Ruffin Beckwith
Senior Vice President
World Golf Foundation
COACH
C
Communications
O O
Juni
Or GOlf
A
Alternative
Facilities
C
College Golf
Opportunities
H
H
Researc
Regulation Round
• A regulation round of golf is defined by
one person who tees off in an
authorized “start” on a regulation golf
course. The round is not defined by
the number of holes played or the fees
paid.
Timothy W. Finchem
Commissioner, PGA TOUR
Chairman, World Golf Foundation
Dr. Joe Beditz
President
National Golf Foundation
GOLF 20/20: Consumer
Research Findings
Opportunities to
Grow the Game
Goals
• In 2000, GOLF 20/20 set forth two
ambitious participation goals for the
year 2020:
– Increase the number of participants
in the U. S. from 35 million to 55
million
– Increase the number of rounds from
570 million to one billion.
Consumer Research Initiative
• To help strategize on how to achieve
those objectives, unprecedented
consumer research was conducted:
– Phase I -- Participation and Interest
Survey mailed to 100,000 U. S.
households
– Phase II – In depth follow-up
surveys to 1,500 golfers and 2,000
non-golfers with interest
This Consumer Research Was Conducted
to Address Several
Key Objectives:
• Identify our best and most profitable
customers.
• Identify our best and most profitable
prospects, and determine how they can be
identified and located.
• Understand what strategies can be
implemented to help convert those
prospects.
• Provide a benchmark against which future
progress will be measured
Consumer Research Team
• Paul Metzler: PGA of America
• Ken Lovell: PGA TOUR
• Joe Beditz, Jim O’Hara: NGF
• World Golf Foundation
• NFO WorldGroup
Golf Participation
in the United States
Growth in Golf Participants Since 1950
Millions of golfers
30
25
20
15
10
Plenty of
money for
course
development
Baby Boomers
coming of age
Recession,
declining
income
Tiger Woods
emerges
CAGR =
4.3%
Arnold and
Jack on TV
5
0
1950
Source: NGF
1960
1970
1980
1990
2000
CAGR=Compound Annual Growth
Golf Participation Rates by Decade
Average annual golf participation rates
11.7%
9.5%
6.5%
3.5%
1960s
Source: NGF
1970s
1980s
1990s
Growth in Golfers – 1950 - 2000
Millions of Golfers
30
25
20
15
10
5
0
1950
Source: NGF
1965
1980
1995
2000
Participation Changes in the
Last 5 Years
• Over the past 5 years, the number of core and avid
players are on the rise. Yet, the number of
occasional golfers has dipped slightly.
3.4%
-0.8%
Occasional
Golfers
Core
Golfers
Participation in 2001
• The 2001 consumer research confirmed the
existence of 36 million golf participants.
6.6
7.0
Core
11.8
4.0
1.7
36.0
Occasional
Juniors
Exclusive
Alter. Facility
Exclusive Users
4.9
Range
Users
Total Golf
Participants
Millions of Participants
Avid
Latent Demand in 2001
Millions of Prospects
• There are 40+ million people in the United States
who express an interest in playing or playing more
than they do now.
Express Interest in
Playing or Playing
More
Express Interest
and Fit Best
Customer Profile
43.2
12.0
Good
Prospects
Best
Prospects
Jim O’Hara
Vice President, Research
National Golf Foundation
What We Learned
The 20/80 Rule
Does Not Apply to the
Golf Industry
Golfers Playing 25+ Rounds Annually
Account For Three-Fourths of
Total Rounds
Percent of Golfers
16%
Occasional
(1-7)
47%
Core
(8-24)
27%
Avid
(25+)
26%
Source:Golf 20/20
Percent of Rounds
Played
6%
78%
Golfers Spending $1,000+ Annually Account
For Three-Fourths of
Total Spending
Percent of
Golfers
Percent of
Spending
25%
Spend <$1,000
70%
75%
Spend $1,000+
Source:Golf 20/20
30%
But Not All Avid Golfers are Best Spenders
and Not All Best Spenders
are Avid Golfers
6.6 million
Avid Golfers
(25+)
7.6 Million
Best
Spenders
($1,000+)
2.5 Mil
4.1 Mil
3.5 Mil
Thus, there are 10+ Million
“Best Customers”
Source:Golf 20/20
The Rule in the Golf Industry is 40/80
Percent of
Golfers
Other Golfers
Percent of
Rounds Played
Percent of
Spending
15%
19%
85%
81%
60%
Best
Customers
Source:Golf 20/20
40%
Best Customers
Are Distinguishable
There is a Distinct Demographic Profile
Demographics
Gender
Age
18-39
30%
Male
75%
40-64
51%
Female
25%
65+
19%
Presence of Children
Income
<$50K
24%
Under 13
30%
$50-74K
21%
13-18
24%
$75K+
55%
None
60%
Source:Golf 20/20
Most Are Recreational Public Golfers
Golf Characteristics
Private Club Member
Years Played
Yes
27%
<5
16%
No
73%
5-9
18%
10-19
25%
20+
41%
Average Score
<85
15%
85-99
38%
100+
47%
Source:Golf 20/20
They Have Distinct
Lifestyle Characteristics
• Best Customers are distinguishable by
their perceived athleticism and
physical fitness, sports TV
consumption, traveling, and investing.
