Golden State National: Is This A Bad Time To Mention That We Need More Golf Tournaments In California?

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Let's establish three very simple facts:

--Rain rarely occurs in California from May through October.

--When a golf tournament is played in California, it finishes in prime time for more than half the country and garners a much bigger rating, no matter who is contending

--Golf is played outdoors. It is much better when rain does not interfere with the proceedings.

Ok, technically I've presented four simple facts.

As we were reminded again last week after what has actually been a good-weather season in golf, the sport features many overpaid individuals who continue to sign up their major events on the east coast at times of year when rain can (will) be an issue. The PGA Tour set its playoffs for midwest and northeast venues, with a finish in Atlanta at a boring culmination architecturally that will be even less glamorous in 2019.

(In his defense, Commissioner Moonbeam was said to have been trying for at least one major west coast market in his original playoff plans, but players complained about travel issues and the PGA Tour could not find a sponsor/venue fit out west.)

As you know, ratings have never been very good for the FedExCup Playoffs. The list of reasons is long, from a confusing and unsatisfying format, to the time of year and the time zone of the venues, to overall golf fatigue once the majors have been played. The numbers may not improve next year when the playoffs are contested by late August, soon after the major season has ended and at more eastern venues. 

Meanwhile, the PGA Championship moves to May 2019 and while this meant the PGA of America could open up new regions like Florida or Arizona, they've got mostly a who's-who of venues similar to those they've always gone to--Kiawah, Valhalla, Quail Hollow, Baltusrol, Southern Hills, etc...), with just two California stops scheduled through 2030--Harding Park in 2020 and Olympic Club in 2028. Weather could be an issue for most of the future PGA venues, particularly the New York area stops at Bethpage, Trump Bedminster and Oak Hill. 

So if you like the permutations of weather-delayed event planning, then check out Nick Menta's GolfChannel.com story on the many possibilities for the 2018 BMW Championship as play spills into Monday.

But if you are a dreamer, consider Golden State National. 

It's an as-yet unbuilt (or not-yet-remodeled) facility somewhere south of San Francisco and featuring 36-holes of golf, enough hotel rooms within 45 minutes to support the traveling golf circus, a luxury hotel on property for not-important VIP's, a G5-friendly landing strip, and of course, at least 8,500 yards of golf to deal with the distance explosion.

More vitally, Golden State National can host major events from March to November, deliver ratings and finish on Sundays. The ground will be firm. Fans will enjoy themselves. Television executives won't have digestive issues.

But here's the catch: to build or remodel an existing facility into GSN, it costs money. A lot of money when you have to build a course for the modern game where 250 acres is the new 150, meaning we need 500 acres potentially.

The non-profits of golf, devoted to funneling every penny possible to charity--ok, that's slightly sarcastic--have resisted even considering such a facility due to a lack of vision or a lack of funds, even though GSN could also host some NCAA Championships, LPGA majors and other special events. And hackers the rest of the year eager to pay $250 to play where the pros play. 

It'll probably take about $150 million to pull off the facility from scratch, maybe less if we can find a lesser property where dynamite and architectural ingenuity will be the greatest expenses and a local airport handles the Wheels Up crowd. I can think of two San Diego area properties that fit such a bill, and that's just off the top of my head. 

So how do we go about raising the funds for Golden State National since golf's Five Families resist the desire, vision or courage of convictions to do what is right? Which is, to create a facility dedicated to the modern game, modern weather, and modern sports audience? 

Kickstarter anyone?

Golf's Annual List Of Overpaid Non-Profit Executives Is Out!

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As we near the final quarter of 2018, Golf Digest has compiled the salaries of golf leaders from 2015, the most recent year posted on various Form 990s. Tack on a safe 10% since and you can visualize how much golf's non-profit leaders are making.

John Paul Newport was charged with making sense of the numbers and noted the spike down in Ponte Vedra, but as he points out it's a large operation generating revenue on many fronts compared to other golf organizations making most of their money off one or two major tournaments. 

