This column features recollections of the author’s 37 years as a golf writer. These installments stem from his many travels and experiences, which led to a gradual understanding that the game has many intriguing components, especially its people.
An earlier column noted how golf writers receive a few perks. Among these are familiarization (“fam”) trips, which involve a PR firm inviting writers and media types to golf destinations with the hopes they’ll write something fulsome about the places (https://www.golfcoursetrades.com/making-the-rounds-part-5/). Each fam trip covers four to five days and includes upwards of 10 people.
Dan Shepherd hosted several fam trips when I was the editorial director of Cybergolf for 15 years. He was working then at Buffalo Communications, an offshoot of Billy Casper Golf, one of the industry’s largest course management companies during the early 2000s. (In 2020, BCG morphed into Indigo Golf Partners, and in July 2022, was acquired – like so many mid-sized management companies – by Troon Golf.)
As noted in the above story, my more memorable trips with “Shep” were Mississippi, New Orleans and Plumas County in remote northern California. I was always impressed by how he mixed divergent personalities into a fun group while leading without a hint of officiousness.
Shep was always prepared with answers to my obscure questions and willing to ad lib. An example of the latter came early one morning as our group was being bused across remote Mississippi to another golf resort. Through sleepy eyes I spotted a sign for “Tupelo” – the birthplace of Elvis Presley (!) – and asked him if we could stop.
Ignoring the groaning of a few guys, Shep directed the driver to detour to Elvis’s first house (most definitely not Graceland in Memphis). As soon as the bus stopped, I jumped out and ran to the modest gift shop but found it locked. After a few knocks, a sweet elderly lady opened the door and drawled, “Sorry ‘hon but we’re closed.” After explaining I lived thousands of miles away in Washington State and would likely never visit Tupelo again, she kindly ushered me in and announced to the other sweet elderly ladies that there was a surprise guest this morning.
While chatting with the women working in the very modest room, I hastily scanned dozens of “The King” tchotchkes before grabbing two Elvis Christmas ornaments. I headed to the cashier, expressing my profound thanks to all, then jogged back to the bus. The whole process took less than 15 minutes.
My prizes were met with tepid huzzahs from the guys but, thanks to Shep, Elvis is proudly displayed on our tree every year.
Though I opted out of fam trips several years ago, we’ve remained in touch. The fellow Army vet always comes to mind whenever I run across a golf-related company that may be need or is seeking PR services. A longtime baseball fan like him, I mailed Dan my long-unused outfielder’s mitt last summer after he wanted to try it out. He could catch anything with the glove. But its outsized web made it difficult for the shortstop/centerfielder to turn double plays and he returned my old “Reach” leather.
I thought it would be fun to learn more about my former traveling partner and longtime friend. So here is my Q&A with Dan Shepherd.
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Jeff Shelley: Where were you born? Please note your parents/siblings and list any early mentors who provided guidance. Did an early interest in sports lead you to work in them somehow?
Dan Shepherd: “Waco, Texas. My mom, Jerrie Shepherd, was my early and lifelong mentor. Her faith and resilience despite her difficult first 25 years of life provided key lessons about how to persevere and live. She loved sports and had me out throwing a baseball by age 6.”
JS: Where did you attend college/university and what was your major? How did these educational experiences influence your ultimate career?
DS: “Attended first two years at Hanover College in Indiana, to play football primarily. Left after my sophomore year and enlisted in the U.S. Army to get college funds to finish school. Became part of the 82nd Airborne Division. Completed the last two years of my degree at the University of Maryland, with a major in General Studies and course concentrations in Health, Human Development, and Counseling.”
JS: After graduating, did you move directly into public relations or were there other jobs before making that career move?
DS: “My first job after graduation was as an at-risk youth counselor in Olney, Md. Only lasted one year – it was heartbreakingly difficult – but I met my wife there. She’s my hero and has been a licensed professional counselor for 35 years.
“When my wife took a counseling job in Virginia, I quit the counseling center and got a job as a sports reporter at the Manassas Journal-Messenger (now defunct). I had been writing freelance football stories while in Maryland for the Gazette newspapers at $25 apiece. Being an avid reader and always scoring well in writing and English course studies – combined with being the son of a football coach – made it a natural thing to do.
“I used those freelance clippings to get the sports reporter job. I worked there for a year, got laid off due to budget issues, and then freelanced for the Loudoun Times-Mirror in Leesburg, Va., for six months before the sports editor left for greener pastures. They hired me to replace her.
