AMERICA’S “WELCOMEAMERICA’S “WELCOMETO GOLF” PROGRAMTO GOLF” PROGRAMNancy OliverNancy Oliver

Link Up 2 GolfLink Up 2 Golf

Moderator: Nancy Oliver Link Up 2 Golf

Research: Paul Metzler PGA of America

Implications Anne Lyndrup Next Steps: National Golf Course Owners Assn.

Workshop ObjectivesWorkshop Objectives

• Provide Brief Overview of Trends of New Provide Brief Overview of Trends of New and Infrequent Golfersand Infrequent Golfers

• Identify Most Critical Elements NeededIdentify Most Critical Elements Neededto Move Forward to Move Forward

• Discuss and Develop RecommendationsDiscuss and Develop Recommendations

• Define Specific Next Steps for 2003Define Specific Next Steps for 2003Based on Realistic GoalsBased on Realistic Goals

Profile of ParticipantsProfile of Participants

• Response to ProgramResponse to Program

• Participant FeedbackParticipant Feedback

• Future ChallengesFuture Challenges

2002 LU2G Participant2002 LU2G ParticipantGender vs. AgeGender vs. Age

4%

18%

11%

8%44%

15%

Men Under 30

Men 30-50

Men Over 50

Women Under 30

Women 30-50

Women Over 50

4%

18%

11%

8%44%

15%

Men Under 30

Men 30-50

Men Over 50

Women Under 30

Women 30-50

Women Over 50

Total Men = 33%Total Men = 33%

Total Women = 67%Total Women = 67%

Annual Household Income of 2002 LU2G ParticipantAnnual Household Income of 2002 LU2G Participant

2002 LU2G Experience Levels2002 LU2G Experience Levels

30%

16%33%

12%

4%5%

I have never played golf before

I have only hit range balls

I played golf a few times in my life

I play 1 to 5 times a year

I play 6 to 10 times a year

I play more than 10 times a year

30%

16%33%

12%

4%5%

I have never played golf before

I have only hit range balls

I played golf a few times in my life

I play 1 to 5 times a year

I play 6 to 10 times a year

I play more than 10 times a year

New Golfers = New Golfers = 79%79%

Existing Golfers = 21%Existing Golfers = 21%

Reasons for ParticipatingReasons for Participatingin 2002 LU2Gin 2002 LU2G

0%0% 10%10% 20%20% 30%30% 40%40% 50%50% 60%60% 70%70% 80%80% 90%90%100%100%

Because I have always wantedBecause I have always wantedto learn the gameto learn the game

To meet new people to play golf withTo meet new people to play golf with

Because the price of theBecause the price of theprogram is so affordableprogram is so affordable

A family member plays golfA family member plays golf

To improve my gameTo improve my game

Because someone I know has/is Because someone I know has/is participating in the programparticipating in the program

For business reasonsFor business reasons

To see if I like playing golfTo see if I like playing golf

So I don't look foolish playing golfSo I don't look foolish playing golf

To have funTo have fun

Existing GolfersExisting Golfers

New GolfersNew Golfers

Trends of New GolfersTrends of New Golfers

• Anticipated Frequency of PlayAnticipated Frequency of Play

• Spending Habits Spending Habits

Trends of Existing GolfersTrends of Existing Golfers

• Increased Frequency of PlayIncreased Frequency of Play

• Spending HabitsSpending Habits

Retained Golfers from Retained Golfers from RaleighRaleigh• Calculation of Retention LevelsCalculation of Retention Levels

• Profile of Retained GolfersProfile of Retained Golfers– New Golfers (62%)New Golfers (62%)– Existing Golfers (38%)Existing Golfers (38%)

• Value of Step-by-StepValue of Step-by-StepIncremental Advancement Incremental Advancement

Characteristics of Top Characteristics of Top PerformersPerformers• Enthusiastic Partnership of Owner, Enthusiastic Partnership of Owner,

Operator, Golf Professional and StaffOperator, Golf Professional and Staff

• Strong Market PresenceStrong Market Presence

• Ability to Market EffectivelyAbility to Market Effectively

• Dedicated Teaching ProfessionalsDedicated Teaching Professionals

Required Action in 2003Required Action in 2003

• Further Develop and Implement Retention Further Develop and Implement Retention Programs at 2002 SitesPrograms at 2002 Sites

• Assess Retention Rates of 2002 Participants Assess Retention Rates of 2002 Participants

• Develop Method for Site Selection Develop Method for Site Selection

• Expand Website and Add Leadership SectionExpand Website and Add Leadership Section

• Expand Training and Promotional Materials Expand Training and Promotional Materials

Breakout GroupsBreakout Groups

• Method of Site Selection and ParametersMethod of Site Selection and Parameters

• Branding IssuesBranding Issues

• Methods of Economical MarketingMethods of Economical Marketing

• Determining Acceptable Acquisition Determining Acceptable Acquisition CostsCosts

• Improving Retention of New GolfersImproving Retention of New Golfers

1. Method of Site Selection1. Method of Site Selection

2. Branding Issues2. Branding Issues

3. Methods of Marketing3. Methods of Marketing

4. Acceptable Acquisition 4. Acceptable Acquisition CostsCosts

5. Improving Retention5. Improving Retention

Additional RecommendationsAdditional Recommendations

A rising tide lifts all boats. A rising tide lifts all boats.

As a stakeholder in the golf industry, As a stakeholder in the golf industry,

are you willing to help change the are you willing to help change the

tides?tides?

The Bottom LineThe Bottom Line