Ruffin Beckwith

Ruffin BeckwithRuffin Beckwith

Senior Vice PresidentWorld Golf FoundationSenior Vice PresidentWorld Golf Foundation

COACHCOACH

CC

CCommunicationsommunications

OO OO

JuniJuniOOrr GGOOlflf

AA

AAlternativelternativeFacilitiesFacilities

CC

CCollege Golf ollege Golf OpportunitiesOpportunities

HH

HHResearcResearc

Regulation RoundRegulation Round

• A regulation round of golf is defined by A regulation round of golf is defined by one person who tees off in an one person who tees off in an authorized “start” on a regulation golf authorized “start” on a regulation golf course. The round is not defined by course. The round is not defined by the number of holes played or the fees the number of holes played or the fees paid.paid.

Timothy W. FinchemTimothy W. Finchem

Commissioner, PGA TOURChairman, World Golf Foundation

Commissioner, PGA TOURChairman, World Golf Foundation

Dr. Joe BeditzDr. Joe Beditz

President National Golf Foundation


Opportunities to Opportunities to Grow the GameGrow the Game

GOLF 20/20: Consumer GOLF 20/20: Consumer Research FindingsResearch Findings

GOLF 20/20: Consumer GOLF 20/20: Consumer Research FindingsResearch Findings

GoalsGoals

• In 2000, GOLF 20/20 set forth two In 2000, GOLF 20/20 set forth two ambitious participation goals for the ambitious participation goals for the year 2020:year 2020:

– Increase the number of participants Increase the number of participants in the U. S. from 35 million to 55 in the U. S. from 35 million to 55 millionmillion

– Increase the number of rounds from Increase the number of rounds from 570 million to one billion.570 million to one billion.

Consumer Research InitiativeConsumer Research Initiative

• To help strategize on how to achieve To help strategize on how to achieve those objectives, unprecedented those objectives, unprecedented consumer research was conducted:consumer research was conducted:

– Phase I -- Participation and Interest Phase I -- Participation and Interest Survey mailed to 100,000 U. S. Survey mailed to 100,000 U. S. householdshouseholds

– Phase II – In depth follow-up surveys Phase II – In depth follow-up surveys to 1,500 golfers and 2,000 non-golfers to 1,500 golfers and 2,000 non-golfers with interest with interest

This Consumer Research Was Conducted to Address Several Key Objectives:

This Consumer Research Was Conducted to Address Several Key Objectives:

• Identify our best and most profitable Identify our best and most profitable customers.customers.

• Identify our best and most profitable Identify our best and most profitable prospects, and determine how they can be prospects, and determine how they can be identified and located.identified and located.

• Understand what strategies can be Understand what strategies can be implemented to help convert those implemented to help convert those prospects.prospects.

• Provide a benchmark against which future Provide a benchmark against which future progress will be measuredprogress will be measured

Consumer Research TeamConsumer Research Team

• Paul Metzler: PGA of America Paul Metzler: PGA of America

• Ken Lovell: PGA TOUR Ken Lovell: PGA TOUR

• Joe Beditz, Jim O’Hara: NGFJoe Beditz, Jim O’Hara: NGF

• World Golf FoundationWorld Golf Foundation

• NFO WorldGroupNFO WorldGroup

Golf ParticipationGolf Participationin the United Statesin the United States

00

55

1010

1515

2020

2525

3030

19501950 19601960 19701970 19801980 19901990 20002000

Mill

ions

of

golfers

Mill

ions

of

golfers

CAGR = CAGR = 4.3%4.3%Arnold and Arnold and

Jack on TVJack on TV

Plenty of Plenty of money for money for course course developmentdevelopment

Recession, Recession, declining declining incomeincome

Baby Boomers Baby Boomers coming of agecoming of age

Tiger Woods Tiger Woods emergesemerges

CAGR=Compound Annual GrowthCAGR=Compound Annual Growth

SourcSource:e:

NGFNGF

Growth in Golf Participants Since 1950Growth in Golf Participants Since 1950

3.5%3.5%

6.5%6.5%

9.5%9.5%

11.7%11.7%

1960s1960s 1970s1970s 1980s1980s 1990s1990s

Average annual golf participation ratesAverage annual golf participation ratesGolf Participation Rates by DecadeGolf Participation Rates by Decade

SourcSource:e:

NGFNGF

Millions of GolfersMillions of Golfers

00

55

1010

1515

2020

2525

3030

19501950 19651965 19801980 19951995 20002000

Growth in Golfers – 1950 - 2000Growth in Golfers – 1950 - 2000

SourcSource:e:

NGFNGF

Occasional Occasional GolfersGolfers

Core Core GolfersGolfers

-0.8%-0.8%

3.4%3.4%

Participation Changes in the Last 5 YearsParticipation Changes in the Last 5 Years• Over the past 5 years, the number of core and avid Over the past 5 years, the number of core and avid

players are on the rise. Yet, the number of players are on the rise. Yet, the number of occasional golfers has dipped slightly. occasional golfers has dipped slightly.

4.0

7.0

6.6

36.0

1.71.7

4.9

11.8

Exclusive Exclusive Range Range UsersUsers

Exclusive Exclusive Alter. Facility Alter. Facility

Users Users

JuniorsJuniors

OccasionalOccasional

CoreCore

AvidAvid

Total Golf Total Golf ParticipantsParticipants

Millions of P

articipantsM

illions of Participants

Participation in 2001Participation in 2001• The 2001 consumer research confirmed the The 2001 consumer research confirmed the

existence of 36 million golf participants. existence of 36 million golf participants.

43.2

12.0

Good Good ProspectsProspects

Best Best ProspectsProspects

Mill

ions

of

Pro

spec

tsM

illio

ns o

f P

rosp

ects

Express Interest Express Interest and Fit Best and Fit Best

Customer ProfileCustomer Profile

Express Interest in Express Interest in Playing or Playing Playing or Playing

MoreMore

Latent Demand in 2001Latent Demand in 2001• There are 40+ million people in the United States There are 40+ million people in the United States

who express an interest in playing or playing more who express an interest in playing or playing more than they do now.than they do now.

Jim O’HaraJim O’Hara

Vice President, ResearchNational Golf FoundationVice President, ResearchNational Golf Foundation

What We LearnedWhat We Learned

The 20/80 Rule The 20/80 Rule Does Not Apply to the Does Not Apply to the

Golf IndustryGolf Industry

26%

78%27%

16%

47%

6%

Percent of GolfersPercent of Golfers Percent of Rounds Percent of Rounds PlayedPlayed

OccasionalOccasional(1-7)(1-7)

Source:Source: Golf 20/20Golf 20/20

Core Core (8-24)(8-24)

AvidAvid(25+)(25+)

Golfers Playing 25+ Rounds Annually Account For Three-Fourths of Total Rounds

Golfers Playing 25+ Rounds Annually Account For Three-Fourths of Total Rounds

30%

75%

70%

25%

Percent of Percent of GolfersGolfers

Percent of Percent of SpendingSpending

Spend $1,000+Spend $1,000+

Spend <$1,000Spend <$1,000

Golfers Spending $1,000+ Annually Account For Three-Fourths of Total Spending

Golfers Spending $1,000+ Annually Account For Three-Fourths of Total Spending


6.6 million 6.6 million Avid Golfers Avid Golfers

(25+)(25+)

7.6 Million 7.6 Million Best Best

Spenders Spenders ($1,000+)($1,000+)

2.5 Mil 3.5 Mil4.1 Mil

Thus, there are 10+ MillionThus, there are 10+ Million

““Best Customers”Best Customers”

But Not All Avid Golfers are Best Spenders and Not All Best Spenders are Avid Golfers

But Not All Avid Golfers are Best Spenders and Not All Best Spenders are Avid Golfers


