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2012 Strategic Communications Committee

Monday, June 4 – Tuesday, June 5, 2012


May 23, 2012

Dear Strategic Communications Committee member, GCSAA Director Bill H. Maynard, CGCS, and I look forward to seeing you in Lawrence for our committee meeting June 4-5, 2012, at GCSAA headquarters in Lawrence, Kansas. For those of you arriving early enough for dinner on Sunday, June 3, we will have dinner at TEN at the Eldridge at 6:30 p.m. The Education Committee is holding their meeting the same time as the Strategic Communications Committee so we will be joining them for dinner. Golf casual attire will be appropriate. Please take a moment to look through your committee notebook to review the agenda and background information that will help prepare you for our discussion. Our agenda is focused on providing feedback and direction to help develop GCSAA’s strategic communications philosophy. The meeting itself will focus on conversations at the strategic level that will provide perspective and understanding for our staff and Board. Your thoughtful input is seriously considered by our staff and Board when we discuss issues and make decisions affecting our strategic communications efforts. Should you have any questions before the meeting, please contact Melissa Householder at (785) 312-5173, or mhouseholder@gcsaa.org. If you have difficulty with your travel arrangements, please contact MacNair Travel at (866) 940-0938, and also notify Melissa Householder at the above number. If you need to reach a GCSAA staff member the weekend immediately before the meeting, contact Jeff Bollig at (913) 449-1635 or Scott Hollister at (785) 424-0932. We look forward to seeing you and having an enjoyable and productive meeting. Sincerely,

Peter J. Grass, CGCS Committee Chair


2012 Strategic Communications Committee June 4 - 5, 2012

Table of Contents Document

Page

Committee Roster

5

Driving Directions

6

Committee Charter

7-8

Committee Meeting Agenda

9

Schedule of Events

10

Partner Recognition Program

11

Expense Report Instructions

12

Expense Report Form

13

Employer Letter Memo

14

State of the Association: GCSAA Update

15

Rounds 4 Research

16-19

Field Staff Program Update

20-21

National Golf Day/Advocacy

22-25

Golfer/Employer Outreach

26-50

GCM Deep Dive

51-52

Leo Feser Award

53-59

Chapter Outreach Grants

60-62

GCSAA Social Media

63-64

My GCSAA

65-78


Conference and Show Marketing

79-80

Industry Email Marketing

81

GCSAA Media Properties

82

Strategic Questions

83


Strategic Communications Committee Roster 2012 Strategic Communications Committee Monday, June 4, 2012 – Tuesday, June 5, 2012

Peter J. Grass, CGCS Peaks & Prairies GCSA

Bill H. Maynard, CGCS Heart of America GCSA

Golf Course Superintendent Hilands Golf Club Phone: (406)252-9474 Fax: (406)248-2007 Email: pghgc@montana.net Preferred Mailing Address 1247 Ponderosa Dr Billings, MT 59102-2456

Certified Golf Course Superintendent Milburn Golf & Country Club Phone: (913)302-5898 Fax: (913)432-9053 Email: bill@milburn.org Preferred Mailing Address 10506 W 53rd St Shawnee Mission, KS 662031834

David H. Coote GCSA of Southern California Golf Course Superintendent Wood Ranch Golf Club Phone: (805)581-1606 Fax: (805)520-0416 Email: super@woodranchgc.com Preferred Mailing Address Wood Ranch Golf Club 301 Wood Ranch Pkwy Simi Valley, CA 93065-6600 G. Andrew Morris Central Illinois GCSA Golf Course Superintendent Country Club of Peoria Phone: (309)682-9432 Fax: (309)282-2330 Email: amorris@ccofpeoria.org Preferred Mailing Address 204 E North Lakeview Dr East Peoria, IL 61611-1049

Todd Bohn Heart of America GCSA Golf Course Superintendent Wolf Creek Golf Links, Inc. Phone: (913)706-2646 Email: todd@wolfcreekks.com Preferred Mailing Address 14708 Riggs St Overland Park, KS 66223-2410

Matthew H. Fauerbach Eastern Shore Association of GCS Director of Agronomy Billy Casper Golf Phone: (302)757-6331 Fax: (302)295-1405 Email: mfauerbach@billycaspergolf.com Preferred Mailing Address 2207 Brookline Rd Wilmington, DE 19803-5221 Michael A. Stachowski GCSA of New Jersey Golf Course Superintendent Golf Course of Concordia Phone: (609) 395-0252 Fax: (609) 655-2280 Email: massupt@aol.com Preferred Mailing Address 125 Cromwell Dr Robbinsville, NJ 08691-3073

John R. Fulling Jr., CGCS Michigan GCSA Golf Course Superintendent Kalamazoo Country Club Phone: (269)345-5013 Fax: (269)345-5072 Email: john@kalamazoocc.com Preferred Mailing Address Kalamazoo Country Club 3509 Oakland Dr Kalamazoo, MI 49008-2870 Paul Ramsdell Western Washington GCSA Executive Director Western Washington GCSA Phone: (253)851-2930 Email: mpsparks90@aol.com Preferred Mailing Address 1802 Weatherswood Dr Nw Gig Harbor, WA 98335-7878

Scott Hollister Golf Course Superintendents Association of America Associate Director, Publications Golf Course Superintendents Association of America Phone: (800)472-7878 Fax: (785)832-3665 Email: shollister@gcsaa.org Preferred Mailing Address Golf Course Superintendents Association of America 1421 Research Park Dr Lawrence, KS 66049-3858 5

Jon M. Christenson GCSA of Northern California Golf Course Superintendent Monarch Bay Golf Club Phone: (712)389-0799 Fax: (510)895-0221 Email: jonchristenson@comcast.net Preferred Mailing Address 400 Whitehall Rd Apt E Alameda, CA 94501-6115 Dennis D. Lyon, CGCS Rocky Mountain GCSA Phone: (303)386-4093 Email: lyondennis48@aol.com Preferred Mailing Address 1619 S Grand Baker St Aurora, CO 80018-6044

Jeff Bollig Golf Course Superintendents Association of America Sr. Director, Communications Golf Course Superintendents Association of America Phone: (800)472-7878 Fax: (785)832-3665 Email: jbollig@gcsaa.org Preferred Mailing Address Golf Course Superintendents Association of America 1421 Research Park Dr Lawrence, KS 66049-3858


DIRECTIONS FROM KCI AIRPORT TO LAWRENCE, KANSAS AND THE ELDRIDGE HOTEL 7th and Massachusetts Lawrence, Kansas 66044 (785) 749-5011 *****Approximately 1 hour travel time. ♦ Follow I-29 North (approximately 2-3 miles) to I-435 South. ♦ Travel on I-435 South approximately 18 miles to I-70. ♦ Take I-70 West (in the direction of Topeka) Exit. ♦ Travel I-70 to the first Lawrence Exit (Exit 204). ♦ After going through the toll booth, make a left at the light onto 3rd Street. ♦ Follow 3rd Street, crossing the Kansas River Bridge, and proceed through the first light (6th Street). You will be on Vermont Street after passing through the 6th Street light. ♦ Follow Vermont to 7th Street (the 1st traffic light) and turn left. ♦ Take your first right into the Eldridge Hotel parking lot (parking lot is located behind the Eldridge Hotel).

DIRECTIONS TO GCSAA HEADQUARTERS FROM THE ELDRIGE HOTEL 1421 Research Park Drive Lawrence, Kansas 66049-3859 (785) 841-2240 ♦ Exit the Eldridge Hotel parking lot and turn left onto 7th Street. ♦ Follow 7th Street to Kentucky Street (will pass through one traffic light) and turn right at the stop sign onto Kentucky Street (one-way street). ♦ Follow Kentucky Street to 6th Street (next traffic light) and turn left at the traffic light. ♦ Follow 6th Street to Wakarusa (approximately 3-4 miles from downtown). There is a McDonald’s Restaurant at the corner of Wakarusa and 6th Street. ♦ Follow Wakarusa to Bob Billings Parkway (1 stop light) and turn right onto Bob Billings Parkway. ♦ Follow Bob Billings Parkway to Research Park Drive. ♦ Turn left into GCSAA Headquarters.

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Strategic Marketing and Communications Committee

Purpose: Provide perspective and recommendations regarding the strategic vision, direction and execution of the association’s key messages and positioning efforts to its key audiences. Desired Results  Provide perspective (expertise and insight) to efforts to define key messages that are consistent with GCSAA’s mission, vision and strategic indicators to key audiences, which are principally defined as: o o o o o o o o

Members (superintendents, assistant superintendents and students) Industry (golf course management, allied organizations) Owners/Influential Golfers Media Policymakers Environmental Community Allied Golf Associations Appropriate others

 Provide expertise and insight regarding the most effective means of communicating those key messages including through – o GCSAA’s existing assets (Golf Course Management magazine, the conference and show, Web properties, media relationships,and others) o Innovation for those existing assets o Key relationships (including industry and allied publications) o National platforms (including events, publications, television) o New venues/media  Provide targeted input/feedback on national marketing and communications campaigns, certain technical issues regarding message content and delivery, and other specific issues, as requested.  Provide expertise and insight regarding potential opportunities and/or relationships that may impact GCSAA's and/or the golf course superintendent's image, as requested. Composition  The Strategic Marketing and Communications Committee will be composed of approximately 12 members, including a Board Chair and a Board Vice Chair. An attempt is made to include targeted outside perspective (non-GCSAA members). Meeting Frequency and Method  The Strategic Marketing and Communications Committee members will meet physically in Lawrence, Kan., once a year, typically after the Spring Board meeting. At the discretion of the chairman, meetings/discussion may be conducted in person, via teleconference, by listserver, etc. It Page 1 of 2 7


is highly anticipated that the committee will be asked for feedback on a regular basis. This feedback will include the judging of the Leo Feser Award, input on communications messages, media interviews, evaluation of association collateral pieces, etc. Competencies  All individuals selected to the Strategic Marketing and Communications Committee should: o Have a basic understanding and insight of GCSAA’s member/chapter programs and services. o Have Web access and be proficient in navigating the Internet. o Be committed to and comfortable with the process of influencing, without making, final decisions. o Commit to being engaged and responsive throughout the year when called upon to provide insight and/or expertise.

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2012 Strategic Communications Committee Agenda Monday, June 4, 2012 – Tuesday, June 5, 2012 GCSAA Headquarters, Lawrence, Kan. Monday, June 4, 2011 Auditorium - Professional Dress 8:00 – 8:15 a.m.

Welcome, notebook review, introduction of committee/staff

Peter J. Grass, CGCS

8:15 – 9:00 a.m.

GCSAA update/Global questions

Richard Konzem, COO

9:00 – 9:30 a.m.

Rounds 4 Research

Mark Johnson

9:30 – 10 a.m.

Field Staff Update

Steve Randall

10:00 – 10:15 a.m.

Break

10:15 – 11:00 a.m.

National Golf Day/Advocacy

Chava McKeel

11:00 – 11:45 a.m.

Golfer, Employer Outreach

Jeff Bollig

11:45 – 12:00 p.m.

Team Picture

12:00 – 1:00 p.m.

Lunch

1:00 – 1:45 p.m.

GCM deep dive discussion

Scott Hollister

1:45 – 2:00 p.m.