If Davis and his colleagues in golf's top nonprofit jobs deserve what they earn, why the big jump in pay for PGA Tour executives? Primarily because, practically speaking, the tour functions more like an entertainment business than a trade association.

PGA Tour Inc. qualifies as a nonprofit because it exists not to make money for itself or for owners and shareholders, of which there are none, but primarily to organize, support and create opportunities for its members, independent contractors that we commonly refer to as tour pros.

Eh eh, that's TOUR.

Anyway, the real standouts on this year's list include Mike Whan crossing the two commas line, a bevy of PGA of America C-level salaries climbing nicely, the NGF's Joe Beditz raking in $448k and of course, AJGA head Stephen Hamblin making over $500k now. Who knew junior golf could be so lucrative? Oh right, we learn that around this time every year. 

New PGA CEO Waugh Goes Corporate On The Distance Issue, For Now

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Rex Hoggard got the first chat with new PGA CEO Seth Waugh for GolfChannel.com. 

On the distance issue:

SW: I have an opinion as a golfer, but not as a CEO yet. I pride myself on coming in without preconceived notions and hearing all the sides and I haven’t done that yet. I don’t think you can do this without the sign-on of these 29,000 [members].

I think golf should be more fun instead of less fun. I don’t think we need to make the game harder.

I look forward to getting in the middle of the conversation, but it’s premature to give an opinion because it’s not informed without hearing all the sides of the argument.

Hmmmm...cryptic on his views as a golfer. 

Waugh endorsed the PGA of America team and vision in place from his predecessor Pete Bevacqua:

SW: [Bevacqua] has done a great job. The association is in the best shape, probably ever. The Ryder Cup is bigger than it’s ever been. We’re going to do a TV contract that is bigger than it’s ever been in the past. The status of the brand, the level that he created by being at the table, has never been higher.

The cool thing for me is how do we optimize that? There are two ways to take things over, to redo and clean up and the other is it’s on a roll and you want to continue to reach higher highs, and that’s where we are.

Waugh also appeared on Golf Central from the NBC affiliate WPTV where the busy newsroom nonsense didn't cause him to flinch once. Something tells me Waugh's going to make having an in-house studio priority #1 in the next PGA of America headquarters!

Here is the full interview with Ryan Burr, who asks at the 4-minute mark about the possibility of a PGA Tour merger and says there is "no fire" where the smoke is coming from.

Commissioner Jay Monahan welcomed Waugh with this Instagram post:

PGA Of America Makes It Official: Seth Waugh Is Their Next CEO

We wondered, Ted Bishop wrote about it and now they've made it official.

Much more analysis to come but in the meantime, what a fascinating and bold move for both the PGA and Waugh.

For Immediate Release...

Seth Waugh, a former Deutsche Bank Americas CEO, has been named Chief Executive Officer of the PGA of America. Waugh will guide the business and overall strategy of one of the world’s largest sports organizations, serving the Association’s nearly 29,000 PGA Professionals into an exciting new era.

An Independent Director on the PGA of America Board of Directors, Waugh is completing a three-year term of service, during which the Association focused on a long-term strategic plan to serve the PGA Member and grow the game.

Since 2017, Waugh has served as a Senior Advisor and then a Managing Director at Silver Lake, a global leader in technology investing. He will continue on as a Senior Advisor to the firm.

In 2016, he was also appointed Non-Executive Chairman‎ of Alex. Brown, following the sale of Deutsche Bank’s Private Client Services division to Raymond James. Waugh also served in the management of Florida East Coast Industries in 2014.

“It is an honor and privilege to be invited to lead this remarkable Association into its second century,” Waugh said. “Like so many, I share a passion for the game that has given so much to me, and in the process, has somehow become a huge influence in my life. The opportunity to work with the nearly 29,000 PGA Professionals and others in the game to give back and to help our beautiful sport evolve is a true gift. I look forward to getting into the field to engage with our Members, learn more about the issues that matter most to them, and look for ways to enhance their careers and lives. I am grateful for the trust that the Officers and the Board are showing in me. It will be exciting to see all the good that we can do together as an Association and an industry.

