What I heard, saw and felt at the 2024 PGA Show

Another golf show is behind us. The 2024 PGA Show is in the books. It was the first all-in show since January 2020, the last full event before the pandemic shut down so many parts of the universe. It was a grand, noisy get-together, a meeting of suppliers and buyers, educators and those looking for the next secret in this now ever-evolving industry. Overall, it was, I believe, a true success. A wonderful connector for old friends, new friends, and those of us looking to stay connected to a game now fueled by a seemingly endless number of new brands, new people, and new money. It was worth the time and the investment for most to come to Orlando and see what’s next in this growing, fast-changing game.

I am a member of Toastmasters International. It is an organization built around the idea of teaching people how to speak with confidence, how to enhance leadership skills, and become successful listeners. Within each meeting, there is a place for feedback. A place where a member delivers a report on a speech given earlier in the meeting. This is important feedback, allowing each speaker the chance to learn and grow. Feedback is an important part of the Toastmasters experience. It is that vital piece we very much lack in the world of 8-5. The evaluation is many times provided on the three themes shown in the title for this post: what the evaluator heard, saw, and felt. It works. I have witnessed it for years. The evaluation helps people build skills and confidence in both their professional and personal lives. This post will provide three thoughts about the PGA Show borrowing these benchmarks so valuable in learning how to become a confident speaker. Here are my three thoughts:

What I heard: Like the days before 2020, the Show was boisterous, filled with endless activity, conversation, and meetups with suppliers of every type. There seemed to be an endless number of new suppliers, most especially in the categories of apparel and swing simulators. Wow! Lots of new eyeballs have been reading the press clippings about the game, rounds growth, and stories of waiting lists at the local clubs. No doubt: new people and their money have entered the room, searching for their path to the green. In several conversations, however, I also heard concern. Concern that rounds were becoming too expensive. That memberships were being priced out of reach for some, and that the average shirt retail may soon require an installment plan. In an economy filled with potholes, every leader with a phone should look at where things sit today: value vs. price, experience vs. cost. It sounds like a good time to take a fresh look at the local state of the game.

What I saw: Throughout the show I saw lots of smiling faces. Lots of people arriving for their first show, and others back for number 21, 33, or even 58! It is always, for me, a complete joy. I still feel like that 27-year-old buying at his first PGA Show. It is golf’s coming out party every January. The chance to showcase the new and reacquaint with the old, with many deciding how to spend time and dollars on new products, interesting brands, and new technologies. The show this year was big and it was bright. It had aisles of simulators. Rows and rows of apparel to discover and review. There were old friends to see and share a story. There was great enthusiasm and optimism built into the week. There was also that hint of caution circling the rim.

What I felt: I felt excited about the brand-new season with each new conversation. That excitement turned to concern as I heard expert after expert talk about the state of what golf costs today. There were many conversations about costs: the price of anything related to the game. What does a golfer need, or want to enjoy the experience at your club? What are they willing to pay for? What might be perceived as unnecessary, over the top? Although I said I felt optimism throughout the week, I am writing this concerned about this three-year-old golden goose. As operators pivot well beyond the COVID moonshot, grappling for ways to hang onto those amazing numbers, it may be time to step into the shoes of the members to appreciate the true cost of living. It was a surprise, this pandemic explosion. Player development has been the mission of this industry for decades. It became a non-story starting in June 2020. In my opinion, caution was the #1 vibe I felt leaving the Orlando Convention Center for the last time. Caution could be at the top of the game’s to-do list. Caution to think about the consequences of ever higher costs against perceived value.

It was a joyous PGA Show. I even had the chance to present, including with two young stars from PGA headquarters. If you were there, you likely felt positive about the experience. Whether you were there or not, however, think about the value of a membership, a round, and your menu of services. Put on your golf spikes, bring out the calculator, and search to find the value. Showcase to golfers with pride why a spot in your parking lot will pay back with hours of fun and joy just not available in that next lot. In 2024, the potholes are still everywhere.

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Jack Dillon writes the In My Opinion post. Jack is a long-time industry operator and buyer. He is a speaker, consultant, and writer. If you want to improve the experience at your club and improve your people go to www.youdontknowjackd.com. There you can sign up for a FREE Zoom to learn how Jack’s experience can help your operation ASAP. You can also give Jack a call at 407-973-6136. As a speaker, Jack will help people gain a real edge. Jack lives in Orlando.