The USGA takes pride in having its finger on the pulse of golfers. Its representatives are very good at creating conditions that can confound even the world's best players, and they also believe they know what the rest of us want in a golf course. And by the looks of things, they don't believe enough people are providing what the majority of golfers, or potential golfers are seeking.According to USGA research, the median handicap for men is about 15 and for women, that number is 27. Only 13 percent of men with a USGA handicap sport an index of below 7, and only 11 percent of women play below a 16. Clearly, the conditions that the USGA creates for its many national championships do not apply for most of the rest of us, and it's why the USGA is not coming to a course near you to offer advice on how to set up for the next scramble or member-guest event.
"Eighty-seven percent of men have a handicap greater than 7. They're not going to playing in the U.S. Open, folks. They're not," USGA Green Section agronomist Chris Hartwiger said of the average golfer during the during this year's Green Section Education Conference during the Golf Industry Show in Orlando, Florida. "I'm right on the border of that group, and I'm not going to be playing in the U.S. Open any time soon, so we need to be thinking more about who your best customers are, and not preparation for the 13 percent that are single digits or plus handicaps."
If an industry that is shedding about 1 million players per year, according to National Golf Foundation research, is interested in stopping the bleeding, individual facilities, especially at the daily fee level, must do something to attract new players and reinvigorate those who have left the game.
But what?
Part of that solution, Hartwiger says, is improving pace of play and presenting a golf course and teeing options that promote faster play.
Hartwiger cites USGA research that says the average male player drives the ball about 200 yards, and the maximum length of a par 4 reachable in two shots for that average player is 370 yards. For women, the average drive is 150 yards with a maximum par 4 reachable in two shots being about 280 yards.
The USGA has a portion of its Web site dedicated to improving pace of play, including tips to help both players and employees of the golf facility to identify ways to move golfers around the course faster.
"The golf experience needs to be enjoyable. Fast and friendly equals fun," Hartwiger said. "How are we going to provide a fun experience for a diversity of players we would like to attract to our golf facility and want to come back again?
"If we can provide a fast pace of play plus a friendly experience, we have a good chance that is going to equal a very fun day at the golf course."
For the superintendent, factors to consider include ensuring proper signage is located throughout the course, and other factors such as rough height of cut, green speed and fairway width all line up with customer skill level.
"All these things added together can really make a difference on how quickly people move through the golf course," USGA executive director Mike Davis says on an association video aimed at tackling pace of play issues.
For daily fee courses hoping to attract high-handicap players, women and juniors, creating a fun and inviting atmosphere begins with proper tee placement, course set-up and the attitude of the employees in the golf shop and on the course. Hartwiger cites National Golf Foundation research that indicates women, overall, are intimidated by men and an unwelcoming golf course staff.
Research indicates that although women still earn about 20 percent less than male counterparts, they earn more than men in many large metropolitan areas. And those women also are, on average, attracted to golf more for its social opportunities rather than as an avenue to unleash their competitiveness. So, if a woman, a newcomer or infrequent player, or anyone other than a scratch player, does not feel welcome as they are plunking down their money, they struggle on a difficult course set-up and spend five hours doing it, chances are they won't come back.
"Eighty-nine percent of the women who play your golf course, on average, are going to have an index greater than 16," Hartwiger said. "There are lots of things we can draw from that, but I want you to think who your best female customers are and are you addressing what a friendly and good golf course is for them.
"There are tremendous strides that can be made here at every facility to make it more friendly to this group," Hartwiger said. "The data is out there. They are telling you ?help me out here. I'm interested in this game, but there are some things that make it unfriendly.' "
The NGF released a report this week that shows that 40 percent of new golfers each year are women, yet only a fraction of them stick with it, as evidenced by the fact that women comprise only about 20 percent of the U.S. golfer population. That percentage has been stagnant since 1991, according NGF. In other countries such as Germany, South Korea and Switzerland, women make up almost 40 percent of the golfer population because governing bodies and the industry overall cater to women and their needs.
"Remember, fast plus friendly equals fun," Hartwiger said. "And if we aren't doing a good job on the friendly part, the equation isn't going to add up."