Agenda

Monday, February 4

 

NGCOA Golf Business Conference 2019 Registration

4:00pm – 7:00pm

Marriott Marquis – Registration Desk East

 

Pre-Conference Workshop

2:30pm – 5:30pm

Torrey Pines Room

 

Masterminds of Golf

Jeff Hoag, General Manager, Scott Lake Golf & Practice Center

This pre-pre-conference workshop is a casual-yet-constructive (and very lively!) exchange of ideas and problems. Surrounded by other owners and operators, you’ll feel comfortable sharing your own issues, and providing encouragement and honest feedback to your peers.

Tuesday, February 5

NGCOA Golf Business Conference 2019 Registration

6:00am – 7:00pm

Marriott Marquis – Registration Desk East

 

Yamaha Golf Outing

The Crosby Club at Rancho Santa Fe
7:00am Shuttles Depart from Marriott Marquis North Tower, 1st Level, Pacific Drive to The Crosby Club

7:45am Welcome Breakfast

9:00am Shotgun Start
2:30pm Shuttles depart to Marriott Marquis

 

Pre-Conference Master Classes (concurrent sessions)

1:00pm – 3:30pm

 

“Broadcasting Your Business Story” Learn the Art of Promotion and Delivery
Kraig Kann, Managing Director, Kann Advisory Group

Marriott Grand Ballroom 1

 

Everyone strives to operate a successful business but the best of the best know how to create greater awareness while building a legion of loyal followers who spread their word and help with word of mouth marketing. Former Golf Channel host and LPGA Chief Communications Officer Kraig Kann is excited to deliver this class and share proven tips that he’s presented on industry panels and leadership councils. He’ll coach you on the value that comes from a message that gets people’s attention and the critical need for a story that customers can repeat, creating valuable conversation about your business.

 

Kraig founded and now manages Kann Advisory Group consulting with businesses just like yours to reach new heights. With strategies he’s using to elevate their business brand and his own, you’ll learn how to present like never before and you’ll walk out of his class with a personal and professional toolbox that will give you a roadmap to your best business year ever.

 

 

Money Making Marketing: 3 Simple Steps To Record-Breaking Sales & Profitability at Your Club
John King, Co-Founder, Golf Marketing University

Marriott Grand Ballroom 2

 

The workshop will begin with an overview of why many clubs are marketing the wrong way, and how to fix it. Then you’ll build your own Marketing Roadmap in three parts:

  • Step 1: You’ll decide who you want as your ideal customer… and that’s not necessarily your current customer. You’ll learn how to profile your ideal customer.
  • Step 2: You’ll discover how to package and price anything you sell… whether it be memberships or green fees or weddings.
  • Step 3: You’ll learn how to craft marketing messages that really appeal to your “ideal” customer, and decide on the best marketing channels to reach them.

 

New Attendees & Past Presidents Reception 

4:00pm – 4:45pm
Marriott Grand Ballroom 13

 

Opening Session with Keynote Speaker

5:00pm – 7:00pm
Marriott Grand Ballrooms 5 & 6

 

Together We Are Limitless

Jeremy Poincenot, Inspirational Speaker, Coach, & World Blind Golf Champion, Jeremy Inspires Inc.

 

We each have the ability to make a huge impact on the organizations and the people around us, but due to limiting beliefs and adversity, many become blind to this ability. Jeremy uses his unique experiences to guide the audience to realize the potential in these obstacles, and see challenges as opportunities for success. With a captivating and humorous account of how he was able to learn to lead through one of toughest times of his life, he inspires each attendee to influence his or her organization, career, team and personal life in an impactful way—that will last long after the presentation is over.

 

Opening Reception

7:00pm – 9:00pm
Marriott Grand Foyer 

Wednesday, February 6

NGCOA Golf Business Conference 2019 Registration

8:00am – 5:00pm

Marriott Marquis – Registration Desk East

 

9:30am – 5:00pm

San Diego Convention Center – Lobby D

 

General Session & Lunch

12:00pm – 2:00pm
Marriott Grand Ballrooms 5 & 6

 

A Day in the Life of a Nerdy Golf Course Operator

Beth Ziesenis, Author. Speaker. Nerd., Your Nerdy Best Friend

 

So many apps…so little time! How can you put the technology at your fingertips together to make your life easier at work and home? This fast-moving, laugh-filled session takes you hour-by-hour through a day in the life of a tech-savvy golf course professional. You’ll learn how to solve a security crisis before 10am, make more of your lunch hour with a set of virtual hands, save money on software before the staff meeting, and bring the team together online before the day is done.

