Golf academies offer intensive instruction in an environment conducive to both lighthearted play and weighty business discussions.A golfer is a golfer, regardless of what the economy may do. So for all the talk of belt-tightening and budget-cutting, for some groups golf continues to be an important part of a meeting's agenda. And for those groups, planners may want to consider incorporating an academy program pre- or post-meeting, which goes well beyond the typical "round with a pro" or "build a putter" activity and offers a memorable experience, time for genuine relationship-building, as well as serious golf instruction. It's also a great way to pull decision-makers out of the depressed, frustrated mindset they might be in now and introduce something novelfun.
"It gets them away from being caught up in the meetings. The discussions going on now aren't fun, but golf is fun," says Kyle Guthrie, Tour Academy operator at TPC Sawgrass in Ponte Vedra Beach, FL. "This gives them a chance to be around their peers and laugh at each other; people take things so seriously, but this is fun."
Lesson PlansA typical golf school day at the Tour Academy starts at 9 a.m. On Day 1, each student's swing is filmed and compared against some of the best players' in the world. "So many people have not seen their golf swings; they just think they know what it looks like," explains Sawgrass' Guthrie. This is followed by short-game instruction, lunch at the clubhouse, then full-swing instruction. Around 3 p.m. players hit the course.
At the end of the two- or three-day academy, instructors show students the change in their swing and put together a DVD or e-mail of things to work on. Students also receive a 90-page manual. "We try to stay in contact with guestswe're here to help," says Guthrie.
The Tour Academy also offers add-ons like a six-camera TaylorMade Putting Lab, a TrackMan System that produces detailed data and graphics on a player's shot, and the Motion Analysis Technology by TaylorMade, which uses multiple high-speed cameras to record a golfer's swing, then creates a three-dimensional, computer-animated image of the swing. Students and instructors can view the image from a variety of angles and use it as a teaching tool.
Other schools have their own extras, like handbooks with page references to legendary instructor David Leadbetter's books at the PGA National Resort & Spa academy in Palm Beach Gardens, FL. Leadbetter opened a school affiliated with the resort in 2008; a Dave Pelz Scoring Game School opened at the same time.
"You're going to learn, but you're going to have fun, and we want you to have more fun the next time you play golf too," says Jerramy Hainline, director for the Hilton Golf Academy, which has four locations. "Our school is all about fun and playing a lot of golf and good dinners."
"One thing we're trying is comboing the golf school with other unique experiences," explains Hainline, citing ideas like a Richard Petty Driving Experience, culinary program, or a night at the Arizona Biltmore, near its Phoenix academy, for dinner and a history tour. (The Biltmore's design was heavily influenced by Frank Lloyd Wright, and Irving Berlin wrote White Christmas at its pool.)
Experiential LearningStephen Kagawa, president and CEO of The Pacific Bridge Companies, based in Monrovia, CA, attended the Hilton Golf Academy and was so taken with the experience that he wanted to incorporate the academy in a future event for his company. Stephanie Nagami, vice president of ohana (friends and family) services for the firm, coordinated a November 2008 event that brought together leaders of organizations that work with The Pacific Bridge Companiessome of whom are technically competitors, but came together in the spirit of ohana. "They work with us a lot so they know that it's part of the drill," says Nagami of bringing together competitors.
A welcome dinner allowed the 10 guests to mingle and meet the golf pros before three days of instruction began. To extend the camaraderie component, Nagami asked each participant to bring 10 of something to share with the others. Nagami had 10 duffel bags, which were filled with the items from other golfersgolf balls, cooking salts, chocolate, and other treats. By the end of the trip, the golfers were having so much fun as a group that they developed impromptu awards to bestow upon one another.
According to Hainline, golf schools are often used for hosted events in which a company's best customers mingle with salespeople in order to show appreciation for these clients' businessa particularly savvy move in a tough economy. James Gelfand, vice president of sales, marketing, and revenue development for the PGA National Resort & Spa, notes that the impact of these programs can be felt long after the actual event, in separating your company from competitors who have not created a similarly special experience for clients and in increasing morale among sales staff. "From a confidence perspective, a self-worth perspective, and an added-value perspective, these programs show that not only has the company invested in me, but I can share an experience with my best customer," he explains.
"There are corporations that still need to do some things with their customers," says Gelfand. "These corporations may not be the financial institutions, but may be privately held companies that are looking for a unique way to bond, interact, and show their best customers or salespeople an experience they haven't had before."
And although hyperbole in golf stories may be as expected as in fishing stories, when attendees play on world-famous courses, it might not be necessary. "The stories make it better. People say, 'Hey, I played lousy, but I was standing right where Tiger took that [famous] shot.' Or 'Vijay [Singh] just walked by while I was playing!' And their friends say, 'What? Are you serious?' " says Guthrie.
As for staged and hokey golf activities, Hainline finds that in a golf school setting the teambuilding generally takes care of itself. "With some of those teambuilding events, people leave angrier than they were when they arrived."
Making the GradeThe beauty of the academies is that golfers of every skill level are welcome. "I've taught schools with beginners and PGA playersthey get the same information because it works," says Marc Albert, managing senior instructor at the Dave Pelz Scoring Game Schools. "The greatest satisfaction that anybody can ever feel is improvement."
Most of the academies average one instructor per four students and run about $2,000 per person for a three-day event. Prices can be negotiable and programs customized, particularly because "the way the times are now, we are price sensitive," says Sawgrass' Guthrie. "We're probably a lot less expensive than people think before they pick up the phone." Why? "Well, we have to grow the game and to support golfers," he says.
For Nagami's group, it was worth the cost, and the event was such a hit that it might well become an annual event. "They still talk about it, asking, 'Who's the next golf chair?' " says Nagami, adding that her response is, "Who's the next title sponsor?" She says that the participants in a program like the golf academy realize over the course of their time together that they have much more in common than passion for a sport; she says it has helped to strengthen business relationships. "It is expensive, but I think the benefits outweigh the costs," says Nagami. "It's kind of like those MasterCard commercials—it's a priceless opportunity."
Originally published April 1, 2009For more ideas, tips, and tools for better meetings and events,
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