Robert S. KrauseRobert S. KrauseVice President for

Institutional AdvancementKansas State University

Vice President for Institutional AdvancementKansas State University

College DiscussionCollege Discussion

CollegesColleges

• Ideally, the golf industry Ideally, the golf industry should identify one brand of should identify one brand of player development targeting player development targeting the collegiate populationthe collegiate population

CollegesColleges

• Several best practices - Several best practices - importance of utilizing teaching importance of utilizing teaching professionalsprofessionals

–Golf for Business and LifeGolf for Business and Life

–Link Up 2 GolfLink Up 2 Golf

CollegesColleges

• Golf 20/20 should develop a Golf 20/20 should develop a “Business Case” for golf“Business Case” for golf

–Faculty and staffFaculty and staff

–StudentsStudents

CollegesColleges

• Brand positioning with collegiate Brand positioning with collegiate alumni marketalumni market

Steve CzarneckiSteve Czarnecki

USGA FoundationUSGA Foundation

Junior GolfDiscussionJunior GolfDiscussion

2001 Objectives2001 Objectives

• Take an inventory of the many already Take an inventory of the many already existing Junior Golf activitiesexisting Junior Golf activities

• Create communication tools to Create communication tools to connect people with resourcesconnect people with resources

• Increase Junior ParticipationIncrease Junior Participation

2001 Activities2001 Activities

• Developed JuniorLinks.comDeveloped JuniorLinks.com– Site devoted to educate kids, their Site devoted to educate kids, their

parents and junior program parents and junior program administrators about Junior Golf administrators about Junior Golf opportunitiesopportunities

• Coordinated regional Junior Golf SummitsCoordinated regional Junior Golf Summits– Gatherings Geared toward the Gatherings Geared toward the

exchange of ideas and resources exchange of ideas and resources among parties interested in Junior Golf among parties interested in Junior Golf in communities throughout the countryin communities throughout the country

Breakout Session ObjectivesBreakout Session Objectives

• Ways to enhance current activitiesWays to enhance current activities

– JuniorLinks.comJuniorLinks.com

– Regional Junior Golf SummitsRegional Junior Golf Summits

• New Ideas for New Ideas for Golf 20/20 Junior InitiativeGolf 20/20 Junior Initiative

JuniorLinks.com Enhancement IdeasJuniorLinks.com Enhancement Ideas

• MarketingMarketing

– Launch a comprehensive campaign in and out Launch a comprehensive campaign in and out of the golf world focusing on reaching kids, their of the golf world focusing on reaching kids, their parents and Junior Golf Program administratorsparents and Junior Golf Program administrators

• ServicesServices

– Increase kid interaction with the siteIncrease kid interaction with the site

– Highlight more individualsHighlight more individuals

– Educate about careers in golfEducate about careers in golf

– Maintain communication with usersMaintain communication with users

Regional Junior Golf Summit Enhancement Ideas Regional Junior Golf Summit Enhancement Ideas

• On-line registrationOn-line registration

• Continue to focus on Continue to focus on broader participationbroader participation

Other ThoughtsOther Thoughts

• Further research on retention Further research on retention of Junior Golfersof Junior Golfers

• Offer searchable alternative Offer searchable alternative facilities databasefacilities database

• Schools and GolfSchools and Golf

Mike HurdzanMike Hurdzan

Hurdzan and Fry Golf Course DesignHurdzan and Fry

Golf Course Design

Alternative Facilities Discussion

Alternative Facilities Discussion

The Alternative Facilities Breakout Sessions...The Alternative Facilities Breakout Sessions...

• Endorsed and supported the Golf 20/20 Endorsed and supported the Golf 20/20 mission of growing the gamemission of growing the game

• Accepted the new research as valid and a Accepted the new research as valid and a foundation for ongoing thinkingfoundation for ongoing thinking

• Focused on developing meaningful and Focused on developing meaningful and necessary recommendations necessary recommendations

The Alternative Facilities Breakout Sessions...The Alternative Facilities Breakout Sessions...

• Discovered that Alternative Facilities (AFs) Discovered that Alternative Facilities (AFs) are underrepresented at 20/20 and to some are underrepresented at 20/20 and to some degree out of the mainstream of industry degree out of the mainstream of industry involvement, concerns, and understandinginvolvement, concerns, and understanding

• Agreed that more research is necessary Agreed that more research is necessary to make further recommendations and to make further recommendations and decisionsdecisions

• Identified that AFs can and do play a role in Identified that AFs can and do play a role in player developmentplayer development

The Alternative Facilities Breakout Sessions...The Alternative Facilities Breakout Sessions...

