RICHARD SINGER

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RICHARD SINGER

• Director of Consulting Services,National Golf
  Foundation
• Raleigh-Durham MSAGolf Market Study

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RDU MARKET STUDY
Purpose

• Study market dynamics and potential
• Assess interest in growing the game
• Develop an approach for future studies

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RDU GOLF MARKET STUDY
Why Raleigh-Durham

• Typical America
• Mid-Sized
• Above Average Growth
• Good Demographics
• Ample Diverse Supply
• 10 Increase Expected

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RDU GOLF MARKET STUDY
   
Thumbnail Supply
 
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RDU MARKET STUDY
Thumbnail Demand

• 15.5 participation rate age 12 (National
  rate is 11.7)
• Female participation 52 higher
• 141,000 golfers age 12
• Average rounds played per year 21.4 (same as
  national average)

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RDU MARKET STUDY
Three Key Findings

• Abundant latent demand
• Un-used golf facility capacity
• Operators eager to go after latent demand, but
  want and need help

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RDU MARKET STUDY
Abundant Latent Demand

• Estimated at 500,000 rounds
• 285k from golfers who want to play more
• 150k from former golfers returning to the game
• 65k from never-evers with high interest

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FROM WHICH CONSUMER GROUPS WILL LATENT DEMAND
MOST LIKELY COME

• Net, theres surveyed interest out there
• Largest contingency in current golfers wanting to
  play more
• Followed by former golfers and then non
  golfers in roughly even numbers

Raleigh-Durham Golf Consumer Universe in 2000
(368,000)
Golfers 141,000 (38)
Former Golfers 161,000 (44)
Interested Non-Golfers 66,000 (18)
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RDU MARKET STUDY
Capacity to Accommodate Demand

• Definitions
• Actual Utilization
• Desired Utilization
• Capacity
• Capacity in market to absorb demand
• New development opportunities still exist in
  certain locations and at certain price points

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RDU GOLF SUPPLY DEMAND
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RDU MARKET STUDY
Town Hall Meeting

• Latent demand estimate confirmed
• High female participation estimate confirmed
• Operators eager to grow golf, express need for
  help

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RDU MARKET STUDY
Implications

• All golf is local
• Statistical modeling can predict demand, but we
  must understand local golf operations
• Facilities need help in identifying and achieving
  capacity