Issue link: https://read.dmtmag.com/i/1345880
underrepresented groups, such as women, to the game, and a core constituent of passionate players, golf has not met the definition of a growth industry. Ironically, it took the devastation of a global pandemic to bring golf's distinctive appeal back into focus. "Covid-19 has been a tragedy for millions of people who have lost loved ones or livelihoods, and it's put a damper on so much of what makes life worth living," Miles says. "One thing it hasn't dampened is golf. Golf is played in the great outdoors with social distancing built in. Throughout 2020, we had golfers telling us how grateful they were that golf was available to them and that they felt safe doing it. We saw a lot of renewed interest in the game as well as a healthy number of newcomers." Another factor contributing to golf enthusiasm in 2020 was the warmer, drier weather experienced throughout the Midwest from June through November. "At one point this summer, every day felt like 'Groundhog Day,'" laughs Miles. "We may not see a Memorial Day through Labor Day period like it again." Levels of play in 2020, Miles says, were reminiscent of both golf's 1980s heyday and its surge upon Tiger Woods' arrival on the scene in the late 1990s. "I'm grateful that my kids and everyone in our company were able to experience this kind of excitement and success within golf," notes Miles. "Plus it gives all of us a sense of fulfillment that we were able to bring some enjoyment into people's lives during a really difficult time." Reflects Tim Jr., "It was nice to have a 2020 season that was positive for the golf industry despite being challenging at the same time. The great attitude of our staff as a whole showed the respect they have for our golfers and our business. We hope that 2021 is another exceptional golf season that continues to bring out the best in golfers and our staff alike." Miles Sr. also expects his company's 20th- anniversary year to be another busy one. "We are all optimistic that vaccines will help us turn the corner on getting back to normal sooner rather than later," says Miles. "But my sense is that this renewed interest in golf will endure beyond the pandemic. People who hadn't played much or at all in years have rediscovered what they love about this game…the exercise, the social aspect, the friendly competition, being in nature. People new to the game have jumped in with gusto. This could be just the beginning of a renaissance for golf." For more information on Golf Visions, please visit www.golfvisions.net. 28 GOLF NOW! Chicago