jim baugh founder - jim baugh consulting llc to increase participation through new approaches

Jim BaughJim BaughFounder - Jim Baugh Consulting LLCFounder - Jim Baugh Consulting LLC

TO INCREASE PARTICIPATION TO INCREASE PARTICIPATION THROUGH NEW APPROACHESTHROUGH NEW APPROACHES

““It's Ok To Play Golf For Fun”It's Ok To Play Golf For Fun”Being “Open Minded” and “Thinking Out of the Box”Being “Open Minded” and “Thinking Out of the Box”

It's Ok To Play Golf For FunIt's Ok To Play Golf For FunGuiltless ways to make golf more funGuiltless ways to make golf more fun

1.1. It’s ok to It’s ok to not keep scorenot keep score

2.2. It’s ok to It’s ok to play from the shortest tees or start at the 150 yard markerplay from the shortest tees or start at the 150 yard marker

3.3. It’s ok to It’s ok to give yourself a better lie by rolling the ball around a little. It’s give yourself a better lie by rolling the ball around a little. It’s ok to tee the ball up anywhere when you are first learningok to tee the ball up anywhere when you are first learning

4.4. It’s ok to It’s ok to only count swings when you make contact with the ballonly count swings when you make contact with the ball

5.5. It’s ok to It’s ok to throw the ball out of a bunker after one trythrow the ball out of a bunker after one try

6.6. It’s ok to It’s ok to forget about a ball that may be lost or out of bounds. It’s ok forget about a ball that may be lost or out of bounds. It’s ok to drop a ball where you think it might be…or where you wanted it to to drop a ball where you think it might be…or where you wanted it to bebe

7.7. It’s ok to It’s ok to play a scramble with your group for the entire round or just a play a scramble with your group for the entire round or just a hole or twohole or two

It's Ok To Play Golf For FunIt's Ok To Play Golf For FunGuiltless ways to make golf more funGuiltless ways to make golf more fun

8.8. It’s ok to It’s ok to just chip and putt on a hole when you feel like itjust chip and putt on a hole when you feel like it

9.9. It’s ok to It’s ok to pick up in the middle of the hole and enjoy the outdoors pick up in the middle of the hole and enjoy the outdoors and sceneryand scenery

10.10. It’s ok to It’s ok to skip a hole… eat your lunch, have a cool drink or just skip a hole… eat your lunch, have a cool drink or just relaxrelax

11.11. It’s ok to It’s ok to play any number of holes & call it a round of golf; 3, 6, play any number of holes & call it a round of golf; 3, 6, 9,129,12

12.12. It’s ok to It’s ok to move your ball away from trees, rocks or very hilly liesmove your ball away from trees, rocks or very hilly lies

13.13. It’s ok to It’s ok to hit the same club for the entire round, while using a hit the same club for the entire round, while using a putter on the putting green.putter on the putting green.

It's Ok To Play Golf For FunIt's Ok To Play Golf For FunGuiltless ways to make golf more funGuiltless ways to make golf more fun

14.14. It’s ok to It’s ok to play golf in your sneakers. Be comfortable!play golf in your sneakers. Be comfortable!

15.15. It’s ok to It’s ok to get enthusiastic! (high fives, fist pumps and big smiles get enthusiastic! (high fives, fist pumps and big smiles are encouraged)are encouraged)

16.16. It’s ok to It’s ok to talk on the golf course… enjoy a nice conversation or talk on the golf course… enjoy a nice conversation or tell a few jokestell a few jokes

17.17. It’s ok to It’s ok to bring your kids to the course, weather they are 3 or bring your kids to the course, weather they are 3 or 3030

18.18. It’s ok to It’s ok to play golf just for fun!play golf just for fun!

When you are ready, see your local Pro or go to When you are ready, see your local Pro or go to www.usga.orgwww.usga.org to to learn and play by the USGA Rules of Golflearn and play by the USGA Rules of Golf

To Increase Participation Through To Increase Participation Through New Approaches New Approaches

Alternative Ways ToAlternative Ways To

• Create Courses – Create Courses – Rick PhelpsRick Phelps

• Communicate with Golfers – Communicate with Golfers – Jim StrackaJim Stracka

• Attract New Audiences – Attract New Audiences – Bob CarneyBob Carney

To Increase Participation Through To Increase Participation Through New ApproachesNew Approaches

