Robert S. Krause

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Robert S. Krause

• Vice President for Institutional
  AdvancementKansas State University

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College Discussion
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Colleges

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

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Colleges

• Several best practices - importance of utilizing
  teaching professionals
• Golf for Business and Life
• Link Up 2 Golf

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Colleges

• Golf 20/20 should develop a Business Case for
  golf
• Faculty and staff
• Students

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Colleges

• Brand positioning with collegiate alumni market

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Steve Czarnecki

• USGA Foundation

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Junior GolfDiscussion
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2001 Objectives

• Take an inventory of the many already existing
  Junior Golf activities
• Create communication tools to connect people with
  resources
• Increase Junior Participation

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2001 Activities

• Developed JuniorLinks.com
• Site devoted to educate kids, their parents and
  junior program administrators about Junior Golf
  opportunities
• Coordinated regional Junior Golf Summits
• Gatherings Geared toward the exchange of ideas
  and resources among parties interested in Junior
  Golf in communities throughout the country

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Breakout Session Objectives

• Ways to enhance current activities
• JuniorLinks.com
• Regional Junior Golf Summits
• New Ideas for Golf 20/20 Junior Initiative

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JuniorLinks.com Enhancement Ideas

• Marketing
• Launch a comprehensive campaign in and out of the
  golf world focusing on reaching kids, their
  parents and Junior Golf Program administrators
• Services
• Increase kid interaction with the site
• Highlight more individuals
• Educate about careers in golf
• Maintain communication with users

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Regional Junior Golf Summit Enhancement Ideas

• On-line registration
• Continue to focus on broader participation

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Other Thoughts

• Further research on retention of Junior Golfers
• Offer searchable alternative facilities database
• Schools and Golf

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Mike Hurdzan

• Hurdzan and Fry Golf Course Design

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Alternative Facilities Discussion
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The Alternative Facilities Breakout Sessions...

• Endorsed and supported the Golf 20/20 mission of
  growing the game
• Accepted the new research as valid and a
  foundation for ongoing thinking
• Focused on developing meaningful and necessary
  recommendations

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The Alternative Facilities Breakout Sessions...

• Discovered that Alternative Facilities (AFs) are
  underrepresented at 20/20 and to some degree out
  of the mainstream of industry involvement,
  concerns, and understanding
• Agreed that more research is necessary to make
  further recommendations and decisions
• Identified that AFs can and do play a role in
  player development

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The Alternative Facilities Breakout Sessions...

• Supported the concept of targeting alternative
  facilities for industry inclusion
• Determined that segmentation should occur between
  golf ranges and other alternative facilities
• Concurred that AFs are good places for friends
  family to play and enjoy golf
• Stated that industry-branded programs enjoy a
  high potential for success

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Data/Research/Information
We Need to Know More About Alternative Facility
Consumers and Operations In These Specific Areas

• What are the demographics, needs and
  characteristics of AF golfers?
• Is the AF consumer market segment growing, and in
  what ways?
• How much, when, and where?
• Why do golfers play exclusively at AFs, and what
  would it take to move them to traditional
  courses?
• How can AFs offer a better consumer experience?

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Data/Research/Information
We Need to Know More About Alternative Facility
Consumers and Operations In These Specific Areas

• How many golfers learned the game of golf at an
  AF?
• What are the golf amenities, programs and
  marketing initiatives of AFs, and how effective
  are they?
• How rapidly are AFs growing, and how well
  utilized (played) and profitable are they?
• What are the advantages and disadvantages of
  having an AF at a Traditional Facility vs.
  functioning as a stand alone?

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Recommendations for Industry Programs

• Support the Link Up 2 Golf program and expand it
  to other markets, with more emphasis on
  Alternative Facilities
• Gather the common denominators, best practices
  and models for AFs and make them known throughout
  the industry
• Identify and remove barriers that make golfers
  feel less welcome at both Alternative and
  Traditional Facilities

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Recommendations for Industry Programs

• Search for organizational, industry and
  institutional barriers that disenfranchise and
  disconnect golfers
• Develop a menu of industry initiatives designed
  to support AFs, and then conduct focus group
  discussions with AF operators to measure their
  reaction
• Recognize and pilot ways AFs and Traditional
  Facilities can cooperatively support each other

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Recommendations for Industry Programs

• Explore the role of indoor facilities
• Look at ways that existing courses can modify
  their facility to create an AF experience (later
  phase)
• Find a better name for Alternative Facilities

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Conclusion

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

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Dave Branon

• Chairman, Dunlop/Slazenger Group (Ret.)

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New Ideas Discussion
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How Do We Strike While the Iron is Hot?
Convert Interest to Action

• Targeting the 25 - 45 age group
• Impediments Cost Time Access Difficulty

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

• Association frequency card (incl. churches)
• Ticket stub redemption
• Airlines (409 million)
• Sporting Events (86 million)
• National Grow-the-Game Club/Corp. Cards sequence
  discounts, equipment discounts, lesson-packages,
  etc.

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

• Involvement in the community at local courses
• Town Days (concerts, picnics, holidays)
• Celebrities/Chamber of Commerce
• Move PTA meetings to golf courses
• Beginner Clinics
• Retail Tie-In coupons (McDonalds, Wendys, MS
  Windows, TOUR sponsors, airlines, etc.)
• Golf lotteries (state, regional, national)

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Target Specific Groups/Associations

• Women Executives
• Disabled
• Minorities

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Attracting New Golfers

• Dont be afraid to discount
• SamplingFirst round free
• Free lessons
• Alternative layouts at existing courses
• Make the game easier for beginners

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• Funding All who benefit from growth should
  contribute to growth (the transactional-tariffTh
  e Powerful Penny)
• Representing Golfs Best-interestsA
  Washington-Based Lobby

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New Ideas Website
20/20 Creative Clearing House
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Will Mann

• Past PresidentPGA of America

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Link Up 2 Golf Discussion
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What is the Value of a New Golfer?

• One Year 1,000
• Five Years 7,500

• Excludes any membership fees/dues
• Excludes soft dollars (travel lodging,
  viewership, subscriptions, marketing benefit)
• Program offers greatest value to facilities that
  are not at full capacity

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What Should be the LU2G Management Structure
Going Forward?

• 3 Ideas

1. 20/20 Staff 2. One representative full time
from each key group (TOUR, PGA, LPGA, USGA,
NGCOA) managed by 20/20 and one executive 3.
Private company to manage - hired by 20/20

• Need dedicated organization
• Entire industry to fund
• Whatever is adopted it should be Efficient and
  Effective

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How Should the Program Expand?

• Choose best demographic clusters
• Dont Know - Leave it up to the experts
• Build a five year business plan
• Should be a selection process based on

A. Established criteria B. Commitment of owner
C. Passion of golf professional
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Summary

• New golfers have a high value - worth the
  investment
• Build dedicated, focused organization
• Major stakeholders need to be involved
• Thoughtfully grow next year

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Jim Awtrey

• Chief Executive Officer,PGA of America

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