GOLF 20/20 Funding

What One Thing Should GOLF 20/20 Focus on in the Future? 1.Diversity More information on minoritiesMore information on minorities Minority marketing initiativesMinority marketing initiatives Disabled golfersDisabled golfers 2.New Relationships/Target Audiences Retirees…alliance with AARPRetirees…alliance with AARP College students… “a good market”College students… “a good market” Religious organizationsReligious organizations 3.Family Program Development

What One Thing Should GOLF 20/20 Focus on in the Future? 4.National Mentoring Program 5.Establish “Seal of Approval” for user-friendly facilities 6.Regional meetings/councils 7.Include more off-course retailers 8.Promote the availability of inexpensive equipment 9.Repetition…repetition…repetition of best practices

Leagues Elements of a Pilot Tool kit/on-line informationTool kit/on-line information Emphasis on social componentEmphasis on social component Establish multiple markets, then linkEstablish multiple markets, then link Local, state, national championshipsLocal, state, national championships Start with 2 beta sitesStart with 2 beta sites Create a league “brand” like Play Golf AmericaCreate a league “brand” like Play Golf America Use internet to post results and link leaguesUse internet to post results and link leagues Start with companies that sponsor golfStart with companies that sponsor golf We know they work – need to learn how to sell and ramp upWe know they work – need to learn how to sell and ramp up

Leagues Types of Leagues Social leagues – beginnersSocial leagues – beginners CompetitiveCompetitive Corporate (beginner and advanced)Corporate (beginner and advanced) Junior (TFT)Junior (TFT) FamilyFamily Inter- and Intra-company leaguesInter- and Intra-company leagues

Leagues Alliances 300K Churches300K Churches Health ClubsHealth Clubs CVBs, ChambersCVBs, Chambers Trade AssociationsTrade Associations City Governments; Recreation DeptsCity Governments; Recreation Depts IAGA – State Golf AssociationsIAGA – State Golf Associations Labor UnionsLabor Unions

Retention Instruction Structured programsStructured programs Systematic approach… “karate belt” advancementSystematic approach… “karate belt” advancement Recruit more women teachersRecruit more women teachers Standardized instruction for each segment (women, seniors, kids, etc.)Standardized instruction for each segment (women, seniors, kids, etc.) Take it to the people…mobile program for parks, ball fields, etc.Take it to the people…mobile program for parks, ball fields, etc. Incorporate one hole into each lessonIncorporate one hole into each lesson

Retention Customer Service National Customer Service ProgramNational Customer Service Program Know the customer and then communicate with them ( )Know the customer and then communicate with them ( ) Attitude of staff/create feeling of belongingAttitude of staff/create feeling of belonging Tiered pricingTiered pricing Lowest-paid employees are first point of contactLowest-paid employees are first point of contact

Retention Education Promote the game’s valuesPromote the game’s values Promote sources of affordable equipmentPromote sources of affordable equipment Train instructors on how to impact retentionTrain instructors on how to impact retention Educate operators that structured programs = $Educate operators that structured programs = $ Better distribution of best practicesBetter distribution of best practices

Retention Enjoyment Forward tees (many comments)Forward tees (many comments) No rulesNo rules Emphasize range-to-course transition programsEmphasize range-to-course transition programs Every message should emphasize funEvery message should emphasize fun Playing partner introduction programPlaying partner introduction program Score doesn’t matterScore doesn’t matter Personalize/humanize golfPersonalize/humanize golf

Retention Other National Mentor-Buddy ProgramNational Mentor-Buddy Program Better utilization of alternative facilitiesBetter utilization of alternative facilities Pre-paid roundsPre-paid rounds More refined researchMore refined research

Retention Panelists Dr. Joe BeditzDr. Joe Beditz Bob DedmanBob Dedman David PillsburyDavid Pillsbury Joe SterankaJoe Steranka