BY JIM BEATTY
(January 26, 2019) The PGA Merchandise Show and Convention is the golf industry’s leading trade-only event. In his AAGD article on the 2016 PGA Show, renown author, journalist, and friend, Pete McDaniel wrote: “I do appreciate what the show represents: the eternal hope that brand, spanking, new equipment will help the average hack improve their overall score and appear impeccably dressed while doing so. I’m all for that. Still, the business of golf devoid of persons of color remains the white elephant in the massive room.”
Fellow AAGD reporter and friend John Perry recently wrote this about the 2019 PGA Show: “However, when one looks around at all of the levels of participation, from deals being done to partnerships being developed, diversity and inclusion of African Americans at this Show is seemingly still an after-thought.”
So what am I to say to all of this? Only that I am going to share with you my experience from the time I walked into the 2019 Show on January 22, to the time that I left on January 24. I will conclude by suggesting a few changes aimed to influence more participation in future shows, as it relates to African Americans and other people of color. You can then decide how you want to view this industry Show.
2019 PGA SHOW GROUP HUG (l-r) Jim Beatty, Executive Editor AAGD with Craig Bowen, Manager Diversity & Community Engagement, Chicago Parks Golf Alliance and Kevin Peck, Manager of R&B group Dru Hill and Founder of Trash Talk Golf.
January 22
I took an early morning flight from Omaha (NE) and left behind its below freezing, school-closing temperature, arriving in Orlando (FL) just before noon and its 70-degree weather—so I am already happy. I rent a car and Siri and I drive to the Show, getting there about 3:00 p.m. I head to the Media Center to get checked in and start my journey. While finalizing my plans, I happen to spot a couple of brothers in the distance and wonder “Who are they?” So, I saunter over only to find out that these gentlemen are my good friends Mark Lowry (formerly of the First Tee) and Pete McDaniel, my hero, and inspiration. So, we chit-chat awhile and solve all of the problems and addressed all of the key issues of the $84 billion golf industry in about 30 minutes. Not Bad. I should also mention that Pete is still recovering from a November 2018 spine surgery, and was wearing a neck brace, so his presence at the show was most encouraging.
I end the day, head to my room ready to burst on the PGA scene again the next day, as I have a full agenda that has been prepared weeks in advance. I am not just going to ‘see stuff’; I am going to the Show to carry a message and to influence people.
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January 23
I arrive at 7:30 a.m. in the PGA Show Media Center to participate in the media breakfast hosted by AfterShokz, and meet and greet a few people. At 9:00 a.m., I head to the exhibition floor show and start my rounds.
I stop and talk with the exhibitors and picked up some information on scheduling golf tours to Scotland, the Dominican Republic, and Africa. Turn down the next aisle, and I pick up some great information on various leather goods ranging from billfolds and purses to backpacks and duffle bags. I meet the owners of these companies and strike a deal to acquire these items as great prices to be used at the tournaments that I am planning, as prizes and silent auction items.
At 10:00 a.m., I have an interview that I have scheduled prior to the show with Jason Payne, founder, Big Shots Golf. I conducted a 35-minute interview with Jason, discussing everything from the concept of Big Shots Golf to franchise opportunities. Big Shots Golf is very similar to Top Golf and offers ownership opportunities, as well. We had a very spirited and energizing discussion. The full interview will be published later in AAGD. After that, I walked the Show floor which is cited by Show organizers to be one million square feet of interactive exhibit, product demonstration and industry presentation space. On my walk, I obtained information on golf art, trophies and cigars. All very useful for the projects I am involved with around the country.
At 11:00 a.m., I have another prearranged interview, this time it’s with David Pillsbury, Chief Executive Officer for ClubCorp. Dallas-based ClubCorp is the largest owners and operators of private golf and country clubs in the United States, numbering over 200 clubs in its portfolio. I discussed a myriad of topics with David ranging from club membership to diversity and inclusion to its majority ownership of BigShots Golf. I will also have this full interview appear in an AAGD article later on. So, now, being here at the PGA Show, I have met with two people in executive leadership positions with multimillion-dollar companies before Noon!!!
(l-r) Jim Beatty, Jason (Earnie’s son) and Earnie Ellison, former PGA Executive
Next, I prepare for my 1:00 p.m. meeting with the WE ARE GOLF Diversity Task Force which consists of 40 people involved in various aspects of the golf industry. The committee addresses diversity issues through subcommittees in Competitive Play, Supplier Diversity, Workforce, Communications and Recreational Play (which I chair).
The session is led by Steve Mona, Executive Director of We Are Golf, and Michael Cooper, Chairman of the Committee. We have a full agenda and discuss the strategic plan, updates, and thoughts for 2019.
After that meeting, I head back to the Media Center do some work and, then, visit more Show exhibitors until the 4:30 p.m. Diversity Task Force Roundtable discussion and social. This meeting was led by Task Force Chairman, Michael Cooper and was hosted by Reed Exhibitions. There, I also received a great overview of the Tiger Woods-designed public course that will combine the South Shore and Jackson Park Golf Courses in Chicago. So a big shout out and thanks to Marc Simon of Reed Exhibitions for their involvement.
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Hosts Successful Diversity Roundtable Discussion
The 4:30 p.m. to 6:30 p.m. Diversity Task Force Roundtable meeting and social was outstanding, as Chairman Cooper led a spirited discussion on Task Force ideas and plans for 2019. (Check back soon for his summary which will be posted on AAGD’s website.)
