The golf industry likes short, catchy slogans for initiatives that promote the game. In recent years, there’s been “Play Golf America,” “Golf 20/20,” “Get Golf Ready” and others.
One of the latest additions to the lineup is the “We Are Golf” campaign that was launched late last month. A joint effort of several of the leading organizations in the game, We Are Golf was created to better inform the public and lawmakers about the positive effects golf has on the economy and the environment, and the extent of the game’s charitable efforts.
PGA of America CEO Joe Steranka (pictured) is one of the driving forces behind We Are Golf, and he’ll be the keynote speaker at Saturday’s CGA Tee-Off Luncheon, which will be held at the Denver Merchandise Mart (I-25 and 58th Ave.) in conjunction with the Denver Golf Expo. The Expo runs Friday (10-6), Saturday (9-5) and Sunday (10-4).
We Are Golf is in part a response to the black eye golf suffered a year ago when Congressman Barney Frank publicly criticized Northern Trust for taking $1.6 billion in TARP bailout money while sponsoring a PGA Tour event in Los Angeles and throwing “associated parties.” The web site TMZ piled on with the headline, “Bailout Bank Blows Millions Partying in L.A.”
As the Wall Street Journal recently pointed out, Northern Trust has since not only repaid the TARP funds, but U.S. taxpayers made a profit of $133 million off the loan. However, that part of the story — and the significant charitable contributions made each year by the tournament — received nowhere near the attention the “partying” did.
“Right now, it’s considered politically risky to raise your hand in Washington and say that you support the golf industry,” Steranka said. Noting what happened with Northern Trust last year, he added, “Emotions were running high because of the economic situation. In the heat of the moment, statements were made that brought back old stereotypes of golf as an elitist undertaking, but nothing could be farther from the truth.”
The We Are Golf effort notes that there are 28.7 million golfers in the U.S., and that the median cost for an 18-hole round was $28 in 2008.
As for the economic impact the game makes, it’s pointed out that the golf industry represents 2 million jobs in America, with total wages of $61 billion.
“Golf is a major industry and a major job provider,” Steranka said. “Golf is a $76 billion-per-year industry, which is something we understand, but it is not understood in Washington D.C. This (We Are Golf) coalition is dedicated to changing the perception of golf at the federal, state and local levels. We create jobs, provide valuable recreation, and we are good environmental stewards. When legislation is considered that will impact the golf industry, we need a seat at the table.”
On the charity end, golf is a leader in the sports world, responsible for donating about $3.5 billion each year.
Regarding the environment, golf leaders realize they have to do a better job of spreading the word about the game’s eco-friendly efforts. The 1,000-plus golf courses which work with Audubon International in preserving open space and increasing natural habitats for wildlife is but one example. Locally, the 2002 study which revealed that Colorado golf courses account for 1/300th of the total water used in the state was likewise illuminating.
“Golf is a stable, healthy industry with significant impact on America’s economic, environmental and social agendas,” Steranka said. “But there are lingering, inaccurate and sometimes damaging perceptions of our game and our industries that do not match the realities.”
Joining the PGA of America in launching the We Are Golf campaign were the Golf Course Superintendents of America, the Club Managers Association of America, and the National Golf Course Owners Association.
“Our story needs to be told,” summed up Jim Singerling, CEO of the Club Managers.
