The USGA Needs to Stay on Message (and Find Some Actors Who are Golfers!)

Any political pundit worth their salt will tell you that running a campaign is all about staying on message. Having sat through countless PSAs by the USGA during the U.S. Open telecasts, someone needs to remind the American governing body of the game this fact. With the game of golf losing players hand over fist over the last ten years, they (along with a number of the other alphabet soup governing bodies in golf, namely The PGA, PGA Tour, RandA) have seen fit to spend tens of millions of dollars on consultants who continue to massage their egos by convincing them that golf and growth should be in the same sentence.
During the NBC broadcast we were pummeled with three campaigns - Tee it Forward, Get Golf Ready and While We're Young. There were too many confusing messages and one of these blue blood consultants should stop hanging out at the Merion clubhouse, earn their pay and tell the USGA that one of these campaigns is enough. So, let's take a look at the campaigns and their effectiveness - or not!

Tee it Forward.

Featuring Jack Nicklaus, the concept is that all of us should move forward one set of tees and make the game more enjoyable. No argument here and something we do in our group regularly.

Outcome - Good ad, good execution, clear message.

Get Golf Ready

Featuring Tom Watson, this one encourages new players to pay $99 for a series of five lessons and have fun, fun fun! There is no mention really of how it all works and the feedback from many clubs is average at best. The program is often managed by the assistant pro, players come for one or two lessons and then what do they do? Where do they play?

Outcome - Poor ad, average execution, unclear message.

While We're Young

Who doesn't love CaddyShack and the thought of the blue blazers actually watching the movie is hilarious enough. But, and it's a huge but, on the week that the USGA rolled out the ads to everyone to encourage us to get moving on the golf course, their own tournament rounds averaged 5 hours and 15 minutes. And this in two and three balls...no slow play penalties, just the odd warning thrown around for affect.
And the ads themselves featuring Golf's "A" List throw up many questions.
1. Why do agencies continue to employ actors, not golfers? Just watch the actors (not the celebs) - they don't know how to hold a club, address a ball, even walk like a golfer. One would think that the USGA would do authenticity well....wrong! Clearly, they were led up the garden path by an ad agency that knew nothing about golf.
2. Ah, Clint Eastwood and Arnie. This one will be good! Nope, they are never in frame together and it's no wonder that Clint is playing slowly, he is using a Tour Pro's bag at Pebble - where you can't actually carry your own bag. Again, just appalling in its lack of details and credibility.
3. Annika does a great acting job in hers but be honest, the first time you saw it did you know what she was doing with her hand? It's not until the Butch and Paula ad, which has a sub title explaining the Rodney Dangerfield "move" that you can understand what Annika is doing. Only then can you go back to Annika and say, oh I see!
4. The other Arnie ad features the (non golfer) actors pretending to be golfers...badly! The guy is thirsty and looking for refreshments? Who says that on a golf course? And, once again it's blindingly obvious that Arnie's piece to camera was shot with no other actors present. Having been told by Arnie "While we're young" the actor walks onto the tee holding his club only as non-golfers do. I know, I'm a nit picking, pedantic, old sod - but credibility and authenticity are key here and these ad fails on both counts.

Outcome - Poor ads, awful execution, mixed message.

Let's hope the USGA can decide which message is most important to them and focus on that in the coming months and leave the others on the shelf. And when making golf ads, use real golfers, will ya!

Father's Day Gift Guide - Five Authentic Gifts

I make no excuses with our Father's Day Gift Guide. All of these fine golf companies are clients and we are very proud to work with them. I'm sure you'll find something very cool here for Dad. One key thing to note with all of these great gifts - they are ALL Made in America. Which is nice!

1. Josh Smith Golf Landscapes. Josh paints gorgeous golf landscapes. His portfolio runs from Bandon Dunes Resort to Pebble Beach and many wonderful courses in between. We recently found three perfect, limited edition, tubed giclees on archive paper in a cupboard. The images are Royal County Down (3rd hole), Bandon Trails (3rd hole) and Pebble Beach (7th hole as it was in 1929 - above). Just because it is you, we are offering these for $195 each, including USPS shipping. There are three left and that's it! - if you would like one email me at nick@macduffconsulting.com and we'll get it out the same day to you.

