KEY POINTS:
Bill MacGowan and his team from New Zealand Golf have been on the road this week selling their wide-ranging strategic plan to clubs. Part of that plan is increasing the number of club members and there will already have been grumbles about how "head office won't be telling
us how to run our golf club".
I don't envy MacGowan his job. In 40 years as a subscription paying member, I can't recall the national body getting out face-to-face with its core constituency to help grow the game. For that alone, this new regime should be commended.
New Zealand Golf has a new deal with Sparc. In return for a taxpayer grant of $1.4 million through till the end of next year, New Zealand Golf has to achieve benchmarks, one of which is to increase the number of club members by 2.5 per cent by 2009. Considering membership is decreasing, reversing matters will take serious work. MacGowan wants clubs to try to convert green fee-paying casual golfers into subscription paying members.
There's sure to be conflict on two fronts - green fees and dress code.
At the moment, if you're a club member you get a small discount on green fees, between 5 and 10 per cent, when you play at another club. Head Office is suggesting clubs work as district or city wide clusters so access for members to all their courses is free or really cheap. They suggest a stiff premium for casual players. If I'm a member at Akarana, I'd love to play Titirangi or The Grange for $15, but charge my mate, who's not a member anywhere, $100. The last time I went to Titirangi, I was stung $70. Doubt I'll pay to play there again for a while.
Some clubs in Waikato already do this sort of thing. My membership at Waihi, about $500 a year, allows me to play at places like Thames and Te Aroha for $10 a time. If you're not a member of a local club you pay more than double that.
Market research shows one of the biggest drawbacks for prospective members, especially younger people, is that they can only play their own course without incurring extra fees. Having clubs work together is a way forward.
The clubs which think they are rich and comfortable aren't going to be too interested. Let them be complacent at their peril. A club offering the best value will always be more attractive than one relying on reputation.
Part of the new way forward is also likely to involve the dress code. I'm traditional enough to cringe when I see players wearing jeans, tracksuits and T-shirts on golf courses. But many prospective players are turned off because 'the rules' say you have to wear collared shirts, no denim and socks above the ankles etc...
This attitude has to change. Give a kid clubs, let his baggy pants hang off his skinny hips and let him wear his cap sideways. He might just learn to love the game. After a while he might also find it just plain uncomfortable to stay dressed like that.
