MARKET INTELLIGENCE FOR GOLF S STAKEHOLDERS

Transcription

1 DASHBOARD MARKET INTELLIGENCE FOR GOLF S STAKEHOLDERS EXTRA F a l l / W i n t e r IN THIS ISSUE Six Changes to Golf s Brand that Will Engage Millennials... 1 Benefits of Distance Measuring Devices/Apps Go Beyond Accurate Yardage... 3 Majority of Golfers Consider More than Price When Choosing Where to Play Golf Facilties in the U.S. Update: Market Correction Continues; Golfers Benefit from Changes in Supply... 5 Golf Well Positioned to Attract Junior Golfers Golf Participation in the U.S. Update: Participation Remains Steady; Interest Rises... 7 Six Changes to Golf s Brand that Will Engage Millennials According to NGF s Golf and the Millennial Generation report, millennials have a much closer connection to golf than many people think. In addition, the sport has significant and realistic potential to grow participation among this vital demographic. However, the research behind the report also tells us that golf requires a modernization of its brand to effectively, and materially, broaden its appeal among 18 to 34 year olds. Millennials comprise a quarter of current golfers and make up more than half of golf s latent demand (12 million non-golfing millennials). While these numbers are certainly encouraging, golf is still underperforming among these young adults compared to previous generations (Gen X and Baby Boomers) at the same age. That s troubling because both introduction to the game and the participation rate have historically peaked between the ages of 18 and 34. Millennials, also known as Gen Y, respond to brands that speak directly to their interests and pursuits (think Apple, Chipotle, Sony and Target), and in turn exhibit loyalty toward these companies. Golf, too, has many characteristics that appeal to this generation s preferences (social engagement, affordable adventures, adaptable technology, etc.). The message, however, is getting lost in translation. For example, even though 75% of U.S. golf courses Millennials comprise a quarter of current golfers and make up more than half of golf s latent demand (12 million non-golfing millennials). are open to anyone, 44% of millennial golfers view the sport as elitist and exclusionary. Additionally, the majority of Gen Y golfers do not post on social media when playing despite endorsing the game implicitly through their participation. Golf can deepen the engagement level with current millennial golfers, and welcome those looking in the shop window but unsure of how to enter, by taking a look inward, and at how others especially young people perceive it from the outside. Modernizing golf s brand, while at the same time retaining the primary attributes that have made it so successful and aspirational for hundreds of years, is our best shot at increasing our relevance among millennials. This modernization can affect many aspects of the brand, from the way the sport is marketed and sold to participants, to the process for onboarding and cultivating new players, to the way facilities relate to this new generation of customers. So how can this brand evolution become reality? The Golf and the Millennial Generation report identified action areas at both the brand and individual company level where course operators can create positive change to the sport s perception among young adults. Following are six considerations that the industry can focus on to effect brand modernization. Many of these apply directly to golf course operations, but we know that increased participation at the facility level is the revenue engine for the golf economy, and can have profound effects across the industry. NGF Dashboard Extra Fall/Winter 2015 Toll Free (888) ASK-4NGF w w w.ngf.org w w w.ngfdashboard.com 1

2 1. Golf Could Stand to Chill a Little: Golf is an extremely traditional game and owes much of its success to an adherence to longstanding customs. However, this mindset doesn t have to extend to the messaging around the game. Successful brands earn Gen Y love by stepping away from the traditional and formal marketing game and instead embracing new ways to align with the mindset of millennials. Golf is a fun, social and experiential activity, and the game should be conveyed as such. 2. Let Your Millennial Customers and Friends Help: Take advantage of the millennial customers you already have, including those closest to your business employees, best customers and their age group friends. Millennials love to co-create with their favorite products and services. Let them help you. Discover the changes they would recommend to POSITIVE BRAND PERCEPTIONS AMONG GOLFERS BY GENERATION M X B M = Millennials X = Generation X B = Boomers Golf is a good way to enjoy the outdoors Golf is fun Golf is great for socializing/ hanging with friends Golf is time well spent Golf and business go well together % Of generation that agree with each statement M X B make the game more attractive to their friends and circle of influence. Consider the project journey, from booking a tee time all the way through to the 19 th hole, from a millennial s perspective, and how that experience should be marketed to their peers. 