The GCSAA Board of Directors recently completed its 2011 winter board meeting with the top outcome the approval of the association’s 2012 fiscal year plan and budget.

In a communication to members earlier this month, GCSAA CEO Rhett Evans noted that through prudent fiscal management, and by giving priority to those programs that best serve members, GCSAA has been able to mitigate the loss in resources in recent years. He said that for 2012, projected revenues of $15.1 million represents a modest increase of 2.5 percent over 2011. Evans said this growth in revenue, together with a short-term increase in the utilization of reserve funds, will allow the continuance of programs and services unabated and enable the total expense budget to grow to $15.8 million.

Economic outlook

The U.S. economy continued to slowly improve, yet the financial markets experienced volatility, and golf facility revenue decreased due to declines in golfer participation. Evans said given the likelihood that the golf economy, which is tied to the overall economy in general, is not going to show significant improvement over the next two to three years, the 2012 plan and budget is focused on improving existing programs and services, and developing new ones to take advantage of opportunities when they do arise. Continuing the current level of investment in resources now, rather than experiencing further cutbacks, will enable GCSAA to realize better returns for the future and achieve the long-term mission, vision and business targets.

The prioritization setting and evaluation process for the business plan in 2012 is a continuation of the board's priorities for 2011. This is characterized by three business phases that GCSAA will go through over the next three to four years given the existing financial state of the association and the industry it serves: recovery, investment and growth.

• Recovery comes in many forms, but is best exemplified by the formation of a solid organizational structure, revenue base and budget that is experiencing signs of sustainability.
• Investment is the ability to tap into the financial resources that have been secured over time and the philosophy that successful results take time and nurturing to occur.
• Growth occurs over time when hard work, patience and perseverance produce returns.

Association priorities

Evans said the 2012 GCSAA plan and budget is a reflection of the prioritization process the board and staff executed during the fourth quarter of 2011. With limited resources, the GCSAA leadership has identified the following areas of emphasis for the expanded plan and budget horizon:

• Professional development/education – continue to offer high-quality, industry-leading resources that enhance member and facility success.

• Advocacy – continue to communicate with lawmakers with the goal of strengthening the profession and industry.

• Member outreach and retention – grow/demonstrate the value of membership, giving GCSAA a larger voice and more resources for programs and services.

• Chapter success – enhance service to members, increase utilization of GCSAA programs and services, and increase participation in chapter events and leadership opportunities.

• Growth of the game – collaborate with allied associations to increase golfer participation and retention, and strengthen golf's compatibility with the environment.

• Revenue generation – strengthen existing streams (industry support, sponsorships) and develop new sources (global market).

Key programs and services

In addressing these priorities, the following programs, services and initiatives will continue to be supported:

• My GCSAA campaign – member-to-member communications that demonstrate the value of membership to drive retention, revenue generation and program utilization.

• Field staff program – enhance communications between chapters and GCSAA, support chapter success, increase utilization of GCSAA programs and services, and increase membership growth and retention. Six resident field staff positions will be funded.

• Member Standards Advisory Group – support member-led review of membership standards.

• International initiatives – explore opportunities and implement programs as necessary to serve members, deliver education and create a marketplace for industry. Raises the profile of the profession and GCSAA, and would result in additional revenues to fund programs. Included are education programs at the China Golf Shows and translated communications.

• EIFG rebranding/fundraising - create a greater affinity for GCSAA members to support The Environmental Institute for Golf, increase engagement and attract revenues from new sources.

• Research – Four new research projects were fully funded in 2011 and two new ones in 2012, the first new research since 2008.

• Website/technology – continue to enhance the delivery of programs and services though GCSAA web properties and utilize technology to enhance operational efficiencies. Reduce expenses and generate revenues. Enhance communications and build community/networking. Included are free webcasts, expanded content channels, new GCSAA TV programs and conference video recordings.

• Conference and show – continue to enhance the event to serve our members’ needs, attract attendees and exhibitors. Strengthen revenue streams, and deliver new education sessions, interactive programming and technology innovations to enhance the experience.

Evans noted a key element in the plan and budget process is member input. Surveys, field staff feedback, input from chapter leaders (delegates, editors, presidents, managers) and direct communications were helpful in setting priorities. Evans said that while hard decisions were made, he is confident the association continues to grow in value to members, the game and the industry.