MY SERVICES. As founder and President of Berkley Golf Consulting, I am a primary resource about women's golf in the U.S. I provide information about female participation within the golf industry including how to attract women to the game and how to retain and encourage them to continue to enjoy and play more golf. I write about current topics regarding women's golf for the women's golf section of cybergolf.com as well as this website. I am frequently quoted in national publications.
Based on my ongoing research, I provide consulting services and assistance to golf professionals, golf facility managers, golf industry associations, golf course management companies as well as women golfers themselves. I have presented educational seminars and have advised future business owners venturing into the golf industry.
My exptertise is based on over a decade of research about women golfers and more recently, junior-girl golfers. My participation in industry organizations and research for publications has provided me with a unique understanding of the barriers women may sometimes feel and experience and how --working together with women's organizations, golf facilities and managers -- they will remove these barriers.
GROWING THE GAME. The number of golfers is declining and we have to do something about it. That's my mission -- especially growing the game for women and young girls -- making it easier to learn the game and to have fun at the same time. Whatever will help women golfers and their families enjoy the game is on my radar screen whether it be an educational seminar about best practices for golf professionals or how to plan a golf vacation.
THE CHALLENGE. The golf industry is male dominated at almost all levels from the bag-boy that takes your clubs, to the male golf professional that checks you in, to the ranger on the course. It's a man's world out there. Based on the most current information from the National Golf Foundation, 80% percent of adult golfers in the U.S. are men. But, women can drive change by proactively seeking committee and governing board positions as well as being active and involved in the women's associations at the facilities where they golf. Women may only be 20% of golfers in the U.S., but we are an important and vital segment in the golf industry. Especially in this economic climate, every golfer -- regardless of age or gender -- counts. For a good summary of the challenge and response, see my article "Advice to Women Golfers" in the Articles Tab on this website.
SEE ALL MY ARTICLES ABOUT WOMEN'S GOLF ON CYBERGOLF.COM -- A WEBSITE THAT REACHES HUNDREDS OF THOUSANDS OF READERS www.cybergolf.com/womensgolf
SEE TAB "ABOUT NANCY" FOR MORE BACKROUND.
SEE TAB "HISTORY TIMELINE" FOR A HISTORY OF WOMEN'S GOLF FROM MARY QUEEN OF SCOTS IN 1552 TO LEXI THOMPSON BEING ADMITTED TO THE LPGA TOUR.
A HAPPY AND HEALTHY NEW YEAR TO ALL!! HOPE YOU WILL PLAY YOUR BEST GOLF AND ENJOY IT MORE THAN EVER IN 2012.
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The LPGA announced its schedule for 2012. More tournaments have been added in the U.S. and the LPGA remains committed to its global strategy. LPGA Commissioner Michael Whan has delivered on his promises. See my article about the new LPGA Schedule on www.cybergolf.com/womensgolf.
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Want to try a 12-hole round? It's trendy and is currently being promoted by Jack Nicklaus. How can you handicap a 12-hole tournament? See my article on www.cybergolf.com/womensgolf.
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NEWS COMING SOON: Who will be the architect for the new course in Rio de Janeiro, Brazil for the 2016 OLYMPIC GAMES IN RIO? Two design submissions are led by male and female team. Jack Nicklaus has partnered with Annika Sorenstam and Greg Norman has partnered with Lorena Ochoa. I would think those teams have an edge because the women's golf is sure to be a captivating competition. The Olympics knows how to create drama and excitement and internationally, golf is growing rapidly in interest and course development. The golf organizing committee of the Olympic Games expects to announce the final architect in January 2012.
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CORDE VALLE, SAN MARTIN, CA. Do not miss a visit to the CordeValle resort about one hour south of the San Francisco airport. The resort is relatively new and boasts an extraoridinary course by Robert Trent Jones, Jr. Jones is one of my favorite contemporary architects. His courses have a rhythm and feel that differ from most architects. Don't know how he does it, but I know that classical music is one of his primary inspirations. CordeValle Resort is a Rosewood Resort, a high-end speciality resort developer. They have everything right on this one! The accommodations are beautiful, the food exceptional and the meeting rooms are a perfect blend of fine design and superb functionality. The golf season is long in this central California course and shoulder seasons offer good value. see www.cordevalle.com or contact me for help and advice in making travel arrangements.
