Q Golf - Official online magazine for Golf Queensland Autumn 2012 | Page 14

Golf 2.0 and beyond An independent market study was recently completed in the US and the new Golf 2.0 program has been created as a result. The new initiative to grow the game was launched at the 2012 golf trade show in Orlando where industry leaders witnessed Jack Nicklaus unveiling something “out of the square” that he plans will make the game more relevant in our fast paced world. Since 2006, the US is reporting they have lost 23% of women and 36% of children who used to play the game. Jack Nicklaus himself reports that his own kids and grand kids don’t even play the game anymore. The game offers so much but finds itself in a crisis state. Turning the game around will take some big ideas and an golf community that responds favorably. GRANT GARRISON A 25 year member of the PGA of America, he created and managed the Nike Junior Golf programs from 2001-2007 which became the model for youth gold programs in the US. He has mentored 100’s of PGA professional and is a recognized leader in the field of youth golf development. The past few years, he has taken his experience internationally and has created youth golf programs in the countries of Bhutan, Fiji, Nepal, and the Philippines. He’s is now a resident of Queensland and works with Golf Industry Central and Golf Queensland. To contact Grant: (61) 421 287 826 or [email protected] 14 Q Golf Online Autumn 2012 It turns out that the game of golf it much more than a game. In America alone, the game contributes 3.5 billion dollars to charities annually; this is more than any other sport. Allowing the game to slip away is simply not an option as too many worthy charities rely on the game to raise funds both nationally, and world wide. The new initiative has brought all the governing bodies together to finally work in a congruent charge to finally tackle the games growth issues once and for all. The study uncovered many hidden truths about the industry and why avid golfers have chosen to reduce or stop playing the game. The study reflects the same lack luster trends we are facing here in Australia with gloomy figures being reported by our national and state bodies. The clubs are reporting fewer members, less rounds, and less interest from today’s youth. The Challenges we face The study revealed 3 challenges facing the game today; they are Time, Expense, and Difficulty. The new initiative will explore non traditional ideas that make the game faster, cost less, and make it easier to play. The initiative www.golfqueensland.org.au will challenge the rich traditions of the game in order to make it more relative in today’s world. Ideas include larger holes, shorter courses, and courses being built within city parks. The initiative includes a new golf development certification for PGA members to help become effective at growing the game at the local course level. This education is becoming increasingly important to owners and managers who are seeking a vibrant and growing membership. It’s the PGA Member who stands on the front line and expected to take a leadership role in growing the game. The study pointed out that non golfers feel ‘locked out’ from playing the game, reporting a feeling of exclusivity, that one must be invited into the game. When asked about the cost of becoming a golfer, the average person estimated that the cost of playing is around $65.00, a lesson about $150.00, and equipment over $1,000. The new initiative will attempt to change the public’s perception of the game by marketing the following message: • Golf is affordable, accessible, and ageless. • Golf is about friends, family, and fun. • Golf is healthy, green, and charitable. • Golf is an antidote for our busy lives. The survey says: One of the surprises in the study uncovered that children represented the most important yet hard to reach consumer group. The amount of time a child looks at a screen everyday is staggering, instant stimulation and gratification makes golf seem slow and boring. The study revealed 4 negative perceptions from our current youth regarding the game of golf which are: too many rules, strict dress code, must be quiet, and it’s complicated to learn. However, the survey also uncovered another interesting truth – parents represent a consumer group which is easy to reach. That’s right, attract parents to the game and the kids will follow, children will experience the game because mom & dad like the idea of being a