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	<title>Ladies Golf Journey &#187; Nancy Berkley</title>
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	<link>http://www.ladiesgolfjourney.com/blog</link>
	<description>Golf, travel and leisure with a woman&#039;s perspective</description>
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		<title>The Bottom Line at The Barclays and the FedEx Cup</title>
		<link>http://www.ladiesgolfjourney.com/blog/2010/09/02/the-bottom-line-at-the-barclays-and-the-fedex-cup/</link>
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		<pubDate>Thu, 02 Sep 2010 19:40:15 +0000</pubDate>
		<dc:creator>Rosemary</dc:creator>
				<category><![CDATA[Nancy Berkley]]></category>
		<category><![CDATA[a game for a lifetime]]></category>
		<category><![CDATA[Arthur Little]]></category>
		<category><![CDATA[Colorado]]></category>
		<category><![CDATA[Dustin Johnson]]></category>
		<category><![CDATA[FedEx Cup]]></category>
		<category><![CDATA[Golf]]></category>
		<category><![CDATA[Grand Junction and Moab area]]></category>
		<category><![CDATA[Gypsum]]></category>
		<category><![CDATA[Jann Leeming]]></category>
		<category><![CDATA[Jason Day]]></category>
		<category><![CDATA[Koria Jivaie]]></category>
		<category><![CDATA[lpga]]></category>
		<category><![CDATA[Martin Laird]]></category>
		<category><![CDATA[Matt Kuchar]]></category>
		<category><![CDATA[Michael Whan]]></category>
		<category><![CDATA[Michelle Wie]]></category>
		<category><![CDATA[Pete Dye]]></category>
		<category><![CDATA[pga tour]]></category>
		<category><![CDATA[The Barclays]]></category>
		<category><![CDATA[The First Tee]]></category>
		<category><![CDATA[tiger woods]]></category>
		<category><![CDATA[Vail Vally of Colorado]]></category>

		<guid isPermaLink="false">http://www.ladiesgolfjourney.com/blog/?p=284</guid>
		<description><![CDATA[<p>by Nancy Berkley, President
Berkley Golf Consulting</p>
<p>This year’s The Barclays Tournament – the first round in the FedEx Cup playoff being played in Paramus, NJ at Ridgewood Country Club &#8212; is off to an interesting start.    The leader going into the final round is Martin Laird who was born in Glasgow Scotland.  [...]]]></description>
			<content:encoded><![CDATA[<p>by Nancy Berkley, President<br />
<a href="http://www.berkleygolfconsulting.com">Berkley Golf Consulting</a></p>
<p>This year’s<strong> The Barclays Tournament </strong>– the first round in the FedEx Cup playoff being played in Paramus, NJ at Ridgewood Country Club &#8212; is off to an interesting start.    The leader going into the final round is Martin Laird who was born in Glasgow Scotland.  Dustin Johnson from the U.S. and Jason Day from Australia are tied and trail the leader by three strokes.  Tiger Woods is still struggling with his game.  The suspense on Sunday’s final round should make for good viewing.</p>
<p>Everything about The Barclays parallels major changes going on in our world—many of which directly affect the U.S. golf industry at all levels.<br />
But first, I have to admit a mistake.   Last year I wrote about The Barclays at Liberty National Golf Club – played with Miss Liberty and the Manhattan skyline in the background  <a href="http://www.ladiesgolfjourney.com/The-FedEx-Cup-Barclays-and-Liberty-National_Monuments-to-Excess.html"> (see http://www.ladiesgolfjourney.com/The-FedEx-Cup-Barclays-and-Liberty-National_Monuments-to-Excess.html)</a>  I described the setting as a monument to excess. </p>
<p>In fact I closed that article with the following: <em> “I know that I will remember The Barclays and Miss Liberty not only as monuments of excess, but that point in time when things started looking up.”  </em></p>
<p><strong>Well, I was wrong!</strong>  Things have not started looking up at all.   In fact, things are getting worse.<br />
<strong><br />
For starters:  the economy is not better. </strong>  There are not more workers in those Manhattan skyscrapers.  In fact, more people have less money.   </p>
<p>And, even though I don’t have any statistics to back this up, I don’t think more people think playing golf might be a good place to spend those unemployed or even leisure hours.</p>
<p><strong>Think about it:  </strong>Anyone who has been watching the last big major tournaments on television has watched superior athletes wrestle with extremely difficult course conditions and a set of rules that is not easy to understand.    Who needs to play a sport that beats you up – especially if you already feel a little <em>“beat up”</em> every day?   </p>
<p>The truth, of course, is that the venues for these special tournaments were selected several years ago when Tiger Woods was at his peak.  The goal was to pick courses that would test his limits and draw big TV audiences.    Well, Tiger showed us his limits and they aren’t pretty.</p>
<p>And, yet, there is never an announcer who tries to convey to the TV audience, that these are not typical courses or tees that recreational golfers would use.    Only <em>The First Tee</em> public service advertisements convey the concept that everyone can and should play golf. </p>
<p>So it should not be surprising that the number of golfers in the United States is declining.   And the number of women golfers – a special interest of mine – continues to decline also.   </p>
<p>In spite of new programs by the PGA of America such as <em>Get Golf Ready </em>which attempts to entice non-golfers to learn the game in five affordable lessons, the number of golf participants continues to decline.  It is almost impossible to get good statistics on segments of the golfing populations.  <strong>The sweetest spot in the markets seems to be junior girls.<br />
</strong><br />
As for TV tournament golf ratings – they have been uniquely affected by the personal issues of one person.   </p>
<p>Something is wrong with an industry when Tiger Woods has such <em>“tipping-point-power” </em>to borrow a phrase from Malcolm Gladwell ‘s book<em> “The Tipping Point.”</em>   </p>
<p>Usually we think of tipping points in terms of starting positive trends.   To the contrary in the golf industry, the problems of Tiger have tipped the industry negatively and the industry doesn’t seem to have a Plan B in place.  </p>
<p><strong>Moving on: </strong>  In this FedEx cup, the names at the top of the leader board heading into the final round of The Barclays have three notable qualities:  the players are young, they are not generally well-known to U.S. television viewers and many are not from the U.S.   None of this should be surprising.</p>
<p>One of the best-selling writers and columnists, Tom Friedman who by the way plays with a single digit handicap, predicted this in his book <em>“The World is Flat.”  </em>   The leaders of the major U.S. golf associations have had a particularly parochial approach to the game that is not only male-dominated but appears unprepared for the new global theme. </p>
<p>Unlikely as it may have appeared a year ago, the LPGA under the leadership of Michael Whan, seems to be putting a strategy in place that makes our female golf players – whatever country they are from – more interesting.</p>
<p><strong>While on the subject of women’s golf:</strong>  There is a great contest going on in Winnipeg, Canada at the LPGA’s Canadian Women’s Open.  Michelle Wie and Koria Jiyai from Korea are  tied for first.    Both women are young and are playing on a global golf platform.  (Ultimately, Michelle Wie defeated four players by three strokes.)</p>
<p>So maybe we can all start getting used to golf that looks more global.  And young players are healthy for the game.   The truth is that the United States operates in a global environment.  So let’s get used to it on our golf courses and make it exciting.</p>
<p>And since only an optimist can continue to keep playing this game, I want to offer up a variation of the statement I made at last year’s The Barclays: <em> “I hope that I will remember the 2010 The Barclays Tournament as that point in time when things started looking up.”</em></p>
<p><strong>One final optimistic anecdote.</strong>  I’ve been playing lots of golf this summer in the Vail Valley of Colorado and in the Grand Junction and Moab area doing research on a forthcoming article about forward tees and whether or not they will bring more women to the game.   <em>(See the new website that promotes forward tees <a href="http://www.golfwithwomen.com">www.golfwithwomen.com</a> that Arthur Little and his wife Jann Leeming have recently published.)</em></p>
<p><strong>Back to my story:</strong>  A couple of days ago after playing a Pete Dye course in Gypsum, Colorado, my husband and I decided to stop at the new Westin Hotel in Avon for a sunset drink on their beautiful terrace overlooking the Beaver Creek ski slopes.  A young gentleman stepped out to valet my car.  I quickly apologized for looking so sweaty explaining that I had just come from playing golf.</p>
<p><em>“You play golf?,” </em> he asked. <em> “Well, yes I play, but mostly I love to write about it,”</em> I answered.</p>
<p>And then came his stunning reply: <em> “I’m thinking of taking up the game,”</em> he said. <em> “I’ve wrecked my body snowboarding – two broken legs and bad knees.  I’m looking for a sport where I won’t get hurt.”  </em></p>
<p><em>“Well golf’s your sport,” </em>I said.  <em>“Find a pro that will teach you a swing that will protect your knees and save your back.  You’re set for life.”   </em></p>
<p><em>“Can you believe this?”</em>  I thought to myself.   Young adults looking at golf as a challenge sport that they can play forever.  (This is not exactly a new idea since decades ago golf was championed as a <em>“lifetime”</em> sport.)</p>
<p>Maybe there is hope for the game if we can just keep it going strong for a few more years.    Maybe all those hot shot snowboarders and mountain bikers will retire to the links! That will be a challenge because the golf industry is slow to recognize new markets and adapt its marketing methods.  </p>
<p>The final winner of  2010 The Barclays was Georgia&#8217;s Matt Kuchar, who erased a five-shot Sunday deficit and won The Barclays in a playoff with Martin Laird.</p>
<p><strong>Tradition is safe; change is always risky.    But, I’m still an optimist!</strong><em></p>
<p><div class="wp-caption alignleft" style="width: 101px"><img alt="Nancy Berkley" src="http://ladiesgolfjourney.com/images/nancy-berkley.jpg" title="Nancy Berkley" width="91" height="138" /><p class="wp-caption-text">Nancy Berkley</p></div>Nancy Berkley, President of <a href="http://www.berkleygolfconsulting.com">Berkley Golf Consulting</a>, is an expert on women’s golf and junior-girls golf. She is a frequent contributor to <a href="http://cybergolf.com/womensgolf">www.cybergolf.com/womensgolf</a>. Her book, “Women Welcome Here! A Guide to Growing Women’s Golf,”  published by the National Golf Foundation, is an industry reference on marketing golf to women and spotting trends within the industry. She offers information and advice about the golf industry on <a href="http://www.berkleygolfconsulting.com">www.berkleygolfconsulting.com</a> and is often quoted in national publications. She also writes for <a href="http://www.ladiesgolfjourney.com">www.ladiesgolfjourney.com</a>. She is also the author of the NGF publication: <em>“An Insider’s Guide to Careers in the Golf Industry.”</em> She was a contributing editor of <em>“Golf for Women”</em> magazine and a founding advisor of <em>“Golfer Girl Magazine.” </em>Her interviews with women in the golf industry now appear on <a href="http://www.golfergirlcareers.com">www.golfergirlcareers.com</a>. Nancy lives in Palm Beach Gardens, Fla., and is a graduate of the University of Minnesota, Harvard University and Rutgers Law School. After a business and legal career, she decided to write about the game she learned and loved as a teenager. She describes herself as a good bogey golfer with permanent potential.</p>
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		<title>Why Another Open?  Understanding the Ricoh Women’s British Open</title>
		<link>http://www.ladiesgolfjourney.com/blog/2010/08/10/why-another-open-understanding-the-ricoh-women%e2%80%99s-british-open/</link>
		<comments>http://www.ladiesgolfjourney.com/blog/2010/08/10/why-another-open-understanding-the-ricoh-women%e2%80%99s-british-open/#comments</comments>
		<pubDate>Tue, 10 Aug 2010 21:30:56 +0000</pubDate>
		<dc:creator>Rosemary</dc:creator>
				<category><![CDATA[Nancy Berkley]]></category>
		<category><![CDATA[Brittany Lincicome]]></category>
		<category><![CDATA[Christie Kerr]]></category>
		<category><![CDATA[Christina Kim]]></category>
		<category><![CDATA[England]]></category>
		<category><![CDATA[Julie Inkster]]></category>
		<category><![CDATA[Ladies Golf Union]]></category>
		<category><![CDATA[lpga]]></category>
		<category><![CDATA[Michelle Wie]]></category>
		<category><![CDATA[Paula Creamer]]></category>
		<category><![CDATA[Ricoh Women's British Open]]></category>
		<category><![CDATA[Royal Birkdale Golf Club]]></category>
		<category><![CDATA[USGA US Women's Open]]></category>
		<category><![CDATA[women's golf]]></category>
		<category><![CDATA[Yani Tseng]]></category>

		<guid isPermaLink="false">http://www.ladiesgolfjourney.com/blog/?p=270</guid>
		<description><![CDATA[<p>by Nancy Berkley, President
Berkley Golf Consulting</p>
<p>On Sunday, Yani Tseng, won the Ricoh Women&#8217;s British Open.  It was a great tournament.  On Friday evening after the second round, Nancy Berkley wrote the following article which clears up some of the questions about why women golfers had two prestigious and competitive&#8220;opens&#8221; within a few weeks [...]]]></description>
			<content:encoded><![CDATA[<p>by Nancy Berkley, President<br />
<a href="http://www.berkleygolfconsulting.com">Berkley Golf Consulting</a></p>
<p>On Sunday,<strong> Yani Tseng</strong>, won the <strong>Ricoh Women&#8217;s British Open</strong>.  It was a great tournament.  On Friday evening after the second round, Nancy Berkley wrote the following article which clears up some of the questions about why women golfers had two prestigious and competitive<em>&#8220;opens&#8221; </em>within a few weeks of each other.</p>
<p>If you are thinking to yourself, didn’t we just have the <strong>Women’s Open</strong> and didn’t Paula Creamer just win it?  And if you are wondering why there is another women’s open in the news – in England with Ricoh, a Japanese technology company as the sponsor&#8211; with U.S. golfers playing in it, well you are not alone.   The tournament schedule for women’s golf is actually confusing especially as the game becomes more international in terms of both players and sponsors.   Let me try to explain the basics and clear up some of the confusion.</p>
<p>First, however, as I write this on Friday, July 30, after the second round of the <strong>Women’s British Open</strong>, it’s nice to see four US women golfers among the top ten players heading into the final two rounds:  <strong>Cristie Kerr, Brittany Lincicome, Julie Inkster and Christina Kim</strong>.   The leader, with an impressive 8-under score after two rounds is<strong> Yani Tseng</strong> of Taiwan.  <strong>Michelle Wie</strong> is off the lead by 9 strokes, but anything can happen on this links course, the <strong>Royal Birkdale Golf Club</strong>, in England about 15 miles away from Liverpool on the Irish Sea.  </p>
<p>Back to clearing up confusion:  The Ricoh Women’s British Open is sponsored by the <em>Ladies Golf Union (LGU)</em> which supports women’s amateur golf in Great Britain and Ireland.  The LGU was founded in 1893 (more than fifty years before the LPGA was established).   The LGU has over 220,000 members – amateurs and recreational golfers, which makes it a much different type of organization than the <em>LPGA </em>which does not have <em>“members”</em> other than its professional Tour players.    </p>
<p>The LGU also offers an email newsletter to all of its members.   As an aside and a message to LPGA Commissioner Michael Whan, I find the LGU membership concept very impressive and a good way to build the female fan base.  The LPGA could learn something about reaching out and involving and educating the millions of female golfers in the U.S. through an email membership newsletter.  </p>
<p>When I talk about the <em>Ladies Golf Union</em>, I always like to remind readers that Mary Queen of Scots is credited with popularizing the game of golf.  In fact as a teenager, she was publicly scolded for visiting France where rumor was that she played more golf than she should have.  Of course, the game was not exactly like the game we play today – but that’s another story.</p>
<p>The <strong>Women’s British Open</strong> is considered a <em>“major”</em> tournament for both the LGU and the LPGA – a unique distinction.  A <em>“major”</em> is a prestigious tournament usually because it is played on a challenging course and because of the way the qualifications to play are structured.  A<em> “major” </em>includes a very competitive field of players but because it is an<em> “open,” </em>players do not have to be official players on the LPGA Tour or the Ladies European Tour (LET).  There has been quite a controversy about why Alexis Thompson did not play in this British Open because she is sort of in limbo – not a member of the LPGA (too young) and no longer an amateur (she just turned pro). </p>
<p><strong>Adding to the confusion: </strong> For twenty years, the Women’s British Open tournament was sponsored by Weetabix, an English cereal company.  It was known as the Weetabix tournament.  In 2007, Ricoh became the sponsor and the tournament is getting more attention.   I have been very impressed with the television coverage and the use of personal profiles of the players during the round.   It helps to have a hi-tech sponsor!</p>
<p>The Women’s British Open is one of the four majors of the LPGA.  The other LPGA majors are:  The LPGA Championship, the Kraft Nabisco Tournament and the US Women’s Open sponsored by the USGA.   And that’s what confusing:  There are two women’s Opens!  </p>
<p>Two weeks ago, <strong>Paula Creamer</strong> won the USGA-sponsored US <em>Women’s Open</em> at Oakmont, near Pittsburgh.   And what a victory that was for Paula especially since she played that tournament with a bandaged thumb that was recovering from surgery several months earlier.   If you get a chance to see the replay of the British Open round today, you will share Paula’s pain as she strained her thumb playing a shot out of the long grass.  </p>
