The primary goal of every PGA of America Golf Professional is to forge relationships with his or her members and customers. Among the many ways to develop these connections, playing golf together, competing in local pro-ams or simply sharing a meal at the club are the most time-tested and proven methods of going beyond the customary “hello and goodbye” of our every day. Member travel can often encompass all of those factors.
PGA of America General Manager Steven Driggers, of Anniston (AL) Country Club, a Quarter Century PGA Member, travels annually with members, domestically one year and internationally the next. They host only about 7,000 rounds per year at Anniston Country Club, which means Driggers, also the owner of the club’s golf shop, must utilize his many years of experience to engage members, not only to generate sales for his golf shop but to create a stellar member experience. In fact, he’s been to several amazing destinations with members over the past few years.
"Member travel allows them to see you in a different light away from the club," Driggers says. "We host annual member trips that alternate between domestic and international. For instance, Pebble Beach Golf Links is our destination this year with 27 members, which follows a trip we took to Scotland with 23 members last year and a golf excursion to Northern Ireland with 19 members already planned for next year."
He says that regardless of the destination, travelers stock up on everything they need for their time away - balls, gloves, shirts, outerwear, rain gear, headwear and more. Many golf professionals will confirm that relationships are fortified away from the club and become more like friendships when they return to their home facility. They’re planning exclusive excursions that focus on specific segments, like women or couples or a simple guys’ trip abroad.
For instance, Carly Newman, the President of the Metropolitan PGA Section Assistants Board and a PGA of America Assistant Professional at Nissequogue Golf Club in Saint James, New York, has traveled to Scotland with her women members.
"It was a five-day trip that included rounds at some of the most legendary courses in the world along with food and culture," she wrote for a PGA Magazine Travel Best Practice, “but upon reflection, the trip really extended well beyond those five days. We saw the women around the club a lot more often, and I gave a ton of lessons while still in New York. That gave them the toughness to fight through the rains that fell during the trip. Each of the 11 women had never played golf in Scotland. To provide that opportunity was the best thing in the world. And it has extended well beyond, with new partnerships, continued lessons and a sense of empowerment that has all of them excited to come to the club every day to improve their games, and for future trips.”
Ben Bridgers, the PGA of America General Manager at Pinehurst Resort understands the importance of member travel, as his facility is one of those bucket list destinations that golf pros and their members seek to check off.
"One thing we’ve tried to do at Pinehurst is to be an intimate setting for PGA of America Golf Professionals to spend time with members and make contacts from across the country," he boasts proudly. "Between our sales staff and golf staff, we can take care of everything on a trip - additional rounds of golf, caddies, Ship Sticks for club and luggage shipping and dining reservations. We want it all to be turnkey for PGA of America Golf Professionals and the golfers. The lesson: reach out to your fellow PGA member at the location you want to go. Just make your plans and enjoy!"
If you’re not traveling with members yet, there is no shortage of compelling testimonials to motivate you to put a travel program in place. At Union League in the Philadelphia PGA Section, Sean Palmer, the PGA of America General Manager took a proactive approach when coming on board in 2015. With more than 3,000 members across several Union League facilities, Palmer had to familiarize himself with his members’ desires and preferences.
"I had no idea if members wanted to travel or what their budget was," Palmer admits. "I created a survey asking where they wanted to go, what courses they wanted to play, if they wanted side trips, what their price range was, how many star hotels they preferred, etc. You name it - the survey contained it. Eight years later, to say things have changed would be an understatement. I still do all that, instead with a website and Google Surveys."
Palmer says they do about a half dozen golf schools in Florida or the Dominican Republic each winter and conduct several trips to the UK.
"I’ve been able to take my assistants everywhere, letting them see how I run a trip, so they’ll know what to do when it’s time for them to run one" Palmer added. "Meanwhile, the members get fantastic trips in an easy-to-follow sign-up format. On the website, we lay out everything — rental clubs, rental shoes, a trip with a pro, without a pro, side trips, caddies, you name it, anything that a trip would contain — and its overall price once all that gets factored in. Once they see the price tag, anyone who signs up or follows up with a question is someone who wants to go on these trips versus being purely a tire-kicker. So, if you haven’t traveled before, consider using a survey to see where your members want to go and in what fashion. It’ll streamline everything."
With more than 30,000 PGA of America Golf Professionals, we have extensive resources on virtually every subject we want to pursue, including sources like ours at PGA Magazine that bring it all together in our family of digital publications and flagship print publication, of course. When it comes to member travel, the benefits are extensive. Whether fortifying relationships, boosting revenue or creating travel opportunities for your staff, consider a pro-am an hour from home or weigh the interest in two weeks overseas. This engagement away from your club goes a long way to long-term business success and creating a welcoming, almost familial atmosphere at your own home facility.
For more tips from our fellow PGA of America Golf Professionals on their experiences traveling with members, check out our library of PGA Magazine Best Practices at pgamagazine.com.
