building golf communities_case study review

YEAR 1REPORT

YEAR IN REVIEW

YEAR IN REVIEWBuilding Golf Communities is one of Golf Ontario’s five new strategic pillars. The initiative is a commitment to strengthen the sport of golf by investing in our local golf communities. Working together as a golf community we can attract more people to TRY, LEARN and PLAY our great game.

Here is what we’ve learned from piloting this approach in the Simcoe region with Golf Barrie.

Golf Barrie initiatives began with the initial stakeholder meeting in November 2015. Since then Golf Barrie introduced many successful initiatives and programs and also had some challenges. As with most new initiatives, there was a need for continual evaluation, feedback and refinements amongst the stakeholders in order to ensure the long term success of Golf Barrie and the Building Golf Communities movement. Over the course of the year, regular communications with both industry and community stakeholders were a key component to the successes of the program. Bi-weekly Golf Barrie Insider e-newletters were used to communicate with the participating facilities and stakeholders about the key Golf Barrie programs and events. It was, however, the face to face meetings and conversations that proved to be most successful in driving activities at facilities, reconfirming the need for a dedicated Golf Barrie coordinator to interact with facilities at the club level on a regular basis.

As the momentum on the golf industry side for Golf Barrie grew, strategic community partnerships were established to enhance the awareness and reach of Golf Barrie beyond the golf course. Initial partnerships were established with key community groups including the Barrie Minor Hockey Association, YMCA, Investors Group. Our original approach to have a golf presence at as many community events as possible was not as successful as hoped. However, the process did provide some key findings and ultimately will result in a revised events strategy moving forward with Golf Barrie and any new communities in the future.

A key area identified in the initial stages of Golf Barrie was the need for a travelling instructor to instruct LEARN programs at multiple facilities who did not have access to a fulltime golf professional. Unfortunately, this need was not addressed this season in Barrie. Going forward we will work with facilities and other stakeholders to find a solution to this issue in order to fill more gaps in the community LEARN inventory.

Although there were many great elements of the Building Golf Communities pilot in year 1, the success of Golf Barrie can be hinged on four main outcomes;

1. The development of a Community Player & Coach Pathway2. The refinement of the Golf in Schools delivery model3. The coordination of a family golf initiative (Golf Barrie Month) 4. The seeding of a Junior Golf League

The initial draft of the Golf Barrie Year in Review report provides details, feedback and insights on the year 1 successes and challenges of the Building Golf Communities initiative. Using this knowledge, a business plan has been drafted for the Building Golf Communities strategic pillar to ensure the long term success and sustainability of Golf Barrie and all future golf communities.

Golf Barrie Facilities

sponsored schools- Golf in Schools

kids exposed to golf- Golf in Schools

community event / festivaldays attended by Golf Barrie

Golf Barrie facilities added new LEARN opportunities this season

Golf Barrie facilities involved in Golf Barrie Month(kids golf free)

families participated in Golf Barrie Month

new instructors trained to assist with LEARN Programs

27

27

5400

70

8

20

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TABLE OF CONTENTS

YEAR IN REVIEW

GOLF BARRIE TIMELINE

MAJOR INITIATIVES

Golf in Schools

Golf Jam

Golf Barrie Month

Learn Inventory

Community Player Pathway

MARKETING AND SUPPORT

Events

Website

Pledge System

Industry and Community Communications

PARTNERSHIPS

Community Par tners

Georgian College

YMCA

Investors Group

RESOURCES

People

Budget

Metrics

Facility Feedback

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YEAR IN REVIEW: MAJOR INITIATIVES

Golf in Schools (GIS)

Golf in Schools has been a major success in Golf Barrie. The facilities in Barrie took ownership over this program with 27 schools being sponsored in 2015/2016. Facilities committed to two visits through the school year exposing nearly 5400 children to golf through the program. Additionally, approximately 10 field trips were conducted throughout the course of the school year where facilities brought students out the course.

From key findings and conversations in Golf Barrie, Golf Ontario has shifted our focus from one-off-visits from the mobile GIS instructor to a more sustainable model. Currently, we are working on partnering schools who have GIS equipment with local golf facilities to deliver the programming. Not only does this strategy ensure there is a clear pathway for children interested in continuing however, it allows more children to be put through the program each year.

Additionally, we are working on partnering facilities with schools who are interested in getting the equipment through a sponsorship.

With a new sustainable approach the need to have trained, certified instructors across the province to deliver GIS is essential. Golf Ontario’s mobile GIS instructor will be committing a large portion of their time to train facilities on how to deliver a successful GIS program. Golf Ontario will support these new trained GIS instructors with whatever they need to deliver the program.

