Ruffin Beckwith

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Ruffin Beckwith

• Senior Vice PresidentWorld Golf Foundation

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• COACH

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• C

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• Communications

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O
O
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• JuniOr GOlf

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• A

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• Alternative Facilities

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• C

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• College Golf Opportunities

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• H

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Regulation Round

• A regulation round of golf is defined by one
  person who tees off in an authorized start on a
  regulation golf course. The round is not defined
  by the number of holes played or the fees paid.

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Timothy W. Finchem

• Commissioner, PGA TOURChairman, World Golf
  Foundation

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Dr. Joe Beditz

• President National Golf Foundation

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GOLF 20/20 Consumer Research Findings
Opportunities to Grow the Game
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Goals

• In 2000, GOLF 20/20 set forth two ambitious
  participation goals for the year 2020
• Increase the number of participants in the U. S.
  from 35 million to 55 million
• Increase the number of rounds from 570 million to
  one billion.

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Consumer Research Initiative

• To help strategize on how to achieve those
  objectives, unprecedented consumer research was
  conducted
• Phase I -- Participation and Interest Survey
  mailed to 100,000 U. S. households
• Phase II In depth follow-up surveys to 1,500
  golfers and 2,000 non-golfers with interest

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This Consumer Research Was Conducted to Address
Several Key Objectives

• Identify our best and most profitable customers.
• Identify our best and most profitable prospects,
  and determine how they can be identified and
  located.
• Understand what strategies can be implemented to
  help convert those prospects.
• Provide a benchmark against which future progress
  will be measured

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Consumer Research Team

• Paul Metzler PGA of America
• Ken Lovell PGA TOUR
• Joe Beditz, Jim OHara NGF
• World Golf Foundation
• NFO WorldGroup

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Golf Participationin the United States
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Growth in Golf Participants Since 1950
Baby Boomers coming of age
Tiger Woods emerges
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Recession, declining income
Plenty of money for course development
25
20
Millions of golfers
15
CAGR 4.3
Arnold and Jack on TV
10
5
0
1950
1960
1970
1980
1990
2000
CAGRCompound Annual Growth
Source NGF
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Golf Participation Rates by Decade
Average annual golf participation rates
11.7
9.5
6.5
3.5
1960s
1970s
1980s
1990s
Source NGF
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Growth in Golfers 1950 - 2000
Millions of Golfers
30
25
20
15
10
5
0
1950
1965
1980
1995
2000
Source NGF
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Participation Changes in the Last 5 Years

• Over the past 5 years, the number of core and
  avid players are on the rise. Yet, the number of
  occasional golfers has dipped slightly.

3.4
-0.8
Occasional Golfers
Core Golfers
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Participation in 2001

• The 2001 consumer research confirmed the
  existence of 36 million golf participants.

6.6
Millions of Participants
Avid
7.0
Core
36.0
11.8
Occasional
4.0
1.7
Juniors
Exclusive Alter. Facility Users
4.9
Exclusive Range Users
Total Golf Participants
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Latent Demand in 2001

• There are 40 million people in the United States
  who express an interest in playing or playing
  more than they do now.

Millions of Prospects
Express Interest in Playing or Playing More
Express Interest and Fit Best Customer Profile
43.2
12.0
Good Prospects
Best Prospects
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Jim OHara

• Vice President, ResearchNational Golf Foundation

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What We Learned
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The 20/80 Rule Does Not Apply to the Golf
Industry
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Golfers Playing 25 Rounds Annually Account For
Three-Fourths of Total Rounds
Percent of Golfers
Percent of Rounds Played
6
16
Occasional (1-7)
47
Core (8-24)
27
78
Avid(25)
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Source Golf 20/20
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Golfers Spending 1,000 Annually Account For
Three-Fourths of Total Spending
Percent of Golfers
Percent of Spending
25
Spend lt1,000
70
75
Spend 1,000
30
Source Golf 20/20
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But Not All Avid Golfers are Best Spenders and
Not All Best Spenders are Avid Golfers