40%

85% 81%

60%

15% 19%

Percent of Percent of GolfersGolfers

Percent of Percent of Rounds PlayedRounds Played

Percent of Percent of SpendingSpending

Best Best CustomersCustomers

Other GolfersOther Golfers


The Rule in the Golf Industry is 40/80 The Rule in the Golf Industry is 40/80

Best Customers Best Customers Are DistinguishableAre Distinguishable

AgeAge

18-3918-39 30%30%

40-6440-64 51%51%

65+65+ 19%19%

DemographicsDemographics

IncomeIncome

<$50K <$50K 24%24%

$50-74K$50-74K 21%21%

$75K+$75K+ 55%55%

GenderGender

MaleMale 75%75%

FemaleFemale 25%25%

Presence of ChildrenPresence of Children

Under 13Under 13 30%30%

13-1813-18 24%24%

NoneNone 60%60%

There is a Distinct Demographic ProfileThere is a Distinct Demographic Profile


Golf CharacteristicsGolf Characteristics

Private Club MemberPrivate Club Member

YesYes 27%27%

NoNo 73%73%

Average ScoreAverage Score

<85<85 15%15%

85-9985-99 38%38%

100+100+ 47%47%

Years PlayedYears Played

<5<5 16%16%

5-95-9 18%18%

10-1910-19 25%25%

20+20+ 41%41%

Most Are Recreational Public GolfersMost Are Recreational Public Golfers


They Have Distinct Lifestyle Characteristics They Have Distinct Lifestyle Characteristics

• Best Customers are distinguishable by their perceived Best Customers are distinguishable by their perceived athleticism and physical fitness, sports TV consumption, athleticism and physical fitness, sports TV consumption, traveling, and investing. traveling, and investing.


How Best Customers Can Be Distinguished How Best Customers Can Be Distinguished From Other GolfersFrom Other Golfers

They Have Distinct Lifestyle Characteristics They Have Distinct Lifestyle Characteristics

Best GolfersBest GolfersViews of Views of

Rank Rank ThemselvesThemselves

1 1 AthleticAthletic

2 2 Sports TV ViewerSports TV Viewer

3 3 Frequent Flyer Frequent Flyer

4 4 InvestorInvestor

5 5 Domestic TravelerDomestic Traveler

6 6 Cell Phone UserCell Phone User

7 7 Foreign TravelerForeign Traveler

8 8 Into Physical FitnessInto Physical FitnessSource:Source: Golf 20/20Golf 20/20

And They Are Concentrated in Three Regions And They Are Concentrated in Three Regions


There is Both Room and There is Both Room and Opportunity to Grow Our Opportunity to Grow Our

“Best Customers”“Best Customers”

Never Never EversEvers

Former Former GolfersGolfers

Current Current GolfersGolfers

Best Prospects

There Are Millions of Solid Prospects There Are Millions of Solid Prospects • There are 12 Million Adults in the U.S. Who Fit The There are 12 Million Adults in the U.S. Who Fit The

Best Customer Profile, Express Interest in Playing Best Customer Profile, Express Interest in Playing or Playing More, But Are Not Currently Best or Playing More, But Are Not Currently Best CustomersCustomers

3

6

3 12


< 3 months< 3 months35%35%

3-12 mos3-12 mos18%18%

1-3 years21%

3+ years26%

Less than Less than 1 Year1 Year

53%53%

2.8 years on 2.8 years on AverageAverage

Amount of Time It Took Best Customers To Become Amount of Time It Took Best Customers To Become Committed to the Game from the Time They Committed to the Game from the Time They Started Started Playing the GamePlaying the Game

It Does Not Take Long to Cultivatea Best Customer It Does Not Take Long to Cultivatea Best Customer


The Addition of a New Best Customer Could Result in an The Addition of a New Best Customer Could Result in an Average of 8 Times the Number of Rounds and 6 Times the Average of 8 Times the Number of Rounds and 6 Times the Amount of Money Amount of Money

Rounds Played

Annual Spending

8X

6X

Added Added ValueValue

Best Best CustomerCustomer

Other Other CustomerCustomer

486

$1,700$265

And Growing the Best Customer Base Can Have a Dramatic Impact on the Industry

And Growing the Best Customer Base Can Have a Dramatic Impact on the Industry


We Can Find Adults Who We Can Find Adults Who Fit The Best Customer Fit The Best Customer

ProfileProfile

The Areas Highlighted Represent Above Average Concentrations The Areas Highlighted Represent Above Average Concentrations of Adults Who Fit The Best Customer Profile of Adults Who Fit The Best Customer Profile

On a National BasisOn a National Basis


Raleigh-Durham-Chapel Hill, NC

And In Small Market GroupsAnd In Small Market Groups


Ken LovellKen LovellDirector of Research

and Development,PGA TOUR

Director of Research and Development,

PGA TOUR

Additional Insights and Additional Insights and Key ConsiderationsKey Considerations

73%73%

60%60%

38%38%


Other Other GolfersGolfers

Former Former GolfersGolfers

Willingness to Spend Willingness to Spend 4+ Hours at the Course4+ Hours at the Course

Be Mindful of Time ConstraintsBe Mindful of Time Constraints• Former Golfers Are Leaving Because of the Former Golfers Are Leaving Because of the

Constraints of the Game on Their TimeConstraints of the Game on Their Time

Reasons Why Former Golfers QuitReasons Why Former Golfers Quit

Didn’t have timeDidn’t have time 62%62%

Family obligationsFamily obligations 38%38%

Costs too muchCosts too much 29%29%

Health reasonsHealth reasons 18%18%

No one to play withNo one to play with 16%16%

Didn’t play wellDidn’t play well 12%12%



Emphasize Ball StrikingWhen Teaching and Help Forge Playing Partnerships

Emphasize Ball StrikingWhen Teaching and Help Forge Playing Partnerships

Factors Influencing Factors Influencing Golf’s Best Golf’s Best RankRank Enjoyment of GolfEnjoyment of Golf Customers Customers

11 Ball StrikingBall Striking 29%29%

22 Playing PartnersPlaying Partners 19%19%

33 Course Conditions Course Conditions 9%9%

44 ScoreScore 8%8%

5 5 ExerciseExercise 8%8%

66 Course Aesthetics Course Aesthetics 9%9%

7 7 WeatherWeather 9%9%

8 8 Competition Competition 5%5%

99 Treatment from Staff Treatment from Staff 4%4%

100%100%

Ball StrikingBall Striking Playing PartnersPlaying Partners

35%35%

19%19%

31%31%

21%21%

28%28%

23%23%

Best CustomersBest CustomersOther GolfersOther Golfers

Former GolfersFormer Golfers

Opportunities for Industry Growth – Focus on Growing Best CustomersOpportunities for Industry Growth – Focus on Growing Best Customers


Too Too ExpensiveExpensive

$35$35

$55$55

$117$117

Getting Getting ExpensiveExpensive

Good ValueGood Value

Prospective Prospective GolfersGolfers

$24$24

$36$36

$59$59

Consider Lowering Costs For BeginnersConsider Lowering Costs For Beginners


Average Average Rounds Played Rounds Played

Average Household Average Household Spending/ Year Spending/ Year

18 – 34 yr olds 18 – 34 yr olds who started playing who started playing

golf as a junior golf as a junior

Not Exposed Not Exposed to a Structured to a Structured

Program Program

Exposed Exposed to a Structured to a Structured

Program Program

1212

$608$608 $1,041$1,041

1919

58% 58% IncreaseIncrease

71% 71% IncreaseIncrease

There is strong evidence to suggest that junior programs There is strong evidence to suggest that junior programs really pay off in the long run. really pay off in the long run.

Continue to Fuel Junior Programs Continue to Fuel Junior Programs


36%36%

46%46%



Percent Likely To Participate in Percent Likely To Participate in Link Up 2 GolfLink Up 2 Golf


Promote Learning Promote Learning



25%35%

75%65%

WomenWomen

MenMen

4.2 4.2 Million Million Female Female

Best Best ProspectProspect

ss

Target Women Target Women

All All GolfersGolfers

Women Women GolfersGolfers

Minority Minority GolfersGolfers

60% 58% 65%

40% 42% 35%Best Best CustomersCustomers

Other Other GolfersGolfers

Recognize Best Customer Potential In All GroupsRecognize Best Customer Potential In All Groups

Dr. Joe BeditzDr. Joe Beditz



Key Thoughts Key Thoughts Leading Into Monday Leading Into Monday

and Tuesdayand Tuesday

Final RemarksFinal Remarks

• The stability of the golf industry is stronger The stability of the golf industry is stronger than other industries given the 40/80 rule.than other industries given the 40/80 rule.

