NGCOA Annual Conference


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events & educational sessions

There’s nothing stale or static about the 2014 event…attendees will have the opportunity to learn and network at a variety of unique settings and venues.

 

Monday, February 3 – Conference Kick-Off
 

 

Welcome & Keynote Address
1:30 – 3:00 pm
Rosen Centre Hotel

Tabatha Coffey, Author, entrepreneur and star of Bravo’s “Tabatha Takes Over”

Presenting Sponsors: The NGCOA Foundation, Club Car

Known for her no-nonsense approach and savvy business expertise, Tabatha Coffey has been widely credited for her ability to help struggling businesses and transform people’s lives. Drawing on her own life experiences to offer straightforward advice, Coffey not only works to save troubled businesses as the star of Bravo’s hit series “Tabatha Takes Over,” she is also busy being an author and entrepreneur. Her television show, speaking appearances, and books inspire men and women around the world to take charge of their lives, their businesses, and their futures.

Conference attendees will hear how the blunt, no-nonsense Coffey takes over various failing establishments and whips them into shape from the ground up. The charismatic business owner and Australian native will also offer her professional advice to conference-goers on what it takes to run a successful business.

 

Project: Course Rescue – Brainstorming for Success
3:15 – 4:45 pm
Rosen Centre Hotel

Charlie Staples, CEO, Fore Golf Partners

Following an energizing keynote by Tabatha Coffey, attendees will prepare to brainstorm in small groups to create applicable solutions to some of the pressing issues facing owners and operators in the industry today. Renowned golf course turnaround specialist Charlie Staples will kick off this session by discussing some case studies from his past success stories to get the attendees’ ideas churning. 2014 Conference Chair Del Ratcliffe will then facilitate this problem-solving seminar as attendees will share the outcomes of their small groups to generate a set of best practices to implement.

 

Breakout Education
5:00 – 6:30 pm
Rosen Centre Hotel

Sponsors: NGCOA Insurance Program (Arthur J. Gallagher & Co., Allied Insurance, Gallagher Benefit Services, Inc., Lincoln Financial Group) and Hilda Allen Real Estate

 

Markets In Motion: Your Market Has Changed… Have You?
Henry B. DeLozier, Principal, Global Golf Advisors
Presenting Sponsor: Wells Fargo Equipment Finance

Session Materials:
2014 NGCOA. Markets in Motion (pdf)

What do you know about your market? Have you increased your share of unique golfers? Do you have a plan for increasing revenue at your course? The answer to each question could be “Yes!” How you adapt to changing customer preferences and an evolving marketplace is crucial to effective strategic planning. Learn how to execute actionable and scalable market analysis for your course using real-life examples and case studies. This session will show attendees how to find the cost-effective resources on which you can draw for collecting market data and putting it to work at your course. Attendees will take away online resource addresses, action plan formats and tactics that you can put to work.

 

Pulling Back the Layers: Identifying the Internal Issues Holding Back Your Business

Do you inspect your daily store interactions? Monitor frontline employee effectiveness? Have you checked out your competitors’ pricing and sales strategies? Find out from industry experts how customer service can affect your bottom line and how to implement a cost-effective program at your course to make customers for life.

 

Breaking the Mindset: How to Boost Non-Golf Revenue

Courses around the country are corralling new business by venturing outside their core competencies. From hosting concerts on the range to FootGolf, owners are heading off the beaten path to find business that has little or nothing to do with swinging a club. Come to this open discussion to share your success stories and hear strategies from fellow operators that are dreaming up unique ways to get ahead rather than merely getting by, especially during non-golf time periods.

 

Staffing for Success: Your Post-Recession Workforce

With recent changes in healthcare reform and other issues affecting human resources and staffing, the current workforce is constantly in flux. Find out how to raise productivity and morale with fewer employees performing more work than ever before. Join us to discuss the latest findings in the 2013 Compensation & Benefits Survey and learn about innovative techniques to keep your staff happy and healthy in the upcoming year.

