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Great Ideas in 90 Minutes

Great Ideas in 90 Minutes. Golf 20/20 Conference Roundtables October 20, 2003. Important Considerations. If 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 it

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Great Ideas in 90 Minutes

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  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 play • We must not dilute the traditional game,we must build around it • We 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, manufacturers • We 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 • We should look to other industry models that have accommodated both • We need an investment strategy for applying our resources – acquisition or retention • Winning families, a key to success • We need to focus on broadest, transcendent aspects of the game -- values, outdoors, etc. • We need a disciplined best practices process • Get tactics in the hands of implementers • Intimidation is a critical barrier

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

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

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

  7. Critical Take-a-ways • Abundance of terrific ideas • You can add new value without losing the traditional core • We need more disciplined experiments • We 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 adoption

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