• We have as many potential best customers as We have as many potential best customers as we do current best customers – and we can we do current best customers – and we can find them.find them.

• Best customers can be created quickly and Best customers can be created quickly and the keys are ball striking and playing partners.the keys are ball striking and playing partners.

• The industry should target prospects with The industry should target prospects with efficient market level strategies.efficient market level strategies.

Final Remarks (cont.)Final Remarks (cont.)

• Women are an important target group – there are more Women are an important target group – there are more female best customer prospects than female best female best customer prospects than female best customers.customers.

• Affordability is the key to attracting new players.Affordability is the key to attracting new players.

• Time is the key to retaining players.Time is the key to retaining players.

• For long term growth, there is nothing more important For long term growth, there is nothing more important than introducing kids to the game through structured than introducing kids to the game through structured junior programs.junior programs.

• The Link Up 2 Golf concept is well received, favorably The Link Up 2 Golf concept is well received, favorably priced, and represents a good tool for recruiting both priced, and represents a good tool for recruiting both short term and long term growth prospects.short term and long term growth prospects.

MONDAY

Ruffin BeckwithRuffin Beckwith

Senior Vice PresidentWorld Golf FoundationSenior Vice PresidentWorld Golf Foundation

Alternative Facilities


Mike HurdzanMike Hurdzan

Hurdzan and Fry Golf Course DesignHurdzan and Fry

Golf Course Design

Alternative Facilities:Alternative Facilities:

• Golf RangesGolf Ranges

• Par Three CoursesPar Three Courses

• Pitch & Putt CoursesPitch & Putt Courses

• Executive CoursesExecutive Courses

• Courses of Non-traditional Hole Courses of Non-traditional Hole ConfigurationConfiguration

What Are They?What Are They?


• Lots of Theories, Not Many FactsLots of Theories, Not Many Facts

What Do They Mean to the Industry?What Do They Mean to the Industry?


• Quantify How Many Alternative Quantify How Many Alternative Facilities There AreFacilities There Are

• Determine the Qualities That Make For Determine the Qualities That Make For Successful Alternative FacilitiesSuccessful Alternative Facilities

• Examine the Relationship Between Examine the Relationship Between Traditional and Alternative FacilitiesTraditional and Alternative Facilities

• Determine Consumer Attitudes Toward Determine Consumer Attitudes Toward Alternative FacilitiesAlternative Facilities

2001 Objectives2001 Objectives


• Dr. Peter Melvin, Sportometrics, on Dr. Peter Melvin, Sportometrics, on the facilities sidethe facilities side

• Jim O’Hara, NGF, on the Jim O’Hara, NGF, on the consumer sideconsumer side

Today We’ll Learn the Results of Our Research From...Today We’ll Learn the Results of Our Research From...

Peter Melvin PH.D. Bobby McCormick PH.D.

Peter Melvin PH.D. Bobby McCormick PH.D.

SportometricsSportometrics

Alternative Golf Facilities StudyAlternative Golf Facilities Study

• Build an Alternative Golf Facilities DatabaseBuild an Alternative Golf Facilities Database

• Determine successful features of Determine successful features of alternative facilitiesalternative facilities

• Analyze the relationship between alternative Analyze the relationship between alternative and traditional facilitiesand traditional facilities

GOLF 20/20 commissioned GOLF 20/20 commissioned SportometricsSportometrics to to perform research on alternative golf facilitiesperform research on alternative golf facilities

Database created by compiling data from the Database created by compiling data from the multiple data sources and eliminating duplicatesmultiple data sources and eliminating duplicates

Golf 20/20 Alternative Golf Facilities DatabaseGolf 20/20 Alternative Golf Facilities Database

• Golf DigestGolf Digest

• Golf MagazineGolf Magazine

• Golf Range Association of AmericaGolf Range Association of America

• National Golf FoundationNational Golf Foundation

• United States Golf AssociationUnited States Golf Association

Golf 20/20 Alternative Golf Facilities DatabaseGolf 20/20 Alternative Golf Facilities Database

• 55,542 alternative golf facilities in the United ,542 alternative golf facilities in the United StatesStates

• 5,312 alternative golf facilities open to the 5,312 alternative golf facilities open to the public, excluding military and privatepublic, excluding military and private

• 30.1 percent of all golf facilities in the 30.1 percent of all golf facilities in the United States are alternative; half are United States are alternative; half are stand-alone golf ranges; and the other half stand-alone golf ranges; and the other half have golf holeshave golf holes

Other1%

Executives

16%

Golf Ranges

50%

Par 3s30%

Pitch & Putts3%Other

1%

Executives

16%

Golf Ranges

50%

Par 3s30%

Pitch & Putts3%

Alternative Golf FacilitiesAlternative Golf Facilities

Green Fees, Rounds and Age at AlternativesGreen Fees, Rounds and Age at Alternatives

• The average 18-hole Weekend Green Fee The average 18-hole Weekend Green Fee is $16.25 is $16.25

• 28,920 average annual rounds played28,920 average annual rounds played

• 92 rounds per day on average92 rounds per day on average

• The average facility is 25.3 years oldThe average facility is 25.3 years old

Success at AlternativesSuccess at Alternatives

• Golfers prefer newer and longer Golfers prefer newer and longer alternative facilitiesalternative facilities

• Golfers pay and play more at facilities with Golfers pay and play more at facilities with rangesranges

• Golfers pay more for facilities that accept Golfers pay more for facilities that accept tee timestee times

• Golfers pay more for facilities with a Golfers pay more for facilities with a beverage cart, snack bar, and restaurantbeverage cart, snack bar, and restaurant

Success at AlternativesSuccess at Alternatives

• Golfers pay more at facilities with a full barGolfers pay more at facilities with a full bar

• Golfers pay more for a facility with a dress code Golfers pay more for a facility with a dress code requiring a collared shirt and not allowing denimrequiring a collared shirt and not allowing denim

• Fees and average rounds per day are higher in Fees and average rounds per day are higher in regions where courses are closed some portion regions where courses are closed some portion of the year because of weather. However, total of the year because of weather. However, total rounds per year are higher in warm climate rounds per year are higher in warm climate regions where clubs are open more days.regions where clubs are open more days.

Relation of Alternative and Traditional FacilitiesRelation of Alternative and Traditional Facilities

Green fees and rounds are higher at traditional Green fees and rounds are higher at traditional courses with lots of alternatives in close proximitycourses with lots of alternatives in close proximity

Green fees and rounds at alternatives are higher Green fees and rounds at alternatives are higher where there are more traditional facilitieswhere there are more traditional facilities

Alternative and traditional facilities are Alternative and traditional facilities are complements, companions, and both components complements, companions, and both components of a thriving golf marketof a thriving golf market

$15.60

$15.80

$16.00

$16.20

$16.40

$16.60

$16.80

$17.00

$17.20

Average 18-HoleWeekend Green Fee at


Green Fee with AboveAverage Number ofTraditionals in Area

$15.60

$15.80

$16.00

$16.20

$16.40

$16.60

$16.80

$17.00

$17.20

Average 18-HoleWeekend Green Fee at


Green Fee with AboveAverage Number ofTraditionals in Area

Impact on Green Fees at Alternative Facilities Located in Dense Traditional-Course Area

Impact on Green Fees at Alternative Facilities Located in Dense Traditional-Course Area

Impact on Rounds at Alternative Facilities Located in Dense Traditional-Course Area

Impact on Rounds at Alternative Facilities Located in Dense Traditional-Course Area

85

90

95

100

105

110

Average Rounds Per Dayat Alternative Facilities

Rounds per Day withAbove Average Numberof Traditionals in Area

85

90

95

100

105

110

Average Rounds Per Dayat Alternative Facilities

Rounds per Day withAbove Average Numberof Traditionals in Area

ConclusionsConclusions

• Alternative Golf Facilities are part of the overall Alternative Golf Facilities are part of the overall golf market and golfing experiencegolf market and golfing experience

• The presence of Alternatives both aids and The presence of Alternatives both aids and is aided by proximity to traditional is aided by proximity to traditional 18-hole layouts18-hole layouts

• Overall Success of Golf should not Overall Success of Golf should not exclude the important role played by exclude the important role played by Alternative FacilitiesAlternative Facilities

Jim O’HaraJim O’Hara

Vice President, ResearchNational Golf FoundationVice President, ResearchNational Golf Foundation

ObjectivesObjectives

• Participation at Alternative Facilities Participation at Alternative Facilities was studied to answer the following was studied to answer the following key questions:key questions:

– Who plays at alternative facilitiesWho plays at alternative facilities??

