joe louis barrow, jr
DESCRIPTION
Joe Louis Barrow, Jr. Chair - GOLF 20/20 Diversity Task Force. The Diversity Task Force. Mission/Focus. To ensure that Women and Minorities are addressed in all GOLF 20/20 ‘Growth of the Game’ initiatives and assist the golf industry in developing diversity …awareness initiatives - PowerPoint PPT PresentationTRANSCRIPT
![Page 1: Joe Louis Barrow, Jr](https://reader035.vdocuments.net/reader035/viewer/2022062310/56816039550346895dcf5a79/html5/thumbnails/1.jpg)
Joe Louis Barrow, Jr.Joe Louis Barrow, Jr.Chair - GOLF 20/20Chair - GOLF 20/20Diversity Task ForceDiversity Task Force
![Page 2: Joe Louis Barrow, Jr](https://reader035.vdocuments.net/reader035/viewer/2022062310/56816039550346895dcf5a79/html5/thumbnails/2.jpg)
The Diversity Task ForceThe Diversity Task Force
![Page 3: Joe Louis Barrow, Jr](https://reader035.vdocuments.net/reader035/viewer/2022062310/56816039550346895dcf5a79/html5/thumbnails/3.jpg)
To ensure that Women and Minorities are addressed in all GOLF 20/20 ‘Growth of the Game’ initiatives and assist the golf industry in developing diversity
…awareness initiatives
…outreach programs
…and corporate strategies.
Mission/FocusMission/Focus
![Page 4: Joe Louis Barrow, Jr](https://reader035.vdocuments.net/reader035/viewer/2022062310/56816039550346895dcf5a79/html5/thumbnails/4.jpg)
Diversity Task Force MembersDiversity Task Force Members• Joe Barrow, ChairmanJoe Barrow, Chairman
Executive DirectorExecutive DirectorThe First TeeThe First Tee
• John BuehlerJohn BuehlerSr. Director Global Sr. Director Global CommunicationsCommunicationsCallaway GolfCallaway Golf
• Mike deMaioMike deMaioManaging DirectorManaging DirectorBurrell CommunicationsBurrell Communications
• Barbara DouglasBarbara DouglasManaging DirectorManaging DirectorNational Minority Golf National Minority Golf FoundationFoundation
• Sara HumeSara HumeExecutive DirectorExecutive DirectorExecutive Women’s Golf Executive Women’s Golf AssociationAssociation
• Nancy WeberNancy WeberSr. Vice PresidentSr. Vice PresidentGolf DigestGolf Digest
• Karen MoraghanKaren MoraghanPresidentPresidentHunter Public RelationsHunter Public Relations
• Robin HerringtonRobin HerringtonU.S. Regional Marketing U.S. Regional Marketing Manager, Nike GolfManager, Nike Golf
![Page 5: Joe Louis Barrow, Jr](https://reader035.vdocuments.net/reader035/viewer/2022062310/56816039550346895dcf5a79/html5/thumbnails/5.jpg)
2003 Programs and Activities2003 Programs and Activities• Develop Task Force Mission, Programs and ActivitiesDevelop Task Force Mission, Programs and Activities
– 2003 Meetings - January/April/June/September/October2003 Meetings - January/April/June/September/October• Understand mission/goals of GOLF 20/20 task forces and Understand mission/goals of GOLF 20/20 task forces and
initiativesinitiatives– OngoingOngoing
• Commission Minority/Women golf participation studyCommission Minority/Women golf participation study– CompletedCompleted
• Develop participation targets for Minorities/Women through Develop participation targets for Minorities/Women through 20202020– Presented during the 2003 GOLF 20/20 conferencePresented during the 2003 GOLF 20/20 conference
• Develop GOLF 20/20 diversity media strategyDevelop GOLF 20/20 diversity media strategy
![Page 6: Joe Louis Barrow, Jr](https://reader035.vdocuments.net/reader035/viewer/2022062310/56816039550346895dcf5a79/html5/thumbnails/6.jpg)
Dr. Joe BeditzDr. Joe BeditzPresident, National Golf FoundationPresident, National Golf Foundation
![Page 7: Joe Louis Barrow, Jr](https://reader035.vdocuments.net/reader035/viewer/2022062310/56816039550346895dcf5a79/html5/thumbnails/7.jpg)
Minority Golf ParticipationMinority Golf Participationin the United Statesin the United States
![Page 8: Joe Louis Barrow, Jr](https://reader035.vdocuments.net/reader035/viewer/2022062310/56816039550346895dcf5a79/html5/thumbnails/8.jpg)
Key FindingsKey Findings• Minorities are a definite presence in golf.Minorities are a definite presence in golf.
