The Pellucid Perspective - February 2012 - (Page 6)

GOLF CONSUMER BASE More core golfers playing less = trouble By Jim Koppenhaver ecently the NGF published results from a quarterly Core or game improvement, to name a few likely candidates. MovGolfer survey (age 18+, 8+ rounds/yr) that reported 34% ing to the 2nd most cited response, however, gives some pretty of Core Golfers responded that they played fewer rounds strong directional guidance: “I am playing better so enjoying it in the current 12 months vs. the previous 12 months. That more.” Note to the PGA of America, when golfers experience number didn’t surprise me but the underlying motivations on game improvement, they tend to play more. both the upside (18% of Core Golfers responded they played In my opinion this should be the core principal to the Golf more) and the downside were interesting to examine. To be 2.0 plank of Retain and Grow the Core and the place where clear, as often happens in survey work, the majority of responses the PGA of America is in the A position to effect meaningful went right down the middle with nearly half (48%) of the Core change and quantify the results. I also believe that this is the key Golfer respondents saying they played at about the same fre- finding on the advancers side of this study, not the highest cited quency in the two years. It’s a good piece of research and a reason by Core Golfers, which was, “I had more time to dedinecessary datapoint (would be helpful to do for the other 50% cate to golf ” at 51%. Why again? Because I believe that most of of the golf population too, the 1-9 rds/yr Casual players) but I the gains in discretionary time are beyond our reach. They prithink they missed the mark on some of the marily occur due to lifestage changes, some interpretations. Here’s my read on what the good (kids growing up, spouse takes a job, The NGF did an over/under tells us and what it potentially etc.) and some bad (laid off, divorce, etc.). excellent job in my While we might be able to target some of portends. First, let’s do a quick methodology primer these changes in pro-active marketing (i.e. opinion of pointing on what this type of survey approach will and we can find the recently divorced guys, just out that we as an won’t tell us. What it does tell us is whether go look at the local bar or the watering hole the net body count of Core Golfers is in the industry love to cry at the golf course), the biggest thing we as positive or negative column as it relates to an industry can impact is leveraging game “Weather!” when the improvement into higher frequency. Let’s frequency. In this case, by nearly a 2:1 margin, more Core Golfers put themselves in to the numbers go down and switch playing other side of the coin, why the “less” vs. “more” column. What we can’t they’re less. better management infer from this is whether Core Golfers, on Once again, the NGF did a nice job of average, are playing at an aggregate higher pointing out that unfavorable weather is (or marketing in or lower frequency. Why? Well, because we the industry mantra when our Core Golfthis case) when could have Core Golfers A and B playing ers “date” us less often in a season and the 2 rds/yr less on the negative side and Core fact that this response was the 3rd most they go up. Golfer C playing 10 rds/yr more on the pospopular answer among decliners at 28%. To itive side. By count, we have more decliners digress for a moment, the 4th most poputhan advancers, but in average rounds, the lar response was, “I am frustrated with my up magnitude far outweighs the down maggame and am not enjoying it as much.” The nitude. End of math lesson, let’s move on to the more interest- inverse corollary to the skill improvement = higher frequency ing question of “What does it mean?” theory is the skill degradation = lower frequency theory. Both Contrary to my contrarian nature, I’ll start with the factors are amazingly consistent and proven over time for both our influencing increases in play among Core Golfer respondents. sport and most every other recreational activity known to man. The NGF did an excellent job in my opinion of pointing out At the top of the responses, the gap between the most cited that we as an industry love to cry “Weather!” when the numbers and 2nd most cited reasons was small enough to make it a stago down and better management (or marketing in this case) tistical draw, with “I had less time to dedicate to golf ” at 54% when they go up. Of interest, when the advancers were asked being edged out by “Money was more of an issue in the past 12 what influenced their increase, better weather was only cited by months” at 57%. 15%, the 4th most popular answer (channeling Richard DawI’m going to again pass on the discretionary time angle beson and Family Feud). The 3rd most popular response was, “I cause I don’t see us meaningfully being able to impact that in have a renewed interest in the game” cited by 37% of the ad- marketing or messaging efforts in the near-term. The monvancers. What we don’t know empirically is what sparked and ey angle is of more interest, although it’s an equally dauntsustained that renewed interest, whether it was social (friends ing challenge to impact. One thing influencing the money playing, etc.), structured programs (leagues, etc.), different for- response is the fact that we’re experiencing a natural rotation mats (i.e. discovered 9 holes, more enjoyable regular course, etc.) away from private club golf in the current economic cycle to R 6 The Pellucid PersPecTive February 2012

Table of Contents for the Digital Edition of The Pellucid Perspective - February 2012

The Pellucid Perspective - February 2012
Contents
PGA/GolfNow deal torpedoed by members’, owners’ reactions
More core golfers playing less = trouble
Point-Counterpoint: Alternative Golf
January weather impact: Golf benefits from an inconvenient truth
Pro Kids Golf Academy builds on distinguished legacy
The phantom golf ball market
Tampa, FL
Forest Preserve still seeking golf course developer
Golf ’s Clash of the Titans

The Pellucid Perspective - February 2012