A Conversation on Golf (and Much More) with Today’s College Student

A Conversation on Golf (and Much More) with Today’s College Students

Hills • Forrest • Smith Principal Steve Forrest recently spent time with students at Schiller International University in Madrid (Spain). The conversation touched on several aspects of the international golf industry, including business, politics and the environment. Here is some of what the next generation of leaders wanted to know, and Steve’s responses.

What should young professionals know before diving into a golf business odyssey? 

There are a lot of varied occupations in the golf industry. Do you like sales and marketing? Do you want to work inside in the air conditioning or outside where you get your hands dirty? Today, the demand for golf is still strong and the golf market is active, including areas like golf course development and golf facility management.

“Innovation” has become a business strategy across the golf industry. It’s not just a marketing term.  Players expect new experiences, and owners are responding with technology, flexible design and hospitality-driven amenities that reshape both the course and the clubhouse.

Also, several technologies have moved from “optional” to “essential,” including automated membership and marketing systems. “Nice-to-haves” are shifting quickly, but today they include advanced automated customer recognition tools, range-ball-picking robots and advances in mowing and golf course maintenance technology. As innovation reshapes the industry, the biggest changes aren’t happening in software or equipment, but in how facilities think about the golfer experience itself.

How can young business professionals make the most of new golf course construction or the reconstruction/renovation of old ones? 

With the effects of the COVID bump still evident, there is a shortage of quality golf course builders (that is, construction contractors) in many areas, especially in the United States. If golf course construction and construction management interests you, there is a job waiting for you!

Have stricter water-use laws or climate policies changed the way you approach golf course architecture? 

A noticeable trend began in the mid-1980s toward more sensitivity to the environment. In some instances, we had to address wetlands and floodplains before a project could move forward. We have always taken great care when it comes to irrigation design, water conservation, stormwater management and drought-tolerant turf. In the desert southwest part of the United States, there are restrictions on the total amount of irrigated turf per 18-hole course. Other than that, not a whole lot has really changed over the past 40 years.

How does designing a course differ between countries with strong environmental governance versus those with fewer regulations? 

The difference in international golf course architecture and golf course planning occurs most prominently in the way that the course is maintained. For example, in Sweden, environmental regulations maintain chemicals are not allowed. There may be more weeds on the golf course, but that aspect does not directly impact the course design.

Do political agendas around climate change push innovation or create constraints? 

Neither one. We really don’t even recognize “climate change” as a factor in the golf course design process.

How do you see politics influencing golf course architecture over the next 10-to-20 years? 

These days, most of the politics in golf design relates to the ratings and golf course rankings in the United States and around the world. The ratings relate to prestige and economic success at most golf properties. The behind-the-scenes politics influences the ratings. There is no doubt those tactics will continue well into the future.

Will sustainability mandates redefine what a “championship course” looks like? 

Some of the words that usually cause me to grimace include “championship course” and “sustainability.” Any golf course that has a tournament is essentially a championship course. That term doesn’t have anything to do with quality, sustainability or environmental stewardship. As for “sustainability,” every golf course is environmentally sustainable by the superintendent and others for the most part or it would cease to exist. Golf course superintendents—the people who maintain golf courses—are masters at sustainability.