Our Averee Dovsek explains how ‘growing the game’ is coming at a high price for families

Unlike sports such as soccer and basketball, golf has a steep start-up cost before you even arrive at the range with equipment.

There’s constant talk about “growing the game,” a convenient catchphrase, but few factor in the price of what it takes to get kids involved in golf and allow them the opportunity to be successful.

Young players are the ones who can indeed grow the sport and while there are some programs in place to help young golfers, the golf community needs to step up and makes this reality more feasible. As someone who funded a large amount of her junior golf and learned the majority of her golf skills from YouTube, I feel strongly about this issue.

I grew up in Southern California where buckets of balls often ran in the neighborhood of $20, and there were only a handful of junior course programs in the area. I worked at a local pizza shop, with every dime going toward tournament fees, green fees, clubs, balls and appropriate apparel.

Sure, it’s important for kids to learn the value of a dollar, but the average family could never afford to get their kid into golf and obtain a college scholarship. Unlike sports such as soccer and basketball, golf has a steep start-up cost before you even arrive at the range with equipment. If junior golfers have aspirations of playing at the collegiate level, college coaches want to see tournaments outside of their high school team as well.

I asked 17-year-old Florida golfer Reese Woodbury what he guesses his family spends on his golf expenses in a single month.

“I would estimate $1,800 to $3,500 a month. That’s with practice, expenses, tournament fees, and any extras, including golf balls, tees and gloves,” Woodbury said.

Yes, there are charitable programs around the country that encourage junior golf at little to no cost such as The First Tee and others, but these can only take kids so far.

Tournament fees in Florida
Tournament fees in Florida. (HJGT)

Once the small hurdles of paying for balls and green fees are tackled, the tournament fees are another beast. Junior two-day tournaments are averaging $250 to $400 a player. When you add gas, hotel and food on top of that (often multiple times a month) it becomes close to impossible to reach the next level for most families.

“One of my good friends struggles to play in events because of financial backing issues. He’s a great golfer, but he doesn’t come from a strong financial household to help him support his love for the game and it is not allowing him to reach the next level,” said Woodbury. “I am extremely lucky and grateful for the family that I have that allows me to chase my dream.”

I understand that these junior tours are a business and trying to make money, but there has to be some flexibility. As a former junior player who tried to balance high school life and golf, it’s becoming increasingly difficult to pull this off.

https://www.instagram.com/p/BYb_kQUn-Dk/

If companies and courses are claiming to become an inclusive space for younger generations, changes are in order. Promoting twilight junior rates is one way to encourage play. Discounts on buckets of balls can help immensely and the cost for driving ranges is little to nothing. It’s important to provide a memorable place where kids can feel safe and practice.

If golf is serious about grooming its high-paying customers of the future, small discounts can certainly help to net a big return.

(Editor’s note: Averee Dovsek is a former college golfer and contributor to Golfweek.)

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First Tee Pittsburgh opens Arnold Palmer Learning Center on what would have been his 92nd birthday

It’s yet another way Arnold Palmer legacy will live on and in the process, give back to the game of golf.

It’s yet another way Arnold Palmer legacy will live on and in the process, give back to the game of golf.

On Friday, on what would’ve been Palmer’s 92nd birthday, more than 150 people took part in a dedication of the Arnold Palmer Learning Center in Pittsburgh. Palmer was born in Latrobe, Pennsylvania, about an hour east of Pittsburgh.

“As we celebrate our 20th anniversary in Pittsburgh, our mission continues to focus on building game changers out of today’s young men and women by helping them develop life skills and abilities that build character, instill core values and promote healthy choices,” said First Tee Pittsburgh president and CEO said. “The Arnold Palmer Learning Center is the crown jewel of this effort and will help us augment our work with more than 5,000 kids every year.”

Arnold Palmer Learning Center
First Tee Pittsburgh opened the Arnold Palmer Learning Center on Sept. 10, 2021, on what would have been Palmer’s 92nd birthday. Photo by First Tee Pittsburgh

The dedication took place at  Schenley Park at the Bob O’Connor Golf Course. On Saturday, a Tee It Forward family event offering kids a chance to swing their clubs in a long-drive contest, a closest-to-the-pin contest, a chipping clinic and a putting contest. Raffles to win a trip to Pebble Beach was also part of the attraction.

The 14,000-square foot Arnold Palmer Learning Center was funded by private and public donations, which included support from the Arnold and Winnie Palmer Foundation.

Amenities include golf stimulators, indoor training classrooms and accommodations for corporate and community events.

PGA Tour partners with Amazon Web Services to improve how fans view future, past tournaments

The PGA Tour has partnered with Amazon Web Services to improve how fans view future and past tournaments.

In a move to bring fans closer to golf, the PGA Tour announced a new partnership with Amazon Web Services (AWS) on Tuesday, which makes AWS the official cloud provider for the Tour.

“This transformational partnership with AWS will give our fans the opportunity to experience the PGA Tour like never before,” said PGA Tour Commissioner Jay Monahan via a release. “Growing and diversifying our fan base is a top priority for us, and thanks to the collaboration and innovation from AWS, we are creating more ways to experience the game of golf, while personalizing our content to enable fans to engage with the tournaments and players they support.”

So, what does this new partnership mean for fans?