 

Selling the Dream

The days of waiting for customers to walk through the door are long gone.
Whether it¹s attracting corporate and group play and tournaments or becoming the go-to place for special events, today¹s course operators must take a proactive approach to selling. Some of the brightest minds in the industry share tips on creating a sales force that can build your business and your brand.

New Attendee Reception
(exclusively for our first-timers)
7:00 – 7:30 pm
Rosen Centre Hotel

Participating Sponsor: EverBank Commercial Finance

We want everyone, especially the “newbies,” to feel welcome and have the opportunity to connect with as many of their peers as possible. So we’ve set up a welcome reception for our new attendees to meet one another, mingle with NGCOA Board Members and staff, and enjoy drinks and light hors d’oeuvres before the Opening Reception.

 

Opening Reception
7:30 - 9:00 pm
Rosen Centre Hotel Poolside

Presenting Sponsor: The Toro Company
Participating Sponsors: entegra, Hilda Allen Real Estate, Pepsi, TCF Equipment Finance
Supporting Sponsor: Rodney Strong Vineyards, Trinchero Family Estates

Join us for food, fun, and live music as we kick off the conference in style with and the Opening Reception. Come together to catch up with old friends and meet new ones. It’s the perfect way to kick off a week’s worth of education, networking, and entertainment. Meet us at the pool deck for live music performed by The Landsharks. Drinks and heavy hors d’oeuvres will be provided.

 

Tuesday, February 4 – A Day at the Golf Facility
 

 

A Day at the Golf Facility: A Behind-the-Scenes Best Practices Tour
7:30 am – 6:00 pm
(transportation to and from golf course provided; breakfast and lunch included)
Shingle Creek Golf Club

Title Sponsor: Club Car
Presenting Sponsors: DLL-Agricredit, entegra, Golf Academy of America, Pepsi, Syngenta, TaylorMade adidas Ashworth, The Toro Company, United Rentals
Supporting Sponsor: GPS Industries and Sunbelt Rentals

The Annual Conference opens with a day of education at one of the top golf facilities in Orlando: Rosen Shingle Creek Golf Course. Attendees will gain an exclusive, behind-the-scenes look at best practices in action and participate in interactive sessions that highlight health and wellness, employee safety and diversity, sustainability and green initiatives, profitable range programs, clubhouse and F&B operations, course maintenance and more.

 

 
Welcome Breakfast and Range Experience Concepts
7:30 – 8:30 am

After a delicious breakfast, head over to the range for a variety of hands-on activities focused on increasing player satisfaction and generating revenue. You can also demo some of the latest products and equipment available to the golf industry.

 

General Session - Health, Wellness, Diversity, Safety, Training, Green Initiatives

Facilities across the country are not only providing health and wellness activities to their customers, but are also engaging their employees to become healthier and active in their lives as well. Attendees will learn about new initiatives in workplace safety and how to increase employee involvement and satisfaction through innovative training principles and techniques.

 

Concurrent Educational Sessions
10:15 am – 4:15 pm
(attendees will be divided into groups and rotate through the following sessions)

 

 
Running a Range for Profit

Your range is not just for practice anymore, it’s for revenue. In this session, learn about new and exciting programs that attract and retain customers to your range, as well as innovative ways to convert to greens fees. The golf industry is becoming infinitely more competitive and your range can become the gold mine you’ve been looking for.

 

Golf Course Operations and Retail

Join us for a behind the scenes tour of Shingle Creek Golf Club. Learn more about their system for personalized guest service and best practices pertaining to golf course operations, policies and procedures. While touring the facility, you will get tips on merchandising, and how to make your facility more attractive while creating a more welcoming golf experience for women and newcomers overall. Discover alternatives to boost revenues by utilizing under-used spaces and other cost-saving techniques from the clubhouse to the cart shed.

