the CGCOA
Insider
volume 6 issue 3 • fall 2012
INSIDE this issue • CGCOA Board. . . . . . . . . . . . . 2 • PerformanceTrak: The Perfect Tool to Keep You In-The-Know. . . . . . . . . 2
CGCOA to Hold Its Annual Meeting at Half Moon Bay Golf Links
• Are You Ready…To Grow Your Business With GET GOLF READY? . . . . . . . . . . . . 3
Mark your calendar now for Tuesday October 30th
• Sponsors. . . . . . . . . . . . . . . . 3 • Semi-Annual Conference at California Golf Club Was a Big Success. . . . . . . . . . . . 4
We’ve Moved
The CGCOA has a new address. All inquiries and correspondence should be directed to:
Edward L. Smilow
Interim Executive Director, CGCOA 50-855 Washington Street, Suite C #238 La Quinta, CA 92253 714 813 7228 info@golfcalifornia.org —or— ed@golfcalifornia.org
CGCOA
50-855 Washington St., Suite C #238 La Quinta, CA 92253
714.813.7228
info@golfcalifornia.org ed@golfcalifornia.org www.golfcalifornia.org PUBLISHED BY
IN THE LOOP GOLF, INC. 1206 Fourth Street Santa Rosa, CA 95404
707.569.8481 DESIGN BY
J HILL DESIGN 707.321.0026 COMMENTS Please write to shaw@intheloopgolf.com
PHOTO: ALEC SMITH
• New FCC Regulations to Affect Golf Courses in California. . . . . . . . . . . . . . 6
On October 30 beginning at 8:30 a.m. the CGCOA will hold its 2012 Annual Meeting at the breathtaking Half Moon Bay Golf Links at Half Moon Bay, CA. The purpose of the meeting is multi-faceted: to elect a Board of Directors for 2013, review CGCOA’s progress in 2012, and provide association members with CGCOA’s vision for 2013. The annual meeting will follow the 2012 CGCOA Board Retreat and Strategic Planning Session slated for the day prior. All members are encouraged to attend the annual meeting or vote by proxy. A formal notice has been sent to all members via e-mail explaining the voting procedures and how to make accommodation at the Ritz-Carlton Hotel where a block of rooms for CGCOA members has been reserved. A special thanks is extended to our meeting host, PGA General Manager Mr. Bill Troyanoski and the owners at HMBGL for opening their fine facility to us. Our annual meeting Keynote Speaker is Dr. Bradley Klein, architecture editor
and respected golf columnist for Golfweek magazine. Dr. Klein’s talk will be compelling and highly informative with timely topics such as: Golf—A Great Game, Yet a Tough Business and How to Make Golf Course Ratings Work for Your Facility. Dr. Klein oversees Golfweek’s national/ international course ratings system and presides over an impressive panel of 750 raters. He will explain in detail how the course ratings process works. We hope to see you on Oct. 30th. While attendance for the morning meeting is complimentary, the green fee for afternoon golf will be at a special rate of $50 for meeting attendees. Meeting preregistration is required. Please confirm attendance for meeting and golf today via email at ed@golfcalifornia.org. Lodging is available at the Ritz Carlton, with a special rate for CGCOA Members who register early. Any questions regarding the meeting, golf and/or lodging, call Ed Smilow at (714) 813-7228.
