GOLF 20/20 FundingGOLF 20/20 Funding

GOLF 20/20 FundingGOLF 20/20 Funding

GOLF 20/20 FundingGOLF 20/20 Funding

What One Thing Should GOLF 20/20 What One Thing Should GOLF 20/20 Focus on in the Future?Focus on in the Future?

1.1. DiversityDiversity• More information on minoritiesMore information on minorities• Minority marketing initiativesMinority marketing initiatives• Disabled golfersDisabled golfers

2.2. New Relationships/Target AudiencesNew Relationships/Target Audiences• Retirees…alliance with AARPRetirees…alliance with AARP• College students… “a good market”College students… “a good market”• Religious organizationsReligious organizations

3.3. Family Program DevelopmentFamily Program Development

What One Thing Should GOLF 20/20 What One Thing Should GOLF 20/20 Focus on in the Future?Focus on in the Future?

4.4. National Mentoring ProgramNational Mentoring Program5.5. Establish “Seal of Approval” for Establish “Seal of Approval” for

user-friendly facilitiesuser-friendly facilities6.6. Regional meetings/councilsRegional meetings/councils7.7. Include more off-course retailersInclude more off-course retailers8.8. Promote the availability of inexpensive Promote the availability of inexpensive

equipmentequipment9.9. Repetition…repetition…repetition Repetition…repetition…repetition

of best practicesof best practices

LeaguesLeaguesElements of a PilotElements 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 We know they work – need to learn how to sell

and ramp upand ramp up

LeaguesLeagues

Types of LeaguesTypes 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

LeaguesLeagues

AlliancesAlliances

• 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

RetentionRetention

InstructionInstruction

• Structured programsStructured programs• Systematic approach… Systematic approach…

“karate belt” advancement“karate belt” advancement• Recruit more women teachersRecruit more women teachers• Standardized instruction for each segment Standardized instruction for each segment

(women, seniors, kids, etc.)(women, seniors, kids, etc.)• Take it to the people…mobile program for parks, Take it to the people…mobile program for parks,

ball fields, etc.ball fields, etc.• Incorporate one hole into each lessonIncorporate one hole into each lesson

RetentionRetention

Customer ServiceCustomer Service

• National Customer Service ProgramNational Customer Service Program• Know the customer and then communicate with Know the customer and then communicate with

them (e-mail)them (e-mail)• 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

RetentionRetention

EducationEducation

• 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

RetentionRetention

EnjoymentEnjoyment

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

RetentionRetention

OtherOther

• 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 PanelistsRetention Panelists

• Dr. Joe BeditzDr. Joe Beditz

• Bob DedmanBob Dedman

• David PillsburyDavid Pillsbury

• Joe SterankaJoe Steranka