Source:Golf 20/20
They Have Distinct
Lifestyle Characteristics
How Best Customers Can Be Distinguished
From Other Golfers
Source:Golf 20/20
Rank
Best Golfers
Views of
Themselves
1
Athletic
2
Sports TV Viewer
3
Frequent Flyer
4
Investor
5
Domestic Traveler
6
Cell Phone User
7
Foreign Traveler
8
Into Physical Fitness
And They Are Concentrated in Three
Regions
Source:Golf 20/20
There is Both Room and
Opportunity to Grow Our
“Best Customers”
There Are Millions of Solid Prospects
• There are 12 Million Adults in the U.S. Who Fit The
Best Customer Profile, Express Interest in Playing
or Playing More, But Are Not Currently Best
Customers
3
12
Never
Evers
Best
Prospects
6
3
Current
Golfers
Source:Golf 20/20
Former
Golfers
It Does Not Take Long to Cultivate
a Best Customer
Amount of Time It Took Best Customers To Become
Committed to the Game from the Time They Started
Playing the Game
2.8 years on
Average
3+ years
26%
< 3 months
35%
1-3 years
21%
3-12 mos
18%
Source:Golf 20/20
Less than
1 Year
53%
And Growing the Best Customer Base Can
Have a Dramatic Impact on
the Industry
The Addition of a New Best Customer Could Result in an
Average of 8 Times the Number of Rounds and 6 Times the
Amount of Money
Other
Customer
Best
Customer
Added
Value
Rounds
Played
6
48
8X
Annual
Spending
$265
$1,700
6X
Source:Golf 20/20
We Can Find Adults Who
Fit The Best Customer
Profile
On a National Basis
The Areas Highlighted Represent Above Average Concentrations
of Adults Who Fit The Best Customer Profile
Source:Golf 20/20
And In Small Market Groups
Raleigh-Durham-Chapel Hill, NC
Source:Golf 20/20
Ken Lovell
Director of Research
and Development,
PGA TOUR
Additional Insights and
Key Considerations
Be Mindful of Time Constraints
• Former Golfers Are Leaving Because of the
Constraints of the Game on Their Time
Reasons Why Former Golfers Quit
Didn’t have time
62%
Family obligations
38%
Costs too much
29%
Health reasons
18%
No one to play with
16%
Didn’t play well
12%
Willingness to Spend
4+ Hours at the Course
73%
60%
38%
Other
Best
Customers Golfers
Source:Golf 20/20
Former
Golfers
Emphasize Ball Striking
When Teaching and Help Forge Playing
Partnerships
Factors Influencing
Enjoyment of Golf
Ball Striking
Golf’s Best
Customers
29%
2
Playing Partners
19%
3
Course Conditions
9%
4
Score
8%
5
Exercise
8%
6
Course Aesthetics
9%
7
Weather
9%
8
Competition
5%
9
Treatment from Staff
4%
Rank
1
Source:Golf 20/20
100%
Opportunities for Industry Growth
– Focus on Growing Best Customers
Best Customers
Other Golfers
Former Golfers
35%
31%
28%
19%
Ball Striking
21%
23%
Playing Partners
Consider Lowering Costs
For Beginners
Too
Expensive
$117
$59
Getting
Expensive
$55
Good Value
$35
Source:Golf 20/20
$36
Best
Customers
$24
Prospective
Golfers
Continue to Fuel Junior Programs
There is strong evidence to suggest that junior programs
really pay off in the long run.
18 – 34 yr olds
who started playing
golf as a junior
Average
Rounds Played
Average Household
Spending/ Year
Source:Golf 20/20
Not Exposed
to a Structured
Program
Exposed
to a Structured
Program
12
19
58%
Increase
71%
Increase
$608
$1,041
Promote Learning
Percent Likely To Participate in
Link Up 2 Golf
46%
36%
Best
Customers
Source:Golf 20/20
Best
Prospects
Target Women
Men
Women
75%
25%
Best
Customers
65%
35%
Best
Prospects
4.2
Million
Female
Best
Prospect
s
Recognize Best Customer Potential
In All Groups
All
Golfers
Women
Golfers
Minority
Golfers
Best
Customers
40%
42%
35%
Other
Golfers
60%
58%
65%
Dr. Joe Beditz
President
National Golf Foundation
Key Thoughts
Leading Into Monday
and Tuesday
Final Remarks
• The stability of the golf industry is stronger
than other industries given the 40/80 rule.
