ABSTRACT
This paper outlines a strategy to determine the feasibility of achieving short-term growth in both golf participation and golf related spending in a given region. This feasibility strategy was recently employed in the United States to identify the prospects for short-term industry growth (in both rounds and spending).
The strategy outlined begins by identifying golf’s best customers – the subset of all golfers who collectively account for at least 80% of all rounds played and 80% of all golf related spending. These best customers are then profiled to determine if distinguishing characteristics exist. If so, a population of non-golfers in any given geographic region with these similar characteristics can be identified and targeted for interest in participation.
Once the level of interest is measured, prospects can be identified and located. Action by local facilities and associations will then be needed to attract these prospects to the game and teach them how to play.
