“Which scenario do you think yields the highest return on investment?” asked Stephanie Nagami. “Five minutes of conversation at cocktail hour with the hum of dozens of other conversations buzzing around you, or four hours of bonding with the same three players on a pristinely landscaped, signature golf course? My vote is for golf programs.”

Nagami is vice president, Ohana Services, The Pacific Bridge Companies Inc., a Monrovia, CA-based financial services company. Last November Nagami brought 10 clients to Hilton Golf Academy at Pointe Hilton Tapatio Cliffs Resort, an all-suite hotel with championship golf and extensive meeting facilities, for a mix of golf play and instruction.

“On a golf course, the intimate conversation is interrupted only by the swing of a golf club and amazing views,” said Nagami, “and you also get to know each other quite well. Putting a small group like ours on a golf course together creates the relaxed setting necessary for us to introduce our unique company.”

Nagami wanted to create a bond among the attendees, so instead of room drops each night, she invited each player to bring enough gifts to share. Her company provided a logoed duffel bag for the items.

Nagami explained, “The cooperative effort netted everything from logoed golf items to chocolates to seasoned salts to regifting of promotional items from other insurance companies. This was a fun way to get conversation started and kick-start networking for an event with a small group of guys.”

More Than A Game

Unfortunately, the timing of the program — in Phoenix the week after the AIG debacle — presented some concern about the public’s perception of a golf incentive. However, as a small but growing global financial company, she felt confident that their meeting objectives were clear and consistent with their event.

The incentive was formed around the game, but, Nagami said, “This event was really about building long-

At all four Hilton Golf Academies, golf programs are set up in an environment conducive to business and include clinics, instruction, teambuildng and more. Photo courtesy of Hilton Hotels

lasting business and personal relationships and a chance to showcase our company’s products and principles.”

Yet, according to Nagami, planners don’t have to spend a lot of money to create a memorable golf experience. “Golf courses and academies are located all over the world. Give your attendees an opportunity to get away from their desks and play golf. Even if it’s just 30 miles away and for one day, you are still creating an environment conducive to business.”

Nagami recommended that planners do their research by consulting with golf program experts, as all golf courses are not created equal: “Whether you know golf or not, it’s good to get the advice of outside experts to help choose a golf course that fits the objectives of your meeting and the dynamics of your group.”

Nagami credited Jerramy Hainline, corporate director of golf sales and marketing for Hilton Hotels and located at the Hilton Golf Academy in Phoenix, with helping her plan a successful golf program. With three more locations in Tucson, AZ, Myrtle Beach, SC, and Santa Fe, NM, Hilton Golf Academy is well-equipped and staffed to plan complete golf programs for groups. In addition, all four schools offer all-inclusive, stay-and-play packages along with private lessons and corporate outings.

“Our golf programs are not cookie-cutter,” said Hainline. “If a five-hour shotgun tournament doesn’t fit into your schedule, then why would we cram it in there? Everyone will be rushed, and it simply won’t be a success.”

Teambuilding Is A Plus

Hainline said he can accommodate almost any request, from scaling back on time away from the meeting rooms to keeping costs down and building unique golf

Hilton Cancun Golf & Spa Resort is the only resort in Cancun with its own onsite championship golf course — the 18-hole, par-72 Hilton Cancun Golf Club. Photo courtesy of Hilton Cancun Golf & Spa Resort

programs. There are a number of programs available to build teams through a golf program such as the Hilton Putting Challenge, which Hainline recently organized for an insurance group for product integration. The teams are charged with building a working putter using everyday items such as toilet paper rolls or coat hangers. A specific product must be used and highlighted in the design. In this case, it was the sponsoring partner’s BlackBerry phone, which was used to symbolize the company.

Another favorite is the Hilton Golf Break that can run from a brief 30-minute program to an all-day format. The group is entertained with a short demonstration and then has the opportunity to hit golf balls and practice with supervision. This is a less costly alternative to a full day on the course and is especially popular when it’s titled the “Happy Hour Clinic” and scheduled at the end of a day of meetings.