 

  • Understand how technology fits into every part of your day
  • Learn about technology systems that streamline projects and tasks
  • Get a vision for how the technologies in your mobile toolbox can work together

 

Education Block 1 (4 tracks)

2:15pm – 3:15pm

Operations Track


Top Policy and Tax Issues—What You Need to Know for 2019
Van Tengberg, Partner, Foley & Lardner LLP

 

Marriott Grand Ballroom 1

 

As the tax code changes and other legislation took hold at the close of 2018, we’ll take a comprehensive legal look at recent top labor and tax issues and changes impacting owners and operators. And with a new dynamic in Congress, and a 2020 presidential race looming, are there more changes to come?

 

Marketing Track

 

Marketing to Millennials & More: What You Need to Know, Now!
Glenn Gray, Vice President, Buffalo.Agency
Jeehae Lee, Director of Business Strategy, Topgolf
Tony Santelli, Digital Marketing Manager, Adidas Golf
Tony Starks, Associate Editor, PGA Magazine / Golf Range Magazine

 

Marriott Grand Ballroom 2

 

Join us for a discussion on why and how to reach the current 6.4 million millennial golfers in the U.S. today (2nd largest behind Gen X) which are critical to your golf course. They comprise 28% of all participation and play 93 million rounds annually. Additionally, there is a historic latent demand of 38 million people who are “interested” in playing the game yet many don’t know to get involved. Through Topgolf and other non-traditional forms of the game, we can engage a broader audience of 18 to 34 year olds who are already spending $5 billion annually on golf equipment, merchandise and playing fees.

 

Hospitality Track

 

Changes in F&B…Strategies and Trends for 2019
David Hamilton, Vice President, National Accounts, ICS – entegra

 

Marriott Grand Ballroom 3

 

What’s expected to change in 2019, and what trends should you be focusing on and ready for to improve in your F&B operation? This interactive session will explore what you should carry forward from 2018, and what you should be looking to add in 2019. An industry panel will outline recent trends, how to navigate the operational waters, and the adjustments necessary for success in the coming year. Whether you’re providing a snack bar, a fast/casual dining experience, or a formal seated white table cloth atmosphere capable of hosting events…you’ll want to hear, share your experiences, and discuss ideas to help improve your 2019 F&B operations and profit.

 

Sponsor Session

 

How to Thrive in a Connected World

Bryan Lord, Founder & CEO, Teesnap

 

Marriott Grand Ballroom 4

 

Managing a golf operation in todays world requires much more expertise and information than it did a decade ago. With the increased presence of social media, digital marketing, and data capture, staying ahead of the technology curve is critical in maintaining a competitive edge in the golf industry. In this session, Teesnap Founder & CEO, Bryan Lord, reviews the best practices golf operators need to adopt to stay ahead of the ever changing landscape of the industry and how Teesnap is leading that charge.

 

Networking Break

3:15pm – 3:30pm

Marriott Grand Foyer

 

Education Block 2 (4 tracks)

3:30pm – 4:30pm

Operations Track

 

Making Your Facility Accessible and Welcoming for Individuals with Disabilities
Steve Jubb, CEO/Executive Director, National Alliance for Accessible Golf

 

Marriott Grand Ballroom 1

 

Did you know that there are over 58 million people with disabilities in the United States? Find out how to make your facility accessible and welcoming to these individuals and help grow your customer base. In this session, we will overview ADA requirements, dive into ways to make your course more welcoming, share ways to market your facility and explore adaptive equipment.

 

Marketing Track

 

How to Incorporate Video Into Your Marketing Strategy Without Breaking the Bank
Spencer Hadelman, CEO, Advantage Marketing

 

Marriott Grand Ballroom 2

 

This session will break down how and why you should be using the compelling vehicle of video to reach new customers. It will teach you how you can implement video into your marketing plan at little to no cost, how to create enticing video content without hiring a pricey filmmaker, how to strategically combine traditional and digital channels to get the most out of your video assets, and how to easily measure your video marketing efforts.

Hospitality Track

 

Updating Your Food and Beverage Operation

Whitney Reid Pennell, President, RCS Hospitality Group

 

Marriott Grand Ballroom 3

 

Learn what’s trending in golf course Food & Beverage, and learn how to use these menu trends to offer a better experience to keep your customers happier longer and keep them coming back for more. You’ll leave this session with tangible training tips, and food and beverage marketing ideas, you can take back to your course and implement immediately.