AWS will power Every Shot Live, an app that will provide viewers live access to every shot from every player in a tournament. Using the upcoming Players Championship at TPC Sawgrass as an example, fans will be able to see more than 32,000 shots and follow players in real time.

Fans will also be able to control their viewing experience with AWS’ TOURCast, a new, innovative leaderboard that will provide new camera angles, course navigation, speed rounds and on-demand stats.

AWS will also assist the First Tee in developing an online community for its teachers and youth leaders in order to grow the program.

The Tour will also move “nearly 100 years of media content to AWS – including video, audio, and images dating back to the 1928 Los Angeles Open” into a data lake, where live footage from future tournaments will also be streamed.

“The partnership and experience we create with the Tour will be unique,” said AWS CEO Andy Jassy. “Unlike other sports, there’s more than one ball in play on a golf course, which makes it harder for fans to follow how every player is performing. Our collaboration with the Tour will change the way that fans will be able to connect with the sport by giving them real-time access to virtually every moment on the course and letting them determine how they experience the game.”

Blog Junior: Keeping up with all things junior golf

Looking to keep up with all the news in the junior golf world? Keep an eye Golfweek’s running junior golf blog.

Junior golf is a proving ground for the next level of competition, and a place where the next star is often identified early.

Looking to keep up with names you should know, tournaments you should follow and news of the junior golf world? Golfweek is here to help. Keep an eye our running junior blog.

We’ll compile newsy nuggets about venues, junior tours, players, significant wins and more here so you can easily follow the game at the junior level. Keep an eye on the “junior” tab on Golfweek.com for all other junior-related news.

Also make sure you keep an eye on Golfweek’s Junior Rankings:

Boys rankings | Girls rankings

The sixth annual Dustin Johnson World Junior will feature 74 players ranked inside Golfweek’s top 100

March 1

The Dustin Johnson World Junior will be played for the sixth time next month at TPC Myrtle Beach, and with a field fitting for a tournament named after the reigning Masters champion. The event features a boys and girls division, and 74 of the 90 total players (60 boys, 30 girls) are ranked among the top 100 players in the Golfweek Junior Rankings.

The boys field is highlighted by Brendan Valdes of Orlando, Florida, No. 6 in Golfweek’s rankings. No. 3 Hyo Joon Jang of Howey in the Hills, Florida, highlights the girls field.

Neither of last year’s winners will be around to defend as boys champion Tyler Wilkes is playing at the University of Florida girls winner Taylor Roberts is teeing it up at Florida State.

“Dustin’s goal was to make this the best junior tournament in America, and this year represents another big step in that direction,” Tournament Director Scott Tomasello said. “This year’s event will feature one of the three strongest fields in all of junior golf, TPC Myrtle Beach is an elite facility, and with Dustin’s support, the tournament will deliver on the experiential side as well. We can’t wait for the sixth annual Dustin Johnson World Junior Golf Championship to tee off.”

The entire field can be found here.

-Julie Williams


New junior event selected for Symetra Tour MVP Invite

Feb. 18

The Mack Champ Invitational, a new junior golf event, has been selected by the Symetra Tour as one of three tournaments showcasing minority golfers that will receive a “Symetra Tour MVP Invite” for the 2021 season. Invitees will be selected by the respective tournament’s committee and earn exemption into a designated Symetra Tour event.

The Mack Champ Invitational is named after PGA Tour player Cameron Champ’s late grandfather Mack. It honors his legacy by identifying talented, diverse players. The inaugural event was supposed to be played in 2020 at Memorial Park Golf Course in Houston, Texas, but was postponed to 2021 because of COVID. The 2021 event will take place from March 19-21, and the corresponding Symetra MVP Invite will provide an exemption into the Garden City Charity Classic at Buffalo Dunes Golf Club in Garden City, Kansas, from April 30-May 2.

“We are incredibly excited and grateful for the Symetra Tour’s enthusiasm in supporting our mission with the establishment of the Symetra Tour MVP Invite. Having the ability to award a player in our field with an exemption to compete in the Garden City Classic is huge,” said Cameron Champ. “That will be a fantastic experience for one of these young players and could also lead them to many more opportunities, which is exactly what we’ve set out to accomplish with the Mack Champ Invitational – opening more doors for golfers of diverse backgrounds to have the chance to succeed in this great sport.”

The National Women’s Collegiate Golf Championship will also receive a Symetra Tour MVP Invite, with a third event yet to be determined.

-Julie Williams


Tournament opportunity: Dye Invitational

Feb. 18

The Dye Junior Invitational debuted in 2020 at Crooked Stick Golf Club in Carmel, Indiana. The 54-hole event includes a boys and girls field of 33 players each. The 2021 event will be played June 6-8.


A new name enters the realm of AJGA tournament hosts

Feb. 18

If it feels like Albane Valenzuela isn’t all that far removed from junior golf, it’s because there’s something to that thought. At 23, Valenzuela has added her name to a stacked lineup of PGA Tour and LPGA pros lending their support to AJGA events.

Valenzuela, who played collegiately for Stanford from 2016 to 2019, competed in the 2016 Olympic Games for Switzerland and was runner-up at the U.S. Women’s Amateur in 2017 and 2019. She earned her LPGA card in the fall of 2019 and is embarking on a “do-over” rookie season afforded by the pandemic.

