Post on 19-Jan-2016
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Joe Louis Barrow, Jr.Joe Louis Barrow, Jr.Chair - GOLF 20/20Chair - GOLF 20/20Diversity Task ForceDiversity Task Force
The Diversity Task ForceThe Diversity Task Force
To ensure that Women and Minorities are addressed in all GOLF 20/20 ‘Growth of the Game’ initiatives and assist the golf industry in developing diversity
…awareness initiatives
…outreach programs
…and corporate strategies.
Mission/FocusMission/Focus
Diversity Task Force MembersDiversity Task Force Members
• Joe Barrow, ChairmanJoe Barrow, ChairmanExecutive DirectorExecutive DirectorThe First TeeThe First Tee
• John BuehlerJohn BuehlerSr. Director Global Sr. Director Global CommunicationsCommunicationsCallaway GolfCallaway Golf
• Mike deMaioMike deMaioManaging DirectorManaging DirectorBurrell CommunicationsBurrell Communications
• Barbara DouglasBarbara DouglasManaging DirectorManaging DirectorNational Minority Golf National Minority Golf FoundationFoundation
• Sara HumeSara HumeExecutive DirectorExecutive DirectorExecutive Women’s Golf Executive Women’s Golf AssociationAssociation
• Nancy WeberNancy WeberSr. Vice PresidentSr. Vice PresidentGolf DigestGolf Digest
• Karen MoraghanKaren MoraghanPresidentPresidentHunter Public RelationsHunter Public Relations
• Robin HerringtonRobin HerringtonU.S. Regional Marketing U.S. Regional Marketing Manager, Nike GolfManager, Nike Golf
2003 Programs and Activities2003 Programs and Activities
• Develop Task Force Mission, Programs and ActivitiesDevelop Task Force Mission, Programs and Activities– 2003 Meetings - January/April/June/September/October2003 Meetings - January/April/June/September/October
• Understand mission/goals of GOLF 20/20 task forces and Understand mission/goals of GOLF 20/20 task forces and initiativesinitiatives– OngoingOngoing
• Commission Minority/Women golf participation studyCommission Minority/Women golf participation study– CompletedCompleted
• Develop participation targets for Minorities/Women Develop participation targets for Minorities/Women through 2020through 2020– Presented during the 2003 GOLF 20/20 conferencePresented during the 2003 GOLF 20/20 conference
• Develop GOLF 20/20 diversity media strategyDevelop GOLF 20/20 diversity media strategy
Dr. Joe BeditzDr. Joe BeditzPresident, National Golf FoundationPresident, National Golf Foundation
Minority Golf ParticipationMinority Golf Participationin the United Statesin the United States
Key FindingsKey Findings
• Minorities are a definite presence in golf.Minorities are a definite presence in golf.
• The relationship between income and The relationship between income and participation is as strong, if not stronger, in participation is as strong, if not stronger, in minority populations.minority populations.
• Minorities are attractive candidates for golf: Minorities are attractive candidates for golf: there is a large untapped pool of latent demand.there is a large untapped pool of latent demand.
Total Golf ParticipantsTotal Golf Participants
Minority 5.5 million
Non-Hispanic White31.2 million
Minorities are under-represented in golf
Minority Golf ParticipantsMinority Golf Participants
Asian-American1.5 million
Hispanic-American1.7 million
African-American2.3 million
Golf ParticipantsGolf Participants
White females20.6%
African-American6.3%
White males64.4%
Hispanic-American4.6%
Asian-American4.1%
Golf Participation Rates*Golf Participation Rates*
5.4%
7.0%
13.7%
16.7%
Hispanic-American
African-American
Asian-American
Non-Hispanic White
*Ages 5+, played at least one round of golf or visited practice facility
Participation Rates by Income and RaceParticipation Rates by Income and Race
0%
5%
10%
15%
20%
25%
30%
35%
<$25 $25-$39 $40-$49 $50-$74 $75-$99 $100-$149 $150+
White
African-AmericanAsian
Hispanic
Golf Participant Household Income
Part
icip
ati
on
Rate
9.8 million
5.5 million
Participants Interested non-participants
Latent DemandLatent Demand
Junior Participants
21%
Excl Range6%
Golfers61%
Exclusive Alternative
12%
Minorities Non-Minorities
Junior Participants
16%
Excl Range9%
Golfers73%
Exclusive Alternative
2%
Where They PlayWhere They Play