 

Sponsor Session

 

Cash-In and Take a Vacation!

Don Rea, Owner, Augusta Ranch Golf Club
Mike Loustalot, Co-Founder, The ORCA Report

 

Marriott Grand Ballroom 4

 

Have you been working too hard to make ends meet? Learn how to increase your green fee revenue by $50,000 next year and take that vacation you’ve been putting off.

 

That’s right. You already have almost everything you need to grow your green fee revenue. The trick is to focus on the right things that will drive the results that make a difference. It’s time to rethink your loyalty programs, your membership programs, and your tee time booking policies. Leave your revenue-eroding dynamic pricing rules behind and move into the full sage mode by focusing on your APEX Hours.

 

Learn about APEX Hours. Learn about Total Demand. Learn about your Rate Mix. Learn the difference between Average Rate and Revenue Per Available Round. Stop trying to sell another Tuesday at 11:30 AM with a hot dog! Don Rea and Mike Loustalot, two experienced, entertaining and passionate industry veterans will lay out the tools you need to end your 2019 season in Hawaii! Don’t miss it.

 

Networking Break

4:30pm – 4:45pm

Marriott Grand Foyer

 

Education Block 3 (3 tracks)

4:45pm – 5:45pm

Operations Track

 

Finding the Right Fit

John Cunningham, General Manager, Aronimink Golf Club

Marriott Grand Ballroom 1

 

With competition stiff for the best employees, how do you find the right fit for your team? As the minimum wage starts to rise, how do you get value for higher salaries? How are you sifting through the applicant you receive? This session will look at new hiring practices, understanding an employee’s talents, getting the most out of your existing team, succession planning and much more.

 

Marketing Track

 

Secret Tech Weapons for Golf Course Operators
Beth Ziesenis, Author. Speaker. Nerd., Your Nerdy Best Friend

 

Marriott Grand Ballroom 2

 

What if you could schedule a meeting without having to send three dozen emails to find a time everyone could meet? Or automate your little tasks that keep you from your real work? Or pass off annoying projects to someone else—without breaking the bank? And what if you could pull all of this off straight from your mobile device—without an IT degree. Discover how to use free and bargain technology tools you never knew existed to work more efficiently with your teams, create professional-level graphics and wow your colleagues. This high-energy session will give you 30+ tools that will leave people asking, “How DO they do that?”

  • Discover low-cost, high-value apps and tech tools that you can start using right away
  • Learn great tech tips and app ideas from your colleagues
  • Get new ideas to increase efficiency, improve relationships and get things done!

Hospitality Track

 

Maximizing the Experience: Facilitating Good Cheer—from Beginning to End

Ed Ormsby, Principal, ormsbyte & Associates

 

Marriott Grand Ballroom 3

 

How many times have you visited a golf course, and left with a smile, remembering the special service that one or more of the staff members provided? We always encourage our front-line team members to make every golfer’s experience as special as possible. Very seldom, however, do we “teach” them how to accomplish it. You’ll leave this session with the tools to properly train your staff members exactly how to make each member or guest “smile,” and want to come back.

Meet and Greet


6:00pm – 7:00pm
The Porch at Marina Kitchen Restaurant & Bar

Thursday, February 7

NGCOA Golf Business Conference 2019 Registration

7:00am – 5:00pm

Marriott Marquis – Registration Desk East

 

9:30am – 5:00pm

San Diego Convention Center – Lobby D

 

Continental Breakfast 

7:30am – 8:30am
Marriott Grand Foyer

 

General Business Meeting & General Session

8:15am – 10:00am
Marriott Grand Ballrooms 5 & 6

 

Unlocking The Hidden Value in Your Golf Facility
John King, Co-Founder, Golf Marketing University

 

Golf is the greatest game. And yet in many countries around the world participation is declining, and golf clubs are facing ever more challenging times. Why can’t consumers see the value that golf offers? And what is holding them back from enjoying the benefits of this great game? In this presentation, discover how you can unlock the hidden value of golf and grow your golf business.

 

Education Block 4 (3 tracks)

10:15am – 11:15am

Operations Track

 

Golf Instruction ROI…How everyone can win!

Cathy Harbin, PGA & LPGA Golf Professional, Pine Ridge GC, Paris G&CC

Andy Hilts, Proponent Group Director, Golf Channel

 

Marriott Grand Ballroom 1 

Make golf instruction profitable at your course! Golf instruction is a proven pathway for entry into the game and you’ll learn how to take advantage of this hidden ROI. You’ll also learn about hiring options, how to connect the students to the course and methods for retention.

