Educational Sessions

MULTI-COURSE OWNER NETWORKING BREAKFAST:

Golf Digest Green Star Awards
Tuesday, Feb. 9, 7:00-8:00 am

Ron Whitten, Senior Editor, Architecture for Golf Digest – read Ron’s bio

Ron Whitten, the Senior Editor, Architecture for Golf Digest will discuss Golf Digest's new Green Star Awards as well as its ongoing crusade on firm and fast course conditions. Learn about what every golf facility can emulate from the Green Star award winning resort facilities that have been selected as the most outstanding environmental leaders in golf.

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ECONOMIC INSIGHTS:

How to Compete in a Chaotic Economy
Tuesday, Feb. 9, 8:30 – 10:30 am

Todd Buchholz - NGCOA Opening Session Keynote - Read Todd’s bio

In this economy, everyone is looking for expert advice on what steps they should be taking. During Tuesday’s Keynote address, Todd Buchholz, one of the country's leading economists, will provide insights into the issues shaking the financial markets, politics and the economy and show attendees what they need to do to compete in this chaotic business environment, while gearing up for prosperity.

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MARKETING:

Solving the Marketing Puzzle: Course Owners Go Through the Process
Tuesday, Feb. 9, 10:45-11:45 am

Jay Ehret, CEO, The Marketing Spot – Read Jay’s bio
John L. Gehman, Owner, Butter Valley Golf Port - Read John’s bio
Dutch Cragun, Owner, The Legacy at Cragun’s – Read Dutch’s bio

Starting in July of ’09, three owners teamed up with Jay Ehret to build marketing plans for their courses. Learn the process they followed, the challenges and obstacles they faced, and the plans they produced.

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USEFUL TECHNOLOGY WEAPONS:

What Every Owner/Operator Should Know about Technology and How It Can Come to Bite You: Useful Tech Weapons for Economic Battles
Tuesday, February 9, 10:45 - 11:45 am

Scott Anderson, President of the Hospitality and Real Estate Group, Kohler Co. - Read Scott’s bio

Learn how Kohler, owner of the American Club - home of Blackwolf Run and Whistling Straits, uses technology to increase rounds and revenue, and create loyal evangelists. And how as the operator of a of golf centric resort, Scott Anderson handles pricing, distribution, IT, Marketing and Sales. Plus, take home the top technology weapons that will help you operate more efficiently and make more money.

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MEETING NEW CONSUMER DEMANDS:

Coming out of the Rough--What your Customers want in a "post recession market"
Tuesday, February 9, 10:45 – 11:45 p.m

Jon Last, President, Sports and Leisure Research Group - Read Jon’s bio

The past year has certainly tested the old adage that golf is recession proof. A new consumer mindset focused on value and heightened sensitivity to a myriad of recreation and leisure options has created intense competition for golfer's discretionary spending and more importantly their time. Jon's dynamic presentation will give you greater insight into what is driving golfer behavior today and arm you with the tools necessary to position your facility in ways that meet these new consumer demands, as the economy emerges from the current downturn.

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INCREASING PROFITS:

50 Ways For Golf Course Owners To Increase Profits in 2010
Tuesday, Feb. 9, 1:45 – 2:45 pm

Gene Marks, CEO, The Marks Group, PC – Read Gene’s bio

Recession or no recession, employees, vendors and customers are demanding more and more, for less and less. Business owners, in turn, continually face the challenge of increasing sales, decreasing expenses, improving productivity and lowering the cost of service while increasing customer satisfaction. This session highlights 50 great ways for generating more cash from your existing resources without going insane.

This session will cover products that will lower your company’s communication and cell phone expenses in the next thirty days; services that enable your employees to work remotely and to hire great people wherever they live; little known resources provided by local universities and business associations that would normally cost thousands in consulting fees; firms and technologies that will cut your utilities costs by 20%; inexpensive customer relationship management tools that will create demand and help solve customer problems faster; buying lists - the best way to get the most for your money; how to use social networking tools to generate more revenue from existing clients; and free and inexpensive services that will lower your marketing costs.

