jim baugh founder - jim baugh consulting llc to increase participation through new approaches
TRANSCRIPT
Jim BaughJim BaughFounder - Jim Baugh Consulting LLCFounder - Jim Baugh Consulting LLC
TO INCREASE PARTICIPATION TO INCREASE PARTICIPATION THROUGH NEW APPROACHESTHROUGH NEW APPROACHES
““It's Ok To Play Golf For Fun”It's Ok To Play Golf For Fun”Being “Open Minded” and “Thinking Out of the Box”Being “Open Minded” and “Thinking Out of the Box”
It's Ok To Play Golf For FunIt's Ok To Play Golf For FunGuiltless ways to make golf more funGuiltless ways to make golf more fun
1.1. It’s ok to It’s ok to not keep scorenot keep score
2.2. It’s ok to It’s ok to play from the shortest tees or start at the 150 yard markerplay from the shortest tees or start at the 150 yard marker
3.3. It’s ok to It’s ok to give yourself a better lie by rolling the ball around a little. It’s give yourself a better lie by rolling the ball around a little. It’s ok to tee the ball up anywhere when you are first learningok to tee the ball up anywhere when you are first learning
4.4. It’s ok to It’s ok to only count swings when you make contact with the ballonly count swings when you make contact with the ball
5.5. It’s ok to It’s ok to throw the ball out of a bunker after one trythrow the ball out of a bunker after one try
6.6. It’s ok to It’s ok to forget about a ball that may be lost or out of bounds. It’s ok forget about a ball that may be lost or out of bounds. It’s ok to drop a ball where you think it might be…or where you wanted it to to drop a ball where you think it might be…or where you wanted it to bebe
7.7. It’s ok to It’s ok to play a scramble with your group for the entire round or just a play a scramble with your group for the entire round or just a hole or twohole or two
It's Ok To Play Golf For FunIt's Ok To Play Golf For FunGuiltless ways to make golf more funGuiltless ways to make golf more fun
8.8. It’s ok to It’s ok to just chip and putt on a hole when you feel like itjust chip and putt on a hole when you feel like it
9.9. It’s ok to It’s ok to pick up in the middle of the hole and enjoy the outdoors pick up in the middle of the hole and enjoy the outdoors and sceneryand scenery
10.10. It’s ok to It’s ok to skip a hole… eat your lunch, have a cool drink or just skip a hole… eat your lunch, have a cool drink or just relaxrelax
11.11. It’s ok to It’s ok to play any number of holes & call it a round of golf; 3, 6, play any number of holes & call it a round of golf; 3, 6, 9,129,12
12.12. It’s ok to It’s ok to move your ball away from trees, rocks or very hilly liesmove your ball away from trees, rocks or very hilly lies
13.13. It’s ok to It’s ok to hit the same club for the entire round, while using a hit the same club for the entire round, while using a putter on the putting green.putter on the putting green.
It's Ok To Play Golf For FunIt's Ok To Play Golf For FunGuiltless ways to make golf more funGuiltless ways to make golf more fun
14.14. It’s ok to It’s ok to play golf in your sneakers. Be comfortable!play golf in your sneakers. Be comfortable!
15.15. It’s ok to It’s ok to get enthusiastic! (high fives, fist pumps and big smiles get enthusiastic! (high fives, fist pumps and big smiles are encouraged)are encouraged)
16.16. It’s ok to It’s ok to talk on the golf course… enjoy a nice conversation or talk on the golf course… enjoy a nice conversation or tell a few jokestell a few jokes
17.17. It’s ok to It’s ok to bring your kids to the course, weather they are 3 or bring your kids to the course, weather they are 3 or 3030