• The relationship between income and The relationship between income and participation is as strong, if not stronger, in participation is as strong, if not stronger, in minority populations.minority populations.
• Minorities are attractive candidates for golf: Minorities are attractive candidates for golf: there is a large untapped pool of latent demand.there is a large untapped pool of latent demand.
![Page 9: Joe Louis Barrow, Jr](https://reader035.vdocuments.net/reader035/viewer/2022062310/56816039550346895dcf5a79/html5/thumbnails/9.jpg)
Total Golf ParticipantsTotal Golf Participants
Minority 5.5 million
Non-Hispanic White31.2 million
Minorities are under-represented in golf
![Page 10: Joe Louis Barrow, Jr](https://reader035.vdocuments.net/reader035/viewer/2022062310/56816039550346895dcf5a79/html5/thumbnails/10.jpg)
Minority Golf ParticipantsMinority Golf Participants
Asian-American1.5 million
Hispanic-American1.7 million
African-American2.3 million
![Page 11: Joe Louis Barrow, Jr](https://reader035.vdocuments.net/reader035/viewer/2022062310/56816039550346895dcf5a79/html5/thumbnails/11.jpg)
Golf ParticipantsGolf Participants
White females20.6%
African-American6.3%
White males64.4%
Hispanic-American4.6%
Asian-American4.1%
![Page 12: Joe Louis Barrow, Jr](https://reader035.vdocuments.net/reader035/viewer/2022062310/56816039550346895dcf5a79/html5/thumbnails/12.jpg)
Golf Participation Rates*Golf Participation Rates*
5.4%
7.0%
13.7%
16.7%
Hispanic-American
African-American
Asian-American
Non-Hispanic White
*Ages 5+, played at least one round of golf or visited practice facility
![Page 13: Joe Louis Barrow, Jr](https://reader035.vdocuments.net/reader035/viewer/2022062310/56816039550346895dcf5a79/html5/thumbnails/13.jpg)
Participation Rates by Income and RaceParticipation Rates by Income and Race
0%
5%
10%
15%
20%
25%
30%
35%
<$25 $25-$39 $40-$49 $50-$74 $75-$99 $100-$149 $150+
White
African-AmericanAsian
Hispanic
Golf Participant Household Income
Parti
cipat
ion
Rate
![Page 14: Joe Louis Barrow, Jr](https://reader035.vdocuments.net/reader035/viewer/2022062310/56816039550346895dcf5a79/html5/thumbnails/14.jpg)
9.8 million
5.5 million
Participants Interested non-participants
Latent DemandLatent Demand
![Page 15: Joe Louis Barrow, Jr](https://reader035.vdocuments.net/reader035/viewer/2022062310/56816039550346895dcf5a79/html5/thumbnails/15.jpg)
Junior Participants
21%
Excl Range6%
Golfers61%
Exclusive Alternative
12%
Minorities Non-Minorities
Junior Participants
16%
Excl Range9%
Golfers73%
Exclusive Alternative
2%
Where They PlayWhere They Play
![Page 16: Joe Louis Barrow, Jr](https://reader035.vdocuments.net/reader035/viewer/2022062310/56816039550346895dcf5a79/html5/thumbnails/16.jpg)
RecommendationsRecommendations
High
2.1 million
9.8 million
3.4 million
Awareness
Interest
Trial (alternative, range and juniors)
Commitment (regular golfers)
Convert
![Page 17: Joe Louis Barrow, Jr](https://reader035.vdocuments.net/reader035/viewer/2022062310/56816039550346895dcf5a79/html5/thumbnails/17.jpg)
RecommendationsRecommendations
High
2.1 million
9.8 million
3.4 million
Awareness
Interest
Trial (alternative, range and juniors)
