Anywhere But Palm Beach Gardens: PGA Headquarters Move Could Go Many Directions

Outgoing PGA of America CEO Pete Bevacqua commented on the PGA of America's possible move to Frisco, Texas and opened the door to a move there, a bigger and more modern facility in Florida or other possible locations in the United States.

The comments leave the PGA staff less certain than ever, something Bevacqua empathized with in his remarks. From my Golfweek.com item:

“It’s difficult on the staff to be in this period of limbo where we don’t know exactly where we’ll be,” he said. “Are we going to stay put? Are we going to move to Frisco? Could we move somewhere else? So I know the goal is to resolve that and come to a conclusion as soon as possible, but we’re just not there yet, unfortunately, because we would like to have made that decision.”

Speculation Begins On Next PGA Of America CEO...

At least, amongst people and even some very important people. 

While most golfers could care less who oversees the PGA of America, insiders on golf's business side of golf are eager to see what direction the organization goes after Pete Bevacqua resigned this week to work at NBC Sports.

In a very informative analysis of the Bevacqua era, Dave Shedloski at Golf World throws this out:

John Easterbrook, the PGA’s Chief Membership Officer, has been tapped to serve as interim CEO, a selection that raised a few eyebrows from observers in and out of the organization. It was thought that Darrell Crall, who has served as Chief Operating Officer since Bevacqua came on board in the fall of 2012, would be the logical choice. Crall, sources say, was runner-up behind Bevacqua among the six candidates interviewed for the CEO post when a retiring Joe Steranka vacated six year ago. However, Crall also is believed to be deep in the woods on the PGA’s prospective move to Texas, given his longtime role as executive director of the Northern Texas PGA Section prior to joining the PGA in 2011.

Both Easterbrook and Crall would have to be considered candidates to succeed Bevacqua. Past presidents Roger Warren and Jim Remy, who also interviewed for the post in the last search, might get another look.

“I’d be shocked if Darrell Crall isn’t hired into that position,” said one past PGA officer. Still another countered, “I don’t think that’s necessarily what we need.”

I would also suggest LPGA Commish Mike Whan seems ready for a new challenge and will likely be a name submitted by some. He already is well-versed in Five Family code, conduct and conformity, if nothing else. 

"Bevacqua’s exit leaves questions for PGA"

Alex Miceli offers up several thoughts on where Pete Bevacqua's departure leaves the PGA of America as it considers a headquarter move and a new television contract. 

On the Frisco move:

One will be the reported move of PGA headquarters from Palm Beach Gardens, Fla., to Frisco, Texas, near Dallas. The next CEO surely would want a say in the decision. Considering that it took more than five months for Bevacqua to be named CEO, the move to Frisco might be on life support while waiting for the PGA’s new boss. It still could be an issue for the new CEO, if a move is determined to be necessary.

The news did bring PGA of America President Paul Levy out of hiding following his June DUI arrest. Levy faces an August 2nd court date. His letter to members:

I’m writing today with news that Pete Bevacqua has resigned as our CEO to become president of the NBC Sports Group.  His resignation is effective Monday, August 13, upon conclusion of the 2018 PGA Championship. 

We are grateful to Pete for his many contributions in nearly six years as our CEO.

Under Pete’s leadership, we advanced our mission to grow the game and serve our members in many ways:  We developed and implemented a long-term strategic growth plan; made major enhancements in the career consulting and professional development of PGA Members, including establishing life-long learning in three career tracks and creating the Chief Membership Officer position; took the bold step of moving the PGA Championship to May; reached a record-setting Ryder Cup agreement with NBC; alongside the LPGA, led the creation of the KPMG Women’s PGA Championship as the cornerstone of our diversity and inclusion efforts; and set in motion the exciting path to a new headquarters development for our Association. 

In addition, we took ownership of PGA Jr. League and created an effective way to introduce boys and girls to the game in a fun, team format.  Our charitable foundation, PGA REACH, is impacting more lives through golf than ever before by enabling access to PGA Professionals and this great game. 

These are exciting times for the PGA of America, but the best is yet to come.  We are committed to building upon the momentum of recent years while also embracing new ways to grow the game and serve our members. 

The Board of Directors has approved a leadership transition plan with Chief Membership Officer John Easterbrook, PGA, acting as interim CEO. During this time, we will look internally and externally to find a long-term CEO. 

With the PGA of America well-positioned for continued success, Pete departs with our gratitude and best wishes to him and his family. 

