Continuing Education Units

As in years past, GBC24 education sessions will be eligible for continuing education credits from the PGA of America, as well as the Ladies Professional Golf Association (LPGA), the Club Management Association of America (CMAA), and the Golf Course Superintendents Association of America (GCSAA).

Sunday, January 21

3:00 pm – 7:00 pm

Registration & Badge Pick-Up

Rosen Centre, Executive Ballroom Foyer

4:00 pm – 6:00 pm

Masterminds 2024

Rosen Centre, Salon 1 & 2


Jeff Hoag | Owner | Scott Lake Golf & Practice Center


Join Jeff Hoag, Owner of Scott Lake Golf and Practice Center, as he facilitates his annual Masterminds session involving ownership challenges, solutions and candid conversations across a range of 2023 operational and industry issues owners face. Engage in a meaningful dialogue with your owner and operator peers to prepare for success in 2024! Participation in this session is FREE but pre-registration is required; a cash bar will be available throughout the session. Get your GBC week off to a great start by adding this pre-conference session to your GBC24 Full Conference registration.


Monday, January 22

7:00 am – 6:00 pm

Registration & Badge Pick-Up

Rosen Centre, Executive Ballroom Foyer 

7:00 am – 3:30 pm

Yamaha Golf Outing

Reunion Resort & Golf Club – Palmer Course


7:00 am — Shuttles depart the Rosen Centre for Reunion Golf Club Palmer Course
7:45 – 8:45 am — Breakfast in the Chophouse Restaurant
8:45 am — Welcome and golfers in cars
9:00 am — Shotgun start
12:00 pm – 2:00 pm — Lunch on the course
Reception on the Grand Falls Patio immediately following play
3:30 pm — Shuttles depart Reunion Golf Club for the Rosen Centre


NOTE: Additional registration is required for this activity. If you wish to participate, please be sure to select the Golf Outing on the main Golf Business Conference registration form for just $275!

1:00 pm – 4:00 pm

GBC24 Expedition – Where New Tech Meets New Opportunity

Location: Orange Lake Resort – Legends Course


Jimmy Bilsky | General Manager | Orange Lake Golf Resort

Harvey Silverman | Contributor, Golf Business | Consultant, Silverback Golf Marketing


1:00 pm — Shuttles depart the Rosen Centre for Orange Lake Resort
1:30 pm – 3:30 pm — On-site education at Orange Lake Resort
3:30 pm — Shuttles depart Orange Lake Resort for the Rosen Centre


In this hands-on pre-conference education, you’ll immerse yourself in the new technology installation at the nearby Orange Lake Resort Legends Course. Recently featured as an NGCOA Member Spotlight in the most recent edition of Golf Business magazine, Orange Lake is fresh off of a major practice area overhaul, including an immersive multi-bay range technology experience for their customers. We’ll explore the total life cycle of this process, including the factors that go into planning and business decisions of this magnitude. With this new tech comes new revenue streams… but it also requires a reimagining of your F&B and marketing strategy, operations, instruction/coaching model, facility staffing and overall business plan. This on-location learning is ideal for anyone responsible for the growth and success of a golf business — whether you’re curious about the technology, currently considering an installation, already in the construction process, or if you have range technology of your own and want to see others in action, this is the education for you.


Space is limited and pre-registration is required.
Drinks and snacks will be provided for attendees at the facility.

NOTE: Additional registration is required for this activity. If you wish to participate, please be sure to select the GBC24 Expedition Pre-Con Session on the main Golf Business Conference registration form for just $79!

Please note that this Monday pre-conference workshop conflicts with the Yamaha Golf Outing; if you’re planning to play golf, you will not be able to attend this education.

5:00 pm – 5:45 pm

Yamaha New NGCOA Member & GBC First Time Attendee Reception

Rosen Centre, Signature 1


If you’re a new NGCOA member, or attending Golf Business Conference for the first time, we’re making it easier for you to learn the ropes, meet the right people, connect with regional and national peers, and get the most from your Golf Business Conference experience!


