March 1, 2023

President's Report

Aloha! I am writing this month’s article from Hawaii, where my wife, Pam and I are celebrating our honeymoon!

My first order of business is to apologize to Marlena and Frank for delaying this edition of the ForeWord Press. In all my fun, I spaced it until the absolute final hour. We have an amazing staff at our Section office. They work extremely hard on our behalf, and they work for us when we need them most.

Last week, I had the pleasure of attending the Oregon Chapter Board virtual meeting. It was a pleasure hearing their “why” and the deliverables desired for success. The officers and board work hard for their members in this Chapter. I am impressed by all of our Chapter leadership, their support of each other, and their efficient execution of governance for the professional. Our Chapters do a wonderful job. Our tournament programs across the five Chapters – charitable outreach, professional recognition through our awards programs, grant programs for our pros and their programs at their facilities, and so much more – make us the best of the best in our Association. Last fall, I attended the Inland Chapter general meeting as part of the secretary election process and witnessed the same professional member support and exceptional leadership through a season of challenges.

As happens monthly, the Chapter presidents, Frank and I met virtually following our Section officer’s call. It was great to hear about the upcoming tournament seasons and preparations they are making for the coming golf season. Even as a bitter cold snap was settling in to the PNW, I could feel that spring is coming. Please reach out to your Chapter president and share your thoughts and take the time to thank them for their dedication.

Recently, I received the application for the Section Yamaha Player Development Grants. Make sure to get yours filled out and submitted for your player development program at your facility. I also encourage you to forward the nice email about Drive, Chip, and Putt to your families at your facility. Congrats to all the Pros who were certified as PGA HOPE instructors. The HOPE program is one of the most rewarding things I have ever done as a PGA Professional. Best of luck with your programs this year. I see signups are starting for PGA Junior League. Don’t delay in getting your program set up for the season. Lastly, I hope you will consider hosting a PGA JAM program this year. Golf is more than just a game. Use this program to make future leaders, community heroes, and maybe a future PGA Professional.

Have a great month! Next month, we will all be busy with the game and business we love.

Chris M. Nowlen, PGA
cnowlen@pga.com

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Holk's Highlights: Bruce Christy, PGA

This month we interview Bruce Christy, winner of the 2022 PNW PGA Merchandiser of the Year – Resort category. Bruce has consistently increased sales for 16 consecutive years. He shows incredible business acumen with his cost of goods sold, as well as a creative flair for merchandising with beautiful shop displays that are well-organized and frequently updated. What stands out most about Bruce, however, is his team approach and the dedication that he shows for his staff. He mentors them in an inclusive environment, training them in every facet of the buying process.

Facility: White Horse GC

Hometown: Edmonds, WA

PGA Member Since: 1993

Tell us a little bit about your career. Who or what inspired you to become a Golf Professional?

My father was a PGA Professional, and I always admired his unwavering passion for customer service and his dedication to his profession. I started working in the golf industry at Puetz Golf Range. I worked there all through high school and college. Our family built and operated Christy’s Golf Range in Milton, WA just south of Federal Way for 30+ years and I learned a lot about the business—mostly on the working end of a shovel.

I played two years for Green River CC and earned a scholarship at the University of Washington playing for coach Bill Tindall. Our team won the Pac-10 championship in 1998. After college, I started my PGA career working at the Nile Golf Course and started Willows Run Golf Club from scratch with PGA Professional Travis Cox.

Ron Stull helped me secure my first PGA Head Professional job at Inglewood G&CC. I later took an amazing opportunity to run multiple courses and restaurants with a company called GRI and worked for two PGA Pacific Northwest PGA Hall of Famers—Ron Hagen and Ron Coleman.

I’m now in my 17th year as the General Manager and Head PGA Professional at White Horse GC. I helped start the facility as the first employee and together with amazing staff over the years, we have developed White Horse into one of the state's premiere public golf facilities.

You are known for your creative flair for merchandising with beautiful shop displays that are frequently updated. Where do you get your inspiration from?

My inspiration comes from many different places both within and outside the golf industry. I am always observing the amazing displays in the various golf shops that I have visited, read about and pictured in magazines. I also pay attention to other retailers of products that are similar and some that are diverse to the golf industry. I am constantly looking for color palettes, fabric features and color designs that will work well with our themes and presentations throughout the year. I do not want to create displays that are so picture perfect that no one wants to touch or investigate the items for fear of messing up the display. I want messy displays—that means they are effective.

You were also recognized for your team approach and your dedication to staff. Do you have any tips for mentoring pro shop staff?

Having a team approach to golf merchandising is very important to me, as it helps to empower everyone on staff to work cohesively as a group united with the same goals and focus to deliver unparalleled customer service. Each staff member brings their own creativity to displays, which helps to provide multiple looks and set ups that provide a fresh look on a constant basis.

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