Get Out There And Golf
Author: April Miller
June 2008
Features
Hitting the links can be fun for all attendees
Even if you’ve never picked up a golf club and tried to hit that little white ball, a golf course could be the perfect location for your next great team-building event, incentive trip or as an add-on component to a meeting or convention. Your group isn’t composed of die-hard golfers? Not to worry—golf outings don’t have to be all-day, 18-hole events for avid golfers only. And golf course staff can help you plan a small or large event tailored perfectly to attendees’ skill levels.Beyond the sport’s ability to create a memorable team-building event, Bob Nelson, vice president, Pacific Palms Resort in Industry Hills, Calif., says it also allows attendees to relax and stretch. “[And] to leave the confinement of a meeting room and ‘stop and smell the roses,’ if only for five hours,” he adds. “Golf resorts provide natural breathing space and, by necessity, a large green space that can add another level of performance and productivity to any meeting.”
If you’re longing to provide your clients with some of the peace and tranquility a golf course can bring, don’t let your lack of experience with the game inhibit you from hitting the greens. “The key is using a facility that provides planning services and has executed successful events,” Nelson says. Pacific Palms hosts close to 200 tournaments a year, from small, high-end groups to those with almost 300 players, for such organizations as Coca-Cola, FedEx and Los Angeles Freightliners. “With the right property, the planner should simply explain the goals of the meeting to the golf course [staff],” he says.
While it’s possible to plan golf events in as little as two weeks, it is advisable to leave yourself several months to a year to plan your outing—particularly if your desired venue is a top-rated course, which will book quickly. “We recommend scheduling your event as soon as you know golf is needed,” says Mike Osgood, director of sales and marketing at Desert Willow Golf Resort in Palm Desert, Calif. He’s worked with gatherings of 13 to 300 people and counts corporate groups such as Ernst & Young to charities such as Habitat for Humanity among the more than 200 groups that annually hold outings at the resort. “If you are two years out and you know you need golf and want to play a number-one rated course, you’d better secure it now,” he advises.
Planning ahead is also a good idea if you want to play on some of the West’s new courses, such as Sun Valley’s White Clouds, a much-anticipated second 18 at the iconic Idaho resort. The first nine holes open late this summer, the remainder a year later.
COURSE SELECTION
If you’ve already booked a meeting at a resort with a course, then utilizing that on-site course makes sense. But if you’re in the process of finding a venue, there are some things you’ll want to keep in mind. Key to the success of any golf outing is matching it to your attendees and your desired outcome. You also want to be sure you are choosing a course that can meet any pre- and post-event needs you may have. A great place to begin your search is online. Does the course site offer online planning tools, photos and course descriptions, services and fees and additional information beneficial to planners? If so, it’s a good bet the course hosts many outings and would welcome your group.
Once you’ve narrowed down your list, call the course. Your contact will typically be a director of sales and marketing, director of golf or the course pro; some courses have an event coordinator or tournament director. During a phone call you can ascertain how interested they are in your outing: do they ask its purpose, your goals, make suggestions as to what the course can offer to generate excitement? If it feels like a good fit, it’s time for a site visit.
Minimally, you should know the date, time and tentative number of golfers before your first contact with the course. But the more information you can provide upfront, the better. “It is critical that the meeting planner supply as much data as possible regarding the group needs, wants, expectations, demographics and then determine how the facilities resources can make, or not make, it happen,” says Pronghorn’s director of golf Michael Marion. The Bend, Ore. venue hosts events for 20 to 30 corporations annually, from Nike to Morgan Stanley. “It is critical that the host facility supply the meeting planner with the resources, amenities, time frames and restrictions that will affect the group.”
Additional information that the course will need to know includes: arrival and departure times as well as any other non-golf related meetings or activities that you want to take place; your group’s demographics (males, females, ages, CEOs, etc.) and skill level (novice or avid golfers or a mix); if rental clubs will be required; and desired food and beverage options.
More than 100 events, ranging from 10 to 200 people, are held annually at Canada’s Bear Mountain Resort in Victoria. Director of Golf Steven MacPherson says it’s also important to know if any participants are physically challenged, if you’ll utilize the course’s electronic real-time scoring system, if the practice facility will be used, if golf instruction is needed, and the desired format.
Of course, everyone is also going to want to know your budget.
COST SAVERS
Asking courses for references will allow you to talk to other planners. You’ll not only learn about the course’s execution on event day, but colleagues can let you know if you’re dreaming of Pebble Beach on a budget that won’t even get you in the parking lot.
Pronghorn’s Marion says it’s important that planners don’t come to a facility with the goal of cost cutting. “Look at what a facility has to offer for the price they offer it and be willing to pay for extras,” he says. “If your group cannot afford to be at that facility, then find another facility or get the group to increase their budget.”
Yet, others do offer some advice when keeping the budget in mind. Planning ahead and confirming an accurate number of players can save in cancellation and no-show fees, says Derek Gutierrez, head golf professional at Twin Warriors Golf Club at the Hyatt Regency Tamaya Resort & Spa in Santa Ana Pueblo, N. M. The course plays host to more than 50 outings each year to groups such as Certified Angus Beef and the Western Thoracic Surgical Association. Utilizing the course for gifts, prizes and awards can also minimize costs, he adds.
