Play Golf America Five-Year Report 2004 to 2008

Play golf america Five-year report 2004 to 2008

08_PlayGolfAmerica_broch.indd 1 10/31/08 11:38:26 AM Table of Contents

Play Golf America: 2004 to 2008 Play Golf America Five-Year Facts and Figures 1 Play Golf America is Reaching Consumers 2 PlayGolfAmerica.com 3 Player Development 3 retention 3 Widespread Media Attention 4

National Promotions PGA Free Lesson Month 5 family Golf Month/ 6 take Your Daughter to the Course Week american Express Women’s Golf Week/Month 7 PGA Free Fitting & Trade-Up Month 8

Special Events Play Golf America Days 9 Play Golf America Special Events 10

Target Audiences Women’s Initiatives 11 Diversifying the Game 12 individuals with Disabilities 12 college Students 12

08_PlayGolfAmerica_broch.indd 2 10/31/08 11:38:28 AM Play Golf America, an innovative growth-of-the-game initiative, was launched in 2004 as an industry-wide comprehensive marketing campaign designed to increase participation among new and existing golfers, and attract former golfers back to the game. Equipped with the PlayGolfAmerica.com Web site as its foundation, along with pre-existing player development programs, such as PGA Free Lesson Month and Link Up 2 Golf, Play Golf America promoted the simple message for Americans to “Get out and play golf. Play more golf. And play better golf!”

The PGA of America developed Play Golf America with the support of Allied Associations including: the LPGA, National Golf Course Owners Association (NGCOA), PGA Tour, USGA and other Golf 20/20 Conference participants. Play Golf America also has benefited from the support of numerous other allied golf associations. Within a few short years, Play Golf America has firmly established itself as a highly respected initiative for impacting the growth and business of the game. The facts and figures tell a compelling story.

Play Golf America Five-Year Facts & Figures

PGA and LPGA Professionals are utilizing player development programs: - 3.4 million students have participated in group instruction over the past five years - an average of 5.5 million golfers per year played in leagues and outings

Branded Play Golf America programs are reaching consumers: - 1.28 million people have experienced golf through National Promotions, Play Golf America Days and special events

Play Golf America is receiving incredible media attention: - 7.3 billion Play Golf America media impressions have been made, with a value of $138 million

Play Golf America is generating golf industry spending: - national Promotions have accounted for a cumulative $37.5 million impact over the last two years - PGA and LPGA Professionals report a total of $69 million generated from group instruction revenues over the last three years

PlayGolfAmerica.com resources are leading the way: - more than 6,800 facilities have used PlayGolfAmerica.com to promote their player development programs over the past five years - 40,000 unique programs have been promoted on PlayGolfAmerica.com, with more than 41,000 online consumer registrations Play golf america: 2004 to 2008 america: golf 2004 to Play

08_PlayGolfAmerica_broch.indd 1 10/31/08 11:38:30 AM Play Golf America is reaching consumers

Play Golf America National Promotions have proven to be successful resources to promote the game of golf. By calling on host professionals and host facilities to offer a consistent draw that enables consumers to acquire a taste for golf, national marketing and public relations campaigns have more effectively promoted the game by linking interested consumers with local programs. 1.28 Million Reached by Play Golf America: 2004 to 2008

The core National Promotions include a calendar of programs: April is PGA Free Fitting & Trade- Up Month; May is PGA Free Lesson Month; June is American Express Women’s Golf Month; and July is Family Golf Month, which was expanded from the NGCOA’s Take Your Daughter to the Course Week. Over the past five years, these select Play Golf America National Promotions have linked:

- 517,000 new customers to facilities - 92,000 women to participating facilities - 270,000 golfers new to the game to facilities

With five years of success, Play Golf America has evolved into an important endorser of programs, lending a seal of approval on additional player development initiatives. Bring Your Kids to the Range, Sticks for Kids, PGA Family Course, American Express Friend of a Cardmember, LPGA/USGA Girls Golf program, The First Tee and JuniorLinks.com have all benefited from Play Golf America promotional support.

2008 Financial Impact of Play Golf America National Promotions median revenue impact to industry per facility PGA Free Fitting & Trade-Up Month $7.9 M $3,870 PGA Free Lesson Month $6.0 M $2,560 American Express Women’s $2.7 M $3,320 Golf Month Family Golf Month $4.1 M $4,740 Spends based on professionals promoting lessons, tee times, equipment, leagues and memberships.