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CHANGE CONTINUES ON THE HORIZON FOR WOMEN GOLFERS. THE PGA AND USGA HAVE ANNOUNCED A "TEE IT FOWARD" INITIATIVE. THE INITIATIVE WILL APPLY TO BOTH MALE AND FEMALE GOLFERS. BUT IT WILL FORCE COURSES TO ASK: ARE MY FORWARD TEES FORWARD ENOUGH? SEE MY ARTICLE ABOUT FORWARD TEES IN A REVIEW OF A DOZEN COURSES IN COLORADO AND UTAH. SEE www.cybergolf.com/womensgolf.
And another new initiative is "Connect With Her" led by Donna Orender and Suzy Whaley which is an outcome of the PGA of America's strategic study conducted by the Boston Consulting Group this past year and presented at Golf 20/20 (see reference to article about Golf 20/20 below) . One of the high-priority goals of the Connect With Her program is to train and certify more female PGA golf professionals. Bravo! and Brava! Watch for my article about Liz McCabe, an intern at Beaver Creek Golf Club in Beaver Creek, Colorado and future member of the PGA of America: "The Future of the PGA is Liz"
STAY CURRENT ON THE ISSUES -- SEE THESE ARTICLES ON www.cybergolf.com/womensgolf
TEE IT FORWARD on the I-70 Golf Trail: Vail, Colorado to Moab, Utah. (June 2011) This is a first! A golf trail-vacation named after a U.S. Interstate highway with a special focus on women golfers and forward tees. But for those planning a trip to the Rockies this summer, the directions are easy: fly to Denver and head west on Interstate I-70. Drive for almost two hours through Summit County and over the Vail Pass into Eagle County. When you get to Vail - stop! That's where my I-70 Rocky Mountain Golf Trail begins. ... Read my conclusion: In my I-70 golf trail, there are many par-3s that are guarded by long fescue grass, water, severe bunkers, ravines or rocky terrain. I can usually reach the green, but a less experienced golfer will have trouble. Give an average woman golfer a chance to par a hole. Make her feel good. Give her a chance to cheer. Make the I-70 Golf Trail more fun for women golfers.
The Time is Now -- The Future of Golf at Golf 20/20 ( May 2011). In this article I discuss all the current issues facing the industry that will be discussed at this strategic industry annual conference -- and I discuss the topics that won't be discussed by sit like gorillas on the table. Women will appreciate this paragraph:
WE MUST HAVE MORE WOMEN ON MORE GOLF ASSOCIATION BOARDS, COMMITTEES AND GOLF CLUBS. For me this is the critical issue for the growth of women’s golf. This spring, the April 11, 2011 issue of the Wall Street Journal ran a special section titled “A Blueprint for Change.” The report summarized a conference of very senior and high-powered corporate women trying to figure out why more women were not making it to the CEO positions. Many comments centered on not enough women on the Boards of companies.
There are only two women on the 20-person Board of Directors of the PGA of America. That’s simply not enough! There are too few women on the Board of most golf associations.
Over my years as a lawyer and corporate executive, and on the governing board of two private golf clubs, I was often the only woman at the table. But I began to notice how the dynamics changed – for the better –when one or two more women joined. My advice to all organizations: Put more women on your boards. Aim to have at least three women whether it’s a committee of 5 or 50. “Three” is a magic number. And if you want something done, ask a woman to do it
*At the close of the article, I talk about the "value proposition" for golf. If we are going to spend time playing golf -- and we are a "time-crunched" society now, then the sport must offer real value, and I mean personal value. I suggest that playing golf is healthy and may make you live longer (see my new slogan at the top of the page). I urged the industry to actually study the health benefits of golf. AND THEY ARE.
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HOW MANY GOLFERS IN THE U.S.???
HERE ARE THE MOST OFFICIAL UP-TO-DATE STATISTICS (as of June 2011) REGARDING THE NUMBER OF ADULT AND JUNIOR GOLFERS BASED ON DATA FROM THE NATIONAL GOLF FOUNDATION (NGF).
Based on the NGF survey methodology, these numbers reflect adults and juniors who responded in surveys to have played at least one round of golf during the previous year. Adults and juniors who are taking lessons, practicing at driving ranges and just playing a few holes are not included in these statistics; which may mean that the number of adults and juniors in the U.S. who think that they have “played” golf is probably larger. Further good news is that recent surveys by the NGF and the PGA of America indicate that a large number of “non-golfers” express a strong interest in learning the game.
Some quick observations of the following table: (numbers in millions)
- The number of total golfers in the U.S. (age 6 and older) has continued its decline since 2005 -- from 30 million to 26 million.
