GOLF CANADA STRATEGIC PLAN 2019-2022 Thank you The Future For Golf in Canada Strategic Plan 2019-2022 GOLF CANADA STRATEGIC PLAN 2019-2022 2020 GOLF CANADA STRATEGIC PLAN 2019-2022 To be a world Être un leader Vision leader in golf. mondial du golf. GOLF CANADA STRATEGIC PLAN 2019-2022 To increase Accroître la Canadian participation Mission participation and et l’excellence excellence in golf. canadienne au golf. GOLF CANADA STRATEGIC PLAN 2019-2022 Fun Plaisir Excellence Excellence Values Inclusion Inclusion Respect Respect Accountability Responsabilité GOLF CANADA STRATEGIC PLAN 2019-2022 125 Ans Throughout 2020, Golf Canada will be celebrating its 125th anniversary as stewards of the sport, undertaking various initiatives throughout the year to highlight its storied history and Key moments in Canadian golf as part of its Golf Canada 125 campaign. GOLF CANADA STRATEGIC PLAN 2019-2022 Golf Services Services de golf Strategic Sport Sport Championships Championnats Commercial Commercialisation Priorities Relationships Rapports GOLF CANADA STRATEGIC PLAN 2019-2022 Golf Services Our Goal In collaboration with our provincial, national,and international partners, provide resources and services to drive value and growth to our entire membership including all golfers and facilities. Membership / Member Services Handicap/Course Rating Heritage Rules GOLF CANADA STRATEGIC PLAN 2019-2022 Golf Services 2019 Gold Member 100% Conversion GOLF CANADA STRATEGIC PLAN 2019-2022 Golf Services 2019 Stability & Driving Value GOLF CANADA STRATEGIC PLAN 2019-2022 Golf Services 2020 Public Player Acquisition & Digital Engagement GOLF CANADA STRATEGIC PLAN 2019-2022 Golf Services Modernized Rules of Golf GOLF CANADA STRATEGIC PLAN 2019-2022 Golf Services World Handicap System GOLF CANADA STRATEGIC PLAN 2019-2022 Sport Our Goal To increase participation in golf through a variety of engaging programs by providing leadership, resources and education while developing Canadian athletes to perform consistently at the highest levels of the sport. Participation Grow the Game. High Performance GOLF CANADA STRATEGIC PLAN 2019-2022 Sport – Participation, Grow the Game Future Links & Golf in Schools GOLF CANADA STRATEGIC PLAN 2019-2022 Sport – Participation, Grow the Game 2020 Outlook & Strategy GOLF CANADA STRATEGIC PLAN 2019-2022 Sport – Participation, Grow the Game Golf Fore The Cure GOLF CANADA STRATEGIC PLAN 2019-2022 Sport – High Performance Teams GOLF CANADA STRATEGIC PLAN 2019-2022 Sport – High Performance Coaching GOLF CANADA STRATEGIC PLAN 2019-2022 Sport – High Performance Golf Canada’s National Training Centre at Bear Mountain GOLF CANADA STRATEGIC PLAN 2019-2022 Sport – High Performance Tokyo 2020 TOKYO GOLF CANADA STRATEGIC PLAN 2019-2022 Sport – High Performance Sport Leadership GOLF CANADA STRATEGIC PLAN 2019-2022 Professional Championships Our Goal Elevate our National Open Championships to premier, internationally recognized tournaments that are must attend events for players, spectators and corporate partners. GOLF CANADA STRATEGIC PLAN 2019-2022 Professional Championships RBC Canadian Open GOLF CANADA STRATEGIC PLAN 2019-2022 Professional Championships CP Women’s Open GOLF CANADA STRATEGIC PLAN 2019-2022 Professional Championships Canadian Success on TOUR GOLF CANADA STRATEGIC PLAN 2019-2022 Professional Championships PGA TOUR Success GOLF CANADA STRATEGIC PLAN 2019-2022 Professional Championships Canadians on TOUR GOLF CANADA STRATEGIC PLAN 2019-2022 Professional Championships Canadians at The Masters Rules Official GOLF CANADA STRATEGIC PLAN 2019-2022 Professional Championships LPGA TOUR Success Brooke Henderson wins 2019 Meijer LPGA Classic to break Canadian victory record with nine GOLF CANADA STRATEGIC PLAN 2019-2022 Professional Championships LPGA TOUR Success GOLF CANADA STRATEGIC PLAN 2019-2022 Professional Championships Provincial Association Connections BROMONT INVITATIONAL GOLF CANADA STRATEGIC PLAN 2019-2022 Amateur Championships Our Goal Enhance the overall experience at our Amateur Championships to provide an environment that promotes participation and development at the highest level. GOLF CANADA STRATEGIC PLAN 2019-2022 Amateur Championships World Junior Girls GOLF CANADA STRATEGIC PLAN 2019-2022 Commercial Our Goal Develop world-class sport properties and integrated marketing platforms that enhance the Golf Canada brand while delivering sustainable, profitable revenues to maximize our reinvestment into the sport. Professional Championships Partnerships Marketing, Communications & Brand Development GOLF CANADA STRATEGIC PLAN 2019-2022 Commercial – Partnerships Title Sponsors GOLF CANADA STRATEGIC PLAN 2019-2022 Commercial – Partnerships Premier Partners GOLF CANADA STRATEGIC PLAN 2019-2022 Commercial – Partnerships