3. Embrace Millennial Social Culture (And We Don t Mean Social Media): Millennials are an extremely social generation. Yet when we say social, we are not specifically referring to social media, even though millennials represent an overwhelming majority of social platform users. Millennials relish social interactions with friends and family in a physical space and place a higher value on their physical social experiences than on digital ones. This dynamic has particular application to golf in the context of our latent demand opportunity with this generation. To attract these interested non-golfers to the course, the game can embrace their social drive by creating new ways to engage them, which brings us to GOLF+. 4. Golf Alone is Not Enough For Many Millennials They Want GOLF+: Developing the concept of GOLF+ enhancing golf experiences by combining the activity with other things that millennials love, such as affordable adventures, technology usage, listening to music, drinking, flirting, etc. will grow the game s influence with this generation. This concept is already manifesting itself in new potential entry points, such as TopGolf, and emerging technologies and products (apps, enhanced golf carts, golf boards, golf bikes, etc.) that can make the game more fun to those currently not so tightly tethered to the sport. Millennials will continue to respond to these innovations and to messaging that communicates the many positive attributes golf has to offer that appeal to their own value sets. 5. Co-opetition is Good: In a traditional marketplace, businesses compete in a winner takes all contest. Today, many companies must cooperate (and compete) in order to create maximum value for each in the marketplace. It s called co-opetition. We see this idea manifesting in two key ways for the brand of golf: Top Down: Co-opetition from the biggest industry stakeholders is the most practical way for the brand of golf to project a cohesive, consistent image that will broaden its NEGATIVE BRAND PERCEPTIONS AMONG GOLFERS BY GENERATION M = Millennials X = Generation X B = Boomers 44 Golf is elitist/ exclusionary The environment is stuffy Golf is an old man s sport Golf is dull/boring Golf courses are bad for the environment % Of generation that agree with each statement. appeal, especially among young adults. The leading organizations in golf the LPGA, The Masters, the PGA of America, PGA TOUR and the USGA already work together to unify the message promoting golf as healthy, fun, inclusive, charitable and environmentally friendly. Bottom Up: At the local level, course operators can present a unified message about the benefits of the game. This grassroots co-opetition will drive player development, increase minority and female participation and more effectively activate latent demand. This could take the form of cooperative advertising campaigns, shared public relations messages and coordinated oncourse programs intended to attract millennial interest. Does this mean we are denouncing competition? Not at all. This cooperative effort would result in more players and more rounds, for which these operators could then compete. 6. Improve the Onboarding Process to Make a Better First Impression: Golf has many strong player development programs, but for one reason or another has not attracted a sufficient proportion of beginners, including millennials, into them. Beginners entering the game via one of these programs would almost certainly be assured of a better first experience (as opposed to playing with buddies and having the serious group behind them applying pressure to speed up), and would be more likely to stick with the game. A quarter of interested non-golfing millennials 3 million strong! say no one has invited them. While we continually refine and improve existing development programs, we should also be open to new ideas that deliver people into the game. TopGolf is a great example of this. Screen golf (golf simulators) and FootGolf may prove to be as well. Without throwing the baby (traditional golf) out with the bathwater (negative carryovers from bygone days), golf can focus on addressing these issues to modernize its brand and broaden its appeal among millennial golfers and non-golfers alike. It s not about fundamental changes to golf s core, but about taking back ownership of the sport s image and how it speaks to millennials of all interest levels. n 2 HELPING GOLF BUSINESSES SUCCEED SINCE 1936 MEMBER RESOURCES RESEARCH CONSULTING DATABASE SERVICES

