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Reputation management: golf's answer to participation woes

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Reputation management: golf's answer to participation woes

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REPUTATION MANAGEMENT:

GOLF’S ANSWER TO PARTICIPATION WOES

by

Mary Goodwin

A Thesis Presented to the
FACULTY OF THE USC GRADUATE SCHOOL
UNIVERSITY OF SOUTHERN CALIFORNIA
In Partial Fulfillment of the
Requirements for the Degree
MASTER OF ARTS
(STRATEGIC PUBLIC RELATIONS)

August 2017

Copyright 2017 Mary Goodwin

2
Dedications

This whitepaper is dedicated to my loving parents and grandparents, who have always
supported my interest and goals. Thank you for constantly pushing me to do my best and
introducing me to the game of golf, who would have guessed it would play this large of a role in
my path to a Masters degree!

3
Acknowledgments

Thank you to the USC Annenberg staff and faculty who made this whitepaper a reality.
The Strategic Public Relations program has offered incredible support and training; I truly feel I
am entering my professional career fully prepared to succeed.
A special thank you to Laura Jackson, Jennifer Floto and Mathew Le Veque for guiding
me through the thesis process, reading and editing this paper in my pursuit of a Masters degree.
Lastly, thank you to all my research participants, especially Craig Kessler and Nikki Gatch,
as well as the Southern California Golf Association, without their participation this research would
not have been possible. My wish is that the dedication to change displayed by all of you will help
golf to once again thrive and grow in the U.S.

4
Table of Contents

Dedications 2

Acknowledgments 3

List of Figures 6

Abstract 7

Preface 9

Introduction 10

Chapter 1: Golf’s Rise in the United States 11
Controversial Past 12
The Tiger Woods Era 13

Chapter 2: What Makes Golf Different 15

Chapter 3: Golf’s Reality Today 17
Retail Woes 18

Chapter 4: Golf’s Greatest Challenge – Participation 20
Decline in Young Adults 20
Can Women Save the Sport? 21
Steep Climb for Minority Support 23

Chapter 5: Understanding Millennials 25
The Millennial Golfer 28

Chapter 6: Industry Leaders Identify Golf’s Top Barriers 31

Chapter 7: The Pro Relationship: An Interview with Nikki Gatch 34

Chapter 8: Bridging Demographics: An Interview with Craig Kessler 41

Chapter 9: Gimmicks are not the Answer 47

Chapter 10: Making Golf Relevant Means a Shift in Reputation 51

Chapter 11: Recommendations 53
Accepting Change and Working Towards It Together 53
Show Off Positive Programs 54
Connect to Modern Ideas 59
Tell a “Why” Story 60
5

Conclusion 62

Appendix A: Golf Industry Delphi Sampling Phase One Results 63

Bibliography 66

6
List of Figures

Figure 1: Golf Participation Increase 14

Figure 2: Golf Facilities Opened 14

Figure 3: America’s Core Golfer 17

Figure 4: World Golf Foundation – Minority Participation 23

Figure 5: NGF - Negative Brand Perceptions 27

Figure 6: NGF - How Non-Millennials View Millennials 28

Figure 7: NGF - Millennial Golfers 28

Figure 8: Delphi Phase Two Results 32

Figure 9: Golfer on a GolfBoard 48

Figure 10: Sergio Garcia plays 15-Inch Hole, 2014 49
7
Abstract

I began playing golf as a young child, surrounded by family of avid golfers, many with
established tournament records and club championships under their belt. My grandparents’ home
is filled with trophies and memorabilia from golf excursions near and far. My grandmother even
won a tournament hosted by the King of Morocco in the 1980s – for my family, golf is more than
a pastime, it’s a way of life.
Growing up, every year when my mom competed in the local women’s golf championship,
I would make a her a daily good luck gift; it was our own little tradition, and I dreamed of one day
accomplishing what she had on a golf course.
Much to my dismay, I have yet to master the game to the same level, but my love for the
sport still runs strong and I attribute my connection with golf to playing on my high school golf
team.
For me, and for most of my team, golf wasn’t new to us. Our parents played, and we grew
up in a town with a nice, private country club, so I had never really thought about what the sport
does for the player – I was too far in the thick of it. But what I learned from my high school team
was that golf has a way of teaching people something profound about themselves, and I saw this
most in the young women playing on teams from nearby cities with much lower socioeconomic
means. These girls may never have been on a course or swung a club before, and most of them
probably didn’t continue to play after their high school years, but the change I saw in the girls I
competed against for four years was inspiring, and it has always stuck with me.
In recent years, much of the media attention on golf is focused on its decreased
participation, it being perceived as an “old white guy’s sport” and the industry’s dim future. Most
8
emphasize the lack of participation from Millennials, but women and minorities are often
mentioned as well.
I hate to hear this, as I am a golfer and I love the sport, but most of all it always leaves me
thinking about those girls I competed against in high school and what a shame it would have been
if they hadn’t taken the opportunity to learn to play. They comprise all three of the audiences with
lower participation in the sport, and if it weren’t for their high school introducing them to the game.
What I hope to accomplish with this thesis is to determine the best ways the field of
communications can be used to help solve golf’s participation problem, in part to help the golf
industry address an identified issue and also to encourage change that could make the sport more
widely appealing to new audiences that would benefit from what the game has to offer.
9
Preface

Primary research in the form of in-depth interviews and a Delphi Method survey sampling
were used to support the strategies, tactics, conclusions and recommendations in this white paper.
Participants in the in-depth interviews were Nikki Gatch, Regional Player Development Manager
for PGA of America, and Craig Kessler, Government Affairs Director for the Southern California
Golf Association.
The Delphi Method survey had eight participants in two phases, all of whom were in
director- or executive-level positions in various organizations in the golf industry. For context, a
Delphi Method is survey sampling of industry professionals, that discovers a common consensus
of the top challenges their industry is facing.
Additionally, secondary research in the form of reviewing online editorial, print magazines,
published white papers, audience research and statistics was used. White papers published by Golf
20/20 and the National Golf Foundation comprised the majority of secondary research related to
the golf industry.
The primary research for this paper had one evident limitation: geography. Most of the
Delphi participants and both in-depth interview participants work in the Southern California-area
golf industry, which may result in some bias in the research. However, all participants were asked
to consider the industry nationally when responding to both survey and interview questions. Where
the geography poses a potential bias, I’ve noted.

List of commonly used abbreviations:

SCGA – Southern California Golf Association
NGF – National Golf Foundation
PGA – Professional Golf Association
USGA – United States Golf Association
10
Introduction
Prior to 2004, the game of golf experienced 60 years of steadily growing participation in
the United States, but the sport’s numbers have declined in the last decade. Many people claim the
sport’s time and cost are to blame, and while those likely are factors, the reputation of the sport to
outsiders and beginners is often tainted by a controversial history and perceptions of “stuffy”
traditions.
To start an uptick in participation numbers, people must want to try out the game, see value
in playing, and ultimately picture themselves as golfers, but to do this golf must become more
relevant and inviting to groups that historically have been underrepresented in participation,
including women, young adults and minorities.
This paper explores the way golf is viewed by those working in the industry, delves into
how some of the stereotypes and perceptions came to be, and ultimately shows how storytelling
and public relations could have a positive impact on improving participation rates.
Primary interviews and surveys with golf industry leaders, along with secondary research,
helped to achieve an understanding of where the game is today and where it needs to be to get back
to the days of full tee-sheets. The paper concludes with a comprehensive list of strategic
communications recommendations for industry consideration.

11
Chapter 1: Golf’s Rise in the United States
While early forms of golf date back as early as 100 BC, it is widely accepted that the origin
of golf can be traced to 15
th
century Scotland, where some of the game’s original courses still
remain and attract a great number of golfers each year.
1
After a period of ban from Scottish
Parliament, golf grew steadily in Scotland with a number of famous early adopters, including King
James IV and Mary Queen of Scots.
2

Surprisingly, it took a while for the sport to expand stateside. The first known reference to
golf in the U.S. was in 1729, when it was recorded as being played at the estate of then-
Massachusetts Governor William Burnet.
3
The sport gained some traction in the United States
over the following century, with member clubs forming through connections to the famed Scottish
course, St. Andrews, and in 1894 the United States Golf Association (USGA) was formed to
monitor the amateur status of players in the U.S.
4
Today, the USGA continues to be the governing
body of amateur golf in the U.S., its territories and Mexico.
5
After the formation of the USGA,
golf saw a great spike in popularity, which the USGA largely attributes to select professional
players over various decades, starting with Bob Jones in 1923 and followed by reputable names
such as Ben Hogan and Arnold Palmer.
6

According to Craig Kessler, Director of Government Affairs at the Southern California
Golf Association (SCGA):
From 1946 to 2004, (golf) grew every year. That spanned wars in Korea and Vietnam,
urban riots, gas lines (due to shortages), recessions, double-dip recessions, etc. Some of

1
"History of Golf," IGFGolf, accessed December 26, 2016, https://www.igfgolf.org/aboutgolf/history/.
2
ibid
3
ibid
4
ibid
5
"Our History," USGA, accessed December 26, 2016, http://www.usga.org/about/ourhistory.html.
6
ibid
12
those years were better than others, but even in the worst economic years, golf never
suffered any declines. It continued to grow for 60 years.
7

Controversial Past
While golf grew consistently, it did not grow without controversy. In its earliest days, the
game of golf was riddled with racial injustice, forcing African American golfers to form their own
association, the United Golf Association, in 1925.
8
In 1943, after many minority players played
professional golf and won Tour events, the PGA initiated the Caucasian Clause, which banned
minority golfers from joining the PGA and competing professionally in the U.S. The ban was not
lifted until 1961.
9

The Masters Tournament at Augusta National Golf Club has long been an example of
golf’s troubled racial past. It wasn’t until 1975 that a minority player, Lee Elder, who competed
as the first African American in the tournament, was invited to compete.
10
By this point, Elder had
been a member of a U.S. Ryder Cup team and had played on the Senior PGA Tour with eight
wins.
11
According to the Associated Press, Augusta National Golf Club did not accept an African
American member until 1990.
12

Additionally, Augusta gained national attention in 2002 when advertisers threatened to pull
television sponsorships for the Masters Tournament after a statement made by the then-club
chairman, Hootie Johnson, regarding female membership. He stated, “Augusta National might one

7
Fitzgerald, Kevin, “Business Bogeys: The Golf Industry—Vital to the Local Economy—is
Facing Tough Times, but One Expert Remains Encouraged,” Coachella Valley Independent, last modified
December 5, 2016, http://www.cvindependent.com/index.php/en-US/news/local-issues/item/3476-business-bogeys-
the-golf-industry-vital-to-the-local-economy-is-facing-tough-times-but-one-expert-remains-encouraged.
8
“African Americans in Golf,” GolfFOREveryone, accessed December 26, 2016,
http://www.golforeveryone.com/AfricanAmericans.html.
9
ibid
10
ibid
11
ibid
12
Associated Press, “Augusta National admits women for first time in club’s 80-year history,” The Guardian, last
modified August 20, 2012, http://www.theguardian.com/sport/2012/aug/20/augusta-national-women-members-golf.
13
day have a woman in a green jacket, but not at the point of a bayonet,” referencing pressure from
National Council of Women's Organizations to accept female members.
13
In 2006, under the new
leadership of Billy Payne, the course famously took in two female members, Condoleezza Rice
and Darla Moore. As of 2016, the club still has only three females among its 300-person
membership.
14

The Tiger Woods Era
Golf saw two distinct spikes in growth, the first in the 1960s and again in the 1990s.
Bloomberg sports reporter Matt Miller spoke to golf’s growth eras, stating:
…the 1990s was the decade of the second most golf courses created ever. The 1960s
was a big boom as well, but in the ‘60s golf became a lot more popular and a lot more
people played because they built a lot more 3-par courses and community courses that were
cheaper to join. In the ‘90s it was about big golf clubs that cost a lot to join so it didn’t
really attract a lot of people because you had to be uber rich.
15

Interestingly, golf’s1960s boom aligns with the lifting of the Caucasian Clause, so along with the
development of more public, accessible courses, it was a time of expanded acceptance in
participation. Another interesting historic note left out of Miller’s assessment of golf growth is
Tiger Woods’ tremendous fame in that decade; Woods is often equated with being the singular
reason golf grew as much as it did in the ‘90s and early 2000s in the U.S.
Woods’ first major endorsement deal came from Nike; it happened to be larger than any
prior golf endorsement and came before he ever took his first swing as a pro.
16
Phil Knight, Nike’s
CEO, had so much confidence in Woods, he was quoted saying, “What Michael Jordan did for

13
Associated Press, “Augusta National admits women for first time in club’s 80-year history,” The Guardian, last
modified August 20, 2012, http://www.theguardian.com/sport/2012/aug/20/augusta-national-women-members-golf.
14
ibid
15
Brendan Greeley, host, Today’s Best in Chart, online newscast, 4:02, April 9, 2015,
https://www.bloomberg.com/news/videos/2015-04-09/don-t-blame-tiger-woods-for-golf-s-woes.
16
Herrington, Ryan, “What Golf Looked Like Before Tiger Woods Turned Pro And Changed The Game Forever,”
Golf Digest, last modified August 28, 2016, http://www.golfdigest.com/story/what-golf-looked-like-before-tiger-
woods-turned-pro-and-changed-the-game-forever.

