DAVID PILLSBURY

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(No Transcript)
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DAVID PILLSBURY

• CO-CEO,American Golf Corporation
• Link Up 2 Golf

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LINK UP 2 GOLF

• Working title for a national player development
  concept
• Mission is to connect people to the game more
  effectively
• Address both attraction and retention
• Reduce or eliminate barriers that prevent initial
  contact and turn people away

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LINK UP 2 GOLF
Attraction

• Make it easier for people to take that first step
• Appeal to new players, former players and
  infrequent players
• Utilize the promotional power of the collective
  golf community
• Match location with demand

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LINK UP 2 GOLF
(Continued)
Retention

• Make it more difficult for people to leave the
  game
• Establish a more solid emotional connection
• Utilize special play days for beginners, women,
  kids, etc.
• Employ more flexible pricing and
  playing-frequency programs

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HOW WE GOT HERE

• Research indicates how critical the initial
  experience is to retaining players
• McKinsey study emphasizes the need for an
  emotional connection
• 20/20 Steering Committee supported exploration of
  the concept
• Program design and implementation framework have
  been established
• Looking for different approaches and feedback

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TODAY WELL LOOK AT SEVERAL APPROACHES

• Women in Golf Week
• NIKE Golf Learning Centers
• NGCOA Get Linked. Play Golf.

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WOMEN IN GOLF WEEK

• Established six years ago
• Supported by public relations and sponsors
• Purpose Introduce women to the game
• Results 20,000 women and 138,000 for the Susan
  G. Komen Breast Cancer Foundation
• Why cant we do this as an industry?

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AMERICAN GOLF PLAYER DEVELOPMENT PROGRAM

• State of the Industry and the Business
• The Mission Create Golfers
• Based on Research Experience
• NIKE Partnership

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WHAT DOES A LEARNING CENTER LOOK LIKE?

• Golf for America Known as the place to learn
  guaranteed
• Yellow Brick Road of Golf
• Transition to play emphasis
• Professional marketing
• Standardized curriculum
• Financial and customer reporting
• Pros compensated for returning guests

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MORE SPECIFICALLY ...

• Attract new, former and existing players
• Variety of Products
• Professional Quality, value and confidence
• Managed
• Measured Results

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KEYS TO SUCCESS

• Attraction Products, promotion, grassroots,
  on-site, collateral
• Instruction Compensation, training, standards
• Retention Tracking, rewards, events,
  communication
• Management Measurement, accountability

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CURRENT ENVIRONMENT

• 40 Learning Centers
• Creating 1 new golfer per day, per facility
• Generating 80 additional rounds per month, per
  course
• Will generate over 25,000 incremental rounds in
  2000
• Employed over 75 PGA LPGA Professionals

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BENEFITS TO THE COURSE

• Creating new golfers
• Tracking of new golfers
• Increased revenue
• Zero cost

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Sunday Wrap-upSlides 16-19
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DAVID PILLSBURY

• CO-CEO,American Golf Corporation
• Link Up 2 Golf

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BREAKOUT 1 SUMMARY
National/Regional Program Ideas

• Develop a Uniform Entry System
• Program components
• Attraction
• Instruction/Orientation/Groups/Fun
• Equipment
• Transition to play fun, family/beginner,
  friendly, etc.
• Facility and program standards
• Tracking and measurement

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BREAKOUT 2 3 SUMMARY
Implementation/2001 Strategy

• Roles and responsibilities 20/20 actions steps
  2001
• Define program models
• Select pilot markets (research)
• Identify research/measurement plan
• Define budget/plan
• Secure program funding
• Identify execution/coordination strategy (how?)
• Pilot?