Great Ideas in 90 MinutesGreat Ideas in 90 MinutesGolf 20/20 Conference RoundtablesGolf 20/20 Conference Roundtables

October 20, 2003October 20, 2003

Important ConsiderationsImportant Considerations• If we are to reach our 20/20 goals, golf will look If we are to reach our 20/20 goals, golf will look

quite different than today -- more women, more quite different than today -- more women, more kids, new playkids, new play

• We must not dilute the traditional game,We must not dilute the traditional game,we must build around itwe must build around it

• We must find ways to surmount the We must find ways to surmount the operational barriers to implement these ideasoperational barriers to implement these ideas

• We must prove that these new ideas will mean more business We must prove that these new ideas will mean more business for everyone – pros, facilities, manufacturersfor everyone – pros, facilities, manufacturers

• We must find a way to make these issues a high priority for We must find a way to make these issues a high priority for each of useach of us

Strategic ThoughtsStrategic Thoughts• ““Serious” and “fun” golf can live togetherSerious” and “fun” golf can live together• We should look to other industry models that have We should look to other industry models that have

accommodated bothaccommodated both• We need an investment strategy for applying our We need an investment strategy for applying our

resources – acquisition or retentionresources – acquisition or retention• Winning families, a key to success Winning families, a key to success • We need to focus on broadest, transcendent aspects of We need to focus on broadest, transcendent aspects of

the game -- values, outdoors, etc.the game -- values, outdoors, etc.• We need a disciplined best practices processWe need a disciplined best practices process• Get tactics in the hands of implementersGet tactics in the hands of implementers• Intimidation is a critical barrierIntimidation is a critical barrier

Repeated Tactical Repeated Tactical RecommendationsRecommendations• Promote more league playPromote more league play• Ambassador or missionary programAmbassador or missionary program• Kids clubsKids clubs• Golf pro walking the range with tipsGolf pro walking the range with tips• Block tee times for new golfersBlock tee times for new golfers• 3 hole practice courses3 hole practice courses• Promote 9 hole play – maybe even handicapPromote 9 hole play – maybe even handicap• Communicate that golf is funCommunicate that golf is fun• Child care facilitiesChild care facilities

Repeated Tactical Repeated Tactical RecommendationsRecommendations• Family GolfFamily Golf• Reach out to companiesReach out to companies• Publish best practices on 20/20 websitePublish best practices on 20/20 website• Golfer bring a golferGolfer bring a golfer• DB of customer preferencesDB of customer preferences• Kids freeKids free• Music on the rangeMusic on the range• Enlist and train pros and facilities managers to Enlist and train pros and facilities managers to

carry key messagescarry key messages• More research, condense and distribute More research, condense and distribute

Other Cool IdeasOther Cool Ideas

• National Open Range Day – pros aroundNational Open Range Day – pros around• Collect info from golfers, and feedback to 20/20Collect info from golfers, and feedback to 20/20• Send new golfer names to 20/20 for retention cultivation Send new golfer names to 20/20 for retention cultivation

communicationscommunications• Speed golf – every other shot, before workSpeed golf – every other shot, before work• Pool some portion of PSA’s to overarchingPool some portion of PSA’s to overarching

golf participationgolf participation• National brand positioning campaign – National brand positioning campaign –

address barriersaddress barriers• Marketing tool kit for golf professionalsMarketing tool kit for golf professionals• Develop local mentorsDevelop local mentors

Critical Take-a-waysCritical Take-a-ways

• Abundance of terrific ideasAbundance of terrific ideas

• You can add new value without losing the You can add new value without losing the traditional core traditional core

• We need more disciplined experimentsWe need more disciplined experiments

• We can respond to the time crunch with better We can respond to the time crunch with better value and flexible playvalue and flexible play

• We need to test new ideas, learn from results, We need to test new ideas, learn from results, disseminate best practices and encourage industry-disseminate best practices and encourage industry-wide adoptionwide adoption