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Insiderthe CGCOA

THE OFFICIAL PUBLICATION OF THE CALIFORNIA GOLF COURSE OWNERS ASSOCIATION VOLUME 7 • ISSUE 3 • FALL 2013

INSIDE THIS ISSUE

CGCOA Tees Off In A New Direction: Executive Director’s Report

As I complete my third month as Executive Director of the California Golf Course Owners Association (CGCOA) and present to you my first Executive Director’s report, I will start by saying that it is a distinct honor to lead an organization playing so important a role in such an exciting industry and in a state as influential within the golf world as California. I thank the CGCOA Board of Directors for placing their faith in Connerly & Associates, Inc., and I would also like to acknowledge outgoing Executive Director Ed Smilow for his support and assistance in effectuating a smooth transition. Ed remains a trusted advisor to CGCOA, and Golf Course Law is a continued supporter.With its variety of courses, appealing climate, and

multitude of amenities – from the wine regions to the gold country, the beaches to the mountains, and Hollywood to the San Francisco Bay – California is the premier golf destination, and it is my mission to promote that notion to the benefit of CGCOA members and sponsors with unwavering passion and commitment. Whether you are a longtime member and supporter

of CGCOA or new to the group, you are in store for a wealth of new benefits, services, and programs that will help reduce your operating costs, promote business opportunities and additional rounds sold, inform and educate you and your employees, offer increased opportunities to network, and promote California’s golf industry in a fresh, new light.For starters, CGCOA will very soon publish a guide

entitled Planning and Running a Successful Golf Tournament. The guide will contain a list of CGCOA member courses, including contact information, and will provide four pages of helpful

tips on planning and running a golf tournament. CGCOA will provide the publication free of charge to nonprofit and charitable organizations statewide, and will offer assistance on selecting a course (among CGCOA members only), as well as offering help with running the tournament for those nonprofits intimidated by the process. This initiative is aimed at increasing tournaments at CGCOA member courses.On the education front, in addition to CGCOA’s

Educational Conferences and Annual Retreat, in September the association will begin offering frequent webinars to CGCOA members at no charge.The first webinar, entitled “Proactive Legal and

Insurance Strategies to Protect your Asset from Liability Exposures,” will be presented jointly by CGCOA Gold Sponsor Golf Insurance Services and in-kind sponsor Ed Smilow of Golf Course Law. The presentation is scheduled for 9:00 a.m. on Wednesday, September 25, and will be available on the internet and by phone.On Wednesday, October 9, CGCOA Annual

Sponsor Turf Star will present a free webinar

Assisting with registration at the CGCOA Northern California Educational Conference were Julia Cisneros and Marc Connerly with Connerly & Associates.

CGCOA ExecutiveDirector’s Report ............. 1

VGM Club SavingCourses Money ............... 5

“Seed” SymposiumOn Affordable Golf ............. 5

Golf Industry Trading Water ................. 6

CGCOA Sponsors ............. 7

USGA “While We’re Young”Pace of Play Initiative ....... 8

Support OurSponsors ........................ 9

New Book:Get Your Golf On! ............. 10

CGCDA Chip Shots ......... 11

NGCOA MCO RetreatMonterey ...................... 12

Continued on page 4

CGCOA2215 21st Street

Sacramento, CA 95818

Phone: 916/456-0500

FAX: 916/456-7672

www.cgcoa.org

For those interes

ted in

tracking the game

and business of golf

in California, go to

http://www.golf2020.

com.

This report details

golf’s significant

contributions to

the

state’s economy and

highlights the many

environmental benefits

of golf courses.

entitled “Equipment Management Technology and Preventive Maintenance.” At the end of the webinar, Turf Star will announce an exclusive offer for CGCOA members.CGCOA has also made a commitment to provide

more networking opportunities in close proximity to its members. To accomplish this, we will schedule a minimum of four regional member events per year, scattered throughout the state. We have a regional meeting scheduled in cooperation with the GCSA of Central California in Paso Robles on September 9 (see article herein) and are planning a Bay Area regional meeting in November (date and location to be announced).Another networking and educational opportunity

will occur on October 17, when CGCOA holds its Annual Meeting at Indian Canyons Resort in Palm Springs. Watch for more details on presenters in the coming weeks, plus some exciting surprises.We are also hard at work creating opportunities

for CGCOA members to reduce costs through buying and discount programs. In addition to the exclusive VGM Club offer for CGCOA members (see article below), CGCOA recently partnered with Flyers Energy, a bulk fuel provider, to offer a

