MANAKIN SABOT — Leaders from across the golf industry gathered at Hermitage Country Club on Tuesday for the Mid-Atlantic Golf Conference to explore the evolving landscape of golf and discuss innovative strategies to propel the golf industry forward.
Emceed by PGA Tour winner Robert Wrenn, the event featured speakers from several prominent national organizations:
- Mike Whan, CEO, United States Golf Association
- Jay Karen, CEO, National Golf Course Owners Association
- Rhett Evans, CEO, Golf Course Superintendents Association of America
- Don Rea, President, PGA of America
- Bill Shonk, Director, Club Management Association of America
More than 170 golf leaders from around the region attended the event.
Each speaker shared insights and strategies while discussing the current state of golf.
Technology, particularly the impact of artificial intelligence and the continued prominence of social media, was on the minds of most of the speakers. Other key topics included labor, off-course participation, and collaboration across the industry.
“What we should be doing is meeting the moment,” Karen said. “Instead of doing the same thing over and over again.”
Shonk spoke specifically of how AI could be used to the advantage of private club managers as they incorporate the technology into everyday business practices, adding that managers needed to remain high touch in terms of dealing with members while also being “high tech.”
“I don’t know how we can’t embrace it,” he said. “We just have to.”
Rea, who along with his duties as PGA of America President remains in the day-to-day business as owner of Augusta Ranch Golf Club in Arizona, said it’s important to remain mindful of “human capital.” Technology is great, he said, but he added that maintaining face-to-face contact with members is critically important.
All speakers recognized the solid state that golf finds itself in, as rounds continue to surge nationwide even as the effects of the COVID pandemic wane. Evans noted that continued improvement was critical, asking the simple question: “What are you doing to improve?” Evans touted the continued behind-the-scenes legislative work necessary to keep golf moving forward, while giving a nod to programs like The First Green, which helps introduce young students to the work of greens keeping.
Whan spoke of the USGA’s continued drive to Unify, Showcase, Govern, and Advance the game, adding that one of the USGA’s biggest goals is the continued expansion of the U.S. National Development Program to match similar junior golf development programs entrenched in other nations worldwide.
All speakers agreed that the continued collaboration between allied organizations is critical to moving golf forward.
“It was educational for me to sit and listen to the other panelists,” Whan said. “It’s easy to get lost in your own world.”
Prior to an afternoon open Q&A session featuring all five panelists, Rea announced that proceeds from Tuesday’s conference would be donated to PGA HOPE (Helping Our Patriots Everywhere), a program that introduces and teaches golf to veterans and active-duty military to enhance their physical, mental, social and emotional well-being. Led by PGA of America professionals, the program is inclusive of a developmental 6-to 8-week curriculum. All programs are provided at no cost to all participating veterans.
About the Mid-Atlantic Golf Council
The Mid-Atlantic Golf Council comprises several key associations in the Mid-Atlantic region, including NGCOA Mid-Atlantic, Virginia Chapter of the GCSAA, Mid-Atlantic Chapter of the GCSAA, Virginias Chapter of the CMAA, Mid-Atlantic Chapter of the CMAA, Middle Atlantic Section of the PGA of America, Maryland State Golf Association, and Virginia State Golf Association.