As a junior golfer, Valenzuela competed for Team Europe on the 2015 Ping Junior Solheim Cup, won the 2015 Doral Publix Junior Classic and 2015 Junior Orange Bowl, and competed in the Evian Masters Junior Cup in 2012.

Now, Valenzuela’s name will remain in the junior game through the Under Armour / Albane Valenzuela Girls Championship. The inaugural event will be played at Longbow Golf Club near Phoenix, May 27-30, a day after the conclusion of the NCAA Women’s Championship across town at Grayhawk Golf Club.

The 54-hole stroke play event will feature 78 girls selected by Performance Based Entry. The tournament joins the AJGA’s all-girls lineup of the Diamond Resorts ANNIKA Invitational presented by Rolex (January), Rolex Girls Junior Championship (June), and Ping Junior Solheim Cup (August).

-Julie Williams


NCAA extends recruiting dead period

Feb. 17

In a bit of bad news for hopeful college golfers – particularly those in the Class of 2022 – the Division I Council extended the recruiting dead period for all sports through May 31, continuing the ban on in-person recruiting activities that began when the pandemic hit last spring.

The only silver lining in the latest dead-period extension was that it also included news of a return, according to the NCAA announcement.

“After careful consideration of all available information, the Council agreed that an extension of the dead period through May 31 was necessary,” said Council chair M. Grace Calhoun, athletics director at Pennsylvania. “However, there is a strong commitment to use the next several weeks to outline the transition plan back to recruiting activities post June 1 and to provide those plans to prospective student-athletes, their families and the NCAA membership no later than April 15.”


Ping becomes AJGA’s first Legacy Partner, extending contract through 2030

Feb. 16

In the AJGA’s more than 40-year history, Ping has become a name synonymous with the junior golf organization. The equipment company has become the AJGA’s first Legacy Partner, which is a new level of partnership that recognizes longtime support to junior golf. The announcement, and a new contract extension, mean the AJGA and Ping will continue their relationship through 2030.

Ping first appeared as an AJGA sponsor when it hosted the Ping Myrtle Beach Junior Classic at Quail Creek Country Club in Myrtle Beach, South Carolina – an event that ran for more than 10 years. Ping was soon supporting as many as six events per year, including the Ping Phoenix Junior which ran from 1991-2016. Its support in that area continues has continued to date with the Ping Heather Farr Classic.

“It’s a tremendous honor to become the first AJGA Legacy Partner,” said Ping Chairman & CEO John A. Solheim. “We both share a common goal of helping develop highly-skilled young golfers who aspire to compete at the college level and beyond. Our 40-year relationship includes many highlights, but I’m especially proud of the success of the Ping Junior Solheim Cup and its impact on girls’ golf.

“Its stature is elevated with each event and to see many of those participants go on to star in the Solheim Cup brings me great satisfaction and pride. With the growing popularity of golf, it’s more important than ever that we promote the values golf has to offer while bringing the game to the next generation of competitive junior golfers. We’re excited to continue that mission with our friends at the AJGA.”

-Julie Williams

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Kenyan Serah Khanyereri goes from Kibera to college golfer with help from The First Tee

Kenyan Serah Khanyereri goes from Kibera to college golfer with a little help from The First Tee.

“Check this out.”

Katie Rudolph still remembers the subject line of the email that sparked it all.

In May 2017, Rudolph, the Chief Operating Officer of the First Tee of Metropolitan New York, attended a fundraiser at Cherry Valley Club in Garden City, New York, for a charity fundraiser promoted through that email. At Cherry Valley, the Kilimanjaro Initiative (KI) was raising funds to sponsor underprivileged children who climb Mt. Kilimanjaro every year — a worthy cause, but not the reason Rudolph attended.

Rose Naliaka, Kenya’s first female professional golfer, was invited to the event to promote the Africa Golf Program (AGP), her foundation which teaches golf to young women in the poorest parts of Africa. Through a string of chance encounters including meeting a member of KI while instructing young girls on a golf course, Naliaka traveled to New York to speak at Cherry Valley and play a round with Rudolph. They bonded immediately.

“We were kindred spirits,” Rudolph said.

Naliaka spoke of her foundation, her journey and how they culminated into one specific young woman she mentored: Serah Khanyereri.

St. Thomas golfer Serah Khanyereri during competition. (Michelle Murch, STU Athletics)

Meet Serah

Khanyereri is from Kibera in Nairobi, Kenya, the largest urban slum in Africa and one of the largest in the world. Out of the approximately 2.5 million residents of Nairobi slums, Kibera hosts 250,000. Most live on $1 per day.

“These kids have parents and they are well-loved,” Rudolph said. “It’s just they’re living in conditions far, far below what we would call OK.”

Through her foundation founded in 2007, Naliaka selects 15-20 young girls from impoverished areas every year, most from Kibera, and teaches them to play golf while providing clothes, food, household items and general aid. Since its founding, the academy instructed approximately 20 girls with official single-digit handicaps, according to Business Daily Africa.

Khanyereri learned about Naliaka and AGP when she was 14 after hearing girls involved in the program received food, clothes and things Khanyereri’s mother, Gladys, struggled to provide as a single mother.