6.6 million Avid Golfers (25)
7.6 Million Best Spenders (1,000)
2.5 Mil
3.5 Mil
4.1 Mil
Thus, there are 10 Million Best Customers
Source Golf 20/20
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The Rule in the Golf Industry is 40/80
Percent of Golfers
Percent of Rounds Played
Percent of Spending
15
19
Other Golfers
60
85
81
Best Customers
40
Source Golf 20/20
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Best Customers Are Distinguishable
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There is a Distinct Demographic Profile
Demographics
GenderMale 75Female 25
Age18-39 3040-64 5165 19
Incomelt50K 2450-74K 2175K 55
Presence of ChildrenUnder 13 30 13-18 24 None 6
0
Source Golf 20/20
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Most Are Recreational Public Golfers
Golf Characteristics
Years Playedlt5 165-9 1810-19 2520 41
Private Club MemberYes 27No 73
Average Scorelt85 1585-99 38100 47
Source Golf 20/20
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They Have Distinct Lifestyle Characteristics

• Best Customers are distinguishable by their
  perceived athleticism and physical fitness,
  sports TV consumption, traveling, and investing.

Source Golf 20/20
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They Have Distinct Lifestyle Characteristics
How Best Customers Can Be Distinguished From
Other Golfers
Best Golfers Views of Rank Themselves 1
Athletic 2 Sports TV Viewer 3 Frequent Flyer
4 Investor 5 Domestic Traveler 6 Cell
Phone User 7 Foreign Traveler 8 Into Physical
Fitness
Source Golf 20/20
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And They Are Concentrated in Three Regions
Source Golf 20/20
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There is Both Room and Opportunity to Grow Our
Best Customers
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There Are Millions of Solid Prospects

• There are 12 Million Adults in the U.S. Who Fit
  The Best Customer Profile, Express Interest in
  Playing or Playing More, But Are Not Currently
  Best Customers

3
12
6
3
Former Golfers
Best Prospects
Current Golfers
Never Evers
Source Golf 20/20
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It Does Not Take Long to Cultivatea Best
Customer
Amount of Time It Took Best Customers To Become
Committed to the Game from the Time They Started
Playing the Game
2.8 years on Average
3 years
lt 3 months
26
35
Less than 1 Year53
1-3 years
21
3-12 mos
18
Source Golf 20/20
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And Growing the Best Customer Base Can Have a
Dramatic Impact on the Industry
The Addition of a New Best Customer Could Result
in an Average of 8 Times the Number of Rounds and
6 Times the Amount of Money
Added Value
Best Customer
Other Customer
Rounds Played
48
8X
6
Annual Spending
6X
1,700
265
Source Golf 20/20
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We Can Find Adults Who Fit The Best Customer
Profile
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On a National Basis
The Areas Highlighted Represent Above Average
Concentrations of Adults Who Fit The Best
Customer Profile
Source Golf 20/20
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And In Small Market Groups
Raleigh-Durham-Chapel Hill, NC
Source Golf 20/20
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Ken Lovell

• Director of Research and Development,PGA TOUR

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Additional Insights and Key Considerations
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Be Mindful of Time Constraints

• Former Golfers Are Leaving Because of the
  Constraints of the Game on Their Time

Willingness to Spend 4 Hours at the Course
Reasons Why Former Golfers Quit Didnt have
time 62 Family obligations 38 Costs too
much 29 Health reasons 18 No one to play
with 16 Didnt play well 12
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60
38
Other Golfers
Former Golfers
Best Customers
Source Golf 20/20
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Emphasize Ball StrikingWhen Teaching and Help
Forge Playing Partnerships
Factors Influencing Golfs Best
Rank Enjoyment of Golf Customers 1 Ball
Striking 29 2 Playing Partners 19 3 Course
Conditions 9 4 Score 8 5
Exercise 8 6 Course Aesthetics 9 7
Weather 9 8 Competition 5 9 Treatment
from Staff 4 100
Source Golf 20/20
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Opportunities for Industry Growth Focus on
Growing Best Customers
Best Customers
Other Golfers
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Former Golfers
31
28
23
21
19
Ball Striking
Playing Partners
62
Consider Lowering Costs For Beginners
Too Expensive
117
59
Getting Expensive
55
36
Good Value
35
24
Best Customers
Prospective Golfers
Source Golf 20/20
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Continue to Fuel Junior Programs
There is strong evidence to suggest that junior
programs really pay off in the long run.
18 34 yr olds who started playing golf as a
junior
Not Exposed to a Structured Program
Exposed to a Structured Program
58 Increase
Average Rounds Played
12
19
71 Increase
Average Household Spending/ Year
608
1,041
Source Golf 20/20
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Promote Learning
Percent Likely To Participate in Link Up 2 Golf
46
36
Best Customers
Best Prospects
Source Golf 20/20
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Target Women
4.2 Million Female Best Prospects
65
Men
75
35
Women
25
Best Customers
Best Prospects
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Recognize Best Customer Potential In All Groups
All Golfers
Women Golfers
Minority Golfers
Best Customers
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40
42
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Other Golfers
60
58
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Dr. Joe Beditz

