Transcript Document

Top Programs for
Women
Carol Preisinger
Director of Instruction, Kiawah Island Club
Woman and Golf Study
Source: The Golf Digest Companies’ Research Resource Center and
Roper ASW
A groundbreaking, two-phase, segmentation study
that provides a holistic view of the woman golfer
as a consumer.
A comprehensive portrait of women golfers’
attitudes, habits, demographics and lifestyles.
Segments the women’s market into 4 distinct
clusters…
The 4 Clusters
Testing the Waters – Newcomers to golf, 60 % playing for 4 years or less, many in
this segment have money and time constraints, a majority plan to play more in the
next 12 months. HHI of $87,900.
The Next Generation – Younger, affluent females golfers relatively new to the game.
Played 14 times last year, 2/3rds plan to play more in the next 12 months. They
label themselves as spenders not savers (if they see something they like, they do not
worry about the price). HHI of $134,200, with the largest portion of women
working (81%).
Country Club Elite – Play on average 55 times a year, majority are country club
members. Planned spending on golf next year is nearly double the average.
Members of this group also report taking more vacations, for longer periods of time.
HHI $141,500.
Living to Play – The older group that have been playing for a long time, 64 times /
year. Most apt to consider golf as their favorite sport. Although they have the
lowest HHI ($79,800) of the 4 groups, their spending on equipment, apparel and
golf travel far exceeds the average.
Age
College
HHI
Kids in HH
Experience
Testing
Waters
Next
Generation
Club Elite
Living to
Play
48
38
59
55
66%
80%
64%
39%
$87,900
24%
$134,200
26%
60% 4 yrs/less 53% 4 yrs/less
Country
$141,500
$79,800
9%
8%
39% 15yrs/more
40% 15 yrs/more
Rounds played
Last 12 months
8
14
55
64
CC Members
13%
17%
67%
50%
Let’s not forget the
female junior market!
The Female Junior Golf Market has Grown
from 13.9% in 2000…to 26.6% in 2003…
82% of all High Schools offer girls a competitive golf
experience…
Women’s College golf programs have grown
from 288 teams /1995 to 438 teams /2004.
Source: NGF, Harris Interactive/Golf Digest/ NCAA 2004
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All studies show that explosive growth lies
with WOMEN, if we welcome them.
Nearly 50% of 7.7 million prime-target
former golfers who say they want back in
the game are WOMEN.
63% of Link Up 2 Golf participants are
WOMEN…
So, how do you:
Find
- Attract
and Keep
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Women golfers?
Oh where, oh where, can these new golfers be?...
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Local Companies and Corporations
Chamber of Commerce
Convention and Visitors Bureau
Law and Accounting Firms
Civic Organizations
Church and Charitable Organizations
Hospitals and Schools
AARP / Senior Centers
City/State/Local Government Offices
Girls Scouts/Junior League