- Adult female and male golfers have both declined.
- Junior girls (ages 6-17) are holding steady and continue to be the “sweet spot” in the market.
- The steady decline over the last five years of the number of junior boys playing golf is something to think about.
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*numbers in millions
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1998
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1999
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2000
|
2001
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2002
|
2003
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2004
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2005
|
2006
|
2007
|
2008
|
2009
|
2010
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
Adult Female 18+
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4.7
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4.4
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4.9
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6.3
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5.6
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6.4
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6.1
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6.3
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6.5
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6.0
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5.2
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4.8
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4.7
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Adult Male 18+
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18.4
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18.9
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20.9
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20.2
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20.4
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20.6
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19.7
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19.8
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19.7
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20.1
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20.5
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19.6
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18.9
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Total Adults
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23.1
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23.3
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25.8
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26.5
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26
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27
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25.8
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26.1
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26.2
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26.1
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25.7
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24.4
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23.6
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|
|
|
|
|
|
|
|
|
|
|
|
|
|
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Girls 6-17
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0.5
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0.4
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0.4
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0.6
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0.7
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0.7
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0.8
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0.7
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0.6
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0.7
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0.6
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0.6
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0.6
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Boys 6-17
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2.6
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2.4
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2.5
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2.8
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3.2
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2.9
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3.4
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3.2
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3.0
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2.8
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2.3
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2.1
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1.9
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Total Juniors
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3.1
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2.8
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2.9
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3.4
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3.9
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3.6
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4.2
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3.9
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3.6
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3.5
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2.9
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2.7
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2.5
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|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
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Total Golfers
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26.1
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26.1
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29
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29.8
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29.9
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30.6
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29.8
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30.0
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29.8
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29.5
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28.6
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27.1
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26.2
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SHOULD COURSES BE SHORTER?
See www.golfwithwomen.com. The website promotes women's golf and is published by two experts: Arthur Little and his wife Jann Lemming who used their own golf course to validate their theories. Prominent among their suggestions is making the forward tees much much shorter. They site the new 4200 yard set of tees at the Old MacDonald course at Bandon Dunes.
I have been playing many courses this past summer in Colorado and Utah from the shortest tees and trying to decide whether tee length itself is what makes a course "women friendly". They site the new 4200 yard set of tees at the Old MacDonald course at Bandon Dunes. My initial conclusion is "yes" but there are a lot of ts. In order to understand how tee length affects enjoyment of the game, women must understand the "slope" and "rating" of courses. The Little's new website also will highlight "best practices" for growing women's golf. The problem is that these best practices have been known for over two decades -- since Nancy Oliver founded the Executive Women's Golf Association in 1990. The PGA of America also promotes best practices ideas and lists for its members on the members' site. (Click my "Best Practice" tab which I modestly think is one of the best sources for best practices.) It's not "best practices" that we need; we need the "best" golf professionals who are the gate-keepers at every course women play at. FOR STARTERS: EVERY GOLF COURSE SHOULD HAVE A VERY VISIBLE 50-YARD MARKER.
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January 27, 2011: I attended the 2011 PGA Merchandise Show in Orlando, Florida. Have you ever wondered how your golf professionals know what is new and what to buy? Read my review of the largest trade show for the golf industry and learn some of the new trends that I see in the industry.
The PGA Merchandise Show: A Woman's View
Click and read it on www.cybergolf.com/womensgolf and on www.ladiesgolfjourney.com
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New Strategy Emerging for LPGA -- Will It Work? -- by Nancy Berkley
See my "Conversations with Michael Whan, the LPGA Commissioner" on http://www.cybergolf.com/womensgolf Whan has completed his first year as Commissioner. I'm impressed with his clarity of the LPGA brand, but can he lead the Tour stars to think like he thinks?
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A NEW GOLF DESTINATION: : Southwest Tuscany -- the Maremma region
Although it is still off the beaten track, I visited a trendy new region of Tuscany -- called the Maremma. The Maremma is really a large corner of Tuscany that includes hills, plains and beautiful coastlines. The region was settled by the Etruscans and along with ancient Etruscan ruins are walled and hill towns that date back to the middle ages. And there are several golf courses that look very beautiful. Watch for an article on Golf in the Maremma/Tuscay. For a sneak peek at the area, go to www.maremmaguide.com. FOR MORE ARTICLES ABOUT GOLF TRAVEL, GO TO THE "GOLF TRAVEL" TAB
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THIS IS REALLY IMPORTANT -- Another woman on the PGA Board of Directors
Shamefully, for many years, no women served on the PGA of America's Board of Directors - the governing body of the PGA of America.
