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Joe Louis Barrow, Jr.

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

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Joe Louis Barrow, Jr.

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  1. Joe Louis Barrow, Jr. Chair - GOLF 20/20Diversity Task Force

  2. The Diversity Task Force

  3. 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 …outreach programs …and corporate strategies.

  4. Joe Barrow, ChairmanExecutive DirectorThe First Tee John BuehlerSr. Director Global CommunicationsCallaway Golf Mike deMaioManaging DirectorBurrell Communications Barbara DouglasManaging DirectorNational Minority Golf Foundation Sara HumeExecutive DirectorExecutive Women’s Golf Association Nancy WeberSr. Vice PresidentGolf Digest Karen MoraghanPresidentHunter Public Relations Robin HerringtonU.S. Regional Marketing Manager, Nike Golf Diversity Task Force Members

  5. 2003 Programs and Activities • Develop Task Force Mission, Programs and Activities • 2003 Meetings - January/April/June/September/October • Understand mission/goals of GOLF 20/20 task forces and initiatives • Ongoing • Commission Minority/Women golf participation study • Completed • Develop participation targets for Minorities/Women through 2020 • Presented during the 2003 GOLF 20/20 conference • Develop GOLF 20/20 diversity media strategy

  6. Dr. Joe Beditz President, National Golf Foundation

  7. Minority Golf Participationin the United States

  8. Key Findings • Minorities are a definite presence in golf. • The relationship between income and participation is as strong, if not stronger, in minority populations. • Minorities are attractive candidates for golf: there is a large untapped pool of latent demand.

  9. Total Golf Participants Minorities are under-represented in golf Minority 5.5 million Non-Hispanic White 31.2 million

  10. Minority Golf Participants Asian-American 1.5 million African-American 2.3 million Hispanic-American 1.7 million

  11. Golf Participants African-American 6.3% Asian-American 4.1% Hispanic-American 4.6% White females 20.6% White males 64.4%

  12. Golf Participation Rates* *Ages 5+, played at least one round of golf or visited practice facility

  13. Participation Rates by Income and Race Participation Rate Golf Participant Household Income

  14. Latent Demand

  15. Where They Play Minorities Non-Minorities Junior Participants 21% Junior Participants 16% Golfers 73% Golfers 61% Excl Range 6% Excl Range 9% Exclusive Alternative 12% Exclusive Alternative 2%

  16. Recommendations Commitment (regular golfers) 3.4 million Trial (alternative, range and juniors) 2.1 million Convert Interest 9.8 million Awareness High

  17. Recommendations Commitment (regular golfers) 3.4 million Convert Trial (alternative, range and juniors) 2.1 million Interest 9.8 million Awareness High

  18. Population Change 2002-2020 CAGR=Compound Annual Growth Rate Source: U.S. Census

  19. Participation rates by income and race Participation Rate Focus Here Golf Participant Household Income

  20. Minority Participation Assumptions

  21. Minority Participation Assumptions (millions)

  22. Female Participation Assumptions

  23. Impact of Minorities and Females *In today’s dollars

  24. Joe Louis Barrow, Jr. Chair - GOLF 20/20Diversity Task Force

  25. Diversity Task ForceRecommendations • Industry commitment to focus on increasing participation of Women and Diverse populations • GOLF 20/20 Task Forces should integrate Diversity targets in all ‘Growth of the Game’ programs and initiatives • Initial Focus • Next Five Years (2004-2008) • African Americans • Hispanic Americans • Women

  26. Diversity Participation Goals –Minority Groups

  27. Diversity Participation Goal –African Americans

  28. Diversity Participation Goals – Hispanic Americans

  29. Diversity Participation Goals - Incremental Increases 2004 -2008 African Americans/Hispanic Americans

  30. Diversity Participation Goals - Women

  31. Managed Growth -Buying Power $997,000,000 Average Participant Spending = $663

  32. Diversity Task Force2004 Programs and Activities • Assist the golf industry in developing marketing strategies to ensure achievement of 2020 diversity targets. • Share diversity Business Case models with all Industry organizations. • Assist all ‘Growth of the Game’ initiatives with the development of diversity components.

  33. Diversity Task Force • Summary • Vast Opportunity to grow the game among Minorities and Women • Requires Industry Commitment and Investment • Payback will be significant

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