7 GREAT BALLS to choose from Scratch golfer; high handicapper; or wall liquid center- 70 compression. in between-there's a Stylist golf With Stylist you gel an extra thin, cut- ball which will help each type play resisting cover; new super resilient better-ALL WAYS. thread; a new chemical coating that With Stylist you can offer golfers a stays whiter - longer; every ball choice of a thin wall liquid or preci- X-rayed for trueness - hand com- sion ground steel center-a choice pressed for accuracy. not offered by any other golf ball. With Stylist you have the right ball With Stylist there is a choice of 3 to match any golfer's game-help different compressions-BO, 90 and each one play better-ALL WAYS 100-in both steel and liquid cen- Try 'em yourself and we bet you'll be ters. PLUS the Lady Stylist with thin playing Stylist-regularly. ~~ '\~ SOLD ONLY THRU PRO SHOPS #~ " I, I_P_LY_~_O_U_T_H_G_O_L_F_B_A_L_L_C_O_M_P._._N...;.Y__ WORLD'S LARGEST EXCLUSIVE GOLF 'BALL MANUFACTURERS • PLYMOUTH MEETING, PENNSYLVANIA February, 1962 41 and his club officials share the respon- sibility of schooling golfers in what is expected of private club members and in how members can get full value from pro and other club services. Mickey Takes Most Lessons Mickey Wright, top woman pro for 1961, in Dallas between LPGA tourna- ments for study and practice with Earl Stewart, told the Texas pros how she plays and gave her opinions on pro in- struction of women. She said she thought she'd had more lessons than any other man or woman pro. These started from Fred Haas, Jr. (2nd from left), who won the first the time she was 11 years old when John- Crescent City "Life Begins at 40" tournament re- ny Bellante began teaching her at La ce?tly, .was awarded with a 1962 Chevrolet Impala. Jolla so she could play with her father. With him, from left are Archie Gonzales, who won Harry Pressler, Harvey Penick and Earl amateur honors in the event; Louis Palermo, tourn- ament committeeman, and Jim Guthrie, pres. of the Stewart, especially, have given her a lot New Orleans GA. of time and help. This pretty and pleasant young woman has her game well organized. She says tea.chi?g women to get the feeling of she has worked on eliminating excess mo- swmgmg the club, a prime necessity for tions. She moves away in one piece, ini- the woman who needs physical "kinder- tiating her swing with her left foot roll- gartening" in golf. ing and pushing at the instep to transfer Pros Command Prestige Market weight to her right foot. Greg Draddy of Izod, Ltd., in talking She makes quite a point of standing about merchandising sportswear in the to the ball with her knees gripped in to ~ro shop, said the pro has the best cap- prevent sway, and with her elbows as t~ve market in merchandising. It's the close together as possible. She has devised ~Ichest, m?st influential, quickest spend- an elastic harness to keep her elbows from mg group in the country in the case of the spreading and often practices with it. The majority of private club members. At gimmick works so well she now has Wil- clubs of lesser prestige and at the pay- son making it and selling it. play courses there are many people who Mickey says she feels the stopping point aspire to be rich leaders. of her left hip, shoulders and hands in Draddy was refreshingly blunt in giv- the backswing, then makes the next check- ~nghis idea o~~he score on pro shop qual- point that of working the right elbow ity merchandising and stirred up some in front of the hip coming down so the policy arguments among the shop mer- hands will get in best position for action. chants. Draddy's cases won most of the Help From Betsy decisions. Mickey related that she has built her He said that the initial impression the swing mechanically and once was serious- potential customer gets when he walks ly disturbed when everything wasn't into a shop settles what the future of the working perfectly. She was put back on pros' business relations and profits are the right track by Betsy Rawls who ad- going to be. Greg urged that the first vised her· to change her attitude: to quit thing pros do when merchandise is re- being a frustrated perfectionist and work- ceived is to ticket it with a price tag. on her short game so she could scramble He said he and his brother, Vincent have gone into many shops wanting to buy mer- if necessary. Too many women are inclined to for- chandise that had been recently received get that scoring is the purpose of the and not yet priced. After pawing