Additionally, the latest group program is the “On Course Leadership Challenge,” which focuses on different ways to lead the organization through the marketplace of today. It includes golf instruction, competitive on-course play and an afternoon workshop applying the leadership lessons of the game of golf.

Planning golf programs requires a delicate balance between business and the game, said Hainline. “In today’s turbulent economic times, planners can no longer afford to miss the mark by randomly throwing players together simply because there’s an onsite golf course, and call it a golf program. It’s all about meeting and exceeding program objectives.”

Clearly Define The Objective

Whatever the purpose of the golf event, Hainline encourages the planner to construct a clear objective. “If your event happens to catch the public’s eye, you and your company will be able to respond quickly to any questions about the necessity of your golf program.”

Hainline added, “Ask yourself and other key players in the organization to participate in setting the objectives of the meeting and the golf program. You can build business through golf, and opportunities can be created without breaking the budget.”

For example, Hainline suggested answering these questions: Does this golf event offer networking opportunities? Does it include employees only, or will potential customers participate? Are there potential contracts on the table? Is this an optional, unstructured activity or is it structured with a tight schedule?

Dave Griffin, director of sales and marketing for Skamania Lodge, Stevenson, WA, also recommended that planners begin with the basics: Find the answers to the who, why, what, when and where about the golf program.

Who is participating in the golf program? Is it a group of executives or is it company executives entertaining agents? Is it a social outing or is it a group of expert golfers? Define who is playing so your event can be customized to their skill levels.

Why are they playing? Is the golf program being put together for entertainment or is the purpose teambuilding? Is it a standalone golf event, or will there be general sessions or breakouts? Know the objective of the golf event and how it correlates with the meeting.

What type of event is it — individual or team? Is it an 18-hole format or nine-hole format? Does everyone play his own ball? Or is it a scramble? If these terms are confusing, enlist the help of a coworker familiar with golf and/or an onsite tournament coordinator.

When are they playing? The time of day and duration of play often dictates what type of event is most advantageous. Will it be an afternoon shotgun or early morning play? Have you allotted five hours for the golf program or do you only have two? Is the course onsite or will you need to add time to transport to offsite? Timing is critical in golf. Determine the group’s needs and then structure the program and starting times accordingly. Again, it’s imperative to coordinate the timing with the onsite project director —oftentimes a PGA professional who is trained in golf programs.

Griffin added, “Sometimes the ‘when’ involves thinking outside the box and developing new ways of customizing golf programs to fit the group. Planners shouldn’t squeeze a four-hour shotgun golf tournament into two hours of time. It’s a setup for failure.”

Instead, add golf components that fit the time frame available. Condensed golf experiences can include putting or chipping tournaments or late afternoon nine-hole matches or happy-hour clinics.

Where should they play? Many resorts have multiple onsite courses with multiple teeing levels. The course should match the skill level of the players and the time available.

Make A Statement

When you select a resort that also contains an IACC-certified conference center, such as Skamania Lodge, Griffin said you’re making a statement of your intent to do business.

Griffin explained, “Where you hold your golf meeting does change the public’s perception. At Skamania Lodge, you can do your business inside the ballroom, choosing from our 22,000 square feet of meeting space with 23 state-of-the-art meeting rooms, and then open up opportunities for doing more business by adding an amazing golf program.”

Skamania Lodge, which is surrounded by waterfalls, peaks, forests and the Columbia River Gorge National Scenic Area, boasts an award-winning golf course — an 18-hole, par-70 layout sprawled over 175 wooded acres.

Golf courses within a conference center can easily partner with the hotel’s group coordinator to

Special corporate values are available now at The Kings and Beach championship golf courses at the newly renovated Waikoloa Beach Resort in Hawaii. ©BrianWalters/LinksImaging.com

synchronize golf with the business program.

For budget-conscious planners, IACC-approved facilities, such as Skamania Lodge, include a Complete Meeting Package — all-inclusive pricing that packages everything from overnight accommodations to refreshment breaks to golf. In addition, within the resort’s framework, non-golfers will have plenty to do as well such as recreational opportunities from hiking and biking to exploring nearby museums.

The Times They Are A-Changin’

Everyone agrees that the economy is impacting the way companies are doing business and how they are incorporating golf into meetings.

