Jacob and Emily Vetsch take ownership of Boise Golf Show

by Logan Groeneveld-Meijer

Golf in Idaho is moving along at full throttle, like it is around the country. And the Boise Golf Show – a three-day consumer show that brings together thousands of golfers, top courses, equipment reps and industry leaders – serves as just one example of that.

It’s an event that’s been guided during the 10 previous years by Karen Upchurch, who has also owned the Spokane Golf Show for the previous 28. But from 2026 onward – beginning with the upcoming show held on Feb. 5-7 at Expo Idaho – the married Boise duo of Jacob and Emily Vetsch will assume control from Karen who, approaching retirement, had been searching for the right successors.

“I wanted it to be in good hands, of somebody who’s a golfer or somebody who’s from the community,” Karen said.

Enter Jacob and Emily, who both fit that description to a tee. Both were born and raised in Coeur d’Alene, to parents also from the Gem State.

And both grew up playing golf. In Jacob’s case, his first few jobs as a teenager surrounded the game, and that trend only continued.

“I’ve done everything from cart kid to caddie to manage a pro shop and now I own Golf365 here in Boise,” Jacob said, the lattermost referring to his own golf simulator instruction business.

As for Emily, she played an assortment of sports growing up, including golf. She eventually ran track at the University of Idaho, before transferring to Boise State and graduating with a degree in cellular, molecular, and biomedical biology. Maintaining a sharp golf game, she currently plays to a polished Handicap Index of 3.

It was during their high school golf days (they both played at that level, of course) that the couple met; they stayed close and eventually were married in 2023. Settling in Boise, Jacob now continues to operate Golf365, while Emily works in a governmental human resources position.

So, back to Karen’s criteria. Golfers? Check. From the community? Check.

But connections did have to come into play for the Vetsch and Upchurch paths to cross. Emily’s mom and aunt both work at The Highlands Golf Course in Coeur d’Alene, and are friends with Tom Miller, the course’s chef.

Chef Tom is Karen’s neighbor and, according to Jacob, one ordinary housekeeping chore became something else in a hurry.

“Karen was taking her garbage out one day, and told Tom she was thinking about selling the Boise Golf Show,” said Jacob. “And he thought of us.”

Bingo. Karen and the Vetsch duo got in contact, with the former concluding pretty quickly the couple was a fit for the role.

“Total serendipity happened,” said Karen of the situation, adding the Vetsches are advantaged by already living in Boise. “They sure have the golf experience, youth and enthusiasm. They’re going to do great. I’m really excited.”

Once both parties reached an agreement, Karen turned over the keys but will stay connected in an advisory role to help the Vetsches get their sea legs throughout their first three years at the helm.

“It’s been nice having her on and making sure we’re doing everything and getting everything done on time,” Jacob said of Karen’s kindness throughout the process. “We’ve been having weekly phone calls with her just to chat about how things are coming along.”

Ahead of the 2026 Boise Golf Show, ticket sales are underway. Jacob and Emily are hard at work attracting vendors and exhibitors, while trying to invite even more golf courses to the party.

“We’re trying to get the golf courses back involved with the show, and really our goal is to make it a big community event, and support and grow the game of golf,” Jacob explained.

Therein lies another goal, especially in the Treasure Valley. With no end to the global golf boom in sight, Jacob and Emily see limitless potential in how they can continue to invite those in their own community to give things a go with clubs in their hands.

“I’ve been trying to get my friends to golf for years,” said Emily, who hopes to be able to take golf trips at the drop of a hat before long. “That’s important to me, getting more women involved.”

Whether done virtually or in-person, “putting a face to the emails” when it comes to clientele is a goal of theirs, too.

Adding to Jacob and Emily’s whirlwind this year has been them becoming parents to newborn twins in November. They’ve still been arranging meetings with vendors to meet them firsthand, albeit some virtually to be at home with the babies.

Having attracted golf courses, local apparel companies and other vendors, they’ve been encouraged by what they’ve already been seeing.

And so is the golf show extraordinaire with nearly three decades of experience.

“They’ve got great family support,” Karen said. “They’ve got great enthusiasm, and I know they’re going to succeed.”

The Boise Golf Show is scheduled for Feb. 5-7, 2026, at Expo Idaho. The Spokane Golf Show is scheduled for Feb. 21-22 at the Spokane Convention Center, where it’s been held for its entire 28-year history.