2 min read October 2023 — In an interview with Invest:, Seth Waugh, CEO of PGA of America, discussed the PGA’s presence in North Texas. Waugh highlighted the growth of the Frisco campus and the investment by Omni Resorts, which has proven to be a “potent” blend of resources. “The barriers of time and access have transformed into advantages due to the diverse ways to engage,” he said.
Looking at the North Texas market and Frisco, what are the main highlights and priorities for PGA of America?
I moved into Frisco around a year ago, which was a significant moment for me. Witnessing the growth of the campus and the investment Omni put into the resort has been truly remarkable. The golf courses were already established and we started organizing outings last fall, culminating in a grand opening this spring. Surprisingly, reality has exceeded my expectations, which is rare in life. People who have visited are impressed with what has been achieved here. The collaboration between our brand, Frisco’s forward-thinking approach as Sportstown USA, and Omni’s involvement has been a potent combination.
Earlier this spring, we successfully hosted our senior championship event in the Monument District, which has turned out to be everything we had envisioned. Experiencing it on a Friday night showcases the families enjoying the various aspects — putting experiences, top golf, the ice house, the illuminated par three, and video boards — offering diverse ways to engage with golf. It has evolved into a central hub for North Texas, resembling a town square. This outcome brings us immense satisfaction.
How do you envision the role of PGA in further developing the region and what are the anticipated economic impacts as you continue to move forward?
I believe that golf serves as a significant force for positive change globally. It generates about $4.6 billion annually for charitable causes and constitutes a $101.7 billion industry, offering over 2 million jobs. It’s more than just a game; it imparts values, life lessons and fosters connections. The idea is to make golf reflect the world’s diversity and influence the world to adopt the sport’s positive qualities.
As the contemporary hub for the sport, we’re introducing many new people to golf and reshaping its perception. Our facilities draw in thousands, emphasizing every facet of golf. I think the predicted economic impact of $2-3 billion is an underestimation. The real estate aspect is already substantial; we’ve essentially created desirable waterfront land in North Texas. Additionally, with Universal’s entry and the burgeoning development in Northern Frisco, that area is now the town’s fastest-growing section, as evidenced by the Fields project. Considering the influx of visitors, job opportunities and general activity, along with the real estate transformations, the long-term impact will undoubtedly be significant, and we take pride in that.
How does the recently concluded championship set the stage for future events and the expansion of your offerings in the North Texas market?
We’ve announced a total of 28 championships to take place over the next 15 years. This year, we had theKitchenAid Senior PGA Championship. In 2025, we’ll hold the KPMG Women’s PGA Championship and the men’s championship is scheduled for 2027. Additionally, our Junior League National Championship will be an annual event. We’re also incorporating our juniors, club professionals and the PGA WORKS Championship for HBCUs, which is held every year. Our intention is to utilize the campus fully for all our activities.
What distinct qualities of the North Texas market have you observed that set it apart from other markets you’re familiar with?
The North Texas market has proven to be exceptionally welcoming and friendly. The entire region, including Dallas, has embraced us with open arms, expressing gratitude for our presence. The people here take great pride in their area and I feel that there’s a unique sense of unity among residents. It’s evident that North Texans have a strong attachment to their region and wish to share it with the world. From a business perspective, the environment is very conducive, offering numerous networking opportunities and displaying a strong sense of community spirit. This warm and inviting atmosphere, coupled with its business-friendly nature, sets North Texas apart and contributes to its allure not just within Texas but on a broader scale as well.
What do you perceive as the main challenges or goals for the PGA moving forward, both at the organizational level and specifically in relation to the North Texas Frisco area?
In Texas, the atmosphere is truly welcoming and the locals take great pride in their state. They even thanked us for being there. Texans desire everyone to relocate to their state. The exceptional qualities for businesses are quite attractive. I believe the people’s spirit is the secret ingredient. Golf is thriving more than ever, with increasing participation from women, girls, people of color and other cohorts. This growth is intentional and crucial for our narrative. We’re aiming to sustain this trajectory for continued progress, even though disruptions in the professional game impact us. We’re committed to being good partners and finding resolutions for the game’s betterment. Our biggest opportunity lies in maintaining our momentum. Challenges include refining our campus operations in North Texas, making it more inviting and utilizing our building as both a headquarters and a destination. Our goal is to open our doors to members, the public and the region, balancing its business and conversational aspects. The learning curve of running the campus is ongoing. It’s akin to a startup.
What is the PGA’s outlook for 2024 and beyond, considering the changes in golf?
I believe the future holds promise. Golf has gained a new level of coolness, attracting a diverse range of enthusiasts. The ways to engage with the sport have expanded, with more people playing off the course than on it. This shift has brought about various entry points into the game. For instance, venues like Topgolf serve as gateways, introducing people to swinging a club and potentially leading them to traditional courses. Our annual championships, including those for men and women, hold a significant place, alongside events like the Ryder Cup. With 28,000 members, we stand as the one of the largest sports organizations globally, actively promoting and enhancing the golf experience every day.
As golf evolves and attracts a younger crowd, behaviors are changing. Music is now a common companion on courses and driving ranges, reflecting the varied ways people enjoy the sport. Golf is comparable to food in this aspect — sometimes formal, other times casual, but all under the same umbrella. My decision to take on this role was driven by the opportunity to impact lives. By empowering our members, we aim to positively influence millions through the game. Despite the challenges posed by COVID, we were the first to resume both participation and television broadcasts, sparking a renewed interest in the sport. The barriers of time and access have transformed into advantages due to the diverse ways to engage.
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