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Next Generation Roundtable
Tuesday, Feb. 9, 3:00 – 4:00 pm

Facilitator: Buck Stine, Golf Enterprises

Not only are you relatively new to the business, but you are taking over in a down economy. Come share your stories and issues with others in the same situation.

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FOOD & BEVERAGE:

What’s the Percentage in Percentages? Improving F&B Sales and Profitability Through Value Engineering
Tuesday, Feb. 9, 10:45-11:45 am

Bill Schwartz, President, FOOD-TRAK® / System Concepts, Inc – Read Bill’s bio

In tough times, people eat out less often and spend less when they do. With higher labor costs and lower guest counts than nearby restaurants, golf clubs can find themselves in an upside-down position. Raising menu prices to compensate or ignoring the price/value relationship in favor of hitting target percentages threatens head count and repeat visits. This session identifies strategies for increasing dining participation and satisfaction, while simultaneously maximizing F&B profitability. The combination of intelligent, value-based pricing, focus on margin as opposed to percentages, smart portioning and presentation decisions, and strong F&B marketing programs are the keys to success.

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MARKETING:

Now Build Your Marketing Plan
Tuesday, Feb. 9, 1:45 – 2:45 pm

Jay Ehret, CEO, The Marketing Spot – Read Jay’s bio

A step-by-step guide to building a marketing plan specifically for your property.” Jay Ehret will lead you through the process of building your own marketing plan around the four essential spots of Marketing: Branding, Customer Experience, Conversation (Word-of-Mouth, Social Media, PR), and Promotion. Specifically geared for small business owners, this session will give you the steps need to build your own plan.

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ONLINE MARKETING:

Top Ten Ways to Drive Revenue: Cyber-Charge Your Efforts with Online Marketing
Tuesday, Feb. 9, 1:45 – 2:45 p.m.

Cindy Estis Green, Managing Partner, The Estis Group – Read Cindy’s bio

This session will give golf course owners a short and practical list of marketing techniques that can drive revenue and optimize tee time inventory. Search engine marketing, deploying rich content, tapping social media and other low cost techniques can lead you to more new customers and more business from your existing base. Ensuring your inventory is accessible throughout the online distribution network and reviewing pricing and ancillary revenue opportunities are all examples of ways to capture every dollar available to your business. This session will explain some of the marketing jargon so even those new to web marketing will leave with actionable plans.

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ASSET MANAGEMENT:

What you want to know...what you need to know...what you ought to know...and what your competitors know
Tuesday, February 9, 1:45 – 2:45 p.m.

Henry DeLozier, Partner, Global Golf Advisors - Read Henry’s bio

Equip yourself with the tools and information resources that can improve your financial results. The session will provide you with templates for budget and capital expense planning, risk management evaluation, evaluating your own golf assets and knowing the best practices for increasing the yield from your golf course investment. You will take away tools that make you a better informed owner and a new optimism for your golf course investment.

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SUCCESSION PLANNING AND SELLING:

Are You Ready? Prior Planning & Organizing Gives You Options When Opportunity or Necessity Arise
Tuesday, Feb. 9, 1:45 – 2:45 p.m.

Robyn Stowell, Partner, Holme Roberts & Owen – Read Robyn’s bio

Robyn Nordin Stowell, a widely recognized "go to" attorney in our industry and well known for her educational presentations on legal issues related golf, private club and master plan communities, will help you understand the ins and outs of business and personal documentation necessary for succession planning or selling a golf course. Robyn will make certain you know what you need, where to find it, and what to do with it so that you can capitalize on opportunities quickly and efficiently. This important preparation will help you be ready to sell and also ensure that your legal documents are readily available for succession planning or in the event of someone unexpectedly having to step in to manage the business for you.

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BUDGETS:

Budget Cutting
Tuesday, Feb, 9, 1:45 – 2:45 pm

David (Rock) Lucas, President/Operating Partner, Charwood Country Club – Read Rock’s bio

Budgets: You want to make cuts, but where? The new economy has forced everyone to revisit their budgets with the idea of spending less to protect the bottom line. Golfers, however, expect to see the same level of quality in the course and in the service they receive. How can owners reduce costs and still maintain what is important to the customer? This session will explore the possibilities.

