In the Spotlight...

David Norman, Virginia GCSA executive director

Tell us a little bit about your background. Where were you born, raised, etc?

I was born and raised in Winston-Salem, NC. I attended Wake Forest University where I received a B.S. in business and mathematics. I received my MBA at Texas Christian University.

How did you get started in the golf industry?

I started playing golf at the age of five, using just a 2 wood. My first job in golf was as a “cart boy” at Tanglewood Golf Course as a teenager. I went on to be the youngest caddie at the PGA Championship at Tanglewood (caddied for former golf champion Lionel Herbert). During summers in college, I worked for the Carolinas Golf Association, doing scoreboard calligraphy and rules. Upon completion of the MBA program, I went to work for the Carolinas Golf Association and rose to Assistant Director. I left to work in Sports Marketing for Nabisco, covering the PGA Tour promotions. In 1991, I was hired as Executive Director of the Virginia State Golf Association (VSGA) in Richmond. While there, I established the VSGA Foundation, which became the impetus for Independence Golf Club, the state home for golf in Virginia, opening in 2000 (it’s a $20 million Tom Fazio design, with 18 championship holes and a 9-hole short course). I left the VSGA at the end of 2004 to form my own company in golf, Norman & Associates. As a volunteer, I’ve officiated at 13 U.S. Opens and three Presidents Cup competitions.

How did you get involved with the Virginia GCSA?

I was hired to do a business plan for the Virginia GCSA, and to help with certain initiatives. That led to being named executive director a year later.

You’ve served a number of roles in different facets of the golf industry. Tell us what experiences and perspectives you were able to bring from those opportunities that have helped to make the Virginia GCSA and its members (i.e. golf course superintendents) more successful.

I have been fortunate to work in the golf industry for my entire career (except one year in sports marketing for racing). First it was with the Carolinas Golf Association, where I coordinated major amateur tournaments, and developing a good working relationship with superintendents was essential. Then it was as a sports marketing executive for Nabisco, coordinating promotions at PGA Tour events – this was a key experience in event management and seeing the big influence of golf on Tour.

Later I was executive director of the Virginia State Golf Association (VSGA), where we again conducted major amateur events, and also created programs to fund turf scholarships and research. While at the VSGA, I helped create the Virginia Golf Council, a collaborative effort amongst the key Virginia organizations in golf, including the VGCSA, working together on key issues including the drought of 2002.

All of these experiences have helped me view the scope of the industry, and the important role played by our superintendents. We are continuing to expand our services to make membership more valuable, and the image of the superintendent much stronger.

What is the Virginia GCSA proud of? What does it do well?

The Virginia Golf Course Superintendents Association (VGCSA) is a relatively new organization, just having formed in 1999. It is comprised of five local associations in various regions of Virginia. The consolidation of administrative services under the state umbrella was initiated this year, giving the impetus to future growth and stronger representation and member services for VGCSA members. We led the initiative to complete an Economic Impact Study for Virginia, supported by the other leading golf organizations in the state (Virginia Turfgrass Council, Middle Atlantic PGA, Club Managers Association of America - VA Chapter and Virginia State Golf Association). I presented the findings on behalf of the VGCSA at the Golf 20/20 conference on Oct. 30, 2006.

Editor’s notes:

• David will deliver this presentation at the Chapter Executives Session during the 2007 GCSAA Education Conference and Golf Industry Show in Anaheim. You are encouraged to listen to David’s presentation on Thursday, Feb. 22 between 1 p.m. and 3 p.m.
• Golf 20/20 is managed by the World Golf Foundation. Golf 20/20 was formed in 1999 and is a collaborative effort of many forces within the golf industry, from the associations and manufacturers to the course owners/operators and the media, focused on the game and its future. The mission of GOLF 20/20 is to align the global golf community behind initiatives that address the future of golf in a strategic manner, with an emphasis on accelerating growth in participation and interest creating new avenues of access into the game.

You’ve been an active member and recently president of the Virginia Society of Association Executives (VSAE). Tell us about your experiences with the VSAE, why you got involved, and why other chapter executives should become involved in their local society of association executives.

I first got involved with the Virginia Society of Association Executives (VSAE) about 10 years ago, when a VSAE member asked me to speak on the Rules of Golf at a pancake breakfast for a civic club in a rural area. My host was a golfer, but only about 25% of those in attendance were also golfers, so that was one difficult speech. Of course the best thing about that experience was that he recruited me for VSAE membership!

I joined and all of a sudden realized that I was not alone in my challenges to run an association. As a golf organization that is clearly an industry niche, there were many common issues that faced all associations, and I realized that I was not so much a “golf executive” as I was an “association executive.”

Over the years, I gained a lot from my relationship with VSAE, including education, networking and friendship! I was elected to the Board, served on various committees, and then was honored to be elected VSAE President for 2005-06. I continue my active involvement with VSAE and consider it a valuable experience for my career.

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