<p>If you want to follow the Ricoh Women’s British Open more closely, here are some suggestions:   Read the article on cybergolf.com about the leader Yani Tseng  http://www.cybergolf.com/golf_news/tseng_on_a_roll_at_womens_british_open.   The article includes a wonderful interview with Yani and offers good insights into what junior girls golf is like in Taiwan as well as Yani’s unique relationship with Annika as her mentor and role model.    (And Yani’s English is great – remember that controversy?)  </p>
<p><strong><em>The Ladies Golf Union website also contains good information about the tournament see www.lgu.org.  And www.lpga.com has a fine summary of the tournament with a readable leader board.  The final rounds are televised early in the morning eastern time on ESPN, so remember to set your TV to record the final round on Sunday.    You won’t be disappointed.<br />
</strong></em></p>
<p><div class="wp-caption alignleft" style="width: 101px"><img alt="Nancy Berkley" src="http://ladiesgolfjourney.com/images/nancy-berkley.jpg" title="Nancy Berkley" width="91" height="138" /><p class="wp-caption-text">Nancy Berkley</p></div>Nancy Berkley, President of <a href="http://www.berkleygolfconsulting.com">Berkley Golf Consulting</a>, is an expert on women’s golf and junior-girls golf. She is a frequent contributor to <a href="http://cybergolf.com/womensgolf">www.cybergolf.com/womensgolf</a>. Her book, “Women Welcome Here! A Guide to Growing Women’s Golf,”  published by the National Golf Foundation, is an industry reference on marketing golf to women and spotting trends within the industry. She offers information and advice about the golf industry on <a href="http://www.berkleygolfconsulting.com">www.berkleygolfconsulting.com</a> and is often quoted in national publications. She also writes for <a href="http://www.ladiesgolfjourney.com">www.ladiesgolfjourney.com</a>. She is also the author of the NGF publication: <em>“An Insider’s Guide to Careers in the Golf Industry.”</em> She was a contributing editor of <em>“Golf for Women”</em> magazine and a founding advisor of <em>“Golfer Girl Magazine.” </em>Her interviews with women in the golf industry now appear on <a href="http://www.golfergirlcareers.com">www.golfergirlcareers.com</a>. Nancy lives in Palm Beach Gardens, Fla., and is a graduate of the University of Minnesota, Harvard University and Rutgers Law School. After a business and legal career, she decided to write about the game she learned and loved as a teenager. She describes herself as a good bogey golfer with permanent potential.</p>
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		<title>THE BEST US WOMEN’S OPEN EVER &#8211; AND IT’S NOT OVER YET</title>
		<link>http://www.ladiesgolfjourney.com/blog/2010/07/12/the-best-us-women%e2%80%99s-open-ever-and-it%e2%80%99s-not-over-yet/</link>
		<comments>http://www.ladiesgolfjourney.com/blog/2010/07/12/the-best-us-women%e2%80%99s-open-ever-and-it%e2%80%99s-not-over-yet/#comments</comments>
		<pubDate>Mon, 12 Jul 2010 18:11:25 +0000</pubDate>
		<dc:creator>NancyBerkley</dc:creator>
				<category><![CDATA[Nancy Berkley]]></category>
		<category><![CDATA[Beth Ann Baldry]]></category>
		<category><![CDATA[Ernie Els Foundation]]></category>
		<category><![CDATA[Golfer Girl Careers]]></category>
		<category><![CDATA[Golfer Girl Magazine]]></category>
		<category><![CDATA[Golfweek for her]]></category>
		<category><![CDATA[Kelli Shean]]></category>
		<category><![CDATA[Oakmont Country Club]]></category>
		<category><![CDATA[Paula Creamer]]></category>
		<category><![CDATA[Pink Panther]]></category>
		<category><![CDATA[Sean Martin]]></category>
		<category><![CDATA[women's golf]]></category>
		<category><![CDATA[Women's US Open]]></category>

		<guid isPermaLink="false">http://www.ladiesgolfjourney.com/blog/?p=237</guid>
		<description><![CDATA[<p>By Nancy Berkley, President
Berkley Golf Consulting</p>
<p>I’m writing this Sunday morning at 10 a.m. EST after watching the players finish the rain-delayed third round.  So, I will not know the winner of the 2010 Women’s Open until dusk tonight and the final scores are in.  But, I do have some observations to make about [...]]]></description>
			<content:encoded><![CDATA[<p>By Nancy Berkley, President<br />
<strong><a href="http://www.nancyberkley.com">Berkley Golf Consulting</a></strong></p>
<p>I’m writing this Sunday morning at 10 a.m. EST after watching the players finish the rain-delayed third round.  So, I will not know the winner of the 2010 Women’s Open until dusk tonight and the final scores are in.  But, I do have some observations to make about this year’s Open. </p>
<p><strong><br />
<div class="wp-caption alignleft" style="width: 93px"><img alt="Beth Ann Baldry" src="http://golfweek.media.clients.ellingtoncms.com/img/staff/2009/baldry09onwhite_t160.jpg?773850a9d7421baff2f792d5b4bd28ce20373d52" title="Beth Ann Baldry" width="83" height="120" /><p class="wp-caption-text">Beth Ann Baldry</p></div>BETH ANN BALDRY OF GOLFWEEK has the very best coverage of the tournament on the GOLFWEEK site.</strong>  <a href="http://www.golfweek.com/news/2010/jul/04/complete-us-womens-open-coverage/">http://www.golfweek.com/news/2010/jul/04/complete-us-womens-open-coverage/</a>  </p>
<p>With Beth and her partner Sean Martin, there is no need for me to go over the details of the rounds.  But do not miss Beth’s articles about Kelli Shean of South Africa now playing at Arkansas but discovered and supported by the Ernie Els Foundation. <a href="http://www.golfweek.com/news/2010/jul/08/amateur-shean-tackles-odds-oakmont/">http://www.golfweek.com/news/2010/jul/08/amateur-shean-tackles-odds-oakmont/</a> </p>
<p>Kelli, an amateur, posted the first 70 of the tournament and although she does not like to make a big deal about it, Kelli only has 25% of her hearing.  Kelli is teeing off on the 10th tee at 12:09.  Even though Kelli is out of the running for this tournament, I hope the cameras give her some face time.</p>
<p><div id="attachment_251" class="wp-caption alignright" style="width: 120px"><img src="http://www.ladiesgolfjourney.com/blog/wp-content/uploads/2010/07/GolfweekforHer.JPG" alt="GolfWeek for her" title="GolfWeek for her" width="110" height="139" class="size-full wp-image-251" /><p class="wp-caption-text">GolfWeek for her</p></div>Golfweek and Beth are on to something about women’s golf and I hope they keep it up.  A few months ago they circulated a magazine titled <strong>GOLFWEEK for Her</strong>.  It was refreshing and although they were vague about whether they will ever do another issue, I hope they do.  They seem to understand both the print and most importantly the online coverage that women golfers value.</p>
<p><strong>Women’s golf has never looked better!</strong> Every player seems to have a unique personality beyond their golf swing.  They have different demeanors on the course, the leaders vary in age from 15 to 37 and I haven’t even mentioned the different apparel styles. </p>
<p>Maybe it’s the nature of the <em>“open” </em>  itself which allows players of all ages to enter the tournament.  Unlike the LPGA, where a player must be 18 years old (with a couple of exceptions), it is going to be thrilling to watch 15-year old Alexis Thompson play in the top six.  In 2009, Lexi made history as the youngest female to make the cut at the U.S. Women’s Open. (See my History of Women’s Golf Timeline <a href="http://www.nancyberkley.com/774892.html">http://www.nancyberkley.com/774892.html</a>)</p>
<p><strong>The sweet spot in the golf industry is junior girls. </strong> About one-third of the players who qualified and played in the first round were 21 or younger.  If you would like to know more about Alexis, please see an interview of her in the 2007 issue of <strong>Golfer Girl Magazine</strong> (no longer published).  But all of the issues of Golfer Girl Magazine are still available on line.</p>
<p>See Libby Hooton’s interview of Alexis at <a href="http://golfergirlmagazine.com/pastissues/summerfall07/summerfall07pages/page22summerfall07.htm  "> http://golfergirlmagazine.com/pastissues/summerfall07/summerfall07pages/page22summerfall07.htm.  </a></p>
<p>This final round of the Women’s Open is a good opportunity to share with the junior golfers in your family.  Playing golf as a junior may not always lead to being a top Tour player, but it opens doors to careers of all kinds.  See <a href="http://www.golfergirlcareers.com ">www.golfergirlcareers.com </a> where I have interviewed junior golfers who did not become professional golfers but still have a nexus with golf in their professional life.</p>
<p><strong>Watching women golfers is a lesson in itself.</strong>  Because most women golfers cannot match men in terms of muscle strength, they get their power in different ways.  What’s important for all women golfers and potential women golfers and junior golfers is the realization that there is not one kind of swing that works for everyone. </p>
<p><strong>This will be exciting final round.  Don&#8217;t miss it.</strong></p>
<p><div class="wp-caption alignleft" style="width: 101px"><img alt="Nancy Berkley" src="http://ladiesgolfjourney.com/images/nancy-berkley.jpg" title="Nancy Berkley" width="91" height="138" /><p class="wp-caption-text">Nancy Berkley</p></div><em>Nancy Berkley, President of <a href="http://www.nancyberkley.com">Berkley Golf Consulting</a>, is an expert on women&#8217;s golf and junior-girls golf. She is a frequent contributor to <a href="http://www.cybergolf.com/womensgolf">www.cybergolf.com/womensgolf</a>. Her book, <strong>&#8220;Women Welcome Here! A Guide to Growing Women&#8217;s Golf,&#8221;</strong> published by the National Golf Foundation, is an industry reference on marketing golf to women and spotting trends within the industry. She offers information and advice about the golf industry on <a href="http://www.berkleygolfconsulting.com">www.berkleygolfconsulting.com</a> and is often quoted in national publications.   She also writes for <a href="http://www.ladiesgolfjourney.com">www.ladiesgolfjourney.com</a>.  She is also the author of the NGF publication: <em>&#8220;An Insider&#8217;s Guide to Careers in the Golf Industry.&#8221;</em> She was a contributing editor of<em> &#8220;Golf for Women&#8221;</em> magazine and a founding advisor of <em>&#8220;Golfer Girl Magazine.&#8221; </em>Her interviews with women in the golf industry now appear on <a href="http://www.golfergirlcareers.com">www.golfergirlcareers.com</a>. Nancy lives in Palm Beach Gardens, Fla., and is a graduate of the University of Minnesota, Harvard University and Rutgers Law School. After a business and legal career, she decided to write about the game she learned and loved as a teenager. She describes herself as a good bogey golfer with permanent potential.</em></p>
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		<title>Golf for Women – What&#8217;s Next for Peggy or Golf Digest?</title>
		<link>http://www.ladiesgolfjourney.com/blog/2010/06/29/golf-for-women-%e2%80%93-whats-next-for-peggy-or-golf-digest/</link>
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		<pubDate>Tue, 29 Jun 2010 22:11:50 +0000</pubDate>
		<dc:creator>NancyBerkley</dc:creator>
				<category><![CDATA[Nancy Berkley]]></category>
		<category><![CDATA[golf digest]]></category>
		<category><![CDATA[golf for women]]></category>
		<category><![CDATA[Pebble Beach]]></category>
		<category><![CDATA[Peggy Ference]]></category>
		<category><![CDATA[US Open Challenge]]></category>
		<category><![CDATA[women's golf]]></category>

		<guid isPermaLink="false">http://www.ladiesgolfjourney.com/blog/?p=180</guid>
		<description><![CDATA[Women's golf has the opportunity to capitalize on Peggy Ference's appearance in the US Open Challenge. Nancy Berkley talks about Peggy's performance, as well as the future of women's [...]]]></description>
			<content:encoded><![CDATA[<p>By Nancy Berkley, President<br />
<a target="_blank" title="Berkley Golf Consulting - Information and advice about the golf industry" href="http://www.berkleygolfconsulting.com" />Berkley Golf Consulting</a></p>
<div class="wp-caption aligncenter" style="width: 481px"><img alt="Peggy Ference – First Female Golfer in Golf Digest US Open Challenge at Pebble Beach" src="http://ladiesgolfjourney.com/images/peggy-ference.jpg" /><br />Peggy Ference – First Female Golfer<br />in Golf Digest US Open Challenge at Pebble Beach<p class="wp-caption-text">(photo courtesy of Steve Jennings/Wire Image)</p></div><br />
You may not know who Peggy Ference is now, but I hope you get to know her soon.  She’s partying at a Pebble Beach pre-U.S. Open dinner in this photo, but on the golf course she plays to a 5 handicap.</p>
<p>If you were one of 24,000 golfers that voted for Peggy in the Golf Digest U.S. Open Challenge, you know how much she loves the game of golf.  Or if you were one of viewers of the NBC-TV Special on Sunday, June 20th, right before the final round of the Open, you watched Peggy play from the 7,040 yard tournament tees.  You may already know that Peggy is the first female to play in the Golf Digest promotion. </p>
<p><em />(This is the last of a series of articles about Peggy and Pebble Beach. See previous articles on: <a target="_blank" title="Women's Golf News - Cybergolf" href="http://www.cybergolf.com/womensgolf" />www.cybergolf.com</a>, <a target="_blank" title="Women's golf news, fashion, equipment and lifestyles" href="http://ladiesgolfjourney.com" />ladiesgolfjourney.com</a> and <a target="_blank" title="Ladies Golf Tips - GolfGurls.com - The Resource Site for Today's Woman Golfer" href="http://golfgurls.com" />golfgurls.com</a> as well as my website <a target="_blank" title="All About Women and Girls Golf   --- Information and Services" href="http://www.nancyberkley.com">www.nancyberkley.com</a>.)</em></p>
<p>A little more in the way of background:  This was the third year of the Golf Digest U.S. Open Challenge.  The Challenge was prompted by a comment made by Tiger Woods a few years ago after the U.S. Open at Oakmont.  </p>
<p>Basically, Tiger said that no amateur golfer could ever break 100 on U.S. Open courses – the courses were just too hard.   Well, Tiger was right!  Over the past three years of the Challenge, no amateur has broken 100 and only a few celebrities have done it.</p>
<p>The celebrities playing with Peggy this year were the actor-producer Mark Wahlberg, hockey legend Wayne Gretzky and MVP quarterback Drew Brees.  Each of the four golfers also had professional golfers as their caddies.  Peggy’s caddie was none-other than Corey Pavin, this year’s United States Ryder Cup Captain.  The Challenge round was played on June 9th from the tournament tees under tournament conditions.  The rough was long and the wind was blowing.</p>
<p>Now with the U.S. Open over and only one professional breaking par in the final round, I think we can all agree. “Yes, Tiger is right.”  So it shouldn’t shock anyway that only one of the celebrities, Mark Wahlberg, broke 100.  Peggy did not have her best game with her on her Challenge round and shot 118.  But after looking at the pros final scores on Sunday, Peggy&#8217;s score of 118 doesn’t look all that bad. </p>
<p><div class="wp-caption alignright" style="width: 378px">At the pre-Challenge Round dinner, Mark Wahlberg in a private conversation with Peggy. Mark was the only person to break 100 at Pebble Beach in the Challenge round.<img alt="Peggy Ference and Mark Wahlberg at the Golf Digest US Open Challenge at Pebble Beach" src="http://ladiesgolfjourney.com/images/peggy-ference-mark-wahlberg.jpg" /><p class="wp-caption-text">(photo courtesy of Steve Jennings/Wire Image)</p></div>
<p>Golf Digest made a somewhat risky decision when it selected Peggy as a finalist for the Challenge. And I want to give credit where credit is due.  They might have avoided some controversy had they just gone with one more male scratch amateur as a finalist.   </p>
<p>But Bob Carney, Creative Director of Golf Digest, said that selecting Peggy was not a simple gender decision. Instead it was intended to reinforce the concept that golf is an “open” game.  Anyone can learn and play the game.</p>
<p>Golf Digest’s motives were admirable.  But more importantly, selecting Peggy has given Golf Digest an option to reconnect with women golfers.  It was a sad day when Conde Nast, the owner of Golf Digest decided to shut down Golf for Women magazine.</p>
<p>I caught up with Peggy after the exciting Open weekend.  I wanted to ask about her reflections on her experience.  </p>
<p>I also wanted a chance to speak with Peggy’s instructor and coach, Allan Bowman, the PGA Club Professional at Cherry Valley Golf Club, who coached Peggy over the last couple of years and helped her bring her handicap down over ten strokes. Allan has not received the credit due him.  Most golfers in this country learn how to golf from their club pro.  A good club pro is really the gatekeeper to the game for millions of Americans.  Allan is one of those very good PGA Professionals.  If more clubs had more professionals with his skill and dedication, the industry would be faring far better than it is doing now.</p>
<p>NB:  My first question to Peggy was what she thought viewers learned from watching her and the other celebrities play a U.S. Open course like Pebble. Peggy didn&#8217;t have to think more than a second for her answer: </p>
<p>PEGGY: &#8220;I think people watched us out there – struggling – but with a smile on our faces at the same time. What I hope people learned is that even when you are not playing well &#8212; and I had my problems that day &#8212; golf is fun.  I hope they say, &#8216;Wow. There&#8217;s somebody who can shoot 118 and love every minute of it.&#8217;  This is more than just about me.  This is about opening up the game to more people.”<br />
I liked that answer because for many golfers and especially women, they worry about embarrassing themselves on the course.  And then there&#8217;s Peggy &#8212; capable on a very good day of maybe breaking 100 on the hardest course she will probably every play – and she shoots 118.  And she is doing it on national television with a camera following her and a mike strapped to her waist to catch her moans and cheers.</p>
<p>As Peggy explains it, when she played a practice round with her teacher, Allan Bowman, who flew out for a day to be with her, she was calm and at peace in her mind.  But she could not find that mental place during the actual Challenge tournament.  As Peggy describes it, &#8220;The rough did me in.&#8221;  After that, she just could not keep it together. (And we watched a few golf professionals struggle with that rough on Sunday.)</p>