5 cent per gallon fuel discount to CGCOA members in the Bay Area. We are talking with other fuel providers throughout the state, and hope to have similar partnerships to announce in other regions in the near future.Finally, promoting golf as an industry, as an

enjoyable, affordable recreational activity, and as a benefit to communities, the economy, and the environment, is high on my list of priorities. I am compiling a library of stories and resources that tout the many positive attributes of golf, and by the first quarter of 2014 expect to have ready for public consumption a presentation that will enable course owners and operators to “tell the story” and share the benefits of golf with prospective golfers and elected leaders in a whole new way.Rest assured that there is a whole new energy and

direction at CGCOA, and we are working around the clock on your behalf.I look forward to interacting with each of you in the

near future, and welcome your call or email should there be anything that CGCOA can do to help your operations prosper. Marc Connerly CGCOA Executive Director

Continued from page 1

CGCOA President Steve Plummer, CGCS, presents appreciation award to outgoing

Executive Director Ed Smilow, Esq., at 2013 CGCOA Northern California Educational

Conference at Ancil Hoffman GC.

CGCOA members connect. (L to R) GM Tom Schunn of Sequoyah CC, NCPGA CEO Chris Thomas, and GM Bob Higgins of Saddle Creek Resort.

CGCOA brings golf leaders together at Northern California Educational Conference. (L to R) Rancho Murieta’s GM Arnie Billingsley and Course Supt. Rich Scholes, CGCOA Sponsor & Presenter George Kelley of Stevinson Ranch/Greenway Golf, and Host PGA GM at Ancil Hoffman Dane Bohrer with Empire Golf.

2013 CGCOA Northern California Educational Conference at Ancil Hoffman GC in the Greater Sacramento Region

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CGCOA Calendar of Upcoming Events

Monday, September 98:00 am “Seed” Symposium on Affordable Golf and CGCOA Regional Mixer & Cocktail Reception, River Oaks Golf Course, Paso Robles

Wednesday, September 259:00 am Webinar: “Proactive Legal and Insurance Strategies to Protect Your Asset from Liability Exposures,” presented by Golf Insurance Services and Golf Course Law

Wednesday, October 99:00 am Webinar: “Equipment Management Technology and Preventive Maintenance,” presented by Turf Star

Wednesday, October 169:00 am California Alliance for Golf Board Meeting, SCPGA Headquarters, Ontario

Thursday, October 17Time TBACGCOA Annual MeetingIndian Canyons Resort, Palm Springs

Thursday, October 17AfternoonCGCOA First Annual Benefit Golf TournamentLocation TBA

Friday, October 18Time TBACGCOA Board RetreatIndian Canyons Resort, Palm Springs Wednesday, November 13(tentative)CGCOA Bay Area Regional Meeting (location TBD)

VGM Club Committed to Saving Golf Courses MoneyVGM Club, who celebrates their 20th anniversary in 2014, is a discount

buying club that saves members money on more than 450 nationally-recognized products and services, including food and beverage products and services, pro shop items, course maintenance goods and services, clubhouse supplies, office products, and more. Currently, more than 3,500 golf courses nationally are members of VGM Club, including over 350 in California.Savings through VGM Club are realized in a variety of ways, including cash

rebates, contracted discount pricing, extended terms, and other creative benefits. In 2012, VGM Club distributed almost $2.2 million in cash rebates and saved members approximately $6.9 million on purchases.As part of their commitment to the California Golf Course Owners Association,

VGM is offering CGCOA members a $250 discount ($500 for multi-course owners) on the first year VGM membership fee, which is a 50% savings.For more information, or to join VGM Club, contact Dawn Prebula at (866)

620-2774.