• We have as many potential best customers
as we do current best customers – and we
can find them.
• Best customers can be created quickly and
the keys are ball striking and playing
partners.
• The industry should target prospects with
efficient market level strategies.
Final Remarks (cont.)
• Women are an important target group – there are
more female best customer prospects than female
best customers.
• Affordability is the key to attracting new players.
• Time is the key to retaining players.
• For long term growth, there is nothing more
important than introducing kids to the game
through structured junior programs.
• The Link Up 2 Golf concept is well received,
favorably priced, and represents a good tool for
recruiting both short term and long term growth
prospects.
MONDAY
Ruffin Beckwith
Senior Vice President
World Golf Foundation
Alternative
Facilities
Mike Hurdzan
Hurdzan and Fry
Golf Course Design
Alternative Facilities:
What Are They?
• Golf Ranges
• Par Three Courses
• Pitch & Putt Courses
• Executive Courses
• Courses of Non-traditional Hole
Configuration
Alternative Facilities:
What Do They Mean to the Industry?
• Lots of Theories, Not Many Facts
Alternative Facilities:
2001 Objectives
• Quantify How Many Alternative
Facilities There Are
• Determine the Qualities That Make
For Successful Alternative Facilities
• Examine the Relationship Between
Traditional and Alternative Facilities
• Determine Consumer Attitudes
Toward Alternative Facilities
Alternative Facilities:
Today We’ll Learn the Results of Our
Research From...
• Dr. Peter Melvin, Sportometrics, on
the facilities side
• Jim O’Hara, NGF, on the
consumer side
Peter Melvin PH.D.
Bobby McCormick PH.D.
Sportometrics
Alternative Golf Facilities Study
GOLF 20/20 commissioned Sportometrics to
perform research on alternative golf facilities
• Build an Alternative Golf Facilities Database
• Determine successful features of
alternative facilities
• Analyze the relationship between alternative
and traditional facilities
Golf 20/20 Alternative Golf
Facilities Database
Database created by compiling data from the
multiple data sources and eliminating duplicates
• Golf Digest
• Golf Magazine
• Golf Range Association of America
• National Golf Foundation
• United States Golf Association
Golf 20/20 Alternative Golf
Facilities Database
• 5,542 alternative golf facilities in the United
States
• 5,312 alternative golf facilities open to the
public, excluding military and private
• 30.1 percent of all golf facilities in the
United States are alternative; half are
stand-alone golf ranges; and the other half
have golf holes
Alternative Golf Facilities
Par 3s
30%
Executives
16%
Pitch &
Putts
3%
Other
1%
Golf
Ranges
50%
Green Fees, Rounds and
Age at Alternatives
• The average 18-hole Weekend Green Fee
is $16.25
• 28,920 average annual rounds played
• 92 rounds per day on average
• The average facility is 25.3 years old
Success at Alternatives
• Golfers prefer newer and longer
alternative facilities
• Golfers pay and play more at facilities with
ranges
• Golfers pay more for facilities that accept
tee times
• Golfers pay more for facilities with a
beverage cart, snack bar, and restaurant
Success at Alternatives
• Golfers pay more at facilities with a full bar
• Golfers pay more for a facility with a dress
code requiring a collared shirt and not
allowing denim
• Fees and average rounds per day are higher
in regions where courses are closed some
portion of the year because of weather.
However, total rounds per year are higher in
warm climate regions where clubs are open
more days.
Relation of Alternative and
Traditional Facilities
Green fees and rounds are higher at traditional
courses with lots of alternatives in close proximity
Green fees and rounds at alternatives are higher
where there are more traditional facilities
Alternative and traditional facilities are
complements, companions, and both components
of a thriving golf market
Impact on Green Fees at Alternative
Facilities Located in Dense TraditionalCourse Area
$17.20
$17.00
$16.80
$16.60
$16.40
$16.20
$16.00
$15.80
$15.60
Average 18-Hole
Weekend Green Fee at
Alternative Facilities
Green Fee with Above
Average Number of
Traditionals in Area
Impact on Rounds at Alternative
Facilities Located in Dense TraditionalCourse Area
110
105
100
95
90
85
Average Rounds Per Day Rounds per Day with
at Alternative Facilities Above Average Number
of Traditionals in Area
Conclusions
• Alternative Golf Facilities are part of the overall
golf market and golfing experience
• The presence of Alternatives both aids and
is aided by proximity to traditional
18-hole layouts
• Overall Success of Golf should not
exclude the important role played by
Alternative Facilities
Jim O’Hara
Vice President, Research
National Golf Foundation
Objectives
• Participation at Alternative Facilities
was studied to answer the following
key questions:
– Who plays at alternative facilities?