But, there are some signs of change. Recently, Suzy Whaley became the second women to join the Board. Suzy was elected from her Connecticut PGA division - quite an honor in itself since she was elected from the 141-member (mostly male) Connecticut division. Suzy joins Sue Fiscoe on the Board. Sue is from Modesto, Calif., and was elected from her PGA Division. See more about Suzy below on this page.To put this in more context: The PGA Board of Directors is composed of the association's President, Vice President, Secretary, Honorary President and 17 Directors. The directors include representatives from each of the PGA's 14 Districts, two Independent Directors and a Player Director of the PGA Tour. With Suzy and Sue on the Board, there are now two women out of the 17 positions. More context: There are about 900 female PGA Professionals out the 27,000 PGA Professionals.
As I have commented in other articles, the PGA of America professionals are the gatekeepers of the game. They let people in to the golf courses; they are the welcoming committee - if there is one. Maybe the PGA is coming to realize that they can't grow the game with player programs like "Get Golf Ready" without growing the game with more women professionals at all ranks in their organization. And maybe the PGA will also realize that their training and apprentice programs need to include specific training about specific segments like women golfers.
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TWO VERY GOOD THINGS ARE ALSO ON THE HORIZON FOR WOMEN GOLFERS: IN 2014, THE US MEN'S OPEN AND THE US WOMEN'S OPEN WILL BE PLAYED ONE AFTER THE OTHER ON THE SAME COURSE -- PINEHURST 2. AND, NOW IT IS OFFICIAL THAT GOLF WILL BE INCLUDED IN THE 2016 OLYMPICS. THAT MEANS THAT THE BEST MEDIA WILL BE HIRED TO MAKE EVERY GOLFER INTERESTING AND CELEBRITY-LIKE. IT SHOULD SET A NEW STANDARD FOR MARKETING OUR TOUR PLAYERS REGARDLESS OF HOW HUMBLE THEIR BACKROUND OR THE LANGUAGE THEY SPEAK.
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See my new website www.golfergirlcareers.com which includes the five interviews I did for Golfer Girl Magazine with women who played golf as a junior and how golf shaped their profession, jobs, career and life. Any parent who wonders why their daughter should learn to play golf, will enjoy reading these interviews. The interview with Jane Broderick is also on golfergirlcareers.com.
Sad but true, Golfer Girl Magazine will no longer be published. See the website http://www.golfergirlmagazine/ .com which will remain on online and will archive former issues. All of the back issues are on line and girls and their parents will enjoy reading all the fun articles. I was proud to be chairman of the Advisory Board and to worked withe the Hooton family for the past several years. (More will follow about how Libby, Courtney and Chloe Belle are doing).
NEW SITE: www.golfergirlcareers.com CAREERS IN THE GOLF INDUSTRY FOR JUNIOR GIRLS. Every issue contained a "Careers in Golf" interview where I interview a woman who played golf seriusly as a junior and now uses golf in some other career -- other than golf professional or tour player. The first interview I did featured a landscape architect. Then came a golf clothes designer, a golf magazine editor and this latest issue contains an interview with Eunice Cho, the founder of Bonjoc Ball Markers. The most recent issue featured a golf course superintendnent who began her career as a tournament golfer -- but then had to take a detour because of a back injury. My interest in careers in the golf industry goes back a long way. I wrote the book "An Insider's Guide to Carreers in the Golf Industry" almost a decade ago for the National Golf Foundation. It still is a classic and portions will be adopted and adapted for a revised www.junior links website to be published this spring.
So how big is the junior girls market? It depends on how you figure and how grand your reach. Here are some statistics that are based on industry surveys from the National Golf Foundation: There are about: 180,000 girls ages 12-17 play golf seriously -- who play at least 8 rounds and compete. But there are about 1.4 million girls between the ages of 5 and 17 who play golf or "try" golf at some level --even if just a practice range. That's the upside potential market. PLUS another half-million or so girls who have "never-ever" played and report that they would like to learn.
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FASHION UPDATE!!! Where does tour player Anthony Kim get those bedazzling sparkly belts he wears?
