Transcript The First Tee

Paul Metzler
Director of Consumer Marketing and Player Development
PGA of America
2003 Objectives
• Expansion of Link Up 2 Golf program
• Update Link Up 2 Golf graduate
retention statistics among 2002 students
• Identify critical issues for continued
program success
Expansion of LU2G in 2003
• Promoted program participation to LPGA,
NGCOA, GRAA and PGA member facilities
• Original goals for 2003 were to launch LU2G
at 120 host sites in 34 markets
• Currently enlisted 214 facilities in 107 markets
to serve as host sites
• Conducting ongoing education and training
seminars for host locations
Expansion of LU2G in 2003
Number of LU2G Host Facilities & Markets
250
Enlisted Facility Markets
Active Facility Markets
Facilities - Enlisted
Facilities - Active
200
150
100
100
51
114
50
9
1
7
42
56
0
Totals:
9
1
2001
42
7
2002
214
107
2003
Expansion of LU2G in 2003
Students of LU2G Host Facilities
2,960
3,000
2,500
2,000
1,200
1,500
1,000
302
500
2001
2002
2003 Projected
2002 Graduate Retention Study
• Conducted survey among LU2G graduates
from 2002 utilizing direct mail, online and
telephone survey
• Based on responses from 324 participants,
results bode well for the program and
demonstrate the program’s impact on growing
rounds, retaining golfers and increasing
revenues
2002 Graduate Retention Study
• 75% of New Golfers and 100% of Existing
Golfers are still in the game 1 year later
(combined 82% retention)
• New golfers spent $885 on golf and played 13
rounds in 12 months following Link Up 2 Golf
• Existing golfers spent $1198 on golf and
increased their play by 15 rounds
Avg. Spending on Golf Per Year
73% of Retained Golfers
Golfer Retention Rate (1+ rounds)
Green/Cart Fees (65% 9-hole rounds)
Additional Instruction
Golf Equipment & Merchandise
Food & Beverage
Total
New Golfers
75%
$379
$34
$350
$122
$885
Avg. Spending on Golf Per Year
27% of Retained Golfers
Golfer Retention Rate
Green/Cart Fees (56% 9-hole rounds)
Additional Instruction
Golf Equipment & Merchandise
Food & Beverage
Total
Existing Golfers
100%
$616
$58
$308
$216
$1,198
Retained Golfers 2001 vs. 2002
Key Statistics
2001
2002
% Increase
Rounds-New Golfers
9
13
44%
Rounds-Existing Golfers
19
22
16%
$688
$885
29%
$1,096
$1,198
9%
Spending-New Golfers
Spending-Exisiting Golfers
2003 LU2G Revenue Projection
# Participants/Facility (Active Top 50%)
Participant Retention Rate
# Retained Participants/Facility
44
82%
36
12-Month Trailing Revenues:
Retained New Golfers (26 part.)
$23,010
Retained Existing Golfer (10 part.)
$11,980
Program Fees ($149 x 44 participants)
$ 6,556
Total Revenues Generated By Facility
$41,546
What We’ve Learned in 2003
• Most desirable time to launch the program for a
majority of sites is late March through April
• Those who begin PR efforts at the local level months
in advance of programs do better
• Operators who utilize national web site for marketing
resources, promotion and customer management
attract and retain more participants
• Local print coverage is more likely to occur when the
story is combined with other golf related stories
What We’ve Learned in 2003
• Clinics marketed to niche groups (families,
couples, women, seniors) were well-received
• Continual facility follow-up is essential for
retention
• LU2G host site and student feedback show
desire for next-step programs
• Considerable number of like programs being
conducted in the market place that achieve
similar goals
What We’ve Learned in 2003
Net Results:
• LU2G curriculum is well-received by host
facilities and students alike
• Those who proactively marketed to, and followed
up with students have seen best overall results