14
basketball, [Woods] absolutely can do for golf. The world has not seen anything like what he’s
going to do for the sport.”
17
Knight’s assumptions seemed to be spot on, because in the time Woods
won his several major titles, golf grew exponentially, not only in sponsorships and media coverage,
but also in rounds played and facilities opened.
18
The following charts, sourced from a Golf Digest
article titled “What Golf Looked Like Before Tiger Woods Turned Pro and Changed the Game
Forever,” reveal golf’s growth in facilities and participation from 1996 to 2006.

Figure 1: Golf Participation Increase - National Golf Foundation (numbers in millions)
19

Figure 2: Golf Facilities Opened - National Golf Foundation
20

Even fellow famous pro golfer Phil Mickelson has heralded what Woods’ success and fame
did for the game, referencing not only the high increase in tournament purse payouts, but increased
awareness of the game in a somewhat humorous 2014 interview:
Look at what he’s doing for the game the last 17 years he’s played as a professional. It’s
been incredible. It’s unbelievable the growth of this game. And Tiger has been the
instigator. He’s been the one that’s really propelled and driven the bus because he’s
brought increased ratings, increased sponsors, increased interest and we have all
benefited, but nobody has benefited more than I have, and we’re all appreciative.
21

17
Herrington, Ryan, “What Golf Looked Like Before Tiger Woods Turned Pro And Changed The Game Forever,”
Golf Digest, last modified August 28, 2016, http://www.golfdigest.com/story/what-golf-looked-like-before-tiger-
woods-turned-pro-and-changed-the-game-forever.
18
ibid
19
ibid
20
ibid
21
Pielke, Roger Jr, “Measuring the ‘Tiger Effect’- Doubling of Tour Prizes, Billions into Players’
Pockets,” Sporting Intelligence, last modified August 4, 2014,
http://www.sportingintelligence.com/2014/08/06/measuring-the-tiger-effect-doubling-of-tour-prize-money-billions-
extra-into-players-pockets-060801/.
15
Chapter 2: What Makes Golf Different

Golf is simply different than any other sport, with a few distinct characteristics that really
make the game uniquely its own. Forbes contributor and SAP Voice, Ryan Somers, sums up this
pretty well:
There’s something majestic about golf, isn't there? Something that makes you feel like no
other sport can. Time seems to slow down on the links and what a friendly round lacks in
sweat and adrenaline, it replaces with serene views, the enchanting smell of freshly cut
grass, and the delight of camaraderie with friends and family. Golf is the only sport that I
can play so poorly, yet still find joy during the entire round.
22

As Somers notes, there is something majestic about golf. Unlike other sports, it can be played for
a lifetime, enjoyed by beginners and experts alike and often together; it is not purely based on raw
talent, but rather on patience and practice, and most of all, it offers players a unique experience
every time they step on the course.
Golf can create great transformations in its players; many attribute gains in confidence,
mental strength and the practice of problem solving to the game. Bairon Gomez, a golf coach for
under-privileged youth in Los Angeles, says golf was his saving grace as a teen growing up in a
violent neighborhood; he now uses the sport to show other kids their own value. “Golf teaches
kids responsibility and discipline while showing them how to apply themselves and face
challenges. In golf, you are fully accountable and you know your own mistakes. Golf is a sport
that connects the dots.”
23

The life skills that golf teaches do not apply just for kids, or those living in underprivileged
communities – enhanced confidence, mental concentration and problem solving are all skills that

22
Somers, Ryan, “On National Golf Day: Tradition Meet Technology,” Forbes, last modified April 10, 2015,
http://www.forbes.com/sites/sap/2015/04/10/on-national-golf-day-tradition-meets-technology/#33863e294d49.
23
Goodwin, Mary, “Bairon Gomez: Coaching His Community to Build Fulling Futures,” SCGA Junior, last
modified August 10, 2016. http://www.scgajunior.org/success-stories/bairon-gomez-coaching-his-community-to-
build-fulfilling-futures/.

16
help anyone, at any age. Pairing these with outdoor time in fresh air, a little exercise, and some
friendly competition in a social environment have kept people playing, and loving, golf for
hundreds of years.
Another distinct difference is that the game of golf itself is a brand. Sure, baseball or
football could be considered brands too, but they are largely a collection of lots of brands, depicted
as teams and leagues. Golf isn’t that way; people can associate all aspects of the sport with the golf
brand, everything from famed Augusta National Golf Course to regional handicap associations
and equipment companies. In a National Golf Foundation (NGF) study, golf as a brand is
discussed:
The brand of golf comprises many component companies and products, from professional
golf on TV to the manufacturers of golf equipment, from playing golf games at TopGolf
to playing in the club championship. If you include golf courses, which you must, there are
thousands of companies operating under the umbrella brand of golf. Golf as a lifestyle
brand has delivered tremendous value for hundreds of years.
24

Golf as a brand makes it unique, but is also the root of some of the harsh realities the sport is facing
today, which this paper will examine in the following pages. To begin, a look at golf’s reality today
will help set the stage.

24
Beditz, Joe, Bein, Eric, Getherall, Ed, and Lorentz, David, “Golf and the Millennial Generation,” 2015, National
Golf Foundation.
17
Chapter 3: Golf’s Reality Today
Golf is a nearly $70 billion industry and is responsible for providing approximately one in
every 75 jobs in the United States, totaling 2 million nationwide, and providing $55.6 billion in
annual wage income. Golf is also widely acclaimed for its vast charitable giving, totaling $3.9
billion in 2015.
25

According to the NGF, 24 million Americans currently consider themselves to be golfers,
who together play a total of 455 million rounds per year.
26
While that seems like a substantial
number, it is low considering the NGF and PGA have also identified that the number is actually
closer to 90 million golfers if all those interested in playing the sport were included.
27

The industry keeps a close watch on those considered “core” golfers, who account for 12.7
million of the 24 million active players and are estimated to bring in $0.87 cents for every dollar
made by the golf industry and involved in 91 percent of all rounds played in 2015.
28

Figure 3: America's Core Golfer
29

25
“Golf Industry Talking and Data Points.” World Golf Foundation Golf 20/20. July 8, 2016.
26
ibid
27
Franklin, Kermit, “Understanding the Core Golfer,” Southern California Golf Association, last modified
September 29, 2016. http://www.scga.org/news/view/understanding-the-core-golfer.
28
ibid
29
ibid
18
Retail Woes
The golf equipment industry comprises a large part of the overall golf brand. Companies
include mega manufacturers such as Callaway Golf, Titleist and TaylorMade, as well as smaller
operations such as PXG. There are companies like Straight Downs, which specifically sell golf
apparel and accessories, and big box retailers, such as Roger Dunn and the recently closed
Golfsmith.
Golf manufacturers primarily market merchandise that is expensive by average retail
standards, and with golf’s recent decline in participation, companies have dwindled. In 2016,
Golfsmith declared bankruptcy, the Golf Galaxy chain closed,
30
and Nike announced its plan to
end its golf equipment line, Nike Golf.
31
Forbes contributor Erik Matuszewski described Nike’s
decision:
As with most decisions in business, Nike's decision is based on a trend they are seeing...and
not liking. For example, Nike reported flat-to-down annual sales in its overall golf business
the last two years at just north of $700 million in annual sales (which includes shoes and
apparel). Its sales in 2013 and 2014 were nearly $800 million.
32

With competitors leaving the marketplace, existing companies see opportunity. According
to Bloomberg, “Nike Inc.’s loss may prove to be Callaway Golf Co.’s gain. Shares in the maker
of the Big Bertha driver jumped as much as 8.5 percent after Nike announced plans to abandon the
golf-equipment market.”
33
However, the biggest criticism of golf retail is the constant release of

30
Cook, Bob, “How a Declining Middle Class is Killing Golf,” Forbes, last modified May 23, 2014.
http://www.forbes.com/sites/bobcook/2014/05/23/how-a-declining-middle-class-is-killing-golf/#4de4e27524f4.
31
Rishe, Patrick, “Nike's Golf Retreat Reflects Post-Tiger Woods, Non-First-Mover Effects,” Forbes, last modified
August 4, 2016. http://www.forbes.com/sites/prishe/2016/08/04/nikes-golf-retreat-reflects-a-post-tiger-woods-and-
non-first-mover-effects/#33c2e3c93b77.
32
Matuszewski, Erik, “Here's Why Nike's Exit From Club-Making Is Absolutely Not A Death Knell For The Golf
Industry,” Forbes, last modified August 5, 2016. http://www.forbes.com/sites/erikmatuszewski/2016/08/05/heres-
why-nikes-exit-from-club-making-is-absolutely-not-a-death-knell-for-the-golf-industry/2/#7d148ecc7e41.
33
Caronello, Sophie, “Callaway Shares Rise as Nike Exits Golf-Equipment Market: Chart,” Bloomberg, last
modified August 4, 2016. https://www.bloomberg.com/news/articles/2016-08-04/callaway-shares-rise-as-nike-exits-
golf-equipment-market-chart.
19
expensive new products, such as launching new versions of clubs every six months, which brands
like Callaway are known for doing. Adidas-owned TaylorMade has revised its business model,
shifting to longer product cycles, after two years of net decline in sales and revenue, although
source reports that the parent company is still looking to sell off TaylorMade if given the
opportunity.
34

34
Matuszewski, Erik, “Here's Why Nike's Exit From Club-Making Is Absolutely Not A Death Knell For The Golf
Industry,” Forbes, last modified August 5, 2016. http://www.forbes.com/sites/erikmatuszewski/2016/08/05/heres-
why-nikes-exit-from-club-making-is-absolutely-not-a-death-knell-for-the-golf-industry/2/#7d148ecc7e41.
20
Chapter 4: Golf’s Greatest Challenge – Participation
Today the golf industry’s woes are constantly in the spotlight. According to Forbes, some
say golf is merely leveling out after 60 years of aggressive growth in the U.S., but most identify
that golf is having a difficult time converting interest in the game to actual participation, primarily
because while the world has changed rapidly, the game of golf has changed very little.
35

Decline in Young Adults
As reported by SCGA, 12.7 million golfers are considered “core” golfers, who are currently
playing over 90 percent of golf’s rounds,
36
but they are beginning to -- and will continue -- to age-
out of the game, resulting in both a decrease in play based on physical ability and ultimately
passing away from age-related causes.
37

What is most alarming is that the average current core golfer, whether male or female,
picked up the game at age 22 and 31 respectively,
38
but today, only 6.3 million individuals between
the ages of 18-34 are participating in the sport. This is substantially fewer and is at the center of
concern for the golf industry.
39
In fact, the NGF believes participation has decreased by as much
as 30 percent for this young age group since 1995.
40

35
Reiss, Robert, “Billy Casper Golf CEO Peter Hill Discusses Historic Outing And Golf's Future, Including
GolfBoards,” Forbes, last modified July 21, 2016. http://www.forbes.com/sites/robertreiss/2016/07/21/billy-casper-
golf-ceo-peter-hill-discusses-historic-outing-and-golfs-future-including-golfboards/#4b18cbe25c7e.
36
Franklin, Kermit, “Understanding the Core Golfer,” Southern California Golf Association, last modified
September 29, 2016. http://www.scga.org/news/view/understanding-the-core-golfer.
37
Moore, Frank (Communications and Marketing Director, SCGA), in discussion with the author, October 10, 2016.
38
Franklin, Kermit, “Understanding the Core Golfer,” Southern California Golf Association, last modified
September 29, 2016. http://www.scga.org/news/view/understanding-the-core-golfer.
39
“Golf Industry Talking and Data Points.” World Golf Foundation Golf 20/20. July 8, 2016.
40
Fromm, Jeff, “Topgolf Wins With Millennials While Golf Industry Continues To Reimagine Its Brand,” Forbes,
last modified April 28, 2015. http://www.forbes.com/sites/jefffromm/2015/04/28/topgolf-wins-with-millennials-
while-golf-industry-continues-to-reimagine-its-brand/#510f76b61f78.
21
Peter Hill, CEO of Billy Casper Golf, the nation’s second largest golf course management
company, explained that latent demand needs to be at the forefront of marketing efforts as it can
take a long time to convert someone into being an active golfer:
We are trying to grow the game and put our best foot forward to attract and retain more
golfers. It’s a generational activity. It will take years to continue to convert latent demand
and enhance active demand for golf in the U.S. today. There are 25 million golfers in the
U.S. today. We call this active demand. We know from our industry research there are
another 35 million people interested in the game who would like to learn to play golf. This
is our latent demand. The patterns of how people socialize, what interests they have, the
trend toward mobile, the trend toward experimental marketing, and even some generational
differences have to be accounted for. Golf has to evolve to adapt to these lifestyle changes.
Consumers across the board are telling us we need to change and evolve.
41

