WELCOME. New Zealand Golf Thiem Nguyen Golf Industry Analyst

Transcription

1 WELCOME New Zealand Golf Thiem Nguyen Golf Industry Analyst

2 MEMBER SATISFACTION IS AN INDICATOR OF RETENTION. WHAT DO YOU BELIEVE DRIVES MEMBERSHIP SATISFACTION? AND HOW DO YOU CURRENTLY MEASURE IT?

3 GOALS Executive Summary FOR TODAY 1. A profile of our members 2. A profile of casual golfers 3. Sharing case studies Retention Recruitment

4 NEW ZEALAND Our population is ageing and becoming more ethnically diverse.

5 HOW WILL YOUR REGION OR YOUR COMMUNITY CHANGE OVER THE NEXT 3, 5 or 10 YEARS? Generic Example Only.

6 BOYS AND GIRLS PARTICIPATION IN GOLF SPORT NZ YOUNG PEOPLES SURVEY 11 to 14 year olds Not done this year Done a few times this year Done regularly this year 63% 34% 4% Not done this year Done a few times this year Done regularly this year 81% 18% 2% 15 to 18 year olds Not done this year Done a few times this year Done regularly this year 71% 26% 3% Not done this year Done a few times this year Done regularly this year 84% 15% 1%

7 EVEN WITH INCREASED COMPETITION FROM LEISURE ACTIVITIES AND GREATER TIME PRESSURES, GOLF RETAINS POPULARITY AMONGST BOTH MEN AND WOMEN Golf features in the Top 10 sport and recreation activities in the 35-49, 50-64, and 75+ age groups.

8 WHERE DO THE SHORT AND LONG TERM MEMBERSHIP TRENDS PLACE YOUR CLUB? Cautious 5 YEARS Excelling Four quadrants 1 YEAR Excelling performer Cautious performer Turnaround club membership Declining club membership Declining Membership Turnaround Membership

9 UNDERSTANDING YOUR MEMBERSHIP Demographics? Trends? Behaviors? Attitudes? Needs? Sound knowledge of your existing customer base Age Ethnicity Male/Female Where they live Occupation/Industry Frequency of visits What they are using the golf club for (club competition golf, social golf, social entertainment, business?) Does any of this data point to new member opportunities? Are there trends that help you understand the profile of the new member (<3 years)? Do they have similar traits, within similar age groups, gender, postcode, where are they coming from and what is the main reason for joining? Acquisition Retention Churn

10 Sport and recreation play an important and growing role in the lives of NZ adults 74% of adults (2.5 million) take part in sport and recreation in any given week. On average, the amount of time we allocate to sport and exercise has not changed over the last 10 years, but the types and ways we choose to participate in sport are changing across a spectrum of the themes of growing individualization of sport preferences and a desire to connect through sport. TRENDS 66% are interested in either trying a new sport/activity rather than doing more of the same. Tennis and Golf top the list. Membership to a club has remained stable - ¾ of New Zealanders belonging to a club Sports club membership decreased by 2% while in contrast gym membership increased by 3%. Older people, 65 years + were the most likely to be members of a club, this does tail off with age. By contrast, people of prime working and parenting age (25 44 years) had the lowest club membership possibly because they re more likely to struggle to find the time A lack of time is by far the number one reason interested participants give as a reason for not doing more sport and recreation. Cost comes a distant second. The most common way people participate is (pay to play, 35.2%) which offers some flexibility in the level of commitment required, and for some an easier way to manage the expense of sport and recreation. Over the last 10 years, products, offerings and experiences that is offered by traditional sports has evolved through modified rules and formats to meet the increased demand to be tailored to participants needs OR preferences, time poor and lifestyle (Twenty-20, Nines, Sevens, Futsal, Touch). Participation in informal recreational activities has increased while participation in formal or organized sport has decreased.

