An investigation of the perceptions, motivations, and expectations of sustainable golf course design and management among golfers and course managers Rebecca Guerriero A thesis submitted to the Program in the Environment in partial fulfillment of the requirements for the Degree of Bachelor of Arts with Honors University of Michigan Ann Arbor, Michigan April 2013 1 Acknowledgements First and foremost, I would like to thank my advisor, Andrew Horning, for his expertise and guidance throughout this project. Drew, your patience, encouragement, and never-ending support have not only provided inspiration and motivation, but kept me on track and focused throughout my research experience. Thank you for introducing me to the golfing community in Ann Arbor and helping me navigate a path for my research – I truly could not have done this without your commitment and guidance. A heartfelt thank you to Professor Bob Grese, my faculty reader, for introducing me to the world of landscape architecture and encouraging me to pursue the topic of my interest. This thesis would not have been possible without the generous academic and financial support from the University’s Honors Program and the Program in the Environment department. I would like to extend a deep and sincere thank you to Dr. Timothy McKay and the inspiring summer cohort I was lucky enough to work with during the summer of 2012. The peer mentorship and camaraderie from such a lively group provided the network and support necessary to execute this project. I also would like to acknowledge the hard work and guidance of Jaime Langdon and Jason Duvall in the PitE office – without your calm words of advice, I would probably still be convinced that I was never going to finish this thesis. Thank you for keeping things in perspective and believing in the ambitious group of seniors this year. I am especially grateful to the course superintendents, managers, and professionals who took the time out of their busy schedules to accommodate my questions and curiosities. Craig Moore, Mike Morris, Dan Lucas, Jim Bluck, Scott Spooner, and Dan Mausolf – thank you for sharing your course with me at 4am and showing me the intricacies of maintaining a sustainable golf course. Many thanks to course architect Mike DeVries, for his mentorship and willingness to introduce a fellow Wolverine to some of Michigan’s finest courses. The generosity of Brigid and Skip Pruss in Suttons Bay, Michigan, and Adam Fancher and housemates in Marquette, Michigan, made my travels and research all the more comfortable and enjoyable. Thank you for opening up your homes, hearts, and dining room tables to me as I conducted my site visits. Finally, this thesis would not have been feasible without the enduring love and support of my family. Mom, thank you for letting me drive your car to the U.P. and showering me with confidence and cookies throughout the process. Nick, thank you for spending long, late hours with me working and offering endless words of encouragement. Dad, thank you for teaching me what golf is really about – a lesson that I will never forget and continues to drive my passion for the game. This thesis was inspired by your passion and commitment for the greatest game ever played. To my friends – thank you for sharing in my successes and struggles and remaining a constant source of support. 2 Abstract There are approximately 16,000 golf courses in the United States that require and use extensive resources to operate and maintain certain standards. These practices affect air, soil, and water quality and touch upon environmental issues such as water conservation, pesticide runoff, and excessive energy consumption. There has been a recent push among course personnel and industry professionals for greater sustainable management practices, but the expectations and motivations of golfers are not as readily available. This research responds to the uncertain golf community to show that sustainable golf course design and management can retain the integrity of the game, if not provide for a more satisfying experience. This paper highlights the triple bottom line of golf courses, or the “3Es,” that each course should consider in its daily practices: the environment, the economy, and the enjoyment of the golfers. Surveys taken at six environmentally-forward courses throughout the state of Michigan assessed the opinions of golfers related to sustainable course management and their enjoyment of the game. Analysis found that golfers do care about the environment in which they play and prefer beautiful, wellmaintained, challenging environments. Golfers were concerned with rising costs to play, shrinking golfer populations, and water conservation. A significant number of golfers linked these challenges to the “3Es” and expressed interest in pursuing a more environmentally and economically viable agenda for the golf industry. Findings from the interviews show that golfers generally do appreciate, care, and even hope for more sustainable design and management practices at their courses. Introduction Golf is a limited but lucrative market. There are approximately 60 million golfers worldwide, and the creation of golf courses is one of the most rapidly growing types of land development (Barton 2008). In the past forty years, the golf business has flourished into a $76 billion dollar business (Mead 2009). In Europe there are about 5,000 courses and the United States boasts an impressive 16,000 courses, roughly the landmass of Delaware (Deford 2008). The state of Michigan has 956 active golf courses, the second highest number in the United States (Mead 2009). The American Society of Golf Course Architects estimates a 10% increase in additional land necessary to accommodate the growth and design of longer courses, which will raise greens fees by 17% (Shackleford 2005). Golf has become synonymous with development, which is a shift far from the origins of the game. Golf courses originated in Scotland over 600 years ago as links courses. Links were tracts of sandy, treeless, and undulating land near the sea that were designed by natural processes (USGA 2009). These courses triumphed naturalness and strategy; golfers played the variety of terrain that nature offered and were at the mercy of harsh, unpredictable weather conditions. Golf was a game against the elements that provided a never-ending challenge. The evolution of golf courses has deviated far from this, involving increased bulldozing and intensive resource input to produce the compelling look and atmosphere of a lush, green and beautifully manicured golf course. This idealized golf course is landscaped to perfection, watered daily, and intended to be a visually and sensually pleasing experience. While this process of golf course development may provide a visually appealing tract of land, modern course design has its share of criticism. In his book The Future of Golf, golf commentator Geoff Shackleford finds modern course design to be “a volatile mix of clashing egos, miscommunication, artistic beliefs, maintainability, length, and politics” (2005). Many of the design and maintenance practices golf courses have embraced in recent decades are not 3 economically or environmentally sustainable, particularly in those climates where water availability and conservation are prevalent issues. The cost to create and maintain the ideal modern golf course is significant both in terms of financial operating expense and long-term environmental degradation. Air, water, and soil quality are all affected by golf course design and maintenance practices. These practices cost an 18-hole course approximately $584,500 to $1.2 million annually with an average of 75 acres of turf being maintained for an eighteen-hole American course (Shackleford 2005). Shackelford relates the current golfer’s expectation to be “part Disneyland, part cemetery, part corporate statement, and part game board,” as well as being a masterpiece of landscape design (2005). Due to environmental and economic pressures, golf courses are again embracing the “natural” qualities of the landscape that respect the natural cycles of grass instead of expecting grounds that resemble the artificial carpets of miniature golf courses. Factors such as water scarcity, the toxicity of chemicals and pesticides, state environmental regulations, and the growing popularity of environmental certification programs have begun to push golf courses towards more sustainable designs and practices (Barton 2008). These influences can be seen in a growing interest of golfers towards the unique, rugged courses that mirror the natural links of the British Isles, where the game of golf began (Barton 2008). Natural design and management or “going native,” according to Shackleford, has begun to gain momentum at courses throughout the country, most notably the renowned courses Pinehurst, Pine Valley, and Pacific Dunes (Shackleford 2005). This movement champions the use of indigenous landscaping with native flora and grasses to provide the most natural, local setting as possible. Michigan-based golf course consultant Tom Mead considers the trend toward natural design and native grassing to be the “most sustainable in terms of playability, cost, and environmental impact” (2009). The golf industry has developed the definition of sustainability as “the integration of environmental stewardship, social responsibility, and economic vitality as a critical and neverending goal” (Golf 20/20 2012). The golf industry embraces sustainability as “meeting the needs of the present without compromising the ability of future generations to meet their own needs” (Golf Course Superintendents of Association of America (GCSAA)). For the golf industry, this means adopting financially stable business models and environmentally conscious management standards to provide the best, most enjoyable experience for current and future golfers. According to Mead, we have the “knowledge, technology, and budgets to design, construct, and maintain sustainable golf facilities right now” (2009). If golf course design and management refocuses on the unique aspects of a region’s climate, topography, and vegetation, while utilizing an economically and environmentally efficient maintenance agenda, a more diversified, fun, and challenging network of golf courses could be created and thrive. Golfers would not have the same experience from east to west coast nor have the same expectation of every course. This could revitalize an excitement, appreciation, and demand for the game, not to mention the benefit to the environment. This final shift relies upon the expectations and motivations of the golfer. The question of what golfers expect and how they will react to environmentally focused design and management has been central to many discussions about these trends in the golf industry. The USGA report Golf’s Use of Water emphasizes the need for turf conditions that require fewer resources but acknowledges the uncertainty as to how golfers will react to lower quality and less visually appealing roughs that require fewer resources. Shackleford notes that the native golf trend can only flourish if golfers can be sold on the benefits to their local environment and personal investment (2005). 