LPGA shakeup: Promotions, pink slips

By BETH ANN BALDRY
Senior Writer

The LPGA wasted little time in gearing up for a season that doesn’t begin until next month.

Several staff members were promoted in a “reorganization of business functions’’ that Golfweek has learned also resulted in as many as six layoffs.Commissioner Carolyn Bivens, speaking with Golfweek in response to the tour’s Jan. 7 news release announcing the changes, would only confirm that chief operating officer Chris Higgs was among those who were let go.

“I don’t want to pretend for a second that the economy didn’t impact (the decision); it certainly did,” Bivens said. “(But) it was not the motivating factor for the realignment.”

Bivens said less than 5 percent of the LPGA staff “will be moving on” and not be replaced. “It’s not the first time (people were cut), and I’m sure it won’t be the last,” said one longtime employee who spoke with Golfweek on the condition of anonymity. “I’m just hurt.”

Jane Reynolds confirmed that she was among those let go and was told it was strictly an economic decision. “It was more than a job to me,’’ said Reynolds, who worked as a rules official for the tour for nearly 20 years. “It was definitely a passion.’’

The tour’s new “strategic plan’’ took 18 months to develop and, according to Bivens, leaves the tour “more focused, more streamlined and more competitive.” The plan includes five promotions and three newly-created positions. Bivens said the new hires will take place over the course of the next month and include a research and planning position. The LPGA has no plans to make any more staff cuts, though Bivens concedes that there’s no telling “how deep this recession is going to be or how long.”

The three new business units:
>> Tournament operations and player services;
>> New business development and worldwide sales;
>> LPGA tournament and schedule development.

Jane Geddes was promoted to senior vice president and will oversee all activities at tournament sites. Duramed Futures Tour CEO Zayra Calderon adds the duties of new business development and worldwide sales. Nancy Henderson has been named chief operating officer of the DFT to help ease Calderon’s workload. Henderson had been the executive director of the LPGA’s teaching and club professionals; her position will be filled, Bivens said. LPGA deputy commissioner Libba Galloway will oversee two divisions: properties and sanctioned events. Mike Nichols and Kelly Hyne will report to Galloway. Nichols is the new vice president of LPGA-sanctioned events, and Hyne has been promoted to LPGA vice president and will oversee LPGA properties.

The LPGA season begins with the Feb. 12-14 SBS Open at Turtle Bay in Hawaii.What should players think about moving forward in 2009 with an even smaller staff?“

I would tell the players they are in very good hands,” Bivens said. “This allows them to compete even more successfully than we were before.”Bivens denied persistent talk on tour that the LPGA has hired an executive-search firm to help replace senior leadership. Bivens also addressed the buzz that she might be stepping down for medical reasons. “I guess that’s what happens when your foot is operated on and you’re on crutches,” Bivens said. “I’m staying put.”

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Beth Ann Baldry is a Golfweek senior writer. To reach her e-mail bbaldry@golfweek.com.