How to Create a Culture of Safety at Your Facility: It’s all fun and games until someone loses an eye | Back by popular demand and updated for 2024

Location: MacLeod D

Equip yourself with the knowledge and tools to build a culture of safety at your club, ensuring compliance, reducing risks, and safeguarding your staff, members, and customers. In this not-to-be-missed session, you’ll explore the key elements of Environment, Health, and Safety (EHS) tailored specifically for golf course management. As a leader in your organization, you are entrusted with creating a safe, compliant, and low-risk environment. This session will arm you with strategies to proactively manage safety and minimize liability, giving you the peace of mind to focus on your core operations.

Key Takeaways:

• Legal Compliance & Best Practices: Learn the latest safety requirements and best practices that apply to every province.
• Documentation & Training: Understand the critical role of proper documentation and training in maintaining a safe work environment.
• Cost Management: Discover ways to reduce insurance costs through effective risk management strategies.
• PPE & Inspections: Stay informed about personal protective equipment (PPE) requirements and how to prepare for inspections confidently.
• New Safety Requirements: Get up to date with new 2024 safety regulations and understand how to implement them at your facility.

By the end of this session, you’ll be equipped to create a safety-focused culture that reduces liability, protects your staff and members, and lowers operational risks. Accidents are inevitable—it’s only a matter of time. But worrying about the “when,” “if,” “how,” and “who” doesn’t have to keep you up at night.

James Cronk, Founder, The Gronk Group and Golf Industry Guru

As a former Club Manager and golf industry consultant, James Cronk has years of hands-on experience dealing with EHS in a golf club environment. He has implemented or enhanced a culture of safety at some of Canada’s most recognized facilities.

Introduction to AI: How It Can Help You as a Golf Course Operator

Location: MacLeod A

Gain a foundational understanding of artificial intelligence (AI) and its potential to enhance operations, customer engagement, and decision-making at your golf facility. In this beginner-friendly session, you'll learn what AI is, how it works, and how it can empower golf course operators to streamline tasks, attract and retain golfers, and make data-driven decisions. This session will break down the basics of AI applications and equip you with practical insights on incorporating AI tools into your daily operations.

Key Takeaways:
•    Understanding AI Basics: Discover what AI is, how it functions, and the different types of AI applications that could benefit your golf facility.
•    Operational Efficiency: Learn how AI can streamline tasks like scheduling, maintenance, and customer service, saving time and resources.
•    Improving Customer Experience: Understand how AI tools can help personalize customer interactions, enhance loyalty programs, and predict golfer preferences for a more engaging experience.
•    Data-Driven Decisions: Explore how AI can analyze data from multiple sources to provide actionable insights, helping you make strategic choices that align with golfer demands and operational goals.

You will leave this session with a clear understanding of AI fundamentals and actionable ideas on how to leverage AI to enhance your facility’s efficiency, customer engagement, and overall success in an increasingly tech-driven world.

Ross Liggett, Founder & Managing Partner
Alec Mandla, Director of Business Solutions, Metolius Golf

Overcoming Obstacles – A Guide to Positivity in the Face of Adversity

Location: Glen 201-202

Life throws curve balls, but resilience can turn challenges into triumphs. No one understands this better than Allison. In 2020, a line drive to the face left her with a broken eye socket, a shattered cheekbone, and a skull fractured in three places. Through six facial surgeries, Allison continued to lead her team with positivity, revamp her clubhouse, and add a new Toptracer facility—all while inspiring her staff to stay motivated and have fun. Join this session to hear her powerful story and learn how you, too, can face obstacles with strength and optimism.
Key Takeaways:
•    Staying Positive in Adversity: Discover strategies to maintain a positive outlook even when life feels overwhelming.
•    Motivation and Organization: Learn techniques for organizing your time and energy to keep moving forward toward your goals.
•    Vision and Goal Setting: Find out how to set achievable goals that keep you focused on success, regardless of setbacks.