– Why do golfers choose alternative
facilities?
– Are alternative facilities a stepping
stone for beginner golfers?
Who Plays At Alternative
Facilities?
Regulation Course Players Comprise the
Majority of Alternative Facility Participation
2.6
1.7
1.5
Juniors
Additional
Golfers
Golf’s Best
Customers
Exclusive
Alternative
Facility
Users
6.7 Million
Adult
Regulation
Course
Golfers
9.9
Millions of Participants
4.1
Total
Alternative
Facility
Participants
And Golf’s Best Customers Are Also Best
Customers at Alternative Facilities
Rounds Played at Alternative
Facilities
Junior Golfers
3%
55%
Exclusive Alternative
25%
Remaining Customers
17%
Source:Golf 20/20
Best Customers
However, The Majority of Regulation Course
Players Do Not Play at Alternative Facilities
% of Golfers Who Have Played at an Alternative Facility in the
Past 12 Months
Golf’s Best
Customers
Additional
Golfers
Junior
Golfers
Source:Golf 20/20
26%
27%
38%
And Few of Best Customer Rounds
Are Played at Alternative Facilities
Rounds Played by Best Customers
Alternative 6%
Regulation
94%
Source:Golf 20/20
Why Do Golfers Choose
Alternative Facilities?
Best Customers Use Alternative Facilities
As A Practice Venue
Top Reasons to Play
Alternative Facilities
Golf’s Best Customers
Exclusive Alternative
Facility Users
Good Place to Practice My
Short Game (64%)
Less Expensive than a
Regulation Course (60%)
Takes Less Time than a
Regulation Course (43%)
Easy to Get a Tee Time (50%)
Easy To Get a Tee Time (36%)
Good Place to Practice My
Short Game (40%)
Less Expensive than a
Regulation Course (31%)
Takes Less Time than a
Regulation Course (36%)
Source:Golf 20/20
Are Alternative Facilities a
Stepping Stone for
Beginner Golfers?
Alternative Facilities Are An Integral Part of
Beginner Rounds When Readily Available
Total Rounds Played
Alternative
Regulation
3
11
2
9
2
8
16
12
11
8
7
4
1999
2000
2001
Beginners with Alternative
Supply (w/in 15 miles)
Source:Golf 20/20
1999
2000
2001
Beginners w/o
Alternative Supply
Summary
Summary
• Regulation course players comprise the majority of
Alternative Facility participation, and golf’s Best
Customers are also Best Customers at Alternative
Facilities.
• However, the majority of Regulation Course players do
not play at Alternative Facilities, and few of Best
Customer rounds are played at Alternative Facilities.
• Alternative Facilities are largely a practice venue for
Best Customers, but are an integral part of rounds from
beginner golfers when they are readily available.
Summary (cont.)
•
The consumer research does seem to suggest that
Alternative Facilities are largely a compliment to regulation
facilities, particularly for Best Customers:
• Best customers play Alternative Facilities when they
are practicing their short game or when they don’t
have the time for a full round at a regulation facility
• Few are playing because of the higher expense or
lack of availability relative to regulation facilities
•
This may suggest that play at Alternative facilities would have
been a range visit or some other non-golf activity if the
Alternative Facility were not present.
Mike Hurdzan
Hurdzan and Fry
Golf Course Design
ALTERNATIVE FACILITIES: ASSUMPTIONS
That all participants in the Alternative Facility
breakout sessions:
• Endorse and support the GOLF 20/20 mission of
growing the game.
• Accept the new research as valid and a foundation
for ongoing thinking.
• Will focus on developing recommendations based
on the following questions, or others with equal
merit.
ALTERNATIVE FACILITIES: QUESTIONS
• Do we have enough information on alternative
facilities? Is any other research or data
needed?
• How can alternative and regulation facilities
specifically work together to meet their
separate but overlapping business objectives?
• How can alternative facilities play a more
meaningful and functional role at the following
levels:
– Entry
– Junior
– Practice/Improvement – Retention
– Family
– Other
ALTERNATIVE FACILITIES: QUESTIONS
• Should a special player development
program be developed for alternative
facilities? If so, what does it look like and
how should it be implemented?
