1. Vice President, Corporate Marketing & Research Golf Digest Companies
Jon Last
Vice President, Corporate Marketing & Research
Golf Digest Companies

3. Objectives – Looking To Our Best Customers
For detailed understanding of their attitudes, motivations & perceptions and implications for growing the game
Encompassing, but not limited to:
Why they play? …Benefits and Motivations
How much they plan to play in the future
Their potential as missionaries/influencers for future generations
The role that golf plays in the context of their social and professional lives
Perspectives on golf’s future

4. Methodology
The largest and most comprehensive study ever done on Golf’s Best Customers
Core Golfers; those who have played 8-24 rounds a year
Avid Golfers; those who have played 25+ rounds a year
2 Phases:
48 hours of one-on-one depth interviews in six U.S. markets (n=96)
Quantitative online surveys (n=13,290)
Large sample size allows for further market segmentation (regionally, avid vs. core; men vs. women; etc – with statistical stability and projectability)

5. Today’s Areas of Focus Introduction to the Game
Drivers of Satisfaction and Enjoyment
Key Attitudes about the Game
Inhibitors to More Play
Drivers of Increased Play: Concepts
Drivers of Increased Play: Tactics
The Future – Golf in the Year 2150
Implications and Take-a-ways

6. Introduction to the Game

8. Driven as Much by Friends & Business Associates as by Family
Introduction to the Game
Driven as Much by Friends & Business Associates as by Family
Q. How were you first introduced to Golf?
Parents/Spouse/Other Family (Net)
Total
Best Customers
Friend/Work Colleague (Net)

9. Where Did You First Play Golf?
Introduction to the Game
Where Did You First Play Golf?
Total Core Avid
Best Customers Golfers Golfers
% % %
At a public course
At a par 3 or short course
At a private club
At a range
At school 2 2 2
23%
28%
19%

10. In-School Programs Are Embraced As Opportunities to Grow Participation
Introduction to the Game
In-School Programs Are Embraced As Opportunities to Grow Participation
School programs are 2 of the top 6 initiatives tested in terms of their effectiveness for bringing new people into the game!
Reasonably Priced Introductory Lessons at Driving Ranges
Junior HS and HS Golf In PE Programs
Free Golf Days At the Course
Adding Women’s Golf Programs by Women and for Women
Bundle New Equipment Purchases with Lessons
Elementary School Golf
In PE Programs
Mean Scores (1-7 Scale)
Total
Best Customers

11. Introduction to the Game
If Today’s Best Customers Are Indicative of the Future, We Need to Hook Them Younger!
Q. When did you first learn to play?
Total
Best Customers

12. Drivers of Satisfaction and Enjoyment

14. Drivers of Enjoyment – Conditions, People & Performance
Drivers of Satisfaction and
Enjoyment
Drivers of Enjoyment – Conditions, People & Performance
Total
Mean Score (1-7 Scale) Best Customers
Well maintained greens & bunkers 6.34
Well maintained fairways & tees 6.28
The people you play with 6.24
Playing well on the course 5.84
Availability of practice facilities 5.68
Beautiful surroundings and scenery 5.74
Scoring well 5.65
Challenging course 5.65
Fast pace of play 5.39
Knowledgeable marshals and starters 5.38

15. Drivers of Satisfaction and
Enjoyment
Overall Enjoyment Is Less about Course Challenge & More about Conditioning
Forced Choice: Do you generally prefer to play a course that is…
88%
12%
Not as challenging but in very good condition
Very challenging, not top condition
Total
Best Customers

16. Drivers of Satisfaction and
Enjoyment
Overall Enjoyment Is Less about Course Challenge & More about Conditioning
Golfers were twice as likely to want “better course conditioning” over “better architecture and layout” as an incentive for them to pay 25% more for greens fees!
Total
Best Customers
Better Course
Conditioning
Better
Architecture/Course
Layout

17. It’s More about Camaraderie and the People you Play With
Drivers of Satisfaction and
Enjoyment
It’s More about Camaraderie and the People you Play With
Q. Which is more important in driving overall enjoyment derived from a round of golf?
Total Core Avid
Best Customers Golfers Golfers
% % %
The people you play with
vs. How well you play
The people you play with
vs. The condition of the golf course
The people you play with
vs. The pace of play
Those with established and reliable peer groups are playing more than those who don’t have a “consistent” game. This was especially evident among young adults in their early stages of family formation and career growth.

