Robert S. Krause

2. Robert S. Krause Vice President for Institutional AdvancementKansas State University

3. College Discussion

4. Colleges • Ideally, the golf industry should identify one brand of player development targeting the collegiate population

5. Colleges • Several best practices - importance of utilizing teaching professionals • Golf for Business and Life • Link Up 2 Golf

6. Colleges • Golf 20/20 should develop a “Business Case” for golf • Faculty and staff • Students

7. Colleges • Brand positioning with collegiate alumni market

9. Steve Czarnecki USGA Foundation

10. Junior GolfDiscussion

11. 2001 Objectives • Take an inventory of the many already existing Junior Golf activities • Create communication tools to connect people with resources • Increase Junior Participation

12. 2001 Activities • Developed JuniorLinks.com • Site devoted to educate kids, their parents and junior program administrators about Junior Golf opportunities • Coordinated regional Junior Golf Summits • Gatherings Geared toward the exchange of ideas and resources among parties interested in Junior Golf in communities throughout the country

13. Breakout Session Objectives • Ways to enhance current activities • JuniorLinks.com • Regional Junior Golf Summits • New Ideas for Golf 20/20 Junior Initiative

14. JuniorLinks.com Enhancement Ideas • Marketing • Launch a comprehensive campaign in and out of the golf world focusing on reaching kids, their parents and Junior Golf Program administrators • Services • Increase kid interaction with the site • Highlight more individuals • Educate about careers in golf • Maintain communication with users

15. Regional Junior Golf Summit Enhancement Ideas • On-line registration • Continue to focus on broader participation

16. Other Thoughts • Further research on retention of Junior Golfers • Offer searchable alternative facilities database • Schools and Golf

18. Mike Hurdzan Hurdzan and Fry Golf Course Design

19. Alternative Facilities Discussion

20. The Alternative Facilities Breakout Sessions... • Endorsed and supported the Golf 20/20 mission of growing the game • Accepted the new research as valid and a foundation for ongoing thinking • Focused on developing meaningful and necessary recommendations

21. The Alternative Facilities Breakout Sessions... • Discovered that Alternative Facilities (AFs) are underrepresented at 20/20 and to some degree out of the mainstream of industry involvement, concerns, and understanding • Agreed that more research is necessary to make further recommendations and decisions • Identified that AFs can and do play a role in player development

22. The Alternative Facilities Breakout Sessions... • Supported the concept of targeting alternative facilities for industry inclusion • Determined that segmentation should occur between golf ranges and other alternative facilities • Concurred that AFs are good places for friends & family to play and enjoy golf • Stated that industry-branded programs enjoy a high potential for success

23. Data/Research/Information We Need to Know More About Alternative Facility Consumers and Operations In These Specific Areas: • What are the demographics, needs and characteristics of AF golfers? • Is the AF consumer market segment growing, and in what ways? • How much, when, and where? • Why do golfers play exclusively at AFs, and what would it take to move them to traditional courses? • How can AFs offer a better consumer experience?

24. Data/Research/Information We Need to Know More About Alternative Facility Consumers and Operations In These Specific Areas: • How many golfers learned the game of golf at an AF? • What are the golf amenities, programs and marketing initiatives of AFs, and how effective are they? • How rapidly are AFs growing, and how well utilized (played) and profitable are they? • What are the advantages and disadvantages of having an AF at a Traditional Facility vs. functioning as a stand alone?

25. Recommendations for Industry Programs • Support the Link Up 2 Golf program and expand it to other markets, with more emphasis on Alternative Facilities • Gather the common denominators, best practices and models for AFs and make them known throughout the industry • Identify and remove barriers that make golfers feel less welcome at both Alternative and Traditional Facilities

26. Recommendations for Industry Programs • Search for organizational, industry and institutional barriers that disenfranchise and disconnect golfers • Develop a menu of industry initiatives designed to support AFs, and then conduct focus group discussions with AF operators to measure their reaction • Recognize and pilot ways AFs and Traditional Facilities can cooperatively support each other

27. Recommendations for Industry Programs • Explore the role of indoor facilities • Look at ways that existing courses can modify their facility to create an AF experience (later phase) • Find a better name for Alternative Facilities

28. Conclusion • 5,000+ Alternative Facilities may be an untapped resource to help fulfill the 20/20 Mission

30. Dave Branon Chairman, Dunlop/Slazenger Group (Ret.)

31. New Ideas Discussion

32. How Do We Strike While the Iron is Hot? Convert Interest to Action • Targeting the 25 - 45 age group • Impediments: Cost Time Access Difficulty

33. Promotions... Such As Multiple Rounds Continuity-Discounts With Added Incentives for Couples, Families (Kids Play Free) • Association frequency card (incl. churches) • Ticket stub redemption • Airlines (409 million) • Sporting Events (86 million) • National Grow-the-Game Club/Corp. Cards… sequence discounts, equipment discounts, lesson-packages, etc.

34. Promotions... Such As Multiple Rounds Continuity-Discounts With Added Incentives for Couples, Families (Kids Play Free) • Involvement in the community at local courses • “Town Days” (concerts, picnics, holidays) • Celebrities/Chamber of Commerce • Move PTA meetings to golf courses • Beginner Clinics • Retail Tie-In coupons (McDonald’s, Wendy’s, MS Windows, TOUR sponsors, airlines, etc.) • Golf lotteries (state, regional, national)

35. Target Specific Groups/Associations • Women Executives • Disabled • Minorities

36. Attracting New Golfers • Don’t be afraid to discount • “Sampling”…First round free • Free lessons • Alternative layouts at existing courses • Make the game easier for beginners

37. Funding… All who benefit from growth should contribute to growth (the transactional-tariff…”The Powerful Penny”) Representing Golf’s Best-interests:A Washington-Based Lobby

38. New Ideas Website 20/20 Creative Clearing House

40. Will Mann Past PresidentPGA of America

41. Link Up 2 Golf Discussion

42. What is the Value of a New Golfer? One Year $1,000 Five Years $7,500 • Excludes any membership fees/dues • Excludes soft dollars (travel lodging, viewership, subscriptions, marketing benefit) • Program offers greatest value to facilities that are not at full capacity

43. What Should be the LU2G Management Structure Going Forward? 3 Ideas: 1. 20/20 Staff 2. One representative full time from each key group (TOUR, PGA, LPGA, USGA, NGCOA) managed by 20/20 and one executive 3. Private company to manage - hired by 20/20 • Need dedicated organization • Entire industry to fund • Whatever is adopted it should be: “Efficient and Effective”

44. How Should the Program Expand? • Choose best demographic clusters • “Don’t Know” - Leave it up to the experts • Build a five year business plan • Should be a selection process based on: A. Established criteria B. Commitment of owner C. Passion of golf professional

45. Summary • New golfers have a high value - worth the investment • Build dedicated, focused organization • Major stakeholders need to be involved • Thoughtfully grow next year

47. Jim Awtrey Chief Executive Officer,PGA of America