“Leaving Silver Lake has been the hardest decision of my career, and I want to thank my partners for their support and commitment to excellence. There is a reason they are the best in the world at what they do.

“I am also grateful to my predecessor Pete Bevacqua for leaving the PGA in such strong shape, with a long-term strategic plan that will be the road map for our planning. Because of Pete’s good work and the work of the leadership team, the PGA Staff, the Board and Officers, and our Sections, I take over at a time that allows us to optimize our impact—and put particular focus on how to add value to our dedicated Members. I am truly grateful for the game of golf and this amazing opportunity, and I can’t wait to get started.”

Previously, Waugh spent 13 years at Deutsche Bank, including 10 years as CEO of the Americas, overseeing an unprecedented time of growth for the Bank in the region. He also served as Chairman of the Deutsche Bank Americas Advisory Board, an external strategic advisory team conceived under his leadership. During this time, Waugh worked with the PGA TOUR to create the former Deutsche Bank Championship (now the Dell Technologies Championship) in Boston.

“With Seth Waugh steering the PGA of America as our new CEO, we are gaining a leader who is respected across multiple industries for his vast strategic management experience and vision,” said PGA President Paul Levy. “Seth’s passion for PGA Members and the game of golf—as demonstrated by his service on the PGA of America’s Board—coupled with his global expertise in business, will serve our Members well.”

Prior to joining Deutsche Bank, Waugh was CEO of Quantitative Financial Strategies (QFS). He also spent 11 years in various leadership roles at Merrill Lynch, culminating in serving as Co-Head of Global Debt Markets. Earlier in his career, Waugh managed the Corporate Bond and International Trading desks at Salomon Brothers.

Waugh serves on the Board of Franklin Templeton Advisors and the Advisory Board of Workday, Inc. He also served on the FINRA Board of Governors until 2015. Waugh’s philanthropic endeavors have included serving on the boards of the: World Trade Center Memorial Foundation; YMCA of Greater New York; Multiple Sclerosis Society of Greater New York; Executive Committee of Partnership for New York City; St. Vincent’s Services of Brooklyn; Local Initiatives Support Corporation; and Harlem Village Academies, as well as President of the Board of the Lawrenceville School, and Trustee at Wake Forest University.

Waugh holds a B.A. in Economics and English from Amherst College. Seth and his wife, Jane, reside in North Palm Beach, Florida. Together, they have five children, one of whom, Clancy, played golf at Wake Forest and SMU, and is now trying his hand in the professional game.

Waugh succeeds Bevacqua, who was recently named NBC Sports Group President, and will officially start at the PGA on Sept. 24. John Easterbrook Jr., PGA will continue to serve as Interim CEO until such time.

Seth Waugh The First Choice For PGA CEO Position?

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Ted Bishop writes for MorningRead.com on the possibility of Deutsche Bank's former CEO taking the PGA of America position vacated by Pete Bevacqua. Bishop quotes a source saying an announcement could come before this year's Ryder Cup

Phone messages left by Morning Read with Waugh were not returned. A PGA spokesman would confirm only that the hiring process was “ongoing.”

Waugh, the former CEO of Deutsche Bank Americas, could be just the man to lead the PGA’s 28,000 members and apprentices. He would bring a wealth of business and golf experience to one of the most unique and challenging leadership positions in golf.

I also reached out to Waugh for comment after hearing similar rumors but have received no reply. A PGA spokesperson also declined comment.

While Bishop dreams of this as a permanent job for Waugh, I'm having a hard time understanding why an executive of his caliber would commit to the job on anything beyond an interim basis.  

Certainly, the 13-year CEO of Deutsche Bank and well-known golf nut would land well outside the box of expected candidates. But on a closer look, hiring the 60-year-old to fill Pete Bevacqua’s shoes could give the PGA of America major credibility in upcoming negotiations and provide Waugh a challenge befitting his skill level and contacts. 

