Seismic shift in golf entertainment growth

Seismic shift in golf entertainment growth: Golf clubs and courses can drive new business by learning from the “seismic shift” and growth in the golf entertainment sector, new research from Syngenta and Ipsos has found.

Golf & Social Media: Golf Entertainment, published today, reveals customers new to golf perceive golf entertainment venues to offer “more engaging” and “more welcoming” experiences.

Seismic shift in golf entertainment growth

Seismic shift in golf entertainment growth

Launching the report, which analyzed 16.1 million social media posts, shares and comments in the United States and United Kingdom, Syngenta Global Head of Marketing Mark Birchmore said: “The emergence of golf entertainment has been one of the most seismic shifts we’ve witnessed in the industry in recent years.

“According to the National Golf Foundation (NGF), off-course play has skyrocketed by 55% since 2017, now totalling 32.9m participants, compared with a more modest 8% growth in green grass players.

“It begs the question, have green grass clubs and facilities missed out on new customers by not creating the right offer? Nearly a decade ago we carried out market research to look at youth participation and asked ‘what would encourage young people to start golf?’. This revealed a number of pull factors, including the desire for casual dress, an enjoyable, fun, social environment and golf games and new formats: all areas golf entertainment venues excel at.”

The research found that ranges and putting venues are seen to be more engaging and have a better image and reputation among customers than traditional green grass golf courses. Golf entertainment venues are perceived as open to all, offering informal, inclusive experiences for groups of friends with food and drink on tap.

Social media posts also revealed customers thought golf entertainment venues were more welcoming and less intimidating than green grass clubs and courses, with a relaxed atmosphere and no dress code making it the ideal place to sample golf.

The new report is part of a wider study, Golf & Social Media: The Great Divide, which found that there is a clear division between customers who perceive they are a golfer (Insiders) and those who do not (Outsiders).

Many visitors to entertainment outlets such as Topgolf, where technology, gaming and hospitality combine, fall into the Outsiders camp.

“Golf entertainment venues and their success at attracting a huge, new diverse audience presents a massive opportunity for golf course businesses,” continued Mark Birchmore.

“Creating inclusive, welcoming experiences characterized by fun and informality, promoted online with viral content, is something green grass golf venues can take and adapt. In this way, golf’s image and reputation can also be improved, helping attract and engage new waves of customers.”

The report also shines a light on the people around the world shaping golf entertainment’s growth, such as 3s, the 12-hole floodlit concept backed by Justin Timberlake, and a college student posting viral mini-golf videos on TikTok.

Data for the report was provided by Ipsos, with 16.1 million mentions of golf on social media in the United States and UK analyzed over a three-year period (2019-2022).

To download this report and all previous Syngenta market studies, visit: www.syngentagolf.com/golf-industry-reports

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Hybrid technology taken to the next level

Hybrid technology taken to the next level: New for this year, the industry’s first and only fairway mower with a true hybrid drive system, the Toro Reelmaster 5010-H, has been given a comprehensive upgrade.

Toro is always listening to its customers, and it turns out there are quite a few improvements made to this revolutionary mower based on R&D and customer feedback, all with the intention to enhance performance and provide better machine control.

Hybrid technology taken to the next level

Hybrid technology taken to the next level

Jon Cole, divisional business manager for Toro’s UK distributor Reesink Turfcare, explains:

“The technology of the 5010-H is proven beyond doubt since its launch in 2015 with the hybrid elements of the engine design particularly impressing customers. Therefore, what I think many will be pleased to learn is that most of these advances relate to the hybrid technology.”

In brief, more electronic components have been added. Leading with the fact that the hydrostatic drive is now electronically controlled, and with this simple change, Toro has added its SmartPower system to automatically control mowing speed and optimise cutting performance.

In essence, what this technology does is monitor the engine’s RPM. Previously, the operator was responsible for controlling the machine’s speed when mowing long or wet grass or climbing a steep hill, now, the machine does it automatically. As the RPM drops, traction speed decreases until it recovers back to the desired speed and by maintaining optimal cylinder and blade speed a better and more consistent cut is produced.