• President National Golf Foundation

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Key Thoughts Leading Into Monday and Tuesday
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Final Remarks

• The stability of the golf industry is stronger
  than other industries given the 40/80 rule.
• We have as many potential best customers as we do
  current best customers and we can find them.
• Best customers can be created quickly and the
  keys are ball striking and playing partners.
• The industry should target prospects with
  efficient market level strategies.

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Final Remarks (cont.)

• Women are an important target group there are
  more female best customer prospects than female
  best customers.
• Affordability is the key to attracting new
  players.
• Time is the key to retaining players.
• For long term growth, there is nothing more
  important than introducing kids to the game
  through structured junior programs.
• The Link Up 2 Golf concept is well received,
  favorably priced, and represents a good tool for
  recruiting both short term and long term growth
  prospects.

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MONDAY
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Ruffin Beckwith

• Senior Vice PresidentWorld Golf Foundation

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Alternative Facilities
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Mike Hurdzan

• Hurdzan and Fry Golf Course Design

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Alternative Facilities
What Are They?

• Golf Ranges
• Par Three Courses
• Pitch Putt Courses
• Executive Courses
• Courses of Non-traditional Hole Configuration

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Alternative Facilities
What Do They Mean to the Industry?

• Lots of Theories, Not Many Facts

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Alternative Facilities
2001 Objectives

• Quantify How Many Alternative Facilities There
  Are
• Determine the Qualities That Make For Successful
  Alternative Facilities
• Examine the Relationship Between Traditional and
  Alternative Facilities
• Determine Consumer Attitudes Toward Alternative
  Facilities

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Alternative Facilities
Today Well Learn the Results of Our Research
From...

• Dr. Peter Melvin, Sportometrics, on the
  facilities side
• Jim OHara, NGF, on the consumer side

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Peter Melvin PH.D. Bobby McCormick PH.D.

• Sportometrics

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Alternative Golf Facilities Study
GOLF 20/20 commissioned Sportometrics to perform
research on alternative golf facilities

• Build an Alternative Golf Facilities Database
• Determine successful features of alternative
  facilities
• Analyze the relationship between alternative and
  traditional facilities

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Golf 20/20 Alternative Golf Facilities Database
Database created by compiling data from the
multiple data sources and eliminating duplicates

• Golf Digest
• Golf Magazine
• Golf Range Association of America
• National Golf Foundation
• United States Golf Association

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Golf 20/20 Alternative Golf Facilities Database

• 5,542 alternative golf facilities in the United
  States
• 5,312 alternative golf facilities open to the
  public, excluding military and private
• 30.1 percent of all golf facilities in the United
  States are alternative half are stand-alone golf
  ranges and the other half have golf holes

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Alternative Golf Facilities
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Green Fees, Rounds and Age at Alternatives

• The average 18-hole Weekend Green Fee is 16.25
• 28,920 average annual rounds played
• 92 rounds per day on average
• The average facility is 25.3 years old

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Success at Alternatives

• Golfers prefer newer and longer alternative
  facilities
• Golfers pay and play more at facilities with
  ranges
• Golfers pay more for facilities that accept tee
  times
• Golfers pay more for facilities with a beverage
  cart, snack bar, and restaurant

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Success at Alternatives

• Golfers pay more at facilities with a full bar
• Golfers pay more for a facility with a dress code
  requiring a collared shirt and not allowing denim
• Fees and average rounds per day are higher in
  regions where courses are closed some portion of
  the year because of weather. However, total
  rounds per year are higher in warm climate
  regions where clubs are open more days.

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Relation of Alternative and Traditional Facilities

• Green fees and rounds are higher at traditional
  courses with lots of alternatives in close
  proximity
• Green fees and rounds at alternatives are higher
  where there are more traditional facilities
• Alternative and traditional facilities are
  complements, companions, and both components of a
  thriving golf market

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Impact on Green Fees at Alternative Facilities
Located in Dense Traditional-Course Area
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Impact on Rounds at Alternative Facilities
Located in Dense Traditional-Course Area
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Conclusions

• Alternative Golf Facilities are part of the
  overall golf market and golfing experience
• The presence of Alternatives both aids and is
  aided by proximity to traditional 18-hole
  layouts
• Overall Success of Golf should not exclude the
  important role played by Alternative Facilities

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Jim OHara

• Vice President, ResearchNational Golf Foundation

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Objectives

• Participation at Alternative Facilities was
  studied to answer the following key questions
• Who plays at alternative facilities?
• Why do golfers choose alternative facilities?
• Are alternative facilities a stepping stone for
  beginner golfers?

