Transcript 08 PowerPoint

2011 Annual Report
GGR Highlights 2011
Facility Information:
– 1,888 Get Golf Ready certified facilities
– 790 active facilities have reported 32,030 students
– Average of 40.5 students per facility (up from 31.9 last year)
– 94% of Engaged Facilities said they are likely to continue
offering the program
GGR Highlights 2011
Participant Information:
– Program met or exceeded expectations for 98% of participants
– 60% female
– 28% minority
– 65% enrolled alone, up significantly over the first year (53%)
– 42% never played golf before; 32% were lapsed golfers
GGR Highlights 2011
Participant Information:
– 78% continued to play/practice in their first year
– 77% continued to play/practice in their second year
– 63% continued to play/practice in their third year
And the Graduates are playing lots of golf…
Core golfers plays 8+ rounds per year
Avid Golfers play 25+ rounds per year
Engagement with the Game (2011)
Participation %
2011 Participants
2010 Participants
2009 Participants
2011
Average
Occasions*
First
Year
Average
Practice Range Visit
92%
92%
85%
11.5
13.4
12.9
9.1
8.6
Round(s) of Golf
91%
93%
90%
14.6
20.8
30.5
11.7
10.8
3.3
5.4
5.8
3.6
3.7
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--
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Lessons
31%
39%
43%
Equipment Purchase
79%
Apparel Purchase
75%
80%
75%
* Average occasions among those engaged in activity.
90%
88%
Return on Investment (ROI)
2009
2010
2011
# of Golfers Created
9,217
8,837
17,712
Avg. Golfer Spend
$895
$907
$984
Total Golfer Spend
$8.2 M
$8.0 M
$17.4 M
Golf
$3.8 M
$4.4 M
$8.6 M
Food/Beverage
$0.8 M
$0.9 M
$2.2 M
Equipment/Apparel
$3.6 M
$2.7 M
$6.6 M
GGR Investment
$750,000
$650,000
$575,000
Total GGR ROI
$11 : $1
$12 : $1
$30 : $1
Cumulative Return on Investment
2009
Cum.
2010
2011
Cum
Cum.
# of Golfers Created
9,217
18,054
35,766
Total Golfer Spend
$8.2 M
$20.8 M
$61.3 M*
Golf
$3.8 M
$12.8 M
$34.8 M*
Food/Beverage
$0.8 M
$0.9 M
$7.9 M*
Equipment/Apparel
$3.6 M
$7.1 M
$18.6 M*
GGR Investment
$750,000
$1.4 M
$2.0 M
Total GGR ROI
$11 : $1
$15 : $1
$31 : $1
* Includes spending in Year 2 & Year 3 by first and second year participants.
Total = $26.8 M; Golf = $18.0 M; Food/Beverage = $3.1 M; Equipment/Apparel = $5.7 M
New Golfers are Consumers!
Among Get Golf Ready participants who
completed the program and continued to play
What GGR New Golfers
Spend in the First Year
Average
Spend
Range Fees
$91
Greens Fees – Play Golf
$330
Food & Beverage
$125
Additional Lessons
$64
Equipment Purchases
$248
Apparel Purchases
$126
Total Spend for Each New Golfer
$984
(not including $99 GGR Fee)
8
New Golfers are
Great for Facility Business!
# of Get Golf Ready Graduates
30
50
Per Student Revenue
$99
$99
$2,970
$4950
23
39
$984
$984
$22,632
$38,376
$25,602
$43,326
GGR Program Revenue
GGR Graduates who are Retained Continue Playing
Golf (78%)
Average Spend for Each Retained Golfer (Not
including $99 GGR Program Fee)
New Golfer Spending (Not including $99 GGR
Program Fee)
Total Spend From New Golfers
More that $25,000 from
30 Get Golf Ready Participants!
Individual Contributor ROI (Illustrative)
Since Program Inception in 2009
Overall Equipment Spend from GGR
$18.6 M
Contributor Market Share (Blended)
10%
Contributor Revenue (Retail)
Retail to Wholesale Conversion
Contributor Revenue (Wholesale)
Contributor Gross Margin %
$1.9 M
70%
$1.3 M
35%
Contributor Gross Margin
$456,000
GGR Investment
$100,000
Individual Contributor ROI
$4.6 : $1
Get Golf Ready Projections
Get Golf Ready Facility Projection Summary 2011-2017
2011
2012
2013
2014
Registered Facilities Added
1,000
1,750
2,500
3,250
Total Retained Golfers per Year *
40,000
70,000
100,000
130,000
Total Rounds of Golf per Year
440,000
770,000
1,100,000
1,430,000
Total Annual Spending
$36,000,000
$63,000,000
$90,000,000
$117,000,000
2015
2016
2017
Registered Facilities Added
4,000
4,500
5,000
Total Retained Golfers per Year *
160,000
180,000
200,000
Total Rounds of Golf per Year
1,760,000
1,980,000
2,200,000
Total Annual Spending
$144,000,000
$162,000,000
$180,000,000
Assumptions: Avg of 50 students per facility, Retention rate is 80%,
Annual rounds ar 11, Annual avg spend is $900
Interesting Feedback
Suggested Changes/Improvements
(Consistent with previous years)
•
More on-course time during program (top mention)
•
Follow-up group lessons - many participants don’t feel they're ready to play on
their own yet or ready to invest in private lessons.
•
Round of golf with an instructor - additional on-course instruction (even if
charged a fee), since they don’t feel ready to go out on the course on their own (or
with other beginners).
•
More post-lesson interaction with participants - organize groups or share
contact info so graduates can play with others at their skill level.
•
Split the class according to skill level (beginners versus those that are getting
back into the game).
•
Discounts for the range and course so they can practice during and after the
GGR program.
•
Offer hand-outs of the material covered in each lesson or a video of the lesson.
Continuing Playing Opportunities
Q. Does your facility offer continuing playing opportunities (such as graduate outings or leagues)?
How “Golf Ready” Are Participants?
(From 2010)
Top 3 Box % “Golf Readiness”
(0-10 scale; 10=Completely Ready)
Playing Golf (setting up, full swing, etc)
Basic Rules
6%
57%
Pre-GGR
11%
51%
Equipment Knowledge
13%
Comfort at Facility (what to do/where to go)
14%
55%
58%
Golf Etiquette
19%
Navigating the Course
18%
Operating Golf Car
Golf Terminology
Reserving Tee Times
Scoring Knowledge
Post-GGR
67%
57%
24%
19%
75%
56%
24%
29%
Sorted in descending order by percentage change (pre vs. post)
67%
59%
Reasons For Not Continuing To Play
Lack of time/ other interests
50%
Lack of playing partners/
opportunities
37%
Lack of skill/ intimidating/ game too
hard
37%
Weather/poor weather
24%
Money/too expensive
13%
Health-related reasons
13%
No longer interested
6%
Manageable
Q. What is the main reason(s) that you haven’t continued to play golf? (Multi-response)
Who Should Be Responsible for
Creating New Golfers?
Among Get Golf Ready Coordinators
Teaching professionals
59%
Facility operators
51%
PGA of America
29%
USGA
19%
WGF (Golf 20/20)
8%
PGA TOUR
5%
Golf media
5%
Manufacturers
2%
Q. Who do you think should be most responsible for creating new golfers? (Select up to two)