By the end of this session, you’ll be equipped with tools to harness resilience, pursue your goals with purpose, and inspire others through positivity.

Allison George AKA The Wizard of Fun and General Manager, Toad Valley Golf Course
Allison is the Wizard of Fun at her family’s golf course in Iowa. Having grown up on the golf course, there aren’t many jobs that Allison hasn’t performed. From picking up garbage and mowing fairways to working the snack bar until her current role as General Manager. She has helped to grow her family’s business by introducing programs to the public and staying up to date with modern content marketing. Allison has served on the NGCOA US Board since 2007. Over the last twenty years, she has spoken all over the United States and Canada at various golf conferences sharing ideas and how-to plans to help golf courses grow their number of rounds, players, and revenue. Allison won 8th Most Innovative Person in Golf in 2010 and was the recipient of the Don Rossi Award in 2021 which is a national award given to people who have made a significant contribution in the golf industry. In 2023, Allison was one of the first ten women to receive the Hilda Allen Award which recognizes influential women in the golf industry. She regularly consults industry leaders and is currently working with a national board on how to bring more women and children to the game.
 

Boost Sales - The Art & Science of Upselling in the Golf Industry

Location: Glen 203-204

Equip your team with the tactical skills necessary to transform every customer interaction into a sales opportunity, driving revenue and enhancing the overall customer experience. In this strategic session we’ll explore how to shift your front-line staff from being reactive order-takers to proactive sales leaders. This session will decode the art and science of upselling within the golf industry, opening your eyes to the untapped potential and opportunities that exist in everyday interactions.

Key Takeaways:
•    Service Benchmarking: Learn how to measure and benchmark key service areas to identify where your team can improve and capitalize on sales opportunities.
•    Engagement as a Sales Tool: Discover how increased member engagement not only boosts sales but also enhances staff satisfaction, creating a win-win scenario.
•    Cultivating a Sales Culture: Understand the strategies needed to foster a proactive sales culture, where every team member is empowered to lead sales initiatives.
•    Tactical Upselling: Gain actionable insights into the when, where, and how of upselling, ensuring your team is equipped to maximize revenue from every customer interaction.

This is your chance to arm your team with the skills they need to boost sales and contribute directly to the bottom line, making your operation more resilient and successful.

Ryan Tracy, Managing Partner, 59 Club Canada
Ryan is a 20+ year PGA of Canada Professional, an entrepreneur, a Professor, GM/COO and now Managing Partner with 59club Canada. In June 2020, Ryan founded Club Study, a social forum that connects Club Managers across North America. 

In 2015, he led Miramichi Golf & Country Club to the Club of the Year (Small Club Category) designation with the Club Managers Association of Canada. He was awarded with Professional of the Year in 2017 by MYPIE, a local entrepreneurship organization, as well as being named the Atlantic PGA Professional of the Year. Ryan's experience also includes operating an executive golf business venture taking corporate clients to multiple professional events including the President's Cup, US Open and PGA Championship. He has also taught in the PGM and Business Programs at Durham College. Volunteering and giving back have been important endeavours for Ryan, spending time on PGA of Canada Zone and CMAC Branch committees as well as Rotary and other community groups.

Ryan has a diploma in Professional Golf Management and a certificate in Adult Education while also studying Business at Athabasca University.
 

Employee vs. Contractor and Why It Matters

Location: MacLeod D

Gain critical knowledge on properly classifying workers in your organization to ensure compliance with Canadian laws and avoid costly misclassification risks. In this eye-opening session, you'll be briefed on the three types of workers recognized under Canadian law—employees, dependent contractors, and independent contractors. This session will break down the key differences between these classifications, empowering you to make informed decisions about your workforce and their employee contracts.

Key Takeaways:
•    Understanding Classifications: Learn the legal definitions and distinctions between employees, dependent contractors, and independent contractors.
•    Why It Matters: Discover the potential legal and financial consequences of misclassifying workers, and how this can impact your organization.
•    Compliance Strategies: Get practical tips on how to ensure your workers are correctly classified, protecting your organization from liability and maintaining compliance with Canadian labor laws.