18.18. It’s ok to It’s ok to play golf just for fun!play golf just for fun!
When you are ready, see your local Pro or go to When you are ready, see your local Pro or go to www.usga.orgwww.usga.org to to learn and play by the USGA Rules of Golflearn and play by the USGA Rules of Golf
To Increase Participation Through To Increase Participation Through New Approaches New Approaches
Alternative Ways ToAlternative Ways To
• Create Courses – Create Courses – Rick PhelpsRick Phelps
• Communicate with Golfers – Communicate with Golfers – Jim StrackaJim Stracka
• Attract New Audiences – Attract New Audiences – Bob CarneyBob Carney
To Increase Participation Through To Increase Participation Through New ApproachesNew Approaches
Observations on…Observations on…
• The Difficulty to “Learn & Enjoy Golf”The Difficulty to “Learn & Enjoy Golf”
• Opportunity to Promote Golf’s Health BenefitsOpportunity to Promote Golf’s Health Benefits
• What Some Other Sports are DoingWhat Some Other Sports are Doing
To Understand theTo Understand the Difficulty to “Learn & Enjoy” Golf Difficulty to “Learn & Enjoy” Golf
• The SGMA asked 4000 Americans to rate The SGMA asked 4000 Americans to rate how difficult it is for one to “Learn & Enjoy” how difficult it is for one to “Learn & Enjoy” over 25 different sports or activitiesover 25 different sports or activities
We have our challenges….We have our challenges….
Americans were asked, How easy is it to “Learn and Enjoy”…For those who Never Tried or Played the Activity Listed
SGMA Research 4000 Americans
Americans were asked, How easy is it to “Learn and Enjoy”…For those who Played Regularly the Activity Listed
It is Not Just The Skill of PlayerIt is Not Just The Skill of Player
• Barney Adams is promoting “Tour Length Tees”– Laying out a new set of tees (Tour Length Tees) which will:
• Not be as long, less difficult, and speed up play – Fun!• “Today we are asking players to pay for something
which is not enjoyable”– “If we asked Touring Pros to play on our normal courses
with their length, they would play from 8100 yards”• In a few minutes, Rick Phelps will be discussing how he is
designing golf courses today which are different
To See What Americans are Doing To See What Americans are Doing and How Sports are Responding…and How Sports are Responding…
• What are Americans Doing?What are Americans Doing?
• How are Other Sports Responding?How are Other Sports Responding?
• What Can We Learn from Them?What Can We Learn from Them?
The Top 25 The Top 25 U.S. Activities U.S. Activities In AmericaIn America
The Top 25 U.S. The Top 25 U.S. Activities In Activities In America America
Most Are Fitness Most Are Fitness RelatedRelated
To Promote Golf’s Health Benefits To Promote Golf’s Health Benefits
The perception is Golf is not great for fitnessThe perception is Golf is not great for fitness
Source: IHRSA / SGMA
Cardio EquipmentCardio Equipment 95% 95% 3% 3%AerobicsAerobics 92 92 7 7Strength TrainingStrength Training 9292 3 3Running/JoggingRunning/Jogging 8282 14 14 Fitness WalkingFitness Walking 7878 20 20Martial ArtsMartial Arts 5555 30 30BicyclingBicycling 5252 46 46________________________________________________________________
When Americans When Americans says they says they
want to get fit, this is want to get fit, this is where they look where they look
Traditional Activities Traditional Activities struggle being struggle being
identified as a identified as a ““fitness activityfitness activity””
“Exercise or Fitness”
“Recreation or Non Fitness”
________________________________________________________________RacquetballRacquetball 34%34% 60% 60%TennisTennis 2626 71 71In-Line SkatingIn-Line Skating 1717 80 80SoccerSoccer 1414 85 85BasketballBasketball 1212 88 88Hiking/BackingHiking/Backing 1212 83 83VolleyballVolleyball 7 7 85 85Baseball/SoftballBaseball/Softball 6 6 93 93GolfGolf 5 5 93 93FootballFootball 4 4 91 91SkiingSkiing 4 4 95 95
To Promote Golf’s Health Benefits To Promote Golf’s Health Benefits
• The perception is Golf is not great for fitnessThe perception is Golf is not great for fitness• BUT, Golf is BUT, Golf is better than its perceptionbetter than its perception
• Golf is also great for strength building, flexibility and Golf is also great for strength building, flexibility and mental wellnessmental wellness
We Can and Should Promote We Can and Should Promote ““Golf…Good For Your HealthGolf…Good For Your Health””
Calories BurnedCalories Burned
4 Hours Riding in Golf Cart4 Hours Riding in Golf Cart 1128 - 12661128 - 1266
4 Hours Using a Pull Cart4 Hours Using a Pull Cart 1482 - 18091482 - 1809
Almost All Traditional Sports are StrugglingAlmost All Traditional Sports are Struggling
Half of the Tennis’ Growth has been with KidsAdult Growth –
Women and Minorities
Half of the Tennis’ Growth has been with KidsAdult Growth –
Women and Minorities
Golf & Tennis Are The Only Sports Which Are Actually
Focused On Growing Participation
Golf & Tennis Are The Only Sports Which Are Actually
Focused On Growing Participation
What We Can Learn From Tennis’ JourneyWhat We Can Learn From Tennis’ Journey
1.1. Focused on just a fewFocused on just a few grassroots programs targeting big grassroots programs targeting big marketsmarkets– Adults:Adults: Tennis Welcome Center (GGR) Tennis Welcome Center (GGR)– Kids:Kids: USTA Schools Program / Now 10 and Under Tennis USTA Schools Program / Now 10 and Under Tennis– Fitness:Fitness: Cardio Tennis Cardio Tennis
2.2. Right size equipment & Right size equipment & new approachesnew approaches (for new markets) (for new markets)– Cardio Tennis: Cardio Tennis: Music, No Scoring, Foam Balls, etc.Music, No Scoring, Foam Balls, etc.– Kids Equipment, Kids Equipment, Smaller Courts, Foam BallsSmaller Courts, Foam Balls, etc., etc.
