Continuing Education Units: All GBC21 education sessions will be eligible for CEUs for Professional Golfers Association (PGA), Ladies Professional Golf Association (LPGA), Club Management Association of America (CMAA), and Golf Course Superintendents Association of America (GCSAA).
Session Times, Speakers and Topic are subject to change.
Monday, January 25
11:00 am – 11:50 am
The Election, COVID-19 and Legislation
An update and look ahead to 2021
Holly Wade | Executive Director | NFIB Research Center
Holly Wade, Executive Director, NFIB (National Federation of Independent Business) Research Center, will provide the latest updates on small business loans and forgiveness, and a look ahead to 2021 as COVID-19 lingers and the 2020 election is over. As 2021 begins, get the very latest in legislation and loans that benefit golf course owners and operators.
12:00 pm – 12:50 pm
Winning the “Find a Golf Course Near Me” Internet Battle
How to compete when the competition is stacked against you…
Harvey Silverman | Principal | Silverback Golf Marketing
Rob Hoffman | Chief Marketing Officer | Gallus Golf
Harvey Silverman, author of the NGCOA publication, “Beware of Barter: The Ins and Outs of Trading Your Tee Times” and Golf Business magazine and Golf Business WEEKLY contributor, and Rob Hoffman, VP Sales and Marketing at Gallus Golf, take you on a journey of the rapidly-evolving Online Tee Time Agent (OTTA) space, where primary players’ influence may be changing and new players look to capture the online market. Are golf courses winning the marketing battle, or losing it? If they are winning, why? If they are losing, what needs to be done? How can YOU and your golf course win the internet battle when a golfer searches for a golf course and ends up everywhere else except on your website? Once they find you, how do you get them to come back for more? Get in the trenches with Harvey and Rob and improve the way you position your course for the best exposure and access possible on the web.
1:00 pm – 1:50 pm
What’s Really Driving the Golf Surge and Keys to Sustaining It
Connecting Your Growth Strategy to Golfer Behaviors
Jon Last | President | Sports & Leisure Research Group
Dolf May | VP Sales & Marketing | Troon
Sports and Leisure Research Group’s founder and president Jon Last and Dolf May, Vice President Sales and Marketing, Troon, will discuss-up-to-the-moment golfer specific insights, actionable applications, and key differentiating aspects of the golf experience that will be critical to maintaining engagement among best customers, both during and post pandemic. They’ll unpack attitudinal and behavioral variations by golfer segments and explore how those impact marketing and connection strategies going forward.
2:00 pm – 2:50 pm
Controlling Capital Project Costs from the “Need Stage”
Putting Objectivity and Strategy into the Capital Cost Planning
Jim Ehret | President and Principal Owner | Ehret Construction Consulting
Jim Ehret of Ehret Construction Consulting will lead you on the path to take a “we need this” project at your facility from the idea stage through the financial planning strategy, to turn your need into a reality. Using case studies from actual projects, Jim will delve into the process step by step to show owners and operators how club management and long-range planning/building committees can budget and control the project cost prior to and during the design stage.
Tuesday, January 26
11:00 am – 11:50 am
Maximizing ROI for the Property You Have
Novel course designs, millennials, and vision
Agustin Pizá | Founder | Pizá Golf
No space to be creative? Golfers say no time? Costs too much? Not true! Agustin Pizá, Founder of Pizá Golf, will take you through some of his recent designs and share his insights on what you CAN do to maximize your return on investment on your property, even if space may be an issue. It’s an exciting time in golf in many ways, and 9 or 18 holes is not always the answer.
12:00 pm – 12:50 pm
So You Want to Own a Golf Course?