You will leave this session with actionable insights on classifying workers correctly and how to protect your organization from the liability associated with the misclassification of workers.
 
Anatoly Dvorkin, B. Comm, LL.B 
Anatoly is the founder and CEO of HRC Law Professional Corporation. As a small business owner, Anatoly is intimately aware of the challenges faced by small and medium-sized businesses. This experience was the catalyst that led him to start a law firm dedicated solely to providing SMEs and not-for-profits with employment law advice and related legal services.  With 20 years of experience as a lawyer and in business, Anatoly brings a practical approach to his employment contracts.

Maximizing the Golf Boom – Preparing for Sustainable Growth Beyond the Surge 

Location: MacLeod A

The golf industry is thriving, but the real challenge is turning today’s momentum into long-term, sustainable success. In this session, you’ll gain the insights and tools needed to ensure your course is ready for future growth. From innovative strategies and revenue diversification to the smart use of technology and data, this session will provide everything you need to remain competitive and profitable in the years to come.

Key Takeaways:
•    Best Practices for Sustainable Growth: Discover what you can do NOW to retain new players, improve experiences, and drive loyalty.
•    Lessons from Other Booms: What we can learn from other industries who experienced similar inflections to guide the golf industry towards continued success
•    Technology & Data: See how data-driven decision-making and tech tools can enhance your operations, personalize experiences, and drive repeat play.
•    Revenue Diversification: Explore how to expand revenue streams with golf-adjacent services—ensuring cash flow remains steady even when round volume dips.
•    Community Building: Uncover how building a strong sense of community among members and players ensures long-term engagement and loyalty.

By the end of this session, you’ll have the knowledge and strategies needed to capitalize on the current golf surge and transform it into long-lasting growth.

Jason Wilson, CEO, Gallus Golf
Jacob Hite, Director of Marketing, Fullsteam

The Market Outlook for 2025

Location: Glen 203-204

Gain valuable insights into the mindset, attitudes, and expectations of golfers and operators across North America as we explore the landscape post-U.S. elections and its potential impact on Canadian golf facilities. In this forward-looking session, you’ll gain a deeper understanding of how macroeconomic and political shifts could influence the continued surge in golfer participation, and what strategic moves will position your facility to thrive in the year ahead.

Key Takeaways:
•    Macroeconomic Impact: Understand how broader economic and political events could affect the stability of increased golfer participation, and what it means for golf facilities in Canada.
•    Strategic Imperatives: Learn the critical strategies operators need to adopt in order to deliver compelling and engaging offerings for their target audience in an evolving market.
•    Building Golfing Communities: Discover the new "table stakes" needed to attract, engage, and foster community among golfers, ensuring long-term success in a competitive environment.

You will leave this session equipped with the knowledge to navigate the potential challenges and opportunities facing golf facilities in 2025, with a focus on creating compelling experiences that resonate with golfers while building strong, lasting communities.

Jon Last, President, sports & Leisure Research Group
Cathy Harbin, PGA Master Professional, LPGA Professional and Owner of Pine Ridge Golf Course  

Advanced AI – for those already using AI to maximize efficiency and increase revenues

Location: Glen 201-202

You have a basic understanding of AI and want to take it to the next level! This session is designed to equip you with advanced AI strategies to streamline operations, boost profitability, and optimize resource management. 

Tailored for golf course owners, managers, and senior leaders with a foundational understanding of AI, the session delves deeper into cutting-edge AI technologies, predictive analytics, and case studies that showcase AI’s potential to drive operational efficiency and transform golf course operations.

