DAVID PILLSBURYDAVID PILLSBURYCO-CEO,CO-CEO,

American Golf CorporationAmerican Golf Corporation

““Link Up 2 Golf”Link Up 2 Golf”

CO-CEO,CO-CEO,American Golf CorporationAmerican Golf Corporation

““Link Up 2 Golf”Link Up 2 Golf”

LINK UP 2 GOLFLINK UP 2 GOLF

• Working title for a national player Working title for a national player development conceptdevelopment concept

• Mission is to connect people to the Mission is to connect people to the game more effectivelygame more effectively

• Address both attraction and Address both attraction and retentionretention

• Reduce or eliminate barriers that Reduce or eliminate barriers that prevent initial contact and turn prevent initial contact and turn people away people away

LINK UP 2 GOLFLINK UP 2 GOLF

• Make it easier for people to take Make it easier for people to take that first stepthat first step

• Appeal to new players, former Appeal to new players, former players and infrequent playersplayers and infrequent players

• Utilize the promotional power of Utilize the promotional power of the collective golf communitythe collective golf community

• Match location with demandMatch location with demand

AttractionAttraction

LINK UP 2 GOLFLINK UP 2 GOLF

• Make it more difficult for people to Make it more difficult for people to leave the gameleave the game

• Establish a more solid emotional Establish a more solid emotional connectionconnection

• Utilize special play days for Utilize special play days for beginners, women, kids, etc.beginners, women, kids, etc.

• Employ more flexible pricing and Employ more flexible pricing and playing-frequency programsplaying-frequency programs

RetentionRetention(Continued)(Continued)

HOW WE GOT HEREHOW WE GOT HERE

• Research indicates how critical the Research indicates how critical the initial experience is to retaining initial experience is to retaining playersplayers

• McKinsey study emphasizes the need McKinsey study emphasizes the need for an emotional connectionfor an emotional connection

• 20/20 Steering Committee supported 20/20 Steering Committee supported exploration of the conceptexploration of the concept

• Program design and implementation Program design and implementation framework have been establishedframework have been established

• Looking for different approaches Looking for different approaches and feedbackand feedback

TODAY WE’LL LOOK AT SEVERAL APPROACHESTODAY WE’LL LOOK AT SEVERAL APPROACHES

• Women in Golf WeekWomen in Golf Week

• NIKE Golf Learning CentersNIKE Golf Learning Centers

• NGCOA Get Linked. NGCOA Get Linked. Play Golf.Play Golf.

WOMEN IN GOLF WEEKWOMEN IN GOLF WEEK

• Established six years agoEstablished six years ago

• Supported by public relations and Supported by public relations and sponsorssponsors

• Purpose: Introduce women to the Purpose: Introduce women to the gamegame

• Results: 20,000 women and Results: 20,000 women and $138,000 for the Susan G. Komen $138,000 for the Susan G. Komen Breast Cancer FoundationBreast Cancer Foundation

• Why can’t we do this as an industry?Why can’t we do this as an industry?

AMERICAN GOLF PLAYER DEVELOPMENT PROGRAMAMERICAN GOLF PLAYER DEVELOPMENT PROGRAM

• State of the Industry and State of the Industry and the Businessthe Business

• The Mission: “Create Golfers”The Mission: “Create Golfers”

• Based on Research & Based on Research & ExperienceExperience

• NIKE PartnershipNIKE Partnership

WHAT DOES A LEARNING CENTER LOOK LIKE?WHAT DOES A LEARNING CENTER LOOK LIKE?

• Golf for America: Known as the Golf for America: Known as the place to learn – guaranteedplace to learn – guaranteed

• ““Yellow Brick Road” of GolfYellow Brick Road” of Golf

• Transition to play emphasisTransition to play emphasis

• Professional marketingProfessional marketing

• Standardized curriculumStandardized curriculum

• Financial and customer reportingFinancial and customer reporting

• Pros compensated for returning Pros compensated for returning guestsguests

MORE SPECIFICALLY ...MORE SPECIFICALLY ...

• Attract new, former Attract new, former and existing playersand existing players

• Variety of ProductsVariety of Products

• Professional: Quality, Professional: Quality, value and confidencevalue and confidence

• ManagedManaged

• Measured Results Measured Results

KEYS TO SUCCESSKEYS TO SUCCESS

• Attraction: Products, promotion, Attraction: Products, promotion, grassroots,grassroots, on-site, collateral on-site, collateral

• Instruction: Compensation, Instruction: Compensation, training, training, standardsstandards

• Retention: Tracking, rewards, Retention: Tracking, rewards, events, events, communicationcommunication

• Management: Measurement, Management: Measurement, accountabilityaccountability

CURRENT ENVIRONMENTCURRENT ENVIRONMENT

• 40 Learning Centers40 Learning Centers

• Creating 1 new golfer per day, Creating 1 new golfer per day, per facilityper facility

• Generating 80 additional Generating 80 additional rounds per month, per courserounds per month, per course

• Will generate over 25,000 Will generate over 25,000 incremental rounds in 2000incremental rounds in 2000

• Employed over 75 PGA & LPGA Employed over 75 PGA & LPGA ProfessionalsProfessionals

BENEFITS TO THE COURSEBENEFITS TO THE COURSE

•Creating new golfersCreating new golfers

•Tracking of new Tracking of new golfersgolfers

• Increased revenueIncreased revenue

•Zero costZero cost

Sunday Wrap-upSunday Wrap-upSlides 16-19 Slides 16-19

Sunday Wrap-upSunday Wrap-upSlides 16-19 Slides 16-19

DAVID PILLSBURYDAVID PILLSBURYCO-CEO,CO-CEO,

American Golf CorporationAmerican Golf Corporation

““Link Up 2 Golf”Link Up 2 Golf”

CO-CEO,CO-CEO,American Golf CorporationAmerican Golf Corporation

““Link Up 2 Golf”Link Up 2 Golf”

BREAKOUT 1 SUMMARYBREAKOUT 1 SUMMARY

• Develop a “Uniform Entry System”Develop a “Uniform Entry System”

• Program componentsProgram components

– AttractionAttraction

– Instruction/Orientation/Groups/FunInstruction/Orientation/Groups/Fun

– EquipmentEquipment

– Transition to play: fun, Transition to play: fun, family/beginner, friendly, etc.family/beginner, friendly, etc.

– Facility and program standardsFacility and program standards

– Tracking and measurementTracking and measurement

National/Regional Program IdeasNational/Regional Program Ideas

BREAKOUT 2 & 3 SUMMARYBREAKOUT 2 & 3 SUMMARY

• Roles and responsibilities: Roles and responsibilities: 20/20 actions steps 200120/20 actions steps 2001

– Define program modelsDefine program models

– Select pilot markets (research)Select pilot markets (research)

– Identify research/measurement planIdentify research/measurement plan

– Define budget/planDefine budget/plan

– Secure program fundingSecure program funding

– Identify execution/coordination Identify execution/coordination strategy (how?)strategy (how?)

– Pilot?Pilot?

Implementation/2001 StrategyImplementation/2001 Strategy