Paul MetzlerPaul MetzlerDirector of Consumer Marketing and Player DevelopmentDirector of Consumer Marketing and Player Development

PGA of AmericaPGA of America

2003 Objectives2003 Objectives

• Expansion of Link Up 2 Golf programExpansion of Link Up 2 Golf program

• Update Link Up 2 Golf graduate Update Link Up 2 Golf graduate retention statistics among 2002 studentsretention statistics among 2002 students

• Identify critical issues for continued Identify critical issues for continued program successprogram success

Expansion of LU2G in 2003Expansion of LU2G in 2003

• Promoted program participation to LPGA, Promoted program participation to LPGA, NGCOA, GRAA and PGA member facilitiesNGCOA, GRAA and PGA member facilities

• Original goals for 2003 were to launch LU2G at Original goals for 2003 were to launch LU2G at 120 host sites in 34 markets120 host sites in 34 markets

• Currently enlisted 214 facilities in 107 markets Currently enlisted 214 facilities in 107 markets to serve as host sitesto serve as host sites

• Conducting ongoing education and training Conducting ongoing education and training seminars for host locationsseminars for host locations

Expansion of LU2G in 2003Expansion of LU2G in 2003

9 1 42 7

114

100

56

51

0

50

100

150

200

250

Number of LU2G Host Facilities & Markets

Enlisted Facility Markets

Active Facility Markets

Facilities - Enlisted

Facilities - Active

Totals: 9 1 42 7 214 107

2001 2002 2003

Expansion of LU2G in 2003Expansion of LU2G in 2003

302

1,200

2,960

-

500

1,000

1,500

2,000

2,500

3,000

2001 2002 2003 Projected

Students of LU2G Host Facilities

2002 Graduate Retention Study2002 Graduate Retention Study

• Conducted survey among LU2G graduates Conducted survey among LU2G graduates from 2002 utilizing direct mail, online and from 2002 utilizing direct mail, online and telephone surveytelephone survey

• Based on responses from 324 participants, Based on responses from 324 participants, results bode well for the program and results bode well for the program and demonstrate the program’s impact on growing demonstrate the program’s impact on growing rounds, retaining golfers and increasing rounds, retaining golfers and increasing revenuesrevenues

2002 Graduate Retention Study2002 Graduate Retention Study

• 75% of New Golfers and 100% of Existing 75% of New Golfers and 100% of Existing Golfers are still in the game 1 year later Golfers are still in the game 1 year later (combined 82% retention)(combined 82% retention)

• New golfers spent $885 on golf and played 13 New golfers spent $885 on golf and played 13 rounds in 12 months following Link Up 2 Golfrounds in 12 months following Link Up 2 Golf

• Existing golfers spent $1198 on golf and Existing golfers spent $1198 on golf and increased their play by 15 roundsincreased their play by 15 rounds

Avg. Spending on Golf Per YearAvg. Spending on Golf Per Year

Avg. Spending on Golf Per YearAvg. Spending on Golf Per Year

Retained Golfers 2001 vs. 2002Retained Golfers 2001 vs. 2002

Key Statistics 2001 2002 % Increase

Rounds-New Golfers 9 13 44%

Rounds-Existing Golfers 19 22 16%

Spending-New Golfers $688 $885 29%

Spending-Exisiting Golfers $1,096 $1,198 9%

# Participants/Facility (Active Top 50%) 44

Participant Retention Rate 82%

# Retained Participants/Facility 36

12-Month Trailing Revenues:

Retained New Golfers (26 part.) $23,010

Retained Existing Golfer (10 part.) $11,980

Program Fees ($149 x 44 participants) $ 6,556

Total Revenues Generated By Facility $41,546

2003 LU2G Revenue Projection2003 LU2G Revenue Projection

What We’ve Learned in 2003What We’ve Learned in 2003

• Most desirable time to launch the program for a Most desirable time to launch the program for a majority of sites is late March through Aprilmajority of sites is late March through April

• Those who begin PR efforts at the local level months in Those who begin PR efforts at the local level months in advance of programs do betteradvance of programs do better

• Operators who utilize national web site for marketing Operators who utilize national web site for marketing resources, promotion and customer management attract resources, promotion and customer management attract and retain more participantsand retain more participants

• Local print coverage is more likely to occur when the Local print coverage is more likely to occur when the story is combined with other golf related storiesstory is combined with other golf related stories

What We’ve Learned in 2003What We’ve Learned in 2003

• Clinics marketed to niche groups (families, Clinics marketed to niche groups (families, couples, women, seniors) were well-receivedcouples, women, seniors) were well-received

• Continual facility follow-up is essential for Continual facility follow-up is essential for retentionretention

• LU2G host site and student feedback show desire LU2G host site and student feedback show desire for next-step programsfor next-step programs

• Considerable number of like programs being Considerable number of like programs being conducted in the market place that achieve similar conducted in the market place that achieve similar goalsgoals

Net Results:

• LU2G curriculum is well-received by host LU2G curriculum is well-received by host facilities and students alikefacilities and students alike

• Those who Those who proactivelyproactively marketed to, and followed marketed to, and followed up with students have seen best overall resultsup with students have seen best overall results

What We’ve Learned in 2003What We’ve Learned in 2003