Written by Ryan Laverty

She Swings She Scores

This article was originally published in the 2016 edition of The Alberta Golfer Magazine. To view the full magazine, click here.

When the final buzzer sounds on a National Hockey League season, the players, almost to a man, trade in their skates and composites for a pair of soft spikes and a set of stiff shafts and begin their off-season pilgrimage to the local golf course.

And while that might be a bit of a cliché or a stereotype, it’s one that Alberta Golf is hoping to build on since launching its newest program in January.

After months of planning, the She Swings She Scores program officially began its campaign to turn more of Alberta’s hockey players into golfers, focusing on females and visible minorities, such as First Nations, between the ages of six and 12.

“Our goal, as an association, is to create as much awareness as possible and to grow the game,” said Tyler McConachy, manager of youth development with Alberta Golf. “We think She Swings She Scores is one program that will do both of those things.”

Following the lead of the Golf Association of Ontario, which started the SSSS program in that province in January 2013, Alberta Golf is making a concerted effort to target a demographic that has historically been under-represented in its own membership. While golf participation numbers have dwindled across the board over the past five years, female youth golfers has been an area that has been particularly hard hit – especially on the competitive side of the sport.

In 2001, Alberta Golf had 66 girls registered in the provincial championship tournament, but by 2015 that number had fallen to just 32.

“Part of the idea behind the program was to get athletes who are already competitive in hockey and expose them to golf,” explained Angela Cooke, SSSS program coordinator for Alberta Golf. “Doing it this way, in a team setting, makes it easier for girls to get exposure to the game and to make sure they are comfortable while they learn.”

The foundation of the SSSS program is a grassroots marketing initiative. Cooke and her colleagues from Alberta Golf have worked with their peers from Hockey Alberta to identify hockey tournaments, where competing teams were primarily girls and to directly market to that crowd.

Armed with pink toques, swag bags full of goodies and a pop-up driving range net, Alberta Golf representatives set up camp in arena lobbies in Olds, Camrose and St. Albert in February and March 2016. Despite benefiting from the insights of her counterparts at the GAO, Cooke said she wasn’t entirely sure how well the first few events would go, but the reception turned out to be even better than she could have expected. Players, siblings, coaches and parents alike all seemed to gravitate to their booth, she said.

“Defining success will probably be how we transition from the hockey tournaments to the golf course, but so far everyone has been really enthusiastic about it,” said Cooke.

The second phase of the program is to recruit a few teams, or at least a majority of those teams, to organize field trips to local courses for a more fulsome introduction to the world of golf. McConachy said he’d budgeted for three or four trips for the 2016 golf season, but based on interest it appears there could be many more requests than he could have hoped for, so he will be directing some interested parties to apply for additional field trip funding from Golf Canada, which typically provides $500 grants for these types of activities.

Burgeoning programs, such as this, can often stumble in the face of immense growth because of a lack of funding, but SSSS appears to be off to a good start. The collaboration between Alberta Golf and Hockey Alberta was a key driver in the decision by Alberta Sport Connection and Sport Canada to fund SSSS for its first four years of existence. From 2016 through 2019, Alberta Sport Connection and Sport Canada will provide $32,500 per year to the program with Alberta Golf funding an additional $10,000 through its own sources.

Aaron Lavorato, sport consultant at Alberta Sport Connection, said he expected there would be no shortage of corporate donors and other community supporters that would be interested in partnering with the program down the road, but his association was excited to help get the program off the ground for Albertans.

“For us, that collaboration was very important, but so was return on investment and sustainability,” explained Lavorato. “One of the biggest challenges for a new program is to find development dollars to get it off the ground, but all of the programs we funded have a great opportunity to align with other sources of funding in the future.”

Based on the overwhelming response to the program in Ontario, it appears likely Lavorato’s predictions should come true, but the support and collaboration will need to play a big role in the success of the program.

The GAO has benefitted from two years of learning at this point and has started to mature into a broader scale offering thanks to support at the local golf club and community level. Mallory Dayman, manager of sport development for GAO, said her association purposely partnered with local golf courses and professionals when attending hockey tournaments in Ontario and the results have been remarkable. In two full years of operations, the SSSS program in Ontario has led to the creation of 22 Girls Clubs golf programs in communities around the province adding close to 200 new female golfers to the game. Going forward, the plan within the GAO is to provide support to local communities with marketing collateral and equipment as required, but to allow their community ambassadors to more readily target hockey players in their areas with the SSSS brand.

“What we’ve found is that it hasn’t just been hockey players that have joined the Girls Clubs, because the hockey players are going home and getting their friends who play soccer or their friends who do gymnastics to come out and join them,” Dayman remarked. “The idea behind She Swings She Scores was just to grow participation in the game as a whole, but selfishly we’re looking for girls who are competitive, because if it can grow into more girls playing in our competitive tournaments then all the better.”

For Alberta, at least for now, the program will take baby steps in the direction of improving participation numbers and promoting physical literacy in our youth.

“A number of sports are looking at how, as national associations, we can cross-promote our sports,” explained Jeff Thompson, chief sport officer at Golf Canada. “The concept of physical literacy is something that everyone is very focused on and I think She Swings She Scores is a good example of organizations working together to promote that.

“The more kids we can get introduced to more sports, the better off we will all be down the road.”

In its first year of operation, the SSSS team set up shop at hockey tournaments in Olds, Camrose, St. Albert, golf shows in Calgary and Edmonton, and finally at Exshaw School where Alberta Golf team members provided girls between Grade 3 and Grade 8 with their first exposure to golf. The plan for next year, said McConachy, is to keep building the momentum.

“As of right now, it’s the more the merrier for the number of girls involved,” said McConachy. “The interest we’ve seen has been great and the girls we’ve reached already have that competitive spirit, so hopefully we can get that transitioned into golf as well.”

For more information on the program or to have the She Swings She Scores attend your hockey tournament, event or school next year contact Angela Cooke at (403) 236-4616 or by email at angela@albertagolf.org.

She Swings She Scores

This article was originally published in the 2016 edition of The Alberta Golfer Magazine. To view the full magazine, click here.