The world is undoubtedly experiencing unprecedented times. Eleven months ago, the coronavirus pandemic spread across continents like wildfire. It’s affected the lives of millions of people, as well as businesses large and small. It has hit close to home, too. TGA Members and local businesses suffered during this strange period when isolation has replaced in-person camaraderie.
It’s been a time we hope will soon end.
Through it all, however, there have been some silver linings. It’s important to seek these positives, value them and celebrate them. Today, the game of golf is one. While COVID-19 has shut down many other recreational activities, players of all levels have flocked to golf courses.
The United States recorded nearly a 14% increase in total rounds played between 2019 and 2020, putting the year-end total at nearly 500 million rounds. In the October Lone Star Golf issue, the TGA featured the increase in rounds played year-over-year in Texas between May and August. That surge continued throughout the fall, and the Lone Star State recorded a 52.9% increase in rounds played during the month of November alone.
“Golf needed a shot in the arm, and unfortunately it took a pandemic to get it there, but it’s been good for golf,” said Ronny Glanton, the head professional at Sherrill Park Golf Course in Richardson. “I think people have changed their priorities on what they want to do, and it’s really raised the bar for golf.”
In 2020, Sherrill Park hosted 104,319 rounds (a 30% increase from 2019). The public facility has recorded 10 consecutive months of record-setting revenue.
“I think we will see these numbers continue in 2021,” Glanton said. “This time is unprecedented when you look at the golf business over the last 20 years. People are clearly enjoying their experiences playing golf.”
A substantial amount of those increased rounds has been played by junior golfers. National Golf Foundation research shows the number of golfers ages 6-17 rose as much as 20%. In 2019, roughly 2.5 million kids teed it up. Last year during the pandemic, nearly 500,000 more juniors gave the sport a try.
“The Legends Junior Tour has seen a 50% increase in registration for the first three open events in 2021,” LJT Tournament Director Kevin Porter said. “The Texas Junior Golf Alliance (which includes the Northern Texas PGA, Southern Texas PGA and Houston Golf Association) is already halfway to hitting the membership numbers we did in 2020 after one month of being open this year.”
The increased participation has impacted the financial well-being for golf courses as well. Per NGF, coming into 2020, 14% of public courses had rated themselves in financial distress. Today, that number has been cut almost in half (8%), and Texas public courses are seeing the impact.
“Our play has absolutely blossomed,” said Andrew Peterson, CEO of the Alamo City Golf Trail in San Antonio. “We have more golfers than we know what to do with. Revenue is up massive amounts, and as a 501(c)3 we invest all our net income back into the golf courses.”
The Alamo City Golf Trail is planning to reinvest upwards of $3 million back into its properties as a byproduct of last year’s success. According to Peterson, the financial impact has had a trickle-down effect throughout his organization.
“It allows us to gain more traction with our customers and expand on our brand awareness,” Peterson said. “The golf industry did a really nice job of marketing itself as a safe and healthy way to socialize and get exercise. It’ll be important to keep sending that message.”
Golf retail is booming as well. Since March 2020, the industry has seen increases in equipment sales, lessons and club fittings. GOLFTEC, the nation’s leading employer of PGA Professionals, has set new records for the number of golfers looking to get better or fit for new clubs.
“Since reopening our locations in mid-June, we’ve seen a huge surge in activity—setting all-time records for both lessons and club fittings,” GOLFTEC CEO Joe Assell said. “In July we set a company record for club fittings with over 5,000 given – a 62% increase compared to last July. In September, we gave over 100,000 lessons – a 31% increase over last September and another record for that month.”
The million-dollar question for the golf industry is: “How can it sustain this success?” It starts with continuing to make golf a welcoming recreational activity. Industry leaders believe attracting the next generation and making golf more affordable are two essential steps for the prosperity of the game.
The TGA Foundation supports Youth on Course (YOC), a junior golf development program that provides its members playing opportunities for $5 or less. In 2020, the pilot program in San Antonio attracted 452 members and provided over 1,500 rounds of golf. This year, the TGA plans to expand its YOC programs to other metropolitan areas throughout the state.
“The Youth on Course program is just one of the many ways the TGA is striving to promote the game of golf during this time,” TGA Executive Director Stacy Dennis said. “It’ll be important for everyone involved in the game to follow industry trends and stay creative to ensure we capitalize on this surge in participation.”
The game of golf is healthy. In fact, it is flourishing. Despite the challenges the world faces, it’s important for the golf industry to come together and work to maintain this level of growth.