Key Takeaways:
•    Data as the Backbone of AI: Learn how to collect, manage, and integrate critical operational, customer, environmental, and financial data to fuel AI-driven efficiency.
•    AI-Driven Operational Optimization: Discover how AI can enhance predictive maintenance, optimize staff scheduling, and manage assets more effectively, reducing costs and improving resource allocation.
•    Customer Segmentation & Personalization: Explore AI’s potential to create hyper-personalized marketing campaigns, increase customer retention, and optimize pro shop inventory for higher margins.
•    AI-Enhanced Customer Experience: Elevate the player experience with AI-powered tools such as virtual assistants, real-time swing analysis, and interactive course navigation, driving customer loyalty and satisfaction.

By attending this session, you’ll gain advanced insights into how AI can help you make smarter decisions, optimize daily operations, and boost your bottom line. Leaders will walk away with a clear understanding of how to implement AI solutions that improve both operational efficiency and customer experience. From increasing revenues to streamlining operations, AI is your next big opportunity for growth and innovation.

Ross Liggett, Founder & Managing Partner
Alec Mandla, Director of Business Solutions, Metolius Golf
 

Workplace Harassment and Investigations

Location: Glen 201-202

Equip yourself with essential knowledge and strategies to navigate the complexities of workplace harassment and ensure a compliant, respectful work environment.

In this interactive and critical session you'll gain a comprehensive understanding of what constitutes workplace harassment and your legal obligations as an employer. The session will demystify the investigation process, equipping you with the tools to manage harassment incidents effectively and in accordance with Canadian laws.

Key Takeaways:
•    Harassment Identification: Learn how to recognize and address harassment in your workplace, safeguarding your team and organization.
•    Employer Responsibilities: Understand your legal obligations and the significance of a well-defined harassment policy.
•    Investigation Mastery: Navigate the steps of a properly facilitated investigation, from initial concerns to final outcomes, with confidence and precision.
•    Practical Application: Leave with actionable strategies to implement in your workplace, ensuring compliance and fostering a positive work culture.

By attending this session, you’ll return to your workplace armed with the critical insights to handle harassment cases efficiently, reduce legal risks, and maintain a healthy, respectful environment for all. This is your opportunity to master a vital aspect of workplace management, ensuring your organization is both compliant and resilient.

Darcy Michaud, CHRL, MA – Vice President, HR Services
Darcy Michaud is a dedicated and successful human resource professional with a career spanning over 25 years. A Masters graduate from the University of Western Ontario, Darcy also holds the Certified Human Resources Leader (CHRL) designation. An expert in HR legislation and employment law in all Canadian jurisdictions, Darcy took his expertise to start his own company, HR Primed Inc. After six years of building HR Primed into a successful consulting firm, HR Primed merged with HR Covered Inc. Darcy now serves as the Vice President of HR Services, managing a team of consultants across Canada.
 

Delving Deeper into F&B Operations – Challenges, Trends, and Best Practices

Location: MacLeod A

Equip yourself with the knowledge and strategies to optimize your food and beverage operations, ensuring your club’s F&B department stays on budget and aligned with key industry trends.

This session is tailored for those leading F&B operations at their club, diving deeper into the areas that can make or break your bottom line. From budgeting to menu analysis and labor management, you’ll gain insights into critical operational aspects. We’ll also explore current trends, best practices, and key performance indicators (KPIs) essential for F&B success.

Key Takeaways:
•    Budgeting & Financial Management: Learn how to build and manage budgets effectively to ensure long-term profitability.
•    Menu Analysis: Discover how menu engineering can optimize profitability while maintaining guest satisfaction.
•    Labour Management: Understand how to balance staffing needs while controlling labor costs.
•    Trends & Best Practices: Explore the latest trends in food and beverage that are transforming club operations.
•    KPI Monitoring: Identify the most critical KPIs for success and how to track them to keep your operations on target.

If your F&B operation could use a refresh, this is your opportunity to learn best practices that will keep your club’s food and beverage services on track. Join us and leave with the knowledge to ensure your members, guests, staff—and even your banker—are as happy as a steamed clam!

