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GOLF 20/20

1. Get Golf Ready

An adult player development program established by GOLF 20/20 in 2009,

Get Golf Ready (GGR) provides beginning golfers with a proven

curriculum to enter and stay in the game. GGR is concluding its third year

and remains the featured player development program of the PGA of

America.

2011 Results through October 2011

• 1,824 certified facilities, an increase of 374 from 2010.

• Certified facilities are 67% public, 19% private, 6% range and 5% resort.

• 85% of the participants were new or lapsed golfers, 59% were

women and 29% were minorities.

Target Market Strategy

• Eight Target Markets were selected for 2010: Atlanta, Boston, Charlotte, Kansas City, Long Island, Los Angeles, San Francisco and Washington, DC.

• In conjunction with the local PGA sections and other golf

associations, events were marketed and conducted to drive participation in GGR, particularly among ethnic and gender diverse audiences.

• Key success stories include:

o The New England PGA produced a 30-minute GGR show that aired on the New England Sports Network (NESN).

o Charlotte coordinated a market-wide Get Golf Ready Day in June.

Best Practices / Special Promotions

• Billy Casper Golf has made Get Golf Ready a requirement for all 125 of their facilities.

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• Royal Bank of Canada (RBC) worked with The PGA of America on a campaign to promote July 15th as Get Golf Ready Day, with 420 RBC branches giving away a $50 certificate to put toward a GGR class.

• Staff at Turner Broadcasting scheduled a series of GGR classes at four different facilities for their employees. Promoted as part of Women’s Golf Month, they sold out all the classes to 80 employees in less than one week.

• In Atlanta, GA, the United Athletes Foundation promoted Get Golf Ready by conducting a golf clinic at John A. White Golf Course. The goal of the event was to expose golf to residents in the Atlanta community in a non-intimidating environment and to broaden the diversity of golf.

• The United States Golf Association (USGA) is offering complimentary one-year memberships to all Get Golf Ready graduates.

2012 Plans

• To finish the year with 2,000 certified facilities averaging 60 participants each, toward the ultimate goal of 5,000 certified facilities by 2017, delivering 1.4 million new golfers per year.

• To deliver 120,000 new golfers, and, with the retention of golfers from the first three years, to contribute additional revenue of $69.5 million to the golf industry.

• To create an additional 957,000 rounds. • To deepen facility engagement and execution with current

customers by implementing the new GGR mobile application.

• To increase industry support through the dissemination of information to media partners and manufacturers on the various ways to educate consumers on GGR.

• To provide updated promotional tools for facilities to utilize to

enhance their GGR programs. • To begin transitioning day-to-day leadership of Get Golf Ready

to the PGA of America, with the plan to have the transition complete by January 1, 2013.

2. We Are Golf

The primary focus of WE ARE GOLF (WAG), is to communicate to federal

legislators and other influencers the economic, environmental and

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charitable impact of golf to ensure that national legislation and regulation

is appropriate to the size and scope of the golf industry.

2011 Results

• Met with key Members of Congress on April 13 as part of the

fourth annual National Golf Day.

• Legislation was introduced in both the House

(Kind/Neal/Bachus) and the Senate (Kerry) to establish

permanent, national tax relief in the wake of disasters (as

opposed to piecemeal, state-specific relief) that would not

include the golf exclusion. Importantly, lead sponsors of the

previous bills (which were cut and pastes of the post-Katrina bill

and therefore included the exclusion), such as Spencer Bachus,

are now getting behind the new bills.

• On June 14, several members of the bipartisan Congressional

Golf Task Force, led by WE ARE GOLF executives, were given

a behind-the-scenes look at Congressional Country Club, home

of the 2011 U.S. Open. During this tour, Members of Congress

were able to see firsthand the profound impact that golf has on

our nation’s economy, the job opportunities it provides and the

environmental stewardship it promotes. Members of Congress

were struck by the fact that each year, the U.S. Open alone

funnels approximately $140-160 million into the local economy

of the championship’s host site.

2012 Plans

• To enhance the fifth annual National Golf Day, April 18 in

Washington, D.C. by engaging industry stakeholders through a

nationwide awareness campaign.

• To explore a possible role at both the Republican and

Democratic National Conventions.

• To add sustainability and manufacturing in messaging and

dialog with Members of Congress and other opinion leaders in

Washington, D.C.

• To pass the National Disaster Relief Bill.

• To be appropriately involved with legislation related to the Americans with Disabilities Act, such as single rider carts for disabled golfers.

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3. Image of the Game

The Image of the Game (IOTG) initiative communicates the economic,

environmental and charitable impact of golf to influential members of the

media so that golf will be accurately portrayed to the general public

through the media.

2011 Results

• Developed relationships with top members of the

environmental, business, lifestyle, diversity and health and

wellness media.

• Placed story in Los Angeles Times featuring Annika Sorenstam

and The First Tee’s Nine Healthy Habits.

• Developed talking points for use by golf industry leaders and

spokesmen to ensure consistent messaging.

2012 Plans

• To leverage the platforms of major golf events to communicate general industry messaging to the media and the general public.

• To communicate the general messages of economic,

environmental and charitable impact to influential members of the media from the environmental, business, lifestyle, diversity and health and wellness media.

• To create an Emergency Response Plan and Team in the event

golf comes under attack in the media. • To assist with driving awareness, as appropriate, of events such

as National Golf Day.

4. Economic Impact Studies

GOLF 20/20 assists with the conduct of State Economic Impact Studies to quantify golf’s impact on the economy and helps to communicate those results to prominent decision makers in that state. GOLF 20/20 also conducts a National Economic Impact study every five years to accomplish the same goals on a national level.

2011 Results

• Three state Economic Impact Studies were conducted, bringing to 28 the total that have been completed since the program’s

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inception.

• Significant emphasis was placed on staging State Golf Days at state capitols to promote economic impact report results to lawmakers, regulators and the media. Successful events were held in Georgia and Missouri.

• Compiled best management practices for states to use in conducting State Golf Days.

2012 Plans

• To conduct a National Economic Impact study to update the last study conducted in 2005.

• To conduct a National Charitable Contribution study.

• To conduct three more state studies and State Golf Days.

• To reach out to states that have not completed a study and encourage them to have one conducted for their state in future years.

5. Health & Wellness

The Health and Wellness initiative is designed to increase awareness of the health and wellness benefits of playing golf in order to drive participation and interest in the game.

2011 Results

• Retained the Walker Research Group to conduct a literature

review on the health and wellness benefits of golf.

• Concluded that ample data is available and that no additional

primary research need be conducted to quantify the health and

wellness benefits of golf.

• Created talking points for use by industry leaders and

spokesmen about the health and wellness benefits of golf.

2012 Plans

• To create an industry-wide plan to ensure broad dissemination

of the health and wellness message.

• To communicate key messages in conjunction with the Humana

Challenge, a PGA TOUR event focused on health and wellness.

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6. Golf’s Drive Toward Sustainability

GOLF 20/20, in conjunction with the Environmental Institute for Golf (EIFG), is developing a centralized resource that golf facilities may access to obtain information about best management practices pertaining to environmental sustainability. GOLF 20/20 is also facilitating an industry-wide effort to communicate golf’s commitment to sustainability.

2011 Results

• Enhanced the GOLF 20/20 website with links to programs of environmental and golf organizations to help create sustainable golf facilities.

2012 Plans

• To encourage (through the GOLF 20/20 website) golf facility leaders to utilize industry programs to assist golf facilities in managing their entire operations in a sustainable manner.