Chris Berry, director of golf sales at PGA National Resort & Spa, Palm Beach Gardens, FL, reported that while golf is still an integral part of meetings, planners are reviewing their golf programs. “With an eye toward the budget, many planners are requiring attendees to sign up in advance to participate in golf tournaments and often limiting the number of participants. Reduction of four-day golf boondoggles to one or two days has resulted in a tighter focus on the meeting’s objective and budgets, yet still offers an opportunity to play golf.”

Sponsorships are often solicited in an effort to take the load off of the budget, said Berry. “Golf is a sport that generates connectivity and relationships, and some of those relationships are perfect partnerships for lending financial support.”

Sponsors have varying needs, from brand awareness to networking. Sponsors can host a post-golf cocktail or wine at the banquet, or host the beverage cart. Or it can be as simple as providing a logoed golf towel or ball. However, Berry cautioned planners to identify the commonalities in order to create that perfect sponsor partnership that makes sense.

For example, an auto manufacturer such as Ford might want to support an auto insurance company’s golf event by sponsoring a hole-in-one contest that showcases a Ford truck on the green.

Location Still Inspires

“Dangle an exciting, once-in-a-lifetime golf experience to a golfing aficionado and you’ll get results,” said Berry. “These are tough times, but if your meeting’s objective is to create more buzz and excitement about a meeting, thus generating more revenue, then don’t neglect the attraction of a great golf course.”

When your event is an incentive, nothing inspires an avid golfer more than a well-known golf course. Keep your eye on the budget, but be conscious about what resorts will incentivize your attendees.

PGA National Resort & Spa offers one of those experiences. The attraction of PGA National Resort & Spa is due in part to its famous course designers: Nicklaus, Fazio, Palmer and Litten as well as its storied history of hosting famous tournaments such as the 1983 Ryder Cup, the 1987 PGA Championship and the annual Honda Classic. Most golfers can only dream about playing at one of its five tournament-level courses.

In addition, planners can improve the experience by including clinics or private instruction at the Academy of Golf at PGA National Golf Club, which features the top two golf instructors in the world — Dave Pelz and David Leadbetter.

Berry is quick to assure planners not to worry if golf lingo is as incomprehensible as a foreign language. “Consult a coworker familiar to the golf world to ask for suggestions. Survey your potential attendees. Or simply pick up a current issue of a mainstream golf magazine, or do an online search. Hone in on PGA tour sites, accolades or famous course designers, such as can be found at our property.”

More Rewarding To Give

Good causes and golf events make good partners, and many companies combine a golf tournament with a charity event to demonstrate their commitment to corporate social responsibility.

For example, Bill Pollock, chairman and founder of National Insurance Partners Inc. (NIP), a Texas-based risk management, corporate governance and financial solutions firm, announced early this year its sponsorship of the Cabo Celebrity Golf Classic at the internationally acclaimed One & Only Palmilla Resort & Club in Cabo San Lucas, Mexico. Pollock’s charity was Casa Hogar, a Los Cabos orphanage dedicated to boys in need in the state of Baja California Sur.

With the assistance of John Zaring, founder of The Zaring Group, the tournament welcomed some 200 amateur, professional and celebrity golfers to Los Cabos. Ninety participants arrived from the U.S.

“When mixing a charity and clients, all the pieces have to fall in place, or it simply doesn’t work,” said Zaring. “This was one of those events that in a short time came together, in a large part due to the amazing tenacity of Pollock. He believed in the cause, and he convinced NIP and its shareholders, business associates, colleagues, local Los Cabos businesspeople, sponsors and even celebrities that Casa Hogar was a worthy cause.”

In a time when all eyes are on the insurance industry, Pollock admitted he was at first reluctant about sponsoring such an event: “Yet, even in these difficult times, the basic goodness of people can be tapped when you link the cause as closely as possible to the participants of the event.”

Pollock did that by kicking off the golf program with a visit to the orphanage. “It is always more rewarding to give than receive, and even more rewarding to see where your gift is going. It’s times like these that companies should be more conscious of the greater community, and that makes us all feel good about doing business together.”    I&FMM