Golf Tasmania Annual General Meeting 9 th December, 2018
Participation 2
Key priorities 2018/19 Participation programs Launch of adult beginner programs Finalisation and launch of Australian Golf Pathway covering all ages and abilities Strengthen and grow MyGolf program in clubs/facilities and schools 20,600 participants and launch of school transition pilot 3
Adult Beginner Programs Participation landing page Junior (5-12) Teen (13 17) Adult (18-55) Seniors (55+) Teen League (pilot) Adult Women Seniors Brand Suite 4
MyGolf Strengthening of MyGolf Girls program Greater roll-out of MyGolf All Abilities programs Broader launch of MyGolf Junior League nationally Commercial partner secured 5
Participation KPI s MyGolf participants NSW NT Qld SA Tas Vic WA Total 2017/18 - Total 3,523 281 4,660 1,121 752 4,805 1,695 16,837 2017/18 - Girls 920 136 1,046 304 166 1,036 483 4,091 2017/18 - Girls % 26% 48% 22% 27% 22% 22% 28% 24% 2018/19 - Total 4,600 440 5,000 1,460 900 6,000 2,200 20,600 2018/19 - Girls 1,150 110 1,250 365 225 1,500 550 5,150 2018/19 - Girls % 25% 25% 25% 25% 25% 25% 25% 25% Sporting Schools 2017/18 10th 2018/19 Top 7 Inclusive participation NSW NT Qld SA Tas Vic WA Total 2017/18 1,183 16 492 494 30 1,111 179 3,505 2018/19 1,265 30 526 528 45 1,194 192 3,780 Increase 82 14 34 34 15 83 13 275 Increase % 7% 88% 7% 7% 50% 7% 7% 8% Launch of Adult Beginner Program suite July 1, 2019 6
Golf Development - What does the world look like in three years if we deliver our strategic priorities? An inclusive pathway that guides your journey in golf from beginner to elite A single entry point for customers to our game Investing in our people through Workforce Training at a minimum once per year A reduction in clubs/facilities under financial duress with a nimble, agile clubs & facilities support structure in place to assist those in need 30,000 MyGolf participants by June 30, 2021 Vision 2025 embedded within core business of all Australian golf organisations, clubs and facilities A well-trained, supported and targeted volunteer workforce 7
Vision 2025 8
Vision 2025: The Future of Women & Girls in Golf Vision for Golf in Australia A sport where women and girls are inspired to participate, feel welcomed and nurtured throughout, and empowered to achieve their goals Vision 2025: The End Goal Our Goal Transform the sport of golf into one that is highly engaging, accessible, and fully inclusive for women and girls Driven by Culture & Leadership A. Set and role model the example and standards by which our sport will be led B. Empower clubs and facilities around Australia to be more welcoming, inclusive and accessible for women and girls 1. Grassroots A. Embed brands, programs, resources and products for women and girls in the national introduction to golf digital platform B. Introduce and retain more women and girls in golf through innovative, inspiring, needs based, and age and gender appropriate programs and pathways, and access to quality coaching 2. High Performance & Coaching A. Produce more female golfers with the potential to compete on the international stage B. Strengthen the workforce of ALPG members, female PGA members, teaching professionals, coaches and community instructors C. Provide high quality local events for emerging and elite female players 3. Marketing & Positioning A. Enhance perceptions of golf as accessible and inclusive among women and girls B. Position golf as the sport of choice for girls and emphasise golf s holistic health benefits across the lifespan Enabled By A whole of sport approach; change management capability and an innovative and transformational mind-set; appropriate resource, workforce 9 and funding commitments; supporting technology and data capability as defined in the digital and customer experience strategy
Vision 2025: Key Tactics Year 1 1. Continue to support Swing Fit in areas where there are successful programs and explore opportunities within corporate and business female staff offerings 2. Establish a strategy and implementation plan for piloting community grassroots competitions for teenage girls and women 3. Integrate Vision 2025 into GA operations through a whole of organisation action plan 4. Deliver a Vision 2025 national roadshow for clubs and facilities in collaboration with all states 5. Develop an education implementation strategy and training program related to the AHRC EO guidelines for golf clubs and facilities 6. Recruit club members to act as champions of change and work closely with a select number of pilot clubs 10
