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Roger Warren

Roger Warren. President, PGA of America. Executive Summary. Since 2004, marketing initiatives generated 2.4 billion impressions valued at more than $39 million 6,000 facilities now hosting adult programs, a 25% increase over 2004 Record 122,000 lessons given in PGA Free Lesson Month

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Roger Warren

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  1. Roger Warren President, PGA of America

  2. Executive Summary • Since 2004, marketing initiatives generated 2.4 billion impressions valued at more than $39 million • 6,000 facilities now hosting adult programs, a 25% increase over 2004 • Record 122,000 lessons given in PGA Free Lesson Month • Play Golf America Days expandedto 12 sites with more than 7,500 in attendance

  3. Marketing • Continued with PSAs themed “Golf Is Calling” • 2 new TV PSAs added focusing on family and women/couples • TV, Print and Radio PSAs value at more than $8.5 million • 100 PSAs ran during May to promote Free Lesson Month • Public Relations continues to grow • 363 million impressions • valued at more than $5.8 million • Print ads valued at $1 million appeared in August issues of Fortune, Money, Sports Illustrated and Golf Magazine, with a combined circulation of 20.6 million

  4. PGA Free Lesson Month • 38% increase in PGA Professional participation – 4,985 in 2004 to 6,889 in 2005 • 33% increase in lessons given this year

  5. PGA Free Lesson Month 2005 Program Impact

  6. Play Golf America Days • Expanded to 12 Official Events in 9 different PGA Sections • Averaged 625 consumers per event, record 2200 at Haggin Oaks • 400 PGA Professionals volunteered • All sites supported by PING, Wilson, Cobra, MacGregor, Nike Golf and Callaway sponsors • Goal: Expand to all PGA Sections in 2006

  7. 2005 President’s Council • 87% Increase in annual 2005 President’s Council • PGA Members qualify by hostingprograms and reporting their results

  8. PGA Sections PGA Sections stepped up Play Golf America support • “Play Golf”/“Golf Month” efforts in 12 Sections including Governor Proclamations • Carolinas Section coordinated “August is Carolina’s Family Golf Month” • Tennessee and Middle Atlantic: Targeted NFL teams for Free Lesson Promotion • Regional web pages created and hosted on playgolfamerica.com

  9. Online Resource Center • Expanded complimentary online access to golf’s allied associations • New Best Practice resource • Expanded offering of family golf program curriculums • Creation of the Play Golf America Leaguetool kit including alternative formats,marketing templates and sales tips

  10. Web Site Registrant Profile Gender: Male 42% Female 58% Race/Ethnicity Caucasian 76% Minority 24% Golf Experience New Golfer 69% Existing Golfer 31% Reasons Participating: To Have Fun 61% To Improve 55% Family Motives 49% Always Wanted to Learn 46% Meet People 26% Existing Golfer Profile: Occasional 22% Core 40% Avid 37%

  11. Post Program Participant Profile Golfer Participation following Play Golf America Programs

  12. Host Site Results Group Instruction

  13. 2006 Initiatives • Goal to expand Play Golf America Days to all PGA Sections • Expand Women’s Golf Week (from 225 facilities to 500) • Develop annual Play Golf America Calendar of events/ branded promotions to run throughout the year • Continue to grow best practice content • Conduct Play Golf America Conference at PGA Merchandise Show featuring grass-root Best Practices • Web site to serve as central industry resourcefor branded program content and registrationfor both consumers and host sites

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