Getting to Know: Cathy Harbin of OnCourse Operations

Cathy Harbin, a 28-year veteran in the golf industry, recently launched her own golf course management company – OnCourse Operations. Get to know a little more about Cathy ...

American Golfer: When did you originally enter the golf industry?

Cathy Harbin

Cathy Harbin: I have always been in golf. I went to Indiana State University on a golf scholarship and went straight into an Assistant Golf Professional job upon graduation. I took two years away from operations in my mid-20s to play the mini tours and then returned to operations and an Assistant Professional position.

AG: What attracted you to a career in the golf industry?
CH: At first going into golf seemed like the most logical thing to do. Then I discovered how much I loved the business of running a golf course. I love driving a well ran operation that pays attention to every detail. I love the satisfaction achieved from delivering wonderful experiences to people who come to play the golf course. I love thinking of new ways to get more golfers to the course and thinking of ways to get more people into the game of golf. I know we can grow golf and I make it my personal mission to do everything I can to help that effort.

AG: What are your immediate plans for your new venture - OnCourse Operations?

CH: To start off, I am consulting with three groups, Honours Golf, Arcis Golf and the PGA of America. My plan is to maintain around three consulting deals while I continue to look for golf courses to manage and/or purchase. My strategic plan was to create a positive cash flow with the consulting deals and continue to look for my first golf course. Once the first golf course is located, I plan to build a cluster of about five golf courses in a close geographic area. OnCourse Operations will be known for  delivering a great experience to everyone who visit the golf course, be it members, guest, team members, vendors, etc. If you stop by a course operated by OnCourse Operations you will have a good experience there.

AG: Please explain your "Circle of Success."
CH: The circle of success is a continual leadership style that keeps three primary goals in equal balance. In order to run an effective, efficient and successful golf facility it is paramount that you keep three things in balance at all times. Those three things are delivering a memorable member and guest experience, creating a fun and productive work environment for your team, and running a profitable operation. Thus the circle of success is member and guest experience, team member enjoyment, and profitability.  The key is the balance and not allowing any one priority to dominate the other two.

AG: How can the industry "grow the game" through new players?
CH: I have been involved in many initiatives around growing the game and in my role as Executive Director of GOLF 20/20, there were many people who presented ideas about growing the game. There is no shortage of good ideas. In the end, growth of the game will come from the willing warriors at the golf courses and companies that support and allocate resources to growth of the game. Willing warriors are the folks at golf courses that take engaged steps to make a difference and we are fortunate to have many people that work at golf courses who care about the future of golf. The perfect situation is when a willing warrior works for a supportive company … that is when you see real, sustainable growth. As the number of willing warriors and supportive companies increase, growth of the game will increase. As I said, there are lots of great programs and ideas out there, such as Get Golf Ready, so it is not so much a need for more ideas, the need is for more execution.

AG: In the meantime, with participation down, are there creative ways courses can spur interest and drive revenue?
CH: The question about participation is two-fold. How do we get the current golfers to play more golf and how do we get more of those 26 million that say they are interested in playing the game to actually play. Engagement with current golfers and a welcoming environment for non-golfers are key to increasing participation. The first is engagement with your current golfers through better programming. Make sure that your programming aligns with the demographics of your club and make sure that it meets the expectations of those participating. For example, if you're hosting a competitive event, make sure that it is competitive and the rules are followed. If you are hosting a social event make sure that it is all about the fun! As for the welcoming environment, this has to be displayed through every member of the staff. Everyone has to be committed to a great welcoming and non-intimidating environment and again it has to be all about the fun! Most golf courses are not aware of how intimidating they are to non-golfers, so the first step is education to put the staff in the shoes of new golfers.

AG: What's the most challenging thing you face in your business?
CH: The most challenging thing about the golf business is the balance between protecting your core golfers and ensuring they have the traditional game that they love and offering a welcoming environment for a diverse audience that cares a lot more about having fun than the rules of the game. We have to protect the history and tradition of golf for those who are supporting golf now, while we offer alternatives for the next generation and those just interested in fun. The game will be in trouble if we don’t find a way to offer more fun and alternative ways to enjoy golf!

AG: Conversely, what's the most rewarding thing about your business?
CH: Golf is an incredible game on so many levels. It offers competition if you are competitive, it offers quality time with your family, it offers social time with your friends, it teaches honor, integrity and discipline to children and it is the game of a lifetime that you can play forever. I'm proud to be associated with the game that offers so much to so many.

AG: What’s your “dream foursome” (living or dead, golfer or non-golfer)?
CH: That’s easy … Kathy Whitworth, the greatest champion ever with the most wins of any professional golfer – male or female, Nancy Lopez because of all the great things she did to increase awareness to women's golf and she is so nice, and Mickey Wright because Kathy Whitworth says she had the purest swing of all time!

AG: What course tops your “bucket list” to play?
CH: Well, St. Andrews of course! I went there for the first time for The Open last year and it was as amazing as I had imagined. Can’t wait until I can walk the same fairways as the legends of the game.

For more information on Cathy and OnCourse Operations, click HERE or visit oncourseoperations.com. You can also call 904.699.4919 or e-mail cathyharbin@oncourseops.com.