 

Marketing Track

 

Create a Sustainable Marketing Plan

Allison George, Wizard of Fun, Toad Valley Golf Course


Marriott Grand Ballroom 2

 

Learn how to create a marketing plan that can be built on year after year. In this session, you’ll learn how to create branding for each of your promotions/events. Design Facebook events and posts that can be used year after year. Develop Instagram Stories, website calendar items, push notifications and email campaigns that are re-useable, so you’re not re-inventing the wheel year after year.

 

Hospitality Track

 

“Have them at Hello” Mastering Connection & Building Loyalty

Kraig Kann, Managing Director, Kann Advisory Group

 

Marriott Grand Ballroom 3

 

As someone who’s hosted thousands of television and radio shows during his career, Kraig Kann is a master at the art of connecting with an audience. Now it’s your turn to learn what makes people take notice, how they stay engaged and what drives a loyal following for your business. Do your employees talk to customers and do they actually say something? Does everyone in your business understand the critical need to go beyond tee times and range lessons to create an experience players will share with others? This is a breakout session you can’t afford to miss as Kraig will guide you to a better understanding of how your employees can become ambassadors from the moment they say “hello.”

 

 

Networking Break

11:15pm – 11:30pm

Marriott Grand Foyer

 

Education Block 5 (3 tracks)

11:30pm – 12:30pm

Operations Track

 

Know What You’re Worth – Golf Course Valuation 101

Chris M. Williams, Managing Director, CBRE, Inc.

 

Marriott Grand Ballroom 1

 

Whether its applying for a bank loan for renovations, tackling your tax assessment, forming an exit strategy, or numerous other financial planning exercises, knowing the value of your golf course is crucial. In this session we will explore topics from equity/non-equity club valuations, under performing club valuations, tax consideration valuations and more.

 

Marketing Track

 

Growing Your Tournament and Outing Business

Phil Immordino, President, Golf Tournament Association of America

 

Marriott Grand Ballroom 2

 

Become a Tournament Consultant to your customers. In this session, you’ll learn how to host and produce more events to increase your bottom line. Learn how to promote your facility and services to Tournament Planners, discover how to find the decision makers, and implement the key selling techniques to help you close more deals and sell different and unique formats.

 

Hospitality Track

 

6 Skills That Will Make You an Indispensable Manager

Whitney Reid Pennell, President, RCS Hospitality Group

 

Marriott Grand Ballroom 3

 

How do you plan to survive in a world of constant change, rising expectations, and added responsibilities? This session will teach you how to increase your flexibility, while expanding your skills to close any gaps so you can be a multi-dimensional, indispensable manager.

 

Closing General Session & Lunch

12:30pm – 2:00pm
Marriott Grand Ballrooms 5 & 6

 

Who Had the Sh*&tiest Year? And What Did You Do About It?

Panel Discussion

Kraig Kann, Moderator

 

Some of the best business decisions come out of the biggest adversity. This fun and interactive session kicks off with a panel of golf course owners/operators who share the worst things that happened this past year at their courses, how they handled it and what attendees can do to avoid the same pitfalls. Then attendees are encouraged to share their own stories for guidance, a laugh, or a big therapeutic hug. It’s a supportive and encouraging way to end the education portion of the conference.

 

Celebration & Awards Reception

6:30pm – 7:00pm
Marriott Grand Foyer

 

Celebration & Awards Dinner

7:00pm – 9:00pm
Marriott Grand Ballrooms 5 & 6

 

Kraig Kann, Master of Ceremonies

 

Association members, golf course operators, industry leaders, friends and supporters will gather for a special evening of networking, recognition and camaraderie. During the event, the NGCOA will honor association award winners in six categories.

Attire: Business

PREMIER SPONSOR
PRESENTING SPONSORS
PARTICIPATING SPONSOR
SUPPORTING SPONSOR

See you in San Diego!

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Full Conference Registration includes: Opening Keynote, Opening Reception, Education Sessions on Wednesday (including lunch), Education Sessions on Thursday (including breakfast and lunch) and access to the Golf Industry Show. Yamaha Golf Outing, Preconference Master Classes, and Celebration & Awards Dinner require an additional fee.

PREMIER SPONSOR

PRESENTING SPONSORS

PARTICIPATING SPONSOR

SUPPORTING SPONSOR

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