Observations on…Observations on…

• The Difficulty to “Learn & Enjoy Golf”The Difficulty to “Learn & Enjoy Golf”

• Opportunity to Promote Golf’s Health BenefitsOpportunity to Promote Golf’s Health Benefits

• What Some Other Sports are DoingWhat Some Other Sports are Doing

To Understand theTo Understand the Difficulty to “Learn & Enjoy” Golf Difficulty to “Learn & Enjoy” Golf

• The SGMA asked 4000 Americans to rate The SGMA asked 4000 Americans to rate how difficult it is for one to “Learn & Enjoy” how difficult it is for one to “Learn & Enjoy” over 25 different sports or activitiesover 25 different sports or activities

We have our challenges….We have our challenges….

Americans were asked, How easy is it to “Learn and Enjoy”…For those who Never Tried or Played the Activity Listed

SGMA Research 4000 Americans

Americans were asked, How easy is it to “Learn and Enjoy”…For those who Played Regularly the Activity Listed

It is Not Just The Skill of PlayerIt is Not Just The Skill of Player

• Barney Adams is promoting “Tour Length Tees”– Laying out a new set of tees (Tour Length Tees) which will:

• Not be as long, less difficult, and speed up play – Fun!• “Today we are asking players to pay for something

which is not enjoyable”– “If we asked Touring Pros to play on our normal courses

with their length, they would play from 8100 yards”• In a few minutes, Rick Phelps will be discussing how he is

designing golf courses today which are different

To See What Americans are Doing To See What Americans are Doing and How Sports are Responding…and How Sports are Responding…

• What are Americans Doing?What are Americans Doing?

• How are Other Sports Responding?How are Other Sports Responding?

• What Can We Learn from Them?What Can We Learn from Them?

The Top 25 The Top 25 U.S. Activities U.S. Activities In AmericaIn America

The Top 25 U.S. The Top 25 U.S. Activities In Activities In America America

Most Are Fitness Most Are Fitness RelatedRelated

To Promote Golf’s Health Benefits To Promote Golf’s Health Benefits

The perception is Golf is not great for fitnessThe perception is Golf is not great for fitness

Source: IHRSA / SGMA

Cardio EquipmentCardio Equipment 95% 95% 3% 3%AerobicsAerobics 92 92 7 7Strength TrainingStrength Training 9292 3 3Running/JoggingRunning/Jogging 8282 14 14 Fitness WalkingFitness Walking 7878 20 20Martial ArtsMartial Arts 5555 30 30BicyclingBicycling 5252 46 46________________________________________________________________

When Americans When Americans says they says they

want to get fit, this is want to get fit, this is where they look where they look

Traditional Activities Traditional Activities struggle being struggle being

identified as a identified as a ““fitness activityfitness activity””

“Exercise or Fitness”

“Recreation or Non Fitness”

________________________________________________________________RacquetballRacquetball 34%34% 60% 60%TennisTennis 2626 71 71In-Line SkatingIn-Line Skating 1717 80 80SoccerSoccer 1414 85 85BasketballBasketball 1212 88 88Hiking/BackingHiking/Backing 1212 83 83VolleyballVolleyball 7 7 85 85Baseball/SoftballBaseball/Softball 6 6 93 93GolfGolf 5 5 93 93FootballFootball 4 4 91 91SkiingSkiing 4 4 95 95

To Promote Golf’s Health Benefits To Promote Golf’s Health Benefits

• The perception is Golf is not great for fitnessThe perception is Golf is not great for fitness• BUT, Golf is BUT, Golf is better than its perceptionbetter than its perception

• Golf is also great for strength building, flexibility and Golf is also great for strength building, flexibility and mental wellnessmental wellness

We Can and Should Promote We Can and Should Promote ““Golf…Good For Your HealthGolf…Good For Your Health””

Calories BurnedCalories Burned

4 Hours Riding in Golf Cart4 Hours Riding in Golf Cart 1128 - 12661128 - 1266

4 Hours Using a Pull Cart4 Hours Using a Pull Cart 1482 - 18091482 - 1809

Almost All Traditional Sports are StrugglingAlmost All Traditional Sports are Struggling