Khanyereri was initially excluded from the program due to her height, but her determination and raw talent quickly caught Naliaka’s attention. Although her mother was apprehensive, Serah eventually got permission to travel to tournaments and attend practices, Khanyereri joined AGP and was swept under Naliaka’s wing. Khanyereri quickly found her passion. She loved learning about the rules, taking care of her clubs, being a good teammate, and the etiquette of the game. Most of all, she thrived in being part of a community that told her she had potential.

Despite her height, Khanyereri began to outpace her teammates. At one point she was the No. 3 amateur golfer in Kenya, according to Rudolph. Conversations between Khanyereri and Naliaka shifted from basic instruction to advancing to the next level.

“(As) I was getting better and better, Rose kept telling me there are people out there looking into players like you,” Khanyereri said. “You have to put your best foot forward. … (Naliaka said,) ‘You have to put in a lot of work. You have the potential and the sky’s the limit for you because people out there looking for schools.’”

Khanyereri was excelling in ways Naliaka never imagined. In 2017 ,she was faced with the question, “Now what?” 

Operation Khanyereri

That’s where Rudolph and The First Tee came in. 

The goal was established at Cherry Valley: Bring Khanyereri to the United States with the hope the then 18-year-old could play college golf. 

Rudolph, who joined the AGP board in 2018, immediately started working on the paperwork to bring Khanyereri to America through the university system. Almost immediately, she hit several roadblocks. First, verifying Khanyereri’s transcript from the Hupendo School in Kenya.

“Her high school transcript is literally written in pencil on a piece of paper that looks like you wrote it at a diner on the back of a receipt,” Rudolph said.

Colleges said they couldn’t prove Khanyereri completed the minimum requirements to attend college or use a computer. Finances also posed a challenge. Rudolph, who began to personally invest in the effort when the outlook looked dismal, estimated it would cost $25,000 per year for community college plus basic living expenses.

How would The First Tee pay for Khanyereri’s arrival and stay? Just like a “fairytale,” as Rudolph was scrambling to find the funds, she received a call from an anonymous friend of The First Tee.

“He was like, ‘I don’t want to save the world. I don’t want to write just a blank check, but I want to do something where I change one person’s life. I just want to completely alter the course of someone’s life by writing a check. Do you have anyone in mind?’” Rudolph said. “I was like, ‘You have to be kidding me.’”

The donor wrote the check and made a two-year commitment to Khanyereri.

With the financial riddle miraculously solved, Khanyereri’s transcript verification and visa approval loomed. More than two years after first hearing about Khanyereri, The First Tee hired Rutgers student Nicole Eager in late 2019. On one of Eager’s first days, Rudolph dropped off a three-inch file full of paperwork and documentation surrounding Khanyereri’s case on Eager’s desk.

“This is your only job,” Rudolph said.

St. Thomas golfer Serah Khanyereri at PGA National in Miami, Florida. (Steve Evans/St. Thomas)

Khanyereri, then 20, had aged out of the NCAA recruiting window so her most likely route to the United States was attending a community college and eventually transferring. If Eager and Rudolph could clear the visa and transcript hurdles, they found a landing spot for Khanyereri to study and play golf at Raritan Valley Community College in Branchburg Township, New Jersey — about an hour from Manhattan and close enough to have daily, or at least weekly, check-ins.

Whether Rudolph knew it or not then, Eager, now the director of operations for The First Tee of Metropolitan New York, was the perfect person to lead Operation Khanyereri. Eager, then a senior, had experience working through monotonous and intricate government processes like visa applications and transcript verification. She also was one year older than Khanyereri and was able to connect with her as a peer.

Since January 2018, Eager put her entire self — days and nights, intellect and emotion — into the process. After countless hours, forms and late-night phone calls, Khanyereri’s transcript was verified in June 2019 and she was given a visa interview with the United States Embassy in Kenya on Aug. 13, 2019. 

Eager still remembers the nerve-racking night she waited to hear how the interview went. That long-awaited call from Khanyereri relaying good news made months of work worthwhile.

“I was so ecstatic because I was just nervous the whole time because they told me ahead of time that Kenya is a really hard country to get student visas from,” Eager said. “I was so nervous that if we did everything correctly she would still not be able to get in but we pulled through.”

In Kibera, the endless waiting Khanyereri suffered since Rudolph met Naliaka in 2017 was redeemed. She was headed for the United States, even if it meant saying goodbye to her family and the only home she’d ever known.

She was set for America 10 days after her visa was approved.

Serah Khanyereri and Nicole Eager in Times Square in New York City on Khanyereri’s second day in the United States. (Nicole Eager/The First Tee)

Welcome to America

Khanyereri arrived in the United States on Aug. 23, 2019.

She attended Raritan Valley and worked at The First Tee to acclimate to the culture by giving lessons to young golfers and doing basic computer work. Eager’s full-time job moved from getting Khanyereri to the United States to helping Khanyereri live day-to-day. Eager consistently gave Khanyereri rides and answered questions while Rudolph occasionally bought Khanyereri clothes and purged her own closet.

“We’re the same size,” Rudolph said.

Eager’s weekly routine consisted of grocery store runs and driving 40 minutes from the city to drive Khanyereri home after practice. Eager also helped Khanyereri adjust to American currency, learn how to take the bus and screen her roommates.