Take this test to see if you are ready
Cathy Harbin, PGA, LPGA | Owner | Pine Ridge Golf & Country Club
Chuck Bennell | Former President | Tam O’Shanter Company
Are you a first time golf course buyer, or want to be? If so, you better be able to answer these key questions before writing a check! Join Cathy Harbin, PGA, LPGA, Owner of Pine Ridge Golf & CC, Paris, TX and Secretary of the NGCOA, along with Chuck Bennell, former President and CEO of the Tam O’Shanter Company and the Tam O’Shanter Golf Course, Canton, OH to take an introductory “Golf Course Ownership Litmus Test” of the top things you need to be able to answer BEFORE you buy. This session will provide a snapshot of the soon-to-be-released NGCOA publication “So You Want to Own a Golf Course — A Must Read Primer for any Aspiring Golf Course Owner” and tee up the “must know” of golf course ownership for beginners.
1:00 pm – 1:50 pm
State of the Industry
State of the Union Aside, Let’s Talk about Golf
Jim Koppenhaver | Founder & President | Pellucid Corp
Stuart Lindsay | Principal | Edgehill Golf Advisors
In 2019, “Flat Was the New Up” and nobody saw what was coming. In 2020, as the COVID-19 pandemic initially signalled a death blow, not only for the golf industry, but business in general worldwide, golf adapted and saw a surge in participation after a significant early dip. Golf seemed to not only survive, but move back towards prosperity. Did we get there? Where is golf positioned at the end of 2020, and how does it look for 2021? Jim Koppenhaver and Stuart Lindsay from Pellucid will give you the facts in this annual look at the State of the Industry.
2:00 pm – 2:50 pm
Mars, Venus and Millenials, Oh My!
Customer service strategies for 2021 and beyond
Whitney Reid Pennell | President | RCS Hospitality Group
Whitney Reid Pennell, President of RCS Hospitality Group and NGCOA Faculty Member, will focus on effective communication and varying customer demographic perspectives such as women and millennial golfers. She’ll highlight how to offer “experiences” while leveraging technology to take your customer service and customer engagement to the next level.
Wednesday, January 27
11:00 am – 12:00 pm
12:20 pm – 12:55 pm
Buying or Selling A Golf Course in 2021?
What’s the state of the golf course market?
Larry Hirsh | President | Golf Property Analysts
Larry Hirsh, President of Golf Property Analysts, will provide data on golf course openings and closings in 2020, provide a summary of the impact of COVID-19 on these statistics and the 2020 market, and will share his view of the golf course market outlook for 2021.
1:15 pm – 1:50 pm
Top Marketing Trends for 2020
Preparing for Success in 2021
Kris Strauss of Troon and Ashley van Dissel of Touchstone Golf distill and discuss the top marketing trends from the 2020 NGCOA Trends Report and instruct how you can adopt some of these marketing practices to best position your efforts for 2021.
1:55 pm – 2:30 pm
Modern Math! Dynamic Goal Times + Smart Intervals + Pace of Play = Revenue
Improve player experiences AND increase revenue, through efficient management
Steven Borror | Director of Golf | Bandon Dunes Golf Resort
Bodo Sieber | CEO | Tagmarshal
Steven Borror, Director of Golf, Bandon Dunes Golf Resort, and Bodo Sieber, CEO, Tagmarshal, take you on a trip around the golf course, showing you how to maximize your players’ experiences which lead to repeat play — while directly improving your bottom line, increasing on-course staff efficiency and boosting daily revenue. Steven and Bodo will discuss how the smart implementation of goal time and interval strategies improve player experiences and keep ’em coming back to your course.
2:35 pm – 3:05 pm
Inclusion Guidelines for Golf Facilities
A Must Do Checklist for All
Linnet Carty | Director of Inclusion & Community Engagement | PGA of America
Linnet Carty, Director of Inclusion & Community Engagement for the PGA of America, provides an overview of the recently released Inclusion Guidelines for Golf Facilities, which includes a checklist and self-assessment to help you evaluate and improve practices to grow and diversify the community at your golf course in four key areas: Marketing and Communications; Physical Environment; Policies and Practices; and Welcoming Staff. Take part in this candid conversation with Linnet and learn how to make a difference when it comes to welcoming golfers and growing the game through a diverse and inclusive community.
3:15 pm – 4:00 pm
NGCOA Annual Meeting & Awards Ceremony
NGCOA Members only