Transcript TIM FINCHEM - Golf 20/20

AMERICA’S “WELCOME
TO GOLF” PROGRAM
Nancy Oliver
Link Up 2 Golf
Moderator:
Nancy Oliver
Link Up 2 Golf
Research:
Paul Metzler
PGA of America
Implications
Next Steps:
Anne Lyndrup
National Golf Course
Owners Assn.
Workshop Objectives
• Provide Brief Overview of Trends of New
and Infrequent Golfers
• Identify Most Critical Elements Needed
to Move Forward
• Discuss and Develop Recommendations
• Define Specific Next Steps for 2003
Based on Realistic Goals
Profile of Participants
• Response to Program
• Participant Feedback
• Future Challenges
2002 LU2G Participant
Gender vs. Age
15%
4%
Total Men = 33%
18%
Total Women = 67%
Men Under 30
Men 30-50
11%
Men Over 50
Women Under 30
44%
8%
Women 30-50
Women Over 50
Annual Household Income of
2002 LU2G Participant
50%
45%
47%
40%
Less than $25,000
35%
30%
34%
25%
$50,000 to $99,999
20%
$100,000 +
15%
17%
10%
5%
$25,000 to $49,999
3%
0%
1
2002 LU2G Experience Levels
4%
5%
New Golfers = 79%
I have never played golf before
12%
30%
I have only hit range balls
I played golf a few times in my life
Existing Golfers = 21%
I play 1 to 5 times a year
I play 6 to 10 times a year
I play more than 10 times a year
33%
16%
Reasons for Participating
in 2002 LU2G
To have fun
So I don't look foolish playing golf
To see if I like playing golf
For business reasons
Because someone I know has/is
participating in the program
Existing Golfers
New Golfers
To improve my game
A family member plays golf
Because the price of the
program is so affordable
To meet new people to play golf with
Because I have always wanted
to learn the game
0%
10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Trends of New Golfers
• Anticipated Frequency of Play
• Spending Habits
Trends of Existing Golfers
• Increased Frequency of Play
• Spending Habits
Retained Golfers from Raleigh
• Calculation of Retention Levels
• Profile of Retained Golfers
– New Golfers (62%)
– Existing Golfers (38%)
• Value of Step-by-Step
Incremental Advancement
Characteristics of Top Performers
• Enthusiastic Partnership of Owner, Operator,
Golf Professional and Staff
• Strong Market Presence
• Ability to Market Effectively
• Dedicated Teaching Professionals
Required Action in 2003
• Further Develop and Implement Retention
Programs at 2002 Sites
• Assess Retention Rates of 2002 Participants
• Develop Method for Site Selection
• Expand Website and Add Leadership Section
• Expand Training and Promotional Materials
Breakout Groups
• Method of Site Selection and Parameters
• Branding Issues
• Methods of Economical Marketing
• Determining Acceptable Acquisition Costs
• Improving Retention of New Golfers
1. Method of Site Selection
2. Branding Issues
3. Methods of Marketing
4. Acceptable Acquisition Costs
5. Improving Retention
Additional Recommendations
The Bottom Line
A rising tide lifts all boats.
As a stakeholder in the golf industry, are
you willing to help change the tides?