How The PGA of America Made a Big Mistake — And How It Should Correct It

Opinion article by Dave Cook

I write this article with a sad and broken heart. I traveled all over the country for 24 years as a major Diverse Supplier for The PGA of America. When I started working golf, the only Black workers were cutting grass, cleaning the bathrooms, and washing dishes. I started selling drinks and pretzels in 1994 for the PGA as a Minority Partner with Restaurant Associates. Joe Polidora, Executive Vice President, Disney Operations, noticed my work with my all-Black crew and said he thought I could operate a major stand at the 1999 Ryder Cup in Brookline.  This is considered one of the greatest Ryder Cups ever. They had my stand budgeted to earn $120, 000 but I earned $190,000. From that tournament until around 2015, I could be found at the busiest Concession on course at the PGA Championships and Ryder Cup. For five years my crew operated and staffed all Concessions at the Senior PGA Championships.

I took all kinds of abuse and racism but being at a tournament and seeing Tiger Woods gave me the strength to go on. Being the only visible Black company and having 40-60 Black workers made me feel proud.  Pete Mc Daniel from Golf Digest brought Tiger Woods’ mom and dad by my stand and they were proud to know a Black company was finally in operation at a tournament.

The PGA of America constantly put me out front as their Main Minority Supplier to Minority Groups. In 1996 A Civil Rights Group shut down the PGA Tournament in Louisville, KY, but in 2000, The PGA of America showcased me to the Louisville newspapers and even introduced me to the man who led the 1996 boycott. Seeing me gave the public a feeling that all was well with Diversity.  A new company took over and The PGA of America approved them cutting my percentage payment by 30 percent. It hurt but I still felt I was on a mission for the Black business and golfing community.

The most hurtful thing done by The PGA of America was during the height of the George Floyd Riots when everyone began putting pressure on white businesses, The PGA of America contacted me on Saturday, July 4, in a panic wanting me to approve an article about my role and how we have a great partnership with my company, and how good they had been to me. I was shocked, on a Saturday, the 4th of July? Charles Dillahunt, an African American who was then working as Strategic Adjunct to the Chief Executives for PGA of America, said I would be on the front page and this was huge and it would be live on Tuesday, 3 days later. The article ran and it made the PGA of America look like they were not like the other white companies when it came to Diversity.

A few months later Ben Rubin called me personally and said, “Dave we are changing food suppliers but you are part of the deal. We told them you have been with us for years and are one of our long-standing Diverse Partners, and, to reach out to you.” The Company was Delaware North. When my name was given to them a Delaware North Executive, Ken Gaber, said “I know Dave Cook. I worked with him on the Wells Fargo and he is great and very experienced.”

At the first Delaware North PGA Championship in Kiawah Island, SC, in 2021, which was my 3rd PGA at Kiawah, I gave the very helpful Concessions info.  I took a crew of 36 experienced Black workers and one white employee.  We literally ran that tournament. I was told that my stands would do $120,000. I told them no way. We literally strongly debated how much I would do.  My locations earned $706,000.00. Yes, $706,000.00, because I’m good. And I’m the smartest and one of the most experienced in golf concessions! period!

I made PGA of America and Delaware North a lot of money. Delaware North refused to pay what I earned because they felt it was too much (I guess to pay a Black man). I protested and Ben Rubin helped settle the issue. He had them pay me more but still $61,000.00 less than I should have received. My attitude was we are coming out of COVID, this is a new company and I want to show my loyalty and cooperation so, my company took a $61,000.00 hit.

After all of this, the PGA of America and I wanted to make life easier for Ben Rubin and the PGA of America. In September 2021, I worked my 5th Ryder Cup in Whistling Straits, Haven, Wisconsin, ( my 5th tournament at Whistling Straits). I took a crew of 48 experienced Black workers with me. I was given the main stands by Levy who was working its last Tournament For the PGA of America at The Ryder Cup. My locations were budgeted to do $600,000.00. My stands did $974,000.00 because of the experience of myself, David Cook, and my crew. No other food concession company in this country has worked 5 Ryder Cups. I have! Ryder Cups are a very different crowd flow-wise and you have got to know your stuff. I made PGA of America $974,000.00 in 5 days at the Ryder Cup.

I never heard from Delaware North regarding Tulsa PGA although I had been reaching out. About 6 weeks before the tournament, Delaware North informed me that their model did not include my crew and services (I guess too many Black people successfully running things made them look bad). In Kiawah, I ran that tournament, and because of the thick sand and it being my third tournament there, I even told them the routes on the course to keep from getting golf carts stuck and all the shortcuts.

One thing that I noticed about Delaware North was that there were NO Black people in management there. That was strange for 2021 in America. The Delaware North Executive who denied me my total pay acted like he did not like my experience and knowledge and how everyone knew and respected me. 

I asked Sandy Cross, now Chief People Officer at The PGA of America, and Ben Rubin what was going on and what about our long partnership and the money I had made Delaware North and PGA of America.  Their answer was that this was the business model for Delaware North and it didn’t fit me and my crew. (Again, I believe they meant too many Black people successfully running things). My knowledge and experience made Delaware North’s Executives in charge very nervous.

I was crushed because Delaware North was the 3rd company brought in as a Tier 1 Foodservice Supplier and each time they were told that I was the PGA of America Diverse Partner. But all of a sudden the PGA negotiated a new contract that allowed Tier 1 to not include me.

1. What happened since I was showcased during the George Floyd Riots as one of the PGA of America long long-standing and great Partners?
   
