August 1, 2022

President's Report

As I enter the final phase of my term as Section President, I want to revisit one of my favorite subjects, Customer Satisfaction.

We have all heard the phrase, “The customer is always right.” To me, the word “always” is a universal qualifier. Really, the customer is always right. There has never been a time when the customer is wrong. Of course, there are times when the customer is wrong. I often substitute the word “unrealistic” for the word “wrong.”

One of my favorite books is “Customers for Life” by Carl Sewell. The book’s subtitle is, “How do you turn a one-time buyer into a lifetime customer?” It’s a great book that you can buy on Amazon.

So, how do we turn customers into lifetime customers? How do we treat customers when they are wrong, but don’t know they are wrong or won’t recognize they are wrong? Like it or not, sometimes the amount of money involved is a factor.

In the book, Sewell talks about Stew Leonard, who runs one of the largest independent grocery chains in the country. He tells the story of a woman who bought two pounds of steak filets for $10.98 a pound. The following week, the steaks went on sale for $8.98 a pound. The woman returned to the store and demanded she gets her $4.00 back. What would you do? Stew gave her back the money.

Suppose a customer asked for two large range buckets and your charge is $20. They say that’s too high and pay for one bucket. Ten minutes later, the same customer appears and says he lost the token on the way to the range. What do you do? How much is this customer worth for a lifetime? What if this is a customer that plays three times a month for six months and pays $100 each time he plays? And you hope he will continue to play your course for ten years. Let’s look: $100 x 3 weeks=$300 x 24 weeks x 10 years= $72,000. How would you view the lost token now? How much does goodwill cost in the long run?

One of Carl’s premises is this: “If you want to keep their business, give customers exactly what they ask for—or even more—without hesitation. If you do anything else less, you might as well offer them nothing because you’ll have lost their goodwill.” This is a tough concept in our current entitlement society. Where do you draw the line? Would I refund twelve players who paid a hundred dollars each and played the entire round, then demanded a refund for slow play? I’m not so sure. Carl ran a Cadillac dealership; a lifetime customer was upwards of five hundred thousand dollars for him.

Golf is different. I am suggesting that in principle, we most often follow Carl’s premise, but the decision may differ if the customer’s requests are unreasonable. Customers are becoming more challenging every day, and the more tools we have to use to make decisions makes it easier to meet those challenges.

Lastly, Chapter meetings are on the horizon, and this is an election cycle. Please do your best to attend your Chapter meeting and vote. Also, the Merchandise Show and Section Meeting are coming soon. If you can, please attend.

As always, please stay safe and reach out to someone you have not contacted in a while.

Howie Pruitt, PGA
Director, Golf Operations, Aspen Lakes GC
President, Pacific Northwest Section PGA
howiep@msn.com

Campbell Wins Rosauers Open Title

by Cameron McCauley - PNW PGA tournament intern

The 35th Rosauers Open Invitational took place at Indian Canyon Golf Course in Spokane, WA on July 15-17, 2022. A full field of 168 professionals and amateurs faced temperatures into the low 90s. Staying hydrated and preparing mentally posed challenges, which players overcame to shoot low scores and ultimately crown this year’s champion.

The tournament began the morning of July 15, with temperatures around the low 70s in the morning and getting up to the low 90s in the afternoon. PGA Professional Blake Snyder from PNW Golf Academy fired a 63, 8-under. One stroke behind the leader, PGA Professionals Scott Erdmann of Oswego Lake Country Club, Craig Crandall of Rock Creek Country Club and Ben Nelson from Linden Golf and Country Club shot a 64, 7-under.

The morning of the third round offered a reprieve, with the afternoon temperature topping out in the upper 80s. With pleasant weather and firmer conditions, players strove to shoot lower scores.

"Once the greens started to get firmer, I adjusted my landing spots to be around 20-30 feet short of the hole to help with my distance control after the first bounce on the green," Daniel Campbell commented.

PGA Professional Daniel Campbell of Bellingham Golf & Country Club fired a 65, 6-under to outlast PGA Professionals Tyler Carlson of Quail Ridge Golf Course and Scott Erdmann. Campbell finished with scores of 67-65-65–197, 16-under for the week.

