The Pellucid Perspective - March 2012 - (Page 4)

PLAYER DEVELOPMENT Study cites “Best Practices” to generate more female play Tees, toilets, toddlers, testosterone-free staff members cited as keys By Jim Dunlap new study, “The Right Invitation: 2011 Women’s Golf Longitudinal Research” lays out a “best practices” template for increasing a facility’s women’s play and overall revenue. The study is a follow-up to survey findings first put forth in a 2009 study, and was commissioned by the NGCOA, funded by The Little Family Foundation and conducted by Sports & Leisure Research Group. The full study can be found at www.golfwithwomen.com under Research, or at www.sportsandleisureresearch.com. In true Pellucid fashion, we will provide our own take on the study and its findings. Since it’s NCAA Basketball March Madness season, we will classify some of the findings lay-ups, jump balls or air balls. Some of the best practices cited by the study as leading to increased facility loyalty by women players included: • 4 or more sets of tees, with the most forward set at under 4,500 yards ideally, all designed to allow golfers to reach the green in regulation • A golf shop of at least 500 sq. ft. in size with a solid selection of well-displayed women’s clothing and equipment and a dedicated women’s department • Both male and female staff in the golf shop • Abundant directional signage on the golf course • Greeters present at the facility entry/starting area • Ample drinking water available at a minimum of 3 tees per 9 holes • Male and female staff golf instructors • Availability of child care • 2 or more restrooms per 9 holes • Social programs and/or women’s leagues A practices, presumably by adding women players and increasing their frequency and loyalty to the facility. Not surprisingly, the study also reported improved F&B and merchandise sales and overall profit for those facilities in the best practices category, although that was not quantified. The Lay-Ups The provision of a golf shop that carries a decent selection of women’s clothing and equipment would seem to be an obvious choice, if a facility has any type of pro shop at all, since women are typically more interested in stylish golf apparel, with the possible exception of those famous venues where men are more inclined to purchase a hat, shirt or sweater with the prestigious course logo on it. Similarly, having female staffers seems a no-brainer if courses want to seem even remotely welcoming to women players. A qualified female instructor is also a plus, although smaller facilities may have trouble justifying the addition of another instructor to their all-male staff. (Although those should probably consider it if a vacancy develops). The number of tees would also seem reasonable. The standard women’s tee placement is frequently too far back for beginners or shorter-hitting women golfers to reach the greens in regulation, and an additional tee should probably be added, which could conceivably double as a “seniors” tee, with appropriate designation. The practices in this category are there because they would undoubtedly be positive additions to any facility, but they may not be feasible at some courses, due to either cost or environThe survey compared results for both “best practices” fa- mental regulations. One obvious example is the 2 or more restcilities (those who met at least 80 percent of the best prac- rooms per 9 holes recommendation. As Pellucid associate Stutices criteria) and an equal control group of facilities which art Lindsay points out, restroom construction, plumbing and did not follow those practices. (It is interesting to note that water supply is expensive, and may in some cases be prohibited the original study found that only one in 10 of the 600 facili- by environmental or code regulations. If at all possible, there should be sufficient restrooms on the ties surveyed met the best practices course, particularly for the benefit of criterion of 80 percent). While adplayers, for mitting that the sample size is too Having female staffers seems femalethe difference obvious reasons, given in anatomy and small to project on a national or global scale for the golf industry, the a no-brainer if courses want modesty levels between male and female golfers. study concluded that a facility could to seem even remotely The other is the minimum of increase its play by up to 16 percent by following the majority of the best welcoming to women players. three drinking fountains per 9 holes. The Jump Balls 4 The Pellucid PersPecTive March 2012 http://www.golfwithwomen.com http://www.sportsandleisureresearch.com http://www.sportsandleisureresearch.com

Table of Contents for the Digital Edition of The Pellucid Perspective - March 2012

The Pellucid Perspective - March 2012
Contents
New twists in Cincinnati muni course taxation situation
Study cites “Best Practices” to generate more female play
Chip Brewer chosen to write Chapter V of Callaway Golf
Knowing your customer and making it work
Golf Industry Show, CMAA Expo to share San Diego venue in 2013
February weather impact: The hits just keep coming!
Cleveland, OH
Southworth Development acquires Willowbend CC from Reebok head Fireman
Show me the money

The Pellucid Perspective - March 2012