U.S. President Helped Jump-Start Members Program 30 Years Ago


December 16, 2005 

By Ken Klavon, USGA

Far Hills, N.J. - Thirty years ago this month, Elbert Jemison watched in surreal amazement as his brainchild of an idea came to fruition - in the White House of all places.

That's right, the USGA Members Program, which boasts more than 900,000 advocates today, was born in the government's famous Oval Office on Dec. 18, 1975. Arnold Palmer, the only national chairman the program has ever known, handed a pen to the U.S. President and signed him on as the first of what was then called an Associate. The program started with this one and has gained momentum ever since.

Elbert Jemison, now 85, is responsible for playing a pivotal role in the launch on the Members Program. (USGA Photo Archives)

The noble occasion took place in front of a small gathering that included the likes of Palmer's wife, Winnie, and daughter Amy, USGA Executive Director P.J. Boatwright Jr., future USGA president and Executive Director Harry Easterly, USGA Executive Committee Vice President Sandy Tatum, Executive Committee member Kenneth Gordon, and Jemison, who held the role of Associate Program chairman as well as USGA treasurer.

Jemison, a former salesman, beamed from the background like a proud parent watching an offspring graduate summa cum laude.

"Arnie and I got together to set out a strategy of what we would do, and we agreed that [Ford] would be the first Associate in the country," said the 85-year-old Jemison, who served from 1970-74 on the USGA Executive Committee and followed with three more years as an Association officer (treasurer in 1975 and secretary in 1976-77). "Arnold said he'd be the second and I'd be the third, because you know, the president and Arnold have a little more clout than me."

There's little doubt that the three were the impetus for the program's success. President Ford gave the program a face; Jemison painstakingly and tirelessly provided behind-the-scenes elbow grease to get it off the ground.

Jemison, who will celebrate his 50th year as a USGA committee member in 2006, still stays involved. The 92-year-old Ford, contacted for an interview, is still an avid golfer and fan according to his publicist, Penny Circle.

Starting It All 

Getting the program launched wasn't easy. So how did it happen?

In 1974 Jemison started thinking there had to be a way to "bring golfers closer to the USGA family." There was more. The Association needed money.

"Others on the executive committee felt we needed a base of other income, because in those days, television contracts weren't as lucrative," said Jemison.

Jemison thought long and hard, conjecturing that if the "everyday public golfer" was to receive a Rules book, a bag tag and the USGA's Golf Journal magazine for a nominal fee, it could be a win-win proposition for everyone involved. At that time, roughly 12 million golfers dotted the country. Jemison set a goal of attracting 10 percent of them.

Of course, Jemison ran into expected challenges by others on the executive committee. Prescott Bush Jr., brother and uncle to former and current presidents and , was one. He asked fair questions but worried the concept was desultory.

"I remember him asking, 'If no one enrolls in this, what is our cost?'" said Jemison.

President Gerald Ford, left, and Arnold Palmer converse in the Oval Office on Dec. 18, 1975. (USGA Photo Archives)

The well prepared Jemison replied, "$26,000." (The program that first year would break even, showing a profit in only its second year). After the executive committee backed it, Jemison focused on finding a recognizable person that could transcend the concept and give it legitimacy. His relationship with Palmer that started during his amateur days had grown stronger over the years. didn't hesitate to become involved, graciously rolling up his sleeves and asking where he needed to begin.

"I can't emphasize it enough: we owe Arnold Palmer so much. His enthusiasm and support haven't lessened," said Jemison.

With on board, the two hatched a plan that would resonate with the public. Both personally knew Ford, and both understood the 38 ^th Commander-in-Chief loved sports, especially golf. What better person to represent the amateur golfer?

When was approached, he didn't give it a second thought. He invited Jemison, and other dignitaries to the White House.

"We visited President at the White House, in the Oval Office, to talk about what was then the Associates Program and how much he enjoyed golf.  It was a very pleasant visit," said .

Jemison recalled an anecdote from that day.

"A funny moment while we were in the Oval Office," said Jemison. "I remember President Ford kind of pulling me aside and asking, 'How many do you think will enroll in this program?' So then he said, 'So far we have you, and myself and none of us have paid yet.'"

Jemison continued to trumpet the program's benefits thereafter, quickly signing on legendary coach Paul 'Bear' Bryant, renowned golfer Gene Sarazen and the quirky but famous football player and broadcaster 'Dandy' Don Meredith. From there, the program had its legs.

On a tangential note, of the more than 900,000 Members today, 10,000 are charter year associates. That in itself says something about a group that remains dedicated to an important cause, according to Members Program Director Fiona Dolan.

"They are the visible and vital force that promotes the message of fair play and the spirit of the game for all golfers," said Dolan. "Because of their dedication and desire to uphold the traditions and values of the game of golf, USGA programs continue to grow."

All of this activity continues to delight Jemison beyond belief. He still reaffirms the notion that that day in the Oval Office was one of the most important ones in his life. To see an idea become reality, then to see it blossom, still gives him trouble in grasping all that has happened.

"I really believed day after day that we had every chance at success," said Jemison. "I'll always appreciate the executive committee for backing it. Everything jelled. Here we are 30 years later."

Happy 30th birthday Members Program. Here's to many more.

Ken Klavon is the USGA's Web Editor. E-mail him with questions or comments at kklavon@usga.org.