Sincerely, 
 

Paul K. Levy
President, PGA of America

Pete Bevacqua Leaves PGA Of America For NBC Sports

The PGA of America loses a CEO and NBC Sports Group gains a new president, with Pete Bevacqua taking a newly-created position starting in September under Mark Lazarus overseeing many elements, including all golf properties. 

In the meantime, a new CEO search will commence for the PGA of America with an upcoming television contract negotiation and possible move to Frisco, Texas looming. 

For Immediate Release:

PETE BEVACQUA NAMED PRESIDENT OF NBC SPORTS GROUP

New Role Will Oversee Programming, Marketing, Digital, NBC Sports Regional Networks, and all Golf Businesses

STAMFORD, CONN. -- July 24, 2018 -- NBC Sports Group today named Pete Bevacqua to the newly created position of President, NBC Sports Group. In this role, Bevacqua will oversee several key areas, including programming, marketing, digital, the NBC Sports Regional Networks, and all Golf businesses under the NBC Sports umbrella. He’ll report to Mark Lazarus, Chairman of NBC Broadcasting and Sports, and will begin his new role in September.

“With the expansion of NBC Sports Group over the last seven years, and our continuing investments in new and existing businesses, adding Pete to our already strong management team will help us organize for future growth,” said Lazarus. “We are thrilled to have someone with his experience and reputation join our organization.”

Bevacqua joins NBC Sports Group from the PGA of America where he has served as CEO since 2012. The PGA of America oversees the PGA Championship and Ryder Cup, among many other events, and serves more than 29,000 members. Most recently, he led the move of the PGA Championship from August to May beginning in 2019, giving the golf major a stronger place on the golf calendar. Among his other accomplishments at the PGA of America, he created the first-ever Chief Membership Officer; added and renewed several key partnerships and sponsorships; and the PGA designed and implemented a strategic plan focused on the PGA’s mission to serve its members and to grow the game. Prior to the PGA of America, Bevacqua served as the Global Head of Golf at Creative Artists Agency (CAA Sports), and other key industry positions.

“The opportunity to join NBC Sports Group, and the larger Company of Comcast NBCUniversal, which holds media rights to the world’s biggest events and an incredible assortment of assets, was too good to be true,” said Bevacqua. “I am also deeply grateful to the membership, leadership and staff at the PGA of America. Professionally and personally, for me and my family, these have been the best six years of my life. Leading the PGA of America and the 29,000 PGA Golf Professionals will always mean a great deal to me.” 

Saturday News Dump: PGA Of America Locks In Baltusrol For '23 KPMG LPGA, '29 PGA

I'm fairly certainly a Saturday in the summertime is the only opportunity more likely to get something less notice than a Friday evening in summertime. 

As Kevin Casey notes for Golfweek, this is the second joint KPMG LPGA and PGA Championship site announcement and great news for the women, who will return to a former U.S. Women's Open site and scene of many fine championships.

For Immediate Release:

PGA OF AMERICA TO HOST KPMG WOMEN’S PGA CHAMPIONSHIP AND

PGA CHAMPIONSHIP AT BALTUSROL GOLF CLUB

PALM BEACH GARDENS, Fla. (June 30, 2018) – The PGA of America announced today that Baltusrol Golf Club in Springfield, New Jersey will host two of its pillar championships: the KPMG Women’s PGA Championship in 2023 and the PGA Championship in 2029.

Founded in 1895, Baltusrol has played a prominent role on the national golf stage for nearly 125 years. Both Championships will be staged on Baltusrol’s famed Lower Course, which is an A.W. Tillinghast design. Since opening in 1922, the Lower Course has hosted 10 major golf events, including seven professional major championships.

The 2023 KPMG Women’s PGA Championship will be the second women’s major championship played on the Lower Course. In a duel of World Golf Hall-of-Famers, Mickey Wright topped Betsy Rawls by six shots to win the 1961 U.S. Women’s Open.  

This will be Baltusrol’s third PGA Championship: Phil Mickelson and Jimmy Walker notched memorable one-shot victories on the Lower Course in 2005 and 2016, respectively.  

“The PGA of America is delighted to continue our wonderful relationship with Baltusrol well into the future,” said PGA of America CEO Pete Bevacqua. “We’re excited to watch the best men and women in the game measure themselves against one of the most historic and challenging golf courses in the world, Baltusrol’s Lower Course.”

