Agenda




Public Track   Private Track   Investor Track

Public Track   Private Track   Investor Track

Monday

September 17
•••

GOLF OUTING

Presented by Garia and GolfBoard

Golf Outing: Champions Course

Mon., Sept.17, 8 am


Meet and compete at The Champions Course at the Omni La Costa. We invite you to play at the historic home of 37 PGA events, the Champions Course. The course features beautifully manicured fairways and tees, surpassed only by its exceptional greens, which are some of the best in the West. Enjoy the serene setting while meandering through peaceful wetlands over landscaped bridges and rolling hills. The Champions Course is quite simply in a league of its own. Golfers at any level can have fun and connect with peers. Meet before the shotgun start and spend quality time with your team of four. There is an additional fee to attend the golf outing.


Register  

8:00 am – 12:00 pm
12:30 pm – 1:15 pm

WELCOME HOUR

Networking Event

Welcome Hour

Mon., Sept.17, 12:30am


Monday prior to the Opening Keynote, is the perfect opportunity to meet new people. We place you at a table with either public course or private club peers. We get you started with a discussion on challenges and opportunities.


Register  

Coffee & light afternoon refreshments: Featuring a local favorite – Carlsbad strawberries served a few ways, including chocolate dipped!

1:30 pm – 2:30 pm

CEO/KEYNOTE  

Three Macro Trends that will Impact Golf in the Future

CEO/Keynote

Three Macro Trends that will Impact Golf in the Future

Mon., Sept.17, 1:30 pm


• How the golfer experience is evolving the ‘facility of tomorrow’
• New rules for the delivery of golf content
• Research driven perspectives on marketing and operational trends

Speaking:
Jon Last, Founder & President, Sports & Leisure Research Group
Rand Jerris, Ph.D , Senior Managing Director, Public Services, USGA
Erik Anderson , Chairman, TopGolf
Steven Ekovich , National Managing Director, Marcus & Millichap


Register  

2:45 pm – 3:45 pm

INVESTOR/PUBLIC 

The Predictive Index: Strategic planning for the public course

Original Research & Case Study

The Predictive Index: Strategic planning for the public course

Mon., Sept.17, 2:45 pm


Can you predict the financial potential of a golf course merely from demographics? For ninety percent of the golf courses in the US, the answer is YES. Learn how to apply analysis to boost profitability, including:

• How consolidating 44 variables can rank the profit potential of every golf course
• Why demand exceeds supply in many markets
• Learn the 60% REVPUR rule
• Case Study: How metrics are being used to revitalize a struggling course in Mecklenburg County, NC.

Speaking:
J.J. Keegan, Strategist, JJ Keegan+
Del Ratcliffe , President, Ratcliffe Golf Services
<


Register  

PRIVATE/PUBLIC 

What Great Golf Courses Do: Brand Building Principles

Highly rated

What Great Golf Courses Do: Brand Building Principles

Mon., Sept.17, 2:45 pm


• How a strong brand can work for you
• Ideas about capturing mind share to help you dominate your market
• Focus your brand to “own” something special in the customer’s mind
• Target a mindset to drive brand loyalty

Speaking:
Rich Katz, Founder/Managing Director, Buffalo.Agency
Kris Strauss Senior Vice President, Sales and Marketing, Troon
Ali Osiecki , Vice President of Marketing, Greg Norman


Register  

Southern California at its best

When not getting down to business at the Summit, use your free time to experience the best the Southern California lifestyle at Omni La Costa Resort. From an award-winning spa, to eight sparkling pools, the resort is a refreshing retreat. 

4:00 pm – 5:00 pm

PUBLIC 

The WOW factor: Great Ideas to make your course pop

Highly Rated

The WOW factor: Great Ideas to make your course pop

Mon., Sept.17, 4 pm


• How to add sizzle to any sized operation
• Introducing new technology to attract new customers
• Using Video and more to showcase your facility
• Creating non-golf wow factor activities that drive new visitation

Speaking:
Kris Strauss, Senior Vice President, Sales and Marketing, Troon
Steven Rosen , General Manager, Indian Wells Golf Resort
Doug Sutter , General Manager, Princeville Makai Golf Club


Register  

PRIVATE 

Club Masterminds

Peer-to-Peer discussion

Club Masterminds

Mon., Sept.17, 4 pm


This group discussion is designed for general managers and club owners to experience the power of industry Mastermind groups. Through these sessions, participants unlock the power of collective intelligence through facilitated peer to peer collaboration and shared challenges to identify solutions, all backed with accountability to your group.

