The top trends of 2013
20. Golf’s biggest operator recognises the need to change
Troon Golf operates more than 200 golf courses in the world, including 80 prestigious venues in the USA and six in the UK. It is comfortably the world’s biggest golf club owner and often sets trends that individual clubs around the world subsequently follow.
This year Troon’s founder, CEO and chairman, Dana Garmany, said: “The key to survival is change, and for people to get their head out of the sand and realise just because something was done a certain way for 50 years, it does not mean it will be successful going forward. Young people do not think golf is cool and do not think the rules make sense, do not think the dress codes make sense and are not going to take six hours somewhere away from mobile phones or text and email devices.
“Some places are idiot proof. The likes of Muirfield, Seminole and Augusta National, for example, where they have strict dress codes and the history keeps going.
“But clubs that don’t change in line with the changing age demographic don’t seem to be worried about longevity and are going to continue to struggle.”
As a result, the group brought in a policy that allows golfers at its venues to wear whatever they feel comfortable in, slow play has been addressed (more on this later) and Troon has even announced that it will be building par three courses within some of its 18-hole courses to attract new types of golfers.
19. Judges are not tolerating insufficient warning signage
Almost everyone in the industry was surprised when, in 2011, a judge ordered Niddry Castle Golf Club in Scotland to pay nearly £120,000 in damages due to insufficient warning signage, when a golfer lost his eye after being struck by a ball hit by a fellow golfer (who himself was fined more than double that amount).
There was, therefore, a feeling of shock in 2013, when three appeal court judges ruled that the £120,000 figure was unfair – the club should instead pay £320,000 plus costs.
The club, in the end, agreed an undisclosed settlement with the player. The Scottish Golf Union has since recommended that golf clubs give greater attention to health and safety procedures.
“The case makes it imperative that clubs give greater attention to general health and safety procedures, in particular the area of course hazards, and the insurance you have in place at your club,” said a spokesman.
18. The Scottish government is increasingly helping golf clubs
Given the tough times English golf clubs have faced in recent years, it’s not surprising that Scottish clubs are facing even greater difficulties, as there are nearly three times as many clubs in Scotland as a proportion of the population compared with England.
This has meant that about 80 of Scotland’s nearly 600 golf clubs have approached the Scottish Golf Union since 2012 asking for business or financial advice.
Inchmarlo Golf Club in Aberdeenshire was placed into liquidation in 2013 (although it was later partially reprieved) and Lothianburn Golf Club closed down after its membership dropped from more than 820 to 270 in the last nine years.
This is particularly worrying to the Scottish government, as golf contributes £496 million a year to the country’s GDP, and the country will be showcased to the world in 2014 when the Ryder Cup is staged at Gleneagles.
“Generating and then sustaining the interest of golf in Scotland is important for the future of this country and the health of Scottish clubs,” said First Minister Alex Salmond.
17. Clubs are succumbing to a ‘FootGolf’ craze
By this summer at least seven UK golf clubs had built a course to meet demand.
“We’ve created a special 2,000-yard, 18-hole course, with par threes, fours and even a five which will test the best FootGolfers,” said Paul Oliver, director of golf at Addington Court, which charges players £15 green fees.
“The course uses the natural landscape but preserves the great condition of the playing surfaces for our regular golfers.”
Stonham Barns Golf Centre in Suffolk even ran a FootGolf tournament, which attracted over 30 players.
16. Several clubs now have their own app
It is thought that 2011 was the year that the first golf club had its own app, and by the end of 2013, hundreds of clubs, and even the Golf Club Managers’ Association, have one.
Apps are typically downloadable onto tablets and smartphones, and are mostly used by golfers to book tee times, contact other golfers, order food and drinks and check course guides for distance information.
Several companies have emerged as app providers to golf clubs, with at least four now servicing several golfing clients. Eagle, for instance, launched its app to golf clubs in January. By February it had had more than 70 orders and another 180 enquiries.
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Energy has gone up 23% (CBI) in the last four years, and clubs still haven’t cottoned on that this is taking off their bottom line? – expect this to make the list next year! The managers therefore are still missing where savings long term can be made… something that big business looks at seriously in recession.
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