Leo Feser award process

Scott Hollister

2:00 – 2:30 p.m.

GCSAA Chapter outreach Grant

Angela Nitz

2:30 – 3:00

GCSAA Social Media

Sharmion Linseisen-Kerley

3:00 – 3:15 p.m.

Break

3:15 – 3:45 p.m.

My GCSAA

Sarah Cameron/Jeff Bollig

3:45 – 4:15 p.m.

Conference and Show Marketing

Matt Brown

4:15 – 4:30 p.m.

Industry Email Marketing

Matt Brown

4:30 – 5:00 p.m.

Additional discussion/wrap-up/Adjourn

Peter J. Grass, CGCS

Tuesday, June 5, 2011

Auditorium - Professional Dress

8:30 – 8:45 a.m.

Announcements/review day one

Peter J. Grass, CGCS

8:45 – 10:00 a.m.

GCSAA media properties Staff GCSAA This Week – Darcy Boyle 10 min. GCSAA Industry Spotlight – Darcy Boyle 10 min. GCSAA TV – Jeff Bollig 15 min. Websites – Sharmion Linseisen Kerley/Lambert Tomeldan 40 min GCSAA, Golf Industry Show, Conference, EIFG

10:00 – 10:15 a.m.

Break

10:15 – 11:00 a.m.

Board of Director Strategic Question

Peter J. Grass, CGCS

11:00 – 11:30 a.m.

Wrap-up/next steps/unfinished business

Peter J. Grass, CGCS

11:30 a.m.

Box lunches

12:00 p.m.

Adjourn 9


Schedule of Events 2012 Strategic Communications Committee Monday, June 4, 2012 – Tuesday, June 5, 2012 Lawrence, KS

Sunday, June 3, 2012 – Golf casual dress for dinner 6:30 p.m.

Optional dinner at TEN at the Eldridge, Lawrence, Kan.

Monday, June 4, 2012 – Professional dress for meeting 8:00 a.m.

Welcome / introduction

10:00 a.m.

Morning Break

12:00 p.m.

Lunch – catered by Maceli’s (GCSAA HQ Multi-Purpose Room)

3:00 p.m.

Afternoon Break

4:30 p.m.

Adjourn

6:00 p.m.

Dinner at Cielito Lindo (Golf casual dress for dinner)

Tuesday, June 5, 2012 – Professional dress for meeting 8:00 a.m.

Welcome / re-cap of previous day’s discussions

10:00 a.m.

Morning Break

12:00 a.m.

Meeting wrap-up / key agreements

*A boxed lunch will be provided at the conclusion of the committee meeting.

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GCSAA Partners Support Your Future PLATINUM partners

GOLD partners

SILVER partners

GCSAA’s industry partners support you and yourprofession through the funding of GCSAA education programs, scholarships, leadership opportunities and networking events. They are dedicated to you, your profession and your GCSAA. Support our partners and together we can all continue to strengthen the golf course management industry.

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Guidelines for Completing the GCSAA Expense Report Form GCSAA will reimburse you for expenses incurred while conducting GCSAA business. These do not include in-room movies, dry cleaning, and room service or bar charge if a GCSAA meal has been provided. Reimbursement for reasonable phone and internet charges will be provided. However, hotels tend to charge excessive phone rates. If you do not have a cell phone and need to contact your office or family often, GCSAA will reimburse you for a pre-paid phone card. To be reimbursed, you must complete the GCSAA-provided expense report form. Please save all receipts. If you do not have a receipt (except for tips), document the expense in writing. Whenever possible, GCSAA will arrange for direct billing for expenses such as hotel accommodations and transportation. You do not need to add these expenses to the form; however, we do need a copy of the itemized receipts with the expense report. (Ask for a copy of your bill when you check-out of the hotel.) Some airlines charge for checked bags. GCSAA will reimburse you for this additional expense, which must be paid when you check-in for your flight. Please ask for a receipt and include it with your expense report. For the most accurate information on which airlines charge a fee and the amount of the fee, visit the airline website or contact the airline directly.

Guidelines for completing the expense report form ƒ

Personal automobile usage is reimbursed at $ .555 per mile. Please be sure to keep track of your mileage both to and from the airport for reimbursement purposes. (This is to cover gas and oil expenses and general wear and tear. This reimbursement policy releases GCSAA from liability or fiduciary responsibility to the individual using his/her own vehicle for GCSAA business. The individual is responsible for maintaining proper insurance coverage and satisfying the deductible and any further claims against him/her as the result of any accident or traffic violation.) If requested to drive a rental car, GCSAA will pay for all reasonable rental charges, except insurance. You will be required to furnish your own personal automobile insurance since liability for operating the vehicle is your responsibility. However, GCSAA reserves the right to reimburse you for any out-of-pocket deductibles or other expenses on a case by case basis.

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GCSAA will reimburse you for up to two alcoholic drinks during dinner. No reimbursements will be made for additional alcohol consumed. This is a matter of professional image, potential liability to the appropriate use of the organization's financial resources.

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Please be sure to sign the form where indicated.

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Please make a copy of the expense report for your records.

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Important Note! Please return any unused portion of an airline ticket immediately to GCSAA.

If you have any questions about completing the expense report form, please feel free to contact Melissa Householder in the Communications Department at (800) 472-7878, ext. 5173, mhouseholder@gcsaa.org.

Please return your expense report to Melissa Householder within 2 weeks after the completion of your event.

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2012 Strategic Communications Committee

ADDRESS

NAME

TOTAL AUTO MILEAGE MILEAGE @ $ .555 per mile LODGING LODGING (GCSAA CHARGE) BREAKFAST LUNCH DINNER TIPS LAUNDRY / CLEANING PHONE / FAX LOCAL TAXI / LIMO AIR FARE AIR FARE (GCSAA CHARGE) AUTO RENT AUTO RENT (GCSAA CHARGE) PARKING / TOLLS GAS / OIL MISC. REGISTRATION (GCSAA CHARGE)

TO TO

DATE

DAILY TOTAL

ITEM

ENTERTAINMENT (SEE BELOW)

MON 6/4/12

TUE 6/5/12

WED

THU

PERSONS ENTERTAINED - BUSINESS RELATIONSHIP

SUN

6/3/12

DAY

DATE FROM

ALL ITEMS CHARGED TO GCSAA ARE INDICATED IN A "SHADED CELL" ATTACH RECEIPTS FOR ALL LODGING AND EACH ITEM OVER $10

PURPOSE OF TRIP

GCSAA EXPENSE REPORT

13

FRI

Communications

THE WEEK

TOTAL FOR

PLACE: NAME & LOCATION

SAT

DATE

ADDITIONAL REMARKS Amount(s)

FOR OFFICE USE ONLY

BUSINESS PURPOSE

APPROVED:

SIGNED:

AMOUNT

I CERTIFY THIS STATEMENT ACCURATE AS TO ACTUAL AND NECESSARY BUSINESS EXPENSES.

3411-71720

Budget number(s)

AMOUNT DUE ME

SUMMARY TOTAL EXPENSES LESS CASH ADVANCED LESS CHARGES TO GCSAA

FOR WEEK ENDED

(Please include if reimbursement check is to be mailed)

DEPT


MEMORANDUM

DATE: TO: FROM: RE:

June 5, 2012 Strategic Communications Committee Members Peter J. Grass Thank You Letter to Your Employer

With your permission, we would be pleased to send your employer a letter thanking him/her for supporting your involvement with the Strategic Communications Committee. We realize how much time and effort each of you has put in to be a part of this very important group. We would like to thank you personally and also let your employers know how important your participation is in this process. If you would like for us to send a letter to your course/club official, please provide us with the following information: Your Name: Organization Name: Organization Address: Supervisor Name: His/Her Title: Please return this information to Melissa Householder or Jeff Bollig by the close of the committee meeting. The letter will be sent to your employer within two weeks of the completion of the committee meeting.

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Strategic Communications Committee

Agenda Item Worksheet State of the Association: GCSAA Update Backup Documentation: Action Discussion Review Committee Action Required GCSAA COO Richard Konzem will provide an update on GCSAA strategic initiatives. He, along with the committee chair and vice-chair will also engage the committee on several questions at the request of the GCSAA Board of Directors.

Situation/Background Information Global committee questions for discussion: * What keeps you from attending Conference & Show? * What keeps others from becoming a member of GCSAA? * What can GCSAA offer to help you get to the show? * What do we need to do to promote CGCS amongst our leadership and members? * Should there be one class that is promoted more than others? * Would you support GCSAA devoting more resources for international attendees? * Should we change our name to reflect a more international association? * Should we allow other associations to access our credentialing and education? * (Without board members present) If there was one message that you could give the GCSAA Board what would it be? * (Without staff present) If there was one message that you could give the GCSAA staff what would it be?

Staff Recommendation Provide summary of discussion to Board of Directors for discussion/action. Outcome Recommend to Board of Directors Table until next committee meeting Administratively adopted within the department Committee Member Notes

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Strategic Communications Committee

Agenda Item Worksheet Rounds 4 Research Backup Documentation: Frequently Asked Questions (R4R) Action Discussion Review Committee Action Required Discuss the expansion of the Rounds 4 Research (R4R) program from a local to a national level platform specifically focusing on key strategies and messages to encourage participation by chapters, superintendents, owners, managers, golf professionals and golfers to help ensure success.

Situation/Background Information In 2009, the CGCSA launched the R4R program to fund university research and related advocacy efforts for the turfgrass industry. Simply stated, the program consists of an on line auction for rounds of golf that have been donated by area golf facilities which are then sold to generate revenue. During the past three years hundreds of facilities have participated donating hundreds of rounds and generating between $80,000 and $110,000 plus dollars annually. Their success did not go unnoticed and chapters from other states have wanted to participate in the R4R program or create their own. Due to this unexpected growth, the CGCSA reached out to GCSAA for assistance. GCSAA and the Environmental Institute for Golf have now agreed to take the program over and expand it to a national platform and provide the opportunity for all chapters to participate and generate funds for their universities, advocacy efforts, and related programs. GCSAA will administer the program utilizing the Bidding For Good on line auction platform (www.biddingforgood.com) to sell donated rounds and then distribute monies back to participating chapters and turfgrass foundations. In addition, GCSAA will provide supporting communications and coordinate with allied golf organizations at the national level to help ensure success. Chapters that sign up for the program will need to coordinate with local allied golf organizations in order to engage in communications, solicit rounds, and reach out to golfers. Tim Kreger, GCCSA's chapter executive, has provided the following key elements for the chapter's success: 1. Coordinate with local allied golf organizations to provide support through key messages, news articles, soliciting donations, and attracting buyers. 2. Ensure personal contact to potential donors by allied association members, present / past board members, etc. 3. Utilize promotional materials like posters, facilty news letters, etc. 4. Follow up with thank you letters and recognition on the R4R website. GCSAA recognizes the successful efforts with the CGCSA and will utilize their model to help ensure

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success. In addition, GCSAA would like to discuss the following questions with the committee: 1. How can we best communicate the importance of turfgrass research and the need to provide funding to land grant universities by the golf course industry? 2. How can GCSAA motivate chapters and superintendents (members and non-members) to participate in this program? What key elements should our message incorporate to ensure succes? Is an incentive program necessary for members and non-members a good idea? 3. How can GCSAA help chapters engage and secure support from local allied golf organizations? 4. How can we ensure golfer participation in this program on a continuing basis?