Commitment (regular golfers)
Convert
![Page 18: Joe Louis Barrow, Jr](https://reader035.vdocuments.net/reader035/viewer/2022062310/56816039550346895dcf5a79/html5/thumbnails/18.jpg)
Population Change 2002-2020Population Change 2002-2020
CAGR=Compound Annual Growth Rate
Source: U.S. Census
![Page 19: Joe Louis Barrow, Jr](https://reader035.vdocuments.net/reader035/viewer/2022062310/56816039550346895dcf5a79/html5/thumbnails/19.jpg)
Participation rates by income and raceParticipation rates by income and race
0%
5%
10%
15%
20%
25%
30%
35%
<$25 $25-$39 $40-$49 $50-$74 $75-$99 $100-$149 $150+
White
African-American
Asian
Hispanic
Golf Participant Household Income
Parti
cipat
ion
Rate
Focus Here
![Page 20: Joe Louis Barrow, Jr](https://reader035.vdocuments.net/reader035/viewer/2022062310/56816039550346895dcf5a79/html5/thumbnails/20.jpg)
Minority Participation AssumptionsMinority Participation Assumptions
![Page 21: Joe Louis Barrow, Jr](https://reader035.vdocuments.net/reader035/viewer/2022062310/56816039550346895dcf5a79/html5/thumbnails/21.jpg)
Minority Participation Assumptions Minority Participation Assumptions (millions)(millions)
1.51.7
2.32.6
2.83.0
3.43.7
3.9
Asian-American Hispanic-American African-American
Current
2020 Unmanaged
2020 Managed
![Page 22: Joe Louis Barrow, Jr](https://reader035.vdocuments.net/reader035/viewer/2022062310/56816039550346895dcf5a79/html5/thumbnails/22.jpg)
Female Participation Female Participation AssumptionsAssumptions
16.5 million
10.8 million9.3 million
Current 2020 Unmanaged 2020 Managed
![Page 23: Joe Louis Barrow, Jr](https://reader035.vdocuments.net/reader035/viewer/2022062310/56816039550346895dcf5a79/html5/thumbnails/23.jpg)
Impact of Minorities and FemalesImpact of Minorities and Females
*In today’s dollars
![Page 24: Joe Louis Barrow, Jr](https://reader035.vdocuments.net/reader035/viewer/2022062310/56816039550346895dcf5a79/html5/thumbnails/24.jpg)
Joe Louis Barrow, Jr.Joe Louis Barrow, Jr.Chair - GOLF 20/20Chair - GOLF 20/20Diversity Task ForceDiversity Task Force
![Page 25: Joe Louis Barrow, Jr](https://reader035.vdocuments.net/reader035/viewer/2022062310/56816039550346895dcf5a79/html5/thumbnails/25.jpg)
Diversity Task ForceDiversity Task ForceRecommendationsRecommendations
• Industry commitment to focus on increasing participation Industry commitment to focus on increasing participation of Women and Diverse populationsof Women and Diverse populations
• GOLF 20/20 Task Forces should integrate Diversity targets GOLF 20/20 Task Forces should integrate Diversity targets in all ‘Growth of the Game’ programs and initiativesin all ‘Growth of the Game’ programs and initiatives
• Initial FocusInitial Focus– Next Five Years (2004-2008)Next Five Years (2004-2008)– African AmericansAfrican Americans– Hispanic AmericansHispanic Americans– WomenWomen
![Page 26: Joe Louis Barrow, Jr](https://reader035.vdocuments.net/reader035/viewer/2022062310/56816039550346895dcf5a79/html5/thumbnails/26.jpg)
Diversity Participation Goals –Diversity Participation Goals –Minority GroupsMinority Groups
2.31.5 1.7
2.5
1.9
2.6
1.92.1
3.93.4
3.7
00.5
11.5
22.5
33.5
44.5
AA Asian Hispanic