 

Sustainability & Green Initiatives

Rosen Hotels and Resorts and Shingle Creek Golf Club will show you how their sustainability practices have saved millions of dollars while protecting the environment for years to come. While incorporating green initiatives, this session will portray the efforts and blueprint on Rosen’s sustainable development program and how their study reinforced economic development, environmental protection and social responsibility. Attendees will see how to reinforce the advantages of “not doing business as usual” and highlight the sustainable competitive advantage towards leaving a legacy of a healthy environment, community and business.

 

Agronomy and Golf Course Maintenance

At Rosen Shingle Creek, a combination of tried-and-true methods and new technologies have kept the golf course in tip-top shape. Learn from the staff about cost-effective and sustainable models to reduce costs and improve quality. Presenters will share how a variety of factors, including staff morale, innovative agronomy techniques and water management best practices can improve playing conditions and boost your bottom line.

Networking Lunch
11:30 – 12:30 pm
(lunch for golfers will be served on the course)

Share ideas from the morning breakouts and take some time to network with fellow attendees over lunch, while re-charging your system for the afternoon sessions.

 

Club Car NGCOA Golf Outing
(requires additional fee)
11:30 am – 4:00 pm (Shotgun start)
Shingle Creek Golf Club

Title Sponsor: Club Car

Participants in the 2014 Club Car Golf Outing, held at one of the top golf facilities in Orlando – Shingle Creek Golf Club - can expect more than a typical day out on the green (or in the rough). In addition to 18 holes of golf at the “top rated Golf Course in Orlando,” participants can look forward to:

  • Contests for a chance to win great prizes
  • Exposure to unique golfing formats to bring more players into the game
  • Product demos
  • Delicious food
  • Networking reception after golf

About Shingle Creek Golf Club:
Since opening in 2003, Shingle Creek Golf Course has consistently been recognized as one of the top courses in Orlando, Florida. Its design presents golfers of all levels the chance to play tournament conditions at an affordable rate with an unparalleled commitment to customer service that is a Rosen hallmark.

 

Networking Reception
4:30 – 6:00 pm

After a full day of education and hands-on learning at Rosen Shingle Creek, relax and mingle with fellow golf course owners and operators before heading back to Conference headquarters. A raffle to benefit the NGCOA Foundation and other activities will round out the afternoon’s event.

 

Wednesday, February 5
 

 

Continental Breakfast & Annual Meeting
7:30 – 8:00 am
Rosen Centre Hotel

Presenting Sponsor: Syngenta

 

Educational Sessions
8:15 – 9:45 am
Rosen Centre Hotel

Sponsor: GE Capital

 

 
Markets In Motion: Your Market Has Changed… Have You?

What do you know about your market? Have you increased your share of unique golfers? Do you have a plan for increasing revenue at your course? The answer to each question could be “Yes!” How you adapt to changing customer preferences and an evolving marketplace is crucial to effective strategic planning. Learn how to execute actionable and scalable market analysis for your course using real-life examples and case studies. This session will show attendees how to find the cost-effective resources on which you can draw for collecting market data and putting it to work at your course. Attendees will take away online resource addresses, action plan formats and tactics that you can put to work.

 

The Price is Right. Or Is It?

In the golf business, nothing is more sacred than your rate. Set it too high and golfers will stay away in droves. Set it too low and profits will plummet. So if you¹ve ever struggled to identify the price that attracts customers, fought to maintain rate integrity, navigated the minefield of discounting and third-party tee time distributors or wondered how to utilize dynamic pricing to maximize margins, you can't afford to miss this information-packed session.

 

The New Frontier: Using Social Media & Digital Marketing To Dominate The Marketplace

Twitter. Facebook. Instagram. Search Engine Optimization. E-newsletters. Digital marketing is rapidly changing how we interact with customers. If you’re not using it to connect with them, you’re being left behind. Learn which tools to use and how to leverage this exploding medium to grow your business.

 

Shocking Your Systems: Examining your Organization’s Internal & External Controls

When was the last time you probed deep into your operation’s structure, financial detail, inventory control and overall efficiency? You might just be shocked at what you can uncover. This session will give you the tools and advice needed to identify areas of your operation that are in real trouble, and shock you into rebooting your business.