• Are alternative facilities appropriately
represented within the industry and are
they aligned with the issues facing the
game? If not, how do we address this
issue?
Junior Golf
• Adults 19-34 who were exposed to
golf through a structured program are
playing 50% more rounds and
spending over 70% more on fees and
equipment compared to those who
were exposed to the game but not
through a structured program.
Junior Golf
• Of every 10 kids exposed to the game
through a structured program, six will
become active adult golfers. Of every
10 kids exposed but not through a
structured program, three will become
active adult golfers.
David Fay
USGA Executive Director
GOLF 20/20 Executive Board
Jessica Turnwald
USGA Foundation
GOLF 20/20 Junior Initiative
Communications Objectives:
• Quantify the scope of junior golf
in this country
• Establish communication
mechanisms that will enable and
engage kids, their parents, and
program administrators
• Impact more kids through golf
GOLF 20/20 Junior Initiative
Strategies:
• Develop, promote and maintain a master
database of all junior programs in the U.S.
• Develop and maintain a global junior golf
website hosting the searchable database and
featuring content for kids, parents and
program administrators
• Facilitate local/regional “summit” meetings for
junior golf communities
GOLF 20/20 Junior Initiative
Progress Reports:
• The Website
– Developing a Brand/Logo
– Virtual Tour of the Site
– Phases
• Junior Golf Summits
– Sites
– Successes
GOLF 20/20 Junior Initiative
GOLF 20/20 Junior Initiative
Developing a Brand/Logo:
• Family of logos
• Stand-alone figure
• Consistency of fonts
• Dynamic personality
• Versatility of character
GOLF 20/20 Junior Initiative
Phases:
• Phase One - “November 12th Launch”
– Development of Database
– Registering Programs
– Exhibiting Content Potential
• Phase Two and beyond
– Content Buildup
– Kid-Friendly
– Creative Interactions
GOLF 20/20 Junior Initiative
Junior Golf Summit Sites:
• Philadelphia: November 2000
• Monterey County: March 2001
• North Florida (Ponte Vedra): July 28th
• Southern California (LA): October 4th
• Southwest (Albuquerque): October 20th
• Texas (Ft. Worth): November 8th
• Massachusetts (Boston): November 17th
GOLF 20/20 Junior Initiative
Junior Golf Summit Successes:
• Positive Media Coverage
• Distribution of Resources
• Collaborative Communication
• Displays of Organizational Leadership
• Sharing of “Best Practices”
• Follow-up and Action
• It’s Beyond Junior Golf, It’s about Community
GOLF 20/20 Junior Initiative
Overall Needs Going Forward:
• Widespread communication and content
support of industry
• Support of state golf associations, PGA
sections, etc. in getting programs online
to register
• Promotion from within the industry
• Continued vision and new alliances
David Shapiro
USGA Foundation
GOLF 20/20 Junior Initiative
Breakout Session Objectives:
• Inclusion of all kids
• How to enhance current efforts
• Multi-lateral expansion of current efforts
• Future issues to be addressed
• Need for action-oriented input and
clear responsibilities
GOLF 20/20 Junior Initiative
Breakout Session Philosophy:
• Emphasis is on objectives
not affiliations
• Taking stock of where we are and
where we have the ability to go
• Seizing a unique opportunity to hear
all voices and to collaborate
GOLF 20/20 Junior Initiative
Breakout Session Agenda:
• Reaction to Current Junior Initiatives
– Website Review
– Summits
• New Concepts for Junior Initiatives
Joe Louis Barrow, Jr.
National Director, The First Tee
Senior Vice President,
World Golf Foundation
Oversight Committee
Honorary Chairman
President George Bush
Jim L. Awtrey
Judy Bell
Timothy W. Finchem
James H.
Armstrong
Ty M. Votaw
Public Sector Partnerships
• National Association of County Officials
• National League of Cities
• National Recreation & Park Association
• US Bureau of Land Management
• US Conference of Mayors
• US Department of Housing & Urban Development
• US Drug Enforcement Administration
• White House Office of Drug Policy
• Local Housing Authorities
• Local School Districts
Allied Partnerships
•
•
•
•
•
•
•
•
•
American Junior Golf Association
American Society of Golf Course Architects
Golf Course Builders Association of America
Golf Course Superintendents
Association of America
National Golf Course Owners
Association of America
National Golf Foundation
National Minority Golf Foundation
National Minority Junior Golf Scholarship
Foundation
Tiger Woods Foundation
Youth Service Partnerships
• Police Athletic League
• Boys & Girls Clubs of America
• YMCA of the U.S.A.