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Who Plays At Alternative Facilities?
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Regulation Course Players Comprise theMajority
of Alternative Facility Participation

4.1
Millions of Participants
9.9
Additional Golfers
2.6
Golfs Best Customers
1.7
Exclusive Alternative Facility Users
1.5
6.7 Million Adult Regulation Course Golfers
Total Alternative Facility Participants
Juniors
100
And Golfs Best Customers Are Also Best Customers
at Alternative Facilities
Rounds Played at Alternative Facilities
Junior Golfers
3
Best Customers
55
Exclusive Alternative
25
Remaining Customers
17
Source Golf 20/20
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However, The Majority of Regulation Course
Players Do Not Play at Alternative Facilities
of Golfers Who Have Played at an Alternative
Facility in the Past 12 Months
Golfs Best Customers
26
Additional Golfers
27
Junior Golfers
38
Source Golf 20/20
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And Few of Best Customer Rounds Are Played at
Alternative Facilities
Rounds Played by Best Customers
Alternative 6
Regulation 94
Source Golf 20/20
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Why Do Golfers Choose Alternative Facilities?
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Best Customers Use Alternative Facilities As A
Practice Venue
Top Reasons to Play Alternative Facilities
Exclusive Alternative Facility Users
Golfs Best Customers
Less Expensive than a Regulation Course
(60) Easy to Get a Tee Time (50) Good Place to
Practice My Short Game (40) Takes Less Time than
a Regulation Course (36)
Good Place to Practice My Short Game (64) Takes
Less Time than a Regulation Course (43) Easy To
Get a Tee Time (36) Less Expensive than a
Regulation Course (31)
Source Golf 20/20
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Are Alternative Facilities a Stepping Stone for
Beginner Golfers?
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Alternative Facilities Are An Integral Part of
Beginner Rounds When Readily Available
Total Rounds Played
Alternative
Regulation
3
11
2
9
2
16
8
12
11
8
7
4
1999
2000
2001
1999
2000
2001
Beginners w/o Alternative Supply
Beginners with Alternative Supply (w/in 15 miles)
Source Golf 20/20
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Summary
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Summary

• Regulation course players comprise the majority
  of Alternative Facility participation, and golfs
  Best Customers are also Best Customers at
  Alternative Facilities.
• However, the majority of Regulation Course
  players do not play at Alternative Facilities,
  and few of Best Customer rounds are played at
  Alternative Facilities.
• Alternative Facilities are largely a practice
  venue for Best Customers, but are an integral
  part of rounds from beginner golfers when they
  are readily available.

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Summary (cont.)

• The consumer research does seem to suggest that
  Alternative Facilities are largely a compliment
  to regulation facilities, particularly for Best
  Customers
• Best customers play Alternative Facilities when
  they are practicing their short game or when they
  dont have the time for a full round at a
  regulation facility
• Few are playing because of the higher expense or
  lack of availability relative to regulation
  facilities
• This may suggest that play at Alternative
  facilities would have been a range visit or some
  other non-golf activity if the Alternative
  Facility were not present.

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Mike Hurdzan

• Hurdzan and Fry Golf Course Design

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ALTERNATIVE FACILITIES ASSUMPTIONS
That all participants in the Alternative Facility
breakout sessions

• Endorse and support the GOLF 20/20 mission of
  growing the game.
• Accept the new research as valid and a foundation
  for ongoing thinking.
• Will focus on developing recommendations based on
  the following questions, or others with equal
  merit.

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ALTERNATIVE FACILITIES QUESTIONS

• Do we have enough information on alternative
  facilities? Is any other research or data needed?
• How can alternative and regulation facilities
  specifically work together to meet their separate
  but overlapping business objectives?
• How can alternative facilities play a more
  meaningful and functional role at the following
  levels
• Entry Junior
• Practice/Improvement Retention
• Family Other

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ALTERNATIVE FACILITIES QUESTIONS

• Should a special player development program be
  developed for alternative facilities? If so, what
  does it look like and how should it be
  implemented?
• Are alternative facilities appropriately
  represented within the industry and are they
  aligned with the issues facing the game? If not,
  how do we address this issue?

