The Pellucid Perspective - January 2020 - 9

them adequate guidance and hold them accountable for
timelines and results). I learned from Golf 20/20 that
you're not going to accomplish anything by "groupthink"
and whatever Steering Committees exist need to "steer"
and let service providers figure out the executional details,
hurdles and realities
The post-Golf 20/20 program needs equal parts/emphasis on both new player development (i.e. attraction) and
increasing existing player frequency (i.e. engagement). We
put all our eggs in the "new golfer" basket which turned up
empty. Propping up rounds, even with a declining participant base can still be a winning strategy. While we're at it,
diversify the focus of player development and don't neglect
"clones" of the existing golfer base (older, white, affluent
males) while chasing the traditional "golfers of the future"
(juniors) and diversity (gender, ethnic etc.) targets upon
which Golf 20/20 was almost exclusively built
Player development has to be near-effortless for the consumer and require minimal time and money investment
initially. In the tech world they often talk about making
existing processes "frictionless" (like applying for a mortgage), we need to have frictionless ways for non-golfers to
try our sport (particularly for GeNext, X and Millennials
(and, soon, the post-Millennials). Stuart has often talked
about an integrated rental program with a buy option on

DIS COV ER

the back end, those kind of ideas
Focus on fun and gaming early, often and as the primary
objective of their initial experience in golf. Once again
I'll credit Stuart for his thinking here on teaching match
play, making handicaps easy to understand and what
they enable you to do in friendly competitions with your
friends and playing partners while leaving "challenging the
course" to the more advanced and sadistic golfers. That
time will come soon enough for those who want to chase
par. While we're at it, forget about par altogether initially,
relaxed rules, "right-tees" etc.

I'll have more ideas and likely lively debate on some of the above
"Make Golf Great Again" (no red hats though, I promise) thoughts
and opinions at our various presentations down in Orlando next
week. I invite you to come to one or both and, as always, keep those
cards and letters coming with your feedback and if you think I'm
pushing the right buttons or flogging a dead cat (apologies to the
SPCA)...
*
*

(Unofficial) State of the Industry - Thu 1/23, 10:30AM12PM, ING Hospitality Rm, register here.
Golf Business Conference SoI Preview - Tue 1/21; 9:4510:45AM, W330B, no reservation required, as many as the
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The Pellucid PersPecTive
9
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The Pellucid Perspective - January 2020

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