3 Benefits of Distance Measuring Devices/ Apps Go Beyond Accurate Yardage According to a recent NGF survey of Core Golfers, the use of distance measuring devices (including GPS-enabled smartphone apps) remains prevalent as players continue to benefit from the obvious advantages of accurate yardage and proper club selection. Yet it s the potentially unanticipated upside these devices deliver that golfers say are making them more confident in their abilities and increasing their enjoyment of the sport. Evidenced by the research, more than two-thirds of Core Golfers use distance measuring devices or apps during the majority of their rounds. While usage might be lower for the overall golfer population (NGF s panel skews more avid and affluent), the research indicates that committed golfers continue to recognize real benefits from the technology. Nearly half of those users said they own a dedicated device such as a laser range finder, a handheld GPS device or a GPS-enabled watch. Thirteen percent said they use a GPS-enabled app on their smartphone or tablet, and roughly the same number indicated they own both a dedicated device and a mobile app. Additionally, 91% of those golfers report utilizing their devices during most rounds. Benefits of DMD usage But regardless of the device or app in play, many of these golfers reported increased shot confidence and enjoyment on the course two key factors that affect commitment to the game. Nearly 80% of those surveyed said distance measuring devices increased their shot confidence on the course. That s important considering the natural conclusion that shot commitment and trust in yardage have a positive effect on execution. In fact, 39% of golfers (including those that More than two-thirds of Core Golfers use distance measuring devices or apps during the majority of their rounds. Additional Benefits Golfers Experience With Distance Measuring Devices Q. Besides determining distance to the green/flag and other areas of the course, what benefits have you experienced with this device? (Select all that apply) 78% More confidence in shots 52% Quickened pace of play shoot 90 and above) said they ve carded better scores by using the technology. It s not surprising then, that a third of distance measuring device users report increased enjoyment of the game. Slightly more than half of golfers surveyed cited speedier rounds as a benefit to using a distance measuring device. This byproduct of DMD usage is significant to the game. With golfers no longer required to hunt for yardage markers or march-off distances the old fashioned way, preparation for full shots can be reduced. What about the tech laggards among us? A significant number of Core Golfers cite cost/budget as the primary reason they do not currently own a distance measuring device. This is especially true among golfers between the ages of 18 and 49, who tend to have different priorities for their discretionary income. It stands to reason, however, that these golfers are more likely to purchase a device when additional discretionary income becomes available. Fifty-four percent of golfers who do not currently own a device say they are not in the market to buy one. However, there remains a 39% Better scores 34% More enjoyment of the game 21% Advantage over golfers who don t use them large pool of committed golfers who will likely purchase one in the future. This potential, coupled with current users looking to upgrade their devices as technology improves, represents a sizeable opportunity for dedicated device manufacturers and app providers to grow their customer bases. But the upside goes well beyond that. An increase in usage can only benefit the game as golfers become more proficient and begin to derive additional enjoyment out of their rounds. It might fall short of having Fluff Cowan on the bag, but the use of these technologies is removing some uncertainty from a challenging game and increasing the enjoyment factor in the process. n 2015 The Toro Company. All rights reserved. Introducing the Reelmaster 5010-H with PowerMatch technology toro.com/reelmaster NGF Dashboard Extra Fall/Winter 2015 Toll Free (888) ASK-4NGF w w w.ngf.org w w w.ngfdashboard.com 3

4 Proper turns have been out of your control. Until now. Thanks to the TechControl display on our new A Model mowers, the Turn Speed screen lets you slow down a mower to a percentage of the mowing speed as the cutting units are lifted after a pass, greatly reducing scuffng. You can also plug in mow and transport speeds, service reminders and receive diagnostic feedback quickly and accurately. To sign up for a demo, visit JohnDeere.com/ Demo Our exclusive, passcode-protected TechControl Display lets you program commands for your operators. JohnDeere.com/Golf Majority of Golfers Consider More than Price When Choosing Where to Play The golf course business, like any other retail industry, is driven by supply and demand, and since we opened more than 4,000 golf courses between 1986 and 2005, most operators are competing for players and rounds like never before. Viewed from a consumer perspective, you could say that golfers have been gifted with a rich selection of