Waugh is best known to golfers as the very non-CEO type whose golf tan and longer hair provided a nice change of pace during Deutsche Bank Championship announce booth visits.  He was instrumental in bringing the PGA Tour back to Boston, and remains very close with Commissioner Jay Monahan, who was once that tournament’s director. That event has its final playing this week as the Dell Technologies Championship. 

For the last three years, Waugh has been serving on the PGA of America’s Advisory Board of Directors as an Independent Director. His current term would expire in January. However, Waugh’s already well-versed in the PGA of America’s forthcoming televisions negotiations on a new PGA Championship television contract as well as other issues for the organization. He is close with former CEO Pete Bevacqua and would likely maintain the vision set in place.

A member of ten golf clubs—including Seminole in Palm Beach near PGA headquarters where he spends his winters—Waugh serves on various boards and still works in the finance sector. He’s also one of the managing partners of the Pebble Beach Company.

PGA Of America Files: DUI Suspect And President Paul Levy Surfaces On Sunday

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The same organization whose board deemed Ted Bishop's "little school girl" social media reference worthy of a lifetime ban and forced removal from office, wheeled out recent DUI offender Paul Levy to front the CBS telecast and 2018 PGA Championship trophy ceremony Sunday.

Levy was otherwise not seen all week at Bellerive other than at a PGA Board meeting and no comment was made about his lack of presence at the PGA media conference Wednesday. The PGA President traditionally sits in that news conference.  

Levy is also the first PGA of America President to not actually have a job at a golf facility, or any current job. But he retains his position atop the PGA for a few more months until Suzy Whaley (right) takes over. Whaley, who strongly supported Bishop's ouster, is supporting Levy despite his having possibly committed a felony.  

Moral of this story: DUI's are ok, perceived sexist comment on Twitter with 28 days to go in office? Lifetime ban. 

Levy has yet to make a statement or apologize.

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Anywhere But Palm Beach Gardens: PGA Headquarters Move Could Go Many Directions

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Outgoing PGA of America CEO Pete Bevacqua commented on the PGA of America's possible move to Frisco, Texas and opened the door to a move there, a bigger and more modern facility in Florida or other possible locations in the United States.

The comments leave the PGA staff less certain than ever, something Bevacqua empathized with in his remarks. From my Golfweek.com item:

“It’s difficult on the staff to be in this period of limbo where we don’t know exactly where we’ll be,” he said. “Are we going to stay put? Are we going to move to Frisco? Could we move somewhere else? So I know the goal is to resolve that and come to a conclusion as soon as possible, but we’re just not there yet, unfortunately, because we would like to have made that decision.”

Speculation Begins On Next PGA Of America CEO...

At least, amongst people and even some very important people. 

While most golfers could care less who oversees the PGA of America, insiders on golf's business side of golf are eager to see what direction the organization goes after Pete Bevacqua resigned this week to work at NBC Sports.

In a very informative analysis of the Bevacqua era, Dave Shedloski at Golf World throws this out:

John Easterbrook, the PGA’s Chief Membership Officer, has been tapped to serve as interim CEO, a selection that raised a few eyebrows from observers in and out of the organization. It was thought that Darrell Crall, who has served as Chief Operating Officer since Bevacqua came on board in the fall of 2012, would be the logical choice. Crall, sources say, was runner-up behind Bevacqua among the six candidates interviewed for the CEO post when a retiring Joe Steranka vacated six year ago. However, Crall also is believed to be deep in the woods on the PGA’s prospective move to Texas, given his longtime role as executive director of the Northern Texas PGA Section prior to joining the PGA in 2011.

Both Easterbrook and Crall would have to be considered candidates to succeed Bevacqua. Past presidents Roger Warren and Jim Remy, who also interviewed for the post in the last search, might get another look.

“I’d be shocked if Darrell Crall isn’t hired into that position,” said one past PGA officer. Still another countered, “I don’t think that’s necessarily what we need.”

I would also suggest LPGA Commish Mike Whan seems ready for a new challenge and will likely be a name submitted by some. He already is well-versed in Five Family code, conduct and conformity, if nothing else. 