The industry’s regulatory agencies and advisors, such as the USGA and the NGF, among others,
have been devoting resources towards identifying weak points of the industry, but it seems as
though no substantial progress has been made in actually addressing the issues leaders such as Hill
identify. It may be because finding a way to attract newcomers with new values, while maintaining
satisfaction from golf’s core audience, will be a tricky balance.
Can Women Save the Sport?
As with many popular sports, woman were shut out of active participation for so long, it
may take a decade or two to turn them into what Peter Hill calls active demand. Though minorities
are prevalent in professional sports such as baseball, basketball and football, it’s hard to name
more than one or two people of color on the current PGA tour.
The PGA has identified women as a top market crucial to changing the diminishing
participation rates in golf and in 2013 appointed executive Sandy Cross to spearhead an initiative

41
Reiss, Robert, “Billy Casper Golf CEO Peter Hill Discusses Historic Outing And Golf's Future, Including
GolfBoards,” Forbes, last modified July 21, 2016. http://www.forbes.com/sites/robertreiss/2016/07/21/billy-casper-
golf-ceo-peter-hill-discusses-historic-outing-and-golfs-future-including-golfboards/#4b18cbe25c7e.
22
to drive female participation.
42
Only 19 percent of golfers are female according to the NGF, which
Bridget Brennan, CEO of The Female Factor, states is unnecessarily low considering, “the sport
requires finesse rather than brute strength and is an inherently social activity, which generally
appeals to women more than men.”
43
“Our research shows that there are millions of women who
want to participate in golf,” says Cross. “But they don’t feel welcome. They haven’t been
invited.”
44

PGA of America’s President Paul Levy has supported the idea that more female
participation could solve golf’s woes, citing a report by Swiss biotechnology company Syngenta
entitled, “The Global Economic Value of Increased Female Participation in Golf,” which states
female participation is a $35 billion opportunity for the industry.
45
Jeff Cox of Syngenta states:
As our survey shows, millions of women worldwide could be interested in taking up golf
within the next two years. This is a huge opportunity for the golf industry. However,
realizing this opportunity, engaging and then converting prospects, requires golf to listen
to and address the specific needs of its different customers.
46

But Golf must change to attract more women to the sport, which is often viewed as unapproachable
and male-dominated, even by women already playing golf. The historical unacceptance of women
as members at many private clubs, and the practice of dividing men’s and women’s clubs and
associations both at public and private courses throughout the country are all likely contributors to
this perception.
47

42
Brennan, Bridget, “PGA Looks to Women to Grow Golf,” Forbes, last modified February 7, 2013.
http://www.forbes.com/sites/bridgetbrennan/2013/02/07/pga-looks-to-women-to-grow-golf/#4782b0984cfc.
43
ibid
44
ibid
45
Hennessey, Stephen, “Is this golf’s $35 billion opportunity?” Golf Digest, last modified November 30, 2016.
http://www.golfdigest.com/story/is-this-golfs-dollar35-billion-opportunity.
46
ibid
47
Pine, Julia (Communication Associate Director, SCGA) in discussion with the author, November 15, 2016.
23
Steep Climb for Minority Support
Finally, members of minority groups represent another prime opportunity for increasing
participation in golf. The sport has historically had low participation among non-Caucasian
audiences, which is largely attributed to the sport’s controversial and unwelcoming past. While the
sport’s core values have since shifted to embrace diversity, as noted earlier, it was not too long ago
that golf discouraged participants from varied ethnic or racial backgrounds. Efforts to shift how
minorities view golf may be an uphill battle, but thankfully the industry is already actively
providing resources and making suggestions on how to encourage participation from more diverse
audiences in the game.
In 2015, the World Golf Foundation released a report entitled, “Golf Diversity & Inclusion
Report 2015” to identify current participation levels among minority golfers in the U.S. and give
strong recommendations to the industry on how to increase participation through strategies and
tactics in the coming years. A chart published in the report illustrates the harsh reality of
participation rates by various ethnicities, while also documenting the overall decline in golf
participation since 2003:

Figure 4: World Golf Foundation - Minority Golf Participation
48

48
Cooper, Michael W. Ph.D, 2015, “Golf Diversity & Inclusion Report 2015,” World Golf
Foundation, Golf 20/20 Diversity Task Force.
24

At the conclusion of this report, author Michael W. Cooper, Ph.D., provides a synopsis of the
issues at hand for golf in the U.S., but his statement seems both bold and lacking in severity all at
once. While Cooper reveals that the World Golf Foundation sees much room for improvement and
an environment ripe for a diversity shift in golf, needed change is described in the context of larger,
national issues and therefore downplayed:
Social change is happening throughout the U.S., so it should come as no surprise that
challenges in golf, and sports in general, are microcosms of larger issues in America,
particularly those involving gender and ethnicity. Across the country, females are running
for public office and vying for top corporate leadership positions. Similarly, race relations
in America are front-page news almost daily. Racial discrepancies are openly debated in
our public education system. Recent tragedies in Ferguson, MO and Charleston, SC have
heightened public scrutiny of racial matters, and social movements such as Black Lives
Matter are sweeping our nation. While the lack of diversity and inclusion in golf pales in
severity to these social issues, it still remains an issue that must be addressed with
intentionality as a full-time endeavor. Otherwise golf might remain out of step with the
changing face of America, and never reach its full potential.
49

For golf’s participation woes to be solved, the industry must become more inclusive, and
change to better appeal to different audiences in genuine and welcoming ways. Going forward,
golf must prioritize efforts to increase its appeal to young adults, both male and female, as well as
to adult women and people of varying ethnic backgrounds if it is going to continue thriving in the
future.

49
Cooper, Michael W. Ph.D, 2015, “Golf Diversity & Inclusion Report 2015,” World Golf
Foundation, Golf 20/20 Diversity Task Force.
25
Chapter 5: Understanding Millennials
While it is necessary for golf to make industry-wide revisions to build participation for all
underserved audiences, it is the author’s opinion that the Millennial generation needs to be the
top priority, simply because they are the future of the game. Luckily, the changes that must be
made to appeal to this generation are likely to give golf the facelift it needs to also appeal more
broadly to women and people from various minority groups. The NGF notes that of the 75.4
million Millennials in the U.S., 12.2 have expressed interest in the game, which NGF calls
“lurkers.” These lurkers are “demographically comprised of a greater proportion of females and
non-Caucasians that the current Millennial golfer base.”
50

The NGF’s 2015 report, “Golf & the Millennial Generation,” gives an in-depth look at
the Millennial golfer as well as recommendations on changes and advancements the industry
needs to make to garner more attention from this segment.
51
The report identifies many of the
key points this paper will also strive to explore about the golf industry, but it lacks some context
about Millennials in general. To understand who the Millennial golfer could be, a generalized
understanding of the Millennial generation as consumers must be identified.
The NGF was not the only organization delving into the Millennial segment in 2015;
Goldman Sachs also released an in-depth infographic explaining Millennials and their spending
habits, as they are now the largest generation in the United States, surpassing even the Baby
Boomers in size. The study concludes with the following statement:
The Millennial generation is the largest in U.S. history and as they reach their prime
working and spending years, their impact on the economy is going to be huge.
Millennials have come of age during a time of technological change, globalization and
economic disruption. That’s given them a different set of behaviors and experiences than
their parents.

50
Beditz, et al. “Golf and the Millennial Generation,” 2015, National Golf Foundation.
51
ibid
26
They have been slower to marry and move out on their own, and have shown different
attitudes to ownership that have helped spawn what’s being called a “sharing economy.”
They’re also the first generation of digital natives, and their affinity for technology helps
shape how they shop. They are used to instant access to price comparisons, product
information and peer reviews.

Finally, they are dedicated to wellness, devoting time and money to exercising and eating
right. Their active lifestyle influences trends in everything from food and drink to
fashion.
52

A few key insights from this brief are crucial for golf industry executives to understand. First,
Millennials require instant access to information; second, Millennials willingly spend both time
and money on wellness; and third, Millennials’ views on ownership have spawned a “shared
economy,” which will only continue to expand.
53

While Goldman Sachs’ report gives a thorough look at Millennials’ spending habits and
financial hardships, it leaves out an important concept unique to the Millennial generation, which
also largely affects their spending: reputation.
54

Pascal Beucler, Chief Strategy Officer for MLSGROUP Global, presented research
findings on Millennials and their connection to brand reputation at PRAXIS 2016. Beucler
identified Millennials as having eight specific characteristics: Connected, Socially Conscious,
Tech-Savvy, Entrepreneurial, Experimental, Confident, Progressive and Purpose Driven.
55
The
report reveals that 65 percent of Millennials believe businesses have a responsibility to mitigate
climate change, and four out of five Millennials believe businesses can make a significant impact
in addressing social issues.
56
Furthermore, and supporting Goldman Sachs’ point about access to

52
“Millennials Coming of Age,” Goldman Sachs, accessed November 15, 2016. http://www.goldmansachs.com/our-
thinking/pages/millennials/.
53
ibid
54
Beucler, Pascal, “Role of Millennials and their Impact on Reputation Management,” MSLGroup, last modified
September 26, 2016. http://www.mslgroup.com/insights/2016/role-of-millennials-and-their-impact-on-reputation-
management/.
55
ibid
56
ibid
27
information, 89 percent of Millennials say they trust claims from friends and family over
marketing communication.
All of these figures are useful for any industry to better understand the Millennial market,
but for golf it is critically important for a few distinct reasons. First, the golf industry has not had
the best reputation, especially when viewed by Millennials. According to source, 44 percent of
current Millennial golfers say they believe the game is exclusionary and elitist, while 40 percent
of Millennials who have never played the sport have the same perception.
57
This is particularly
problematic because Millennials are more attuned to social issues, and in their world,
inclusiveness and diversity are hot topics for this age group. As shown in Figure 5, NGF’s study
also identifies other negative perceptions of golf broken down by three generations, Millennials,
Gen X and Baby Boomers:

Figure 5: NGF - Negative Brand Perceptions
58

Across the board, Millennial golfers are more critical than earlier generations about some of the
game’s most common stereotypes. The NGF study concludes with the following graph depicted

57
Beditz, et al. “Golf and the Millennial Generation,” 2015, National Golf Foundation, 34.
58
ibid, 34
28
as Figure 6, illustrating how many non-Millennial, more traditional golfers seem to misunderstand
Millennials and do not think highly of those following in their fairway footsteps:

Figure 6: NGF - How Non-Millennials View Millennials
59

The Millennial Golfer
NGF’s look at current Millennial golfers as shown in Figure 7 is a good place to start
understanding who is already playing the game and who else might be recruited from the
Millennial sector, including the NGF’s identified “lurkers” group, who are more diverse that the
current core Millennial golfers.

Figure 7: NGF - Millennial Golfers
60

59
Beditz, et al. “Golf and the Millennial Generation,” 2015, National Golf Foundation, 75.
60
“Turning Millennial Research into Action; On the Course and at the Register,” National Golf Foundation, last
modified July, 2015.
http://ngfdashboard.clubnewsmaker.org/Newsletter/7c6mnt2knmn?a=5&p=2373543&t=410871.
29
As Figure 7 shows, Millennial golfers’ numbers are not terrible, but represent a concern for the
industry because they are much lower that prior generations at the same age. This is especially
true when considering participation has peaked by age 34 in the past, and latent demand tends to
drop drastically once a person hits the age of 34.
61

The NGF has divided current Millennial golfers into three categories, which they call
Throwbackers, Breakfast Ballers, and Dabblers. Throwbackers account for just over half (51
percent) of all Millennial golfers.
62
They are predominantly Caucasian males who were
introduced to the game in their formative years and are “very likely” to continue playing in the
future. Their perceptions about golf are much more similar to their parents’ than their own
generation, and they tend not to think the sport needs to undergo serious change.
63

Breakfast Ballers account for 22 percent of Millennial golfers, and is the group citing the
highest necessity for golf reform. They are a more diverse segment and most took up the game
on their own as teens or young adults. Proportionately, they are 26 percent more female and 35
percent more non-Caucasians than Throwbackers.
64
They play an average of eight rounds per
year, so far fewer than the Throwbackers, but represent a great opportunity to become more
engaged if the sport were to offer a way for them to consume it their way. Breakfast Ballers are
most critical of the game’s reputation among Millennials, with 63 percent believing that “the
social environment at the golf course is stuffy,” and 60 percent expressing their feeling that “golf
is elitist/ exclusionary.”
65

61
Beditz, et al. “Golf and the Millennial Generation,” 2015, National Golf Foundation, 56
62
ibid, 16
63
ibid, 16
64
ibid, 45
65
ibid, 46
30
Lastly, the Dabblers segment makes up 27 percent of Millennial golfers, although the
NGF seems reluctant to actually label them as “golfers,” as they play very infrequently and
usually only at the request of someone else.
66
Over a third of this group are female, and as a
whole the segment is 80 percent Caucasian. Despite indicating that they had played golf at least
four times in the past 12 months, three out of five Dabblers would deny affiliation with the golf
brand. “Whoa! That’s a bit disturbing,” states the NGF report.
67

Surprisingly, the NGF does not appear to view Dabblers as a group representing any
recruitment opportunity, and the organization’s study does not discuss how Dabblers feel about
the sport’s reputation, although it does appear the authors were offended by the group’s honesty
about being affiliated with the golf brand. It is possible this represents a missed opportunity for
the industry: the group has already been introduced to the game, a large hurdle to overcome for
the otherwise uninitiated, but they likely are looking for the sport to fit their needs better than it
currently does. Nonetheless, they represent more than one-fourth of all Millennial golfers, and
should not be ignored outright, despite their attitudes about affiliating with the golf brand.
According to Jeff Fromm of FutureCast, who supported the NGF in their Millennial research
efforts, “Millennials will spend money to participate [in golf] if their social, sporting and self-
actualization needs are met.”
68
But, what exactly are those needs and how can they be met? That
is what must be determined.