“Seed” Symposium on Affordable Golf Slated for September 9CGCOA is partnering with the GCSA of Central California to host the “Seed”

Symposium on Affordable Golf on Monday, September 9, at River Oaks Golf Course in Paso Robles.The event, which is a three-hour abridged version of a two-day presentation

planned for next April in San Luis Obispo, will feature three presenters:• Richard Mandell of Richard Mandell Golf Architecture will speak

on “What is Affordable?” and will also present and discuss the results of a poll of over 800 golfers asking what they think about golf and its affordability.

• Bill Yates of Pace Manager Systems will present “Pace of Play - Affordable Golf is Quality Golf”

• Tim Moraghan of Aspire Golf Services will discuss “The Folly of Replicating Tournament Conditions.”

Registration for the event is $40 for CGCOA members ($50 for non-members), and includes morning refreshments, lunch, and complimentary golf on the six-hole River Oaks course. Registration for educational program and lunch only (no golf) is $25 for CGCOA members and $35 for non-members.CGCOA is planning a complimentary member reception immediately following

golf, with details on that portion of the festivities to follow.River Oaks is in the heart of California’s “new wine country.” The Paso Robles

region features more than 200 wineries, so this is a great opportunity to take in a beautiful, largely undiscovered jewel in the center of the state, while also learning about a topic that is very interesting and of great importance to the golf industry.Contact Marc Connerly at mconnerly@connerlyandassociates.com for more

details, and watch your email for registration materials.

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Two factors militate in strong favor of water and energy costs continuing to spiral out of control: 1) water providers/districts are under a statutory mandate to reduce by a factor of at least 20% the amount of water consumed by their customers by the year 2020; and 2) those same water providers/districts continue to hew to a business model the primary function of which is the sale of water, necessitating that as usage drops, prices must go up at least as much to make up for the shortfall in sales. Given that water is the second highest item on the expense ledgers of virtually every golf course in California (labor is the highest), the squeeze represented by this phenomenon presents a strong challenge to the industry’s continuing viability. With the game’s decline in popularity and the middle class’ decline in fortunes, simply passing those costs along to club members and daily fee patrons is not an appealing option.If cutting back on usage cannot accomplish

anything more than treading water, what options, if any, are available to the industry? Short of convincing public utilities and quasi-public utilities to change their business models, the only alternative is to replace dependence upon expensive imported sources with local water

sources – e.g., recycled water, recharged aquifers, storm water capture, desalinization, etc. The problem is that all of the techniques that

would displace imported water require enormous investments in the infrastructure necessary to build treatment plants, construct miles of pipe, develop recapture protocols, and engineer all of the above. This poses a consequential choice for the industry: Do we muddle forth viewing the problem through the prism of the next quarterly report until such time as the industry finishes the inevitable process of shrinking in size to meet the new realities of a cost structure dictated by enormous water/energy costs, or do we begin to view the problem through the longer view of supporting reasonable investment in various forms of reuse that in the long run promise the only reliable route to actually lowering those costs?This article was provided by guest

columnist Craig Kessler, Director of Governmental Affairs for the Southern California Golf Association (SCGA) and a founding member of the California Alliance for Golf (CAG), a statewide organization committed to protecting and promoting the game and business of golf.

The subject of water is a serious topic for course owners these days. During a recent filming at Pasatiempo Golf Club, TV correspondent Stone Phillips (left) chats with CGCOA Board Member Scott Hoyt about water conservation.

Golf Industry Treading Water

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www.target-specialty.com

CGCOA Appreciates the Generous Support of Our Sponsors

Gold Sponsor

Silver Sponsor

Bronze Sponsors

www.championshipgolfservices.com www.greenwaygolf.com www.valleycrest.combeals_mike@yahoo.com

www.golfinsuranceservices.com

Annual Sponsors

John K. Abendroth, PGAEnterprises

Energy Management Media Consulting650-692-6261 igolfswing@aol.comwww.4flyers.com www.golfnow.com www.golftranz.com

www.scpga.com www.pellucidcorp.com www.tapinllc.com www.turfstar.com

www.underpar.com www.vgmclub.com

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USGA’s “While We’re Young” Initiative Leads Pace of Play Movement

