Birdie, Par or Bogey? The State of Golf in North America Stadder, E. J. & Dixon, J. C. (Advisor) Department of Kinesiology, University of Windsor Country: Number of Golf Facilities: USA 15,372 Canada 2,363 Mexico 237 INTRODUCTION FACILITIES Currently, there is a large amount of research on golf throughout North America, but it is fragmented. The purpose of this study was to determine a clearer understanding of the true state of the golf industry in North America. Information for this study was gathered through an extensive review of secondary literature from trade journals, industry reports, and media articles. Our findings are highlighted in the following three groups: socioeconomic impact, facilities, and consumer behaviour. North America is home to 53% of the world’s golf courses. Table 1 outlines the number of golf facilities located in the United States, Canada, and Mexico, respectively (Royal & Ancient, 2015). Even though there were 175 new golf courses either opened, under construction, planned or proposed in the United States in 2014, overall numbers have been in decline since they peaked at 15,890 courses in 2010. However, this is a healthy reduction due to the fact that between 1986 and 2005, too many courses were built (National Golf Foundation [NGF], 2013; NGF, 2014; NGF, 2015a; NGF, 2015b). Within Canada, in 2014, there were 31 courses either in the planning or construction stages, while another 158 facilities had to shut their doors (Golf Canada & PGA of Canada, 2015). Golf courses have the potential to negatively and positively impact the environment. Some negative impacts include pollution of water from pesticides and large amounts of water consumption for irrigation. Some positive impacts include creating and preserving wildlife sanctuaries and natural areas on golf courses, as well as protecting and preserving water resources (Audubon International, n.d.). Table 1. Breakdown of North American golf facilities, by country (Royal & Ancient, 2015). SOCIOECONOMIC IMPACT CONSUMER BEHAVIOUR The golf industry has a large economic and social impact in both Canada and the United States. The golf industry in Canada in 2013 contributed $14.3 billion to the nation’s gross domestic product, generated $1.6 billion tourism dollars, and provided over 300,000 jobs (National Allied Golf Associations [NAGA], 2014). The golf industry in the United States in 2011 was worth over $68.8 billion dollars and supplied over 1.9 million jobs; golf tourism alone generated over $20.5 billion (Golf 20/20, 2012). In Canada, Golf Canada partnered with the Professional Golf Association (PGA) of Canada and Physical and Health Education Canada to create the Golf in Schools program in 2009. Golf in Schools has created a learning resource for teachers who want to bring the game of golf into the classroom and gymnasium. This program is beneficial to students as it introduces them to the sport, promotes healthy active living, is gender inclusive and helps students develop life skills, like goal-setting (Golf in Schools, n.d.). In the United States, the First Tee program uses golf to help young people by “providing educational programs that build character, install life-enhancing values and promote healthy choices through the game of golf” (The First Tee, n.d.). DISCUSSION In Canada there are 5.7 million golfers; however, only 684,000 of these golfers are categorized as avid golfers (playing over 25 rounds per year). The largest age group involved in golf is 46-59 year olds, at 1.3 million participants. Coincidentally, the same number of people are leaving the game as are entering, at just over 1 million (NAGA, 2012). In the United States, there were 24.7 million golfers in 2013 and 2014. The average number of rounds per year peaked at 19.3 million in 2012, but declined to 18.8 in 2013. One quarter of American golfers are between the ages of 18 and 34 (NGF, 2015b, 2015c). Research on Canadian golfer habits uncovered that 28% of golfers frequently watch golf on TV, 12% frequently follow golf on the web, 17% frequently practice at the driving range, and 25% frequently talk about golf with others (NAGA, 2012). Golfers increasingly use technology. In fact, American golfers are more engaged with technology than the average American, with 71% of golfers using social media compared to only 56% of the general population. As well, 