Staff Recommendation none

Outcome Recommend to Board of Directors Table until next committee meeting Administratively adopted within the department Committee Member Notes

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Rounds 4 Research Q & A What is the Environmental Institute for Golf? The Environmental Institute for Golf fosters sustainability by providing funding for research grants, education programs, scholarships and awareness of golf’s environmental efforts. Founded in 1955 as the GCSAA Scholarship & Research Fund for the Golf Course Superintendents Association of America, the EIFG serves as the association’s philanthropic organization. The purposes of the EIFG include the advancement of education and research in the field of turfgrass improvement and management, the collection and dissemination of information, environmental protection, and the promotion of public awareness and safety. What is the long-term vision of the Environmental Institute for Golf? As a result of these EIFG funded programs, conducted by GCSAA, golf courses will be viewed as properly managed landscapes that contribute to the greater good of their communities. Supporters of the EIFG know that they are fostering programs and initiatives that will benefit the game and its environment for years to come. What is Rounds 4 Research? Rounds 4 Research is a fundraising program conducted by the EIFG whereby a round of golf (defined as a tee time for four with carts) is available for bid by the public through an online auction. Is this a competitive program to the one operated by the Carolinas Golf Course Superintendents Association? This is an expansion of the program that was introduced by the CGCSA. The scope had grown beyond what the CGCSA could administer therefore it approached GCSAA to take it over. What will change from how the Carolinas GCSA operated the program? The Carolinas GCSA was ultra-successful and exceedingly efficient in conducting the program not only for itself, but a handful of other GCSAA chapters as well. While the program will likely have minor changes because of scope, the general structure will not change. How does the Rounds 4 Research auction work? Utilizing the online service of BiddingForGood.com, the public will have the ability to participate in the Rounds 4 Research auction. Tee times at courses across the United States will be available for bid for a prescribed time. The specifics regarding the particular tee time will be detailed for bidders on the site. BiddingForGood.com is recognized as a leading online auction site and has more than 650,000 registered bidders, of which 300,000 are noted as “active.” Who receives the funding and what does it support? The EIFG receives all proceeds from the auction. GCSAA will grant the monies to participating chapters who can use the funds to support the programmatic areas of research grants, education programs, scholarships and awareness of golf’s environmental efforts.

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Why has the EIFG targeted these funding areas? The golf industry is facing many challenges that threaten its license to do business. Increasing regulation, rising costs, and environmental concerns must be addressed if golf is to sustain itself as a viable industry and activity for people to enjoy. Without such funds, the innovation that have helped facilities to operate more efficiently, enhance environmental performance and provide more enjoyable playing conditions would come to a standstill. Once an industry stops to innovate it seals its fate for eventual extinction. Do not funds for this purpose already exist? A weak economy has reduced funding from sources inside and outside the golf industry. Universities and colleges, who conduct the vast majority of research, have been severely impacted. Programs has been eliminated or significantly reduced from the lack of funds. Why should golf facilities donate these rounds? The ultimate benefactors of the investment of these funds are golfers and golf facilities. Operators have already benefited from increased efficiencies through new golf course management programs; new turfgrasses that fight disease pressures, wear and tear and extreme weather conditions; and products that are more effective and safer for the environment. One only has to look at old photographs or video to see the improvement in golf course conditions for golfers over the year that is a by-product of past funding. Must GCSAA chapters participate in this program? Rounds 4 Research is a voluntary program for GCSAA chapters. They can participate as they deem fit. How can others in the golf industry participate in the program? The auction is open to anyone who registers on the BiddingForGood.com website. As for securing rounds to be placed in the auction, GCSAA affiliated chapters will be the point of contact. However, for this program to be successful golf’s allied associations will need to be supportive in asking facilities to donate tee times.

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Strategic Communications Committee

Agenda Item Worksheet Field Staff Program Update Backup Documentation: Field Staff Regions Map Action Discussion Review Committee Action Required None

Situation/Background Information The field staff program is now staffed in seven regions with the Senior Manager of Chapter Outeach, housed at GCSAA headquarters, overseeing the program and providing field staff support. This program is enhancing the communication flow between members, chapters and the GCSAA. Current strategies will be discussed and open discussion to enhance these efforts are encouraged.

Staff Recommendation

Outcome Recommend to Board of Directors Table until next committee meeting Administratively adopted within the department Committee Member Notes

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GCSAA Field Staff Region Map


Strategic Communications Committee

Agenda Item Worksheet National Golf Day/Advocacy Backup Documentation: Priority Agenda http://www.youtube.com/watch?v=VKEEfgFzXRc Action Discussion Review Committee Action Required The committee will learn about GCSAA's wide ranging advocacy efforts, with a special focus on the We Are Golf coalition and its execution of National Golf Day and associated State Golf Days. committee members will be provided a brief overview of the most important government relations issues impacting the golf course management profession that were discussed at the recent Government Relations Committee meeting in Washington, DC. The committee will be provided a recap of the 5th annual National Golf Day too. The committee will learn how GCSAA's currently communicates its advocacy efforts and identify ways to enhance this dissemination of information.

Situation/Background Information GCSAA has steadily built its government relations/public policy over the past 15 years, and is recognized as the entity of influence in the golf industry. The work of the program is guided by a Boardapproved annual Priority Issues Agenda which outlines the association’s priority issues, along with GCSAA’s official position on each issue. One of GCSAA’s organizational goals is to advocate for the interests of members, the industry and the game of golf. GR/PP advocacy efforts are wide-ranging and include coordination of grassroots lobbying (members and chapters), direct lobbying by GCSAA staff, lobbying by Reed Smith, working within industry coalitions, communicating directly with regulators, educating lawmakers and providing comments to regulatory dockets. GCSAA works closely with chapters too, some of which have built effective advocacy programs, either on their own or as part of a larger golf or green industry coalition. WE ARE GOLF, a coalition of four of the game’s leading associations, was announced January 2010 as an initiative to change the face of golf and to represent the economic, human and environmental benefits of the industry at federal, state and local levels of government. Founded by the Club Managers Association of America, GCSAA, National Golf Course Owners Association, and The PGA of America, WE ARE GOLF was created as a broad-based coalition to maximize the industry’s synergy and reduce redundancy. WE ARE GOLF builds on the momentum of National Golf Day events conducted in Washington, D.C., and collaborative efforts in executing numerous state economic impact studies.

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Staff Recommendation

Outcome Recommend to Board of Directors Table until next committee meeting Administratively adopted within the department Committee Member Notes

23


2012 Priority Issues Agenda The Americans with Disabilities Act (ADA) GCSAA position statement: As golf course management professionals, the members of GCSAA will work to make golf accessible to all persons by promoting policies and practices that consider the needs and safety of all golfers, promote the growth and vitality of the game and maintain the agronomic integrity of the golf course. The purchase of single rider golf cars should be the decision of each individual golf facility considering multiple factors including customer service considerations, safety of the devices, market demand and economic impact to the facility. Each and every golf facility in the U.S. has a stake in growing the game of golf. The growth of the game is dependent upon new golfers of all abilities coming into the game. Fertilizers GCSAA position statement: GCSAA supports the development and use of science-based best management practices (BMPs) for fertilizer applications through superintendent–regulator–university partnerships at the local and state levels. GCSAA supports the enactment of state laws preempting regulation of the use of fertilizers and prohibiting local governments from adopting such laws, because local regulation of the use of these products is costly and unnecessary. Laws and regulations involving fertilizer application should recognize golf properties engaged in environmental stewardship practices and/or programs that address nutrient management and promote BMPs. Labor and Immigration GCSAA position statement: Due to the difficulty many golf facilities have in finding permanent and seasonal U.S. workers, GCSAA supports comprehensive immigration reform that includes guest worker provisions and is not limited to border security. Reform measures should safeguard seasonal worker programs and not place undue economic burdens on employers. Reform should create an immigration system and guest worker program that functions efficiently for employers, workers and government agencies. Reform should create a program that ensures U.S. workers are not displaced by foreign workers and ensures that all workers enjoy the same labor law protections. Reform should strengthen national security by providing for the screening of foreign workers and creating a disincentive for illegal immigration. Enforcement of immigration laws is critical for the economic vitality of the country, national security and for successful comprehensive immigration reform. GCSAA supports reform that creates a fair employment eligibility verification system that functions efficiently, effectively, and inexpensively for employers, workers, and government agencies. Pesticides GCSAA position statement: Pesticide laws and regulations should be based on sound science supported by credible peer reviewed data and university recommendations. Golf course pesticide applicators are trained in the safe and proper use of pesticides within an integrated pest management (IPM) system and must pass a stateadministered examination to be licensed. Golf course superintendents follow best management practices for proper pesticide management of the course. Healthy turf allows communities to enjoy many benefits, including crucial "greenspaces" and habitat for birds and other wildlife, recreational opportunities, and municipal revenue generated by outdoor recreational facilities.

24


GCSAA supports the enactment of state laws based on sound science and data preempting regulation of the use of pesticides and prohibiting local governments from adopting such laws, because local regulation of the use of these products is costly, unnecessary and interferes in the application of integrated pest management on the golf course. When used properly, pesticides promote healthy turf which provides many environmental benefits including wildlife habitat and a natural water filter. Local pesticide bans/restrictions hinder the ability of golf course superintendents to control pests that have a detrimental effect on healthy turf, trees and ornamentals. Restricting the use of effective pesticides can curb the ability to control disease carrying pests and can jeopardize public health and sanitation. Local pesticide bans/restrictions also require the use of resources for investigation of violations and enforcement, creating an unnecessary drain on community funds. GCSAA believes that all pesticide uses should be under the legal primacy of the Federal Insecticide, Fungicide, and Rodenticide Act (FIFRA). GCSAA supports the goals of the Food Quality Protection Act (FQPA). GCSAA supports the use of real data and sound scientific methodology to assess pesticides for risk. GCSAA and its members have and will continue to provide accurate and usable data to the regulatory and scientific communities for use in FQPA implementation decisions. The continued availability of safe, effective and economically viable pesticide products is a top priority for GCSAA and its members. Value of Golf GCSAA position statement: Golf is more than a game – it is a major U.S. industry, providing 2 million jobs and creating annual wage income of $61 billion. In total, the U.S. golf economy exceeds $195 billion in direct, indirect and induced impacts, making golf larger than newspaper publishing, performing arts and spectator sports, and the motion picture industry. As a significant contributor to the U.S. economy, the continued health and growth of the golf industry has a direct bearing on jobs, economic development and tax revenues for thousands of communities across the country. Golf facilities are good for the communities they serve. Golf contributes to society by providing economic, human, health/wellness and environmental benefits. Golf facilities are professionally managed by individuals who have achieved various levels of certification, they serve as managed open green space providing habitat for wildlife, and they generate $3.5 billion for charity each year. Golf courses are a valuable use of land and can provide solutions to problems resulting from land degradation and urban development, including stormwater management, wetland mitigation and brownfield redevelopment. GCSAA supports partnerships and collaboration with federal and state commerce departments and federal, state and local chamber of commerce organizations to advance the growth of the game of golf. Golf should be included in federal catastrophic relief targeted at businesses following natural disasters. Golf should have access to federal incentives and funding that stimulates the golf industry. Water Management GCSAA position statement: Golf course superintendents are responsible stewards of water resources. GCSAA supports collaboration with all levels of government to address water use and quality issues and for golf course superintendents to be involved in the construction of productive public policy related to water issues. GCSAA supports the use of reclaimed, effluent or other non-potable water for golf course irrigation when the water quality is suitable for plant growth and there are no public health implications. GCSAA does not support mandated use of reclaimed water when the water quality or water quantity is not adequate, when use is not cost effective or when the golf course superintendent does not play a key role in the decision-making process for the development of effluent water standards. GCSAA supports water conservation and the utilization of irrigation/water use best management practices (BMPs). GCSAA supports water conservation and water quality protection laws and regulations that are based on sound science and credible data and promote the values of turfgrass and professionally managed landscapes. GCSAA does not support Congress, EPA or the Army Corps of Engineers expanding the jurisdictional reach of the federal Clean Water Act. This would be an unprecedented expansion of the regulatory authority of the federal government. Expanded federal jurisdiction would pre-empt traditional state and local government authority over land and water use decisions and alter the balance of federal and state authority. Increased delays in securing permits will raise costs of and impede many economic activities. 25


Strategic Communications Committee

Agenda Item Worksheet Golfer/Employer Outreach Backup Documentation: NGF and McMahon Group surveys Action Discussion Review Committee Action Required Receive and review an update on GCSAA outreach efforts to the key audiences of employers and influential/avid golfers. Provide feedback as to how efforts are being received by the membership and how they might be improved.