– Why do golfers choose alternative Why do golfers choose alternative facilitiesfacilities??

– Are alternative facilities a stepping Are alternative facilities a stepping stone for beginner golfersstone for beginner golfers??

Who Plays At Alternative Facilities?

Who Plays At Alternative Facilities?

Regulation Course Players Comprise theMajority of Alternative Facility ParticipationRegulation Course Players Comprise theMajority of Alternative Facility Participation

JuniorsJuniors

Exclusive Exclusive Alternative Alternative

Facility Facility UsersUsers

Golf’s Best Golf’s Best CustomersCustomers

Additional Additional GolfersGolfers

Total Total Alternative Alternative

Facility Facility ParticipantsParticipants

Millio

ns o

f Particip

ants

Millio

ns o

f Particip

ants

1.5

2.6

4.1

9.9

1.7

6.7 Million Adult

Regulation Course Golfers

6.7 Million Adult

Regulation Course Golfers

Source: Golf 20/20

Junior GolfersJunior Golfers

3%3%

Remaining CustomersRemaining Customers

17%17%

Exclusive AlternativeExclusive Alternative

25%25%

Best CustomersBest Customers

55%55%

Rounds Played at Alternative Rounds Played at Alternative FacilitiesFacilities

And Golf’s Best Customers Are Also Best Customers at Alternative FacilitiesAnd Golf’s Best Customers Are Also Best Customers at Alternative Facilities

38%38%

27%27%

Junior Junior GolfersGolfers

26%26%Golf’s Best Golf’s Best CustomersCustomers

Additional Additional GolfersGolfers

% of Golfers Who Have Played at an Alternative Facility in the Past 12 Months

Source: Golf 20/20

However, The Majority of Regulation Course Players Do Not Play at Alternative FacilitiesHowever, The Majority of Regulation Course Players Do Not Play at Alternative Facilities

And Few of Best Customer Rounds Are Played at Alternative Facilities And Few of Best Customer Rounds Are Played at Alternative Facilities

RegulationRegulation94%94%

Alternative 6%Alternative 6%

Rounds Played by Best CustomersRounds Played by Best Customers

Source: Golf 20/20

Why Do Golfers Choose Alternative Facilities?

Why Do Golfers Choose Alternative Facilities?

Exclusive Alternative Exclusive Alternative Facility UsersFacility UsersGolf’s Best CustomersGolf’s Best Customers

Good Place to Practice My Good Place to Practice My Short Game (64%)Short Game (64%)

Takes Less Time than a Takes Less Time than a Regulation Course (43%)Regulation Course (43%)

Easy To Get a Tee Time (36%)Easy To Get a Tee Time (36%)

Less Expensive than a Less Expensive than a Regulation Course (31%)Regulation Course (31%)

Less Expensive than a Less Expensive than a Regulation Course (60%)Regulation Course (60%)

Easy to Get a Tee Time (50%)Easy to Get a Tee Time (50%)

Good Place to Practice My Good Place to Practice My Short Game (40%)Short Game (40%)

Takes Less Time than a Takes Less Time than a Regulation Course (36%)Regulation Course (36%)

Top Reasons to Play Top Reasons to Play Alternative FacilitiesAlternative Facilities

Best Customers Use Alternative Facilities As A Practice VenueBest Customers Use Alternative Facilities As A Practice Venue

Source: Golf 20/20

Are Alternative Facilities a Stepping Stone for Beginner Golfers?

Are Alternative Facilities a Stepping Stone for Beginner Golfers?

Beginners with Alternative Beginners with Alternative Supply (w/in 15 miles)Supply (w/in 15 miles)

Beginners w/o Beginners w/o Alternative SupplyAlternative Supply

47

118

12

168

9

11

2

2

3

19991999 20002000 20012001 19991999 20002000 20012001

AlternativeAlternative

RegulationRegulation

Total Rounds PlayedTotal Rounds Played

Source: Golf 20/20

Alternative Facilities Are An Integral Part of Beginner Rounds When Readily AvailableAlternative Facilities Are An Integral Part of Beginner Rounds When Readily Available

SummarySummary

SummarySummary

• Regulation course players comprise the majority of Regulation course players comprise the majority of Alternative Facility participation, and golf’s Best Alternative Facility participation, and golf’s Best Customers are also Best Customers at Alternative Customers are also Best Customers at Alternative Facilities.Facilities.

• However, the majority of Regulation Course players do However, the majority of Regulation Course players do not play at Alternative Facilities, and few of Best not play at Alternative Facilities, and few of Best Customer rounds are played at Alternative Facilities. Customer rounds are played at Alternative Facilities.

• Alternative Facilities are largely a practice venue for Alternative Facilities are largely a practice venue for Best Customers, but are an integral part of rounds from Best Customers, but are an integral part of rounds from beginner golfers when they are readily available.beginner golfers when they are readily available.

Summary (cont.)Summary (cont.)

• The consumer research does seem to suggest that The consumer research does seem to suggest that Alternative Facilities are largely a compliment to regulation Alternative Facilities are largely a compliment to regulation facilities, particularly for Best Customers:facilities, particularly for Best Customers:

• Best customers play Alternative Facilities when they Best customers play Alternative Facilities when they are practicing their short game or when they don’t are practicing their short game or when they don’t have the time for a full round at a regulation facilityhave the time for a full round at a regulation facility

• Few are playing because of the higher expense or Few are playing because of the higher expense or lack of availability relative to regulation facilitieslack of availability relative to regulation facilities

• This may suggest that play at Alternative facilities would have This may suggest that play at Alternative facilities would have been a range visit or some other non-golf activity if the been a range visit or some other non-golf activity if the Alternative Facility were not present.Alternative Facility were not present.

Mike HurdzanMike Hurdzan

Hurdzan and Fry Golf Course DesignHurdzan and Fry

Golf Course Design

ALTERNATIVE FACILITIES: ASSUMPTIONSALTERNATIVE FACILITIES: ASSUMPTIONS

• Endorse and support the GOLF 20/20 mission of Endorse and support the GOLF 20/20 mission of growing the game.growing the game.

• Accept the new research as valid and a foundation Accept the new research as valid and a foundation for ongoing thinking.for ongoing thinking.

• Will focus on developing recommendations based Will focus on developing recommendations based on the following questions, or others with equal on the following questions, or others with equal merit.merit.

That all participants in the Alternative Facility That all participants in the Alternative Facility breakout sessions:breakout sessions:

ALTERNATIVE FACILITIES: QUESTIONSALTERNATIVE FACILITIES: QUESTIONS

• Do we have enough information on alternative Do we have enough information on alternative facilitiesfacilities?? Is any other research or data needed Is any other research or data needed??

• How can alternative and regulation facilities How can alternative and regulation facilities specifically work together to meet their separate but specifically work together to meet their separate but overlapping business objectivesoverlapping business objectives??

• How can alternative facilities play a more meaningful How can alternative facilities play a more meaningful and functional role at the following levels:and functional role at the following levels:

– EntryEntry –– Junior Junior

– Practice/ImprovementPractice/Improvement –– Retention Retention

– FamilyFamily –– Other Other

ALTERNATIVE FACILITIES: QUESTIONSALTERNATIVE FACILITIES: QUESTIONS

• Should a special player development Should a special player development program be developed for alternative program be developed for alternative facilitiesfacilities?? If so, what does it look like and If so, what does it look like and how should it be implementedhow should it be implemented??

• Are alternative facilities appropriately Are alternative facilities appropriately represented within the industry and are represented within the industry and are they aligned with the issues facing the they aligned with the issues facing the gamegame?? If not, how do we address this If not, how do we address this issueissue??

