Page 24 - GBC Fall 2022 Eng

BARRIERS TO PARTICIPATION
The same concerns about cost, time, no one to play with, ability, potential embarrassment and intimidation surrounding golf still exist today as they have since the Old Course opened at St. Andrews. Here is some insight as to why that is still the case.
Matt (24) “I would love to see more events and promotions that cater to Intermediate golfers. More tee times or special events in the early morning or later evening tailored to people my age would draw me in. Affordable Intermedi- ate membership rates are valuable, but more opportunities to be invited to play at specific times would make me play more often.”
Nick (38) “Cost is not a factor for me, but my time and access to the course is. My softball league
team plays Tuesday at 7pm all season. It is easy to coordinate my schedule around that. What if golf had set tee times blocked for Millennial walk up golf after work? Also, many courses don’t allow single bookings or have very restrictive practices around single golfer access. If it was easier for me, as a single, to find a game I would likely play more at other courses.”
Hayley (27) “I am more likely to get my friends to a range than out for a round. A nice range and practice facilities are important, as is feeling welcome when we arrive. Getting access to clubs and the option to play less than 9 holes might get me on the course more often with my friends who are non-golfers.”
A ’round of golf’ might still mean 18-holes to avid golfers of any age but the experience of ’going to the course’ for a Millen- nial is more diverse. Golf Course operators need to increase the access points to a wider variety of golf experiences.
WHAT COURSE OPERATORS CAN DO
Millennial and Gen Z golfers are different. They have different inter- ests, concerns and habits than the golfers you have spent the last 25 years getting to know. In order to attract and retain these genera- tions, the golf industry simply must adapt.
• The golf experience MUST focus on connection, entertainment and fun. Courses MUST find a way to present a relaxed atmosphere that is not intimidating.
• Operators must create access points to a wider variety of golf experi- ences. For Millennials, golf is not just about an 18-hole (or even 9-hole) round.
• Social media is a valuable tool. Content tailored towards this media aware generation is needed. Be honest, accessible and REAL. Extra effort needs to be made to make a connection.
• Marketing efforts should focus on ratings, reviews, user generated content, a wide range of social platforms and word-of-mouth.
• Access to the course, short notice opportunities and feeling ’invited’ are important factors. Millennials are interested in spending their valuable entertainment dollars on golf, but operators must be willing to cater specifically to them.
• As Top Golf has shown us driving ranges are important too, as is the ’entertainment’ experience that goes with them. For those who want to play but are too intimidated for the course this is their entry point to the sport.
• The same barriers to participation that have existed for years are still a factor. If they are not addressed now, the current influx of younger golfers will not be enough to sustain the industry long term.
The golf industry has recently been afforded a fantastic growth opportunity. However, to maintain this over the long term there needs to be a conscious effort across the industry to understand, to adapt and to focus on the needs of future gener- ations of golfers.
Helping customers navigate the energy market and grow their bottom line
Call for a free assessment today!
bobby.s@dneresources.com 888-631-7977 x117
24
Golf Business Canada
1. Statistics Canada 2021 Census; Release Date April 2022
2. Review Moose, 20 Canadian Millennial Spending Statistics for 2022
3. Canada Post, Looking to attract the Canadian millennial shopper?
4. Statistica, Distribution of Social Media users in Canada as of January 2021 5. Statistica, Age Distribution of Social Media Users Canada
Golf Business Canada