Golf and meetings: still par for the course?

Health wise, once-ailing golf is back to par. So what does that mean for the meeting industry?

First, the American Express Business Insights 2011 shows that golf crashed as badly as Tiger Woods during the second quarter of 2009. Small businesses spent less than 18 percent on golf while large businesses hit even more errant shots by cutting back by almost one third on spending.

In almost every quarter since early 2008, Millennials have increased golf spending, while Baby Boomers have decreased golf spending

A decade or so ago, golf was almost associated with meetings. The two seemed like ideal playing partners because the informality of the golf course provided a far better setting for doing business than a board room.

“Eighteen holes of match or medal play will teach you more about your foe than will 18 years of dealing with him across a desk,” observed famed sportswriter Grantland Rice.

But then came the recession.

But today, golf is back with a sweet swing, reports Meetings Focus.

Some of their examples:

—“We’ve had a tremendous year; it’s been the most successful year this enterprise has ever had,” said Susan Harris, golf marketing director at Sweetgrass Golf Club which opened in 2009 as part of the Island Resort Casino in northern Michigan.

Things aren’t slowing down, either. Harris says 2012 bookings are looking bright with a 20 percent increase expected next year over this year.

“We are really building that side of the business, and we are seeing—especially with small groups of less than 100 people—that delegates want to incorporate golf,” she says.

—“I’d say things started picking up for us in fall 2010,” said Lisa Hugaboom, director of corporate sales at the 1,500-acre Woodloch Resort outside of Philadelphia. “Back in 2007 and 2008, things were not good; that’s when we saw everything go downhill. But right around the end of last summer we started seeing a lot more interest. That interest has been increasing until today.”

These days, Hugaboom sees a lot of one- and two-night stays  —  not as many three-or four-nighters as in the past  —   but she also sees meetings as the main focus of most groups—golf being an add-on.

—“Golf started coming back in late 2009,” said John Munro, director of sales and marketing for the 5,000-square-foot Hilton Head Island and the Sea Pines Resort, which has three championship courses.  “But since then, groups aren’t primarily focused on golf—it is still secondary to their meeting—and we’ve seen a shortening in meeting day time, but things are now looking good.”

“Our pace is strong for 2012,” he added.

By David Wilkenin

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