• Two experts will lead the discussion to get your group started, and keep the conversation productive, honest and confidential.

• Collaborate with other private club attendees
• Exchange ideas and leverage the collective knowledge

Speaking:
Ryan Doerr, President, Strategic Club Solutions
John Clark , Financial Strategist, Strategic Club Solutions


Register  

THE MIXER

Presented by Yamaha Golf Car

The Mixer

Mon., Sept.17, 5 pm


Meet with peers, speakers and make new friends at this kickoff cocktail party, all while sampling the best sliders (think pork, beef, crab cake and Portobello mushroom, yum!) in Southern California cuisine and craft beers. This cocktail party is designed to help attendees meet and mingle, and our networking ambassadors will help you connect with peers, speakers and other attendees.


Register

5:15 pm – 6:30 pm

Image

Smart Networking

Eight fun networking events give you the opportunity to meet peers and industry leaders, and to learn from cutting-edge vendors. Plus, we make it easy to meet new people. Our networking ambassadors introduce you to peers and others, and our welcome hour and other peer-to-peer events are designed so you can meet new people. That’s why 97% of attendees rate networking as the best part of the Summit.

Tuesday

September 18
•••

8:00 am – 9:15 am

CEO/KEYNOTE  

State of the Industry: The Future of Golf

CEO/Keynote

State of the Industry: The Future of Golf

Tues., Sept.18, 8am


This live journalism keynote features CEOs from the world’s leading golf companies sharing their unadulterated thoughts on the latest trends, fads, and strategic plans. What’s driving golf into the future and how they plan to take advantage of these trends to continue to grow their companies.

Speaking:
Steve Skinner , CEO, KemperSports
Jim Hinckley , Partner and CEO, Century Golf Partners
Erik Anderson , Chairman, Topgolf
David Pillsbury , CEO, ClubCorp


Register  

9:15 am – 10:00 am

THE SOCIAL CAFE

Networking Opportunity

The Social Cafe

Wed., Sept.19, 9:15 am


Join other attendees after the Tuesday and Wednesday keynotes at the Social Café, located in the 19thHole. Enjoy baked goods, and grab a cup of coffee. Connect with fellow attendees, meet with exhibitors, or attend one of the Tech Talks, hosted by one of the industry’s cutting-edge vendors.


Register

Image
10:00 am – 11:00 am

INVESTOR 

Buy & Sell: Market Assessment

Highest-rated Investor session

Buy & Sell: Market Assessment

Tues., Sept.18, 10 am


• What courses are worth and whether prices will rise or fall

• Strategies to get the best price for buyers and sellers

• How buyers evaluate a course’s worth: income vs. revenue multipliers, membership liability, upside potential, more.

• How buyer’s differentiate between the between daily fee versus private club values.

Speaking:
Jeff Woolson, Managing Director, CBRE, Inc
Robert Silva , Senior Vice President, Escalante Golf Inc.
Andy Crosson , Senior Vice President, Arcis Equity Partners


Register  

PUBLIC 

Big Data and Analytics to Drive Marketing

New Session

Big Data and Analytics to Drive Marketing

Tues., Sept.18, 10 am


Learn how course operators use customer data effectively to improve customer retention and drive incremental revenue, what AI and Machine Learning can do for golf, and why mobile is an important part of the equation.

• How golf courses use data to drive decisions, and improve interactions and customer experience

• Why Artificial Intelligence can drive pro shop, green fee and F&B sales

• How Mobile Technology plays an important role in collecting customer data and marketing

Speaking:
Jason Wilson, CEO, Gallus Golf
Sanjay Chopra , Co-Founder and CEO, Cognistx
Amy LaVange , Director of Marketing, foreUp
Jessica Lewis , Director of Web and Product Development, Billy Casper Golf


Register  

PRIVATE 

Emerging Trends in Private Clubs

Highest-rated Roundtable

Emerging Trends in Private Clubs

Tues., Sept.18, 10 am


• Better understand the trends that are driving growth for private clubs
• What’s hot in F&B, amenities and membership retention
• What’s working in membership initiation fees, dues, and other revenue trends
• Capital investment trends: Why is everyone spending big

Speaking:
Jeff Morgan, CEO, Club Management Association of America
Donna Otis , Chief Executive/General Manager, The Bridges at Rancho Santa Fe
Steve Buck , General Manager, Shady Canyon Golf Club


Register  

11:15 am – 12:15 pm

INVESTOR 

Plan with the Exit in Mind

New Session

Plan with the Exit in Mind

Tues., Sept.18, 11:15 am


• How to maximize the value of your investment
• When to sell and how to prepare your asset
• When redevelopment makes sense
• Should you add an amenity?

