In times of economic depression, recession, cessation, concession or just plain messin’ up by the Wall Street greed-mongers or our governmental regulators who would mistake a Midwest funnel cloud for a gold-bearing rainbow, it may not be fair to judge golf’s annual 1-2 punch of industry gatherings.
This year’s PGA Merchandise Show in Orlando and the Golf Industry Show on its heels in New Orleans were, to put it kindly, lightly attended by previous standards. Was that a temporary aberration, with the current economy the culprit, or a harbinger of the future for mega-trade shows in golf?
The annual PGA extravaganza in Orlando reported preliminary figures showing attendance was down 4.5 percent. The PGA and event organizer Reed Expositions actually sent out a press release several weeks prior to the show saying early indications were that the show would only be down 5 percent! My first reaction was, “Damn, I don’t remember that strategy in my journalism school PR class.” Then, a few minutes later, I thought, “Double damn, I wish my 401(k) was only down 5 percent!”
The Golf Industry Show in New Orleans reported attendance and qualified buyer numbers that were approximately one-third lower than last year’s record totals, and there were rumors on the show floor that a number of exhibitors received last-minute fee concessions to entice them not to be no-shows. (And, hey, let’s not kid ourselves – does anyone really believe for a second that some of the industry’s bigger-name companies don’t get price concessions to lend their credibility to some shows?).
On the other hand, immediately after the show, chief show organizer GCSAA announced that the USGA would be coming onboard next year as a show partner, joining the superintendents, owners, architects, builders, club managers associations and the National Golf Foundation as show partners.
So, the question looms: Were this year’s shows merely an easily anticipated casualty of tightening budgets throughout the golf industry and, indeed, most major U.S. industries? Or were they a shot across the bow for large-scale golf industry gatherings, period?
I would say the former, in all likelihood. Most of the industry’s bulwark companies still had a presence at the shows – a smaller presence, perhaps, but a presence nevertheless. Whether you agree with the strategy or not, most companies in this country have trimmed their marketing and advertising budgets, unless they happen to be in the credit repair business, or a more or less recession-proof business like health care or funeral homes.
Golf will rebound, although I’m certainly not putting a timeline on it. And the PGA and Golf Industry Shows still provide an unparalleled opportunity to display product, interact with customers, and network with industry peers. They shall endure, I believe.
3 putts
Why is our beloved California Governor Arnold including golf in an omnibus taxation bill that singles out golf as the lone participatory recreation sport to be included with oil exploration, car repairs, veterinarian bills and other expenditures for additional taxation? Why were golf courses excluded from FEMA relief after Katrina?
Answer: golf is an easy target because public perception is that golfers and course owners are rich. Why didn’t I get that memo?
The lone chicken bone that has choked me about some of our youth golf programs is that upon “graduation,” many of our youngsters are faced with a period of years when they get no more free equipment, free lessons and free course access before they have the income to afford those things. We take it on faith they will somehow find the time and money to keep playing, and fill tee sheets. I’m not sure I buy that.
As reported by Jaime Diaz in a recent Golf Digest column, there is a Northern California program funded since 2006 by wealthy donors called “Youth on Course” that allows under-18 golfers to play in off-peak times for as little as $2 a round. Now that’s what I call growing the game and putting your money where your mouth is.