4 This missing link is the driver of my research. I looked at a variety of courses throughout the state of Michigan to see how and if taking advantage of local landscapes characteristics and conditions is not only ecologically sustainable but also an economically viable option that enhances golfer enjoyment and creates regionally-distinct courses. My work seeks to build upon a 2008 Golf Digest survey that found “a clear majority appreciates the unique landscape of golf course architecture.” Analyzing the expectations of golfers and course managers related to sustainable courses is the first step in determining how to best incorporate the environment and the economy of golf course management to provide the best playing experience for those who value the sport of golf. If golfers can be persuaded that what they value most about golf courses is directly aligned with sustainable management, then a case can be made that no course should hesitate to shift toward more environmentally and economically viable practices. My research seeks to show that sustainable golf course design and management can retain the integrity of the game, if not provide for a more satisfying experience. Golfers and the golf industry can be persuaded – or are already persuaded – in a sustainable direction and thus benefit from that shift. I take a systems perspective to study strategic alignment for sustainable courses across what I dub the “3E’s” of golf: 1. Environment: A course must be designed and managed to respect its native landscape, local flora and fauna, and the related ecosystems services through proper irrigation, turf grass maintenance, pesticide use, and other management tactics. 2. Economy: In order to invest in an environmentally sustainable future, there must be an economic incentive for the course, and it must be affordable for golfers to play. 3. Enjoyment: Golfers are the driving force behind the sport. Golfers must enjoy and be motivated to play sustainable courses for courses to implement such strategies. If there is no proven and expressed demand, a course will not actively seek out more sustainable operations. I hypothesize that a successful course in the future will have to be centered in the middle of this triangle, as shown through the interconnectedness of these three principles in the Discussion section. Significant research and attention has been given to best maintenance and design practices, ranging from irrigation systems to fertilizer and pesticide use. This thesis draws upon that body of knowledge to better assess what the impacts, benefits, and perceptions of golfers are related to furthering sustainable practices in the golfing industry. In-depth interviews with various sectors of the golf industry, data analysis, and qualitative assessments intend to fill a gap in the literature to provide a different, much-needed perspective on the role of sustainability in the world of golf. Golf Courses and the Environment: From Links to Modern Markets Historical Scottish Links Golf’s main psychological challenge – the “defeat of some seemingly overwhelming landscap” lies in the heart of Scottish links courses (DeVries 1994). Links courses were defined by the natural forces of wind, changes in the tide, and animal grazing and migration that brought in seeds for turf and scrapes for bunkers (Doak 1992). Because of nature’s designing hand, there is tremendous diversity of golf courses in Great Britain, which allows the golfer to experience an endless spectrum of golf course design. The earliest Scottish links were designed entirely by nature and consisted of tall, windswept dunes, river estuaries, and hollows with grass growth (Cornish and Whitten 1987). Players had to strategize to avoid the rough, as this area was more difficult for play, sometimes 5 even impossible. Designers of early courses championed “4 iron rough,” describing a rough with grass so tall and wild that only the longest club would suffice for an average ball lie (DeVries 1994, p.4). Tom Doak, a revered golf course architect, summarizes the importance of Scottish links: 1. these are the courses over which golf was invented and 2. they have withstood the test of time, despite changes in almost all other aspects of the game (1992). The first golf course was established at St. Andrews, Scotland over five hundred years ago and is still considered the greatest golf course of all time for the “subtleties of its terrain and its curiously shifting winds” (Shackleford 1997). The course evolved over several hundred years with very minimal input from designing hands (Shackleford 2003). Links courses champion the challenge that nature offers, which has lent to their endurance despite improvements in technology and changes in golf course design over time. The natural diversity and tenacity of the landscape is heralded as an enhancement to the game, providing a variety of experiences and challenges to the golfer. This continues to inspire golfers to pursue the challenge that links courses offer. Modern Golf Courses Course Design Modern golf course design has the advantage of technology and no longer relies solely on the capabilities of nature for definition. This has allowed once barren, infertile land to flourish as beautiful golf courses. However, modern technology has also paved the way for bigger, more difficult courses that may overcompensate with excessive bulldozing, extreme maintenance intensity, and overwatering of greens and fairway. These longer, over-conditioned courses occupy more land, and take longer to play. For these reasons, there is a renewed shift toward natural design. The concept of natural design is rooted in a minimal approach, derived from an understanding of and appreciation for natural processes, involving the least amount of interference from man. It relies upon what the local topography and geography has to offer, such as landforms, climate, water availability, and types of native vegetation, to shape the course. Dr. Alister MacKenzie, a master of golf course architecture, believed that a course “should have beautiful surroundings, and all the artificial features should have so natural an appearance that a stranger is unable to distinguish them from nature itself” (DeVries 1994). This required the incorporation of natural landforms with the native vegetation to integrate the golf course naturally into the surrounding landscape. According to Doak, one of the most enticing aspects of golf is the chance to be surrounded by the beauty of nature (1992). The greatest courses, therefore, enhance this beauty by including the natural place into course design. Mike DeVries, a golf course architect based out of Traverse City, Michigan, has championed this as “Reactionary Design.” His philosophy states, “Successful design is directly related to sustainable ecosystem planning and management” (devriesdesigns.com). Nature should dictate the course design, and the topography should be the major determinant in that. Courses with “infinite variety” challenge golfers by demanding a heightened awareness of the landscape and lie of the course (DeVries 1994). Many wellestablished, revered golf courses are held in a higher esteem because of their one-of-a-kind appearance (Barton 2008). There is a clear tension between current expectations of course aesthetics and the sustainability of golf courses in the future. Maintaining tournament conditions everyday is not 6 sustainable or realistic for a course, both in terms of environmental and economic feasibility. The poster child of perfect design and highly maintained aesthetics is Augusta National Golf Club, home of the Masters Tournament in Augusta, Georgia. The perfectly manicured greens are a pristine, splendid shade of green that should have a Crayola crayon named after them. Economist Thomas Friedman told Golf Digest, “…if everyone copies Augusta and makes their course longer, tighter, softer and more carpeted, it will increase golf's environmental footprint. It takes more water and fertilizer and mowers” (Schiffman 2009). Augusta may be an exception to the rule, but as golfers watch this majestic course on television, they wonder why their local 18 cannot be just as nice. The beauty of Augusta can build up an unreasonable expectation in the minds of golfers, whether consciously or subconsciously. Shackleford noted, “every region in the United States has its own unique native flavor, and golf has ignored this in favor of imported looks that are not inherent to the local environment” (2005). This contributes to the hurdle of implementing sustainable design and management – if golfers expect what they see on television replicated at their local courses, how can managers and superintendents push for a more sustainable agenda that may not deliver the “greenest” (color-wise) results? Environmental Trends and Best Practices The creation of golf courses is one of the most rapidly growing types of land development with over 16,000 courses in the United States (Barton 2008). Modern courses can require and use extensive resources to operate and maintain certain aesthetic standards. Water use – or scarcity – poses the greatest threat to course management (USGA 2009). In some parts of the country, courses use exorbitant amounts of water to irrigate their landscapes. The United States Golf Association (USGA) found that approximately 2.08 billion gallons of water are used per day for irrigation in the U.S (2009). This varies by region, and some courses in the desert consume as much water in a day as an American family uses in four years (Deford 2008). To mitigate the threat of water scarcity, new irrigation technologies, drought tolerant grass varieties, and best management practices have been developed and implemented. The switch to more sustainable, low-input grass-types at just 50% of the courses in the United States could save hundreds of billions of freshwater annually (Mead 2009). DeVries noted back in 1994 that the application of man-made products, such as pesticides and fungicides, is considered by the public to be environmentally unnecessary and unsafe. Over time, the Golf Course Superintendents Association of America (GCSAA) asserted that modern pesticides and fertilizers used properly to maintain a healthy golf course are considered safe (2013). Each chemical product is tested an average of 120 times at a cost of $50 million before it is permitted by the Environmental Protection Agency (GCSAA 2013). Most pesticides have an insignificant effect on the environment if applied correctly (USGA 2009). The development of nonchemical alternatives and new grasses that require less spraying are part of the industry initiative to ensure responsible, environmentally sound use of fertilizers and pesticides. While courses are challenged by environmental resource use, and in some cases, scarcity, golf courses can benefit the environment as functioning ecosystems. Courses create wildlife habitat and movement corridors. Out-of-play areas provide food, water, and nesting areas for animals that live on and around the course. Courses protect topsoil from water and wind erosion, absorb and filter rain to groundwater, improve air quality through natural filtration and sequestration, capture and cleanse runoff in urban areas, and discourage pests, such as ticks and mosquitoes (USGA 2009). Golf courses also provide intrinsic aesthetic value, which improves 7 the community landscape and can help restore damaged landscapes. Friedman believes, “Golf doesn't pave the world – it helps to green the world” (Schiffman 2009). Exposure to nature can help reduce stress for golfers and community members (USGA 2009). DeVries even notes that golf courses may be better for the environment than lawns in suburban neighborhoods that overwater, over-seed, and do not contribute as profoundly to the natural habitat of the area (M. DeVries, Personal Communication, 8/6/12). Certification and management programs exist to encourage and support golf course managers and superintendents as they strive for greater environmental accountability. More than 2,100 golf courses are registered as Audubon Cooperative Sanctuary Program Courses (USGA 2009). This program supports golf courses that protect and preserve the environment, improve efficiency, and minimize potentially harmful impacts of maintenance operations (Audubon International). The Michigan Turfgrass Environmental Stewardship Program recognizes the importance of environmental sensitivity in the golf industry and aims to promote environmental stewardship of the turfgrass industry and acknowledge environmental achievements (mitesp.org). Many other programs work to advance and commend environmental efforts on golf courses, but