Situation/Background Information Research conducted during the formation of member standards indicated that employers and influential golfers had the most impact on the career of GCSAA members. That holds true today as GCSAA dedicates resources to reach these audiences. It is an effort that requires considerable resources, including staff time and financial.

Staff Recommendation None

Outcome Recommend to Board of Directors Table until next committee meeting Administratively adopted within the department Committee Member Notes

26


27

November 1, 2011

Prepared for:

GCSAA Avid Golfer/Employer Research - Key Findings Summary -


28

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Specifically, GCSAA is interested in increasing overall awareness and understanding of superintendents, the profession and the association. Several key indicators that have been tracked are:

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¾ 361 superintendent employers completed the survey (Margin of error +/-5.1% at the 95th percent confidence level)

¾ 402 avid golfers completed the survey (Margin of error +/-4.9% at the 95th percent confidence level)

Data collection took place in October 2011 using an Internet-based survey methodology for both sample groups.

¾ Employers are either golf course owners or have direct management responsibility of the golf course superintendent

¾ Avid golfers are 18 years of age or older and play 25 or more rounds of golf annually

NGF screened a random sample of avid golfers and golf course superintendent employers.

¾ % of superintendent employers who view GCSAA as a leading golf organization

¾ % of superintendent employers who identify the superintendent as key to the economic vitality of their golf facility

¾ % of avid golfers who view GCSAA as a leading golf organization

¾ % of avid golfers who identify the superintendent as key to the enjoyment of the game

The Golf Course Superintendents Association of America (GCSAA) commissioned the National Golf Foundation to conduct a third wave of a market research study designed to gauge perceptions and attitudes of superintendents and the association.

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Research Overview

2


29

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¾ Fewer employers believe that it is highly important for their superintendent to be a Class A member of the GCSAA (down to 34% in 2011 from 43% in 2008).

¾ Those who know the GCSAA have high opinions of it – approximately one-half of employers who understand that GCSAA represents superintendents rate it as being “excellent” organization.

¾ 9 out of 10 avid golfers believe the superintendent is responsible for the quality of course conditions and about two thirds view them as being key to the enjoyment of the game.

¾ Nearly all employers view the superintendent as key to the economic vitality of their facility.

¾ All key indicators remain relatively stable.

Results from the 2011 research are similar to the previous research wave, conducted in 2008:

Overall Key Findings

3


30

44% 44% 40% 41% 40% 48%

GCSAA is leading golf organization

GCSAA represents individuals who maintain/ manage course conditions

2006

2008

2011

62% 68% 64%

2006

2% 9%

48%

41%

2008

5% 15%

45%

35%

2011

1% 17%

42%

40%

Unsure

Fair/Poor

Good

Excellent

The percentage of avid golfers who recognize that the GCSAA represents the majority of the individuals who maintain/manage course conditions remains consistent with 2008. 40% of these golfers have an “Excellent” opinion of the GCSAA (up several percentage points from last wave). Key Indicators Opinion of GCSAA (Among Avid Golfers) (Among Avid Golfers Familiar with GCSAA)

¾ Better, more frequent golfers are more likely to recognize the GCSAA as a leading organization.

Most avid golfers (93%) continue to see the USGA as a leading golf organization. 71% regard the PGA of America as a leading organization and 44% of avid golfers mention the GCSAA (which is consistent with 2008).

¾ Better, more frequent golfers (who score <90 and play 50+ rounds/year) are the strongest supporters.

¾ 62% of avid golfers believe superintendents play a major role while 51% mention golf professionals. There was an uptick this wave in the percentage of golfers who believe the GM plays a vital role.

Golf course superintendents and golf professionals are key to the enjoyment of golf for the majority of avid golfers.

Superintendents key to enjoyment of the game

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Key Findings Summary – Avid Golfers

4


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Avid golfers believe these aspects are most important when in comes to choosing a golf course (all of which are consistent with past measurements):

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Over 8 out of 10 avid golfers agree that golf courses are compatible with the environment and are more environmentally friendly now than they were 10 years ago. They also believe that superintendents manage courses in an environmentally responsible manner.

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Golfers indicate that they would appreciate a course taking steps to become more environmentally friendly but don’t really factor it into their decision to play.

¾ Cost of green fees

¾ Availability of tee times

¾ Pace of play

¾ Quality of course conditions

84% of avid golfers agree that the job of the superintendent is becoming more challenging (similar to last wave). Better, more frequent golfers are more inclined to agree. Over three-quarters (79%) believe that it’s important for the superintendent to be a member of their professional association.

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Fifty-two percent believe the general manager is most responsible for the success of the operation (up from 42% last time).

Over three-quarters of avid golfers know the name of the golf professional (80%) and pro shop/clubhouse staff (77%) at the course they play most often. Many golfers are also familiar with the general manager and superintendent (64% and 61%, respectively).

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Over nine out of ten golfers (92%) believe superintendents are responsible for the quality of course conditions; however, are more apt to believe the success of the operation lies with the general manager.

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Key Findings Summary – Avid Golfers (Cont’d)

5


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¾ Only 19% of golfers are highly likely to travel to other destinations unaffected by regulations to play golf.

¾ 38% of golfers would decrease somewhat while nearly one out of five (18%) would reduce their rounds significantly or stop playing all together (up seven points from last wave).

If course conditions suffered a significant decline due to government regulation of the use of course conditioning products, over one-half of avid golfers indicate they would reduce their rounds (which is consistent with last wave).

¾ Social media outlets (such as Facebook or Twitter) were only mentioned by about 10% of respondents.

¾ The best places to publish this information include: pro shop/clubhouse/bulletin board, consumer golf publications and websites, and golf facility newsletters.

Three-quarters of golfers would like to have information about course conditioning and how it affects their enjoyment of the game.

Key Findings Summary – Avid Golfers (Cont’d)

6


33

74% 77% 80%

GCSAA is leading golf organization

GCSAA represents individuals who maintain/ manage course conditions

96% 97% 99% 81% 77% 85%

Superintendents key to economic vitality of the facility.

2006

2008

2011

1% 2% 2006

56%

41%

7% 0% 2008

52%

41%

5% 2% 2011

44%

49%

Unsure

Fair/Poor

Good

Excellent

Opinion of GCSAA (Among Employers Familiar with GCSAA)

Approximately three-quarters of employers recognize that the GCSAA represents the majority of the individuals who maintain/manage course conditions. This has trended down slightly over the last two measurements. Approximately one-half of these employers (49%) have an “Excellent” opinion of the GCSAA, up significantly from 2008.

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Key Indicators (Among Employers)

81% of employers consider the GCSAA to be a leading golf organization (up from 77% in 2008) but still below the high water mark in 2006. The USGA and PGA also elicit a strong response from employers (regarded as leading organizations by 88% and 81% of employers, respectively).

¾ General managers are also mentioned as vital by over two-thirds of employers (69%).

Similar to the findings in 2008, almost all superintendent employers (96%) believe the superintendent is key to the economic vitality of their facility. The superintendent is mentioned more often than any other staff member. Golf professional ranks second at 85%.

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Key Findings Summary – Employers

7


34

Approximately 9 in 10 employers (88%) regard the superintendent as responsible for the quality of the golf course. Likewise, three quarters (72%) of employers identify the superintendent as the best person to communicate about the environment and conditioning of a course.

Most employers feel strongly that superintendents should engage in continuing education and that they should be a member of a professional association. Moreover, most employers believe it is important for golf course superintendents to have a facility-wide focus as opposed to directing his/her knowledge, skills, abilities and interest solely on the golf course.

Approximately one-third of employers (34%) feel that it is highly important that their superintendent be a member of GSCAA (down from 43% last time) and another 48% feel that it is somewhat important (up significantly from 34% last time). When they seek to fill an open superintendent position, the most common place they turn to is the GCSAA’s online job board to post an ad. Over 80% of employers point this the job board as a resource.

Over 90% of employers recognize that the job of superintendent is becoming more challenging. Nearly that many (84%) also feel superintendents manage courses in an environmentally responsible manner. Employers feel confident that golf courses are compatible with the environment.

The responsibilities that the superintendent oversees has increased over the past 10 years: 70% of employers believe the scope of duties for superintendents have increased significantly/moderately in that time frame.

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Key Findings Summary – Employers (Cont’d)

8


2011 NGF Employer Survey (Respondents are those who have direct supervisory responsibility for the golf course superintendent)

Percentage of those golf facility staff members who are key to the economic vitality of the facility. (CHECK ALL THAT APPLY) Golf Course Superintendent Golf Professional General Manager Golf Cart Attendant Golf Course Marshal Caddie Other

2006 99 83 69 55 51 10 25

2008 97 81 67 45 35 7 22

2011 96 85 70 52 37 10 26

Percentage of those who consider the following to be leading golf organizations. (CHECK ALL THAT APPLY) 2006 85 85 78 54 33 33 33 2

United States Golf Association Golf Course Superintendents Assoc. of America PGA of America National Golf Course Owners Association Club Managers Association of America LPGA PGA Tour Other

2008 89 77 85 53 47 34 36 5

2011 88 81 81 54 48 26 31 4

The person most responsible for the quality of the condition of a golf course itself. Golf Course Superintendent General Manager Other Unsure

2006 90 6 3 1

2008 91 7 2 0

2011 88 7 5 0

The best person at a golf facility to communicate about the environment conditioning of the golf course Golf Course Superintendent General Manager Golf Professional Other

2006 79 12 7 2

2008 76 14 8 2

35

2011 72 15 8 4


Which of the following organizations represents the majority of the professionals who manage/maintain the course conditions at the facility? National Greenkeepers Association of America Club Managers Association of America USGA Green Section Golf Course Superintendents Association of America National Golf Course Owners Association National Turfgrass Association PGA of America Don’t Know

2006 3 1 4 81 3 1 3 5

2008 5 1 1 77 2 0 8 6

2011 4 1 2 74 2 0 8 10

What is your opinion of this organization (those who answered above correctly)? (4 – excellent; 3 – good; 2 – fair; 1 – poor) Excellent Good Fair Poor Don’t Know

2006 41 56 3 0 1

2008 41 52 7 0 0

2011 49 44 5 0 2

Percentage of employers who personally agree or disagree with each statement (strongly agree – agree – neutral – disagree – strongly disagree). [Top Two Box] 2006 84

2008 86

2011 81

I believe it is important for golf course superintendents to engage in continuing education.