The same technology also means that as speed decreases the traction pedal still moves an entire stroke giving increased resolution for tight turning in tight quarters. So, for customers mowing training grounds or a relatively flat golf course, they can slow down the engine speed to peak torque curve rather than peak of the horsepower curve.

It means the same results can be achieved with the engine 2600rpm on flat ground compared to 3000rpm, saving on fuel consumption, and lowering the noise level output.

With SmartPower also comes cruise control and this allows for a more consistent clip rate. Rather than relying on the operator’s foot to maintain a consistent speed the machine does that, as well as allowing maximum speed settings to be set. Whether the setting is at four or six miles an hour doesn’t affect quality, clip rate is not affected, and the same results will be achieved, it just helps with operator training and preferences.

There is so much more that’s been tweaked with this machine but the real benefits for customers as Jon sees it are: “These changes mean customers can focus on cutting, on achieving that fine mowing detail, following the clean-up edge of the fairway for example, rather than focusing on the speed at which they’re mowing. This is where everyone including members will see the difference, there’s more precision for better presentation.”

To discuss the greener option for the golf course, contact Reesink Turfcare on 01480 226800 or visit reesinkturfcare.co.uk.

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The most famous school grounds in the world

The most famous school grounds in the world: Eton College’s Lee Marshallsay became the first school Grounds Manager to become the GMA Grounds Manager of the Year, proving that it’s not just the boys in the Eton classrooms who are high achievers. Lee spoke with Scott MacCallum.

The Battle of Waterloo, perhaps one of the most famous triumphs to be carved onto the bedpost of British military history, was said by the very man who led our forces, to have been won on the playing fields of Eton.

The most famous school grounds in the world

The most famous school grounds in the world

Now in all likelihood the Duke of Wellington didn’t say it, or to be charitable, no-one is around to prove that he did or didn’t, but what it did was ensure that those very playing fields became the most famous school grounds in the world. An accolade held to this very day.

Can you think of anywhere to rival them?

What the quote actually meant, apocryphal or not, was that the excellence embodied by Eton, and its fellow British public schools, was what carried the country to victory. That ethos remains in place in 2024, a mere 584 years after Eton was founded in 1440.

So, it is perhaps fitting that the man charged with looking after those famous fields has also achieved a degree of excellence which marks him, and his superb team, out from the crowd.

Lee Marshallsay was crowned Grounds Manager of the Year at the recent GMA Awards, held at Headingley, in Leeds.

“It was a real shock as the winner normally comes from football, cricket, tennis or horse racing, so I certainly didn’t expect my name to be called out. I believe it is the first time that someone from a school has won the award.

“But it was great as it was only possible for me to win because the team had won the Top Independent Schools Grounds Team award earlier in the evening, so it is an award for the whole team.

At 37, Lee is still a young man but he has packed a lot into his 20 years as a groundsman and grounds manager and he has a CV which includes two other schools at the very top of the independent school tree – Harrow and Charterhouse, both of which he was Grounds Manager.

But the role at which he has excelled was very much second choice by way of a career.

The most famous school grounds in the world

The most famous school grounds in the world

“I actually wanted to work in taxes and excise, but I didn’t get the grades,” laughed Lee, as we stood on the balcony of one of Eton’s famous pavilions, about to conduct a Turf Matters, YouTube video interview.

It says a lot for Lee’s single minded focus that he would have contemplated a job which doesn’t feature strongly on many people’s list of dream occupations, but having seen those aspirations dashed, he embarked on another activity which doesn’t offer much by way of love and affection either.

“I was a football referee to quite a decent standard,” he revealed, adding that he was a referee at Conference level and assistant referee at National League level.

With his commitments at the school he has retired his whistle and flag, but he does attribute refereeing for adding to his man management skills.

“Dealing and managing people in stressful situations on the pitch showed me that everyone is different and everyone has to be handled in different ways. I miss the 90 minutes of a game, but I don’t miss everything else that goes along with it.”

It was actually flicking through the prospectus of Oaklands College, shortly after his tax man dreams had been thwarted, that he fell upon the Greenkeeping and Grounds Management course.

“So that’s what I did,” he said of a decision which must go down as one of his best ever.

