Formerly the National Allied Golf Association, now known as We are Golf is comprised of all the national golf associations within Canada—Golf Canada, the Canadian Society of Club Managers, the Canadian Golf Superintendents Association, the PGA of Canada and the National Golf Course Owners Association Canada.
Initially a lobby effort, created by some golf club owners (NGCOA) years ago, wanting to create awareness of the sport and pressure the government to provide a fair tax ruling for golf entertainment.
Golf-related client expenses in Canada have not been elegable for tax rebates since 1971 even though other client-entertainment expenses with other sports are elegable. This outdated legislation is simply unfair and does not allow the golf industry to compete on a level playing field.
On Parliament Hill in Ottawa on May 1, 2019 our various golf associations will try again to bring further attention to the game of golf and its significant community impact within Canada and across North America. The date also aligns with the We Are Golf initiative spearheaded out of the United States.
In theory, having a National Golf Day is a great marketing and promotional program. In practicality and proven year after year, our National Golf Day is only a lobby program that has been relatively unsuccessful and unable to drive the message home to the politicians. Other than providing golf association executives with a photo op, make them feel good and think they have created a worthwhile event, I question if it is really an effective program and worth the time and cost? Maybe it’s time to have two days – Industry Lobby Day and a serious and effective National Golf Day or Week. For the government lobby, it’s time for a new direction, new people leading the march and attract people who know how to market a product and create awareness. It’s time to have some prestigious owners involved, owners from big and small clubs plus people within the industry or celebrities who love golf start to speak out. People like Brooke Henderson, Mike Weir, Sandra Post and key owners from all golf sectors who carry some clout, will definitely draw attention and publicity to the problem.
I have no issue with a lobby group trying to make the politicians see the ball and make them understand tax fairness. However, don’t call it National Golf Day when the We Are Golf people are not prepared to properly market and promote the occasion. They say “each member association representing We Are Golf should encourage their respective memberships, partners and stakeholders to participate in National Golf Day in their own way to celebrate the significant economic, health, recreational, charitable and tourism benefits that golf drives in communities from coast to coast.” Great words and objectives but in reality, nothing will happen. Year after year I look, but there is no serious marketing plan or effort within the golf associations or overall industry. Once again all-talk and no action. From the recent We are Golf press release, the only marketing effort on the web site is a social media toolkit to download a graphic and logo. That’s it! Unfortunately, you can’t leave the marketing up to the individual clubs.
If the golf industry is serious about a National Golf Day or Week, create an effective national marketing/media program and get everyone involved. Try to tie in with events like the RBC Canadian Open, CP Women’s Open or other local or national events. Get good marketing companies like Taylor Made involved, work with Golf Town and other retailers, ranges etc. Offer discount golf, free lessons, special community clinics. Bring in some name ambassadors, NHL players and other celebrities for media attention.
It’s time to think outside the box. The current program and execution have proven it does not work. Developing and executing such a program takes a coordinated effort, time and creativity. So, start now for next season. Start marketing at the various buying shows in the Fall and get the local golf professionals to buy-in and show them how a National Golf Week or Day can help their business.