January 24
7:30 a.m., I start my day attending the We Are Golf Annual Membership meeting and breakfast, in which Steve Mona provides an overview of 2018 activities and outlines priorities for 2019. At this meeting, the Washington DC-based lobbying group, Forbes Tate Partners, gives a recap of its 2018 efforts made on behalf of We Are Golf.
At the conclusion of the presentation, I ask my questions to the four members of the Forbes Tate panel:
“Please comment on your efforts and dealings with the Congressional Black Caucus and other ethnic leadership groups on Capitol Hill. I am especially interested in your efforts to educate and inform them on these issues relative to Golf:
- Economic Development Impact of Golf in their districts
- Job Creation and Job Incumbency
- Need for Financial assistance for HBCU’s to field Golf Teams
- Golf Programs in High schools
- Minority Golf Couse Ownership
- Financial Support for Community Based golf Programs
- The desire to increase Participation rates of People of Color”
Their response was a bit tepid, but to their credit, stated they would work closer with the Diversity Task Force in addressing these issues in 2019.
In my opinion, only time will tell.
The ball is now in the hands of Chairman Michael Cooper and the Forbes Tate lobbying group to make something happen; I stand ready to assist.
(l-r) Tiffany White, Jim Beatty, Peggy Rhodes White, Founder and President of the Teddy Rhodes Foundation. Jim is a Member of the Teddy Rhodes Foundation Board of Directors.
After the meeting, I am met by my friends Dana and Kevin Peck who run the Afro Newspaper in Baltimore, MD and manage the R&B group Dru Hill. The Pecks are also the founders of Trash Talk Golf. I get them registered, and we walk the exhibit floor, stopping at the Capital One booth (sorry, no Samuel Jackson there, shucks.) We also locate and talk with the good folks from the Innisbrook and Reunion Resorts about booking golf packages.
Sadly, I had to leave the Show at 11:00 a.m. to catch my flight back to Omaha. But, I will tell you that this was a great show for me. In part, because I planned it to be as productive as possible. Yet, I cannot ignore what Pete and John have to say. So, below are my suggestions and a few ideas for producing a better PGA Show where, hopefully, more people of color will want to attend and be involved in 2020.
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- AFRICAN AMERICAN APPAREL AND APPAREL ACCESSORY DESIGNERS BUY A BOOTH AND PARTICIPATE
We are not going to receive a special invitation to participate in this $84 Billion dollar industry. It is not going to happen. We will have to forge our way in as suppliers, entrepreneurs and business owners.
There were hundreds of apparel companies in attendance with booths ranging from Greg Norman apparel to the Belted Cow from Maine. As African American, we spend $1.2 Trillion Dollars annually with a fair amount on fashion and apparel. We set fashion trends, we design clothes. We need to be present and sell to this industry. Fashion designers take heed and pursue this $84 Billion market
- AFRICAN AMERICAN INVENTORS – YOU MUST PARTICIPATE IN THE UNITED INVENTORS ASSOCIATION’S INVENTORS SPOTLIGHT
Dr. George Grant, a black dentist who has the patent on the golf tee would be appalled at the lack of black inventors at the show! On Dec. 12, 1899, Dr. Grant received a U.S. patent No. 638,920, the world’s first patent for a golf tee – a wooden spike with a flexible rubber peg for the ball.
This year, the show even had the United Inventors Association in attendance. The UIA is a 501c3 non-profit educational foundation dedicated to providing educational resources and opportunities to the independent inventing community while encouraging honest and ethical business practices among industry service providers. As the largest inventor membership organization in the country, which includes nearly 100 affiliated local inventor clubs, the organization’s mission is to empower inventors through education, access and advocacy. Learn more about the UIA at uiausa.org
Organized in partnership with the United Inventors Association (UIA), the Inventors Spotlight on the PGA Show floor showcased new golf and golf lifestyle-related products developed by independent inventors. In addition to the business networking opportunity provided by the PGA Show, Inventors Spotlight exhibitors also participated in the UIA Awards Program, where their products are reviewed and top inventions are presented with one of three awards – Most Innovative Concept, Best Marketing, and the Pinnacle Award (Best in Show).
Inventors of new golf training and teaching aids, accessories and equipment who participated were able to gauge the interest of more than 40,000 attending PGA Professionals, golf industry leaders and media from around the world. Judging was conducted by UIA experts, in attendance throughout the PGA Show, to answer questions associated with taking an idea to the development, patenting, production and product distribution stages. Inventors this is an opportunity for you to take advantage of it.
“In working with the United Inventors Association, we are pleased to provide a platform unlike any other in the golf industry for inventors to introduce and demonstrate their golf-related innovations, receive feedback from industry influencers, and, potentially, secure new points of retail distribution,” said PGA Merchandise Show Event Vice President Marc Simon. “The Inventors Spotlight at the PGA Merchandise Show has easily become a favorite Show floor destination among attendees over the past several years.”
I have extended my invitation to Reed Exhibitions to develop and implement a strategy to have more African Americans and people of color booths in 2020.
If you have an invention for golf contact me AT JBEATTY138@AOL.COM to discuss your product and to develop plans for the 2020 show.
James Beatty, Executive Editor, African American Golfer’s Digest is also Founder of NCS International, an Omaha, Nebraska-based company that providers of an array of economic development services. He also serves on the Golf 20/20 Diversity Task Force and recently launched Jim Beatty Golf Ventures, a golf promotion and management company.
