1. Great Ideas in 90 Minutes Golf 20/20 Conference Roundtables October 20, 2003

2. Important Considerations If we are to reach our 20/20 goals, golf will look quite different than today -- more women, more kids, new playIf we are to reach our 20/20 goals, golf will look quite different than today -- more women, more kids, new play We must not dilute the traditional game, we must build around itWe must not dilute the traditional game, we must build around it We must find ways to surmount the operational barriers to implement these ideasWe must find ways to surmount the operational barriers to implement these ideas We must prove that these new ideas will mean more business for everyone – pros, facilities, manufacturersWe must prove that these new ideas will mean more business for everyone – pros, facilities, manufacturers We must find a way to make these issues a high priority for each of usWe must find a way to make these issues a high priority for each of us

3. Strategic Thoughts “Serious” and “fun” golf can live together“Serious” and “fun” golf can live together We should look to other industry models that have accommodated bothWe should look to other industry models that have accommodated both We need an investment strategy for applying our resources – acquisition or retentionWe need an investment strategy for applying our resources – acquisition or retention Winning families, a key to successWinning families, a key to success We need to focus on broadest, transcendent aspects of the game -- values, outdoors, etc.We need to focus on broadest, transcendent aspects of the game -- values, outdoors, etc. We need a disciplined best practices processWe need a disciplined best practices process Get tactics in the hands of implementersGet tactics in the hands of implementers Intimidation is a critical barrierIntimidation is a critical barrier

4. Repeated Tactical Recommendations Promote more league playPromote more league play Ambassador or missionary programAmbassador or missionary program Kids clubsKids clubs Golf pro walking the range with tipsGolf pro walking the range with tips Block tee times for new golfersBlock tee times for new golfers 3 hole practice courses3 hole practice courses Promote 9 hole play – maybe even handicapPromote 9 hole play – maybe even handicap Communicate that golf is funCommunicate that golf is fun Child care facilitiesChild care facilities

5. Repeated Tactical Recommendations Family GolfFamily Golf Reach out to companiesReach out to companies Publish best practices on 20/20 websitePublish best practices on 20/20 website Golfer bring a golferGolfer bring a golfer DB of customer preferencesDB of customer preferences Kids freeKids free Music on the rangeMusic on the range Enlist and train pros and facilities managers to carry key messagesEnlist and train pros and facilities managers to carry key messages More research, condense and distributeMore research, condense and distribute

6. Other Cool Ideas National Open Range Day – pros aroundNational Open Range Day – pros around Collect info from golfers, and feedback to 20/20Collect info from golfers, and feedback to 20/20 Send new golfer names to 20/20 for retention cultivation communicationsSend new golfer names to 20/20 for retention cultivation communications Speed golf – every other shot, before workSpeed golf – every other shot, before work Pool some portion of PSA’s to overarching golf participationPool some portion of PSA’s to overarching golf participation National brand positioning campaign – address barriersNational brand positioning campaign – address barriers Marketing tool kit for golf professionalsMarketing tool kit for golf professionals Develop local mentorsDevelop local mentors

7. Critical Take-a-ways Abundance of terrific ideasAbundance of terrific ideas You can add new value without losing the traditional coreYou can add new value without losing the traditional core We need more disciplined experimentsWe need more disciplined experiments We can respond to the time crunch with better value and flexible playWe can respond to the time crunch with better value and flexible play We need to test new ideas, learn from results, disseminate best practices and encourage industry-wide adoptionWe need to test new ideas, learn from results, disseminate best practices and encourage industry-wide adoption