TABLE OF CONTENTS

Introduction
     Why Club “It’s All About Golf” Book 2.0? 
     Who Should Read Club “It’s All About Golf” Book 2.0? 
Acknowledgements 
     Childhood West Virginia Inspiration 
Glossary 

PROLOGUE
Formulation Of An Opinion
Hedgehog Concept 
How To Retain 90% Of What You Are About To Learn 

Chapter 1. FOUR WAYS TO GROW A BUSINESS AND A CLUB
Four Ways To Grow A Business
Four Ways To Grow A Club 
Four Ways To Grow A Club Explained

Chapter 2. WHO IS YOUR CLUB’S TARGET CUSTOMER/MEMBER?
Who Is Your Club’s Target Customer/Member? 

Chapter 3. THE CASE FOR THE FULL EQUITY GOLF MEMBER
The Case For The Full Equity Golf Member 
     Joining Fees And Dues 
     Entertainment Dollars 
     Social and Dining Member 
     Complaints
     Mandatory Social Membership 
     Better Golfers at Clubs?
     Better Golfers Make For Better Members?
     Passion for Golf by Average Score 
     Who Is Your Best Customer At The Club? Worksheet 

Chapter 4. THE CLUB SCORE CARD
Every Person Has A Role, And Every Function Has A Reason
Club Score Card 
The Anticipation 
The Bag Drop (Arriving)
The Bag Drop/Cart Attendants 
The Locker Room (Arriving) 
     Location 
     Lockers 
     Birdie Tree 
The Locker Room Attendant
     Shoes 
     Finding A Guest Locker 
     The Ultimate Concierge
     Using The Tee Sheet to Provide Extraordinary Service
The Golf Pro Shop 
     The Golf Pro Shop
     Rental Golf Clubs 
     Staffing The Golf Pro Shop 
     “The Penalty Box”
     Golf Bag Tags 
     Used Putter Exchange 
     Golf Activity Inside 
The Golf Pro Shop Attendant 
     The Greeting 
The Practice Range
     Range Golf Balls 
     Trash 
     Lines, Angles, and Distances 
     When Does Range Close?
     Can Golf Lessons Breed Golfer Loyalty? 
     PGA Professional 
The Practice Range Attendant 
ADA Compliant 
Disabled Accessible Golf Cart 
     Single Rider Golf Cars For The Disabled 
Ball Marks On Putting Surfaces
Golf Ball Mark Repair Tool
Hydration/Comfort
     Skinny Straws 
     Comfort Stations 
     Golf Towels 
Teeing Markers
Sand Bunkers 
     Sand Bunkers 
     Sand Rakes 
     Mid-Day Sand Raking By Grounds Crew
     Fried Egg In Face Of Bunker 
     Where Does Motorized Sand Raking Machine Exit Bunker? 
Restrooms on the Golf Course
The 19th Hole
     Snacks
     Ready To Depart 
The Locker Room (Departing)
The Bag Drop (Departing)

Chapter 5. MANAGEMENT’S ROLE
Board Members 
The General Manager 
     Givers vs Takers
     Managing By Walking Around 
The Golf Professional 
The Teaching Professional 
The Golf Course Superintendent 
The Locker Room Manager
The Marketing Professional 
The Club Member 
     The Member’s Knowledge Of Golf 
     Slow Pace Of Play 
     Respecting Rights Of Other Players

Chapter 6. WHERE TO START
Don’t Know How Or Where To Start? 
My Picture Of A Desired Golf Teaching Professional 
     Pro’s Pros 
The Ambassador of Golf Free Golf Lessons

Chapter 7. MORE TO CONTEMPLATE
Golf Lessons Breed Golfer Loyalty, So… 
How Far Will “Teaching” Go Toward Success? 
Promoting The Game Of Golf 
Letter To The Editor 
PGA Professional’s Response 
My Direct Reply To PGA Professional
PGA Professional’s Response 
Club Manager’s Response 
PGA Certified Member Response 
Growing The Game 
Letter To The Editor of Club Management 
Locker Room Services Survey For A Guest Visit 
Golf Course Conditioning Score Card 
The First Tee’s Nine Core Values 
The Skill-Passion Connection 
Passion for Golf by Average 
Private vs. Public Golfers 
The Ulterior Motive Behind Free Drinking Straws 

REFERENCES
References 
     Club Book Series, Inc.