CGCOA Insider

4 ❘ CGCOA INSIDER ❘ SPRING 2019 ● INITIATIVES L ike any sector of the econ- omy, the golf industry has experienced its fair share of challenges in recent years, from water availability and cost to an aging customer base and diffi- culty attracting new golfers to the game. Realizing that golf may be facing a crisis of public perception, the Cal- ifornia Golf Course Owners Associa- tion recently launched its "Golf is Good" campaign to promote the many positives the industry brings to the Golden State. "The golf industry has so much of which to be proud, but we really need to do a far better job of sharing our story," said Marc Connerly, the Executive Director of the CGCOA. "From charity to physical benefits and its positive effects on property values, the economy and employ- ment, the industry does so much for our communities, and more people need to become aware." "Golf is Good" launched with dis- tribution of a one-page fact sheet to pro shops across the state lauding the virtues of the game and its many benefits for the state. According to the CGCOA, golf contributes $13.1 billion to the California economy an- nually, and the industry employs more than 128,000 people, totaling $4.1 billion in wages per year. Chari- table giving through tournaments and other efforts in California totals $364.6 million per year, and the in- dustry uses less than one percent of the state's potable water supply. In addition to displays at courses, the fact sheet has been distributed to legislative offices and local munici- palities, and the campaign is also being promoted on social media. Videos extolling the game's virtues are coming next. Eventually, "Golf is Good" is intended to transition from a public imaging message to one of "get out and try this great game." "At the outset, it's preaching to the choir a bit, as the displays on pro shop counters are seen predomi- nantly by existing golfers," Connerly explained. "But the hope is that those golfers will learn something about the business and benefits of golf that they can share with their circles of influence. The distribution to legislative offices and municipali- ties is intended to educate elected of- ficials and influence their policy decisions." Connerly said that everybody in- volved in California's golf industry can do their part to influence public perception and help the game thrive. "The campaign is really a vehicle to tell our story, so we need as many industry people as possible to pro- mote the 'Golf is Good' message through social media and communi- cations with their customers," he said. "That is how we will get the message out more broadly and really start to see positive effects." ................................................................ > CLICK HERE for more informa- tion about the Golf is Good cam- paign and how you can participate. GOOD VIBES ■ CAMPAIGN BY THE CGCOA HELPS EXTOL THE VIRTUES OF THE GAME AND THE POSITIVE IMPACT IT MAKES IN THE STATE A Golf is Good flier is displayed in the pro shop at Arrowood Golf Club in Oceanside.

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