"It feels great to get my first major win," stated Campbell. "I was close at the Northwest Open in May, which gave me some confidence leading into the Rosauers. This championship has a lot of great players that have won it. And now being a part of that history is a great feeling."

Preceding the Rosauers Open Invitational, the 35th Franz Bakery Pro-Am took place. The overall winners of the two-day team event were the Michelob Ultra team, led by PGA Professional Corey Prugh with Patrick McLaughlin, Peter Rusnak, Jeff Hansen and Chad O’Donnell, who posted an amazing 241, 47-under. The real winner was the charity, Vanessa Behan, which received $100,000 in contributions from the pro-am this year.

"The pro-am was awesome. I was really glad I played both days to see the course and to play with some of the sponsors of the event," said Campbell, who played with the Market Equipment/Charlie's Produce team. "Having a championship with that amount of local support from businesses to people is amazing to see."

We would like to thank Indian Canyon GC Head PGA Professional Doug Phares for providing a beautiful venue for the 35th Rosauers Open Invitational. Huge thanks to Superintendent Josh Harty and his staff for their tireless effort to prepare the course. We would also like to thank Rosauers Supermarkets, Franz Bakery and all the various sponsors and volunteers for continuing to make this event so special!

Player of the Year Points Lists

Washington Golf Celebrates its Centennial in 2022

by WA Golf staff

In the fall of 1922, more than 80 golfers traveled to Yakima to play in one of two inaugural tournaments, or both – the Washington State Amateur and the Washington State Open – which together formed a newly created golf showcase.

The two events were held back-to-back during the week of September 25-30. The Open was up first and catered to the pros for 72 holes over two days. The amateurs followed with a medal round qualifier and three days of match play. Some of the amateurs teed it up in both competitions.

Washington’s first State Amateur was put together by a committee led by A.S. Kerry, president of the Pacific Northwest Golf Association and a Seattle Golf Club member. He shared this task with W.E. Draper and George Wise, both from Yakima Country Club; R.E. Peyton of Spokane Country Club; and Homer P. Brown, president of Grays Harbor Country Club.

Kerry not only helped organize the State Amateur, he donated a handsome silver cup in his name that went to the winner. As he explained it, the event was sorely needed to advance the game among the lesser visible clubs statewide and to encourage more people to play.

Holk's Highlights: Barb Trammell, PGA

PGA Member Since: 1985

How did you get started in your golf career and who were your mentors?

After I graduated from the University of Alabama (where I played on the golf team), I had an opportunity to become the women’s golf coach at Mississippi State University as well as work as assistant pro at the University Golf Course at the same time. It was there that I first interviewed to join the PGA as an apprentice and begin my work towards PGA membership. I would say that one of my mentors was Ken Lindsay, a former Past President of the PGA of America, who was the one who got me into learning and studying the Rules of Golf and who eventually introduced me to my second mentor, Suzanne Jackson, then the Tournament Director for the LPGA who hired me when I joined the Tour in 1987 – that started my Rules officiating career for the next couple of decades!

You served as CEO of the OGA since 2007 and have been a high-impact leader in the growth of the game in Oregon, and the Northwest as a whole. A big achievement is establishing and leading the Golf Alliance of Oregon. Which of your growth of the game initiatives are you the most proud?  

I am proud of the wonderful collaboration that has been developed between all the entities that make up the Golf Alliance of Oregon and the fact that we have been able to educate our state government about the positive impact of the golf industry in the state of Oregon. In terms of growth of the game initiatives, I am proud that the OGA was proactive in expanding the playing opportunities we provide that goes well beyond elite championship golf. We established the OGA Tour – popular one day competitions (net and gross) for all skill levels and the Women’s Interclub Play program (women’s team play for both public and private clubs).  We were the first golf association to partner with Northern California Golf Association to bring the Youth on Course program to Oregon – which provides subsidies to participating facilities for providing rounds of golf to kids at $5 greens fees. We also created the Passport program which offers preferred rates at over 70 golf courses in our region, providing access and affordability to those who like to travel and experience new courses in Oregon and SW Washington.

You were Sr. VP of Tournament Operations for the LPGA and one of the first women to be invited to officiate the four majors. What advice do you have for PGA Professionals regarding growing the game of golf inclusive of women? 