The New NGCOA Member & GBC First Time Attendee Reception is an intimate social gathering before the Toptracer Opening Reception where you will be introduced to other new and returning owners and operators, members of the NGCOA Board, Affiliate Executive Directors and NGCOA staff. You’ll make connections from day one that you’ll benefit from all week long!

5:30 pm – 7:00 pm

Toptracer Opening Reception

Rosen Centre, Executive Ballroom Foyer

7:15 pm – 7:45 pm

NGCOA 2024 Award Presentations

Rosen Centre, Executive Ballroom

7:45 pm – 8:30 pm

Conversation and Q&A with Seth Waugh, CEO of PGA of America

Rosen Centre, Executive Ballroom


Jay Karen | CEO | NGCOA

Seth Waugh | CEO | PGA of America


In our final activity for the evening, we’ll get up close and personal with Seth Waugh, CEO of PGA of America. Last year brought a lot of changes — both to the sport and the business of golf — so Seth will sit down with NGCOA CEO Jay Karen for a fireside chat about the industry, his reaction to recent headlines, what’s on his radar now, and how he’s positioning the PGA for 2024 (and beyond.) Bring your questions for Seth and participate in the audience Q&A to close out the session.

Tuesday, January 23

7:00 am – 5:00 pm

Registration & Badge Pick-Up

Rosen Centre, Executive Ballroom Foyer 

7:30 am – 8:45 am


Rosen Centre, Executive Ballroom Foyer

8:45 am – 9:30 am

Welcoming Remarks from GBC24 Emcee Kraig Kann,
and NGCOA Annual Business Meeting

Rosen Centre, Executive Ballroom


Kraig Kann | GBC24 Emcee | Founder, Kann Advisory Group

Jay Karen | CEO | NGCOA

9:30 am – 10:30 am

Beyond ChatGPT: Transforming Your Golf Business with Artificial Intelligence

Rosen Centre, Executive Ballroom


Paul Roetzer | Founder & CEO | Marketing AI Institute


The Artificial Intelligence movement is in full swing — and because it’s only a matter of time before it impacts your golf business, you’ll need to get up to speed on this burgeoning technology. Last fall, at NGCOA’s Golf Business TechCon23 in Las Vegas, Paul Roetzer, the founder and CEO of Marketing AI Institute, captivated attendees with the history, current status, and future outlook of artificial intelligence — and he’s bringing the latest and greatest in this rapidly evolving landscape to GBC24. As an expert on AI, as well as a former member of a PGA Section’s Board of Directors, Paul has a unique perspective and comprehensive understanding of how your golf business will be influenced by machine learning, and how you can use AI to your benefit to enhance, streamline, and grow your golf course operations.

10:45 am – 11:30 am

Choose one of the sessions below

Owner’s Perspective — Getting to the Other Side of Fear


Rosen Centre, Salon 1 & 2


Allison George | Wizard of Fun | Toad Valley Golf Course

Jeff Hoag | Co-Owner | Scott Lake Golf & Practice Center

Rock Lucas |  Owner | Charwood Golf Club

Brooks West, PGA |Owner | Franklin Bridge Golf Club


This panel of nationwide NGCOA member owners discuss the biggest challenges and obstacles they’ve faced in 2023, the “why” behind their decisions, and how they’ve navigated their golf course businesses through it all. What does this mean for 2024? Bring your questions and plan to share your experiences during this interactive and open conversation.

Stay Social — Today’s Marketing and Content Strategies for Golf Operators


Rosen Centre, Salon 3 & 4


Shanna Bright | Private Clubs Online and Bright Life Media


Embrace today’s marketing tactics and opportunities and learn how to ace them at your course. Shanna Bright will share how you can easily create engaging content to truly unleash your full marketing potential — regardless of your facility’s size or scope of your operation!

Vital Signs — 2024 Golf Business Pulse Report Takeaways and Key Trends


Rosen Centre, Salon 9 & 10


Jon Last | Founder & President | Sports & Leisure Research Group


After substantial interviews conducted with NGCOA members and data collected from hundreds of facility owner/operators, the results are in — courtesy of Jon Last, President of Sports and Leisure Research Group, and his research team. Learn the latest attitudes and perceptions on significant business challenges and determine the extent of their impact on golf facility performance optimization. Consider this your crystal ball into 2024 and beyond as we finely peel back the layers to reveal not only which trends golf course owners and operators are embracing, but what heavy challenges they’re facing.

