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Industry support fuels GCSAA programs

Jacobsen is among the leaders

I cant think of another profession where manufacturers support the industry the way companies like Jacobsen do. Its very impressive.
GCSAA CEO Steve Mona

GCSAA logo

Spring 2004 - Industry support is critical to programs sponsored by the Golf Course Superintendents Association of America (GCSAA). Money from manufacturers like Jacobsen and others accounts for more than 50 percent of the association’s revenues, according to CEO Steve Mona.

“That’s about $18 million,” he says, “and has been as high as $21 million. Those funds are not contributions; rather they include magazine advertising, exhibit space at our trade show and sponsorship of events and activities.”

The revenue supports many of the GCSAA’s programs, such as career development, government relations to lobby on behalf of members and the industry, as well as assisting chapters with local and state issues.

“I’m not saying we wouldn’t have these programs without this industry support,” Mona says, “but they certainly wouldn’t exist to the degree we have them today. The fact is, we are able to do things that are at the core of our mission as an organization thanks to the support of manufacturers like Jacobsen.”

In other areas, Jacobsen makes a significant payment every year that helps the GCSAA supplement funding for its conference education program, which includes more than 100 seminars.

Some of this financial support is also channeled to the GCSAA’s 103 chapters to help with local programs.

“Once again,” Mona says, “we would have these regional programs, but not to the degree we do without the sponsorship of companies such as Jacobsen. The alternative would be to raise the price of the seminars, and we wish to do that as infrequently as possible.”

Other sponsorships include a golf championship before the annual GCSAA show and a luncheon to honor certified members.

Jacobsen is among leading industry supporters of the GCSAA.

“A lot of manufacturers do things on their own that help support the superintendent independent of the GCSAA,” Mona adds. “Jacobsen has Your Course magazine, which helps inform and educate members. Not only does Jacobsen spend money with us, but they also support local chapters that have to generate money the same way we do. These chapters have trade shows, magazines, newsletters, scholarships, research programs and benevolence funds, and manufacturers and distributors support those at the local level as well. I can’t think of another profession where manufacturers support the industry the way companies like Jacobsen do. It’s very impressive.”

GCSAA's goals

GCSAA CEO Steve Mona has an extremely demanding job and schedule, and one of the reasons for his success is that he is highly motivated and organized. So, it comes as little surprise that he believes in making lists, lots and lots of lists.

One of the most important to him is what the GCSAA is focused on and what the organization is doing.

No. 1 GCSAA. "What we do as an organization can be boiled down to three components," Mona says, "education, information and representation. Most of what we do is directed to one of those areas."

No. 2 Goals. "We are here to members achieve career success," he explains, "advocate on behalf of the membership, their profession and the industry, provide authoritative information and continuing education and provide dynamic and responsive services to our membership."

No. 3 Vision. "There are five statements we want to achieve as an organization in the next five to seven years," he says.

  • We want the GCSAA to be viewed as one of golf's leading organizations in terms of importance and influence on the game of golf.
  • We want to be viewed as leading golf's commitment to having a positive impact on the environment.
  • We want to be viewed as the authoritative source for information and continuing education for the golf course management profession.
  • We want the golf course superintendent to be viewed as the key to the economic vitality of the facility.
  • We want the superintendent to be viewed as a key to the enjoyment of the game.

No. 4 Growth. "The major issue facing the industry is that it is not growing," Mona says. "There hasn't been much growth in the number of golfers for the last seven to nine years. We're focusing on helping to grow the game by trying to overcome the issues of time, money and difficulty.

No. 5 Issues. Mona asks, "What are the major issues facing our members? First are unrealistic or increased expectations. We call it the 'Augusta syndrome.' Why can't our course look like Augusta National? In reality, most golf is not played at the premier facilities. The second issue is doing more with less. Budgets are being squeezed and revenues are down, but expectations continue to rise. Our members are very resourceful and creative, but it comes at a cost. That is the ongoing challenge."

Education on the Internet
Unfortunately, due to the economy and other factors, corporate sponsorship is declining. As a result, some programs that had a higher degree of support don’t have as much today.

“It’s been tougher for people to participate,” Mona says. “Our conference and show attendance has been off the last two years.”

One way the GCSAA is attempting to overcome this situation is through the Internet.

“We are moving toward offering much more education on the Internet than ever before,” Mona says. “These programs are comprehensive, current, convenient, affordable, accessible and attainable. I like to say it’s education when, where and how you want it. If a superintendent in Missoula, Montana, can’t come to the conference, that doesn’t mean he can’t participate in our educational programs. It’s critical in this profession that our members have access to information. They live in a very dynamic and changing world, and the Internet helps that continuing flow of education and information.”

Naturally, Mona is a great believer in superintendent certification.

“Certification makes a statement that you take your profession very seriously,” he says, “enough so that you are putting yourself through a rigorous process. This is a career; not just a job. There are plenty of superintendents who are not certified and who are just as professional and dedicated, but the fact is you are making a statement by achieving this distinction.”

Mona contends that another reason to pursue certification is for superintendents to push themselves to be the best professionals they can be.

“Certification is something you take upon yourself,” he says. “You won’t lose your job if you don’t have it, but it’s a source of pride and accomplishment for many superintendents. In the last generation, golf course superintendents have moved from being perceived as grass cutters to true professionals who are key members of the management team at their facility.”
When Performance Matters