Golf 20/20 research sees room for sport's growth

The World Golf Foundation recently announced the findings of Golf 20/20, a research project conducted in 2001. A total of 100,000 households were screened to understand the size of the golf participation market and the potential demand that exists for the game among nonparticipants.

The Golf 20/20 mission is to "align the golf industry behind a plan that addresses the future of golf in a strategic manner, with an emphasis on accelerating growth and participation, and creating new avenues of access into the game," according to the World Golf Foundation Web site.

Among the project findings:

The 20/80 rule does not apply to the golf industry.

Golf's "best customers" are 10-plus million strong (40 percent of adult golfers in the United States), average 48 rounds per year (84 percent of all rounds played), and spend an average of $1,700 annually on fees and equipment (81 percent of all spending).

Golf's best customers are also easily identifiable, as most are 40 to 64 years of age with incomes over $75,000. Thus, potential barriers to play are limited since they have fewer family obligations and financial restrictions.

There is both the room and opportunity to grow the "best customer" base.

There are 12 million adults in the United States who are not currently best customers, yet they fit the demographic profile and are interested in learning how to play or playing more than they do now.

And, it does not take long to cultivate a best customer. Half of the game's 10-plus million best customers became committed less than one year from the time they started playing.

There are adults in the United States who fit the best customer profile.

There are seven market areas in the United States that have an above-average proliferation of households with adults between 40 and 64 and incomes greater than $75,000. These areas and the specific cities are Honolulu, Denver, Atlanta, Minneapolis/St. Paul, Cincinnati and Las Vegas.

There are two distinct keys to cultivating future best customers.

Ball striking is by far the most influential factor on enjoyment of the game. In fact, it is three to five times more influential than score, course conditions, competition and exercise. This is true for best customers as well as other players and former players Thus, every effort should be made to focus teaching and improvement programs on early victories with regard to ball striking.

Facilities and industry growth initiatives also need to focus attention on the creation of playing partnerships. The vast majority of best customers play with personal friends most often and having someone to play with is twice as influential to the enjoyment of the game as score, course conditions, competition and exercise.

In addition, former players and nonplayers with interest who fit the profile of a best customer would play, or play more, if they had someone to play with regularly.

Growth initiatives should have a presence at professional golf tournaments.

Nearly one in six (16 percent) tournament attendees across the United States are not currently playing the game but express an interest in doing so. This suggests that promotions designed to generate awareness for learning initiatives should be present in high-traffic areas at tour events. Tour events might also represent a good forum for quick demonstration lessons, if designated areas and teachers are available.

Junior programs really do pay off in the long run.

Given the limited availability of junior programs when current best customers were young, few were exposed to a junior program. However, the differences evident among adults today who were exposed to a junior program are remarkable. Current golfers 18 to 34 years of age who participated in junior programs are playing 58 percent more rounds and spending 71 percent more on fees and equipment than those golfers who did not participate in junior programs.

Affordability is critical to growing the game.

Affordability/value is by far the single most important factor that influences play, a finding consistent across the entire industry.

Despite the fact that golf's best customers skew high income, a majority (58 percent) believe affordability is one of the three most important factors that influences play, and they believe an 18-hole round of golf is a good value at about $35. A round begins to get expensive at about $55 and is too expensive at $117.

Affordability is even more critical for less-committed players, as 68 percent report it is one of the three most important factors. In fact, no other factor is identified by more than 30 percent of these less-committed players. A good value for these players is closer to $25, a round is getting expensive at $45, and a round is too expensive at about $85.

Golf participation in the United States is strong.

There are 36 million golf participants in the United States. There are 25.4 million adult golfers (played at least one round on a regulation course); 11.8 million occasional golfers (one to seven rounds a year); 7 million core golfers (eight to 24 rounds a year); 6.6 million avid golfers (25 or more rounds a year); 4 million junior golfers (12-17 years of age); 4.9 million range users (did not play on a regulation or alternative facility course); and 1.7 million alternative-facility users (did not play on a regulation course or range).

There also are 17 million current golfers who express a desire to play more than they do now, and 26 million adults not currently playing who express an interest in doing so.