Play Golf America is the Rallying Cry
BoardRoom Q & A: An exclusive interview with Brian Whitcomb, President, The PGA of America

Cover & Cover story photos courtesy: PGA of America

ÒThe golf industry has rallied around Play Golf America and thatÕs helped PGA professionals refocus on growing the game of golf, Ò exclaimed Brian Whitcomb, newly elected 35th president of the PGA of America.

ÒPlay Golf America serves as a reminder, or call to action, if you will.

ÒWe got back to the basics. And with The PGA of America and our professionals leading the way daily, Play Golf America has helped us reconnect with current players of golf and helped us attract new players, all of which helps the bottom line of the game,Ó he emphasized.

ÊÒIÕve been very proud of the increasing numbers of PGA Professionals who have entered specific player development programs on playgolfamerica.com, and of the 39 PGA sections that hosted Play Golf America Days in 2006.ÊThe PGA of America leadership has stressed from the start of Play Golf America that our professionals have a uniqueÊopportunityÊto improve their financial standing, their facilities, and make the game stronger, all through this program. They have heeded our call and will continue to do so.Ó

Whitcomb, now heading the worldÕs largest working sports organization, with more than 28,000 men and women professionals, provides TheÊPGA, celebrating its 90th anniversary this year,Êwith the business knowledge and skills of a successful golf course owner.

A PGA member since 1984, Whitcomb began his career in 1978 at the Arizona Biltmore Country Club in Phoenix. In 1981, he leased Paradise Valley Park Golf Course in Phoenix, and built an additional nine holes of golf. In 1989, he designed and built The 500 Club in Phoenix, which he operates with Tom Sneva, the winner of the 1983 Indianapolis 500.

ÊIn 1992,ÊWhitcomb designed and built Club West in Phoenix, which he sold in 1998. In 1995, he designed and constructed Lost Tracks Golf Club in Bend, Ore.

ÊWhitcomb, a member of the national PGA of America Board of Directors from 1998-01, was elected PGA Secretary in 2002, PGA vice president in 2004, before becoming the associationÕs president.

Whitcomb attended Arizona State University from 1975-78, earning a bachelorÕs degree in physical education and competing as a member of the universityÕs golf team. He was a finalist in the national long drive competition in 1985 and Ô86.

In an exclusive interview with BoardRoom magazine, Whitcomb continued with his discussion about Play Golf America.

BoardRoom: What are some of the Play Golf America programs you have hosted at some of your facilities?
Brian Whitcomb:ÊWeÕve hosted all of the Play Golf America Promotions Ð PGA Free Lesson Month, PGA Free Fitting & Trade Up, WomenÕs Golf Week and Take Your Daughter to the Course Week. The Family Golf programs at The 500 Club helped pioneer the pilot promotion GOLF: A Family Vacation for a Day. ÊAs the leader of The PGA of America, itÕs absolutely imperative that I do just that: lead. If I want our PGA professionals to grow the game at their facilities, I must lead the way by example at mine.

BR: How do you plan to Òconnect more to the PGA members?Ó BW: Throughout my life, both in my personal and professional experiences, IÕve always believedÊthat face-to-face meetings are the best means by which you can accomplish your goals. ÊItÕs an honor for me to serve my fellow PGA professionals as their president. So, I plan to spend as much time as I can at PGA section meetings, at our PGA Merchandise Show, and at our championships, talking with PGA members about their vision asÊmove forward in our Decade of Excellence toward The PGA of AmericaÕs centennial. ÊWith 28,000 Professionals, weÕre a diverse group with a wide range ofÊinterests. But I firmly believe that all PGA professionals share a common belief in the goodness of the game, andÊthe life values it can help perpetuate.ÊIÊplan to communicate that to our professionals, and hopefully inspire them to reach for even greater heights in their careers.

BR: You are a PGA member and a multi-course owner, do you believe PGA professionals are equipped to be the top manager of a golf facility?
BW: Yes. While we actively promote that our members continue to grow as the leading teachers of the game, and enjoy playing the game with their peers and customers, we also see clearly that the world around us has changed and that day-to-day life at golf operations continues to evolve. ÊTherefore, in 2004, weÊlaunched the PGA Certified Professional Program, which gives our professionals six different career paths that they canÊventure down, to gain certification. ÊWe know that the demands of our employers have increased, so we have greatly expanded the communications lines between our national organization and those employers.

BR: The PGA is always talking about the benefits of hiring a PGA professional. What are some of the top benefits for employers besides the use of the PGA logo which brings instant credibility to a golf facilities or business?
BW: In addition to providing our PGA Professionals with an array of benefits, The PGA of America hasÊdeveloped a list of valuable benefits that PGA professional-staffed facilities can enjoy. These benefits allow employers to leverage the reputation and branding strength associated with The PGA of America logo. PGA Advantage Plus allows employers of PGA Professionals to take advantage of special national account pricingÊwith such recognizable brands as Pepsi, OfficeMax and Gatorade, as well as quality products from the likes of Bauer International, the official clubhouse furnishings of The PGA of America. ÊEmployers also can participate in Golf Retirement Plus, an established supplemental retirement program. More than 7,000 Professionals at 5,000 facilities are currently involved in Golf Retirement Plus.

Ê BR: Can you explain a little more about PGA PerformanceTrak and usage of the data contained within? BW: PGA PerformanceTrak is The PGA of AmericaÕs rounds played and key performance indicator (KPI) data collection and reporting service. This research service provides PGA professionals and their employers with timely data to help them monitor and evaluate their performance compared to similar facilities. ÊWe have been very encouraged by the participation of our professionals, who along with other authorized users are invited monthly via e-mail toÊprovide confidential input forÊtheir facilities rounds played and KPI revenue data on PGALinks.com, the PGAÕs Official Member Web Site. Standard and customized reports are provided online each month with 24/7 access on PGALinks.com. BR

Ê Data provided by PGA of America Professionals represents the single largest source of data for rounds played reporting in the industry.