• Supported the concept of targeting Supported the concept of targeting alternative facilities for industry inclusionalternative facilities for industry inclusion

• Determined that segmentation should occur Determined that segmentation should occur between golf ranges and other alternative between golf ranges and other alternative facilitiesfacilities

• Concurred that AFs are good places for Concurred that AFs are good places for friends & family to play and enjoy golffriends & family to play and enjoy golf

• Stated that industry-branded programs Stated that industry-branded programs enjoy a high potential for successenjoy a high potential for success

Data/Research/InformationData/Research/Information

• What are the demographics, needs and What are the demographics, needs and characteristics of AF golfers?characteristics of AF golfers?

• Is the AF consumer market segment growing, Is the AF consumer market segment growing, and in what ways?and in what ways?

– How much, when, and where? How much, when, and where?

• Why do golfers play exclusively at AFs, Why do golfers play exclusively at AFs, and what would it take to move them to and what would it take to move them to traditional courses?traditional courses?

• How can AFs offer a better consumer How can AFs offer a better consumer experience?experience?

We Need to Know More About Alternative Facility Consumers and Operations In These Specific Areas:

Data/Research/InformationData/Research/Information

• How many golfers learned the game of golf at How many golfers learned the game of golf at an AF?an AF?

• What are the golf amenities, programs and What are the golf amenities, programs and marketing initiatives of AFs, and how effective marketing initiatives of AFs, and how effective are they?are they?

• How rapidly are AFs growing, and how well How rapidly are AFs growing, and how well utilized (played) and profitable are they?utilized (played) and profitable are they?

• What are the advantages and disadvantages of What are the advantages and disadvantages of having an AF at a Traditional Facility vs. having an AF at a Traditional Facility vs. functioning as a stand alone? functioning as a stand alone?

We Need to Know More About Alternative Facility Consumers and Operations In These Specific Areas:

Recommendations for Industry ProgramsRecommendations for Industry Programs

• Support the Link Up 2 Golf program and Support the Link Up 2 Golf program and expand it to other markets, with more expand it to other markets, with more emphasis on Alternative Facilitiesemphasis on Alternative Facilities

• Gather the common denominators, best Gather the common denominators, best practices and models for AFs and make practices and models for AFs and make them known throughout the industrythem known throughout the industry

• Identify and remove barriers that make Identify and remove barriers that make golfers feel less welcome at both golfers feel less welcome at both Alternative and Traditional FacilitiesAlternative and Traditional Facilities

Recommendations for Industry ProgramsRecommendations for Industry Programs

• Search for organizational, industry and Search for organizational, industry and institutional barriers that disenfranchise and institutional barriers that disenfranchise and disconnect golfersdisconnect golfers

• Develop a menu of industry initiatives Develop a menu of industry initiatives designed to support AFs, and then conduct designed to support AFs, and then conduct focus group discussions with AF operators to focus group discussions with AF operators to measure their reactionmeasure their reaction

• Recognize and pilot ways AFs and Recognize and pilot ways AFs and Traditional Facilities can cooperatively Traditional Facilities can cooperatively support each other support each other

Recommendations for Industry ProgramsRecommendations for Industry Programs

• Explore the role of indoor facilitiesExplore the role of indoor facilities

• Look at ways that existing courses can Look at ways that existing courses can modify their facility to create an AF modify their facility to create an AF experience (later phase)experience (later phase)

• Find a better name for Alternative FacilitiesFind a better name for Alternative Facilities

ConclusionConclusion

• 5,000+ Alternative Facilities 5,000+ Alternative Facilities may be an untapped resource may be an untapped resource to help fulfill the 20/20 Missionto help fulfill the 20/20 Mission

Dave BranonDave Branon

Chairman, Dunlop/Slazenger Group (Ret.)

Chairman, Dunlop/Slazenger Group (Ret.)

New Ideas DiscussionNew Ideas Discussion

How Do We Strike While the Iron is Hot?How Do We Strike While the Iron is Hot?

• Targeting the Targeting the 25 - 45 age group25 - 45 age group

• Impediments:Impediments: CostCostTimeTimeAccessAccessDifficultyDifficulty

Convert Interest to Convert Interest to Action Action

Promotions...Promotions...

• Association frequency card (incl. churches)Association frequency card (incl. churches)• Ticket stub redemptionTicket stub redemption

– Airlines (409 million)Airlines (409 million)– Sporting Events (86 million)Sporting Events (86 million)

• National Grow-the-Game Club/Corp. Cards… National Grow-the-Game Club/Corp. Cards… sequence discounts, equipment discounts, sequence discounts, equipment discounts, lesson-packages, etc.lesson-packages, etc.