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Junior Golf

• Adults 19-34 who were exposed to golf through a
  structured program are playing 50 more rounds
  and spending over 70 more on fees and equipment
  compared to those who were exposed to the game
  but not through a structured program.

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Junior Golf

• Of every 10 kids exposed to the game through a
  structured program, six will become active adult
  golfers. Of every 10 kids exposed but not through
  a structured program, three will become active
  adult golfers.

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David Fay

• USGA Executive Director GOLF 20/20 Executive
  Board

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Jessica Turnwald

• USGA Foundation

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GOLF 20/20 Junior Initiative
Communications Objectives

• Quantify the scope of junior golf in this
  country
• Establish communication mechanisms that will
  enable and engage kids, their parents, and
  program administrators
• Impact more kids through golf

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GOLF 20/20 Junior Initiative
Strategies

• Develop, promote and maintain a master database
  of all junior programs in the U.S.
• Develop and maintain a global junior golf website
  hosting the searchable database and featuring
  content for kids, parents and program
  administrators
• Facilitate local/regional summit meetings for
  junior golf communities

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GOLF 20/20 Junior Initiative
Progress Reports

• The Website
• Developing a Brand/Logo
• Virtual Tour of the Site
• Phases
• Junior Golf Summits
• Sites
• Successes

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GOLF 20/20 Junior Initiative
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GOLF 20/20 Junior Initiative
Developing a Brand/Logo

• Family of logos
• Stand-alone figure
• Consistency of fonts
• Dynamic personality
• Versatility of character

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GOLF 20/20 Junior Initiative
Phases

• Phase One - November 12th Launch
• Development of Database
• Registering Programs
• Exhibiting Content Potential
• Phase Two and beyond
• Content Buildup
• Kid-Friendly
• Creative Interactions

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GOLF 20/20 Junior Initiative
Junior Golf Summit Sites

• Philadelphia November 2000
• Monterey County March 2001
• North Florida (Ponte Vedra) July 28th
• Southern California (LA) October 4th
• Southwest (Albuquerque) October 20th
• Texas (Ft. Worth) November 8th
• Massachusetts (Boston) November 17th

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GOLF 20/20 Junior Initiative
Junior Golf Summit Successes

• Positive Media Coverage
• Distribution of Resources
• Collaborative Communication
• Displays of Organizational Leadership
• Sharing of Best Practices
• Follow-up and Action
• Its Beyond Junior Golf, Its about Community

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GOLF 20/20 Junior Initiative
Overall Needs Going Forward

• Widespread communication and content support of
  industry
• Support of state golf associations, PGA sections,
  etc. in getting programs online to register
• Promotion from within the industry
• Continued vision and new alliances

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David Shapiro

• USGA Foundation

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GOLF 20/20 Junior Initiative
Breakout Session Objectives

• Inclusion of all kids
• How to enhance current efforts
• Multi-lateral expansion of current efforts
• Future issues to be addressed
• Need for action-oriented input and clear
  responsibilities

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GOLF 20/20 Junior Initiative
Breakout Session Philosophy

• Emphasis is on objectives not affiliations
• Taking stock of where we are and where we have
  the ability to go
• Seizing a unique opportunity to hear all voices
  and to collaborate

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GOLF 20/20 Junior Initiative
Breakout Session Agenda

• Reaction to Current Junior Initiatives
• Website Review
• Summits
• New Concepts for Junior Initiatives

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Joe Louis Barrow, Jr.

• National Director, The First TeeSenior Vice
  President,World Golf Foundation

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Oversight Committee
Honorary Chairman President George Bush
Ty M. Votaw
James H. Armstrong
Timothy W. Finchem
Jim L. Awtrey
Judy Bell
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Public Sector Partnerships

• National Association of County Officials
• National League of Cities
• National Recreation Park Association
• US Bureau of Land Management
• US Conference of Mayors
• US Department of Housing Urban Development
• US Drug Enforcement Administration
• White House Office of Drug Policy
• Local Housing Authorities
• Local School Districts

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Allied Partnerships

• American Junior Golf Association
• American Society of Golf Course Architects
• Golf Course Builders Association of America
• Golf Course Superintendents Association of
  America
• National Golf Course Owners Association of
  America
• National Golf Foundation
• National Minority Golf Foundation
• National Minority Junior Golf Scholarship
  Foundation
• Tiger Woods Foundation