Vision 2025: Key Tactics Year 1 7. Develop and implement the Get Me Started women s suite of offerings 8. Benchmark number of women on boards and in senior management positions at clubs and golf bodies and then target appropriate growth 9. Continue to expand MyGolf girls-only program options at schools, clubs and facilities 10. Actively participate in the Male Champions of Change Sport initiative 11. Develop and implement initiatives to strengthen the workforce of ALPG members, female PGA members, coaches and community instructors 11
Data and customer engagement Data driven decision making 12
Background GA has never been able to talk to it s customers before, we didn t have their data. CUSTOMER GROUPS Group 1 Handicapped or club golfers 400,000 Group 2 Non-handicapped or recreational golfers 800,000 Group 3 On the fringe Fans Driving ranges Minigolfers Topgolfers Simulator golfers 13
Capturing group 1 400,000 handicapped golfers April 2017: we brought handicap look-up in house. Sep 2018: we implemented login requirement to view handicaps. 180,000 emails 65% opt in to comms 85% mobile 100% DOB 100% postcodes 14
Capturing group 2 800,000 non-handicapped golfers How do we capture recreational golfers? The million-dollar question. There is no silver bullet. ipad sign-ups in pro shops and public facilities Partnerships with existing casual golf apps Targeted social media campaigns 15
Capturing group 3 those on the fringe The great unknown. Fans Driving range attendees Minigolfers Topgolfers Simulator golfers Why are they important? We want to deepen their relationship with golf. We'll connect with them via partnerships and activations. 16
Commercial 17
Where we are? 18
What we are doing? Strategic Priorities 1. Complete situational analysis of the entire commercial function (contract and assets) Complete review: - SWOT of All state assets - Existing contracts and clients relationship - Local challenges, national conflicts and obligations 2. Redefine the new commercial opportunity Define and design the commercial opportunities that exists now as an aggregated commercial asset base. - Who we are and what we are 3. Get active and in market - Get all stakeholders in on the journey - Establish new relationships with existing partners to ensure retention where needed - New business seeking 19
Golf Australia Commercial Guiding Principles Partners not advertisers Exclusivity is a non negotiable Consumer driven experience, content provision and business decisions Long term partnership that can deliver complete vertical integration (where possible), that reduces the need to sell individual events or properties Portfolio that is relevant and engaging to golf participants and stakeholders, whilst also seeking commitment from partner s for ATL alignment with golf Reducing brand clutter designed to amplify partner messaging providing greater value/benefits to less brands Avoid devaluing any GA asset by engaging in short term Fire Sales 20
The Early Wins. Renewals - Collaboration between Queensland and Melbourne (GA) offices - New 3 year deal confirmed - 15% increase from previous agreement - Collaboration between Cheltenham and Melbourne office - New year 4 deal confirmed - 265% increase from previous agreement - New partnership struck to include all participating states - New 5 year deal confirmed - 20% increase from previous agreement - GA represent the biggest referral website to the Drummond Golf Business This slide represents in excess of $3.05m in revenue 21
The Early Wins Government - Collaboration between Queensland and Melbourne (GA) offices - New year 3 deal confirmed - New revenue to the organisation Broadcasting - For the first time since early 2000 s the VIC Open will be broadcast on FTA television - Broadcast partnership developed in conjunction with the renewal of the Women s Australian Open - Event will also be simulcast live on Fox Sport - Significant increase in the commercial value of both events This slide represents in excess of $865,000 in revenue 22
The Early Wins New Major Partnerships - UA are the second largest apparel brand in the world - UA will outfit head to toe all One Golf staff and boards - New 3 year (+option) deal confirmed - New business to the organisation - GA has signed its next major partner - New year 3 year deal (with options) - New naming rights partner ISPS Handa - New 2 year deal with 1 year option This slide represents in excess of $3.05m in revenue 23
Total generated revenue since October $7,676,599 Total contracted revenue over next 3 to 4 years 24
Reminder of where we are 25
And where we are going MAJOR PARTNERS INDUSTRY PARTNERS MAJOR EVENT - PARTNERS EVENT/SUPPLY PARTNERS HIGH PERFORMANCE PARTNERS 26