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ENVIRONMENT:

Playability or Aesthetics - What Really Matters?
Tuesday, Feb. 9, 3:00 – 4:00 pm

Tom Vlach, Director of Golf Course Maintenance Operations, TPC Sawgrass – Read Tom’s bio
Bill Hughes, General Manager, TPC Sawgrass – Read Bill’s bio
Collier Miller, Director, TPC Agronomy – Read Collier’s bio

Too often the golfing patron is focused on how the turf looks rather than how it plays. They equate a green lush golf course to good playing conditions, and more often than not that is not the case. Firm and fast is the name of the game. This philosophy translates into fewer inputs, a healthier environment, improved player satisfaction, and can even help your bottom line. It is a philosophy that is good for the game, good for the business. Employees from one of golf’s premier organizations will share their success stories on focusing on playing conditions over appearance. Plus, you’ll obtain insights on moving away from over seeding and aesthetics to year-round playability.

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Get Golf Ready Roundtable
Tuesday, Feb. 9, 10:45-11:45 am

Facilitator: Dan Clark, Owner, Willow Creek Golf Course

Come and learn more about this industry wide program to introduce golf to new and returning players, discuss how it worked at your course and hear what the program plans are for 2010.

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ENCOURAGING STAFF CREATIVITY:

Why Didn’t We Think of That? Creating an Organizational Culture of Innovation
Tuesday, Feb. 9, 3:00 – 4:00 p.m.

Brendan Sullivan, Corporate Creativity Coach - Read Brendan’s bio

In challenging times, when the going gets tough, the tough get innovative. It requires some simple behavioral adjustments which are proven effective and FREE. Have you ever seen a successful new product, service or procedure at another organization (perhaps a competitor) and asked yourself “Why didn’t we think of that?” That company’s employees developed those ideas. Brendan Sullivan’s program offers simple, tangible things that you can do every day to encourage and support a culture of collaborative creativity, where new ideas are fostered, generated, evaluated and implemented in a healthy, productive way. Many employees are not sharing creative ideas because they don’t know that it’s part of their job, they don’t feel safe in suggesting ‘crazy’ ideas, and there is no structure for presenting, developing and acting on these ideas. So why is your competitor doing it so well?

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ONLINE MARKETING:

NGCOA University: Integrated Marketing Communications and Technology
Tuesday, Feb. 9, 3:00 – 4:00 pm

Michelle Wittig, General Manager, Juday Creek Golf Course – Read Michelle’s bio

Are you using technology effectively in your marketing strategy? This session will provide practical tips and proven tools to designing and maintaining a website that “works” for your golf course. Keys to effective marketing of your website and tee times will be discussed as well as results tracking. Utilizing social networks as a golf course and Media 2.0 will also be highlighted.

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RECESSION AND COURSE VALUE:

The Impact of the Great Recession on the Value of Your Golf Course: How to get a handle on the value of your course when so few courses are selling
Tuesday, Feb. 9, 3:00 - 4:00 pm

Laurence A. Hirsh, President, Golf Property Analysts – Read Larry’s bio
Doug Main, Director, Deloitte FAS – Read Doug’s bio
Ron Carciere, President, Golf Course Appraisal – Read Ron’s bio
Ralph J. Brekan, President, Brekan-Nava Group, – Read Ralph’s bio
Terrell R. Oetzel, Vice President, The Oetzel-Hartman Group - Read Terrell’s bio

SGA members scrutinized club cash flows during this unprecedented economic period and will share perspectives and answer attendee valuation questions. The SGA just completed 2010 golf investors and lenders survey. The survey and summary of aggregated results of current SGA financial database will be given to attendees.

