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Roger Warren. President, PGA of America. Play Golf America. 2006 Executive Summary. Redesigned web site to enhance customer experience and streamline host facility experience Expanded Play Golf America Days to 49 events in 39 PGA Sections - PowerPoint PPT Presentation
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Roger WarrenPresident, PGA of AmericaPresident, PGA of America
Play Golf AmericaPlay Golf America
2006 Executive Summary2006 Executive Summary
• Redesigned web site to enhance customer experience and streamline host facility experience
• Expanded Play Golf America Days to 49 events in 39 PGA Sections
• Expanded annual Play Golf America National Promotions
• Public Relations and Advertising helped generate 1.5 billion media impressions valued at $17 million
• Record participation at nearly every level
• Redesigned web site to enhance customer experience and streamline host facility experience
• Expanded Play Golf America Days to 49 events in 39 PGA Sections
• Expanded annual Play Golf America National Promotions
• Public Relations and Advertising helped generate 1.5 billion media impressions valued at $17 million
• Record participation at nearly every level
• New site launched April
• Focus groups used to help with new design
• Site features calendar of events, expanded services & information
• New site launched April
• Focus groups used to help with new design
• Site features calendar of events, expanded services & information
playgolfamerica.com
Playgolfamerica.com Unique Visitors Playgolfamerica.com Unique Visitors
• 482,676 unique visitors through September 2006• Up 63% over same period in 2005• Already exceeded traffic for all of 2005• Nearly 1 Million page views in 2006
• 482,676 unique visitors through September 2006• Up 63% over same period in 2005• Already exceeded traffic for all of 2005• Nearly 1 Million page views in 2006
Playgolfamerica.com Facility UtilizationPlaygolfamerica.com Facility Utilization
www.playgolfamerica.com metrics
2005Full Year
2006Thru Sept
Increase
Total Play Golf America Facilities
6,018 6,725 13%
Facilities Posting Events on Web
710 1,459 105%
Total Events Posted 4,734 6,829 44%
Play Golf AmericaNational PromotionsPlay Golf AmericaNational Promotions
Promotion Hosted ConsumersConsumer
Increase over 2005
PGA Free Fitting & Trade Up Month
2,739 Profs. 31,668 First Year
PGA Free Lesson Month 7,485 Profs. 147,332 21%
American Express Women’s Golf Week
585 Facilities 24,570 159%
Take Your Daughter to the Course Week
1,242 Facilities 74,490 16%
Play Golf America Days 944 Profs. 17,225 130%
GOLF: A Family Vacation for a Day – Pilot
120 Facilities TBD First Year
National Promotions – Consumer ProfileNational Promotions – Consumer Profile
Promotion% New Golfer
% New Customer
% Women
% Minority
PGA Free Fitting & Trade Up 10% 40% 13% --
PGA Free Lesson Month 23% 55% 31% 17%
American Express Women’s Golf Week
52% -- 100% 22%
Take Your Daughter to the Course Week
-- 32% -- --
Play Golf America Days 36% -- 25% 23%
Playgolfamerica.com registrants
56% -- 58% 26%
National Promotions – Business GeneratorNational Promotions – Business Generator
PromotionPurchased Additional Instruction
Signed up for
Tee Time
Purchased Equipment
Joined League
Joined Membership
PGA Free Fitting & Trade-Up Month 21% 36% 39% 3% 4%
PGA Free Lesson Month 29% 41% 16% 7% 4%
American Express Women’s Golf Week 28% 22% 4% 7% 1%
Take Your Daughter to the Course Week 17% 34% 8%
16% played in additional family
programs
Based on facilities offering the service
Play Golf America Media PlacementsPlay Golf America Media Placements
Post Program Participant ProfilePost Program Participant Profile
New Golfers
Existing Golfers
Retention Rate (still playing after 1 year) 79% 98%
Average rounds played prior to programs 0 25
Average rounds played 12 months after programs
10 46
Average spending by retained golfers $1,420 $3,588
Play Golf America continues to drive retention, participation and spending
Play Golf America Group Instruction ParticipantsPlay Golf America Group Instruction Participants
335,368
556,905
935,281
0
100,000
200,000
300,000
400,000
500,000
600,000
700,000
800,000
900,000
1,000,000
2004 2005 2006
335,368
556,905
935,281
0
100,000
200,000
300,000
400,000
500,000
600,000
700,000
800,000
900,000
1,000,000
2004 2005 2006
68% increase in the number of golfers participating in Play Golf America group instruction programs
Play Golf America League/Outing ParticipantsPlay Golf America League/Outing Participants
1,632,878
4,919,0025,257,280
0
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
2004 2005 2006
1,632,878
4,919,0025,257,280
0
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
2004 2005 2006
• 5.2 million Play Golf America League/Outing participants
• 7% increase over 2005
PGA of America/PGA Professional CommitmentPGA of America/PGA Professional Commitment
• Continue to promote and expand Play Golf America programs with implementation driven by individual PGA Professionals
• Collaborate with allied associations to increase success of Play Golf America programs
• Maximize Play Golf America to grow the game and business
• Challenge industry to actively support and become involved with Play Golf America
• Continue to promote and expand Play Golf America programs with implementation driven by individual PGA Professionals
• Collaborate with allied associations to increase success of Play Golf America programs
• Maximize Play Golf America to grow the game and business
• Challenge industry to actively support and become involved with Play Golf America
