Top Programs for Women

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Top Programs for Women Carol Preisinger Director
of Instruction, Kiawah Island Club
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Woman and Golf Study

• Source The Golf Digest Companies Research
  Resource Center and Roper ASW
• A groundbreaking, two-phase, segmentation study
  that provides a holistic view of the woman golfer
  as a consumer.
• A comprehensive portrait of women golfers
  attitudes, habits, demographics and lifestyles.
• Segments the womens market into 4 distinct
  clusters
• .

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The 4 Clusters

• Testing the Waters Newcomers to golf, 60
  playing for 4 years or less, many in this segment
  have money and time constraints, a majority plan
  to play more in the next 12 months. HHI of
  87,900.
• The Next Generation Younger, affluent females
  golfers relatively new to the game. Played 14
  times last year, 2/3rds plan to play more in the
  next 12 months. They label themselves as
  spenders not savers (if they see something they
  like, they do not worry about the price). HHI of
  134,200, with the largest portion of women
  working (81).
• Country Club Elite Play on average 55 times a
  year, majority are country club members. Planned
  spending on golf next year is nearly double the
  average. Members of this group also report
  taking more vacations, for longer periods of
  time. HHI 141,500.
• Living to Play The older group that have been
  playing for a long time, 64 times / year. Most
  apt to consider golf as their favorite sport.
  Although they have the lowest HHI (79,800) of
  the 4 groups, their spending on equipment,
  apparel and golf travel far exceeds the average.

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Testing Waters Next Generation Country Club Elite Living to Play
Age 48 38 59 55
College 66 80 64 39
HHI 87,900 134,200 141,500 79,800
Kids in HH 24 26 9 8
Experience 60 4 yrs/less 53 4 yrs/less 39 15yrs/more 40 15 yrs/more
Rounds played Last 12 months 8 14 55 64
CC Members 13 17 67 50
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Lets not forget the female junior market!

• The Female Junior Golf Market has Grown
• from 13.9 in 2000to 26.6 in 2003
• 82 of all High Schools offer girls a competitive
  golf experience
• Womens College golf programs have grown
• from 288 teams /1995 to 438 teams /2004.
• Source NGF, Harris Interactive/Golf Digest/ NCAA
  2004

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• All studies show that explosive growth lies with
  WOMEN, if we welcome them.
• Nearly 50 of 7.7 million prime-target former
  golfers who say they want back in the game are
  WOMEN.
• 63 of Link Up 2 Golf participants are
• WOMEN

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• So, how do you
• Find
• Attract
• and Keep
• Women golfers?

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Oh where, oh where, can these new golfers be?...

• Local Companies and Corporations
• Chamber of Commerce
• Convention and Visitors Bureau
• Law and Accounting Firms
• Civic Organizations
• Church and Charitable Organizations
• Hospitals and Schools
• AARP / Senior Centers
• City/State/Local Government Offices
• Girls Scouts/Junior League