tim finchem commissioner, pga tour chairman, world golf foundation “the opportunity and the...
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TIM FINCHEMTIM FINCHEMCommissioner, PGA TOUR
Chairman, World Golf Foundation
“The Opportunity and the Vision”
Commissioner, PGA TOURChairman, World Golf Foundation
“The Opportunity and the Vision”
STAKEHOLDERSSTAKEHOLDERS
• Golf AssociationsGolf Associations
• Equipment Equipment ManufacturersManufacturers
• Turfgrass IndustryTurfgrass Industry
• Course Owners & Course Owners & OperatorsOperators
• PGA/LPGA PGA/LPGA InstructorsInstructors
• Pro ToursPro Tours
• Public SectorPublic Sector
• USGA Member USGA Member ClubsClubs
• Architects & Architects & BuildersBuilders
• Golf MediaGolf Media
• International International Broadcast MediaBroadcast Media
43.3%*43.3%*
Pro Golf Fan BasePro Golf Fan Base
INTEREST: 1980-2000INTEREST: 1980-2000
Source: ESPN Sports Poll, *June 2000 Source: ESPN Sports Poll, *June 2000 Note: 1980-1993 EstimatedNote: 1980-1993 Estimated
Perc
ent
Inte
rest
ed in G
olf
Perc
ent
Inte
rest
ed in G
olf
20.1%20.1%
10
20
30
40
50
60
70
1980 1985 1990 1995 2000 2005 2010 2015 2020
NFL
Pro Golf
10
20
30
40
50
60
70
1980 1985 1990 1995 2000 2005 2010 2015 2020
NFL
Pro Golf
69.3%*69.3%*
43.3%*43.3%*
INTEREST: COMPARISONINTEREST: COMPARISON
Source: ESPN Sports Poll, *June 2000 Source: ESPN Sports Poll, *June 2000 Note: 1980-1993 EstimatedNote: 1980-1993 Estimated
Pro Golf and NFL Fan Bases, 1980-2000Pro Golf and NFL Fan Bases, 1980-2000Perc
ent
Inte
rest
ed in S
port
Perc
ent
Inte
rest
ed in S
port
20.1%20.1%
69.6%69.6%
GROWTH OF GOLFERS SINCE 1950GROWTH OF GOLFERS SINCE 1950
Arnold & Jack Arnold & Jack on TVon TV
Mill
ions
of
Golfers
Mill
ions
of
Golfers
Source: National Golf FoundationSource: National Golf Foundation
Recession, Recession, declining declining incomeincome
Baby boomers Baby boomers coming of agecoming of age
Tiger Woods Tiger Woods emergesemerges
PARTICIPATION: 1980-2000PARTICIPATION: 1980-2000
35.4 Million35.4 Million
Source: NGF (Estimated)Source: NGF (Estimated)
ParticipantsParticipantsM
illio
ns
of
Part
icip
an
tsM
illio
ns
of
Part
icip
an
ts
23.2 Million23.2 Million
PARTICIPATION: DEFINITIONSPARTICIPATION: DEFINITIONS
• Committed Golfers Committed Golfers (8+ rounds per year) (8+ rounds per year) 13.7 million13.7 million
• Infrequent GolfersInfrequent Golfers(1-7 Rounds)(1-7 Rounds) 10.6 million10.6 million
• Junior Golfers Junior Golfers 3.4 million3.4 million
• Range Users Range Users 7.7 million7.7 million
• Total:Total: 35.4 35.4 millionmillion
PARTICIPATION: ROUNDS 1980-2000PARTICIPATION: ROUNDS 1980-2000
1980 1985 1990 1995 2000 2005 2010 2015 20201980 1985 1990 1995 2000 2005 2010 2015 2020
570 million570 million
Total Rounds PlayedTotal Rounds Played
1,2001,200
1,0001,000
800800
600600
400400
200200
00
Mill
ions
of
Round
sM
illio
ns
of
Round
s
Source: NGFSource: NGF
Note: 1980-1985 EstimatedNote: 1980-1985 Estimated
295 million295 million
68%68%
VISION: INTEREST LEVELSVISION: INTEREST LEVELS
43.3%*43.3%*
Source: ESPN Sports Poll, *June 2000 Source: ESPN Sports Poll, *June 2000 Note: 1980-1993 EstimatedNote: 1980-1993 Estimated
Pro Golf Fan Base 2000-2020Pro Golf Fan Base 2000-2020
20.1%20.1%
Perc
ent
Inte
rest
ed in G
olf
Perc
ent
Inte
rest
ed in G
olf
69.3%69.3%** 68%68%
VISION: COMPARISONVISION: COMPARISON
67%67%
43.3%43.3%**
Source: ESPN Sports Poll, *June 2000 Source: ESPN Sports Poll, *June 2000 Note: 1980-1993 EstimatedNote: 1980-1993 Estimated
Pro Golf and NFL Fan Bases 2000-2020Pro Golf and NFL Fan Bases 2000-2020
69.6%69.6%
20.1%20.1%
Perc
ent
Inte
rest
ed in S
port
Perc
ent
Inte
rest
ed in S
port
VISION: PARTICIPATION 2000-2020VISION: PARTICIPATION 2000-2020
2.2% Ave. Annual Growth2.2% Ave. Annual Growth
35.4 million35.4 million
55.4 million55.4 million
Source: NGF (Estimated)Source: NGF (Estimated)
