February 10, 2012 Michelle Hemerley Director, Compliance Consulting.
RICHARD SINGER Director of Consulting Services, National Golf Foundation Raleigh-Durham MSA Golf...
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![Page 1: RICHARD SINGER Director of Consulting Services, National Golf Foundation Raleigh-Durham MSA Golf Market Study Director of Consulting Services, National.](https://reader030.fdocuments.us/reader030/viewer/2022032701/56649c9e5503460f9495ed9b/html5/thumbnails/1.jpg)
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RICHARD SINGERRICHARD SINGERDirector of Consulting Services,Director of Consulting Services,
National Golf FoundationNational Golf Foundation
Raleigh-Durham MSARaleigh-Durham MSAGolf Market StudyGolf Market Study
Director of Consulting Services,Director of Consulting Services,National Golf FoundationNational Golf Foundation
Raleigh-Durham MSARaleigh-Durham MSAGolf Market StudyGolf Market Study
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PurposePurposeRDU MARKET STUDY RDU MARKET STUDY
• Study market Study market dynamics dynamics and potentialand potential
• Assess interest in Assess interest in growing the gamegrowing the game
• Develop an approach Develop an approach for future studiesfor future studies
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Why Raleigh-DurhamWhy Raleigh-DurhamRDU GOLF MARKET STUDY RDU GOLF MARKET STUDY
• ““Typical” AmericaTypical” America
• Mid-SizedMid-Sized
• Above Average GrowthAbove Average Growth
• Good DemographicsGood Demographics
• Ample & Diverse Ample & Diverse SupplySupply
• 10% Increase Expected10% Increase Expected
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Value Mid-Fee Premium
No. of Facilities 22 17 14
Total Rounds Played
644,500 624,500 522,500
Avg. Rounds/Facility
29,000 36,700 30,700
Desired Capacity %
83% 91% 93%
Avg. Change in Rounds 99-00
(74) (367) 1,076
Avg. WE Fee w/Cart
$31.00 $48.50 $73.34
Thumbnail SupplyThumbnail SupplyRDU GOLF MARKET STUDY RDU GOLF MARKET STUDY
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Thumbnail DemandThumbnail DemandRDU MARKET STUDY RDU MARKET STUDY
• 15.5% participation rate age 12+ 15.5% participation rate age 12+ (National rate is 11.7%)(National rate is 11.7%)
• Female participation 52% higherFemale participation 52% higher
• 141,000 golfers age 12+141,000 golfers age 12+
• Average rounds played per year = Average rounds played per year = 21.4 (same as national average)21.4 (same as national average)
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Three Key FindingsThree Key FindingsRDU MARKET STUDYRDU MARKET STUDY
• Abundant latent demandAbundant latent demand
• Un-used golf facility capacity Un-used golf facility capacity
• Operators eager to go after Operators eager to go after latent demand, but want latent demand, but want and need helpand need help
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Abundant Latent DemandAbundant Latent Demand
RDU MARKET STUDY RDU MARKET STUDY
• Estimated at 500,000 roundsEstimated at 500,000 rounds
– 285k from golfers who 285k from golfers who want to play morewant to play more
– 150k from former golfers 150k from former golfers returning to the gamereturning to the game
– 65k from “never-evers” 65k from “never-evers” with high interestwith high interest
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FROM WHICH CONSUMER GROUPS WILL LATENT DEMAND MOST LIKELY COME
FROM WHICH CONSUMER GROUPS WILL LATENT DEMAND MOST LIKELY COME
• Net, there’s “surveyed” Net, there’s “surveyed” interest out thereinterest out there
– Largest contingency Largest contingency in current golfers in current golfers wanting to play morewanting to play more
– Followed by “former Followed by “former golfers” and then golfers” and then “non golfers” in “non golfers” in roughly even roughly even numbersnumbers
Golfers141,000 (38%)
Former Former GolfersGolfers
161,000 161,000 (44%)(44%)
Interested Non-Golfers
66,000 (18%)
Raleigh-Durham Golf Consumer Raleigh-Durham Golf Consumer Universe in 2000 (368,000)Universe in 2000 (368,000)
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Capacity to Accommodate DemandCapacity to Accommodate Demand
RDU MARKET STUDY RDU MARKET STUDY
• DefinitionsDefinitions
– Actual UtilizationActual Utilization
– Desired UtilizationDesired Utilization
– CapacityCapacity
• Capacity in market to absorb Capacity in market to absorb demanddemand
• New development opportunities still New development opportunities still exist in certain locations and at exist in certain locations and at certain price pointscertain price points
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RDU GOLF SUPPLY & DEMANDRDU GOLF SUPPLY & DEMAND
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“Town Hall” Meeting“Town Hall” MeetingRDU MARKET STUDY RDU MARKET STUDY
• Latent demand estimate Latent demand estimate confirmed confirmed
• High female participation High female participation estimate confirmedestimate confirmed
• Operators eager to grow Operators eager to grow golf, express need for helpgolf, express need for help
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ImplicationsImplicationsRDU MARKET STUDYRDU MARKET STUDY
• All golf is localAll golf is local
• Statistical modeling can Statistical modeling can predict demand, but we must predict demand, but we must understand local golf understand local golf operationsoperations
• Facilities need help in Facilities need help in identifying and achieving identifying and achieving capacitycapacity