STEVE MONA

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(No Transcript)
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STEVE MONA

• Chief Executive Officer,Golf Course
  Superintendents Association of America
• Facility Development

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FACILITIES DEVELOPMENT

• Objectives
• Frame the issue
• Listen to research findings
• Define what we wish to accomplish during this
  afternoons breakout sessions, and where wed
  like to be when we conclude tomorrow

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DEFINITIONS

• Traditional Facility 9 holes or more
  traditionally designed, constructed and
  maintained courses
• Alternative Facility Less than 9 holes driving
  ranges that include golf holes reclaimed land,
  brown fields and other degraded property
  renovated into a golf course pitch and putt
  courses some First Tee facilities par-three
  courses

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Saturday Wrap-upSlides 6-10
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STEVE MONA

• Chief Executive Officer,Golf Course
  Superintendents Association of America
• Facility Development

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WHERE WED LIKE TO BE TOMORROW

• Determine viability of market-specific research
  and a recommended goal for 2001. Determine how to
  effectively make the information available to
  developers and entrepreneurs
• Develop deeper understanding of consumer
  attitudes toward pricing and other market
  influencers

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WHERE WED LIKE TO BE TOMORROW
(Continued)

• Determine how to build and communicate a
  financial model for successful alternative
  facilities
• Develop and provide authoritative information on
  identifying and acquiring public land for
  facility development

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WHAT WE WISH TO ACCOMPLISH IN BREAKOUTS

• Breakout One Traditional Facility Research
• Using Raleigh research as a backdrop, discuss
  whether similar research should be conducted in
  other markets. Discuss how entrepreneurs can be
  matched up with market demand opportunities

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WHAT WE WISH TO ACCOMPLISH IN BREAKOUTS
(Continued)

• Breakout Two Consumer Research
• Discuss research to determine what (price, time,
  location) would influence a non-golfer (including
  formers and infrequents) to become a golfer
• Breakout Three Alternative Facility Research
• Discuss research to identify successful
  facilities and to determine common characteristics

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Sunday Wrap-upSlides 12-18
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STEVE MONA MICHAEL HUGHES

• Facility Development

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WHAT WE WISH TO ACCOMPLISH IN BREAKOUTS

• Breakout One Traditional Facility Research
• Using Raleigh research as a backdrop, discuss
  whether similar research should be conducted in
  other markets. Discuss how entrepreneurs can be
  matched up with market demand opportunities

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BREAKOUT 1 - SUMMARY
Conclusions

• Standardize all terms and data
• Additional research is needed on market demand
  and capacity. This research needs to be
  disseminated to those making development
  decisions
• Market research should help ensure new facilities
  are built in the best locations
• Marry facility and consumer research

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WHAT WE WISH TO ACCOMPLISH IN BREAKOUTS

• Breakout Two Consumer Research
• Discuss research to determine what (price, time,
  location) would influence a non-golfer (including
  formers and infrequents) to become a golfer

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BREAKOUT 2 - SUMMARY
Conclusions

• Additional research is needed on local level to
  truly understand golf consumer behavior
• Research is needed to better understand how to
  convert an infrequent golfer into a frequent
  golfer
• The golf stakeholders should pay for additional
  research

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WHAT WE WISH TO ACCOMPLISH IN BREAKOUTS

• Breakout Three Alternative Facility Research
• Discuss research to identify successful
  facilities and to determine common characteristics

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BREAKOUT 3 - SUMMARY
Conclusions

• Identify and profile successful alternative
  facilities
• Study the progression of the alternate facility
  user
• Utilize capacity at existing regulation
  facilities to support demand for alternative
  facilities
• Interest in understanding availability of public
  land depends on local market demand