'14 USGA Annual Meeting Report: Best Corporatespeak, Ever!

The annual gathering of Pinkerton guards...aka the blue and grey of the USGA held their yearly shareholders get together at Pinehurst's Carolina Hotel and the event was only marred by an outbreak of buckets, brands, platforms, even one "we want to expand our customer base," and a splendid microphone sound after Walter Driver's speech that sounded like the former president had eaten a few too many of the garlic-infused appetizers during the open bar session. (First for me and glad for it: garlic warning labels from the chef.)

While the corporatespeak ran wild in Bill Campbell country (oh how he wouldn't have approved), the real focus was on the mini-drama that was the transition of so-called power from president Glen "I want to be Antonin" Nager and incoming president Tom "Bring On Joe Buck" O'Toole. Both men behaved admirably, pretending to act like it wasn't an awkward occasion when Nager ultimately passed on the usual outgoing presidential duties to largely appear for a few minutes at the annual meeting. To his credit, Nager gave a fine speech, albeit in an obviously emotional state, as he tried his best to say the word brand 453 times in 453 seconds.

He mentioned something about "deviances," how the anchoring ban showed the world of golf to be wanting "strong leadership," the brand again, then how the USGA needs to do what other well-branded organizations in golf do to get with the times, and warned of degrading the brand by not doing the right branding.

And then, in example 32 of how Middle East peace is still possible, Nager spoke to O'Toole by saying he wanted his successor to succeed, needing him to succeed for the sake of the USGA. And really not meaning any of it. The same could be said for O'Toole's Nager compliments, which were inserted last minute after not appearing in the embargoed version of the O'Toole's address. (You can read it all here.) He mentioned none of Nager's presidential themes during his speech.

O'Toole gave a long, largely light on details talk with a pledge to emphasize accessibility to the game and more outreach to attract those not in the game. The message does and will fall flat because of the USGA's traditional country club makeup (driven in part by the high cost of volunteering), and had me longing for Nager's more substantive agenda of water conservation, shrinking the footprint of the game and simplifying the rules. All initiatives which will continue, though O'Toole skimmed over those successes.

Before the dueling presidents spoke, the shareholders were informed of the numbers from 2013 by treasurer Diana Murphy, who reported revenues of $157 million on expenses of $159 million. The deficit was chalked up to a very small manufacturing plant in Ardmore, Pennsylvania that did manage to do the second most in USGA merchandise tent revenue. Second only to that place in San Diego that they refuse to return to.

Bernie Madoff could help the USGA get to double digit points as they only earned 9% on their cash stash, bringing the tally to $300 million for "financial security" that Murphy said insulates them in the worst case scenario of having to cancel a US Open due to weather or some other calamity. Oh, and the "safety net" allows them to deliver "critical services" too.

Murphy also mentioned the Fox Sports television deal signed through 2026 promising "greater coverage" and that it will be viewed as a "game changer" both in the USGA world and in golf. Considering Fox Sports 1's most horrifying ratings report to date, I'll wait to agree on the game changer argument.

The annual meeting dinner, not attended by Nager, featured a fine emcee effort by Tim Rosaforte and the usual awards to volunteers like Peter Dernoeden (Green Section Award), Michael Cumberpatch (Joe Dey Award) and Jeff Silverman receiving the Herbert Warren Wind Award for his splendid book on Merion.

Overall, the event had that odd combination of mostly folks gathering who are loyal servants to the game and who love the game and who you'd just love to take home to mom because they are just that good. And then you have a few types who see the USGA as the corporation they never go to be part of, longing to maximize revenues.