The Importance of Value in Golf

From its earliest beginnings in America golf has traditionally been viewed as an elitist sport, one only accessible to the wealthy. Although great strides have been made in recent years to make the game more affordable for the masses, problems still exist today on many levels.

Bigger is Better

The race by many designers and management companies to build the next “trophy” golf course has satisfied the egos of the owners and architects who created them, but it hasn’t done much to save a game in the midst of crisis. Courses which are built to be larger, with grand clubhouses and extreme features cost more to build, maintain and play. This type of attitude and business model is not helping to grow the game, or break any long held stereotypes.

Where are the New Players?

It’s been well-documented by The National Golf Foundation statistics that participation in the game of golf has been flat for nearly a decade. Recently these problems have been further exacerbated by the recent recession and problems with the worldwide economy.

Golf needs to find a new way, one that makes the game more democratic and accessible for anyone who is interested in playing, particularly younger demographics. Now, more than ever, golf needs to emphasize a value proposition as a way to attract new players to the game, and keep current customers happy.

Let’s face facts, it is expensive to play golf, especially when you are first getting started. Everything about it costs money: the equipment, the balls, the lessons, the driving range, playing the courses. It’s not like basketball, which is free at playgrounds and accessible through gyms in schools and rec centers.

A New Direction

Value should become a new buzz word in the golf industry. People are willing to pay for entertainment they love … as long as it FEELS like they’re getting their money’s worth. A round of golf that costs more than $100 just feels like a wallet gouging to many people. This takes away from the "game" element of golf, and just flat out prices some people out of the sport all together.

There are some courses that get it, and others that don’t. Any course that charges over $300 to play doesn’t care about being democratic or giving their customers value … places like Pebble Beach, Pinehurst No. 2 and the TPC of Sawgrass. With three $500 tee times in town at Shadow Creek, Cascata and the Wynn, Las Vegas is notorious for overcharging patrons to play golf. While these courses are beautiful, and fulfill a high-end demand, more architects should focus on creating affordable courses instead of trying to develop the next Pebble Beach.

Courses that Get It

Fortunately, there are hundreds of courses that are just as great as these pricey courses, but cost nearly a third of the price to play. As a whole, the Robert Trent Jones Golf Trail in Alabama might be America’s Number 1 golf value. Some superb courses along the trail – the two at Grand National and Muscle Shoals for example – cost just $64 in peak season.

Michigan is another state known for great bang for the buck when it comes to playing golf. When Golf Digest ranked its top 100 public courses according to greens fees, Michigan had four of the top eleven entries; Shepherd’s Hollow in Clarkston ($60), the Gailes at Lakewood Shores Resort in Oscoda ($65), Black Lake in Onaway ($80) and Eagle Eye in Bath ($89) all present an excellent value. Likewise, nearly every state – and every community – has hidden affordable gems that the locals love but will never make those coveted state rankings lists.

Where to Spend

The one area I recommend you don’t scrimp on, and obsess about value, would be equipment. This is a critical purchase in your golf game at least every five years. A few extra dollars to find the right equipment that feels good and is custom fit to your game is money well spent. Most new drivers cost $400 and up, but if you wait a year, they’ll drop another $100 and you still get the same up-to-date technology.

The Pro-V1 series of golf balls by Titleist sets the standard for performance, but its price tag (nearly $50 per dozen) can be tough-to-swallow. Savvy players know that Srixon and Bridgestone balls can play just as well for the $30-$35 price range.

Growing the Game

It's unlikely that golf will ever be considered "cheap" to play, but in today’s world of corporate meltdowns, job losses, high taxes and shrinking pensions and investments, the meaning of value rings truer now than ever. If the industry would quit trying to build the biggest and most elaborate courses, with the fanciest clubhouses, and focus more on affordable course that aren’t as difficult to play, more players will sign on to enjoy “a good walk spoiled.”