these were the two most prevalent programs at the courses surveyed. Economics The game of golf is a significant industry in its own right and contributes substantially to the U.S. economy. The overall golf economy generates greater revenues than spectator sports (baseball, hockey, football, etc.), performing arts, and other amusement and recreation industries (skiing facilities, marinas, fitness centers, etc.) (Golf 20/20 2011). However, the industry has experienced two recessions in the past decade and suffered declines in its profitability, number of golfers, and annual rounds played. In 2011, the U.S. golf industry generated $68.8 billion of goods and services, a substantial drop from $79.5 billion in 2005 (Golf 20/20 2011). Golf’s overall economic impact through core and enabled industries was $176.8 billion in 2011, declining from $195.1 billion in 2005 (Golf 20/20 2011). Over the past decade, the number of annual rounds played dropped from 518 million to 475 million, and this number has been declining since 2006 (Yasuda 2012). The number of players reached as high as 30 million in 2005, but this fell to 26.1 million in 2010, the most recent year of a golfer census (Yasuda 2012). Most courses have experienced flat or decreasing revenue of the past five years, which poses challenges for running and maintaining a course at certain standards. In order to survive in the future, courses need to attract golfers to increase revenue while decreasing costs through operational efficiency. The shift to sustainable design and maintenance provides an option for both. Sustainable practices, innovation, and change are not only good for the environment, but also beneficial to the economic bottom line. Numerous opportunities abound, from recycling water to mowing less to reduced areas of maintained turf (USGA 2009). Minimizing energy, fertilizer, water, and equipment inputs will be financially efficient, providing the course with more opportunities to maintain economic and environmental viability. Achieving sustainability will save money and resources, and help to keep greens fees and cost to play down, which will encourage more golfers to play the course. Golfers drive the market, and if the course is too expensive to play, they will take their clubs elsewhere. Studies have found that Americans abstain from playing golf for three main reasons: high green fees, excessive difficulty, and pace of play – barriers that can be relieved through a more sustainable approach (Shackleford 2005). Adopting a sustainably focused design and maintenance regime can bring relief to golfers’ 8 pocketbooks, entice more golfers to play, help a course’s revenue, and ensure environmental accountability for the course. Research Design Site Selection Seven courses throughout the state of Michigan were chosen based on their natural course design, environmentally forward maintenance and management practices, and the type of player access available (a resort course, a private course, a semi-private course, a public course, and a municipal course). For example, a municipal’s course clientele is much broader socioeconomically and generally less serious and experienced at the game than a privately owned course with a higher greens fee (C. Todd personal communication, 3/30/12). This provides for a wide range of golf course maintenance practices, as demonstrated in Figure 2, and a diverse golfer sample population. The following courses were selected: Greywalls (semi-private), Marquette, Mi; Crystal Downs Country Club (private), Frankfort, MI; Kingsley Club (invitation-only), Kingsley, MI; Forest Dunes (resort club), Roscommon, MI; Leslie Park (municipal); Ann Arbor, MI and Radrick Farms (semi-private), Ann Arbor, MI. Input from various faculty, advisors, and golf industry experts provided guidance in selecting each course. I was not previously familiar with any of the courses beyond name recognition. Table 1. Course Characteristics Source: Interviews with course superintendents, pros, and designers through on-site interviews. Name Type Location Course Architect Greywalls Semiprivate Private Marquette, MI InvitationOnly Resort Club Municipal Kingsley, MI Mike DeVries Alister MacKenzie Mike DeVries Tom Wieskopf E. Lawrence Packard Semiprivate Ann Arbor, MI Crystal Downs Kingsley Club Forest Dunes Leslie Park Radrick Farms Frankfort, MI Roscommon, MI Ann Arbor, MI Pete Dye Rounds Played per Year (approx.) 50,000 (between two courses) N/A Memberships (approx.) Certifications & Educational Programs 600 members 5-7,000 200 members Don’t advertise, noted communication barrier Certified Audubon Cooperative Sanctuary None 15,000 84 members None 34,000 N/A 30,000 750 members; open to fulltime University of Michigan employees and their spouses, degree-holding candidates from the university, and alumni members Michigan Turfgrass Environmental Stewardship Program, Certified Audubon Cooperative Sanctuary Michigan Turfgrass Environmental Stewardship Program, Community Partners for Clean Streams, Groundwater Guardian Green Site, Washtenaw County Pollution Prevention Program 300 members 9 Interview Process Information was acquired predominantly through interviews, whether initiated through personal contact, phone interviews, or email correspondence. Golfers, superintendents, course managers, course pros, and any other willing or recommended personnel were interviewed at each course to provide a perspective of motivations, expectations, and perceptions related to an environmentally forward golf course. Investigative trips to each course took place from June 2012-September 2012. The interview process at each site followed a similar agenda. Superintendents were interviewed in the early morning (4-6am) before the course was open to the public. The superintendent provided a course tour and summary of the course’s management and maintenance practices, course characteristics, and design features. This contributed to the environmental assessment of different factors, such as grass type, tree cover, bunker management, and water usage that influenced the course achieving an environmentally forward status. For a summarization of the environmental characteristics at each course, see Appendix A. Course managers, pros, and designers were interviewed when available. They were asked similar questions to the golfers and superintendents, as well as questions related to the changing awareness and incentive of the golf industry related to sustainability. To further broaden my assessment of each particular golf course’s relationship with the environment, supplemental reading material in the form of pamphlets, reports, and historical documents were provided when available at sites. Golfers were randomly approached in the clubhouse, pro shop, or other designated area and asked to participate in an informal interview (Appendix B). Often, the course pro or manager would suggest a golfer or group of golfers that s/he thought would provide insightful or supporting answers to my questions, but I did not target a certain demographic of golfers. All interviewees were required to be 18 or older. These informal interviews helped formulate an understanding of each golfer’s background, experience, and thoughts on the future of sustainable golf in a more personal manner. Interviews allowed golfers to relate their thoughts and anecdotes in a dialogue that might not be as easily expressed in a written survey. The interview questions were purposefully open-ended in order to allow the golfer freedom, depth, and honesty in his or her answer. Golfers were asked a series of open-ended questions and then asked to rank their top two priorities from a list of course characteristics. Interviews were recorded with permission of the golfer. A total of 64 golfers were interviewed across 7 courses. The following number of interviews were conducted at each site: Greywalls – 20 golfers Forest Dunes – 4 golfers Crystal Downs – 15 golfers Kingsley – 10 golfers Radrick – 10 golfers Leslie – 5 golfers Total: 64 golfers Interviews with golf industry professionals and experts were also conducted. These interviews typically took place over the phone and focused on what the golf industry is doing currently to implement more sustainable practice, the challenges and successes of such initiatives, and how the golf industry has reacted to such measures. All of these interviews compiled 10 provided a holistic, broad view of the golf course industry’s attitude toward the incorporation of sustainability into golf course design and maintenance practices. Variables The dependent variable in this study is golfers’ use, enjoyment, and awareness of sustainable, environmentally forward golf courses that capitalize on natural and localized course design. This construct depends upon a much broader range of independent variables, which are divided into two categories: individual characteristics and course characteristics. Individual characteristics include golfer demographics: age group, gender, and playing experience. A second aspect of individual characteristics is personal values of and concern for the environment and sustainability in general. A golfer may think sustainable practices are important even if s/he is unaware of their application in the sport of golf, and vice versa; a golfer may have no regard for sustainable practices but still be concerned about environmental factors related to the golf course. These individual characteristics were assessed through the open-ended interview questions. Course characteristics cover a wide range of qualities and were divided into five categories: 1. Care and Conditions: This characteristic reflects most on a course’s maintenance and management practices. It includes fertilizer and pesticide cover and use, green speed, pin placement, turf and fairway conditions (type, color, distance, firmness, height, divot repairs, definition of edges), rough height and management, and bunker conditions (i.e. raked, rough, mowed). 2. Environment: This refers specifically to the natural environment (not management or practices) and what a course does to educate golfers on its surrounding ecosystem. Factors include naturescapes, the natural aesthetic, tree cover, leaf cover, wildlife diversity, invasive species quantity, water cover, low-impact practices, buffer zones, noise pollution (as a result of nearness to cities and towns) vegetation type, climate of the course, and region of the course. 3. Design: This factor speaks to the architecture of the course, the principles behind the design, bunker height and placement, amount and height of rough, layout and walkability, course length and size, and challenge and uniqueness of the course. 