The Future For Golf in Canada - Strategic Plan 2019-2022
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The Future For Golf in Canada Strategic Plan 2019-2022
GOLF CANADA STRATEGIC PLAN 2019-2022
Always
check
your
yardage.
Golfers who compete at the highest levels value success that outlines the most critical priorities
their yardage guide as critical to performance. It of our business. The plan is supported
is a roadmap for collaboration between athlete by a sound organizational structure and a
and caddie that fosters fact-based decision commitment to ensuring an environment for
making in the moments when execution our sport rooted in fun, excellence, inclusion,
matters most. It is a tool best employed YLZWLJ[HUKHJJV\U[HIPSP[`IV[OVUHUKVɈ[OL
through consultation, focus on detail, measured golf course.
risk and a deep trust in planning—a strategic
resource for every shot or decision that can Thank you to the many stakeholders and
save strokes and impact peak performance. partner organizations who have collaborated
in the development of our Strategic Plan. As
Developed through meaningful consultation the National Sport Federation and governing
with our provincial, national and international body, this is our yardage guide—a foundational
partners, Golf Canada’s 2019-2022 Strategic framework that when executed with precision
Plan is our yardage guide—a roadmap for will advance the sport and drive Golf Canada’s
operational, competitive and commercial vision to be a world leader in golf.
Laurence Applebaum
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Golf Canada
GOLF CANADA STRATEGIC PLAN 2019-2022
Vision To be a world
leader in golf.
Être un leader
mondial du golf.
GOLF CANADA STRATEGIC PLAN 2019-2022
To increase Accroître la
Mission
Canadian participation
participation and et l’excellence
excellence in golf. canadienne au golf.
GOLF CANADA STRATEGIC PLAN 2019-2022
Fun Plaisir
Excellence Excellence
Values Inclusion
Respect
Inclusion
Respect
Accountability Responsabilité
GOLF CANADA STRATEGIC PLAN 2019-2022
Golf Services Services de golf
Strategic Sport
Championships
Sport
Championnats
Priorities Commercial
Relationships
Commercialisation
Rapports
GOLF CANADA STRATEGIC PLAN 2019-2022
Membership
• Deliver robust resources, tools and services to enhance the value
to member golfers and facilities
• Identify and engage public golfers and facilities to join Golf Canada
Golf Services Rules
• Provide educational opportunities for all golfers through
our integrated Rules program, and promote awareness and
Our Goal understanding of the modernized Rules of Golf
In collaboration with our provincial, national, and Handicap/Course Rating
international partners, provide resources and • Facilitate the integration and education of the new World Handicap
System in 2020
services to drive value and growth to our entire
• Implement a national course rating strategy
membership including all golfers and facilities.
Heritage
• Curate, promote and grow Heritage Services including the
Canadian Golf Hall of Fame and its honoured members
ż Celebrate our heroes and highlight the storied history of the game through
access and conservation
GOLF CANADA STRATEGIC PLAN 2019-2022
Participation
• Operationalize the new strategic plan for Future Links
ż Drive value to facilities, instructors and families through the Future Links suite
of programs
Sport ż Increase accessibility of golf programming to under-represented groups
including women, girls, indigenous peoples and golfers with a disability
Our Goal Performance
• Deliver on all elements of the Team Canada Program
To increase participation in golf through a żInvest in our high-performance programs and support for our future Team
Canada athletes and coaches
variety of engaging programs by providing
żEnhance the National Training Centre at Bear Mountain to better serve National
leadership, resources and education while Squad and Next Generation athletes and coaches
developing Canadian athletes to perform
Health
consistently at the highest levels of the sport.
• 7YVTV[L[OLSVUNSHZ[PUNWO`ZPJHSHUKTLU[HSOLHS[OILULÄ[Z[OH[
golf provides to people of all ages
żUtilize golf and health research to enhance public perception of the sport,
drive individual and family participation, and increase public and private
support for golf
GOLF CANADA STRATEGIC PLAN 2019-2022
Professional • ,UOHUJL[OLZ[HNPUNWYVÄSLSLNHJ`HUKV]LYHSSJOHTWPVUZOPW
Championships
experience at world-class host venues
• Build a platform for hosting the world’s best golfers that includes
competitive opportunities for Canadian athletes as an extension of
Our Goal our sport development programs
Elevate our National Open Championships • +LSP]LYZPNUPÄJHU[]HS\L[VV\Y[P[SLWHY[ULYZ9)*HUK*7HUK
continue to engage corporate and regional partners
to premier, internationally recognized
• Strengthen our dynamic partnerships with the PGA TOUR and LPGA
tournaments that are must attend events for
players, spectators and corporate partners.