The KPMG Women’s Championship is a collaboration of the PGA of America, LPGA and KPMG, and focuses on the development, advancement and empowerment of women.

“KPMG’s commitment to elevating women on and off the golf course is exemplified by the selection of Baltusrol Golf Club as the host of the 2023 KPMG Women’s PGA Championship,” said Lynne Doughtie, KPMG U.S. Chairman and CEO. “To help more women in business advance to the C-suite, the KPMG Women’s Leadership Summit will be held at Baltusrol and bring together top leaders across multiple industries with women nominated by their CEOs to attend.”

“The KPMG Women’s PGA Championship has quickly become synonymous with greatness, and what better venue to solidify that than Baltusrol,” said LPGA Commissioner Mike Whan. “Even casual fans equate Baltusrol with ‘major’ moments in golf, and we’re thrilled that the best female golfers in the world will get to test their games at such an iconic venue in 2023.”

In 2014, Baltusrol Golf Club was designated a National Historic Landmark by the National Park Service, one of only four golf properties to earn this distinction.

“Since 1901 the best players in the world have competed against each other on our golf courses," said Rick Shea, Baltusrol President. "We look forward to working with the PGA of America to showcase the best women and men in these two Major Championships.”

With Lack Of Action On Levy, PGA Of America Leadership Doesn't Care About Credibility

Here is Mike Purkey writing for MorningRead.com on Paul Levy's DUI as the PGA Club Pro Championship plays out in the president's home state.

As the same organization that booted Ted Bishop for calling Ian Poulter a "lil girl" on social media, just a sad state of affairs that they will stand by someone committing a far greater offense, especially as the arrest report noted damage done by Levy's crash into a sign that could have been a human life.

Purkey writes this strong statement:

By leaving Levy in office, the PGA sends the message to its 29,000 members that the organization’s leadership doesn’t care about the optics of this issue or the credibility of the PGA of America.

Jack Loves The Memorial's New Schedule Spot, Not So Sure About A May PGA In Rochester

Dave Shedloski reports for Golf World about Jack Nicklaus's pleasure at future Memorial's situated perfectly between the PGA Championship and U.S. Open. The Golden Bear also notes there will be less European competition in future years and is pleased that the Players and PGA Championship will present more interesting weather equations as part of the mix. 

Except in Rochester, 2023.

"I don't know," Nicklaus added, "what's going to happen in May in Oak Hill in Rochester, but I wish them well. I hope the weather is good. That's going to be a tough time."

Follow-Up On May Weather, PGA Championship Week

While poking around and looking at weather in PGA Championship cities one year out from its new May playing, I found one part of the country without significant weather issues.

I can reveal it to you in a screen grab of my radar app today and say definitively that this is very typical for May.

FYI, the west coast hosts two PGA's in the next decade, too!

The west coast also delivers a prime time finish, meaning about another 1 million or so viewers.

On Sunday nights, too.

Shame we only have two on the schedule in 2020 and 2028. Next TV contract bidders budget accordingly!

PGA of America's Next Big Move: Moving To The Land Of Added Brand Value

PGA of America employees in Palm Beach Gardens

I'm not sure a single American golfer--male or female--cares where the PGA of America brass takes their phone calls, gather around the water cooler and raise their families. But in analyzing the association's likely move from Palm Beach Gardens to Frisco, Texas, Golf World's Dave Shedloski talks to many people who are convinced the move will enhance brand value. 

The story does not explain how being in Frisco helps the average club pro equipment and apparel sales back from non-green grass accounts, nor does moving to Frisco return the PGA pro to status on par with superintendent or manager. But many people who wouldn't go on the record are, nonetheless, bullish on the dreaded value proposition.

The response to the PGA’s request for proposal was “an eye opener,” said one longtime PGA official. More than 100 municipalities responded when the RFP was disseminated in mid-2017. “It’s obvious,” said another, “that our brand is very valuable, based on the interest the RFP generated. And whatever decision is made is going to bring more value to the brand.”

Shedloski writes that the "central question arising from a prospective address change—which could come as early as 2020—is what benefits would it bring to the thousands of club-professional members? And in turn, would those benefits impact every day golfers?" A good question! Not a good answer:

Among them is that the PGA can further separate itself from the PGA Tour, based in Ponte Vedra Beach, Fla., both geographically, and in terms of its identity. It is 50 years ago this year that tour players broke away from the PGA of America to form their own organization. But the lay sports fan often still confuses the two entities.

