Play Golf America: Attract Students and Generate
New Golfers with Get Golf Ready
Del Ratcliffe, PGA
Charlotte, North Carolina
What are you DOING about it?
IS IT WORKING??
CREATING MORE DEMAND
is the solution!!
Creating Demand for Golf
GET GOLF READY
• Innovative Industry-wide “Welcome to Golf”
Program
• Turn key, flexible program
• Proven to attract and retain new golfers
• National support materials and promotion
• $0 commitment to get started
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What We Will Discuss Today
1. GGR works at ALL facility types
2. How GGR is beneficial to you both
professionally and financially
3. Best practice story
4. Keys to success
5. Steps to activate GGR
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GET GOLF READY
WORKS!
– 1,450 Get Golf Ready certified facilities
– Shopper calls showed 62% of certified facilities
were NOT engaged
– 531 engaged facilities have reported 16,449
students
– Average number of students 30.9
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Return On Investment
2009
2010
To Date
# of Golfers Created
9,217
8,837
18,054
Avg. Golfer Spend
$806
$808
--
Total Golfer Spend
$7.4 M
$7.1 M
$19.9 M*
Golf
$3.8 M
$4.4 M
$12.8 M*
Equipment/Apparel
$3.6 M
$2.7 M
$7.1 M*
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What’s In It For YOU?
1. Increase Rounds and Revenues
2. Additional stream for instruction income
3. Increase apprentice or assistant
compensation
4. Enhance YOUR value to your employer
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Why The Need For GGR?
• Rounds continue to decrease!
• American Culture has changed
– Economy
– Changing Lifestyle
– More competition for leisure time
– Less time for leisure activities
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Is There a Demand?
YES !!
4 Million people try or return each year!
• Interest and desire to play the game
is not the issue
• We unfortunately lose 4 Million Players
every year
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The Demand Is THERE!!
Latent Demand for Golf Study found:
• There are approximately 27 million golfers
in the U.S.
• Another 27 million people express interest
in playing*
* Very or somewhat interested in playing golf (based on a 4-point scale)
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Why Should I Use GGR?
• Proven curriculum for a structured learning
program
• Years of research show this is an efficient
learning model
• Nationally Branded Program
– Robust Website
– Turn Key Program
– National Marketing Campaign
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What is Get Golf Ready?
• Series of 5 Group Lessons
– Each with on-course activity
• Affordable
• Register on playgolfamerica.com
– Become Certified
– Post events & participants on
the website
• Follow-up activities
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Is Get Golf Ready Working???
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We have not worked
Get Golf Ready!!
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Resistance Comes
in Many Forms
•
•
•
•
•
•
$99 is too low… devalues instruction rates
Do not have time / resources to market
locally
Fill up lesson book with “cheap” lessons
“I Don’t Like to Teach BEGINNERS!!”
We listed an event on the website and
nobody signed up!!
Won’t work HERE at my facility…
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Moment of Truth:
We Must Change Our Attitude!
• Need to engage staff – ENTIRE STAFF
– Of registered GGR facilities,
62% did not know they had a
beginner program!
• For the FUTURE of golf….
WE MUST CREATE NEW GOLFERS
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$ 2,673,000,000.00
27,000,000
X
$99 Get Golf Ready Fee
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New Golfers are
Great for Facility Business!
# of Get Golf Ready Graduates
25
50
100
Per Student Revenue
$99
$99
$99
$2475
$4950
$9900
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42
84
$806
$806
$806
New Golfer Spending
(Not
including $99 GGR Program Fee)
$16,926
$33,852
$67,704
Total Spend From New Golfers
$19,401
$38,802
$77,604
GGR Program Revenue
GGR Graduates who are Retained
Continue Playing Golf (84%)
Average Spend for Each Retained Golfer
(Not including $99 GGR Program Fee)
Almost $20,000 from
25 Get Golf Ready Participants!
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Apprentice
Success Story
Brian McFarland
• Sunset Hills, Charlotte, NC
• Just entering the PGA Apprentice
Program
• Using Get Golf Ready to help his
facility AND his future career
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Get Golf Ready
Keys to Success
1. LIST your events on playgolfamerica.com
2. MARKET your events locally
3. COMMUNICATE to your staff the critical
importance of Get Golf Ready and engage
them to assist filling your sessions
4. MAXIMIZE on-course activities
5. MAINTAIN contact with GGR Graduates
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Moving Forward
Where Do We Go From Here?
What am I doing about it?
Start Today. Here. Now.
Action Steps
1. REGISTER YOUR FACILITY/Schedule 4 sessions
2. LIST your events on playgolfamerica.com
3. MARKET your events locally
4. ENGAGE your staff
5. HOST the sessions
6. CONDUCT follow-up events
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I CREATE GOLFERS.
If WE don’t do it,
WHO WILL?
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