“I did a one year’s course including some work experience at Tottenham before getting an interview at Harrow School.”

Lee worked his way through the ranks at Harrow before eventually becoming Grounds Manager. He made the move to Charterhouse after 12 years and it was further four years before the attraction of his current employer saw him make the move… four years ago in the middle of Covid!

His attitude to being the man in charge of the most famous sporting fields in the world is refreshingly down to earth.

“I personally don’t look at the fact that it is Eton any differently to how I looked at it at either of my previous schools.

First and foremost I’m looking to produce playing surfaces for the boys. It’s just on a bigger scale.”

Lee manages a team of 30 at Eton which is split into three areas – the playing fields team, which looks after 38 winter sports pitches covering 600 acres; the gardens team which looks after the formal areas of the school and the gardens of the 25 boarding houses, and the landscaping team which works on the meadows, the hedges, the trees and the management of Dorney Lake, which was the venue for the 2012 Olympic Rowing regatta.

The most famous school grounds in the world

The most famous school grounds in the world

There are also 500 acres of farmland which doesn’t come under the management of Lee and his team.

“My goal is always to try and improve year on year and I feel that as a team we’ve gone on a bit of a journey since I came here. We aren’t perfect but we always want to be better, and always try to be better.

“We came second to Whitgift School in the GMA Awards last year so to win it this year shows that we haven’t rested on our laurels. We went again and have been recognised and that is great for the team to show them that the hard work they’ve put in has been recognised,” said Lee.

If there is one thing that Lee is particularly hot on, it’s presentation.

“We have parents and grandparents visiting the school, as well as other visitors and people who walk around the grounds, as we are an open site in the town, so presentation is very important.

I want to make sure that we are always on point, that pins are straight goal posts are clean etc.

All small things, but they are noticeable if they are not done well.”

Lee may not have learned the phrase back at school in Borehamwood, but he is an advocate of Carpe Diem – seizing the day!

“The biggest thing I’d say about this site is when the opportunity comes up to do work, you’ve got to do it because if you miss the boat you may not get the chance again for some time.

“The reason that is the case here at Eton is the weather. We are getting more rain and with the Thames so close to us our water table is higher than most, while our fixture list, with over 1500 boys on the role, is packed. There is play on most pitches every single day but if there is a gap we will go on and carry out work,” said Lee, who explained that the boys play sport from 2pm every day.

There is one sport that doesn’t give Lee too many headaches when it comes to presentation. The Eton Wall Game is unique to the school, and bizarre barely covers it.

Two teams, one comprising pupils from College, which is one of the boarding houses, pit themselves against a team made up of the “Oppidans”, pupils from all the other boarding houses. The combination of rugby and football doesn’t produce much by the way of scoring with many matches finishing 0-0 but it is a spectacle nonetheless.

The most famous school grounds in the world

The most famous school grounds in the world

It is played on a strip of ground called the Furrow five metres wide and 110 metres long, next to a slightly curved brick wall erected in 1717.

The St Andrew’s Day match, in particular, is viewed by many as one of the highlights of the year which sees almost the entire school turns out to watch.

It is a bitterly contested clash, with the Oppidans currently holding a slight advantage at 48 victories to the 43 of College, with the remainder ending in draws.

“We don’t have to prepare the pitch for the Wall Game, but it is tradition for the Head Groundsman to toss the coin before it starts,” revealed Lee.

While that is not something any other Grounds Manager has on his list of tasks, there are many others which are just the same as any grounds team up and down the country.

“A few summers ago we had the dry hot weather where everything burnt off and died while we had the frosts at the end of that year while we’ve had the floods as well.

“As people who work on grounds we have to adapt and we learn how to know where we can make a difference and which parts of our land that we need to avoid. This time last year was a nightmare for us in terms of trying to get things done to the cricket square.”

Lee has come a long way from that 16 year old unfulfilled tax man back in Borehamwood. What would the Lee, with 20 more years’ of experience under his belt, say to him to cheer him up?

“I would say to grab every opportunity that comes your way because you just don’t know where it is going to take you. And in this job, if there is something you want, you can really go out and get it.”

And coming from the man who now looks after the most famous sports fields in the world, that is very sound advice.