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REGIONAL COOPERATION A Golf Destination Marketing Company
Established in 1992
“Golf Marketing Department”:
|Amelia Island|
|Jacksonville|
|Ponte Vedra Beach|
|St. Augustine|
|Clay County|
|Flagler County|
Golf Tourism in the United States
83 million golf vacations per year
Average expenditure per trip is $2,442
Golf travelers who book with a 3rd party agency is 4-6% leaving 94-96% booking directly with lodging/golf establishments
Approximately 60% of golfer’s criteria for lodging do not require a golf course on site.
Source: Golf Digest Study 2009 and National Golf Foundation
What Golf Vacationers Look For
#1|Quality Of The Golf/Area Reputation
#2|Location/Weather
#3|Value For The Dollar
#4|Quality Accommodations
#5|Attractions/Non Golf Activities
#6|Beach
Source: Golf Digest study 2009
Competition is INTENSE
Top States Top DestinationsNorth & South Carolina|Myrtle Beach, HHI, CharlestonNevada|Las VegasArizona|ScottsdaleMichigan|Traverse CityFlorida|NEFL, ORL, TPA, MIACalifornia|Palm ValleyAlabama|RTJ Trail/GSKentucky|Louisville/Ryder Cup
Honorable mentions: Biloxi, Atlantic City, Ocean City and anywhere PGA TOUR has a golf tournament
What Separates Us From The Rest
THE PLAYERS Championship
Home to the World Golf Hall of Fame & Annual Induction Ceremony
Claim the most coastal and Intracoastal Waterway golf holes in a single destination(39)
THE Place to Learn and Improve the Game of Golf
Unique dining (from Bistro Aix to Fish Camps)
** Home to the PGA TOUR, Champions Tour, LPGA Tour and nearly 20 PGA TOUR and Champions Tour players live on Florida’s First Coast, including Fred Funk, Jim Furyk & Mark McCumber
Putting The Pieces Together
Florida Report Card – How Do We Stack Up
Ranked #1 for Golf Vacation Experience, #3 value for money, # 3 Family Vacation Experience.
Ranked #2 across all course strengths important to the travelling golfer: Better conditioned, More challenging, Overall scenic beauty and Course architecture
Ranked #2 among 7 Florida destinations the vacationer visited and planning to visit
Source: July 2009 Golf Digest online survey
Florida Report Card – Booking Behavior Patterns
76% prefer unstructured, freestyle individual travel vs. 21% structured
54% book directly with hotel and course online and 34% over the phone while only 5% book with travel agent/tour operator
56% prefer a central hotel and drive to various courses / 44% prefer a resort with golf on property
65% prefer a “buddies” vacation (3+ golfers) vs. combining with family vacations (36%)
Source: July 2009 Golf Digest online survey
Northeast Florida Golf Vacationer
Average stay is 3.8 nights playing 3.2 rounds per trip
Majority of travel occurs Thursday-Sunday
Of those who visited, 52% fly and 48% drive
Advertising sweet spot is male ages 35-65 years of age travelling together
Season of travelJanuary – April|49%May – September|23%October – December|28%
Economic Impact
First Coast Golf Tourism (excluding tournaments/events). January 1, 2010 - December 31, 2010:
$105,265,873
2010 Room Nights Attributed to Leisure Golf Travel:56,051
2010 Rounds of Golf Attributed to Golf Travel:131,887
Target Markets
Top States Top DMA’sFlorida|Atlanta
Georgia|New York, NY
North Carolina|Philadelphia
South Carolina|Washington DC
Chicago
Boston Area
Charlotte
How we reach the consumer Electronic Advertising
Consumer Golf Shows
Dedicated Email Campaigns
Tour operator programs
Public Relations
Promotions
Public Relations/Promotions
Jacksonville Jaguars
Michelob Ultra
Sports Illustrated
Select Champions Tour event promotions
Website Applicationwww.florida-golf.org
Functionality of site-to be Northeast Florida’s Trusted Source for Golf Vacation Packages, Golf Course Information and Accommodations.
The opportunity to obtain information, pricing, and booking capabilities of golf packages, golf only on line and rooms only on line.
Serve up golf content on tourist board’s websites
THE PLAYERS Championship InitiativesTHE PLAYERS always included in branding communication as #1 in 5 differentiating attributes Vacation brochure, rack cards, print/electronic ads
PLAYERS promotions (SI)
Dedicated PLAYERS emails and year round integration to FFCG distribution list
Hospitality House project aimed at International and high end audience
Airport bag tag sweeps
Welcome Center promotions during Florida’s golf month – May
PR focus from Florida’s First Coast of Golf and tourist boards
A PLAYERS Experience grand prize giveaway at 15 consumer golf shows reaching approximately 300,000 people between January-April 2010
Always here to help
Educate the NE Florida tourism industry of the importance, current economic benefit and potential benefit of golf tourism in filling hotel room nights
Empower the lodging industry with the knowledge and tools necessary to package golf
Engage the lodging industry in golf packaging in at least one of three options
Florida’s First Coast of Golf415 Pablo Avenue, Suite 102Jacksonville Beach, FL 32250
Phone: (904) [email protected]