A signature staple of Play Golf America has been the utilization of mass consumer events to provide hands-on golf experiences, professional instruction and a free and fun introduction to the game for tens of thousands of new golfers. These included stand-alone PGA Play Golf America Days held at golf courses, as well as bringing golf to pre-existing consumer events.

The most recent success was the unveiling of the PGA Learning Center presented by American Express. This 6,000 square-foot structure, built on-site at the 2008 PGA Championship and Ryder Cup, collectively welcomed more than 32,000 fans for a multi-faceted Play Golf America experience.

08_PlayGolfAmerica_broch.indd 2 10/31/08 11:38:30 AM PlayGolfAmerica.com The PlayGolfAmerica.com Web site has served as a central resource of information for golfers of all abilities since 2004. Over time it evolved into a dynamic site promoting various Play Golf America programs and events, along with a constantly expanding wealth of golf information. These regular updates helped keep golfers coming back and produced annual jumps in unique visitors to the site.

Utilization and traffic increases of PlayGolfAmerica.com are evident by:

- more than 4,600 facilities actively using PlayGolfAmerica.com to promote their player development programs in 2008, a 520% increase since Play Golf America was launched - Unique visitor traffic increasing every year, with calendar year 2008 projected to have a 165% increase over the first year

player development

At the grassroots level, PGA and LPGA Professionals have embraced the mission of Play Golf America to plan and offer affordable player development programs. Over the history of Play Golf America, participation in leagues averaged 5.5 million per year, while more than 3.4 million golfers took part in group lessons – an average of 678,000 students per year. These statistics reflect a significant 240% increase in league play and 102% jump in group instruction over figures from Play Golf America’s inaugural year in 2004.

Retention

When Play Golf America was launched, programs and messaging were designed to entice former golfers back to the game and encourage occasional golfers to play more frequently. With a central theme to deliver golf in a fun and non-intimidating environment, therefore, it came as no surprise that these player development initiatives also attracted enthusiasts who were new to the game. During the last five years, new golfers participating in Play Golf America programs reported having a retention rate that was consistently greater than 75%. That is noticeably higher than the 50% rate the National Golf Foundation reported for players who entered the game on their own accord.

Moving forward, the top priority for Play Golf America will be implementing an industry-wide effort to bring new golfers into the game. While Play Golf America has succeeded in creating awareness, providing introductory experiences and even helping to generate revenue, future efforts will focus on attracting and retaining beginners through standardized player development programs. Play golf america: 2004 to 2008 america: golf 2004 to Play

08_PlayGolfAmerica_broch.indd 3 10/31/08 11:38:34 AM golfer ParticiPation after Play golf america retention new golfers existing golfers retention rate 75% 98% average annUal roUnDs 17 44 annual spending on golf new golfers existing golfers golf fees $713 $2,178 instrUction $236 $156 golf clUbs $291 $294 golf merchanDise $203 $297 fooD & beverage $139 $516 golf range $113 $119 total $1,695 $3,559

WiDesPreaD meDia attention

Unquestionably, the ongoing public relations, advertising and promotions have played a significant role in the success of Play golf america. the reasons behind the 7.3 billion impressions achieved so far can be better understood when you consider:

- the Pga of america, Pga toUr, Usga, lPga and gcsaa provided inventory enabling Play golf america Psas to be aired on the major networks and cable outlets

- alday communications, inc. of franklin, tenn., has led a proactive publicity effort to support Play golf america since its launch in 2004, with almost 10,000 media placements over the last five years

a variety of Play golf america Psas have been produced since 2004. most recently, the leo burnett advertising agency developed a series of spots in 2007, using light-hearted situations, such as fred flintstone, a putting parrot and 101-year-old “elsie” making her first hole-in-one. these spots show the broad appeal of golf for players of all ages and skill level. a driving message behind these Psas directed consumers to Playgolfamerica.com, as it gave examples of how to use the site to find local golf programs.

With the national Promotions extending throughout the calendar year, alday communications was able to garner placements in highly respected media, including USA Today, The New York Times, Sports Illustrated, Wall Street Journal, golf channel, Golf Digest and Golf World. in addition, Pga of america officials and Pga Professionals have promoted Play golf america on more than 2,100 local, regional and national radio outlets, including xm, sirius, esPn, sports byline and armed forces network radio.