 

Getting Unstuck: How to Reboot Your Course and Your Finances

Mired in a bad deal? Feel stuck in a membership structure that doesn’t work anymore? This session will outline ways to restructure your existing debt and membership structure to better serve current and future needs. Case studies will provide a clear path to getting unstuck and on the road to positive growth.

Educational Sessions
10:00 – 11:30 am
Rosen Centre Hotel

 

 
Transformation Tales: Real Stories of Turnaround Success

So, you’ve completed a market analysis…now what? Join a panel of industry experts to discuss the practical application of defining your image and positioning your course for success. From renovation advice to marketing campaigns, this session will provide a playbook of tips to reposition your facility.

 

Straight from the Source: Dealing Directly With Your Customers

Skip the middle man and deal directly with your golfers. Learn how golf course owners and operators are organizing, managing, and marketing their tee time inventory on a local level to maximize yield and drive more revenue.

 

Tasteful Trend Spotting

Tracking culinary trends may be far down the list of priorities for most course operators, but staying abreast of, and adjusting to, factors that affect the various supply markets can have dramatic bottom-line impact on a facility’s food and beverage operation. This session will examine trends in the F&B markets and offer insights to help you make wiser choices.

 

SGA: Links 9-1-1, an Investment and Operational Rescue

The substance of the presentation will be designed to assist owners in identifying the market and operational considerations that often cause golf course properties to struggle or fail and how to develop workable solutions to those problems.

 

Disney Parks Social Media Content: Creating Magical Experiences

Similar to Walt Disney's original idea for Disneyland, the Disney Parks social media program is driven by the simple notion that making guests happy is a key to success. Since launching the successful Walt Disney World Moms Panel, Disney Parks Blog and other channels, the program's strategy has revolved around listening, building relationships, creating and sharing relevant stories and participating in online conversations. Disney Parks has a series of real-world case studies and examples to share as well as the secret to what keeps the company's most powerful social program moving forward and grabbing attention. I’ll also touch on a few of these topics:

  • The importance of purposeful storytelling
  • Why Disney Parks social operates like a next-generation newsroom
  • Disney's secret to moving a social program forward
  • Why doing social right demands creativity
  • How to highlight the best of your company in the social space
  • The key to creating experiences worth sharing

Golf Industry Show
9:00 am – 5:00 pm
Orange County Convention Center

Days 3 and 4 bring Conference attendees together with other industry professionals to preview some of the most innovative products on the market, network with leading industry suppliers, obtain Answers on the Hour and Tech Tips on the Half – part of the Show’s educational series – and so much more!

 

 
Association Clubhouse Sessions
9:30 am – 4:30 pm
Orange County Convention Center

If you're interested in what golf is doing to grow the game and how you can be a part of it, be sure to stop by the Association Clubhouse for a series of presentations, including guidance from experts, and tools that can help.

  • 9:30 am
    Rounds 4 Research
    Mark Johnson, Associate Director for Environmental Programs, GCSAA
  • 10:30 am
    Government Relations: Getting Your Voice Heard and Your Position Supported
    Chava McKeel, Sr. Mgr. of Information and Public Policy, GCSAA; Robert Helland, Government Services Advisor, Reed Smith LLP
  • 11:30 am
    Government Relations: Hot Issues to Watch Out for in 2014
    Chava McKeel, Sr. Mgr. of Information and Public Policy, GCSAA; Robert Helland, Government Services Advisor, Reed Smith LLP
  • 12:30 pm
    Family Friendly Facilities Start with Females!
    Nancy Henderson, Senior Vice President of the Ladies Professional Golf Association
  • 1:30 pm
    How to Roll Out the Green Carpet for Women at your Facility
    Pam Swensen, CEO, Executive Women’s Golf Association
    Lynn Stellman, Ladies Links Fore Golf
  • 2:30 pm
    Driving Incremental Revenue Through Effective Customer Engagement
    Ben Fowler, Customer Relations & Marketing Analyst, The PGA of America
  • 3:30 pm
    Start a Jack Nicklaus Learning League
    Bo Casella, National Sales Manager, SNAG

 

Answers on the Hour
10:00 am – 5:00 pm
Orange County Convention Center

An exciting educational and networking component of the NGCOA Annual Conference and the Golf Industry Show, these quick, informative sessions on agronomics, golf facility valuation, architecture, course construction and renovation are led by industry experts and start at the top of almost every hour.