<div class="wp-caption alignleft" style="width: 270px">As Peggy describes it, &#8220;The rough did me in.&#8221;  After that, she just could not keep it together.<img alt="Playing from the rough at Pebble Beach" src="http://ladiesgolfjourney.com/images/pebble-beach-rough.jpg" /><p class="wp-caption-text">(photo courtesy of J. D. Cuban/Wire Image)</p></div>
<p>NB:  I asked Allan Bowman, Peggy&#8217;s instructor, for his reactions after playing a practice round with her at Pebble and what he thought her chances would be of breaking 100 on that course.  </p>
<p>ALLAN:  &#8220;I thought that Peggy’s nerves could be problem.&#8221;<br />
He went to say that Peggy was a little worried about that also.  They had hoped to have some kind of practice round in front of 500 members of Cherry Valley, but they never got that in.  All this confirms how important that mental game is. Allan added that with the rough the way it was, he thought that breaking 100 would be very difficult.   We talked a little bit about the sheer strength required to hit through that rough.  </p>
<p>Peggy was playing with one of the new “face-forward” F-2 wedges that eliminates a hosel.  But, according to Allan, even with that new technology, more strength is required than most women golfers are prepared for.  There is a reason, he says, that Tiger can bench his own weight in the gym.  He needs it on the course.</p>
<p>Peggy had mentioned that she was not the only female at her club that has been successfully coached by Allan.  So, I asked Allan whether he thought that he was a particularly good teacher for women.  His answer was a modest &#8220;yes.&#8221;  He went to on to say that when teaching women he asks more questions about what they are &#8220;thinking&#8221; than showing them a video of what they are &#8220;doing.&#8221;   Allan&#8217;s advice for all instructors is, &#8220;Listen to your student and ask questions.&#8221;</p>
<p>NB:  Then I moved on to the most controversial issue:  Should a female golfer have been the non-celebrity golfer in the Challenge foursome.  Or should a guy with a low handicap have been selected because the U.S. Open is after all a men’s tournament? </p>
<p>Well, we just got through saying that amateurs – regardless of gender &#8212; can&#8217;t begin to match the skill of professionals.  That issue is finished.  Done with!   So male or female amateur, it&#8217;s not going to really matter.  Golf is hard but at the same time it is fun.</p>
<p>And, consider this:  One day, a female may very well qualify for the U.S. Open.  Although the USGA Women&#8217;s Open comes up soon in mid-July, women are not prohibited from trying to qualify for the U.S. Open. Michelle Wie, in fact, tried to qualify a few years ago at Canoe Brook Country Club in Short Hills, New Jersey.    </p>
<p>And, when that day happens and a woman plays in the U.S. Open, which by the way is scheduled for 2019 at Pebble Beach, she will have to break Peggy&#8217;s record of 118.  </p>
<p>NB:  <em><strong>The door has been opened – this is another chance for golf digest to reconnect with women golfers.</strong></em></p>
<p>Golf Digest and the USGA will decide whether the Challenge with non-celebrity golfers has run its course.  In my opinion it has.  </p>
<p>Maybe there is not much to “learn” from watching the Challenge.  Maybe it is primarily entertainment.   We all know how popular &#8220;Dancing with the Stars&#8221; is.  I&#8217;m not sure whether more people are taking dancing lessons after watching celebrity dancers, but somehow I don&#8217;t think that more people will take up golf because Mark Wahlberg shot 97.</p>
<p>But I think that Golf Digest has started something by opening the door to women in this year’s Challenge.  Once you see Peggy play golf and see her talk about her love for the game, it doesn’t matter what she shot that day at Pebble.</p>
<p>In my view, Golf Digest owes women golfers.  They are in the media business and in the golf business.  So they don’t want to publish a women’s golf magazine anymore, that’s okay.  But they have another option.</p>
<p>Golf Digest has the opportunity to provide the funding for a speaking platform for Peggy.   They can develop a series of speaking opportunities – branded Golf Digest for Women &#8212; that then would also be on the golfdigest.com website. </p>
<p>If what Golf Digest and supposedly the USGA said was true – that they wanted to &#8220;open&#8221; the game to more golfers, then sponsoring Peggy on a speaking circuit would be a good way to follow up on their goal.</p>
<p>NB:  If Golf Digest walks away from this opportunity, some other media organization, product manufacturer or association should grab her as their spokesperson.  Women are great communicators and we need Peggy out there to help grow the game.  </p>
<p>In my opinion, Peggy is the perfect ambassador-in-general for women&#8217;s golf.  She will be speaking at the Women&#8217;s Metropolitan Golf Association (NY, NJ and CT).  I hope it is the first of many inspirational speeches she will give.  If you have an event coming up, think about asking Peggy to be your event speaker.</p>
<p>And… this summer, renew your commitment to golf:  take a few lessons, make some new golf friends, practice your short game.  And take a junior out to the range or course.  July is family golf month and there are great values in instruction and course fees to be found.  See:  <a target="_blank" href="http://www.playgolfamerica.com/">www.playgolfamerica.com</a> and search by zip code for participating courses near you.</p>
<p>Play well and have fun! </p>
<p><img align="left" src="http://ladiesgolfjourney.com/images/nancy-berkley.jpg"><em><strong />Nancy Berkley</strong>, President of <a target="_blank" title="Berkley Golf Consulting - Information and advice about the golf industry" href="http://www.berkleygolfconsulting.com" />Berkley Golf Consulting</a>, is an expert on women&#8217;s golf and junior-girls golf. She is a frequent contributor to www.cybergolf.com/womensgolf. Her book, &#8220;Women Welcome Here! A Guide to Growing Women&#8217;s Golf,&#8221; published by the National Golf Foundation, is an industry reference on marketing golf to women and spotting trends within the industry. She offers information and advice about the golf industry on <a target="_blank" title="Berkley Golf Consulting - Information and advice about the golf industry" href="http://www.berkleygolfconsulting.com" />www.berkleygolfconsulting.com</a> and <a target="_blank" title="Women's golf news, fashion, equipment and lifestyles" href="http://ladiesgolfjourney.com" />ladiesgolfjourney.com</a> and is often quoted in national publications. She is also the author of the NGF publication: &#8220;An Insider&#8217;s Guide to Careers in the Golf Industry.&#8221; She was a contributing editor of &#8220;Golf for Women&#8221; magazine and a founding advisor of &#8220;Golfer Girl Magazine.&#8221; Her interviews with women in the golf industry now appear on <a target="_blank" title="Golfer Girl Careers is a place to read about other girls and how learning to play golf as a junior influenced and shaped their careers, jobs and lives" href="http://www.golfergirlcareers.com/" />www.golfergirlcareers.com</a>. </p>
<p>Nancy lives in Palm Beach Gardens, Fla., and is a graduate of the University of Minnesota, Harvard University and Rutgers Law School. After a business and legal career, she decided to write about the game she learned and loved as a teenager. She describes herself as a good bogey golfer with permanent potential.</em></p>
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		<title>PEGGY FERENCE SETS RECORD AT PEBBLE BEACH ON U.S. OPEN COURSE</title>
		<link>http://www.ladiesgolfjourney.com/blog/2010/06/08/peggy-ference-sets-record-at-pebble-beach-on-u-s-open-course/</link>
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		<pubDate>Wed, 09 Jun 2010 00:02:47 +0000</pubDate>
		<dc:creator>Rosemary</dc:creator>
				<category><![CDATA[Nancy Berkley]]></category>
		<category><![CDATA[Drew Brees]]></category>
		<category><![CDATA[Golf Digest US Open Contest]]></category>
		<category><![CDATA[Pebble Beach]]></category>
		<category><![CDATA[Peggy Ference]]></category>
		<category><![CDATA[Wayne Gretsky]]></category>

		<guid isPermaLink="false">http://www.ladiesgolfjourney.com/blog/?p=156</guid>
		<description><![CDATA[<p>By Nancy Berkley, President, Berkley Golf Consulting</p>
<p class="wp-caption-text">Peggy Ference and Nancy Berkley</p>
<p>The U.S. Open at Pebble Beach doesn’t begin until next week June 17th-20th.  But I went there for a sneak preview on Sunday, June 6th, to meet Peggy Ference in person.  Peggy is the first woman golfer – and an amateur &#8212; [...]]]></description>
			<content:encoded><![CDATA[<p>By Nancy Berkley, President, Berkley Golf Consulting</p>
<div id="attachment_175" class="wp-caption alignleft" style="width: 160px"><img class="size-thumbnail wp-image-175" title="Peggy Ference and Nancy Berkley" src="http://www.ladiesgolfjourney.com/blog/wp-content/uploads/2010/06/peggyandnancy3-150x150.jpg" alt="peggyandnancy" width="150" height="150" /><p class="wp-caption-text">Peggy Ference and Nancy Berkley</p></div>
<p>The U.S. Open at Pebble Beach doesn’t begin until next week June 17th-20th.  But I went there for a sneak preview on Sunday, June 6th, to meet Peggy Ference in person.  Peggy is the first woman golfer – and an amateur &#8212; who will play Pebble Beach from the new 7040- yard U.S. Open tees on Wednesday, June 9th in a special event:  The Golf Digest U.S. Open Challenge.</p>
<p>As the first woman to play from the new tournament tees, she will set the women&#8217;s record – whatever she shoots. Her goal is to break 100.  Playing with her will be three celebrities:  Wayne Gretsky, Drew Brees, and Mark Wahlberg.</p>
<p>But, I guarantee you that Peggy will wow the gallery, and she has a few surprises in her golf bag and game.  And, with Corey Pavin, the Captain of the 2010 U.S. Ryder Club Team, as her caddie she will have an amazing round.  (Bubba Watson, Rickie Fowler and Ricky Barnes are caddies for the other celebrities.)</p>
<p>As the winner of the Golf Digest U.S. Open Challenge on line voting contest &#8212; and the first female golfer to do so &#8212; she won the right to play on Wednesday.   For more background, see my previous article about the Golf Digest Challenge and interview with Peggy www.cybergolf.com/womensgolf.</p>
<p>The results of Wednesday&#8217;s Challenge round will make the news – because of the celebrities and because of Peggy.   The first report will probably appear on www.golfdigest.com.  But, Wednesday’s round will be filmed and broadcast for a 90-minute special on NBC TV right before the final round of the U.S. Open on Sunday, June 20th.</p>
<p>The celebrities have been working on their game.  Brees plays to a five handicap, Wahlberg to a twelve and Gretsky, who has been working with Jim Flick to prepare for this round, has a ten handicap.  Peggy&#8217;s handicap adjusted under the USGA Handicap System for playing from the 7000 yard tees is a twelve.  (Peggy&#8217;s official USGA Handicap calculated from the forward tees is a five.)   In last year&#8217;s Challenge, all three celebrities did break 100 but so far an amateur has not been able to do it.</p>
<p>Since I was in San Francisco over the weekend and knew that Peggy was getting ready for her big day, I decided to meet her for lunch at the Inn at Spanish Bay next to Pebble Beach on the beautiful Monterrey Peninsula and talk about how her preparation was going.</p>
<p>I also invited Joann Dost, the well known golf landscape photographer and former LPGA Tour player, to join us for dessert.  Joann’s photographs of Pebble Beach are what most of us see when we think about Pebble.  Conveniently, Joann lives just a few minutes away and biked over.</p>
<p>Before I met Peggy, however, I needed to stop and see that first tee at Pebble.  I’ve played the course a few times and each round has been memorable.</p>
<p>My timing on Sunday was perfect.   I walked behind the foursome of men beginning to assemble for their 11 a.m. tee time and looked back at a set of bleachers that probably had just been built behind the new back tees.  That’s where some of Peggy’s family and friends will be sitting on Wednesday.  I couldn’t resist pulling out my camera and taking a photo of what Peggy will be looking at on Wednesday.</p>
<p>And then I spotted one of those final touches that make USGA Tournaments such perfection.  A painter was putting a final coat of white paint on the new first tee marker that would see its first golfers on Wednesday.</p>
<p>Almost time to meet Peggy, I headed over to the Inn at Spanish Bay.  I recognized her right away.  In person she is even more personable and attractive than the video of her in the on-line voting contest.  We sat down for brunch and talked for two hours with Joann Dost pulling up a chair mid-way through.  Here are just some highlights:</p>
<p>What comes through very clearly from Peggy&#8217;s enthusiasm is the tremendous support she is receiving from Golf Digest and the USGA.  They want her to succeed – to break 100 – to be a great symbol of this Open.  Peggy said that when she visited the Golf Digest offices after she won the contest, she received a fantastic welcome.  She felt like a celebrity herself.</p>
<p>As Peggy describes it, for the USGA this is an opportunity to show that golf is not just an elite, men’s only game – but a game and sport that is truly “open” to everyone.  In an environment where the number of golfers seems to keep declining, that kind of “open” attitude can only bring good things to the game.</p>
<p>THE WOMEN&#8217;S ISSUE:   We talked about the gender issue.  This is the third year of the Golf Digest Challenge and the first year that a woman has been one of the finalists for the amateur position.  By the way, no amateur has broken 100 – yet.<br />
I asked Peggy a tough question:  If you had a choice of headlines:  One was “First Female Amateur to break 100” or “First Amateur to Break 100” – which headline would you prefer?</p>
<p>She didn’t pause a second.  Her answer was: “First amateur.”  And then she went on to say:  “I am very proud to be a woman golfer…. But this event is bigger than that.  I love the game of golf and enjoy it equally with both women and men.    I grew up a tom-boy.  And today I work in the pharmaceutical industry that is male dominated.  Playing the women card is not my priority.  But I embrace my femininity, which was a perfect transition to our next topic.</p>
<p>JUST AN INTIMATE DINNER ON TUESDAY NIGHT:   Peggy is particularly excited about a formal dinner on Tuesday evening before the Wednesday round.   It is just a small group:  A handful of USGA officials who will welcome the small group and go over the rules, then the three celebrities and the four caddies and Peggy.   In fact, the only person there that Peggy will know will be Corey, her caddie, who is catching up with her on a Tuesday practice round.</p>
<p>Getting back to this dinner, I said, “So, you will be the only woman?&#8221;   And I asked the question many other women would ask:  &#8220;What will you wear?”</p>
<p>She is definitely prepared!  She explained that a good friend took her shopping – a fashionista friend – and she bought the most expensive dress she has ever owned.   As Peggy described it:  It’s a little black dress by Rachel Roy and she will wear Kate Spade sandals and her friend’s special jewelry.   As she talked about the evening and her enthusiasm for the event was growing.  She said, “I think I will just have to keep saying to myself, ‘You’ve got to be kidding… I’m here?’&#8221;  (I hope the cameras are there, too.)</p>
<p>DON&#8217;T WORRY ABOUT PEGGY:  I don’t have a single doubt that Peggy will do just fine at that intimate little dinner.  In her non-golf life she is regional sales manager for Allos Therapeutics, a bio- pharmaceutical company that develops innovative anti-cancer dugs.  Peggy&#8217;s division is involved with a new treatment for a rare form of lymphoma.</p>
<p>Now in her new position, she has had to take a few days off from work these last few weeks.  But, her sales team is doing well.  For a few minutes we talked about her work.  It was clear that she loves team-building, delivering top results and best of all &#8212; coming in first.</p>
<p>Peggy is a take-charge-person.  It&#8217;s no surprise that she is on the Board of Directors of Cherry Valley Country Club.  Or, that during her down time while trying to find a new job, she became the tournament director for the Garden State Women&#8217;s Golf Association, which is almost a full-time job.</p>
<p>PLAYING TIPS AND PRACTICE ROUNDS:   On Wednesday, coming in with a low score is what it is all about.  Allan Bowman, the Head Golf Professional at Cherry Valley Country Club near Princeton where she plays, is flying out from New Jersey to play a practice round with her and offer a little last-minute coaching and confidence-building.</p>
<p>The celebrities playing with Peggy have had access to the famous golf instructors.  It is a compliment to the PGA of America, that Peggy&#8217;s game owes its current strength to her PGA Pro.  He knows her game very well.</p>
<p>In fact, she tried to convince him to try a new driver with a lower loft to get a little more distance.  But after going through the simulators and videos with Allan, she realized he was right.  For the golf techies reading this, the reason her 12-degree Ping Rhapsody driver with the pink Aldila shaft works so well for her is that she comes at the ball with a slightly closed club face.</p>
<p>On her practice rounds, she also will have the help of a former caddie at Pebble.  Completely unsolicited, Kris Schreiner, who caddied at Pebble for over fifteen years (until two years ago), sent Peggy a set of  detailed notes about each hole.  And because there have been some changes in the course in the past two years especially in preparation for the U.S. Open, he had called upon a few of his Pebble-caddie-friends to make sure his notes were updated for the current conditions.  Peggy is going to use those notes on her first practice round on Monday.</p>
<p>And then on Tuesday, Corey is going to go out with her for a few holes.  Peggy thinks that Corey might be able to help her out on a couple of trouble-spots she has been working on – like her right-hand release.</p>
<p>WEDNESDAY MORNING&#8217;S ROUTINE AND A FEW SURPRISES.  And then I asked about Wednesday morning.  The tee off time is 10 A.M.    Her answer, “I am going to do what I usually do before a match.  I’ll get there one hour early and start with my putting.”  Then as Peggy explains it, she works with her driver – beginning with a 20 percent swing, then 40, 60, 80-percent and then the full swing.   Then she will work on some short shots.  Her final practice will be with her driver and the varied tempos.  That&#8217;s her confidence builder.</p>