18. Key Best Customer Attitudes About the Game

19. What Golfers are Thinking Today!
Key Best Customer Attitudes About the Game
What Golfers are Thinking Today!
Agreement Ratings on 27 Statements Total Core Avid
Mean Scores (1-7 Scale) Best Customers Golfers Golfers
1. There are no guarantees in golf
2. More young players like Tiger Woods and Michele Wie
have been instrumental in growing the game
3. Golfers today are more athletic than they were
20 years ago
4. Golf is an intimidating game for beginners

20. Golf Is More about Leisure than Competition
Key Best Customer Attitudes About the Game
Golf Is More about Leisure than Competition
For all but the best, golf was perceived as a leisure activity which has ramifications on what golf’s major competitors are for time and dollars
Total Core Avid
Best Customers Golfers Golfers
% % %
For me, golf is more about the competition Or
For me, golf is basically a leisure activity

22. …And It’s More about Preference for Course Variety
Key Best Customer Attitudes About the Game
…And It’s More about Preference for Course Variety
81%
19%
I would rather play a variety of courses
I would rather play the same course on a regular basis
Total
Best Customers

23. Golf’s Best Customers Aren't Necessarily Willing to be Ambassadors
Key Best Customer Attitudes About the Game
Golf’s Best Customers Aren't Necessarily Willing to be Ambassadors
Less than 20% of golfers surveyed would be willing to commit to a program that required them to introduce at least one new person a year to the game of golf
Less than 25% of Best Customers are “willing to contribute $25 a year toward development programs that would insure the future of the game”
More than 45% of Best Customers agree (25% strongly) that they are “concerned that with all of the new players coming into the game, golf courses are going to be too crowded”

24. Inhibitors to More Play

25. Bad Behavior, Course Condition & Skill Level
Inhibitors to More Play
Bad Behavior, Course Condition & Skill Level
Q. What inhibits your enjoyment of the game of golf?
Total
Mean Scores (1-7 Scale) Best Customers
Behavior of players on the course 4.81
Course conditions 4.79
Cost 4.64
Time required to play 3.95
Tee time availability 3.89
My skills/performance 3.72
Elitist perception 3.21

26. Cost & Time – The Two “Crutches”
Inhibitors to More Play
Cost & Time – The Two “Crutches”
Q. What inhibits your enjoyment of the game of golf?
Total
Mean Scores (1-7 Scale) Best Customers
Behavior of players on the course 4.81
Course conditions 4.79
Cost 4.64
Time required to play 3.95
Tee time availability 3.89
My skills/performance 3.72

27. Inhibitors to More Play
A Further Look At Costs
Total Core Avid
Best Customers Golfers Golfers
So cheap that its quality would
be questionable? $20 $20 $21
Such A bargain that you would
definitely purchase it? $31 $30 $33
Starting to get expensive, but still
worth considering? $55 $52 $57
So expensive that you would not
consider it? $93 $88 $98

28. Going Beyond the Crutches
Inhibitors to More Play
Going Beyond the Crutches
Crutch #1
Crutch #2
They Say
They Mean
Issues
“Golf is too expensive”
“I’m not getting value out of my experience”
“I spend on lessons & equipment but I don’t get better”
“My on-course experience doesn’t justify the time investment”
“I don’t have enough time to play golf”
Customer service; Pace of play; Conditions
Too crowded; bad service; lack of improvement

29. Going Beyond the Typical Crutches
Inhibitors to More Play
Going Beyond the Typical Crutches
Why Not More Golf..? There are No Guarantees in Golf
#1 of 27 Attitudinal Statements

31. Drivers of Increased Play: Concepts

32. Success Breeds Interest and Increased Play
Drivers of Increased Play:
Concepts
Success Breeds Interest and Increased Play
Why are you playing MORE Golf in last two years?
Total
Best Customers
#2 – My game has improved 50%
53% of Golf’s Best Customers agreed with the statement: “I would play more golf than I’m currently playing, if I got better at it!”
Why do you expect to be playing MORE Golf in the next 3 years?
Total
Best Customers
#1 – My game has improved 46%

33. Access To Playing Partners Can Also Increase Play
Drivers of Increased Play:
Concepts
Access To Playing Partners Can Also Increase Play
Why are you playing more often than you did in the past two years?
Total
Best Customers
#3 – I have more golf partners to play with 41%
#4 – My family is more involved with golf 19%

34. …Enhanced Service Would Also Improve the Golf Experience
Drivers of Increased Play:
Concepts
…Enhanced Service Would Also Improve the Golf Experience
Q. What would enhance your overall golf experience?
Total
Mean Scores (1-7 Scale) Best Customers
Improved pace of play 5.98
Courteous and upbeat staff 5.92
Marshals who do their job 5.14

35. Growing the Game is More about Adding New Golfers
Drivers of Increased Play:
Concepts
Growing the Game is More about Adding New Golfers
Q. What do you think is more important to insure golf’s future?
Getting Existing Golfers To Play More
Those favoring new golfers spoke to:
Junior golf programs
Continuous focus on minorities and women
26%
Bringing In New Golfers
74%
Total Best Customers

37. Growing the Game is More about Adding New Golfers
Drivers of Increased Play:
Concepts
Growing the Game is More about Adding New Golfers
Q. What do you think is more important to insure golf’s future?
Getting Existing Golfers To Play More
However, a significant number of respondents took on a more protectionist approach
26%
Bringing In New Golfers
74%
Total Best Customers