96

97

96

A golf course superintendent who meets the standards set forth by their professional association would be more valuable to my facility

80

83

80

I believe golf course superintendents contribute to a golfer’s enjoyment of the game

95

99

96

I believe it is important for golf course superintendents to communicate with golfers regarding golf course conditioning issues

88

89

NA

I believe it is important for golf course superintendents to have a facility-wide focus as opposed to directing his/her knowledge, skills, abilities and interest solely on the golf course

79

83

86

As an employer, I look for the professional organization of the golf course superintendent to provide me information that helps me in my role

77

79

72

I believe it is important for golf course superintendents to be a member of his/her professional association

36


Environmental Stewardship Golfers were asked if they agreed with the following (Percent answering top 2 box): Golf courses are in better condition today than they were 10 years ago The job of a superintendent is becoming more challenging Courses are more environmentally friendly today than 10 years ago Superintendents manage courses in environmentally responsible manner Golf courses are recreational assets for a community Golf courses provide economic benefits to the community Golf courses are compatible with the environment I would accept somewhat poorer conditions if it meant reducing the use of water, pesticides, fertilizers to manage the golf course.

2006 86 92 88 86 94 93 88 23

2008 82 93 89 84 94 89 89 34

2011 70 91 89 84 94 91 87 37

Percentage who are familiar with the Class A membership offered by the Golf Course Superintendents Association of America (GCSAA) that requires superintendents to meet professional development standards set forth by GCSAA. Not Aware Aware/Not Familiar Aware/Familiar

2006 17 52 32

2008 16 44 40

2011 21 41 38

How important is it to you that your superintendent be a Class A member of the GCSAA? 2006 7 â&#x20AC;&#x201C; Extremely Important 23 6 15 5 21 4 - Neutral 21 3 6 2 3 1 - Not Important all 11 MEAN 4.76

2008 20 23 20 15 10 7 6 4.84

2011 13 20 25 23 8 4 6 4.72

In your opinion, how has the scope of duties and responsibilities of the golf course superintendent changed over the past 10 years? Increased Significantly Increased Moderately Increased Slightly Have Not Changed Decreased Slightly Decreased Moderately Decreased Significantly

2008 36 36 19 7 0 0 0

2011 36 34 17 9 1 0 1

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If you were hiring a new general manager for your facility, in general, which of the following professionals would you consider hiring? (NOTE: This doesn't necessarily have to be the current individual at your facility)? Golf Professional Golf Course Superintendent Food and Beverage Manager Director of Marketing/Sales None of the above Director of Accounting Office Manager

2008 65 41 31 31 13 12 11

2011 57 40 32 28 16 10 9

When you have an opening for a golf course superintendent, which of the following ways do you advertise the position? Place an ad in the local newspaper Place an ad in a golf industry publication Place an ad on an online job board such as Monster.com Place an ad on GCSAA's online job board Place an ad on any other golf related online job board Hire a headhunter or recruiting consultant Other (specify)

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2008 17 43 14 74 27 13 20

2011 10 33 15 84 28 14 12


Evaluation and Comparison GCSAA/NGF Avid Golfer Survey Results (Surveys conducted in 1996, 2002, 2006, 2008, 2011) Percentage of those golf facility staff members who are key to avid golfersâ&#x20AC;&#x2122; enjoyment of the game of golf (check all that apply). Golf Course Superintendent Golf Professional Golf Course Marshal Golf Cart Attendant General Manager Caddie Other None of the above

2006 64 59 51 39 34 8 8 10

2008 68 57 48 32 28 7 13 8

2011 62 51 47 31 35 9 10 10

Percentage of those golf facility staff members who are key to the economic vitality (financial success) of the golf facility (check all that apply) Golf Course Superintendent Golf Professional General Manager Golf Course Marshal Golf Cart Attendant Caddie Other

2006 72 64 64 34 23 13 9

2008 77 61 75 22 16 3 6

2011 79 59 75 23 18 3 5

Percentage of avid golfers who consider the following to be leading golf organizations (check all that apply) United States Golf Association PGA of America PGA Tour LPGA Golf Course Superintendents Assoc. of America National Golf Course Owners Association Club Managers Association of America

2006 96 76 57 55 40 7 7

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2008 95 72 52 45 44 9 11

2011 93 71 54 46 44 9 10


Which of the following organizations represents the majority of the professionals who maintain the turf and grounds of the golf course you most frequently play? 1996 7 1 3 9 2 0 3 68

National Greenkeepers Association of America Club Managers Association of America USGA Green Section Golf Course Superintendents Association of America National Golf Course Owners Association National Turfgrass Association PGA of America Don’t Know

2002 6 0 1 18 1 1 1 72

2006 11 0 2 48 2 0 1 36

2008 16 2 3 40 0 1 3 35

2011 13 2 2 41 1 0 3 40

What is your opinion of this organization (those who answered above correctly)? (4 – excellent; 3 – good; 2 – fair; 1 – poor) Excellent Good Fair Poor Don’t Know

2002 23 29 7 1 45

2006 41 48 2 0 9

2008 35 45 4 0 16

2011 40 42 1 0 17

Best person at a golf facility to communicate about the environment and the conditioning of the golf course Golf Course Superintendent Golf Professional General Manager Club Manager Unsure/Don’t Know

2006 58 20 14 7 1

2008 61 16 13 6 2

2011 62 12 18 7 2

Who is the person most responsible for the success of a golf operation? General Manager Golf Course Superintendent Golf Professional Club Manager Other Unsure

1996 24 14 24 26 0 2

2002 37 14 21 20 4 4

40

2006 42 26 20 7 3 2

2008 42 23 22 8 1 4

2011 52 26 11 8 2 2


Who is the person most responsible for the quality of golf course conditions? General Manager Golf Course Superintendent Golf Professional Club Manager Other/Unsure

1996 4 82 3 5 4

2002 7 76 5 5 7

2006 2 92 2 2 2

2008 6 90 2 1 1

2011 5 92 1 0 2

At the golf course you play most often, percentage who you know the name of: General Manager Golf Course Superintendent Golf Professional Club Manager Other/Unsure

1996 34 56 73 54

2002 57 63 84 67

2006 60 55 80 38

2008 54 57 78 29

2011 64 61 80 32

If course conditions in your area suffered a significant decline due to government regulation of the use of course conditioning products, what would you most likely do? Play the same number of rounds Decrease rounds played Significantly decrease rounds played Stop playing altogether

2006 50 37 12 1

2008 48 41 11 0

2011 44 39 15 2

If there were other areas of the country that were not affected by the regulations, how likely would you be to travel to these areas to play courses with better conditions? 7 - Extremely likely 6 5 4 - Neutral 3 2 1 - Not likely at all

2006 7 18 20 18 9 18 11

2008 9 8 22 21 12 17 11

2011 8 12 20 19 12 15 14

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I would like to see, read and hear more information about golf course conditioning practices and how they affect my enjoyment of the game. Yes No

2006 74 26

2008 75 25

2011 74 26

Where would like to see, read and hear information about golf course conditioning practices and how they affect my enjoyment of the game (percentage/all that apply). 2006 67 53 51 35 28 21 21

Consumer golf publications/web sites Golf facility newsletters Pro shop/club house bulletin boards/signage During televised golf events In communications with the superintendent State/regional golf association publications On course signage

2008 64 48 48 38 24 29 19

2011 52 46 56 30 27 27 25

How important is the following in selecting a golf course to play (percentage who ranked 6 or 5 on a 6-point importance scale)? 1996 Quality of course conditions 82 Availability of other amenities (tennis, pool, etc.) 85 Availability of tee times 74 Cost/price of green fees 68 Pace of Play 55 Well maintained grounds 57 Course design 43 Difficulty of course 29 Proximity to home 43 Golf shop quality/service 13 Clubhouse quality/service 19 Ability to score well 23 Restaurant food/service 5 Name of golf course designer 2 Environmentally Friendly --

42

2002 90 85 78 69 66 61 58 36 33 27 26 25 8 5 --

2006 92 9 76 70 82 -75 41 43 24 -25 20 19 --

2008 89 2 74 70 82 -68 38 42 19 -20 18 4 --

2011 90 2 75 71 83 -72 37 42 22 -24 15 6 23


Environmental Stewardship Golfers were asked if they agreed with the following (Percent answering top 2 box): Golf courses are in better condition today than they were 10 years ago The job of a superintendent is becoming more difficult Golf courses are more environmentally friendly today than 10 years ago Superintendents manage courses in environmentally responsible manner Golf courses are recreational assets for a community Golf courses provide economic benefits to the community It is important for supers to be a member of their professional organization Golf courses are compatible with the environment I would accept somewhat poorer conditions if it meant reducing the use of water, pesticides, fertilizers to manage the golf course.

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2006 83 89 85 82 92 84 82 82 31

2008 74 86 78 70 95 84 76 81 30

2011 68 84 86 81 95 87 79 83 36


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46


47


48


49


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Strategic Communications Committee

Agenda Item Worksheet GCM Deep Dive Backup Documentation: http://digitalgcm.gcsaa.org/default.aspx?bhcp=1 Action Discussion Review Committee Action Required Review and supply feedback on GCM, it's content and the magazine's overall focus and approach. Staff will provide information on the magazine, it's production processes and editorial philosophy, recently added features and potential changes and additions that are currently on the drawing board.

Situation/Background Information In the face of a societal changes in the way media is consumed by end users (less print, more digital, more social media, a shifting landscape among publications that cover the golf course management industry and staff changes to the GCSAA publications team over the past three years, there is a desire to evaluate whether GCM continues to meets the needs of its readers, whether it is doing so with the correct vehicles (print, digital, social media) and ways it can continue to be a relevant and vital source of information for golf course superintendents. In a blind readership study conducted by GCSAA in 2011, 75 percent of respondents identified GCM as the best publication in the golf course management industry (the next highest rated publication was at 11 percent). Similarly, 87 percent of respondants identified GCM as the most credible publication in the industry, while 72 precent selected GCM as the publication they would read if they could only read one industry magazine. In GCSAA's 2010 Member Needs Assessment, GCM received the highest score of any association program in terms of awareness, with 83 percent of respondants indicating they were familiar enough with the magazine to fairly evaluate it. GCM received a overall performance rating of 7.91 on a scale of 10 (down from 8.09 in 2008), which ranked it fourth among all association programs in terms of overall satisfaction.