courses to choose from in almost every market across the country. As a result, understanding how golfers decide where to play has never been more important for golf course operators seeking to grow market share. So, NGF decided to dig deeper into the factors that motivate Core Golfers to select one course over another, and how operators can gain more of their wallet share. The good news is that operators generally have a large pool of customers to draw from. Even better, the survey showed that while price will always be a factor, it doesn t appear to be THE deciding factor on where golfers ultimately play. Golf has always had its fair share of homers those who rarely stray far from their home course. Past Golfer Statements research validates the logical conclusion ABOUT COURSE SELECTION that these golfers I m selective about the course(s) that I play 45% have annual/seasonal Price is the driving factor in my course selection -OR- I have flexibility as to where and when I memberships, frequent 37% play golf, so I play where I can get the best rate a facility in close I play the same golf course most of the time 34% proximity to home, or simply prefer to play I actively seek out new places to golf 31% with the same group % top-2 based on the following scale (1) Strongly disagree (7) Strongly agree at a familiar track. According to the survey, that group represents 34% of all golfers. It s not all about price The remaining two-thirds of golfers are multi-course shoppers people open to playing a number of different courses in their area. To borrow a professional sports term, these restricted free agents consider an average of 3.5 courses when deciding where to play, and a third have five or more in mind at booking time. The majority of these golfers decisions, however, aren t dictated by cost. In fact, only a third of golfers said that price was the driving factor in their course selection or they have flexibility as to where and when they play golf. These golfers tend to play where they can get the best rate. Conversely, the survey revealed that nearly half of golfers consider themselves selective about the courses they play and therefore evaluate factors beyond price when making their tee time decisions. There s no question that affordability and value continue to play into buying decisions, but despite the attention given to discounting, course affinity goes well beyond a lowest-price-wins discussion. Elements such as course conditions, playability and customer service have a significant impact on where golfers play and whether they return to a course in the future. Conditioning and setup are important It won t surprise you that the overall quality of course conditions, especially the greens, greatly influence where golfers play. NGF s proprietary course-level data, collected through its customer satisfaction survey tool GolfSAT validates this statement. Of the 270,000-plus golfers surveyed over the past 10 years, 28% routinely listed overall course conditioning among the two or three most vital factors in course selection. Likewise, nearly a quarter of those golfers said condition of the greens was important. Playability is also an important factor for many golfers. Nearly a third identified course set up (rough length, pin placements, tee locations) as a primary influencer in their decision making process. An equal number said they prefer to play courses that match their playing level and abilities. (Continued on page 7) 4 HELPING GOLF BUSINESSES SUCCEED SINCE 1936 MEMBER RESOURCES RESEARCH CONSULTING DATABASE SERVICES

5 2015 Golf Facilties in the U.S. Update: Market Correction Continues; Golfers Benefit from Changes in Supply There were 14, hole equivalent golf courses operating in the U.S. at the end of 2014, a reduction in total inventory of 128 (18-HEQs) courses compared to the end of the previous year, according to NGF s 2015 Golf Facilities in the U.S. report. With supply still outweighing demand, this anticipated reduction in the total number of courses is part of a supply correction that has been ongoing for much of the past decade. While it might seem relatively simple, determining the yearly changes to overall supply is a bit more complicated than meets the eye. So how did we get there? At the end of 2013 there were 14,565 (18-HEQs) golf courses operating in the U.S. NGF, through its verification process, identified 174 courses that permanently closed in 2014 and another 71 that closed for renovation (any course that is closed for business for at least six months for improvements). Meanwhile, NGF verified 11 brand new courses that opened last year and 91 that reopened following renovation. An additional 15 courses came back following prolonged closures unrelated to a scheduled renovation. The end result is that 117 new or reopened courses that were not included in 2013 s year-end supply were added in Still, the golf course industry remains oversupplied and