11 WHAT DO THE TRENDS MEAN FOR MY GOLF CLUB? HOW HAVE YOU ADAPTED? With the Korean, Chinese and Indian population we absolutely failed until we had members of that community who they trusted and who could speak their language and introduce them to our sport. We know that being part of a club helps build a sense of solidarity between people People in clubs develop friendships with people from diverse backgrounds, and also gain access to a greater variety of shared experiences than they can have as individuals.

12 CLUB MEMBER SURVEY

13 FOSTERING LIFELONG ENGAGEMENT 956 MALE MEMBERS 232 FEMALE MEMBERS Male 57% 43% Female 25% 75% Before 20 After 20

14 WHEN WERE YOU INTRODUCED TO START PLAYING GOLF? Golf Australia asked 13,000 golfers when they started playing regularly 22% started playing aged 15 or under 47% had started playing by age 24 72% had started playing by age 34 87% had started playing by age 44 New Zealand Golf asked 2,400+ golfers when they started playing 34% started playing aged 15 or under 49% started playing aged 20 or under 64% started playing aged 30 or under 76% started playing aged 40 or under 24% started playing aged % had started playing by age 54 Only 5% started playing after 55.

15 Charitable Trust run by trustees representing all the golf clubs within Wakitupu Basin. CASE STUDY WAKATIPU YOUTH GOLF PROGRAMME Increase the participation of golf to make it fun and to create future golfing champions. Full accessibility to Queenstown, Frankton and Arrowtown Golf Clubs Designed for under 19 Reciprocal Rights Millbrook, Jacks Point, The Hills (1x per month) A pathway for youth (after-school coaching, holiday programmes, Saturday morning beginner sessions and weekly competitions) Parent membership; full playing accessibility to courses provided that parent is played with the child. Fundraisers and Fun Events (Mini-Golf Championships)

16 HOW ARE NEW GOLFERS BEING INTRODUCED Through a Family Member Through a Friend or Social Network 26% 43% TO THE Started Independently 14% GAME? Through Work or a Colleague 7% Through a Spouse or Partner 7% Through School 3%

17 7 OUT OF 10 MALES ARE INTRODUCED THROUGH A FRIEND OR FAMILY Started Independently Through School 4% 1% 13% 14% Through Work or Colleague 8% 5% Through a Friend or Social Network 15% 30% Through a Family Member 38% 44% Through a Spouse or Partner 1% 27%

18 WHAT IS YOUR MOST EFFECTIVE CHANNEL? THROUGH A SPOUSE OR PARTNER Under % 0% 1% 5% 19% 25% 51% THROUGH A FAMILY MEMBER Under % 20% 34% 14% 8% 6% 13% THROUGH A FRIEND OR SOCIAL NETWORK Under % 2% 13% 23% 23% 14% 26% THROUGH WORK OR A COLLEAGUE Under % 1% 2% 9% 33% 29% 27% THROUGH SCHOOL Under % 3% 48% 32% 0% 3% 13% STARTED INDENPENDENTLY Under % 14% 13% 15% 13% 10% 45%

19 Millennials and Baby Boomers ranked word-ofmouth as the #1 influencer in their purchasing decisions > 50% are likely to give a referral if offered a direct incentive, social recognition or access to an exclusive loyalty program 84% of consumers say they either completely or somewhat trust recommendations from family, colleagues and friends about products and services Recommended customers are 18% more likely to stay with a business than other customers. Recommendations From People I Know Branded Websites Consumer Opinions Posted Online Editorial Content such as Newspaper Articles Ads on TV Ads in Newspapers Brand Sponsorships Ads in Magazines Ads on Radio Billboards and Outdoor Advertising s I Signed Up For

20 THE PLAN Member get Member Scheme New members receive discount on their first year annual subscription SOLUTION Current member also receives discount for their next annual subscription New members connect socially THE RESULTS 37 new members Increased revenue RESULTS Member buy in Increased social activity Please click the link to read Case Study - Member get Member

21 WHAT WOULD YOU DO DIFFERENTLY TO ADAPT THIS MARKETING INITIATIVE FOR YOUR CLUB? THE POWER OF REFERRALS

22 WINNING THE RETENTION BATTLE Members who visit less than once a week in the first month of membership rejoin 60% of the time. Those who visit at least three times a week in the first month of membership rejoin 80% of the time. Low frequency attendees (less than one a week) in month one but improve to be high attendees (more than three times a week) by month three are 14% more likely to rejoin.