2. Lee Wybranski Art & Design. Lee is having quite a year and his latest poster for the USGA for this year's U.S. Open at Merion is another stunning piece. Featuring the iconic red wicker basket, it is perfect for Dad's den! You can buy it here on the USGA's site. If you would like to explore more of Lee's work have a look at his website here.

3. MacKenzie Walker Golf Bag Company. Todd Rohrer, way out west in Portland, Oregon produces the best golf bags in the business - bar none! Now this gift takes some thought and perhaps input from your father to produce a one off handcrafted piece of magic. I have been guided through the process three times by Todd and each golf bag is a work of art! Some would say they are expensive at $845, but think about it - you spend that on a set of clubs and two years later switch them out and they are worth about $50! The MacKenzie will last a lifetime and the memory will be priceless. Have a look at the amazing selection of leathers here.

4. Stitch Golf. Based in North Carolina, Stitch makes amazing leather headcovers and other cool leather accessories - I have their #1 iPad cover! We first came across Stitch last year and in a short period of time they have made huge strides at retail and with consumers. Look out for their Merion U.S. Open covers if you are at the tournament - but be quick, because they are going to fly off the shelves! Read more about Stitch here.

5. Tin Cup. The Father's Day Package here is a great way to choose the best cup to fit Dad's golf game. Plus it includes a couple of pens, poker chip and leather valuables pouch. Tin Cup is now in over 1,400 retail outlets in the U.S. as well as being on line here with 140 designs. In addition you could create a one off custom design here.

Streamsong - Smart, really smart!

The smart marketers at magnificent Streamsong in Florida have begun promoting the 6 and 12 hole game. It's very hot in central Florida during the summer and they have thought outside of the box to create a compelling reason to play a few holes and then have a nice dinner and glass of wine. The package price is very reasonable and having had the good fortune to play Doak's Blue course and Coore and Crenshaw's Red course, this is an offer that should be snapped up. 

A shortened version of golf, be it 6, 9 or 12 holes is much under rated. I grew up playing at North Hants Golf Club in Hampshire, England and we had all of those options due to the wonderful routing made by James Braid in 1904. 

Great thinking Streamsong! ps - it's tough to read on the picture above so go and take a look here - Read More Here.

So many stories in golf - where to start?

What a crazy few weeks its been in the world of golf - a 14 year old making two cuts out of two, Tiger's Dropgate, Vijay's attempt to grow deer antlers and the ongoing dust up between the R&A and PGA Of America.

Let's start with Tianlang Guan making the cut at Augusta and then the Zurich Classic in New Orleans. There is no doubt that a whole new generation of golfers are coming out of China, which is good for the game around the world. Let's hope he is well managed by his parents and whoever is advising him and he doesn't turn in to the underachieving Michelle Wie.

Tiger's DropGate at Augusta and once again the rules of golf, (overly complicated and baffling at best) were the main story at Augusta...sorry Adam! It's clear now that the Rules Committee at ANGC dropped the ball and 2013 will be the last year with no walking referees in each group - the only major not to do so. Tiger just did what he was told and those that called for him to DQ himself were just plain wrong.

What on earth was Vijay thinking taking deer antler spray? As has been reported previously, there was an incident in Indonesia in 1985 where Vijay altered his scorecard during the event and this deer spray nonsense has once again brought that up and Vijay's proclivity to court controversy. The Tour, as always, dodged the bullet and found a way around fining or banning the Fijian.

The ongoing war of words between the R&A and The PGA of America took a turn for the worse at Augusta. Ted Bishop, the PGA President and Peter Dawson, Secretary of the R&A had words under the tree and Dawson left in a huff. The argument continues about the anchoring of the putter (which is really a lot of nonsense) when there are bigger challenges in the game and hopefully the R&A and USGA will announce their decision shortly so we can talk about something more important!

Condi at Augusta - Come on R&A, wake up!

The first picture of Condoleezza Rice in a well cut green jacket is out and very fetching it is too. Now the question is when will the R&A join the century and admit is first female member? What do you think?

A Walk Around Augusta National

I had the good fortune to play Augusta National and here are some photographs taken last year of the golf course. Enjoy The Masters Tournament.

