While we know that history rarely remains solely in the past, we often forget its uncanny ability to repeat itself, almost verbatim. Consider the following passage:
Golf is suffering from growing pains, and the industry has taken note. A survey of Chicago District Golf Association (CDGA) member clubs at the close of last season showed that there had been a 25 percent membership loss during the past year, with replacement at a little less than 20 percent. During normal years, there is typically a membership turnover of 10 percent at these clubs. It’s possible the five percent below normal net loss at the end of the season has now increased to 10-12 percent.
To combat the declining membership revenues, some clubs have looked to cut costs by attempting to “cut out the frills and stick to golf,” but in many of the clubs the frills to which the ardent golfers object are absolutely necessary to maintain a strong and thriving membership.
A proposal was made for clubs to increase, rather than decrease, the social and house activities of the clubs, and, on the strength of these added activities, sell non-golfing (social) memberships. The expense to the clubs of providing the programs and facilities necessary for attracting these members is financed through the initiation fees of the new members. Added income from the sale of memberships, from dues and from added patronage would reduce the dues burden of the present members without interfering with the privileges on the course. Many of these non-golfing members could be expected to become, in time, regular members. The program has been followed successfully by many leading clubs.
The average club, which sets and stabilizes the price of membership, operates on a business-like basis, keeps its course in good condition, and provides the kind of service its members want, will be able to start building up its membership on a sound basis this year.
Prospective members are looking deeper into the financial position and the management of a club than they did a few years ago. The advantages of membership in a good golf club are the same as they always have been. Members like to play golf. They want the wholesome companionship of club life. They want to get out into the country. From a business standpoint, the golf club is just as valuable as it ever was.
Businesses have realized the importance of sticking close to the fundamental advantages of their products. Understanding that the job of getting new members for a golf club is a selling job, the chairmen of the membership committees might take this lesson from big business to themselves.
Too many club officers, in considering the membership situation, are overlooking the fact that it is the women who must be sold. They probably are a more important factor than men in the situation today. They are playing more golf, and they realize the importance of golf in club life. The membership chair- men who will be most successful this season are thinking a great deal about women these days.
We’ve Seen it All Before
What you just read above was advocated in the January 1932 edition of the Chicago Golfer and Country Club Review, which was the official publication of the CDGA. That’s right—those concepts were discussed 80 years ago, yet much of what was taking place in 1932 can apply to 2012. So what does all of this mean? It shines a spotlight on a very important lesson as it relates to the state of golf past, present and future—we must learn from history but not live in our history.
Sometimes, it’s easy to be fatalistic. I believe that most of us feel the problems that have been experienced the past few years throughout the golf industry in general, and at private clubs in particular, are unique and that at no time have golf and private clubs faced these difficult challenges. The fact is that golf has been around for hundreds of years, and the game has endured economic hardships, world wars and other political and social upheavals. Throughout all of the ups and downs that history has thrown at the industry, golf and private clubs have not only survived, but in many instances, have rebounded and thrived. Why? I believe it is linked to three words: participation, tradition and adaptability.
Participation
Some will say that golf is a spectator sport, and to an extent that is true. However, it is also a participatory sport and one that is truly the sport of a life- time. Unlike most other sports, golf is one that can be played and enjoyed together by different generations. When the children are playing soccer, baseball or basketball, the parents and the grandparents “participate” by being spectators. When that same family heads to the golf course, they can all play the game. There are no spectators. In today’s world, where family time can be somewhat limited because of busy schedules, what better way to spend time together than playing golf? By providing and creating a culture that encourages everyone to play together on the course—including women and children—golf can truly come into its own as a family-centric activity.
In addition to providing a great opportunity for family time, golf also provides an opportunity for another central element of American values— exercise. Our society is concerned about the health of our citizens. Obesity, especially among children, is of great concern. One way to combat physical ailments is to play golf. When a golfer walks 18 holes, they cover four to five miles. Couple that with the calories that are burned swinging the club, and golf is a great way to get exercise.
Tradition
I mentioned above that living in the past is not good. However, tradition is good, and there is no sport that is richer in this area than golf. Honesty, integrity, character, sportsmanship and camaraderie are a few of the time- honored traditions. Golf builds character; in how many other sports do the participants call penalties on themselves?
Think of the many great courses that are more than 100 years old starting with the first 18-hole course, the Chicago Golf Club. Next year’s U.S. Open site, Merion Golf Club, was founded in 1896. While other sports emphasize new, golf is one that honors tradition, and that is one of the reasons why the game has withstood difficult times before and has rebounded.
When going through the list of courses across the United States with very long and storied histories, the vast majority are private clubs. This is not to say that we do not have outstanding public access facilities. We are indeed blessed to have public venues such as Pebble Beach, Bethpage and Torrey Pines. Yet, when we look at the history of golf in our country, it is private clubs that were the anchor of the game, and in many instances continue to be.
Adaptability
There is no business on the face of the earth that can last for years without adapting. When you look at golf and private country clubs, the reason the game has been around for hundreds of years—and why many private clubs in our country are in their second century of operation—is the ability to adapt while maintaining the time-honored traditions of the game.
As far as the game itself goes, nowadays you won’t find many (or any) individuals playing with the feathery ball and hickory shafted clubs, or even wound balata golf balls. Golf courses have also changed over time to accommodate the distance that players now hit the ball and to incorporate new technology; yet, historic clubs such as Merion, Oakmont and Medinah continue to be relevant today because of adaptability, both on the course and with the amenities they offer.
When clubs add new activities, host special member events, and expand their offerings to appeal to women and families, they are not betraying their histories; they are learning from them.
As private golf clubs look to the future, each one must do a self-evaluation to determine what adaptations they need to implement in order to continue to attract members while at the same time maintaining their traditions and histories. A great starting point for this is to return to the words that were written 80 years ago and learn from those who were the stewards of our game and golf clubs during the Great Depression. Their formula worked then, and there is no reason it should not work now.
Robert Markionni is executive director of the Chicago District Golf Association and a member of NCA’s board of directors. He can be reached at [email protected].