TIM FINCHEM Commissioner, PGA TOUR Chairman, World Golf Foundation “The Opportunity and the Vision” Commissioner, PGA TOUR Chairman, World Golf Foundation.

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)