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.