YEAR IN REVIEW

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Golf Jam

A key learning from Golf Barrie has been the importance of programs that bridge TRY, LEARN, and PLAY stages of development. Golf Barrie hosted the inaugural Golf Jam in September bridging the gap from LEARN to PLAY. Golf Jam was a house league style junior golf day introducing the individual nature of competitive golf, while maintaining the fun team atmosphere offered by other sports. Facilities were encouraged to send a team of juniors and a coach to represent their club. Golf Jam was a success in its inaugural year with 100 players, coaches and parents joining us. Like all initiatives will be evaluated and refined for next year.

YEAR IN REVIEW

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Golf Barrie Month

Golf Barrie Month was hosted in August in effort to drive more individuals to TRY, LEARN and PLAY golf. The initiative is a great example of facilities working together to grow the game. Twenty Golf Barrie facilities banded together to offer free golf to junior’s in August. Magnets, listing the twenty courses involved in Golf Barrie month, were distributed to promote the initiative. Approximately 350 families participated in Golf Barrie Month.

YEAR IN REVIEW

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For more information visit committogolf.ca/barrie

Barrie CCBig Bay Point G&CCBig Cedar Point G&CCBonaire GCBorden GCBrooklea G&CCBear Creek GCHorseshoe Valley ResortInnisbrook GCInnisfill Creek GC

at the following facilities:

Landings of Willow CreekMarlwood GCMidland G&CCOrr Lake GCShanty Bay GCShelters Ghost Silver Brooke GCSimoro Golf LinksSpringwater GCTangle Creek G&CC

*Some restrictions may apply


LEARN Inventory

In the initial stages of Golf Barrie, Barrie golf facilities were asked to submit their LEARN inventory, ranging from clinics, camps and league play. We then completed a gap analysis on where the Golf Barrie facilities fell short as well as what could be added in order to fill more gaps in the community LEARN inventory. For example, Course X, Y, and Z all are hosting junior’s camps on the third week in July and no courses are hosting a camp on the fourth week of July. We presented the findings to the courses and they worked together to ensure the gaps were filled.

A key area identified in the initial stages of Golf Barrie was the need for a travelling instructor to instruct LEARN programs at multiple facilities who did not have access to a fulltime golf professional. Of the 25 original Golf Barrie facilities, only 18 had any LEARN opportunities available. The reason being that many courses in Barrie do not have access to a full-time/part-time instructor. Unfortunately, this need was not addressed this season in Barrie. Going forward we will work with facilities and other stakeholders to find a solution to this issue in order to fill more gaps in the community LEARN inventory.

Prior to the start of the event/festival season, Golf Barrie housed all of the LEARN opportunities for all of the Golf Barrie facilities on an online portal – MINDBODY. From there, we displayed all of the LEARN opportunities at events on tablets for the community to scroll through and see what LEARN opportunities were available in their neighbourhood.

LEARN Success: Simoro Sunday Family Program

In attempt to fill the gap in junior programing offered in Barrie, Simoro Golf Club began a drop in Sunday Program which targeted families to enjoy a short clinic followed by 9 holes together for only $15. Simoro created an affordable family oriented golf program that attracted approximately 30 families each Sunday night to TRY and LEARN

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Community Player Pathway

The Player Development Pathway is a high level view of the stages of development a player could progress through from trying the game for the first time, to representing Canada at an elite Amateur or Junior level, and everything in between. Below the pathway are existing and proposed delivery methods used to serve each of the stages.

YEAR IN REVIEW

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YEAR IN REVIEW: MARKETING SUPPORT

Events

1. Minor Hockey Day of Champions2. Maple Syrup County Tournament3. Maple Syrup Festival4. Alliston Home Show5. Toronto Golf Show6. Barrie Colts Night7. Painswick Library Branch8. Great Lakes Tour Event9. Downtown Library Branch10. Barrie Waterfront Festival11. Celebrate Barrie12. Longest Drive13. Borden Base Airshow14. Barrie Jazz Fest15. Barrie Kids Fishing Day16. Promenade Days

Golf Barrie attended 70 event and festival days this season. Event success was determined by two controlled variables:

1. The type of activations used at event/festival;2. The location of the setup and event/festival.

Golf Barrie used multiple activations at events/festivals targeted toward all age groups and golf swings: putting, chipping and full swing. The events team was most successful when they could utilize multiple activations to increase the time spent at the Golf Barrie Booth.

Location is a key factor in the success of an event/festival. Having attended multiple events this past season, it can be concluded that we were most successful when we setup in or near the ‘Kid Zone’ as the target market is families.

Our original approach to have golf presence at as many community events as possible was not as successful as hoped. However, the process did provide some key findings and ultimately resulted in a revised events strategy. Instead of spreading our events team thin at every festival possible, we will target the few festivals throughout the year that coincide with key community initiatives. For example, Kempenfest was a great kickoff event for Golf Barrie Month. We were able to reach roughly 4000 families in a single weekend to promote Golf Barrie Month initiatives. Going forward, targeting our focus on key events leading into community initiatives will be a priority.

