Survey Says….Millennials say… — The Indoor Golf Survey Says….Millennials say…

Mar 6

So I remember looking at Golf Wire’s April 2017 survey they took of 1000 golfers. There are some very interesting things that these golfers said about the state of the game and how it compared to the pundits and the negative thinkers in the spotlight.

The majority of the respondents were between a 10 and 26 handicap and play on public courses. I’m sure this represented a better cross section of people. A resounding 88% have not considered quitting the game-a loyal and dedicated customer base!

The majority (61%) have more time to play, but play less due to health reason and less time to play???? Nowhere did anyone respond that slow play is a reason why they play less.

The majority said they want to play more but 2/3 said no when asked would they would play more if it took less time (so much for the slow play problem plaguing our game) YET 65% say slow play irritates them ON the course, not as a reason not to play.

About 40% said the idea of playing nine holes appeals to them.

Only 55% ride. There are courses today that require a cart for income reasons or because the course is not walkable. How much are they losing a year?

About 77% get to the course up to an hour before their tee time and 71% stay up to an hour after it’s over. So there seems to be the opportunity to create more spending.

About 80% said no dress code necessary but no blue jeans please.

On the state of the game,

42% say yes young adults are less interested today but 70% say golf is not too expensive.

One of the more telling stats from these 1,000 golfers was:

64% say golf is more inclusive today.

53% say it’s more diverse, yet

69% say golf’s governing body is not taking the game in the right direction.

82% say getting more new players to play is the most effective way to increase total number of rounds.

I was surprised that only 14% hit more balls at a range than play a round.

As the saying goes, everyone has a price:

57% would take a hole-in-one than $1000 BUT

65% would take $5000 over a hole-in-one.

So this lends itself to ask about golf alternatives. How interested are golfers in trying different types of golf related game products.

96% are not interested in variations like Footgolf.

But 42% have gone to Topgolf.

This is a good indicator of the state of today’s players.

(Breathe)… Now

How do Millennials feel about what they need for golf to be palatable? Well, in Chronogolf.com’s blog January 19, 2018 by Alex Lavoie they cited 12 things Millennials want at the course. Here are a few:

A smart mobile app. Actually in 2018 any business that hadn’t gotten aboard that train watched the online savvy businesses pull out of the station full while they waited for passengers. Included would be things like auto check-in, pre-ordering from the course to the grill, and auto pay options for products.

You don’t need Millennials to tell you that old, boring food offerings will drive away business like unputtable greens. Things like beer are an essential part of the after round experience. This generation likes craft beers. So get a few in and see what sells. Worst case you have the party.

Alex says it best about the clubhouse:

“Put some real thought into the way your facility presents itself to younger groups, and put yourself in their shoes in order to understand what they might want out of an experience at your course. Look no further than the Waste Management Phoenix Open (and the raucous coliseum atmosphere of the 16th hole) for an example of how catering to younger sensibilities can be incredibly profitable!”

Ditch the formal attire but keep the jeans off the course.

There is the suggestion to allow music to be played. I’m not a fan because you can’t play it low enough not to bother your playing partners. There would have to be a complete understanding of the protocol to pause it when someone is hitting. Otherwise the round experience becomes worse than the beginner who won’t let you play through.

Build courses that allow 3, 6, 9 and 18 hole playing experiences. I’m all for allowing me to play for 3 hours if that’s all the time I have. The shorter courses are designed for speed and will be very popular.

SOOO….

Today’s update comes from Golf Business News September 17, 2020 issue.

“Preliminary figures from Sports Marketing Surveys ‘Rounds Played Monitor’ indicate a third straight month of dramatic growth in the number of golf rounds being played in Great Britain.

Following jumps of 61% in June and just over 40% in July, there is still no sign of the golf boom tailing off. In fact, early indications are that the average number of rounds played per course in August rose by more than 60% compared to 2019!”

According to a report from Sirius Golf Advisors in October 2020;

Off Course Participation ( mostly Top Golf) has led a surge in non-course participation that has been increasing dramatic. Last year, NGF estimates that 8.3 million people participated in golf exclusively off-course, increasing the total participation in golf to 32.1 million.

They also report that the highest percentage of “core” golfers (those who play 8 or more rounds a year) are aged 30-39 (18.8% of all golfers), followed by 40-49 (17.6%). There are more golfers under the age of 40 than over 50 (47% to 35%). This speaks well for the future of the game.

We will follow up this discussion with the trend toward 6 and 12-hole rounds and their concept to allow more players to play the courses that need more players who understand the game and how to care for the course during play.

….Whew!

Yes golf courses have always been about playing the game. But everything evolves and you either evolve or go extinct. It now is about the experience.