Golf Industry Central Autumn 2013 - Page 10

Industry News Golf Link initiative drives increase in play Every year there are dozens of initiatives put forward to grow the game but one of the most successful of 2012 surprised even the organisers. The Lexus Golf Link Cup was launched last year by Golf Link, the company which manages Australia’s handicapping system, to engage golfers, but ended up encouraging a very significant increase in participation among those who signed up for the event. More than 35,000 golfers entered the tournament, which ran over 13 weeks, and statistics confirm that those 35,000 people played almost 10 per cent more golf during that time than the corresponding period in 2011. “The numbers were actually a bit of a surprise,” says Golf Link CEO Craig Connelly. “We hoped that Australian golfers would appreciate the opportunity to be a part of a new concept such as this and to get more than 35,000 golfers to sign up in our first attempt was a terrific result.” “And when you compare the number of rounds played by those same people in 2011 versus 2012, the increase is about 10 per cent. There was a general increase in rounds played in 2012 across all golfers but the Lexus Golf Link Cup entrants were significantly above that curve.” Once registered at www.lexuscup.com.au, golfers play their regular comp golf to qualify. There were more than 430,000 Lexus Golf Link Cup rounds recorded between June and the final of the tournament in November. Renamed for 2013, The Lexus Cup powered by Golf Link is a national competition which is free to enter. The success of the 2012 event will see two lots of qualifying Series staged in the 2013 Lexus Cup, the first beginning on March 1 and the second to be held from July 1. Competitors must play six rounds The Board of Golf Management Australia (GMA) invites you to attend the 2013 GMA National Conference. They have secured an excellent venue in Sydney for this year’s festivities. The Conference will be held from Monday 2nd to Thursday 5th September, 2013 and the host venue will be the Four Seasons Hotel, 199 George Street, Sydney. Please mark your calendars now to ensure you don’t miss what will be another outstanding Conference! Should you require further information, please contact GMA’s Executive Officer, David Allen ateo@gma.org.au 8 The Golf Marketing Professionals www.golfindustrycentral.com.au during each 15 week qualifying period with grade and womens finalists at the end of each meeting to play off for the title at the Royal Melbourne Golf Club on November 4 – the day before the Melbourne Cup. Every golfer who signs up for the event and plays their 6 rounds also goes into the draw to win one of two luxury Lexus IS 250 sedans in each Series valued at up to $65,000 each. “With such a successful first year we are really keen to be even bigger and better in 2013,” said Connelly. “Everybody in the industry benefits when more people play more golf so hopefully we can help drive even more increases in rounds