23 DO YOU HAVE ANY WAYS TO IDENTIFY AN AT-RISK MEMBER? AND IF YOU DO, WHAT IS YOUR COURSE OF ACTION?

24 THE IMPORTANCE OF ENGAGEMENT AS A RETENTION STRATEGY NAME OF GOLFER OR # OF GOLFERS Sally Jim (At risk) ACTIVITY Book in the next round Invite to the next social golf event TIME PERIOD Damien Accompany play for the first two holes.

25 SCALING THE UNSCALABLE tracking the number of meaningful engagements

26 DISCUSS WHAT HAS HELPED YOUR CLUB ATTRACT OR RETAIN NEW MEMBERS? Flexible memberships have been a useful retention tool to stop members from leaving completely and attracting new golfers, especially younger ones. We reward our long standing members by providing a discount for food and beverages. We also provide our members with the opportunity to gift vouchers to friends and family to play our course. Our aim is to be more than a golf club It s important to enhance the social and emotional connection. While we re constantly trying new initiatives, we have held fundraising events for the community, started a quiz night, open the clubhouse for All Blacks games, run fun competitions and started organizing members trips away. We would like to have weddings and other events here too, someday. Recently, we have managed to entice regular casual golfers of our club to purchase a membership by launching a new product that offers reciprocal rights with other clubs in our region. The buddy system our club started five years ago has been one of the best initiatives we have undertaken, particularly for women. It has been rewarding as we wanted to bridge the gap from an introductory beginners program to membership. New players receive coaching and are paired with an existing an willing member for 12 months, the informality provides them with confidence and social connectedness from the beginning The major focus as a Board has been to be progressive, ensuring we have a great club culture that is friendly and promotes opportunity for all. This includes fairness, encouraging females to be representative on the Board, promoting junior golf and loosening the strict rules within the clubhouse. We encourage informality and want members feel comfortable to invite their families here. We have a disc draw twice a week in the summer to ensure new members are able to meet new players easily.

27 CASE STUDY FLEXIBLE MEMBERSHIP Analysed the playing habits of members as well as looking at tee sheets and saw an opportunity to fill empty afternoon tee slots. Empty tee slots were lost revenue so we needed a specific membership product to fill those costs Unlimited golf after 1pm 7 days a week and preferential green fee rates for peak time play before 1pm Membership category has grown to 150 members in the last 4 years Fewer than 10 members had transferred down from full membership (most would have resigned anyway due to not playing enough to justify) 12 members have transferred from off-peak to full membership.

28 HOW LONG DO YOU THINK IT TAKES TO BECOME COMFORTABLE AT A Male 10% GOLF CLUB? Female 32% 90% 65% 9 Holes 18 Holes Length of Membership 9 Holes 18 Holes < 1 Years 35% 65% 1-2 Years 28% 72% 3-5 Years 13% 87% 6-10 Years 16% 84% Years 13% 87% Years 9% 91% >20 Years 10% 90%

29 THE AVERAGE MEMBER PLAYS 5-9 COURSES PER YEAR. > 20 Years Years Years Years Years Years < 1 Year

30 DO YOU PLAY WITH THE SAME PEOPLE EVERY TIME? > 20 Years Years Years 6-10 Years 36% 37% 38% 47% 64% 63% 62% 53% 3-5 Years 49% 51% 1-2 Years 66% 34% < 1 Year 63% 37% 0% 20% 40% 60% 80% 100% Yes No

31 WE ASKED OUR MEMBERS TO RANK THE MOST IMPORTANT BENEFITS OF THEIR CURRENT MEMBERSHIP WHAT WOULD YOU SAY? AND WHAT DO YOU THINK YOUR CLUB MEMBERS WOULD SAY?