California Golf Course Owners Association 50-855 WASHINGTON ST., SUITE C #238, LA QUINTA, CA 92253 tel: 714.813.7228 email: info@golfcalifornia.org or ed@golfcalifornia.org
www.golfcalifornia.org or www.californiagolf.org CGCOA Board Officers President
Immediate Past President
President Championship Golf Services, Inc. General Manager Tustin Ranch Golf Club
Owner/Operator Stevinson Ranch Golf Course
Steven J. Plummer, CGCS
Secretary
Eric Jacobsen General Manager TPC Stonebrae
George Kelley
Executive Director CGCOA
Ed Smilow, Esq., PGM
Golf Course Law Professional Golfers Career College The Legends Golf Club
Treasurer
Scott Hoyt
General Manager Pasatiempo Golf Club
Board of Directors John K. Abendroth Celtic Golf Management
Bill Aragona
President/General Manager Boulder Creek GCC & Resort
Z. Gordon Davidson
David Kramer
GM/Owner Los Serranos Country Club
Dan McIntyre
General Manager, Western Operations ValleyCrest Golf Course Maintenance
IGM/Meadowbrook Golf Consultant Z. Gordon Davidson & Associates, Inc. Golf & Resort Properties
Emmy Moore-Minister
Kevin Heaney
Dave Nelson
Erinn Hoyt
Lyn Nelson
Executive Director SCGA
Website & Database Manager
Patrick Kemball
Director of Golf Canyon Lake Country Club
Shaw Kobre
Media/Public Relations CAG, GCSANC & CGCOA
Sales Manager, California Club Car, Inc. CEO/Executive Director Northern California Golf Association
Dawn Prebula
Senior VP of Development VGM Club
President In The Loop Golf
Honorary Member
Sam Koh
Hollingsworth Enterprises Prior Owner Singing Hills Golf Courses & Resort
Koss International Owner Oak Quarry Golf Club Founder/CEO Intrinsic Agency, LLC
Executive Director/CEO Southern California Professional Golfers Association
Kimberly Bauer
COO/General Mgr./Regional Director Hospitality Industry Waterhouse, Inc. Creative Hospitality Services
Doug Dahl VP Irrigation Turf Star
Dan Farrar
General Manager Merit Property Management
Tom Isaak CEO/President CourseCo, Inc.
Greg Pieschala
President Valley Crest Golf Course Maintenance
Joe Priddy
Immediate Past President General Manager Santa Maria Country Club
Lon & Rich Records
Target Specialty Products Inc.
Terry A. Selk
Tom Frost
President Tasmark Enterprises— Tourism Marketing
Bob Higgins
Consultant/Golfer Pellucid Corp.
President Tom Frost Golf, Inc. General Manager Saddle Creek Golf Club Castle & Cooke
Ted Horton
THC (Ted Horton Consulting)
PGA PerformanceTrak in Cooperation with the NGCOA is the industry’s leading rounds and revenue data collection and benchmarking service. Reports are available for PGA Sections, States and over 70 local markets. NGCOA report packages are also available for local competitive golf markets (CGMs) and for rate sets within CGMs. Reports include data for each metric (e.g. median golf fee revenue), not just the percent change, for rounds played and 4 Key Performance Indicators. A dedicated team at the PGA of America National Office gathers this data monthly to support participation and benchmark reporting across the country and to assist with customer service inquiries. PerformanceTrak has a high standard regarding data quality. Information submitted is reviewed for significant changes and outliers, feedback is gathered from users regarding their specific operations and their local area and any outlier of data is omitted from reporting. PerformanceTrak is a fully online, web-based service with real-time reports available 24/7. Flexibility of data submission is offered to all users when a non-online approach is needed.