ultracompetitive. The majority of facilities that shuttered their doors last year were older, lower-end properties that could no longer compete. Yet the availability of public golf remains high with 10,479 (18-HEQs) courses, which accounts for nearly threequarters of total supply. Interestingly, that public total includes an all-time high of 2,305 municipal (18-HEQs) courses, 30% more than existed 25 years ago Course Inventory Change 18-HEQ Facilities Year-End ,565 15, Closures Permanent Not Expected to Reopen Temporarily for Renovation Openings Brand New Reopened from Renovation Reopened following Prolonged Closure Year-End ,437 15,372 Supply Change Hole Equivalents (18-HEQ): Total number of holes divided by 18. Facilities: Location where golf can be played on one or more golf courses. The availability of public golf remains high with 10,479 (18-HEQs) courses, which accounts for nearly three-quarters of total supply. For comparison, slightly more than 60% of courses were public in That number grew to 72% in 2005, the peak period of course supply in this country, and has hovered in the 73% to 75% range since that time. This increase in public golf, coupled with the improved quality of supply due to newer courses replacing older ones that have closed, has benefited daily-fee golfers. The highly-competitive nature of the industry has also been a boon to golfers by keeping prices stable and increasing the overall value of a typical golf experience. While the number of private clubs has decreased during the past decade, many have decided to alter their business model to allow some degree of public play to avoid, or at least mitigate, dues increases or outright closure. These courses have not gone away, evidenced by the fact that only one in 10 closures since 2005 involved a private club. Rather, NGF reclassifies these converted clubs as daily-fee facilities (a privately owned golf facility that provides public access and may or may not offer memberships). Most owner/ operators of these clubs would prefer to consider themselves private or semi-private depending on the actual amount of public play they allow. The ongoing supply correction has alarmed some golf pundits and many in the mainstream media, especially at the local or regional level where closures have taken place. However, the industry has seen less than a 5% decrease in total golf course supply since it peaked in the mid-2000s. In contrast, there was a 40%+ increase in the total number of courses between 1990 and So what we are witnessing is a much needed step toward a healthier balance between supply and demand Supply/Demand Index Index of Golfers per 18-Hole Equivalent This index represents the ratio of golfers-per-course (18HEQ) with the baseline of 100 (dotted black line) equal to the average for the five years When were we last at optimal balance? It would depend, of course, on whom you ask, but a look back at NGF s supply/demand index (ratio of golfers per 18 holes) shows the most recent high was in the early 2000s. At that time, the index was at or near the benchmark of 100, which was first established during the peak years of the late 1980s. At the end of 2014, the index stood at 84, meaning there are about 16% fewer golfers per (18-HEQ) golf course than 25 years ago. Ultimately, there are two ways the industry can achieve that better supply/demand balance. The course correction can continue for several more years, or more golfers can be brought into the game. Most likely, a combination of the two will occur, thus expediting the movement to equilibrium. Until then, however, supply will remain heavily in golfers favor. n NGF Dashboard Extra Fall/Winter 2015 Toll Free (888) ASK-4NGF w w w.ngf.org w w w.ngfdashboard.com 5

6 ALWAYS DRIVEN PRECEDENT i3 s CONNECTIVITY IS A MUST TO ATTRACT AND KEEP GOLFERS. Jeff Diehl, PGA Head Golf Professional The Dye Club at Barefoot Resort & Golf Jeff has seen how Precedent i3 s Connected technology distinguishes his course in the super-competitive Myrtle Beach market. It makes us look good and is an important tool we use to keep golfers coming back. Learn more and see Jeff s video at controlandwin.com. Golf Well Positioned to Attract Junior Golfers As more and more parents become increasingly concerned by the risk of sports-related injuries and the lack of computer-free social engagement for their kids, they are looking for alternative activities that promote children s physical and mental well-being. That could be good news for golf, which can satisfy the safety concerns and desire for increased recreational activity while at the same time improving kids social skills. According to a 2014 Physical Activities Council (PAC) study, more than one third of parents are concerned with the amount of time their children spend playing video games, and 30% are equally worried about their kids increased usage of social media. As one might expect, Percentage of Parents Concerned about Child s: Time