James Cronk, founder, The Gronk Group and Golf Industry Guru
James Cronk has over thirty-five years of experience in the Food and Beverage business. In addition to being a former senior manager with one of Canada’s most successful restaurant chains, he has worked with numerous clubs of all types to improve their F&B operations.
 

Data-Driven On-Course Optimization: For Those Ready To Elevate Efficiency and Maximize Revenue

Location: Macleod D

In an era of rising inflation, finding ways to boost the bottom line has never been more essential for golf courses. Technological advancements in on-course operations and data analytics are transforming the industry, empowering courses to optimize efficiency and enhance revenue generation. This session showcases real-world case studies from three golf courses that have successfully integrated on-course optimization technology to improve operations and drive profitability.

Key Takeaways: 
•    Efficient Pace of Play Management: Courses leveraging technology to monitor and manage pace of play can ensure a consistent flow that boosts player satisfaction, leading to higher spending on-site.
•    Driving Repeat Play Through Positive Experiences: Consistently achieving set round time goals enhances the player experience, which translates to increased loyalty and repeat play.
•    Optimizing Tee Sheet Capacity with Data: By analyzing play data, courses can pinpoint peak and off-peak times and adjust gap intervals accordingly to maximize tee sheet capacity.
•    Dynamic Pricing for Real-Time Revenue Optimization: Courses with reliable average round times and smooth pace of play can command higher prices for premium tee times, especially during peak hours.

By attending this session, you’ll gain a clear understanding of how to harness on-course optimization technology and data-driven insights to enhance customer satisfaction. Boost operational efficiency and increase revenues.

Moderators:
Dean Manz, Customer Success Manager for Canada, Tagmarshal International Ltd.

Panel:
Tahlon Sweenie,  Fairmont Jasper Park Lodge Golf Course
Nathan Nisbett, St.Andrew’s Valley Gofl Club
Rob Brandon, Pheasant Run Golf Club

Embracing New Golfers – Building a Welcoming, Inclusive Game for the Future

Location: MacLeod A

Golf isn’t just a game—it’s a lifestyle, a joy, and an experience that’s unique at every course. But for newcomers, the game can be intimidating. In this session, discover how to make your facility inviting and accessible for new golfers while offering memorable experiences that will turn them into lifelong players. Whether your course is an entry-level 9-hole or an exclusive private club, the core of success is fostering enthusiasm for the game and helping players improve their skills.

Key Takeaways:
•    The Power of Coaching and Community: Learn how simple, unintimidating instruction combined with supportive coaching from all staff members—from pro shop to clubhouse—can encourage and retain new players.
•    Maximizing Retention and Engagement: Explore proven strategies for keeping new golfers engaged, motivated, and coming back for more, creating loyal patrons for years to come.
•    Creating Unforgettable Experiences: Discover the importance of enhancing the overall experience through quality play, enjoyable facilities, and a welcoming atmosphere.
•    Practical Onboarding Options: From PGA Professionals to local enthusiasts and champions, learn how various instruction resources can enhance your offerings for beginners and junior golfers alike.

By the end of this session, you’ll walk away with practical strategies to build a welcoming environment for new golfers, inspire continued play, and ensure that the next generation of players finds joy, community, and connection in the game we all love…at your course.

Jeff Roy, PGA Professional, Whisky Run Golf Club
Jeff has enjoyed a 35-year career in the golf business. Twenty-three of those years Jeff served as the PGA Professional, and Director of Golf, at one of Canada’s premier private golf clubs, the Cherry Hill Club in Ontario. Jeff had the privilege to caddy for Cathy Sherk and assisted her through Q-School and on to the LPGA Tour in 1979 and spent 3 years working for SST Pure who had a weekly presence on the PGA Tour.

 Over his professional career Jeff has established himself as a highly accomplished teacher and coach in the game of golf, having several students go on to play at the highest levels of competitive golf. Jeff has also been heavily immersed in the business of Canadian golf; he has severed on both the Ontario and Canadian PGA Board of Directors, as well as President of the Ontario PGA, Acting Executive Director of the Canadian Golf Foundation and the Canadian Manufactures Association National Golf Show Committee.