<p>“My driver is my best club in my bag&#8221;, she said a few times.  &#8220;I&#8217;m not trying to kill it – just hit it straight.&#8221; So rather than using a 3-wood off a tee when she has to play short off the tee, she will adjust the swing and tempo of her drive.   Watch for this on the first tee.</p>
<p>There will be a few other surprises in her golf bag.  She has switched out wedges and is a little worried about what Corey will think of them.  She did not want to tell me the names of the wedges she will be carrying in her bag.  That will be a surprise on Wednesday.   But she did say that they use a new face-forward technology that is working for her.</p>
<p>Peggy will have to play strategically.   There are five holes that she thinks she just cannot reach in regulation.  So she will play a driver – sometimes short – and then use her hybrids on the fairway and great short shots to the green to position herself for a bogey.</p>
<p>Joann offered her advice:  As you lay in bed on Tuesday night, replay the whole course – shot by shot &#8212; and visualize all your perfect shots.  That reminded me of a comment by Babe Didrickson who explained that she didn&#8217;t have to go to the practice tee; she practiced in her head.</p>
<p>&#8220;THREE&#8221; IS PEGGY&#8217;S MAGIC NUMBER.   All of Peggy&#8217;s balls will be a Titleist ProV1 – Number 3.  Why three?  Because as Peggy describes it:  &#8220;Everyone will be seeing three celebrities playing with me.  But, I have my own celebrities – the ones that heaven sent:  my brother and my mom and dad.</p>
<p>And all of my friends with me on the course will be wearing red hats with the number &#8220;3&#8243; on them and &#8220;Peggy&#8221; on the back.   There is a theme here.  Peggy will be wearing red, white and blue.</p>
<p>Joann Dost listened to this and then said:  &#8220;If three&#8217;s your number, then you have to shoot a 93!&#8221;  Peggy had already figured that out.</p>
<p>THE HARDEST HOLE:  Peggy&#8217;s answer to that was the 18th hole.  &#8220;It&#8217;s all going to come down to that,&#8221; she said.  &#8220;I am going to stand on that tee box with the opportunity to close it out there.</p>
<p>&#8221; I don&#8217;t keep score as I play and I am going to try not to even look at the standards that officials will be carrying.  In fact, I haven&#8217;t even tried to translate what a &#8220;plus 5&#8243; score translates to in terms of my breaking 100.   I think I will let Corey carry my scorecard.   If he tells me that I need a six on that hole to close it out, I think I know how I will play the hole.</p>
<p>ABOUT GOLF BALLS:  We talked about golf balls.  How many should Peggy have in her bag?  How should she rotate them?   &#8220;Rotate them?&#8221; Peggy asked.  &#8220;I usually use a ball for four rounds!&#8221;  Peggy and I both learned from Joann that it takes a golf ball 20 minutes after being played on a hole to resume its perfectly round shape, which is why golfers rotate balls between holes.  Peggy listened to all this and said, &#8220;I&#8217;m leaving all that up to Corey!&#8221;</p>
<p>Joann also warned not to give too many balls away during the round and told the story about how Tiger had only one ball left in his bag (only his caddie knew it) when he teed it up on 18 for his Open victory in 2000.   His caddy handed him a 4-iron knowing that he could not flirt with the water using his driver.</p>
<p>ADVICE TO WOMEN GOLFERS:   We had been talking for over an hour and I needed to get to my core questions.  What did Peggy think was the biggest problem for average women golfers?  Without hesitation she said, &#8220;They can&#8217;t chip.&#8221;  She went on to say that when she plays with average women golfers she will offer to give them a five-minute chipping lesson at the end of the round.  The key she said is to keep the weight on the left (target) side.  By the way, Peggy is left-handed, but has always played golf as right-y.</p>
<p>&#8220;And, what do we have to do to encourage more women to play golf?&#8221; I asked.  Peggy&#8217;s answer was that golf has to be seen as more fun and more 9-hole rounds have to be encouraged.  At her club, in fact, there is a four-hole loop that busy women can do that brings them back to the club house quickly in time to do all the other things they need to do.</p>
<p>Peggy is a great mentor to junior golf and encourages moms to get out on the course with their children. She has wonderful memories of her mom taking her on the course and telling her how every shot was great.  &#8220;Where can you go these days with your children and spend a couple of hours without cell phones or music or any of today&#8217;s distractions?  The golf course! &#8221; she answered.</p>
<p>FINAL THOUGHTS:   For Peggy, this is a &#8220;Can you believe this?&#8221; experience.  She is well prepared and has worked on her relaxation deep-breathing techniques and figured out just how to conserve her energy for the next few days ahead.</p>
<p>As I listened to her, I couldn&#8217;t help thinking how great she would be in a television booth – hopefully for the U.S. Women&#8217;s Open – explaining the game from an amateur&#8217;s perspective.   She is good at selling pharmaceuticals but maybe there is another career ahead for her as well.</p>
<p>FINAL PRAYERS:   Peggy has rediscovered her Catholic faith over the last couple of years.  She said it was a sign from God that on Sunday morning when she went to mass, she found herself in a church at Pebble Beach with the same name as her church back in Princeton.  &#8220;I&#8217;m looking for signs from God that this is where I am supposed to be now:  Playing golf – here in Pebble – with my friends and family and heaven-sent celebrities.&#8221;</p>
<p>When I interviewed her a few weeks ago, she said that when she is swinging well, it feels like God is holding her hand.  So let&#8217;s say a prayer for Peggy, that God&#8217;s game is &#8220;on&#8221; for her on Wednesday.</p>
<p>WATCH THE RESULTS:   Watch for the results on www.golfdigest.com.  Don&#8217;t forget to watch the TV special on NBC before the U.S. Open final round on Sunday, June 20th.  Set your TV to record the program 90 minutes before the final round begins.<br />
Let Peggy&#8217;s enthusiasm for golf encourage everyone to play more golf and have more fun playing it.<br />
_________________________________<br />
<img class="alignleft" title="Nancy Berkley" src="http://ladiesgolfjourney.com/nancy-berkley-133x160.jpg" alt="" width="133" height="160" />Nancy Berkley, President of Berkley Golf Consulting, is an expert on women’s golf and junior-girls golf.  She is a frequent contributor to www.cybergolf.com/womensgolf.  Her book, Women Welcome Here! A Guide to Growing Women’s Golf, published by the National Golf Foundation, is an industry reference on marketing golf to women and spotting trends within the industry.  She offers information and advice about the golf industry on www.berkleygolfconsulting.com and www.ladiesgolfjourney.com and is often quoted in national publications.. She is also the author of the NGF publication: An Insider&#8217;s Guide to Careers in the Golf Industry.  She was a contributing editor of  Golf for Women  magazine and a founding advisor of Golfer Girl Magazine. Her interviews with women in the golf industry now appear on www.golfergirlcareers.com.  Nancy lives in Palm Beach Gardens, Florida., and is a graduate of the University of Minnesota, Harvard University and Rutgers Law School. After a business and legal career, she decided to write about the game she learned and loved as a teenager.  She describes herself as a good bogey golfer with permanent potential.</p>
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		<title>Peggy Ference to Play from Men&#8217;s Championship Tees at U.S. Open: An Interview with Peggy about Her Strategy for Golf and Life ©</title>
		<link>http://www.ladiesgolfjourney.com/blog/2010/05/20/peggy-ference-to-play-from-mens-championship-tees-at-u-s-open-an-interview-with-peggy-about-her-strategy-for-golf-and-life-%c2%a9/</link>
		<comments>http://www.ladiesgolfjourney.com/blog/2010/05/20/peggy-ference-to-play-from-mens-championship-tees-at-u-s-open-an-interview-with-peggy-about-her-strategy-for-golf-and-life-%c2%a9/#comments</comments>
		<pubDate>Thu, 20 May 2010 16:21:09 +0000</pubDate>
		<dc:creator>Rosemary</dc:creator>
				<category><![CDATA[Nancy Berkley]]></category>
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		<description><![CDATA[<p>By Nancy Berkley, President, Berkley Golf Consulting</p>
<p></p>
<p>Peggy Ference is making history.  Yes, you read it right.  The first round of the U.S. Open is Thursday, June 17th at the Pebble Beach Golf Links in California&#8217;s beautiful Monterey Peninsula.   And, for the first time in the history of women&#8217;s golf – and [...]]]></description>
			<content:encoded><![CDATA[<p>By Nancy Berkley, President, Berkley Golf Consulting</p>
<p><img align="left" src=" http://www.golfdigest.com/images/index/maar01_0501_peggy_300.jpg  " width="129" height="181" alt="Peggy Ference, an amateur female golfer, will play in the Golf Digest U.S. Open Challenge" border="0"></p>
<p><strong>Peggy Ference is making history</strong>.  Yes, you read it right.  The first round of the U.S. Open is Thursday, June 17th at the Pebble Beach Golf Links in California&#8217;s beautiful Monterey Peninsula.   And, for the first time in the history of women&#8217;s golf – and probably in the history of the men&#8217;s U.S. Open – an amateur female golfer, Peggy Ference, age 51, from Skillman, NJ, will play the Open course from the 7,040 yard tournament tees under tournament conditions on June 9th in the Golf Digest U.S. Open Challenge – one week before the Open officially begins.  Her goal is to break 100 – a challenge Tiger Woods put in place a few years ago.  </p>
<p>Peggy will not be playing alone.  Peggy, with her 4.9 handicap, will join in a foursome with Drew Brees, the MVP quarterback from the New Orleans Saints, who has a 3 handicap, Wayne Gretsky, National Hockey League Hall of Famer, with a 10 handicap, and the actor and producer, Mark Wahlberg who plays to a 14 handicap.  For more about celebrities see:  <a href="http://www.golfdigest.com/magazine/usopencontest/2010/05/gd_usopen_challenge_celebrities">http://www.golfdigest.com/magazine/usopencontest/2010/05/gd_usopen_challenge_celebrities</a></p>
<p>The three celebrities were selected by the joint event sponsors: Golf Digest, NBC and USGA.  But the fourth golfer, Peggy, representing an <em>&#8220;average&#8221; </em>amateur golfer, earned her place as the winner of an essay and on-line voting contest.  Peggy captured 37% of the 65,000 online votes cast during the Month of April.</p>
<p>The challenge round will be taped for a 90-minute TV special.  All America will have a chance to watch Peggy&#8217;s foursome on NBC television on Sunday, June 20th right before NBC begins their coverage of the final round of the Open.  Can she break 100?    Remember:   She doesn&#8217;t have to shoot par.  She only has to shoot 99 or less.</p>
<p>A little history of the event:  This is the third year of the Golf Digest U.S. Open Challenge.  The challenge began with a comment by Tiger Woods, after playing the U.S. Open at Oakmont (outside Pittsburgh) in 2007, that a ten-handicapper couldn&#8217;t break 100 playing that course under US Open tournament conditions.  </p>
<p>Tiger may have been wrong.  At the 2008 Open,Tony Romo shot 84 at Torrey Pines, and in the 2009 Open, Justin Timberlake, Michael Jordan and Ben Roethlisberger all broke 90 at Bethpage.  </p>
<p>No non-celebrity amateur golfer has been able to do it – at least so far.   Some golf reviewers have suggested that celebrities are used to crowds and can maintain their concentration while most amateurs cannot.   </p>
<p>But Peggy has a good shot at making history.   She began her journey by making it through a rigorous screening process.</p>
<p>For this 2010 contest, which began accepting entries in December, Golf Digest received over twenty-four thousand  60-word essays from average golfers who each had their very own reason for wanting to play at Pebble.  From those thousands of essays which are also part of a promotional sweepstakes, the Golf Digest judges selected five amateur golfers as finalists – four men and one woman.  </p>
<p>The history-making news is that this is the first year that a female golfer has been a finalist.   And the first year that the women&#8217;s-network could go to work and deliver the on-line votes needed to win.  We always knew that women were great on-line communicators and word-of-mouth marketers, and Peggy’s victory proved the point.  For more background, see &#8220;Attention Women Golfers Who Want to Make History&#8221; posted in the Blog below.</p>
<p>Hundreds of women (myself included) sent out hundreds of emails that generated thousands of votes.  When the final results were tallied, Peggy won the contest with 37% of all votes cast.   <em>&#8220;Yea&#8221; </em>to all the women (and men, too) that voted for Peggy.</p>
<p>But on another level I wondered whether Golf Digest selected a women finalist on purpose – perhaps with a special motive.   So, I went to the source – Bob Carney, Creative Director of Golf Digest and asked him whether there was some publicity reason for selecting a woman.   </p>
<p>Bob promptly answered:  <em>“To your question about highlighting Peggy as the first woman, it would be strange not to acknowledge the fact that she is a woman, and that this is the first time that we’ve had a female in the foursome. That said, this is really about only one thing: an average golfer’s dream of playing the Open course under the same conditions as the Open contestants. In other words, just as our amateur challengers have in the past, Peggy is representing all golfers, male and female. The Challenge is all about what a wonderful, “open” game this is, and it celebrates the role the USGA plays in keeping it that way.&#8221;</em></p>
<p>I really liked Bob’s answer because the USGA Opens are unique to the game of golf.  There are no farm teams, tour cards to earn or qualifying tournaments to win.  If you are a really good golfer, you can enter one of the regional qualifying open rounds.  It&#8217;s &#8220;open&#8221; golf in the true meaning of the word.  </p>
<p>After hearing of Peggy&#8217;s victory, I wanted to know more about her and what motivated her to take on this challenge.  I emailed her and asked for an interview.  </p>
<p>We spent over an hour talking about her family, her love for the game and what she is doing to prepare for Pebble.  I also asked a few &#8220;experts&#8221; to offer some advice and then asked Peggy what she thought about that advice.</p>
<p>Following is our interview.   I know you will enjoy meeting Peggy. </p>
<p><strong>Q.  Let&#8217;s start at the beginning – when did you learn to play golf?</p>
<p>A. </strong> I started to play golf when I was 8 years old in 1966.   I was living in Springfield, Illinois and my parents had joined a private country club, the Illini Country Club.    To learn the basics, my mother signed us both up for a golf clinic sponsored by the YMCA.   </p>
<p>What&#8217;s really interesting is that at that golf clinic, I remember using my mother’s hickory-shafted clubs.   My mom, who was a pretty amazing woman, managed to get a nursing degree, raise a family and even take up golf – probably back in the fifties when the LPGA was just getting started.  </p>
<p><strong>Q.  I heard that you played Pebble Beach when you were ten.  </p>
<p>A.</strong> Yes, that&#8217;s true.  When I was ten years old, our family went on a vacation to Pebble Beach.   I have an older sister, and she and my dad scheduled a round of golf.  I think that at the time, two golfers at Pebble were probably all our family could afford.<br />
That day, however, turned out to be cold – too cold for me to go swimming.   So, I begged my dad to take me along on the course.  He finally agreed but told me to just sit in the cart and be good.  I started bugging him: <em> “Why can&#8217;t I play? This isn&#8217;t fair!” </em> He said that when we get away from the club house he would let me hit a couple of shots.  </p>
<p>As I remember it, we came to a hole that was surrounded by the ocean and was far away from the clubhouse.   I know now that it was the 7th hole – the famous par three.  My dad hit a shot that landed in a bunker.   Then my sister hit a shot that also landed in the sand.  My dad said <em>&#8220;This is a perfect hole for you&#8221;</em> and handed me my sister&#8217;s 4 wood.  I put my shot on the green and ended up parring the hole.  He started laughing and we all couldn’t stop laughing about it</p>
<p><strong>Q.  So would you say that you were a &#8220;natural&#8221; at the game?</p>
<p>A. </strong> Not really.  I don’t recall being a <em>“natural.” </em>  I credit the Illini Country Club.  They had a very active junior golf system in the summer – one that I have never seen anywhere else.   The juniors played every Wednesday and were divided into groups – half hour group lesson and then we played on the course. </p>
<p>The key I think was that parents were involved.   Parents had to agree to be a <em>“walker”</em> two times during the season and once during a tournament.   The parents gave us encouragement, helped with the safety aspects, offered a few tips and made it possible for all the juniors to play on the course rather than just stay on a practice tee.</p>
<p>One summer because I had to take typing classes in the morning, I ended up playing with the older group of girls who played eighteen holes in the afternoon.   I realized that I was playing as well as they were.  </p>
<p><strong>Q.  Did you ever consider a career in golf – as a teacher or a tour player?  </p>
<p>A. </strong> No. not at all.   My dad was a pediatrician, and I worked in his office and loved it.  But I didn&#8217;t want to be a doctor or nurse.  I wanted to get married and have ten kids!  </p>
<p>The drug company sales reps used to come in to the office.  I couldn&#8217;t believe that they got company cars.   That really made an impression on me.  I started asking them where they went to school and how they got their jobs.  </p>
<p>My favorite rep had a pharmacy background and my chemistry teacher – a nun in the Catholic school I attended &#8212; also had a pharmacy background.  That&#8217;s what led me to the St. Louis College of Pharmacy and in five years earned my bachelor of Pharmacy degree.  </p>
