Wednesday May 25, 2022
FIRST THOUGHT

So much for a major celebration. Just four days after defeating Will Zalatoris in a three-hole aggregate playoff at the PGA Championship, Justin Thomas will seek his 16th PGA Tour victory at this week's Charles Schwab Challenge. Thomas' appearance may also be a precursor to future winners at Colonial Country Club as he is the second player PGA Championship winner to play the following week’s Charles Schwab Challenge. Phil Mickelson turned the trick a year ago.

> The First Call | Weekend Edition: Join the growing The First Call | Weekend Edition community for free on Substack. The weekender is a recap of the industry's happenings and continues to evolve. And, like The First Call, it's emailed directly to your inbox each Saturday morning. So check it out here.

> Question of the Week: If you could assemble golf's all-time television broadcast team — a play-by-play commentator, analyst and on-course report — who would you choose?
Send replies on this question or other topics to shall@morningread.com. For your response to be published, you must include first and last name, along with city and state of residence. Read last week's responses.

Follow The First Call

Subscribe | Facebook | Twitter | LinkedIn

READ, WATCH, LISTEN

> Jack Nicklaus lawsuit reveals a Golden Bear in danger of becoming tarnished
[Rob Oller | Columbus Dispatch / Golfweek | Read]

> Millennials are saving golf by rebranding it
[Ben Schott | Bloomberg | Read]

> Money game: Why golf-course insurance is serious (and essential) business 
[Michael Arkush | Golf.com | Read]

THE INDUSTRY
For the third consecutive month and 21st out of the 22 months since during the early shutdown stages of the pandemic, apparel sales have increased
Read More
Two-Person Scramble Championship gains traction across Chicago, sees increase in new players and female participation
Read More
Scottsdale, Arizona, club's charity raises $1.2 million in donations for fiscal year 2021-22
Read More
Billed as the largest virtual golf event in the western hemisphere, the competition will be contested at 36 commercial facilities across America, Canada and Mexico with more than $10,000 worth of prizes available
Read More
Morgan's new role as vice president of project development bolsters the company's ability to provide leading capital strategies, master planning, pre-construction and total project design-build
Read More
Company reports that 32.1% of the field at Southern Hills Country Club used its driver shaft, while 27.5% played its wood shaft
Read More
Gallagher’s participation will further First Tee's ability to expand programs especially in underserved and underrepresented chapter communities
Read More
Fold-flat Autofold FF wins in the Compact Push Cart category, the third such time the cart has been honored
Read More
Cabo Del Sol, Grand Solmar, One&Only Palmilla and Quivira garner accolades
Read More
Website to begin providing daily coverage of the 122nd U.S. Open at The Country Club in Brookline, Massachusetts, on June 1
Read More
Tournament, scheduled for May 31-June 2, invites the nation’s top Black female professional and amateur golfers to compete for exemptions into the Meijer LPGA Classic and the Dow Great Lakes Bay Invitational
Read More
Team Troon is a collection of top international golf talent representing the Troon brand throughout professional golf
Read More
Clubfitter and builder looking to fill new positions in its Willowbrook, Illinois, and Tempe, Arizona, warehouses, as well as its 100 stores nationwide
Read More
June 27 event at Latrobe Country Club will honor Arnold Palmer; participation in the event is open to both Society members and the public
Read More

Announced: By the Epson Tour, a three-year sponsorship agreement to make Ascensus the title sponsor of the Ascensus Race for the Card, the season-long competition for LPGA Tour membership. This partnership represents the first sports-related sponsorship investment for Ascensus, which provides tax-advantaged savings technology and services.

Averaged: By CBS, 5.27 million viewers for Sunday’s final round of the PGA Championship, according to Sports Media Watch. The number of viewers who watched Justin Thomas defeat Will Zalatoris in an aggregate three-hole playoff was down 21% from the 6.6 million average viewers who watched Phil Mickelson's historic win a year ago. On a positive, the PGA opened with its largest first-round audience in 20 years and largest second-round audience in 13.

#QOTD
"Earn your leadership every day."
— Michael Jordan
ICYMI
Design Notes: Robert Trent Jones II, Nathan Crace collaborate on Mississippi golf park
Legendary Phoenix muni Papago to begin renovation; Love Golf Design to craft new layout for northwest Florida’s Watersound; Drew Rogers refurbishes Chicagoland's Twin Orchard
PODCASTS
How the Seventh Generation Principle applies to golf's sustainable future
Steve Tooshkenig, founder of ST Golf and a Canadian PGA member, joins 'The ModGolf Podcast' to discuss how to keep the game of golf viable and make it more accessible for indigenous people
CALENDAR

JUNE
7: Women's Golf Day | Info
7: Women Fore Hire Virtual Job Fair | Noon-3 p.m. ET | Registration | Info
22-23: LPGA Leadership Academy, Saginaw, Mich. | Info

JULY
13-14: LPGA Leadership Academy, Liberty Corner, N.J. | Info
19-20: LPGA Leadership Academy, Gainesville, Va. | Info
26-27: Multi-Course and Resort Operators Retreat, Charleston, S.C. | Info

AUGUST
1-2: LPGA Leadership Academy, Newcastle, Wash. | Info

JANUARY 2023
23-25: Golf Business Conference, Orlando, Fla.
24-27: PGA Show, Orlando, Fla. | Info

To submit events for the calendar, please include the event name, date, location and informational link to info@firstcallgolf.com.

LAST CALL