Page 23 - BusinessWest April 14, 2021

Golf
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I saw families playing, I saw people bringing their significant others out to play who had never played before — it was a combination of everything.
“One of the few positive things to come out of the pandemic was that people were able to get out and play golf,” he went on. “There was the social aspect of it, and people could get exer- cise at the same time. It was really good to see.”
Reading the Green
Looking toward the year ahead, those we spoke with said that, while anything can happen — and much, as always, is dependent on the weather — the signs are certainly pointing to
a year that could approach and per- haps even exceed 2020 when it comes to volume of play, and be much better overall because the revenue streams turned off or reduced to a trickle by COVID should be back to something approaching normal.
“Things are looking really good to start,” Piecuch said. “Memberships are up, people are playing golf, all the tour- naments are back ... things are looking solid for this year. For the 20-some- things and 30-somethings that had
so much other stuff going on before the pandemic, golf fell to the back
seat; now it’s on everyone’s menu, and they’re ready to go.”
Ballard agreed. “We’re looking at another busy season ... Friday is open- ing day, and we’re already booked full,” he said a few days before the course actually opened. “We’re looking to hit the ground running again.”
At Springfield Country Club, Han- noush said 80 to 90 events are already booked for the months ahead — smaller events because of COVID restrictions, but still bringing back an important revenue stream that was lost a year ago. Meanwhile, golf member- ship numbers continue to climb higher — they’re now at or near 375 with a ceiling of 400 — and those aforemen- tioned social memberships are rising as well.
The year ahead will also bring some challenges, though, said those we spoke with, adding that there will still be restrictions on food-serving facili- ties. Meanwhile, staffing up those 19th holes and event venues may prove dif- ficult, said Fontaine, noting that unem- ployment benefits are keeping some from eagerly returning to the workforce at the same time countless other res- taurants, bars, and event facilities are trying to hire help.
“To staff a restaurant right now, in April?” he asked rhetorically before answering his own question. “Every restaurant is looking to hire cooks and bartenders; it’s damn near impossible to find people.”
Meanwhile, as other forms of recre- ation reopen — and as competition for spending dollars heats up — questions
linger about just how many of those who took to golf last year out of neces- sity will find their way back (see related story on page 24).
Crowded tee sheets at area courses certainly bode well for those in this industry, but there is also general opti- mism about the game’s ability to grab and hold new players’ attention. The pandemic offered the game a tremen- dous opportunity to sell itself, and many see it reaping the benefits of fill- ing an important void.
“Golf grips you, and it gets in your blood, and it’s hard to walk away from,” Piecuch said. “I think we’re going to be OK. I’m in my 30th season here; people
I’ve seen who have walked away from the game and come back — they usu- ally stay for good. And a lot of times, when they come back, they’re more passionate than the first time.”
Hannoush agreed, and said the pan- demic won’t loosen its grip completely in 2021. Individuals and families might still be reluctant to travel or vacation
at the beach or overseas. Meanwhile, people will want to be outside, getting fresh air.
“We had more golf than we’ve ever had in 2020, even with the shortened season,” he noted. “And I think that
is going to continue this year, and for the same reasons — people want to be
outside, and they won’t be going away as much. If they have money to invest, they’ll put it into the game of golf.”
No one knows how many people will be working from home or if those arrangements will generate more tee times, as Fontaine and others wit- nessed in 2020. But by all other indica- tions, golf seems headed for a mem- ber’s bounce and a real opportunity to build on the momentum gained during the first year of COVID-19. u
George O’Brien can be reached at [email protected]
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