GOLF CANADA STRATEGIC PLAN 2019-2022
Amateur • Provide opportunities for a greater number of golfers to compete,
with a focus on the advancement of women and girls as well as
inclusion of golfers with a disability
Championships • Implement a comprehensive national hosting strategy to conduct
world-class competitions at premier, member-club host venues
across Canada
Our Goal
• ,UOHUJL[OLV]LYHSSL_WLYPLUJLHUKYLÄULV\YWSH`LYYLJY\P[TLU[
Enhance the overall experience at our strategy to attract top international golfers and increase our event
strength on the global ranking
Amateur Championships to provide an
• Strengthen our partnerships with the R&A, USGA and other
environment that promotes participation international bodies and work collaboratively on reciprocal
and development at the highest level. JOHTWPVUZOPWILULÄ[Z[VH[[YHJ[[OL[VWYHURLKWSH`LYZPU[OL^VYSKGOLF CANADA STRATEGIC PLAN 2019-2022
Professional Championships
• Build best-in-class Professional Championships
ż Establish the RBC Canadian Open and CP Women’s Open as inspiring national
sports properties that attract fans, corporate Canada, media and volunteers
Marketing, Communications
Commercial & Brand Development
• Elevate engagement with the golf consumer to build the Golf
Canada brand
Our Goal
ż Launch the Golf Canada Digital Network as a vital communication platform to
enrich the conversation with our membership base
Develop world-class sport properties and ż Drive consumer outreach through this integrated multi-media platform
including social, digital, and experiential engagement
integrated marketing platforms that enhance
ż Become [OL Voice of Golf in Canada by promoting and celebrating Canadian
the Golf Canada brand while delivering players, programs and achievement
Z\Z[HPUHISLWYVÄ[HISLYL]LU\LZ[VTH_PTPaL
Partnerships
our reinvestment into the sport.
• +YP]LYL]LU\LNYV^[OHUKWYVÄ[LUOHUJLTLU[[OH[Z\WWVY[.VSM
Canada’s reinvestment objectives
ż+LSP]LYZPNUPÄJHU[]HS\L[VV\YWHY[ULYZHJYVZZHSS.VSM*HUHKHWYVWLY[PLZ
ż Build an integrated, long-term media partnership strategy to drive continued
commercial success
ż Leverage the Golf Canada Digital Network as a commercial platform that
KLSP]LYZLUOHUJLK7YLTP\T:WVUZVYILULÄ[ZGOLF CANADA STRATEGIC PLAN 2019-2022
• Accelerate collaboration with Provincial Golf Associations to
increase participation and excellence while deepening engagement
with member clubs and golf facilities
• Drive industry initiatives through integrated work with the
Relationships leadership and constituents of the PGA of Canada, National Golf
Course Owners Association of Canada, Canadian Society of Club
Managers and the Canadian Golf Superintendents Association
Our Goal
• Collaborate with key international golf bodies including the R&A,
USGA, IGF and Augusta National Golf Club on shared initiatives to
Establish deeply connected and mutually increase participation and excellence in golf
ILULÄJPHSYLSH[PVUZOPWZ^P[O*HUHKPHUHUK • Enhance relationships with all levels of government as well as
Sport Canada, Own the Podium and the Canadian Olympic
International partners. Committee to increase support for golf programs and services
• Engage with associations representing groups of golfers including
those based on gender identity or expression, age, racialized
groups and persons with disabilities to support their objectives and
include them as part of Golf Canada
• Foster meaningful relationships with our Canadian amateur and
professional athletes competing on the global stageGOLF CANADA STRATEGIC PLAN 2019-2022 GOLF CANADA STRATEGIC PLAN 2019-2022
Thank you.
Golf Canada is profoundly grateful Their investment in our National
to RBC and CP. These two iconic *OHTWPVUZOPWZHYL[OLÅHNZOPWVM[OLPY
Canadian organizations have provided support, however, this represents just
the leadership and support for Golf one aspect of their total commitment to
in Canada and we are incredibly Golf Canada. Both of these wonderful
appreciative of their exceptional partners support Canadian athletes,
contributions. The RBC Canadian Open Amateur competition, High Performance
and the CP Women’s Open showcase development and our Golf Canada
the best players in the world while Foundation. We could not be more
inspiring Canadian fans to the wonders proud of the relationship with RBC and
and joys of our great game. CP and Canadian golf fans across the
nation thank you for your support.Golf Canada is fully committed
to fostering a safe sport
environment for golf.
All golf enthusiasts deserve to for internal and external access and
participate and compete in an we have the following safe sport
environment free from harassment, policies in place:
abuse or discrimination, regardless of
gender identity or expression, race, • Recognition and Prevention of
religion, language, age and ability. Harassment and Violence Policy
Together with the PGA of Canada as • Recognition and Prevention of
proud signatories of the Responsible Abuse Policy
Coaching Movement pledge, Golf • Whistleblower Policy
Canada supports the need for training
and education platforms as well as • =VS\U[LLYHUK:[HɈ:JYLLUPUN7VSPJ`
enhanced policies and compliance
• Code of Ethics
procedures.
• Code of Conduct
Golf Canada is also proud to
• Junior Code of Conduct
implement 9LZWLJ[.YV\W training
across our organization including • Parent/Spectator Code of Conduct
mandatory 9LZWLJ[PU[OL>VYRWSHJL
MVYHSSZ[HɈHUKJVYWVYH[L]VS\U[LLYZ" Golf Canada is fully aligned with the
9LZWLJ[PU:WVY[ for all coaches and important work of Sport Canada in this
Z\WWVY[Z[HɈHUK9LZWLJ[PU:WVY[ critical issue and encourage all those
MVY7HYLU[Z for parents of National connected with our sport – athletes,
;LHTH[OSL[LZ;OLZLL_JLW[PVUHS WHYLU[ZJVHJOLZZ[HɈ]VS\U[LLYZHUK
modules provide the base training and club representatives – to maintain an open
education for our broader organization. dialogue to ensure a safe and supportive
In addition, an Ethics Commissioner environment, without exception, across
has been appointed with a mechanism the Canadian golf landscape.You can also read