32 RANKING OF IMPORTANCE OF MEMBER S CURRENT MEMBERSHIP (1 AND 2 BEING MAIN BENEFITS) Cost Effective / Cheaper than Paying Green Fees Each Time % 18% The Social Aspect of the Club 18% 23% Standard of Course and Clubhouse Facilities 19% 21% Ability to Get a Handicap 12% 17% Ability to Pay Competitively (Club Competitions / Interclub) 13% 12% Ability to Secure Optimum Tee Times 5% 9%

33 RESPONSES BY THE NUMBER OF YEARS WITHIN CURRENT CLUB (Weighted Average) > 20 Years Standard of Course and Clubhouse Facilities The Social Aspect of the Club Cost Effective / Cheaper than Paying Green Fees Each Time Ability to Pay Competitively Ability to Get a Handicap Ability to Secure Optimum Tee Times 6 10 Years Standard of Course and Clubhouse Facilities Cost Effective / Cheaper than Paying Green Fees Each Time The Social Aspect of the Club Ability to Pay Competitively Ability to Get a Handicap Ability to Secure Optimum Tee Times Years The Social Aspect of the Club Standard of Course and Clubhouse Facilities Cost Effective / Cheaper than Paying Green Fees Each Time Ability to Pay Competitively Ability to Get a Handicap Ability to Secure Optimum Tee Times 3 5 Years Cost Effective / Cheaper than Paying Green Fees Each Time The Social Aspect of the Club Standard of Course and Clubhouse Facilities Ability to Get a Handicap Ability to Pay Competitively Ability to Secure Optimum Tee Times Years The Social Aspect of the Club Standard of Course and Clubhouse Facilities Cost Effective / Cheaper than Paying Green Fees Each Time Ability to Pay Competitively Ability to Get a Handicap Ability to Secure Optimum Tee Times 1 2 Years Cost Effective / Cheaper than Paying Green Fees Each Time Standard of Course and Clubhouse Facilities The Social Aspect of the Club Ability to Get a Handicap Ability to Pay Competitively Ability to Secure Optimum Tee Times < 1 Year Cost Effective / Cheaper than Paying Green Fees Each Time The sum of what you offer is more important rather than one individual factor by itself. Standard of Course and Clubhouse Facilities Ability to Get a Handicap The Social Aspect of the Club Ability to Secure Optimum Tee Times Ability to Pay Competitively

34 THE MOST IMPORTANT REASONS FOR PLAYING GOLF CHANGES ACROSS DIFFERENT LIFE STAGES 66+ Years For physical and health reasons For the personal challenge For social reasons For stress relief and relaxation For competition Years For the personal challenge For social reasons For stress relief and relaxation For physical and health reasons For competition Years For the personal challenge For physical and health reasons For social reasons For stress relief and relaxation For competition Years For the personal challenge For social reasons For competition For stress relief and relaxation For physical and health reasons

35 DOES IT CHANGE FOR MALES AND FEMALES? MALES For the personal challenge For social reasons For physical health reasons For stress relief and relaxation For competition FEMALES For the personal challenge For physical health reasons For social reasons For competition For stress relief and relaxation

36 I WOULD PLAY MORE IF Males I had more time More of my friends played More of my family played Golf was more affordable I was a better golfer Females I had more time More of my friends played More of my family played I was a better golfer Golf was more affordable

37 THE SEVEN DRIVERS THAT CONTRIBUTE TO A POSITIVE CLUB MEMBERS EXPERIENCE DECENT FACILITIES GOOD SOCIAL ENVIRONMENT GREAT COACHES PROFESSIONALISM & EXPERTISE POSITIVE CLUB MEMBER EXPERIENCE GOOD COMMUNICATIONS FRIENDLY & WELCOMING FULFILLING POTENTIAL

