A state golf alliance brings together forces to improve all facets of the game

Golf is an individual game. That's one of its attractions: Play well, get all the credit; play poorly, there's no one else to blame.

That mentality hasn't worked so well on the industry's political and business fronts. A splintered approach has stunted golf's ability to promote its attributes, defend itself against critics and, ultimately, grow the game to the benefit of business and players alike.

The recent formation of the California Alliance for Golf, the first collaborative effort of all the state's major golf associations, is a full swing at correcting that.

"Golf has a tremendous positive environmental and economic impact, both of which are insufficiently appreciated," said Bob Bouchier, executive director of the nonprofit organization. "We want to make people aware, to tell the whole story that presents our industry and people in an accurate light."

The CAG unites the Northern and Southern California golf associations and PGAs of America, private and public course owners, course managers and superintendents. Suppliers to the golf industry have been slow to get on board but figure to benefit as much as anyone from the CAG's effort.

The new, all-inclusive voice of California was formed in July 2007 after years of informal meetings, and although still in its infancy in terms of impact, now is up to full speed. It operates out of an NCGA office in Pebble Beach with a $500,000 budget.

Extolling the sport's massive economic impact and proactively addressing an increasing water crunch are at the top of the CAG's agenda.

One of its first tasks was commissioning an independent study analyzing the statewide financial impact of golf. When the report is presented during the U.S. Open in June at Torrey Pines, Bouchier expects the amount to far exceed the $5 billion that was estimated in a 1999 report.

"Imagine the Monterey-Carmel area without golf," Bouchier said. "There are 120 courses in the Coachella Valley. Shut them down and see what happens to travel and real estate. We're not entitled, but the effects of golf are great, and people should know this."

The ability to communicate the golf industry's environmental stewardship, particularly in relation to water usage, was a driving force in bringing factions together. People know golf courses use a lot of water, up to 1 percent of the state's annual consumption by some estimates, but might not be aware that 15 to 22 percent, according to NCGA estimates, use recycled water to some degree. Reused water is critical to golf's future – Torrey Pines and several Monterey courses use it solely – and the CAG intends to be part of that movement.

Studies have shown turf grass filters water, leaving it cleaner when it leaves the property than when it arrived, said Ted Horton, the CAG president, a representative of course owners and in charge of course maintenance at Pebble Beach from 1993 to 2001.

"The golf industry has done so much for others and very little for itself, perhaps because it's been fractioned," said Horton, the owner of a golf consulting firm. "That has to change."

CAG also intends to:

• Provide the golf industry more legislative and regulatory awareness and clout it didn't have as separate entities.

• Serve as an educational, environmental and water resource for the industry and the public.

• Help bring new players to the game.

The CAG's effort is as ambitious as anything of its kind in the country, and its success or failure will be scrutinized nationally.

"I think our people do a better job of maintaining the landscape than cemeteries, public parks, residential landscape … we're the leaders in that regard," Bouchier said. "We'd like to be helpful to everyone. For instance, learning how to best use recycled water and then teach others."

But bottom line, the CAG's emphasis is getting more positive words out about golf in California.

"I think everybody can use better PR," Horton said. "Together, we have a much better chance."

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