Los Angeles Business Journal, January 14, 2013
Basketball
Legend Fits Golf to a ‘T’
By RITCH K. EICH
Since
1959, I have closely followed Jerry West’s illustrious career. Next month, I
will once again follow him to Pacific Palisades as a volunteer marshal at the
2013 Northern Trust Open at the legendary Riviera Country Club.
West’s
imprint as the industrious and personable executive director of this annual PGA
Tour stop in Los Angeles has been evident since he was appointed nearly three
years ago: The gallery has grown, corporate support has risen, enthusiasm has
soared and, who knows, maybe West can even lure Tiger Woods back to Brentwood.
Legions
of sportswriters have described the Mountaineer and Laker great’s numerous
leadership skills far better than I can. But, most pro golfers would do well to
emulate just a few: West always appreciated and recognized his fans, big or
small; no one worked more tirelessly to improve himself and his team; he cared
deeply about the average Joe or Jane, and he never forgot about the least
fortunate of us in society.
During
the past 30 years, my wife and I have played a small part of the British Open,
the TPC Championship, the PGA Championship, the U.S. Open, the Tournament of
Champions and such links as La Quinta, Torrey Pines, Pebble Beach, Oakland
Hills, Congressional, Sawgrass and Sherwood, but there is no place like Riviera
and its fabled history. To say we have enjoyed the experience would be a gross
understatement. And while change is an important part of organizational life
(including that of the Professional Golfers’ Association of America) that must
be embraced and channeled to constructive ends, some traditions are also
important.
I
fully understand that the tour is the pro golfer’s livelihood, and stellar
performance equates with having sponsors and securing big purses. But it is
also true that pro golfers are in the entertainment business and without the
interest and support of thousands of spectators, their largesse would quickly
evaporate. The classy West understood these facts as a professional basketball
star, coach, general manager, adviser and now as L.A. golf executive.
Our
world has changed dramatically since Sept. 11 and the resulting enhanced
security measures at sporting events (including those just implemented at the
USC campus) are necessary. Understanding these restraints, I offer five
recommendations to the PGA and their pro golfers in the hope they will
thoughtfully consider West’s leadership skills for improving the fan experience,
and the health and well-being of the game of golf beginning in February at
storied Riviera:
n
When
the pros approach the tee box or are just about at the green, encourage them to
lift up their heads and smile, or nod or say thanks for your help (to the
volunteers) or thanks for coming (to those in the gallery).
n
When
the gallery applauds a great shot, have them smile more often at the gallery
and tip their cap (believe it or not, this longstanding gesture happens less
all the time).
n
When
a pro heads to the practice range or practice tee before or after he plays,
acknowledge the crowd gathered there in some pleasant way.
n
When
a would-be pro is in Q school (qualifying school), include a module about
etiquette and how historically it has been an important part of the game.
n
When
a pro completes his round, encourage him to spend 10 to 15 minutes greeting
families, especially those with small children, and signing autographs.
When
West accepted his leadership role at Riviera, it was not for show. It was one
very concrete way Mr. Clutch could pay back to the people of Los Angeles for
their having heaped 40 years of love on him.
Hopefully,
the golf pros coming to Riviera will follow suit and realize that the L.A.-based
charities and the people who depend upon them are the real winners. In the end,
isn’t leadership all about giving?
Ritch K. Eich, principal
of Thousand Oaks-based management consulting firm Eich Associated, is author of
“Real Leaders Don’t Boss.”
