Agenda

Continuing Education Units

As in years past, GBC23 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 22

Monday, January 23

Registration

Rosen Centre, Executive Ballroom Foyer 

Larry Gulko
Brand Strategist & Strategic Growth Advisor

Peter Jacobsen
Analyst, GOLF Channel | Host, MatchPlay

Tuesday, January 24

Agenda and event timing are being finalized; visit often for updates. All times are EST.

Registration

Rosen Centre, Executive Ballroom Foyer 

Peter McGraw
Behavioral Economist | Business School Professor | Expert in the Scientific Study of Humor

Choose one of the sessions below

What to Prioritize in the World of Marketing – Capitalize in the “Peaks”… and Prepare for any “Valleys”

Grand Ballroom D

Lon Grundy | General Manager | World Golf Village

Kris Strauss | Executive Vice President, Global Sales & Marketing | Troon 

Brady Wilson | General Manager | Ak-Chin Southern Dunes Golf Club

Surging demand and increased customer engagement are being enjoyed by operators from coast to coast. With the golf landscape restructuring in this Covid boom, so should your marketing tactics. Kris Strauss (EVP, Global Sales and Marketing, Troon) will be joined by experienced operators Lon Grundy (General Manager of World Golf Village) and Brady Wilson (General Manager of Ak-Chin Southern Dunes) to dive into the ways proactive facilities are moving the needle with messaging, programming and fresh marketing strategies relevant for the recent surge — so you’re set up for success should this peak turn into a valley. Now is the time to get creative and bring your ideas to life — and we’ll explore what needs to be prioritized within your marketing plan.

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State of the Industry — Where Do We Grow From Here?

Grand Ballroom E

Jim Koppenhaver | Founder & President | Pellucid Corp

Stuart Lindsay | Principal | Edgehill Golf Advisors

The golf industry’s resurgence and run of success over the past few years is unmistakable… but what does the data indicate going forward? Jim Koppenhaver (President, Pellucid Corp.) and Stuart Lindsay (Principal, Edgehill Golf Advisors) return to Golf Business Conference for their renowned “State of the Industry” session. Learn how your 2022 stacked up compared to national golf business KPIs, discover growth-minded steps and tactics to ensure you’re capitalizing on customer demand, and take a peek into the rounds and revenue “crystal ball” to find out what experts are anticipating for 2023 and beyond — so you can stay prepared.

Dr. John Silvia
Founder and CEO, Dynamic Economic Strategy | Former Chief Economist, Wells Fargo

Choose one of the sessions below

Defending Your Turf — Courses from Coast to Coast are Battling Environmental, Legislative and Regulatory Hurdles… Here’s How to Battle Back

Grand Ballroom D

Craig Kessler | Director, Public Affairs | Southern California Golf Association

Michael Lee |Sr. Manager of Government Affairs | Golf Course Superintendents Association of America (GCSAA)

Ronnie Miles | Senior Director of Advocacy | NGCOA

Harvey Silverman | Principal | Silverback Golf Marketing

“The best offense is a good defense” strategy has been echoed by wartime leaders and football coaches alike over the years… but how does that mantra apply to your golf business model, and what exactly constitutes an affirmative defense? From water crises, to unpredictable regional droughts, to more prevalent (and drastic) legislative and regulatory mandates impacting your equipment, workforce and — ultimately — your bottomline, running a golf operation can feel like you’re constantly playing defense. It’s time to defend your turf, and arm yourself with the best insights, newest information, and game-changing strategies to take proactive steps to protecting your golf business. Longtime NGCOA contributor Harvey Silverman moderates this session with SCGA’s Craig Kessler, GCSAA’s Michael Lee and NGCOA’s Senior Director of Advocacy Ronnie Miles, and they will share how proactive operators are navigating problems and planning for not just next year, but the next 10 years. You may be in the midst of some of these challenges or they may be approaching the front stairs to your pro shop, but one thing is for sure — the “it’ll never happen to me” crowd can’t continue to operate with such a mindset. There are meaningful steps to be taken to defend your turf and battle back against unforeseen (and often, unprecedented) hurdles.

