Washing golf carts and dishes were two of the tasks that prepared John McNair for his future in the golf industry.
As the son of a golf professional and nephew of a golf superintendent while growing up in Chicago, McNair learned the ins and outs of the trade at an early age.
“My father was the consummate golf pro – he opened the course early in the morning and gave lessons until dark,” McNair recalled. “I’d wash carts and do other tasks during the season and did dishes in the winter. I was kind of born into the golf business. We lived it and worked it every single day.”
These days, McNair is vice president of golf operations for JC Resorts and president of the Southern California PGA. While the dual roles keep him on the move, they also give him a chance to be involved with shaping the Southland golf landscape for teaching pros and weekend warriors in addition to enhancing the experience for golfers at his company’s courses.
“What it taught me is taking care of the customer and creating a goal of having an environment where the golf course is your third home is so important,” McNair said of his upbringing. “Spending quality time with family and friends at the course is a great way to get people back and grow the game.”
That last phrase is what drives McNair and got him involved in the SCPGA, where he has been the board’s secretary, vice president and will serve as president until the end of the year. Programs such as Neighborhood Golf and Golf in Schools have been big initiatives during his time on the board, and he sees getting youths interested in the game as a catalyst for keeping golf relevant.
“Some of our programs have been great for getting kids into the game that might never have had that opportunity,” he said. “I want to grow the game. That’s the No. 1 reason I want to involved. It’s important not only for our business but also for the betterment of people who get into the game of golf.”
At JC Resorts, 11 golf courses are under the management of JC Golf. Most are in San Diego County in a cluster grouping that’s strategic in scope. Having courses close together gives the company marketing, maintenance and service stability, McNair said, and the group’s JC Players Card gives members the opportunity to save money while playing a variety of courses in a relatively small area. And the more people play, the more they’re likely to continue to golf and get others involved.
“We need to get players in the game one at a time,” he said. “It’s like sales opportunities – the more people you expose to your product, the more they will likely stay in the game. Beginners, women and families are untapped markets for golf, and our variety of courses, instruction options and programming are set up to get these groups involved.”
And once they get a taste for golf, McNair said, it’s important to keep newcomers and other players who might have ventured from the course interested with ideas and options that will get them back.
“You’ve got to get a club in their hands, get them some instruction and then get them on the golf course,” he said. “It’s also important to follow up on their experience and keep inviting them back until they get hooked on this great game.”
FYI
JC Golf manages 11 courses, with nine in San Diego County, one in the Coachella Valley and one in New Mexico. The company’s JC Players Card offers purchasers free or discounted rounds of golf and other value promotions that can be used at all facilities: Cathedral Canyon, Carmel Mountain Ranch, Encinitas Ranch, Oaks North, Rancho Bernardo Inn, Reidy Creek, Temecula Creek Inn, Twin Oaks, Welk Resort, Woods Valley and 12 Shores.