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Youth Service Partnerships

• Police Athletic League
• Boys Girls Clubs of America
• YMCA of the U.S.A.
• Goodwill Industries

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Official Suppliers

• Callaway Golf
• Club Car Inc.
• Coastal Netting and Steel Pole Company
• Eagle One Golf Products
• Electronic Arts
• Greensmix
• Kohler Company

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Official Suppliers

• Lesco, Inc.
• PGA TOUR Design Services, Inc.
• Piganato Group
• Pursell Technologies
• Redden Nets
• Simplot Turf and Horticulture
• Spalding Worldwide
• Standard Golf Company

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Official Suppliers

• SynchroFlo
• TaylorMade-adidas
• The St. Paul Companies
• The Toro Company
• THOR GUARD Inc.
• Titleist Footjoy Worldwide
• TourTurf
• Wittek Golf Supply Company

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Topics

• First Step of Phase II
• Life Skills and Golf Experience
• Facility Development
• Chapter Services
• Resource Development
• Communications

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Mission Statement

• To impact the lives of young people around the
  world by creating affordable and accessible golf
  facilities to primarily serve those who have not
  previously had exposure to the game and its
  positive values.

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Phase II Goals

• 500,000 Young People
• 250 Facilities
• 500 Affiliates

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The First TeePARTICIPATION
(Thousands)
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The First TeeFACILITY DEVELOPMENT
Estimated by year-end

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The First TeeAFFILIATES
174
Youth Participation (2005)
(Thousands)
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Facility Development (2005)
176
Affiliates (2005)
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National Association Accomplishments
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Life Skills Golf Experience
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Life Skills Golf Experience

• Chapters have embraced the Life Skills program as
  a key component of The First Tee
• Regional Life Skills training sessions were
  attended by 90 of The First Tee chapters
  contracted as of April 1, 2001
• Par and Birdie level materials including
  Instructor workbooks, summary cards for
  volunteers and yardage books for students were
  successfully utilized
• 100 students and 30 site leaders participated in
  The First Tee 2nd Annual National Academy

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Facility Development
181
Facility Development

• Regionally located Development Directors are now
  working closely in local communities
• Local chapters helped to open 44 new facilities
  in 2001
• Local chapters have created 74 new affiliate
  relationships
• Changing chapter needs accommodated through newly
  created operating grants and disbursement
  guidelines
• Newly formed chapters are being guided by
  prototype designs

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Regional Development Directors
Jennifer
Wollman
Mark
Lowry
Leon
Gilmore
Henry
Sandles
CH
Swan
Western Region
Mountain Region
Midwest Region
Northeast Region
Southeast Region
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Snapshot of Information
184
Snapshot of Information
Another Look

• 76 of total are 3-9 hole
• 87 of total are 3-9 hole

The First Tee is offering an alternative golf
experience
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Snapshot of Information
Chapter Finances

• 59 of the total revenue is created from
  donations, contributions, grants, etc.
• 310,000 is the average revenue produced
• 375,000 is the average expense utilized at the
  facilities

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Snapshot of Information
Rounds Utilization

• On average total rounds played at each facility
  were approximately 18,000
• 32 of the 18,000 were accounted for as The First
  Tee or youth rounds

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Chapter Services

• Facilities are utilizing the Participant
  Database
• Chapters are tracking participants
• The First Tee Card is being issued
• Chapters are utilizing digital cameras to capture
  participant pictures
• The First Tee clubs and balls are in play
• Chapters will benefit from operational and
  comparative data being collected

188
Snapshot of Information
Participant Database and Profile

• Distributed 48 computers
• 58 are transmitting data

• 5,139 The First Tee black and white cards were
  issued
• 1,330 color photo cards were issued
• 6,469 total cards issued

• 78 facilities/chapters received clubs and balls

189
Snapshot of Information
Participant Database and Profile

• 64,000 young people were exposed to the game
  through The First Tee
• 6,347 are registered in the participant database

190
Snapshot of Information
2,555 reported information on gender

• 71 were male
• 29 were female

191
Snapshot of Information
2,877 Reported Information on Ethnicity

• 46 were Caucasian
• 19 were African American
• 15 were Hispanic American
• 9 were Asian American
• .001 were Pacific Islander
• 11 chose not to discuss