  • 10:00 am
    What is a Healthy Plant and How Can You Actually Enhance Plant Health?
    Frank Rossi, Ph.D., Extension and Turfgrass Specialist and Associate Professor of Turfgrass Science, Cornell University
  • 11:00 am
    Pace of Play . . . 3 Things We Never Learned in School
    Steve Southard, CGCS, Golf Operations Manager, City of Loveland; President, Pace and Production, LLC
  • 12:00 pm
    Retail Merchandising Tips to Drive Revenue
    Presented by the National Golf Course Owners Association & the Association of Golf Merchandisers
    Tracy Moffatt, Vice President, Association of Golf Merchandisers
  • 1:00 pm
    Using Propane to Reduce Costs and Meet Your Sustainability Goals in Golf Course Operations
    Presented by Tucker Perkins, Chief Business Development Officer, Propane Education & Research Council
  • 2:00 pm
    Save 30% Through Structure and Biology
    Presented by DakotaPeat & Equipment
    Tom Samples, Ph.D., University of Tennessee
    Deying Li, Ph.D., North Dakota State University
  • 3:00 pm
    Healthcare Reform Discussion & Update
    Presented by the National Course Owners Association
    Kent McLaughlin, Senior Employee Benefits Consultant, Gallagher Benefit Services, Inc
  • 4:00 pm
    Buying & Selling Golf Courses: Strategies & Tactics
    Presented by the National Golf Course Owners Association
    Hilda Allen, Owner, Hilda W. Allen Real Estate

 

Tech Tips on the Half
10:30 am – 4:30 pm
Orange County Convention Center

An educational component of the NGCOA Annual Conference and the Golf Industry Show, Tech Tips on the Half showcase the newest technology solutions in the industry. The events are led by industry experts and hosted by a number of allied golf associations.

  • 10:30 – 11:00 am
    Meet the Experts - Test Drive Technology Genius Bar
    William Brown, CGCS, CEO, Turf Republic
  • 11:30 am – 12:00 pm
    Mobile Media: Be Where the People Are Accessing Information Today
    John Kim, Coordinating Producer, PGA.com/Turner Sports
  • 12:30 – 1:00 pm
    Managing Your Online Personal Brand
    Eric J. Von Hofen, Director of Agronomy and Clubhouse Maintenance, Riviera Country Club, Fla.
  • 1:30 – 2:00 pm
    Right Price for the Right Person at the Right Time for Your Tee Sheets
    Presented by the National Golf Course Owners Association
    Jeffrey Smith, Principal & CEO, Walters Golf Management
  • 2:30 – 3:00 pm
    Accessible Anywhere at Any Time: Using Dropbox to Keep your Files Safe and Secure (and Did We Mention it's Free?)
    John K. Daugherty, Vice President of Operations, Ryangolf Corporation

Celebration Dinner & Awards
(requires additional fee)
6:30 – 9:00 pm
Rosen Centre Hotel
Attire: Business

Participating sponsor: Play18 Solutions
Supporting sponsors: entegra, Rodney Strong Vineyards, Trinchero Family Estates

You’re invited! Association members, golf course operators, industry leaders, friends and supporters will gather for a special evening of networking, recognition and camaraderie. During the event, the NGCOA will honor association award winners.

Thursday, February 6 - A Day at the Golf Industry Show
 

 

Continental Breakfast
7:00 – 7:30 am
Rosen Centre Hotel

 

Golf Industry Show General Session featuring the USGA Green Section
8:00 – 10:00 am
Orange County Convention Center

Kick off the final day of the Golf Industry Show at this event featuring the USGA Green Section, with recognition for the USGA championships' host superintendents and courses, and the recipient of the prestigious Green Section Award.

