state of the industry growth of golfers declining as 4.5 million are leaving and 3.5 are coming into...

State of the Industry

Growth of golfers declining as 4.5 Million are

leaving and 3.5 are coming into the game

annually

Golf Course

Closures

Golfers

100+ AnnuallySince 2006

26 million

Plans for WTLC in 2011-12

Open in 3 of the 5 Tucson

properties

Create 600 new golfers

Play 5,000 + rounds in Year 1

Gross revenue of $235,000 +

Net revenue of $40,000

Wildcat Trail Golf Learning Centers!

Open 3 Learning Centers in 2011-12• The Golf Club at Vistoso

Oro Valley

• San Ignacio Golf Club Green Valley

• Forty Niner Country Club Tucson

• Good demographics and distribution throughout the market

What is a Learning Center

Golf for America

“Yellow Brick Road”

Transition-to-Play process

Retention of new golfers

Students are “loyal”

Grow the game - protect the bottom line

What does a Learning Center look like?

Known as the place to learn

Pro shop services the guest

Guaranteed to learn

New golfers are members

Professional marketing

Transition to play in all programs

Standardized curriculum

Reporting - financial & customer

Continuing education for professionals

Pros compensated for returning guests New golfer follow-up program Merchandise sales

Focus on Transition to Play

2 out of 10 Play a Round

#1 Barrier is Comfort Level

Studies Show potential is 8 out of 10

Transition to Play How to make a tee time / Drive a cart

Etiquette including Speed of Play

Safe Havens

Playing Time with Instructor

Add time to lessons 79% of people learn better in group

Focus on New GolfersIn the Past

Students Learned

the game

Left & Frequented

other courses

From now on

Students Learn

Become Members

Want to Stay and play

more Frequently

Adult New Golfer ProgramUtilizing Get Golf Ready

Students attend once a week for 5 weeks 7 ½ hours of instruction

5 Free rounds of off peak golf

Membership into New Golfer League

Practice with the pro sessions

Range balls free during the 5-weeks

Working on relationship with manufacturer for equiptment

Club Fitting

Price--$149!

Questions???

Benefits of a Learning Center Instruction department revenue

Rounds from New Golfers

Legal & Professional

“Managed”

Other revenue

Marketing arm of facility

Site energy

Focus on Adult New Golfers How they find out about us:

40%---course awareness 32%---word of mouth 26%---grass roots program

• Summary : 55% of new golfers played where they learned New golfers nationwide played 10.6 rounds; Students in structured

programs play approx. 25 rounds Play would increase by 12% in year 2 Students will be ready or very ready to play They will want someone to play with after completion of class Students will feel the on course time was very important

Compensation Example(Wildcat Trail Golf Learning Centers)

$2000 base a month (core)

Part-timers, hourly rate

35%of personal lesson income (all)

$10 a round for new golfers ($50 cap)

Other commissions (all)

Examples of Compensation

Director of Instruction / Instructor

Revenue contribution $77,000

---------------------------------------------------------

Base 24,000

Commission 29,000

New Golfer commission 5,000 (100 new golfers play 5

rounds)

Other expenses 12,000

---------------------------------------------------------

Total Annual Exp. $70,000

Net to facility $7,000

Financial Outlook

Create 220 new golfers at $149 ea. = $33,000 200 new golfers x 25 rounds = 5,000 rounds to facility

Get 30 kids in your junior academy at an average cost of $69 per month for 8-months = $17,000

Junior camp revenue--$12,000

Private lessons revenue = $15,000

Incremental revenue facility will receive from new golfers: Cart Rental Range balls Food & beverage Merchandise sales Other guests green fees…

Standardized Retention Programs

You make money when the Guest returns & plays Get them comfortable with playing

Play a few holes in lesson

New Golfer Play-Days

First 5 rounds Free (restricted)

Follow-up calls

New golfer monthly Tournaments

Set up Tee Times

Newsletter

How we Track New Golfers

Beginner Series Students are

“members” (Preferred Player card)

Can provide reports on daily basis

Can play all WTLC facilities?

Keep a Master List of “New Golfers”

Mandatory that the new golfer swipes

his/her card!

“Junior Academy”

Year Round Junior Program

“Building Character one swing at a time”

8 levels with no age separation

$69 Introductory rate$199 3-month rate$359 6-month rate$649 for 12 months

GraduateProgram

$99 month?

8, ½ hour sessions

Per month!!!

Director of Instruction (DOI)

Responsibilities include: Attraction (promotions)

Instruction

Retention

Manage program

• This person has to be viewed as a sales

person independent from golf shop staff

Marketing—Top Ten Strategies

Site Presentation

Golf Shop Staff

Community Involvement

Schools

Annual Events

Corporate Relations Work closely with Event Sales team

Marketing (continued) E-mail campaigns

“Enter to Win”

Student Upgrades

Referrals

How to work with Communities

Local Parks & Recreation• Is their a city facility in your community or are you it?

• How and when do they put their information out to the

community

• YMCA’s

• Boy Scouts/Girl Scouts

• EWGA (women's organizations)

• Community Organizations—Chamber’s,

Rotary Clubs, Grand openings, Charity

events, etc.

• Schools & Schools Districts (incl. Colleges)

Site Opening/Marketing Materials$3,000 per site

(2) Banners—3’ x 6’ for outdoor use

Tent—10’ x 10’ with logo’d top

(4) A-Frames (2) General Information & (2) “Reserved for Instruction”

(1) Table sign—24” x 36”

(300) Brochures—multi color, tri-fold

Preferred Player Cards

(1) Value board—11” x 17”

(1) “Refer-a-Friend” board—8 ½” x 10”

(1) Floor Sign—5’ x 3’

(4) Demo Sets and/or 6-irons for new golfers

Next Steps

Evaluate your current programs

Hire a Director of Instruction Must have the ability to Sell & deliver !

2-day training program

Must be driven from the top down and have buy-in from everyone!

Tracking and reporting is critical

Contact Information

Rich Richeson/Director of Player

Development• 704-846-7990

Director, Carolina Trail Golf Learning

Centers

• rricheson@carolinatrail.com

• Cell: 972-529-8790