Golf: More than the title
When Newport Beach resident Eric Lohman walks into Oak Creek Golf Club, or any place, he carries an added responsibility.
The 36-year-old father of two daughters is director of golf and, in his words, an ambassador for Oak Creek in Irvine.
It’s a responsibility Lohman doesn’t take lightly. He oversees 85 employees among the golf and maintenance departments. He spends most of his 45-to-50-hour workweek managing the budget, making sure money coming in exceeds money going out.
It’s a three-fold job.
“The toughest thing is balance things for the customers, treat employees well and make a profit,” said Lohman, who came to Oak Creek in November 2008 after a seven-year career at Black Gold Golf Club in Yorba Linda. “My job description didn’t change,” said Lohman, who played three years at UCLA, where he earned an international relations degree.
At Oak Creek, a public course with membership programs, he oversees a course and driving range and practice facility.
“I enjoy taking care of members,” Lohman said.
It wasn’t always that way.
Lohman grew up in Victorville and started playing golf at age 8. His parents placed him in a program where he swam, played tennis and golf. Golf was something he was good at and kept it going.
He has worked in the golf business since age 15. He worked banquets and was a range attendant at Mission Hills Country Club in Rancho Mirage.
At the time, Lohman didn’t see himself continuing work in the golf industry. He wanted to play.
“Here’s [the director of golf] who caters to everybody,” Lohman said, “I wanted to be the member at 16, not serving the member.”
But in college, Lohman’s perspective changed.
“My way to stay in golf was to work in golf,” Lohman said. “Once I started to give back to the game … that makes it.”
Lohman said the advantages to being director of golf are: getting the latest equipment, playing the best courses (when he can) and keeping current on golf industry news.
He doesn’t get to play as much as he would like.
To be successful as a director of golf, Lohman said one has to be a “people person.”
“I enjoy the interaction with multiple people and promoting the facility,” Lohman said.
A regional manager for Nike referred Lohman to Steve Friedlander, general manager of golf at both Pelican Hill Golf Club in Newport Coast and Oak Creek. The Irvine Company owns and operates both courses.
“[Friedlander] asked a few people who would be a good fit,” Lohman said.
Lohman didn’t want to leave Black Gold but, “at some point it’s time to move on. The timing worked out great.”
Lohman considers Friedlander a mentor with much experience. Friedlander previously was general manager and group director of golf for all Kohler Company golf properties in Kohler, Wisc. One of the properties is Whistling Straits, site of the PGA Championship, which starts Monday.
“I feel like I’m going to work for the president,” Lohman said of Friedlander.
Friedlander said Lohman is a “forward-thinking person with great energy and a constant desire to think into the future.
“He’s terrific with people.”
Lohman is also sales director, overseeing golf tournament reservations at both Pelican Hill and Oak Creek.
With Strawberry Farms Golf Club in Irvine providing another option to golfers, the onus is distinguishing Oak Creek to attract players. Lohman said the keys are: offering the best possible experience, be profitable and manage the facility as best in its class.
Judging from last year’s rounds, the strategy works.
Lohman said rounds increased 10% at Oak Creek in 2009.
He partially attributes that figure to a boost in communication and public relations efforts.
The key word is effort, from multiple hands, Lohman said.
“[Increasing rounds by 10%] is not easy,” Lohman said. “It’s a lot of hard work and sacrifices by a lot of different people.
“The focus is getting more involved in the community,” Lohman said.
He said there is more outreach to charity and nonprofit groups, and toward junior golfers.
It’s an opportunity where Lohman can give back. There’s more to a man than a job title.