Greg Norman: Our Interview with the Great White Shark

One of the reasons we are so proud of our remarkable golf course here at Tennessee National is that it was designed by the legendary Greg Norman. We have a great, ongoing relationship with Greg, and we appreciate him taking the time out of his insanely busy schedule to answer some questions for our blog readers, many of whom we know are longtime fans of  “The Great White Shark.”

Here’s what Greg had to say in our recent interview:

TGL: You have become a globally recognized brand with multiple and widely varied business ventures. What are the common threads that run through all of the businesses you operate under your name, and what is it about a particular business idea that gets you excited enough to want to be a part of it?

GN: Quality of the product is first and foremost. When looking at particular business ventures, I pay close attention to corporations who have similar values to my own. I have always tried to look for partners who are using golf as a platform to promote their brand, and at the same time they can assist me in building equity in my own brand. When we established Great White Shark Enterprises in 1987, we didn’t set a course to be in the wine business, for example, but at the same time we didn’t become successful there just by being opportunistic. The same can be said for Greg Norman Collection, or several of the other businesses we are in. We work with our partners to develop mutually beneficial relationships, as was the case with wine. Our partner in the wine business, Beringer Blass, is owned by Foster’s Brewing, a company that I have had a long relationship with. They had a need to improve their standing in the United States, and we had a desire to get into the wine industry. Therefore, we were able to help each other achieve our respective goals. My philosophy is that it has to be beneficial for everyone involved in order to be beneficial for anyone and most importantly the product must meet my quality standards.

TGL: What are the “life lessons” you believe the game of golf can bring to business success?

GN: Staying focused in everything. That’s the key to being successful in any venture. You must have the ability to see what is possible, and have the intestinal fortitude to accomplish your objectives. If there is a difference between golf and business, it has to be knowing when to hold back. In golf, there is no giving up. It doesn’t matter how bad you’re playing, even when you have no shot at winning or even making the cut, you have to finish. In business, when a deal doesn’t feel just right, or when a business is not performing, you have an exit strategy to get out.

TGL: You are known for your “least disturbance” approach to golf course design. How did you develop your interest in sustainable course management, and do you see this trend of environmental sensitivity picking up steam throughout the golf community?

GN: I have always been an avid sportsman and most sportsman have a sense of place and really care about preserving environments. I would put myself in that category. As you said, my philosophy is the least disturbance approach. I thought in the 80’s when I started playing golf at a high level, that some of the golf course construction projects were getting out of hand. It seemed like there was an unlimited budget on a majority of golf courses that were built. That unlimited budget got handed down to the members and that continually gets handed on generation, to generation, to generation because it costs so much to maintain a golf course.

The least disturbance approach has two main advantages, A) it’s better for the environment, and B) it helps keep budgetary costs down. A course that is built with a least disturbance approach tends to fit in better with the surrounding environment. It helps make for a more enjoyable experience for the golfer and at the end of the day, that’s what it’s all about. We have to bring people back to the game. And you bring people back by, enjoyment, number one.

The answer to your second question is yes. We have seen, and will continue to see environmental sensitivity become more important throughout the golf community. Each golf course we design is a collaborative effort between the designer, the developer and the environmentalists. As you may know, I have become involved with the Environmental Institute for Golf and I am very confident in saying that Greg Norman Golf Course Design is ahead of the curve in terms of environmental concerns that are affecting us today and for years to come.

TGL: Because of your success, we assume you have many offers to design new golf courses. What factors do you consider when deciding which courses will carry the Greg Norman name?

GN: In the current economy there are not nearly as many golf courses being planned or built as there used to be. As I stated in my book “The Way of the Shark,” we have always tried to take on a limited number of high quality projects.

However, in today’s economy we are not turning down nearly as many projects as we once did five years ago. We have had to adapt a bit during these lean years, but our focus now is to capitalize on emerging markets within the golf course design business and to be ready for the global economic rebound. That being said, there are many factors that go into selecting a project. The two most important would be a quality site and a quality owner/developer. We had both of these here at Tennessee National.

TGL: Are there any specific challenges you see on the horizon for golf as both a sport and an industry?

GN: Well, there are the environmental issues which we touched on already, and as I alluded to in my previous answer, the golf industry has certainly been hit hard with the recent economic downturn.  However, I do feel that once things turn around, the game and the industry will be stronger than ever. Our current challenge, is how do we grow and promote the game in the current economic scenario. I have always been a strong advocate of promoting the game of golf.

A couple of weeks ago, Fred Couples and I participated in the National Golf Day in Washington DC. We visited Capitol Hill in the morning and met with various politicians to discuss the golf industry, the economic challenges facing the game right now and the impact the game has on charities around the country. It was a wonderful opportunity to talk about the President’s Cup and promote the game of golf, something I’ve always loved to do and done my entire career.