The perception issues and tight budgets of the past few years have tended to drive golf events at meetings into the rough. Now, however, an improved climate for golf outings appears to be putting things back on course.
"We are seeing golf slowly come back into play, especially in the contracting phase with the sales department," says Laura Taylor, senior sales manager at Lansdowne Resort in Leesburg, Va.
Over the past few years at Lansdowne Resort, which offers two 18-hole courses and a 9-hole course, Taylor says she saw a sharp drop-off.
"Once the AIG scandal hit, we literally had groups one after another cancel all of their recreation programs," she says. "At that point, many of them still had to pay 100 percent of their fees. Then last year, groups didn’t want to set foot on the golf courses during their programs. It was all about perception; everything was just being scrutinized so much."
Recently, however, things have started to turn around, Taylor notes.
"Just in the past few days, I’ve had a site visit for a golf event and another group book an event for November," she says. "Earlier this year, we found that although groups weren’t contracting for golf and spa early on, they were adding it later. We’ve found that to be a trend. The closer the meeting, the more often they are adding golf."
In Nisswa, Minn., the sales department at Grand View Lodge on Gull Lake is enjoying a similar trend.
"A year to 18 months ago, there were perception issues," says Scott Fischburg, vice president of sales at Grand View Lodge, which offers three golf courses. "Companies were really cutting back on luxury hotel meetings and having fun as opposed to spending time on solid meeting objectives.
"Now, though, the whole opinion is changing back to the needs of corporations and we are seeing more interest and more advance bookings," he continues. "Companies are realizing that as business is getting better, the value [of incorporating golf] is there."
Defining Value
Even if some organizations are now in a better position to schedule golf events during meetings, why should they?
"Golf gets you out of your standard comfort zone and out of the boardroom," says John Gates, general manager at San Diego’s Rancho Bernardo Inn Golf Resort & Spa, which offers a top-rated 18-hole golf resort. "It gets your customers doing something that is safe. It isn’t a ropes course or white-water rafting. It is something that is without too much risk and can be very social."
According to Grand View Lodge’s Fischburg, golf is a great way to bring a group together.
"People come to a resort to bring teams closer together," he says. "Golf gives groups the ability to connect and people come away with the feeling that they had a valuable meeting when they golf. A lot of deals are closed on golf courses."
Lauren Dunnaway, director of sales for Eagle Rock Resort in Hazelton, Penn., also says golf is a great team-building activity.
"We find that team building is the most common reason why people incorporate golf into a meeting," she says. "This is especially important in client/supplier meetings. Sometimes clients can be a little cold, but after a day of golf and getting to know potential suppliers, they might be more interested in ways they can use the supplier’s services."
During a meeting of several days, attendees might engage the most out on the golf course, according to Landsdowne’s Taylor.
"Sometimes people tune out during a meeting," she says. "I think some of the most valuable information attendees can learn at a conference is when they are networking with their colleagues. Golf is an excellent way to network and when you get people together that you don’t see often, it can be very beneficial."
Getting Creative
Want to incorporate golf into a meeting but can’t afford the time or money for a full-scale tournament? It doesn’t matter—there are a myriad of alternative options for groups.
"We have a nine-hole executive course, which is discounted from our other two 18-hole courses and allows the novice golfer to get in nine holes," says Lansdowne’s Taylor. "Another thing groups can do to cut down on costs and time is to use a golf pro and make it an educational, team-building experience."
If groups really don’t have a free moment, golf can be brought to them.
"We have putting greens outside next to our reception areas," Taylor says. "We like to set up cocktail tables and then have a golf pro there to give people lessons during a reception. It gets people thinking about golf. Sometimes on their way out they might sign up for a round."
At Rancho Bernardo Inn Golf Resort & Spa, groups can play golf in a variety of unique ways, according to Gates.
"We will theme every hole for nine holes," he says. "For example, whenever a group gets to the second hole, they will be asked to play Hickory Golf, which is where they use old fashioned golf clubs. Using those vintage hickory sticks from the 1920s really changes the game and changes golfer’s swing. It is a lot of fun and speeds up play."
In addition to Hickory Golf, groups often like to play night games with a glow-in-the-dark ball or severely scaled down games.
"We might make a three-hole game for a group," Gates says. "It gives them something fun to do that doesn’t take a lot of time."
Regardless of the type of golf event, it is important to keep a few things in mind when planning an on-the-green meeting, according to Eagle Rock’s Dunnaway.
"Planners need to think about why they want to incorporate golf into a meeting," she says. "Are they trying to get people to interact? Are they trying to create a team-building experience? Are they trying to create a fun, incentive activity? It is important to think about the reason."
Accommodating Non-Golfers
What about the case of a 200-person meeting where only 120 attendees want to golf? What do you do with the other 80 delegates? Fortunately, most golf resorts offer a lot of other options.
"Golf is not our only calling card," says Dunnaway. "We have an equestrian center, fishing, skiing, a spa and boating. We also have a pool, volleyball and tennis courts."
Minnesota’s Grand View Lodge also offers a variety of activities for non-golfers.
"Attendees can learn to play golf," Fischburg says. "We also have a beautiful spa and often offer wine tastings in our spa. For people that would rather be outside, they can go on a guided fishing trip on Gull Lake. We have professional guides that will take them out and they will make a tournament out of it.
"We will also take people horseback riding or on pontoon rides. All of these things can be done simultaneously while others are playing golf."
The Forecast
While golf might be starting to come back, what does the future hold for the incorporation of the sport in meeting agendas?
"All of our future bookings look good," says Eric Peterson, director of golf for Grand View Lodge. "I see a strong future for golf."
Rancho Bernardo’s Gates, agrees.
"I really think everything is going to slowly come back," he says. "Budgets will come back and groups will get a little more free time. I see them coming back in 2011 and 2012. People are now realizing that networking is a big reason to come to conferences."
Katie Morell, a former Meetings Media editor, is a Chicago-based freelance writer and wannabe golfer.