Half of the Tennis’ Growth has been with KidsAdult Growth –

Women and Minorities

Half of the Tennis’ Growth has been with KidsAdult Growth –

Women and Minorities

Golf & Tennis Are The Only Sports Which Are Actually

Focused On Growing Participation

Golf & Tennis Are The Only Sports Which Are Actually

Focused On Growing Participation

What We Can Learn From Tennis’ JourneyWhat We Can Learn From Tennis’ Journey

1.1. Focused on just a fewFocused on just a few grassroots programs targeting big grassroots programs targeting big marketsmarkets– Adults:Adults: Tennis Welcome Center (GGR) Tennis Welcome Center (GGR)– Kids:Kids: USTA Schools Program / Now 10 and Under Tennis USTA Schools Program / Now 10 and Under Tennis– Fitness:Fitness: Cardio Tennis Cardio Tennis

2.2. Right size equipment & Right size equipment & new approachesnew approaches (for new markets) (for new markets)– Cardio Tennis: Cardio Tennis: Music, No Scoring, Foam Balls, etc.Music, No Scoring, Foam Balls, etc.– Kids Equipment, Kids Equipment, Smaller Courts, Foam BallsSmaller Courts, Foam Balls, etc., etc.

3.3. Retention programs driven by Retention programs driven by local championslocal champions– Trying or interest is not the issue Trying or interest is not the issue

To Increase Participation Through To Increase Participation Through New Approaches New Approaches

Alternative Ways ToAlternative Ways To

• Create Courses – Create Courses – Rick PhelpsRick Phelps

• Communicate with Golfers – Communicate with Golfers – Jim StrackaJim Stracka

• Attract New Audiences – Attract New Audiences – Bob CarneyBob Carney

Rick Phelps Rick Phelps Vice President - ASGCAVice President - ASGCA

Monarch DunesMonarch Dunes “Challenge Course” “Challenge Course”

Design by Damian Pascuzzo, ASGCADesign by Damian Pascuzzo, ASGCAPascuzzo & Pate Golf Course DesignPascuzzo & Pate Golf Course Design

Osgood Golf CourseOsgood Golf CourseFargo, North DakotaFargo, North Dakota

Design by Kevin Atkinson, ASGCADesign by Kevin Atkinson, ASGCAPhelps-Atkinson Golf Course DesignPhelps-Atkinson Golf Course Design

The Osgood File -- 2010The Osgood File -- 2010Rose Creek Edgewood Osgood

Rounds 25,841 18,377 25,385

Range Revenue $29,165 $33,540 $61,780

Personnel Cost/Rnd $11.77 $16.41 $8.95

Average Revenue/Rnd $19.29 $19.05 $16.06

• Junior golf programs (District and stand alone) have over 500 Junior golf programs (District and stand alone) have over 500 participants, of that, 168 are in “Girls Golf Club” – LPGA grant programparticipants, of that, 168 are in “Girls Golf Club” – LPGA grant program

• Ladies leagues have over 300 participants and account for over 1700 Ladies leagues have over 300 participants and account for over 1700 roundsrounds

• Alternate holes (A, B and C) contribute an average of 30 rounds per dayAlternate holes (A, B and C) contribute an average of 30 rounds per day

Jim Stracka, CEO GolfNetJim Stracka, CEO GolfNet

Using a Social Network to Drive More Rounds of GolfUsing a Social Network to Drive More Rounds of Golf

State Golf Association ClientsState Golf Association Clients

1,300,000+Golfers

GolfNet Consumer Sites & Affiliate PartnersGolfNet Consumer Sites & Affiliate Partners

500,000+Golfers

Golfer Demographic StatisticsGolfer Demographic Statistics

• NGF - 2009 to 2010NGF - 2009 to 2010

– Golfers 27.1m to 26.1mGolfers 27.1m to 26.1m

– Core 15.3 down to 14.8Core 15.3 down to 14.8

– Occasional 11.8 down to 11.3Occasional 11.8 down to 11.3

– Rounds 486 down to 475Rounds 486 down to 475

– Gained 3.6m – Lost 4.6m GolfersGained 3.6m – Lost 4.6m Golfers

““The Time Is Now” The Time Is Now” to stop losing Golfersto stop losing Golfers

• Help them find a game!Help them find a game!