66
Beditz, et al. “Golf and the Millennial Generation,” 2015, National Golf Foundation, 47
67
ibid, 51
68
Fromm, Jeff, “Topgolf Wins With Millennials While Golf Industry Continues To Reimagine Its Brand,” Forbes,
last modified April 28, 2015. http://www.forbes.com/sites/jefffromm/2015/04/28/topgolf-wins-with-millennials-
while-golf-industry-continues-to-reimagine-its-brand/#510f76b61f78.

31
Chapter 6: Industry Leaders Identify Golf’s Top Barriers
To assess the opinions of industry leaders on the biggest hurdles golf faces in growing
participation, the author conducted a Delphi method survey with snowball sampling across a group
of director- and management-level industry professionals from varied disciplines in golf.
Stage one involved polling nine individuals, and the final survey consisted of input from
eight members of the golf industry, with one respondent from stage one failing to complete stage
two. The results indicated that while there was some consistency in identifying golf’s barriers,
many different issues ranked higher depending on the person’s personal background. For a
complete look at both Delphi phases, including the research instruments, please see Appendix A.
In the first round of the Delphi survey, participants were asked, “In growing the game,
what are the top three barriers you believe golf is facing, especially with reference to female and
young adult audiences?”
69
The survey was sent to 10 industry leaders with a request for each to
pass the survey along to one or two colleagues in the industry. Nine people chose to participate,
some from the original sample and others by request of a fellow industry leader. Out of a total 27
responses, 14 barriers were identified, omitting direct duplicates. Additionally, participants were
given the opportunity to explain the barriers they listed, offering additional qualitative depth to the
phase one survey.
Following the first stage, a final survey was sent to all nine participants from phase one,
asking them to rank each of the barriers’ levels of importance on a Likert scale. The goal of this
final phase was to achieve a consensus from throughout the industry, identifying the most pressing
issues. A chart of phase two responses can be viewed below:

69
Authors original Delphi Sampling, unpublished research, 2016.
32
BARRIER EU* U* SU* NUI* SI* I* EI*
Time - - - - 1 3 4
Male-Dominated Traditions - 1 - 1 3 2 1
Sponsorships 2 1 2 2 - - 1
Cost - - - - - 3 5
Golf Culture - 1 - 1 1 5 -
Complex Rules 1 - - 1 1 3 2
Lack of American Women on TOUR - 1 1 1 5 - -
Difficult of the Game 1 2 - - 1 2 2
Interest of Course Design 1 - 1 3 1 2 -
Lack of Price Flexibility for Young
Adults
- - - 1 - 6 1
Marketing/ Advertising 1 1 - 2 2 2 -
Lack of Attention in Young Adults 1 - 1 - 3 2 1
Unwelcoming to Outsiders - 1 - - 2 5 -
Lack of Minority Interest - - 1 - 3 3 1

*Likert Scale: Extremely Unimportant (EU), Unimportant (U), Somewhat Unimportant (SU), Neither Unimportant
or Important (NUI), Somewhat Important (SI), Important (I), Extremely Important (EI)

Figure 8: Delphi Phase Two Results
70

The Delphi method survey revealed two categories were of high concern for all eight participants:
time and cost, which comes as little surprise considering both are widely discussed in NGF
research and in media coverage of the golf industry. Additionally, the game being considered
unwelcoming to outsiders, having a lack of minority interest, and a lack of price flexibility for
young adults were deemed at least “somewhat important” by seven out of eight respondents.
What is critical to recognize is that all categories relating to the game’s culture in some
way – having male-dominated traditions, being unwelcoming to outsiders and the overall golf
culture – were all ranked high in importance by the industry leaders. Two respondents from phase
two left personal comments at the conclusion of the survey, in which they openly identified the
need for a shift in golf’s narrative. Nikki Gatch, Regional Manager of Player Development for
PGA of America stated, “Our industry as a whole needs to focus more on the game's positive

70
Authors original Delphi Sampling, unpublished research, 2016.
33
attributes and benefits, and consider different marketing approaches to broaden our game's
influence.”
71
Similarly, Kevin Heaney, Executive Director of the SCGA wrote, “Creating an
atmosphere of welcoming and inclusion (and fun) is critical to getting individuals who are not
normally drawn to the game.”
72

Finally, this cohort of industry leaders clearly conveyed that changes to the game’s
reputation required investments in both time and cost, as well as a cultural shift in the sport, all of
which were considered necessary to boost participation from young adults and women.

71
Authors original Delphi Sampling, unpublished research, 2016.
72
Authors original Delphi Sampling, unpublished research, 2016.
34
Chapter 7: The Pro Relationship: An Interview with Nikki Gatch
Nikki Gatch is considered by her peers to be one of the golf industry’s leading
professionals, committed to growing the game and developing the sport for adult and junior golfers
alike. After participating in the golf industry Delphi survey, Gatch partook in an in-depth interview
for this paper, providing her expertise and ideas for the future of the game, and making a confident
assessment about the reputation of golf in the U.S.
“Honestly, I think the reputation of golf to outsiders is that it is boring or too expensive,
and most importantly, that it not something for them,”
73
stated Gatch.
Gatch is the Regional Manager of Player Development for PGA of America, responsible
for managing growth of the game throughout Southern California and Hawaii. She has held this
position for five years, after being promoted from her position as Assistant Executive Director of
the Southern California section of the PGA. She started her career in golf in 1995, when she began
as a teaching professional before moving to the administrative side of things, dedicating her entire
career to spreading awareness of the game and growing its participation in various areas of the
United States.
74
Gatch explains her roles at PGA of America as a unique golf consultant:
I work directly with our golf professionals, PGA professionals, to help them grow the game
and grow their business, in a nutshell. I’m mostly a consultant that works with different
pros on programs best suited for them. There is no magic formula, but we do have programs
and best practices depending on the facilities type, demographics and resources.

Each facility has their own goals and objectives and their own audiences they are trying to
reach, but ultimately, they all want the same thing: to grow the game and bring more players
to their facility.
75

73
Gatch, Nikki (Player Development Regional Manager, PGA of America) in depth interview with the author,
December 5, 2016.
74
ibid
75
ibid
35
Gatch also volunteers her time to the betterment of the game, sitting on several committees
for the Southern California PGA (SCPGA), including Junior Golf, Women’s Golf and Growth of
the Game. She currently sits of the Board of Directors for the SCGA, as both the first PGA pro
and first woman chosen to serve,
76
and is a trustee of the Women’s Southern California Golf
Association (WSCGA) and Secretary of the San Diego Junior Golf Association. Additionally,
Gatch and her husband co-own an executive golf course with two other partners in Oceanside,
California.
77

I speak a lot from the perspective of our golf professional, because that is who I work on
behalf of and essentially who I work for, as opposed to an association which might look at
industry barriers from a different light. They are trying to create the golfers, and create
interest, and our golf professionals are as well, but they then have to have things available
for these new golfers. Associations do a great job of sending people to our golf pros, but
they better have some programs in place that address industry barriers and retain these new
golfers.
78

According to Gatch, the PGA has a unique position in growing the game of golf. They mostly
handle player development once someone has already made the choice to start playing and is
committed to learning how to better their game, but the PGA is also one of the most notable
symbols of golf in the United States. They are deeply woven into the narrative of the sport,
giving them the opportunity to contribute to the changing future of the game, even for those who
have not yet tried it.
In the first phase of the Delphi survey, Gatch identified the top barriers to the sport’s
growth as time, cost and difficulty, three commonly stated barriers. However, she has a unique
perspective on why all three barriers are often more of an excuse than a true issue with the game:

76
Pine, Julia, “Nikki Gatch Joins Southern California Golf Association’s Board of Directors,” Southern California
Golf Association, last modified February 3, 2015. http://www.scga.org/news/view/nikki-gatch-joins-southern-
california-golf-associations-board-of-directors.
77
Gatch, Nikki (Player Development Regional Manager, PGA of America) in depth interview with the author,
December 5, 2016.
78
ibid
36
I say time, which is obviously a barrier, but people do find the time to do the things they
want to do. Avid golfers find the time to be on the course, so this barrier is specific(ally)
new people trying to get into the game.

But at the end of the day, if someone likes and cares about something, they will find the
time and the money to do it. It’s pretty simple and we see it with yoga, gym
memberships, traveling, whatever it is – so these barriers are sort of excuses because if it
is something important to you, you will find the time and you will find the money to do
it.

As for the difficulty of the game, it is difficult, but it’s also what’s appealing about the
game. You are never going to master this game, ever. But you can make progress along
the way and everyone is going to have different level of progress. A 40 handicapper, the
first time they break 100 or maybe even 120, that’s a win for them and it’s going to be
something different from everyone else.
79

Gatch recognizes that to truly overcome the barriers of growing the game, changing the way it is
viewed is needed:
If we are talking specifically about getting new people into the game, I think these three
barriers (are) really sort of stepping away from the traditions of the game. It’s
understanding that golf doesn’t have to mean 18 holes.

I like to compare that to basketball. If I play in my backyard and play a game of HORSE
with my son, we are playing basketball. We may not have four quarters, timeouts and a
referee, but we are still playing basketball. So, it important to sort of let people know it’s
okay if you want to play nine holes, if you want to play three holes, if you want to play
one hole or hit some putts on the putting green or balls on the range, you’re still playing
golf, pure and simple.

There is a fine balance of preserving the history and traditions of our game, but at the
same time being open to new changes and new ways at looking at the game. So, the
professionals who are most successful in the realm of player development and growing
the game are doing just that, and having something for everyone.
80

Gatch works with the professionals in her region to develop programs and outreach focused on
audience and messaging, with an emphasis on the “why” and not the “what” for any given

79
Gatch, Nikki (Player Development Regional Manager, PGA of America) in depth interview with the author,
December 5, 2016.
80
ibid
37
facility. To start, she uses a spectrum to make pros aware of all the golfers they need to engage
with:
It’s important to know why someone wants to play. Is it for social reasons, competitive
reasons, or a bit of both, something in the middle? I think most people fall in that middle
category. Certainly, a social aspect of it is huge, that’s what’s appealing about our game.
But it is a game too, and we can’t forget that. There is a bit of a competitive spirit there
for everyone, I believe. Even if a new golfer just has a competition within themselves,
‘Hey I got on the green in four!’ whatever it might be.

We [PGA of America] use a spectrum often times. The far left is a new golfer and the far
right is a very committed golfer, maybe a member of a private club that plays twice a
week, or a PGA professional or a collegiate golfer, anyone who is fully committed to the
game.

So where does everybody fit in the middle? I think as golf professionals, we do a great
job of introducing the game, whether it’s through junior clinics or going out into the
community, and we do a great job of coaching once someone is an avid golfer, but those
people in the middle we have lost.

I talk a lot to our professionals about it being great that they have a beginner golf class,
but you can’t just say, “Great thanks, that was the end of the fourth class, thanks for
coming,” and assume they are going to play 50 rounds a year, because they are not. It’s
having a sort of progressive program that’s all about next steps. Understanding that not
everyone wants to move to that far right-side of the spectrum, so you better have
something to keep them engaged.

A beginner, for instance, may finish up those first four classes and be comfortable, but
they may not be comfortable going and playing 18 holes of golf. So maybe there is a
second version of that class or some sort of a league where they start out with three holes
or six holes.

The same thing is important for juniors, having a progressive program where everyone
knows what the next step would be, if and when they are ready – that’s the key.

You may have some people that are really content with playing nine holes of golf and
they never want to play 18, and that’s okay, as long as you keep them engaged.
81

Gatch’s emphasis on messaging and storytelling for facilities contrasts with most of the industry
“deals”-based marketing currently being used, which she feels lacks purpose. Gatch understands

81
Gatch, Nikki (Player Development Regional Manager, PGA of America) in depth interview with the author,
December 5, 2016.
38
that to reach an audience in a genuine way, they need to understand more about the values of the
game:
If you look at practically any ad from any facility right now, whether it be in a magazine
or online, and they are all promoting price and a tee time – you could throw any logo on
any of these ads and it would be the same. So, we have gone through a training amongst
my department where we look to lead with the “why,” as opposed to the “what.”

