Roger Warren

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Roger Warren

• President, PGA of America

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Executive Summary

• Since 2004, marketing initiatives generated 2.4
  billion impressions valued at more than 39
  million
• 6,000 facilities now hosting adult programs, a
  25 increase over 2004
• Record 122,000 lessons given in PGA Free Lesson
  Month
• Play Golf America Days expandedto 12 sites with
  more than 7,500 in attendance

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Marketing

• Continued with PSAs themed Golf Is Calling
• 2 new TV PSAs added focusing on family and
  women/couples
• TV, Print and Radio PSAs value at more than 8.5
  million
• 100 PSAs ran during May to promote Free Lesson
  Month
• Public Relations continues to grow
• 363 million impressions
• valued at more than 5.8 million
• Print ads valued at 1 million appeared in August
  issues of Fortune, Money, Sports Illustrated and
  Golf Magazine, with a combined circulation of
  20.6 million

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PGA Free Lesson Month

• 38 increase in PGA Professional participation
  4,985 in 2004 to 6,889 in 2005
• 33 increase in lessons given this year

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PGA Free Lesson Month
2005 Program Impact
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Play Golf America Days

• Expanded to 12 Official Events in 9 different PGA
  Sections
• Averaged 625 consumers per event, record 2200 at
  Haggin Oaks
• 400 PGA Professionals volunteered
• All sites supported by PING, Wilson, Cobra,
  MacGregor, Nike Golf and Callaway sponsors
• Goal Expand to all PGA Sections in 2006

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2005 Presidents Council

• 87 Increase in annual 2005 Presidents Council
• PGA Members qualify by hostingprograms and
  reporting their results

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PGA Sections

• PGA Sections stepped up Play Golf America support
• Play Golf/Golf Month efforts in 12 Sections
  including Governor Proclamations
• Carolinas Section coordinated August is
  Carolinas Family Golf Month
• Tennessee and Middle Atlantic Targeted NFL
  teams for Free Lesson Promotion
• Regional web pages created and hosted on
  playgolfamerica.com

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Online Resource Center

• Expanded complimentary online access to golfs
  allied associations
• New Best Practice resource
• Expanded offering of family golf program
  curriculums
• Creation of the Play Golf America Leaguetool kit
  including alternative formats,marketing
  templates and sales tips

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Web Site Registrant Profile
Gender Male 42 Female 58 Race/Ethnicity Caucasi
an 76 Minority 24 Golf Experience New
Golfer 69 Existing Golfer 31
Reasons Participating To Have Fun 61 To
Improve 55 Family Motives 49 Always Wanted to
Learn 46 Meet People 26 Existing Golfer
Profile Occasional 22 Core 40 Avid 37
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Post Program Participant Profile
Golfer Participation following Play Golf America
Programs
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Host Site Results
Group Instruction
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2006 Initiatives

• Goal to expand Play Golf America Days to all PGA
  Sections
• Expand Womens Golf Week (from 225 facilities to
  500)
• Develop annual Play Golf America Calendar of
  events/ branded promotions to run throughout the
  year
• Continue to grow best practice content
• Conduct Play Golf America Conference at PGA
  Merchandise Show featuring grass-root Best
  Practices
• Web site to serve as central industry
  resourcefor branded program content and
  registrationfor both consumers and host sites