What a view!

From the 1st Tee

 The approach to the 3rd from the right side

 The 6th tee (front left pin)

6th green (looking back up the hill)

The 7th is called Pampas

7th green from the 8th tee

Approach to the 7th

Approach to the 11th

Hogan Bridge and 12th green

Tee shot on the 14th

Looking back from 16th green

 The mowers were following us on the 17th

 It's a tight tee shot the 18th!

 And it's over all too fast - walking up the 18th

 A great place for an Arnold Palmer!

TaylorMade - Awful...ier

TaylorMadeAdidasGolf (TMaG), the current undisputed golf-marketing champions have once again created a buzz with their "IER" campaign. Rather like technology, in marketing, just because it can be done, it doesn't mean it should be!

The awkward TV ads with the players clearly stifling their laughter and yet happily cashing the TMaG check, the dreadful "IER" hats, the dull print ads with simply the phrase "IER" added - all of it, just plain bad and not befitting or comparable with the other strokes of marketing genius they have pulled off in recent years. For example, the yellow bucket hat promotion earlier in the year was cool, contemporary and worked across different platforms. This is just plain terrible...ier!

A Tale of Two Golf Companies - TMaG & Callaway

Yesterday, industry giant, TaylorMadeAdidas Golf (TMaG is less of a mouthful) announced another stellar set of numbers. Proof positive that their aggressive marketing tactics, sponsorship of leading Tour players and sell though at retail show confirms there is life in the retail golf business. For the record, they reported iron sales in 2012 up 32%, with metal woods growing by 21% from the previous year. Footwear was up and even their golf bag sales grew 47%. In total, sales for the year were up $390 million at $1.7 billion - impressive numbers in a very tough market. Mark King, their head honcho said that sales of the new products, including the (ugly - my words - not his!) R1 driver, RocketBladez irons, and adidas Golf’s adizero footwear have also been very strong year to date. TMaG are hitting on all cylinders for sure, but these are really zero sum gains as the overall market is not growing - it would seem they are taking share from the other big boys in the market, Titleist, Ping, Cleveland, Nike and of course Callaway.

Speaking of Callaway, I read with interest that the have sold their only remaining ball plant in Chicopee, MA and become tenants. Probably a good idea and adding $3.9 million to the coffers won't do any harm - but on the day we are reading about TMaG's $1,7 billion it seems like a drop in the ocean. Callaway have a great product line up this year and the industry needs a strong number two to keep the number one on their toes. I expect to see a market share bounce back, perhaps in Q3 of this year as the first year of Chip Brewer's tenure rolls out and a terrific and simplified product line up sells through.

"It's just a bit of a mess,” said Rory McIlroy.

A very accurate quote by the world number one. The mess he is talking about is putter anchoring - the hottest topic in golf right now. Following the decision, a couple of months ago, by the USGA and R&A to ban anchoring the putter in 2016, every golfer on the planet seems to have an opinion. The governors of the rules strangely allowed a 90-day window to hear opinions from professional tours, amateur bodies and anyone who could type or write. It's almost as if they didn't have the strength of their own convictions and this hesitancy has opened a huge can of worms.

With only a few days to go before the 90-day window expired, the politically trained Commish, Tim Finchem came forward with the views of the PGA Tour. There has been much discussion on the pro tours amongst the players, including those guys like Tim Clark and Carl Petersson who have used anchored long putters for years. Some are opposed and some are for it, but is seems the majority are against the ban. Cue The Tim!

And when did The Commish choose to announce the defection - yes, that's right on the NBC telecast during the final of the Accenture World Matchplay. Oh, the sponsor must have been thrilled at that decision, but clearly Finchem was making a big statement and on live TV. He knew what he was doing and the coming days and weeks are tantamount to a stand off between the organizations. The governing bodies on one side, perhaps joined by The European Tour, Augusta National and on the other side The PGA Tour and the PGA Of America who are supporting the Commish. Could this really be the start of bifurcation? But not as anticipated - this would be bifurcation between tournaments!