Khanyereri, the first member of her family to visit the United States, was understandably wide-eyed through her first few weeks in America. Soon after her arrival, she played in a First Tee event alongside Rudolph. During the event, Khanyereri was mesmerized by canisters of M&Ms, pretzels and peanuts lined up in the women’s locker room.

“I said, ‘Do you want some?’ and she just couldn’t wrap her mind around that they were free,” Rudolph said. “I said, ‘Have you ever had an M&M?” and she said, ‘I’ve heard of them,’ and I said, ‘Well, today’s your day.’ …

“I’m pretty sure that was the highlight of her day, not playing this incredible golf course, she couldn’t believe the quantity and even the waste that we have in the U.S.”

By all accounts, Khanyereri “crushed” her first few months in the United States. Just as she was getting accustomed to her new life, the coronavirus pandemic surged. Manhattan and the surrounding boroughs quickly became North America’s first epicenter in early 2020.

To protect Khanyereri from the virus, Rudolph decided it was time for Khanyereri’s next step. She was acclimating well to her studies and the culture, but she was unable to do what she came to the United States to do: play competitive golf. Previously expecting to stay at Raritan Valley for two years, Khanyereri transferred to St. Thomas University in Miami Gardens, Florida. The four-year institution with a new women’s golf team became a possibility after Eager, a former golfer at Johnson & Wales in Miami, was connected to coach Steve Evans through her NAIA contacts.

In May 2020, Khanyereri arrived in Florida. The move has mutually benefited her and her team. Evans said she has “exceeded every expectation” in her first year after winning consecutive events as an individual at the Weber Invitational and Coastal Georgia Invitational in October.

St. Thomas golfer Serah Khanyereri at the Coastal Georgia Invitational in October 2020. (Steve Evans/St. Thomas)

“On the course, her confidence has grown with each event and as a freshman, she is becoming one of the top players in NAIA,” Evans told Golfweek. “Serah is extremely consistent in all parts of her game and she has a hidden intensity that comes out in the heat of competition. Serah tackled the transition to college golf at St. Thomas very nicely and is becoming more comfortable both on and off the course.”

Rudolph said The First Tee is committed to providing Khanyereri with a four-year education at St. Thomas, saying it would be a “disservice to pull the plug” based on Khanyereri’s performance.

When asked what she thinks her life would be like if she accepted that she was too short to play golf, never met Naliaka or didn’t have Rudolph and Eager’s unwavering support, Khanyereri was struck by the thought, almost as if she never considered what could have been.

“It would’ve been tough. … Mom didn’t have a stable job,” she said. “She was struggling to put food on the table so having to feed me and her and to pay for my college, chances are I would not have gotten into college when I finished my high school so I would be doing something else but not definitely studying.I’m sure she misses me but she’s also happy that I’m here.”

Khanyereri, who has not seen her family since leaving Kenya in 2019, hopes to bring her mother and grandfather to visit her. She also hopes to play professional golf after her tenure at St. Thomas.

It’s a conceivable goal, Rudolph said.

“The sky’s the limit for what she wants to do. … She’s putting in the hard work so she’s going to write her own ticket for what she wants to do next,” Rudolph said.

St. Thomas golfer Serah Khanyereri after winning an individual event at Coastal Georgia Invitational in October 2020. (Steve Evans)

‘Now what?’

Not once in conversations with Golfweek did Rudolph or Eager mention “diversity.” 

They didn’t use Khanyereri as a PR stunt when they dedicated countless hours and more than three years to bring her to the United States. They saw potential from a young woman in Kibera and wanted to change her life.

Before the publication of this story, when Khanyereri’s name was searched, four news items pop up — one from the Business Daily African mentioning her win at the 2018 Sigona Ladies Open, another from an interview with Naliaka and two from her individual wins at St. Thomas. 

Khanyereri’s story has not been widely publicized. The First Tee dedicated itself to Khanyereri because it’s the right thing to do, not because of anticipated acclaim or the opportunity to appear “woke.”

When discussing the stereotype of golf in the United States and Khanyereri’s professional hopes, she was asked what it would mean for a young woman from the largest slum in Africa to play among the best women in the world.

“It would be a great achievement that I’m looking forward to and I’m trying to put in the work. … We can get far only if we believe,” Khanyereri said. “Whether black, white, red, yellow, as long as you have a vision there’s nothing impossible.”

Katie Rudolph is working with the PGA of America to make African Golf Program a recognized site for PGM internships which would help solidify the longevity of the program that brought Khanyereri to the United States.

Rose Naliaka is still working with the Africa Golf Program and is in contact with The First Tee. Rudolph said Naliaka is currently advocating for another golfer to come to the United States.

First Tee alumni Elsa and Sara Diaz come ‘full circle’ with connected careers in golf

Sara Diaz works for the PGA Tour and manages her younger sister: Elsa Diaz, a pro golfer. They were college teammates at Richmond.

For some golfers, their love affair with the sport starts early. Phil Mickelson was just 18 months old when his dad introduced him to the game. Michelle Wie swung a club for the first time at four years of age. Tiger Woods had carded 48 on nine holes and made it into Golf Digest before his sixth birthday.

On the other end of the spectrum are the Diaz sisters, whose relationship with golf began, according to them, “by pure accident.”