“I worked there about a year and a half before getting a job as a sports reporter for the Montgomery Journal in Rockville, Md. I commuted from Leesburg, which required taking the White’s Ferry across the Potomac River every day. I was there six years and eventually rose to the Sports Editor position. We were in the shadow of the mighty Washington Post, and took great pride in scooping the Post, which we did a couple of times. They gave us credit when reporting the news that we broke.”
JS: What PR firms have you worked for? Please list responsibilities, length of employment, job title(s) and successful campaigns.
DS: “I left the Journal for Golf Inc. magazine in 1998, where I stayed for two years. I was then recruited by Rich Katz, the VP of Marketing at Billy Casper Golf. I was the first hire at Buffalo Communications, a new PR division of BCG. The company was starting to rep non-BCG people, places, and things in golf. I worked there for 17 years (2000-17) before being laid off due to ‘budget rightsizing.’
“From there, I opened my own PR company (DSPR) on January 1, 2018. We’re now starting our eighth year. It’s been fulfilling and great to be one’s own boss. I’m sure there are stressors at times. But the pros far outweigh the cons in my experience, as I have more autonomy and can set strategies, build client trust and respect, and work on my terms.”
JS: Please describe its services.
DS: “Our services include marketing communications – primarily PR – and strategic counseling for our clients. While we are golf-centric, we expanded to represent entities beyond golf. For example, we had repped Circling Raven Golf Club in Worley, Idaho, dating back to 2004, its first full season. When I started my own company, I was brought back to rep for Circling Raven.
“Because we did such a good job, according to the client, they entrusted us to oversee the entire casino resort’s PR campaigns. Likewise, our golf expertise helped us become retained by Destination Marketing Organizations (DMOs) and to head their golf tourism niches within the larger destinations (Explore Branson, Discover Puerto Rico).
“I particularly love Circling Raven given the glorious natural setting and the Coeur d’Alene Tribe members I’ve been fortunate to work with. The people and cultures here and Puerto Rico make them special clients.
“DSPR has also expanded outside the U.S. to rep golf clubs and resorts in Les Bordes, France, Dundonald Links, Scotland, and Apes Hill, Barbados. The last one is a burgeoning luxury resort residential community with enviro and sustainability best practices at its core. We also rep Audubon International, a nonprofit organization that certifies golf courses, resorts, hotels, communities, developments, etc., for their best practices in those areas. Several of our golf course clients are certified by Audubon International, so there’s great synergy there.”
JS: What is your approach to prospective clients and the steps involved in them contracting your services?
DS: “I only approach prospective clients when introduced by someone, or through word of mouth these days. Like with Dunedin Golf Club (in Dunedin, Fla.), thanks to you (The Rebirth of Dunedin Golf Club Part 1; The Rebirth of Dunedin Golf Club Part 2). [General manager] Blair Kline offered the gig but the city and state’s requirements and/or strictures dissuaded me from consummating an agreement.
“Having business opportunities come to us has been our bedrock thanks to the 17 years of experience and credibility I built at BCG. The first few clients were ones that I led when at Buffalo. They hired me/DSPR after a one-year non-compete period, which got me off and running.”
JS: I know you’ve led dozens if not hundreds of FAM trips for golf writers and other media, including me. Who were some of the most memorable characters you met along the road and why? Also, what specific trips were particularly memorable and why?
DS: “One of the best parts of the 25 years in PR has been meeting people who I wouldn’t have otherwise, and many have become friends. It’s hard to spend 10-12 hours a day for three to five days with people and not get to know them reasonably well. So, guys like you, and other kindred spirits, have become friends. There are too many to mention.
“On the other hand, there have been a few (vast minority) who were entitled, self-consumed and narcissistic, and are memorable for the wrong reasons. Fortunately, you get to know most of those folks over 25 years, and you avoid having them on group FAM trips because one bad apple spoils the bunch. Because chemistry is an underrated but crucial part of FAM-trip success, it’s key to combine the writing chops and desired media outlets with courteous professionalism and good-naturedness among those participating.”
JS: Please note any personal info/names you wish to divulge (age, wife, children, grandchildren, current place of residence, etc.)
