CPGA Seminar [following is outline form of a PowerPoint presentation. If you would like a copy of the PPT, please contact Nancy Berkley on the "Free Help Line" tab.
•A
Guide to Growing Women’s Golf
Presented by: Nancy Berkley, President - Berkley Golf Consulting
Carolina
PGA Section Merchandise Show
Winter Educational Seminar - February 17, 2014
Welcome!
•2012 Current State of Industry
Some Statistics…
•“Needle is stuck!” Number of golfers down slightly: In 2012, total adults and juniors about 25
million. Down from high of 30 million a
decade ago.
•
•Number of
older/core golfers is aging–playing less. Need more golfers to keep
rounds up.
•
•But.. Some good news! More beginners!
ØNumber of beginner golfers (men and women including juniors)
increased to 1.9 million. Increase over
previous years but lower than 2000 high of 2.4 million new golfers. •
•
•
More
Statistics…
• Women
(including juniors) were one/third of beginner golfers in 2012. That is an increase!
•
•More women than men were “occasional” golfers
Ø= 1 to 7 rounds/year.
•
•But… men accounted for 84% of all rounds –
women for only 16%.
•Aren’t you
asking: Why bother with women? –
My next question…
•
•Why Did You
Become a Golf Professional?
•Love golf and want to play it.
•Love golf and want to teach it.
•Love playing with the guys.
•Love making money.
•Love being in a service industry.
•Love helping women play more and better golf.
•
•
•Why Bother
with Women Golfers?
Four reasons you must buy into:
•Women are the financial decision-makers: make about 80% of the decisions re
purchases including leisure time activities – including joining golf club!
•
•More than half of the U.S. population are
women! The “untapped market” for growing number of golfers
•
•Family golf=major trend –
mothers important!
•
•As more women come into game as beginners,
they could become your “best”
customers.
•
•Some
history: Focus on Women’s Golf Emerged
in 2000
NGF (McKinsey:
2000 Strategic Report)
“Golf 20/20” – Led by Tim Finchem
transitioned to Steve Mona WGF – establishes a women’s committee
PGA develops “Play Golf America”
More
industry publications
•Two of My
Publications
•2003 revision of 1999 “Best Practices” edition: "A Guide to Growing Women's Golf" -- available at the National Golf Foundation www.ngf.org. (look at the publications tab)
•
•
•BUT
Women = Major
Problem for Golf Industry:
Mostly “male” industry AND
Many different segments of women golfers
•Industry
Does Respond….with…
•New Programs – aimed at
getting new golfers:
ØGet Golf Ready
ØFirst Tee – LPGA-USGA
Girls Golf
ØTee it Forward - 12-Hole Rounds
ØGolf 2.0 “Connect with Her” (Donna Orender and Suzy Whaley)
Ø“Women on Course” purchased by Billy Casper Golf
ØMark King-TaylorMade “Hack Golf”
•Equipment Mfg -- easier to
hit clubs and balls
•Golf Course Architects –
shorter tees
•Golf Course Superintendents
– easier courses
•Cart Manufacturers
•Club
Car – Family 4Fun Cart
•But New
Programs Not Enough
•Responsibility rests with YOU!!!
•Golf unlike other sports is not played at a free field like soccer (golf
similar to bowling!) Golf requires fee to get in.
•Your role….
•
•
•PGA
Professionals are the Gatekeepers
Golfer cannot play golf unless
YOU open the gate and welcome them!
•Let’s Start
Here…….
Where are the
experts
in this room?
•“Women-friendly”
BEST PRACTICE Audit
Do You or
Your Facility? One Point Each:
•
1.Offer affordable
introductory group lessons?
2.Provide clubs at no charge
for beginner lessons?
3.Advertise women’s programs
and events using words like "fun" or "no pressure" or
"beginners welcome“?
4.Designate a visible
section of the main bulletin board (in pro shop or main bulletin board) to
promote women's events and news?
5.Play a full 18-hole round
with a female golfer with a 30 handicap at least once each season?
?
•Do you
6.
Offer on-course playing lessons (or supervised play) for new golfers at
affordable prices?
7.
Offer 9-hole rounds (or shorter) at 9-hole rates?
8.