Staff Recommendation

1 51


Outcome Recommend to Board of Directors Table until next committee meeting Administratively adopted within the department Committee Member Notes

2 52


Strategic Communications Committee

Agenda Item Worksheet Leo Feser Award Backup Documentation: Leo Feser Award SOP Sample scoring worksheet Action Discussion Review Committee Action Required Committee members will serve as the judges for the 2012 Leo Feser Award, given annually to the best superintendent-written article published in GCM. We will review the award procedures and detail the committees role in the voting process

Situation/Background Information

Staff Recommendation

Outcome Recommend to Board of Directors Table until next committee meeting Administratively adopted within the department Committee Member Notes

53


Revised May 2003 \\dfs1\shared\media\strat comm committee\2011\meeting files\leo feser award process\leofeser_sop.doc 03/27/02 3:53 PM

STANDARD OPERATING PROCEDURE FOR

GCSAA LEO FESER AWARD

1.

Purpose. The Leo Feser Award recognizes the most outstanding articles contributed to Golf Course Management by a golf course superintendent that best serves the interests of golf course superintendents and the golf course management industry.

2.

Eligibility. All Class AA, A and Superintendent members of GCSAA who author an article published in Golf Course Management magazine from July of the previous year through June of the current year (articles reprinted from previous years are not eligible). Articles entered shall originate from the superintendent in terms of topic, execution and submission. 2.1.

The following types of articles should be excluded from consideration: 2.1.1. Letters to the editor 2.1.2. President’s Message 2.1.3. Articles concerning current GCSAA activities (chapter actions; reports of chapter activities 2.1.4. Any article composed by GCM staff from nominal author’s spoken/written source material (e.g., tape recordings, notes or other material not received in manuscript form) 2.1.5. Any other pieces not deemed by the Member Communications Committee to be “major articles” of a professional nature, usually defined as nonrepeating, freshly designed features with photos and text.

2.2.

3.

Current Board of Director members and members of their immediate families shall not be eligible to receive the Leo Feser Award. Member Communications Committee members are eligible, but will not be eligible to judge the Leo Feser Award nominees if they are among the entries.

Criteria. The articles will be judged on how they best serve the interest of the golf course management industry. The criteria will stress five areas. The five criteria, which are listed according to their weighted value, are:

54


LEO FESER AWARD SOP PAGE 2 of 3

4.

5.

3.1.

Impact (lasting value)

3.2.

Innovativeness

3.3.

Comprehensiveness

3.4.

Practicality

3.5.

Readability

Judging. The duly appointed GCSAA Member Communications Committee shall select the recipient of the Leo Feser Award. 4.1.

Based upon the twelve (12) issues printed from July of the previous year through June of the current year, each member of the Member Communications Committee shall judge the entries by the five main criteria listed above on a 1-10 point system with 10 being the highest rating. Ties will be broken by the highest number of points in the highest weighted criteria. If a tie still exists, then the chairman of the committee shall decide the winner.

4.2.

Immediately after publication of the June issue of Golf Course Management, each member of the committee shall receive a copy of each eligible article.

4.3.

Each member of the Member Communications Committee shall submit, on their official judging form, point totals for each of the five criteria for each entry.

Notification. The committee chairman shall advise the recipient of his/her selection. 5.1.

6.

The recipient of the Leo Feser Award shall be announced in appropriate GCSAA publications.

Presentation. The award is presented during the Opening Session of the GCSAA International Golf Course Conference and Show. 6.1.

If the recipient is not able to attend the presentation, he or she may name a personal representative to receive the award, or the award may be presented in absentia.

6.2.

The recipient shall be invited to the line-up preceding the Opening Session, and shall be available for all line-up instructions.

6.3.

The outgoing GCSAA president shall introduce the recipient of the award, and shall present the Leo Feser Award plaque to the recipient.

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LEO FESER AWARD SOP PAGE 3 of 3 6.4. 7.

Expenses. GCSAA shall provide the following for the Leo Feser Award recipient: 7.1.

8.

The recipient shall not make an acceptance speech, but shall pose for appropriate photographs during the awards presentation.

GCSAA shall reimburse expenses as specified in the C&S_VIP SOP.

Permanent Recognition. A plate with the name and year of each Leo Feser Award recipient shall be affixed to the permanent plaque on display at GCSAA headquarters.

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August 1997 \\dfs1\shared\media\strat comm committee\2011\meeting files\leo feser award process\leofeser_sop.doc 5/22/2012 11:36:00 AM

LEO FESER AWARD SOP ATTACHMENT At the 1997 Summer Board Meeting, the board of directors approved the following timing change, as well as the phase-in process to move the announcement of the winner of this award to July. Phase-In Process: •

1997 winner: Based on articles published between November of the previous year (1996) through October of the current year (1997)

1998 winner: Based on articles published between November 1997 through June 1998

1999 winner: Based on articles published between July 1998 through June 1999

57


58

Article title

A super day Watering from underground Go with the flow More than numbers

Author

Conrad Broussard, CGCS

Joel V. Purpur, CGCS

Matt W. Welch

William K. Bieck, CGCS

78

62

November 2009 March 2010

80

62

Page

July 2009

July 2009

GCM issue

Practicality

Comprehensiveness Innovativeness Impact

Total

Each entry is to be judged on how it best serves the interest of the golf course management industry. The judging criteria include five main areas: impact (lasting value), innovativeness, comprehensiveness, practicality, and readability. The article is to be judged according to those criteria on a 1-10 point system, with 10 being the highest rating. Ties will be broken with the most number of points in the highest weighted criteria. The criteria are listed on the worksheet in order of their weighted value.

Judges Name:

2010 Leo Feser Award â&#x20AC;&#x201C; Judgeâ&#x20AC;&#x2122;s Worksheet

Readability


59

Improving your pace of pay

Steve Southard, CGCS Facing Facebook, talking Twitter

Protecting greens in winter

Andrew J. Larsen

Justin C. Ruiz, CGCS

Article title

Author

June 2010

May 2010

March 2010

GCM issue

56

44

86

Page

Impact

2010 Leo Feser Award â&#x20AC;&#x201C; Judgeâ&#x20AC;&#x2122;s Worksheet

Readability Practicality

Comprehensiveness

Innovativeness

Total


Strategic Communications Committee

Agenda Item Worksheet Chapter Outreach Grants Backup Documentation: Chapter Outreach Grant SOPs List of 2011 Outreach Grant Projects Action Discussion Review Committee Action Required 1. Set deadline for 2012 Chapter Outreach Grant Program applications 2. Determine selection process 3. Review SOP

Situation/Background Information The Chapter Outreach Grant Program has been in place since 2008 and provides matching funds to chapters to to help chapters engage in activities that complement its efforts to communicate the value of membership to key constituents, primarily golfers and employers. Since its inception, more than $60,000 has been distibuted to chapters for these projects. Chapter projects have ranged from trade show displays to print editortial and advertising to radio and television time. From 2008-2010, the program ran throughout the year, until all funds were distributed. In 2011, the committee voted to establish one deadline, with a subcomittee reviewing all applications at the same time.

Staff Recommendation Retain single deadline. Set 2013's deadline so the date of the Strategic Communications Committee meeting will not delay opening applications.

Outcome Recommend to Board of Directors Table until next committee meeting Administratively adopted within the department Committee Member Notes

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2011 Chapter Outreach Grants A record number of GCSAA chapters applied for the GCSAA Chapter Outreach Grant Program in 2011. This year’s applicants’ plans range form magazine editorial and advertising to radio programming to trade show booth development to educational video production. And for the first time three chapters (Everglades GCSA, Palm Beach GCSA and South Florida GCSA) are using their funds for a joint project with state-wide implications in Florida. The following programs received grants in 2011: •

California GCSA: Hiring of a consultant that will assist with press releases for the six chapters in the state. Carolinas GCSA: Hiring a freelance writer to produce newspaper columns highlighting the essential role of the superintendent GCSA of Central California: Starting a program (including display and promotional material) to increase public awareness of superintendents. Everglades GCSA, Palm Beach GCSA and South Florida GCSA: Creating a video to show proper fertilizer application techniques in reaction to proposed nutrient restrictions in the state. Greater Pittsburgh GCSA: Sponsorship, commercials and interviews on radio station ESPN 970. Heart of America GCSA: Marketing agreement that includes tradeshow, local golf guide and radio presence. Kansas GCSA: Creation of tradeshow booth. Philadelphia Association of GCS: Advertising in local golf magazine and continued presence on local radio golf show. Rocky Mountain GCSA: Articles and advertising in Colorado Avid Golfer Magazine. Sierra Nevada GCSA: Developing a booth to use at various golf events, including the 2011 Sacramento Golf Expo. Treasure Coast GCSA: Improve website to connect with the community, including promotion of the chapter’s popular Blue Pearl Tournament and increased social media efforts.

• • • • • • • • • •

61


Grant criteria All applications will are reviewed by members of the GCSAA Strategic Communications Committee and GCSAA staff. The following criteria will be used: 1. The chapter must start its outreach activities in the award calendar year. 2. The outreach activities should address the key messages and be directed to the employer and avid golfer audiences as noted above. 3. Funds must be directed to future programs and not retroactively to past efforts. 4. Chapters must provide matching or support funding. 5. Chapters will be asked to provide a follow-up report of the program so that GCSAA can create a database of case studies and best management practices. 6. GCSAA reserves the right to request return of funds if not used according to means as detailed on application. 7. The application must be signed by the chapter president and one other officer or staff member. 8. Funds will not be granted to supplement current staff salary -- however, they can be directed to pay for freelance or intern stipends. 9. Examples of activities might include stipends for media relations personnel to write news releases, articles for non-chapter publications, securing interviews with members, developing sponsorship packages for exposure on television, radio, publications or Internet, or creation of a â&#x20AC;&#x153;public/employerâ&#x20AC;?-oriented website. 10. Chapters must provide the information requested on the official form.

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Strategic Communications Committee

Agenda Item Worksheet GCSAA Social Media Backup Documentation: Action Discussion Review Committee Action Required Committee is asked to review GCSAA's social media channels -- particularly the official GCSAA Facebook and Twitter streams -- and provide feedback on their content, including subject matter, frequency of posting and member engagement. Staff will provide an overview of the development of GCSAA's social media activities, and then seek feedback from the committee. Additional questions for the committee's consideration: - Should GCSAA introduce a blog to provide greater perspective on association issues and updates, GCSAA programs, work with allied associations and outreach activities? - What, if any, new streams should be introduced? Would a private-label social network be of interest GCSAA members?

Situation/Background Information Over the last year, GCSAA has further expanded its social media programming. The association has now established presences on both Facebook and Twitter for: - GCSAA http://www.facebook.com/GCSAAFB http://twitter.com/#!/gcsaa - GCM magazine Twitter only: http://twitter.com/#!/GCM_Magazine - GCSAA Education Conference http://www.facebook.com/GCSAAconference http://twitter.com/#!/gcsaaconference - Environmental Institute for Golf http://www.facebook.com/pages/The-Environmental-Institute-for-Golf/153695987976533 http://twitter.com/#!/theEIFG/ 63


- Golf Industry Show http://www.facebook.com/GolfIndustryShow http://twitter.com/#!/gis_2012 - GCSAA TV (maintained by EPIC Creative) http://www.facebook.com/GCSAA.tv http://twitter.com/#!/GCSAATV In other activities, GCSAA maintains the content of the Golf Industry Show mobile app, and has expanded its use of Twitter to include streams from each of its field representatives and sales personnel.