2002 2008 2010 2020
1.8
![Page 27: Joe Louis Barrow, Jr](https://reader035.vdocuments.net/reader035/viewer/2022062310/56816039550346895dcf5a79/html5/thumbnails/27.jpg)
Diversity Participation Goal –Diversity Participation Goal –African AmericansAfrican Americans
25000 35000 45000 60000 60000
225000
0250005000075000
100000125000150000175000200000225000
2004 2005 2006 2007 2008 Total
![Page 28: Joe Louis Barrow, Jr](https://reader035.vdocuments.net/reader035/viewer/2022062310/56816039550346895dcf5a79/html5/thumbnails/28.jpg)
280000
7900078000510004100031000
0
50000
100000
150000
200000
250000
2004 2005 2006 2007 2008 Total
Diversity Participation Goals – Diversity Participation Goals – Hispanic AmericansHispanic Americans
![Page 29: Joe Louis Barrow, Jr](https://reader035.vdocuments.net/reader035/viewer/2022062310/56816039550346895dcf5a79/html5/thumbnails/29.jpg)
56,000 76,00096,000
138,000 139,000
505,000
0
100,000
200,000
300,000
400,000
500,000
600,000
2004 2005 2006 2007 2008 Total
African Americans/Hispanic Americans
Diversity Participation Goals - Diversity Participation Goals - Incremental Increases Incremental Increases 2004 -20082004 -2008
![Page 30: Joe Louis Barrow, Jr](https://reader035.vdocuments.net/reader035/viewer/2022062310/56816039550346895dcf5a79/html5/thumbnails/30.jpg)
Diversity Participation Goals - WomenDiversity Participation Goals - Women
1,000,000
285,000285,000
170,000160,000100,0000
150,000
300,000
450,000
600,000
750,000
900,000
1,050,000
2004 2005 2006 2007 2008 Total
![Page 31: Joe Louis Barrow, Jr](https://reader035.vdocuments.net/reader035/viewer/2022062310/56816039550346895dcf5a79/html5/thumbnails/31.jpg)
Average Participant Spending = $663
Managed Growth -Managed Growth -Buying PowerBuying Power
$997,000,000
![Page 32: Joe Louis Barrow, Jr](https://reader035.vdocuments.net/reader035/viewer/2022062310/56816039550346895dcf5a79/html5/thumbnails/32.jpg)
Diversity Task ForceDiversity Task Force2004 Programs and Activities2004 Programs and Activities
• Assist the golf industry in developing marketing Assist the golf industry in developing marketing strategies to ensure achievement of 2020 strategies to ensure achievement of 2020 diversity targets.diversity targets.
• Share diversity Business Case models with all Share diversity Business Case models with all Industry organizations.Industry organizations.
• Assist all ‘Growth of the Game’ initiatives with Assist all ‘Growth of the Game’ initiatives with the development of diversity components. the development of diversity components.
![Page 33: Joe Louis Barrow, Jr](https://reader035.vdocuments.net/reader035/viewer/2022062310/56816039550346895dcf5a79/html5/thumbnails/33.jpg)
Diversity Task ForceDiversity Task Force
• SummarySummary– Vast Opportunity to grow the game Vast Opportunity to grow the game
among Minorities and Womenamong Minorities and Women– Requires Industry Commitment and Requires Industry Commitment and
InvestmentInvestment– Payback will be significantPayback will be significant
![Page 34: Joe Louis Barrow, Jr](https://reader035.vdocuments.net/reader035/viewer/2022062310/56816039550346895dcf5a79/html5/thumbnails/34.jpg)