Communication is an important part of any successful relationship. That holds true for the relationship between superintendents and golfers.
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Perhaps superintendents are less concerned about their bosses than the golfers because they knew management has more realistic expectations and are more knowledgeable about the business, whereas golfers just want a hassle-free round with perfect playing conditions. Whatever the reasoning, golfers carried greater clout.
Whether golfers are making tee times in advance or just showing up at the course, they’re not likely to ask about on-going construction, aerification or the schedule of pesticide applications. If the clubhouse or starter doesn’t inform golfers about work in progress, golfers are greeted by the situation while on the course, which can lead to an unpleasant experience and possibly the final round played at that facility.
Scott Nickol, superintendent at Brookledge Golf Course in Cuyahoga Falls, Ohio, has taken steps to prevent unwanted, work-related surprises on the course.
“We try to stay way out ahead of that stuff,” he says about keeping the golfing public informed.
In addition to posting notices on the clubhouse bulletin board and keeping the staff informed, Nickol has a “Superintendent’s Corner” on the course’s Web site. Tentative dates for aerification (based on weather) are posted, as well as an explanation behind aerifying. “Aeration is an extremely important maintenance practice,” the message reads. “Although it results in a temporary disruption of the green, aeration improves water penetration into the soil, reduces soil compaction, stimulates turfgrass root growth for a healthier plant, helps control thatch build-up, and improves overall growing conditions.”
Being in Northeast Ohio and subject to cold weather during the golf season, Nickol also includes an explanation about why a course might enforce a frost delay. The professional explanation is followed by: “It’s also why golfers who appreciate a quality putting surface will be patient during frost delays.” This practical reasoning strengthens the point and solidifies the course’s stance.
In its first year on the Web site, Nickol says the “Superintendent’s Corner” has been a useful tool to further communicate what he and his staff are doing. That being said, golfers aren’t rushing up to thank him for keeping them in the loop.
“If you don’t hear anything … it’s working well,” he says.
Projects not making the Web site, such as blowing out the irrigation system, are presented at the clubhouse and relayed to the golfers from there.
When it comes to communication, Nickol says more is better.
“You can’t give too much information,” he says. “Golfers appreciate it when they check in at the counter and know what we’re doing. The playing public likes to be informed – anything we can do to curb complaints.”
Another customer-focused option on the Web site is an opportunity for feedback. Brookledge welcomes ratings of the staff, course conditions, cleanliness of the course and overall experience, as well as a box to provide additional comments.