3.3. Retention programs driven by Retention programs driven by local championslocal champions– Trying or interest is not the issue Trying or interest is not the issue
To Increase Participation Through To Increase Participation Through New Approaches New Approaches
Alternative Ways ToAlternative Ways To
• Create Courses – Create Courses – Rick PhelpsRick Phelps
• Communicate with Golfers – Communicate with Golfers – Jim StrackaJim Stracka
• Attract New Audiences – Attract New Audiences – Bob CarneyBob Carney
Rick Phelps Rick Phelps Vice President - ASGCAVice President - ASGCA
Monarch DunesMonarch Dunes “Challenge Course” “Challenge Course”
Design by Damian Pascuzzo, ASGCADesign by Damian Pascuzzo, ASGCAPascuzzo & Pate Golf Course DesignPascuzzo & Pate Golf Course Design
Osgood Golf CourseOsgood Golf CourseFargo, North DakotaFargo, North Dakota
Design by Kevin Atkinson, ASGCADesign by Kevin Atkinson, ASGCAPhelps-Atkinson Golf Course DesignPhelps-Atkinson Golf Course Design
The Osgood File -- 2010The Osgood File -- 2010Rose Creek Edgewood Osgood
Rounds 25,841 18,377 25,385
Range Revenue $29,165 $33,540 $61,780
Personnel Cost/Rnd $11.77 $16.41 $8.95
Average Revenue/Rnd $19.29 $19.05 $16.06
• Junior golf programs (District and stand alone) have over 500 Junior golf programs (District and stand alone) have over 500 participants, of that, 168 are in “Girls Golf Club” – LPGA grant programparticipants, of that, 168 are in “Girls Golf Club” – LPGA grant program
• Ladies leagues have over 300 participants and account for over 1700 Ladies leagues have over 300 participants and account for over 1700 roundsrounds
• Alternate holes (A, B and C) contribute an average of 30 rounds per dayAlternate holes (A, B and C) contribute an average of 30 rounds per day
Jim Stracka, CEO GolfNetJim Stracka, CEO GolfNet
Using a Social Network to Drive More Rounds of GolfUsing a Social Network to Drive More Rounds of Golf
State Golf Association ClientsState Golf Association Clients
1,300,000+Golfers
GolfNet Consumer Sites & Affiliate PartnersGolfNet Consumer Sites & Affiliate Partners
500,000+Golfers
Golfer Demographic StatisticsGolfer Demographic Statistics
• NGF - 2009 to 2010NGF - 2009 to 2010
– Golfers 27.1m to 26.1mGolfers 27.1m to 26.1m
– Core 15.3 down to 14.8Core 15.3 down to 14.8
– Occasional 11.8 down to 11.3Occasional 11.8 down to 11.3
– Rounds 486 down to 475Rounds 486 down to 475
– Gained 3.6m – Lost 4.6m GolfersGained 3.6m – Lost 4.6m Golfers
““The Time Is Now” The Time Is Now” to stop losing Golfersto stop losing Golfers
• Help them find a game!Help them find a game!