• Goodwill Industries
Official Suppliers
• Callaway Golf
• Club Car Inc.
• Coastal Netting and Steel Pole
Company
• Eagle One Golf Products
• Electronic Arts
• Greensmix
• Kohler Company
Official Suppliers
• Lesco, Inc.
• PGA TOUR Design Services, Inc.
• Piganato Group
• Pursell Technologies
• Redden Nets
• Simplot Turf and Horticulture
• Spalding Worldwide
• Standard Golf Company
Official Suppliers
• SynchroFlo
• TaylorMade-adidas
• The St. Paul Companies
• The Toro Company
• THOR GUARD Inc.
• Titleist Footjoy Worldwide
• TourTurf
• Wittek Golf Supply Company
Topics
• First Step of Phase II
• Life Skills and Golf Experience
• Facility Development
• Chapter Services
• Resource Development
• Communications
Mission Statement
• To impact the lives of young people
around the world by creating
affordable and accessible golf
facilities to primarily serve those who
have not previously had exposure to
the game and its positive values.
Phase II Goals
• 500,000 Young People
• 250 Facilities
• 500 Affiliates
The First Tee
PARTICIPATION
500
400
500
300
325
200
185
100
0
100
20
50
30
50
2000
2001
2002
Annual
140
175
85
2003
2004
Cumulative
(Thousands)
2005
The First Tee
FACILITY DEVELOPMENT
250
200
150
250
210
170
100
130
90
*Estimated
50
by year-end
*
50
40
40
40
40
40
2000
2001
2002
2003
2004
2005
0
Annual
Cumulative
The First Tee
AFFILIATES
500
400
500
300
350
200
225
125
100
0
75
100
2002
2003
50
125
150
2004
2005
0
2000
2001
Annual
Cumulative
Youth Participation (2005)
(Thousands)
800
700
600
500
534
400
364
300
200
34
100
134
20
84
64
2000
2001
0
Annual
224
140
170
50
90
2002
2003
2004
2005
Cumulative
Increase Over Projected Goal
Facility Development (2005)
250
200
250
150
4
100
205
135
170
44
50
35
35
45
2001
2002
2003
2004
2005
85
50
41
0
2000
Annual
Cumulative
Increase Over Projected Goal
Affiliates (2005)
750
650
550
450
524
350
374
250
249
24
149
0
74
75
100
125
150
2000
2001
2002
2003
2004
2005
150
50
-50
Annual
Cumulative
Increase Over Projected Goal
National Association
Accomplishments
Life Skills & Golf Experience
Life Skills & Golf Experience
• Chapters have embraced the Life Skills program as
a key component of The First Tee
• Regional Life Skills training sessions were attended
by 90% of The First Tee chapters contracted as of
April 1, 2001
• Par and Birdie level materials including Instructor
workbooks, summary cards for volunteers and
yardage books for students were successfully
utilized
• 100 students and 30 site leaders participated in The
First Tee 2nd Annual National Academy
Facility Development
Facility Development
• Regionally located Development Directors are now
working closely in local communities
• Local chapters helped to open 44 new facilities
in 2001
• Local chapters have created 74 new affiliate
relationships
• Changing chapter needs accommodated through
newly created operating grants and disbursement
guidelines
• Newly formed chapters are being guided by
prototype designs
Regional Development Directors
Leon
Gilmore
Western Region
Mountain Region
Midwest Region
Northeast Region
Southeast Region
Mark
Lowry
Henry
Sandles
Jennifer
Wollman
CH
Swan
Snapshot of Information
Facility Profiles
• 78 offering The First Tee experience
• 53% are attached
• 47% are stand alone
Facility Configuration
•
•
•
•
•
•
18% of total are 3 hole
13% of total are 6 hole
45% of total are 9 hole
12% of total are 9+ hole
8% of total are 18 hole
5% of total are other
Snapshot of Information
Another Look
• 76% of total are 3-9 hole
• 87% of total are 3-9+ hole
The First Tee is offering an
alternative golf experience
Snapshot of Information
Chapter Finances
• 59% of the total revenue is created
from donations, contributions, grants,
etc.
