michael hughes executive director, national golf course owners association

MICHAEL HUGHESMICHAEL HUGHESExecutive Director,Executive Director,

National Golf Course Owners AssociationNational Golf Course Owners AssociationExecutive Director,Executive Director,

National Golf Course Owners AssociationNational Golf Course Owners Association

SITUATION ANALYSISSITUATION ANALYSIS

• FacilitiesFacilities

– 15,000+ facilities15,000+ facilities

– 16,500+ golf courses16,500+ golf courses

• OpeningsOpenings

– 400+ annually last 400+ annually last four yearsfour years

– 300+ 18-hole 300+ 18-hole equivalentsequivalents

– 80% daily fee or 80% daily fee or municipalmunicipal

• In DevelopmentIn Development

– 1,500+ in planning 1,500+ in planning or under or under developmentdevelopment

WHAT WE ARE ADDRESSINGWHAT WE ARE ADDRESSING

• How market-by-market analysis How market-by-market analysis to determine optimal location and to determine optimal location and pricing can encourage pricing can encourage appropriate course developmentappropriate course development

• What the common attributes are What the common attributes are among successful alternative among successful alternative facilitiesfacilities

• How we make developers aware How we make developers aware of available (free or deeply of available (free or deeply discounted) landdiscounted) land

WHAT WE ARE NOT ADDRESSINGWHAT WE ARE NOT ADDRESSING

• How (or whether) we can How (or whether) we can directly influence golf facility directly influence golf facility supplysupply

• How (or whether) we can How (or whether) we can directly influence public policy directly influence public policy regarding golf facility regarding golf facility developmentdevelopment

RESEARCH FINDINGSRESEARCH FINDINGS

• GOLF 20/20 commissioned GOLF 20/20 commissioned a market-specific study of a market-specific study of the Raleigh-Durham areathe Raleigh-Durham area

Sunday Wrap-upSunday Wrap-upSlides 8-14 Slides 8-14

Sunday Wrap-upSunday Wrap-upSlides 8-14 Slides 8-14

STEVE MONA &MICHAEL HUGHES

STEVE MONA &MICHAEL HUGHES

Facility DevelopmentFacility DevelopmentFacility DevelopmentFacility Development

WHAT WE WISH TO ACCOMPLISH IN BREAKOUTSWHAT WE WISH TO ACCOMPLISH IN BREAKOUTS

• Breakout One: Breakout One: Traditional Facility ResearchTraditional Facility Research

– Using Raleigh research as a backdrop, Using Raleigh research as a backdrop, discuss whether similar research should discuss whether similar research should be conducted in other markets. Discuss be conducted in other markets. Discuss how entrepreneurs can be “matched how entrepreneurs can be “matched up” with market demand opportunitiesup” with market demand opportunities

BREAKOUT 1 - SUMMARYBREAKOUT 1 - SUMMARY

• Standardize all terms and dataStandardize all terms and data

• Additional research is needed on Additional research is needed on market demand and capacity. This market demand and capacity. This research needs to be disseminated to research needs to be disseminated to those making development decisions those making development decisions

• Market research should help ensure Market research should help ensure new facilities are built in the best new facilities are built in the best locationslocations

• Marry facility and consumer researchMarry facility and consumer research

ConclusionsConclusions


• Breakout Two: Consumer ResearchBreakout Two: Consumer Research

– Discuss research to determine what Discuss research to determine what (price, time, location) would influence (price, time, location) would influence a non-golfer (including formers and a non-golfer (including formers and infrequents) to become a golferinfrequents) to become a golfer


• Additional research is needed on Additional research is needed on local level to truly understand golf local level to truly understand golf consumer behaviorconsumer behavior

• Research is needed to better Research is needed to better understand how to convert an understand how to convert an infrequent golfer into a frequent infrequent golfer into a frequent golfergolfer

• The golf stakeholders should pay for The golf stakeholders should pay for additional researchadditional research



• Breakout Three: Alternative Facility Breakout Three: Alternative Facility ResearchResearch

– Discuss research to identify Discuss research to identify successful facilities and to determine successful facilities and to determine common characteristicscommon characteristics


• Identify and profile successful Identify and profile successful alternative facilitiesalternative facilities

• Study the progression of the alternate Study the progression of the alternate facility userfacility user

• Utilize capacity at existing regulation Utilize capacity at existing regulation facilities to support demand for facilities to support demand for alternative facilitiesalternative facilities

• Interest in understanding availability Interest in understanding availability of public land depends on local of public land depends on local market demandmarket demand


michael hughes executive director, national golf course owners association

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