And they both have gobs of money in the bank. And people will still not know the difference. 

Ultimately, even after past real estate ventures gone bad loom as cautionary signs, the motivations for such a move sound similar to the late Frank Hannigan's longtime concern for the USGA: a decision driven by a desire to be loved. 

It’s hard not to see the PGA of America as appearing to be a more dynamic organization when, if it were to move its headquarters to Frisco, it would share a zip code with one of the NFL’s top franchises, the Dallas Cowboys, along with the NHL’s Dallas Stars and the FC Dallas soccer team of the MLS. Liberty Mutual, FedEx Office and Toyota are non-sports companies who recently have moved to North Texas, in nearby Plano. Two other companies with golf connections—AT&T and Topgolf—are also deeply connected in the metro area. Having such impressive neighbors could afford the PGA of America more commercial and economic opportunities, which could be poured into member benefits and grow-the-game initiatives.

And more money to add to the $140 million already in an account. 

As for open dates to host a championship at the new venture, the first available PGA Championship date appears in 2025. The first Ryder Cup opportunity for Frisco would be 2036. 

Something To Monitor: Northeast Weather And May PGA's

May 16th, 2019 is likely to be the first round of the PGA Championship.

A year from now we'd be just four weeks from the start of play at Bethpage Black and while this year's brutal winter is hopefully an aberration--with two more weeks of cold forecast meaning substandard growing conditions--the potential for rough conditions should be cause for agronomic concern with the northeast venues currently on the schedule. (Trump Bedminster in 2022 and Oak Hill in 2023 will be weather-dependent as well.) 

I'll check back a month from now, but here is Bethpage four weeks from the likely opening round date: 

Bethpage Black, opening day 2018 #pga #pgatour #golf #golflife #golfaddict #golfporn #golfcourses #golfcourse #instagolf #golfer #golfers #whyilovethisgame #clubsandpubs #golfclub #golfclubs #golfballs #golfr #golfswing #titleist #nike #callaway #bethpage #bethpageblack #ny #newyork

A post shared by Putterface Golf (@putterfacegolf) on Apr 14, 2018 at 2:26pm PDT

Current situation on the left....counting the days till we can get back to the photo on the right 👍. Although you could cut that right corner with those bare trees now 👌 . . . . . . . . . #swingnyc #bethpageblack #summer #helloworld #1sttee #golf #golfnyc #titleist #nikegolf #bridgestonegolf #pga #usopen #warmweather #1stteejitters #foreplay #fore #fairwaygoals

A post shared by Swing NYC (@swingnyc) on Apr 16, 2018 at 4:39am PDT

PGA Of America Gives Us A Decade To Ponder Why We're Playing Another Ryder Cup At Hazeltine National

Let's forget that the PGA of America is bringing the Ryder Cup back to Hazeltine National just a dozen years after it last hosted, or that the course in question isn't particularly memorable, lovable or likely to be pursued by other organizations for a championship. The course was beautifully conditioned and in its defense, tainted by Team USA's dreadful Sunday singles placement of nearly all hole locations in the green centers.

According to the announcement...

Hazeltine -- site of the U.S. Ryder Cup Team’s 17-11 victory in 2016 -- will become the first American venue to host a second Ryder Cup. Four English courses have hosted multiple Ryder Cups: The Belfry (1985, ’89, ‘93, 2002); Royal Lytham & St. Annes Golf Club (1961, ‘77); Royal Birkdale Golf Club (1965, ’69) and Southport and Ainsdale Golf Club (1933, ’37). 

So let's ask as we always do with these silly announcements: why lock in venues that aren't in demand so far down the line? What is the incentive? Because the news value tends to range from "who cares" to "I just hope to be alive in 2028", instead of, "boy I can't wait!"

Maybe the PGA of America just wanted to piggyback on the far more popular Gold Medal winning U.S. Men's Curling team, and for that, I can't blame them:

We’ve got some news... pic.twitter.com/y6gaYajPCZ

— Ryder Cup USA (@RyderCupUSA) March 26, 2018

PGA Distance Survey Is In And The Results Will Not Shock!

The PGA of America's survey on distance is in and they are against a rollback that has not been proposed. The votes mirror the PGA board's position, as outlined prior to the vote by PGA of America CEO Pete Bevacqua.

