RUFFIN BECKWITH Senior Vice President World Golf Foundation
“80% of success is just showing up.” - Woody Allen -
Oilfield Prayer: Lord, let there be one more boom. And don’t let us screw it up. - Sign in a Texas Diner -
WORKSHOPS • Link Up 2 Golf (2) • Junior Golf (2) • Retention and Frequency • Women in Golf • Emerging Fan Base • Alternative Facilities • Colleges
AMERICA’S “WELCOMETO GOLF” PROGRAM M.G. Orender President, PGA of America President, Hampton Golf
AMERICA’S “WELCOMETO GOLF” PROGRAM Nancy Oliver National Program Director Link Up 2 Golf
AMERICA’S “WELCOMETO GOLF” PROGRAM Anne Lyndrup Director Player Development National Golf Course Owner’s Assn.
AMERICA’S “WELCOMETO GOLF” PROGRAM Mike Hughes Executive Director National Golf Course Owner’s Assn.
INDUSTRY REPORT: Sources • ESPN Sports Poll • National Climatic Data Center • National Golf Course Owners Association • National Golf Foundation • Nielsen Media Research • PGA of America • PGA TOUR • U.S. Census
INDUSTRY REPORT: Rounds • Information from 2,426 facilities of 15,720 (15.4%) • One-time adjustment of 8% • 2000 - 518,400,0002001 - 518,100,000
INDUSTRY REPORT: Participation 2000 2001 Participants 36M 37.1M Golfers 25.4M 25.8M Juniors 4.0M 4.4M Alternative Users 1.7M 2M Range Users 4.9M 4.9M
INDUSTRY REPORT: ESPN Poll • 20% of people over 12 in U.S.answer “yes” to the question:“Do you play golf?” • That equates to 45 million people. Our study identified about 35 million.
INDUSTRY REPORT: Frequency Occasional Core Avid Year (1-7) (8-24) (25+) 1997 10.6M 7.9M 5.6M 2000 10.9M 7.3M 6.2M 2001 14.2M 5.7M 5.9M
INDUSTRY REPORT: Interest • Ratings of all competitive golf are down less than 10% since 1996, well below industry norm. • PGA TOUR ratings are up 20% in same time period; only other sport that increased was NASCAR (+5.8%) • Percentage of respondents claiming to be fans of professional golf is up from 32% to 40% since 1995, far bigger increase than any other sport.
INDUSTRY REPORT: Course Development • Increase in new courses from high of 3.2% in 2000 to 2.3% in 2001 to projected 1.8% this year. • Average rounds per course:2000 33,7372001 33,000
INDUSTRY REPORT: Course Development If new courses increase by 1.5% per year… Total Courses Total Rounds/ 2020 Rounds Course 20,908 690 million 33,000 836 million 40,000 1 billion 47,800
JESSICA TURNWALD USGA Foundation Coordinator, Fellowship & Grants
GOLF 20/20 Junior Initiative Objectives: • Quantify the scope of junior golf in this country • Establish communication mechanisms that will enable and engage kids, their parents, and program administrators • Impact more kids through golf
GOLF 20/20 Junior Initiative Strategies: JuniorLinks.com • Develop and maintain a global junior golf website hosting a searchable database of junior initiatives and featuring content for kids, parents and program administrators Summits • Empower local communities to assess junior golf needs and serve as a catalyst for the exchange of best practices.
GOLF 20/20 Junior Initiative Summit Operations Manual • Timelines, Tools and Templates for organizing a Junior Golf Summit 2002 Junior Summits • New Jersey (Far Hills): May 10th • Florida (Orlando): May 18th • Southern California (Los Angeles): October 8th • Colorado (Denver): October 12th • Northern Virginia (Reson): November 5th • Indiana - MidWest (): December 3rd
GOLF 20/20 Junior Initiative • Quantify the scope of junior golf in this country • Nearly 1,000 junior programs • Participation from all 50 states • Active solicitation and promotion from existing junior initiatives • “Register a Program” print ads ran in industry publications • Streamlined online registration process
GOLF 20/20 Junior Initiative • Engaging and impacting more kids, parents, and program directors • More dynamic visuals on homepage • More call to actions and opportunity for user participation • Tailoring content to audiences • Animated Greeting Cards • Trivia Challenge
GOLF 20/20 Junior Initiative • Animated Greetings • Birthday Greeting • Register a Program Greeting • General Greeting
GOLF 20/20 Junior Initiative Promotions: • Build program database through online registration process • Drive kids, parents and program directors to a informative, fun and safe site on junior golf. • Key Message: The Ultimate Junior Golf Website!
GOLF 20/20 Junior Initiative Promotional Strategies: • Word of Mouth! • Print Ads/Flyers • Links • Industry Publications • Trade Shows/Conferences • 30-second PSA
THE FIRST TEE:MORE THAN A GAME Joe Louis Barrow, Jr. Senior Vice President Word Golf Foundation, Inc.
THE FIRST TEE Honorary Chairman Former President George Bush Oversight Committee Ty M. Votaw Jim L. Awtrey Timothy W. Finchem Judy Bell James H. Armstrong
Public Sector Partnerships • National Association of County Officials • National League of Cities • National Recreation & Park Association • US Bureau of Land Management • US Conference of Mayors • US Department of Housing & Urban Development • US Drug Enforcement Administration • White House Office of Drug Policy • Local Housing Authorities • Local School Districts
Allied Partnerships • American Junior Golf Association • American Society of Golf Course Architects • Golf Course Builders Association of America • Golf Course Superintendents Association of America • National Golf Course Owners Association of America • National Golf Foundation • National Minority Golf Foundation • National Minority Junior Golf Scholarship Foundation • Nationwide Tour • PGA TOUR Tournaments Association • Tiger Woods Foundation
Ahead Headgear Callaway Golf Cayman Golf Company Club Car Inc. Coastal Netting and Steel Pole Company Delta Golf Eagle One Golf Products Electronic Arts Greensmix Kohler Company Lesco, Inc. PGA TOUR Design Services, Inc. Pignato Group Pro-Shopkeeper Pursell Technologies Redden Nets Simplot Turf and Horticulture Spalding Worldwide Standard Golf Company SynchroFlo TaylorMade-adidas The St. Paul Companies The Toro Company THOR GUARD Inc. Titleist Footjoy Worldwide TourTurf VGM Wittek Golf Supply Company Industry Related Partnerships
Youth Service Partnerships • Police Athletic League • Boys & Girls Clubs of America • YMCA of the U.S.A. • Goodwill Industries • Numerous Local Youth Service Agencies
Phase II January 2001 through December 2005