By Randy McDonald

Golf is a game steeped in tradition. Its culture is slow to change. But change it must if it is to succeed in the coming decades.

Gone are the days when private clubs had lengthy waiting lists with players eager to join.

Today’s reality is this: golf clubs need to be more commercially viable, more family oriented, and more relaxed in the attitude towards things like dress codes.

In other words: lighten up!

Time, the state of the economy, and changing lifestyles are all having an impact on the finances of clubs. Many players are moving from the restrictions of a club membership to ‘Pay and Play’.

The golf industry should welcome change. No doubt, last year was a challenge for all of us. So what can we expect this year and beyond?

Well, the first positive sign of change is with the old elitist blue blazer crowd at Golf House, in Oakville, Ontario – better known as the Royal Canadian Golf Association (RCGA).

The old brand and reputation obviously needed a marketing overhaul. Its image was stale and dated. The RCGA name is out and Golf Canada is in – along with many new hires in the executive offices.

The idea is to enhance the value of a Golf Canada membership. The problem is: few golfers really know what this association offers its members, and I suspect many don’t care.

The old RCGA was drowning in red ink, and lost millions over the past few years with some flawed programs. Their professional tournaments, Future Links, Player Development programs and amateur tournaments continue to press on the purse strings.

At the time of the sale of Glen Abbey golf course in Oakville, Ontario, the Board placed restrictions on the use of the funds that poured into the RCGA coffers. The money was to be used for the betterment of the game in Canada.

Now the board has dipped into the fund and will use $5 million towards a new membership initiative. Golf Canada is gambling that increased revenue from new memberships will allow the Board to return these funds – as well as grow the game.

Time will tell, but it appears the survival of the old/new organization is at stake.

No longer can Golf Canada rely on the profits of the Canadian Open Championship to fund programs as it did in the past. Recently, the losses from our national Open have been picked up by Golf Canada.

So how do you convince over 2,000 golf clubs and approximately 5 million golfers in Canada to scoop up a membership?

Golfers spend more at the 19^th hole. Clearly, it’s not a financial issue that keeps golfers from joining up.

Most private golf clubs access members the cost of a Golf Canada membership in their monthly statement – buried among an assortment of food and beverage charges.

I suspect that if you asked most members, they wouldn’t even be aware of the membership charge – and the benefits they receive from it.

No doubt, money is tight at clubs. For an owner to write a large cheque to the association, it’s critical that there’s a good answer to this question: What do we get in return?

Owners might need the parking lot paved, a bunker replaced, or even a new tractor. So where do they spend their money?

Does that owner’s membership need a Golf Canada membership?

The true test of Golf Canada’s new drive would be to allow private golf clubs to opt in or out – and then see what type of response they receive.

In Canada, the majority of golfers are public players who shoot 85-90+ and play with their buddies once or twice a week. They don’t play in tournaments and really don’t need an official handicap card.

So how do you convince them to join? Golf Canada will start offering incentives: golf applications on BlackBerries, discounts on travel and hotels, and insurance and frequent flyer deals. Will this be enough to convince golfers to join?

Let’s hope Golf Canada has effectively negotiated these sponsorship packages so golfers who join will get the best and lowest price.

For me to sign on for insurance coverage with RBC, I need assurances that it’s a great deal – something I can’t afford to miss.

Please don’t send me another standard insurance letter with a golf theme because I won’t be joining.

I applaud the new regime at Golf Canada and their efforts to change things that needed changing in our game. I hope the new membership campaign works because a lot is riding on its success – including the very future of golf in this country.

Stayed tuned.

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