Speaking:
Van Tengberg, Attorney, Foley & Lardner LLP
Laurence A. Hirsh , President, Golf Property Analysts
Ken Arimitsu , Senior Vice President, PMRG


Register  

PUBLIC 

Revenue Management Tools to Boost your Bottomline

New Session

Revenue Management Tools to Boost your Bottomline

Tues., Sept.18, 11:15 am


• Smart pricing and revenue strategies for long-term growth
• Yield Management vs. Dynamic pricing
• Selling one hole at a time, and other creative approaches

Speaking:
Jay Karen, CEO, NGCOA
Arnaud Zunz , Co-Founder, PriSwing
Pascal Stolz , CEO, eGull USA
Jeffrey Smith , Chairman, Principal, Walters Golf Management


Register  

PRIVATE 

The Modern Club: Engaged, Smarter, Profitable

New Session

The Modern Club: Engaged, Smarter, Profitable

Tues., Sept.18, 11:15 am


• What the club of tomorrow will look like
• How programming is evolving and what you should be offering
• How to leverage technology to drive efficiency
• Increase member engagement through mobile commerce and artificial intelligence

Speaking:
Mike Flannagan , President, Total e Integrated
Rudy Anderson , President, Pacific Links
Bob Jones , Founding Principal, Ethos Club & Leisure
Andrew Heard , Director of Information Technology, Desert Mountain Club


Register  

12:30 pm – 1:30 pm

POWER NETWORKING LUNCHEON

Sponsored By PGA of America

Power Networking Luncheon

Tues., Sept.18, 12:30 pm


Our Networking Luncheon is another great opportunity to meet new people and build long-lasting relationships. We place you with either public course or private club table so you can meet new peers in a relaxed atmosphere.


Register

1:45 pm – 2:45 pm

INVESTOR 

Meet the Top Buyers

Buy/Sell Roundtable

Meet the Top Buyers

Tues., Sept.18, 1:45 pm


• Understand the special considerations for privately-owned, member-owned, resort and community-affiliated courses
• Today’s most active buyers share secrets to their success
• Negotiation techniques from the masterminds
• Due diligence essentials for buyers and sellers

Speaking:
Randy Addison, Principal, Addison Law Firm
Tom Bennison , Senior Vice President, ClubCorp
Andy Crosson , Senior Vice President, Arcis Equity Partners
<


Register  

PUBLIC 

High Tech Marketing: Experience, Community, Engagement

Buy/Sell Roundtable

High Tech Marketing: Experience, Community, Engagement

Tues., Sept.18, 1:45 pm


• How operators are leveraging technology to win in their markets?
• Easily build community through today’s offerings
• How to engage your customers with apps, POS, web and other tech offerings
• Mobile, email, social media: perfect the mix

Speaking:
Emily Clark , Vice President, Sales & Marketing, Billy Casper Golf
Matt Welliver , VP of Corporate Development, Chronogolf
Rob Hoffman , VP of Operations, Gallus Golf
Mike Hendrix , VP GolfNow Business Services
<


Register  

PRIVATE 

Setting Yourself Apart as a Private Club

Intensive Workshop

Setting Yourself Apart as a Private Club

Tues., Sept.18, 1:45 pm


Learn strategies on how to remain relevant to your members and prospects in an evolving marketplace. Our panel will discuss programming ideas, membership initiatives and share success stories of how other clubs are retaining and attracting new members.

•Small renovations that have a big impact

•Membership marketing strategies for growth
•Moving beyond the traditional club programming

•Tools to effectively target new members

Speaking:
Heidi Voss , President, Bauer Voss Consulting
Mark Tansey , Founder /CEO, Sunrise Golf
Marjorie Feltus Hawkins , President, FH Design
Rudy Anderson , President, Pacific Links


Register  

3:00 pm – 4:00 pm

INVESTOR 

The Golf Course of the Future

New Session

The Golf Course of the Future

Tues., Sept.18, 3 pm


Innovators are designing tomorrow’s golf courses to welcome new players, save costs and increase revenue and are achieving this through a mix of technology and outside-of-the-box ideas.

