By Doug McPherson
These days, the PGA TOUR is proving itself a winner long before its tournaments even start.
Consider the 2024 PGA Championship at Louisville, Kentucky's Valhalla Golf Club, May 16-19. Weeks before tee off, the PGA was busy finding vendors for the event. But not just any vendors, vendors who come from diverse backgrounds and who are right for the job. Now those vendors are all set to make some money and enjoy that amazing atmosphere that golf naturally brings with it everywhere it goes.
One of the vendors is Dawn Urrutia, a Black co-owner of Georgia’s Sweet Potato Pie Company in Louisville. She told a local media outlet that golf fans were going to be able to taste “a little bit of the love” in her desserts. “Then, also they might want to look us up and say, ‘You know what? Let me learn more about what they’re doing,’ and they might want to support us."
The PGA takes its job of hiring diverse vendors seriously and sees it as a way of spreading its own love and rolling out the welcome mat of golf to diverse-owned businesses. That effort is now gaining serious traction throughout the sport. In 2021, a collaborative effort across a number of golf’s leading allied organizations launched Make Golf Your Thing (MGYT), the movement that’s working to ensure that the future of golf is open to everyone―regardless of background.
“MGYT is continuing to diversify the industry's $102 billion supply chain by promoting inclusive procurement practices,” says Gina Rizzi. Rizzi is a sports consulting executive who’s spearheading a new database at VRACONNECT.ORG that makes it easy for golf course owners and others to find and hire diverse vendors.
“We know that sourcing from local, small and diverse vendors contributes to the local economy and adds economic vigor, cultural vibrancy, innovation, resiliency, growth of the game and advocacy for the golf industry,” Rizzi says.
To date, there are approximately 3,500 vendors in the database―a number that’s expected to grow by a minimum of 15 percent this year. Users can also search by service type, location, or diverse certification.
“I would ask that all course owners encourage any vendors that you work with to register their companies free of charge at VRACONNECT.ORG. The more businesses that register, the more useful the database will be,” Rizzi says.
Some of the vendor types include food and beverage, catering, apparel and local merchandise (for pro shops), professional services, photography/video services, printing and signage, florals, office supplies, recruiting and staffing, electrical contractors, labor, painting, janitorial/maintenance, security, IT services and many more.
Rizzi adds that “rapidly changing demographics” in America are creating a growth opportunity for golf.
“The greatest population growth is coming from multicultural groups,” she says. “The U.S. Census reports that more than half of the U.S. population will be a minority race by 2044. As racially diverse younger generations become part of the labor force, the consumer base, and the supply chain, it’s important to balance these groups’ distinct interests and needs.”
She says that choosing diverse vendors provides an opportunity for the industry to mirror America’s changing demographics.
“This is about inviting diverse businesses and communities to fully participate in the game, while at the same time, increasing competition, value and service. By extending an invitation to participate in golf’s supply chain, the industry can unlock a base of recreational golfers with spending power to grow the game and industry. It’s also been found that Gen X and Y prefer to align with organizations that support inclusion.”
If you’d like more information on VRACONNECT.ORG, Rizzi is happy to talk with you. Reach her at (312) 848-9584, GINA.RIZZI@RADIUSSPORTSGROUP.COM.