Although the women’s game has certainly grown and expanded its reach over the years, we still have work to do with making women feel welcome at golf courses and with participating in organized events. It’s not enough just to create a dedicated women’s initiative and put it out into the community. The “build it and they will come” mentality does not work with women. We like to be invited. A personal phone call to proactively reach out with an invitation to join a group, a club or an event goes the extra mile to make someone feel included – and wanted! As far as getting more women (as well as other diverse demographics) into career positions in golf, there must be a concerted effort to provide opportunities specifically for those individuals. If you have an open position, think of ways to reach qualified candidates who are diverse and could bring a perspective to your staff that you currently do not have.

What do you see in your future, or in the future of golf in the Northwest? 

With retirement on the near horizon for me, I look forward to finding my next chapter – and staying involved with golf will no doubt be a part of that. Golf has given me so much in my life and I am grateful for all the opportunities it has provided me. “Paying it Forward” is definitely part of the plan for my future. Golf in the Northwest will continue to expand, become more popular than it is right now. Riding the wave of post-pandemic popularity, PGA professionals have the opportunity to make an impact on so many levels by ensuring we promote and advocate the game to all who aspire to learn and play it and by making it a welcoming experience for all.

$ = eligible for 10k Hole-In-One Challenge! Learn More

$ 3/8/22 - Derek Berg - Meridian Valley CC #3
3/16/22 - Taylor Porter - Anthem CC #17
4/13/22 - Al Patterson - Wine Valley GC #11
5/31/22 - Kelly DeShaw - The Cedars at Dungeness #4

Bring Your Team to a Destination Pro-Am!

The PNW PGA has three amazing destination pro-am events you can enter today. How would you like to play golf in Mexico? What about an escape to the enchanting Southwest or the tropical island of Maui? Treat yourself and your members to an unforgettable experience. We hope to see your team at a destination event in 2022-23!

Contact our team at: pnwmembership@pgahq.com

Upcoming Events

Upcoming Entry Releases

Employment Opportunities

Monte Koch, PGA of America Employment Consultant

These are primarily “PGA Professional” only positions posted on the PGA Career Services Job Board: https://jobs.pga.org

Pros on the Move

by Sara Smith, Tournament & Membership Coordinator

• Bryan K. Stevens, PGA (A - 6) - from The Club at Snoqualmie Ridge to Fusion Golf Academy
• Anne M. Bahr (B - 12) - from Meadow Park GC to Saint Martin's University
• Randy Buckenberger, PGA (A - 15) - from The Creek at Qualchan to Golf Lab
• Jordan D. Ferguson, PGA (A - 6) - from Denton CC to Quail Ridge GC
• Mason L. Koch (B - 8) - from Fairwood G&CC to Tacoma C&GC
• Chris J. Garrison, PGA (A - 13) - from Semiahmoo G&CC to Bar Run Golf & RV Resort
• Colin M. McMahon, PGA (A - 20) - from Circling Raven GC to Pacific Golf & Turf
• Damian F. Hawley, PGA (A - 8) - from White Horse GC to Alderbrook Golf and Yacht Club
• Darren J. Black, PGA (A - 14) - from Rainier G&CC to Topgolf - Seattle

• William G. Roberts, PGA (Orchard Hills CC) - from A - 8 to A - 1
• Michael D. Wagner, PGA (University of Idaho GC) - from A - 8 to A -1

New Associates

• Karl R. Hauptman (B - 8) - Tahoma Valley G&CC
• Timothy A. Amburn (B - 8) - Illahe Hills CC
• Adam P. Pool (B - 8) - Sahalee CC

Newly Elected Members

• Cory J. Mehl, PGA (A - 6) - PNW Golf Academy
• Michael R. Parker, PGA (A - 14) - Tri - Mountain GC

Transfers INTO the Section

• Michael D. Tolle, PGA (A - 11) to University of Idaho PGA Golf Management from S. California Section
• Travis W. Melham, PGA (A - 21) to National Member's Club from Gateway Section

• David I Kass, PGA - from Bear Creek CC to Southwest Section

• Jim Mapother, PGA - Canterwood G&CC

• Stephanie Malone, PGA - Broadmoor GC