"Bevacqua’s exit leaves questions for PGA"

Alex Miceli offers up several thoughts on where Pete Bevacqua's departure leaves the PGA of America as it considers a headquarter move and a new television contract. 

On the Frisco move:

One will be the reported move of PGA headquarters from Palm Beach Gardens, Fla., to Frisco, Texas, near Dallas. The next CEO surely would want a say in the decision. Considering that it took more than five months for Bevacqua to be named CEO, the move to Frisco might be on life support while waiting for the PGA’s new boss. It still could be an issue for the new CEO, if a move is determined to be necessary.

The news did bring PGA of America President Paul Levy out of hiding following his June DUI arrest. Levy faces an August 2nd court date. His letter to members:

I’m writing today with news that Pete Bevacqua has resigned as our CEO to become president of the NBC Sports Group.  His resignation is effective Monday, August 13, upon conclusion of the 2018 PGA Championship. 

We are grateful to Pete for his many contributions in nearly six years as our CEO.

Under Pete’s leadership, we advanced our mission to grow the game and serve our members in many ways:  We developed and implemented a long-term strategic growth plan; made major enhancements in the career consulting and professional development of PGA Members, including establishing life-long learning in three career tracks and creating the Chief Membership Officer position; took the bold step of moving the PGA Championship to May; reached a record-setting Ryder Cup agreement with NBC; alongside the LPGA, led the creation of the KPMG Women’s PGA Championship as the cornerstone of our diversity and inclusion efforts; and set in motion the exciting path to a new headquarters development for our Association. 

In addition, we took ownership of PGA Jr. League and created an effective way to introduce boys and girls to the game in a fun, team format.  Our charitable foundation, PGA REACH, is impacting more lives through golf than ever before by enabling access to PGA Professionals and this great game. 

These are exciting times for the PGA of America, but the best is yet to come.  We are committed to building upon the momentum of recent years while also embracing new ways to grow the game and serve our members. 

The Board of Directors has approved a leadership transition plan with Chief Membership Officer John Easterbrook, PGA, acting as interim CEO. During this time, we will look internally and externally to find a long-term CEO. 

With the PGA of America well-positioned for continued success, Pete departs with our gratitude and best wishes to him and his family. 

Sincerely, 
 

Paul K. Levy
President, PGA of America

Pete Bevacqua Leaves PGA Of America For NBC Sports

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The PGA of America loses a CEO and NBC Sports Group gains a new president, with Pete Bevacqua taking a newly-created position starting in September under Mark Lazarus overseeing many elements, including all golf properties. 

In the meantime, a new CEO search will commence for the PGA of America with an upcoming television contract negotiation and possible move to Frisco, Texas looming. 

For Immediate Release:

PETE BEVACQUA NAMED PRESIDENT OF NBC SPORTS GROUP

New Role Will Oversee Programming, Marketing, Digital, NBC Sports Regional Networks, and all Golf Businesses

STAMFORD, CONN. -- July 24, 2018 -- NBC Sports Group today named Pete Bevacqua to the newly created position of President, NBC Sports Group. In this role, Bevacqua will oversee several key areas, including programming, marketing, digital, the NBC Sports Regional Networks, and all Golf businesses under the NBC Sports umbrella. He’ll report to Mark Lazarus, Chairman of NBC Broadcasting and Sports, and will begin his new role in September.

“With the expansion of NBC Sports Group over the last seven years, and our continuing investments in new and existing businesses, adding Pete to our already strong management team will help us organize for future growth,” said Lazarus. “We are thrilled to have someone with his experience and reputation join our organization.”

Bevacqua joins NBC Sports Group from the PGA of America where he has served as CEO since 2012. The PGA of America oversees the PGA Championship and Ryder Cup, among many other events, and serves more than 29,000 members. Most recently, he led the move of the PGA Championship from August to May beginning in 2019, giving the golf major a stronger place on the golf calendar. Among his other accomplishments at the PGA of America, he created the first-ever Chief Membership Officer; added and renewed several key partnerships and sponsorships; and the PGA designed and implemented a strategic plan focused on the PGA’s mission to serve its members and to grow the game. Prior to the PGA of America, Bevacqua served as the Global Head of Golf at Creative Artists Agency (CAA Sports), and other key industry positions.

