Golfing evolution is now a revolution

BY BOB SHERWIN • CG STAFF WRITER

On its surface, the scene was incongruent, beyond what anyone could have imagined from decades past.

The backdrop was Pebble Beach Golf Links, one of the country’s most prestigious courses, flush against the blue Pacific and elegance of Carmel. Applause all around from the stylish and sophisticated gallery politely greet golf shots from players participating in the annual AT&T-sponsored tournament.

The event is one of the oldest on the PGA Tour, dating back to when it was called the Clambake in the late 1940s. Crooner host Bing Crosby uniquely mixed in his Hollywood gents such as Dean Martin, Sammy Davis, Jr., Bob Hope, Phil Harris, Jack Lemmon, Glen Campbell, and Clint Eastwood with the Tour professionals.

Then came the 2022 ‘Clambake’ last February and a distinctly discordant threesome sauntered down the famous par-3 17th ocean hole. In the middle of the trio, holding a microphone for an on-course interview, was CBS/Golf Channel’s Amanda Balionis. On her left was Quincy Hanley, otherwise known as Schoolboy Q, a black rapper from the streets of South-Central LA. On her right was Ben Haggerty, otherwise known as Macklemore, a white rapper from Seattle’s Central District.

There was a time that dignified and decorous golf gatherings would have been reluctant to embrace these two fellas. Golf has had a long history of blocking participation from women, from folks of color, from those of certain lifestyles, certain regions or certain religions.

There also was a time when those rappers, put off by the game’s prohibitions, would have declined to participate and even expressed disdain to be even seen at such plush places. But here they were, not with vengeance but with reverence.

“Coming from where I’ve come from, the life that I had, I never thought about playing golf,” Schoolboy told Balionis. “When I got to it, it changed my mental outlook. It helped me learn about myself as a person. It fixed my attitude in life; it fixed a whole lot of things about me in life.”

He talked about how the game humbles you and how it becomes even a spiritual pursuit. “Accepting what you just did,” he says, “and letting it go.”

“Life is a golf game. Some good shots, some bad shots,” he added. “But more importantly, keep going because you never know. Don’t give up because you’re in the sand on your fourth shot because you might chip it in.”

Macklemore, who picked up the game just four years ago, added, “this game is amazing. It’s not one of those sports that you can just pick up right away. It takes a little bit before you get that first dopamine hit of a great shot.”

Like Schoolboy, it didn’t take long before Macklemore was hooked. He belongs to at least a couple Seattle area country clubs and tries to get his golf fix between his gigs and family time, as he and his wife welcomed their third child last fall.

These two are among the new faces of golf, tats and all. More communities and more minorities are being represented. One reason suggested for the resurgence is that many were brought into the game amid COVID restrictions the past two years. Folks came to accept that the game is safe, accessible, and competitive for people of all backgrounds, genders, classes, races and musical tastes. No longer the domain of the male country-clubber, it is pushing past barriers and approaching, dare we say, the game of the people.

“I think that in general we need more people playing. We need more accessibility. We need to really just open up the floodgates,” Macklemore said. “And make sure that all people can play, that courses are affordable, that equipment is readily available to those who need it, and we get youth out there enjoying this amazing sport.”

Macklemore has been so taken by the game that he created his own golf clothing line, Bogey Boys (see our feature here). Its fits and patterns harken back to a time when he wasn’t there, the 1970s. The decade before he was born. Curiously, it was a time when golf was perhaps its most insular. His line features Arnold Palmer-like five-button cardigans, Nick Faldo-like checkerboard patterns and solid bold-colored Tony Jacklin-like pants.

His fashion statements, in which he also mixes in cheetahs and cherries, have been received well, he says. Much like everything associated with the game at this stage. Golf’s virtues are being revealed.

According to the National Golf Foundation, the number of golfers who played a round in 2020, the last full available statistical year -- and first COVID year -- was 24.8 million. That’s a two percent increase over the previous year and the largest net increase in 17 years. The biggest increase was with beginners and young golfers.

The average number of rounds played by golfers in 2020 was 20.2, the highest ever. It ended an overall steady decline for the past two decades. Women participants had the biggest increase in five years, up eight percent. Golfers in their 30s and golfers in their 60s both played about the same number of rounds. Millennials (born 1981-96) now make up a third of all golfers.

Through July last year – when the golf season was at its peak — rounds were up 16.1 percent over the previous year, according to the NGF. Over the past two years of this bleak pandemic period, the golfer population has increased by 800,000.

Another 12.1 million people participated in ‘off-course golf activities.’ These are driving ranges, indoor simulators, and the blossoming Topgolf business (an outdoor Topgolf facility opens this year in Renton). More than 50 percent of those who do Topgolf say they are not golfers. But it is likely an entry point for a more expansive, on-course golf experience.

Golf manufacturers sales are soaring, pushing $3 billion annually. Dick’s Sporting Goods, Golf Galaxy and the PGA Tour Superstore are all looking at huge increases, year over year. Forbes said the Superstore’s sales are up more than 70 percent over the past two years. Unfortunately, as Macklemore laments, the higher cost of equipment can be a barrier to participation for some.

TV viewership for golf, no doubt helped by COVID cabin fever, jumped last year. The 2021 Masters’ telecast was up 69 percent while the last day of the U.S. Open was up 76 percent in the ratings.

These numbers are not confined to the U.S. The whole world is riding a wave of golf expansion, especially South Korea, Japan, South Africa, Australia and parts of Europe (Saudi Arabia is attempting to buy up the sport with its heavily financed new golf league to rival the PGA Tour). Just this year’s Tour winners reflect not just the array of countries involved but also the tender ages of the winners. Among the early-season winners were: Sungjae Im (South Korea, age 25), Hideki Matsuyama (Japan, 25), Lucas Herbert (Australia, 26), Viktor Hovland (Norway, 24) and Joaquin Niemann (Chile, 23), the second youngest winner in the 53-year history of the Genesis Invitational.

Whether it’s boomers, millennials, X Gens, Xennials, crooners or rappers, we are all mixed together within our odd-fellow mainstream.