Partners GOLF CANADA STRATEGIC PLAN 2019-2022 Commercial – Partnerships New Partners GOLF CANADA STRATEGIC PLAN 2019-2022 Commercial - Marketing, Communications & Brand Development Digital Marketing GOLF CANADA STRATEGIC PLAN 2019-2022 Commercial - Marketing, Communications & Brand Development Communications GOLF CANADA STRATEGIC PLAN 2019-2022 Commercial - Marketing, Communications & Brand Development Brand GOLF CANADA STRATEGIC PLAN 2019-2022 Commercial - Marketing, Communications & Brand Development Brand GOLF CANADA STRATEGIC PLAN 2019-2022 Relationships Our Goal Establish deeply connected and mutually beneficial relationships with Canadian and International partners. GOLF CANADA STRATEGIC PLAN 2019-2022 Relationships Partners GOLF CANADA STRATEGIC PLAN 2019-2022 Relationships National Golf Day: May 12, 2020 Golf Canada is fully committed to fostering a safe sport environment for golf. All golf enthusiasts deserve to organization. In addition, an Ethics participate and compete in an Commissioner has been appointed environment free from with a mechanism for internal and harassment, abuse or external access and we have the discrimination, regardless of following safe sport policies in place: gender identity or expression, race, religion, language, age and • Recognition and Prevention of ability. Harassment and Violence Policy • Recognition and Prevention of Together with the PGA of Canada Abuse Policy as proud signatories of the • Whistleblower Policy Responsible Coaching Movement • Volunteer and Staff Screening pledge, Golf Canada supports the Policy need for training and education • Code of Ethics platforms as well as enhanced • Code of Conduct policies and compliance • Junior Code of Conduct procedures. • Parent/Spectator Code of Conduct Golf Canada is also proud to Golf Canada is fully aligned with the implement Respect Group training important work of Sport Canada in this across our organization including critical issue and encourage all those mandatory Respect in the connected with our sport – athletes, Workplace for all staff and Parents, coaches, staff, volunteers and corporate volunteers; for all club representatives – to maintain an coaches and and support staff and open dialogue to ensure a safe and Respect in Sport for Parents for supportive environment, without parents of National Team athletes. exception, across the Canadian golf These exceptional modules landscape. provide the base training and education for our broader Golf Services Overview GOLF CANADA STRATEGIC PLAN 2019-2022 Golf Services Our Goal In collaboration with our provincial, national,and international partners, provide resources and services to drive value and growth to our entire membership including all golfers and facilities. Membership / Member Services Handicap/Course Rating Heritage Rules GOLF CANADA STRATEGIC PLAN 2019-2022 Golf Services Membership / Member Services 2019 2020 Gold Added Public Player Member Club Increased Member Benefits Acquisitions Facility Acquisitions Investment - Clubs Benefits Public Players GOLF CANADA STRATEGIC PLAN 2019-2022 Golf Services Public Player Acquisitions Public Player Members 35,000 35,000 30,000 25,000 21,713 20,000 17,367 15,000 10,000 3,983 4,061 3,685 5,000 3,531 3,620 3,050 2,761 2,582 1,858 2,071 1,594 684 706 1,170 797 404 142 218 132 196 367 544 638 286 - Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct TOTAL 2018 2019 2020 Target GOLF CANADA STRATEGIC PLAN 2019-2022 Golf Services Rules of Golf Modernization Online Rules Club National Academy seminars Referees GOLF CANADA STRATEGIC PLAN 2019-2022 Golf Services World Handicap System GOLF CANADA STRATEGIC PLAN 2019-2022 Golf Services Amateur Status Modernization Announcement Feedback Process GOLF CANADA STRATEGIC PLAN 2019-2022 Golf Services Amateur Championships Hosting Player International Golfers with Strategy Recruitment Partnerships Disabilities GOLF CANADA STRATEGIC PLAN 2019-2022 Golf Services Golfers with Disabilities Commercial Overview GOLF CANADA STRATEGIC PLAN 2019-2022 Commercial Our Goal Develop world-class sport properties and integrated marketing platforms that enhance the Golf Canada brand while delivering sustainable, profitable revenues to maximize our reinvestment into the sport. GOLF CANADA STRATEGIC PLAN 2019-2022 Commercial Golf Canada Sport Properties GOLF CANADA STRATEGIC PLAN 2019-2022 Commercial Strategic Pillars 1. Professional 2. Marketing, 3. Partnerships Championships Communications & Brand Development GOLF CANADA STRATEGIC PLAN 2019-2022 Commercial Professional Championships Establish the RBC Canadian Open and the CP Women’s Open as inspiring national sports properties that attract fans, media, volunteers and corporate Canada GOLF CANADA STRATEGIC PLAN 2019-2022 GOLF CANADA STRATEGIC PLAN 2019-2022