The new gray market

The business of golf has had a facelift over these past 2-plus years. A virus brought with it a grand gift for the game. Memberships are up, play is up, and rate is up. Although some pain has come along as a passenger, no one in my circle of friends who was speaking about the future of golf in April 2020 could have guessed what was going to happen next. Being around several player development programs over the past twenty years, I would not have believed that COVID would do a better job driving people to the golf course than all of the grand minds serving the game over several decades. No matter our seat, the view has been amazing. “Transformative” is surely the word.

Now the game has another grand opportunity for sustained growth. There is a new wave happening every day in this country. The experts have told us that 10,000 people are retiring every day. That in itself is a grand number. The next thing these experts have said is this: the “grand retirement” will continue for the next 10 to 15 years without a break. What? Even if you take this shorter term, that is more than 36 million people leaving the world of work. This Boomer generation, born from 1946 through 1964, is leaving and moving away from the day-to-day stress of a job. Some will transition, doing contract work or picking up part time hours to supplement Social Security and savings. As a member of this group, however, I will say that many of us will hit this new chapter of life with a blank page on the other side. There will not be a plan titled “What’s Next.”

This life change is a grand opportunity for the game. Whether you open up your marketing to this unique group (with lots of discretionary income) for a new kind of membership, specialty events or just a call to come and play, there can be a second wave against what COVID began. In addition, several from this class could become trusted part time staff. They have time. They can potentially work when you need them and be off when you don’t. These men and women in many cases are retiring executives and professionals from hundreds of industries. They might just be your solution to The Great Resignation. Here are my three thoughts on Boomers:

• • Change your membership plans: These folks will have time to play. Think about how your business works today and how you might create space, time, and new value for this amazing new dynamic change. Since many may have flexible schedules, consider tweaking the way you put people on the golf course. With somewhere between 36 and 54 million people looking for ways to spend time and money, why not find a legal pad to uncover new ideas that may entice this generation to become a part of your story?

• • A great opportunity to build quality and professional experience into your part-time staff: This is a generation like no previous generation. They are educated, they take care of themselves, and they are excited for their future. Treat all with respect, offering them work they can enjoy, and then watch your property reviews soar. In my mind, this is the great answer to adding quality people to the team. Yes, you may end up with more part-time workers than in the past, but assuming quality and service is your mission, you may just hit the jackpot.

• It’s not about age, it’s about opportunity: With more than 3.6 million people retiring this year, there is an opportunity for you to think differently. Boomers are not looking for a rocking chair or park bench. They each have a mobile phone, as well as other technology where they look to search their next adventure. (By the way, they all believe they are still 18, so please do not call them seniors.) Whether they become a bigger part of your tee sheet, work schedule, or both, Boomer men and women can enhance your property, your presentation, and your cash flow.

Jack Dillon writes the In My Opinion post. He is an expert in service, merchandise and golf operations. As a Boomer, Jack knows the score on the value of this amazing generation of men and women. As a consultant, Jack is eager to help you build a better team and a better club. He is an expert in communications and an author. His second book, The Grand Tuck of War: buying and selling in the Real World, will be out in January. You can reach Jack at 407-973-6136 or jackd@careerdividends.com. Jack lives in Orlando.