As the process makes taking the results seriously almost impossible, you do have to wonder about all of the PGA members who voted about the joys of distance as their dues are used to fund aggressive grow-the-game campaigns. You know, campaigns deemed necessary because the technology era has not grown the game and the PGA of America is pursuing a long list of growth initiatives.

Here is the letter from current PGA President Paul Levy (of no actual golf facility) telling the members how they voted and how the PGA board will protect their wishes:

A Thermal Exhaust Port In The PGA Of America's Distance Poll?

In his daily newsletter, The Fried Egg's Andy Johnson points out questions about the PGA of America's distance survey methodology.

You may recall that the organization took a stand against rolling back the distance of the golf ball, specifically citing the ball and taking a stance against a position that had not been officially suggested by the USGA and R&A's distance report issued on Monday.

Besides taking a premature stand before polling its membership for views from the trenches, the poll itself struck many as odd. Including Johnson, who writes in his daily newsletter of CEO Pete Bevacqua's organizational stance and subsequent polling:

Perhaps in an effort to swiftly bolster his quick statement, the PGA solicited the opinion of its members via a "survey" sent via email to its 29,000 members. The "survey" looks like it was put together by a high school intern and shuns virtually any semblance of scientific poll-taking. The "survey" can be completed by anyone with the link, and (at least to outward appearances) responses can be submitted as many times as one likes. It is, by any definition, completely worthless.

Since the PGA of America has forfeited any pretense of fairness in this "survey," go ahead and vote yourself! You, non-PGA professional, can express your voice by voting here at the link.

I asked the PGA of America for an explanation and here is the response:

The questions were formulated with the help of the National Golf Foundation.  Only PGA member votes are recorded and only their first time accessing the poll counts.  There will be no multiple votes counted by any single PGA member and, in addition, no non-PGA member votes are recorded in any manner.

While that is comforting, it seems odd that there were no cookies telling me I had already voted or telling me I'm not a PGA of America member and therefore the vote will not count. 

This vulnerability in the thermal exhaust port is all probably a moot point given that the PGA of America board has already decided where it stands. 

PGA Of America Denies Imminent Move To Frisco, Sort Of

Brad Townsend of the Dallas News considers the news of a possible PGA of America move to Frisco, Texas where 36-holes would also be built and majors possibly contested. 

Townsend weighs the PGA of America's denial that a decision has been made to leave West Palm Beach. The organization has been headquartered there since 1982.

"Last year we issued a request for proposal to a number of markets that are potentially well-suited and interested in developing a new headquarters campus for us. The due diligence phase is ongoing and no decisions have been made."

On Thursday morning the Golf Channel's Tim Rosaforte reported that a late-January internal email alerted PGA of America employees to the fact that the association is considering a move to Frisco. The email, however, also stated that the PGA might remain in Palm Beach Gardens, where it has been headquartered since 1982.

Townsend speculates that the move may be a bargaining chip play and tied to the PGA's COO's desires. 

North Texas, however, has a powerful connection in PGA of America Chief Operating Officer Darrell Crall, formerly the longtime executive director of the PGA's Dallas-based Northern Texas Section.

Crall's current formal job description: "Directs day-to-day operations at PGA Headquarters and is charged with oversight of the PGA's organizational growth, strategic plan, performance goals and priorities, and annual budget execution."

Here is Tim Rosaforte's Golf Central report on the possible move. 

Keeping Up With The Other Families: PGA Of America Eyeing Move To Frisco, Texas

Art Stricklin reports on a PGA of America plan to possibly relocate to new headquarters outside of Dallas, Texas, with two golf courses that would be in line to host future majors and/or the Ryder Cup.

Let's hope they get these babies to 8,500 yards to meet CEO Pete Bevacqua's vision to grow the game through distance gains!

The move would radically reshape the golf landscape in North Texas and is likely to provide Texas its first major championship in more than 50 years.

Two new 18-hole semi-public courses are part of the plan — one designed by Gil Hanse, the other by Beau Welling. PGA officials said Hanse would be responsible for delivering a championship course, slated to open by 2020, with the intent of it playing host to the PGA's marquee events, including the PGA Championship and the Ryder Cup.

Beau but no Tiger?  

Many PGA officials consider the current national headquarters outdated and out of space; the property also sits near a golf course that the PGA of America does not control. Sources said the PGA also felt pressure to act after seeing the enhancements the USGA is making to its New Jersey headquarters, along with the plans the PGA Tour has for a gleaming new space in Ponte Vedra, Fla.

Ah now we're getting to the heart of the matter!