Women and Golf

1
Women and Golf
A national perspective

• Presented by
• Barbara Allan, CEO

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2
How information was gathered

• Random telephone survey among women who play golf
  once a month
  
• 32 states are represented
• Conducted in March 2005

3
Who was interviewed

• All play golf at least once a month, weather
  permitting
  
• All have played golf at private country clubs
• Nearly four in ten own a home in a residential
  golf and country club

4
The typical women golfer is over 55 and has a
100,000 income

• 82 are over 45 years old and 59 are over 55
  years old
  
• 65 are college educated, with 23 holding
  advanced degrees
  
• 22 have children under 18 years old living at
  home

5
Over three-quarters consider themselves casual
golfers
6
Women support junior golf programs

• Overall, half would like their club to allow
  parents time to play golf with their children
  
• Among those with children at home, over eight in
  ten would like this opportunity
  
• Over three-quarters feel their club is interested
  in including juniors in their golf program
  
• Interestingly, golfers without children at home
  are more certain their club supports junior
  programs than golfers who have children at home

7
Reducing costs and providing access are two ways
to expand junior programs

• Suggestions for strengthening junior programs
• Sponsor golf clubs in schools
• Establish mentoring programs
• Hold more junior tournaments with prizes
• Hold father/son and mother/daughter tournaments
• Provide juniors with used equipment
• Designate a junior pro to provide instruction

8
The home/golf course connection

• 42 selected their residential golfing community
  based on the quality of the golf course
  
• The selection of where to purchase was a joint
  decision for two-thirds, with 19 of the women
  being the primary decision maker
  
• 62 indicated the golf course was equally or more
  important in the decision to purchase

9
Women like challenging, but NOT too difficult
courses

• How women define difficult
• Water hazards, not too many and not too wide
• You have to cross the water to get to the
  second short and I waste a shot to lay up.
  
• Hills and sand traps, not an abundance of either
• The course is long and hilly.
• There are quite a few sand traps and I find it
  difficult to get out.

10
What determines a female friendly golf course

• Parity with men on the following
• Availability of tee times
• Lets women play anytime they want.
• Supportive pro and staff
• The pro takes as much interest in womens
  leagues as they do in the men.
  
• A pro that is receptive to women playing on his
  course.
  
• Womens tees
• The main thing is the placement of the tees.
• Should have ball washers on the womens tee.

11
One-third rate their locker room excellent, two
in ten rate it fair or poor

• Improvements women want to their locker rooms
• Casual sitting area
• Locker room attendants
• Shoe care services
• More lockers
• More showers

12
Women seem more satisfied with their clubhouse
than their golf course

• The clubhouse is the central component in womens
  involvement in the game of golf
  
• Friendly and welcoming
• It feels like home
• Good place to socialize
• Good place to eat
• Know the staff
• Clean
• Well decorated, pretty
• Well lit
• Nice view

13
Cleanliness and interior design are important in
a comfortable clubhouse

• Women who dont feel comfortable cite the
  following
  
• Colors and décor too masculine
• Not clean
• Stark and barren
• Not a casual atmosphere

14
Women and men share similar goals regarding golf

• Aspects of the game that are important to both
• Feel comfortable at their club
• Are known and recognized by members and staff
• Place to meet their friends
• Staff is helpful in getting them a game

15
Changes women want that dont impact the game

• Clean restrooms on the course
• Locker rooms on par with mens
• More social activities
• Larger inventory of womens merchandise in pro
  shop
  
• More welcoming attitude by male staff

16
Vacations at golf resorts are popular with women
golfers

• Those most likely to take a vacation at a golf
  resort are
  
• Women under 65 years old 48
• Women 65 years and over 31
• Serious women golfers 62
• Casual women golfers 40
• Live outside the Southeast 48
• Live in the Southeast 37

17
Female golf vacationers are not loyal to any
resort

• Over eight in ten like to try different resorts
• Over three-quarters will stay on the golf resort
  
  

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What are female golf vacationers looking for

• Important to over three-quarters
• Playability of golf course
• Value for the money
• Important to less than half
• Reputation
• Availability of elegant dining
• Spa services

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Contact Us

• SRA Research Group, Inc.
• 1001 North U.S. Highway One, Suite 310
• Jupiter, FL 33477
• www.sra-researchgroup.com
• Barbara Allan, CEO
• ballan_at_sra-researchgroup.com