4. Cost: This factor assesses the economic ease or burden of golfers to play a course, based on cost to play and membership requirement 5. Convenience: This is a fairly broad category. It could mean the proximity of the course to home/work, the pace of play, the reputation of the course, additional amenities offered, or the level of difficulty of the course. Data Analysis Upon completion, interviews were transcribed and coded using the program HyperResearch. This program allows a cross-case comparison of the interviews through the 11 identification of various code words. The codes were applied to words, series of words, or paragraphs that corresponded with the code definitions. A series of code words were used: Challenge: how hard the course is to play, how exciting and stimulating, may signify variety and diversity of course lies, may signify that golfer will come back again, etc. Care and Conditions: knowledge of course care and upkeep, appreciation for certain course standards, and expectation for a certain type of course maintenance, appearance, and playability both physically and visually Green: applies to an abstract sustainability definition; also denotes color of grass or implication of dry, burnt grass; to track the different definitions of “green” in golf. Environmental concern and awareness: explicitly states or implies that he cares about the environment in terms of golf courses, values the environment, aware of environmental problems, generally will signify that the person is in-tune and has inherent interest in the environment related to the golf course Natural design aesthetic and appreciation: awareness and enjoyment of natural design principles of the course, its visual appearance, and how it plays as a natural course Environment: appreciation of the physical outdoors, being outside, and enjoying nature Sustainable: factors of a sustainable golf course in the future Cost and greens fees: the price of a round of golf, concerns or observations of cost of game Water: awareness of water scarcity related to golf courses, denotes personal concern for the environment Once all the interviews were coded for various properties, statistics and frequency reports were conducted to provide quantitative support for the qualitative information (Appendix C). The quantitative data was used to quantify the greatest concerns of the golfers and filter how explicit golfers’ concern for the environment was related to their actual expressed expectations and concerns. The transcriptions were assessed, evaluated, and compared to draw the most accurate conclusions of each golfer’s expectations related to the characteristics of the course he or she was playing. Applying both quantitative and qualitative data, I was able to paint a picture to portray golfers’ reactions, expectations, and future considerations related to the ever-present shift toward sustainability in the golf industry. Limitations All the courses selected demonstrated an interest in forwarding sustainable activity and practices, and I did not investigate a course that did not share this mindset. Because of this, a complete spectrum of all types of golf courses was not assessed. Time, budget, and a need to narrow my scope accounted for this exclusion. Furthermore, it is to be noted that different types of courses (private, club, resorts, etc.) have different audiences and budgets, which may account for their ability to participate and implement certain practices. This is discussed further in the Finding section. The number of golfers interviewed at each course is inconsistent, and this is due to timing of interviews, the weather conditions, and the pace of play at various courses. At Crystal Downs, for instance, the weather was beautiful and many members were playing that weekend. In contrast, weather at Forest Dunes was cold and rainy, which resulted in a smaller number of 12 golfers playing the course. Additionally, even if there was a sizable population to sample from, not all golfers wished to be interviewed or stopped in the clubhouse or pro shop after they played their rounds. A large enough overall sample size was still interviewed to provide statistically relevant results, but they vary by respective course. Findings: If a golfer likes a sustainable course, he or she will return to play. This translates into greater revenue for the course and a cause to continue the push for more sustainable golf course practices and design. Golfers are the customer, the player, and the driver of the game. Without golfer support and approval, a course cannot succeed in the future. It is important to understand how golfers perceive more sustainable courses and what inspires them to play certain courses. Environmental Concern and Awareness was the most frequently discussed topic for all courses overall, accounting for 15% of the coded conversations (Appendix C, Table 3.1). It was the most frequently coded topic at Crystal Downs and Radrick Farms. Greywalls golfers expressed a concern for the environment that equaled their interest in course care and conditions. Care and Conditions and Natural Design Aesthetic and Appreciation were the second and third most popular factors that golfers discussed overall, and this trend was generally followed at most courses. The only course that deviated more from this pattern was the Kingsley Club, where golfers placed emphasis on care and conditions and all other factors received at least 50% less interest (Appendix C, Table 3.4). It should be noted that while Environmental Concern and Awareness was the most discussed topic, it was not necessarily the topic of greatest concern for golfers. When asked to select the top two factors that were the most important when playing a golf course, Care and Conditions and Design easily outweighed the other factors of Environment, Convenience, and Cost. Golfers were also asked to define a “sustainable golf course,” and this resulted in a vast range of interpretation and answers. This purposefully open-ended question generated a variety of responses that revealed concerns of cost of play, declining golfer population, and water use. These broad results further perpetuate that a sustainable golf course must take all factors into account – the environment, the economics, and the enjoyment of golfers. The following paragraphs examine each factor and the variety of viewpoints among golfers. Environmental Concern and Awareness This code produced a wide range of responses from golfers. Most golfers expressed some sort of familiarity with the environment’s role in the game of golf. Water use, pesticides, fertilizers, energy, climate, wildlife, course vegetation, turf type, and dune erosion were all variables that golfers discussed throughout the interviews. Interest in environmental practices at courses spanned a range from blatant disregard to very interested and concerned. A popular response to the questions related to interest in environmental practices in golf was “Mildly interested because I think it is important,” but many golfers did not expand upon this in other responses (Personal Communication, all interviews). One golfer from Radrick Farms noted, “I think the connection between the environment and the golfer is quite deep, but between environmental issues and a golfer, I’m not so sure” (Personal Communication, Radrick, 8/22/12). There was a strong consensus among golfers that golf courses “enhance the environment,” and “create an environment for wildlife” (Personal Communication, Radrick, 8/22/12 and Forest 13 Dunes, 8/14/12). Golfers at Crystal Downs and Radrick Farms expressed an increased knowledge of environmentally conscious practices. They were more interested in how a course could strive toward environmental and economic sustainability than observed at other courses. There was a heightened recognition at these courses that sustainable design and maintenance is “the future of golf courses” (Personal Communication, Crystal Downs, 8/4/12). “You should always be environmentally-conscious. I don’t think you should sacrifice to make the course prettier in someone else’s eyes. You don’t do things just for a rating but you do them for what’s best for Crystal Downs. If you came back in the fall and winter, it’s just beautiful. The colors, the dunes…” (Personal Communication, Crystal Downs, 8/4/12). Environmental Awareness and Concern are manifested by a golfer’s own pursuit of these values and also through the efforts of a course to publicize its efforts. Radrick Farms is a particular example of this. The course proudly displays all of its environmental awards and certifications for members to see. Signs throughout the course remind golfers of natural areas and environmental management efforts. Upon entering the course, a sign for “Wildlife Crossing” greets all guests, and this increased attention to wildlife is not unnoticed by golfers: “There was a grounds crew man that had a 4 foot rattlesnake, and I said kill the thing! He said that he was taking it to the Botanical Gardens and let it go. So even a venomous, poisionous animal they will save. It’s the only place that I’ve seen a warning crossing for rabbits, turtles, and snakes. Never seen that anywhere else.” Golfers have responded positively to Radrick’s communication efforts, and they appreciate that the course has put forth an effort to share various management practices. Golfers at other courses also appreciate the efforts of superintendents and course managers to keep players up-to-date. They expressed interest in learning about environmental practices, even if such practices did not affect where they played or how they approached courses. “I mean, a course adds a lot to the environment if it’s well-managed,” one Radrick member said. “I like the fact that they let us know. There’s a ton of environment here – we have trees, streams, deer, wild turkeys, and so much more.” (Personal Communication, Radrick, 8/22/12). Not all responses to environmental awareness were as positive. Many golfers were very concerned that a course’s environmental efforts would have negative implications for course care and conditions. Others were familiar with environmental practices at their courses, but felt those efforts had little influence over their experience and what course they played. One golfer admitted that he was aware of the environmental measures that the course took when it was built, but he expressed, “I think it’s a bunch of crap. The things that they did to preserve what was here were too expensive for what people could afford” (Personal Communication, Forest Dunes, 8/11/12). Care and Conditions Of all the factors golfers were asked to rank, Care and Conditions surpassed all others in terms of importance. Most golfers expressed satisfaction with the care and upkeep of the course 14 where interviewed, and a well-managed course was preferred above all other factors, no matter what the layout or the design (Personal Communication, all interviews). Golfers appreciated a well-maintained course that provides challenging, diverse experiences but is not unnecessarily difficult to play. To put it simply, “the better the conditions, the more enjoyable the round is” (Personal Communication, Crystal Downs, 8/4/12). It was generally understood that wellmaintained conditions enhance the design of the course and provide a better playing experience. Golfers were asked to consider how sustainable practices will affect the care and conditions of a course and if that would manipulate any desire to play a course. This question triggered answers related to golfers’ expectations for course management and playability: I guess it comes down to what your expectations might be. If your expectations are overwatered places in the desert like in Las Vegas, then nothing you’re going to do is going to change that. If you’re going to play a link style course like in England where there are weeds and grass, there’s obstacles; it’s not a manicured place. It’s a little rougher. I like that. -Personal Communication, Radrick, 8/22/12 Well, I think people’s expectations should go down as far as what people think courses should look like. They want them too green and too perfect. I think most places can still be fun and have less inputs. -Personal Communication, Crystal Downs, 8/4/12 I think the public is going to demand it to be a certain condition, and I think we would be in favor of it it meets a certain condition. Certainly then, I think most golfers would be all for it. -Personal Communication, Crystal Downs, 8/4/12 The American Public thinks that everything has to be perfect and if you go to Europe, they play courses that aren’t perfect, yet everybody raves about it. I don’t think it has to be perfect in any way, shape, or form. As long as it doesn’t get more expensive, I mean, for our course, cost is a huge consideration. -Personal Communication, Greywalls, 7/14/12 Other golfers did not share this perspective and were not as inclined to sacrifice certain course conditions in favor of more sustainable practices. Green maintenance was one of the most important criteria for golfers, but many concluded that as long as the greens were maintained properly, they would not mind less intensive care on other parts of the golf course. However, the overarching consensus was that golfers were happy with the care and conditions of their home course and were open (on a scale from mildly to significantly) to the idea of a change in course care and maintenance to ensure a more sustainable future for golf. Natural Design (Aesthetics and Appreciation) Natural Design followed Care and Conditions as the second most important factor golfers valued. This factor compromised 13.6% of the total codes. When asked what they liked about the respective course they were playing, golfers nearly always discussed the design of the course. Words like “challenge,” “strategy,” “diversity,” “beauty,” and “variety” often accompanied descriptions of why the design of the course appealed to golfers. 