192
Snapshot of Information
3,220 Report Program Participation as Follows

• 74 Pre-par
• 24 Par
• 2 Birdie
• .0003 Eagle

193
Allocation of National Resources
50 Chapter Grants
6 Chapter Development
30 Chapter Programs Services
14 Admin./Fundraising
194
Communications
195
Communications

• Refined a consistent message for the
  organization
• Awareness of The First Tee among golf fans
  reaching 45 and 95 of those had a favorable
  opinion
• Defined 9 core values of The First Tee
• Opened The Learning Curve
• Converted website to FrontPage format
• Created new informational brochure
• Publishing our 1st Annual Report

196
Impact
197
Impact

• The lives of the young people participating in
  The First Tee
• The communities and leaders that have embraced
  The First Tee
• The partnerships that have been created to make
  The First Tee a reality

198
Partner

• Government
• Private Sector
• Youth Service Agencies
• Existing Golf Organizations

199
Develop

• Affordable and Accessible Golf Facilities
• The Full Potential of Young People

200
VALUE

201
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202
David Pillsbury

• Co-CEOAmerican Golf Corporation

203
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204
Will Mann

• Honorary Past PresidentPGA of America

205
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206
Gary Stevenson

• OnSport

207
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208
Timeline

• November 00 Discussed at 20/20 Conference
• February 01 Raleigh area selected for pilot
• March May Materials developed meetings with
  Will Mann and area facilities
• May 1 OnSport hired to execute program
• May 15 Facility selection finalized
• June 4
• PGA of America conducts Instructor Orientation
  
• Link Up 2 Golf announced to the press and
  general public
• June 19 First Class

209
Program Objectives

• Can we attract and retain golfers?
• Will the program work at different types of golf
  facilities?
• Is the program designed properly?
• What is the most effective way to market the
  program?
• What is the most efficient way to expand?
• What does it cost to acquire a new golfer?

210
Program Design

• Provide an opportunity for new, infrequent, or
  former golfers to become engaged (or re-engaged)
  in golf.
• Reduce factors which restrict or constrain
  participation
• Provide a low-cost introduction to the game
• Create a comfortable environment by offering a
  relaxed, supportive learning experience
• Introduce new players to other new players
• Create a smooth transition from the range to the
  course
• Provide ongoing opportunities to play in a
  non-intimidating environment

211
Program Components

• 199 (rental equipment included)
• Orientation for new players (optional)
• Facility tour and course review
• Six hours of instruction, including basic
  fundamentals of the golf swing and short game
• Five rounds of golf
• Range balls

212
Facilities

• Two golf ranges
• Five Public/Semi-private
• Two central to population centers
• Three sites more remote
• One private club

213
Research

• Registration Form
• Database
• Application Form
• Attitudinal/Demographic/Golf Interest
• Satisfaction Survey
• Expectations/Satisfaction
• Facility Survey
• Program Design
• Instructor Survey
• Program Design

214
Marketing

• Call Center and Website launched
• Print and radio advertising
• Direct Sales
• Flex funds
• Public relations and celebrity involvement
• Special events (New Golfer Day, Tournaments)

215
Results

• 6/15 9/15

216
PARTICIPATION
Level of Facility Involvement

• During the three-month test, 334 participants at
  eight facilities
• Four facilities more than 50 participants each
• Two facilities 30 to 50 participants each
• Two facilities less than 10 participants each

217
PARTICIPATION
Participant Profile

• 20 never played golf
• 17 have only hit balls at a range
• 25 only played a few times in their lives
• 37 hardly ever read about or watch golf
• 34 never watch tournament golf
• 75 with income 25k - 100k
• 90 college grads, 40 of those graduate degrees
• 61 of participants are female

218
PARTICIPATION
Why Did They Participate?
I have always wanted to learn to play
golf 76.3 Because of the value of the program
9.5 To improve my game 3.9 To meet new people
3.4 My spouse, family, and friends play
3.0 For business reasons 2.2 Other 1.7
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PARTICIPATION
Participant Feedback

• Level of comfort AT a golf facility
• Before LU2G 60 somewhat or very uncomfortable
• After LU2G 80 comfortable or very comfortable
• Level of comfort ON a golf course
• Before LU2G 64 somewhat or very uncomfortable
• After LU2G 63 comfortable or very comfortable
• 92 rate overall program value Very Good or
  Excellent
• 91.8 would highly recommend it to others
• 73 plan on purchasing golf equipment in the next
  year 45 of those at the LU2G facility, 33 at a
  discount store, 8 at another club