38 Copyright 2012 The Nielsen Company. Confidential and proprietary. WHAT ARE YOUR MEMBERS SAYING? OVERALL SATISFACTION (% very satisfied or extremely satisfied) SIX IN TEN (61%) PLAYERS ARE SATISFIED 64% COMPARED TO OTHERS (% better than other or much better than others) SEVEN IN TEN (68%) RATE THEIR CLUB AS BEING BETTER THAN OTHER CLUBS 72% NOTE: THIS IS A GENERIC EXAMPLE NET PROMOTER SCORE (% promoters less % detractors) NPS SCORE = LIKELIHOOD TO REJOIN (% quite likely or very likely) 83% ARE LIKELY TO REJOIN THEIR CURRENT CLUB NEXT SEASON 86% 38

39 Copyright 2012 The Nielsen Company. Confidential and proprietary. REASONS FOR RECOMMENDATION Six in ten (59%) players are likely to recommend their club to someone interested in playing. When asked about the reason for their rating, 58% of players mentioned reasons relating to a club having a great atmosphere and other members being friendly, supportive and welcoming. NOTE: THIS IS A GENERIC EXAMPLE GREAT ATMOSPHERE/ FRIENDLY/ OPTIONS/ VARIOUS LEVELS OF GREAT CLUB/ THE BEST/ BETTER GREAT/ STRONG COACHES/ WELL MANAGED/ STRONG/ GOOD FACILITIES/EQUIPMENT COMPETITIVE/SUCCESSFUL SOCIAL CLUB - SOCIAL EVENTS/ FAMILY ORIENTATED/FAMILY GOOD/MORE PLAYING SURFACES GREAT LOCATION/AREA GOOD SUPPORT FOR JUNIORS/ DIFFERENT OPTIONS OF DAYS/ SIZE OF CLUB IS GOOD - NEED MORE MEMBERS/MORE NICE CLUB HOUSE COMMUNITY SUPPORT/FEELING OTHER 18% 18% 17% 16% 13% 11% 11% 9% 9% 7% 5% 5% 4% 4% 4% 4% 7% 58% 39

40 WHAT IS THE % OF CLUBS THAT HAVE UNDERTAKEN AN EXIT SURVEY? Do you have any insight into why your members are leaving or considering leaving? Offer something that solves their problem and convert those individuals back if you can. Consider options to future proof your club from losing more members that are under your control. Base: 693

41 OBSERVATIONS Every member wants to feel valued and be more than just a number A holistic and positive club experience is crucial to high satisfaction levels and likelihood to remain as a member which is a cost effective strategy for your club. Cultivate a culture where existing members support your membership and participation drives even better, use incentives to get them involved. One size does not fit all - Tailoring your offering to people s preferences, lifestyle and/or budget is important to attracting new golfers and achieving high retention levels. An introductory pathway without the large initial expense and time commitment will appeal to new golfers to give it a go. A friendly and welcoming environment where people feel a sense of belonging and are able to find new players to have a round of golf with is important in determining the willingness of people to take the leap and consider membership. Identify ways to reward your existing members - with discounts, vouchers or partner benefits to let them know you value their loyalty.

42 CASUAL GOLFER PROFILE

43 WHEN WERE YOU INTRODUCED TO GOLF? 275 Never Been Members Never been Member 43% 57% Previous Member 49% 51% 954 Previous Members Prior 20 After 20

44 WHO ARE THE INFLUENCERS THAT ARE INTRODUCING NEW PEOPLE TO THE GAME Never Been a Member Previous Member Spouse or Partner Family Member Friend or Social Network Work or Colleague Started Independently