Landscape of Labor — Laws, Legalities, and a Look at Today’s HR Solutions


Rosen Centre, Salon 11 & 12


Loretta Raftery | Managing Partner & Founder | Raftery Law Group


Is the dynamic landscape of labor regulations causing you sleepless nights? From independent contractor laws to rising minimum wages and new NLRB Joint-Employer status proposals, navigating through these changes can be a real challenge. Join Loretta Raftery as she will lead this session for facility operators and provide them with valuable insights on tackling these evolving challenges, including a look at the shifting legal and policy terrains and an overview of key concerns — along with proven, practical strategies to address them.

11:45 am – 12:30 pm

Choose one of the sessions below

Rake in Off-Course Revenue — Ideas and Inspiration for Reimagining Facility-Wide Events


Rosen Centre, Salon 1 & 2


Bobby Barrett, PGA | Director of Club Operations | Quail Lodge & Golf Club


If you have the desire to grow your business, develop new revenue streams, produce creative concepts, attract new customers, and boost your bottom line, join Bobby Barrett, PGA of Quail Lodge & Golf Club and The Peninsula Signature Events (PSE) as he hosts an interactive discussion on non-golf revenue trends, ideas, and strategies. He will also share insights into how Quail and PSE are finding success through events, and how forward-thinking operators can inject similar ideas at their facility.

Elevate Your Golf Course’s Success — Understanding Your Role in Revenue Management


Rosen Centre, Salon 3 & 4


Whitney Reid Pennell | President | RCS Hospitality Group


Regardless of your staff’s “titles,” every employee plays a part in revenue management. Uncover the skills and insights you need to enhance profitability and customer satisfaction with Whitney Reid Pennell, founder and president of RCS Hospitality Group. Join us for this transformative seminar which will give you tools to shape the future of your golf course business. Learn steps in maximizing revenue, service excellence, customer connection, emotional intelligence, informed financial decision making, and more!

Best Tees, Please — Playability for the Present (and Future)


Rosen Centre, Salon 9 & 10


Jon Last | Founder & President | Sports & Leisure Research Group

Jim Lombardo | Head Golf Professional | Erin Hills Golf Course

David Pierce | President & Chief Advisor | Stellar Golf Advisors


Playing the correct tees is a crucial — and often overlooked — component to the golfer experience, and by extension, your golf facility. Jon Last, Jim Lombardo and David Pierce will share with you the data to support this movement. Learn the tactics available to get your golfers on the correct tees (and the actual case studies to back it up!) so you can make poor pace of play and customer dissatisfaction a thing of the past. This impactful golfer experience information covers all corners of the movement — and will set you up for on-course (and back office) success today and for years to come.

Sustainability Green Light — A Roadmap for Your Facility’s Eco-Friendly Endeavors


Rosen Centre, Salon 11 & 12


Eleanor Brown | Director of Sustainability | Southworth


Join us at the intersection of sustainability and golf operations, as this session will serve as a roadmap for operators wanting (or needing) to inject eco-friendly tactics into their day-to-day operations. Each facility has their own unique regional climates, environmental strategies, regulatory challenges, water usage constraints and maintenance standards. Eleanor Brown, Southworth’s Director of Sustainability, will guide you through the latest research and help to chart a course for you to start running a more sustainable business.

12:30 pm – 1:15 pm



1:20 pm – 2:20 pm

Economy Exploration —The Good, The Bad, and The Ugly


Rosen Centre, Executive Ballroom


Dr. Anirban Basu | Chairman & CEO | Sage Policy Group, Inc.