<p>I always knew I wanted to be in sales because I am outgoing and love meeting people.  I started working as a sales rep for the Eli Lilly company, which at the time only hired pharmacists.  My goal was to do med sales, get married and have ten children!  It&#8217;s not exactly what happened.   </p>
<p><strong>Q.  Was your golf skill a help in your pharmaceutical sales career?</p>
<p>A. </strong> In our industry, we can&#8217;t take physicians out to play golf.  So I couldn’t use my golf there.  But golf did come in handy when we were at a national sales meetings.  The president didn’t want to just play with guys because it was not a good diversity image.  So I was the designated female in the president&#8217;s foursome even though at the time I was playing to a sixteen handicap which meant that I could pretty consistently shoot between 88 and 92. </p>
<p><strong>Q.  And what about the marriage and ten kids?</p>
<p>A.</strong>  I did get married, but about ten years later we divorced.  And the ten kids never happened.   And, I didn&#8217;t play much golf during that period either &#8212; except with my brothers and sister at family functions.  My husband was not a golfer.  Maybe I played five rounds a year and held on to my 16 handicap.   </p>
<p><strong>Q.  What brought you to New Jersey? </p>
<p>A.</strong>  After my divorce, I needed a change.  In 2000 at the age of 42, I took a new job with ImClone Systems and moved to Skillman, New Jersey, which is just a few miles from Princeton.  The move was something of a wake-up-call for me.</p>
<p>I decided that in my new life I was going to play golf again.  I joined Cherry Valley Country Club where there were a core of good golfers to play with – both men and women – and no <em>“men’s-only”</em> tee times.</p>
<p>Most important, that&#8217;s where I met Allan Bowman, the Director of Golf at Cherry Valley.  It was a turning point in my golf – and my life.</p>
<p><strong>Q.  Talk a little more about this turning point and Allan&#8217;s role in it.</p>
<p>A.</strong>  It starts with a wonderful woman golfer at Cherry Valley, Mickey Burgess – a role model for me.  She had a 4 handicap and was the women&#8217;s Club Champion.  </p>
<p>One day – in 2002, I made the statement to Allan that I had a goal.  My goal was to get down to a single digit handicap and be the Club champ.  </p>
<p>Allan asked if I was really serious.  When I said, <em>&#8220;Yes&#8221;</em>, he made me an offer that I couldn&#8217;t refuse.  He said that he and his assistant were at the range  every morning at 6 a.m. where they work on their game for an hour before the shop opens.  </p>
<p>If I was really serious – and came every day – and they really meant<em> &#8220;every”</em> day at 6 a.m., they would take me on as their project.   So I start getting up very, very early and making it to the practice tee by 6.   I worked on my game for an hour and then took a shower and went to work.</p>
<p><strong>Q.  Did they make many changes to your swing?</p>
<p>A.</strong>  I would call it a complete overhaul.   At our first lesson, they asked me what ball I played with.  I told them I played with any ball regardless of the brand.  They wanted to know how far I hit every club, and I couldn&#8217;t answer that question.  I remember Allan saying, &#8220;We are going to have to do a lot of stuff with you.”  </p>
<p>They changed my grip, my swing plane, my putting.   I had been putting with a reverse grip and they took me back to a regular grip and cut my putter down much shorter.  Now I have a pendulum putting stroke with my arms straight down.</p>
<p><strong>Q.  How would you describe your swing?</p>
<p>A.</strong>  I think it&#8217;s a strong swing.  People tell me that I have a beautiful swing.  It&#8217;s evolved over the years.   When I learned golf as a junior, the equipment and the instruction were different.  I learned in the era of the <em>&#8220;reverse C&#8221; </em>which was needed to get the ball up into the air.  That means when my game is off and I revert back to old habits, I’m a slider and dipper.  When that happens I have to tell myself to just <em>&#8220;stay tall.&#8221; </em></p>
<p>I think that I swing naturally.  I describe it as: <em>&#8220;When you are playing your best game, it feels like God is holding your hand.&#8221;</em><br />
I am a thinker and pretty analytic – always reviewing everything and every conversation.   But, when I am on the golf course, I have the ability to let that over-thinking go… and stay in the moment.</p>
<p><strong>Q.  Everyone will want to know:  What equipment are you using? </p>
<p>A. </strong>  Well, I&#8217;m a &#8220;Ping girl&#8221; – driver, woods, hybrids and most irons. My 56-degree wedge is a TaylorMade.  And my 60-degree wedge is the Titleist Vokey.  I have a couple of other wedges also.   My putter is the Odyssey two-ball putter.  And I play a Titleist ProV1 ball.  My favorite club is my 7 iron which I hit 135 yards.  I’m counting on that club working for me.  </p>
<p><strong>Q. What about that driver?</p>
<p>A.</strong> My Ping driver is special.  It has a pink Aldila shaft – the same one that Bubba Watson uses and Paula Craemer also.  It has a special meaning for me because revenue from the sales of that pink shaft goes to breast cancer research.  I call it my <em>“Mom’s Club” </em>because my mom died of breast cancer twenty years ago.  I feel like I have her with me when I play.</p>
<p><strong>Q.  Let&#8217;s talk about how you are preparing for Pebble Beach?  What&#8217;s first on your list?</p>
<p>A.</strong>  This may surprise you.  First on my list is that I pray a lot.  In fact, every morning I say:  <em>&#8220;Dear God, let me accept whatever you are about to present to me out there and to enjoy it and understand the lesson.&#8221;</em> Clearly in my mind there is a lesson out there.  Because how do I come to grips with being one of 24,000 entries and ultimately getting all these people behind me to win this contest.<br />
<strong><br />
Q.  Has religion always been an important part of your life?</p>
<p>A.</strong>  Only in the last few years do I consider myself a religious person.  I went to Catholic schools and was pretty typical.  When things were bad, I went to mass.  But when things were &#8220;OK&#8221;, church wasn’t that important.</p>
<p>When I lost my job two years ago and things were bad, I started going back to mass.  Usually I can pick myself up – but I was having a hard time getting another job.   We have a great pastor here who helped me shift from feeling sorry for myself to becoming more involved in my church and my community.  </p>
<p>As I look back on those two job-less years, I have come to view them as really rewarding.   My mother was a devout Catholic and went to mass every day.  So in some regards, my re-discovering my Catholic faith is a tribute to her.  </p>
<p><strong>Q. Prayer is a good transition to my next question.  A hot topic for competitive golfers is how they manage their minds and their nerves during a match.  I asked Dr. Patricia Donnelly, who specializes in helping competitive athletes manage their mental game.  </p>
<p>Here is Pat’s advice for you:<br />
</strong></p>
<ul>
&#8220;<em>First:  Stay in the present.  It is imperative as you are about to begin your pre-shot routine to erase all past and future shots.  Focus only on executing the current shot to the best of your ability which you know is superior.  Second:  Although you will try to hit your best shot each time, remember no one hits all perfect shots.  That would result in all birdies and a score of 54.  Even Ben Hogan would tell himself before each round that he would hit five bad shots.  So when he hit a shot he didn’t like, he didn’t get upset: he had expected it to occur.  And third:  Decide how you will relax during the round and practice these relaxation methods until they become automatic.  This way they’ll kick in during competition.  Relax between shots – there are hours when you’re not hitting shots.  Deep breathing, progressive relaxation and visualization are tried and true relaxation methods.</em></ul>
<p><strong>A. </strong> That’s really good advice and deep breathing is a technique that I do use to relax.   I also am trying to make contact with Bob Rotella, a friend of a friend, to see if I can get ten minutes of his time and hear his suggestions. I am going to speak with Sherry Herman, who is the reigning USGA Women&#8217;s Senior Amateur Champion.  I would like to know where her head is when she stands on that first tee.  </p>
<p><strong>Q.  Suzy Whaley played from the tournament tees eight years ago at the 2002 Greater Hartford Open.</strong> She was the first female to take on that challenge since Babe Zaharias did it in 1945.  Here’s Suzy’s advice for you as it appeared in an article by Stina Sternberg for Golf Digest online  <a href="http://www.golfdigest.com/golf-digest-woman/blogs/golf-digest-woman/2010/05/suzy-whaleys-advice-for-peggy.html">http://www.golfdigest.com/golf-digest-woman/blogs/golf-digest-woman/2010/05/suzy-whaleys-advice-for-peggy.html</a></p>
<ul>
<em>&#8220;I&#8217;d tell Peggy to stay focused on the task and not on the results.  The golf ball has no concept of the tee played, score shot, or tournament entered. [When I was preparing for the Greater Hartford Open,] I devised a plan to get stronger mentally and physically, and I surrounded myself with people who supported my efforts and were there to help me accomplish my goals. </p>
<p><strong>And that leads to my next question because fitness training is also a hot topic in golf these days.  </em> </ul>
<p>I asked Karen Palacios-Jansen, the Managing Editor of Golf Fitness Magazine and developer of a program called &#8220;Cardio Golf,&#8221;  what her advice would be for you.  Here&#8217;s what she said:</strong></p>
<ul>
<em>“Strength training exercises are important for increasing muscle strength and bone mass and require the addition of weight or resistance to challenge the muscles. But some people think that free weights and machines leave them tight in the shoulders and chest, so I recommend using resistance bands instead.  Resistance bands stretch your joints and tendons while strengthening your muscles.</em></ul>
<p><strong>A. </strong> That&#8217;s not exactly my routine but I agree with it.  I don&#8217;t use bands – but definitely something to think about.  My current program is:  Lift weights 3 to 5 times a week, alternating upper and lower body; 2-3 sets of push-ups and 15-20 minutes of sit-ups; stretching and 30 minutes of cardio – alternating between the elliptical and the bike.    </p>
<p><strong>Q.  Your training routine is impressive but let’s get back to golf and the shots you are concentrating on in these final weeks?</p>
<p>A.</strong>  My achilles heel is my 30-yard shot.  I spent April working on drives, long hybrids, putting and my 8 and 9 iron for short chips.   But now that I won the contest, I have to be more efficient in my time.  I am taking two lessons a week and only working on my 30-yard shots out of heavy rough.  High, soft shots with my sand wedge that hit the green, bounce twice and stop.   </p>
<p><strong>Q.  And what about course management and strategy?  I asked Brad Klein, the Architecture Editor of GolfWeek magazine for his advice to you.  Here’s what Brad offered?</strong></p>
<ul>
<em>&#8220;The greens are so small at Pebble Beach and the surrounding trouble so difficult for recovery that I&#8217;d suggest never once looking at a flag but simply playing for the center of every green. It will help build confidence that way and it also takes a lot of pressure off your iron/approach game, since, by definition, you&#8217;re allowing yourself the largest possible margin of error on each shot into the green.</em></ul>
<p><strong>A.</strong>  I absolutely agree with that strategy!  I know that I cannot get on every green in regulation.  I hit my driver about 220 yards.  The pros hit theirs 250 or more!   Although now that I am playing from Cherry Valley&#8217;s back tees, I can see that the more I play, the more greens I hit.  But I am prepared for Pebble and know that I will rarely get on in regulation<br />
But, if I get nine bogies and nine double-bogies, that is a 99.  Pars are a gift.   I want to avoid the big numbers; so, I’m going to play “safe” – along the lines that Brad suggested.<br />
<strong><br />
Q.  And I asked Ron Whitten, the Senior Editor of Architecture at Golf Digest, for his advice.  Here is what he said: </strong></p>
<ul>
<em>&#8220;Who could possible outdo that gem of wisdom from Brad Klein? I&#8217;m sure that strategy will work, especially on the  hourglass-shaped 17th green. Honestly, I have no advice for Peggy. The hardest  thing in the world to do is shoot a particular score.  I just hope she has  fun. Enjoy the venue, the foursome, the scenery, the moment.  If it works  out, great; if not, it&#8217;s only a game.&#8221; </em></ul>
<p><strong>A.</strong> I have to keep remembering that advice &#8211;  it&#8217;s so important.   I will have about fifteen people &#8212; my personal gallery &#8212; cheering me along on  the course, including my brother, my nephew (Mike&#8217;s son) and his wife, my three  best girl friends and a few other special golf friends.  I hope I golf well, but just having them there on the course with me will make<br />
the day very special. </p>
<p><strong>Q.  Aren&#8217;t you worried about the distractions:  The cameras, the gallery and that you will be taped and then shown on national television?</p>
<p>A.</strong>  I am very good at blocking things out. I have played in our club championships and we have a gallery of 10-15 people or so walking along.  There are a few other things that keep me focused on the present:  I don’t add up my score.  I never add up after 9 holes.  I play one shot at a time and let the bad ones go.  </p>
<p>I am not going to think about how I am doing.   I know that it will be a 6-hour round.  I will be prepared with my protein bars and nuts. I don’t like to eat a lot but I have to make sure that I eat what I need for energy.  And I’ve thought about what I will wear.  It will be a skort if it’s warm enough and a lot of layers because of the variable weather conditions.</p>
<p><strong>Q.  Have you met your other celebrity players?</p>
<p>A.</strong>   No.  Not yet.   I can feel the pressure building up.  I will have practice rounds on June 7th and 8th.  I have the last practice tee time and my teacher Allan Bowman is coming out for those rounds.  We will play until dark. This is our chance to develop the strategy for how I will play each hole.  Allan knows my game and swing and will keep me on track.<br />
<strong><br />
Q.  All during our conversation, I have sensed how important your family is to you.  And I know that one of your brothers died on a golf course.  </p>
<p>A.</strong>  Everyone in our family played golf, so that is a special bond.  My older brother, Mike, died of a heart attack after finishing the 18th hole on a course in Georgia on his way to watch the Masters.  It was a trip of a lifetime for him.  As a good luck charm, I carry a ball that he had in his bag – a ball marked with a smiley face.  After my brother Mike died, we were going through the things on his bedside table.  On top of everything was a scorecard with a round on it when he beat me!  </p>
<p>I also have a younger brother Matt who will be at Pebble Beach.  He also likes to play competitively with me.  I asked Matt to come to New Jersey and play in the Women’s Metropolitan Golf Association Sister-Brother Tournament.  We had fun.  But we didn’t win anything!</p>
<p><strong>Q.  We have really been talking mainly about your golf.  I want to shift our conversation and get your thoughts on the bigger picture.  What about teaching juniors?  And what are your thoughts about the declining number of women golfers? </p>
<p>A. </strong> For a number of years I have stated that my retirement goal is to work with juniors and women golfers.  Learning to play golf can be very embarrassing and humiliating – lots of swings and misses.   Women don’t want to be publicly embarrassed.  I think in the beginning – for both women and kids – golf has to be fun.  Hit the ball eight times – then pick it up and put it down at a place where you can hit it to the green.</p>
<p>I also think that women need to focus on getting that ball into the air – even if it means using a tee on the course.  And women need to play on the course – even if just one hole.  Imagine a place where you can go with your friends or husband for 2 or 4 hours – no cell phones, no kids, no interruptions. Golf has to advertise that benefit. </p>
<p>I think the trend towards shorter tees for women is great.  If women score better, they will feel better and play more.  I think it’s good for the game that the Old MacDonald course out at Bandon Dunes in Oregon is putting in a shorter set of tees.  That’s a tipping point for the industry and the growth of women’s golf.  </p>
<p><strong>Q.  At most golf clubs, the number of women who want to play competitively – such as in Club Championships, is declining.  What’s your feeling about that?</p>
<p>A.</strong>  Yes, I see that decline at Cherry Valley also.  I think that there is clearly a group of women who are competitive by nature and a group that aren’t.  I think that definitely when I play in competitive events or even in my Saturday game with the guys where everything may be riding on an 18th hole press, I get that adrenaline rush and enjoy it.  Women like me are not worried about fear of failure.  We just want to see how good we can be.  </p>
<p>But I also think that it is personally &#8220;OK&#8221; if women don’t want that competition.  I would much rather see the number of women playing golf increase – even if not playing competitively.  We need to get more women out there playing golf.</p>
<p><strong>Q.  And, my final question:  Why do you love to play golf?</p>
<p>A.</strong> I love golf because every time you play, it’s different.  You can never perfect it and it’s a constant challenge. It’s the most mentally stimulating and challenging thing I do.  But now that I have my handicap down to a 5, it’s both a blessing and curse. When I shoot 82, it’s a bad day. I’m hoping for a really good day at Pebble on June 9th!</p>
<p>_______________________________<br />
