Markets in Motion Your Market Has Changed… Have You?

Markets in Motion Markets in Motion Your Market Has Changed…Your Market Has Changed…

Have You?Have You?

Henry B. DeLozier2014 Golf Industry Show

Market Changes Since Market Changes Since 20082008

1.1. ““Slow Leak” of GolfersSlow Leak” of Golfers

2.2. Diversified Expectations for Diversified Expectations for GolfersGolfers

3.3. Intensified Urgency for Intensified Urgency for OwnersOwners

What Golfers Want NowWhat Golfers Want Now

1.1. Easy AccessEasy Access

2.2. Value for MoneyValue for Money

3.3. Platform for SocializationPlatform for Socialization

4.4. Recognition from the Recognition from the OwnerOwner

Market-Moving Factors Market-Moving Factors to Influence Choiceto Influence Choice

1.1. Golf Course ConditionsGolf Course Conditions

2.2. Recognition | AppreciationRecognition | Appreciation

3.3. Value Received for Fees Value Received for Fees PaidPaid

4.4. Friends, Fun and Fresh AirFriends, Fun and Fresh Air

Where to Find Market Where to Find Market InformationInformation

1.1. Internal MarketInternal Market

2.2. External MarketExternal Market

3.3. Competitive MarketCompetitive Market

Internal Market Internal Market ResearchResearch

1.1. Existing Golfers and FriendsExisting Golfers and Friends

2.2. Golfer FeedbackGolfer Feedback

3.3. Focus Groups and SurveysFocus Groups and Surveys

4.4. One-on-One ConversationsOne-on-One Conversations

External Market External Market ResearchResearch

1.1. Competitive ProfileCompetitive Profile

2.2. Golfer FeedbackGolfer Feedback

3.3. Market Data for Supply and Market Data for Supply and DemandDemand

4.4. Segmented Demographic Segmented Demographic StudyStudy

Competitive Market Competitive Market ConditionsConditions

1.1. Measure by Drive TimeMeasure by Drive Time

2.2. Play Competitive CoursesPlay Competitive Courses

3.3. Compare Key Competitive Compare Key Competitive AttributesAttributes

4.4. Differentiate from Differentiate from CompetitorsCompetitors

How to Find Your Market How to Find Your Market in 2014 and Beyondin 2014 and Beyond

1.1. www.census.govwww.census.gov

2.2. www.ngf.orgwww.ngf.org

3.3. www.sportsandleisureresearch.comwww.sportsandleisureresearch.com

4.4. www.sfia.orgwww.sfia.org

5.5. www.uli.orgwww.uli.org

What do you know about What do you know about your market?your market?

1.1. How do golfers find you?How do golfers find you?

2.2. Where else do they play?Where else do they play?

3.3. What do your golfers want?What do your golfers want?

4.4. How many golfers surround How many golfers surround you?you?

Have you increased your Have you increased your share of unique golfers?share of unique golfers?

1.1. Golf participation has been Golf participation has been flat for a decade.flat for a decade.

2.2. What makes your golfers What makes your golfers loyal to your course?loyal to your course?

Do you have a plan for Do you have a plan for increasing revenue?increasing revenue?1.1. Can you increase rounds Can you increase rounds

played at your course?played at your course?

2.2. Do you have a revenue Do you have a revenue menu?menu?

3.3. How do increase your How do increase your capture-of-wallet share?capture-of-wallet share?

Final SuggestionsFinal Suggestions

1.1. Compete!Compete!

2.2. Find Reasons to Prosper.Find Reasons to Prosper.

3.3. Acknowledge the Power of Acknowledge the Power of Ownership.Ownership.

DiscussionDiscussion

Questions and AnswersQuestions and Answers

Henry [email protected] - 602.739.0488Tweet - @henrydelozierSkype – henry.delozier.globalgolf

Markets in Motion Markets in Motion Your Market Has Changed…Your Market Has Changed…

Have You?Have You?