playing video games Time using social media Socialization/social skills Lack of exercise Physical safety in current sports % top-2 based on the following scale (1) Not concerned at all (5) Very concerned the prevalence of those two factors has one in every three parents frustrated with their kids lack of social interaction and time spent exercising outdoors. Moreover, nearly a quarter of all parents are troubled by the injury potential of the sports their kids are playing, in good measure due to the increase in sports-related concussions that can have serious long-term negative effects. According to the Centers for Disease Control and Prevention, 175,000 children are treated for sports-related concussions in U.S. emergency rooms every year. Overall, 58% of parents have concerns with at least one of the above factors and roughly a third is worried about two or more. Considering the combined net effect of these concerns, and the answers golf provides them, NGF asked parents how open they would be to their kids getting involved in the game. What we discovered is very encouraging for the sport. According to that same PAC study, 84% of parents with at least one of the above concerns are supportive of getting their kids involved in golf, and nearly a third of those are very supportive of the idea. While there are already millions of juniors playing golf, several million have expressed an interest in playing, and millions more have parents that are open to their involvement in the game. That s a large pool of prospective players that golf has the opportunity to activate by promoting its physical and social benefits to both kids and their parents. So what is the industry doing to get more children involved in the game? There are numerous national, regional and local programs in place that receive significant support from organizations such as The First Tee, PGA of America, United States Golf Association, the LPGA and others that are committed to growing the game of golf through junior participation. At the grassroots level, a growing number of operators are proactively attracting kids to the course. This includes kids play free with adult programs, affordable group instruction or clinics and the implementation of junior tees. These types of programs make golf more kid friendly, and will certainly resonate with parents looking for a safe and welcoming environment for their children to play and compete. While these efforts are expanding, there s plenty of headroom left to accommodate the millions of children not yet exposed to the game. That, coupled with the high level of parental support for kids involvement, leaves the game well positioned to expand its influence with the younger generation and increase overall participation as a result. n 23% 27% 30% 29% 35% According to a Physical Activities Council survey, 84% of parents are supportive of getting their kids involved in golf. 6 HELPING GOLF BUSINESSES SUCCEED SINCE 1936 MEMBER RESOURCES RESEARCH CONSULTING DATABASE SERVICES

7 2015 Golf Participation in the U.S. Update: Participation Remains Steady; Interest Rises Golf participation in 2014 remained equal to the previous 12 months, marking the fourth consecutive year that roughly 25 million people played at least one round of golf, according to NGF data. Participation appears to have found its post-recession footing, while positive signs with respect to utilization and interest in playing among non-golfers, show that golf remains attractive and aspirational to multiple segments of the population. Utilization on the Rise Participation has remained relatively flat the past several years, but golfers are playing slightly more rounds when weather permits. Rounds per playable day increased by nearly 1% compared to 2013, according to PGA PerformanceTrak. This marks the fifth consecutive year of positive growth in utilization on days open demonstrating that golf demand is healthy when Mother Nature allows. The average number of rounds played per golfer also continued to increase in Golfers played slightly more than 18 rounds on average last year, adding more than one round per golfer compared to 2005, when participation was higher. The loss of less frequent players added to the increase in the average, but the sport has also benefited from increased activity among its committed (Core) golfers, who are playing two more rounds on average per year than they did in Interest in Golf Remains High While activity among current golfers is slightly up, the number of first-time players being introduced to the sport has remained steady over the past three years. Roughly half of the 4 million players that entered the game last year were beginners, which is slightly above the historic average of newcomers to the game (see chart). This growth in beginner activity demonstrates that golf remains attractive to those who have never played before. Another indicator of interest in the game is latent demand (number of non-golfers who are very or somewhat interested in playing the game now). Each year, NGF measures this group by asking people who reported no on-course golfing activity in the previous year how Millions of Golfers Millions of People Beginners 2005 TO PRESENT Latent Demand interested they currently are in playing golf. More than 32 million non-golfers (a mix of both former players and those who have never played before) are interested in playing now well more than one prospective golfer for every existing one. Latent demand has grown steadily since 2011, when there were closer to 27 million interested but inactive prospects. Millennials, Boomers Remain Active Contrary to popular opinion, golf enjoys a positive relationship with millennials. This group of 18 to 34 year olds currently accounts for roughly a quarter of the golfer population and a disproportionate amount of the game s latent demand. Of those 32 million latent Very Interested Somewhat Interested Beginners/returners golfers, over 12 million are millennials, meaning that for every current golfer from this group, there are two more interested in playing golf now. The impact of Baby Boomers (ages 50 to 64), which was stalled somewhat by the recent recession, is gaining momentum. Boomers number nearly a quarter of all golfers, and accounted for a third of all rounds played last year. History shows us that as these golfers reach retirement age (nearly 4 million a year for the next 15 years) they will play about twice as much as they did prior to retirement. The stabilization in participation and the modest increase in golfer activity are encouraging signs for the golf industry. While the game must maintain its base and continue to activate more beginners from its pool of latent demand (and motivate them to remain), interest among millennials and the potential for increased rounds among boomers will continue to positively impact the sport. The Methodology Each January since 1986, NGF has surveyed Americans regarding golf participation. In 2007, NGF joined a partnership of sports associations to cooperatively conduct sports participation research (the Physical Activity Council). This Council currently surveys 40,000 Americans ages 6 and above every year regarding their participation in more than 100 sports and fitness activities, including golf. Although the resulting sample closely matches that of the entire U.S. population demographically, a statistical weighting on key Census variables (including age, income, geographic region, etc.) is applied in order to make the sample match the population as accurately as possible. n (MAJORITY OF GOLFERS...Continued from page 4) Get to know your golfers they want to know you Despite the pool of quality courses they have to choose from, golfers said there were things operators could do to attract more of their business. While suggestions such as players reward programs and improved practice facilities would be very influential in encouraging golfers to give a course more of their business, a sizeable number of golfers said improved customer service would draw more of their wallet share. Twenty percent of golfers said they would appreciate closer relationships with staff members, and an equal number said improved communication about upcoming events and outings would make a difference. These attitudes aren t surprising given the amount of time golfers might spend at a facility and the relationship-building nature of the sport itself. Also related to customer service and satisfaction, more than a third of golfers said the ability to book directly through a golf course s website (which can be prompted through and text campaigns) would encourage more frequent play. n NGF Dashboard Extra Fall/Winter 2015 Toll Free (888) ASK-4NGF w w w.ngf.org w w w.ngfdashboard.com 7

8 If you work in golf, the NGF works for you. NGF delivers the most trusted, independent and objective information, insights and trends to those who make their living in golf. Members and clients from every segment of the industry rely on NGF s market research and resources. Join NGF. Be a knowledge leader. Trusted by the best courses on Earth NGF BOARD OF DIRECTORS VICE-CHAIRMAN CHAIRMAN SECRETARY/TREASURER DAVID ABELES President & CEO JOE LOUIS BARROW, JR. CEO JOE BEDITZ President & CEO CHIP BREWER III President & CEO BILL BROWN, JR. Group Vice President BILL GOLDEN President PETER HILL Chairman & CEO SARAH HIRSHLAND Senior Managing Director of Business Affairs BRENDAN RIPP Group Publisher DICK SULLIVAN President & CEO These industry leaders ensure that NGF s members and clients are getting the best thinking in the game. NGF members have access to detailed information on the subjects covered in these articles and more. Contact us for more information or to become an NGF member. 1(888)ASK-4NGF member@ngf.org This publication nor any part thereof may be published or reproduced without written consent of the NGF.