Membership
Welcome
and
Thank You for your time
Why Change
• Decreasing connection with golfers
• The existing membership model used to speak to 90% of
golfers…but not anymore
• Bring a broader audience into our community
• Changing needs of Golf Facilities
• Changing needs of Golfers
• We want to offer additional services and benefits to
players wherever and whenever they play
Consultation
• An abundance of varied research was conducted
• Focus Groups across Canada, starting in Ontario
• More than 130 clubs participated
• Surveys with clubs, individual members and non
members
• University of Ottawa Study
• Overview of Golf Associations globally
• Overview of Other Associations in general
• All done in collaboration with Provincial Associations
• Consultation with industry throughout development
Key Points
• Separates the FACILITY fee and benefits from the
INDIVIDUAL Fee and benefits
• One standard facility fee that varies by size and needs
• Three individual tiers of Membership (Bronze, Silver,
Gold) ranging from free to $49.95
• Continues as a joint membership with Golf Canada and
the provincial associations
Why?
• Facilities and golfers have different needs and wants in
the 21st century.
• We no longer represent the game as we did in the past:
• The majority of golfers are not members of clubs
• 90% of facilities are public play or partially public play.
Why Now?
• The introduction of technology has provided us with a much more
relevant value proposition and an opportunity to engage the
wider audience in some of the greatest features of the game that
were complicated and challenging to share in a non-mobile world.
• Since 2009 over 75% of members have provided email addresses
and 50% have asked for communications from GC/GS
Individual
Memberships
Migration
2015
2016
INTRODUCTION
Communicate facility fee structure and new member benefits
Migrate select clubs to facility fee (semi-private <60 members)
Re-position public player memberships (to premium)
Introduce additional golfer product categories (free & mid)
Adjust premium product pricing (if necessary)
Migration, clubs with 61-400 members
Migration, remaining clubs (large semi-private and private)
Facility (Partners)
Golfers (Customers)
2017
How will this affect the industry?
• Simplify the relationship between the associations and
facilities.
• Build a significant amount of “big data” for the courses to
understand their players and the industry to service
golfers
• Provide golfers with relevant information and services,
and a voice in the industry.
Why Only a Select # of Facilities?
• Opportunity to validate the assumptions of golfer
behavior in a controlled market
• Ability to ensure the smoothest experience for our
existing members and facilities and recognize that we
cannot promise that on a large scale
• Allows for the development of a number of features and
function that will be rolled out during the 2015 season
Questions:
For more information after the call please contact:
• Steve Carroll – GAO Executive Director
• Christine Dengel – Golf Canada Regional Director
Golf Canada Membership
1.800.263.009 x399
[email protected]