PGA of Canada

THE FRONT SIDE opening hole Brand Matters PARTNERED FOR SUCCESS Capitalize on the PGA brand and be proud of who you are and what it took to become a PGA of Canada Member From the desk of the PGA of Canada's CEO, Gary Bernard O ver the past 18 months both the PGA of Canada—as part of the National Allied Golf Association—and the PGA of America have commissioned studies to determine the behaviour of consumers within the golf industry across North America. These studies, conducted by the Boston Consulting Group in the United States and in Canada by NAVICOM, clearly indicate the need (and to some degree the urgency) for player development at all levels, from grassroots programs to rekindling the passion in lapsed golfers. The key to success at all facilities in this area of growing the game is the engagement of the PGA of Canada Professional. The professional must use his or her skill sets in instruction and coaching to introduce new players to the game, as well as ensure core golfers continue their excitement for playing. At the same time, PGA members must also create innovative programs to attract the group of players who aren't as involved with the game as they once were. Additionally, individual PGA of Canada members must also take the responsibility to utilize the association's education initiatives, as well as turnkey programs such as CN Future Links and Get Golf Ready. Furthermore, members must also take advantage of the PGA brand to develop and market their skills not only to clients (and potential clients), but also to the owner-operators of all golf facilities across the country. In many ways, this is about branding. A basic start to this strategy is for you to consistently tell golfers, members, owners, boards, the public and everyone else who will listen, about not only your own personal brand, but about the PGA's brand as well. To build a brand we need consistency, not only in our organization's logo, GARY BERNARD CEO - PGA of Canada DIANE MACKAY ROBERT THOMPSON JENNIFER HALE Editor-in-Chief ADAM CHERRY DIRECTOR OF GOLF CREDIT VALLEY G&CC IAN WEBB GENERAL MANAGER CREDIT VALLEY G&CC CHRIS FRY Managing Editor, Art Director GREGG SCHUBERT President - PGA of Canada but through the use of our proper name: the PGA of Canada. The change from Canadian PGA to PGA of Canada was a deliberate attempt by the National Board of Directors to capitalize on the PGA brand, one of the most recognizable brands in the world and one that clearly stands for excellence. At the time of the switch, the Canadian PGA was the only recognized PGA in the world that did not have PGA at the beginning of its name. As a result, we were missing out on the familiarity and association with this high performing worldwide brand. We made the name change almost two years ago to reinforce and capitalize on one of the most recognized brands in sports. Most members have embraced the change, altering their literature and customer-facing communications materials to reflect they are part of the PGA of Canada. Making the switch to the new name will help the brand of each PGA member, as well as strengthen the brand of the association. Similarly, the new alliance of recognized PGAs from around the world was having similar discussions when it came to naming this new group. In the beginning it looked like it would be the World PGA Alliance, but after some discussion, they came to the same conclusion as the PGA of Canada—that the acronym for "professional golf association" must always come first in order to have consistency of messaging. That led to the name PGA World Alliance. PGA is a powerful acronym. The golfing public recognizes and respects it as a standard of ability and knowledge. It is immediately understood and recognized all over the world. It is something to be proud of— and using the brand is a demonstration of your professionalism and commitment to golf. French Translation EDITORIAL BOARD Copy Editor Alan Carter - Alberta Adam Chamberlain - Atlantic Jeff Chambers - Saskatchewan Dennis Firth - Ontario Alec Hubert - Ottawa Valley JEFF DYKEMAN Executive Editor, Sales & Marketing Geoff Kehler - Manitoba Eric Laporte - Quebec Paul Scheywer - Northern Ontario Mark Strong - British Columbia PRO:FILES is published three times annually by the PGA of Canada. No Part of this publication may be reproduced without the prior written consent from the publisher. Contact PRO:Files editorial staff with story suggestions or comments: profiles@pgaofcanada.com Copyright PGA of Canada, 2013. 13450 Dublin Line. Acton, Ont., Canada. L7J 2W7 The ultimate 1-2 punch. Ian Webb, General Manager, and Adam Cherry, Director of Golf, at Credit Valley Golf and Country Club run one of the busiest and most successful golf operations in Canada. Sharing a wealth of knowledge gained through decades of experience as members of the PGA of Canada, these two are a force to be reckoned with. Ian has left his mark on the PGA of Canada winning the 1992 Ontario PGA Assistant of the Year Award, 2010 Ontario PGA Golf Professional of the Year Award, 2011 PGA of Canada Tex Noble Award and has served as President of the Ontario PGA from 2000 to 2001. Adam complements that nicely with his own 2012 PGA of Ontario Golf Professional of the Year Award thanks to his success as an industry leading teacher, merchandiser and mentor to the Credit Valley Golf and Country Club staff. The ability Ian and Adam possess to deliver above and beyond in all facets of the golf operation make their contributions to the facility and its members an industry benchmark. Together, Ian and Adam have partnered for success. At Titleist, we share the philosophy that partnering with people who continuously strive for excellence is the key to achieving success. 2013 Acushnet Canada Inc. 2 PGA PRO:FILES

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