Offer a choice of playing formats in leagues and outings: “stress-less”
for non-competitive women golfers as well as “tournaments” for competitive
golfers?
9.
Provide customer-service training to your employees specifically about
female customers?
10.
Have you ever sent a note or called a female golfer because you noticed
she had a good round or was improving… or something good had happened?
?
•Compute Your
Score
•Add points – so far…maximum 10
•DEDUCT three points from total if you do NOT
have clean, attractive women's rest rooms both on AND off the course.
•ADD 3 points if you have a “family” restroom
with changing table OR a changing table in both men’s and women’s rest room (or
locker room).
•BONUS!! ADD 5 points if you offer
baby-sitting.
•Maximum points -18 for “Best Practices”
•
•
•
•Where is list
of Best Practices for a
Women-friendly Facility?
Øwww.berkleygolfconsulting.com
•“best practice tab” “FREE Help Line”
Øwww.cybergolf.com/womensgolf
ØPGA – best practice lists
Some Best Practices are obvious
but some are not.
Focus today on:
Overlooked “Best” Practices….
•
Principle/Signal #1: Women must be VISIBLE leaders at your facility
because
•Golf looks like a “Man’s Game” to most women. Women golfers must be more visible at all
levels.
•A classic example ….. Of what not to do
•Hmmm… I could go to
gym, play tennis, have lunch with friend or do this????? Signals have changed!!
•
Signal #1 Women Golfers
Must Be More Visible
Women MUST hold key governing and committee positions.
a. At private clubs or semi-private/resort: Ideally
three women on your governing board.
Must have women on your Greens Committee and on your Golf Committee.
b.At public clubs, have to create the committees
that include women: Women’s Assocation;
Tournament Committee; Special Events Committtee;
[think outside the box]
c.Use your influence: You are the gatekeeper!!
?
•Signal
#2: Women Must be Visible on Bulletin
Boards, Newsletters & Public Relations
•Do you have photos of women’s committees or
winning teams on your pro-shop bulletin boards?
[not just in women’s locker room]?
•Do you have a photo of a woman golfer in your
pro shop? Or a junior-girl golfer?
•Do your newsletters or emails have news about
female golfers – local, amateur and professional LPGA Tour?
•Do you send photos of women’s or junior girls
events to local newspapers?
•Do all your special events include photos of
a woman -- demo days should always
include women?
•
•Not all
pictures perfect!
What’s wrong with this picture?
•Signal that Women in the Picture at the
2014 U.S. Open and U.S. Women’s Open
Coming Up … Next Door
•Put up copies of Articles. News!!!
Setups at Pinehurst to be same for men and women.
•
•Do a “Play with an Open Partner” tournament –
take time to print out bio of top women players that likely to make cut – have
your women golfers play a round and use their net ball as a “best ball
tournament” with their Open partner.
Find $$ to offer prizes or find a local sponsor.
•
•Signal #3 –
You MUST Know My Name!
•Make sure every person a female golfer comes
in contact with is able to address her by her name. From in-coming bag room staff to out-going
bag room staff and everything in between:
•Simple solution: Use a facility name tag where hand-write how
to address her:
ØMiss, Ms. Mrs…..
Ø
Staff Training and Practice
Required
•Signal
#4: You Must Appreciate Me and
My Participation
•Send a congratulations note or email or phone call to a female golfer at least once a week –
look at the scores posted!!! (low
scores, better scores, most improved, birdies, number of rounds, bringing
guests to play, thanks for opportunity to provide a lesson)
•
•Send “thank you” notes for pro shop purchases or note on locker.
•Spend time at practice range: “free”
•
•Signal #5 –
Must Make Shopping Easy for me
In Pro Shop - “Little things mean a lot”
•Dressing Room: Does it have two hooks? Maybe a shelf? A picture of a female golfer?
•Full-length mirror?
•Do hangers have size tags for easier
shopping?
•Female staff very important to answer: “Is this too tight? Do I
need a bigger size?”
•Ideal:
access to dress maker for shortening slacks or shirts
•Gift items – a convenience for women.
•Time-Out
•Questions??
•
•Problems??
•
•Reactions??