Continued page 9

The United States Golf Association recently unveiled a new public education campaign around the theme of “While We’re Young,” an initiative aimed at raising awareness across the golf community of the challenges and solutions to the pace of play issues in the game of golf. Borrowing the iconic line from the character played by Rodney Dangerfield in the classic 1980 film Caddyshack, the campaign takes a lighthearted and comedic approach to encourage golf course facilities and golfers of all skill levels to join a movement to improve pace of play and reduce the time it takes to play the game.According to industry research, the time that

it takes to play golf is a principal factor that adversely impacts enjoyment of the game and discourages participation. In a recent study by the National Golf Foundation (NGF), 91 percent of serious golfers are bothered by slow play and say it detracts from their golf experience; more than 70 percent believe pace of play has worsened over time; and half acknowledged that they walked off the course due to frustration over a marathon round of golf. USGA research shows that the golfer is just one component within a complex, integrated system that determines pace of play in the game. Golf course design, course setup, and player management also contribute to longer playing time.“Pace of play has become a strategic priority for

the USGA, and part of a larger leadership agenda to address the issues that threaten the long-term health of the game,” said USGA President Glen D. Nager. “Our new campaign underscores a commitment to educate golfers and golf facility managers in a fun and engaging manner about all the factors that contribute to pace of play and the role they can have in implementing practical solutions to the problem.”The USGA will debut a total of five public service

announcements featuring three-time U.S. Open champion Tiger Woods, 1960 U.S. Open champion and golf icon Arnold Palmer, Academy Award–winning actor/director Clint Eastwood, three-time U.S. Women’s Open champion Annika Sorenstam, 2010 U.S. Women’s Open champion Paula

Creamer, and famed American golf instructor Butch Harmon. The series of PSAs can be viewed at www.usga.org/whilewereyoung.“Pace of play is a big issue. Rounds of golf

take too long and no one enjoys it,” said Woods. “‘While we’re young’ is part of the golfing vocabulary, and Caddyshack is iconic in our sport. This campaign is lighthearted, but it also shows that we need to pick up the pace of play.”“I think this campaign will have a huge impact

with golfers because the message is fun,” said Creamer. “But the issue of slow play is serious, and in reality we all want to say, ‘Hey, while we’re young.’”“We’re losing a lot of players because it takes

too long to play, and it’s something we have to address,” said Harmon. “This campaign is going to have a great impact on the game. We made it a lot of fun, but slow play is not funny. It’s a serious issue and I hope the golfing public gets the message.”The USGA campaign is being supported through

its partnerships with the LPGA, The PGA of America, and the Golf Course Superintendents Association of America, who are lending the expertise of their members to develop content for the education program. The campaign also enjoys the support of state and regional golf associations throughout the country, which play a critical role in educating and engaging four million golfers at the local level.The campaign debuted at the 2013 U.S. Open

Championship, and is airing throughout the summer on broadcast network and national cable channels during coverage of the 2013 U.S. Open, U.S. Women’s Open, U.S. Senior Open and U.S. Amateur on NBC, ESPN and Golf Channel. The TV spots will also run during broadcasts of non-USGA golf events, thanks to promotional support from the LPGA and The PGA of America.Each PSA will direct people to www.usga.org/

whilewereyoung, a newly created microsite where golfers and facility managers can sign

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Please Support Our Sponsors

a pledge to take personal measures to improve pace of play. Those who take the pledge will be enrolled in the USGA Pace of Play Education Program, which includes videos, quizzes and other resources that cover the fundamental causes and solutions to slow play from both a player and golf course facility perspective. Once the education program is completed, participants will receive a downloadable certificate acknowledging their role as a USGA-certified pace of play ambassador.In addition to the campaign, the USGA

has introduced a new online Pace of Play Resource Center on www.usga.org for golf facilities and players. The Resource Center serves as an authoritative repository for educational information about pace of play, including case studies and best practices on ways golf course facilities can address factors such as hole length, routing, green speeds, rough

height, and operations to improve pace of play. The site also provides tips for individual golfers seeking to expand their knowledge of the issue and improve their own playing habits, including information on alternative formats like nine-hole rounds that take less time to play.“Although our industry has tried to