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FINANCIAL BENCHMARKING:

Behind the Numbers: Leveraging Market Performance Data into Actionable Growth Plans
Tuesday, February 9, 4:15 – 5:15 pm

Don Holmstrom, Principal and Lead Business Advisor, Value Drivers Inc. - Read Don’s bio

Market insight is key to knowing where your business stands relative to prior performance and your direct competition. Through financial benchmarking tools, like the NGCOA’s and PGA’s PerformanceTrak, such data is now at operators’ fingertips. But then what? Translating performance figures into meaningful solutions, identifying new opportunities and crafting creative growth strategies from the findings can often be a challenge. Behind the Numbers will present ideas on how you can turn PerformanceTrak into action, and provide some practical tools for you to start using this information to grow your bottom line.

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UTILIZING INTERNSHIPS:

NGCOA University: How to Maximize Internships to Benefit You, the Course Owner
Tuesday. Feb. 9, 4:15 – 5:15 pm

Kris Schoonover, Assistant Professor, University of Wisconsin Stout – Read Kris’ bio

Golf courses can use staffing help, and the future golf management executives need to start somewhere. Learn how employing an intern at your facility aids your golf course by tapping into new technologies and trends in the golf industry which the intern has knowledge in. Where do you start, what pay rate is expected, what positions are typical placements, do you provide incentives or housing - these questions will be answered. This session will get you started with information about hiring a golf enterprise management intern.

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INCREASING REVENUE:

20 Unconventional Ideas to Maximize Revenue
Tuesday. Feb. 9, 4:15 – 5:15 pm

Joe Petrash, CCM, CHA, Principal, Borders Golf Group – Read Joe’s bio

You can’t afford to miss this presentation designed to enhance revenue generation! This exciting new program will present you with 20 unconventional ideas to maximize revenue at your facilities. These ideas will include golf, food and beverage, web marketing, and more. Attending will give you a leg up on your competitors.

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CUSTOMER EVANGELIST:

Customer Loyalty Drivers: Customer Experience Management Practices and Tools to Maximize your Revenues
Tuesday. Feb. 9, 4:15 – 5:15 pm

Claye Atcheson, Vice President, Marriott Golf – Read Claye’s bio
Steven J. Plummer, CGCS, General Manager, Tustin Ranch; President, Championship Golf Services, Inc. – Read Steven’s bio

Learn from Marriott Golf’s and the 2008 California Golf Course of the Year, Tustin Ranch’s top executives about their proven programs to keep existing customers, increase customers’ frequency of facility use and how to turn customers into evangelists to attract more golfers. Targeted programs for families, juniors, women, league play, and “green” initiatives will be covered.

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DESISION MAKING:

Multiple Personalities in the World of Golf: Strange Creatures and True Characters
Wednesday, Feb. 10, 8:00 – 9:00 a.m.

Brian Little - Golf Industry Show General Sessions I - Read Brian’s bio

Dr Little’s presentations have been described as “utterly hilarious” and “profoundly moving.” He will provide exciting new psychological insights into the decision-making processes. Whether your personal projects are trivial pursuits, magnificent obsessions or a search for coherence, Dr. Little’s analysis will give you insight into your personal and business decisions.

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ACHIEVING FULL POTENTIAL:

Start Where You Are
Thursday, Feb. 11, 8:00-9:00 a.m.

Chris Gardner - Golf Industry Show General Sessions II - Read Chris’s bio

Chris Gardner, whose life was published as an autobiography, The Pursuit of Happyness, has written a second book, Start Where You Are: Life Lessons in Getting From Where You Are to Where You Want to Be. Gardner’s aim is to help you achieve your full potential. A highly-sought after speaker, this is a can’t-miss session.

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LEARNING FROM OTHER INDUSTRIES:

Town Hall Meeting
Friday, Feb. 12, 9:30 – 11:00 a.m.

Michelle Kapuscinski, Owner/ President, Fiesta Village Family Fun Park – Read Michelle’s bio
Michael Berry, President, National ski Areas Association – Read Michael’s bio

The economy is affecting everyone no matter their business, no matter their industry. As golf course owners compete for entertainment dollars, what can you learn from other industries? Come to this Town Hall Meeting to hear what others are doing to attract your customers: what works and what doesn’t work.

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