<strong>Thank you, Peggy, for sharing so much about golf and your life and why you entered the contest. </strong>  Your challenge could not be occurring in a better month.  June is the American Express Women&#8217;s Golf Month with Suzy Whaley as one of its spokespersons.  Because many courses will be offering lessons and clinics for women, this is the month for all women to reconnect with the game – like you did – or to take it up for the first time.  (for more information about courses participating in Women&#8217;s Golf Month, go to <a href="http://www.playgolfamerica.com">www.playgolfamerica.com</a>.)  </p>
<p>And to all those women out there who are wondering if they could enter the 2011 contest and do what Peggy did, mark your calendar.  Start looking at <a href="http://www.golfdigest.com">www.golfdigest.com</a> and reading Golf Digest magazine.  The contest entry information is announced in November. </p>
<p>In closing, please join me in sending special &#8220;Good Luck&#8221; wishes to Peggy.  We all know she can break 100.  But she already has made history by being the first woman golfer in the Golf Digest U.S. Open Challenge.   Don&#8217;t forget to watch the NBC Special about the Challenge round on Sunday, June 20th.  I will have a chance to meet her before she steps up to that first tee; so, watch for my follow up story.</p>
<p>©copyright Nancy Berkley 2010.  All Rights Reserved.  Used with permission by <a href="http://www.ladiesgolfjourney.com">www.ladiesgolfjourney.com</a>.<br />
______________________________________</p>
<p><img align="left" src="http://ladiesgolfjourney.com/nancy-berkley-133x160.jpg" width="133" height="160" alt="" border="0"><br />
<strong>Nancy Berkley, President of Berkley Golf Consulting</strong>, is an expert on women’s golf and junior-girls golf.  She is a frequent contributor to <a href="http://www.cybergolf.com/womensgolf">www.cybergolf.com/womensgolf</a> and also to <a href="http://ladiesgolfjourney.com">www.ladiesgolfjourney.com</a>.  Her book, <em>Women Welcome Here! A Guide to Growing Women’s Golf</em>, published by the National Golf Foundation, is an industry reference on marketing golf to women and spotting trends within the industry.  She offers information and advice about the golf industry on <a href="http://berkleygolfconsulting.com">www.berkleygolfconsulting.com</a> and is often quoted in national publications.. She is also the author of the NGF publication: <em>An Insider&#8217;s Guide to Careers in the Golf Industry</em>.  She was a contributing editor of  Golf for Women  magazine and a founding advisor of Golfer Girl Magazine. Her interviews with women in the golf industry now appear on <a href="http://www.golfergirlcareers.com">www.golfergirlcareers.com</a>.  Nancy lives in Palm Beach Gardens, Florida., and is a graduate of the University of Minnesota, Harvard University and Rutgers Law School. After a business and legal career, she decided to write about the game she learned and loved as a teenager.  She describes herself as a good bogey golfer with permanent potential.</p>
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		<title>Attention: Women Golfers Who Want to Make History</title>
		<link>http://www.ladiesgolfjourney.com/blog/2010/04/10/attention-women-golfers-who-want-to-make-history/</link>
		<comments>http://www.ladiesgolfjourney.com/blog/2010/04/10/attention-women-golfers-who-want-to-make-history/#comments</comments>
		<pubDate>Sat, 10 Apr 2010 19:13:55 +0000</pubDate>
		<dc:creator>Rosemary</dc:creator>
				<category><![CDATA[Nancy Berkley]]></category>
		<category><![CDATA[Annika Sorenstam]]></category>
		<category><![CDATA[Golf Digest US Open Contest]]></category>
		<category><![CDATA[Pebble Beach]]></category>
		<category><![CDATA[Peggy Ference]]></category>
		<category><![CDATA[tiger woods]]></category>
		<category><![CDATA[women's golf]]></category>

		<guid isPermaLink="false">http://www.ladiesgolfjourney.com/blog/?p=78</guid>
		<description><![CDATA[<p>To all women golfers: If you are tired of Tiger Woods news (whether you will be watching the Masters or not), here is an opportunity to make history and shed some welcome light on the strength of women golfers. Strangely, it&#8217;s all about the men&#8217;s U.S. Open that will be played at Pebble Beach, California, [...]]]></description>
			<content:encoded><![CDATA[<p><strong>To all women golfers:</strong> If you are tired of Tiger Woods news <em>(whether you will be watching the Masters or not)</em>, here is an opportunity to make history and shed some welcome light on the strength of women golfers. Strangely, it&#8217;s all about the men&#8217;s U.S. Open that will be played at Pebble Beach, California, the third week in June.</p>
<div id="attachment_84" class="wp-caption alignleft" style="width: 193px"><img class="size-full wp-image-84" title="USOpenChallenge" src="http://www.ladiesgolfjourney.com/blog/wp-content/uploads/2010/04/USOpenChallenge.JPG" alt="Vote for a Woman" width="183" height="75" /><p class="wp-caption-text">Vote for a Woman</p></div>
<p>Golf Digest magazine is running an on-line voting contest called the <strong>Golf Digest U.S. Open Challenge.</strong> This is the second year of the contest and it involves voting for the fourth member of a celebrity team that will play on Monday, June 14th. The three celebrities are: hockey legend, Wayne Gretsky, New Orleans Saints quarterback Drew Brees and actor Mark Wahlberg.<br />
<a href="http://www.golfdigest.com/magazine/usopencontest/2010/05/gd_usopen_challenge_celebrities ">http://www.golfdigest.com/magazine/usopencontest/2010/05/gd_usopen_challenge_celebrities </a></p>
<p><strong>But the fourth member will not be a celebrity.</strong> It will be one of five amateur, <em>&#8220;average&#8221; </em>golfers that made it to the final-five based on essays submitted to Golf Digest about why they want to play a 7000 yard course while being televised for Sunday prime-time viewing. The celebrity foursome will be taped and shown on TV before the final round of the U.S. Open begins on Sunday, June 20th.</p>
<p><strong>For me, the real news is that this year one of the five finalists is a woman, Peggy Ference,</strong> from New Jersey and a member of the Women&#8217;s Metropolitan Golf Association (NY, CT and NJ) – one of the most prestigious golf associations in the country. A copy of the flyer distributed by the WMGA is at <a href="http://img.bluegolf.org/files/wmetga/Peggy_Flyer.doc.">http://img.bluegolf.org/files/wmetga/Peggy_Flyer.doc</a></p>
<p>Peggy has a great video about herself and why she wants to win this contest on the Gold Digest Challenge website &#8212; <a href="http://www.gdopencontest.com">www.gdopencontest.com</a>. Peggy has a 4.6 handicap and is not afraid to play from those back tees. She actually has a lower handicap than any of the other four male finalists.</p>
<p><strong>So, women, our mission is clear: <em>We must get out the women&#8217;s vote and make sure Peggy, the strongest of the golfers is part of that celebrity foursome.</em> </strong></p>
<p>You can vote starting now &#8212; once a day &#8212; through the month of April and the first of May. In fact, if you use more than one email, you can register on each email and vote once a day from each of them.</p>
<p>Here&#8217;s how to do it. Go to <a href="http://www.gdopencontest.com">www.gdopencontest.com</a>. &#8220;Register&#8221; to vote. You will recognize quickly that this is a marketing campaign from Golf Digest as well as the USGA. You will have to provide your email and regular mail address. BUT, just don&#8217;t check any boxes that would clutter up your email and be prepared to toss any junk mail you get. (Regular mail is expensive, so I wouldn&#8217;t worry about getting much of that.)</p>
<p>Once you have registered, voting again is easy. Just go to the <a href="http://www.gdopencontest.com">gdopencontest.com</a> website and hit &#8220;LogIn&#8221;. Put in your email (which you already gave them) and vote for Peggy. It will take all of 15 seconds. If you do it every day for the rest of April, it won&#8217;t take you more than 10 minutes total.</p>
<p>The goal is to <strong>get out the vote for Peggy Ference.</strong></p>
<p><strong>Do you realize that this would only be the second time that a woman has been televised playing from the back professional tees? The first was Annika Sorenstam in the Colonial tournament in 2003.   Peggy Ference is real history in the making. And we have to make it happen.</strong></p>
<p>Send a link of this article to all of your friends or tell them to go to www.gdopencontest.com.  Let&#8217;s make history.</p>
<p>And, if you want to see the history of women&#8217;s golf that dates back to the founder of the game, Mary Queen of Scots in 1552, see my timeline of women&#8217;s golf history at http://www.nancyberkley.com/774892.html. </p>
<div class="wp-caption alignleft" style="width: 143px"><a href="http://ladiesgolfjourney.com/nancy-berkley-133x160.jpg"><img title="Nancy Berkley" src="http://ladiesgolfjourney.com/nancy-berkley-133x160.jpg" alt="Nancy Berkley" width="133" height="160" /></a><p class="wp-caption-text">Nancy Berkley</p></div>
<p><strong>Nancy Berkley</strong>, President of Berkley Golf Consulting, is a contributor to <a href="http://www.cybergolf.com">cybergolf.com</a> and to <a href="http://www.ladiesgolfjourney.com">www.ladiesgolfjourney.com</a>. She is an expert on women’s golf and junior girls golf. Her book, Women Welcome Here! A Guide to Growing Women’s Golf, published by the National Golf Foundation, is an industry reference on marketing golf to women. She is a resource for golf-industry trends and marketing advice on her website www.nancyberkley.com. She is also the author of the NGF Publication: Insider&#8217;s Guide to Careers in the Golf Industry. She was a contributing editor of Golf for Women magazine and a founding advisor of Golfer Girl Magazine. Her interviews with women in the golf industry now appear on her new site: www.golfergirlcareers.com. Nancy also provides a Help Line on her website for those seeking marketing advice in the golf industry. Nancy lives in Palm Beach Gardens, FL and is a graduate of the University of Minnesota, Harvard University and Rutgers Law School. She describes herself as a good bogey golfer with permanent potential.</p>
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		<title>Golf Tournaments  and Breast Cancer – More Choices for the Cure</title>
		<link>http://www.ladiesgolfjourney.com/blog/2010/02/16/golf-tournaments-and-breast-cancer-%e2%80%93-more-choices-for-the-cure/</link>
		<comments>http://www.ladiesgolfjourney.com/blog/2010/02/16/golf-tournaments-and-breast-cancer-%e2%80%93-more-choices-for-the-cure/#comments</comments>
		<pubDate>Tue, 16 Feb 2010 22:17:56 +0000</pubDate>
		<dc:creator>Rosemary</dc:creator>
				<category><![CDATA[Nancy Berkley]]></category>
		<category><![CDATA[Breast Cancer Awareness]]></category>
		<category><![CDATA[Estee Lauder]]></category>
		<category><![CDATA[Lumps and Bumps]]></category>
		<category><![CDATA[Play for Pink]]></category>
		<category><![CDATA[Race for the Cure]]></category>
		<category><![CDATA[Rally for the Cure]]></category>
		<category><![CDATA[Susan G. Komen]]></category>

		<guid isPermaLink="false">http://www.ladiesgolfjourney.com/blog/?p=57</guid>
		<description><![CDATA[<p>By Nancy Berkley, President, Berkley Golf Consulting</p>
<p>In the next few weeks, I – along with many other women and men &#8212; will attend a fund-raising golf tournament in support of breast cancer research.  We all want to find “The Cure”, and the landscape for breast cancer charity golf tournaments is actually becoming a little [...]]]></description>
			<content:encoded><![CDATA[<p>By Nancy Berkley, President, Berkley Golf Consulting</p>
<p>In the next few weeks, I – along with many other women and men &#8212; will attend a fund-raising golf tournament in support of breast cancer research.  We all want to find <em>“The Cure”</em>, and the landscape for breast cancer charity golf tournaments is actually becoming a little confusing and a bit competitive.   This is probably good.</p>
<p>Going back about five years ago, there were two major breast cancer organizations that women chose for charity golf tournaments.  The first and oldest was founded in 1982 by Nancy Brinker, in memory of her sister, Susan G. Komen, who died of breast cancer.   See <a href="http://www.komen.org">www.komen.org</a>   </p>
<p>Komen is the global leader in the breast cancer movement and Nancy Brinker brought them there.   Originally, the organization was called the Susan G. Komen Breast Cancer Foundation.  But its current official name is the Susan G. Komen Race for the Cure.  The organization is supported by a grass roots network of Komen Affiliates who support breast cancer initiatives in their local communities.</p>
<p>According to the Komen website, the organization has invested nearly $1.5 billion <em>(yes, “billion”)</em> dollars in promoting and donating funds for breast cancer research.   Many men, women and children have participated in actual <em>“races”</em> (and walks) organized by the Komen foundation.    </p>
<p>Closely aligned with the Komen organization and providing the historic link to golf events is <em>“Rally for the Cure&#8221;</em> a not-for-profit association founded in 1996.   Rally for the Cure organizes fabulous turn-key-kits that women use to run golf tournaments.  The kits not only include information on how to run putting and closest-to-the-pin contests but also include pink-ribbon pins and other informative written materials focused on early detection and diagnosis.   </p>
<p>Rally events have reached more than 1.65 million participants (primarily golfers although Rally is now sponsoring events for tennis players).   In fact, the full name of Rally has evolved into <em>“Rally for the Cure – Supporting the Promise of Susan G. Komen for the Cure.”  </em> See <a href="http://www.rallyforthecure.com">www.rallyforthecure.com</a>.    Rally for the Cure has sent over $50 million dollars to the Susan G. Komen Race for the Cure.  </p>
<p>The all-in-one Rally kits were critical because the women really had to get the tournaments organized themselves.   The concept was small donations and lots of participants in a fun golf event.  Rally and its founder and executive team must be credited with building the bridge between breast cancer and golf tournaments and women golfers.</p>
<p>About three or four years ago,  <em>Golf Digest</em> – a Conde Nast publication that used to publish Golf for Women magazine &#8212; acquired  the Rally for the Cure association.   Probably most valuable to Golf Digest’s marketing department were the names of the many thousands of women who played golf in Rally events. </p>
<p>It was a sad day when <em>Conde Nast</em> shut down <em>Golf for Women</em> magazine two years ago.  But <em>Golf Digest</em> and <em>Conde Nast</em> – to their credit – have maintained their support of Rally and the Susan G. Komen Race for the Cure.   In fact, one of the most helpful planning aids in running a golf tournament is the <em>“Golf Digest Tournament Planner”</em> found on the Rally website.   See  <a href="http://www.rallyforthecure.com">www.rallyforthecure.com</a>.   The 12-month planner is so good that it could be used for any type of golf tournament.</p>
<p>However, as the Susan G. Komen foundation and Rally for the Cure grew, their organizational structure grew as well.  They were charting a new course, and to maintain the integrity of their organizations, they had to maintain staffs that could oversee the operations – all over the country &#8212; and make sure that donations were channeled to breast cancer research.   The increased administrative costs of managing the Susan G. Komen foundation caused some concern. </p>
<p>Enter another breast cancer charity:  The Breast Cancer Research Foundation.    The BCRF was founded in 1993 by Evelyn H. Lauder, the Senior Corporate Vice President of The Estee Lauder Companies, Inc.   An important goal of BCRF was to keep its administrative costs down so that 85% of all funds raised by the Foundation could be dedicated directly to breast cancer research and awareness programs.  See <a href="http://www.bcrfcure.org">www.bcrfcure.org</a></p>
<p>In 1996, the low-administrative-cost goal of BCRF attracted the interest of Laura Lassman.  Laura decided that by concentrating on running golf tournaments only with volunteers, the return on charitable donations to breast cancer research could be even better.  </p>
<p>Laura  founded <em>“Play for Pink” – known as “P.I.N.K.” </em> According to its website, Play for Pink has a volunteer network in over 26 states.  See <a href="http://www.playforpink.org">www.playforpink.org</a>.   Play for Pink contributed $3 million dollars to BCRF in 2009 and anticipates more growth in 2010.<br />
The volunteer-basis of <em>Play for Pink</em> is very attractive to women as they choose a recipient organization for a golf outing.  The good news is that the increased focus on managing costs is good for all charitable organizations and the competition will keep them all on their toes.  To find out the ratio of administrative costs to actual chartable contributions see <a href="http://www.charitynavigator.org">www.charitynavigator.org</a>.  Both Susan G. Komen and BCRF earn high grades from charitynavigator.</p>
<p>The landscape for breast-cancer-charity golf tournaments is definitely changing.   Next week, I will play in a golf tournament that offers yet a different breast cancer charitable recipient:   A local hospital with a specific cancer research foundation.</p>
<p>Coming up is the 4th Annual PGA Women’s Cancer Awareness Day at PGA National Resort &#038; Spa in Palm Beach Gardens, Florida.   Charitable contributions from entrance fees and raffles will go to  the Daniel C. Searle Clinical Trials Access Program at Jupiter Medical Center’s Foshay Cancer Center.   This program provides access to more than 50 cooperative group research clinical trials for patients with cancer.  (The Jupiter Hospital is about fifteen minutes away from PGA National.)  Women from PGA National are the volunteer organizers – so administrative costs are reduced.   </p>
<p>When the Susan G. Komen Foundation was established almost thirty years ago, it would have been highly unlikely that a local hospital in southern Florida had its own foundation working on clinical breast cancer trials.  Susan G. Komen was critical and essential decades ago as a national resource for breast cancer research with its outreach to women.   It was truly a pioneer.  But times have changed, which is why women’s golf events supporting breast cancer are changing also.   </p>
