ALLIED ASSOCIATIONS
they enjoy the game “very much” (that’s 20% higher than among those who started later) and 85% say they are “very likely” to continue playing as they get older.
The Value of ‘Thank You’ By Rhett Evans, CEO “Thank you” is a simple phrase that means so much. Yet, we often save it for special occasions or for someone who comes to our rescue in a time of need. For example, I know I don’t say “thank you” nearly enough to my wife, Colleen, who takes care of things at home while I’m on the road for GCSAA business.
Perceptions of the game are a strong indicator of enjoyment, frequency of play, volume of spending and likelihood to continue playing. NGF’s Millennial research showed that those who start younger have more positive perceptions about the game and fewer negative ones than those who picked up the game later. They strongly agree that golf is a good form of exercise, a great family activity, time well spent, a good way to enjoy the outdoors, even cool. Those younger adopters disagree more strongly with assertions that golf is dull or boring, bad for the environment, elitist and exclusionary, or is an old man’s sport. The industry should be encouraged by what we’re learning about the youngest golfers. Golf ’s efforts to attract more demographically diverse youngsters seem to be working, and with more kids picking up golf at a younger age, there is hope that this next generation of golfers will remain committed to the game throughout their lifetime. Still, we’ve only scratched the surface in terms of truly understanding today’s juniors. We need to delve more deeply into these positive signs, which is why the NGF will soon begin an in-depth study, the largest of its kind, on the Centennials (those born since 1997). You’ll be hearing more about the study, and our findings, in the months to come.
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It’s not only an important sentiment to express in our personal relationships, though. It’s also essential to communicate appreciation in our professional roles. Research has shown that employees will work harder when their boss conveys appreciation for their efforts. Saying “thank you” is a sign of respect for another person, and it indicates you don’t take that person for granted. I hope each of you takes the time to thank your staff for a job well done. Another hope of mine is that golfers have taken the time to thank you for your work in the golf course management profession. After all, you take care of the biggest and most vital asset any golf facility has – the golf course. Perhaps you saw our “Thank a Golf Course Superintendent” commercials last year on Golf Channel. These spots featured some of the best golfers in the game offering the tag line, “If you love golf like I do, thank a golf course superintendent.” This year, GCSAA has added celebrities to the lineup of those voicing their thanks for the work you do every day. The new commercial features stars such as Grammy Award-winning entertainer Justin Timberlake, NFL Hall-of Famer John Elway and NBA Hall-of-Famer Charles Barkley in a 30-second spot airing now through October on Golf Channel. Along with the commercial, we’re running a sweepstakes to take full advantage of the momentum from the “Thank a Golf Course Superintendent” campaign. The winner will receive a trip for two to the 2016 American Century Celebrity Championship in July in Lake Tahoe, Nev. Get all the details at www. gcsaa.org/thankasuper.