Strategy Session Summit Details​
Schedule of Events

Hour 1

Hour 2

Hour 3

Hour 4

Hour 6

Hour 7

Hour 8

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Tuesday, October 26, 2021   |   Opening Hour   |   4:00 pm PST

Keynote
Business beyond COVID 
​Session 100       

• How were F&B, Rounds, and Operations affected negatively and positively during the COVID economy
• How did we have to change our business operations as a result of COVID, (reduction in staffing, PPP money)
• What golf companies are doing now that they learned from the COVID economy
• What is next for golf heading into 2022

​Moderator: 

• Steven Ekovich - Executive Managing Director Investments - The Leisure Investment Properties Group

Panelists: 

• John Zaruka - CEO/Founder - Wedgewood
• Jim Hinckley - CEO/Founder -  Century Golf Partners
• Jay Karen - Chief Executive Officer - National Golf Course Owners
• Jerramy Hainline, Senior Vice President and General Manager, Golf, NBC Sports Next

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Wednesday October 27, 2021  |  Hour 1  |  8:30 am PST

Awards Keynote
Explosive Growth: A Conversation with Blake Walker 
Session 150  

Jack Crittenden, Editor In Chief of Golf Inc., will speak to Blake Walker about the vision, mission and execution behind the launch of Arcis Golf, which has grown from zero to 72 golf courses in a short time period. This former award-winning operator will share his secrets to remaking and reinvigorating a course.
 
Golf Inc. will also honor the 2020 honorees for Clubhouse of the year, Renovation of the year, Amenity of the year, Development of the year, and the Golden Fork awards. 

Wednesday October 27, 2021  |  Hour 2  |  10:15 am PST

New Data
​Learning From the Past Year: How to leverage the surge
Session 201, Investor Track

• Current research from the ongoing Back to Normal Barometer, to inform facility operators and golf marketers on the latest golfer behaviors, attitudes and expectations post COVID. 
•  A panel of industry experts will reflect on their direct experiences, observations and best practices to nurture and leverage pandemic driven surges in participation
• Insight into what lies ahead for the industry amidst growing economic headwinds and heightened competition from other leisure sectors

​Moderator: 

• Jonathan Last - Founder & President - Sports and Leisure Research

​Panelists:

• Larry Hirsh - President - Golf Property Analysts
• Ron Stepanek - Business Development Executive - PGA  ​

Effective strategies for using big data and capturing consumers' online attention
Session 202

• Key analytics for your golf course, why are they important?
• Boost direct revenue with dynamic pricing and unique tools to deliver value booking direct.
• Drive higher engagement and increased conversions via advanced CRM tools
• Use email automation to remove manual effort and communicate with golfers based on their buying preferences and habits.

Moderator:

• John Brown III - CEO - Brown Golf Management 

​Panelists: 

• Bryce Voisin - Director of Revenue - GolfBack
• Dan Bacci - Vice President - Sierra Golf Management
• Jason Pearsall - CEO - Club Caddie
• Kurt Albertson - Senior Enterprise Sales - Lightspeed

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Best Practices for Private Clubs

​Session 203
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Implementing today’s Best Practices to bring “life to your sticks and bricks”

• Building a core culture of empowerment and ownership with your team for success – Happy Engaged and Empowered Employees = Happy Members 
• Implementing the “wow factor” to differentiate your club from the field
• Creating consistency for day-to-day delivery to exceed member expectations
• Conclusion – taking the next steps to be the best!