Has the Federal Reserve successfully engineered a soft landing? Or, is the confluence of geopolitical conflict, a presidential election, rising consumer debt levels, and still-high interest rates conspiring to produce an economic downturn in the new year? It is difficult to know whether 2024 will be a good year, but one thing is clear — it will be a very interesting one. Dr. Anirban Basu, a favorite of NGCOA event attendees, returns to GBC24 to supply in-depth analysis regarding these and other major factors shaping economic outcomes. The session with conclude with a forecast for the year to come, a glance at the major risks that economic stakeholders will likely encounter, and a Q&A opportunity between Dr. Basu and the audience of golf business owners and operators.

2:30 pm – 3:15 pm

Choose one of the sessions below

Capitalize on Clubhouse Improvements — Managing Capital Projects from the ‘Need’ Stage to Completion


Rosen Centre, Salon 1 & 2


Jim Ehret | Founder | Ehret Construction Consulting


Golf’s continued surge has many owners primed to put a dent in their capital improvement to-do list. Club building construction expert Jim Ehret returns to Golf Business Conference to inform attendees on how today’s owners and managers are budgeting and controlling the overall costs of projects prior to and during the design stage. You’ll also see case studies of actual building projects as of the “need” (or pre-conceptual) stage all the way to the finished product. Learn the latest trends in club facility improvement, along with projected costs and other factors to consider in this step-by-step breakdown. Keeping your facility appealing is very important to growing and retaining your golfers and customer base.

Why are You Serving Food?! The Answer is the Key to Your F&B Success.


Rosen Centre, Salon 3 & 4


Ed Doyle | President | RealFood Hospitality, Strategy & Design


Ever considered the rarely asked (and answered) question: Why are you serving food?! In this session, Ed Doyle of RealFood Hospitality, Strategy & Design challenges you to break free from the usual thinking that anchors our industry to the past, and guides you on a strategic journey to claim the role of Food & Beverage in your golf business. He’ll share a fool-proof approach to creating consistent, high-quality F&B experiences that align seamlessly with your club’s goals and brand, whether you’re serving a bag of chips or a four-course meal.

Deck of Cards, Part 1 — Credit Card Merchant Processing and Your Money


Rosen Centre, Salon 9 & 10


Kevin McDonnell | Co-Founder | Claymore Payments Consulting

Harvey Silverman | Contributor, Golf Business | Consultant, Silverback Golf Marketing


Unless yours is a course with a cash box on the 1st tee next to a sign that reads “Kindly Pay Here,” you know credit card transactions are a critical — and unavoidable — part of your business. Also unavoidable are the fees and charges linked with the swipe. NGCOA’s newest member-exclusive research report Deck of Cards: How to Ace Credit Card Processing and Save Money dives into all corners of the merchant processing landscape to help business owners save money and make better-informed decisions. Longtime NGCOA and Golf Business contributor Harvey Silverman authored “Deck of Cards” and will host this session alongside financial insider Kevin McDonnell, whose insights and analysis are featured throughout the report. Key takeaways in this session include an in-depth breakdown of the fee structure (to truly illustrate where your money goes), a summary of steps you can take to calculate your most effective rate, an examination of the role your Golf Management Software (GMS) plays, and much more.

State of the Small Business — Where D.C. Decisions Meet the DNA of Your Facility


Rosen Centre, Salon 11 & 12


Holly Wade | Executive Director | NFIB Research Center


Small business leaders are running a much different operation than they did 5 years ago. How has the small business sector recovered post-Covid… and what does it mean for Main St. (and your facility) going forward? Holly Wade, Executive Director of the National Federation of Independent Business (NFIB) Research Center returns to Golf Business Conference to review crucial labor market trends, small business capital spending strategy, D.C.’s upcoming decisions, and more. Many golf businesses are blooming, but it’s important for operators to stay informed on federal legislation and regulations that have the attention of NFIB — “the voice of the small business.”

3:30 pm – 4:15 pm

Choose one of the sessions below

Tracking Tech — Efficiencies and Opportunities for Forward-Thinking Operators


Rosen Centre, Salon 1 & 2


Ross Liggett | Founder & Managing Partner | Metolius Golf

Jason Pearsall | CEO | Club Caddie


Join two of the leading voices in golf technology, Ross Liggett (Metolius Golf) and Jason Pearsall (Club Caddie), as they lift the curtain on the vast (and ever-changing) tech terrain that exists for golf course owners and operators looking to take their business to the next level. From the cloud to your back office, and all the green grass in between, learn the latest efficiencies they’re tracking, the changes that are on the horizon, and the top tactics you can use to immediately implement the necessary innovation to combat your business challenges.