address pace of play for decades, we believe the issue can only be addressed successfully if we collaboratively pursue solutions that consider the full set of factors that influence pace – the actions of golfers, the ways we design and manage golf courses, and the influence of the elite competitive game,” said USGA Executive Director Mike Davis. “This new campaign illustrates the USGA’s energetic and action-oriented approach to pursuing worthwhile endeavors that serve the best interests of the game moving forward.”The USGA campaign is part of a

larger, multifaceted initiative that was announced in February 2013 to identify the causes and solutions regarding pace-of-play issues in the game. This USGA-led program includes: an analysis of key factors known to influence pace of play; the development of a pace-of-play model based on USGA-led research and quantifiable data; improvements to the USGA Pace Rating System; on-site assistance at golf courses to help managers assess and improve pace of play; and the creation of player- and facility-education programs.In addition to broadcast network and

cable television, the USGA campaign is being supported by an integrated mix of digital media, social media and public relations.We encourage you to visit www.usga.org

and www.usga.org/whilewereyoung for more information.

Continued from page 8 “While We’re Young”

CGCOA, like most trade associations, relies heavily on the support and commitment of its sponsors to fund the many events, programs, services, and benefits made available to the members of CGCOA. These are the manufacturers, suppliers, insurance brokers, consultants, and other service providers who pay dues each year to show their support for the California golf industry and to gain exposure to golf course owners and operators.Quite often, Sponsors, depending on

their size and geographic reach, pay thousands upon thousands of dollars to support associations at the local, state, and national level through sponsorships and dues. On top of those contributions, they are regularly asked to support golf tournaments and other fundraisers or events. They also advertise in association magazines, membership directories, and newsletters, and virtually every association board of directors includes

Sponsors who volunteer significant amounts of time to participate on boards, at committee meetings, and at events.Like golf course owners and operators,

the economic times have significantly affected suppliers of goods and services. Each year, they are forced to take a hard look at their contributions to associations and assess the value of those investments.The message here is that CGCOA

Sponsors are putting their money and their time where their mouths are They are taking a leap of faith that their support will return goodwill to their businesses through the patronage of CGCOA’s members.We strongly encourage you to show your

appreciation for CGCOA’s Sponsors by giving them a call the next time you have a need for goods and services.Current Sponsors include Golf Insurance

Services (Gold); Target Specialty Products (Silver). A complete display of CGCOA Sponsor

logos and website addresses can be found on page 7 of this issue.

David Kramer of Los Serranos CC shares a spirited golf story with CGCOA Sponsor Gary Sigel with Golf Insurance Services at the CGCOA Northern California Educational Conference.

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Finally, an upbeat book specifically designed to bring women into the game of golf. It’s entitled: Get Your Golf On! Your Guide to Getting in the Game. Written by Debbie Waitkus, founder of Golf For Cause, this handy guide has everything a new golfer (male or female) needs to know when taking up the sport.According to Donna Orender, CEO of Orender

Unlimited, LLC, “At the intersection of passion and interest, with a dose of insight and practical suggestions, is Deb Waitkus’ new guide for those who want to take the game of golf up and are just not quite sure what questions to answer, let alone ask.”If your goal is to attract more female players to

your facility, you may want to pick up a copy, as it will help you better understand this emerging

New Book: Get Your Golf On! Welcomes Women to the Game

Haggin Oaks GC’s Media Buyer Frank LaRosa with PR consultant Emmy Moore Minister stop for a quick photo.

It was a fabulous NGCOA reception at Tehama Golf Club in Carmel, CA. (L to R) CGCOA President Steve Plummer, Doctors Orders: Play Golf Supporter Denise Finlen, CGCOA Executive Director Marc Connerly, NGCOA Past President Bill Aragona, and NGCOA Conference Presenter Katherine Roberts with Yoga for Golfers.

market. It’s also an ideal gift for graduates of your Get Golf Ready program. This guide is all about “fun,” and it’s designed to remove the “timid” from any intimidation associated with the sport.“Her easy-to-understand tips help to get you

over the threshold,” notes Orender. “I have already read it once, and even with my familiarity with the game picked up a few new tips, and know with my second reading I will pick up a few more. Get Your Golf On! has me moving to the first tee.”To order a copy of the book today, visit www.

GetYourGolfOn.info. Proceeds from each book sale will be directed to the Marilynn Smith Scholarship Fund through the LPGA Foundation which helps support college golf opportunities for young women.