Moderator:

• Bob Jones - Principal - Ethos Club & Leisure 

Panelists: 

• Terry Anglin - Principal, CCM, CCE, ECM, GSI - Ethos Club & Leisure
• Jeff McFadden - CCM, CCE, ECM, General Manager - Union League Club Philadelphia 
• Jon Davis - General Manager - Northwood Club 
• Michael Abbott - President - Beacon land Development 
• Michael Ryan

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Wednesday October 27, 2021  |  Hour 3  |  11:30 am PST

Case Study

Private Club Solutions: A New Approach to Governance & Capital Funding - How The Ranch CC Completed Their Multi- Million Renovation Plan with the Help Of Concert Golf Partners 

Session 301, Investor Track

• A look into The Ranch CC’s Master Plan Saga and how we overcame the many roadblocks towards renovation
• How recapitalizing the Club in 2020 paid for the next round of $1+ million in capital projects
• A future of growth and prosperity: over 100 new members and the member bills reduced by 15% and more

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Moderator:

• Peter Nanula - CEO and Chairman - Concert Golf Partners 

Panelists: 

• Eric Mott - Board Treasurer - The Ranch Country Club
• Eric Ackerson - Board Member - The Ranch Country Club

Case Study

Evidence-based approach to growing golf participation

Session 302, Public Track

• Why it is important to use research, not tradition, to maximize golf participation
• The unintended consequences of well meaning golf initiatives
• The role that 'belonging' plays in golf participation
• Case study: How Change Golf Instruction has used an evidence-based approach to drive a diverse golf community in Madison, WI​

Moderator:

• Sue Shapcott - PhD, PGA of GB&I - Owner, Change Golf Instruction

​Panelists: 

• Cathy Harbin - President and CEO - On Course Operations
• Anthony Robinson - CEO - Golf Surprize 

Business Strategies for private clubs

Session 303
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• Capital Improvements—keeping up with the Joneses
• Member Issues—Members gone wild
• Membership Structure—Gremlins in your documents
• Management—Set up for success

Moderator:

• Dallas Addison - Shareholder - Addison Law Firm 

Panelists: 

• Bob Jones - Principal - Ethos Club & Leisure
• Ben Dobbs - Executive Director - PGA West, The Citrus Club and Mountain & Dunes
• Mark Enderle - Partner - Storied Development

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Hour 4   |   1:45 pm PST

Navigating the effects of Droughts 

Session 404

• 90%-95% of the West is experiencing drought conditions with July 2021 being declared the hottest month on Earth ever by NOAA.
• Drought discussion for golf courses facing water supply issues.
• What are current restrictions? And what golf courses can do to weather the present drought and prepare for the inevitable next one.

​Moderator:

• Bradley Herrema - Shareholder - Brownstein, Hyatt, Farber, Schrek 

Panelists: 

• Dave Loomis - Director of Commercial Real Estate and Finance - Primary Real Estate Services
• Cole Thompson - Assistant Director, Green Section Research

How Data Will Shape Golf's Future

Session 402

• How technology & big data are reshaping golf course & private club operations.
• The current and future impacts of business intelligence, machine learning, and artificial intelligence on the golf industry.
• What can operators do right now to leverage modern technology and big data?

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Moderator:

• Ross Liggett - Founder and Managing Partner - Metolius Golf 

Panelists:  

• Scott Wellman - Director of Marketing & Revenue Management - Landscapes Golf Management
• Rick Walrath - General Manager - Pinecrest GC
• Dave Vanslette - CEO - Fairway iQ
• Brendan McCarthy - National Director of Marketing Services - KemperSports

Develop a Quality Workforce that Delivers Exceptional Experiences

Session 403

• Recruiting and screening strategies for attracting an A List employee
• Learn how to make culture their competitive advantage
• Understand what candidates want out of their employer today
• Discover best practices for employee engagement (compensation, benefits, incentives for growth, clear communication) to keep turnover low

 
Moderator:

• Whitney Reid Pennell - President - RCS Hospitality Group 

Panelists: 

• Donna Otis - Chief Executive/General Manager - The Bridges at Rancho Santa Fe
• Joyce Halama - CMM - RCS Hospitality Group

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​Hour 5   |   3:00 pm PST

Buy & Sell: Market Assessment 2021

Session 501
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• Valuation's Post Covid
• Private Equity Clubs
• Financing & Benchmarks
• Redevelopment​

Moderator:

• Jeff Woolson - Executive Vice President - CBRE Golf & Resort Properties 

Panelists: 