The Business Value of Instruction — Our Industry’s Most Undervalued Asset?


Rosen Centre, Salon 3 & 4


Lorin Anderson | Founder | Proponent Group


Teaching and coaching drive revenue and profit at golf facilities; Proponent Group founder Lorin Anderson calls this the ‘Business Value of Golf Instruction’. This session will examine the economics involved when golfers are taking instruction and working on improving their games. Key metrics to consider include overall spending habits, member attrition rates, competitive junior golfer spending, the inflection point where someone becomes a “golfer for life” and more. We’ll dive into all of this and look at how facilities can maximize the financial benefits of their instruction programs by creating a “culture of improvement” at their course.


Deck of Cards, Part 2 — Surcharge or No Charge


Rosen Centre, Salon 9 & 10


Harvey Silverman | Contributor, Golf Business | Consultant, Silverback Golf Marketing


If you are currently adding credit card processing surcharges to transactions, or are thinking about it, you need to ensure you’re doing it correctly (and legally). NGCOA’s newest member-exclusive research report Deck of Cards: How to Ace Credit Card Processing and Save Money dives into all corners of the merchant processing landscape to help business owners save money and make better-informed decisions. Key takeaways in this session include a crash course in the complex world of surcharge laws, regulations, and rules, a deep dive into the the pros and cons of surcharging (which might stimulate some lively debate!) and much more. It’s critical to your business to understand the risks, recognize the factors in play, and get this right.

Succession Planning — Keys, Conversations, and Best Practices for the Future


Rosen Centre, Salon 11 & 12


Dan Iosue | Partner, Succession Advisor | The Rawls Group

Samantha Swartz | Director of Marketing & Events | Honeybrook Golf Club


Where do you stand in the process of preparing people for future roles at your facility? With all of the business-related nuances involved, succession planning can also be a deeply personal undertaking for small business owners. Join Dan Iosue, a succession advising expert with The Rawls Group and Sam Swartz, Director of Marketing & Events at Honeybrook Golf Club, her family’s course in eastern Pennsylvania. Learn the latest tactics in succession planning and discover critical steps, action plans and conversations that should be started sooner rather than later.

Wednesday, January 24

7:00 am – 8:00 am

Grab & Go Breakfast

Rosen Centre, Executive Ballroom Foyer

All remaining activities take place at the Orange County Convention Center (OCCC)

7:30 am – 2:00 pm

Registration & Badge Pick-Up

OCCC West Concourse, W109 Foyer 

8:15 am – 8:30 am

PGA Opening Ceremonies

OCCC West Concourse, Main Lobby

8:30 am

PGA Show Exhibition Hall Opens

Visit NGCOA booth 2479

9:45 am – 10:45 am

Today’s Revenue Recipes — Dynamic Pricing to Propel Your Menu

OCCC West Concourse, W110


Cathy Harbin | Owner, Pine Ridge Golf Course | Vice President, NGCOA

Del Ratcliffe | President | Ratcliffe Golf Services

Don Rea, PGA | Vice President, PGA of America | Owner, Augusta Ranch Golf Club

Kraig Kann | Founder | Kann Advisory Group (Moderator)


Healthy demand continues to dominate tee sheets… but since nobody truly knows the expiration date on golf’s unprecedented surge, have you taken necessary steps to bolster your business for 2024 and beyond? Join experienced golf operators Cathy Harbin, Del Ratcliffe and Don Rea as GBC24 emcee Kraig Kann will moderate this open discussion on today’s best practices when it comes to responding to supply and demand in real-time. No two facilities are exactly the same — neither are your course’s tee times. They will share proven, new, and emerging strategies for successfully activating dynamic pricing so you can add tablespoons, not teaspoons, to your bottomline.

