Golf: Investing in Eve
| News
Estimated reading time 5 min
The answer may be a little bit of both, but for far too long there has been gross neglect of the retention side of this equation, and a serious lack of investment in a product (a playable golf course) that will retain women patrons. Financially investing in the product, services, and golf experiences that are attractive to women is essential to being able to retain them as customers.
“Financially investing in a playable golf course and golf experiences that are attractive to women is essential to being able to retain women as loyal patrons.”
– Kari Haug, Golf Course Architect
While the cost of recruitment programs for women might be minimal compared to making an investment in golf course renovations and services that will retain women, it is important for club owners, managers, and developers to understand that “wine and nine” events might not be enough in the post-covid world. The good news is that family time and wellness in the outdoors has gotten a big boost from the pandemic and it is the perfect time for golf courses in particular to capitalize on the new awakening…. but capitalization is only possible if women are provided with a more fulfilling golf experience. Families have had time to re-assess the importance of family leisure activities which are often initiated by the family matriarch, and they need to see that clubs vying for leisure-time dollars have made an investment into them as consumers. Years of the billowing smoke screen of flowers in restrooms and wine on the practice tee will no longer suffice. A more comprehensive approach is needed for a more discerning customer.
There is no longer an endless stream of women to run through the mill, and there will not be children to fill the pipeline if moms enroll children in other activities like soccer, hockey, football, or running sports. While women have multiple other options for family entertainment, golf continues to be a very viable (and much safer) family leisure activity, but only if leaders in the industry snap out of the drunken economic stupor of the 80’s and 90’s where tee sheets were easily filled – mostly by men.
Debunking the Time, Cost, Difficulty Myth
We also have to stop spreading the message that golf is so difficult – it’s not. What makes it disproportionately more difficult for women is poorly thought out course design from the forward tees, poorly designed athletic equipment that disregards women’s anthropometrics, and a lack of properly fit golf clubs and golf course features. I get it, women tend to blame themselves for poor play. It’s time to stop the self-blame game and ask equipment manufacturers to work on research and development of equipment that helps women with distance, reduced drag (increased club head speed), and increased launch angle. In some cases, strength is an issue, but why haven’t golf club manufacturers developed equipment and golf balls in particular that will produce a longer hitting distance for women at slower swing speeds? Instead, we have seen the trampoline face that launches the golf ball further for only the strongest of players when the goal for these elite men should probably be to scale back distance or change the golf ball as was suggested by Jack Nicklaus decades ago.
How about the issue of cost? Since women make 78 cents on the dollar compared to men, what if women’s greens fees were discounted by 22%? I’m not joking. And the issue of time – maybe women don’t mind four hours of respite from home duties, followed by a cool drink on the patio that is served by someone else, and a good adult conversation rather than explaining to a two-year-old why it is a bad idea to eat sand. So how about asking if women really want a game that only takes one or two hours to play on an executive 9-hole course that usually provides an inferior golf experience and no tasteful post-round food or beverage space. Some may say yes, but given the clear choice, many will opt for retrofitting existing regulation golf courses so that they are playable and accessible for women, with good post-round food and beverage.
I am a golf course architect and I am particularly in tune with what is needed in terms of golf course design that can produce a much more inclusive and equitable golf experience for women golfers. As a bonus, some of the features that provide a better experience for women also can provide a better experience for senior men, beginners, juniors, and disabled golfers. Investing in men’s golf might beget more men, but improving the golf course for women can help broaden the market base, attract families and seniors, and create a much more inclusive golf culture. The call to action has been made, and what is needed now is a move to action…an “investment in Eve.” Talk is cheap – money makes things happen.
The call to action has been made, and what is needed now is a move to action…an “investment in Eve.” Talk is cheap – money makes things happen.
Men and women who hold the power and the purse need to make genuine investments in golf course playability for women, and also into facilities and services that provide a fulfilling and inclusive golf experience for the entire family regardless of gender or age.
“Investing in Eve” – the time is right to make real investments in playability of the golf course for women. It starts with tee locations and course length, but extends to assessing playability all the way from the tee to the green – a concept I call Playable PathwaysTM.
by Kari Haug MEIGCA, EIGCA’s Chair of Equality & Inclusion.