Marketing track touches all bases at Public Forum By PETER B LAI S Beditz said of the pre-1995 statistics. in numerous national consumer and trade HICAGO — With more new Courses that have survived and pros- golf publications, will speak on Using courses opening every year, own pered are those that have done the best job Photography to Sell Your Course. Cers and operators must find new of selling their facilities to the golfing pub- • Petty, whose Scottsdale, Ariz., PR and inventive ways to attract golfers to lic. Among the speakers who will instruct firm represents some of the top courses their facilities. That's why marketing is attendees how best to do that are former in that part of the country, will give a talk expected to be one of the most popular National Golf Course Owners Association on Making Public and Community Rela- tracks at the 1996 Public Golf Forum President Vince Alfonso; professional golf tions a Marketing Advantage. PUBLIC GOLF FORM scheduled for Oct. 27-29, here at the photographer Mike Klemme, president of • Hirsh, who has appraised golf courses A NATIONAL BUSINESS CONFERENCE AND EXPO FOR SUPERINTENDENTS, Marriott-Lincolnshie Hotel. Golfo to Inc.; Mike Petty, president of Com- throughout the United States, will dis- OWNERS, MANAGERS, AND DEVELOPERS OF PUBLIC-ACCESS GOLF FACILITIES Sponsored by Golf Course News, this munication Links, a public relations firm; cuss 10 Ways to Upscale Your Course. OCTOBER national event will draw owners, manag- Laurence Hirsh, president of Golf Property The second day will begin with a gen- • For a preview of the Maintenance ers and superintendents of public-access Analysts and past president of the Society eral session on customer service. Follow- of Golf Appraisers; Dave Richards, presi- program, turn to page 39. golf courses seeking better ways to man- ing lunch and the exhibitors' floor show, age their courses from a nationally ac- dent of Golf Marketing Services; Paul the marketing track will resume with: • Architect Dick Nugent has earned claimed line-up of guest speakers. Beachnau, executive director of the Gaylord • Richards, known for his expertise in national honors for his golf course Recent news that rounds were finally (Mich.) Golf Mecca; and Peter Hill and destination marketing, will discuss Non- development atop a Chicago land- heading in the right direction — up 5.5 Rich Katz, chief executive officer and direc- Traditional Marketing Techniques. fill. Hell offer a case study of the percent in 1995 according to the National tor of sales and marketing, respectively, • Beachnau, who oversees the market- project at the Forum. See page 38. Golf Foundation — was welcome news to with Billy Casper Golf Management. ing of 21 courses and a $200,000 promo- an industry that has seen demand remain Alfonso, president of Alfonso Creative tional budget for Gaylord-area facilities, • Keith Foster has made a name for stagnant while the supply of courses has Golf Enterprises Inc., will kick off the will give a talk entitled Group Marketing: himself in the municipal market, tak- increased dramatically in recent years. marketing track on the morning of Mon- More Together Than We Are Alone. ing unorthodox sites and developing 'There hasn't been any material change day, Oct. 28, with a session titled Turning • Hill and Katz, who together head one award-winning courses. Hell speak on in rounds played, though we have been on to TV and Radio. Following Alfonso on of the most-respected management com- the subject in Chicago. See page 3. adding 2 or 3 percent each year to the the first day schedule are: panies in the country, will talk on Barter- course supply," NGF President Dr. Joseph • Klemme, whose work has appeared ing: The Cash Flow Lifesaver.

The 6th and 7th greens at Jacobsen/Hardie-designed Oregon Golf Club in West Linn, Ore.

Jacobsen's commitment to af- Jacobsen to keynote Forum fordable, accessible golf is also Continued from page 1 Jacobsen is also responsible good business, as the U.S. golf arid Torrey Pines in 1995, for a quartet of finished prod- course market has been domi- Jacobsen is one of the PGA Tour's ucts now garnering acclaim in nated by public-access develop- mis^st versatile, affable characters. the Pacific Northwest: Oregon ment since 1990. Of the 2,000- Not riianypros , for example, have Golf Club in West Linn, Genoa plus courses which have opened competed for the Ryder Cup, Lakes in Lake Tahoe, Creekside for play during this decade, an authored best-selling books ("Bur- in Salem, Ore., and Eagle Point astounding 80 percent have been ied Lies") and played lead guitar in Medford, Ore. Oregon GC has either daily-fee, municipal or re- for Jake Trout and the Flounders, received considerable praise sort. Public-access facilities now a group that used to perform at while Genoa Lakes was named account for more than two-thirds PGA Tour events. 1994's third best public course, of the nation's 15,000 golf courses. JACOBSEN ON THE SILVER SCREEN? Despite his strongest play in according to Golf Digest. By sponsoring the Public Golf Actor (left) pays close attention to the putting stroke of during filming of the movie "Tin Cup," which opens at theatres years — he finished 7th on the Like Genoa Lakes, all Forum, Golf Course Newsies also nationwide on Aug. 9. Jacobsen is one of several PGA Tour professionals 1995 PGA Tour money list with Jacobsen/Hardie Design proj- shown its commitment to the who helped tutor Costner and also made cameo appearances in the film. two victories, two seconds and ects — those in planning, under increasingly competitive public- The film, which also stars Don Johnson, Renee Russo and Cheech Marin, third — Jacobsen has stepped construction and open for play access market. With record num- follows the fortunes of Roy "Tin Cup" McAvoy (Costner), a gifted golfer up design schedule this year. — are public-access. bers of daily-fee, municipal and spinning his wheels at a West Texas driving range. In an attempt to gain Portland, Ore.-based Jacobsen/ "We couldn't be happier to resort courses openings each professional redemption, not to mention "the girl," McAvoy qualifies for the Hardie Design has five projects have Peter keynote The Public year, only sophisticated opera- U.S. Open and embarks on his own "Cinderella story." The film was shot in the works: the 27-hole Cypress Golf Forum," said Golf Course tions that emphasize customer in Houston at Deerwood and Kingwood country clubs, and in Tuscon at Ridge development near San Luis News Publisher Charles von service, manage efficiently, mar- Tubac and La Paloma country clubs. Obispo, Calif.; The Oaks, an 18- Brecht. "Peter's a star on the ket aggressively and maintain for hole project under construction rise in the design field and it's quality will thrive. The applica- With Marketing, Manage- Forum will provide attendees the near Sacramento; Fox Hills, an gratifying to see he has displayed tion of these sound business prin- ment, Maintenance and Devel- edge they need. 18-hole course in Los Banos, Ca- such a commitment to public- ciples to public-access course opment programs designed spe- For information on attending lif.; an still-to-be named 18-hole access golf. Further, I can't think operations will dominate the cifically for owners, managers, or exhibiting at the Forum, con- project in Mendocino, Calif; and a of a more witty, interesting four-track education conference superintendents and developers tact the Golf Course News Con- 36-hole project in Houston. speaker in golf today." at The Public Golf Forum. of public-access facilities, The ference Group at 207-846-0600.