COURSEWORK: Roger Martinez Brings PGA to Albuquerque

A life’s work
Roger Martinez, PGA, is General Manager and Director of Golf for both facilities. A Class A-13 member (Multi-facility Manager) of the PGA, Roger has been with Santa Ana Golf Club since its inception in the early ‘90s, and has served on both the Board of Directors and Executive Board for the PGA’s Sun Country Section. In his collegiate golfing years, he was a First Team All American, and the host recipient of a USGA National Junior Golf Grant for Native American Programs, one of which was featured on the 1999 U.S. Open from Pebble Beach.

Roger has been a tireless advocate of golf in New Mexico. He has been the host course recipient of a $175,000 First Tee Growth of the Game Grant. He has served as host professional to more than 40 USGA qualifying events, three PGA Nike Tour events, five State Open Championships, as well as hosting New Mexico’s first ever nationally televised golf event, the 2003 PGA Club Professional Championship. Roger also hosted the 2003 U.S Womens’ Trans National Championship, the 1999 Womens’ Amateur Public Links Championship, and the 2002 and 2003 World Senior Amateur Team Championship. In three of these events, he served as tournament General Chairman.

The PGA has recognized Roger three times as Merchandiser of the Year. He has twice been named PGA Golf Professional of the Year, and has been the recipient of the PGA’s Bill Strausbaugh Award for helping fellow golf pros in the fields of employment and club relations. Most recently, Golf Inc. Magazine named him one of the 2009 Most Admired Managers of Golf Clubs--the only New Mexico golf operator to be so honored.

For Roger Martinez, this year’s PGA event was yet another step in the rise of New Mexico’s golf pre-eminence. “This, “ he said, “was another great opportunity for our state to put its best foot forward and showcase our hospitality and great golfing venues.”

One great event...two great courses
This summer’s PGA National Championship was held on two of America’s great courses. The Santa Ana Golf Club is ranked among Golf Digest’s top 40 Casino golf courses. It has also been ranked among the coveted Top100 Courses by both Golf Digest and Golfweek. Twin Warriors, adjacent to the beautiful Hyatt Tamaya Resort, has been ranked among the Top 75 Golf Resorts in America by Golf Magazine, and the 49th Best Public Golf Course in America, as well as America’s 10th. Best Casino Golf Course, by Golf Digest.

So, what are the challenges in managing two world class golf courses? The answer? “Time,” says Roger Martinez. “Golf operations aren’t ‘cookie cutter.’ We’re dealing with a living, growing, changing entity, so no two days are the same. It’s never boring...which is part of the beauty of the business. There’s always something to do, but sometimes there just aren’t enough hours to get it all done.” Roger credits a dedicated team, as well as consistent support from the Pueblo of Santa Ana, and Santa Ana Golf Corporation’s Board of Directors, for his continuing success.

“We’ve built relationships,” says Roger of his club’s choice for this year’s PGA Championship. “We strove very early on to establish and maintain a relationship with the PGA and other governing golf associations.” But he admits pulling it off is no easy matter. “We invested over 15,000 man hours, and utilized more than 700 volunteers, 120 caddies, 150 employees, as well as 15 committee chairs and the PGA staff to make this happen. We couldn’t do it alone; it literally becomes a community effort.”

In this year’s tournament, Mike Small of Champaign, Illinois emerged with a one-shot victory, finishing at 7 under to win the event and take home the $75,000 top prize.

Golf: past, present, and future
There’s no question that the game has changed significantly since Roger Martinez sank that putt at a small municipal course in West Texas. “For some time, the changes were mainly technological--metals like titanium, you know? But in recent years, USGA rulings have restricted technology, and forced us to focus more on the experience and ‘growth-of-the-game’ programs.”

Roger feels the game needs what he calls, “a revival.” He points to inflation and the increasing emphasis on corporate profits in recent times, which have made golf less and less affordable. He also believes that the current downturn in the economy--and resulting financial hardships on golf facilities--could actually work to the game’s advantage. “It may not be all bad,” he says. “I’m hopeful local govennments will get back into the golf business and acquire some of the depleted and closed properties. When they decide to re-open them as quality-of-life initiatives instead of corporate profit centers, I think golf will become more affordable, and so attract more people to the game.”

No surprise, Roger believes the future of golf is our children. And, no surprise, he’s worked hard to make that future a reality at his facilities. Together with father and son team Bob and Rob Lowry, the Santa Ana Junior Golf Academy has introduced the game to over 30,000 youngsters, through physical education programs at hundreds of area middle and elementary schools. And Santa Ana’s own junior golf program--one of the top programs in the country--touches 700 to 1000 young people every year.

“Golf was a family affair for us,” Roger recalls. “My dad provided for us even when he couldn’t really afford it; mom drove us to every tournament; and my older brothers’ love of the game provided role models for me to learn and compete. If I can help make that experience available to another young man or woman, then I’ll know what I do for a living is really making a difference.”