ParticipantsParticipantsM
illio
ns
of
Part
icip
an
tsM
illio
ns
of
Part
icip
an
ts
23.2 million23.2 million
VISION: ATTRACTION & RETENTIONVISION: ATTRACTION & RETENTION
3.0 Million3.0 Million
3.0 Million3.0 Million
3.5 Million3.5 Million
2.5 Million2.5 Million
1980 1985 1990 1995 2000 2005 2010 2015 20201980 1985 1990 1995 2000 2005 2010 2015 2020
VISION: ROUNDS 2000-2020VISION: ROUNDS 2000-2020
2% Ave. Growth2% Ave. Growth
2.8% Ave. Growth2.8% Ave. Growth
570 million570 million
1 billion1 billion
Total Rounds PlayedTotal Rounds Played1,2001,200
1,0001,000
800800
600600
400400
200200
00
Mill
ions
Mill
ions
Source: NGFSource: NGF
Note: 1980-1985 EstimatedNote: 1980-1985 Estimated
295 million295 million
TARGETED INTEREST: RACE 1995TARGETED INTEREST: RACE 1995Race of Professional Golf FansRace of Professional Golf Fans
Source: ESPN Sports Poll – Based on Ave. Jan-JulySource: ESPN Sports Poll – Based on Ave. Jan-July
8%8%
89%89%
2%2%1%1%
1%1%
TARGETED INTEREST: RACE 2000TARGETED INTEREST: RACE 2000Race of Professional Golf FansRace of Professional Golf Fans
Source: ESPN Sports Poll – Based on Ave. Jan-JulySource: ESPN Sports Poll – Based on Ave. Jan-July
12%12%
77%77%
8%8%1%1%
3%3%
20
22
24
26
28
30
32
34
36
38
40
Sep-95 May-96 Jan-97 Sep-97 May-98 Jan-99 Sep-99 May-0020
22
24
26
28
30
32
34
36
38
40
Sep-95 May-96 Jan-97 Sep-97 May-98 Jan-99 Sep-99 May-00
TARGETED INTEREST: WOMENTARGETED INTEREST: WOMEN
High 36.6%High 36.6%
Female Fan Base, 1995-2000Female Fan Base, 1995-2000
Source: ESPN Sports PollSource: ESPN Sports Poll
Low: 20.9%Low: 20.9%
TARGETED GROWTH: AGE TARGETED GROWTH: AGE Percentage Interest Growth, 2000 V. 1995Percentage Interest Growth, 2000 V. 1995
Source: ESPN Sports PollSource: ESPN Sports Poll
AGE 12-17AGE 12-17 AGE 18-24AGE 18-24
+31.9%+31.9%
+16.7%+16.7%
INTEREST FOCUSINTEREST FOCUS
• TelevisionTelevision
• The InternetThe Internet
• InteractivityInteractivity
• ConnectivitConnectivityy
PARTICIPATION FOCUSPARTICIPATION FOCUS
• Link Up 2 GolfLink Up 2 Golf
• The First TeeThe First Tee
• Youth Golf Youth Golf
• College OpportunitiesCollege Opportunities
• Facility DevelopmentFacility Development
GOALSGOALS
• Fan BaseFan Base 43.5%43.5% 68%68%(96 million)(96 million) (177 million)(177 million)
• ParticipantsParticipants 35.4 35.4 millionmillion 55.4 55.4 millionmillion
• Total RoundsTotal Rounds 570 570 millionmillion 1 1 billionbillion
20002000 20202020
Sunday Wrap-upSunday Wrap-upSlides 23-24 Slides 23-24
Sunday Wrap-upSunday Wrap-upSlides 23-24 Slides 23-24
GOLF 20/20: OBJECTIVES FOR 2001GOLF 20/20: OBJECTIVES FOR 2001
• Conduct appropriate consumer and Conduct appropriate consumer and segmentation research and analysis segmentation research and analysis
• Assemble an industry fan base task Assemble an industry fan base task force to develop a strategy on using force to develop a strategy on using the Internet, interactivity and other the Internet, interactivity and other technology vehiclestechnology vehicles
• Support the mission and goals of Support the mission and goals of The First TeeThe First Tee
• Create a junior golf task force charged Create a junior golf task force charged with developing and implementing a with developing and implementing a communications and audit strategy communications and audit strategy
GOLF 20/20: OBJECTIVES FOR 2001GOLF 20/20: OBJECTIVES FOR 2001
• Additional research at the Additional research at the college levelcollege level
• Conduct analysis of successful Conduct analysis of successful alternative facilities and their alternative facilities and their impact on the golf economyimpact on the golf economy
• Develop a program, Develop a program, implementation implementation and pilot strategy for a and pilot strategy for a nationwide nationwide “Link Up” program“Link Up” program
(Continued)(Continued)