The quick answer is Elevee Custom Clothing. Here's how I know about them. I went to the PGA Merchandise Show in Orlando at the end of January. I walked the aisles of apparel and was not excited about anything I saw. I decided to take a break and sat down at one of those round tables of strangers in the refreshment area. I struck up a conversation with the guy to my right -- from Los Angeles -- of all places. Then his friend sat down and I heard the story of Elevee from the designer and VP. Basically, they custom design clothing for people that need it and can afford it. (I always thought those floppy jackets that Jason Timberlake wore were not just off a rack.) Most of their clients are stars of one sort or another and from different industries with a heavy sprinkling of athletes. Check out their website at www.elevee.com. But they also do an amazing thing for a men's member guest. They will custom make trousers for all the men. They will take the measurements the day of the event, have the men choose among their beautiful fabrics and designs and then make them up and send them to them. How does that sound for a unique event gift? Something different! I looked at the belt buckles at the show and think I could wear them also. Maybe they will bring me the same kind of golf luck they have brought Kim! Worth a try.
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Are We Losing the
Battle for Female Golfers?
(This article created quite a stir and I still get calls about it -- see http://www.cybergolf.com/womensgolf/ for the entire articlThis is the question Jim Koppenhaver, President and founder of Pellucid Corp asked at his annual conference at the January 2007 PGA Merchandise Show in
Orlando a few years ago. Indeed, over the last few years, the total number of women golfers has been flat – stubbornly stuck at about 23% of the total number of adult golfers. Jim's presentations are always constructive and his question is a good one. But, I do have problems with his battle metaphor. For starters, I do not believe that the golf industry views growing women's golf as a "battle". A battle suggests an overall plan with goals, strategy and a real commitment of energy and financial resources. Among golf industry associations, only The First Tee really lives up to the battle metaphor. Joe Louis Barrow stated at Golf 20/20 this past November that he was not satisfied with a 34% female representation in First Tee programs. He wants 45%. I have not heard that battle-cry from any other golf industry association.
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THE PGA HAS LAUNCHED THE "GET GOLF READY" PROGRAM AND IT IS ATTRACTING MORE PEOPLE TO THE GAME. ABOUT TWO-THIRDS OF THE PARTICIPANTS ARE WOMEN. THE "GET GOLF READY" PROGRAM FOLLOWS MY RULES FOR ATTRACTING WOMEN.
It's not a mystery: Seven Simple Rules: How to Advertise to Women?
Rule 1: Include a photo or drawing of a female golfer. A picture is worth a thousand words.
Rule 2: Use the word “women” as many times as possible. Many times women think a program is just for men.
Rule 3: Include beginning and ending time of the program. Women are busy and they must know the schedule!
Rule 4: Make it clear what skill level is required. Especially include beginner golfers. Women think they are "beginners" forever.
Rule 5: Convey a “social” and “fun” experience. Yes, some women golfers like competetion, but most don't.
Rule 6: Provide free rental equipment if you are starting a program for beginners.
Rule 7: Offer value.
Remember: You can use the Free Help Line to ask Nancy a question about your advertising
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Breast Cancer & Golf Tournaments -- More Choices for the Cure
click http://www.cybergolf.com/womensgolf
If you live in a warm climate, you will have several invites now and through the summer to fund-raising tournaments for breast cancer research. Read about he different choices that women's golf associations are using for their breast cancer research fundraisers. And read about a very new book -- for children -- about breast cancer: Written by Rochelle Hirsch and illustrated by Naava Parker This will make a very good handout at and breast cancer fund-raising event.
Lumps and Bumps -- A Breast Cancer Story forChildren by Rochelle Hirsch and illustrated by Parker.
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BEST PRACTICS TO ATTRACT AND RETAIN WOMEN GOLFERS
Want to know what makes a golf course "Women-Friendly? See
BEST PRACTICES tab on side bar and an easy to use check list.
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CALL TO ACTION FOR WOMEN GOLFERS: IT'S TIME FOR A CHANGE!
It's that time of year, whether north, south, east west when another "season" of women's golf begins at most golf clubs. This is your chance to get involved and make your opinions known. I get quite a few "Dear Nancy" emails that complain that their golf professionals are just not interested in increasing the number of women golfers. Don't tolerate it. There are only a handful of courses in the entire country that are so financially secure that they do not have to worry about more rounds and lessons.... and your course is probably not one of them. My advice is to form a small group of about three women that other women respect and take your grievances "higher." Yes, go over the head of the golf pro to the manager of club president. If you don't have a women's golf group helping plan tournaments, this is the year to start one - officially or unofficially. Read my article "Advice to Women Golfers" (find it on the side bar under "Articles.") And also look at the
"Best Practice List" and share it with your golf professional and other women golfers.
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