220
FACILITIES
Two Alternative Facilities

• Very active marketing the program (37 of all
  participants)
• Enthusiastic from the beginning
• Conducted New Golfer Days
• Referred all lesson requests to the program
• Made own arrangements for the five rounds of
  golf
• Sold one to two sets of clubs per class of eight

221
FACILITIES
Five Public/Semi-Private Facilities

• Varying degrees of enthusiasm
• One facility had 21 of total participant count
• Other four combined had 24 of the total
• Competing instruction programs weakened interest
• Late start diminished effectiveness
• Success totally dependent upon the willingness
  of the leadership

222
FACILITIES
Private Country Club

• Initial reluctance
• Late start course under renovation
• Promotion targeted to non-playing members
• Put a blurb in newsletter
• Followed immediately by a mailer that was an
  invitation to learn golf or get more engaged in
  the game
• 62 total participants couldnt accommodate an
  additional 40 (signed up for Spring 02)
• Results will become one of the golf pros
  accomplishments in his annual report

223
FACILITIES
What They Said

• Price was right Great value, Ample compensation
• Materials very good, but too much paperwork
• Scheduling is difficult, requires flexibility
• Call Center ineffective
• Need local Link Up 2 Golf liaison to keep us
  going
• Would like to continue in the program - several
  will do it with or without you

224
Instructor Feedback

• Overall satisfaction with program was Very
  good
• All instructors expect additional lessons to
  graduates
• 80 of instructors expect to sell equipment to
  graduates instructors estimate 25 of
  participants will buy clubs
• The ideal lesson size is six per group, not eight
• Difficult to get new golfers confident enough to
  play in four 90-minute lessons

225
MARKETING
Source Of LU2G Information
38 Heard about it from someone they
knew 18 Newspaper or magazine 17 At the golf
facility 18 Other sources (TV news, company
e-mailer, door-to-door, brochure drop,
speeches, etc ) 8 Radio ad
226
MARKETING
What Worked

• Direct mail impact at private club
• 950 pieces, 62 signed up (40 more deferred to
  spring)
• Celebrity involvement for PR (Immediate attention
  from media)
• Direct sales
• Corporations
• Executive Womens Golf Association
• Rotary Clubs
• Municipal recreation centers
• Restaurants
• Flex-fund and Special Events
• New Golfer Day three different locations,
  approx. 130 attended, 28 signed up for the
  program
• Tournaments five scheduled, three occurred,
  100 Golfers

227
MARKETING
What Didnt Work

• Advertising Print and radio were helpful but
  inefficient.
• Publicity It is not a news story without
  celebrity involvement.

228
Future Considerations
229
Program Design Issues

• Assess the opportunity to offer a stratified
  learning progression (novice, beginner,
  intermediate) where participants enter at their
  level of comfort
• Start earlier in the Spring
• Orientation should be mandatory
• Pricing may vary at different types of
  facilities
• Participants want more information on how to
  purchase equipment as part of the program

230
Facilities

• Facilities should be selected to participate
  after an application process rather than
  recruited
• There seems to be a significant latent demand at
  family-oriented private clubs
• There is a significant interest in building this
  program at military golf facilities, such as 80
  Air Force facilities
• Link Up 2 Golf must make it easy for the
  facilities to implement this program

231
Marketing

• The entire marketing plan must be built in
  cooperation with the selected facilities and take
  advantage of their respective strengths
• Link Up 2 Golf must provide collateral materials
  and creative/placement of any advertising that
  supports facilities marketing plans
• Good old fashioned sales calls on group and
  corporate business within a 15 mile radius of
  facilities are important

232
What Next?

• Consider expanding via Link Up 2 Golf clusters
  take advantage of economies of scale
• A cluster can be 48 facilities in a 200-mile
  radius (six markets, eight facilities each)
• Local management is essential
• PGA/LPGA representation
• LU2G Management
• Execution
• Sales and marketing

233
What Next?

• Participating facilities should average 150 LU2G
  participants in calendar year
• Research and Economic modeling in 2002
• Cost of LU2G participant
• Retention rates
• Value of new golfer

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LU2G Breakout

• What is the value of a new golfer?
• What should the structure of Link Up 2 Golf be,
  going forward
• How should it expand?
• How can we implement the Private Club model?

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TUESDAY See breakout results