15 The beauty and naturalness of courses left a distinct impression on golfers who appreciated not only the course track and layout but also the opportunity to be surrounded by such a natural setting. Golfers at Radrick and Kingsley both noted that the course provided a feeling of isolation in a beautiful place. One member of Kingsley Club noted, “It’s the best course you will ever play in the world that you get to on a dirt road. And what I enjoy about it is the variety of challenge. It’s always in good condition. Unique is the word that I would use.” At Greywalls, a course where many different elements come into play – granite rocks walls, trees, dunes, hills, creeks – the natural features of the course also provide a distinguishing variety and challenge for the golfer. Both members and guests alike complimented the visual beauty, and the majority of the interview population discussed the “spectacular views” of Lake Superior’s coastline (Personal Communication, Greywalls, 7/14/22). Golfers also expressed value for the variety of shots and lies that a well-designed course delivers. This was especially highlighted at courses with memberships. Golfers liked the ability to play the same course repeatedly but have a different experience every time. Each time golfers mentioned the variety of shots and experiences they had at a course, they nearly always paired it with an admiration of the course’s natural beauty and unique course design: It is one of the prettiest courses in the Midwest for sure, but it is also very difficult. I probably play well over a hundred rounds up here, and today I had four dozen shots that I had never seen before. It’s an ever-changing course. -Personal Communication, Greywalls, 7/14/22 First of all, how beautiful it is, second of all, how challenging it is, and thirdly, I just love the fact that it’s different everyday…how different it is everyday because of the weather, the wind. Because of that, it’s a treasure. -Personal Commnication, Crystal Downs, 8/4/12 “Challenge” was coded as its own variable to assess frequency of mention, but when golfers did discuss the challenge of the course, it was nearly always attributed to course design. Golfers at all courses except for one (Leslie Park, a municipal course) expressed their appreciation for a course design that provided a challenging experience. While golfers demanded a challenging experience, they also valued a sense of fairness on the course. No one wanted a course that was so difficult that the experience could not be enjoyed by an array of skill levels. Courses that were “open but challenging” offered more shot options and promoted more creative strategy than courses with limited design (Personal Communication, Radrick, 8/22/12). Golfers appreciated hazards that tested their game but were not impossible to overcome. Forest Dunes was an example of a challenging but forgiving course, and golfers expected a good course to provide both experiences for the most enjoyable game. “It's a fair golf course. If you go and ride the golf course and look at the 150-yard markers, what is called the turning point, that's the widest part of the fairway. It gives you a very level playing field for whatever handicap you play from the tee, you should be able to hit the 150 mark and get a variety of shots and gives you the ability to get there and get on the green.” (Personal Communication, Forest Dunes, 8/11/12). 16 Golfers at Greywalls liked that “it’s open, fair, and relaxing to play. Greywalls is good to play when you want a challenge; it’s not too intimidating with its placement” (Personal Communication, Greywalls, 7/14/22). Cost to Play The financial obligation of golf was discussed in multiple contexts at all courses. Nearly every golfer participated in some sort of dialogue about the cost to play golf or operate a course. This topic was of clear concern to golfers who saw rising costs as obstacles for the future of the game. “It's a real dilemma, so many courses in trouble financially. So much sustainability depends on whether we stay in this funk or how long it that goes on before the economy comes back and people find golf more affordable. There are some great courses advertised for $30, $40, so there are great places to play.” (Personal Communication, Forest Dunes, 8/11/12). First, golfers were asked to consider the impact of implementing sustainable management practices on the cost to play golf. Responses ranged from little to no impact to a substantial impact (in terms of decreasing cost to manage and play) that could have a substantial benefit on the future of golf. At Radrick Farms, golfers typically did not think that implementing more sustainable practices would have that much of an impact on the course’s finances, but they still advocated for the practices “because it’s the right thing to do” (Personal Communication, Radrick, 8/22/12). Other golfers saw the trade-off between sustainable practices and cost as a more advantageous one. Many golfers supported the implementation of more sustainable management practices because they recognized the economic benefit of reducing inputs on a golf course. “Some environmentally friendly practices might cost more, but then there are less inputs. So you know, I think you should try to do as good as you can, so if there is less overhead, the prices should be lowered. But I think it should be advertised, I can't think of anyone that would want to play the place less because it's sustainable. Most people aren't too concerned, but they won't avoid a course because of what it's doing environmentally” (Personal Communication, Crystal Downs, 8/4/12). Many golfers understood that if you reduce the resource input on the course, it reduces the overall cost to manage a course and play a round of golf. There was an awareness of industry advances in water management irrigation systems, drought-resistant turf types, and less resourceintensive management practices. Essentially, it came down to “the more bad stuff you put on the course, the more it costs” (Personal Communication, Crystal Downs, 8/4/12). However, generally golfers stressed the importance of the economic benefit of employing sustainable practices with less emphasis on the actual effect on the environment. Concern for the environment was not at the core of most people’s reactions – “Don’t double greens fees to plant a bunch of flowers” (Personal Communication, Greywalls 7/4/12). Secondly, there was a consensus that golf was an expensive and somewhat inaccessible game, which could be troubling for the longevity and popularity of the sport. Golfers want reasonable prices at well-managed courses that provide an enjoyable, challenging experience. High prices can deter even the most enthusiastic golfer and erode at interest in the game. 17 “Golf is a costly game and it’s a difficult game. So if it costs more, people are going to give the game up. I think they have to be very concerned about costs, more so than the environment, more so because the environment is going to be gone” (Personal Communication, Radrick, 8/22/12). Golfers stressed the importance of keeping golf economically feasible. If golf becomes too expensive, it will lose a substantial portion of its population base and discourage potential players, especially women and children. “I think costs are going to be a factor to keep more and more people interested in the game. It has to be reasonably priced to play” (Personal Communication, Forest Dunes, 8/11/12). Golf takes a lot of time and money, and at each course, golfers expressed concern that golf is becoming too expensive and not enough families, women, and kids are interested in the game. “Well, again, golf is not a cheap sport. A lot of courses are struggling right now. If you increase the cost to play, you are going to see less people play and revenues are going to be down. It's kind of a vicious circle” (Personal Communication, Crystal Downs, 8/4/12). Finally, golfers appreciated reasonable greens fees that may or may not have been a factor in their decision to play a certain course. Leslie Park was consistently called “a good value” for the integrity of its design and its reasonable prices (Personal Communication, Leslie Park, 10/28/12). One golfer described a high quality and affordable course that he played in the Badlands that “was really fun to play, and it was beautiful. The greens fees are $45.00 and they have over 150 people playing a day” (Personal Communication, Radrick, 8/22/12). In general, golfers exhibited an appreciation for well-designed, challenging courses with an affordable greens fee. Many noted their surprise and delight to see reasonable fees and claimed that it heightened their enjoyment of the overall experience. Sustainability: Golfers were asked to define “sustainable golf,” and this generated a vast range of interpretation and answers. No definition of “sustainable” was given to the golfer in the interviews; the question was purposefully vague and open-ended. Major themes touched upon ranged from more environmentally-focused (resource inputs, water use and management, fertilizers, energy) to economics (greens fees, cost of care and upkeep of the course, declining golfer populations) to the overall experience (pace of play, challenge of course, enjoyment, being outside, camaraderie). The following samples illustrate the wide range of definitions of what “sustainable golf” means: We have to look at ourselves in the mirror and come to reasonable terms on what's acceptable and not and what's sustainable. A little less water, a little less fertilizer. Maybe it's not as perfect or as green, or the greens aren't as fast or the bunkers aren't as good…over 18 holes? Just be happy you can play. You're out there, enjoy it. -Personal Communication, Crystal Downs, 8/4/12 18 The number one thing is water usage. I play a lot in other areas of the country; it's a big expenditure and a big use of their resources. Overall, golfers might have some awareness but it's not an issue for them. They just want to play golf. -Personal Communication, Crystal Downs, 8/4/12 It’s all about economics, especially up here. Economics drives it right now. -Personal Communication, Greywalls, 7/4/12 Well, sustainable golf would be to try to eliminate disruption as much as you can….to try to integrate the design into the natural features. It's a two-way sword though between design and management, Jim knows what he's doing, but not everyone could manage this golf course. Some superintendents couldn't manage this course…they'd just throw the water too much, they don't care, they don't trim around the trees, they just cut the lawn, they don't care about the natural plantings. -Personal Communication, Forest Dunes, 8/11/12 What is the future for golf to make it sustainability? Keep it green. There is a big difference between country club play and municipal play. Country club needs to be interesting if you are going to be playing over and over. Municipal play needs to be quick enough to make the turns and get people through and cost-efficient. You couldn't have this as a municipal course because you'd have five people that just never finished and you have to go look for them. -Personal Communication, Kingsley, 8/6/12 A sustainable golf course