Jerry Hollingsworth
Advisory Board Tom Addis
PerformanceTrak: The Perfect Tool to Keep You In-The-Know
Harvey Silverman Shawn Smith
Director of Golf Administration Pebble Beach Company
For PGA PerformanceTrak Services and Support www.PGAPerformanceTrak.com PerformanceTrak@pgahq.com (800) 477-6465 Ext. 8574 The PGA of America: Nicole Ferguson-Sutherland (800) 477-6465 Ext. 8574 NFerguson@pgahq.com For Media Inquiries: Randy Stutzman (800) 477-6465 Ext. 8438 RStutzman@pgahq.com NGCOA: Joe Rice (800) 933-4262 Ext. 222 JRice@ngcoa.org Web sites: www.NGCOA.org/benchmark www.PGAPerformanceTrak.com/NGCOA 2
Are You Ready…To Grow Your Business With GET GOLF READY? As the PGA of America continues to aggressively launch its national marketing campaign for Get Golf Ready (GGR), golf course owners must open their eyes wide to the idea (if they haven’t yet) and should prepare themselves to include the GGR program as part of their player development offerings. Just last month, during Ryder Cup TV broadcasting, you couldn’t help but notice the scores of Public Service Announcements (PSAs) promoting the Golf
Get Ready program. The user-friendly GGR lesson series even has the endorsement of several national celebrities plus PGA and LPGA tour professionals. The GGR campaign will continue to use national television, Internet, print advertising and various social media platforms to “get the word out”…with the ongoing theme of encouraging new golfers to enter the game of golf because it is fun, affordable and welcoming too. While the affordable, $99 five-lesson series provides excellent value for those taking up the game for the very first time (available only at certified locations), it does present challenges for golf courses that are not yet onboard. As pointed out by Jim Baugh, Sports Consultant and Founder of Jim Baugh Consulting, research has revealed that
many courses are not quite ready to meet the challenge of new golfers. After engaging in “secret shopper” exercises at golf facilities, researchers discovered that in many cases golf shop employees were not being trained properly by management in reference to the GGR program. Less than 50% of those individuals answering the phone knew of the programs existence. Only 17% knew the name of the program, 12% knew the cost and 15% knew what was entailed. But there’s some good news, too. The Get Golf Ready program began in 2009. From the 2,935 GGR certified facilities more than 65,000 new golfers have been developed, mostly at public golf courses. The retention rate is positive at 78% with an average of 41 new customers per facility per year. Women especially, are taking a liking to the program. GGR statistics show that these new consumers are contributing revenue in all departments: (range use, rounds played, private and group lessons, equipment purchases, food and beverage, and in the golf shop through apparel, equipment and accessory sales). Extensive national marketing for GGR will take full-stride during the first quarter of 2013. The question is, “Are you ready?” For more information about becoming certified and obtaining support for the Get Golf Ready program, please contact the NGCOA at (800) 933-4262. To learn more about the program online please visit www.playgolfamerica.com/GGR/.
THE CGCOA WOULD LIKE TO THANK THE FOLLOWING SPONSORS FOR THEIR SUPPORT: State Club Satellite Network Ted Salata
teds@csnlife.com
Cybergolf
Dan Murnan
dan@cybergolf.com
Gallus Golf
gallusgolf.com
Golf Course Law Ed Smilow
edsmilow@golfcourselaw.com
Golf Insurance Services Gary Sigel
gsigel@gpins.com
Rick Sigel
rsigel@gpins.com
Golf Now/Golf Channel.com Mike Loustalot
mloustalot@golfchannel.com
Greenway Golf George Kelley
gkelley@greenwaygolf.com
Increase Club Profits www.icptoday.com/
Pellucid
Harvey Silverman
harvinfc@pacbell.net
Professional Golfers Career College Ed Smilow
edsmilow@golfcourselaw.com
Southern California PGA Tom Addis
scpgata@aol.com
Tapin Solutions Kyle Thompson
kyle@tapinllc.com
Target Specialties Rich Records
rich.records@target-specialty.com
Tustin Ranch/ Championship Golf Steve Plummer
splummer@tustinranchgolf.com
TW Energy Savers John Abendroth
IGolfSwing@aol.com
ValleyCrest Golf Course Maintenance Greg Pieschala
gpieschala@valleycrest.com
VGM Club
Dawn Prebula
dawnprebula@earthlink.net
National Sponsors Club Car Dave Nelson
dave_nelson@clubcar.com
Toro/Turf Star
Len Gregory (Turf Star) leng@turfstar.com
3
Semi-Annual Conference at California Golf Club Was a Big Success By Ed Smilow In late August CGCOA members and guests gathered will be joining the CGCOA so collectively (as a group) all at the California Golf Club (CGC) in South San Fran- owners and operators can lower their cost of operation. cisco, CA. All in attendance were treated to the specOur dynamic keynote speaker was former WNBA tacular ambiance and warm hospitality of our newest President Donna Orender who has been overseeing member-club, as they participated in an engaging the PGA of America’s “Connecting with Her” campaign array of educational presentations. Guests were wel- through Golf 2.0. Prior to launching her marketing firm comed by Chapter President Steve Plummer, CGCS, and Orender Unlimited (where she currently serves as CEO) once again, the CGCOA showcased expert