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
• 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
playgolfamerica.com
• New site launched April
• Focus groups used to
help with new design
• Site features calendar
of events, expanded
services & information
Playgolfamerica.com
Unique Visitors
120,000
2005
2006
100,000
80,000
60,000
40,000
20,000
0
Jan
•
•
•
•
Mar
May
July
Sept.
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 Utilization
www.playgolfamerica.com
metrics
Total Play Golf America
Facilities
Facilities Posting Events on
Web
Total Events Posted
2005
Full Year
2006
Thru Sept
Increase
6,018
6,725
13%
710
1,459
105%
4,734
6,829
44%
Play Golf America
National Promotions
Promotion
Hosted
Consumers
Consumer
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%
585 Facilities
24,570
159%
1,242 Facilities
74,490
16%
944 Profs.
17,225
130%
120 Facilities
TBD
American Express
Women’s Golf Week
Take Your Daughter to the
Course Week
Play Golf America Days
GOLF: A Family Vacation
for a Day – Pilot
First Year
National Promotions –
Consumer Profile
Promotion
% New
% New
%
Golfer 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%
--
32%
--
--
Play Golf America Days
36%
--
25%
23%
Playgolfamerica.com
registrants
56%
--
58%
26%
Take Your Daughter to the
Course Week
National Promotions –
Business Generator
Purchased
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%
Promotion
Take Your Daughter to
the Course Week
17%
Based on facilities offering the service
34%
8%
16% played in
additional family
programs
Play Golf America Media
Placements
Post Program
Participant Profile
Play Golf America continues to drive retention,
participation and spending
New
Golfers
Existing
Golfers
79%
98%
Average rounds played prior to programs
0
25
Average rounds played 12 months after
programs
10
46
$1,420
$3,588
Retention Rate (still playing after 1 year)
Average spending by retained golfers
Play Golf America
Group Instruction Participants
935,281
1,000,000
900,000
800,000
700,000
556,905
600,000
500,000
335,368
400,000
300,000
200,000
100,000
0
2004
2005
2006
68% increase in the number of golfers participating in
Play Golf America group instruction programs
Play Golf America
League/Outing Participants
6,000,000
4,919,002
5,257,280
5,000,000
4,000,000
3,000,000
1,632,878
2,000,000
1,000,000
0
2004
2005
2006
• 5.2 million Play Golf America League/Outing participants
• 7% increase over 2005
PGA 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