45 WHAT ARE THE TOP 5 BARRIERS THAT STOP CASUAL GOLFERS FROM BECOMING A GOLF CLUB MEMBERS? Reasons Previous Members Memberships are too expensive I don t have enough time to have a membership I prefer the flexibility of playing different courses Golf clubs don t provide enough flexibility for playing times Golf clubs have too many rules and regulations Reasons Never Been Members Memberships are too expensive I don t have enough time to have a membership I prefer the flexibility of playing different courses Golf clubs don t provide enough flexibility for playing times Golf clubs have too many rules and regulations

46 TOP FIVE REASONS THAT WOULD INFLUENCE CASUAL GOLFERS TO PURCHASE A GOLF MEMBERSHIP Reasons Previous Member Memberships were more affordable per game of golf played A membership package included a range of golf clubs in my area A friend joined at the same time There was more flexibility around paying for the membership Membership packages provided coaching and facilities to help me improve Reasons - Never been a Member Memberships were more affordable per game of golf played A membership package included a range of golf clubs in my area There was more flexibility around paying for the membership Membership packages provided coaching and facilities to help me improve A friend joined at the same time

47 WHAT EXPERIENCES COULD YOU OFFER TO ATTRACT NEW OR RELAPSED GOLFERS? TASTER SESSIONS Short session, usually an hour, tour the golfing club, meet a golfing professional, Q&A session, learn the basics and hit some balls in a minicoaching session. LEARN GOLF IN A DAY Low cost, introductory five hour course. The same beginner skills as on the fiveweek course, but dovetailed into a single day. BEGINNER PROGRAM A step-by-step guide to the basics, from grip to posture to golf etiquette and how to play a full game. IMPROVERS PROGRAM Build on the skills you learned in the beginner sessions and start playing regular rounds, ideal way to meet other aspiring golfers. GET BACK INTO GOLF Build on the skills you learned in the beginner sessions and start playing regular rounds, ideal way to meet other aspiring golfers.

48 FRIENDLY AND WELCOMING The club makes all members feel welcome and demonstrates an open and friendly culture What this means The club is open and inclusive in its culture The club welcomes new members The club makes it easy for new members to feel at ease buddy system, history of club, tour of facilities, introduction to coaches and managers, supplies contact lists The club is not hierarchical The club fosters a culture of approachability, understanding and warmth all key personnel display these values: make conversation, smile, say hello to each other, invite people in All members are encouraged to take part in things Everyone is given a fair go at field/play The club encourages good sportsmanship The club provides a safe and welcoming environment for families/children juniors, secure, youth events Negative indicators The club is cliquey/old guard/élitist People don t acknowledge or talk to each other People get ignored or rebuffed

49 TO CONVERT BEGINNERS INTO GOLFERS, CLUBS NEED TO PROVIDE A PATHWAY BEGINNER PROGRAMME / COURSE PLAYING TRIAL MEMBERSHIP FLEXIBILE MEMBERSHIP INTRODUCTION TO NEW PLAYERS

50 From Beginner to Golfer 1 BEGINNER COURSE Learn the basics of the game. GETTING OUT ON THE COURSE 2 Take beginners on to the course and introduce them to others of the same level. Try golf roll-ups for beginners or novices. MANGAWHAI GOLF CLUB NOVICE MEMBERSHIP 3 START PLAYING WITH FRIENDS Give beginners access to the course by letting them try a few holes so that they get the feeling of the game and enjoy being out on the course with their friends. JOIN THE CLUB 5 Introductory membership, get involved with the club, meet like minded people to play with. 4 FURTHER LESSONS FROM A COACH To help improve and enjoy the game. GET A HANDICAP 6 Encourage members to support and engage with new players so that they may obtain a handicap. 150 YARDS OUT GET READY GOLF ACTIVE MEMBER 7 Playing regularly with the golf section, through a variety of social and competitive opportunities.