• $310,000 is the average revenue
produced
• $375,000 is the average expense
utilized at the facilities
Snapshot of Information
Rounds Utilization
• On average total rounds played at
each facility were approximately
18,000
• 32% of the 18,000 were accounted for
as The First Tee or youth rounds
Chapter Services
• Facilities are utilizing the
Participant Database
• Chapters are tracking participants
• The First Tee Card is being issued
• Chapters are utilizing digital cameras to
capture participant pictures
• The First Tee clubs and balls are in play
• Chapters will benefit from operational and
comparative data being collected
Snapshot of Information
Participant Database and Profile
• Distributed 48 computers
• 58% are transmitting data
• 5,139 The First Tee black and white
cards were issued
• 1,330 color photo cards were issued
• 6,469 total cards issued
• 78 facilities/chapters received
clubs and balls
Snapshot of Information
Participant Database and Profile
• 64,000 young people were exposed to
the game through The First Tee
• 6,347 are registered in the
participant database
Snapshot of Information
2,555 reported information on gender
• 71% were male
• 29% were female
Snapshot of Information
2,877 Reported Information on Ethnicity
• 46% were Caucasian
• 19% were African American
• 15% were Hispanic American
• 9% were Asian American
• .001% were Pacific Islander
• 11% chose not to discuss
Snapshot of Information
3,220 Report Program Participation
as Follows:
• 74%
Pre-par
• 24%
Par
• 2%
Birdie
• .0003%
Eagle
Allocation of National Resources
6%
Chapter Development
30%
Chapter
Programs
& Services
14%
Admin./Fundraising
50%
Chapter
Grants
Communications
Communications
• Refined a consistent message for
the organization
• Awareness of The First Tee among golf
fans reaching 45% and 95% of those had a
favorable opinion
• Defined 9 core values of The First Tee
• Opened The Learning Curve
• Converted website to FrontPage format
• Created new informational brochure
• Publishing our 1st Annual Report
Impact
Impact
• The lives of the young people
participating in The First Tee
• The communities and leaders that
have embraced The First Tee
• The partnerships that have been
created to make The First Tee
a reality
Partner
• Government
• Private Sector
• Youth Service Agencies
• Existing Golf Organizations
Develop
• Affordable and Accessible
Golf Facilities
• The Full Potential of
Young People
VALUE
David Pillsbury
Co-CEO
American Golf Corporation
Will Mann
Honorary Past President
PGA of America
Gary Stevenson
OnSport
Timeline
• November ’00: Discussed at 20/20 Conference
• February ’01: Raleigh area selected for pilot
• March – May: Materials developed; meetings
with Will Mann and area facilities
• May 1: OnSport hired to execute program
• May 15: Facility selection finalized
• June 4:
– PGA of America conducts
“Instructor Orientation”
– Link Up 2 Golf announced to the press
and general public
• June 19: First Class
Program Objectives
• Can we attract and retain golfers?
• Will the program work at different types
of golf facilities?
• Is the program designed properly?
• What is the most effective way to market
the program?
• What is the most efficient way to expand?
• What does it cost to acquire a new golfer?
Program Design
• Provide an opportunity for new, infrequent, or former
golfers to become engaged (or re-engaged) in golf.
• Reduce factors which restrict or constrain participation:
– Provide a low-cost introduction to the game
– Create a comfortable environment by offering
a relaxed, supportive learning experience
– Introduce new players to other new players
– Create a smooth transition from the range to
the course
– Provide ongoing opportunities to play in a
non-intimidating environment
Program Components
• $199 (rental equipment included)
• Orientation for new players (optional)
• Facility tour and course review
• Six hours of instruction, including basic
fundamentals of the golf swing and short game
• Five rounds of golf
• Range balls
Facilities
• Two golf ranges
• Five Public/Semi-private
– Two central to population centers
– Three sites more remote
• One private club
Research
• Registration Form
– Database
• Application Form
– Attitudinal/Demographic/
Golf Interest
• Satisfaction Survey
– Expectations/Satisfaction
• Facility Survey
– Program Design
• Instructor Survey
– Program Design
Marketing
• Call Center and Website launched
• Print and radio advertising
• Direct Sales
• Flex funds
• Public relations and celebrity
involvement
• Special events
(New Golfer Day, Tournaments)
Results
6/15 – 9/15
PARTICIPATION
Level of Facility Involvement
• During the three-month test,
334 participants at eight facilities
– Four facilities more than
50 participants each
– Two facilities
30 to 50 participants each
– Two facilities less than
10 participants each
PARTICIPATION
Participant Profile
• 20% never played golf
• 17% have only hit balls at a range
• 25% only played a few times in their lives
• 37% hardly ever read about or watch golf
• 34% never watch tournament golf
• 75% with income $25k - $100k
• 90% college grads, 40% of those
graduate degrees
• 61% of participants are female
PARTICIPATION
Why Did They Participate?