YEAR IN REVIEW

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17. Craft Beer and BBQ Festival18. Orillia Annual Scottish Festival19. Elvis Festival20. Kempenfest – Golf Barrie Month Kick Off Festival21. PGA of Ontario Assistant Championship22. Potato Festival Parade23. Potato Festival24. Rhythmfest25. Elmvale Library Day26. Minesing Library Day27. IG Bantam Girls Championship28. IG Jr. Boys Match Play Championship29. Simoro Family Nights30. YMCA Camps31. Simcoe County Camps


Website

Golf Barrie launched a consumer facing website mid-February at the beginning of our events/festivals season. The website features the pledge system and community LEARN inventory explained in detail earlier. Another key feature of the website highlights the purpose of Golf Barrie and Building Golf Communities – the 4 F’s: Fun, Family, Friendship and Fitness. As planning begins for next year and the expansion of new communities, we are redesigning and revising the content as we plan to relaunch the website as we begin our community tour.

Please visit www.committogolf.ca

Golf Barrie also launched an industry-facing website in the initial stages of the program. The website features an overview of Building Golf Communities, industry video and resources that owners / pros need to begin key community initiatives. Please visit www.gao.ca/golfbarrie

YEAR IN REVIEW

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Pledge System

The pledge system is a tool utilized to collect community contact information. We partnered with Golf Canada to design and develop the portal. Community members were prompted to ‘Join the Golf Barrie Community’ where they were automatically signed up for a bronze membership and entered to win Golf Canadas East West Contest. The Pledge concept and system were not as successful as hoped and are being evaluated as we move into year 2.

YEAR IN REVIEW

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Industry and Community Communications

Over the course of the year, regular communications with both industry and community stakeholders were an essential component to the successes of the program. Bi-weekly Golf Barrie Insider e-newslettlers were used to communicate with the participating facilities and stakeholders about Golf Barrie programs and events. It was, however, the face to face meetings and conversations that proved to be most successful in driving activities, reconfirming the need for a dedicated Golf Barrie coordinator to interact with facilities at the club level on a regular basis.

Jason Harris, owner / operator of Orr Lake Golf Club, has played a major role in the success of Golf Barrie. As we found out quickly, owner to owner communications were far more effective than association to owner communications. Jason was the owner that rallied the troops on the ground before Golf Ontario ever stepped foot in Barrie. Without his passion, dedication and persistence, Golf Barrie would not be what it has become today. Displayed on the industry facing website, Jason’s owner to owner blogs feature key messages including a step-by-step guide to Golf in Schools and how to run a successful women’s clinic.

Please visit www.gao.ca/golfbarrie

YEAR IN REVIEW

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INSIDER

YEAR IN REVIEW: PARTNERSHIPS

Community Partnerships

Barrie Sports Camps

Golf Barrie partnered with Barrie and Essa Sports and Inclusions Camps this past season to deliver mobile golf lessons. Partnering with BESIC was instrumental in providing kids with the opportunity to try a new sport.

Barrie Minor Hockey Association and Barrie Women’s Hockey Association

Golf Barrie partnered with Barrie Minor Hockey to promote He Swings He Scores and fundraiser tournaments to their membership. We attended four events under BMHA umbrella and provided information to over 65 coaches across all age groups on opportunities to take their team to the course as well as host fundraiser tournaments in Simcoe County.

YEAR IN REVIEW

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Georgian College

Georgian College’s involvement in Golf Barrie was a pivotal partnership to the overall success in the inaugural year with the Golf in Schools Program and a Consumer Behaviour Analysis.

Twenty-five students undertook an events project where they assisted certified instructors with the delivery of the Golf in Schools program and various schools in the Barrie community. Our hope from this project was to get all 25 students trained in Golf in Schools delivery with the completion of NCCP Community Golf Coach and training sessions from the mobile driver. This did not pan out as planned as many students took summer jobs. However, we are working with Georgian College to fill the gap of the lack of certified trained Golf in Schools instructors this coming school year.

Furthermore, 4 Georgian College students took on the task of completing a Consumer Behaviour Study focusing on the demographic, environmental and sociocultural segments related to the golf industry in Barrie.

YMCA

Golf Barrie partnered with the YMCA at Kempenfest to promote Golf Barrie Month. The YMCA allowed Golf Barrie to showcase 5 different golf activations targeted towards community members of all ages. During the course of the event, Golf Barrie provided an opportunity to 4500 people to TRY golf and provided information where to LEARN and PLAY golf in Simcoe County.