51 WE ASKED BOTH MEMBERS AND CASUALS IF THERE WAS A REGULAR SHORTER FORMAT OF THE GAME OVER 9 HOLES THAT TOOK HOURS, WOULD YOU TAKE PART? 77% 58% 66% 70% 68% 59% 64% 70% 54% 42% 34% 30% 23% 32% 41% 46% Golf Club Member Casual Golfer Under Yes No Yes No

52 THE LIST OF WHY WE PARTICIPATE HAS STAYED THE SAME. WHILST THE LIST OF WHY I CAN T PARTICIPATE IS GROWING. CASUAL GOLFERS Work commitments Family commitments Cost of play Alternative hobbies Time it takes to play Difficult to play Cost of equipment

53 WE WANTED TO KNOW WHAT PREVENTS MEMBERS AND CASUAL GOLFERS FROM PLAYING MORE GOLF For the under 19 age-group, alternative hobbies (26%) is the main reason that prevents them from playing more golf. For the age-group, work commitments (30%), cost of play (19%), alternative hobbies (18%) and family commitments (16%) are the main reasons that prevent people from play more golf. For the age-group, family commitments (30%) and work commitments (26%) are the main reasons that prevent them from playing more golf age-group were the highest proportion of respondents to say cost of equipment was major reason that prevents them from playing golf. The age group is prevented from playing more golf because of work commitments (32%) and family commitments (26%). For the 66+ age-group, alternative hobbies (26%), family commitments (23%), cost of play (14%), work commitments (14%) and difficulty to play (13%) are the main reasons that prevent them from playing more golf and 66+ age-groups were the highest proportion to answer Difficult to play than all other age groups for being the reason that prevents them from playing more golf.

54 UNDER 19 YEAR OLDS Golf club needs to have exceptional motivating coaches for young players to keep them motivated and wanting to keep coming back. Ours left and the new person was not motivating or positive with the kids, hence the teenagers loose interest. There is no good coach that is voluntary or free and no enjoyable, fun, friendly encouraging group motivated by friendship to play with. Most young players are motivated by future success of financial gain and it is not an encouraging environment.

55 20 30 YEAR OLDS Summer memberships are a big drawcard, as it is too dark after work in winter. I like playing golf. But finding people and time to play with is the hard part. Especially people who are on the same skill level. I don't want to embarrass myself.

56 30 40 YEAR OLDS Main reason for me is I have four children, time and cost is a big influence. I'm however getting the kids slowly into golf to enable them to play, which will give me a chance to play more. Nobody has ever approached me at a course. A complete lack of effort from all clubs to recruit a potential candidate such as myself I have access through my husband's membership. I am a beginner and only at the stage of taking lessons. Not yet ready to commit to a membership when I have only been 'playing' for 4 weeks. I do have plans to join.

57 46-65 Year Olds I don t play enough. In my first year of full membership I played close to once a fortnight. My second year of full membership I played once. The club was excellent, the members were a great bunch but I simply could not justify paying a full membership for 6 to 12 mornings of golf a year. Taking a break to support my sons sports. Game too long whilst my sons have important sports events. Coming back to golf soon

58 66+ Years OVER 66 YEARS I want to play up to 9 holes of noncompetitive golf - my local golf club chooses not to provide this form of membership. After 30 years a member believe discount could have been given on yearly fee, not much but a little to show loyalty. Would join a club for a nominal fee and payment of a reduced green fees payment for each round played.

59 EVENTS TO ATTRACT NEW GOLFERS Learn to Play Program for Couples Couples that play together, stay together. Partner or children plays with an existing member free for the month Family Days Father and Son or Mother and Son or Daughter 6 holes. SNAG in the Park Get in front of the community. Ambrose Club Day Invite your Friend Workplace Challenge / Battle of Codes Corporate Wellness Introductory Booklet / Offers / Vouchers Partnering with the driving range Festival of Golf Weekend