Junior GolfJunior Golf

• Adults 19-34 who were exposed to Adults 19-34 who were exposed to golf through a structured program are golf through a structured program are playing 50% more rounds and playing 50% more rounds and spending over 70% more on fees and spending over 70% more on fees and equipment compared to those who equipment compared to those who were exposed to the game but not were exposed to the game but not through a structured program.through a structured program.

Junior GolfJunior Golf

• Of every 10 kids exposed to the game Of every 10 kids exposed to the game through a structured program, six will through a structured program, six will become active adult golfers. Of every become active adult golfers. Of every 10 kids exposed but 10 kids exposed but notnot through a through a structured program, three will become structured program, three will become active adult golfers.active adult golfers.

David FayDavid FayUSGA Executive Director

GOLF 20/20 Executive BoardUSGA Executive Director

GOLF 20/20 Executive Board

Jessica TurnwaldJessica TurnwaldUSGA FoundationUSGA Foundation

GOLF 20/20 Junior InitiativeGOLF 20/20 Junior Initiative

• Quantify the scope of junior golf Quantify the scope of junior golf in this countryin this country

• Establish communication Establish communication mechanisms that will enable and mechanisms that will enable and engage kids, their parents, and engage kids, their parents, and program administratorsprogram administrators

• Impact more kids through golfImpact more kids through golf

Communications Objectives:Communications Objectives:


• Develop, promote and maintain a master Develop, promote and maintain a master database of all junior programs in the U.S.database of all junior programs in the U.S.

• Develop and maintain a global junior golf Develop and maintain a global junior golf website hosting the searchable database and website hosting the searchable database and featuring content for kids, parents and featuring content for kids, parents and program administratorsprogram administrators

• Facilitate local/regional “summit” meetings for Facilitate local/regional “summit” meetings for junior golf communitiesjunior golf communities

Strategies:Strategies:

Progress Reports:Progress Reports:


• The WebsiteThe Website

– Developing a Brand/LogoDeveloping a Brand/Logo

– Virtual Tour of the SiteVirtual Tour of the Site

– PhasesPhases

• Junior Golf SummitsJunior Golf Summits

– SitesSites

– SuccessesSuccesses


Developing a Brand/Logo:Developing a Brand/Logo:


• Family of logosFamily of logos

• Stand-alone figureStand-alone figure

• Consistency of fontsConsistency of fonts

• Dynamic personalityDynamic personality

• Versatility of characterVersatility of character


• Phase One - “November 12th Launch”Phase One - “November 12th Launch”

– Development of DatabaseDevelopment of Database

– Registering ProgramsRegistering Programs

– Exhibiting Content PotentialExhibiting Content Potential

• Phase Two and beyondPhase Two and beyond

– Content BuildupContent Buildup

– Kid-FriendlyKid-Friendly

– Creative InteractionsCreative Interactions

Phases:Phases:

Junior Golf Summit Sites:Junior Golf Summit Sites:


• Philadelphia: November 2000Philadelphia: November 2000

• Monterey County: March 2001Monterey County: March 2001

• North Florida (Ponte Vedra): July 28thNorth Florida (Ponte Vedra): July 28th

• Southern California (LA): October 4thSouthern California (LA): October 4th

• Southwest (Albuquerque): October 20thSouthwest (Albuquerque): October 20th

• Texas (Ft. Worth): November 8thTexas (Ft. Worth): November 8th

• Massachusetts (Boston): November 17thMassachusetts (Boston): November 17th


• Positive Media CoveragePositive Media Coverage

• Distribution of ResourcesDistribution of Resources

• Collaborative Communication Collaborative Communication

• Displays of Organizational LeadershipDisplays of Organizational Leadership

• Sharing of “Best Practices”Sharing of “Best Practices”

• Follow-up and Action Follow-up and Action

• It’s Beyond Junior Golf, It’s about CommunityIt’s Beyond Junior Golf, It’s about Community

Junior Golf Summit Successes:Junior Golf Summit Successes:


• Widespread communication and content Widespread communication and content support of industrysupport of industry

• Support of state golf associations, PGA Support of state golf associations, PGA sections, etc. in getting programs online sections, etc. in getting programs online to registerto register

• Promotion from within the industryPromotion from within the industry

• Continued vision and new alliancesContinued vision and new alliances

Overall Needs Going Forward:Overall Needs Going Forward:

David ShapiroDavid ShapiroUSGA FoundationUSGA Foundation


• Inclusion of all kidsInclusion of all kids

• How to enhance current effortsHow to enhance current efforts

• Multi-lateral expansion of current effortsMulti-lateral expansion of current efforts

• Future issues to be addressedFuture issues to be addressed

• Need for action-oriented input and Need for action-oriented input and clear responsibilitiesclear responsibilities

Breakout Session Objectives:Breakout Session Objectives:


• Emphasis is on objectives Emphasis is on objectives not affiliationsnot affiliations

• Taking stock of where we are and Taking stock of where we are and where we have the ability to gowhere we have the ability to go

• Seizing a unique opportunity to hear Seizing a unique opportunity to hear all voices and to collaborateall voices and to collaborate

Breakout Session Philosophy:Breakout Session Philosophy:


• Reaction to Current Junior Initiatives Reaction to Current Junior Initiatives

– Website ReviewWebsite Review

– SummitsSummits

• New Concepts for Junior InitiativesNew Concepts for Junior Initiatives

Breakout Session Agenda:Breakout Session Agenda:

Joe Louis Barrow, Jr.Joe Louis Barrow, Jr.

National Director, The First TeeSenior Vice President,World Golf Foundation

National Director, The First TeeSenior Vice President,World Golf Foundation

Jim L. Awtrey Judy Bell Timothy W. Finchem James H. Armstrong

Ty M. Votaw

Oversight CommitteeOversight Committee

HonoraryHonorary ChairmanChairman

PresidentPresident GeorgeGeorge BushBush

Public Sector PartnershipsPublic Sector Partnerships• National Association of County OfficialsNational Association of County Officials

• National League of CitiesNational League of Cities

• National Recreation & Park AssociationNational Recreation & Park Association

• US Bureau of Land ManagementUS Bureau of Land Management

• US Conference of MayorsUS Conference of Mayors

• US Department of Housing & Urban DevelopmentUS Department of Housing & Urban Development

• US Drug Enforcement AdministrationUS Drug Enforcement Administration

• White House Office of Drug PolicyWhite House Office of Drug Policy

• Local Housing AuthoritiesLocal Housing Authorities

• Local School DistrictsLocal School Districts

Allied PartnershipsAllied Partnerships• American Junior Golf Association American Junior Golf Association

• American Society of Golf Course ArchitectsAmerican Society of Golf Course Architects

• Golf Course Builders Association of AmericaGolf Course Builders Association of America

• Golf Course Superintendents Golf Course Superintendents Association of AmericaAssociation of America

• National Golf Course Owners National Golf Course Owners Association of AmericaAssociation of America

• National Golf FoundationNational Golf Foundation

• National Minority Golf FoundationNational Minority Golf Foundation

• National Minority Junior Golf Scholarship FoundationNational Minority Junior Golf Scholarship Foundation

• Tiger Woods FoundationTiger Woods Foundation

Youth Service PartnershipsYouth Service Partnerships

• Police Athletic League Police Athletic League

• Boys & Girls Clubs of AmericaBoys & Girls Clubs of America

• YMCA of the U.S.A.YMCA of the U.S.A.

• Goodwill IndustriesGoodwill Industries

Official SuppliersOfficial Suppliers

• Callaway GolfCallaway Golf

• Club Car Inc.Club Car Inc.

• Coastal Netting and Steel Pole CompanyCoastal Netting and Steel Pole Company

• Eagle One Golf ProductsEagle One Golf Products

• Electronic ArtsElectronic Arts

• GreensmixGreensmix

• Kohler CompanyKohler Company

Official SuppliersOfficial Suppliers• Lesco, Inc.Lesco, Inc.

• PGA TOUR Design Services, Inc.PGA TOUR Design Services, Inc.