Holding your event on a Monday may also reduce expenses. At Colorado Springs’ Cheyenne Mountain Resort, Monday is designated for outside events and, thus, the fees are not as high as the rest of the week. (This is true for many courses.) “Outings held just outside the peak season, early April or early November, allow for good weather without the higher rates that are paid from May 1 through October 1,” says the resort’s PGA professional Matt Cohen. The Food Industry Association and Keller Homes are just two of the nearly 30 corporate and charity events held at the Colorado resort each year.
FINDING A FORMAT
While the most popular format for golf events tends to be the scramble, this really comes down to the number of players you have and how experienced they are. “If you have a group of 48 guys that are experienced,” Osgood says, “I would suggest doing a handicapped individual ball, but if you have a full-field 144-person event, a standard scramble will save you time and make it stress free on the non-experienced golfers.”
In a scramble format, all four players hit shots from the same location. They then all play from where the best ball lands, continuing to do this for every shot throughout the round. A social and fun format, says Cohen; also, it usually lends itself to a reasonable pace of play.
Another option is the shamble format, which also tends to be popular for those who like to play their own ball. In this format, all golfers tee off with the best of the shots selected. All players then play their own ball from that spot to the hole.
Feeling a little confused? Don’t be. Course staff can definitely help you in selecting a format and in handling player pairings (who will play together in foursomes). “If a format is chosen that is too demanding or too easy, the client, facility and meeting planner will suffer,” Pronghorn’s Marion says. “The host facility should be influential in determining the format, because they know the golf course and it is critical that clients have a positive and memorable experience.”
CREATING EXCITEMENT, BUILDING MEMORIES
No matter what format you choose, remember that a golf event is all about fun. Your attendees aren’t Tiger Woods or Natalie Gulbis, and there’s no large purse on the line. But you do want each one walking away feeling special and that a great time was had by all.
At Hyatt Regency Tamaya, excitement is created with contests such as closest to the hole, longest drive and straightest drive—all included in the tournament rate. “These can be conducted separately for gentlemen and ladies or for everyone in the outing,” Gutierrez says. “Hole-in-one contests are also a big hit, and golf courses have established relationships with the insurance companies that provide the prizes like golf clubs, cars, vacations and cash.”
He adds that insurance fees vary, and the course does charge a nominal fee for the signage setup.
In addition to on-course contests, there are other add-ons you may want to consider to spice up your outing:
- A celebrity or golf pro as a special guest. This can be someone who spends a few minutes with each foursome or just makes an appearance at a post-golfing awards banquet.
- Photography. Have someone take pictures of your group and show a video montage later in the day.
- Equipment demonstrations.
- Golf instruction before, during or after the main event.
GIFTS AND GIVEAWAYS
When planning your event, don’t forget about the goodies. More so than you may think, gifts and giveaways play an important role in the presentation of your overall outing. To source gifts, you can either work with the course staff or purchase them yourself.
“We prefer to handle the ordering of gifts and awards and can suggest creative and popular items for attendees,” says Gutierrez, of Twin Warriors. “It eliminates the task of ordering and drop-shipping to the golf property ahead of time by the planner. Best of all, we can extend favorable pricing and have hundreds of vendors to choose from.”
With so many choices, what to give? At Pacific Palms, Nelson says balls and hats are always popular, coupled with sunscreen. “Groups tend to have participants who rarely play, so are not equipped for loss of balls and five hours of sun,” he adds. For some of the resort’s higher-end events, shoes, sunglasses, travel bags, rangefinders and leather jackets have been positively received.
For many, no matter the gift, the inclusion of a logo is a must. This not only helps brand the event, but gives the guest an item that will spark memories of a great day of golf. Key here is to think sophistication and quality, not NASCAR, when purchasing imprinted items and selecting logo size and color.
Do not feel constrained to select only golf-related items as gifts and prizes. Guests who don’t golf often may love their sleeve of balls and cap and shirt with logo; others may feel that these items are way overdone at golf events. Consider the following to make an impact:
- Wine, wine stoppers, corkscrews.
- Paperweights, fine glassware, crystal clocks.
- Tools, luggage, jewelry boxes, humidors.
- Gift cards to the course’s pro shop.
- Airfare, vacations, cash.
FOOD AND BEVERAGE
Your start time will determine your food and beverage options. An early morning tee time typically means a continental breakfast followed by lunch. With such a breakfast, guests may grab a muffin and coffee and head to the driving range or putting green to warm up. If you provide a room with ample tables and space, people tend to socialize and, therefore, more time should be built into the agenda. For those with an afternoon start, a boxed lunch on the carts is quick and simple.
At Cheyenne Mountain Resort, Cohen says, crepe or omelet stations for morning outings have been successful. “Food stations actually located on the tee boxes of the golf course can be done as well,” he adds, “so that every three to four holes the golfers experience a small portion of many different types of offerings.”
