Shhh. Can you hear that? Listen closely. That’s the sound of the slow, marching boots of technology making the journey toward the golfing experience. Some days, it may seem like an army marching against the traditions of the game (think “no cell phone” policies). Other days, it feels like the army coming to rescue the golfer experience (think playing music in the golf car). But a few recent experiences led me to believe the approaching army is here to help.
Hopefully by now you’ve seen the Visage Mobile Golf Information Systems. You know, those computer screens hanging from Club Cars that have been giving the golfer distance-reading help for many years. It seemed only high-end daily-fee and resort courses were willing to invest in this outer space technology. But private clubs have been embracing it as well. The updated technology and features improve the customer experience. How far is it between that fairway bunker and me? Check. Order a burger before I hit the turn? Check. See how others in my outing are doing? Check. I’ve often said this technology has been the most conspicuous difference between the golfing experience today and what it was 20 years ago. I can’t wait to see what’s next out of this great technology.
I also recently learned about the mobile app “Looper: Caddies on Demand.” Here we have technology that can connect us to one of the most old-fashioned traditions of the game. Think Uber meets caddying. Use your mobile device to find a local looper who has passed a certification test to carry your bag, rake the traps, fix divots, and so forth. Picture this on private and public golf courses! I know—it’s hard to imagine thousands of caddies carrying bags on the nation’s public courses. But we now live in an independent contractor society where you can order babysitters, drivers and meals on demand. Why not reserve a caddy when you’re in the mood for walking? Will the few courses now on Looper soon be a few thousand?
At Australia’s Golf Business Forum, I hit a few balls into a golf simulator. Holy cow, was it fun! I was amazed by the golf ball retrieval and set-up technology, and of course the graphics. Golf Digest says 60 percent of golf rounds in Korea are played on simulators. Why haven’t they “gone big” in the United States? And, why Jay, would you promote simulator golf when you’re supposed to promote “real” golf? Hang with me. I’ve heard stories of courses installing simulators and running highly successful leagues and events in the off-season, thanks to both reservation fees and food-and-beverage sales. I don’t know if there is a better way to emulate the fun of TopGolf, or if there is a better antidote to bad weather.
Seeing how much technology is both disrupting and improving the general marketplace and world around us, I think it’s high time we take it all quite seriously and embrace what our operations can absorb and onboard.
Can you hear those boots now? What are you going to do about it as an operator? Are you going to put your pen down, get out of your chair and join the march?
#FromTheCEO