So, potentially a player couldn't use an anchored putter in the Masters, then back to the Tour with a different anchored stroke, over to The Open Championship and no anchored stroke, onto the PGA Championship and anchoring again....if he couldn't putt well before, this will really get in his kitchen! Clearly, some kind of solution will emerge, but I don't see the Commish backing down any time soon, so this is the first real test of Mike Davis' leadership at the USGA. Watch this space!

Streamsong - First impressions of Red and Blue (and the gorgeous clubhouse)

The first thing I noticed on arrival at Streamsong, near, (actually, not near anything) in Florida was the magnificent clubhouse. Contemporary, but not over bearing, the architect has made gorgeous use of natural materials and created a stunning building. It is located between 3 massive dunes and Alberto Alfonso's building is befitting of this new development that may well be the first serious contender to Bandon resort in Oregon in many years. Of course they will need more than two courses, but with thousands of acres available that is surely a matter of when, not if.

Inside the building is warm, inviting and service levels are first class, in keeping with everything Kemper Sports (the managers of the property) does in golf. Check in was great and our caddie for the day, Rich was a gem. It's somewhat disconcerting having a mini-tour player as a caddy, but he calmly and kindly put up with our tops and shanks and really made the day. The new 216-room hotel is under construction in the distance. The hotel is quite a way from the clubhouse and the red and blue courses and begs the question "Why build it so far away unless one or two more courses are on the way?" There are currently 12 guest rooms in the clubhouse, but securing one of those requires an advance reservation many months out - we tried!

So, the real reason we traveled 84 miles south of Orlando was to play golf. We began on Coore and Crenshaw's Red Course. The first tee is 30 yards from the back door of the clubhouse, right next to the large putting green. The condition of both courses was exceptional, with the greens stimping at about 12, which with the sloping greens was perfect. The superintendant and his team have done a remarkable job growing the golf course in and it's hard to believe Streamsong has just opened. On the way to the first tee we walked by the "Bye Hole", which a nice glimpse of what is to come. Here it is:

I have been fortunate to play many Coore and Crenshaw courses from Bandon Trails in the west to Hidden Creek in the east and I am a big fan. I suggest you add "Red" to their growing list of must play golf courses. There is plenty of room from the tee and I used every club in the bag. That said, prepare yourself, because this is also the hardest golf course from C and C I have ever played. My golf game these days is what I call fragile, so bring your game! Missing the wide fairways you will still find the ball and have a recovery shot from the sand. If you move the ball back a couple inches in your stance it really is not a hard recovery shot. Here's one example of a journey I made into the sand!

The greens complexes are fair and a number of holes are reminiscent of their opening design in Nebraska, the majestic Sand Hills. Here's a memorable and much photographed hole on the Red, the tough par three, 16th.

Following a quick (and excellent) lunch in the clubhouse we ventured up a huge dune to the first tee of the "Blue". This is a Tom Doak design. I'll start by saying I am a Doak fan and his Ballyneal course in Holyoke, Co is one of my top 10 courses in the world. So, I guess you know where this is going. You're right...this is not his best golf course and I suspect the main reason is he didn't have the best land to work with - most of that seems to have been used on C and C's "Red". For me the only stand out hole is the par three, 6th and even with this hole an awkward routing necessitates a walk back and forth across a wooden bridge to access the green. It also seemed to me that the left side of the green will require some work. The caddies said players regularly putt into the water hazard from the green...mmm, not good. That said this will be the most photographed hole on the course. The course is by no means easy, but it is much more forgiving on a player's game and I recommend playing "Red" and then "Blue" as we did - playing the closing nine on the Red with a tired swing will be very tough! Don't get me wrong, the "Blue" is a very good golf course - it's just not as good as the"Red"

Streamsong is a wonderful addition to the Field of Dreams philosophy of "build it and they will come" started by Mike Keiser at Bandon. It's miles from anywhere and a brave decision by the mining company, Mosaic to commit to building a first class resort. It provides great golf and a much easier travel alternative to Bandon and based on my observations of operations, the owners have a real winner on their hands. I expect more courses are in discussion on the property and Streamsong is going to provide the perfect winter destination for those from Chicago to New York looking for world-class golf and sunshine.

Here are another couple of photographs - looking at the clubhouse from the "Red"

We were blessed with gorgeous weather - 50 degrees warmer than D.C!