What does the NGCOA do for its members? We love this question and it's asked frequently, as generally speaking, people outside of the association industry are unaware of the value professional trade associations deliver or (sometimes even worse) have misconceptions of what associations are and what they do.
Furthermore, people tend to paint all organizations with a broad brush based on their prior experience with professional trade associations in the past. If they belonged to an association they didn't engage with, and therefore resigned due to lack of 'value,' they question all associations and whether any actually do anything worth paying dues for.
I want to take this opportunity to share what associations are NOT. They are not necessarily run by former industry practitioners. They're largely association professionals, accredited in association management and responsible for maintaining education hours and credits.
Associations are NOT labor unions or fraternal organizations intended solely for the benefit of networking and socializing. Nor are they solely intended (or of value) for large companies.
And lastly, despite some uninformed opinions, associations are not 'outdated' or 'irrelevant' in today's digital age.
Trade associations, like the NGCOA, exist to support, champion and protect its members. We are the common conduit - the clearinghouse - for issues, best practices, concerns, and even sometimes disaster relief efforts.
When something goes awry for an owner or operator, one of the first calls they make is to our office. If we have resources, we deploy them; if the issue puts other members at risk, we announce it; and when a collective voice is necessary, we rally the troops and ring the alarm bells.
Just this morning we had two members from opposite ends of the country reach out and inform us of a recent scam or online incidents they became involved in. It was upsetting for them, and for us, and we hope to stop further harm of facility owners and operators by putting our membership on high-alert.
Beyond these types of issues, the NGCOA delivers a wealth of knowledge and expertise - like a 'think tank' for golf operations and asset management. We are a communicator of all things golf business. We are an advocate for individual members and the industry at large. And, we offer so many resources and activities that support our members in their business. In fact, ask most NGCOA members would tell you, they can't imagine being in business without us by their side.
So why doesn't every golf facility in America belong to the NGCOA?
This is the question that sometimes perplexes the NGCOA Board and senior leadership team. The annual dues are reasonable, so we don't believe it's a financial barrier. We've made good strides in improving our messaging, so that both members and non-members understand what we do and why we do it. So the last piece of the conversion cycle is the invitation to join. Most golf course facility owners/operators have simply not yet been invited to join - or haven’t opened their invitation from us!
The NGCOA Membership team is fully committed to reaching every facility in America over the next 18 months. In each market, we are trying to partner with engaged current members to identify and invite non-member facilities.
If you know someone who owns or operates a golf facility and is not a member of the NGCOA please work with us to invite them. Sometimes an invitation is all it takes.
As you will see in the following pages of this issue, great things happen when we come together as an industry - to bring good and to stave off the bad. We are better together and the NGCOA prides itself on being the conduit to bring the industry together.
To our readers who are loyal NGCOA members, we thank you. It is your contribution that allows us to keep fighting the good fight. If you're reading this issue and you've not yet joined the NGCOA please reach out to me and let's talk. I am eager to learn about you and your golf business and connect the dots on how our member benefits might positively impact your business.