2. I made PGA and Delaware North $706,000 although I was budgeted to make $120,000. Does it make sense to not use a white or Black supplier making you that kind of money?
   
3. A few months earlier, I made $974,000.00 with 48 experienced Black diverse workers. Ben Rubin are you kidding me?

It was insulting not working Tulsa and having the Black diverse presence on the course. Tulsa riots and burning down the Black Wall Street was one of the greatest atrocities committed against Blacks and Delaware North and PGA of America decided to bar 40-50 Black workers at the tournament in Tulsa. A Civil Rights group suggested we contact The NAACP and boycott but my love and loyalty to the PGA of America would not let me do it.

America there is a problem with me and my company being treated this way. I have official settlement sheets if the money that I made needs to be verified.

I am a disabled Vietnam-era sergeant. This should not be happening in America.

In Tulsa, The PGA of America embraced the 100 Black Men Of New York to show their Black connection. The 100 Black Men were online smiling and thanking PGA of America. I said if they only knew what really happened to a Black group that the PGA did not stand up for at that tournament.

1. The PGA of America made a mistake and owes the Black Americans and The Black Golfing Community a mechanism to correct the mistake.
   
2. Please go online and Google all the Discrimination cases and wrongful treatment cases filed against Delaware North.
   
3. Delaware North had a person in place that made a big mistake and the company needs to correct the mistake.
    
4. How can the PGA of America go to the Black groups and communities and preach diversity but be an accomplice in helping silence or destroy one of the greatest Black golf businesses ever?
   
5. I worked 24 PGA Championships, 5 Ryder Cups, and 7 Senior PGA Championships. No other food service company in golf has that experience. No one but a Black company. Yet my company’s expertise is not used. That wrong needs to be corrected.
   
6. If I was white with my experience, the PGA of America and Delaware North would bring me on as a paid consultant —as the white boys do with each other.  So, why are me and my crew of 40-50 experienced Black workers sitting at home?
   
7. Labor is such a bad problem but the PGA of America lets Delaware North come into a city and run their tournaments with inexperienced workers. They pay the mostly white workers $25.00 to $45.00 per hour through a white temp agency.

Lastly,

This Magazine, African American Golfer’s Digest, which has been serving over 80,000 readers with each issue, has been at the forefront in covering Black golf participation for the last 20 years, including the PGA of America, the USGA, and the PGA Tour. I have learned that the PGA of America did not even spend one cent to buy an ad in this issue to congratulate the Magazine and respect this publication that serves the Black Community. They declined to spend one cent to buy an advertisement to say “Thank You” and “Good job the publisher Debert Cook,” a very reputable Black female, and the first and only Black Woman to wholly own a golf magazine. And, The PGA of America rarely ever advertises with the publication in any capacity. This is ridiculous! Especially considering the millions of dollars that the PGA of America spends on overall advertising.  NO Heart or Respect!

PGA of America stop using smoke and mirrors with Black people and put your money where your mouth is.

Sadly, after 24 years, the PGA of America never sent me a Thank You Letter, Award Certificate, or Recognition, as I’ve seen them do with white suppliers (people) over the years. Not even a Thank you from Mr. Haig or Mr. Waugh. Mr. Haig, you saw me all those many early mornings preparing my team for the tournament.  My heart is broken.

My plans are to retire from golf in 2025. The 2025 PGA Championship is in my hometown of Charlotte, NC. The PGA of America and Delaware North should rest in dignity and let me retire with my 6th and last Ryder Cup in Bethpage and, 25th PGA Championship in my hometown at Quail Hollow, NC, where I grew up caddying. I worked the Presidents Cup there last year and two major TV stories were done on me.

There is a bestseller book about 100 people who are considered the best in their areas of sports. “The Sport Business Handbook”. The book is supposedly the most influential Sports Book written in 50 years. Chapter 7 was written by me, Jack Nicklaus, and Cal Ripken Jr. The book says I am one of the best Golf Concessionaires in the Country!!

Get the Book……. Why am I not working or consulting? America and Golf this is not right. My company has worked these tournaments:

• 5 Ryder Cups
• 24 PGA Championships
• 7 Senior PGA Championships
• 9 US Opens
• 17 Wells Fargo Championships
• 2 Presidents Cups
• 87 Regular Tour Events
• 1 US Women’s Open

Why is this Black Man and Company of around 50 experienced golf employees sitting at home? I have in writing from March 2022 the PGA of America touting what a great job I have done. It’s 2023, and sadly, as in 1994, most Black employees at a golf tournament are washing dishes, cooking, cleaning, and serving as hourly employees.

I’m standing by ready to go back to work. Come on Execs at PGA of America and Delaware North let’s right this mistake and together make these the greatest tournaments/years ever.

PGA of America Contact and Address:

PGA of America
1916 PGA Parkway
Frisco, Texas  75033

-John Linder, President
-Nathan Charnes, Secretary 
-Rhonda Aime, CFO
-Seth Waugh, CEO
-Kerry Haig, Chief Championships Officer
-Sandy Cross, Chief People Officer 
-Ben Rubin, Director, Championship Operations

Delaware North Contacts & Address:

Delaware North
250 Delaware Avenue
Buffalo, NY 14202

-Jerry M. Jacobs, Chairman
-Jeff Wilkinson, Chief Information Officer
-Robert Wilson, Patina Group (Golf)
-Heather Jacobs, Human Resources

This is 2023 in America. Why is this happening?

Dave Cook
Americana Capital Catering
Telephone: (704) 299-7696
email: Davidcook10@icloud.com