Meeting News - June 16, 2008 - (Page 43) State of the Industry: MN Exclusive Research Organized Golf At Meetings: Are planners on course? By Robert Carey ccording to MeetingNews’ survey, nearly half of the 342 responding planners said that organized golf is nonexistent at the meetings they coordinate. Fewer than 20 percent of all respondents to MN’s survey use golf in ways for business benefits, while only one out of every seven respondents uses golf more than 30 percent of the time. For years, conventional wisdom has assumed golf to be on the planner’s checklist for meetings that occur at resorts. And while that may be true, the MN survey discovered that planners may be far less involved in organizing golf programs than thought. Two-thirds of the planners who said they use golf at least once each year do nothing more than schedule tee times for whichever attendees want to spend a few hours playing the course. (“Just plain old rounds of golf,” summarized one planner.) Corporate planners are more likely to organize scramblers (69%), teambuilding (21%), and clinics (9%) than association planners (48%, 4%, and 1%). Association planners, however, are more likely to organize tournaments (61%), since those are a source of revenue and sponsorship. Of the corporate and association planners who plan golf programs, 35 percent of each side believe that golf builds relationships with clients; however, 30 percent of association planners believe that tournaments are an attendee motivator, while 33 percent of corporate planners regard it as a reward. Qualified Stuart Aizenberg, director of trade shows for Chicago-based National Automatic Merchandising Association: Golf occurs “if the group is full of golfers, and there is time for networking outings of pretty much a full day’s duration. For instance, our NAMA board meetings always incorporated golf. Our conventions and other smaller meetings rarely included a golf outing. State associ- A ations often included golf as part of their annual foursomes, and we’ll have food and beverage stations around each green. It’s clear to everyone that gatherings.” Some groups are just discovering the game.“This this is not serious golf, but simply a fun and unique —With Terri Hardin was the first year we had a golf tournament,” said experience.” SOI one planner, who added that it will now become an annual event. Some planners believe there is still a gender bias toward golf. Laura ThrowWhat percentage of your meetings include er, education and event coordinator for an organized golf opportunity? the Nashville-area Insurors of Tennessee, remarked, “If it is mostly men, 37.2% then golf is usually good. However, if 0% 52.2% you have women, sports are not really the best draw. Women want more cul35.4% tural-type activities.” And Cynthia 1 to 15% Wunsch, performer and founder of the 31.5% Dallas Area Choral Arts Performing Organization (DA CAPO), went so far 9.1% as to say,“I hope the organizers pass out 16 to 30% 4.5% safety equipment to the bystanders when it’s my turn to putt!” 7.3% On the supply side, golf facilities 31 to 50% understand that not everyone is enam5.6% ored with the game. Some resorts have found ways to use the golf course for 4.9% 51 to 75% activities non-golfers can participate in 3.4% comfortably. Tom Enders, director of golf marketing for Orlando-based 4.3% Marriott Golf, which manages 36 MarCorporate Planners 76 to 99% riott courses in North America, said 1.7% Association nighttime golf makes for memorable Planners events.“We’ll use the first and last holes 1.8% on the course [which are often closest 100% 1.1% to the clubhouse] and have players hit glow-in-the-dark balls into the fairway, 0% 10% 20% 30% 40% 50% 60% which is illuminated runway-style,” he explained. “We can send out groups of Source: MeetingNews survey of 342 meeting planners eight people rather than the typical Staying Wide of the Fairways I CHALLENGE YOU Governor Deval Patrick Massachusetts to put Boston to the test CON V CEN ENTIO N T THE ER OF YEA R 200 7 Arrange your special V.I.P. Challenge site visit. www.AdvantageBOSTON.com/challenge The Massachusetts Convention Center Authority owns and operates the Boston Convention & Exhibition Center and the Hynes Convention Center. www.meetingnews.com June 16, 2008 MeetingNews 43 http://www.mimegasite.com/mimegasite/research/index.jsp http://www.AdvantageBOSTON.com/challenge http://www.AdvantageBOSTON.com/challenge http://www.meetingnews.com
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