Joe Louis Barrow, Jr. Chair - GOLF 20/20 Diversity Task Force

The Diversity Task Force

To ensure that Women and Minorities are addressed in all GOLF 20/20 ‘Growth of the Game’ initiatives and assist the golf industry in developing diversity …awareness initiatives …outreach programs …and corporate strategies. Mission/Focus

Diversity Task Force Members Joe Barrow, Chairman Executive Director The First TeeJoe Barrow, Chairman Executive Director The First Tee John Buehler Sr. Director Global Communications Callaway GolfJohn Buehler Sr. Director Global Communications Callaway Golf Mike deMaio Managing Director Burrell CommunicationsMike deMaio Managing Director Burrell Communications Barbara Douglas Managing Director National Minority Golf FoundationBarbara Douglas Managing Director National Minority Golf Foundation Sara Hume Executive Director Executive Women’s Golf AssociationSara Hume Executive Director Executive Women’s Golf Association Nancy Weber Sr. Vice President Golf DigestNancy Weber Sr. Vice President Golf Digest Karen Moraghan President Hunter Public RelationsKaren Moraghan President Hunter Public Relations Robin Herrington U.S. Regional Marketing Manager, Nike GolfRobin Herrington U.S. Regional Marketing Manager, Nike Golf

2003 Programs and Activities Develop Task Force Mission, Programs and ActivitiesDevelop Task Force Mission, Programs and Activities –2003 Meetings - January/April/June/September/October Understand mission/goals of GOLF 20/20 task forces and initiativesUnderstand mission/goals of GOLF 20/20 task forces and initiatives –Ongoing Commission Minority/Women golf participation studyCommission Minority/Women golf participation study –Completed Develop participation targets for Minorities/Women through 2020Develop participation targets for Minorities/Women through 2020 –Presented during the 2003 GOLF 20/20 conference Develop GOLF 20/20 diversity media strategyDevelop GOLF 20/20 diversity media strategy

Dr. Joe Beditz President, National Golf Foundation

Minority Golf Participation in the United States

Key Findings Minorities are a definite presence in golf.Minorities are a definite presence in golf. The relationship between income and participation is as strong, if not stronger, in minority populations.The relationship between income and participation is as strong, if not stronger, in minority populations. Minorities are attractive candidates for golf: there is a large untapped pool of latent demand.Minorities are attractive candidates for golf: there is a large untapped pool of latent demand.

Total Golf Participants Minority 5.5 million Non-Hispanic White 31.2 million Minorities are under-represented in golf

Minority Golf Participants Asian-American 1.5 million Hispanic-American 1.7 million African-American 2.3 million

Golf Participants White females 20.6% African-American 6.3% White males 64.4% Hispanic-American 4.6% Asian-American 4.1%

Golf Participation Rates* *Ages 5+, played at least one round of golf or visited practice facility

Participation Rates by Income and Race Golf Participant Household Income Participation Rate

Latent Demand

Junior Participants 21% Excl Range 6% Golfers 61% Exclusive Alternative 12% MinoritiesNon-Minorities Junior Participants 16% Excl Range 9% Golfers 73% Exclusive Alternative 2% Where They Play

Recommendations High 2.1 million 9.8 million 3.4 million Awareness Interest Trial (alternative, range and juniors) Commitment (regular golfers) Convert

Recommendations High 2.1 million 9.8 million 3.4 million Awareness Interest Trial (alternative, range and juniors) Commitment (regular golfers) Convert

Population Change CAGR=Compound Annual Growth Rate Source: U.S. Census

Participation rates by income and race Golf Participant Household Income Participation Rate Focus Here

Minority Participation Assumptions

Minority Participation Assumptions (millions)

Female Participation Assumptions

Impact of Minorities and Females *In today’s dollars

Joe Louis Barrow, Jr. Chair - GOLF 20/20 Diversity Task Force

Diversity Task Force Recommendations Industry commitment to focus on increasing participation of Women and Diverse populationsIndustry commitment to focus on increasing participation of Women and Diverse populations GOLF 20/20 Task Forces should integrate Diversity targets in all ‘Growth of the Game’ programs and initiativesGOLF 20/20 Task Forces should integrate Diversity targets in all ‘Growth of the Game’ programs and initiatives Initial FocusInitial Focus –Next Five Years ( ) –African Americans –Hispanic Americans –Women

Diversity Participation Goals – Minority Groups

Diversity Participation Goal – African Americans

Diversity Participation Goals – Hispanic Americans

African Americans/Hispanic Americans Diversity Participation Goals - Incremental Increases

Diversity Participation Goals - Women

Average Participant Spending = $663 Managed Growth - Buying Power $997,000,000

Diversity Task Force 2004 Programs and Activities Assist the golf industry in developing marketing strategies to ensure achievement of 2020 diversity targets.Assist the golf industry in developing marketing strategies to ensure achievement of 2020 diversity targets. Share diversity Business Case models with all Industry organizations.Share diversity Business Case models with all Industry organizations. Assist all ‘Growth of the Game’ initiatives with the development of diversity components.Assist all ‘Growth of the Game’ initiatives with the development of diversity components.

Diversity Task Force SummarySummary –Vast Opportunity to grow the game among Minorities and Women –Requires Industry Commitment and Investment –Payback will be significant