Sara Diaz, 28, works for the PGA Tour as a marketing manager. She also manages her younger sister: Elsa Diaz, 25, is a pro golfer currently active on the mini-tour scene. Both played college golf at the University of Richmond: in 2014-15, they were even teammates. Their brother, Adolfo Edward Diaz, is 26 and works for Facebook.

Unlike Mickelson and company, none of the Diaz siblings grew up with golf. But one day, their father Adolfo was at a convention center looking for an affordable set of clubs when he stumbled across a booth promoting the First Tee, a non-profit organization that introduces young people to golf.

Adolfo returned to the car and told his kids that he had found a great summer activity for them — and an organization whose values he believed mirrored the ones taught at home.

“What started as a summertime activity turned into a program that would impact our lives,” Sara said.

Sara Diaz FedEx Cup
Sara Diaz posing beside the FedEx Cup. (Courtesy of the Diaz sisters)

Sara, Adolfo Edward and Elsa began their involvement with First Tee at the respective ages of 13, 11 and 9. It was not necessarily love at first swing. The kids played various other sports growing up, and Elsa in particular enjoyed the fast-paced nature of basketball and softball. Golf is many things, but fast-paced isn’t one of them.

So how did the sisters come around?

“The program provided such a safe environment,” Elsa said. “And because we enjoyed being part of the First Tee, it kind of helped us start to fall in love with the game of golf.”

As it turns out, First Tee did not just provide the Diaz sisters with a lifelong passion and a career path. It also provided an anchor that saw them through the toughest parts of their lives.

The Best of Both Worlds

All the Diaz children were born in the United States: Sara and Adolfo Edward in San Diego, and Elsa in El Paso, Texas. Shortly after Elsa’s birth, however, the family moved down to Chihuahua, Mexico — their mother Maria’s homeland. (Their father Adolfo is from California). The kids believed they would only be there for a year or two. Instead, they ended up staying for 12.

“My parents really wanted us to learn both (Mexican and American) cultures, and they thought that the best way to learn both cultures was to fully immerse yourself,” Sara explained. “We have a very big family. It was a very good childhood for us.”

Adolfo and Maria did not teach their children any English during their time in Mexico. The goal was for them to master Spanish and experience the local culture as authentically as possible — which they did. But when the Diazes returned stateside and established themselves in San Antonio, Texas, the kids found themselves behind the eight ball in terms of their language skills.

“We were Americans who didn’t know any English,” Sara said.

Culture shock hit the sisters like a wayward tee shot. Their father worked out of town, leaving them at home with their Spanish-speaking mom and brother for much of the week. Nor did Sara and Elsa have the luxury of bilingual or Spanish-language programs in school. Instead, they were thrown into the deep end, pre-AP classes and all.

Back then, it was hardly uncommon for the Diaz siblings to go home with Ds and Fs on their report cards. School became an omnipresent source of anxiety. Sara remembers resorting to hand gestures to inform her teacher that she needed to sharpen her pencil. Elsa struggled with alopecia areata, a condition that causes hair loss due to stress.

Elsa Diaz
Elsa Diaz on the course. (Courtesy of the Diaz sisters)

The First Tee was their lifeline. While the Diazes learned to play golf there, they also developed their skills in areas like fundraising, public speaking, essay writing and simply socializing in English. Bolstered by a community that empowered them to grow, they were preparing for the future without realizing it at the time.

The Diaz siblings made the kind of comeback that has become ubiquitous in Hollywood drama. All three graduated amidst the top 5 percent of students at their high school, with Sara and Adolfo Edward earning full-ride scholarships to university. And looking back, they have no regrets.

“We’re very thankful our parents (raised us) like that because we can see from both cultures,” Elsa said. “In the U.S., we feel like Mexicans and in Mexico, we feel like Americans. We can connect with a lot of different individuals who were also raised bicultural or who have experienced feeling like you’re not from here.”

Reaching Full Circle

One of the greatest highlights of Sara’s time with the First Tee was the 2008 First Tee Open at Pebble Beach. This unique pro-am event is now called the Pure Insurance Championship Impacting the First Tee, and it provides 14-to-18-year-old juniors with a chance to play alongside PGA Tour Champions pros on live television with a gallery in attendance (before COVID-19). Sara was fortunate enough to be paired with Tom Watson, owner of 39 PGA Tour wins and 14 Champions Tour victories.

“Tom Watson was so patient,” Sara recalls. “He would tell me where to aim, how to hit the shot, and he even showed me (where he hit) his famous shot on the 17th hole in the 1982 U.S. Open, when he beat Jack Nicklaus. That whole week was magical.”

Afterwards, in a surprise press conference, Sara received an $8,000 scholarship that helped her fund her bachelor’s degree at Texas A&M Commerce. There, she cut her teeth as a college golfer in the early 2010s. Sara next completed her Masters in Human Resources at the University of Richmond from 2014 to 2016, and around this time she served on the junior leaderboard of Richmond’s First Tee chapter.

Elsa Diaz with Rory McIlroy
Elsa Diaz interviewing Rory McIlRoy as a First Tee reporter in 2013 for the Valero Texas Open. (Courtesy of the Diaz sisters)

Elsa’s First Tee Open experience came in 2012, where she played with Robin Freeman. She remembers standing at the 10th hole at Pebble Beach that year and realizing that she wanted to turn pro.

Sara had no doubt that Elsa was for real. “If you know my sister, if she says something, she’s decided.”