08_PlayGolfAmerica_broch.indd 4 10/31/08 11:38:37 AM PGA Free Lesson Month

The roots of PGA Free Lesson Month go back to 1998, and this ground-breaking program has been a mainstay in helping grow the game ever since, by engaging PGA Professionals to provide free-10 minute lessons each May. Designed to introduce new players to golf and help existing golfers improve their game, PGA Free Lesson Month strongly influenced the ultimate development of Play Golf America. LPGA Professionals were added in 2007, thereby enhancing the program as an industry-wide initiative.

From the beginning, Golf Digest has been an active partner with PGA Free Lesson Month, by listing thousands of participating PGA Professionals annually and promoting the program on several May covers. Over the years, Golf World and Golf Channel also have been involved. Nike Golf has served as the Official Sweepstakes sponsor throughout the Play Golf America era, with a highlight coming in 2008 through a cause-marketing donation of $15,000 to the Tiger Woods Foundation.

Five-year Historical Facts & Figures (2004 to 2008)

After Play Golf America was launched, PGA Free Lesson Month saw significant jumps in participation:

- averaged 6,467 PGA and LPGA Professionals participating from 2004-2008 (68% increase over the first six years of the program, pre-Play Golf America) - averaged 114,890 annual free lessons given from 2004-2008 (91% increase over the first six years of the program, pre-Play Golf America) - totaled 574,450 free lessons given from 2004-2008

PGA Free Lesson Month consumer profiles have consistently shown:

- 55% are New Customers - 30% are Women - 23% are New Golfers/Beginners

2008 Business Generators

Professionals reported generating a combined median spend of $2,560 from consumers following participation in PGA Free Lesson Month. While the retention rates remained consistent, the combined spend was a 4% increase over the previous year.

Consumer activity following Retention Median spend PGA Free Lesson Month (MAY) rates per consumer Purchased instruction 32% $75 Signed up for tee times 43% $50 Purchased equipment/merchandise 22% $150 Joined league 6% $100 Purchased membership 4% $900

Combined median spends are based on professionals promoting lessons, tee times, equipment, leagues and memberships. ROMOTIONS ational P ational N

08_PlayGolfAmerica_broch.indd 5 10/31/08 11:38:38 AM Family golf month/ Take Your Daughter to the Course Week

While Play Golf America was originally slated for adult player development, a cultural shift that placed a high demand on family time created an inherent evolution to expand the Play Golf America target audience to families.

The NGCOA developed Take Your Daughter to the Course Week in 2000 to support its members and encourage overall participation in golf, especially among girls and their families. This evolved into the first family-oriented National Promotion to fall under the Play Golf America umbrella. In addition to public relations support, Play Golf America PSAs that aired in June and July were often tagged with promotional graphics.

Combining the success of this promotion with new opportunities provided by the targeted audience, Family Golf Month was piloted in 2006 and has grown since. Each July, golf facilities host and promote their Play Golf America family activities. Popular programs designed to motivate families to play golf have included: Kids Play Free, Family Play Days, family tees, plus cross promotions with other family activities.

In 2007, the Golf Range Association of America teamed with Golf Digest for the Bring Your Kids to the Golf Range promotion, which provided another fun and affordable family activity to enjoy the game of golf. Other programs promoted under Family Golf Month included the Golf Course Builders Association of America and the National Recreation and Park Association’s Sticks for Kids, LPGA/USGA Girls Golf and the PGA Family Course program.

Five-Year Historical Facts & Figures (2004-2008)

After Play Golf America was launched, Take Your Daughter to the Course Week saw significant jumps in participation. The program:

- averaged 1,150 facilities from 2004-2008 (155% increase over the first four years of the program, pre-Play Golf America) - averaged 68,800 annual golfers from 2004-2008 (675% increase over the first four years of the program, pre-Play Golf America) - had 344,000 total golfers participating from 2004-2008

Take Your Daughter to the Course Week consumer profiles have consistently shown:

- 37% are New Customers - 28% are New Golfers/Beginners

2008u B siness Generators for all of Family Golf Month

Program coordinators reported generating a combined median spend of $4,740 per facility from consumers following participation in Family Golf Month.