Staff Recommendation

Outcome Recommend to Board of Directors Table until next committee meeting Administratively adopted within the department Committee Member Notes

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Strategic Communications Committee

Agenda Item Worksheet My GCSAA Backup Documentation: My GCSAA ads and GCM articles Action Discussion Review Committee Action Required Review a summary of My GCSAA campaign tactics implemented in the first year of the campaign, as well as the various tactics that are planned for this second year.

Situation/Background Information The My GCSAA campaign was launched in 2011 to communicate the value of the association to its members and prospective members. Now entering its second year, the My GCSAA campaign continues to focus on positioning GCSAA in the minds of our target audiences as being: - Relevant in the industry - Stable in the economy - An organization that identifies with its members - An organization that is supportive of its members through a multitude of programs and services

Staff Recommendation

Outcome Recommend to Board of Directors Table until next committee meeting Administratively adopted within the department Committee Member Notes

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YSTORY YSTORY

MYSTORY

MYSTORY MYSTORY

MYSTORY

MYSTORY

MYSTORY MYSTORY COMMUNITY MYSTORY Lori Russell

Executive Director, Idaho GCSA, Inland Empire GCSA and Peaks & Prairies GCSA GCSAA has our back. Whether itâ&#x20AC;&#x2122;s providing me information and resources to help serve the three chapters I represent, or by supporting, protecting, and advancing the profession for our members. Members expect their vision and objectives to be fulfilled effectively on both the local and national levels. GCSAA provides opportunities to the chapter leaders and chapter executives to connect and learn from each other, as well as the knowledgeable and professional GCSAA staff. The chapters I represent benefit from the opportunities GCSAA provides for the chapter executives, whether it is through attending educational events or the ongoing communication received throughout the year. The resources are available to help serve our chapters, and I use them to help me effectively serve our members.

Whatâ&#x20AC;&#x2122;s your GCSAA story? Share it with us at mygcsaa@gcsaa.org. 66


MYSTORY MYSTORY

Kevin Breen, CGCS

21-year Class A Member Lahontan Golf Club, Truckee, Calif.

Environmental stewardship is at the core of managing the golf course. GCSAA has provided me a wide array of resources to help me manage Lahontan in a sustainable manner. Through networking with members, taking seminars, serving on committees, participating in surveys and enacting an IPM program, I have gained the knowledge to make me a better golf course manager. That knowledge has also been valuable as I have gone beyond the confines of the golf course. Whether it is advocating on behalf of the industry with state lawmakers or communicating to golfers through public service announcements, I have been able to share the positive environmental attributes of golf courses. GCSAA has been a vital resource for me.

MYSTORY

MYSTORY

Whatâ&#x20AC;&#x2122;s your GCSAA story? Share it with us at mygcsaa@gcsaa.org.

MY STORY ENVIRONMENTAL STEWARDSHIP

Photo courtesy of Chris Beck Photography

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YSTORY YSTORY

MYSTORY

MYSTORY

MYSTORY YSTORY MY STORY ADVOCACY MYSTORY Chad Giebelhaus, Class A 12-year GCSAA member

MYSTORY

GCSAA has been a valued resource for me, my chapter and my state. We were able to create Nebraska Golf Day through the doors that GCSAA helped open with our state legislators and lawmakers. We have been able to let them know what golf is doing for our communities, for people seeking a healthier lifestyle and for the environment. GCSAA has also communicated the work that we are doing with Nebraska Golf Day through GCM and GCSAA TV so that other states and chapters have the opportunity to see our story. I don’t know where we’d be without GCSAA.

MYSTORY

What’s your GCSAA story? Share it with us at mygcsaa@gcsaa.org. 68


YSTORY YSTORY

MYSTORY

MYSTORY

YSTORY PROFESSIONAL DEVELOPMENT

MYSTORY MYSTORY

Rob Golembiewski

19-year GCSAA member Turfgrass Specialist, Oregon State University, Department of Horticulture “School seeks to get you ready for examination; life gives the finals.” As a turfgrass educator, I do everything within my power to prepare students for successful careers in the golf course industry upon graduation. My GCSAA continues that educational process through their exceptional professional development programs including leadership academies, the golf course superintendent certification program, countless webcasts and conference seminars, career coaching services, and weekly articles in GCSAA Industry Spotlight. I am proud to serve an industry that views the educational process and their professional development as a life long journey. My GCSAA is a driving force behind preparing its members to not only be successful in the short term, but for many years to come.

MYSTORY

What’s your GCSAA story? Share it with us at mygcsaa@gcsaa.org. 69


MYSTORY MYSTORY MYSTORY MYSTORY MYSTORY RESPONSIVENESS MYSTORY

MYSTORY

Dan Dinelli, CGCS

29-year Class A Member North Shore Country Club, Glenview, Ill.

MYSTORY

I have always felt strongly about the value GCSAA has given my staff, my facility and me. Every effort is made to ensure issues and needs are relevant, timely and well thought out by a team of dedicated staff and members who are made up of professional golf course superintendents, industry and researchers. Collectively, issues and needs are identified, studied, prioritized and acted upon to ensure effective tools and resources are made available to help GCSAA Members and their facility to be successful and sustainable.

MYSTORY

Whatâ&#x20AC;&#x2122;s your GCSAA story? Share it with us at mygcsaa@gcsaa.org.

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MYSTORY MYSTORY MYSTORY MYSTORY MYSTORY

MYSTORY Orion Management Solutions

Matt Roberts, Partner GCSAA Class A Member Tony Bertels, Director of Agronomy Investing in GCSAA membership dues and professional development services is an investment in our golf courses that pays immediate dividends. At Orion Management Solutions, we know having GCSAA members on staff at our golf courses means having access to all of the tools and resources we need for continued success.

To learn more about GCSAA, visit www.gcsaa.org.

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MYSTORY MYSTORY MYSTORY MYSTORY MYSTORY

MYSTORY Blue Hills Country Club

Dr. Tom Laughlin, Green Chairman GCSAA Class A Member Woody Moriarty, Golf Course Superintendent As a private club, we are focused on providing the best possible experience for our members. GCSAA understands this focus and has a tremendous assortment of resources available for our golf course management team. Investing in GCSAA membership for our team ensures that we will have access to everything we need to provide a positive experience for our members.

To learn more about GCSAA, visit www.gcsaa.org.

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MYSTORY MYSTORY MYSTORY MYSTORY MYSTORY

MYSTORY City of Overland Park, Kansas

Tony Cosby, Director of Recreation Services GCSAA Class A Member Doug Melchior, Golf Course Superintendent The City of Overland Park offers high quality, affordable and convenient facilities, and recreational and leisure activities for the whole family. From a golf perspective, we invest in GCSAA membership for our team members because it ensures access to the resources that help to achieve that goal. As a municipal operation, we are focused on meeting the needs of its residents. Having GCSAA as a resource is invaluable in providing a community asset that provides economic, environmental and recreational/social benefits.

To learn more about GCSAA, visit www.gcsaa.org.

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MYSTORY MYSTORY MYSTORY MYSTORY MYSTORY

MYSTORY Gaylord Springs Golf Links

Harry Taylor, Director of Golf Operations GCSAA Class A Member Shelia Finney, Golf Course Superintendent Gaylord Entertainment is charting a course for sustainable management in all aspects of its operations. Gaylord Springs Golf Links is leading our efforts. With the generous assistance of GCSAA, we have implemented programs to better utilize natural and man-made resources to create an experience that is environmentally friendly, a great recreational opportunity for our guests and a thriving part of the local economy â&#x20AC;&#x201C; yet also reduces our expenses.

To learn more about GCSAA, visit www.gcsaa.org.

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Top Gun

Leaving his high-flying dream behind, Gary Myers, CGCS, soars to a career in golf course management with help from GCSAA.

MYSTORY

Editorâ&#x20AC;&#x2122;s note: This is the fourth in a series of GCM stories that focus on GCSAA members, their paths into careers in the golf course management industry and how they utilized the products and services offered by GCSAA to support and enhance both their careers and their facilities.

Story by Jeff Bollig â&#x20AC;˘ Photos by Chris Bergin

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“There is no doubt the education has served me well in a variety of areas, such as becoming a better turf manager, identifying means to reduce expenses and becoming a better environmental steward.” Myers also speaks highly of the value of the practical information he gleans from seminars. He notes sessions taught by Stewart and Bruce R. Williams, CGCS and GCSAA’s president in 1996, as having advanced his leadership skills immensely. In terms of turf management, Myers says his management of green speeds was aided by seminars taught by Thom Nikolai, Ph.D.

Gary Myers, CGCS, has used GCSAA programs and services to form the foundation of his career in golf course management.

Gary Myers really doesn’t consider himself an overachiever, but he does admit he likes a challenge and even stepping outside of his comfort zone once in a while. Maybe that’s why the native of Boonville, Mo., grew up with the idea of being a military fighter pilot. He started flying planes at age 15 and had his license by the time he was 17. Ready to make his mark zipping through the stratosphere, he went off to college at Purdue University and enrolled in the aviation school. But after a year, he found that there weren’t going to be many opportunities for military pilots once he graduated. A kid again Feeling the need to find a career with a future, Myers took the advice of his friend and chose a completely different, but arguably no less stressful, route — turf management. He did not have any appreciable turf experience and, outside of knocking the ball around at the neighborhood nine-hole golf course while in grade school, Myers was not a golfer. “I liked sports and I enjoyed working on the ball fields when I was young, so I thought it might be something I would like,” Myers says. “I actually started out with a focus on landscaping, but soon discovered that was not a passion of mine. It wasn’t until I interned at Stonebridge Country Club in Chicago that I was hooked. I worked under Roger Stewart (CGCS) and we hosted the Ameritech Senior Classic that was televised on CBS. That convinced me. I knew that golf course management was something I wanted to do and something I could really put my heart into.” It also meant that Myers was going to do everything he could do to set himself up to have a productive and successful career. Knowing that the 1996 PGA Championship was going to be conducted at Valhalla Golf Club in Louisville, Ky., he reached out to then-superintendent Mark Wilson, CGCS, for an internship during the summer prior to his final semester in college. “I got a taste of hosting a high-profile event at Stonebridge so I reached out to Mark at Valhalla because I knew a major would be a great learning experience,” Myers says. “I knew it would be a big boost to my career.” GCSAA provides the foundation Central to Myers’ career growth would be his reliance on GCSAA programs and services to help him advance his knowledge, skills and abilities. Looking back on his early days as a student, an assistant and in his first head superintendent position, Myers credits the association with providing a strong foundation. “I joined GCSAA as a student and made the trip to conference and show out of my own pocket. Even after I got my first few jobs, I still paid for some of my education and travel,” Myers says. “I didn’t think twice about it. GCSAA was the resource I needed to get ahead in my career.

