Results Driven Organization

Changing Our Game: Transforming the United States Golf Association into a Results Driven Organization Rand Jerris, Ph.D. Senior Managing Director, Public Services

W H O W E A R E About the USGA National governing body Conduct national championships Write the Rules Promote the game s best interests Support the community 2

W H O W E A R E Inspiration [INSERT VIDEO HERE] 3

W H O W E A R E Overview At the USGA, we have a 120 year+ heritage of serving the game and guiding it forward. Tax Exempt Member organization 501(c)3 325 Staff members 15 Member Volunteer Executive Committee Headquarters Far Hills, New Jersey 650,000 Individual members 8,000 Member Clubs Founded in 1894 By five American golf clubs 1,100 Volunteer Committee members 4

G O L F S E C O S Y S T E M The golf industry 15,000+ GOLF COURSES GOLF COURSE SUPPLIERS 25 MILLION GOLFERS GOLF COURSE BUILDERS CLUB AND BALL MANUFACTURERS THE GAME GOLF COURSE ARCHITECTS APPAREL MANUFACTURERS GOLF MEDIA 150+ STATE AND REGIONAL GOLF ASSOCIATIONS ALLIED ASSOCIATIONS

G O L F S E C O S Y S T E M The U.S. golf economy 25 million golfers 15,204 golf facilities 2 million jobs (1 in 75 American jobs) $68.8 billion economic impact $3.9 billion charitable impact (greater than MLB, NFL, NBA and NHL combined)

G O L F S E C O S Y S T E M U.S. golf course supply Source: NGF 7

Millions E C O S Y S T E M C H A L L E N G E S Golf participation 35 30 25 20 15 10 5 19.5 24.2 24.7 28.8 30 26.1 25.7 25.3 24.7 0 1985 1990 1995 2000 2005 2010 2011 2012 2013 8 July 7, 2016

E C O S Y S T E M C H A L L E N G E S Rounds volume (year/year change) Source: Coalition National Rounds Played Report in cooperation with PGA PerformanceTrak and the NGF; Based on a sample of approximately 4,000 reporting facilities 9

E C O S Y S T E M C H A L L E N G E S U.S. golf course supply Source: NGF 10

E C O S Y S T E M C H A L L E N G E S Something missing GOLF COURSES 11

E C O S Y S T E M C H A L L E N G E S Crisis in leadership Engagement Relevancy Morale Leadership 12

G O L F S E C O S Y S T E M The golf industry 15,000+ GOLF COURSES GOLF COURSE SUPPLIERS 25 MILLION GOLFERS GOLF COURSE BUILDERS CLUB AND BALL MANUFACTURERS USGA GOLF COURSE ARCHITECTS APPAREL MANUFACTURERS GOLF MEDIA 150+ STATE AND REGIONAL GOLF ASSOCIATIONS ALLIED ASSOCIATIONS

W H O W E S E R V E Our key customers Golfers Golf facilities Allied associations 14 June 3, 2016

W H O W E S E R V E Golf s ecosystem GOLFERS GOLF COURSES 15

W H O W E S E R V E Golf s grand challenges Industry research* suggests four primary threats to the long-term sustainability of the game. Time Expense Resource Consumption Perception * S o u r c e s : N a t i o n a l G o l f F o u n d a t i o n, P G A o f A m e r i c a 16

O R G A N I Z A T I O N A L C H A N G E An evolving organization o New leadership December 2010, March 2011 o New leadership team March 2011 to present o New mission statement April 2012 17

W H O W E A R E Our mission The United States Golf Association promotes and conserves the true spirit of the game of golf as embodied in its ancient and honorable traditions. We act in the best interests of the game for the continued enjoyment of those who love and play it. 18

O R G A N I Z A T I O N A L C H A N G E An evolving organization o New leadership December 2010, March 2011 o New leadership team March 2011 to present o New mission statement April 2012 o Strategic plan April 2012, May 2014, ongoing 19

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O R G A N I Z A T I O N A L C H A N G E An evolving organization o New leadership December 2010, March 2011 o New leadership team March 2011 to present o New mission statement April 2012 o Strategic plan April 2012, May 2014, ongoing o Employee engagement survey November 2014 o Values statement December 2014 o Organizational scorecard February 2015 o Vision statement 2016 o Process improvement 2016 21

O R G A N I Z A T I O N A L C H A N G E Building a culture of excellence o Driven by mission and values o Customer centric = internally focused > externally engaged o Management by fact o Systematic approach to continuous improvement o Results oriented o Improving the ways that we leverage our assets to provide greater value to the community that we serve 22

O U R W O R K Our core strategies Championships Provide the very best players the opportunity to compete in the world s premier championships Governance Clarify and define the rules of the game worldwide Golf Facilities Advance the long-term viability of golf facilities Golfer Engagement Serve golfers through programs that build engagement with the game 23

O U R W O R K The next phase Championships Provide the very best players th opportunity to compete in the world s premier championships Governance Clarify and define the rules of the game worldwide 24

E C O S Y S T E M C H A N G E Mechanisms for driving change Golf Industry Leaders Meeting 2013 U.S. Open Golf 20/20 Strategic Plan Industry Scorecard 25 June 3, 2016

E C O S Y S T E M C H A N G E Key learnings Define the Problem Identify Strategic Objectives then prioritize! Identify Measureable Outcomes Assign Responsibility for Metrics Collection and Reporting Manage Accountability 26

Questions? 77 Liberty Corner Road Far Hills, NJ 07931 908.234.2300 usga.org facebook.com/usga @usga / @usopengolf youtube.com/usga @usga1894 Rand Jerris, Ph.D. 908.470.1991 (direct) rjerris@usga.org