–That fits their personalityThat fits their personality
–That fits their lifestyleThat fits their lifestyle
Let’s Focus on Generation X and YLet’s Focus on Generation X and Y
• Ages 20 – 50 Ages 20 – 50
• Primarily a Public PlayerPrimarily a Public Player
– 90% of all golfers do not have a Handicap90% of all golfers do not have a Handicap
• Gen X and Y are BusyGen X and Y are Busy
– KidsKids
– FamilyFamily
– WorkWork
Does the Gen X/Y Golfer want to play Does the Gen X/Y Golfer want to play a Competitive round?a Competitive round?
• YES YES
– vTour ( Virtual Tournaments )vTour ( Virtual Tournaments )
• NONO
– Play DayPlay Day
For a competitive round - vTourFor a competitive round - vTour
• A golf tournament that does not require staff to A golf tournament that does not require staff to facilitatefacilitate
• Where is it played?Where is it played?– Any USGA rated courseAny USGA rated course– A group of courses (country, state, area)A group of courses (country, state, area)– A specific courseA specific course
• Multiple FormatsMultiple Formats– Handicapped (YES or NOT required)Handicapped (YES or NOT required)– Blind DrawsBlind Draws– Qualifiers Qualifiers
Keys to Success with Virtual Keys to Success with Virtual TournamentsTournaments• Give away prizes (exclusivity and sponsors)Give away prizes (exclusivity and sponsors)
• Short time frames 1-2 weeksShort time frames 1-2 weeks
• Have some for Free Have some for Free
• Have some with Handicap neededHave some with Handicap needed
• Have some without a Handicap neededHave some without a Handicap needed
For the Non-Competitive Round, use a For the Non-Competitive Round, use a “Play Day”.“Play Day”.
• Just looking for a gameJust looking for a game
• Does not like to competeDoes not like to compete
• Wants to meet new peopleWants to meet new people
• Traveling GolferTraveling Golfer
• New to the areaNew to the area
What is a “Play Day”?What is a “Play Day”?
• Meet-Up, Choose-up, etcMeet-Up, Choose-up, etc• Set timesSet times• One golf courseOne golf course• Collect money upfrontCollect money upfront• Limited slotsLimited slots• PromotionPromotion
– Local people looking for a gameLocal people looking for a game– Travelers in hotels Travelers in hotels
Play DayPlay Day• promoted via Web and Emailpromoted via Web and Email
Click Here to Register
Play Day
Tour 18 Houston
Friday May 6
NOON
First 8 players
$65
GolfNet NumbersGolfNet Numbers
• vTour - Started in Spring of 2010vTour - Started in Spring of 2010– 200 + tournaments200 + tournaments– Over 3,000 participantsOver 3,000 participants– Over 5,000 roundsOver 5,000 rounds
• Play Days – Started in Spring of 2011Play Days – Started in Spring of 2011– 20 since March20 since March– 200 + rounds200 + rounds
Why This Work for You:Why This Work for You:
• You already have a database of golfersYou already have a database of golfers– vTourvTour
• Make it easy for a golfer to competeMake it easy for a golfer to compete• Give prizes to winnersGive prizes to winners• Golfers see their name on the Leader Golfers see their name on the Leader
BoardBoard• Golfers trust the systemGolfers trust the system
– Play DayPlay Day• Make it easy for golfers to find a gameMake it easy for golfers to find a game
No More Technology Needed !No More Technology Needed !
• Use your current email databaseUse your current email database
• vTour can be run with your existing TMSvTour can be run with your existing TMS
• vTour and Play Days can be promoted:vTour and Play Days can be promoted:
– via email and webvia email and web
– At hotels via the conciergeAt hotels via the concierge
– At each golf courseAt each golf course
““The Time Is Now” The Time Is Now” to implement these strategies !to implement these strategies !
• Play DaysPlay Days– Block out timesBlock out times– Email your databaseEmail your database– Have them on a regular basisHave them on a regular basis
• Virtual TournamentsVirtual Tournaments– Set times – one week to one monthSet times – one week to one month– Post Leader Board after the event finishesPost Leader Board after the event finishes– Email to promoteEmail to promote– Promote at check-inPromote at check-in
Thank youThank you
• Jim StrackaJim Stracka
• GolfNet CEOGolfNet CEO
• (713) 893-7337(713) 893-7337
• [email protected]@GolfNet.com
Bob Carney Bob Carney Creative Director – Condé Nast Creative Director – Condé Nast
To Increase Participation Through New ApproachesTo Increase Participation Through New Approaches
Questions ????Questions ????