Consumer activity following Family Median spend Retention rates Golf Month (July) per consumer Purchased Instruction 23% $50 Signed up for Tee Times 40% $35 Purchased Equipment/Merchandise 16% $50 Joined League 12% $50 Purchased Membership 5% $400

Combined median spends are based on professionals promoting lessons, tee times, equipment, leagues and memberships.

08_PlayGolfAmerica_broch.indd 6 10/31/08 11:38:38 AM American Express Women’s Golf Week/Month

Finishing its fourth year, American Express® Women’s Golf Month is aimed at increasing the participation of women in golf while making learning and playing golf fun in a women-friendly environment. Due to the overwhelming success of Women’s Golf Week over the first three years, organizers extended the promotion to the entire month of June in 2008.

This has developed into a true industry collaboration as the EWGA, GCSAA, LPGA, NGCOA and The PGA of America co-manage this initiative with ongoing support from other leading organizations in golf, including the PGA Tour, CMAA and the USGA.

As title sponsor since 2007, American Express has looked for creative ways to provide enhanced benefits for their cardmembers with added access to golf and golf programs. This past year the American Express Friend of a Cardmember program was cross promoted with Women’s Golf Month.

Four-year Historical Facts & Figures (2005 to 2008)

During this period, American Express Women’s Golf Month has: - averaged 845 facilities, including more than 1,200 each of the past two years - averaged 26,400 annual participants - totaled 105,600 participants

American Express Women’s Golf Month consumer profiles have consistently shown:

- 47% are New Customers - 32% are New Golfers/Beginners

2008 Business Generators

Program coordinators reported generating a combined median spend of $3,320 from consumers following participation in American Express Women’s Golf Month. Expanding to a month-long promotion helped grow this combined spend by 54% over the previous year.

Consumer activity following American Retention Median spend Express Women’s Golf Month rates per consumer Purchased instruction 25% $60 Signed up for tee times 36% $45 Purchased equipment/merchandise 19% $100 Joined league 23% $100 Purchased membership 6% $570

Combined median spends are based on professionals promoting lessons, tee times, equipment, leagues and memberships. ROMOTIONS ational P ational

PGA N

08_PlayGolfAmerica_broch.indd 7 10/31/08 11:38:39 AM Free Fitting & Trade-Up Month

One of the newest Play Golf America National Promotions, PGA Free Fitting & Trade Month was established in 2006 to help educate consumers about properly fitted equipment and why it can make their golf experience more enjoyable. Over the past three Aprils, PGA Professionals have been providing free 15-minute club fitting sessions at golf facilities nationwide, with LPGA Professionals included in 2008.

The PGA of America partnered with Golf Digest, the PGA Trade-In Network and the PGA.com Value Guide in driving this initiative. In fact, the PGA Trade-In Network presents ongoing opportunities for golfers to trade in used clubs for credit and gain a cost saving towards the purchase of new equipment. Between 65% and 72% of participating Professionals offer this trade-in opportunity.

Three-year Historical Facts & Figures (2006 to 2008)

During this period, PGA Free Fitting & Trade-Up Month has:

- averaged 3,106 PGA and LPGA Professionals participating, showing increases each year - averaged 33,750 annual free club fitting sessions - totaled 101,200 free club fitting sessions

PGA Free Fitting & Trade-Up Month consumer profiles have consistently shown:

- 38% are New Customers - 16% are Women

2008 Business Generators

Professionals reported generating a combined median spend of $3,870 per facility from consumers following participation in PGA Free Fitting & Trade-Up Month. This includes $2,382 in hard good sales, an 8% increase over the previous year.

Consumer activity following PGA Median spend Retention rates Free Fitting & Trade-Up Month per consumer Purchased equipment/golf clubs 45% $458 Purchased other merchandise 33% $60 Purchased instruction 25% $100 Signed up for tee times 40% $60 Joined league 5% $55 Purchased membership 5% $1,150

Combined median spends are based on professionals promoting lessons, tee times, equipment, leagues and memberships.

