pride at Quail Hollow. The tournament trophy is displayed alongside the Presidents Cup, Wanamaker Trophy and other Quail Hollow golf accolades, encouraging members and participants to cherish the event and its significance.
The Charlotte community’s support for the Charlie Sifford Cup surpassed expectations, said DeLozier. Due to its popularity, Quail Hollow limited tournament attendance to club members, volunteers, players’ families and those affiliated with the event.
The financial impact to the HBCU programs and community was large. As noted earlier, the Presidents Cup team and the PGA TOUR team gave nearly $200,000 in total to participating HBCU programs. The PGA TOUR also donated $2 million to local D&I groups, including Mayor Lyles’ own Racial Equity Initiative, strengthening the bond between golf, clubs, the broader community and D&I even more.
The Sifford Cup, with its connection to the Presidents Cup and significance, created a buzz among sponsors already associated with the Presidents Club and those at the local level. As a result, Presidents Cup sponsors provided additional funds and local companies generously gave their support to ensure the positive financial impact of the event.
Advice and Takeaways
Diversity and inclusion in the club world is an ongoing challenge, however, the first, or next steps, in clubs’ D&I journeys do not have to be difficult. Here are some takeaways from the conversations with club leaders.
Don’t Overthink it
McFadden encouraged clubs to take action. “Just get up and do it.”
Clubs also have an obvious advantage in hosting HBCU tournaments because golf is a club fixture. Johnson put it simply, “We decided to do it because it’s a golf tournament. It’s a way to give back.”
DeLozier added, “There’s no doubt there is an opportunity for any club to host an HBCU tournament. This is something the private club community can embrace.”
Reach Out to HBCU Programs
Johnson recommended that clubs interested in hosting HBCU tournaments reach out to HBCU programs to let them know their clubs are available.
Engage with PGA D&I Initiatives and Corporate Partners
McFadden and DeLozier reiterated the importance of clubs connecting to PGA organizations such as PGA WORKS and REACH to build their network and education in the D&I space. Also, numerous businesses and corporations have stepped up with their own D&I initiatives that make them viable candidates for tournament sponsorships.
Utilize Your Strengths
HBCU tournaments allow clubs to showcase their strengths. In all their cases, the clubs utilized their ability to offer a first-in-class golf experience, incredible dining experiences and networking opportunities that leverage relationships with industry leaders and members. The Union League effectively took advantage of its overnight lodging and expansive properties. Quail Hollow leveraged its community relationships and history and the upcoming Presidents Cup.
Progress Won’t Be Seen Overnight
The goal of hosting an HBCU tournament should not be to immediately overhaul club staff rolls or its membership. Each manager kept goals concise and believed that this is only just a step in the right direction. “Start small,” said DeLozier.
“This is about doing the right thing,” said McFadden. “Exposing HBCU student-athletes to high-end clubs provides them a place to play, and an avenue for clubs to be more inclusive.”
But, each tournament has generated momentum. Continuously engaging with the community, industry allies and HBCUs provides more opportunities to step up and reach new audiences. Baltimore Country Club, The Union League of Philadelphia and Quail Hollow Club look forward to hosting more HBCU tournaments in the future.
Clubs as a Conduit Between HBCU Student-athletes and the Golf and Business World
The Union League of Philadelphia has begun plans on an innovative way to connect HBCUs with the benefits of the club and golf worlds. McFadden and his team are developing an initiative that pairs HBCU student-athletes with Union League member-CEOs for golf outings, introducing students to business leaders and providing them with mentoring opportunities.
The club will invite HBCU golf programs to visit the club, stay overnight and provide a venue for the student-athletes to develop their careers. On their first day, the college students will practice, then have a dinner that includes a leadership discussion, and the next day play golf with a business leader in the Philadelphia area.
This program provides the connection between a CEO in Philadelphia and the student-athlete through the game of golf. And, the club receives the added benefit of being the conduit for such meaningful relationships.
“We’re offering a program that all our Philadelphia companies want,” said McFadden.