RecommendationsRecommendations
High
2.1 million
9.8 million
3.4 million
Awareness
Interest
Trial (alternative, range and juniors)
Commitment (regular golfers)
Convert
RecommendationsRecommendations
High
2.1 million
9.8 million
3.4 million
Awareness
Interest
Trial (alternative, range and juniors)
Commitment (regular golfers)
Convert
Population Change 2002-2020Population Change 2002-2020
CAGR=Compound Annual Growth Rate
Source: U.S. Census
Participation rates by income and raceParticipation rates by income and race
0%
5%
10%
15%
20%
25%
30%
35%
<$25 $25-$39 $40-$49 $50-$74 $75-$99 $100-$149 $150+
White
African-American
Asian
Hispanic
Golf Participant Household Income
Part
icip
ati
on
Rate
Focus Here
Minority Participation AssumptionsMinority Participation Assumptions
Minority Participation Assumptions Minority Participation Assumptions (millions)(millions)
1.51.7
2.3
2.62.8
3.0
3.4
3.73.9
Asian-American Hispanic-American African-American
Current
2020 Unmanaged
2020 Managed
Female Participation Female Participation AssumptionsAssumptions
16.5 million
10.8 million9.3 million
Current 2020 Unmanaged 2020 Managed
Impact of Minorities and FemalesImpact of Minorities and Females
*In today’s dollars
Joe Louis Barrow, Jr.Joe Louis Barrow, Jr.Chair - GOLF 20/20Chair - GOLF 20/20Diversity Task ForceDiversity Task Force
Diversity Task ForceDiversity Task ForceRecommendationsRecommendations
• Industry commitment to focus on increasing participation Industry commitment to focus on increasing participation of Women and Diverse populationsof Women and Diverse populations
• GOLF 20/20 Task Forces should integrate Diversity GOLF 20/20 Task Forces should integrate Diversity targets in all ‘Growth of the Game’ programs and targets in all ‘Growth of the Game’ programs and initiativesinitiatives
• Initial FocusInitial Focus– Next Five Years (2004-2008)Next Five Years (2004-2008)– African AmericansAfrican Americans– Hispanic AmericansHispanic Americans– WomenWomen
Diversity Participation Goals –Diversity Participation Goals –Minority GroupsMinority Groups
2.3
1.5 1.7
2.5
1.9
2.6
1.92.1
3.93.4
3.7
00.5
11.5
22.5
33.5
44.5
AA Asian Hispanic
2002 2008 2010 2020
1.8
Diversity Participation Goal –Diversity Participation Goal –African AmericansAfrican Americans
25000 35000 45000 60000 60000
225000
0
25000
50000
75000
100000
125000
150000
175000
200000
225000
2004 2005 2006 2007 2008 Total
280000
7900078000
510004100031000
0
50000
100000
150000
200000
250000
2004 2005 2006 2007 2008 Total
Diversity Participation Goals – Diversity Participation Goals – Hispanic AmericansHispanic Americans
56,000 76,00096,000
138,000 139,000
505,000
0
100,000
200,000
300,000
400,000
500,000
600,000
2004 2005 2006 2007 2008 Total
African Americans/Hispanic Americans
Diversity Participation Goals - Diversity Participation Goals - Incremental Increases Incremental Increases 2004 -20082004 -2008
Diversity Participation Goals - WomenDiversity Participation Goals - Women
1,000,000
285,000285,000
170,000160,000100,0000
150,000
300,000
450,000
600,000
750,000
900,000
1,050,000
2004 2005 2006 2007 2008 Total
Average Participant Spending = $663
Managed Growth -Managed Growth -Buying PowerBuying Power
$997,000,000
Diversity Task ForceDiversity Task Force2004 Programs and Activities2004 Programs and Activities
• Assist the golf industry in developing Assist the golf industry in developing marketing strategies to ensure achievement of marketing strategies to ensure achievement of 2020 diversity targets.2020 diversity targets.
• Share diversity Business Case models with all Share diversity Business Case models with all Industry organizations.Industry organizations.
• Assist all ‘Growth of the Game’ initiatives Assist all ‘Growth of the Game’ initiatives with the development of diversity components. with the development of diversity components.
Diversity Task ForceDiversity Task Force
• SummarySummary– Vast Opportunity to grow the game Vast Opportunity to grow the game
among Minorities and Womenamong Minorities and Women
– Requires Industry Commitment and Requires Industry Commitment and InvestmentInvestment
– Payback will be significantPayback will be significant