Golf is a $102 billion industry with numerous sourcing opportunities for welcoming the untapped potential of small, local and diverse-owned businesses into the fold. Extending an invitation for these organizations to participate in the business of golf can help support local economies, bolster golf participation rates and enhance the game’s cultural vibrancy.
Unlocking Value, Innovation and Competition
An inclusive approach to procurement supports growth by inviting a broad range of perspectives and solutions into the supply chain. Sourcing from a range of local and diverse vendors injects new ideas and competitive pricing, as these businesses often bring unique expertise, extraordinary service and agility. A commitment to supplier inclusion can also foster loyalty within these communities, encouraging more people to engage with golf – whether as fans, players or industry professionals.
Studies underscore the business benefits of supplier inclusion. According to the Hackett Group, companies with significantly diverse supply chains report 133 percent greater returns on procurement investments. By involving suppliers of varied backgrounds, golf organizations can enhance value within operations while contributing to a resilient industry.
The PGA of America recently launched PGA VendorMatch Frisco, an initiative designed to connect local businesses with procurement opportunities at the PGA’s Home Office in Frisco, Texas. This program encourages local, small and diverse-owned businesses to bid for contracts across 12 categories, including catering, transportation and event decor.
“The PGA of America is committed to boosting the local economy and uplifting our community,” says Sandy Cross, PGA of America Chief People Officer. “By welcoming local and diverse-owned suppliers, we hope to foster growth, identify innovative solutions, and enhance the economic vitality of the City of Frisco and the North Texas community which we proudly call home.”
PGA VendorMatch builds on the Association’s broader commitment to supplier inclusion. By expanding beyond major spectator events, the PGA of America continues to extend the sport’s economic impact to benefit Texas small businesses, while embodying values of inclusivity and the business of golf.
Opportunities for Growth
Changing U.S. demographics present a strategic opportunity for golf to grow through supplier inclusion. According to the U.S. Census Bureau, multicultural groups are the fastest-growing segment of the population, and by 2044, the majority of the population will be comprised of racial and ethnic minorities. Recognizing this, the PGA of America’s supplier inclusion program extends an invitation to suppliers from a range of backgrounds to bid on contracts, including small and locally-owned businesses, and businesses owned by women, minorities, LGBTQ+ individuals, Veterans and individuals with disabilities. Through including potential suppliers from a variety of backgrounds, the industry can foster community connections while increasing potential participation in the game and workforce.
Promoting Inclusive Procurement at Golf Facilities
Ideas for facilities seeking to enhance supplier inclusion:
1. Sourcing Opportunities: Review current needs to identify sourcing opportunities. Explore partnerships with local chambers of commerce and associations (i.e., regional chapter of the Women’s Business Enterprise National Council, state office of the Veterans Small Business Administration, etc.)
2. Utilize the “Make Golf Your Thing” Diverse Supplier Portal: Consider using the golf industry’s local and diverse supplier portal MakeGolfYourBusiness.org powered by VRA Connect to search and connect with local, small and diverse-owned suppliers. Search by city, state, service or business category.
3. Collaborate with Primary Vendors: Work with primary suppliers to encourage subcontracting with small or diverse-owned businesses.
4. Promote Local Sourcing Initiatives: For large events, conduct outreach to share sourcing opportunities with local businesses.
5. Recognize and Celebrate Successes: Highlight partnerships with suppliers through club newsletters, websites or social media. Celebrating these relationships demonstrates the value of inclusion.
Embracing local and diverse-owned suppliers enables the golf industry to build community connections and exposes the game to a broader audience. Promoting a culture of supplier inclusion reinforces golf as a business leader and strengthens the industry’s foundation for the future.