If you’ve themed your event, courses can arrange to have the food and beverage presented in that style. Desert Willow staff has roasted a pig in the center of a reception for a tropical-themed outing; for Scottish themes, staff dress in kilts.
Whether wrapping up with lunch or a sit-down dinner, everyone loves dessert. At Pacific Palms you may want to include the flaming golf ball treat on your menu—a baked Alaskan-style golf ball flambé.
NINE HOLES AND NON-GOLFERS
Not everyone wants to play a full round, nor does every meeting schedule allow for a long day on the course—so nine-hole events are becoming increasingly popular.
A nine-hole afternoon round beginning at 4 p.m. followed by dinner can be arranged at Desert Willow, as can creating a nine-hole “desert-scaped” miniature golf course on the putting green, Osgood says. Pacific Palms can also create specially designed courses for putting competitions, as it did for a recent “Land of the Free” nine-hole tournament.
“We had holes with each of the branches of service present using model planes, ships and more,” Nelson says. “It was very effective, especially when combined with an outdoor reception.”
Clinics, putting and chipping contests, glow-in-the-dark outings, club fittings and more can all be done in place of a traditional golf event. Activities such as these can lure your non-golfer attendees to join in on the fun. But for those who really want something different, a great venue will not leave your non-golfers out in the cold. If you know your group has a few of these, ask about other activities when selecting your site.
Spa treatments, horseback riding, ballooning, Jeep tours, Santa Fe trips and hiking are just a few options at the Hyatt Tamaya. Guests can have fun playing bocce ball on the front lawn at Bear Mountain or visit the volleyball courts, hit the gym or rent bikes.
Pronghorn’s Marion suggests speakers discussing wellness or trunk shows as options. “Be creative based upon the groups,” he says. “A great impression can be made.”
So what are you waiting for? Throw off the sweaters, break out of the air conditioning and find a course today for your next great event.
April Miller is the editor of Golf Event magazine (golfeventmagazine.com), a resource for golf outings and events. Subscriptions are available to anyone planning or organizing golf events.
Common Golf Terms
19th Hole: the clubhouse bar and where you’ll find golfers after a round.
Ace: a hole in one; taking only one shot to get the ball from the tee into the hole.
Back nine: A golf course is comprised of 18 holes. The second half of a round is known as the back nine. First half is known as the front nine.
Ball marker: small, round object (can be given at registration as gifts) to indicate the ball’s position on the green.
Bunker: a hazard that is a hole or depression, filled with sand.
Caddie: a person whose job it is to carry a player’s golf bag. He or she may also find lost balls, read greens and give advice.
Clubhouse: a golf course’s main building. Usually contains the pro shop and some type of food and beverage service.
Drive: a shot on a hole hit from the teeing ground.
Driving range: usually an open field where players can hit practice balls.
Executive course: a much shorter course to play with a much lower par than a regular course. An executive nine is a course with nine holes.
Fairway: closely mown turf running from the tee box to the green.
Green: area where a golfer putts to end the hole; flagstick and cup are located there. Also called a putting green or golf green.
Handicap: a numerical representation of a golfer’s playing ability. The lower a handicap is, the better the golfer. Planners or pros may request guest’s handicaps in order to arrange player pairings.
Lie: location of a player’s ball at rest.
Mulligan: a “do-over.” An extra shot, whereby not counting the first stroke. Never allowed when official rules are being followed; some outings sell mulligans as a fund-raiser.
Par: expected number of strokes it should take each player to play each hole, say a par-3, par-4 or par-5 hole.
Rough: area that usually has longer, thicker grass outside of the fairways; can be punishing to players who don’t hit it on the fairway.
Round: 18 holes of golf. An ideal round should take four-and-a-half to five hours; outings that take longer can lead to unhappy guests.
Signature hole: the hole that the golf course staff deems its most photogenic, hardest or has some notable history—and the one golfers may be most familiar with if it’s a prestigious course.
Turn: spot where you have finished the front nine and are now about to play the back nine.
Mind Your Etiquette, Please
Essential to the game of golf is etiquette. So whether you are going to join your attendees for a round or simply want to make your less-experienced guests feel more comfortable, here are some rules of etiquette to keep in mind:
- Have all course policies in advance of the scheduled outing and share this with your players. This includes knowing the course’s dress code and any policies it may have on the use of cell phones and smoking.
- Double-check the spelling of all guests’ names. Whether it’s for their bag tag or the sign on their golf cart, a misspelling will reflect poorly on you and the course.
- Start on time. One of golfers’ biggest complaints about outings is slow pace of play. Tee times and the entire day’s schedule must be adhered to. Keeping a list of attendee cell phone numbers can aid in contacting a missing golfer.
On the course:
- Don’t talk while someone is playing a stroke. This includes while they are taking their practice swings and analyzing their shot.
- Do not take your swing until you know that the other players are at a safe distance.
- When it is your turn, be prepared to hit. This will keep play moving and not force others to wait. In fact, if the group behind you is always waiting, invite them to play through.
- Observe all cart rules.
- Never cheat, lose your temper or throw your clubs.
