1. Michael Sullivan Regional Director of Operations PGA TOUR Golf Course Properties

2. Golf and Business Evaluating the current environment and adjusting your business model to the conditions

3. Golf and Business What once was is no more: Changes in the economy and shareholder scrutiny have forced corporations to cut back significantly on large, multiple-day outings.Changes in the economy and shareholder scrutiny have forced corporations to cut back significantly on large, multiple-day outings. There has been a decrease in field size and total spending with recently booked outings.There has been a decrease in field size and total spending with recently booked outings. These general swings in corporate spending have forced us to change how we analyze our business, and come up with a solution to keep our business moving forward.These general swings in corporate spending have forced us to change how we analyze our business, and come up with a solution to keep our business moving forward.

4. Golf and Business Key components to developing a successful solution:Key components to developing a successful solution: Understanding your marketUnderstanding your market – What are your competitors’ strengths? – How are they selling against you? – Identify your niche in the market.

5. TPC at Avenel Brand Positioning Map Premium Corporate Country Club / Family Value TPC at Avenel 1 5 8 4 2 6 3 9 7 1. Lowes Island 2. Caves Valley 3. Robert Trent Jones 4. Congressional 5. Bethesda 6. Four Streams 7. Columbia 8. Chevy Chase 9. Woodmont TPC at Avenel

6. Golf and Business The TPC at Avenel Story Created a niche for each day of businessCreated a niche for each day of business Created cluster outings to accommodate the smaller outing request; varied the days of availabilityCreated cluster outings to accommodate the smaller outing request; varied the days of availability Marketed larger outings for charity eventsMarketed larger outings for charity events Keys to repeat business: preferred rates, outstanding service, the relationshipKeys to repeat business: preferred rates, outstanding service, the relationship “Authorized Caller” Luncheon“Authorized Caller” Luncheon Market new products (Professional Business Membership)Market new products (Professional Business Membership)