In ancient times, the late 1960s, the game had a stranglehold on me, and teenage life took a very sharp turn. What became essential was learning how to play this game. After a lifetime in baseball, golf became my oxygen. I longed to get better, spending hour after hour risking the wrath of elders, hitting bucket after bucket at the local range. Back then, the average driving range was little more than a field, approximately 16 acres, with several spray-painted plywood yardage signs. It likely had a decent ball picker, a shed, and maybe a Coke machine. The mats and range balls were tired and abused, yet the excitement of this obsession made all of the above just incidental noise. I had a new love, and life would never be the same.
The majority of public ranges were similar back in those days. They were grass fields, made into practice centers, designed to facilitate the growth in a game driven upwards by Arnold Palmer and an expanding economy. The country was moving towards the end of an amazing post-war expansion. It was a period when we became the designers and builders of a world destroyed by war. From 1946 through ’72 this country was in the driver’s seat. The ranges, however, were little more than a place to build a golf swing. No short game areas or practice bunkers, the range was simply the place to smack ball after ball, bucket after bucket. The young people in those caged machines couldn’t pick them up fast enough as one worked to learn the game. No matter the lack of TLC, I loved every day at the range, every day connected to the game.
Today the practice center is a very different place. Many are more entertainment and hospitality venues rather than a place for building a better downswing. From food and beverage to music, to fire pits, these ranges are about driving revenue, traffic, and large groups of friends. But what about the serious golfer? There are millions of men, women, and juniors who want only to be the best golfers they can be. They are not looking to play games, compete with friends for high game score, or grab the meal of the month. They expect good balls, firm turf, and mats that do not celebrate anniversaries. No doubt this modern practice center has found a place in the new world. They hold a position in the growth of the game. This post is simply asking every operator to remember those intentional golfers, searching for the perfect move, an eternal answer to lower scores. This post is about the serious golfer. In this In My Opinion post, I will offer three thoughts on ways to create a better space for those who aim to play their best.
Offer the amenities players expect. From good, clean golf balls to manicured practice greens, chipping greens, and maintained practice bunkers, cater to those things of value to every good player. They have one mission, and the role of the club should be to support that mission. To this group it is about playing great golf.
Offer convenience. When good golfers set up their practice days, it includes focus and serious attention. This includes the player staying in place, on the block of turf they have chosen, working on one area of their game for as long as it takes. Here, your club can offer assistance in providing a service person. Whether it is providing more balls, drinks, or snacks, while allowing the player to hold their spot. It is a real convenience in their desire to concentrate and remain focused on their plan. Why not offer (and promote) a calendar of when you provide staff to offer those things important to your members, allowing them the convenience and concentration of serious practice time.
Offer connection. Provide get-togethers at the club where you invite those looking to grow their game. In a busy world, never assume that single-digit handicappers will find each other. Look to connect those on your member roster off hours, in a friendly after-hours setting. At the same time, think about connecting to property leaders at other local clubs. Here you can search for ways to bring more players together, provide opportunities to compete, play, and practice. Whether it is about your women, men, or junior members when you search for ways to add value, you may end up adding that and a great deal more. Think value, think like a serious golfer.
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Jack Dillon writes the In My Opinion post. Once a serious man of practice, Jack now spends his time writing, speaking and consulting. Jack’s mission is to improve golf operations and the people on the front lines. Ask about his new presentation “Speaking of Speaking” where he provides the secrets of becoming both a great speaker and a great listener. Learn more at www.youdontknowjackd.com. You can also call Jack at 407-973-6136. Jack is booking clients and speeches for the rest of 2025 now.