“The opportunity to join NBC Sports Group, and the larger Company of Comcast NBCUniversal, which holds media rights to the world’s biggest events and an incredible assortment of assets, was too good to be true,” said Bevacqua. “I am also deeply grateful to the membership, leadership and staff at the PGA of America. Professionally and personally, for me and my family, these have been the best six years of my life. Leading the PGA of America and the 29,000 PGA Golf Professionals will always mean a great deal to me.” 

Saturday News Dump: PGA Of America Locks In Baltusrol For '23 KPMG LPGA, '29 PGA

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I'm fairly certainly a Saturday in the summertime is the only opportunity more likely to get something less notice than a Friday evening in summertime. 

As Kevin Casey notes for Golfweek, this is the second joint KPMG LPGA and PGA Championship site announcement and great news for the women, who will return to a former U.S. Women's Open site and scene of many fine championships.

For Immediate Release:

PGA OF AMERICA TO HOST KPMG WOMEN’S PGA CHAMPIONSHIP AND

PGA CHAMPIONSHIP AT BALTUSROL GOLF CLUB

PALM BEACH GARDENS, Fla. (June 30, 2018) – The PGA of America announced today that Baltusrol Golf Club in Springfield, New Jersey will host two of its pillar championships: the KPMG Women’s PGA Championship in 2023 and the PGA Championship in 2029.

Founded in 1895, Baltusrol has played a prominent role on the national golf stage for nearly 125 years. Both Championships will be staged on Baltusrol’s famed Lower Course, which is an A.W. Tillinghast design. Since opening in 1922, the Lower Course has hosted 10 major golf events, including seven professional major championships.

The 2023 KPMG Women’s PGA Championship will be the second women’s major championship played on the Lower Course. In a duel of World Golf Hall-of-Famers, Mickey Wright topped Betsy Rawls by six shots to win the 1961 U.S. Women’s Open.  

This will be Baltusrol’s third PGA Championship: Phil Mickelson and Jimmy Walker notched memorable one-shot victories on the Lower Course in 2005 and 2016, respectively.  

“The PGA of America is delighted to continue our wonderful relationship with Baltusrol well into the future,” said PGA of America CEO Pete Bevacqua. “We’re excited to watch the best men and women in the game measure themselves against one of the most historic and challenging golf courses in the world, Baltusrol’s Lower Course.”

The KPMG Women’s Championship is a collaboration of the PGA of America, LPGA and KPMG, and focuses on the development, advancement and empowerment of women.

“KPMG’s commitment to elevating women on and off the golf course is exemplified by the selection of Baltusrol Golf Club as the host of the 2023 KPMG Women’s PGA Championship,” said Lynne Doughtie, KPMG U.S. Chairman and CEO. “To help more women in business advance to the C-suite, the KPMG Women’s Leadership Summit will be held at Baltusrol and bring together top leaders across multiple industries with women nominated by their CEOs to attend.”

“The KPMG Women’s PGA Championship has quickly become synonymous with greatness, and what better venue to solidify that than Baltusrol,” said LPGA Commissioner Mike Whan. “Even casual fans equate Baltusrol with ‘major’ moments in golf, and we’re thrilled that the best female golfers in the world will get to test their games at such an iconic venue in 2023.”

In 2014, Baltusrol Golf Club was designated a National Historic Landmark by the National Park Service, one of only four golf properties to earn this distinction.

“Since 1901 the best players in the world have competed against each other on our golf courses," said Rick Shea, Baltusrol President. "We look forward to working with the PGA of America to showcase the best women and men in these two Major Championships.”

With Lack Of Action On Levy, PGA Of America Leadership Doesn't Care About Credibility

Here is Mike Purkey writing for MorningRead.com on Paul Levy's DUI as the PGA Club Pro Championship plays out in the president's home state.