However, Elsa could not afford to compete in as many junior tournaments as many of her opponents, which did not bode well for her ability to attract college coaches. But the First Tee provided her with the exact opportunity she needed.

In 2013, Elsa won the organization’s inaugural Speedgolf Championship in Richmond and earned a full scholarship from Maggie Will, then the head coach of the Spiders women’s golf team. After playing with Sara in her freshman year, Elsa wrapped up her college career in 2018 after appearing on three Patriot League title teams and winning an individual title, too.

On the cusp of turning pro, Elsa asked her big sister to be her manager, and Sara jumped at the opportunity. The two had always been close. Through some contacts in Richmond, Sara connected her sister with Markel, a Fortune 500 company that provides specialty insurance solutions for other businesses. Markel has been Elsa’s sponsor ever since.

“At the end of the day, you just look back at everyone who’s helped you,” said Elsa, referring to both the First Tee and its many supporters. “The PGA champions that dedicated their time when I was little, they’re the reason why I now want to dedicate the time to play well so the fans can enjoy watching me play.”

Not long afterwards, a First Tee connection led Sara to a job offer from the PGA Tour. She assumed her current position in March 2019, where she now manages the Tour’s multicultural marketing strategy. The eldest Diaz even gets to work with the First Tee’s own marketing department.

“Literally everything that we’ve done, if you look at where it started, it was all because of the First Tee,” Sara said with a laugh. “And now, I’m actually working with the people that awarded me this opportunity. We’ve reached full circle!”

Full circle, indeed.

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First Tee gets $9.5 million from Arthur Blank, PGA Tour Superstore

First Tee, has received a $9.5 million grant from PGA Tour Superstore and the Arthur M. Blank Family Foundation.

First Tee, an organization dedicated to helping youth stay active and build character through golf, has received a $9.5 million grant from PGA Tour Superstore and the Arthur M. Blank Family Foundation. This money will help First Tee reach more children across the United States and expand its curriculum for teenage participants in particular.

“We are committed to being a positive influence in our communities and truly believe in the purposeful impact sports can have in developing and supporting youth,” said Arthur Blank, chairman of PGA Tour Superstore and the Arthur M. Blank Family Foundation and likely more well known as the owner of the Atlanta Falcons.

“This is the embodiment of the First Tee’s mission and we are proud to support them. For more than a decade, we have built a strong partnership with the First Tee and will continue to work together to empower young people with core values such honesty, integrity and sportsmanship that will help them succeed throughout the course of their life.”

In 2011, First Tee’s sphere of influence included around 260,000 kids. By 2019, that number had grown to over 1.5 million thanks to continued support from PGA Tour Superstore and the Arthur M. Blank Family Foundation. Nowadays, First Tee maintains a presence at 150 chapters, 1,600 youth centers and 10,000 schools.

New teen-centric programming planned for 2021 include an annual five-week leadership development program offered to over 1,300 youth at PGA Tour Superstores. Forty more will be chosen each year to participate in a week-long summit at Montana’s West Creek Ranch.

“We are grateful for leaders like Arthur Blank and his family of businesses who understand the power of investing in young people and their communities through First Tee,” said Jay Monahan, Commissioner of the PGA Tour and Chairman of First Tee.

“First Tee’s ability to connect with and empower the next generation in intentional and innovative ways is realized through partnerships like this one. Thank you to Mr. Blank and his store executives for investing in our future.”

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Megha Ganne’s ready to spring into action after winter indoors

Megha Ganne, a four-time Drive, Chip and Putt National Finalist, is becoming a major player in women’s junior and amateur golf.

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Katie Rudolph remembers the first time she saw her prized pupil, Megha Ganne of Holmdel, New Jersey, swing a golf club at a driving range at age 8.

“She was striping 7-irons,” recalls Rudolph, a First Tee coach and chief operating officer of The First Tee of Metropolitan New York. “I stopped dead in my tracks and said, ‘Who is this kid?’ Everything was perfect in her swing.”

Ever since, Rudolph has been the only instructor for Ganne. The 16-year-old has progressed to become a four-time Drive, Chip and Putt finalist, having lost a heartbreaker (in 19 holes) in the semifinals of the U.S. Women’s Amateur, shot a tournament-record 62 at the Girls Junior PGA Championship, scored an invitation to the 2020 Augusta National Women’s Amateur (since postponed) and received a sponsor’s exemption into the ShopRite LPGA Classic scheduled for late May.

From Weequahic Park Golf Club, home base for First Tee Newark, Ganne hits balls out of an indoor studio into snowbanks during the winter. Up until a couple of years ago, she viewed growing up in the Northeast as a disadvantage.

“I used it as an excuse for why I wasn’t as good as I wanted to be,” she said.

And now? She realizes she’s continued to make steady progress all year long.

“I think the difference is I don’t see my results while I’m making a swing change in real-time because I hit into a net,” she said. “When you hit a bad shot, you’re less inclined to go back to what was working. Since you don’t see the results, you trust it more than if you did.”

And just as Rudolph fondly remembers her first time seeing Ganne swing a club, Ganne hasn’t forgotten her first experience at First Tee with Rudolph.

“You told me we were playing for $1 million,” Ganne reminded Rudolph. “That continued and now Katie owes me $34 million.”

