This article begins a season long series exploring the question, “How do we REALLY grow the game of golf?” while sharing local programs and success stories that are indicating we just might be able to move the needle in a positive direction.

Over the past couple decades, “Grow the Game” has been connected with dozens of initiatives: Golf 20/20, The First Tee, Play 9, Drive, Chip & Putt, PGA Junior League, LPGA Girls Golf and recently Youth on Course to name a few.

In May 2018, the National Golf Foundation reported that golf participation has “stabilized” with an estimated 23.8 million people playing the game. Another 8.3 million played exclusively at off-course facilities like Topgolf, driving ranges or indoor simulators, putting the game’s overall participant pool at more than 32 million. Additionally, 14.9 million non-golfers said they were “very interested” in playing, a 16% increase over 2016.

Here at TwinCitiesGolf.com, we have run weekly fun golf events – over 1,000 total since 1998 – and enjoy talking with golfers and course managers at different courses each week. Fun team and individual events are continued throughout the winter at local indoor golf simulators with more than 3,000 golfers teeing it up each year in TCG events.

In addition, TCG helps more than 100 golf courses around the state with marketing programs and continuing education seminars for managers and PGA Professionals.

What I’ve learned in 20 years of developing relationships with golfers and golf facility operators is that any “Grow the Game” initiative must be a “Win-Win-Win” relationship for the golfer, game, AND the golf facility to be successful.

It’s easy to understand what this means for the golfers… a free lesson, reduced green fee, play in less time, etc. But what is often overlooked is asking, “Is this program good for the golf facility?”, meaning does it attract new customers, create future business, and help them become more profitable?

This is where I am going out on a limb with my personal “How to REALLY grow the game?” belief and plan. The game of golf will only grow when golf facilities (and golf instructors) are thriving financially. I’m not talking greedy or Beverly Hills profitability. I’m talking about facilities making enough money to provide a great product, hire great staff, invest in improvements, provide a great experience and spend enough on marketing to see annual growth in revenues and profitability.

Here’s the good news. It’s actually happening here in Minnesota. Let’s pick one example. With progressive management and some outside-the-box marketing initiatives, Southern Hills GC in Farmington increased revenues enough to improve course conditions and grow their junior camps. The result? A booming junior program, fantastic greens that delighted golfers from all over the metro and increased profitability (yes, even in a terrible 2018 weather season). And all this without having to increase green fees. Win-Win-Win.

Here are three examples of “Grow the Game” programs that worked in 2018 and show promise for making a significant difference in the years to come.

Youth on Course – Kids ages 6-18 can pay a small annual fee and pay only $5 per round at 40+ courses thanks to this fantastic new program funded by state and national support in partnership with the Minnesota Golf Association. Kids and parents win because golf is more affordable. Courses win because they get an additional subsidy per round on top of the $5 collected day of. More than 500 kids participated in 2018 and the program is expected to double or triple in 2019. Win-Win-Win. Visit www.TCGA.GOLF for more info and to sign up a junior.

Public Country Club – Introduced in 2015, this multi-course program enables golfers to play unlimited golf at more than 90 courses for $55/month. Offering fun weekly events all year round, an online app to connect with other golfers to tee it up, and discounts at local simulators and businesses, the value of the membership extends beyond just golf by creating a passionate local community of golf enthusiasts. Originally tried as an experiment to see if it would increase golfer participation AND increase course profitability, we are happy to report it is accomplishing both. With revenues at participating facilities on the rise, 3,000 members and nearly $3,000,000 driven to participating courses in 2018, PCC is another great example of win-win-win here locally.

Intro Kids to Golf – At Inside Edge Golf simulators in Eden Prairie, they offered an “Intro Kids to Golf” program this winter that gave a free one hour to juniors ages 5-12 where they could get a 15 minute lesson with a golf professional then play a 2-person scramble with a parent. The result? More than 200 kids introduced to the game, parents thrilled their kids now love golf, and the family returning regularly to play more golf together. Win-Win-Win.

In upcoming articles, we’ll explore 8 ways the new Twin Cities Golf Association – a partnership between TwinCitiesGolf.com and more than 100 golf facilities – is helping make golf more accessible and enjoyable for the masses AND helping public golf facilities increase revenues and profitability. Learn more at www.TCGA.GOLF.

And the TCGA mission? You got it. Grow. The. Game.