Why do we do what we do? Why does a particular facility exist? Is it to promote the game?
To have something for their community? Use that and promote whatever that may be, don’t
start with, “Hey we have the lowest prices around,” because that has caused the downward
spiral we are right in the middle of.
82

Another communications trend Gatch promotes to her professionals is the idea that golf is
experiential. Knowing that today’s young adults are more willing to spend on experiences over
products, and that a great experience is key to maintaining customers of any age, Gatch is focused
on pairing great messaging with great experiences at facilities:
It goes back to understanding that people will pay for a great experience, it’s all about an
experience.

When people ask me, “What’s your favorite golf course?” I am not remembering how fast
the greens were or the layout of the course, or any of that. I’m going back to my experience
there, how I was treated, how I felt when I was there. Certainly, the company I was with is
going to have a lot to do with that, but I think naturally is how people react and response,
it’s all about the experience.

Yes, people are price conscious of everything, we all want the best deal, but we also want
the best experience too. So maybe if I am going to pay $5 or $10 more to play somewhere
where I know I am going to be treated well and feel positively, it’s worth it. But that means
as a facility we have to create that, and I think that applies to getting more young adults
and women into the game, but it really applies to bringing in anyone.
83

As both an employee of PGA of America and a woman in the male-dominated golf
industry, Gatch is devoted to getting more women into the game, and she believes it is already

82
Gatch, Nikki (Player Development Regional Manager, PGA of America) in depth interview with the author,
December 5, 2016.
83
ibid
39
starting to happen, but not through specific programs highlighting women, but rather, though
general engagement and acceptance of women as equals at golf facilities:
I am a proponent of just getting more people into the game, and maybe that sounds silly
because I am a woman and I should be more aware of them, but I think that will just happen.

That being said, our facilities need to be more welcoming and engaging, and certainly
having more women in the industry will help. Not just speaking to golf, but people relate
to things where they can see themselves.

If you go to most golf courses and you walk around and look at the pictures on the walls,
it’s probably going to be of older, white males – very traditional. And nothing against that,
but if you’re trying to attract women or families you have to show that they are welcome
and that you are going to engage with them. So, we talk a lot about the messaging.
84

She identifies junior golf as being a great growth opportunity for women as well:

A big key to growing the game with women is growing the game with juniors, and I have
seen it first hand at our little golf course. We created a junior program from scratch and we
don’t have hundreds of kids yet, but we are growing. Golf is something that is special and
unique, in that it is something the whole family can enjoy together.

I know as a parent, whatever your kids are into you naturally gravitate towards and maybe
I can’t go out and play soccer with my daughter, but we can go play golf together and I can
get a little more involved, which is such a unique opportunity parents have. So, I think to
grow the game with women we need to grow the game with juniors, and growth in the
junior sector is great right now, it’s probably the sector with the most growth we have seen
to date.

For quite a while the U.S. has hovered around 2.5 million (in the) junior golfer segment, in
2015 it finally (crept) over 3 million, which is a pretty big jump, (while) all the other sectors
of golf stayed about the same. So, I really think growing in the junior sector is the key.
85

With a strong stance on golf's need to update the way it is viewed by outsiders and those in the
game, Gatch was asked who she believes is responsible for a reputation shift in golf as an overall
brand.
We all are, because we are all trying to interest golfers at different stages and for different
reasons. An association wants to attract new players to ultimately join a club and in turn
the association, and we at PGA of America are training our pros to take those players and

84
Gatch, Nikki (Player Development Regional Manager, PGA of America) in depth interview with the author,
December 5, 2016.
85
ibid
40
engage them with the correct programs. Manufacturers can’t keep coming out with the
latest and greatest driver every six months, but they are certainly in the position with the
technology they have to maybe make the game a little easier. (With) the Tours’ exposure
on TV and the community outreach they do, golf is the most charitable sport out there by
far, and that should be better known.

What’s most important is we all work together. It’s not the sole burden of the PGA or the
USGA, but for too long we have worked in different silos, with everyone is doing their
own thing, and that was fine when everything was booming, but now more than ever, we
need to work together.
86

86
Gatch, Nikki (Player Development Regional Manager, PGA of America) in depth interview with the author,
December 5, 2016.
41
Chapter 8: Bridging Demographics: An Interview with Craig Kessler
Craig Kessler is the Governmental Affairs Director for the SCGA, a position he has held
for six years, after the Public Links Golf Association (PLGA), an association of public and
municipal golf courses in the Southland where Kessler was Executive Director, merged with the
SCGA.
87

Kessler is viewed as a golf expert and the industry’s chief voice on issues surrounding
water conservation, something that has been particularly plaguing for golf facilities in Southern
California due to extreme drought conditions in recent years.
88
Issues like water conservation also
are at the top of the heap among Millennials’ chief concerns, so his input is critical to this study.
In addition to water conservation, Kessler’s extensive work for the public sector of golf
has positioned him to care deeply about participation from all audiences of the game, not just those
of privilege, and his bold opinions about the changes necessary in the game yield significant
weight, backed by a long, successful career fighting for golf.
After completing the Delphi survey, Kessler participated in an in-depth interview for this
paper to expand on his view regarding the barriers golf faces and important changes that he
believes need to be made in the industry. Contrary to many others in the industry, however, he
didn’t necessarily feel the game’s decline was as dire as often portrayed:
We have allowed ourselves as an industry to play into the notion that golf is declining, and
there is no doubt that is true, it’s in the numbers. However, that is after 60 years of steady
and significant growth, so I think much of the decline can be categorized as an overdue
correction, combined with a terrible real estate-related Recession, which had major impact
on golf course facilities.
89

87
Kessler, Craig (Governmental Affairs Director, SCGA) in depth interview with the author, December 8, 2016.
88
Moore, Frank (Communications and Marketing Director, SCGA), in discussion with the author, October 10, 2016.
89
Kessler, Craig (Governmental Affairs Director, SCGA) in depth interview with the author, December 8, 2016.
42
What Kessler believes is most important for outsiders of golf to understand is that the game
is for everybody, but he notes the industry is not quite there:
One of the great things about golf is once you get introduced (to it), it is a game of a lifetime
as opposed to most other sports. Golf is conveying that message better than it used to, but
it’s still not really conveying that message. It’s trying, but you need to convey a message
14 different ways, 15 different times before people start to understand it. We are just at the
beginning of that process.
90

Additionally, Kessler notes that the game is so foreign to most, many do not trust it and therefore
do not attempt to get involved, making it more difficult to “sell” than other athletic activities:
Golf is not a game that is elemental or basic; it requires a lot of equipment and training.
It’s not like picking up a baseball and throwing it, picking up a basketball and shooting it
or kicking a soccer ball. It’s very specific and you have to be taught everything, starting
with how to hold the club. Then there is a sense that there is a wardrobe associated with it,
the shoes, the gloves, the clothes – even though that’s not real – it’s a bit of an alien game
and it’s not natural, it’s the least natural thing of all the major sports, it’s a game that takes
a lot of selling to attract an audience.
91

On top of the game being perceived as “alien,” Kessler explained that the game is far less
accessible than it used to be and its past has put it in a position of fighting an uphill reputation
battle, something Kessler feels is of dire importance to improve.
Reputation is a tough subject, and what needs to be determined is what about golf’s
reputation is deserved and what is not deserved.

Those who play golf know that its old, neat stereotypes do not define golf, but rather that
you play with a certain set of integrity, and I think that transcends generations and
transcends time. What doesn’t transcend generations and time is four old guys with white
belts, sitting in a grill room at some club, smoking a cigar and complaining about how they
let women play on Saturday mornings – which is a huge problem with this game.

1961 is when the Caucasian clause was lifted, (and) golf was the last sport to get rid of it;
that’s not a good record, (and) I personally have never really come to terms with that.

And you look at the Masters, it has finally moved into the 20
th
century, it’s past the Civil
War – barely. It’s hard to have that be a symbol of golf. It is a great golf championship but
the club is horrible, especially when it was under the leadership of Clifford Robinson. As
a member of the golf industry it was painful to watch, and that was the image golf gave to

90
Kessler, Craig (Governmental Affairs Director, SCGA) in depth interview with the author, December 8, 2016.
91
ibid
43
the world for way too long. What they should have done, and never did, was say, “That
was all a terrible mistake and we are done with that.”
92

Golf is great sport for all, but the nexus of connection is difficult. Some of the programs
that used to exist, such as caddy programs, have been restricted by labor laws. These
barriers have rid kids of the ability to play the game with “sweat equity” of sorts.

Ironically, as the game has become a more sophisticated business and more expensive, it
has cut out some of those portals that provided poorer kids access to the game, kids such
as Lee Trevino, Ben Hogan, Sam Sneed or Byron Nelson. Those are four of the greatest
players of all time (who) came poorer backgrounds. We are not seeing great players from
poor backgrounds anymore, which is a difficult thing for Americans to come to terms with.

The sport is less reachable than it used to be and one of the contributing factors to the
game’s decline is cost.
93

Kessler defined cost as one of the barriers in the first phase of his Delphi response, but he
explain it as not just pure monetary cost, but rather in terms of a “tomorrow won’t be as good as
today,” economic outlook, especially coming from young adults who are heavily burdened with
student debt and stunned by the Great Recession. Additionally, Kessler defined time as a barrier,
but in a way also tied it to cost: “Time constraints, which to the extent that time is indeed money,
is but another aspect of the economic barrier.”
94

The topic of Millennials’ spending habits and willingness to spend on experiences, as also
identified by Gatch, was discussed. Kessler admits he does not think the golf industry has
approached Millennial game development in this way, but it should be considered:
I’m not sure that the leaders of golf have thought to sell golf as an experience. It’s an easy
connection to make because golf is entirely an experience, it’s a way of life.

It’s my personal opinion that many of the things we have attributed to Millennial
disenchantment of the game is off base. I don’t think they have trouble with things that are
difficult or time consuming; I don’t think they have short attention spans but they have less
disposable time, more debt, less money and (are) not as good (as) prospects. The LA Times
reported that literally more than half of Millennials will never make what their parents did,
(which) is a flip in American history.

92
Kessler, Craig (Governmental Affairs Director, SCGA) in depth interview with the author, December 8, 2016.
93
ibid
94
Authors original Delphi Sampling, unpublished research, 2016.
44

I think the game of golf has not done a good job, so there is room for improvement, in
actually selling golf… it is something you get engaged in and it becomes part of the rest of
your life and you can play with moderate proficiency for the rest of your life.

Millennials are different in one respect: previous generations were more interested in
establishing things ‘of a lifetime’ and I think Millennials look at life as nine jobs, three
careers, five different places, (it’s) less permanent.
95

Kessler mentioned that one of his golf industry idols was a course architect named Larry Flack,
who always believed basic, easy-to-play public courses would be sustained long-term, saying,
“there are no bad golf courses.” Kessler recalls Flack’s position:
He thought meat-and-potato plain golf courses were the best bet in the long run because
whether you’re playing Pine Flats Muni in Kansas or Pine Valley Country Club in New
Jersey, the game was about the following: Every Saturday, four guys meet and play sort of
by the rules but not religiously, and they love the game. So whether they are playing a golf
course (that’s) their little municipal course or one of the best courses in the world, the game
is the same and that’s what matters.
96

“This is the spirit I think might appeal more to Millennials, especially those who see golf as old,
neat, kind of silly and stupid in its own ways,” said Kessler.
Additionally, the awareness that Millennials have a deeper connection to the values of an
organization leads Kessler to believe that touting some of what the industry does for the betterment
of the game could be influential in gaining participation from this audience. He uses an example
of current work by the SCGA Governmental Affairs office:
Associations do so much to support the industry that is never seen by the public. Especially
at the SCGA, we are much more than a handicap provider.

For example, I have been working to not only put together a turf teaching position at Cal
Poly (University) San Luis Obispo, (but) a turf research position, which is invaluable for
the game, especially in California with (its) drought conditions. We are the organization
putting that all together. But, for whatever reasons, we are not selling that these things are
part of the membership fee paid.

95
Kessler, Craig (Governmental Affairs Director, SCGA) in depth interview with the author, December 8, 2016.
96
ibid
45
The Millennial generation cares much more about the character of an organization than
generations before, and they might like to know about some of these projects. I think in the
future we need to find a way to do some shameless self-promotion in a dignified way. We
are credible, we only exist to support the game, not to make money, so it’s for the right
reasons.
97

What Kessler strongly believes is that the new golf programs that are inconsistent with the
traditions of the game are not the answer to golf’s woes:
Golf’s current public relations people say we must be promoting the game, but we can’t
promote it by denigrating the product, and that’s what I think the gimmicks do. Gimmicks
denigrate the product. Things like the 14-inch hole and foot golf indicate that we as an
industry think there is something wrong with the game.

Topgolf is another example, Topgolf is great, it’s a business that makes a lot of money,
however, to assume that’s going to save golf is wrong. Really it has nothing to do with golf
and that idea tells the world that the leaders of the golf industry think that the game is passé.
And if we convey that sort of PR, what hope is there for us?