at least breaks even financially, it causes no great environmental harm to the regional harm and is enjoyable to be in. -Personal Communication, Radrick, 8/22/12 I think sustainable golf means you find a balance between the enjoyment of the golfers, the playability of the course, and the cost of maintaining the course and the cost in term of habitat you know, water usage and pollution and all that. You find a reasonable balance that makes for a playable, enjoyable course that you can sustain over time that doesn't deplete the environment and pollute. I would consider Radrick a sustainable course. -Personal Communication, Radrick, 8/22/12 Many golfers discussed water as being an issue of concern for the future of golf, as well as the need to attract more women and young golfers to the game. Cost remained a huge factor when considering sustainable golf, and it was again referred to in terms of greens fees and management operations. Cost was often linked to more sustainable practices that could potentially reduce the cost to play and manage a course. Design was discussed as well through discussions about playability and fun on the course, two factors that golfers felt would entice more people to play the game and increase the popularity of golf. Radrick and Crystal Downs were the two most frequently cited courses as “sustainable” by their golfer sample populations. These two courses have the greatest number of golfers who believe that their course is a sustainable course and do take an interest in the qualifications regarding that. 19 Golfer Expectations Many golfers understood that the golf industry is turning in a new direction, and the shift toward a more sustainable management regime is “going to happen eventually; it has to happen. We are not going to have a choice” (Personal Communication, Crystal Downs, 8/4/12). The discussion golfers’ expectations related to the current and future state of golf generated many comments from the sample populations. “I guess it comes down to what your expectations might be. If your expectations are overwatered places in the desert like in Las Vegas, then nothing you're gonna do is gonna change that. If you're going to play a link style course like in England where there are weeds and grass, there's obstacles; it's not a manicured place, it's a little rougher. I like that.” -Personal Communication, Radrick, 8/22/12 While golfers value the care and conditions of the course and hold courses to a certain standard, most golfers thought expectations of golfers “should go down concerning what people think courses should look like. They want them too green and too perfect” (Personal Communication, Crystal Downs, 8/4/2012). This further supports the advancement of the shift in the industry toward a more sustainable future for golf. Sustainability is on golfers’ radars – it is just not as explicit. Golfers recognize an idealized expectation for golf courses is not sustainable for the future of the game, both environmentally and economically. Superintendents and course personnel further advocated for a shift in golfer expectation. This was especially identified at Crystal Downs Country Club. Golf professional Fred Muller recognized “a shift in golfers because they have no choice. The Augusta factor is a huge negative for golf besides the excitement factor. That’s not the way golf is supposed to be. But this is a different place. People here [Crystal Downs] don’t think golf is supposed to be that way” (Personal Communication, Crystal Downs, 8/4/12). Dan Lucas, superintendent at Kingsley Club, noted, “Golfers want perfection, from the boom days of golf when everyone had money, and they got used to a perfect playing surface. Now a lot of places have to do with less, and I wish there was a way to impress upon golfers that this [gestures to course] is better for the environment and much more fun as it is” (Personal Communication, Kingsley, 8/6/12). Superintendents at all courses understood the value of the environment dictating and defining the playing experience. Discussion The condition, and thus enjoyment, of any golf course relies upon a healthy environment. Industry professionals, superintendents, and golf writers and commentators have increasingly been advocating for environmental and economic sustainability over the past decade. In 2009, the USGA committed to “taking proactive steps to minimize our environmental footprint and integrate environmental considerations into all aspects of our activities” (USGA 2009) through various initiatives and programs such as the USGA Turfgrass and Environmental Research and the USGA Water Summit held in November 2012. Golf as an industry is changing, and the USGA is focusing on promoting more creative niches for the golfer “to recognize that part of the beauty is the variety out there. High quality does not have to mean perfect conditions. That is the beauty of the golf course; it is the variety of every shot that you play” (Personal Communication, Dr. Kim Erusha, Managing Director of the USGA Green Section). Mead has written many articles defining what makes a golf course great, and he argues, “sustainable standards and 20 practices will prove to be good for the game, the golf business, and the planet” (2009). Golf writer Geoff Shackleford stresses in his books that it is time that the golf industry “embraces native looks and…consider[s] all practical means to use less water” (2005). This assessment of golfers’ expectations, perceptions, and motivations related to the courses they enjoy and choose to play has begun to fill the gap between the players’ views of what makes a course enjoyable and the aforementioned perspectives. While it is unlikely that golfers themselves will start demanding less fertilizers and more solar panels, findings from the interviews show that golfer populations generally do appreciate, care, and even hope for more sustainable design and management at their course. Analysis of Findings Assessment of the interviews revealed that all golfers are interested in the environment, but in a way that is unique to the golfing world. It cannot be compared to what is understood in popular culture, university initiatives, or in news articles. For golfers, the golf “environment” and “sustainability” is not about what is being done, but it is about what is there. It is not about recycling, water use, turf type, or the number of environmental certification programs awarded to a course. The environmental interest seems deeper than that, almost to an intrinsic, somewhat poetic level. Golfers spoke of their course environment as a work of art – admiring its design, its beauty, and the experience it provides. There was a deep sense of appreciation, pride, and oftentimes nostalgia when golfers discussed their respective courses. A course’s environment was admired for its artistry, its integrity, and the seemingly endless diversity it often offered players. Beyond its visual beauty, the environment was valued for the experience it offered – a challenging template for a mentally and physically stimulating exercise, an escape from reality into the outdoors, and a gathering place where memories and new friends are made. The “environment” was tied with the pursuit to defeat the greatest challenge of all – mastering the course; defined and constantly affected by what Mother Nature has in store for players that day. Players appreciated a playing environment that was visually appealing, demanded strategy, and was able to stand the test of time. These essential and highly valued attributes of a course are all linked to how a course is managed and maintained. While not every golfer is interested in knowing the intricate details of course construction and management, there is a deep veneration for golf course design. Although it is not always explicitly expressed, interviews reveal that a golfer cannot appreciate a course without inherently caring about its environment. Because of this, there is an indirect investment in the techniques used to maintain the course’s environmental aesthetic and the challenge posed. Even golfers who claimed that they did not care about environmental issues and practices considered the natural design to be an important criterion for their course evaluation. It is extremely difficult, and I would argue, impossible, to separate a golfer from the course environment. Everything about the game is rooted in it – the design, the care and conditions, the enjoyment, the challenge, even the psychology. Not all golfers were unaware of a course’s efforts to maintain an environmentally sustainable course. There were a significant number of golfers who were interested in the technical side of running a course and were familiar with the superintendent’s management practices. There was an observed pride when golfers discussed their knowledge of a course’s environmental practices, such as water-saving techniques, wildlife preservation, or minimal mowing and pesticide use, as well as knowledge of a course’s creation or design history. Golfers at courses molded by the hands of renowned designers, such as Alister MacKenzie and Pete Dye, 21 had a greater interest in the environment and design principles. Additionally, golfers who were members at private or semi-private courses had a greater familiarity and interest in best environmental practices due to the greater sense of community fostered by a membership. This sense of community was repeatedly discussed as integral for a sustainable game in the future. “Sustainable golf means…first of all, it’s a community project. The obvious one is environmental stewardship, but it also using local knowledge. It means that the maintenance crew grows food for the clubhouse; it means you hire caddies and bagstaff from the community. Really encourage people to walk and use caddies and the course to use agronomics and composting and gardens. The environmental stuff is obvious.” -Fred Muller, Golf Professional, Personal Communication, Crystal Downs, 8/4/12 Golfers were explicitly concerned about three fundamental factors of the game: community/camaraderie, cost to play, and water use and conservation. These factors are all rooted in the environment and are essential to assessing the future of the game, for both competitive and sport golfers. Interviews prove that sustainable golf goes beyond course management and design, however. The course itself fosters a sense of community; it is what every golfer playing that day has in common. Golfers appreciate a sense of community, fostered by being outside in a natural, somewhat isolated setting. This was identified throughout the interviews through two common themes of “being outside” and the “camaraderie of the game.” Golfers expressed time and time again their contentment, excitement, and often relief at the chance to be outside in nature and play solo or with friends, colleagues, and peers. With increased sprawl and land development and the stresses and struggles of everyday life, the chance to escape into a natural setting can be welcome and invigorating. While some may argue that a golf course is far from “natural,” golfers’ nearly unanimous appreciation for the natural beauty and scenic views of their respective courses demonstrates that a course can provide an experience rooted in nature. The sites of all visited courses co-exist with their environment through indigenous landscaping and provide golfers a unique experience that only that environment could offer. Only two holes at Radrick Farms offer brief glimpses of the external built environment, and the course is home to an impressive array of native trees. A giant wall of natural granite greets golfers with its intimidating beauty at Greywalls. Crystal Downs sits unassumingly along Lake Michigan’s coast with a few houses along the back nine that hide their presence behind trees and shrubbery. Kingsley is surrounded completely by forest and requires a drive down an isolated, seemingly never-ending dirt road to get there. Leslie Park boasts orchards and native burn plots, and Forest Dunes presents a unique web of open meadows, old pine forests, and rugged dunes. Clearly these courses offer a natural experience that heightens the enjoyment of the game. Letting nature dictate the course and the conditions provides a more rewarding experience for the golfer and stimulates the excitement for and the economy of the game – golfers want to play challenging, one-of-a-kind settings, and they will pay to play those courses. The enjoyment of playing with friends in a beautiful setting is something golfers do not take for granted – they greatly value it and understand its importance in the vitality of the game in the future. 