08_PlayGolfAmerica_broch.indd 8 10/31/08 11:38:41 AM Play Golf America Days

Along with the inception of Play Golf America in 2004, PGA Magazine and Reed Exhibitions teamed up with The PGA of America to help make golf available to the masses through a series of golf festivals that are free to consumers. Promoted as Play Golf America Days, these events held at golf courses and ranges across the country have featured PGA Professional instruction, golf clinics, equipment demos, contests and other activities designed to introduce the game to new golfers and make existing players more excited about the game.

Play Golf America Days has experienced extensive growth, expanding from just three events during its first year to more than 90 events in 2008. This expansion can be attributed to the enthusiastic commitment from the 41 PGA Sections, which were responsible for conducting the events, thanks to their strong convictions that Play Golf America positively impacts the game.

American Express, Buick and RBS are all presenting sponsors of Play Golf America Days, providing the means for banners, collateral, marketing support and other materials to be allocated to PGA Sections. Play Golf America Days also benefited from ongoing support from major golf manufacturers.

Five-year Historical Facts & Figures (2004-2008)

- 235 Total Play Golf America Days - 360 Average Attendance Per Event - 85,000 Total Attendance

Play Golf America Days consumer profiles have consistently shown:

- 36% New or Former Golfers - 25% Women - 23% Minorities

PLAY GOLF AMERICA DAYS HIGHLIGHTS

- haggin Oaks Golf Complex in Sacramento, Calif., welcomed a record 2,200 people in 2005 - Del Turra Golf & Country Club in Ft. Myers, Fla., sold a house in their community to an attendee - the Indianapolis Colts brought the Super Bowl’s Lombardi Trophy to The Legends golf Club in Franklin, Ind. - the Carolinas PGA Section has conducted 28 Play Golf America Days over the past five years ecial events Sp

08_PlayGolfAmerica_broch.indd 9 10/31/08 11:38:42 AM Play Golf America Special Events

Expanding from the success of Play Golf America Days, the industry has looked for ways to bring interactive golf experiences to events where instruction was not traditionally provided.

The origins of these efforts can be traced to 2004 at select PGA TOUR events, which allowed PGA Sections to set up nets and give free 10-minute lessons. As Play Golf America grew, opportunities for similar experiences presented themselves at venues such as the Country Music Awards and spectator events preceding the Indianapolis 500 and Kentucky Derby.

By 2007, The PGA of America made a commitment to provide Play Golf America experiences on-site during its major Championships, beginning with the 2007 Senior PGA Championship at Kiawah Island (S.C.) Golf Resort. A few months later, inflatable nets branded with the Play Golf America logo were used on-site at the 89th PGA Championship at Southern Hills Country Club in Tulsa, Okla.

The public’s positive response led to the creation of the PGA Learning Center presented by American Express, a 6,000 square-foot tent erected at the 2008 PGA Championship at Oakland Hills Country Club outside Detroit and the Ryder Cup at Valhalla Golf Club in Louisville, Ky. These special initiatives featured hitting bays, a chipping area and a putting green, all designed for instruction and other interactive experiences, free for spectators. These two experiences alone attracted 32,000 visitors. Combining totals from the five Play Golf America experiences conducted at The PGA’s major Championships, 300 PGA Professionals provided direct, hands-on instruction to 9,500 golf fans.

Other successful events included: RBS Leaderboards, interactive golf events set up in financial districts in Boston, Detroit and Chicago during the U.S. Open and PGA Championship; and free 10-minute lessons provided on game days as part of MLB, NHL, WNBA and NASCAR events, as well as sporting events at several major colleges.

08_PlayGolfAmerica_broch.indd 10 10/31/08 11:38:44 AM women’s initiatives

Dedicated to promoting diversity, The PGA of America and allied associations have welcomed women to the game by providing programs and activities designed to attract new female golfers and re-energize occasional women golfers. During the past five years, women have emerged as the fastest-growing demographic for growing participation in the game.

Since its inception, Play Golf America programs have consistently connected women with golf programs and activities. American Express Women’s Golf Week/Month has reached more than 105,600 participants since its inception in 2005 — meeting the goal of attracting women to the game. Combined with the other National Promotions, Play Golf America has provided direct golf experiences to more than 292,000 women since 2004.

An important partner in growing the women’s golf market is the Executive Women’s Golf Association (EWGA). The EWGA has developed into a network of nearly 20,000 members with more than 125 chapters across the United States, Canada and France. Since its inception, more than 85,000 women have benefited from membership in the EWGA. Based on an average of 165 members, each EWGA Chapter generates more than $550,000 annually in golf-related spending for their communities, which projects to a five-year cumulative impact of $2.7 million per local market.

