Joe Louis Barrow, Jr.

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Joe Louis Barrow, Jr.

• Chair - GOLF 20/20Diversity Task Force

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The Diversity Task Force
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Mission/Focus
To ensure that Women and Minorities are addressed
in all GOLF 20/20 Growth of the Game
initiatives and assist the golf industry in
developing diversity awareness
initiatives outreach programs and corporate
strategies.
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Diversity Task Force Members

• Joe Barrow, ChairmanExecutive DirectorThe First
  Tee
• John BuehlerSr. Director Global
  CommunicationsCallaway Golf
• Mike deMaioManaging DirectorBurrell
  Communications
• Barbara DouglasManaging DirectorNational
  Minority Golf Foundation

• Sara HumeExecutive DirectorExecutive Womens
  Golf Association
• Nancy WeberSr. Vice PresidentGolf Digest
• Karen MoraghanPresidentHunter Public Relations
• Robin HerringtonU.S. Regional Marketing Manager,
  Nike Golf

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2003 Programs and Activities

• Develop Task Force Mission, Programs and
  Activities
• 2003 Meetings - January/April/June/September/Octob
  er
• Understand mission/goals of GOLF 20/20 task
  forces and initiatives
• Ongoing
• Commission Minority/Women golf participation
  study
• Completed
• Develop participation targets for
  Minorities/Women through 2020
• Presented during the 2003 GOLF 20/20 conference
• Develop GOLF 20/20 diversity media strategy

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Dr. Joe Beditz

• President, National Golf Foundation

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Minority Golf Participationin the United States
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Key Findings

• Minorities are a definite presence in golf.
• The relationship between income and participation
  is as strong, if not stronger, in minority
  populations.
• Minorities are attractive candidates for golf
  there is a large untapped pool of latent demand.

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Total Golf Participants
Minorities are under-represented in golf
Minority 5.5 million
Non-Hispanic White 31.2 million
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Minority Golf Participants
Asian-American 1.5 million
African-American 2.3 million
Hispanic-American 1.7 million
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Golf Participants
African-American 6.3
Asian-American 4.1
Hispanic-American 4.6
White females 20.6
White males 64.4
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Golf Participation Rates
Ages 5, played at least one round of golf or
visited practice facility
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Participation Rates by Income and Race
Participation Rate
Golf Participant Household Income
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Latent Demand
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Where They Play
Minorities
Non-Minorities
Junior Participants 21
Junior Participants 16
Golfers 73
Golfers 61
Excl Range 6
Excl Range 9
Exclusive Alternative 12
Exclusive Alternative 2
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Recommendations
Commitment (regular golfers)
3.4 million
Trial (alternative, range and juniors)
2.1 million
Convert
Interest
9.8 million
Awareness
High
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Recommendations
Commitment (regular golfers)
3.4 million
Convert
Trial (alternative, range and juniors)
2.1 million
Interest
9.8 million
Awareness
High
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Population Change 2002-2020
CAGRCompound Annual Growth Rate Source U.S.
Census
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Participation rates by income and race
Participation Rate
Focus Here
Golf Participant Household Income
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Minority Participation Assumptions
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Minority Participation Assumptions (millions)
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Female Participation Assumptions
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Impact of Minorities and Females
In todays dollars
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Joe Louis Barrow, Jr.

• Chair - GOLF 20/20Diversity Task Force

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Diversity Task ForceRecommendations

• Industry commitment to focus on increasing
  participation of Women and Diverse populations
• GOLF 20/20 Task Forces should integrate Diversity
  targets in all Growth of the Game programs and
  initiatives
• Initial Focus
• Next Five Years (2004-2008)
• African Americans
• Hispanic Americans
• Women

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Diversity Participation Goals Minority Groups
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Diversity Participation Goal African Americans
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Diversity Participation Goals Hispanic Americans
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Diversity Participation Goals - Incremental
Increases 2004 -2008
African Americans/Hispanic Americans
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Diversity Participation Goals - Women
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Managed Growth -Buying Power
997,000,000
Average Participant Spending 663
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Diversity Task Force2004 Programs and Activities

• Assist the golf industry in developing marketing
  strategies to ensure achievement of 2020
  diversity targets.
• Share diversity Business Case models with all
  Industry organizations.
• Assist all Growth of the Game initiatives with
  the development of diversity components.

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Diversity Task Force

• Summary
• Vast Opportunity to grow the game among
  Minorities and Women
• Requires Industry Commitment and Investment
• Payback will be significant

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