Roger Warren

President, PGA of America

Executive Summary

• • • • Since 2004, marketing initiatives generated 2.4 billion impressions valued at more than $39 million 6,000 facilities now hosting adult programs, a 25% increase over 2004 Record 122,000 lessons given in PGA Free Lesson Month Play Golf America Days expanded to 12 sites with more than 7,500 in attendance

Marketing

• Continued with PSAs themed “Golf Is Calling” – – – 2 new TV PSAs added focusing on family and women/couples TV, Print and Radio PSAs value at more than $8.5 million 100 PSAs ran during May to promote Free Lesson Month • Public Relations continues to grow – – 363 million impressions valued at more than $5.8 million • Print ads valued at $1 million appeared in August issues of Fortune, Money, Sports Illustrated and Golf Magazine, with a combined circulation of 20.6 million

PGA Free Lesson Month

140,000 120,000 100,000 80,000 60,000 40,000 20,000 0 1999 Total Lessons 35,834 2000 59,054 2001 72,492 2002 74,923 2003 78,483 2004 2005 92,185 122,160

• 38% increase in PGA Professional participation – 4,985 in 2004 to 6,889 in 2005 • 33% increase in lessons given this year

PGA Free Lesson Month

2005 Program Impact

Avg. # FLM students % purchasing tee times Avg. spending on golf fees % purchasing additional instruction Avg. spending on additional instruction % purchasing golf equipment Avg. spending on golf equipment Proj. total revenue generated by the Professional 18 33% $487 28% $177 10% $351 $4,417

Play Golf America Days

• Expanded to 12 Official Events in 9 different PGA Sections • Averaged 625 consumers per event, record 2200 at Haggin Oaks • • 400 PGA Professionals volunteered All sites supported by PING, Wilson, Cobra, MacGregor, Nike Golf and Callaway sponsors • Goal: Expand to all PGA Sections in 2006

2005 President’s Council

3,000 2,500 2,000 1,500 1,471 2,751 1,000 500 287

• •

0 YE 2003 YE 2004 YTD 10/05

87% Increase in annual 2005 President’s Council PGA Members qualify by hosting programs and reporting their results

PGA Sections

• • • • PGA Sections stepped up Play Golf America support “Play Golf”/“Golf Month” efforts in 12 Sections including Governor Proclamations Carolinas Section coordinated “August is Carolina’s Family Golf Month” Tennessee and Middle Atlantic: Targeted NFL teams for Free Lesson Promotion Regional web pages created and hosted on playgolfamerica.com

Online Resource Center

• • • • Expanded complimentary online access to golf’s allied associations New Best Practice resource Expanded offering of family golf program curriculums Creation of the Play Golf America League tool kit including alternative formats, marketing templates and sales tips

Web Site Registrant Profile

Gender:

Male Female 42% 58%

Race/Ethnicity

Caucasian Minority 76% 24%

Golf Experience

New Golfer 69% Existing Golfer 31%

Reasons Participating:

To Have Fun To Improve Family Motives Always Wanted to Learn Meet People

Existing Golfer Profile:

Occasional Core Avid 61% 55% 49% 46% 26% 22% 40% 37%

Post Program Participant Profile

Golfer Participation following Play Golf America Programs Retention Rate (still playing 1 year later) Avg. Rounds Played Prior to Programs Avg. Rounds Played 12 Months After Avg. Spending By Retained Golfers New Golfers 83% Existing Golfers 98% 0 17 $1,661 24 40 $4,024

Host Site Results

Group Instruction

Total Play Golf America Facilities Facilities Hosting Group Instruction Avg. # of Group Instruction Attendees Proj. Total Group Instruction Participants 2004 4,831 3,768 89 335,368 2005 6,043 4,006 139 556,905 Increase 25% 6% 56% 66%

2006 Initiatives

• • • Goal to expand Play Golf America Days to all PGA Sections Expand Women’s Golf Week (from 225 facilities to 500) Develop annual Play Golf America Calendar of events/ branded promotions to run throughout the year • • Continue to grow best practice content Conduct Play Golf America Conference at PGA Merchandise Show featuring grass-root Best Practices • Web site to serve as central industry resource for branded program content and registration for both consumers and host sites