• Piganato GroupPiganato Group

• Pursell TechnologiesPursell Technologies

• Redden NetsRedden Nets

• Simplot Turf and HorticultureSimplot Turf and Horticulture

• Spalding WorldwideSpalding Worldwide

• Standard Golf CompanyStandard Golf Company

Official SuppliersOfficial Suppliers• SynchroFloSynchroFlo

• TaylorMade-adidasTaylorMade-adidas

• The St. Paul CompaniesThe St. Paul Companies

• The Toro CompanyThe Toro Company

• THOR GUARD Inc.THOR GUARD Inc.

• Titleist Footjoy WorldwideTitleist Footjoy Worldwide

• TourTurfTourTurf

• Wittek Golf Supply CompanyWittek Golf Supply Company

TopicsTopics

• First Step of Phase IIFirst Step of Phase II

• Life Skills and Golf ExperienceLife Skills and Golf Experience

• Facility DevelopmentFacility Development

• Chapter ServicesChapter Services

• Resource DevelopmentResource Development

• CommunicationsCommunications

Mission StatementMission Statement

• To impact the lives of young people To impact the lives of young people around the world by creating around the world by creating affordable and accessible golf affordable and accessible golf facilities to primarily serve those who facilities to primarily serve those who have not previously had exposure to have not previously had exposure to the game and its positive values.the game and its positive values.

Phase II GoalsPhase II Goals

• 500,000 Young People500,000 Young People

• 250 Facilities250 Facilities

• 500 Affiliates500 Affiliates

20 3050 50

10085

185

140

325

175

500

0

100

200

300

400

500

2000 2001 2002 2003 2004 2005

Annual Cumulative

20 3050 50

10085

185

140

325

175

500

0

100

200

300

400

500

2000 2001 2002 2003 2004 2005

Annual Cumulative

(Thousands)(Thousands)

The First TeePARTICIPATIONThe First TeePARTICIPATION

The First TeeFACILITY DEVELOPMENTThe First TeeFACILITY DEVELOPMENT

50 40

90

40

130

40

170

40

210

40

250

0

50

100

150

200

250

2000 2001 2002 2003 2004 2005

Annual Cumulative

50 40

90

40

130

40

170

40

210

40

250

0

50

100

150

200

250

2000 2001 2002 2003 2004 2005

Annual Cumulative

**EstimateEstimated d by year-by year-endend

*

The First TeeAFFILIATESThe First TeeAFFILIATES

050 75

125

100

225

125

350

150

500

0

100

200

300

400

500

2000 2001 2002 2003 2004 2005

Annual Cumulative

050 75

125

100

225

125

350

150

500

0

100

200

300

400

500

2000 2001 2002 2003 2004 2005

Annual Cumulative

Youth Participation (2005)Youth Participation (2005)

64 50 90 140 17084 134

224

364

534

20

34

0

100

200

300

400

500

600

700

800

2000 2001 2002 2003 2004 2005

Annual Cumulative Increase Over Projected Goal

64 50 90 140 17084 134

224

364

534

20

34

0

100

200

300

400

500

600

700

800

2000 2001 2002 2003 2004 2005


(Thousa

nd

s)(T

housa

nd

s)

Facility Development (2005)Facility Development (2005)

44 50 35 45

85

135 170205

250

3541

4

0

50

100

150

200

250

2000 2001 2002 2003 2004 2005


44 50 35 45

85

135 170205

250

3541

4

0

50

100

150

200

250

2000 2001 2002 2003 2004 2005


Affiliates (2005)Affiliates (2005)

74 75 125 150

149

249

374

524

1000

24

-50

50

150

250

350

450

550

650

750

2000 2001 2002 2003 2004 2005


74 75 125 150

149

249

374

524

1000

24

-50

50

150

250

350

450

550

650

750

2000 2001 2002 2003 2004 2005


National Association Accomplishments

National Association Accomplishments

Life Skills & Golf ExperienceLife Skills & Golf Experience

Life Skills & Golf ExperienceLife Skills & Golf Experience

• Chapters have embraced the Life Skills program as a Chapters have embraced the Life Skills program as a key component of The First Teekey component of The First Tee

• Regional Life Skills training sessions were attended by Regional Life Skills training sessions were attended by 90% of The First Tee chapters contracted as of April 1, 90% of The First Tee chapters contracted as of April 1, 20012001

• Par and Birdie level materials including Instructor Par and Birdie level materials including Instructor workbooks, summary cards for volunteers and yardage workbooks, summary cards for volunteers and yardage books for students were successfully utilizedbooks for students were successfully utilized

• 100 students and 30 site leaders participated in The First 100 students and 30 site leaders participated in The First Tee 2nd Annual National AcademyTee 2nd Annual National Academy

Facility DevelopmentFacility Development

Facility DevelopmentFacility Development

• Regionally located Development Directors are now Regionally located Development Directors are now working closely in local communitiesworking closely in local communities

• Local chapters helped to open 44 new facilities Local chapters helped to open 44 new facilities in 2001in 2001

• Local chapters have created 74 new affiliate Local chapters have created 74 new affiliate relationshipsrelationships

• Changing chapter needs accommodated through newly Changing chapter needs accommodated through newly created operating grants and disbursement guidelinescreated operating grants and disbursement guidelines

• Newly formed chapters are being guided by prototype Newly formed chapters are being guided by prototype designsdesigns

CH CH SwanSwan

Jennifer Jennifer WollmanWollmanMark Mark

LowryLowry

Henry Henry SandlesSandles

Leon Leon GilmoreGilmore

Western RegionWestern RegionMountain RegionMountain RegionMidwest RegionMidwest RegionNortheast RegionNortheast RegionSoutheast RegionSoutheast Region

Regional Development DirectorsRegional Development Directors

Snapshot of InformationSnapshot of Information

• 18% of total are 3 hole18% of total are 3 hole



• 12% of total are 9+ hole12% of total are 9+ hole


• 5% of total are other5% of total are other

Facility ConfigurationFacility Configuration

• 78 offering The First Tee experience78 offering The First Tee experience

• 53% are attached53% are attached

• 47% are stand alone47% are stand alone

Facility ProfilesFacility Profiles

Another LookAnother Look

The First Tee is offering an The First Tee is offering an alternative golf experiencealternative golf experience


• 76% of total are 3-9 hole76% of total are 3-9 hole

• 87% of total are 3-9+ hole87% of total are 3-9+ hole

Chapter FinancesChapter Finances


• 59% of the total revenue is created 59% of the total revenue is created from donations, contributions, grants, from donations, contributions, grants, etc.etc.

• $310,000 is the average revenue $310,000 is the average revenue producedproduced

• $375,000 is the average expense $375,000 is the average expense utilized at the facilitiesutilized at the facilities

Rounds UtilizationRounds Utilization


• On average total rounds played at On average total rounds played at each facility were approximately each facility were approximately 18,00018,000

• 32% of the 18,000 were accounted for 32% of the 18,000 were accounted for as The First Tee or youth roundsas The First Tee or youth rounds

Chapter ServicesChapter Services

• Facilities are utilizing the Facilities are utilizing the Participant DatabaseParticipant Database

• Chapters are tracking participantsChapters are tracking participants

• The First Tee Card is being issuedThe First Tee Card is being issued

• Chapters are utilizing digital cameras to capture Chapters are utilizing digital cameras to capture participant picturesparticipant pictures

• The First Tee clubs and balls are in playThe First Tee clubs and balls are in play

• Chapters will benefit from operational and Chapters will benefit from operational and comparative data being collectedcomparative data being collected

Participant Database and ProfileParticipant Database and Profile

• 5,139 The First Tee black and white 5,139 The First Tee black and white cards were issuedcards were issued

• 1,330 color photo cards were issued1,330 color photo cards were issued

• 6,469 total cards issued6,469 total cards issued

• 78 facilities/chapters received 78 facilities/chapters received clubs and ballsclubs and balls


• Distributed 48 computersDistributed 48 computers

• 58% are transmitting data58% are transmitting data

Participant Database and ProfileParticipant Database and Profile


• 64,000 young people were exposed to 64,000 young people were exposed to the game through The First Teethe game through The First Tee