around game, Mickey remarked. Women take to for the bills, the pro or assistant often golf for companionship, social status and gave up and guessed at a retail price. It may, or may not, have been correct. to get a change from household duties. Draddy also stressed that the pro dress They come into the game without the well. If he wears anything cheap he athletic attitude and aptitude of the male, gives his customers a license to wear Miss Wright told the Texas pros. She said she'd watched Ernest Jones for hours (Continued on Page 58) 42 Golidom ri't'~f9r.int()cft1atioD on t~e revbl~utionar,~ ,N'EW PLA·N :torGA.RI RENTAL or SALE ~ith;'}a car: (e.2q..ildin~Jgreerpentat fa~f~ry··eile.r~ 12 to 18'" months ;new batteries, new 'pain~~,etc'f ,. .~;~ BEFOR.E YOU BUY ..A.SKFOR SPECIF,ICATI COMPARE WITH LA.HER as follows: GAIR-VAC springs for softteasy riding and'safety (the DREAM RIOE-America's ..·l!:tQe'~t Ride) • Every wearing part ~.UNS IN OIL, incIuding ~UB.O'MAT~CbRIVEt~~I· . • ENCLOSED DRIVE - no. exposed drive belts or chains 06" wid~r tread in,;'the - no danger,of tip-over§ • PLEijTY OF ..ROOMfor six-footers -no. kiddy cart ., Large , a" or 9112" 'soft tires for easy riding and easy 0[1 turf. Also available 12" and 15~/}T;,.R~ TIRES. More powerful batteries, manufactured by LAHER EXCLUSIVE:LYFO~ EL~~ A,.'ttP CARS -190 AMP.- good for 36 - 45 holes. SP.JCERAXLE' and INTERNAL CCgSF;9 BRAKES on each rear wheel • Unitized body- no chance for rattles. AHoy sfe~!:::- pressed channel FRAME • Powerful General Electric motor'-« more power than yo'u'li ever need. SPECIAL BUILT·IN CHARGER. ALSO, EQUIPPED TO CHARGE ,WITH PORTABLE CHARGER •• Every, cart equipped to tow, every other or to tow 5 or 6 at atlme ..:t - no more pushing, pulling, wrecking carts. Gl Hinged Tip-up body for quick service . • ·ROYA'L=~~~RENIAL.a SAL . COR~; SUBSIDIARY Of lAII,ER $:PRING .., ELEC,[RIC CAR CORR: • . P•.O. 80)(731 2615 MAG OUA"$l'; Canvas, sand and mats constitute the equipment on the Held brothers' six-tee range. Helds Winterize Their Range- Take It Inside All that1s REQUIRED IS a room, canvas, sand, mats and ENOUGH ADVERTISING to BRING GOLFERS in By JO ANN ROGERS What do you do with the golf driving range business in the winter when weather doesn't permit outside play? Bring it indoors, say Eddie and Charlie Held. This is exactly what the Held brothers have done in suburban St. Louis. They operate an outdoor driving range Eddie Held (r), who has been a player and teach- at Manchester and Dietrich Rds. during er for more than 30 years, instructs one of the many the good weather months. But when most golfers who take lessons at Indoor Golf Tee. other operators are putting their pails into mothballs for the winter, the Helds merely pick up and move inside. The In- door Golf Tee has a basement location in the Warson Village Shopping Center at 9921 Manchester Rd., along a major ar- tery of St. Louis suburbs. "Not only is the weather undependable for winter golf in this area," says Eddie Held, "but the courses aren't in playing shape when a balmy day does come Golfdom " Maybe your golfers just grin when they lift a long wood shot off the fairway onto the green. No The ball that matter. Hat-flippers or grinners - both types are showing satisfaction plus. And satisfaction plus is what sells Super Maxfli golf balls. ..J makes them The satisfaction that a golfer gets from a Maxfli flip their comes straight from this ball's four key features: DISTANCE. No ball gives a golfer greater caps distance than the Super Maxfli. Regularly con- ducted tests prove that there is no longer ball. ... the Super ACCURACY. No ball plays more accurately off every club because no golf ball is built to more Maxfli exacting standards of manufacturing precision. CONSISTENCY. No ball delivers more con- sistent performance than the Super Maxfli. Every Super Maxfli is constructed and tested -' within exceedingly narrow limits of inter- nal compression. Every Super Maxfli plays outstandingly the same! WHITENESS. No ball has a tougher or longer-lasting white finish! Chemically bonded to the ball itself, the Super Maxfli's resilient white armor stays pro-shop white hole after hole. These are the main points of this year's Super Maxfli advertising - and there will be more Super Maxfli ads in 1962 than ever before! The ads selLand the ball delivers. Keep well-stocked! ~ SOD FIFTH AveNUE NEW YORK '6, N,Y. Sports Division February, 1962 45 The Canadian Rockies are the back- drop at Banff Springs as Jack Burke, Jr.