Such As Multiple Rounds Continuity-Discounts Such As Multiple Rounds Continuity-Discounts With Added Incentives for Couples, Families With Added Incentives for Couples, Families (Kids Play Free)(Kids Play Free)

Promotions...Promotions...

• Involvement in the community at Involvement in the community at local courseslocal courses– ““Town Days” (concerts, picnics, holidays)Town Days” (concerts, picnics, holidays)– Celebrities/Chamber of CommerceCelebrities/Chamber of Commerce– Move PTA meetings to golf coursesMove PTA meetings to golf courses– Beginner ClinicsBeginner Clinics

• Retail Tie-In coupons (McDonald’s, Wendy’s, Retail Tie-In coupons (McDonald’s, Wendy’s, MS Windows, TOUR sponsors, airlines, etc.)MS Windows, TOUR sponsors, airlines, etc.)

• Golf lotteries (state, regional, national)Golf lotteries (state, regional, national)

Such As Multiple Rounds Continuity-Discounts Such As Multiple Rounds Continuity-Discounts With Added Incentives for Couples, Families With Added Incentives for Couples, Families (Kids Play Free)(Kids Play Free)

Target Specific Groups/AssociationsTarget Specific Groups/Associations

• Women ExecutivesWomen Executives

• DisabledDisabled

• MinoritiesMinorities

Attracting New GolfersAttracting New Golfers

• Don’t be afraid to discountDon’t be afraid to discount

• ““Sampling”…First round freeSampling”…First round free

• Free lessonsFree lessons

• Alternative layouts at existing coursesAlternative layouts at existing courses

• Make the game easier for beginnersMake the game easier for beginners

Funding…Funding… All who benefit from All who benefit from growth should contribute to growth should contribute to growth (the transactional-growth (the transactional-tariff…”The Powerful Penny”)tariff…”The Powerful Penny”)

Representing Golf’s Best-Representing Golf’s Best-interests:interests:A Washington-Based LobbyA Washington-Based Lobby

New Ideas Website

New Ideas Website

20/20 Creative Clearing House20/20 Creative Clearing House

Will MannWill MannPast PresidentPGA of AmericaPast PresidentPGA of America

Link Up 2 Golf Discussion

Link Up 2 Golf Discussion

What is the Value of a New Golfer?What is the Value of a New Golfer?

One YearOne Year $1,000$1,000

Five YearsFive Years $7,500$7,500

• Excludes any membership fees/duesExcludes any membership fees/dues

• Excludes soft dollars (travel lodging, Excludes soft dollars (travel lodging, viewership, subscriptions, marketing viewership, subscriptions, marketing benefit)benefit)

• Program offers greatest value to Program offers greatest value to facilities that are not at full capacityfacilities that are not at full capacity

What Should be the LU2G Management Structure Going Forward?What Should be the LU2G Management Structure Going Forward?

3 Ideas:3 Ideas:

• Need dedicated organizationNeed dedicated organization

• Entire industry to fundEntire industry to fund

• Whatever is adopted it should be: Whatever is adopted it should be: “Efficient and Effective”“Efficient and Effective”

1.1. 20/20 Staff20/20 Staff

2.2. One representative full time from each key group One representative full time from each key group (TOUR, PGA, LPGA, USGA, NGCOA) managed by (TOUR, PGA, LPGA, USGA, NGCOA) managed by 20/20 and one executive20/20 and one executive

3.3. Private company to manage - hired by 20/20Private company to manage - hired by 20/20

How Should the Program Expand? How Should the Program Expand?

• Choose best demographic clustersChoose best demographic clusters

• ““Don’t Know” - Leave it up to the expertsDon’t Know” - Leave it up to the experts

• Build a five year business planBuild a five year business plan

• Should be a selection process based on:Should be a selection process based on:

A.A. Established criteria Established criteria

B.B. Commitment of owner Commitment of owner

C.C. Passion of golf Passion of golf professional professional

SummarySummary

• New golfers have a high value - worth New golfers have a high value - worth the investmentthe investment

• Build dedicated, focused organizationBuild dedicated, focused organization

• Major stakeholders need to be involvedMajor stakeholders need to be involved

• Thoughtfully grow next yearThoughtfully grow next year

Jim AwtreyJim AwtreyChief Executive Officer,

PGA of AmericaChief Executive Officer,

PGA of America