• 6,347 are registered in the 6,347 are registered in the participant databaseparticipant database

2,555 reported information on gender2,555 reported information on gender


• 71% were male71% were male

• 29% were female29% were female

2,877 Reported Information on Ethnicity2,877 Reported Information on Ethnicity


• 46% were Caucasian46% were Caucasian

• 19% were African American19% were African American

• 15% were Hispanic American15% were Hispanic American

• 9% were Asian American9% were Asian American

• .001% were Pacific Islander.001% were Pacific Islander

• 11% chose not to discuss11% chose not to discuss

3,220 Report Program Participation 3,220 Report Program Participation as Follows:as Follows:


• 74% 74% Pre-parPre-par

• 24% 24% ParPar

• 2% 2% BirdieBirdie

• .0003% .0003% EagleEagle

Allocation of National ResourcesAllocation of National Resources

50% Chapter Grants

50% Chapter Grants

6% Chapter Development

6% Chapter Development

30% Chapter

Programs & Services

30% Chapter

Programs & Services

14% Admin./Fundraising

14% Admin./Fundraising

CommunicationsCommunications

CommunicationsCommunications

• Refined a consistent message for Refined a consistent message for the organizationthe organization

• Awareness of The First Tee among golf fans Awareness of The First Tee among golf fans reaching 45% and 95% of those had a favorable reaching 45% and 95% of those had a favorable opinionopinion

• Defined 9 core values of The First TeeDefined 9 core values of The First Tee

• Opened The Learning CurveOpened The Learning Curve

• Converted website to FrontPage formatConverted website to FrontPage format

• Created new informational brochureCreated new informational brochure

• Publishing our 1st Annual ReportPublishing our 1st Annual Report

ImpactImpact

ImpactImpact

• The lives of the young people The lives of the young people participating in The First Teeparticipating in The First Tee

• The communities and leaders that The communities and leaders that have embraced The First Teehave embraced The First Tee

• The partnerships that have been The partnerships that have been created to make The First Tee created to make The First Tee a reality a reality

PartnerPartner

• GovernmentGovernment

• Private SectorPrivate Sector

• Youth Service AgenciesYouth Service Agencies

• Existing Golf OrganizationsExisting Golf Organizations

DevelopDevelop

• Affordable and Accessible Affordable and Accessible Golf FacilitiesGolf Facilities

• The Full Potential of The Full Potential of Young PeopleYoung People

VALUEVALUE

David PillsburyDavid PillsburyCo-CEO

American Golf CorporationCo-CEO

American Golf Corporation

Will MannWill MannHonorary Past President

PGA of AmericaHonorary Past President

PGA of America

Gary StevensonGary StevensonOnSportOnSport

TimelineTimeline• November ’00: Discussed at 20/20 ConferenceNovember ’00: Discussed at 20/20 Conference

• February ’01: Raleigh area selected for pilotFebruary ’01: Raleigh area selected for pilot

• March – May: Materials developed; meetings March – May: Materials developed; meetings with Will Mann and area facilitieswith Will Mann and area facilities

• May 1: OnSport hired to execute programMay 1: OnSport hired to execute program

• May 15: Facility selection finalized May 15: Facility selection finalized

• June 4:June 4:

– PGA of America conducts PGA of America conducts “Instructor Orientation” “Instructor Orientation”

– Link Up 2 Golf announced to the press Link Up 2 Golf announced to the press and general publicand general public

• June 19: First ClassJune 19: First Class

Program ObjectivesProgram Objectives

• Can we attract and retain golfersCan we attract and retain golfers??

• Will the program work at different types Will the program work at different types of golf facilitiesof golf facilities??

• Is the program designed properlyIs the program designed properly??

• What is the most effective way to market What is the most effective way to market the programthe program??

• What is the most efficient way to expandWhat is the most efficient way to expand??

• What does it cost to acquire a new golferWhat does it cost to acquire a new golfer??

Program DesignProgram Design• Provide an opportunity for new, infrequent, or former golfers to Provide an opportunity for new, infrequent, or former golfers to

become engaged (or re-engaged) in golf. become engaged (or re-engaged) in golf.

• Reduce factors which restrict or constrain participation:Reduce factors which restrict or constrain participation:

– Provide a low-cost introduction to the game Provide a low-cost introduction to the game

– Create a comfortable environment by offering Create a comfortable environment by offering a relaxed, supportive learning experiencea relaxed, supportive learning experience

– Introduce new players to other new playersIntroduce new players to other new players

– Create a smooth transition from the range to Create a smooth transition from the range to the coursethe course

– Provide ongoing opportunities to play in a Provide ongoing opportunities to play in a non-intimidating environmentnon-intimidating environment

Program ComponentsProgram Components

• $199 (rental equipment included)$199 (rental equipment included)

• Orientation for new players (optional)Orientation for new players (optional)

• Facility tour and course reviewFacility tour and course review

• Six hours of instruction, including basic Six hours of instruction, including basic fundamentals of the golf swing and short gamefundamentals of the golf swing and short game

• Five rounds of golfFive rounds of golf

• Range ballsRange balls

FacilitiesFacilities

• Two golf rangesTwo golf ranges

• Five Public/Semi-private Five Public/Semi-private

– Two central to population centersTwo central to population centers

– Three sites more remoteThree sites more remote

• One private clubOne private club

ResearchResearch• Registration FormRegistration Form

– DatabaseDatabase• Application FormApplication Form

– Attitudinal/Demographic/Attitudinal/Demographic/Golf InterestGolf Interest

• Satisfaction SurveySatisfaction Survey– Expectations/SatisfactionExpectations/Satisfaction

• Facility SurveyFacility Survey– Program DesignProgram Design

• Instructor SurveyInstructor Survey– Program DesignProgram Design

MarketingMarketing

• Call Center and Website Call Center and Website launchedlaunched

• Print and radio advertisingPrint and radio advertising

• Direct SalesDirect Sales

• Flex fundsFlex funds

• Public relations and celebrity involvementPublic relations and celebrity involvement

• Special events Special events (New Golfer Day, Tournaments)(New Golfer Day, Tournaments)

ResultsResults

6/15 – 9/156/15 – 9/15

PARTICIPATIONPARTICIPATION

• During the three-month test, During the three-month test, 334 participants at eight facilities334 participants at eight facilities

– Four facilities more than Four facilities more than 50 participants each50 participants each

– Two facilities Two facilities 30 to 50 participants each30 to 50 participants each

– Two facilities less than Two facilities less than 10 participants each10 participants each

Level of Facility InvolvementLevel of Facility Involvement


• 20% never played golf20% never played golf

• 17% have only hit balls at a range17% have only hit balls at a range

• 25% only played a few times in their lives25% only played a few times in their lives

• 37% hardly ever read about or watch golf37% hardly ever read about or watch golf

• 34% never watch tournament golf34% never watch tournament golf

• 75% with income $25k - $100k75% with income $25k - $100k

• 90% college grads, 40% of those 90% college grads, 40% of those graduate degreesgraduate degrees

• 61% of participants are female61% of participants are female

Participant ProfileParticipant Profile


I have always wanted to learn to play golfI have always wanted to learn to play golf 76.3%76.3%

Because of the value of the programBecause of the value of the program 9.5% 9.5%

To improve my gameTo improve my game 3.9% 3.9%

To meet new peopleTo meet new people 3.4% 3.4%

My spouse, family, and friends playMy spouse, family, and friends play 3.0% 3.0%

For business reasonsFor business reasons 2.2% 2.2%

OtherOther 1.7% 1.7%

Why Did They Participate?Why Did They Participate?