• Bobby Silva - Senior Vice President - Escalante Golf
• Andy Crosson - Executive Vice President - Arcis Equity Partners
• Jimmy Han - Principal, Business Development - Century Golf

Best Practices for Public courses
Session 502

• The Importance of selecting the right team and where to find them.
• Diversity Matters more than ever 
• How facilities are changing operating standards to meet the changing needs of the game 
• Back 2 Golf- Keep Golf Open 

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Moderator:

• John Easterbrook - Chief Membership Officer - PGA of America 

Panelists: 

• Linnet Carty - Director of Inclusion and Community Engagement - PGA
• Don Rea - PGA, Owner/Operator - Augusta Ranch Golf Club
• Scott Kmiec - Senior Director - PGA Career Services, PGA of America 

How Castle Pines CC Became an Immersive Branding Experience

Session 503, Private Club Track

• Discussing the power and opportunity of of sub-brands within your club
• Utilizing experiential branding to bring brands to life to enhance and excite the member experience
• Learn how leveraging the senses enhances a brand experience 
• Understanding merchandising opportunities with sub-branded goods

Moderator:

• Ryan Doerr - President - Strategic Club Solutions

Panelists: 

• Dave Whalen - CCM, CCE, Chief Operating Officer/General Manager - Country Club at Castle Pines
• Mark Lewicki - Director of Sales & Marketing - The Country Club at Castle Pines
• Laura Leszcynski - VP of Marketing - Strategic Club Solutions

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Hour 6   |   4:15pm PST

Meet the Top Buyers

Session 601
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• Has COVID Changed the Buy/Sell Market and who are the current buyers / sellers?
• New elements Buyers are looking for in a Club
• Critical secrets to successful Acquisitions
• Current Assessment and Valuation Methods
• Creation of new Value by Reposition of Assets

Moderator:

• Randolph D. Addison - Partner - Addison Law and Principal, Ethos Club & Leisure

Panelists: 

• Tom Bennison - Chief Development Officer - ClubCorp 
• Randy Jones - Chief Operating Officer - C-Bons Golf International 
• Doug Howe - Chief Operating Officer - Century Golf Partners 

The Playbook to Compete and Win in 2022

Session 602

• 2021 golf activities compared to the 2020 season regarding rounds, revenue, and online presence.
• Forecast of golfer engagement for the coming months and 2022 season.
• Highlighting tech courses for coming market trends and customer behavior. 

Moderator:

• Jason Wilson - CEO - Gallus Golf

Panelists: 

• Scott Merchant - Chief Growth Officer - Club Prophet
• Kent Ashby - Director of Marketing - 121 Marketing

Emerging Trends in Private clubs

Session 603

• Learn what macro trends are influencing brand management and communications for clubs across the US.
• Discus emerging best practice standards for brand updates and expansions.
• Capture snapshot insights concerning executive search and relocations in the US.
• Discuss best practices for executive search…do’s and don’ts.
• Develop an overview of emerging trends for clubs of all types and descriptions.

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Moderator:

• Henry DeLozier - Director - GGA Partners

Panelists: 

• Linda Dillenbeck - Director - GGA Partners
• Patrick DeLozier - Director - GGA Partners

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Thursday October 28, 2021 l  Hour 7  |   8:00 am PST
The following are breakfast sessions. Please join any of the 8am sessions and enjoy breakfast during the discussions.