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CGCOA welcomes newest sponsors Flyers Energy (bulk fuel deliveries) and GolfTranz (merchant card services and more) and new members Indian Canyons Resort Golf Course (Palm Springs), La Purisima Golf Course (Paso Robles), and Rancho Sierra Golf Course (Lancaster). Also joining since the beginning of the year are St. Mark Golf and Resort (San Diego), River View Golf Course (Santa Ana), Stadium Golf Center (San Diego), The Legends Golf Club (Temecula), and The Springs at Borrego (Borrego Springs)…George Kelley, CGCOA Board member and CEO/Principal of Greenway Golf, was recently recognized in Golf Inc. magazine as one the 18 most innovative leaders in golf for his concepts in operations. George is also owner and co-designer of Stevinson Ranch Golf Club.The California Alliance for Golf (CAG) funded a study

of golf’s economic and environmental impact on California. Among other things, the study determined that the golf industry generates more than $13 billion in annual revenue and supports more than 128,000 jobs. The full report may be viewed at http://www.cagolf.org/governmentrelations/golf-economic-study.html... The California Chamber of Commerce recently published “The Top 10 Things Employers Do To Get

Sued,” a quick guide to assist employers with staying out of labor-related legal troubles. The guide may be found at http://www2.cybergolf.com/sites/images/582/Top-10-Lawsuit-Risks.PDF. Karen Mills, Administrator for the U.S. Small

Business Administration (SBA), recently posted a blog entitled “Health Care Changes: A New Tool for Small Business Owners.” The blog is an excellent resource for business owners seeking information about the Affordable Care Act and how the law affects them. The blog may be found at: http://www.sba.gov/community/blogs/official-sba-news-and-views/open-business/health-care-changes-new-tool-small-busines.Contemplating an energy- or water-saving project

on a facility in Sacramento or Yolo Counties? Clean Energy Sacramento is now accepting commercial financing applications through their Property Assessed Clean Energy (PACE) program. To receive a voucher waiving the $50 application fee, enter ID “HVQEK6” and Voucher Code “FREEAPP.” For more details, contact Clean Energy Sacramento at www.ygrene.us or call (916) 444-9700.

Chip Shots…Headlines from CGCOA, California’s Golf Industry and Beyond

Golf leaders, course owners, and their respective representatives gathered in Sacramento for the unveiling of the California Golf Economic & Environmental Study, commissioned by Golf 20/20. (L to R) Rodney Muller (Club Corp), Rod Metzler (Empire Golf), Steve Plummer, CGCS, (Championship Golf Services), George Kelley (Greenway Golf), Lyn Nelson (California Alliance for Golf), Jeff Perry (American Golf), Scott Carrier (CourseCo), and Jeff Kiewel (ValleyCrest)

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(L to R) CGCOA Member Pat Finlen of the SF Olympic Club takes time for a photo with PGA Master Professional Norm Blandel and CGCOA Sponsor Dave Nelson with Club Car

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Friends gather at the NGCOA Multi-Course Owners Retreat on the Monterey Peninsula. (L to R) CGCOA President Steve Plummer, Communications Consultant Emmy Moore-Minister, GCSAA President Pat Finlen, and Golf 20/20 CEO Steve Mona.

NGCOA MCO Retreat brought together (L to R) CGCOA President Steve Plummer, Seminar Presenter & Founder of Yoga For Golfers Katherine Roberts, and CGCOA Executive Director Marc Connerly with Connerly & Associates.

It was all smiles for turf care consultant & former long-time CGCOA Executive Director Ted Horton, with his lovely wife, Councilwoman Nancy Horton of Canyon Lake, CA.

Golf leaders gather at NGCOA Multi-Course Owners Retreat held on the Monterey Peninsula. (L to R) Ted Horton, CGCS (CEO-Horton Consulting Group), Scott Carrier (Director of Agronomy-CourseCo), Mike Sharp, PGA (VP of Operations-CourseCo), Pat Finlen, CGCS (GCSAA President and Dir. of Golf Operations-Olympic Club), and Conference Host Mike Tinkey (Deputy CEO-NGCOA).

NGCOAMulti-Course Owners Retreat