In 2008, the first-ever Women’s Play Golf America Day was held at the PGA Learning Center, in Port St. Lucie, Fla. More than 500 women attended this milestone golf instruction event. Similar efforts were duplicated by the UNLV PGA Golf Management Program, multiple PGA Sections and at the Ryder Cup.

Other women’s initiatives included:

- lPGA Golf Clinics for Women presented by MetLife, which were promoted on PlayGolfAmerica.com - Working directly with women’s organizations such as Women in Government Relations and the Women’s Foodservice Forum to provide a variety of golf instructional experiences - PGA Magazine launching a monthly section devoted to women’s golf initiatives and dedicating 70 pages of editorial for its May 2008 cover story on the impact women are having on the game - a series of broadband shows called “Join the Club – Better Golf For Women” presented by Kohler and featured on PGA.com. The programs showcase leading female executives and their passion for golf iences arget Aud T

08_PlayGolfAmerica_broch.indd 11 10/31/08 11:38:45 AM Diversifying the Game

An important strategic direction for Play Golf America is promoting the game to everyone across the country, utilizing proactive initiatives to foster diversification. Over the years, minority participation has consistently accounted for 23% of Play Golf America Days attendees and online registration tool users — these rates are significantly higher than the NGF, which reports that minorities represent just 14% of the overall golf population.

Play Golf America diversity initiatives include:

- hosting annual Community Relations programs in association with the PGA championship. Local organizations are invited, which drives a high percentage of minority participation - Play Golf America programs conducted at the National Society of Black Engineers and Central (Ohio) State University functions - conducting “Juego Golf America” in partnership with the National Pan American golf Association, where 67% of the attendees were Hispanic American - coordinating “Capital Initiative,” which centered on the African American community and used historic East Potomac Golf Course in Washington, D.C. for a Play Golf america Day

Individuals with Disabilities

Golf is often touted as a “game of a lifetime,” as it can be enjoyed by people of all ages. Through Play Golf America, the industry has made strides to take this philosophy to a higher level by proclaiming that golf can be enjoyed by people of all abilities, too. By supporting the National Alliance for Accessible Golf and teaming with several other organizations, Play Golf America delivers and promotes opportunities for individuals with disabilities to get out and enjoy golf by:

- employing the inspirational Dennis Walters, a paralyzed trick-shot professional, to promote the game and provide inspirational messages as special events, especially targeted for audiences of people with disabilities - launching the PGA/Disabled Sports USA Military Golf Program - adding an entire section on PlayGolfAmerica.com dedicated to promoting golf to individuals with disabilities - Providing, as part of a cross promotion within PGA Free Lesson Month, instruction for more 3,700 golfers with disabilities who have taken part in this program since 2006 - coordinating a variety of Play Golf America programs for Special Olympics Golf

C ollege Students

With financial support from The PGA of America and Ryder Cup players and captains, 65 colleges have added Golf: For Business and Life, a program designed to help grow the game at the university level by teaching students basic golf skills, etiquette and terminology. An estimated 10,000 college students took this class from 2004-2008, with approximately 58% enrolling as new to the game, and 32% women.

In 2008, the program was transferred to fall completely under the Play Golf America umbrella. This called for renaming the program “Play Golf America University,” expanding efforts to include recreational programming and hosting all resources on PlayGolfAmerica.com.

08_PlayGolfAmerica_broch.indd 12 10/31/08 11:38:46 AM the continued success of play golf america is due to the support of the following organizations, companies and friends:

Golf organizations:

Presenting and title sponsors:

partners sponsors: p onsors s

08_PlayGolfAmerica_broch.indd 13 10/31/08 11:38:48 AM The Professional Golfers’ Association of America 100 Avenue of the Champions Palm Beach Gardens, FL 33418-3653 T: (800) 477-6465 | F: (561) 624-8403 www.PlayGolfAmerica.com

©2008 The PGA of America. All rights reserved. The PGA Seal with the letters PGA is a trademark owned by The PGA of America. All other trademarks, registered trademarks and logos are property of their respective owners.

08_PlayGolfAmerica_broch.indd 14 10/31/08 11:38:48 AM