In May 2020 Jeff returned to the golf course he loves as the Head Professional and Director of Instruction at Niagara’s friendliest golf course, Whisky Run Golf Club in Port Colborne. Jeff has a passion for growing the game through his simple approach to teaching the game of golf by removing the intimating barriers new golfers often encounter.
 

Leading the Way in Sustainable Golf – Insights from Canada’s First GEO-Certified Course

Location: MacLeod D

The movement toward sustainable golf is growing rapidly, and the GEO Certification represents the pinnacle of environmental and social responsibility for golf courses. Join us in this session to learn how Mickelson National Golf Club became Canada’s first GEO-certified course, setting a new benchmark for sustainable golf practices. Discover the benefits of GEO Certification for your course and how it can enhance environmental performance, resource efficiency, and community engagement.

Key Takeaways:
1.    Understanding GEO Certification: Learn about the gold standard in sustainable golf and how achieving GEO Certification can benefit your course, your customers, and your community.
2.    Path to Sustainability: Hear about Mickelson National’s journey to GEO Certification, including initiatives for water conservation, eco-friendly practices, carbon reduction, and meaningful community involvement.
3.    Practical Framework for Environmental Impact: Discover the GEO framework's practical applications for enhancing environmental stewardship, promoting resource efficiency, and fostering social responsibility in golf.

By the end of this session, you’ll understand the value of GEO Certification, gain actionable insights into sustainable practices, and feel inspired to join the movement toward a more eco-friendly future in golf.

Robin Sadler, Master Superintendent, Mickelson National Golf Club
Miles Mortensen, GM & Director of Golf, Mickelson National Golf Club
Alan Grant, Director, Partnerships and Engagement, GEO Foundation

The Side Hustle – Unlocking Revenue Through Gamification and Off-Course Golf Experiences

Location: Glen 201-202

According to a 2023 National Golf Foundation report, off-course golf participation surpassed on-course play so it’s time to rethink traditional golf experiences. This session explores how adding a gamified, entertainment-focused component to your course can attract new audiences, boost revenue, and elevate the Food & Beverage experience. Dive into case studies from industry innovators Cathy and Allison, who transformed their driving ranges and pro shop with engaging, technology-enabled attractions that appeal to the social, entertainment-oriented golfer.

Key Takeaways:
•    Entertainment-Driven Transformation
Learn how Cathy and Allison invested in entertainment-centric enhancements to attract a broader audience to their facilities. Discover their approach to incorporating tech-enabled features, such as interactive range games and social scoreboards, to create a fun and engaging atmosphere that drives foot traffic.
•    Maximizing Revenue from Gamified Experiences
Explore the potential for new revenue streams, including fee-based games, special events, and package deals, that leverage the popularity of off-course golf experiences. Cathy and Allison will share their current ROI and discuss how these additions have helped them generate predictable, recurring revenue alongside their core business.
•    Building a Business Plan for Long-Term Success
Understand how to evaluate the initial investment, potential returns, and strategic positioning of gamified experiences within your facility’s business plan. Cathy and Allison will provide insights on their initial financial outlay, marketing strategy, and tips for measuring ROI effectively to ensure sustainable growth.

This interactive case study session features in-depth discussions with Cathy and Allison, as they break down their strategies, share challenges faced, and offer guidance for implementing gamification elements that make an immediate impact. You will leave with actionable steps to launch and manage a profitable side hustle that complements your course’s traditional offerings. From enhancing the customer experience to generating new revenue streams, gamification is the key to capturing the next wave of golf participation and revenue growth.

Cathy Harbin, PGA Master Professional, LPGA Professional and Owner of Pine Ridge Golf Course 
Allison George AKA The Wizard of Fun and General Manager, Toad Valley Golf Course