Then you won't want to miss "Pardon the Interruption!" a fast-moving, informative and entertaining segment. Controversial points will be raised and challenged by USGA staff members in their version of ESPN's popular segment of the same name. Members of the audience are encouraged to join in!

 

Golf Industry Show
9:00 am – 5:00 pm
Orange County Convention Center

 

Association Clubhouse Sessions
9:30 am – 3:30 pm
Orange County Convention Center
  • 9:30 am
    Junior League Golf: Golf’s Answer to Junior Team Sports

    Bob Baldassari, Senior Director of Player Development, PGA of America
  • 10:30 am    
    Growing the Game at Your Facility Through Accessible & “Inclusive” Golf Programs

    Betsy Clark, President, National Alliance for Accessible Golf
  • 11:30 am
    Coaching Programs:  The Win Win Win Solution
    Will Robins, PGA Professional & CEO of Robins Golf Logistics Inc.
  • 12:30 pm
    Maximizing Rounds & Revenue Through Structured Programs

    Mike O’Donnell, Senior Director of Golf 2.0 & Player Development, PGA of America
  • 1:30 pm
    Principles to Building Your Staff

    Dawes Marlatt, Senior Director of Education and Employment, PGA of America
  • 2:30 pm
    PerformanceTrak - Evaluate and Measure Your Facility's Operations

    Nicole Ferguson, PerformanceTrak Supervisor, The PGA of America

Answers on the Hour
9:00 am – 3:30 pm
Orange County Convention Center

An exciting educational and networking component of the NGCOA Annual Conference and the Golf Industry Show, these quick, informative sessions on agronomics, golf facility valuation, architecture, course construction and renovation are led by industry experts and start at the top of almost every hour.

  • 9:00
    The Pros and Cons Buying vs. Leasing Equipment
    Presented by the National Golf Course Owners Association
  • 10:00 am
    A Sustainable Vision for Golf Turf Management
    Frank Rossi, Ph.D., Extension and Turfgrass Specialist and Associate Professor of Turfgrass Science, Cornell University
  • 11:00 am
    Fine Fescue Secondary Roughs: Pest and Density Management
    Steven J. McDonald, President, Turfgrass Disease Solutions, LLC
  • 12:00 pm
    5 Myths About Sun Protection: What is Your Risk?
    Mark Wishner, Founder, TheSun SafeTee Program
  • 1:00 pm
    Nematodes: A Northern Pest
    Presented by Bayer
    Rob Golembiewski, Ph.D., Bayer
  • 2:00 pm
    Training an Effective Team to Boost ROI
    Presented by the National Golf Course Owners Association
    Shelly S. Weir, CGSP, Vice-President, Domestic Sales, American Hotel & Lodging Educational Institute

 

Tech Tips on the Half
10:30 am – 4:30 pm
Orange County Convention Center

An educational component of the NGCOA Annual Conference and the Golf Industry Show, Tech Tips on the Half showcase the newest technology solutions in the industry. The events are led by industry experts and hosted by a number of allied golf associations.

  • 10:30 am
    Get Social
  • 11:30 pm
    Social Media: Building Content and Increasing Engagement
    Presented by the National Golf Course Owners Association
    Glenn Gray, PR Manager, Buffalo Communications
  • 12:30 pm
    Latest and Greatest Apps for Superintendents
    William Brown, CGCS, CEO, Turf Republic
  • 1:30 pm
    Google Drive: Tracking Expenses to Justify Capital Requests
    Gregory T. Shaffer, Superintendent, Elcona Country Club, Ind.
  • 2:30 pm
    Managing PDFs on a Mobile Device
    Robert Porter, Superintendent, Hiawatha Golf Course, Minnesota
  • 3:30 pm
    Maximize the Value of Your Tee Sheet Through Direct Bookings at Your Course
    Brett Darrow, President, Play18



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