Getting involved Now in his second year at The Sagamore Club in Noblesville, Ind., Myers has also advanced his career by joining chapter and national governance groups. Myers has held various chapter offices, including a term as president this year. He has also been a national committee member and a chapter delegate. “I had good mentors in Roger and Mark,” Myers says. “Both were involved in their chapters and GCSAA. They encouraged me to get involved. It suited me because I like being in the middle of things. I think I have more of an appreciation today for what Roger and Mark did because I am now doing what they did. Sure, it takes some time and sacrifices, but it is well worth it. “But more than anything else, serving on committees exposed me to a different way of thinking,” Myers continues. “I got to meet people from all over the nation. You never know what you are going to learn. I think the networking that GCSAA provides is invaluable because you learn and develop at the same time. I think committee work, whether it is on the chapter level or at the national, is one of the best professional development opportunities for golf course superintendents. It gets you out of your comfort level and forces you to expand your skills.” Forward by steps Although Myers did not necessarily map out his career, true to his character traits, he did look for opportunities to take on new challenges and broaden his qualifications. Upon graduating from Purdue he returned to Valhalla as a full-time crew member to prep for the 1996 PGA Championship. He then jumped at the opportunity to work on a new construction project at the The Course at Aberdeen in Valparaiso, Ind., as an assistant. The pull of a major championship then called

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Firm foundation on learning “Inasmuch as the chief purpose of this association is educational, we propose to devote most of our time to a thorough discussion of the problems of greenkeeping.” — Col. John Morley (1927) Founding President Col. John Morley’s intentions for the association were clear: From the very first conference in 1928, education and professional development were to be the core functions of GCSAA. This strong commitment to advance the profession through a broad educational curriculum combined with member-driven tools and programs continues to this day. Superintendents recognize the value of ongoing learning opportunities, with more than 8,500 GCSAA professional members taking advantage of the association’s comprehensive professional development offerings annually. For more than 80 years, the association has provided its members with the skills, knowledge and tools needed for both personal development and career advancement. Continuing education. Taught by preeminent scientists and innovative superintendents, the more than 100 seminars and 60 hours of conference education offered each year at the GCSAA Education Conference deliver the very best in current agronomic research and practices. A superintendent cannot survive on turf knowledge alone, however, and professional development is enhanced by a robust catalog of business, communications and leadership offerings taught by top experts. From the comfort of a home or office computer, members can listen to webcasts or follow self-paced, self-study courses. This ondemand education not only covers the latest challenges and issues facing superintendents, but it’s also flexible and affordable. Opportunities for external education are available yearround from chapters, universities, professional associations, Extension agencies and industry partners. Programs pre-approved for GCSAA education points are searchable by location on the GCSAA website. Self-assessment tool. This easy-touse online tool enables the superintendent to chart a personalized course for continued professional development by rating current skills and knowledge against standardized

competencies needed to be successful in today’s marketplace. Once a baseline has been established, the superintendent can identify educational resources to fulfill ongoing professional development needs. Certification. GCSAA offers a professional certification program that enables members to be recognized for their superior levels of achievement in golf course management. Over 25 percent of Class A members are currently certified, and the “2011 Compensation and Benefits Report” revealed that certified superintendents enjoy 25 percent higher average salaries than their non-certified counterparts. Leadership training. In addition to the educational offerings that focus on continued professional growth through the development of leadership skills, two annual GCSAA programs bring together emerging superintendent leaders from across the country. These programs, the GCSAA Leadership Academy and the Chapter Leaders/Executives Symposium, help attendees gain practical skills and knowledge to successfully lead facilities and chapters. Job board. The free, online job board is an invaluable tool both for superintendents looking to make a career change and for employers advertising open positions. The ability to post résumés and access the expanded details of listings is only available to GCSAA members. Facilities and employers can post open positions free of charge. Launched in early 2011, the job board has already seen more than 700 advertisements placed by employers and continues to grow daily. Compensation and benefits report. Every other year, GCSAA conducts a comprehensive study of the compensation, benefits and operations of its superintendent members. The data not only bolsters the profession by demonstrating a steady growth in compensation, but the report also can be used as a valuable tool for individual salary negotiations. Career coaching services. Professional résumé, portfolio and website critiques, along with mock interview analyses and individualized career consultations are available to GCSAA members navigating a position change. — J.B.

Myers began his quest for certification while he was the head superintendent at Harrison Lake GC in Columbus, Ind.

him back to Valhalla as an assistant to help Wilson stage the 2000 PGA Championship. “I’d like to say it was scripted, but every move I made was a step forward in my career,” Myers says. “But I don’t think I could have done it without the focus I had on continuing to improve my skills. I would not have been ready or qualified for the positions if I had not taken the continuing education, served on committees or exposed myself to new activities.” After the 2000 PGA Championship, the opportunity to be a head superintendent took Myers to Harrison Lake Golf Club in Columbus, Ind. It also marked the start of his quest for certification, which he achieved in 2004. During his early years at Harrison Lake, Myers attended a GCSAA Leadership Academy to enhance the skills necessary to succeed in his new position. The decision to pursue certification and participate in GCSAA activities is obviously a personal choice, Myers says, adding, “They (GCSAA) lay everything out for you. They show you how you can be successful. It just makes sense to me to rely on GCSAA for help. They have everything you need.” When Myers decided to look into making a career move, he turned to GCSAA for assistance once again. He had his résumé evaluated, his career portfolio examined and went through mock interviews. The services proved to be a big help in landing his current position. “GCSAA has been there behind me in some form every step of the way,” Myers says. “I don’t think my story is really that unusual. There are a lot of people I know that have relied on GCSAA for help. The way I look at it is you are cheating yourself if you do not utilize GCSAA.” GCM Jeff Bollig (jbollig@gcsaa.org) is GCSAA’s senior director of marketing and communications.

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Strategic Communications Committee

Agenda Item Worksheet Conference and Show Marketing Backup Documentation: gcsaa.org/conference golfindustryshow.com Intro video: http://www.youtube.com/watch?v=9xKcgQl55bg Testimonial video: http://www.youtube.com/watch?v=Lnfc4sh4qsU Attendee Justification Kit: http://www2.gcsaa.org/conference/resources/2012-attendee-resource-kit.pdf Action Discussion Review Committee Action Required Review, discuss and provide feedback on the 2012 conference and show marketing and communications materials and online activities. Provide feedback on the attendee justification kit. Were you aware of it? Was it helpful to you in making the decision to attend? Are there other tips or resources that you find beneficial but have not been included here? Preview the 2013 conference concept and provide feedback and recommendations on the marketing and communications activities planned for the 2013 event. Provide feedback on the benefit of using committee members to promote the conference and show throughout the year with resources such as a flyer with event highlights or a PowerPoint presentation.

Situation/Background Information The 2012 marketing and communications plan incorporated multiple new tactics, engaged a variety of new resources, and targeted a broader audience than ever before to promote the event. NGF's database was used again this year to target nonmember facilities across the country. New for 2012, the attendee justification kit was created to assist attendees in addressing concerns that they or their supervisors may have in justifying conference and show attendance. Field staff, show partners, chapter editors and chapter executives were engaged to promote the event this year as well. They were provided with "marketing kits" that included a variety of promotional materials (marketing copy, ads, logos, PowerPoint presentations, and videos) for use throughout the year. Two new videos were introduced: an introduction video promoting the new and exciting events at the event, and a peer testimonial video. Quick Response (QR) codes were incorporated into a variety of our marketing tactics, guiding the user to the introduction video, testimonial video, the smartphone app and the resource kit. We want to ensure that conference marketing and communications continue to be accurate in design, 79


relevant in content, and communicated to the right audience using the most appropriate vehicles. We would like your feedback on what we could be doing differently or better, and what you feel worked well for the 2012 event. The 2013 marketing plan will again target a broad audience that includes members, nonmembers and lapsed members within the GCSAA database, as well as nonmember facilities from NGF's database. Communications throughout the year will speak directly to the value and necessity of the conference and show for continued success in this industry. New tactics will engage attendees, both member and non, who have attended in the past but have not been back in a few years. Also, as the newest addition to the qualified buyer audience, member and nonmember distributors will be incorporated into nearly every marketing vehicle throughout the year. With the introduction of a new schedule for 2013 that pulls the tournament, conference, and show closer, we plan to further incorporate the tournament into conference and show marketing, creating the "one event" mentality among attendees. The conference concept for 2013 has been created with the desire to build a stronger and more recognized conference brand from year to year, making only minor adjustments to the concept necessary for future events. We would like your thoughts, suggestions and recommendations for the 2013 conference and show marketing and communications.

Staff Recommendation

Outcome Recommend to Board of Directors Table until next committee meeting Administratively adopted within the department Committee Member Notes

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Strategic Communications Committee

Agenda Item Worksheet Industry Email Marketing Backup Documentation: Action Discussion Review Committee Action Required Review presentation regarding GCSAA's new program for industry partners whereby they will be able to communicate/market products and services via email through GCSAA.

Situation/Background Information GCSAA industry partners are looking for additional means to market their products and services. An increasingly popular tactic is for associations to utilize their databases for direct email marketing. GCSAA will begin offering this service to industry partners. GCSAA will be the entity distributing the emails, so to data is shared with our partners. Furthermore, communications will be limited to a set number per month so that the communications does not become a distraction.

Staff Recommendation Support

Outcome Recommend to Board of Directors Table until next committee meeting Administratively adopted within the department Committee Member Notes

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Strategic Communications Committee

Agenda Item Worksheet GCSAA Media Properties Backup Documentation: www.gcsaa.org www.gcsaa.tv www.golfindustryshow.com www.gcsaa.org/conference www.eifg.org Action Discussion Review Committee Action Required Engage in review, discussion and provide feedback for GCSAA media properties including: GCSAA This Week GCSAA Industry Spotlight GCSAA TV GCSAA websites (GCSAA, EIFG, GolfIndustryShow.com, GCSAA Education Conference)

Situation/Background Information GCSAA has been expanding its presence and communications in electronic format in recent years. The committee provides staff the opportunity to gain feedback and determine what gaps exist and how the association can provide better resources. Staff Recommendation

Outcome Recommend to Board of Directors Table until next committee meeting Administratively adopted within the department Committee Member Notes

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Strategic Communications Committee

Agenda Item Worksheet Strategic Questions Backup Documentation: Action Discussion Review Committee Action Required In addition to several global questions developed for discussion, the GCSAA board of directors created several others specific to association communications/marketing. Situation/Background Information Communications/marketing questions for discussion: 1. What feedback have you had from our members regarding the restoration of the printed directory? 2. Should the GCSAA and/or the EIFG logos be more prominently displayed on the cover of GCM to help strengthen our GCSAA brand? 3. How can we best communicate the need to get our GCSAA members more engaged in the EIFG and eventually more involved in environmental stewardship? 4. What are the committeeâ&#x20AC;&#x2122;s thoughts on Digital GCM only? 5. Is there too much, or not enough communications through social media? 6. Does the content/format of GCM need to be changed? 7. How do we improve GCSAA Web page content and increase member usage? 8. Do you feel that GCSAAâ&#x20AC;&#x2122;s Mission, Vision and Goals meet your needs as a member? 9. Does GCSAA communicate enough with employers/influential golfers? If no, what area or type of communication would you like to see? 10. Does GCSAA market its members effectively? If no, what would you like to see? Staff Recommendation None

Outcome Recommend to Board of Directors Table until next committee meeting Administratively adopted within the department Committee Member Notes

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2012 GCSAA Strategic Communications Notebook  

Your source for Strategic Communications Notebook information

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