Philanthropy and Community Engagement through HBCU Tournaments
HBCU golf tournaments serve a variety of purposes, including philanthropic causes that allow HBCU alumni and supporters to give back to their schools and grow the game. Bison Impact Group (BIG) is a 501(c)(3) nonprofit that supports HBCU students and introduces Black golfers to the game. Named after Washington, D.C.-based HBCU Howard University’s (HU’s) mascot, the organization’s primary fundraising initiative is its annual HBCU Golf Tournament, now in its fourth year.
Since its inception, the tournament has raised more than $90,000 through community support and corporate sponsorships to benefit HBCU students and survivors of intimate partner violence. This cause is critical to BIG founder and HU alumni Russ Green who noted that one of the fastest growing segments in golf participation is Black female youths, yet they are part of the demographic, Black women under age 45, who experience intimate partner violence as a leading cause of death in this country. In 2022, BIG donated $10,000 to HU’s Office of Interpersonal Violence Prevention and an additional $5,000 to My Sister’s Place, a shelter for women and children experiencing homelessness and poverty.
Last October’s tournament was hosted at P.B. Dye Golf Club outside Washington, D.C., with an atmosphere that was fun, celebratory of HBCUs and woman-focused. Sponsors of the event have included large corporations like Boeing to organizations that grow the game in the Black community like Golf. My Future. My Game., which serves young golfers, and Queens on the Greens, which connects female golfers to each other.
“The HBCU Golf Tournament leverages the sport to make a positive impact on the lives of black women and children,” said Green.
Recognizing Black Golf
Green also noted the need to recognize Black golfers’ rich history and their contributions to the game.
“Golf is a sport Black people have been playing for more than 100 years; in fact, the first American-born professional golfer was a Black and Indigenous man, John Shippen, Jr.,” said Green.
Near HU is The Royal Golf Club. Founded in 1924 in Washington, D.C., Royal Golf Club is the longest continuously existing African American men’s golf club in the U.S. At its inception, Royal Golf Club members and other Black golfers were excluded from playing with their white counterparts on public courses, leading to the 1925 founding of the United Golfers Association, a nonprofit committed to increasing Black golf participation.
Additionally, the first African American women’s golf club, Wake Robin Golf Club, was formed in Washington, D.C., in 1937 by Helen Webb-Harris. Black clubs in Washington also played key roles in the Civil Rights movement and were the catalyst to developing the city’s only Black-owned course, Langston Golf Course, named after John Mercer Langston, Howard University’s first law school dean and the first Black man from Virginia elected to Congress. Other golf heroes like Calvin Peete, who during his time was the PGA TOUR’s winningest Black golfer, inspired generations of Black golfers,” added Green.
“Inequality creates structural barriers to Black participation in golf. Despite this, the black community continues to contribute heavily to the expansion of the game. People like John Shippen, Jr., Althea Gibson, Lee Elder, Ann Gregory, Renee Powell, Calvin Peete, Tiger Woods, Cheyenne Woods, Willie Mack, III, Mariah Stackhouse, Harold Varner, III, Shasta Averyhardt, Marcus Byrd, Troy Mullins, and Roger Steele have and continue to evolve the sport. These contributions are not only important to black golfers, but to the entire game.
Green pointed out the impact a lack of inclusion can have regarding the story of black golf and their participation at clubs. “The lack of black representation at clubs reinforces the structural barriers put in place to erase this rich legacy. Clubs and their communities should incentivize black inclusion using restorative justice practices—having those who have caused harm work with those who have been harmed. Providing better access to memberships, equipment, instruction and access to training facilities are ways to repair past wrongs. Doing so creates more than just an equitable playing field, it facilitates the development of a better country.”
The Opportunity
The overlap between clubs, golf, the Black community and HBCUs is clear, said Green.
“All clubs have an opportunity to engage more with HBCUs and be community leaders. By supporting HBCUs, clubs expose themselves to the many talented individuals who play the game, can enjoy long careers in clubs and golf, and can call the club their home as members.”