panelists on Donna spent 17 years working for the PGA TOUR where some of the most pressing issues facing California golf she served as Senior VP of Strategic Development. course owners and operators. Throughout her talk Orender provided invaluable The latest developments in labor and employment insight into capturing the most emerging consumer law issues were explored by Attorneys Robert Dolinko market in golf—the women’s market. Provocative in of Nixon Peabody and Edward L. Smilow of Golf Course her presentation, Orender held no punches in delivLaw. The impact of the latest California Supreme ering a strong message that for the game of golf to Court ruling on meal and rest breaks, NLRB disclosure grow (and revenue to increase) a new attitude must requirements, and minimum wage requirements for course marshals and caddies occupied the attendee’s interests. The ADA requirements for golf courses (set to go in effect as of January 1, 2013), were also a hot topic of discussion. Golf Insurance Services Vice President Gary Sigel outlined the new CGCOA Insurance Programs which are now saving members significant dollars in premiums each year. These programs were created in a joint effort by the CGCOA and GIS to stem the tide of rising premiums for workers compensation Chapter leaders and speakers at the CGCOA education conference take time for and health insurance, a photo at the California Golf Club. (L to R) Presenter Jason Wilson (Gallus Golf), along with personal injury CGCOA President Steve Plummer (Champion Golf Services & Tustin Ranch GC), and employment prac- Presenter Robert Dolinko, Esq. (Nixon Peabody of SF), CGCOA Executive Director tices coverage. Thanks to Ed Smilow, Esq., Presenter/Sponsor Gary Sigel (Golf Insurance Services), Keynote this effort more members Speaker Donna Orender (Orender Unlimited), Presenter Dan Murnan (Cybergolf). 4
CGCOA Education Conference at Cal Club attracts industry leaders. (L to R) CGCOA Secretary Eric Jacobsen, NGCOA Membership Dir. Joe Rice, CGCOA Past President George Kelley and CGCOA President Steve Plummer.
Golf allied associations stand united at CGCOA Education Conference at California Golf Club of SF. (L to R) Steve Plummer (CGCOA & GCSAA), Jeff Jensen (GCSAA), Bill Aragona (NGCOA & CGCOA), Brad Lozares (PGA), and Joe Rice NGCOA).
be embraced in the golf industry. She demonstrated convincingly that inclusion of the women’s market takes an understanding of the needs of women. It will require subtle changes in the way golf does its business so that women will be more warmly welcomed especially in a sport that has been traditionally maledominated. Most convincingly, Orender was able to show that engaging 52% of Americans who control 80% of the household income could generate a positive flow of revenue and energy to our golf economy. Her input was well-received evidenced by the number of course owners who approached Orender and thanked her personally for sharing such poignant information. Of great interest to all was a presentation by CGCOA sponsors Cybergolf and Gallus Golf on the new cell phone apps for golf courses. Both Dan Murnan and Jason Wilson did an outstanding job demonstrating that “the future is now” for the millions of Americans who receive and deliver most of their communications through mobile applications. The products they offer are cost effective solutions designed to reach the new generation of tech savvy golf consumers. Not to be outdone, the educational session closed with two experts in the field of golf course taxation who proved that golf course properties were often paying more taxes than required by law. Real property appraiser Ron Carciere detailed how counties were overtaxing courses based on out-of-date methods which failed to consider the nature of the business use
of the property. By failing to see a golf course only as a piece of land rather than a declining business, golf courses were paying more than that required by law. Similarly, Mike Rowan of Cost Segregation Partners showed attendees how the failure to comply with IRS regulations on depreciation of assets had cost owners and operators thousands of dollars annually that could be better allocated to current needs. Properly segmented by trained engineers, the assets of golf operations could be depreciated in accordance with their useful life as opposed to the current practice of depreciation over 40 years. No question, the morning sessions was packed tight with plenty of new and valuable information and wellappreciated by all. Those who stayed for lunch enjoyed a tasty buffet hosted by the CGC. While we savored our meals, we were treated to a presentation on the “Successful Renovations of the California Golf Club” provided by Golf Course Superintendent Thomas Bastis, CGCS, and Al Jamieson, Past President and Chairman of the Renovation Committee. Afterwards, attendees were treated to a memorable round of golf to experience firsthand the result of the Olympian effort to return the “Cal Club” to one, if not the finest course in all of California. For these experiences, the CGCOA is forever grateful to the California Golf Club, its members and staff, and with special thanks to General Manager Glenn Smickley and PGA Head Golf Professional Mark Doss too.
