4. John Hugghins

5. Get Golf Ready and the TPC Network

6. Get Golf Ready Strategy
Golf 20/20 introduces Get Golf Ready in 2009
TPC Network establishes the program as major golf operations initiative
Goals set for each property
41 programs conducted in 2009 with 617 participants
90 programs conducted in 2010 with 1352 participants
2011 goals focused on growing programs and retention

7. Revenue Generated from Get Golf Ready Programs:
Get Golf Ready Programs Generated $1,092,000 in total revenue

8. Finding New Golfers Existing members and spouses
Corporate members (team building)
The First Tee Parents
Advertising through Play Golf America
Blasts, Posters Provided by GGR
Fitness Clubs/Local Businesses

9. Get Golf Ready Stories
We conduct a complimentary ladies’ clinic that ties in many of the components of Get Golf Ready. Compared to men, women are less interested in learning about the swing right off the bat. Instead, they want to start with smaller things like Rules and etiquette, and what to do on the course. The on- course learning and beginning process of Get Golf Ready really helps them feel comfortable with the game. That’s the great part of Get Golf Ready for our ladies’ program – it orients them to the game, not just the golf swing Jon Goin TPC Southwind
We formed a relationship with a local fitness club that would allow interested members to be introduced to golf through the Get Golf Ready program. This partnership also allowed us to showcase our club for possible member prospects. This has been a great partnership for both sides offering a unique golf experience for their members, and a pipeline for our Get Golf Ready programs Jim Calhoun TPC Craig Ranch
Our Club has an association of women members committed to community based charities. This association, TPC ROSE (Reach Out Serve Everyone), was originally formed in 2008 by women members who were not golfers, or who played very seldom. Our golf professionals promoted the GGR opportunity specific to TPC ROSE, as an additional option for them to use the Club and learn the game of golf. About 20 elected to participate. In the following months, several of these women became quite active in golf programs for the first time. Simply put, Get Golf Ready has helped our golf professionals make the Club more relevant to these members than it was before John Richeson, TPC Twin Cities

10. Areas For Improvement
Goal for 2011 increase to 2,000 participants in Get Golf Ready programs and generate $1.6 million in revenue
Install an aggressive communication and follow up program to keep participants engaged
Monthly calls to track progress and insure data is getting posted to GGR/Play Golf America website
Create tools to most accurately track additional revenues from green fees, cart fees, merchandise, lessons, membership sales

11. Vice President - PGA of the America
Ted Bishop
Vice President - PGA of the America

12. Chief Executive Officer - Morton Golf, LLC
Ken Morton Sr., PGA
Chief Executive Officer - Morton Golf, LLC

13. GET GOLF READY

14. Step by Step Player Development Programs
Our premier Player Development golf facility is the Haggin Oaks Golf Complex with 36 holes and a double ended 100 station driving range
DURING 2010 – 14 GOLF INSTRUCTORS
Gave 8,350 Lessons and Club Fittings
Gave $565,000 in Lessons and Fittings

15. In the Middle 1990’s
The National Golf Foundation (NGF) came out with a study stating that out of every 10 women who took beginner lessons only one took up the game.
We took surveys for 90 days because we did not believe it was true
We found our surveys to mirror those of the NGF
Out of our surveys, we found the following barriers were the major reasons why more women/beginners wouldn’t take up golf

16. Our In-house Surveys discovered the following barriers from beginners …
Don’t know anything about golf or golf facilities
Don’t have clubs to practice or learn with
Fear of unknowns and fear of embarrassment
Don’t know how to play, am not comfortable on the golf course
Need someone to learn with

17. Barriers (Continued)
My instructor is to technical, doesn’t relate to beginners
I just want to have fun, not be a champion golfer
The game is harder than I thought. There is so much to learn
Don’t have enough time to learn how to play golf
Don’t know what to do next

18. From what we continue to learn from our in-house surveys we have created these Step by Step Lesson Programs
Welcome to Golf Class
Get Golf Ready Class – Level I
Get Golf Ready Class – Level II
How to Play on the Golf Course Class
Summer Beginner League

19. 2010 Step by Step Program Revenues
NAME OF PROGRAMS FEES GENERATED
Welcome to Golf $ 8,000
Get Golf Ready I $24,000
Get Golf Ready II $ 6,000
Practice Makes Perfect $ 5,000
Stress Free Beginner league $
TOTAL REVENUES FROM FEES $43,900
NUMBER OF PARTICIPANTS – 515
100% OF OUR PARTICIPANTS REGISTER THROUGH
THE PGA PLAY GOLF AMERICA WEBSITE

20. 1st Year Revenues generated from 515 NEW GOLFERS
Lesson Fees ………………….. $ 43,900 Driving Range Fees …………. $ 22,248 Green Fees ……………………. $ 45,320 Cart Fees ………………………. $ 29,004 Equipment …………………….. $ Apparel ………………………… $ 24,720 Food & Beverages …………… $ 13,843 TOTAL ………………………….. $230,535 TOTAL PER PARTICIPANT …. $

21. MY PERSONAL OPINION
Today, the biggest barrier to “GROWING THE GAME” is the “INDEPENDENT CONTRACTOR LABOR LAW”
BECAUSE OF THIS SINGLE REASON:
Golf Instruction (Player Development)
is not generally …..
1. Part of a facilities planning or marketing process
2. Does not have goals and/or objectives
3. Does not have program manuals, written scripts
4. Is not viewed as having any impact on over all facility revenues

22. OPERATORS, OWNERS AND GOLF INSTRUCTORS MUST TOGETHER
Become involved in long range planning of Player Development Programs if we want to “GROW THE GAME”
Course owners/operators must invest time, effort and financial resources in Player Development at golf courses across America if we want to “GROW THE GAME”

23. THE TIME IS NOW!
The industry at all levels must invest in BEGINNING GOLF PROGRAMS
The industry must overcome the barriers perceived by beginners by creating STEP BY STEP LEARNING and ….
We must make the game ……
MORE COMFORTABLE!
MORE INVITING and
MORE FUN FOR EVERYONE

24. THANK YOU!
Ken Morton Sr. CEO - Morton Golf LLC 3645 Fulton Avenue Sacramento, California (Office) (Cell) ( ) (Website)