<p>My second golf tournament this month in support of breast cancer research will be at Banyan Golf Club, in West Palm Beach Florida.  The designated charity is the Susan G. Komen Foundation.  But what is unique about this tournament is not only that their will be a fund-raising auction of knitted quilts made by the members but that each attendee will receive a recently published book written by Banyan member, Rochelle Hirsch (and illustrated by Naava Parker).   </p>
<p><div class="wp-caption alignright" style="width: 130px"><img alt="Lumps and Bumps" src="http://25.media.tumblr.com/HR4TtcQAxneky4bbC93a7oeKo1_r3_400.jpg" title="Lumps and Bumps" width="120" height="150" /><p class="wp-caption-text">Lumps and Bumps</p></div>The title of the book is <em>“Lumps and Bumps – A Breast Cancer Story for Children.”</em>    Visit <em><a href="http://www.lumpsandbumps.org">www.lumpsandbumps.org</a></em>.  Rochelle is a breast cancer survivor and has worked with pre-school children for many years as the founder of a nursery school.  She recognized the need for a book that families could use to introduce the topic of breast cancer to children.  The book is in simple rhyme, fast moving and even at times humorous.  </p>
<p>I hope that everyone who reads the book will pass it along to their children and friends – and to their doctors and clergy.    Until we find <em>“the Cure”,</em> many families will appreciate the comfort of this book.  I especially like the last page when the little girl telling her story says:  <em>“I wish this part of our lives could have moved a little faster.  But like my favorite fairy tale, we lived happily ever after.”</em></p>
<p>For those just beginning their planning process for next year’s breast cancer charity golf event, you have more choices than ever to bring women and men to the golf course for a successful fund-raising event in support of finding the cure for breast cancer.</p>
<p><div class="wp-caption alignleft" style="width: 143px"><a href="http://ladiesgolfjourney.com/nancy-berkley-133x160.jpg"><img alt="Nancy Berkley" src="http://ladiesgolfjourney.com/nancy-berkley-133x160.jpg" title="Nancy Berkley" width="133" height="160" /></a><p class="wp-caption-text">Nancy Berkley</p></div><strong>Nancy Berkley</strong>, President of Berkley Golf Consulting, is a contributor to <a href="http://www.cybergolf.com">cybergolf.com</a> and to <a href="http://www.ladiesgolfjourney.com">www.ladiesgolfjourney.com</a>.  She is an expert on women’s golf and junior girls golf. Her book, Women Welcome Here! A Guide to Growing Women’s Golf, published by the National Golf Foundation, is an industry reference on marketing golf to women.  She is a resource for golf-industry trends and marketing advice on her website www.nancyberkley.com.  She is also the author of the NGF Publication:  Insider&#8217;s Guide to Careers in the Golf Industry.   She was a contributing editor of Golf for Women magazine and a founding advisor of Golfer Girl Magazine.  Her interviews with women in the golf industry now appear on her new site:  www.golfergirlcareers.com.  Nancy also provides a Help Line on her website for those seeking marketing advice in the golf industry.   Nancy lives in Palm Beach Gardens, FL and is a graduate of the University  of Minnesota, Harvard University and Rutgers Law School.   She describes herself as a good bogey golfer with permanent potential.</p>
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		<title>How She Does It! Jane Broderick, Director of Golf Operations at PGA National Resort and Spa</title>
		<link>http://www.ladiesgolfjourney.com/blog/2010/01/11/how-she-does-it-jane-broderick-director-of-golf-operations-at-pga-national-resort-and-spa/</link>
		<comments>http://www.ladiesgolfjourney.com/blog/2010/01/11/how-she-does-it-jane-broderick-director-of-golf-operations-at-pga-national-resort-and-spa/#comments</comments>
		<pubDate>Mon, 11 Jan 2010 21:55:48 +0000</pubDate>
		<dc:creator>Rosemary</dc:creator>
				<category><![CDATA[Nancy Berkley]]></category>
		<category><![CDATA[Girls-Giggles-Golf]]></category>
		<category><![CDATA[Golf Career]]></category>
		<category><![CDATA[Jane Broderick]]></category>
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		<category><![CDATA[PGA National Resort and Spa]]></category>
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		<description><![CDATA[Jane Broderick is probably the top female PGA and LPGA professional with the most responsibility at any golf facility in the [...]]]></description>
			<content:encoded><![CDATA[<p>By Nancy Berkley, President, Berkley Golf Consulting</p>
<p>Here&#8217;s a good golf story to begin the year with. It&#8217;s about <strong>Jane Broderick,</strong> who is probably the top female PGA and LPGA professional with the most responsibility at any golf facility in the country.<br />
<div class="wp-caption alignleft" style="width: 249px"><img src="http://ladiesgolfjourney.com/Jane-Broderick.jpg" alt="Jane Broderick, Director of Golf Operations at PGA National Resort and Spa" /><p class="wp-caption-text">Jane Broderick</p></div><br />
Ask her how she attained such a high position in the industry as the <strong>Director of Golf Operations at PGA National Resort and Spa</strong>, and her typically modest answer is: <em>&#8220;I work at an incredible facility with some of the best people in the industry.&#8221;</em> It&#8217;s been a tough year for golf resorts and PGA National is doing well. It&#8217;s not a stretch to say that Jane is one of its success factors. </p>
<p>Jane&#8217;s job at PGA National is a big one! PGA National &#8211; located 20 minutes from the Palm Beach, Fla., airport, is one of the largest and busiest golf resorts in the U.S. The resort hosts the <strong>PGA Tour&#8217;s Honda Classic</strong> on its outstanding Championship Course. (The Honda Classic comes to PGA National March 1-7, 2010.) On a busy day in January at PGA National, about 1,000 golfers will head out to play on one of the resort&#8217;s five courses. In 2008, over 140,000 rounds were played. </p>
<p>Jane has been a part of PGA National&#8217;s golf operations for over 25 years. Beginning in 1986 with the job of moving golf carts and bags, she has held eight different increasingly important positions and currently holds the senior executive position of Director of Golf Operations. Recently she was honored with an invitation to join the <strong>PGA of America&#8217;s President&#8217;s Council for Growing the Game</strong> and was also named <em>&#8220;Professional of the Year&#8221;</em> by the LPGA Southeast Division. </p>
<p>I first met Jane in 1986, a few years after my husband and I purchased a home at PGA National and became golf members of the club. Because I am so impressed with her ability, I asked for a formal interview so that I could share her background and accomplishments with others. I am sure you will find her story amazing.</p>
<p><strong>Q. Jane, let&#8217;s start at the beginning. Where were you born and tell us a little bit about your family? </strong></p>
<p>I was born in Johnstown, New York, which is located in the foothills of the Adirondack Mountains approximately 40 miles northwest of Albany. My dad hails from Scotland and my mom was born and raised in Johnstown. My parents have been married 54 years. I am the middle child of three with an older brother, Jim, and a younger brother, Scot.</p>
<p><strong>Q. How did you become interested in golf? </strong></p>
<p>My earliest memory of golf is playing with my mom at a local par-3 when I was about eight years old. My mom learned to play golf as a young woman and she was pretty good. She and my dad golfed regularly when they were first married. But like many moms, just taking care of her family took up most of her time. While we were growing up, my mom played an occasional round at the local par-3 &#8211; usually dragging one of us in tow.</p>
<p><strong>Q. So, would you say that your golf career began at eight as a junior golfer? </strong></p>
<p>No. Not at all. I had no junior golf career. My first love was skiing, which I began at the age of two and then racing at the age of seven. In high school, in addition to skiing, I was on the tennis and track teams. Golf was really not a part of my life then. </p>
<p>I was very serious about skiing. After high school, I took time off from college to live and train in Steamboat Springs, Colorado. I was ranked nationally and internationally in slalom, giant slalom and downhill. But, I realized that there were limited career opportunities as a skier and I didn&#8217;t want to be a &#8220;ski-bum.&#8221; So, I decided to head back to college &#8211; on the fast track. </p>
<p><strong>Q. From ski slopes to golf fairways: How did that happen? </strong></p>
<p>In 1985, during my last semester of college, my mom had a heart attack. To help her recovery, I decided she should get some more exercise. So, I suggested we play golf together. To my surprise, after a few rounds, I was hooked on golf. </p>
<p>I probably should add that my mom recovered quite well from her heart problems. She is now 80, is a breast cancer survivor and can still hit 200 yards off the tee. </p>
<p><strong>Q. What led you to think about a career as a golf professional?</strong> </p>
<p>My mom knew of a good teaching professional, Pat Palmieri, who owned a nine-hole course near our home. I think that I was the only young girl he ever worked with and he really treated me like a daughter. Pat was the one who planted the seed that I should consider a career in golf. &#8211; maybe even on the Tour. Pat was the only person to assist me with my swing. The key to Pat&#8217;s swing was tempo. And that is still the key to my swing. I&#8217;ve never been a long hitter, but I am usually consistent, and I developed a good practice ethic.</p>
<p><strong>Q. And then what brought you down to PGA National? </strong></p>
<p>In 1986, Pat suggested that I spend the winter in Florida and get a job at PGA National and see where it took me. PGA National was just a few years old then and was the new home of the PGA of America. </p>
<p>It wasn&#8217;t easy getting a job at PGA. At the time, I had a passion for golf, but I did not have any experience at a golf facility on my resume. </p>
<p>Persistence is what made it happen. I had sent my resume to Bill Hobbs, who was the head professional. After repeated telephone calls and follow-up letters, I was not getting a response. So, I simply walked into the golf shop and asked to speak to Mr. Hobbs. He happened to be standing behind the counter, extended a hand and said, &#8220;I was just about to call you. When can you start?&#8221; </p>
<p>I simply jumped into the golf business with both feet. I decided to become a PGA professional. It had only been 10 years since the PGA had begun to admit women to their membership so I was one of very few women in the program. I passed the required Playing Ability Test and entered the PGA&#8217;s Apprentice program. Four years later I was elected to membership. I also decided to become a LPGA Professional and became an LPGA member in 1994. </p>
<p><strong>Q. Why did you go through both the PGA and LPGA certification programs?</strong> </p>
<p>I believed that both organizations were very credible in their own right and that the double certification would benefit me greatly. The PGA was my first choice because their education program on the business side of golf is outstanding. The LPGA is very good at teaching teachers how to teach, but especially at that time, did not focus a great deal on the business end of things. Working through both programs gave me the best education for all aspects of the business. </p>
<p><strong>Q. Describe your typical day at PGA National? </strong></p>
<p>Each and every day is different, given the type of activity we may have. As Director of Golf, I supervise over 100 employees, and I have a fair number of meetings and rely a great deal on the staff to carry the daily load. But my ideal day consists of an early arrival, checking in on the various areas: golf shop, outside ops, academy, range, and speaking to members and guests, and then to my office to complete behind the scene operational tasks &#8211; budgets, rates, tee-sheet management, program development, just to name a few. </p>
<p>Then out to support the staff wherever necessary. It&#8217;s all about having a good team. We have a world-class group of staff members who work together well, have a great deal of passion and pride, and are some of the most talented people I have ever met. No challenge is too great and no detail is too small.</p>
<p><strong>Q. What are your observations about the golf resort industry? </strong></p>
<p>The resort business has had its peaks and valleys and always will. The 2000-2001 season was a very good one, but then we saw a downturn in our conference business as corporations were forced to cut back on expenses. We had to learn to adapt and to be responsive to the marketplace by attracting golfers with competitive rates and creating opportunities for ancillary spending. Fortunately, we have not been as affected by the economy as many other golf resorts. We have some great packages and promotions in the marketplace now and we are seeing a great response. </p>
<p><strong>Q. PGA National is both a resort and a club for &#8220;members.&#8221; How does that work out? </strong></p>
<p>PGA National is a unique facility. We have a very strong and active membership. Our members are the backbone of the facility and the reason we are as successful as we are. </p>
<p>For years we were known as a resort with a membership, but we have turned the tide to being known as a private club with resort amenities. We have 1,160 full golf memberships that equates to approximately 2,000 golfing members. That is our focus; that is the strength of PGA National. In this down economy, we continue to sell memberships in all categories: full Golf, Social, Sports. </p>
<p><strong>Q. The PGA Tour&#8217;s Honda Classic must be good for business. What&#8217;s your role in that? </strong></p>
<p>Having the tour players on site is a great compliment to us and we feel very lucky to be part of it. In addition, we play host to the various pro-ams associated with the Honda, all the corporate sponsor play, and for the last two years have hosted the PGA Tour Wives event that is their largest annual fund-raiser. But, it is challenging for us because, at the same time, we keep our other four courses in full operation along with all of our practice facilities for our members. </p>
<p>It&#8217;s a 100-plus-hour work week for key golf staff folks, but it&#8217;s worth every minute of lost sleep. We enjoy it immensely. This coming tournament &#8211; March 1 through March 7 &#8211; will be very special because last year&#8217;s Honda Classic winner, Y.E.Yang, recently won the prestigious PGA Championship. Having the defending champion of the Honda also be a major championship winner can only bolster the already awesome field.</p>
<p><strong>Q. PGA has outstanding programs for two segments that many facilities find hard to attract: Women and juniors. How do you explain your success in those segments? </strong></p>
<p>Making golf attractive for women and juniors is all about making them feel welcome and offering opportunities for them to learn in a non-threatening environment. One of our most successful programs for women is our <strong>Girls, Giggles and Golf</strong>. It is comprised of a 30-minute clinic, three to four holes of golf, and wine and cheese. We charge $15 and seek to attract non-golfing members in an attempt to get them to enter the game. We had hoped to have 10-12 on a weekly basis, and we&#8217;ve had a steady 30-40 attendees each week. It&#8217;s a very social, fun environment, and the ladies love it. </p>
<p>Our junior program has always been successful, and even with a complete overhaul this summer, we&#8217;ve seen the success increase. Through our<strong> David Leadbetter Golf Academy</strong>, we now offer a two-tiered program: One for the serious, aspiring golfer (championship tees) and one for the younger kids or those just taking up the game (forward tees). Along with enrollment in either program, the kids receive a summer membership giving them access to play every day. </p>
<p><strong>Q. You have recently won some major honors. It&#8217;s okay to brag a little.</strong> </p>
<p>Being named to the PGA of American&#8217;s President&#8217;s Council on Growing the Game is truly an honor. The PGA President&#8217;s Council on Growing the Game is a tremendous source of pride and strength for the PGA of America. The designation identifies and recognizes PGA members who are leaders in promoting player development programs at their facility. I also received the LPGA &#8220;Professional of the Year&#8221; award for the Southeast Section. But the honors are really made possible because of the fact that I work at a tremendous facility, I work for a tremendous general manager, Joel Paige, and outstanding owners, and we have a team of very dedicated professionals always willing to put forth 110%. </p>
<p><strong>Q. I know you are always focused on the next step. What&#8217;s on your agenda now? </strong></p>
<p>My main area of interest to increase my knowledge is working through some online agronomy courses. I know a fair amount about golf course maintenance, but I&#8217;d like to expand that knowledge moving forward. Golf professionals and superintendents are diametrically opposed. By that I mean, the professional wants to put people on the course and the superintendent inherently wants the course empty to grow grass and do the required work. Having a better understanding of what needs to take place to keep courses in great condition will help me balance both objectives. </p>
<p><strong>Q. When you are not working or golfing, what do you like to do? </strong></p>
<p>When I am not working, I enjoy physical fitness. My newest challenge is Boot Camp workouts over at our fitness center with Ken McDonald. And I like biking, stand-up paddle boarding (a surf board on steroids that you stand on and with a long paddle, paddle it like a canoe) snow skiing (of course) and house projects . . . laying wood floors, tile, painting. It may take me more than one trip to Home Depot, but I can get it done. </p>
<p>Golf? Yes. Golf on a Sunday afternoon is routinely on the agenda. I usually play off-site for a bit of busman&#8217;s holiday. It also gives me the opportunity to see how other clubs operate and to make sure that PGA National remains a top golf resort. </p>
<p><strong>Q. What accomplishments stand out as you look back on your career at PGA? </strong></p>
<p>I&#8217;ve mentioned my awards and the business side. But I want to answer this on a personal level. My greatest accomplishment is my son, Will, who is eight and thinks he is a cross between Tiger Woods, Brett Favre and the lead singer for a rock band. </p>