•
•Signal
#6: Give Me
Tournament Formats That are Fun & Social
•Scramble
(2-ball or 4-ball)
•Shamble (gives better players more golf)
•Nassau – Individual or Team Color War (teaches match play)
•Skins – use paper money (pay off at each
hole)
•Option:
Sign up with a cart-mate
•BUT don’t forget
“stress-less” golf option
•Nine-hole options – even
six-hole or 3-hole
•Experiment with shorter sets
of tees – easier pins
ØVISIBLE FIFTY YARD MARKERS ESSENTIAL!!!
Ø
•
•
Signal #7 –
Offer Group Playing Lessons
•Always take time for introductions in Groups
•
•MUST GET WOMEN OFF THE
PRACTICE TEE AND ON THE COURSE
•
•How to give a group lesson on the course:
Ø3-hole scramble – 3 golfers
ØScramble lesson with 12 golfers
Ø
Ø
•Signal #8 –
Help Me Be Comfortable on the Course - Teach Me Pace of Play
ØNot always how well you play
… but how quickly:
•Nancy’s qualification test: If you can go out by yourself and play nine
holes in 90 minutes or 18 holes in 3 hours, you have an adequate pace of play
to go out on any course.
•Consider a certificate or tee
prize for all who pass the pace-of-play test.
•
•Signal #9 –
Offer “women-friendly” but
Alert! Gender Discrimination Issues
•Private Club – Public Club… Issues
•Recent Examples of legal claims
•Not just about prime tee-times
•Use with caution: “Women-only” programs – better to host a “beginner
friendly” event or “wine and dine” [article by Andrew Fleming of Golf Channel – GolfNow
courses]]
•Generally, women and men will self-select programs and events
of interest.
•
•
•Some
Rethinking on My Part
•From Golf 20/20
presentation: “Golf must take less time OR more value”
•My Current thinking: Golf must take less time AND offer more value
•Social value – Make friends
•Health and fitness value – more
studies needed
•Relaxation
•Family-centered
•SUMMARY –
What’s Needed
•1.
VISIBLE LEADERSHIP POSITIONS FOR WOMEN
•2.
MORE VISIBILITY OF WOMEN IN ADVERTISEMENT and PUBLIC RELATIONS
•3.
MORE “Congratulations” and “Thank You” RECOGNITION AND APPRECIATION OF WOMEN
•4.
PRO SHOP TIPS – hooks, hangers, pictures
•5.
ON COURSE LESSONS AND CLINICS
•Summary …
Continued
•6.
GOOD TOURNAMENT FORMATS & STRESSLESS OPTIONS
•7.
GROUP LESSONS ON THE COURSE
•8.
PACE OF PLAY EDUCATION & COMFORT
•9.
ALERT! GENDER DISCRIMINATION ISSUES
•10. DON’T LOOK FOR QUICK RESULTS – WILL TAKE 3
YEARS!!
•My Final
Advice: to Your Female Customers
“If you have tried to lead positive change at
your facility or organization and are continually met with resistance, move on.
There are many facilities that want your business and many ways to enjoy them.
•PGA
Professionals AND
the game of golf face competition from:
•New “remote” Hi-tech On-line golf instruction
•Other golf facilities
•Other sports
•Family demands – Time Crunch
•New values Generation Y – (18+)= fun &
fast
•
•Targets must be set – rewards for good pros
•Innovative thinking required
•
•?????
•How many bikes
would be sold if no one learned to ride until they were thirty? Bikes for little kids now made without pedals! Bowling alleys eliminate gutters for kids and use a ramp to "roll" the ball down the alley?
•Start Young
•THINK NEW…
Lake Tahoe Martis Camp has a Putting Park - designed by Dick Bailey
•My Call to
Action to You…PGA Professionals
PGA Professionals Must
Open the Gate for Women Golfers… NOW!
•In closing… my
belief…
“Be Happy, Be Healthy, Live Longer, Play Golf”
•Content of this seminar will be posted on
CPGA section website and
•www.berkleygolfconsulting.com
see tab:
CPGA SEMINAR
Use my FREE HELP LINE on website.
•www.berkleygolfconsulting.com
Further information and ideas:
www.cybergolf.com/womensgolf
for all articles I have
written.
THANK YOU!
•