5
New FCC Regulations to Affect Golf Courses in California In a letter from the NGCOA, new FCC regulations will be going into effect January 1, 2013 which may impact the use of communication devices employed at golf courses. By midnight Dec. 31, everyone using wideband VHF and UHF radio systems in the 150-174 MHz and 421512 MHz band, which use 25 kHz efficiency technology, must either switch to narrowband (12.5 kHz channel spacing) or employ a technology that achieves equivalent efficiency. Any equipment that is not capable of operating on channels of 12.5 kHz or less must be replaced. By requiring VHF and UHF radios to use less radio bandwidth, or spectrum, the FCC can use the vacated spectrum to form new channels. This is only phase one of a two-phase process. In the next phase (the date for which has not been determined), the FCC will cut frequencies in half again. This will implement equipment designed to operate on channel bandwidths of 6.25 kHz or less, and result in four times the number of original channels. A user’s original channel will be left intact but a whole lot “narrower.” This will affect many golf courses, as hand-held radios have become key tools for superintendents to communicate with their crews out on the golf course, with their irrigation systems or with other wireless activities, such as fertigation systems, security lights and even fountains. In most cases, all of those functions can be affected by the changes. To maintain that functionality and comply with the phase-one changes, all of a golf course’s radios, repeaters, base stations, mobiles and portables will have to be programmed, physically altered, or in some cases, completely replaced. Even courses that have hard-wired irrigation systems must deal with new FCC licenses. All equipment produced since 1997 has a narrowband mode, so those units may require nothing more than new programming. But that, too, can be expensive for some. I’ve read of one case where a ski resort needed to reprogram 250 radios at a cost of $15 apiece. The cost to golf courses with wireless irrigation largely depends on the number of satellites they operate. I’ve heard that
the average cost to switch a satellite to narrowband can be as high as $1,000. In some cases, costs can go higher; I’ve heard of prices like $10,000, $20,000 and even $100,000! Obviously, all of this depends on the type of set-up a course has. In addition to the expense, there’s the hassle and interruption of complying. Some in the industry have said wideband operators can continue to operate on wideband for the length of their license, even if that is several years into the future. Melissa Tye, the legal adviser for the FCC’s wireless bureau, disagrees. She says licensees operating broadband wireless after Dec. 31 can face “a $16,000 fine for each violation, or each day of a continuing violation, and up to $112,500 for any single act or failure to act.” She points out that a golf course staffer would not be fined, but rather the individual or entity holding the license. One can also license with the FCC on their own if they don’t already (many use an FCC coordination company, as most distributors do) but it can be quite a headache. Everyone seems to feel that courses should consult their dealers and irrigation system manufacturers first, before anything else. All of the manufacturers we’ve spoken to have stated that they have been working with their customers on this—and supplying them with notifications—for more than a year. We’ve spoken to Toro, the FCC, the GCSAA and others and it appears that—at this point— this is really an issue of compliance, as this was a mandate handed down from the FCC beyond anyone’s control. Additional information on narrowbanding is available on the FCC’s website at www.fcc.gov/encyclopedia/ vhfuhf-narrowbanding-information. I wish I had more information on where to turn—and better news for you and golf courses. We’re continuing to investigate further and will be in touch. We are also working to partner with the GCSAA to conduct a webinar with a consultant who can provide insights and instructions on what to do. 6
7