Golf is a quieter and reflective sport, which allows people to enjoy nature. It will never
appeal to everyone; some people want more adventure and excitement. For that reason,
blaring music on a driving range, for instance, is not going to bring in new people and it
may push away the people that currently enjoy the traditional game.

I think there are serious structural problems and we can’t wave a magic want and fix the
politics right away, but I think there is a way to put a better spin on it and work towards
change as we progress.
98

Similar to the conclusion of Gatch’s interview, Kessler was asked to identify who he
believed was most responsible in shifting golf’s reputation.
There is no one golf, but different branches of the industry create the overall brand.
Callaway, for instance, is a commercial enterprise that must modernize and update the
game for a different demographic, not realizing that what maybe they need to sit down with
the USGA and the PGA and other branches of the industry and say, “Look guys, you’re
killing us, we make it or break it on sales and you are making it impossible to sell this
game. You’re not even yesterday’s America, you’re the day before yesterday and that
doesn’t sell.

This is what needs to change about golfs image, but that’s not easy to do, it takes courage.

97
Kessler, Craig (Governmental Affairs Director, SCGA) in depth interview with the author, December 8, 2016.
98
ibid
46
I believe those in the best position to shift golf’s reputation are not organized or
institutionalized, it’s those who on a regular basis play golf with friends on golf courses
throughout the world. They are best positioned to explain the game.

The leadership organizations, the ones who think they are best positions, have really done
a miserable job at this. The institutions drive me crazy and I love the game.
99

99
Kessler, Craig (Governmental Affairs Director, SCGA) in depth interview with the author, December 8, 2016.
47
Chapter 9: Gimmicks Are Not the Answer
The public relations industry has long been plagued by the perceived notion that its
practitioners resort to stunts and gimmicks. While this perception is wildly unfair, it’s important
to note in the context of the trap that the golf industry has set for itself. A popular revenue “fix” in
recent years at many golf facilities, as well as other sectors of the industry, are golf gimmicks.
These gimmicks, such as Foot Golf, the 15-inch Hole and Topgolf, have been invented to drive
participation from those not seeking to participate in the game in its current state, including young
adults. And, while there is no shame in being creative or showing the courage it takes to try
something new, in the author’s opinion golf gimmicks are not a sustainable way to grow long-term
participation in the game.
Kessler, of the SCGA, boldly stated in his interview his view that using gimmicks to grow
the game harms traditional golf: “We can’t promote it [golf] by denigrating the product and that’s
what I think the gimmicks do. Gimmicks denigrate the product.”
100

Kessler is not the only one who sees these golf trends as detrimental to the traditional
sport. Brett Hochstein, golf architect and owner of Hochstein Designs LLC, states,
One of golf's greatest positives its sense of tradition. There must be a way to somehow
balance tradition with modern interests. Golf should never abandon everything that has
made it great, but it has to find a way to be more welcoming to modern interests.
101

With golf’s most popular gimmicks, the traditions of golf are entirely abandoned, proving
that while popular for revenue generation, they are not going to secure a long-term future in
participation the actual game of golf.
Interestingly, many big names in the industry have touted their support for these initiatives,
including Peter Hill, CEO of Billy Casper Golf, who was quoted in Forbes as saying, “The reality

100
Kessler, Craig (Governmental Affairs Director, SCGA) in depth interview with the author, December 8, 2016.
101
Authors original Delphi Sampling, unpublished research, 2016.
48
of golf today is there are two kinds of golf. There is traditional golf and what I call non-traditional
golf.”
102

Hill is involved is the expansion of a company called GolfBoards, which as shown in
Figure 9, gives golfers the opportunity to “surf” a golf course while playing, on a four-wheel
scooter-like device. Hill states, “[It] is intended to attract Millennials who may be used to
snowboarding or surfing.”
103

Figure 9: Golfer on a GolfBoard
104

While Hill’s innovation may attract some enthusiast to the game, many golfers today do
not play strictly by the rules or by the exact traditions of the original game. Yet using technology
to establish that two different activities can happen altogether does exactly what Kessler warns –
it shows players and potential players that the industry feels there is something wrong with the
traditional game.
105
It also seems unlikely that enough Millennials who surf and snowboard will

102
Reiss, Robert, “Billy Casper Golf CEO Peter Hill Discusses Historic Outing And Golf's Future, Including
GolfBoards,” Forbes, last modified July 21, 2016. http://www.forbes.com/sites/robertreiss/2016/07/21/billy-casper-
golf-ceo-peter-hill-discusses-historic-outing-and-golfs-future-including-golfboards/#4b18cbe25c7e.
103
ibid
104
"Maderas Golf Club," digital image, UPI, last modified March 31, 2016.
http://www.upi.com/Odd_News/2016/03/31/California-course-offers-golfers-hoverboard-like-
GolfBoards/8971459440118/.
105
Kessler, Craig (Governmental Affairs Director, SCGA) in depth interview with the author, December 8, 2016.
49
suddenly start playing golf because a board is involved, thus not creating any credible advance in
participation numbers.
In 2014, the 15-inch hole craze was created by HackGolf, whose tagline, “How Do We
Make Golf More Fun For Everyone?” It speaks to the idea that golf is not played purely because
it is too difficult. The concept was backed by mega-manufacturer TaylorMade-adidias Golf and
played as an experiment by participants in The Masters, after the true tournament, of course.
106

This particular gimmick died quickly, but was largely funded and supported by many in the
industry who claimed, “a bigger hole can save golf.”
107

Figure 10: Sergio Garcia plays 15-Inch Hole, 2014
108

The NGF also is responsible for resorting to gimmicks for increasing participation in the
Millennial sector, by promoting a program called Golf+:
Developing the concept of GOLF+ – enhancing golf experiences by combining the activity
with other things that Millennials love, such as affordable adventures, technology usage,
listening to music, drinking, flirting, etc. – will grow the game’s influence with this
generation. This concept is already manifesting itself in new potential entry points, such as
Topgolf, and emerging technologies and products (apps, enhanced golf carts, golf boards,
golf bikes etc.) that can make the game more fun to those currently not so tightly tethered
to the sport.
109

106
Olmsted, Larry, “Can A Bigger Hole Save Golf? Top PGA Tour Pros Follow The Masters With Bold
Experiment,” Forbes, last modified April 15, 2014.
http://www.forbes.com/sites/larryolmsted/2014/04/15/10890/#60bcbce41889.
107
ibid
108
ibid, digital image
109
“Six Changes to Golf’s Brand that Will Engage Millennials,” last modified June, 2015.
http://ngfdashboard.clubnewsmaker.org/Newsletter/7t7x0z5hpmy?a=5&p=2371779&t=410871.
50

Topgolf is an interesting example of a golf gimmick that is succeeding in its own right;
however, Topgolf’s ability to grow the traditional game of golf is steeped in controversy, as many
do not see it as an entry to the actual game.
Topgolf CEO Erik Anderson describes the company’s vision as “a global sports
entertainment community creating the best times of your life.”
110
So far, Topgolf is living up to
that vision with 36 locations around the U.S. currently open and many more in the works.
111
In
2016, the company acquired online gaming site World Golf Tour, with the intention of bringing
the Topgolf experience directly to players’ homes.
112
However, all of this supports the idea that
Topgolf is not an effort to grow the sport of golf, but merely using the fundamentals – the clubs,
ball and targets – as inspiration for an entirely different entertainment activity and not one that
ever involves Topgolf fans stepping onto a real-life golf course. The idea is brilliant, which is why
Anderson brought it Stateside after its early success in the UK, but for the golf industry to lean on
it for growth, it is bound to disappoint.
113

110
Fromm, Jeff, “Topgolf To Reimagine Sports Entertainment For Millennials With World Golf Tour Acquisition,”
Forbes, last modified January 29, 2016. http://www.forbes.com/sites/jefffromm/2016/01/29/topgolf-to-re-imagine-
sports-entertainment-for-millennials-with-world-golf-tour-acquisition/2/#30bae544e7ad.
111
“Top Golf Locations by State,” Topgolf.com, accessed December 28, 2016.
http://topgolf.com/us/locations/?locations=all.
112
Fromm, Jeff, “Topgolf To Reimagine Sports Entertainment For Millennials With World Golf Tour Acquisition,”
Forbes, last modified January 29, 2016. http://www.forbes.com/sites/jefffromm/2016/01/29/topgolf-to-re-imagine-
sports-entertainment-for-millennials-with-world-golf-tour-acquisition/2/#30bae544e7ad.
113
Boudway, Ira, “To Make Golf Fun, Just Add a Nightclub,” Bloomberg Businessweek, last modified October 26,
2016. https://www.bloomberg.com/news/articles/2016-10-26/to-make-golf-fun-just-add-a-nightclub.
51
Chapter 10: Making Golf Relevant Means a Shift in Reputation

If it’s not an easier game, a virtual driving range or kicking a soccer ball around a golf
course, what is the answer for golf’s participation woes? Reputational change. This is what needs
to be the primary focus of golf’s efforts to grow the game, and interestingly, most of the industry
seems to realize this in some capacity, but few influencers are taking steps to actually achieve a
shift in the sport’s narrative to make it more relevant to desired audiences.
Throughout this paper, the idea of golf culture – its tainted past and deeply engrained
stereotypes – has been identified as a plaguing issue. Some are misrepresentations of the game,
but in many cases what is perceived about this sport is accurate. What golf needs is to be viewed
as a fun activity, with value and interest, not a stuffy, exclusionary, boring or elitist game. But it’s
going to take far more than the industry identifying the problem to remedy it and a select group of
industry progressives cannot be responsible for all repair. A reputational shift must be a vigilant
effort by all that falls under the umbrella of the golf brand.
As Gatch identified in her interview, there needs to be a “stepping away from golf’s
traditions,” and that doesn’t mean abandoning what is at its core, but rather, looking at the game
through a more modern lens and allowing change.
114
This refers both to the time and costs factors
negatively associated with the game, but also to the culture issue.
On a national level, there is opportunity for a wider shift, including more diverse players
on the PGA TOUR, more acceptance of women at esteemed and previously male-exclusive clubs,
and changes in how the sport is publicized through both advertising and television coverage, but
the change has to be broader than that. People have to feel welcomed and interested in trying out
the game at their own local facilities. What needs to be changed for new audiences to play golf is

114
Gatch, Nikki (Player Development Regional Manager, PGA of America) in depth interview with the author,
December 5, 2016.
52
the misperception that “the sport is not for them,”
115
and for that to happen, they must see the game
as relevant and trust that the game is going to provide something they seek.
The NGF’s study on Millennials concludes with a list of recommendations entitled, “The
Way Forward: Golf as a Modern Brand.”
116
In this list, several recommendations point directly to
reputational change. The report itself discusses that the longstanding customs of the game do not
need to be used in messaging. The social aspects of the game must be embraced and facilities
encouraged to market around this idea. Communications must be used to help change the
perception that golf is elitist, and make a better first impression to new and aspiring golfers.
Established branding principles must be used to attract young adults, emphasizing golf’s
opportunities to experience innovation, authenticity, meaningfulness and uniqueness.
117

Without throwing the baby (traditional golf) out with the bathwater (negative carryovers
from bygone days), golf can focus on addressing these issues to modernize its brand and
broaden its appeal among millennial golfers and non-golfers alike. It’s not about
fundamental changes to golf’s core, but about taking back ownership of the sport’s image
and how it speaks to millennials of all interest levels.
118

For golf to modernize its brand, the NGF recommends efforts to change the perception of golf that
reach be far and wide. Some push-back is to be expected from traditionally-minded players, and
change must happen in a way that still honors the game’s history, but to gain sustainable growth,
it is imperative that golf shift its reputation, becoming more relevant to women, younger adults
and diverse audiences.

115
Gatch, Nikki (Player Development Regional Manager, PGA of America) in depth interview with the author,
December 5, 2016.
116
Beditz, et al. “Golf and the Millennial Generation,” 2015, National Golf Foundation.
117
ibid
118
“Six Changes to Golf’s Brand that Will Engage Millennials,” last modified June, 2015.
http://ngfdashboard.clubnewsmaker.org/Newsletter/7t7x0z5hpmy?a=5&p=2371779&t=410871.

