From the NCGA Executive Director by Joe Huston I
Spreading Our Passion for the Game
t’s an honor to serve the NCGA, its nearly 150,000 members, 150 clubs, 400-plus golf facilities, 250 volunteers and incredible staff. I appreciate the
Board of Directors’ confidence in select- ing me to serve as executive director of one of the game’s greatest organizations. When a friend recently congratulated
me on my appointment, she mentioned a “turnaround” situation. I initially took offense, as the NCGA is based on a solid foundation. Her comment, however, was not specific to the NCGA, but to golf. My friend even proclaimed that golf was headed toward extinction. A world without golf is difficult for me to visualize, but the game has been on a concerning decline. Courses have closed at an unprecedented rate since 2008, and participation nationwide has fallen an astonishing 25% in that span, with junior participation dropping 35%. While the statistics are sobering, the
NCGA is committed to being a catalyst in changing this trend. Recent successes include the NCGA Foundation’s Youth on Course program, which under the visionary leadership of Adam Heieck now exceeds 10,000 members who have access to over 180 golf courses for $5 green fees. There’s also the NCGA Amateur Tour, which under Ryan Gregg’s outstanding direction features nearly 50 champion- ships. For the 2015-2016 season, the NCGA has expanded its tournament
offerings with a new Women’s Tour. Other areas of growth include the highly successful Junior Tour of Northern Cali- fornia and the member outings program, where members get to play some of the best courses in Northern California and across the globe. All of these efforts have led to increases
in participation from our current mem- bership, a critical step in ultimately growing the game. But can we do more? Last year we conducted extensive
research to better understand our mem- bers, clubs and even golfers who are not NCGA members. We learned that while current members are generally very satis- fied with the NCGA, non-members have not joined because they don’t understand the benefits of being an NCGA member, or they don’t value the current benefits and programs. As a result, we are refocusing our
efforts on informing non-members of the benefits of NCGA membership. Looking to 2016 and beyond, our objectives are clear, centering on three key components: • Growth: We have a significant
opportunity to grow, knowing that there are more than 650,000 golfers in North- ern California. Among the objectives is the continued expansion of Youth on Course. While the program already exists in seven western states, our vision is for it to be a national program. Other growth
initiatives include increasing the number of members participating in competitions and other events/programming, and build- ing awareness of the NCGA brand and our benefits to non-members. • Building Core Competencies: We need to better understand what our members and prospective members want so we can develop programs, services and communi- cation platforms to better serve them. As longtime innovators, we will continue to systemically test and expand new programs with the goals of growing membership, growing the game and improving golf ’s economic sustainability. The NCGA has unique assets in owning Poppy Hills and Poppy Ridge. We will utilize those facilities in the best interests of our members, and we will continue to develop our team. • Collaboration Across the Industry: As one of the leaders of the golf industry, we want to strengthen our collaboration with mem- ber clubs, other regional golf associations, the USGA, key suppliers and other golf organizations. Individually we are strong, but together we are stronger. These plans are clear, but we also
recognize that we realistically cannot turn around the downward trend overnight. Nevertheless, we firmly believe that in serving our members and reaching non- members, we can intensify their passion for the game even more. So what can you do? Take advantage of the many benefits
and events that we offer. Recommend a friend to join the NCGA. Donate to Youth on Course. Give us your feedback. Thank you for your membership. May
all your golf wishes come true in 2016. Together, we can spread our passion for the game to others.
FREE $15 GIFT CARD MEMB ER BENE FI T
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