38. Drivers of Increased Play: Tactics

39. Drivers of Increased Play: Tactics
Q. How Effective Would The Following Be In Getting Golfers To Play More Frequently?
Reduced Fees During Off-Peak Hours
Discounted Golf Packages
Less Expensive Golf Instruction
Joining An Organized Golf League
Family Golf Programs
Top 5 Out of 9 Tested
Mean Scores (1-7 Scale)
Total
Best Customers

41. Moving Golf Leagues to the 40% Mark
Drivers of Increased Play:
Tactics
Moving Golf Leagues to the 40% Mark
Total Core Avid
Current Participation Best Customers Golfers Golfers
% % %
Any Leagues (Net)
Golf leagues not through work
Golf leagues through work

42. Golf Leagues – A Huge Opportunity
Drivers of Increased Play:
Tactics
Golf Leagues – A Huge Opportunity
Regionally test market new corporate golf leagues for workers
Organize Sponsorship of National Golf League Championships – the Corporate Challenge Model
Locally sponsored after school leagues in suburban middle class/affluent neighborhoods – like little league
Local business golf leagues during off season like bowling, with banquets and trophies at the end of the season.

43. Innovative Memberships Programs: The Health Club Model
Drivers of Increased Play:
Tactics
Innovative Memberships Programs: The Health Club Model
Martin S - Los Angeles
“Market golf like your local gym club.”

45. The Health Club Model: What Would It Take?
Drivers of Increased Play:
Tactics
The Health Club Model: What Would It Take?
Total Core Avid
Extremely interested Best Customers Golfers Golfers
Average Number of Rounds:
Median Number of Rounds: 5 5 5
Number of rounds you would prepay for in a month for unlimited golf

46. Drivers of Increased Play: Tactics
Another Popular Option: Consumer Loyalty Programs with REAL, Attainable Rewards
Total
Extremely interested Best Customers
Rounds to play to get one free
Average Number of Rounds: 4.14
Median Number of Rounds: 5
Discount you would require for next round
Average Percentage Off: 30%
Median Percentage Off: 25%

47. Putting the Guarantee in Golf
Drivers of Increased Play:
Tactics
Putting the Guarantee in Golf
Satisfaction guarantees on:
Lessons
On-Course experience
Supervised practice, not just instruction:
Practice where pros/better players take notice and give tips
On the range and on the putting green
Practice logs and formalized training programs
Certificates of progress to measure against improving scores
Golf practice/socials regularly scheduled

48. Increasing the Value Quotient!
Drivers of Increased Play:
Tactics
Increasing the Value Quotient!
New stronger emphasis on marshalling for pace of play – develop certification program
Improve and market condition of golf course, rather than challenge or slope index
Promote heightened respect of game by new focus on obeying rules, replacing divots, ball marks and appreciation of tradition.
Tiered pricing for effective yield management

49. What Do We Have To Do To Tip the Scales?
Drivers of Increased Play:
Tactics
What Do We Have To Do To Tip the Scales?
Develop more opportunities to play
Promote leagues at work and at the course
Increase golf course exposure at ranges and in schools
Get children playing younger
More tailored promotions and frequency loyalty programs

50. Promoting the Golf Family
Drivers of Increased Play:
Tactics
Promoting the Golf Family
Q. What other family members play golf?
Spouse or Significant Other
Child/Children

51. The Future – Golf in the Year 2150

53. Optimism in General – But Lots of Caveats Too!
The Future:
Golf in the Year 2150
Optimism in General – But Lots of Caveats Too!
Best
Mean Scores (1-7 scale) Customers
1. Golf will be bigger than ever as media and grass roots
programs are successful in bringing new players in 4.84
2. Courses will become more challenging with tighter fairways,
tougher greens and bigger carries to ward off the
“power game effect” of technology 4.77
3. A greater percentage of the population will be playing golf 4.65
4. Golf will become more expensive due to the increasing
cost of real estate 4.61

54. Implications

55. The Attrition Battle: Tipping The Scale of Critical Success Factors
Implications
The Attrition Battle: Tipping The Scale of Critical Success Factors
Play More If
Benefits > Detractors
Play Less If
Detractors > Benefits

56. Implications The Headlines
Optimal price point for Daily Fee greens fees is $40 - $50
Leisure is more important than competition
Course conditioning is more important than challenge
Time issue is more about priorities and family; more rounds will eliminate the guilt factor
There’s a group out there who is resisting
Youth – if you get them when they’re under 12, they might leave…but they’ll come back later

57. So, What Will the Game Look Like?
Implications
So, What Will the Game Look Like?
There are more affordable public facilities – $50 and less
There are lots of leagues – for families, at work and through other social organizations
More “well-conditioned” courses – less emphasis on penal design
More school programs
More monitored practice sessions
More recognition & rewards for Best Customers