60 5 THINGS YOU NEED TO CONSIDER ON WHAT WOULD INFLUENCE CASUAL GOLFERS TO PURCHASE A MEMBERSHIP

61 Under 19 Years Old A family member joined at the same time A friend joined at the same time A membership package included a range of golf clubs in my area Memberships were more affordable per game of golf played Membership packages provided coaching and facilities to help me improve Year Olds Memberships were more affordable per game of golf played A membership package included a range of golf clubs in my area A friend joined at the same time There was more flexibility around paying for the membership Membership packages provided discounted access to partnership facilities (gyms) Year Olds Memberships were more affordable per game of golf played A membership package included a range of golf clubs in my area A friend joined at the same time Membership packages provided discounted access to partnership facilities (gyms) There was more flexibility around paying for the membership AND 66+ Year Olds Memberships were more affordable per game of golf played A membership package included a range of golf clubs in my area There was more flexibility around paying for the membership A friend joined at the same time Membership packages provided coaching and facilities to help me improve

62 Golf Australia consumer research has found that nearly 90% of non-club members would be more attracted to club membership if more course variety was available. Different phases in life and individual lifestyle preferences require different products.

63 IS THERE A DIFFERENCE BETWEEN WHAT INFLUENCES MALES AND FEMALES WHEN PURCHASING A MEMBERSHIP? Male Memberships were more affordable per game of golf played A membership package included a range of golf clubs in my area There was more flexibility around paying for the membership A friend joined at the same time Membership packages provided discounted access to partnership Membership packages provided coaching and facilities to help improve my game Golf clubs were more social and welcoming Female Memberships were more affordable per game of golf played A membership package included a range of golf clubs in my area Membership packages provided coaching and facilities to help improve my game There was more flexibility around paying for the membership A friend joined at the same time Golf clubs were more social and welcoming Membership packages provided discounted access to partnership facilities

64 Mangawhai Golf Club had attracted 210 new members on its play for pay scheme where golfers pay annual subs of $250 and then pay green fees of $20 per round This initiative sparked the Northern Passport. Please click the link to read Case Study - Northern Passport

65 TIMES PLAYED IN THE LAST 12 MONTHS - FORMER MEMBER V NEVER BEEN A MEMBER Never Been a Member 35% 23% 28% 10% 5% Previous Member 48% 22% 20% 6% 4% Less than

66 TAILORING YOUR OFFERING Flexible payment options consider having a variety of payment structures that spread the income throughout the year or if immediate cash flow is front of mind, could you creatively reward members for paying up-front? Intermediate fees - Staggering membership structure that caters to younger golfer. First 12 months of new membership What journey are you taking people on? Where possible, have special offers for joining. Pay for Play Membership An upfront fee associated with a preferential green fee rate. Pay for Play Units of Membership Allocation of credits of which is valued uniquely based on the time or day an individual plays. Has been effective for golfers who are unable to commit time to membership. Family and Couples Membership offering a discounted package could be available for families or couples, for example, children can play for free or partner receives a membership for half price. Novice Membership Please click the link to read Case Study - Adapting to Change

67 IMPORTANCE OF A HANDICAP FOR A CASUAL GOLFER Never been a Member 17% 47% 36% Previous Member 12% 45% 42% Not Important Moderately Important Would Love an Official Handicap Only a small % of casual golfers do not consider the handicap important.

68 ARE YOU MAKING IT EASY FOR CASUAL GOLFERS TO GET ON YOUR COURSE? The most common method for previous members to book tee times are: 1) Phone the club (37%) 2) Via the internet (32%) 3) Just turn up to the club (31%) The most common method for casual golfers who have never been a member to book tee times are: 1) Via the internet (45%) 2) Phone the club (31%) 3) Just turn up to the club (24%)

69 THEMES Personalization Play when I want, where I want, how I want. Flexibility Variety of options to suit my individual preferences and lifestyle Remarkable I value shared experiences Welcoming and Friendly Informality

70 THE END! To achieve success in the current environment, we must first understand the wants and needs our customers and prospective customers and have a clear value proposition. Clubs who are able to adapt and evolve their offering will remain relevant and at the forefront New Zealand Golf Thiem Nguyen Golf Industry Analyst Thiem.Nguyen@nzgolf.org.nz