YEAR IN REVIEW

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Investors Group

Golf Barrie partnered with two local Investors Group offices to promote Golf Barrie at events that we would otherwise not have access too. IG consultants were trained to promote Golf Barrie and the different opportunities we provide. Additionally, IG consultants attended a few of Golf Barrie’s larger events allowing the consultants to network with potential clients.

YEAR IN REVIEW

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YEAR IN REVIEW

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Community ChampionBrad Doey

Community DevlopmentCoordinator

Alexandra Warrick

IndustrySteering Committee

Event CoordinatorDelaney Howson

Event Intern

Event Volunteers

COMMUNITY GOLF BUDGET

Expense 2016 - Barrie

Staffing $ 63,600.00

$ 5,000.00

$ 13,900.00

$ 6,500.00

$ 89,000.00

Travel Expenses

Events Expenses

Marketing

TOTAL

YEAR IN REVIEW: RESOURCES

People

Budget

YEAR IN REVIEW

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YEAR IN REVIEW: KEY METRICS

YEAR IN REVIEW

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YEAR IN REVIEW: FACILITY FEEDBACK

We asked all 28 Golf Barrie facilities and this is what they had to say about Golf Barrie first year…

GOOD

The development of a Community Player and Coach Pathway:

“I have been involved from the beginning stages of the development of the player pathway. Golf in Schools is an essential piece along the pathway and am interested to see how the pathway roles out in 2017” – Jason Harris, Orr Lake GC.

The refinement of the Golf in Schools delivery model:

“…my course is involved in several ‘school programs’ and that has resulted in 120 junior members…the best way to get young kids onto golf courses is to get golf into the elementary and secondary curriculum” - Midland Golf & CC. “…we are ready to sponsor 3 or 4 schools this year” – BrookLea GC. “I would gladly take on at least one more school for my GIS program” – Bonaire GC. “I plan is to grow to 4 schools this fall and to seriously explore how to incorporate GIS-type programming into the YMCA environment” – Cranberry Resort. ”I have successfully connected and delivered a GIS session with one of the two elementary schools in Wasaga Beach and intend to revisit that school this fall” – Marlwood Golf Club. The Coordination of a family golf initiative (Golf Barrie Month):

“… probably 30-40 different families and lots of those 30-40 came multiple times” – Simoro GC. “It was a great idea to get families to come out and golf together. We look forward to participating next year” – Landings of Willow Creek

The seeding of a Junior Golf League (Golf Jam):

"Taking part in Golf Ontario's first (inaugural) Golf Jam was a tremendous honour for both Team Barrie CC and I as the Team's Coach. I must admit that I was choked up on many occasions during the course of the day observing the infinite smiles shared by all junior golfers involved. It truly are the many smiles that makes coaching Ontario's golfing youth an incredible honour. I must commend the many volunteers and Golf Ontario brass for their tremendous vision and support to grow the game of golf one junior, one community at a time. As part of the #golfbarrie initiative as a PGA of Canada Head Teaching Professional at Barrie CC I could not have been more proud of my team of four junior golf athletes, my provincial golf association, and the many mentors within Golf Ontario championing this extremely important initiative; GolfJam. I look forward to 2017 with tremendous enthusiasm!"- Barrie CC “It was a super day and it was great to be your hosts.” - Liz Summerfield, Hawkridge G&CC “My team and I are up for league formats and would be very happy to hear how Golf Ontario might be able to assist them with coaching for these young kids” – Shanty Bay GC.

BETTER

Through evaluation and discussions with Golf Barrie facilities, we have identified areas of the community golf strategy that need to be evaluated and refined as we continue with Golf Barrie and expand into more communities:

Events and festivals:

“I have concerns that some of the resources (people/money) allocated to attending festivals and events could be spent on more support for new and/or existing courses and people who are involved in the GIS program” – Orr Lake GC. Qualified coaches and instructors:

“I ran 3 or 4 Junior Camps this summer and I would have run more but my ‘inside’ duties at Innisbrook kept me from selling and executing more camps. I need more assistance to expand my junior programming” – Innisbrook GC. “…with more qualified coaches or instructors, we could not only increase our junior program offering but could expand our focus to move to the ‘Leagues’ format of programming” – Tangle Creek GC. “…I really needed the rent a pro option to be better. If I had someone to help I would have also been able to run some cheap drop in beginner clinics but, I just didn't have the time to run them all myself. It’s tough for small businesses to find good people who are willing to work weekends for average pay” – Simoro GC.

Add more LEARN opportunities:

“I have opened up our Sunday late afternoon/evening junior drop in program to an "everyone" drop in learn to play program. It's been really popular... I put through about 20-25 people in 2.5 hours and then they go out and play afterwards. I have made it very affordable at only $15 a person which includes golf cart, a lesson, clubs and range balls so it decreases the likelihood to not take up the game” – Stephanie Sherlock, Simoro GC.

building golf communities_case study review

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