The sound of change

As a young boy growing up in the early 60’s I was given a life-changing gift. On the surface, it was a simple $10.00 item: a transistor radio. Instead of another toy, it was a gift my Dad thought to be a nice diversion for a solitary 8-year-old.  In reality, that small white plastic box was my door to the world of music, a door that would soon open to The Beatles, Motown, The Rolling Stones, and many other talented artists. Music has become a part of my every day as it has for billions across the globe. Music makes us feel good, helps us to bury our troubles, and gets us pumped for the busy day ahead. My lifetime love of music began with that little transistor radio. 

As we look at the world of golf hospitality, our eyes are opened to a very different experience than many of us had decades ago. In the old days, golfers left their hobbies outside the club gates to concentrate on the match, the score, and the chance to get away from their busy worlds. Now, golfers carry their hobbies with them, wherever they go, including to the first tee. With mobile phones and sophisticated speakers, golfers can get jiggy with it after making a downhill 5-footer or squeezing a drive just beyond their friendly rival. Because music is now part of the golf experience, clubs and their operators walk an interesting line in working to draw in and serve new guests as they labor just as hard to stay connected to and measure the needs and tastes of those who expect their traditional, very quiet rounds to continue. In this In My Opinion, I will provide three ideas about standards and how you might manage change going forward. Here are my three ideas:

Everyone will have an opinion: Change, when it involves club standards, will be noticed by everyone. There is no slipping one past the crowd here. When you are preparing to soften a standard or change a club rule, it makes sense to first meet with your leadership group, followed by a few of your experienced staff from every department, in order to understand, from the highest possible perch, how this change might be received.

Communication is essential: When you plan to make a change, it will be important to create a complete communication story before any word gets out. You may even consider outsourcing a part of the messaging to someone who is an expert in this area if the change is even a bit controversial. Understanding there are no secrets, be mindful of who is made aware of your idea at the start. Bottom line: be certain your leadership knows, move deliberately, and take in all of the opinions you believe to be important before proceeding.

Creating a test might be a good first step: Because I do not know you, your club, or your membership, I would never suggest a specific direction. Each situation is unique, plus you appreciate the attitudes of your golfers and staff. I do not. Even if it is a small change, you can start with a 90-day in-season test. That should be the right amount of time to catch all of your frequent and many infrequent players. No matter the change, set up a plan for your team members to take the temperature of as many golfers as possible. Within this 90-day test, you’ll want to understand how to proceed, if you need to make changes, drop the idea altogether, or run another 90-day trial. Just the idea of music being allowed during play might be too large a change for many clubs. A test is a good way to put a new standard in place, knowing you can make it go away if it proves to be a serious distraction to the day and the business of golf. If it has been accepted by the majority, you can then decide how to move ahead. No matter your final call, continue to discuss details with your leadership, experienced team members, and club members who will provide you with their undoubtedly passionate opinions. After implementation, review the feedback and results for the following year.

Whether it is a change about music, food service hours, dress code, or something else, the word “change” is front and center. Change angers some, excites others. For sure, it will get everyone’s attention. Just as with that reclining chair in the original Frasier sitcom, people grow comfortable with service as is. Change it and you are obliged to communicate the reasons why. Silence here is not golden. When you plan out a change against the expected standard, know that people will be watching. Someone is always watching.

Jack Dillon writes the In My Opinion posts. Jack is a long-time golf expert, speaker, and consultant. He is also a writer. His new book, The Grand Tug of War: buying and selling in the Real World is available. To set up a free Zoom or to learn more about Jack’s experience, go to: www.youdontknowjackd.com. You can also call Jack at 407-973-6136. Jack lives in Orlando.