Rudolph sheepishly grinned and replied, “I have every intention of paying you back. Just as soon as I win the lottery.”

USGA says U.S. Open generates $165 million annually. Here’s where all the money goes

The U.S. Open generates about 75 percent of the USGA’s total revenue, and that funds 13 national championships at all levels of golf.

PINEHURST, N.C. – The USGA unveiled its new U.S. Open brand platform on Saturday at its annual meeting, and along with it, a breakdown of where the money goes. The organization that governs the game knows that a healthy U.S. Open is vital to the overall health of the USGA, and in turn, golf in this country. Now they want everyone else to understand that too.

The bottom line: The U.S. Open generates $165 million in revenue annually, or about 75 percent of the USGA’s total revenue.

That money funds, among other things, the 13 other national championships the USGA conducts annually.

“Virtually everything we do loses money,” said USGA CEO Mike Davis in a media roundtable at Pinehurst.

During a packed afternoon session at the Carolina Hotel, John Bodenhamer, the USGA’s senior managing director of championships, put up a pie chart that broke down the revenue. It costs $80 million to conduct the U.S. Open. Then $15 million goes back to the players in amenities such as hospitality and travel expenses for amateurs, with $12.5 million into the purse. The rest of the money, roughly $70 million, is invested back into golf.

Bodenhamer then broke down that $70 million: The USGA spends $10 million annually on the U.S. Women’s Open, about $25 million in other Open and amateur championships, $10 million in golf course sustainability and another $25 million in grow-the-game initiatives like LPGA-USGA Girls Golf and The First Tee.

“If (people) actually knew that the third week in June funds all this stuff that actually goes back and helps the average golfer,” said Davis, “they probably would root for the U.S. Open to do a little bit better financially. We don’t want to bastardize the event, but we want to do well with it.”

‘From Many, One’

The U.S. Open’s stature and identity has been under fire in recent years. Whether it was overblown or merited doesn’t really matter at this point. The chorus of complaints often drowned out what was actually worth celebrating. Players mostly complained about setup. Money too.

The USGA’s desire to take courses to the edge, along with that Dustin Johnson ruling at Oakmont, made controversy king, and Golf Digest’s opus of anonymous gripes from last year even included talk of a boycott by players.

The new U.S. Open brand campaign, “From Many, One” was revealed at the USGA’s annual meeting Feb. 29, 2020. (Courtesy: USGA)

To help ease tension and create stronger dialogue, the USGA hired longtime PGA Tour player Jason Gore as its first senior director of player relations. But they didn’t just talk to players. The USGA took a deep dive in surveying stakeholders from every area of the championship, including 1,150 fans.

One area that kept coming up: The U.S. Open is the fuel behind everything that you do. Tell that story.

After Bodenhamer laid out what the championship means for the game as a whole financially, Craig Annis, chief brand officer of the USGA, revealed the championship’s new platform. For the first time, the U.S. Open has a 12-month campaign that isn’t tied to a specific venue.

The USGA partnered with Culver City, Calif.-based Zambezi to develop a campaign centered around the line “From Many, One.” It’s a twist on “E Pluribus Unum,” and focuses on the “Open” portion of the championship. Nearly 10,000 players will try to qualify for the U.S. Open. From the field of 156, one will lift the trophy.

“By every measure it’s the most open championship there is,” said Davis, “and we’ve been steadfast in saying we want less than half of the 156 players to be fully exempt.”

The new campaign features the likes of Jack Nicklaus and Tiger Woods, reminding viewers of the event’s history and significance, but also the stories of aspiring journeymen with longshot dreams of competing June 18-21 at famed Winged Foot.

The campaign has a gritty feel to it. Fans fall for the beat-the-odds story of the firefighter who makes his way in as much as they do the household names.

Even the font choice of the print ads evokes a go-to-battle mentality.

Commercials surrounding the new campaign featuring Oscar-nominated actor Don Cheadle began airing on Fox Sports during the NFL playoffs, NCAA basketball games and NASCAR races.

Fewer courses hosting

Annis said the USGA’s massive data collection also revealed that “people wanted to see the U.S. Open played on fewer courses more frequently.” Bodenhamer brought up a point Nick Price, a USGA board member, once noted that resonated with many on staff: “It’s important where players win their major.”

“When we brought Jason in, we sought thoughts from players,” said Bodenhamer. “Where do they want to go? Why would we not ask players that? Where do they want to win?”

It’s an area Bodenhamer said the organization is still exploring.

None of this, of course, will help with the next set-up squabble. But perhaps the USGA’s latest efforts at transparency will encourage a more big-picture point of view from all sides.

The USGA revealed its new campaign, “From Many, One” during its annual meeting Feb. 29, 2020. Courtesy: USGA

The USGA’s total revenue for the year was $211 million, including the U.S. Open. Media rights, which includes the 12-year multimedia deal signed with Fox that began in 2015, represented 54 percent of the total revenue at $114 million.

With $165 million in annual revenue from the U.S. Open, Davis was asked at the roundtable, why not drastically bump up the purse?

He noted that while it’s important to stay competitive with other big events, for every additional $1 million that goes toward the purse, it takes away from those areas that lose money, such as girls’ golf or the upcoming championship for disabled players.

“I’m not sure there’s ever a right or wrong to it,” said Davis. “It’s a balance, because we only have so much money.”