Think back to the way business was done 15 years ago. Yep, the good ol’ days. The words “golf” and “meeting” were seemingly always paired in the same sentence. It was understood that more networking could be done on a golf course than within the four walls of a conference room.
The great sportswriter Grantland Rice said it best, “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.” He was right, and the business world caught on. Courses sprung up like weeds and sportsmen (and women) flocked.
That is until the recession hit and corporations did an about-face on the golf industry and started bailing on already-signed contracts. Of course, things didn’t get any better nine months later when AIG spent upwards of $400,000 on a golf event in California.
But that was three years ago. How is the industry fairing these days? Meetings Focus sat down with four properties—scattered in different corners of the country—to find out.
Sweetgrass Golf Club
Tucked into a beautiful part of the country—northern Michigan—Sweetgrass Golf Club opened in 2009 as part of Island Resort Casino. Although the course garnered a fair amount of positive attention right out of the gate, bookings were pretty slim back then thanks to the tough economy.
“We started very slowly; we didn’t have any corporate business when we opened,” says Susan Harris, the golf club’s marketing director, adding that the 275-room property has 125,000 square feet of gaming space and a new $2 million conference center.
What a difference two years makes. By the end of last year, things started moving and this summer the property welcomed the LPGA Futures Tour (a training event for the LPGA). The event skyrocketed the resort to the top of planners’ lists.
“We’ve had a tremendous year; it’s been the most successful year this enterprise has ever had,” she says.
Things aren’t slowing down. 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.
Woodloch Resort
Just three hours north of Philadelphia sits the 1,500-acre Woodloch Resort. The property has a scenic golf course, spa and 35,000 square feet of meeting space, and according to Lisa Hugaboom, director of corporate sales, golf-related meetings are on the upswing.
“I’d say things started picking up for us in fall 2010,” she says. “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.”
While bookings are getting better, golf events aren’t what they used to be, however.
“Back in the good days, we’d see all-day tournaments and fundraising events; sometimes you’d have companies that would just take clients out all day and include lunch, course prizes and dinner. You don’t see that as much anymore. If you do have an all-day event, we see that they are subsidized by suppliers more than by the companies planning them.”
These days, Hugaboom sees a lot of one- and two-night stays, not as many three-or four-nighters like in the past. She also sees meetings as the main focus of most groups—golf being just an add-on.
“Sometimes groups will want to start the day off by hitting a few balls at the driving range and then go to the meeting,” she says. “Out of 200 groups, I’d say only five of them come up for golf-only events. The others want to focus on meetings with golf being an extra bonus.”
What does the uptick in golf business mean for the economy?
“I think there are certain businesses that have more money than others,” Hugaboom says. “I definitely see government groups pulling back. I don’t see pharmaceutical groups pulling back. We’re just excited because interest is up and our 2012 bookings are robust.”
Salish Cliffs Golf Club
Drive about 15 minutes north of Olympia, Wash., and you’ll find yourself in Shelton, home to the brand-new (as of September) Salish Cliffs Golf Club at the 190-room Little Creek Casino Resort.
Stacy Larson, resort sales manager, admits that she doesn’t have much to compare business to (since the golf course just opened), but she does say that business is good.
“We’ve had several groups interested in our grand opening and want to utilize the course during a meeting here,” she says, adding that the resort offers 40,000 square feet of group gathering space. “We’ve had people interested in setting up golf tournaments as part of group events; it’s really exciting.”
Larson says she predicts increased group golf bookings in 2012.
Sea Pines Resort
One of the most popular places for golf-loving groups is the picturesque area of South Carolina’s Hilton Head Island and The Sea Pines Resort, host to three championship courses: Heron Point by Pete Dye, Harbour Town Golf Links and the Ocean Course. According to John Munro, director of sales and marketing for the 5,000-acre property, things are going well in the golf arena.
“Golf started coming back in late 2009,” he says. “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 continues, adding that most groups want to set up scrambles and full-on tournaments. “We expect our corporate golf business to be about 10 percent ahead of 2010. I really think companies are starting to open up their budgets.”
What does this say about the U.S. economy?
“Maybe it’s not so bad,” he says. “There are a lot of companies doing very well; it’s really great to see them come back.”
Katie Morell is a former Meetings Focus editor: www.katiemorell.com.