I have always wanted to learn to play golf
76.3%
Because of the value of the program
9.5%
To improve my game
3.9%
To meet new people
3.4%
My spouse, family, and friends play
3.0%
For business reasons
2.2%
Other
1.7%
PARTICIPATION
Participant Feedback
• Level of comfort AT a golf facility
– Before LU2G:
60% somewhat or very uncomfortable
– After LU2G:
80% comfortable or very comfortable
• Level of comfort ON a golf course
– Before LU2G:
64% somewhat or very uncomfortable
– After LU2G:
63% comfortable or very comfortable
• 92% rate overall program value “Very Good or Excellent”
• 91.8% would highly recommend it to others
• 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 club
FACILITIES
Two Alternative Facilities
• Very active marketing the program
(37% of all participants)
– Enthusiastic from the beginning
– Conducted New Golfer Days
– Referred all lesson requests to the program
• Made own arrangements for the
five rounds of golf
• Sold one to two sets of clubs per class of eight
FACILITIES
Five Public/Semi-Private Facilities
• Varying degrees of enthusiasm
– One facility had 21% of total participant count
– Other four combined had 24% of the total
• Competing instruction programs
weakened interest
• Late start diminished effectiveness
• Success totally dependent upon the willingness
of the leadership
FACILITIES
Private Country Club
• Initial reluctance
• Late start; course under renovation
• Promotion targeted to non-playing members
– Put a blurb in newsletter
– Followed immediately by a mailer that was an
invitation to learn golf or get more engaged in
the game
• 62 total participants; couldn’t accommodate an
additional 40 (signed up for Spring ’02)
• Results will become one of the golf pros’
accomplishments in his annual report
FACILITIES
What They Said
• Price was right: Great value, Ample compensation
• Materials “very good”, but too much paperwork
• Scheduling is difficult, requires flexibility
• Call Center ineffective
• Need local Link Up 2 Golf liaison to
“keep us going”
• Would like to continue in the program - several will
do it “with or without you”
Instructor Feedback
• Overall satisfaction with program was
“Very good”
• All instructors expect additional lessons
to graduates
• 80% of instructors expect to sell equipment to
graduates: instructors estimate 25% of participants
will buy clubs
• The ideal lesson size is six per group, not eight
• Difficult to get new golfers confident enough
to play in four 90-minute lessons
MARKETING
Source Of LU2G Information
38%
Heard about it from someone they knew
18%
Newspaper or magazine
17%
At the golf facility
18%
Other sources (TV news, company
e-mailer, door-to-door, brochure drop,
speeches, etc )
8%
Radio ad
MARKETING
What Worked
• Direct mail impact at private club
– 950 pieces, 62 signed up (40 more deferred to spring)
• Celebrity involvement for PR (Immediate attention from media)
• Direct sales
– Corporations
– Executive Women’s Golf Association
– Rotary Clubs
– Municipal recreation centers
– Restaurants
• Flex-fund and Special Events
– New Golfer Day: three different locations,
approx. 130 attended, 28 signed up for the program
– Tournaments: five scheduled, three occurred, 100+ Golfers
MARKETING
What Didn’t Work
• Advertising: Print and radio were
helpful but inefficient.
• Publicity: It is not a news story without
celebrity involvement.
Future Considerations
Program Design Issues
• Assess the opportunity to offer a stratified
learning progression (novice, beginner,
intermediate) where participants enter at
their level of comfort
• Start earlier in the Spring
• Orientation should be mandatory
• Pricing may vary at different types
of facilities
• Participants want more information on how
to purchase equipment as part
of the program
Facilities
• Facilities should be selected to participate
after an application process rather
than recruited
• There seems to be a significant latent
demand at family-oriented private clubs
• There is a significant interest in building this
program at military golf facilities, such as 80
Air Force facilities
• Link Up 2 Golf must make it “easy” for the
facilities to implement this program
Marketing
• The entire marketing plan must be built
in cooperation with the selected facilities
and take advantage of their respective
strengths
• Link Up 2 Golf must provide collateral
materials and creative/placement of any
advertising that supports facilities’ marketing
plans
• Good old fashioned sales calls on group and
corporate business within a 15 mile radius of
facilities are important
What Next?
• Consider expanding via Link Up 2 Golf
clusters; take advantage of economies
of scale
• A cluster can be 48 facilities in a 200-mile
radius (six markets, eight facilities each)
• Local management is essential
– PGA/LPGA representation
– LU2G Management
• Execution
• Sales and marketing
What Next?
• Participating facilities should average 150
LU2G participants in calendar year
• Research and Economic modeling in 2002
– Cost of LU2G participant
– Retention rates
– Value of new golfer
LU2G Breakout
• What is the value of a new golfer?
• What should the structure of
Link Up 2 Golf be, going forward
• How should it expand?
• How can we implement the Private
Club model?
TUESDAY
See breakout results