As the current president of The National Golf Course Owners Association (NGCOA) and former board member of the Professional Golfers Association of America (PGA), Cathy Harbin, the owner of Pine Ridge Golf Course (Paris, TX) is unique. Not only is she a female leader in a male dominated industry but she represents classic small town affordable, daily-fee golf. At Pine Ridge, 18 holes can be played for as little at $18 and no more than $35. Her ascension to industry leadership validates her observations on numerous issues. I recently had the chance to pose some questions of golf industry intrigue to Cathy recently and share her thoughts.
To start, I asked Harbin what she thought were the number one strength, weakness, opportunity and threat (SWOT) to the golf industry. She mentioned interest in the game is the biggest strength, that we don’t “welcome” new golfers very well as the biggest weakness, easing entry into golf as the opportunity and potential economic fluctuations as the threat. In particular, she cited “unaccompanied” golfers (those without family or friends that play) as the most difficult to engage. Both the NGCOA and the PGA are engaged in player development programs. When I asked how Harbin thinks golf could broaden its culture, she said: “There is a greater commitment than ever for diversity in golf from all. It just hasn’t made it to the top positions yet. It might be a little scarcity mentality… if you get more then that means I get less. We have to move past that to the realization that diversity of thought makes us all better.” She mentioned (for example) that lots of women who played college golf hang up their clubs as they start families and have less time to play.
I specifically asked Harbin how I could get my daughter interested in golf. The challenge, is that (in cases like my daughter’s) none of her friends play golf and that more broadly, few in golf leadership positions are women, or minorities. Among the ideas Harbin shared for player development are making even the most novice players need to consider themselves “golfers” as opposed to those sometimes sheepishly say they play or “play at it”.
We talked about the often onerous rules at some clubs and Harbin mentioned that she recently learned of one club that prohibited white-soled golf shoes, which seems like one example (of many) of overkill. While many clubs have relaxed some rules, some haven’t (often in the name of tradition) and aren’t very welcoming. She also cited the requirement at some clubs of keeping one’s shirt tucked in as another example of rules that discourage new golfers.
I asked Harbin how she thinks the COVID surge in golf can be sustained. She said: “It’s already better because we have learned to offer golf in alternative ways. That is what will help sustain the growth. During the Tiger “boom”, no alternative golf ways (3 holes, 6 holes, TopGolf) was popular or available,from 9 or 18 holes. Most entered during COVID with their friends/family, others at risk. How did we welcome them? “YES, I’m a Golfer” Feel like a golfer, only 20% have handicap.”
Harbin is a big proponent of high tech practice ranges, having installed Top Tracer and enhanced her range revenues and other revenues at Pine Ridge significantly. She’s now capturing those who want a “fun” experience without the commitment to a round of golf. She emphasized that installing this technology has been a completely positive investment.
As a proponent of affordable golf, Harbin is concerned about the escalating cost to play (greater than inflation) but says that initiation fees are starting to decline and that she hopes affordable golf remains available everywhere. For private clubs and municipal golf, “breaking even” is essential. As cost relates to conditions and sustainability, Harbin says “There needs to be an acceptance of course that are playable, but not great. I tell course owners… you don’t have to have perfect course conditions, just provide a greater value than you charge.”
When I asked what NGCOA and the PGA are doing to promote golf and grow the game, she mentioned the Business Value of Golf Instruction (BVGI). She shared with me a club that enhanced revenues by $700,000 through promoting instruction which added revenues beyond the actual lesson fees. Since the golf professionals often become the face of the club, they need to become more welcoming. Among the ideas we discussed was the possibility of incentive based compensation for both golf professionals and superintendents to encourage doing their jobs better and more efficiently. Harbin emphatically endorsed the idea of using the golf professionals to enhance the business of the club, not only through lessons and retail, but also through the practice of paying the pro to play with members, especially those members that may be at risk of leaving the club.
One challenge in the golf industry is the sharing of information on operations. Some courses and clubs are reluctant to share information on things like membership and rounds levels as well as things like maintenance costs. Harbin feels as though sharing such information could be beneficial to the industry and that confidentiality can be maintained.
The last thing I asked Harbin about was how NGCOA and the PGA might be able to promote course access for high school teams. She mentioned that it is a common theme nationally this year that high schools are having trouble gaining access to courses, along with junior golf. Despite Harbin noting that space still exists on tee sheets, one challenge is when the high school teams need to play, which is usually late afternoon, when tee sheets can get busier. Maybe the kids could get early dismissals?
Finally, Harbin expressed concern about “the good being the enemy of the great” and that many clubs are reluctant to make changes and move forward because they’re doing well now and that affordable golf, especially is at risk given the rising cost of playing. She suggests that the “good” we’re experiencing now is more a short-term perspective where “great” (where the game truly grows in a sustainable way) is a more long-term view. That’s what Harbin (and the rest of us) strive for.