MESSAGE FROM THE PRESIDENT

GOLF 2.0 IS HERE
There a couple ways we can approach Golf 2.0. We can look at it as yet another program the PGA of America is putting in front of us or we can look at it as an employment opportunity. I have chosen the latter and suggest you do the same.

There are three primary strategies of Golf 2.0:

Retain and Strengthen the Core Golfer
In order to better retain and strengthen the core golfer we need to better know and understand our customers. We also need to better nurture current customers. In order to better know our customers, we need to understand the rounds played at our facilities and how to segment them. We need to deliver different experiences to each segment in order to grow new customers. We need to nurture current customers and guide them to be our most loyal customers through customer service techniques and affinity marketing. We need to understand that our current customers drive the majority of our facilities revenues and that it may take 10 new golfers to make up for the loss of just one (1) current customer.

Engage "Lapsed" Golfers
We need to recognize the influence women have on American families. Women control 73% of household spending. If we develop and create marketing strategies to grow participation amongst women, our potential for success will increase.

How we welcome back lapsed golfers will be key, as it will set the stage for future initiatives to introduce brand new players to the sport.

We need to engage the entire family and introduce more family friendly programs. Without the engagement of the entire family, Americans will look elsewhere to spend leisure time and money.

We also need to engage technology-driven and interactive experiences such as X Box, EA Sports and Top Golf that may introduce non-traditional experiences to green grass golf.

Drive New Players
As we believe that golf is a game that can and should be enjoyed by everyone, everywhere, we must employ tactics successfully used by soccer and other team sports to reach American family households. Alliances with major youth organizations such as the Boys and Girls Clubs of America are a key part of this strategy.

Engaging the minority population represents both a unique opportunity and challenge. Overturning the under-representation of minorities will require a concerted effort employing refined strategies.

We, as the leaders of golf, must highlight the tremendous value golf has. We must overcome the misconception of the high cost of equipment and the cost to play the game. Educating consumers that there are golf programs that are all inclusive (basic instruction, rental equipment and starter courses) is key to our success. Guiding consumers to parts of the tee sheet when a facility can accommodate them makes this a win-win.

When the PGA Tour, USGA, Turner Broadcasting, The Acushnet Company, Callaway Golf, GCSAA, Club Managers Association of America, The Golf Channel, golf management companies, the LPGA and many other industry leaders fully supports and believes Golf 2.0 is imperative to the growth of golf, then we, the PGA, should provide the pathway to the future of the golf industry. Now is the time to become familiar with Golf 2.0 and all it can do for us. Please take advantage of educational opportunities surrounding Golf 2.0. Research PGA Links and other industry periodicals to find ways to retain/strengthen the core golfer, engage "lapsed" golfers and drive new players to the game.

Paul Kelley, PGA
President, Minnesota Section PGA
Head Golf Professional
Woodhill Country Club

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