This is THE time of year for golfers. When The Masters tournament starts, you know that spring golf is officially here. For golf courses, there is a lot more to do than just open the doors and let the grass come out of dormancy. Growing golfer interest is the focus on the eve of the season.
The Masters does some amazing things to get people excited about the game. You want to be there, watching, experiencing the event happening at Augusta National Golf Club. Here are 4 things that this tournament does well, that you should incorporate into your 2017 course strategy.
EMPHASIS ON LEGACY AND HISTORY
One of the biggest things that The Masters does throughout the week is pay respect for the people that played in previous Masters events. The Traditions of the Masters are just as important as the tournament itself, if not more important.
To start the event, there are 2-3 people that are honorary starters of the event. People that have been icons for golf and, more directly, for the Masters. Players like Byron Nelson, Gene Sarazen, Sam Snead, Arnold Palmer, Jack Nicklaus, and Gary Player. The symbolism of having the greatest of the game start the event gives a genuine respect to legacy.
AP Images
Capitalizing on the respect of past winners, The Masters Golf Tournament is the only professional golf event that allows ALL previous winners the opportunity to play in the event until the player determines they are no longer able to compete. This year there were 2 players that have no status on the PGA Tour and made the cut in the event. Larry Mize, winner of the 1987 Masters, made a solid 2 putt on the final hole to make the cut on the number. Fred Couples, a 57 year old Senior PGA Tour player, is only 3 shots back from the lead at the halfway point. His only qualification for the event was he won the event 25 years ago. To put it into perspective, he won this tournament 1 year BEFORE Jordan Spieth was BORN!
This history of the event is consistently referenced as well. Most players are referenced by how many times they have played the event. Phil Mickleson has played in 25 Masters events, Fred Couples has played in 32. In all interviews, they focus on how the players are able to focus on the moment with all the history and legacy in the air. Some of the new players are have stated that they approach it as any other event. However, those that have played here many times emphasis the importance of remembering previous rounds and improving on them. The television coverage will bounce back to events that happened in 1982, or 1996, or 2014.
The depth of history in this event allows people to be a part of something bigger than a 72 hole tournament. This is a yearly event that produces a lifetime of memories. Click here for more on The Masters history or Masters historical stats.
BUILD BRIDGES TO REACH NEW MARKETS
The Masters invite is a cherished piece of paper for any golfer to receive. At first, it was only open to close friends of Bobby Jones, but over the years the tournament has expanded worldwide. In addition to the global coverage of professional golf, there is a long tradition of amateurs playing in the event and winning the Silver Cup. (hopefully in addition to the Masters trophy and green jacket!!) Amateurs from Asia-Pacific, Latin America, British Amateur, U.S Amateur and runner-up, U.S. Mid Amateur are all invited to participate.
This gradual growth has reached new markets across the globe. With the use the Official World Golf Ranking, the Masters truly is open to anyone playing on any continent as long as you finish in the Top 50. Here is a full list of how players qualify.
After personally attending the event in 2003, 2009, 2011, I noticed that there were people from all over the world. The news-media was from all over the globe. Interviews being done in many different languages expanding the experience that was happening on that Augusta, GA property.
AIM FOR FAMILY GROWTH THROUGH JUNIOR PROGRAMS
The Masters has done an amazing thing for the growth of the game as of recent. They sponsored the final site for the Drive, Chip, and Putt Championship. Just by becoming involved in this evolving program, juniors from all over the United States have the chance to Qualify to compete at this historic facility. In addition, to competing on the event, they get the opportunity to attend the Masters, and meet former Masters Champions.
The Masters Par 3 tournament has grown to be a strong friendship and family event. Players using their 5 year old child to caddy,(and even putt for them) to old friends like Jack Nicklaus and Gary Player playing a fun game that crowds followed like Sunday afternoon. This pre-event round is one that shows to the world that family and fun is not overlooked at this major.
STAY CONSISTENT
The Masters tournament has done its best to keep up with the ever changing times. Golf clubs hitting the ball for miles, content creating devices and studio in your pocket, and technology that connects the world.
They have been able to adapt to these nuances, while keeping a sense of consistency throughout the event. From the Wednesday’s Par 3 event, the playability of the golf course, and even the pricing of the concessions; once your are inside the gates the experience is similar every year. The course is amazing, not a detail inside the ropes out of place. The beauty of the course
By keeping the entire event as consistent as possible, it allows people that follow it or attended the tournament to have similar experiences that can connect those relationships. By sharing these stories among other golfers, it can grow personal relationships better than any other events out there. For example, I was attending a meeting on Thursday and a member of the meeting had just raced back from Augusta to make the meeting. We were able to talk about the $1.50 Pimento Cheese sandwiches, the wall of seats on 16 & 6, and the uphill struggle to get back up to the clubhouse from Amen Corner. These have been the same for 40 years! 
No other major has that kind of consistency. The closest would be The Open Championship with St. Andrews, however, they don’t play there every year.
BRING THESE ELEMENTS TO YOUR COURSE
Focusing the History and Legacy of your club can help to establish the community feel that is essential in growing golf associations at your facility. Having areas of the clubhouse to promote past winner of events, history of the club, and stats/ records from past events can be the foundation to building a community that people want to be a part of.
Building bridges to new markets can help to introduce people to your overall offering. By developing new golfer programs or outreach marketing events, you can help people eliminate the hurdles that scare new golfers from trying out the game. I have talked with numerous new golfers that didn’t attempt golf because they thought that they had to hit every shot great to be able to play on the course. (A non-golfer friend told them that) I don’t know about you, but I haven’t gone an entire round without a bad shot or seven. Without the outreach program that I developed, they would have never came to the course.
The PGA of America is starting to provide more and more material to help you get your junior program started. When you start your program this year, see how many of these Masters elements that you have in the program.
Lastly, Consistency is the key to a long term customer. If you can provide a quality experience on a consistent basis, you will be able to build a community of golfers. The areas that golf courses start to lose their foundation is when the customers perceived value of golfing at your course is LESS THAN the Cost. So if your staff’s mission is to provide exemplary service to every golfer that steps on property and DOES IT, then you have nothing to fear. But a good percentage of golf courses may have this as a corporate goal, but rarely is it communicated to everyone on staff. By providing services that exceed the perceived value to the golfer, you will always have them wanting to come back for another round.
If you need some detailed guidance on any of these strategies, please feel free to email me at jason@rockholdandassociates.com. I look forward to helping you reach your goals.