NCGA Golf

FALL 2017

Issue link: http://www.ncgagolf.com/i/889897

Contents of this Issue

Navigation

Page 34 of 75

There's a sizable pro shop devoted to selling golf shoes … and a massive "super store" bursting with golf-related apparel … and a sophisticated club-fitting operation … and an old-school repair shop to re-grip and fix clubs … and a well-lit, 24-hour range, which tends to draw a crowd as late as midnight in the summer. Ken Sr. is the patriarch and chief exec- utive officer of Morton Golf, a mountain of a man with white hair and an amiable demeanor. He's spent nearly 60 years at Haggin Oaks, weathering golf industry turmoil because he's forward-thinking and treats his business very much like a business. That's why the Arcade Creek Course hosted a college cross country meet and became an early adopter of FootGolf, a new-age game blending soccer and golf. Haggin Oaks also has a catering business, hosts about 120 weddings a year and once attracted nearly 3,000 people for a country- music concert. "We're always looking at how to get out- side the box to drive new revenues and create more of a community asset for the city of Sacramento," Morton Sr. says. "At the turn of the millennium, the game was stagnant at best and even actually in decline. So we began to realize that for us to be able to compete and do well, we had to become more than just golf. We had to get outside what a traditional golf course did." At the core of this thinking is the retail element of Haggin Oaks. Tom LoPresti, the facility's original head pro in 1932 and "Ken Sr. is never content with the status quo. He's always looking ahead and thinking, 'What's going to happen next?' I love that. It's so unique." — Linda Reid, women's ambassador at Haggin Oaks The Mortons are one of the leading multi-generation families of PGA pros, running a c utting-edge golf complex and creating a successful operation by making everyone feel welcome at their facility.

Articles in this issue

Archives of this issue

view archives of NCGA Golf - FALL 2017