• Bringing together design and high tech
• Entertainment is king: How tech is adding wow to the game
• Robotics, AI: Reshaping operations and maintenance

Speaking:
Forrest Richardson, Golf Course Architect, Forrest Richardson & Assoc.
Mark Jackson , Division Manager, Davey Golf
Dana Lonn , Managing Director, Center for Advanced Turf Technology, The Toro Company
Robert McElreath , Vice President, Connected Technologies, Club Car/GPSI
<


Register  

PUBLIC 

Out-of-the-Box Revenue Generation Ideas

101 Great Ideas

Out-of-the-Box Revenue Generation Ideas

Tues., Sept.18, 3 pm


• Non-golf related events that generate revenue and/or goodwill
• Maximize F&B revenue with banquet, grill & cart ideas
• Unique ways to sell apparel, balls, even clubs
• Be social & make $!
• Happy associates = Profitability

Speaking:
Guy Sugden , Vice President, Corporate Sales & Marketing, Troon Golf
John Sido , Vice President, Marketing & Sales, 19th Hole Cart, LLC
Dawn Prebula , Senior Vice President, VGM Club Resorts & Gaming


Register  

PRIVATE 

Happy Members: How to max your retention

New Session

Happy Members: How to max your retention

Tues., Sept.18, 3 pm


• Steps for creating a strategic plan for retention
• How to develop meaningful programs, events and activities
• Effective member communication: dos and donts
• Using video, photos & social media to drive engagement

Speaking:
Shanna Bright , Founder, Private Clubs Online
Lynne LaFond DeLuca , Executive Director, Association of Club Catering Professionals
Frank Benzakour , General Manager,Edgewood Country Club


Register  

4:15 pm – 5:15 pm

INVESTOR 

Rethinking Your Business Plan

New Session

Rethinking Your Business Plan

Tues., Sept.18, 4:15 pm


• Smart business plans for a changing industry
• Market positioning: How to reposition to improve value
• Marketing and putting your new plan into action
• How to understand the true potential of a golf facility for growth

Speaking:
Laurence A. Hirsh, President, Golf Property Analysts
John Brown , President, Brown Golf Management
Mark Mattingly , VP Business Development, Landscapes Unlimited
<


Register  

PUBLIC 

Best Practices in Golf Course Operations

Highly Rated

Best Practices in Golf Course Operations

Tue., Sept.18, 4:15 pm


• What’s working today for top operators
• Proven methods for measuring success
• Quick and easy strategies to match your operational needs and your staff resources

• Give your customers the ultimate golf experience

Speaking:
C.A. Roberts, III, President, OB Sports Golf Management
Bruce Glasco , International COO, Troon Golf
Scott Kmiec , Senior Director, PGA Career Services


Register  

PRIVATE 

How to Create Amazing Experiences for your Members

New Session

How to Create Amazing Experiences for your Members

Tues., Sept.18, 4:15 pm


• How members feel about an interaction with the club – the moments of truth – is the most powerful driver of member loyalty. Learn the three E’s of amazing member experiences: Emotional connection, Ease of use, and Engagement.

• How to create an emotional connection with your members
• 7 ways to create a strong service culture
• Specific examples of experiences that created emotional connections

Speaking:
Whitney Reid Pennell , President, RCS Hospitality Group
Derek Lane , Director of Golf, Rolling Hills Country Club
Jill Kraft , Clubhouse Manager, Champions Retreat


Register  

AWARD SHOWCASE AND HAPPY HOUR

Presented by 19th Hole Cart and Davey Golf

Award Showcase and Happy Hour

Tue., Sept.18, 5:15 pm


Join us for the networking highlight of the year. This cocktail party will have a Mexican theme for appetizers, along wtih local beers and wine. Plus, enjoy a visual display of the past year’s award-winning clubhouses, golf courses and food establishments, all while meeting new friends and connecting with vendors./p>


Register

5:15 pm – 6:30 pm

Wednesday

September 19
•••

8:00 am – 9:15 am

CEO/KEYNOTE  

Are You A Courage Brand?

Marketing Keynote

Are You A Courage Brand?

Wed., Sept.19, 8am


Award-winning brand expert and creative strategist Ryan Berman will share his methodology that turns willing companies into Courage Brands.
Berman will share why courage is needed today and how courage can transform tired brands and liberate them from their competition, help them push past internal paralysis and forsake outdated business models. The end result is an impressive Return on Investment.
Berman has helped such brands as Puma Golf, Subway, UNICEF, International Motorcycle Show, and US Ski & Snowboard Association, achieve the extraordinary. He recently launched his own Courage Brand called “Sock Problems”; a company that “socks” problems with altruistic socks.