Golf Property Dispositions & Acquisitions — Planning Your Path With Precision

Grand Ballroom E

Larry Hirsh | President | Golf Property Analysts

Ryan Rafter | Managing Director | Hilco Real Estate

COVID’s impact on golf has been significant. How has it impacted your facility’s value and your exit strategy? Has your market position changed since January 2020? What is the critical information and how can you apply it to plan with precision? Larry Hirsh, President of Golf Property Analysts and Ryan Rafter, Managing Director of Hilco Real Estate Sales will explore the latest trends in the golf real estate market and share operational tips and tactics so you can avoid the common — and not so common — hazards that many in your position encounter. Whether considering a sale or seeking an acquisition, if a transaction is in your future, learn strategies for maximizing value, marketing your course, planning (and timing) capital improvements, determining what’s important in acquisition due diligence and more!​

Choose one of the sessions below

Three Scenarios for 2023 (and beyond) — Optimizing Revenue No Matter Which Way the Wind Blows

Grand Ballroom D

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

Del Ratcliffe | President | Ratcliffe Golf Services

As the nation sits on the precipice of an economic slowdown, golf has aggressively pushed rates during the COVID-induced surge. Data from NGCOA’s 2022 Golf Business Pulse Report indicates that 91% of owners surveyed have increased rates this year… with a third by 5% or more. However, 3 in 10 are concerned we’re pushing things too far. How far can the industry go, what are the steps you should be taking to optimize your revenue, and what are current consumer attitudes you should expect for the year ahead? Sports and Leisure Research Group’s Jon Last has been regularly pulsing the golfer mindset for over two decades. His good friend and leading multi-facility operator Del Ratcliffe, President of Ratcliffe Golf Services, has been using Jon’s insights for years to further his operations. One of three scenarios will play out next year: Things will get better; things will get worse; or things will stay the same. Join Jon and Del for a hard-hitting look at what to expect and how to deploy best top-line revenue practices to stay a step ahead of the market, no matter which one of these three scenarios come to pass.

Modernizing the Model for Instruction — How to Create a Rewarding Coaching Structure that Benefits Customers, Club Pros and Your Bottomline

Grand Ballroom E

Will Robins | CEO | Robins Golf Logistix

The recent spike in new golfers is a welcome sight for those across our industry … but is it taking its toll on some of the most vital members of your workforce? With new articles spotlighting the frustration for many club professionals from coast to coast, is it time to rethink, and invigorate, the instruction model at your course? Will Robins, Owner of WRGolf Coaching and CEO of Robins Golf Logistix (RGX), has been mentoring instructors worldwide his entire career, and has a modern coaching model that facilities are finding success in implementing. Robins will share insights and successes from the PGA Modern Coach initiative that is increasing retention and player spend at clubs across America. Put your club pros in the best position to thrive and let them reap the rewards of increased customer satisfaction and enhanced work-life balance — all while boosting your bottomline!

Wednesday, January 25

Agenda and event timing are being finalized; visit often for updates. All times are EST.

Grab & Go Breakfast

Executive Ballroom Foyer

Registration

OCCC, West Concourse W109 Foyer 

Creating Your Course’s Entertainment Ecosystem — A Step-by-Step Approach from Firsthand Accounts

W110, OCCC West Concourse

Shaun Hansen | Regional Sales Director | Toptracer Range

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

Ken Reynolds | Vice President Sales Marketing | aboutGOLF

Tim Riese, PGA | PGA Head Professional | Pease Golf Course

Off-course entertainment options have never been more enticing, accessible, and cutting-edge. Are you searching for additional revenue streams? Are your instructors looking for ways to leverage new technology to create unique lessons? How are you keeping your customers top of mind during slow or soggy months? Regardless of size or scale, if you’ve been considering — or are in the midst of — an install of golf entertainment at your facility, then don’t miss this enlightening panel. Shaun Hansen (Regional Sales Director, Toptracer) and Ken Reynolds (VP of Sales and Marketing, aboutGOLF) will be joined by course operators Don Rea, PGA (Owner, Augusta Ranch GC + Vice President, PGA of America) and Tim Riese, PGA (Head Professional, Pease Golf Course) who are at various stages of entertainment offerings at their clubs. They will take you through the total life cycle, from planning and permits, to budgeting and financing, to marketing and maintenance, to ribbon cutting and beyond — find out how proactive operators don’t just view this as an “add-on”, but as an ecosystem. Discover the opportunities that exist, learn which parts of the process need to be carefully navigated and have your questions answered by our panel of experts.

Fortify Your Facility — How to Attract and Retain Talent in Today’s Marketplace

W110, OCCC West Concourse

Kate Drimel, PGA | Recruiting Specialist |  PGA Career Services

Kelly Gilley, PGA | Regional Director, Central Region | PGA Career Services

Scott Kmiec | Senior Director Member and Section Operations | PGA Career Services

Mark Mattingly | Executive Vice President | Landscapes Golf Management

A rapidly evolving labor landscape has taken its toll across the business of golf, with workforces wearing thin and talent pools running dry. Find out how successful operators are fortifying their golf facilities and implementing the latest techniques and best practices in the recruitment of new team members. You’ll also learn top tactics in retaining talent in today’s environment. With remote work here to stay, discover the ways that leaders in golf and hospitality are competing and adjusting to bolster their workforce and bottomline.

Thursday, January 26

Friday, January 27

Premier Sponsor

Executive Partners

Presenting Sponsors

Participating Sponsors