53
Chapter 11: Recommendations
The golf brand is capable of modernizing and becoming more relevant for desired
audiences if reputational change is made an industry priority. This change will not happen
overnight, and it is not something that can be accomplished purely though tactics, however, a few
key strategies, if applied industry-wide, could help make a shift in golf’s reputation a reality.
Accepting Change and Working Towards It Together
According to the secondary research and the primary Delphi research conducted for this
thesis, there were few dominant common issues related to the golf industry. Leaders acknowledged
that golf does not have an ideal reputation to attract the new audiences it needs to remain
sustainable, but expressed fear in taking dramatic steps to change it. Moreover, direct collaboration
is required; many may not realize that the way golf is viewed is problematic for growth of the
game, and industry players tend to work within its silos, rather than as a collective whole. These
silos block industry professionals from understanding and reaching the industry-wide imperative,
which is to grow the game of golf.
PGA of America’s Regional Manager of Player Development Gatch notes the importance
of working together as an industry, rather than in silos, in this time where participation is
dwindling. Despite all trying to interest golfers at various stages and for different reasons, being
unified is the best road to success for golf.
119

Progressive companies such as Callaway Golf must encourage others to follow their lead,
setting examples and lending support for smaller fish in the industry. Programs are starting to pop
up to support a shift in golf’s narrative, such as Callaway Golf’s media partnership with VICE

119
Gatch, Nikki (Player Development Regional Manager, PGA of America) in depth interview with the author,
December 5, 2016.
54
Sports.
120
By partnering with VICE, Callaway is developing new storylines for golf that challenge
the sport’s current reputation. These more progressive narratives are being displayed across high-
budget sectors of the industry, mostly within PGA TOUR sponsors and equipment manufacturers,
aiming to feature more modern and relevant stories about the game, but that is often lost when one
steps into a dated facility.
Additionally, some subliminal barriers need to be addressed: calling certain courses
“executive golf clubs” automatically feels exclusionary; unnecessarily restrictive dress codes place
a financial burden on prospective players; showing photos and videos of mostly white males on
Facebook pages and websites also is off putting – marketing people need to stop relying on ancient
stock footage!
Simple steps can be taken to change how the game is perceived. Gatch points out that even
just changing the pictures hanging on a club’s walls to ones that are more inclusive and inviting,
and training staff and pros to be equally engaging with newcomers and women, can make the
difference in how a person experiences the sport for the first time.
121

Show Off Positive Programs
As SCGA’s Director of Government Affairs Kessler, stated, “I think in the future we need
to find a way to do some shameless self-promotion in a dignified way.”
122

The golf industry has several programs in place that many golfers – and likely most non-
golfers – may not be aware of. These range from charitable giving efforts to youth development
programs that use golf to teach life skills, build confidence and connect kids with a network to

120
Goryl, Scott (Communications Director, Callaway Golf Company) e-mail message to author, September 22,
2016.
121
Gatch, Nikki (Player Development Regional Manager, PGA of America) in depth interview with the author,
December 5, 2016.
122
Kessler, Craig (Governmental Affairs Director, SCGA) in depth interview with the author, December 8, 2016.
55
advance their adult life, especially in underserved communities.
123
More proactively
communicating about these positive programs, by weaving the information more completely into
the golf brand narrative, could create opportunities for a reputational up-tick, particularly given
how Millennials value social responsibility initiatives.
On a local level, grassroots communications often educate communities about positive
initiatives, such as charity golf tournaments or independent youth programs, being led by their
local golf facilities . However, on a national level, positive golf initiatives are not as widely talked
about. As described below, charitable giving activities, new USGA initiatives and national youth
development programs are three positive platforms that are already active on a national level; these
stories should be more widely communicated.
Charitable Giving
According to Gatch, golf is the one of most charitable sports, giving, in her opinion, more
to charity than most of the major professional sports combined.
124
In a 2016 article regarding the
state of golf, Forbes reported, “The impact of the game is felt in the lives of millions of people.
Golf, as a whole, generates more than $3.9 billion in charitable giving annually.”
125
The PGA
TOUR alone donated $160 million to charity in 2015, bringing the TOUR’s total donations to $2.3
billion since 1938.
126

On occasion, a tournament’s sponsors may make note of the money raised for charity
through a big tournament, or media will quote golf industry financials such as in the Forbes
overview, but on the whole, this story is not being told often enough. Golf’s charitable giving is

123
Authors original Delphi Sampling, unpublished research, 2016.
124
Gatch, Nikki (Player Development Regional Manager, PGA of America) in depth interview with the author,
December 5, 2016.
125
Heitner, Darren, “The State Of The Golf Industry In 2016,” Forbes, last modified May 8, 2016.
http://www.forbes.com/sites/darrenheitner/2016/05/08/the-state-of-the-golf-industry-in-2016/#d290245164e6.
126
ibid
56
an important part of the sport’s narrative, and something the sport has always prioritized since it
began expanding in the U.S. in the early 1900s.
Enhancing general consumers’ awareness of golf’s charitable efforts is something that
should happen on both national and local levels. Local tournaments that raise money and
awareness for important causes should tell that story to their community, beyond limiting it just to
those who attend an event or participate as a donor. This is possible through many avenues,
including targeted media relations to secure local news coverage, communicating with community
influencers and change makers, and promoting through the respective course’s own
communication channels.
On a national level, golf’s charitable efforts should become a consistent part of the
narrative, whether it be a major tournament raising money for a cause or an equipment
manufacturer vowing to support an issue or cause. For instance, Callaway Golf is committed to
supporting the San Diego community where they are headquartered through both monetary
donations and human resources, encouraging all employees to volunteer monthly in the
community.
127
Although these activities are a big part of who Callaway is as a company, they
hardly publicize these efforts beyond their corporate website. This is a missed opportunity to show
the community of San Diego and the company’s national customer base that Callaway – and by
extension golf as a whole -- are good corporate citizens, and much more than just a golf
manufacturer.

127
“Commitment to Community: Making a difference where we live and work,” CallawayGolf.com, accessed
October 10, 2016. http://www.callawaygolf.com/on/demandware.store/Sites-CG-Site/en_US/CustomerService-
Show?fid=corporate&cid=corporate-community-commitment.

57
USGA Initiatives
The USGA has been working to improve programing over the past few years, building
initiatives that have the power to improve golf’s reputation with outside audiences and boost
participation,. However, few communication efforts have been implemented to boost awareness
of these changes and initiatives.
Among USGA’s initiatives is PLAY9. This program is based around the concept of
encouraging people to play nine holes of golf rather than a full 18, which is often demanding on
peoples’ time and out of reach financially.
128
PLAY9 does more than make the game more
affordable and less-time consuming, however; most importantly, in marketing the game to new
comers, PLAY9 makes the game more approachable and less rigid. It links to the concept Gatch
discussed in her interview when she compared basketball and golf. If someone plays Horse in their
backyard, it is still basketball; if someone goes out and plays nine holes, or hits at the driving
range, it is still golf.
129

Another change in the works at the USGA is the selection of allied golf associations.
Currently, various geographic regions around the U.S. have several different golf associations.
There may be one for women, public golf, private facilities and so on. What the USGA has decided
as the best course of action moving forward is to ally with a single golf association in each region.
While on paper this may appear to be a way to simplify the organization’s business, it offers a
deeper initiative that has the power to resonate with golfers and those interested in playing the
sport: unification. By selecting one association in each region, associations will merge into one
unified group of all golfers: men, women, juniors, public and private players. SCGA Director of

128
“Play 9: It’s Your Time,” USGA.org, accessed December 5, 2016. http://www.usga.org/content/usga/home-
page/play-9.html.
129
Gatch, Nikki (Player Development Regional Manager, PGA of America) in depth interview with the author,
December 5, 2016.
58
Communication, Frank Moore, notes, having all golfers be part of the same association, no matter
their background, gender, age or level of commitment to the sport, creates a strong message of
unity and progression from the sport’s divided past.
130

Youth Development
Golf offers something unique from other youth sports because the game is played solo and
is largely based on mental concentration and patience. There are countless examples of youth who
credit golf with helping them develop crucial life skills, including SCGA Junior Member Sal
Hinojosa of Los Angeles, whose father said, “This sport has taught him to be disciplined, patient
with himself, persevere to improve his skills and most of all, have fun.”
131

Youth development programs and junior golf opportunities are the most visible of golf’s
positive programs, in part because of professional support from golfers such as Tiger Woods. The
First Tee, an American youth development program whose mission is “to impact the lives of young
people by providing educational programs that build character, instill life-enhancing values and
promote healthy choices through the game of golf,”
132
is often advertised in association with PGA
TOUR events, for example. But more work can be done to express golf’s efforts in helping youth.
Heightening awareness of golf’s youth development programs has three specific benefits.
It will attract more kids to these programs, expanding their exposure to the game. It can lead to an
increase in charitable support of non-profit organizations that offer youth development programs
through golf, such as SCGA Junior Foundation, which provides golf instruction and college
scholarship opportunities to low-income communities throughout Los Angeles.
133
And lastly,

130
Moore, Frank (Communications and Marketing Director, SCGA), in discussion with the author, October 10,
2016.
131
Goodwin, Mary, “Challenge Accepted!” SCGA Junior, last modified October 24, 2016.
http://www.scgajunior.org/success-stories/challenge-accepted/.
132
“About The First Tee,” TheFirstTee.org, accessed January 3, 2017. https://thefirsttee.org/about/.
133
“About Us: Who we are and what we do,” SCGAJunior.com, accessed January 3, 2017.
http://www.scgajunior.org/aboutus/.
59
expanding the youth development narrative will cultivate more consumer awareness about the
beneficial life skills and developmental opportunities experienced by kids who participate in golf,
which may attract parents and future parents to consider golf as a hobby for their child, thus
contributing to sustainable growth of the game over time.
Connect to Modern Ideas
On an operational level, the golf industry needs to take full advantage of modern
technologies and new ideas to become perceived as more relevant and ensure that the sport
continues to progress with the times, rather than continue to fall back.
The previously referenced Goldman Sachs study on Millennials identifies opportunities for
businesses that partake in the idea of a “sharing economy.”
134
Golf’s traditional pay-for-play model
disconnects to this idea; however, building programs that allow younger golfers to participate in
more of a sharing economy would highlight the industry’s efforts to modernize. Programs such as
golf leagues, which offer consistent week-to-week matches in a low-pressure team environment,
may create greater perceived value to a player on a fixed income, as opposed to paying round-for-
round at an 18-hole rate. More importantly, offering a collective social environment for people to
be a part of fulfills Millennials’ desire for unique experiences. Other programs that highlight the
value of a sharing economy are as simple as having clubs on-site for people to borrow, lessening
the initial buy-in required to play the game.
Additionally, golf needs to be more active online, whether it involves updates to a more
user-friendly website, posting about activities and opportunities on social media channels, or
embracing the “review” culture and interacting with golf’s influencers. John Hakim, CEO of the

134
“Millennials Coming of Age,” Goldman Sachs, accessed November 15, 2016.
http://www.goldmansachs.com/our-thinking/pages/millennials/.
60
popular golf review website Greenskeeper.org, has spoken out to the importance of golf facilities
engaging with sites like his.
The days of the “knee-jerk” marketing response are gone. Consumers are seeking robust
information before making purchases large and small. Data shows that positive authentic
reviews produce 10x more page views for golf courses than negative or neutral reviews.
Engage authentic positive reviewers. These are the true influencers who you should be
cultivating into advocates of your facility.
135

Unfortunately, the industry as a whole is lagging behind in the use of modern technologies and
this reinforces the idea that the game is behind the times. This is especially problematic to someone
who is first exploring online before deciding whether or not they want to give golf a try. And, the
author strongly calls for an end to gimmickry!
Tell a “Why” Story
Golf has been in a rut of practicing what-based marketing. PGA of America’s Gatch
explains it as a byproduct of ‘having it easy’ for so many years. “Golf’s 60 years of continued
growth and demand management likely left industry leaders believing all they needed to do is
share the newest deal or discount, and people would come.”
136
However, to capture the attention
of today’s younger and more diverse audiences in order to generate industry growth, effective
“why” storytelling will be necessary.
As a sport, golf has a colorful history, and while some less-than-desirable moments are
better left forgotten, at its core the sport has a great story to tell. Industry-wide, from suppliers to
courses to players’ associations, more storytelling is needed, and it needs to be compelling enough
to speak directly to specific audiences. Some people may see value in golf’s ability to offer chances

135
Hakim, John, “Reputation Management: Proactively Keep Your Facility Positive Online,” Southern California
Golf Association, last modified January 6, 2017. http://www.scga.org/news/view/reputation-management-
proactively-keep-your-facility-positive-online.
136
Gatch, Nikki (Player Development Regional Manager, PGA of America) in depth interview with the author,
December 5, 2016.
61
to experience the outdoors or travel the world, others may desire the inner peace and self-
development that can come with playing golf, while still others could be drawn to the family aspect
or the social and networking opportunities. The sport’s unique stories are all around, and must be
highlighted though social media strategies and content marketing so they can reach a vast audience
and explain why more people should golf.
Connecting to a sense of adventure has a particularly strong narrative for millennials, a
generation investing in international travel more than any generation prior.
137
Routed in fear of
economic uncertainty, Millennials feel it makes sense to travel when the have the finances, rather
than saving for a future that is “not guaranteed.”
138
Research conducted by American Express
Insights, notes that not only are Millennials traveling more, they are,
…Redefining the very meaning of international travel, foregoing standard vacations in
favor of extended, meaningful experiences. … Young travelers are not as interested in “the
traditional sun, sea and sand holidays” as previous generations are. They are spending less
time in “major gateway cities” and instead exploring more remote destinations.
139

With courses scatted around the globe, golf is the only sports that can truly appeal to “the travel
bug,” offering a new experience at every course.