Speaking:
Ryan Berman , Founder,Courage Brands


Register  

9:15 am – 10:00 am

THE SOCIAL CAFE

Sponsored By Club Car

The Social Cafe

Tues., Sept.18, 9:15 am


Join other attendees after the Tuesday and Wednesday keynotes at the Social Café, located in the 19thHole. Enjoy baked goods, and grab a cup of coffee. Connect with fellow attendees, meet with exhibitors, or attend one of the Tech Talks, hosted by one of the industry’s cutting-edge vendors.


Register

10:00 am – 11:00 am

PRIVATE/INVESTOR 

Capital Investment & Governance

For Board Members & GMs

Capital Investment & Governance

Wed., Sept.19, 10 am


• How to fund capital projects without upsetting members
• Long-term strategy with a rotating Board of Governors
• Securing Board and member consensus for big projects
• Best leadership practices

Speaking:
Dallas Addison, Shareholder, Addison Law, Founding Principal, Ethos Club & Leisure
Kirk Reese , Executive Vice President, Denehy Club Thinking Partners
Bob Jones, Founding Principal, Ethos Club & Leisure
<


PRIVATE/PUBLIC 

How to use Brain Science to better understand your customer

Masterclass

How to use Brain Science to better understand your customer

Wed., Sept.19, 10 am


Is there a right and wrong way to communicate with your prospective and current customers? In this enlightening conversation, Laura Leszczynski will explain proven neuromarketing tips, tricks and mental triggers to help you engage behavior. These fascinating strategies will provide insight to better understand the conscious and subconscious decision-making process of golfers and club members.

Speaking:
Laura Leszczynski, VP of Marketing, Strategic Club Solutions


Register  

111:15 am – 12:15 am

PRIVATE/INVESTOR 

Strategic Planning for the Private Club

New Session

Strategic Planning for the Private Club

Wed., Sept.19, 11:15 am


There are many ways to approach strategic planning. In this session, club indutry professionals will walk us through the power of creating the right plan, and implimenting a solution with supporting tools and strategies to ensure effective implimentation.
• How to set a plan that will guide long-term growth for your club
• Remain relevant and viable to four generations of members and guests
• How an effective plan attracts and retains top talent
• How to use data and best practices to drive direction

Speaking:
Ryan Doerr, President, Strategic Club Solutions
John Clark , Principal, Strategic Club Solutions
<


PRIVATE/PUBLIC 

Millennials: Insights from the market everyone is struggling to capture

Cutting Edge Research

Millennials: Insights from the market everyone is struggling to capture

Wed., Sept.19, 11:15 am


• What the next generation of golfers want

• Similarities and differences in the mindsets of various generations
• Dispelling myths about millenials

Speaking:
Jon Last, Founder & President, Sports & Leisure Research Group


Register  

12:30 pm – 1:30 pm

CONCLUDING NETWORKING LUNCHEON

Last Chance Networking

Concluding Networking Luncheon

Wed., Sept.19, 12:30 pm


Our Networking Luncheon is another great opportunity to meet new people and build long-lasting relationships. We place you with either public course or private club table so you can meet new peers in a relaxed atmosphere.


Register

The Golf Course of Tomorrow: Engaged, smarter, more profitable

The golf industry has undergone rapid change in recent years, with revenue management, social media marketing, high tech entertainment, robotics and A.I. beginning to have a major impact.

We bring together the most creative innovators and the leading operators for three days of collaboration, insight and networking. Hear about out-of-the-box ideas, build meaningful relationships, and set your plan for the future.

Highest-Quality Content

With 26 informative and interactive sessions presented in three tracks — private club, public courses and investors — you will gain the know-how to achieve the extraordinary. Learn and be inspired through three exceptional keynotes. Plus, the Summit includes peer-to-peer events, master classes, in-depth case studies, and panel discussions that feature the leading operators, investors and managers in golf.

Reserve Your Spot Today! Pre Early-Bird Pricing Ends 7/20

REGISTER NOW

Join 400+ Golf industry leaders who are ready to collaborate, make deals happen and connect with new faces. Intimate and impactful interactions will help you cut through the noise, learn cutting-edge strategies and build meaningful relationships.