As the same organization that booted Ted Bishop for calling Ian Poulter a "lil girl" on social media, just a sad state of affairs that they will stand by someone committing a far greater offense, especially as the arrest report noted damage done by Levy's crash into a sign that could have been a human life.

Purkey writes this strong statement:

By leaving Levy in office, the PGA sends the message to its 29,000 members that the organization’s leadership doesn’t care about the optics of this issue or the credibility of the PGA of America.

Jack Loves The Memorial's New Schedule Spot, Not So Sure About A May PGA In Rochester

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Dave Shedloski reports for Golf World about Jack Nicklaus's pleasure at future Memorial's situated perfectly between the PGA Championship and U.S. Open. The Golden Bear also notes there will be less European competition in future years and is pleased that the Players and PGA Championship will present more interesting weather equations as part of the mix. 

Except in Rochester, 2023.

"I don't know," Nicklaus added, "what's going to happen in May in Oak Hill in Rochester, but I wish them well. I hope the weather is good. That's going to be a tough time."

Follow-Up On May Weather, PGA Championship Week

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While poking around and looking at weather in PGA Championship cities one year out from its new May playing, I found one part of the country without significant weather issues.

I can reveal it to you in a screen grab of my radar app today and say definitively that this is very typical for May.

FYI, the west coast hosts two PGA's in the next decade, too!

The west coast also delivers a prime time finish, meaning about another 1 million or so viewers.

On Sunday nights, too.

Shame we only have two on the schedule in 2020 and 2028. Next TV contract bidders budget accordingly!

 

 

 

 

PGA of America's Next Big Move: Moving To The Land Of Added Brand Value

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PGA of America employees in Palm Beach Gardens

I'm not sure a single American golfer--male or female--cares where the PGA of America brass takes their phone calls, gather around the water cooler and raise their families. But in analyzing the association's likely move from Palm Beach Gardens to Frisco, Texas, Golf World's Dave Shedloski talks to many people who are convinced the move will enhance brand value. 

The story does not explain how being in Frisco helps the average club pro equipment and apparel sales back from non-green grass accounts, nor does moving to Frisco return the PGA pro to status on par with superintendent or manager. But many people who wouldn't go on the record are, nonetheless, bullish on the dreaded value proposition.

The response to the PGA’s request for proposal was “an eye opener,” said one longtime PGA official. More than 100 municipalities responded when the RFP was disseminated in mid-2017. “It’s obvious,” said another, “that our brand is very valuable, based on the interest the RFP generated. And whatever decision is made is going to bring more value to the brand.”

Shedloski writes that the "central question arising from a prospective address change—which could come as early as 2020—is what benefits would it bring to the thousands of club-professional members? And in turn, would those benefits impact every day golfers?" A good question! Not a good answer:

Among them is that the PGA can further separate itself from the PGA Tour, based in Ponte Vedra Beach, Fla., both geographically, and in terms of its identity. It is 50 years ago this year that tour players broke away from the PGA of America to form their own organization. But the lay sports fan often still confuses the two entities.

And they both have gobs of money in the bank. And people will still not know the difference. 

Ultimately, even after past real estate ventures gone bad loom as cautionary signs, the motivations for such a move sound similar to the late Frank Hannigan's longtime concern for the USGA: a decision driven by a desire to be loved. 

It’s hard not to see the PGA of America as appearing to be a more dynamic organization when, if it were to move its headquarters to Frisco, it would share a zip code with one of the NFL’s top franchises, the Dallas Cowboys, along with the NHL’s Dallas Stars and the FC Dallas soccer team of the MLS. Liberty Mutual, FedEx Office and Toyota are non-sports companies who recently have moved to North Texas, in nearby Plano. Two other companies with golf connections—AT&T and Topgolf—are also deeply connected in the metro area. Having such impressive neighbors could afford the PGA of America more commercial and economic opportunities, which could be poured into member benefits and grow-the-game initiatives.

And more money to add to the $140 million already in an account. 

As for open dates to host a championship at the new venture, the first available PGA Championship date appears in 2025. The first Ryder Cup opportunity for Frisco would be 2036.