137
Machado, Amanda, “How Millennials Are Changing Travel,” The Atlantic, last modified June 18, 2014.
https://www.theatlantic.com/international/archive/2014/06/how-millennials-are-changing-international-
travel/373007/.
138
ibid
139
ibid
62
Conclusion

The game of golf has managed to sustain for centuries; and hopefully this decade of decline
is just a blip in the sport’s history; however, if actionable change is not taken seriously by the
industry, the sport’s vitality in the U.S. could be dim. As stated by Kevin Heaney, Executive
Director of the SCGA,
[The] industry needs to find ways to balance tradition while creating an entertaining
activity, [the] game needs to shed old boy and, at times, elitist image and create a
welcoming environment for those new to the game or not highly skilled. Demystifying the
culture and providing easy onboarding opportunities would help expand the potential
audiences…make the game fun again.
140

While many argue the need for operational changes, such as lower cost and short rounds,
the more sustainable, impactful change for growing the game will be a shift in reputation, which
has the power to make the game vastly more relevant to all or many of its unaddressed audiences,
including women, Millennials and members of minority groups. This change in reputation must
be vigilantly pursued by all members of the golf industry, from giant equipment brands to small
mom-and-pop public courses. In making a unified effort, golf can be perceived as a more
approachable game with something to offer all interested in playing. As simply stated by PGA of
America’s Gatch, “Our industry as a whole needs to focus more on the game's positive attributes
and benefits, and consider different approaches to broaden our game's influence.”
141

140
Authors original Delphi Sampling, unpublished research, 2016.
141
ibid
63
Appendix A
Golf Industry Delphi Sampling Phase One Results
Phase One:
Nikki Gatch Player
Development
Regional Manager,
PGA of America
Time Cost Difficulty
Brett Hochstein Owner, Golf
Architect,
Hochstein Design,
LLC
Time to play U.S. golf culture Interest level of course
Frank Moore Communications
& Marketing
Director, SCGA
Male-dominated golf
traditions
Complex rules Lack of discounts/ deals to
college students and
young adults
Timothy Smith General Manager,
The Loma Club
Length of rounds Cost of equipment & rounds Lack of social aspect
Noelle Zavaleta Marketing and
Communications
Associate, Srixon/
Cleveland Golf
Sponsorships Not enough American
females [on TOUR]
Marketing/ advertisement
Josh Lewis Superintendent,
Almaden Golf &
Country Club
Lack of attention span
of younger generations
Cost Lack of minority interest
Kevin Heaney Executive
Director, SCGA
Time necessary to play
the game
Game has not traditionally
been welcoming to many
audiences
Game is difficult to master
and can be expensive to
play
Craig Kessler Director of
Governmental
Affair, SCGA
Cost in conjunction with
modern student debt
loads and a sense that
tomorrow won't be as
good as today re
economic conditions
and prospects.
The game has not changed
the way it does business to
make it warm and
welcoming to women. The
public sector acts as if
women are no different than
men in terms of the
experience they're looking
for at a golf course. Private
sector clubs are still operated
as "good old boys"
organizations where women
are 2
nd
class citizens.
Time constraints, which to
the extent that time is
indeed money is but
another aspect of the
economic barrier I listed
as my #1 barrier.

Jay Blasi Owner, Golf
Course Architect,
Jay Blasi Design
Time Price Difficulty

Optional Additional Comments:
Brett Hochstein

Increased technology and complexity of our day-to-day lives has left much less time for simple recreation. Golf, especially public
golf in America, takes an awfully large chunk of time to play. A "good" round is 4.5 hours, while a typical weekend round at a
standard municipal can push 6 hours. That is absurd and pushes even life-long diehards like myself away. Not only is that a large
time commitment that most people can't make, golf isn't even enjoyable at that pace.

64
In Europe, especially Scotland and England, golf is a quick game. 4 hours is considered very slow for 18 holes, 3.5 is a typical
maximum standard, and many players can still get around routinely in under 3. There is a two-fold benefit to this. For one, less
time to play means more time for other demands and leisures. Two, a quicker pace has much more flow and enjoyment, leaving
the golfer happy and looking forward to the next round.

How do we rectify this and become more like the UK? The answer isn't simple and frankly requires a large change in culture. For
one, match play needs to be more widely embraced. Match play makes players focus less on time consuming pre-shot routines
and total scores and instead focus on the opponent and the golf hole. It is more mentally engaging, but it is also quicker as holes
will be conceded after an errant drive or two into the woods instead of bringing on a 5 minute search party and then still having to
continue through with the rest of the hole.

Two, walking and walking-friendly golf courses also need to be more widely embraced. Carts, especially when shared, slow the
game down. Players are constantly separated from their balls by either their cart-mates or restrictions on where the cart can drive,
which means more scrambling about, less time to think about the next shot, and more time overall to play. To go back to the
millenial issue, it is my opinion also that millenials would embrace golf more if it were viewed more as a walking game and
means of getting exercise. This generation loves both outdoor activity and health-based recreation, and golf provides both.

Three, we need to stop emulating tour pros with their pre-shot routines and long deliberations before shots. They are playing for
thousands of dollars a stroke; we are playing for fun. And when we play as if it were for thousands of dollars, it takes a lot of
time and isn't really all that fun. Play ready golf, step up, and swing away. Tournament golf is slow and highly stressful--why add
that to our regular rounds that are supposed to be a break from the rest of the stressful world?

I've alluded to this issue in the previous set of points, but the real and perceived cultures of the game, especially in the U.S.,
greatly hurt it's appeal to younger participants. Golf is viewed as stuffy and elite, and with our preponderance of private clubs,
dress codes, and equipment buy-in costs, it certainly can be. This is a tricky issue because one of golf's greatest positives its sense
of tradition. There must be a way to somehow balance tradition though with modern interests. Golf should never abandon
everything that has made it great, but it has to find a way to be more welcoming to modern interests as well as people from all
parts of the socioeconomic spectrum.

The culture of golf in the USA has also dictated unsustainable maintenance practices. Call it the Augusta or PGA syndrome, but
golfers turn on the television to see excessive uniform green color, perfect mow lines, and super smooth fast greens and expect
the same standards (which take weeks or months of specific preparation) at their own golf courses every week. This is unrealistic,
costs a lot of money, is less environmentally friendly, and maybe most importantly to the game, isn't even that enjoyable to play.
Getting the grass that green and uniform takes a lot of water and fertilizer, making the ground soft and taking away ball roll,
which then takes away the great strategic interest that clever ground contours can offer. Instead of thinking about how to bounce
a ball in off double breaking contours short of a green, the only play is to carry them and stick the ball next to the hole.

That is one-dimensional, less interesting golf and does nothing to emphasize the design of the course. Furthermore, the younger
generation is part of a culture change that embraces both environmental-friendliness and authenticity of experience. A golf course
that relies a little more on mother nature and less on man's imposition accomplishes both of these ideals.

Many courses that are affordable or accessible lack playing interest and/or have let their interesting features deteriorate or
diminish over the years. Others such as the "high-end" daily fee "country club for a day" types built during the construction boom
years of the 80s, 90s, and early 00s were built with big budgets and little care for playability. Big artificial mounds, excessive
man-made lakes, boring greens designed in AutoCAD, and featureless bunkers that hardly relate to strategy were all common
staples of many of these designs. Add in that many were part of housing developments, and the end result is a lot of lost balls
(which also increases cost of play), slower play, and boring golf.

The negative reality of golf in this country is that most accessible (public) golf follows either this 90s/00s model or is an
overcrowded, over-worn muni, while the best and most interesting courses are often restricted private clubs. The enthusiastic
golfer will play through less interesting golf courses for years based on passion for the game alone, but eventually the lack of
strategic interest in addition to slow play will wear on that player and lead to playing less and less. I know this 'diminishing
interest' is the case with myself, who took up the game at age 4 with great enthusiasm playing at a lot of public courses that were
not particularly architecturally engaging but still greatly enjoying the experience. Now at age 30 and having played and seen
many great courses all over the world, I can hardly bring myself to play a public course that will not engage me mentally and take
5+ hours to play. This is not a form of snobbery either, except for maybe golf architecture itself; when visiting my childhood
home in Michigan, I always make an effort to play a quirky little mom and pop course called Hickory Hill that was built decades
ago by the owner and costs $15. The reason is simple--the course is fun, engaging, quick to play, and cheap. It doesn't matter if
conditions are less than perfect or that there isn't a "name" architect associated with the course; all that matters is that it is good,
fun, mentally engaging exercise.

65
Timothy Smith

Length is pretty straightforward, in today's busy/fast paced society 4-5 hour rounds plus travel time is a serious dedication.

Equipment costs have gotten out of control and the market certainly has been hurt by it. Nike is done with the equipment side and
Adidas is looking to sell Taylor Made, the odd thing to me is that these two are most responsible for the problem. As late as the
90's golf equipment producers would release new models every 2 years or more, the last decade has been flooded with the hot
new thing every 6 months. This attributes to higher pricing due to increased production costs along with marketing, and labor.

4-5 hours with 3 other players max. That's the extent of social stimulus on a traditional golf course, in the day of Social Media,
people crave more interaction. It's too costly to join private clubs and achieve the benefits of a member community for young
professionals, juniors, and beginners to the game. Here in San Diego the average membership starts at $6k plus dues, tack on the
high cost of living and it's only an option for the privileged.

Kevin Heaney

Industry needs to find ways to balance tradition while creating an entertaining activity that does not require huge chunks of time.

Game needs to shed old boy and at times elitist image and create a welcoming environment for those new to the game or not
highly skilled. Demystifying the culture and providing easy onboarding opportunities (including nonthreatening teaching
activities) would help expand the potential audiences.

Creating opportunities for education in schools with access to mainstream transition at local golf courses would provide exposure
to groups not generally inclined to discover the game.

Make the game fun again.

Craig Kessler

Other than the women specific barrier I outlined above, I am convinced that it is much less the game than the economy that chills
participation in the game of golf. The game is more expensive in real dollars in 2016 than at any time since World War II. Young
persons' share of the national economic pie, particularly with respect to equity therein, is lower than at any time since World War
II. By overwhelming margins every survey of the American electorate reveals a firm belief that the nation is headed in the wrong
direction, a conclusion that the same polling reveals is driven by pessimism about long term economic prospects. Persons under
the age of 40 don't even know what a defined benefit pension is, and they have zero confidence that the U.S. Social Security
System will be able to deliver on their share of the intergenerational promise that undergirds the System when the time comes for
them to collect. Golf is an aspirational game that requires a combination of optimism about one's long-term financial/economic
prospects and a healthy amount of disposable income. Today's young persons have little of either. They want to play golf as
much if not more than their older cohorts; they just don't have the wherewithal to do so.

Jay Blasi

Time -- Golf can take up to 5-6 hours and it is difficult for most people to find that much time regularly.

Price -- The cost to buy clubs and equipment, take lessons, play golf and travel to the course is a very high barrier to entry.

Difficulty -- The game, while playable for all ages and abilities, is difficult to learn. Many courses do not have sufficient
opportunities for beginners or players of lesser ability.

66
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Abstract (if available)

Abstract I began playing golf as a young child, surrounded by family of avid golfers, many with established tournament records and club championships under their belt. My grandparents’ home is filled with trophies and memorabilia from golf excursions near and far. My grandmother even won a tournament hosted by the King of Morocco in the 1980s—for my family, golf is more than a pastime, it’s a way of life. ❧ Growing up, every year when my mom competed in the local women’s golf championship, I would make a her a daily good luck gift

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Asset Metadata

Creator Goodwin, Mary (author)

Core Title Reputation management: golf's answer to participation woes

School Annenberg School for Communication

Degree Master of Arts

Degree Program Strategic Public Relations

Publication Date 07/19/2017

Defense Date 07/14/2017

Publisher University of Southern California (original), University of Southern California. Libraries (digital)

Tag Golf,Millennials,OAI-PMH Harvest,reputation management

Language English

Contributor Electronically uploaded by the author (provenance)

Advisor Floto, Jennifer (committee chair), Jackson, Laura (committee member), Le Veque, Matthew (committee member)

Creator Email good657@usc.edu,goodwin.mary.m@gmail.com

Permanent Link (DOI) https://doi.org/10.25549/usctheses-c40-404047

Unique identifier UC11264159

Identifier etd-GoodwinMar-5550.pdf (filename),usctheses-c40-404047 (legacy record id)

Legacy Identifier etd-GoodwinMar-5550.pdf

Dmrecord 404047

Document Type Thesis

Rights Goodwin, Mary

Type texts

Source University of Southern California (contributing entity), University of Southern California Dissertations and Theses (collection)

Access Conditions The author retains rights to his/her dissertation, thesis or other graduate work according to U.S. copyright law. Electronic access is being provided by the USC Libraries in agreement with the a...

Repository Name University of Southern California Digital Library

Repository Location USC Digital Library, University of Southern California, University Park Campus MC 2810, 3434 South Grand Avenue, 2nd Floor, Los Angeles, California 90089-2810, USA