For many years the long-forgotten golf demographic is getting a substantial boost with the launch of the RBC Community Junior Golf Program. The initiative will focus on building greater diversity and equity in golf by enabling affordable access to the game for youth in underrepresented communities in Canada. PGA TOUR professional golfer Harold Varner III will join Team RBC and serve as an ambassador for the new program.
As a long-standing supporter of golf, RBC is proud to launch a program that will help increase diversity, inclusivity and access to the game of golf,” said Mary DePaoli, Executive Vice-President and Chief Marketing Officer, RBC. “We believe in ensuring everyone has equal opportunity to realize their full potential and we look forward to bringing this program to life with the support of Harold Varner III, our newest Team RBC ambassador and someone who is equally as passionate about working with youth as we are.”
As part of the RBC Community Junior Golf Program, Golf Canada will implement the First Tee – Canada and Youth on Course programs at municipal and especially accessible public golf courses across Canada. By 2023, the program is expected to engage more than 10,000 young people by delivering free First Tee programing, which integrates the game of golf with life skills curriculum and $5 Youth on Course green fees to select courses from coast to coast.
The First Tee began in 1997 as a partnership among the LPGA, the Masters Tournament, the PGA of America, the PGA TOUR, and the USGA to make golf affordable and accessible for all kids. Along with introducing the game, life skills curriculum is also introduced that support the development of Nine Core Values inherently found within the game of golf (honesty, integrity, sportsmanship, respect, confidence, responsibility, perseverance, courtesy and judgment). Now, for over two decades First Tee has been committed to helping kids build character strengths and important life skills through the game and providing all kids with access to opportunities for personal growth in a fun and safe environment. The program initially started on golf courses, but have now expanded by bringing the program to physical education classes across the country through our in-school and after-school programs.
For the past number of years, junior golf in Canada has been served by an assortment of programs by various people and associations. Golf Canada started out with Future Links and Golf in School. These programs have now folded into the new RBC Community Junior Golf Program and as the program develops the provincial zones will become chapters. Currently Golf Ontario and Golf BC have come on board.
Other associations like the NGCOA have “Take A Kid to the Course” and The PGA of Canada supports Get Golf Ready along with Future Links and Golf in Schools. Other junior golf programs and events for juniors in Canada are offered by the Canadian Junior Golf Association, and the Maple Leaf Junior Golf Tour. There are also a variety of regional programs/schools offered by various golf professionals and clubs.
Laurence Applebaum the CEO of Golf Canada told Pro Shop magazine that Golf Canada is “now an open shop as opposed to being a closed shop for years”. Golf Canada is willing to listen to and if it makes sense, work with groups or individuals in order to develop various programs in golf.
One of my pet peeves over the years is the inability of the golf industry and programs to work together. Although it is getting better these past few years, many programs continue work in competition with each other. Now is the time to bring junior golf together with a comprehensive program that allows juniors to enter the game learn, play and compete
The RBC Community Junior Golf Program is a great start and has a committed sponsor. We understand that the program is just starting and will develop over time. However, we still have a few questions that need to be answered.
- PGA TOUR professional golfer Harold Varner III and ambassador of Team RBC is a good person and wants to give back. However, would it not be great to complement him with a Canadian and a women golfer?
- It was mentioned that part of the program is the $5.00 Youth on Course green fees. How are you going to get the course owners to agree to this rate unless RBC is subsidizing? Is the NGCOA going to get involved into this program and work with owners for discounted rates?
- The success of any program comes down to the overall execution. Over the years there have been many great programs (in theory). Numerous golf professionals and club owners say they will support programs but when it comes down to actually working the program and communicating it to their membership or community, many programs fail. Owners who agree to the program usually add the program to the golf professionals many duties. We know that everyone has good intentions but time is limited and running /marketing a program takes a lot of time to make it a success. Will the PGA of Canada and their provincial zones work with the program and communicate the value of this junior golf program?
It is critical that the golf industry constantly develops and introduce the game to junior golfers. They are the future of the sport and everyone must get behind the programs. There are many questions about The RBC Community Junior Golf Program but we understand it just launched and needs time. Let’s hope the entire golf industry gets behind the program and make it work.
