USGA Green Section Focuses On The Customer



The United States Golf Association Green Section highlighted customer service by golf course management teams as a measure of success at the annual Golf Industry Show education conference in Orlando, Fla., Feb. 1.

Speakers ranged from USGA regional agronomists to experts in managing golf facilities in a highly competitive era of golf business.

"We've got to enhance the experience through superior customer service," said Chris Hartwiger, USGA agronomist in the Southeast Region. Hartwiger said attracting and retaining golfers can be as simple as user-friendly amenities on the practice range and the first tee, as well as such "wow" factors as the mowing of striped fairways.

Pat Gross, director of USGA agronomy in the Southwest Region, intimated that customer service is all about attitude, organization and aeration. Golfer-friendly fairway aeration -- clean, fast and virtually unnoticed -- goes a long way toward building a successful operation.

Patrick Shea of Salt Lake City, Utah, an attorney, college professor and a member of the Golf Course Superintendents Association of America (GCSAA), said members of the golf course management team have to work together to make golf courses welcoming. "Every year 3.6 million people in the United States start in golf and about 3.2 million of them quit," he said. "That's our challenge."

Shea singled out key opportunities to grow the game on a more retentive basis through diversification -- particularly in tapping into the growth of the nation's Hispanic population and attracting emerging core golfers among women and young people.

"We need to diversify in race, age and gender in golf if we intend to continue on in the 600 years of the game," said Shea.

Dave Oatis, director of USGA agronomy in the Northeast Region, and Larry Gilhuly, director in the Northwest, presented video examples of golf course do's and don'ts in customer service.

"One of the most important things in customer service is a well-trained staff with a smile and a wave," said Gilhuly. Oatis stressed making occasions like Ladies Day and junior golf events more special with all the little things that make the course more attractive. Gilhuly described informational tools, such as a "turf talk" bulletin board or environmental highlights.

Embellishments include good signage, smaller divot-maintenance sand/seed receptacles for walkers and golf course etiquette videos.

The USGA also used the occasion to present the USGA Green Section Award to Ted Horton, a 40-year GCSAA member whose resume includes stints at Winged Foot Golf Club, Westchester Country Club and Pebble Beach. Horton is regarded as one of the industry's champions of golf course compatibility with the environment.

Written by USGA staff.