<p>My parents were and are tremendous role models, not only for my brothers and I to look up to when we were young, but for us now that we are parents ourselves. They set the bar very high for me as a parent, and I try my best every day to be a good mom, and I often find myself comparing myself as a parent to my parents. I want Will to do great things and have great things, but more importantly, I want him to know what a hard days work is, to be respectful, compassionate, well mannered, and to be appreciative. </p>
<p><strong>Q. If Will told you he wants to be a golf professional what would you say? </strong></p>
<p>If Will told me he wants to be a golf professional I would tell him it&#8217;s a great deal of work, but it can be very rewarding and an awful lot of fun. I remind Will on a regular basis that he can be whatever he sets out to be, but no matter what that is, to be the best, you have to work harder than anyone else.</p>
<p><strong>Nancy&#8217;s Update on Women in Professional Golf </strong></p>
<p>In my opinion, Jane is part of a small group of female PGA professionals (many have LPGA certification also) that could be tapped to join the top ranks of the PGA of America. Shamefully, for many years, no women served on the PGA of America&#8217;s Board of Directors &#8211; the governing body of the PGA. </p>
<p>But, there are some signs of change. Recently, <strong>Suzy Whaley</strong> became the second woman to join the Board. Suzy was elected from her Connecticut PGA division &#8211; quite an honor in itself since she was elected from the 141-member (mostly male) Connecticut division. Suzy joins Sue Fiscoe on the Board. Sue is from Modesto, Calif., and was elected from her PGA Division. </p>
<p>To put this in more context: The PGA Board of Directors is composed of the association&#8217;s President, Vice President, Secretary, Honorary President and 17 Directors. The directors include representatives from each of the PGA&#8217;s 14 Districts, two Independent Directors and a Player Director of the PGA Tour. With Suzy and Sue on the Board, there are now two women out of the 17 positions. More context: There are about 900 female PGA Professionals out the 27,000 PGA Professionals. </p>
<p>As I have commented in other articles, the PGA of America professionals are the gatekeepers of the game. They let people in to the golf courses; they are the welcoming committee &#8211; if there is one. Maybe the PGA is coming to realize that they can&#8217;t grow the game with player programs like <em>&#8220;Get Golf Ready</em>&#8221; without growing the game with more women professionals at all ranks in their organization. And maybe the PGA will also realize that their training and apprentice programs need to include specific training about specific segments like women golfers.</p>
<p><div class="wp-caption alignleft" style="width: 143px"><img alt="Nancy Berkley" src="http://ladiesgolfjourney.com/nancy-berkley-133x160.jpg" title="Nancy Berkley" width="133" height="160" /><p class="wp-caption-text">Nancy Berkley</p></div><strong>Nancy Berkley</strong>, President of Berkley Golf Consulting, is a regular contributor to <a href="http://www.ladiesgolfjourney.com">Ladies Golf Journey</a> and <a href="http://www.cybergolf.com">Cybergolf</a> and an expert on women&#8217;s golf. Her book, <em>&#8220;Women Welcome Here! A Guide to Growing Women&#8217;s Golf,&#8221;</em> published by the National Golf Foundation, is an industry reference source for marketing golf to women. She is a resource for golf-industry trends and marketing advice on her website www.nancyberkley.com. She chaired a panel at the World Scientific Congress of Golf in Phoenix, Ariz., in March 2008, and was a guest speaker at the Northern California Business Women&#8217;s Conference at Poppyridge Golf Course in Livermore, Calif., in June 2008. Nancy also consults with golf facilities on how to attract more women golfers and families to the game. She was a contributing editor of Golf for Women magazine and is the Chair of the Advisory Board of Golfer Girl Magazine, where she also writes a series about careers.</p>
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		<title>It&#8217;s Not Just about Tiger – It&#8217;s a Wake-Up Call for the PGA Tour</title>
		<link>http://www.ladiesgolfjourney.com/blog/2010/01/08/its-not-just-about-tiger-%e2%80%93-its-a-wake-up-call-for-the-pga-tour/</link>
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		<pubDate>Fri, 08 Jan 2010 21:21:01 +0000</pubDate>
		<dc:creator>NancyBerkley</dc:creator>
				<category><![CDATA[Nancy Berkley]]></category>
		<category><![CDATA[lpga]]></category>
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		<category><![CDATA[tiger woods]]></category>
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		<description><![CDATA[If the Tour wants to grow the game – and it should – it has to realize that it has to convince a weekend TV fan – male, female, baby boomer or junior -- who may never have played golf to fall in love with the game and take it [...]]]></description>
			<content:encoded><![CDATA[<p>By  Nancy Berkley, President, Berkley Golf Consulting</p>
<p>1-8-2010 &#8211; The Tiger Woods rumors are rolling faster than the greens at Augusta.  The one about his being flown to Phoenix to have his broken teeth repaired and plastic surgery on his 9-iron facial wounds at least is a plausible explanation for his public disappearance.  And now a four-year-old image of Tiger on the new Vanity Fair cover taken by the famous photographer, Annie Leibovitz, compounds the damage to his brand image.  </p>
<p>In my opinion, Tiger has been poorly managed since Thanksgiving.  Tiger needed &#8220;crisis-managers&#8221; not just good sports agents.  Professional crisis-managers know that a quick response and honesty is almost always the best way to maintain a brand&#8217;s image whether we are talking Nestl&eacute;&#8217;s contaminated chocolate cookie dough,  Fisher-Price children&#8217;s toys with toxic paints, recalls on auto parts or David Letterman&#8217;s extramarital affairs.  </p>
<p>On point, my sources tell me that Nike, who maintains a staff of crisis managers, offered to send their very best to help out Tiger&#8217;s agents.  But Nike&#8217;s offer was refused.  If that is true, it was a mistake.   </p>
<p>The strongest brands, including celebrity-brands, are as fragile as they are strong.  And celebrities may be the most vulnerable simply because they are human beings with egos and emotions subject to extreme hubris and over-confidence.  </p>
<p>Behind closed doors, I&#8217;m sure a plan is being written.  Barbara Walters, Katie Couric and Oprah are probably in a bidding war over the interview.  The marriage may end – or it may not.  Tiger will come forward with Elin or without her.  He will make a rehabilitating statement and explanation that&#8217;s probably being edited and re-edited as I write this.   </p>
<p>And young girls need role models, too.  One female colleague told me that she was truly hoping that Elin acts very tough so that we will finally have a good role model instead of all these famous women who &#8220;stand by&#8221; their philandering husbands!  </p>
<p>Put in context, this story is not so surprising.  Half of all marriages end in divorce, domestic violence remains prevalent and a majority of ads on men&#8217;s golf tournaments are about sexual performance.  It&#8217;s hard to include the kids on weekend TV golf unless parents are prepared to explain erections or why mommy and daddy are in bathtubs on the beach.   (Why Eli Lily and Company, the pharmaceutical company that manufactures Evista, a drug that is used by women for both osteoporosis and breast cancer, is not a sponsor of any LPGA event is still a mystery to me.)  </p>
<p>Whatever the Tiger-rehab script is, there will be winners and losers.  The public&#8217;s response will probably be tentative but Americans give second-chances.   When Tiger plays his next golf tournament, someone in the gallery will shout &#8220;Shame on you&#8221; and another will shout &#8220;Shut-up&#8221;.  </p>
<p>But another big loser in this story is the PGA Tour and what they should be doing about it.   That&#8217;s my real focus.    The Tiger episode should be a wake up call for the PGA Tour.  Fame is fleeting and putting all of your eggs in one basket even if lined with a Tiger, is risky for the sport.  And, I hope Michael Whan, the new Commissioner of the LPGA is listening also.  </p>
<p>Televised tournament golf is critical to the golf industry.  TV golf builds fans, fans become golfers, golfers take lessons, buy clubs, balls, clothes, and pay greens fees and golf clubs and courses and resorts stay in business and houses on golf courses find buyers.  If the cycle stalls out, golf may end up as what one reporter suggested as just a &#8220;niche sport&#8221;  &#8212;  maybe like ice-skating or professional bowling.</p>
<p>As I see it, the PGA Tour is basically old-fashioned television broadcasting.  Through a series of steps begun in 1968, the PGA professionals who played tournament golf separated themselves from the PGA of America organization.  By 1975, the &#8220;PGA Tour&#8221; as we know it today was in place.  </p>
<p>Since 1962 when Shell Oil started televising Shell&#8217;s Wonderful World of Golf, watching a tournament on TV is just about the same.   After almost half a century; isn&#8217;t it time for a change?</p>
<p>Blame for the decline in golf rounds and revenues has been laid at the feet of many groups within the industry, but the Tour has basically evaded criticism.  (As has the PGA of America.)  </p>
<p>Take a trip on YouTube.com and watch and listen to a Shell-sponsored tournament televised decades ago.  In fact, in the early days of Shell&#8217;s coverage, the golfers&#8217; conversations among themselves were recorded on microphones so viewers felt like they were walking with the foursome.  Imagine that!  Fifty years ago.</p>
<p>Oh yes, there have been some improvements since 1962.    We now have better color TV, more cameras up in trees, a blimp, better sound devices that capture the sound of a club striking the ball, and more graphics that show the path of a rolling golf ball.   </p>
<p>But, am I the only one tired of the boy-banter and Johnny Miller&#8217;s voice in the booth?  Do most viewers really know what a &#8220;hosel&#8221; is and why the grass &#8220;catches&#8221; it?  Who are those guys in the booth talking to?  My answer is:  the elite, low handicap golfer and not the broad millions of potential golfers.  </p>
<p>In my opinion that&#8217;s why viewers are only really interested in watching the PGA Tour on TV if there is a real &#8220;star&#8221; and they are guaranteed some thrilling events.  The Tour got lucky with Tiger.  (And the LPGA Tour may get lucky with Michelle Wie.)   And that&#8217;s why the PGA ratings will fall if Tiger isn&#8217;t playing.  Why else watch it?</p>
<p>Tim Finchem, the current Commissioner of the Tour, knows something is amiss.  In December, in a post-Tiger-trauma interview following a diversion tactic, he announced that Sony and the Tour were going to present something new – 3D television of the matches.  But that won&#8217;t happen for a year or so.  </p>
<p>I am glad that the technological side of a golf tournament will improve, but I think Finchem should instead be putting the most creative TV minds they can muster in a room for a brain-storming session.  Tell them they must think outside the box.  When NFL football decided to try Dennis Miller in the booth, it was a bomb.   But that&#8217;s because of Dennis Miller, not because new ideas can&#8217;t work.  </p>
<p>Here are some suggestions:   They are sketchy and just intended to get the juices flowing – in some cases with a touch of humor.   Some suggestions in fact, have appeared and do appear on the Golf Channel, but that audience is already made up of committed golfers.  If the Tour wants to grow the game – and it should – it has to realize that it has to convince a weekend TV fan – male, female, baby boomer or junior &#8212; who may never have played golf to fall in love with the game and take it up.</p>
<p>So:  Here&#8217;s my list of seven new ideas.</p>
<p>(1)  Think of a PGA Tour event as a call-in show.  Call it &#8220;Tim Finchem Live&#8221; and put him in suspenders.   (Maybe &#8220;John Daly Live&#8221; would bring a bigger audience.)  Let viewers call in with questions.  The Golf Channel uses that technique very well on lots of their shows.</p>
<p>(2)  Think of the tournament itself as a golf instruction experience.  For example:  Show three swings – let viewers call in and vote for the swing they like best – let the guys and gals in the booth talk about the viewers reactions.  Maybe it&#8217;s the American Golf Idol, but that idea seems to have worked for one network.   (And I haven&#8217;t even considered how I-phone and Smart Phone Apps could fit into the picture.)</p>
<p>(3)  If you have to talk about hosels – get some good graphics out on the screen.</p>
<p>(4) Talk about how women would play this course.  (Or vice-versa if it&#8217;s an LPGA tournament.)  Where would the tees be? How would they play it differently?  Fortunately in 2014, the USGA Women&#8217;s Open and the Men&#8217;s Open will be on the same course, so comparisons will have to be made.    </p>
<p>As the situation exists now, many women viewing TV golf think that only men can play this game.   Last time I looked at the statistics, women were an increasing audience for televised golf.  </p>
<p>(5) Fund young golfers who cannot afford to play in the junior golf circuit.  I&#8217;m talking serious funding – the type of funding that breeds Olympic stars.  (Junior Korean golfers get sponsor funding at very young ages.)  </p>
<p>I get calls often from parents of junior golfers who cannot afford to travel to the tournaments that must be played for a junior golfer to advance through the ranks.  They ask me where to go for financial assistance.  Except for some money available through USGA grants, there are few options.  The Tour needs to be a leader in driving funds to gifted young golfers who lack financial resources. </p>
<p>(6)  Personalize the golfers.  They are now automatons – robots with swings that can be digitized for easy viewing.   But all golfers – like all people &#8212;  have stories to tell.  Whenever I interview golfers for a piece I am writing, I am always amazed at what I hear and learn.   </p>
<p>See my interview of Jane Broderick on <a href="http://www.cybergolf.com/golf_news/how_she_does_it_jane_broderick_director_of_golf_operations_at_pga_national_resort" target="_blank" title="Interview with Jane Broderick">www.cybergolf.com</a>.   Jane is a PGA and LPGA Professional and is the Director of Golf at PGA National Resort and Spa.  She probably has the biggest resort management position in the country.  She began as a skier and ended up as a golfer because she helped her mother rehabilitate herself after a heart attack through golf.   It&#8217;s nice to see a golfer&#8217;s swing in slow motion on the TV screen, but sometimes it&#8217;s even better to understand their mind and heart.</p>
<p>(7)  Finally and to me most important – the case must be made that, as I say it, &#8220;Golf is Good for You.&#8221;     The Tour should be funding a good, scientifically valid study that establishes that golf is healthy regardless of the skill level of the golfer.  Recently a study was published in Sweden that reported that golfers live five years longer than non-golfers.  It&#8217;s easy to say, &#8220;Well, that&#8217;s Sweden; they walk all the time and live healthy lives.&#8221;   </p>
<p>But, I firmly believe that regular golf – at whatever level it is played – is healthy.   It is not about the performance and how far you can hit the ball or cardiac fitness itself.  It is about flexibility, posture and balance.   I believe that playing golf reinforces those elements as we age – regardless of how big the swing or how strong the body.    The lack of interest in the health issue among golf associations and manufacturers troubles me.  It is shortsighted.  </p>
<p>So – I began with Tiger and I&#8217;m ending with new ideas for the Tour.  Let&#8217;s see if Tiger&#8217;s problems have triggered the Tour to end it&#8217;s reliance on a super star and turn its attention to innovating the television format itself and funding some of the critical needs I mentioned above.  </p>
<p><strong>I&#8217;m hoping Tiger turns out to be the tipping point that changes televised golf and ironically grows the game. </strong></p>
<p>__________________________</p>
<p><img align="left" src="http://ladiesgolfjourney.com/nancy-berkley-133x160.jpg" width="133" height="160" alt="" border="0"><br />
<em>About Nancy Berkley – <a href="http://www.nancyberkley.com" target="_blank" title="Nancy Berkley's website">www.nancyberkley.com</a><br />
Nancy Berkley, President of Berkley Golf Consulting, is a contributor to cybergolf.com and to www.ladiesgolfjourney.com.  She is an expert on women’s golf and junior girl&#8217;s golf. <a href="http://www.ngf.org/cgi/catalogsearchdetail.asp?ITEMNUMBER=99GCM14&amp;CategoryID=&amp;Keyword=" target="_blank" title="Nancy Berkley's book - Women Welcome Here, A Guide to Growing Women's Golf">Her book, Women Welcome Here! A Guide to Growing Women’s Golf</a>, published by the National Golf Foundation, is an industry reference on marketing golf to women.  She is a resource for golf-industry trends and marketing advice on her website <a href="http://www.nancyberkley.com" target="_blank" title="Nancy Berkley's website">www.nancyberkley.com</a>.  She is also the author of the NGF Publication:  <a href="http://www.ngf.org/cgi/catalogsearchdetail.asp?ITEMNUMBER=99GEB01&amp;CategoryID=&amp;Keyword=" target="_blank" title="Careers in Golf - An Insider's Guide to Careers in the Golf Industry">Insider&#8217;s Guide to Careers in the Golf Industry</a>.   She was a contributing editor of Golf for Women magazine and a founding advisor of Golfer Girl Magazine.  Her interviews with women in the golf industry now appear on her new site:  <a href="http://www.golfergirlcareers.com" target="_blank" title="Nancy Berkley's website - Golfer Girl Careers">www.golfergirlcareers.com</a>.  Nancy also provides a Help Line on her website for those seeking marketing advice in the golf industry.   Nancy lives in Palm Beach Gardens, FL and is a graduate of the University  of Minnesota, Harvard and Rutgers Law School.   She describes herself as a good bogey golfer with permanent potential.</em></p>
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