Golf Australia Update

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Golf Australia Update
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WHERE GOLF AUSTRALIA WAS WHEN I BEGAN

• A lot of good things done since amalgamation
• GA structures had improved in many ways
• Looked at doing things differently
• Mens and Womens amalgamation was problem free
• A period of immense change painful
• Staff
• Equity
• Some fractured relationships

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THE KEY CHALLENGES

• Rebuild the equity
• Finance the Opens during very tough economic
  conditions
• Create a collective vision for the sport GA
  States working together understanding our roles
• New commercial strategy
• Addressing the decline in membership

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THE OPENS

• Important because they are a showcase for the
  sport
• Aim - Run at high standard showcase sport no
  financial cost
• Financial landscape
• Tough economic conditions
• Event company requirements
• Reluctance of O/S players to travel without

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MENS OPEN

• Very happy with 08 event
• Lot of publicity good bad
• TV deal expired ratings arent what we need
• No naming rights
• Good investment in O/S players
• Well supported by Aussie players
• Still a very good event but we need to change its
  trajectory holding ground in tough conditions

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ONE ASIA

• Opens up the possibility broadcast dollars
• New corporate partners
• Appealing for some players
• Appealing to ENSW
• Will take some time to gather momentum

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WOMENS OPEN

• Massive boost from the support from the Sandbelt
  clubs
• Very happy with this years event
• Would like more people attending
• Need a naming rights sponsor

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COLLECTIVE VISION FOR THE SPORT

• GA the Member Associations working closely
  together
• Collective strategic vision GA, MAs, Districts
  Clubs all aligned
• What are WE trying to achieve in Qld?
• GA focus on strategy, increasing resources,
  program review and innovation State focus on
  delivery, program review and innovation
• Finalisation of State Amalgamations
• Supporting rather than enforcing
• AGIC

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CURRENT TRENDS

• 3 annual membership decline not bad against 6
  overall for organised sport
• High water mark in 1998
• Still around 1 million participants
• Areas of weakness Juniors 7 - Women 22 -
  black hole 25 45 year olds

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CREATING A LINK WITH SOCIAL GOLFERS

• Strong need to build a link with non-club golfers
• High component of 25 45 year olds
• Invest back into the development of golf
• Builds the opportunity to increase their play and
  transition them to membership
• An official GA handicap?

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INCREASING MEMBERSHIP

• Social golfers are a ready made target group
• NZ Case study
• - Barriers
• - Strategies
• - Results
• Underweight markets

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JUNIORS

• Need a national development brand and entry point
  and ultimately program
• JV with PGA
• VGolf
• Need better data 50 of DOBs
• Better link with schools
• Need to raise profile

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WOMEN GIRLS

• We need to coordinate programs that are run
• Improved marketing program to women
• Nurture them through their early involvement
• Break down any antiquated culture
• More female pros, GMs and Committee members
• Concentrated program creating clusters for girls
• Aim to have clubs that have a minimum of 12 15
  junior girls instead of 1 or 2
• Better link with schools

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CAPITATION FEE INCREASE

• Yes the fee will double in 09/10
• Approximately 80 increase after insurance costs
• In real terms it is a small increase
• Had reduced in the previous three years
• Kept small rightly or wrongly by Aust Open
• GAs fees are small in comparison to other sports
  - range 0 (AFL) - 80 av 20

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KEY ISSUES- CAPITATION FEES

• Providing value for money
• Investing well into the sport
• Appropriate manner of operation
• Reduction of wastage and organisational costs

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OPERATING PHILOSOPHY

• Run the organisation lean
• Money into programs at local level
• Keep organisational costs at a minimum
• Sustainable growth
• Focus on participation and membership