Jim Vernon will be elected the USGA’s 60th president during annual meetings in Houston on Saturday. A member of the executive committee since 2003, the 57-year-old diamond wholesaler served as vice president under Walter Driver, who concludes a tumultuous two-year term. Vernon spoke with staff writer Jon Show.
One of your predecessors, Fred Ridley, said a USGA president should “talk about or push for issues that mean the most to that person.” What issues mean the most to you?
Vernon: The USGA has done a good job of supporting state and regional associations, but we need to do an even better job. I think we need to remain vigilant in assuring technology does not become the dominant factor in the game. And I don’t think we have done a good job of communicating with our individual members and golfers.
Vernon believes the USGA could
do bettercommunicating to
members and golfers.
Where has the USGA fallen short on communications?
Vernon: We have not told our story very well. We do a lot of things extraordinarily well. We have the best course rating and handicap system in the world. But we haven’t done a very good job of communicating that.
The voice of the USGA often changes depending on the issue. Who should be the public face of the organization?
Vernon: There should be several public faces. The president needs to be out there. (Executive Director) David Fay needs to be. He has the institutional knowledge and the expertise and credibility in the marketplace. And, quite frankly, other members of the executive committee need to be out there, particularly in their communities, talking about what the USGA is doing.
Has the role of USGA president changed in recent years?
Vernon: It’s a more public role. Whether it’s at our annual meeting or the Masters or the PGA Merchandise Show, or wherever, the president has an opportunity to use that bully pulpit and get those messages out. Fred Ridley did a wonderful job of that. (Walter Driver has) done a good job being out there, although the media has not always responded in a favorable way. But I think that’s part of the role of the USGA president.
How does your management style differ from that of your predecessors?
Vernon: I am probably a little more informal with my communications with others than (Driver). Maybe that’s a failing on my part, (or maybe) I’m not as disciplined as he is. I’m not as outgoing as (Ridley), just naturally.