30% of golfers have made online golf purchases, over 2.4 million have downloaded a golf related app, and 5.9 million have used a third party website, such as TeeOff.com to book a tee-time (NGF, 2012). Based on our findings, the sport of golf is far from the bunker. Rather, it is thriving in many respects. However, it must continue to adapt to remain relevant in an increasingly saturated marketplace for sport and physical activity. Some future directions for the industry include: 15” Cups – this allows beginner golfers to have an easier time putting, as well as speed up the pace of play (Noonan, 2014). Varying course length options, such as 6-and 12-hole options on top of the traditional 9- and 18-hole options, will give more flexibility to beginner and time-pressed golfers (Sorensen, 2014). Being more inclusive to girls and women will definitely increase the overall number of golfers, as there are a large number of girls and women interested in golf, but currently lack the opportunities that boys and men are provided (Golf interest, 2015; Orender, 2014). REFERENCES Audubon International (n.d.). Golf and the environment fact sheet [pdf]. Retrieved from https://www.auduboninternational.org/Resources/Documents/Fact%20Sheets/Golf%20and%20the%20Environment.pdf Golf 20/20 (2012). The 2011 golf economy report executive summary [pdf]. Retrieved from http://www.golf2020.com/media/31624/2011_golf_econ_exec_sum_sri_final_12_17_12.pdf Golf Canada & PGA of Canada (2015). Golf facilities in Canada 2015 [pdf]. Retrieved from http://golfcanada.ca/app/uploads/2015/07/NGF-GOLF-CANADA_ENGLISH-Final-July8.pdf Golf in Schools (n.d.). Bringing golf to a school near you. Retrieved from http://golfinschools.golfcanada.ca Golf interest, participation growing in young girls due to joint LPGA/USGA effort. (2015). Street & Smith’s Sports Business Daily. Retrieved from http://www.sportsbusinessdaily.com/Daily/Issues/2015/06/12/Leagues-and-Governing-Bodies/Girls-Golf.aspx?hl=golf%20participation&sc=0 National Allied Golf Associations (2012). Canadian golf consumer behaviour study [pdf]. Retrieved from http://canadagolfs.ca/wp-content/uploads/2012/09/Canadian-Golf-Consumer-Behaviour-Study_english-FINAL.pdf National Allied Golf Associations (2014). Economic impact study of golf in Canada [pdf]. Retrieved from http://canadagolfs.ca/wp-content/uploads/2014/06/SNG-Golf-2014-Executive-Summary-FINAL-Report-JUNE-2_ENG.pdf National Golf Foundation (2012). Core golfers & technology [pdf]. Retrieved from http://secure.ngf.org/cgi/catalogsearchdetail.asp?ITEMNUMBER=99MR231 National Golf Foundation (2013). Golf facilities in the U.S. 2013 edition [pdf]. Retrieved from http://secure.ngf.org/cgi/catalogsearchdetail.asp?ITEMNUMBER=99RP043 National Golf Foundation (2014). Golf facilities in the U.S. 2014 edition [pdf]. Retrieved from http://secure.ngf.org/cgi/catalogsearchdetail.asp?ITEMNUMBER=99RP044 National Golf Foundation (2015a). Golf facilities in the U.S. 2015 edition [pdf]. Retrieved from http://secure.ngf.org/cgi/catalogsearchdetail.asp?ITEMNUMBER=99RP045 National Golf Foundation (2015b). Golf industry overview 2015 edition [pdf]. Retrieved from http://secure.ngf.org/cgi/catalogsearchdetail.asp?ITEMNUMBER=99MR404 National Golf Foundation (2015c). Golf participation in the U.S. - 2015 edition [pdf]. Retrieved from http://secure.ngf.org/cgi/catalogsearchdetail.asp?ITEMNUMBER=99MR255 Noonan! Golf industry leaders experimenting with 15-inch holes to drive interest. (2014). Street & Smith’s Sports Business Daily. Retrieved from http://www.sportsbusinessdaily.com/Daily/Issues/2014/04/22/Leagues-and-Governing-Bodies/Big-Hole-Golf.aspx?hl=golf%20rule%20changes&sc=0 Orender, D. (2014). Golf’s positive momentum in outreach to women will continue. Retrieved from http://www.sportsbusinessdaily.com/Journal/Issues/2014/11/17/Opinion/Orender.aspx?hl=golf%20industry%20&sc=1 Sorensen, C. (2014. Why Canadian golf is dying. Retrieved from http://www.macleans.ca/economy/business/the-end-of-golf/ Royal & Ancient (2015). Golf around the world 2015 [pdf]. Retrieved from http://www.randa.org/en/RandA/News/News/2015/March/~/media/RandA/Downloads%20and%20Free%20Publications/2015/Golf%20Around%20the%20World%202015.ashx The First Tee (n.d.). A junior golf program with a mission. Retrieved from http://www.thefirsttee.org/club/scripts/public/public.asp?GRP=17345&NS=PUBLIC