Vernon Ready And Able To Lead USGA

By David Shefter, USGA

Far Hills, N.J. - A few minutes spent with newly appointed United States Golf Association president Jim Vernon gives one an immediate sense of why he is so highly regarded by individuals within and outside the Association.

The 58-year-old's tone exudes a quiet confidence. His knowledge and understanding of his role as the leader of thousands of volunteers, including the Executive Committee, as well as staff, is quite apparent. And, the résumé clearly illustrates that he possesses the necessary experience. To wit:

• Past president of Lakeside Golf Club in Burbank, Calif., his home club.
• Past president of the Southern California Golf Association (SCGA).
• Four years as the USGA's Equipment Standards Committee chairman.
• Two years as USGA vice president (2006-07).
• A score of 98 (out of 100) on the Rules of Golf test.
• Time spent on the Handicap, Course Rating, Finance, Commercial Property, Regional Affairs, Regional Associations, Intercollegiate Relations, International Team Selection, Audit and Rules of Golf committees.
• A board member of the Southern California Golf Association Foundation.
• Chairman of the green committee at Lakeside G.C.

Jim Vernon, 58, has been immersed in USGA committees since joining the Association. (John Mummert/USGA)

"All of us were hoping that the USGA would recognize Jim's talent and allow him to ascend the ladder," said Tom Morgan, the former executive director of the SCGA who worked closely with Vernon during his one-year term as SCGA president in 1997 and is a fellow Lakeside G.C. member. "He'll make a marvelous president. He's got a wealth of information. And, he brings a very practical approach to resolving things at the USGA level."

This Saturday at the USGA Annual Meeting in Houston, Vernon officially joins John Clock of Long Beach (1960-61) as the only southern Californians thus far to become USGA president. Vernon currently resides in Pasadena, Calif.

"I've watched Jim work in a whole variety of settings and he's well respected," said Peter James, a member of the five-person USGA Nominating Committee who succeeded Vernon as SCGA president and served as secretary of the USGA from 1999-2002. "He's just a very capable leader. He listens and effectively pushes people in the right direction. He's not someone who strives for the spotlight. He just likes to get things done."

Vernon is the president and owner of Frank Vernon Diamond Brokers, a family business that he took over from his father in 1984. His credentials include engineering and law degrees from Stanford University. He spent nine years practicing law in the Los Angeles firm of McCutchen, Black, Verleger and Shea before he tired of the profession and joined the business world.

With that varied background, Vernon can see things from an assortment of angles. Plus, his experiences as an attorney and successful businessman have taught him the skills to effectively and concisely communicate thoughts.

Those attributes are sure to be vital as he deals with USGA issues. Every decision of the Executive Committee affects all golfers under the USGA's governing umbrella, and Vernon understands the need to listen to all viewpoints before acting.

"It's just recognizing that everyone has a legitimate view . and trying to learn something from them," said Vernon. "And then trying to make sure they see all the other perspectives as well. You're fortunate in that it's just a great group of people [on the Executive Committee]. Fundamentally, when you are dealing with really talented people without, in my opinion, personal agendas, it's usually pretty easy to find consensus and a way to move forward."

For the past four years, Vernon has chaired the Equipment Standards Committee. With so much focus on all the technological advances that have permeated the game, it's no easy job to ensure skill, and not just equipment, is the key component to succeeding at the game. Combing through all the scientific data can be daunting, but Vernon's engineering background proved to be quite helpful.

The latest proposal to come from the USGA Test Center deals with grooves. Testing, collecting data and dialogue with not only The R&A, but also manufacturers, continues on this topic.

"We'll hopefully get that wrapped up and [have a decision] out there," said Vernon.

Vernon sees changes and the exploratory progress being made in the New Media (Internet) area as a tremendous opportunity. And not just for the USGA, but also for the Association to work more closely with the state and regional golf associations. He also wants to seize on momentum championships present, especially the U.S. Open.

"With all the resources we are now focusing on and our ability to communicate with our Members and golfers generally, I am really looking forward to keeping that momentum going," said Vernon. "It's pretty exciting to see some of the possibilities and the opportunities that we are pursuing."

Root Of Interest

Vernon was introduced to the game at the age of 11. His father, a Hungarian immigrant who met his wife at a USO dance while in the military during World War II, joined Lakeside after establishing his business. Vernon still doesn't know why his dad began playing golf, but he's grateful that he did. Vernon competed in local junior events at Lakeside, yet didn't play at Notre Dame High because the private school had no team.

At Stanford, Vernon focused on his studies. It was at Stanford that he met Tom Watson during fraternity rush. They became fraternity brothers and formed a bond that remains strong today. The two were in each other's weddings. When Vernon's father died of lung cancer June 8, 1984, Watson dropped his preparations for the U.S. Open at Winged Foot and flew to California to attend the funeral. Watson returned to New York in time for the start of the championship, but it's a gesture that Vernon has never forgotten.

Unfortunately, Vernon was not present when Watson won the 1982 U.S. Open but quipped had he attended, "I might have jinxed him."

Vernon followed in his father's footsteps by joining Lakeside in 1984, the same year he left the law profession to take over the family-owned diamond wholesale business. It didn't take him long to start serving on club committees. By 1990, he had risen to the presidency of the club.

Vernon's foray into the activities of the SCGA began during a member-guest tournament at Los Angeles Country Club. He and his playing partner, Peter James, were paired with James Duff Jr. and Bill Kincannon, both board members of the SCGA. Duff mentioned that the SCGA was looking for representation from Lakeside. Not long after the event, Vernon got a call for an interview. A few weeks later, James received a similar telephone call as a replacement for Duff.

Working on the SCGA board opened Vernon's eyes to a new world of golf administration. He loved the service and the chance to give something back to the game. By 1997, he had risen to the presidency, with James as his vice president.

"He had great respect for the staff and worked well with the staff," said Morgan. "He was very active [on the board]. And he stays active as a past president. He doesn't have a direct role, but the SCGA still uses past presidents for a lot of advice."

Not long after he left the SCGA board, Vernon was asked to join the USGA's Regional Affairs Committee. He attended annual meetings, making an impression on the USGA Nominating Committee. He was asked to join the Executive Committee in the fall of 2002 (his term began in '03).

Then-USGA president Reed Mackenzie recognized the talent Vernon brought to the Committee. That gave him the opportunity to chair some key committees early in his tenure. By the end of his first year, newly appointed USGA president Fred Ridley gave Vernon the chance to chair the Equipment Standards Commitee. But Vernon was involved in other facets of the Association as well, including the Rules and Handicap Committees.

His regional and state association experience proved to be vital in handling the many issues that arose.

"I hope it's not a jack-of-all-trades and master of none," deadpanned Vernon when asked about being so well-rounded in USGA affairs. "It's certainly helped me get a better feel for the range of activities at the USGA. Doing the equipment things I've done, and working on something as big as the U.S. Open [as a Rules official], it doesn't get any bigger."

Yet Vernon has never forgotten his roots. He remains quite active at Lakeside, a club that is located in the shadows of two major movie studios: Universal and Warner Brothers. He'll assist with Rules during the club's annual Kelly Cup event, and he just finished a year-long stint as the green committee chairman.

One has to wonder with all of Vernon's benevolence how he manages to play. The answer: his Handicap Index of 11.1 is about to take a hit. He plays once or twice a week sans practice time.

Now that his travel and appearances at USGA functions are about to increase, getting time to work out the kinks in his game might be doubly difficult.

David Shefter is a staff writer for the USGA. E-mail him with questions or comments at dshefter@usga.org .