M.G. Orender Honorary President PGA of America

M.G. OrenderM.G. OrenderHonorary PresidentHonorary President

PGA of AmericaPGA of America

Executive SummaryExecutive Summary

• 2004 marketing initiatives generated 869 million impressions valued at 2004 marketing initiatives generated 869 million impressions valued at more than $24 millionmore than $24 million

• 3,876 facilities registered on website with 4,918 events posted3,876 facilities registered on website with 4,918 events posted

• 280,000 unique visitors to the site through September 2004280,000 unique visitors to the site through September 2004

• Record setting PGA Free Lesson Month participation and lessons givenRecord setting PGA Free Lesson Month participation and lessons given

• Continued evidence that Best Practice methods are workingContinued evidence that Best Practice methods are working

• Numerous public relations success storiesNumerous public relations success stories

• Rounds played up between 0.6% and 1.3% through first 3 quarters of Rounds played up between 0.6% and 1.3% through first 3 quarters of 20042004

• Growing momentum for 2005Growing momentum for 2005

Roger WarrenRoger WarrenPresident, PGA of AmericaPresident, PGA of America

MarketingMarketing

• PSA’s themed “Golf Is Calling” were placed in TV, Print and Radio PSA’s themed “Golf Is Calling” were placed in TV, Print and Radio with a value of more than $11 millionwith a value of more than $11 million

– TelevisionTelevision $ 10,624,220$ 10,624,220– PrintPrint $ 988,800$ 988,800– RadioRadio $ 129,000$ 129,000

• Public Relations generated 364 million impressions valued at more Public Relations generated 364 million impressions valued at more than $9.8 millionthan $9.8 million

• Additional exposure valued at $3 million garnered through online, Additional exposure valued at $3 million garnered through online, theater and event promotions and advertising donated by industry theater and event promotions and advertising donated by industry supporters supporters

• Conducted free clinics in conjunction with tournaments and special Conducted free clinics in conjunction with tournaments and special events events

Website MetricsWebsite Metrics

% of Public Green Grass% of Public Green Grass

Western New York PGAWestern New York PGA 75.0%75.0%

Philadelphia PGAPhiladelphia PGA 74.3%74.3%

Gulf States PGAGulf States PGA 71.8%71.8%

Middle Atlantic PGAMiddle Atlantic PGA 65.8%65.8%

Midwest PGAMidwest PGA 63.0%63.0%

Facility RegistrationFacility Registration


Top 5 Program CategoriesTop 5 Program Categories(4,900 Programs Posted)(4,900 Programs Posted)

Host Facility PostingsHost Facility Postings Consumer SearchesConsumer Searches

Beginner/New GolferBeginner/New Golfer Beginner/New GolferBeginner/New Golfer

WomenWomen Game ImprovementGame Improvement

General AdultGeneral Adult Link Up 2 GolfLink Up 2 Golf

Game ImprovementGame Improvement General AdultGeneral Adult

Couples Couples WomenWomen

Program Types Offered/SearchedProgram Types Offered/Searched


26,506

47,778

60,839

38,648

30,027

56,418

20,506

8,486

22,308

34,029

16,44514,261

28,578

10,0665,633

12,226 13,3099,154 8,176

16,594

5,964

0

10,000

20,000

30,000

40,000

50,000

60,000

70,000

Mar Apr May Jun Jul Aug Sep

Unique Visitors Unique Zipcode Searches Unique Facility Page Visits

Unique VisitorsUnique Visitors


Lead GenerationLead Generation

Unique Visitor Daily TrafficUnique Visitor Daily Traffic


YTD Thru September 30, 2004

280,772 Unique Visitors

134,173 Zip Code Searches (avg. 1.7 searches per user)

71,056 Unique FacilityPage Visits

Lead GenerationLead Generation


Find a PGA Instructor (PGA.com) - 10,528

PGA Free Lesson Month - 4,985

playgolfamerica.com Facility Registration - 3,876

Facilities Posting Events on playgolfamerica.com - 728

PGA Member Marketing OpportunitiesPGA Member Marketing Opportunities

Core ProgramsCore Programs

Program ImpactProgram Impact

Avg. # FLM studentsAvg. # FLM students 1818

% purchasing tee times% purchasing tee times 31%31%

Avg. spending on golf feesAvg. spending on golf fees $558$558

% purchasing additional instruction% purchasing additional instruction 27%27%

Avg. spending on additional instructionAvg. spending on additional instruction $219$219

% purchasing golf equipment% purchasing golf equipment 9%9%

Avg. spending on golf equipmentAvg. spending on golf equipment $531$531

Proj. total revenueProj. total revenue $5,038$5,038

PGA Free Lesson MonthPGA Free Lesson Month


Program ImpactProgram Impact

Avg. # LU2G studentsAvg. # LU2G students 3636

Avg. fee for LU2G programAvg. fee for LU2G program $120$120

% new golfers% new golfers 71%71%

% retained new golfers% retained new golfers 78%78%

Avg. spending by retained new golfersAvg. spending by retained new golfers $852$852

% occasional golfers% occasional golfers 29%29%

% retained occasional golfers% retained occasional golfers 96%96%

Avg. spending by occasional golfersAvg. spending by occasional golfers $1,150$1,150

Proj. total revenueProj. total revenue $32,832$32,832

Link Up 2 GolfLink Up 2 Golf


Executive Women’s Golf AssociationExecutive Women’s Golf Association

• EWGA Member research reveals strong EWGA Member research reveals strong commitment (95% retention)commitment (95% retention)

• EWGA Chapter education and EWGA Chapter education and participationparticipation