22 The cost to play is a growing concern for golfers, especially those who have experienced a rise in prices and a decline in the golfer population. A course like Greywalls, already under a strict budget, prompted more golfer awareness concerning water scarcity and resource use – but this too was driven by economic limitations. A plurality of golfers at Greywalls did not concern themselves with environmental causes; they were only focused on maintaining the club’s financial status. They did not want to see money being used for efforts deemed showy and a waste of money. Golfers were also worried that rising costs are preventing a new generation of golfers from teeing up, especially with the turbulent economy. In many golfers’ eyes, the sustainability of the game is limited by the shrinking golfer population. Cost to play was considered one of the greatest roadblocks, and a part of the solution lies in better, less-intensive maintenance practices. The environmental factor of biggest concern to golfers was water use and preservation. Golfers are clearly concerned with environmental threats to the game, but very few were able to make the connection to their course’s efforts to preserve and conserve water. Drought, limited water resources, and the considerable number of gallons it can take to run a course were mentioned in nearly every interview. It should be noted that The Midwest faced a serious drought during the summer of 2012, which may or may have not influenced golfers’ perceptions. (NOAA National Climatic Data Center 2012). Greywalls was a forerunner in water concerns; the course sits on the edge of Lake Superior yet faces water scarcity issues (Appendix A). The course did not look remarkably brown or dry – if anything, it looked remarkably green considering its constraints. Golfers at Greywalls were noticeably complimentary of the course’s aesthetic and green conditions, despite the course’s less intensive use of water. Water scarcity is increasingly pushing courses to be more innovative in their maintenance practices, and Greywalls is a clear example of this. The big picture threats of water scarcity, population decline, and rising costs triggered great alarm to many golfers, but they were not always able to conceptualize smaller, locallybased, environmental threats. Results show that golfers want the game to survive and prosper in the future, and as DeVries states, “golf courses change over time, things come and go” (Personal Communication, 8/4/12). If golfers want their courses, and ultimately the game, to have a secure place in the future, it is time that they consider the changes that courses will have to and will be making, and not always for the worst. Implications for the Golf Industry Golfers do care about the environment in which they play their game. They express appreciation for unique, one-of-a-kind settings, challenging design scenarios that require a strategic mind and creativity, and a natural setting that lets them absorb completely into one of the oldest games of all time. They are on par with superintendents, industry committees, and architects and designers with their appreciation and concern for the environment. They just do not always speak the language of bunker management, pesticide use, or amount of dirt moved or wells dug to provide the experience that a course may offer. The question facing the industry next is – do golfers require a greater awareness of environmental practices to assure survival of the game and, if so, how to best promote and educate golfers? A shift toward sustainability in the industry is necessary. However, this shift must be customized and unique to the game of golf. Golfers were fairly split on their desire to learn more about what courses were doing or will do to preserve, protect, and maintain the environment. Golfers are there to play the course and would rather strategize their game than analyze the 23 course’s environmental practices. This does not mean that courses should be relieved of efforts to increase sustainable management practices. A careful approach should be taken, one that focuses on the course itself through sustainable management, but also on the interest and appreciation of these practices by course clientele. What is “sustainable” will vary by course, depending on its location, climate, terrain, and other attributes. It is difficult to compare the management of one course to another. Golfers at municipal courses are typically there for the good value and quick pace of play. Golfers at private clubs have a greater investment in the course’s design and management practices, as well as a heightened enjoyment because they continually return to play. Each has different challenges and advantages, but it is in the interest of all parties – golfers, superintendents, managers, and grounds crew – to endorse a shift toward courses that utilize natural design and sustainable management. A “subtle” shift toward sustainability may be the best option for many courses. As one golfer at Crystal Downs explained, “I think it means finding the compromise of enjoyable conditions but also be cost-effective and have a minimal impact. To me, it goes hand in hand. The more bad stuff you put on the course, the more it costs. Most people aren't as worried about the environment as they should be, but they are worried about the bottom line, so I think that's a good way to make golf more sustainable. Almost sell it as this saves money and makes your round cheaper because most people don't care. Almost sustainability in disguise” (Personal Communication, Crystal Downs, 8/4/12). “In disguise” does not mean tricking, hiding, or scheming behind golfer’s backs. It means speaking to golfers in a language that they understand and about the factors that they care about – cost, care and conditions, natural design. Highlight the things that mean the most to the golfer, such as the camaraderie and competition of the game. Golfer education needs to focus on firmly establishing the relationship between the golfer and the environment; essentially redefining the game to what it originally was: a battle between human and the elements of nature. Golfers will respond more enthusiastically and make connections to the environment through their own “lingo” rather than trying to understand the jargon that sometimes surrounds sustainability culture. The governing bodies of golf need to demonstrate to golfers that they all are part of a community inspired by the pure joy of the game. Many, if not most, are aware that the game is changing, and it is imperative that the industry establishes a dialogue with golfers about the direction the game is headed. Golfers who did not know about sustainable management practices often expressed an interest in knowing more, but they were not going to go out of their way to discover that information. If anything, this survey reveals that there is ample interest from golfers in learning more about environmental practices at the courses they play. This might not change a golfer’s perception of the game or where they choose to play – yet. As more and more courses adopt sustainable management plans and communicate these efforts with golfers, a new norm will be established that could act as a new incentive for golfers. Thus, the industry must encourage golf course personnel to educate their clientele on best management practices and sustainable course initiatives. This will help for a smoother transition toward sustainability, proactively address any concerns and skepticism, and ultimately, bring the golfer into a more intimate relationship with the course and the community. The drive in the golf industry toward more sustainable management and design techniques can help maintain the triple bottom line for a course. It would reduce the amount of resources and time given to care and upkeep of the course and would save the course and the golfer money. Less resource-use and disruption on the course does not mean a less pleasing experience or a loss of game integrity. The course can still maintain its visual aesthetics and 24 provide the best experience for the golfer – we have the technology to do it, but it is the mindsets of the golfers and course personnel that can be limiting. If a greater connection was drawn between environmental and economic efficiency, the interest and approval for more sustainable practices by golfers would likely increase. This connection has been established at six very different courses throughout the state of Michigan. Golfers care about the environment at their courses. They want beautiful, challenging courses that can thrive in the future. The enjoyment of the game is derived from the course’s architecture, challenge of play, biodiversity and natural vegetation, and its place-based uniqueness. What a sustainable course looks like varies from course to course, depending upon the resources available, topography of the land, and weather and climate conditions. Golfers understand the value of the niche their pastime occupies, and they prefer to play courses that capitalize on the different elements, vegetation, and contours of the land. Golfers also like knowing what makes their course unique. Throughout the interviews, golfers boasted about what they considered different, special, and alluring about their course. These design and condition distinctions would not be lost through a greater focus on sustainability but heightened, as they stem from what the environment has to offer, as well as how the superintendent and grounds crew manage the environment. These interviews have established the connection between the environment, economics, and enjoyment has always existed in golfers’ perceptions of the game, but was not always clear. Avenues for Future Research This study cannot and does not represent the views of all golfers, superintendents, and industry professionals. It is a focused case study on carefully selected sites to better understand the perspectives of golfers related to golf courses, sustainability, and the environment. In the future, an assessment of golfers at courses not considered sustainable would provide a useful parallel to compare and contrast the expectations, motivations, and perceptions of golfers related to the subjects of natural design, sustainability, and best environmental practices. This would paint a broader picture of the values of golfers, as well as superintendents and course personnel. All the superintendents included in this study were in favor of implementing more sustainable environmental management practices. It would be worthwhile to assess if this was a common industry-wide view or one isolated to courses already focused on a more environmentally friendly agenda. A broader study would also expose any bias golfers at sustainable courses may have toward environmental practices. For example, does golfing at a course that advertises their environmental efforts predispose a golfer toward caring more about sustainability? This could provide useful information for golf organizations that are working to promote better environmental practices and educate golfers on the benefit of such a shift. By default, this study primarily sampled golfers from the ages of 40-60 years. There was no target age bracket, but a