–That fits their personalityThat fits their personality

–That fits their lifestyleThat fits their lifestyle

Let’s Focus on Generation X and YLet’s Focus on Generation X and Y

• Ages 20 – 50 Ages 20 – 50

• Primarily a Public PlayerPrimarily a Public Player

– 90% of all golfers do not have a Handicap90% of all golfers do not have a Handicap

• Gen X and Y are BusyGen X and Y are Busy

– KidsKids

– FamilyFamily

– WorkWork

Does the Gen X/Y Golfer want to play Does the Gen X/Y Golfer want to play a Competitive round?a Competitive round?

• YES YES

– vTour ( Virtual Tournaments )vTour ( Virtual Tournaments )

• NONO

– Play DayPlay Day

For a competitive round - vTourFor a competitive round - vTour

• A golf tournament that does not require staff to A golf tournament that does not require staff to facilitatefacilitate

• Where is it played?Where is it played?– Any USGA rated courseAny USGA rated course– A group of courses (country, state, area)A group of courses (country, state, area)– A specific courseA specific course

• Multiple FormatsMultiple Formats– Handicapped (YES or NOT required)Handicapped (YES or NOT required)– Blind DrawsBlind Draws– Qualifiers Qualifiers

Keys to Success with Virtual Keys to Success with Virtual TournamentsTournaments• Give away prizes (exclusivity and sponsors)Give away prizes (exclusivity and sponsors)

• Short time frames 1-2 weeksShort time frames 1-2 weeks

• Have some for Free Have some for Free

• Have some with Handicap neededHave some with Handicap needed

• Have some without a Handicap neededHave some without a Handicap needed

For the Non-Competitive Round, use a For the Non-Competitive Round, use a “Play Day”.“Play Day”.

• Just looking for a gameJust looking for a game

• Does not like to competeDoes not like to compete

• Wants to meet new peopleWants to meet new people

• Traveling GolferTraveling Golfer

• New to the areaNew to the area

What is a “Play Day”?What is a “Play Day”?

• Meet-Up, Choose-up, etcMeet-Up, Choose-up, etc• Set timesSet times• One golf courseOne golf course• Collect money upfrontCollect money upfront• Limited slotsLimited slots• PromotionPromotion

– Local people looking for a gameLocal people looking for a game– Travelers in hotels Travelers in hotels

Play DayPlay Day• promoted via Web and Emailpromoted via Web and Email

Click Here to Register

Play Day

Tour 18 Houston

Friday May 6

NOON

First 8 players

$65

GolfNet NumbersGolfNet Numbers

• vTour - Started in Spring of 2010vTour - Started in Spring of 2010– 200 + tournaments200 + tournaments– Over 3,000 participantsOver 3,000 participants– Over 5,000 roundsOver 5,000 rounds

• Play Days – Started in Spring of 2011Play Days – Started in Spring of 2011– 20 since March20 since March– 200 + rounds200 + rounds

Why This Work for You:Why This Work for You:

• You already have a database of golfersYou already have a database of golfers– vTourvTour

• Make it easy for a golfer to competeMake it easy for a golfer to compete• Give prizes to winnersGive prizes to winners• Golfers see their name on the Leader Golfers see their name on the Leader

BoardBoard• Golfers trust the systemGolfers trust the system

– Play DayPlay Day• Make it easy for golfers to find a gameMake it easy for golfers to find a game

No More Technology Needed !No More Technology Needed !

• Use your current email databaseUse your current email database

• vTour can be run with your existing TMSvTour can be run with your existing TMS

• vTour and Play Days can be promoted:vTour and Play Days can be promoted:

– via email and webvia email and web

– At hotels via the conciergeAt hotels via the concierge

– At each golf courseAt each golf course

““The Time Is Now” The Time Is Now” to implement these strategies !to implement these strategies !

• Play DaysPlay Days– Block out timesBlock out times– Email your databaseEmail your database– Have them on a regular basisHave them on a regular basis

• Virtual TournamentsVirtual Tournaments– Set times – one week to one monthSet times – one week to one month– Post Leader Board after the event finishesPost Leader Board after the event finishes– Email to promoteEmail to promote– Promote at check-inPromote at check-in

Thank youThank you

• Jim StrackaJim Stracka

• GolfNet CEOGolfNet CEO

• (713) 893-7337(713) 893-7337

• Jim.Stracka@GolfNet.comJim.Stracka@GolfNet.com

Bob Carney Bob Carney Creative Director – Condé Nast Creative Director – Condé Nast

To Increase Participation Through New ApproachesTo Increase Participation Through New Approaches

Questions ????Questions ????