11:00 am – 12:00 pm

Guarantee Yours is a Welcoming Golf Facility — For the Good of the Game and the Betterment of Your Business

OCCC West Concourse, W110


Jan Bel Jan, ASGCA | Golf Course Architect | Past President, ASGCA

Cathy Harbin | Owner, Pine Ridge Golf Course | Vice President, NGCOA

Michael Williams | Executive Director, Cyrano Communications | Contributor, Golf Business


Everyone at your facility plays a part in providing a welcoming environment for all customers. Cathy Harbin, Jan Bel Jan, and Michael Williams will explore all corners of inclusion and accessibility to ensure you’re up to speed on the steps that should be taken now, as well as action you should address sooner rather than later to keep your business ahead of the curve. Organizations like the National Alliance for Accessible Golf and initiatives like Make Golf Your Thing continue to spark inspiration, ideas and guidance for operators to ensure golfers with disabilities and customers from diverse communities and backgrounds know that yours is a welcoming facility. This session will review all of these business-critical components in play today and answer your questions to close things out.

12:30 pm – 2:00 pm

Closing Luncheon, and Presentation and Q&A with 2024 Award of Merit Winner Lee Trevino

Six-Time Major Champion and World Golf Hall of Fame Inductee


OCCC West Concourse, W109

3:00 pm – 4:00 pm

Golf Business LIVE – Tech Talks
Hosted by Harvey Silverman

PGA Show Exhibition Hall, Clubhouse Stage

4:30 pm — 6:00 pm

Happy Hour Sponsored by Pepsi

NGCOA Booth 2479

pepsi logo

6:00 pm

PGA Show Exhibition Hall Closes

Thursday, January 25

8:30 am – 6:00 pm

PGA Show Exhibition Hall Open

Visit NGCOA booth 2479

9:45 am – 10:45 am

Big Data — The Keys to Unlock a Club’s True Revenue Potential

OCCC West Concourse, W110


John Brown | CEO | GreatLIFE Golf

Brent Miller | Chief Information Officer | GolfBack


John Brown, CEO of GreatLIFE Golf, and Brent Miller, Chief Information Officer for GolfBack, will share how you can challenge golf technology norms in our industry and will explore a new integrated and fully automated system of tee sheet management, revenue optimization, and marketing. The core of the presentation is based around four key values that every golf course owner and operator should protect. The presentation explores the tactics, tools, strategies, and innovation available in the marketplace to drive rounds, revenue, and membership dues — learned through real life examples, case studies, and data from the marketplace.

11:00 am – 12:00 pm

Simulator Surge — Create a Booming “Greens and Screens” Concept at Your Golf Business

OCCC West Concourse, W110


Randall (Randy) Anderson | Owner, General Manager | Fogg Brook Resort and The Meadows Golf Club

Michael Breed | Host, CBS Sports | Course Record with Michael Breed

Dan Hones | Chief Creative Officer | 2Hemispheres

Ken Reynolds | Chief Revenue Officer | aboutGOLF


With the golf industry enjoying record-high demand, is your facility evolving to meet the moment? The National Golf Foundation estimates 6.2 million Americans hit golf balls with a club in a golf simulator within the past year, up 73% compared to pre-pandemic levels. Additionally, data from NGCOA’s 2024 Golf Business Pulse Report indicates that course operators are continuing to recognize the urgency of incorporating simulators into their business, with a new high of 32% of owners viewing sim availability as “critically important” to the success of their operation. These experts will cover all the bases and take your questions in an insightful one-hour session. From design and functionality, to instruction and gamification, to number-crunching and analyzing back office outcomes — this power panel will set you up for simulator success in 2024 and beyond.



3:00 pm – 4:00 pm

Golf Business LIVE with Michael Williams

PGA Show Exhibition Hall, Clubhouse Stage

4:30 pm — 6:00 pm

Happy Hour Sponsored by Toptracer

NGCOA Booth 2479

pepsi logo

6:00 pm – 9:00 pm

PGA Show Winter Jam

Headliner: Jake Owen, Country Music Superstar

PGA Show Exhibition Hall, Concert Lounge (Hall E)

Friday, January 26

8:30 am – 1:00 pm

PGA Show Exhibition Hall Open

Visit NGCOA booth 2479