further study focusing on the next generation of golfers (ages 13-25) might reveal a greater acceptance for greener initiatives in the golfing world, as the shift toward sustainability gains momentum. A broader study that records other demographics of participants, such as age difference, gender, and ethnic make-up, may influence the findings of perceived attitudes of golfers about environmental sustainability. A final recommendation appeals to organizations like the USGA to utilize the information provided from this study to: 1. Conduct a bigger, broader version of this study and 2. Use the information from this study, and potentially a greater study, to inform a stronger, more target-based campaign to encourage and educate golfers on the benefits and importance of 25 driving golf toward a more sustainable game. Both the industry and the golfer must adopt to changes in the future, and it would be a smoother and more enjoyable transition if these were popular and accepted changes. Conclusion The issues surrounding golf courses and the environment are numerous, but recognition of the importance of golf course sustainable development and innovation is increasingly gaining credence in the golfing community (Barton 2008). It seems indisputable that current and future course management strategies need to be more ecologically sustainable, thus posing the challenging question of whether golf courses can be environmentally, ecologically, and economically responsible venues, while maintaining the aesthetic qualities that attract many to the sport. The game of golf is inextricably derived from the environment; and for a golfer to like and enjoy a course is for a golfer to like and enjoy the environment. Diverse course environments and design styles are what draw golfers to the game in the first place. It is more engaging, challenging, and pleasurable for golfers to experience new, thought-provoking, gametesting situations in a perfect combination of sport and architecture. If a golfer likes a sustainable course, he or she will return to play. Golfers are the customer, the player, and the driver of the game and without their interest and support, a course cannot succeed in the future. Therefore, it is important to understand what inspires golfers to play certain courses and how they perceive sustainability’s role in golf. The results of this study demonstrate that a sustainable golf course must take all factors into account – the environment, the economics, and the enjoyment of golfers. Sacrificing any part of the 3E’s will be a detriment to the course in the long run. While it might be hard at times to see the inter-connectedness of the three factors, most golfers were able to make a connection between the environment and economics, in some way or form. The 3E’s of sustainable golf design and management can present major challenges to the course management but also compliment each other in a way that, if managed properly, can result in beautiful, economical, fun, and challenging golf courses that are less resource-intensive and less expensive to maintain. The sample population of golfers in this study should be more than enough to persuade the management at each visited course, as well as the industry as a whole, to assertively pursue an environmentally focused, sustainable agenda. 26 References Barton, J. (May 2008). How Green Is Golf? Golf Digest. Retrieved from http://www.golfdigest.com/magazine/2008-05/environment_intro Cornish, G. and R. Whitten. The Golf Course. 1987. Rutledge. New York City, New York. Deford, Frank. (June 11 2008). Water-Thirsty Courses Need to Go Green. Sweetness and Light, National Public Radio. Retrieved from http://www.npr.org/templates/story/story.php?storyId=91363837 DeVries, M. (1994). A plan for the sustainable management of native roughs at crystal downs country club. Masters Practicum. University of Michigan School of Natural Resources and the Environment, Ann Arbor, Michigan. Doak, T. (1992). The Anatomy of a Golf Course: The Art of Golf Course Architecture. Short Hills, New Jersey: Burford Books. Mead, T. (2009). Creating a new sustainable business model for golf. Tee-Off Times. Michigan Golf Course Owners Association. Vol. 20, No. 1. March/April 2009. Mead, T. (2009). The First Steps Toward Sustainable Golf. Course Conditions. The Michigan Golf Course Superintendents Association. Schiffman, R. (November 2009). Interview with Thomas L. Friedman. Golf Digest. Retrieved from http://www.golfdigest.com/magazine/2009-11/environment_thomasfriedman_interview?currentPage=2 Shackleford, G. (2003). Grounds for Golf: The History and Fundamentals of Golf Course Design. New York, New York: Thomas Dunne Books. Shackleford, G. (2005). Lines of Charm: Brilliant and Irreverent Quotes, Notes, and Anecdotes from Golf’s Golden Age Architects. Ann Arbor, Michigan: Sports Media Group. Shackleford, G. (1997). Masters of the Links: Essays on the Art of Golf and Course Design. Chelsea, Michigan: Sleeping Bear Press. Shackleford, G. (2005). The Future of Golf: How Golf Lost Its Way and How to Get it Back. Seattle, Washington: Sasquatch Books. Yasuda, G. (December 5, 2012). Golf answers urgent call to grow the game. Golf Week. Retrieved from http://golfweek.com/news/2012/dec/05/golf-answers-urgent-call-grow-game/ Audubon International. 2013. Audubon Cooperative Sanctuary Program for Golf. Retrieved from http://www.auduboninternational.org/acspgolf DeVries Designs. Golf Course Architecture. 2010. Retrieved from http://devriesdesigns.com Golf 20/20, Environmental Institute for Golf, and the Golf Course Superintendents Association of America. (2012). An Introduction to the Position, Values, and Benefits of Sustainability for the Golf Facility. Golf 20/20. (October 2012). The 2011 Golf Economy Report: Executive Summary. SRI International. Golf Digest Publications. (2008.) Golf and the Environment: Golfer Perceptions and Attitudes Concerning the Game and its Relationship with the Environment. 27 Golf Course Superintendents Association of America (GCSAA). 2013. Environment and Sustainability. Retrieved from http://www.gcsaa.org Michigan Turfgrass Environmental Stewardship Program. 2009. Online. Retrieved from. http://www.mitesp.org NOAA National Climatic Data Center. (July 2012). State of the Climate: Drought for June 2012. Retrieved from http://www.ncdc.noaa.gov/sotc/drought/2012/6. USGA Turfgrass and Environmental Research Online. (December 2012). Proceedings from Golf’s Use of Water: Solutions for a more Sustainable Game. Volume 11, Number 12. Presented by the United States Golf Association on November 6 and 7, 2012, in Dallas, Texas. Radrick Farms Environmental Stewardship Guide. 2012. Retrieved from http://radrick.umich.edu/wpcontent/uploads/2012/02/Envir-Stewardship-Guide.pdf United States Golfer’s Association (USGA). (January 2009). Golf and the Environment. Retrieved from http://www.usga.org/Course-Care/Golf-and-the-Environment/The-USGA-s-EnvironmentalCommitment/ 28 Appendix A Golf Course Environmental Management Practices Table 2. Course Environmental Characteristics Source: Interviews with course superintendents, pros, and designers through on-site interviews. Course Name Greywalls Greens Crystal Downs Roll 10-11 Bird list, bobcat, speed, coyotes, deer, undulating, various rodents small in size, poa annua (requires most water and fungicides), ice damage in winter Kingsley Punchbowl Yellow jackets, greens, Roll butterflies 9-10 or 11.512, green size dictated by Mother Nature Forest Dunes N/A Radrick Leslie Wildlife Tracking Turf & Grass Types, Vegetation Sand based Deer, turkey, bear, Drought-resistant turf, greens, dome cougar, territorial fine-leaf fescue, greens, L-93 grouse, coyotes, bluegrass, 17 acres of bentgrass wolves added native grass, cool season grasses “All wildlife except elk.” –Jim Bluck, supintendent. Acts as wildlife corridor for the National Forest Water coverage Water use Fertilizer & Pesticide Use Manmade Dam as source, cannot Fungus and snow pond, seasonal run full irrigation cycle, mold sprayed wallwaterfall, one well for water, to-wall, low input mitigated emphasis on otherwise wetlands, Lake conservation Superior shoreline Old variety apple and No natural Wells use topographic Snow mold poa pear orchards, annual features on pressure to move water annua on greens bluegrass, milkweed, course, long downhill, 18-20 million sprayed as needed, bentgrass turf, fescue, frontage on gallons/year, handheld pre-and post20 different native Lake Michigan, moisture meters, emergent pesticides grasses in native areas, small wetlands computer-controlled no significant seeding by 8th tee irrigation system, hand and spot watering Bunker Management Tend bunkers once a month, don’t rake everyday – “No needs, it’s a hazard” –Craig Moore, superintendent. Fly-mow edges, rounded bunkers, “finger-style” is characteristic of McKenzie, maintain natural setting Sheep’s Fescue, (uses less water), bent grass, native dunegrass, wild strawberries, milkweed, mint, trees most difficult issue for course, sandy areas that don’t hold nutrients well Big and little bluestem, sweet ferns, side oats gramma, Indian grass, switchgrass, sedgegrass, bulrush, Canadian wild rye, lupine, native wild flowers, 80 acres of total maintained turf, jack pine burn plots, high unmaintained grasses in the rough, Annual Bluegrass, Creeping Bentgrass (Greens, Tees, Fairways), Kentucky Bluegrass, Perennial Ryegrass and Tall Fescue Over 130 bunkers, edges raked, less maintenance due to less concern of perfect edging, local sand No ponds or water on site, surrounded by forest 27 acre manmade lake Pump straight from wells in irrigation system; “We use as little water as we can get away with.” Waste2Water, 1400 irrigation heads, draw from lake and wells, well drawn from 300 feet below Au Sable River, excellent drainage system, equipment wash station conserves more than 500,00 gallons/year, pond aerator Roll 10-10.5 Eastern Fry Pond, Moisture meters give a Massasauga Fleming Creek, hard number Rattlesnake, deer, freshwater to make decisions on mole, coyote, field wetlands, whether the grass needs mouse, muskrat, naturalized water, how much it woodchuck, ringshorelines losing through the day necked pheasant, and to determine how variety of native much to water and what and migratory birds spots at night Roll 9 -11, Turkeys, coyotes, Bentgrass tees, Traver creek, 3 Sprinklers monitor top dress with deer, Cooper’s Bluegrass and poa ponds on everyday moisture, use sand 4-6 hawks, bald eagles, annua greens, Rye grass course evapotranspiration rate times/year, snapping turtles, fairways, fescue rough, to tell how much plants vertical mow numerous seed patches and in use water, use less 2-3 times a undocumented divet mix on tees, pear water compared to other year, light birds and apple orchards courses: less manpower, weight roller rain is better than 2-3 times a irrigation system week Herbicides on natural areas in spring, wetting agents every 2-3 years on fairway spots 2 lbs of nitrogen on Naturally edged trees, 1.5 lbs on bunkers fairways, 1 lb on greens, hand fertilizers areas, uses organic micronutrients, snow mold in winter, no spray zone Fertilizer used after soil/tissue test results have been reviewed to tell the soil or grass nutrient needs, pesticides and fungicides used curatively or preventatively Sprays curatively, not preventatively: greens 12 times/year, tees 3/year, and fairways 1/year. Fertilizers sprayed on top Fly-mowing, raking, and edging. See: fertilizers. Raked with a mechanical bunker rake 3-4 times a week, Michigan sand 29 Appendix B Golfer Surveys Figure 1. Golfer Questionnaire Figure 2. Golfer Preference Card 30 Appendix C Frequency Reports for Golfer Survey Coding Table 3.1. Statistics: All Courses Table 3.2. Statistics: Greywalls Table 3.3. Statistics: Crystal Downs Country Club Table 3.4. Statistics: Kingsley Club 31 Table 3.5. Statistics: Forest Dunes Table 3.6. Statistics: Leslie Park Table 3.7. Statistics: Radrick Farms 32