• Level of comfort Level of comfort ATAT a golf facility a golf facility

– Before LU2G: Before LU2G: 60% somewhat or very 60% somewhat or very ununcomfortablecomfortable

– After LU2G: After LU2G: 80% comfortable or very comfortable80% comfortable or very comfortable

• Level of comfort Level of comfort ONON a golf course a golf course

– Before LU2G:Before LU2G: 64% somewhat or very 64% somewhat or very ununcomfortablecomfortable

– After LU2G:After LU2G: 63% comfortable or very comfortable63% comfortable or very comfortable

• 92% rate overall program value “Very Good or Excellent”92% rate overall program value “Very Good or Excellent”

• 91.8% would 91.8% would highlyhighly recommend it to others recommend it to others

• 73% plan on purchasing golf equipment in the next year: 45% of 73% plan on purchasing golf equipment in the next year: 45% of those at the LU2G facility, 33% at a discount store, 8% at another those at the LU2G facility, 33% at a discount store, 8% at another clubclub

Participant FeedbackParticipant Feedback

FACILITIESFACILITIES

• Very active marketing the program Very active marketing the program (37% of all participants)(37% of all participants)

– Enthusiastic from the beginningEnthusiastic from the beginning

– Conducted New Golfer DaysConducted New Golfer Days

– Referred all lesson requests to the programReferred all lesson requests to the program

• Made own arrangements for the Made own arrangements for the five rounds of golffive rounds of golf

• Sold one to two sets of clubs per class of eightSold one to two sets of clubs per class of eight

Two Alternative FacilitiesTwo Alternative Facilities


• Varying degrees of enthusiasmVarying degrees of enthusiasm

– One facility had 21% of total participant countOne facility had 21% of total participant count

– Other four combined had 24% of the totalOther four combined had 24% of the total

• Competing instruction programs Competing instruction programs weakened interestweakened interest

• Late start diminished effectivenessLate start diminished effectiveness

• Success totally dependent upon the willingness Success totally dependent upon the willingness of the leadershipof the leadership

Five Public/Semi-Private Facilities Five Public/Semi-Private Facilities


• Initial reluctanceInitial reluctance

• Late start; course under renovationLate start; course under renovation

• Promotion targeted to non-playing membersPromotion targeted to non-playing members

– Put a blurb in newsletterPut a blurb in newsletter

– Followed immediately by a mailer that was an Followed immediately by a mailer that was an invitation to learn golf or get more engaged in the invitation to learn golf or get more engaged in the gamegame

• 62 total participants; couldn’t accommodate an 62 total participants; couldn’t accommodate an additional 40 (signed up for Spring ’02)additional 40 (signed up for Spring ’02)

• Results will become one of the golf pros’ Results will become one of the golf pros’ accomplishments in his annual reportaccomplishments in his annual report

Private Country Club Private Country Club


• Price was right: Great value, Ample compensationPrice was right: Great value, Ample compensation

• Materials “very good”, but too much paperworkMaterials “very good”, but too much paperwork

• Scheduling is difficult, requires flexibilityScheduling is difficult, requires flexibility

• Call Center ineffectiveCall Center ineffective

• Need local Link Up 2 Golf liaison to Need local Link Up 2 Golf liaison to “keep us going”“keep us going”

• Would like to continue in the program - several will Would like to continue in the program - several will do it “with or without you”do it “with or without you”

What They SaidWhat They Said

Instructor FeedbackInstructor Feedback• Overall satisfaction with program was Overall satisfaction with program was

“Very good”“Very good”

• All instructors expect additional lessons All instructors expect additional lessons to graduatesto graduates

• 80% of instructors expect to sell equipment to 80% of instructors expect to sell equipment to graduates: instructors estimate 25% of participants will graduates: instructors estimate 25% of participants will buy clubsbuy clubs

• The ideal lesson size is six per group, not eightThe ideal lesson size is six per group, not eight

• Difficult to get new golfers confident enough Difficult to get new golfers confident enough to play in four 90-minute lessonsto play in four 90-minute lessons

38% 38% Heard about it from someone they knewHeard about it from someone they knew

18%18% Newspaper or magazineNewspaper or magazine

17%17% At the golf facilityAt the golf facility

18%18% Other sources (TV news, company Other sources (TV news, company e-mailer, door-to-door, brochure drop, e-mailer, door-to-door, brochure drop, speeches, etc )speeches, etc )

8%8% Radio adRadio ad

MARKETINGMARKETINGSource Of LU2G InformationSource Of LU2G Information

MARKETINGMARKETING

• Direct mail impact at private clubDirect mail impact at private club

– 950 pieces, 62 signed up (40 more deferred to spring)950 pieces, 62 signed up (40 more deferred to spring)

• Celebrity involvement for PR (Immediate attention from media)Celebrity involvement for PR (Immediate attention from media)

• Direct sales Direct sales

– Corporations Corporations

– Executive Women’s Golf AssociationExecutive Women’s Golf Association

– Rotary ClubsRotary Clubs

– Municipal recreation centersMunicipal recreation centers

– RestaurantsRestaurants

• Flex-fund and Special EventsFlex-fund and Special Events

– New Golfer Day: three different locations, New Golfer Day: three different locations, approx. 130 attended, 28 signed up for the programapprox. 130 attended, 28 signed up for the program

– Tournaments: five scheduled, three occurred, 100+ GolfersTournaments: five scheduled, three occurred, 100+ Golfers

What WorkedWhat Worked

MARKETINGMARKETINGWhat Didn’t WorkWhat Didn’t Work

• Advertising: Print and radio were Advertising: Print and radio were helpful but inefficient.helpful but inefficient.

• Publicity: It is not a news story without Publicity: It is not a news story without celebrity involvement.celebrity involvement.

Future Considerations Future Considerations

Program Design IssuesProgram Design Issues

• Assess the opportunity to offer a stratified learning Assess the opportunity to offer a stratified learning progression (novice, beginner, intermediate) where progression (novice, beginner, intermediate) where participants enter at their level of comfortparticipants enter at their level of comfort

• Start earlier in the Spring Start earlier in the Spring

• Orientation should be mandatoryOrientation should be mandatory

• Pricing may vary at different types Pricing may vary at different types of facilitiesof facilities

• Participants want more information on how to Participants want more information on how to purchase equipment as part purchase equipment as part of the program of the program

Facilities Facilities

• Facilities should be Facilities should be selectedselected to participate after to participate after an application process rather an application process rather than than recruitedrecruited

• There seems to be a significant latent demand There seems to be a significant latent demand at family-oriented private clubsat family-oriented private clubs

• There is a significant interest in building this There is a significant interest in building this program at military golf facilities, such as 80 Air program at military golf facilities, such as 80 Air Force facilities Force facilities

• Link Up 2 Golf must make it “easy” for the Link Up 2 Golf must make it “easy” for the facilities to implement this program facilities to implement this program

Marketing Marketing

• The entire marketing plan must be built in The entire marketing plan must be built in cooperation with the selected facilities and cooperation with the selected facilities and take advantage of their respective take advantage of their respective strengths strengths

• Link Up 2 Golf must provide collateral materials Link Up 2 Golf must provide collateral materials and creative/placement of any advertising that and creative/placement of any advertising that supports facilities’ marketing planssupports facilities’ marketing plans

• Good old fashioned sales calls on group and Good old fashioned sales calls on group and corporate business within a 15 mile radius of corporate business within a 15 mile radius of facilities are importantfacilities are important

What Next?What Next?• Consider expanding via Link Up 2 Golf clusters; take Consider expanding via Link Up 2 Golf clusters; take

advantage of economies advantage of economies of scaleof scale

• A cluster can be 48 facilities in a 200-mile radius A cluster can be 48 facilities in a 200-mile radius (six markets, eight facilities each)(six markets, eight facilities each)

• Local management is essentialLocal management is essential

– PGA/LPGA representationPGA/LPGA representation

– LU2G ManagementLU2G Management

• ExecutionExecution

• Sales and marketingSales and marketing

What Next?What Next?

• Participating facilities should average 150 Participating facilities should average 150 LU2G participants in calendar yearLU2G participants in calendar year

• Research and Economic modeling in 2002Research and Economic modeling in 2002

– Cost of LU2G participantCost of LU2G participant

– Retention ratesRetention rates

– Value of new golferValue of new golfer

LU2G BreakoutLU2G Breakout

• What is the value of a new golferWhat is the value of a new golfer??

• What should the structure of What should the structure of Link Up 2 Golf be, going forwardLink Up 2 Golf be, going forward

• How should it expandHow should it expand??

• How can we implement the Private How can we implement the Private Club modelClub model??

TUESDAYSee breakout results

Date post:	01-Feb-2016
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