• Development of EWGA Link Up 2 GolfDevelopment of EWGA Link Up 2 Golf

% offering orientation/open-house% offering orientation/open-house 51%51%

% offering group instruction% offering group instruction 78%78%

% offering group outings/leagues% offering group outings/leagues 65%65%

Proj. total # of group instruction studentsProj. total # of group instruction students 335,368335,368

Proj. total # of group outings/leaguesProj. total # of group outings/leagues 1,632,8781,632,878


2004 Host Site Results2004 Host Site Results


Gender:Gender: Learned About Program:Learned About Program:

MaleMale 40%40% From Friend/FamilyFrom Friend/Family 41%41%

FemaleFemale 60%60% At FacilityAt Facility 33%33%

Golf Experience:Golf Experience: Magazine/NewspaperMagazine/Newspaper 19%19%

New GolferNew Golfer 82%82% playgolfamerica.complaygolfamerica.com 17%17%

Former GolferFormer Golfer 4% 4% Mailer/NewsletterMailer/Newsletter 5% 5%

Occasional GolferOccasional Golfer 14%14% TVTV 4% 4%

Race/Ethnicity:Race/Ethnicity: EmailEmail 4% 4%

CaucasianCaucasian 78%78%

MinorityMinority 22%22%

Gender:Gender: Learned About Program:Learned About Program:

MaleMale 40%40% From Friend/FamilyFrom Friend/Family 41%41%

FemaleFemale 60%60% At FacilityAt Facility 33%33%

Golf Experience:Golf Experience: Magazine/NewspaperMagazine/Newspaper 19%19%

New GolferNew Golfer 82%82% playgolfamerica.complaygolfamerica.com 17%17%

Former GolferFormer Golfer 4% 4% Mailer/NewsletterMailer/Newsletter 5% 5%

Occasional GolferOccasional Golfer 14%14% TVTV 4% 4%

Race/Ethnicity:Race/Ethnicity: EmailEmail 4% 4%

CaucasianCaucasian 78%78%

MinorityMinority 22%22%

2004 playgolfamerica.com 2004 playgolfamerica.com Registrant DemographicsRegistrant Demographics


2004 President’s Council2004 President’s Council

• PGA Class-A Members qualify for recognition in PGA Class-A Members qualify for recognition in the President’s Council by hosting adult player the President’s Council by hosting adult player development programs and reporting their resultsdevelopment programs and reporting their results

• More than 900 PGA Members have qualified thus More than 900 PGA Members have qualified thus far in 2004. This is up from 287 in 2003. far in 2004. This is up from 287 in 2003.


Other HighlightsOther Highlights

• PGA updated its First Swing curriculum for AdultPGA updated its First Swing curriculum for Adultss

• Piloted “Kids Play Free” program at municipal facilities in Piloted “Kids Play Free” program at municipal facilities in

Cincinnati, Ohio and Fairfax County, Va. and launched state-Cincinnati, Ohio and Fairfax County, Va. and launched state-

wide program in Floridawide program in Florida

• PGA, Reed Exhibitions, PGA Magazine and PGA Sections PGA, Reed Exhibitions, PGA Magazine and PGA Sections

conducted Play Golf America Days promotion at three sites conducted Play Golf America Days promotion at three sites

in Charlotte, Alexandria and Detroit, attracting 600 to 1,000 in Charlotte, Alexandria and Detroit, attracting 600 to 1,000

participants at each siteparticipants at each site

Success StoriesSuccess Stories

• Play Golf Ohio & Golf WisconsinPlay Golf Ohio & Golf Wisconsin

• PGA Sections hosting free lessons at TOUR eventsPGA Sections hosting free lessons at TOUR events

• Family golf programsFamily golf programs

• Link Up 2 Golf programs throughout Northern Link Up 2 Golf programs throughout Northern California PGACalifornia PGA

• Private club program helps build membershipPrivate club program helps build membership

2005 Initiatives2005 Initiatives

• Increase gross marketing impressions/media valueIncrease gross marketing impressions/media value

• Update PGA/LPGA and EWGA Chapter educationUpdate PGA/LPGA and EWGA Chapter education

• Increase employer support of facility registration and Increase employer support of facility registration and activation (USGA, NGCOA, Management Companies, activation (USGA, NGCOA, Management Companies, NRPA)NRPA)

• Expand section and member best practicesExpand section and member best practices

• Increase member/facility registration and event postingIncrease member/facility registration and event posting

• Build consumer traffic, zip code searches, facility Build consumer traffic, zip code searches, facility searches and database entriessearches and database entries

Play Golf America CouncilPlay Golf America CouncilM.G. Orender, ChairmanM.G. Orender, Chairman

• Sara HumeSara Hume• Alice DyeAlice Dye• Renee PowellRenee Powell• Dave ManougianDave Manougian• Ken MortonKen Morton• Ron DrapeauRon Drapeau• Phil TraliesPhil Tralies• Will MannWill Mann

• Gary SchaalGary Schaal• Len Shapiro Len Shapiro

(GWAA President)(GWAA President)• Jim ColbertJim Colbert• Wally UihleinWally Uihlein• Jerry TardeJerry Tarde• Mark KingMark King

Play Golf America CouncilPlay Golf America Council2005 Initiatives2005 Initiatives

• Study new industry collaborationStudy new industry collaboration

• Evaluate new PGA Member/Section Evaluate new PGA Member/Section opportunitiesopportunities

• Expand Play Golf America Days Expand Play Golf America Days

• Play Golf America SummitPlay Golf America Summit

Documents

M.G. Orender Honorary President PGA of America