An Owner’s Perspective on What’s Next

Session 701, Investor Track 
Special Breakfast Session

• Market Pricing:  Menus, Tee Times and Wages
• Deferred Maintenance, Not just things, but also Relationships
• Decommoditize your Value Equation
• Become Your Own Funnel
• Dealing with the Daily Stress Test

Moderator:

• Don Rea - PGA, Owner/Operator - Augusta Ranch Golf Club

Panelists: 

• Tony Martinez - Board of Director - PGA
• Cathy Harbin - President and CEO - On Course Operations 
• Ty Martinez - Associate - PGA

High Tech Marketing

Session 702, Public and Private Club Track
Special Breakfast Session

• How golf courses can use data to drive decisions, and improve the customer experience
• Why Artificial Intelligence can drive pro shop, green fee and F&B sales

Moderator:

• Hunki Yun - Director Business Development - USGA 

Panelists: 

• Trevor Coughlan - Vice President, Marketing - Jonas Club Software
• Lance Merrihew, Vice President, Marketing and Sales - Total e Integrated

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Realistic Scheduling for Golf Course Renovation Projects
Session 703, GCBAA panel
Special Breakfast Session

COVID’s impact on construction has been huge. Here, attendees will get a better understanding of the current market conditions from a builder and supplier perspective. This includes issues facing the market today, including labor and material shortages. Panelists will provide insight on ways to properly plan and execute a successful renovation at their course from the planning process, bidding, scheduling, and finally executing.
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Moderator:

• Justin Apel - Executive Director - GCBAA 

Panelists: 

• Jason Sloan - Director/Project Manager- FrontierGolf 
• John Marman - VP of Sales and Marketing - West Coast Turf
• Jon Truttmann - Director of Golf Irrigation - Hunter Industries
• Dave Linngren - Project Manager, Landscapes Unlimited, LLC, GCBAA Certified Builder and Certified Golf Irrigation Contractor
  

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Hour 8  |   9:20 am PST

What innovations will define the next generation of courses?

Session 801

• The art of creating golf experiences - From the clubhouse to the playing field itself
• Perspectives of a clubhouse architect, golf architect, and range/entertainment consultant
• Addressing tough questions on labor, resources, and the entertainment value

Moderator:

• ​Forrest Richardson - Principal - Richardson | Danner Golf Course Architects

Panelists: 

• Erik Peterson - President - PHX Architecture 
• Ken Alperstein - Golfcourse and Landscape Architect - Pinnacle Design Company 
• Ted Simons - Founder/Chief Developments Officer - Synergy Group Consulting

WOW Factor: Adding SIZZLE to your Club

Session 802

• Creative examples of ways to capture non golf revenue
• International Wow Factor Examples that can create Domestic key learnings
• How leverage Cause Marketing to do good things for your club and your community.
• Garner market share of your surrounding communities
• Physical plant capital that injects Wow Factor (from A/V to meeting space to dining/wine experiences)
• Sure-fire F&B technology solutions for today's staffing climate
• Learn how to wield the trends to address the ever-increasing expectations of members & guest

Moderator: 

• ​Kris Strauss - SVP, Sales & Marketing - Troon 

Panelists: 

• Ed Doyle - President, Strategy and Design - RealFood Hospitality
• Greg Rubino - General Manager/COO - Classic Club

USGA Panel: Maximizing the Golfer Experience

Session 803

• Learn more about how the USGA is investing in better understanding the golfer experience to drive greater enjoyment and participation
• Our research is focused on all aspects of the golf experience particularly the playing experience such as appropriate tees, penalty areas and rough maintenance practices
• Our aim is to highlight the importance of the overall experience on the golfer, the future of the golfer experience and discuss how facilities can make these improvements to drive revenue

Moderator:

• David Pierce - Director of Research - Green Section

Panelists: 

• Hunki Yun - Director Business Development - USGA
• Chris Detoro - Assistant Director, Brand & Customer Marketing - USGA

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Closing Keynote l Hour 9  |   10:40 am PST

Tomorrow's Growth Opportunities

Session 900, CEO Keynote

• Greatest growth opportunities for the next decade
• Keys to maximizing profit post-COVID
• Invest, sell or hold tight? Golf market outlook for 2022 to 2025
• Future challenges to prepare for now

​Moderator:

• Jack Crittenden - Editor In Chief - Golf Inc.

Panelists: 

• David Pillsbury - CEO - ClubCorp
• Steve Skinner - CEO - KemperSports
• Tim Schantz - President, CEO - Troon