DS: “I’ve been with my wife since we met at the at-risk youth counseling center, and we have a 23-year-old son. Baseball has been a big part of our lives. Our son played through college, and I played until Fall 2024, after which I hung up the cleats at age 64.
“Got to play baseball with my son in Cooperstown on Doubleday Field next to the National Baseball Hall of Fame. That was a thrill. He even homered while I was on base. I got to ‘dap him up’ (those contrived handshakes you see players do – we have our own special ‘dap’). We live in northern Virginia, five minutes from the West Virginia state line and the Appalachian Trail. It’s considered part of the greater DC Metro area, but it’s another world really. Rural horse and wine country.
“We live in a development with 20 houses and 70 acres of conservation area (ponds, hiking trails and foothills). Instead of one home per five acres, we live hamlet-style, where the homes are relatively close to each other. The open, undeveloped land is used by all. It provides habitat for deer, fish, turtles, frogs, eagles, hawks, vultures, fox, and bear, though we’ve only had a couple sightings of black bears in the 23 years we’ve been here.”
JS: Please reflect on how your job has evolved over the years. Explain any new avenues/technologies now used that weren’t available when you started.
DS: “Social-media, digital marketing, and AI have changed MARCOM [marketing communications] and PR practices the most. I’ve largely avoided dipping into social media and digital marketing, making our company PR-based only. Believe it or not, there remains a demand for specialists in that discipline. AI is helpful in creating ideas and outlines quickly. While I wouldn’t recommend using it as a core component, it has proven useful in churning large overviews of complicated tasks quickly, making the editing process easier and faster.”
JS: What are you most proud of? Please list any industry awards or other honors.
DS: “Retaining clients year over year for long terms (Mississippi 15 years, Kauai 11, Branson 15, Coeur d’Alene Casino/Circling Raven 15-plus, Puerto Rico 7, etc.). Most clients are on one-year contracts, a couple on two-year deals. So, passing muster and getting renewed annually have been gratifying. Many clients have become friends, sort of like how media have become friends. While this isn’t something I’m proud of, per se, traveling has been one of the great things that my work has enabled. Being able to go to inspiring places through work and play golf, experience new cultures, meet new people, has been an incredible bonus.”
JS: As an old pro in public relations, what core beliefs do you think are necessary to gain respect and sustain success in the industry, and can these basic tenets help non-PR people?
DS: “Walking the walk is key to PR. As a former journalist, I knew this from the other side. I didn’t want PR folks to throw ‘spaghetti at the wall’ (not know their beat or coverage areas) or add a bunch of superfluous info at me to hide the fact that the facts and timely relevance of the so-called news was lacking. So, when I began pitching media, I always reminded myself that journals want concise facts (who, what, when, where, why, how, how much).
“The other thing that’s been a staple in my PR career, and mostly since I started DSPR, is that people/media/clients love when you show willingness to give. And when you do, they reciprocate.
“When COVID hit, I went to each client and told them that they could stop paying us until there was business clarity and income again. Since most of our clients depend on people being able to travel and spend money going to their destinations and resorts, they didn’t know if they could make it through the pandemic in the early days of the crisis. They appreciated our empathy, which helped all of them to retain us. Not one client cut our fee or cut us loose, which I expected to happen.
“While giving is an end unto itself, an unexpected byproduct was the reciprocity that occurred. I teach younger PR folks – who ask – that giving to get is a real thing. I’ve given more than one new client a lesser fee because they didn’t know us yet. We had faith that we’d earn their appreciation, and it helped them get over the hurdle in hiring a PR firm. We told them we were doing that and said we’re not in it for a quick buck, that we want them to be with us for years because they value the return.
“We also said that sometime down the line, we’d increase their fees back to our normal range, and we’ve done that without virtually any heartburn. The proof was in the pudding.”
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Here’s hoping Dan Shepherd has helped dispel the stereotype that public relations firms are the domain of large, powerful companies with elaborate offices and exorbitant fees, or that they all overestimate what they can deliver. No, we both agree those types of businesses are reserved for politicians.
Jeff Shelley has written and published 10 books as well as numerous articles for print and online media since 1987. Among his titles are three editions of the book, “Golf Courses of the Pacific Northwest.” The Whidbey Island resident was editorial director of Cybergolf.com from 2000-15, co-founder of the Northwest Golf Media Association and president of the nonprofit First Green (https://www.thefirstgreen.org/). To contact Jeff: [email protected].
