The golf course maintenance industry has seen a continuing shift in recent years that is bringing recognition and opportunities for leaders and their teams. Owners, boards, general managers and superintendents who accept and embrace this evolution in the turfgrass profession enrich the work environment and put themselves in a better position to attract — and, most importantly, retain — talent.
The shifts we see advancing the turfgrass profession include title recognition, increasing compensation, educational benefits and technology.
Title recognition
We don’t know who first thought of using the title “assistant-in-training,” but it was a brilliant idea and might have started the evolution in titles. Previously, those earning a degree or certificate in turfgrass typically would be hired out of school as a spray technician. The spray technician title did not recognize the effort and commitment an individual made in pursuing a turfgrass career, but the assistant-in-training title established the entry-level position in the profession and emphasized that it was a developmental role.
Title recognition has continued throughout the profession. We are seeing the use of “director” for the head of golf course maintenance position regardless of whether it’s a single- or multiple-course property. The director title is a true representation and recognition of the position and consistent with the titles of peers in other departments.
Using the director title opens opportunities to promote and recognize others. Assistant superintendents can be promoted to superintendent to recognize their position and level of responsibilities in overseeing a golf course, and assistants-in-training can be promoted to assistant superintendents to recognize their development and growth.
Increasing compensation
The golf course maintenance industry has experienced a notable increase in compensation. This trend started in 2020 with the popularity and growth in golf, aided by the COVID-19 pandemic and the ensuing inflation. With a growing industry, more courses are being built or renovated, and the demand for turfgrass professionals is exceeding the supply. This, coupled with inflation, has forced employers to increase the pay of their turfgrass professionals and increase offers when hiring. Turfgrass professionals looking to increase their pay, on the other hand, are more willing to change jobs.
Educational benefits
In hiring turfgrass professionals, formal education has always been important. However, when hiring entry- and mid-level turf professionals, we have seen that hiring managers do not put a particular emphasis whether someone has a certificate or associate or bachelor’s degree, leaning more toward experience and character. This may reflect the demand for talent, but when the supply catches up with the demand, education could become more significant, and a bachelor’s degree may regain its status as a critical qualification for senior leadership positions. Employers and head superintendents who have a culture of developing their teams for future opportunities within or outside their organization are providing educational assistance for advanced degrees.
Technology
A trend in golf course management is the growing emphasis on work-life balance. Technology can help in gaining a competitive advantage by improving efficiency. Utilizing software for job boards, chemical application tracking and inventory management, and using tools like chatbots for departmental communication, robotic mowers and moisture sensors can enhance productivity and allow staff to focus on high-impact tasks. With the help of technology, employers are creating a more balanced work environment without compromising the quality of operations.
We have seen these shifts within the golf course maintenance industry, where titles reflect responsibilities and levels, compensation is aligning with the market and job responsibilities, formal education emphasis varies, and technology is changing the way we do things. Owners, boards, general managers and superintendents who see these shifts and adapt will find themselves well positioned for success in the competitive world of attracting and retaining the top talent in the golf course industry.
Tom Vlach, CGCS, a 34-year member of GCSAA, retired at 50 after 29 years as a superintendent. He’s the founder of Triumph Group, an executive search firm specializing in the country club and hospitality sectors.