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UK Golf Course Owners Association - BGIA Growing Golf Conference

UK Golf Course Owners Association - BGIA Growing Golf Conference

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UKGCOA UKGCOA Presentation Transcript

  • BGIAPresentation Woburn April 2012
  • UK Golf Course Owners Association I have been asked to give you an overview how the UKGCOA is trying to combat the decline in golf club membership. Colin Mayes, Chairman UKGCOA
  • UK Golf Course Owners Association » Objectives: » To promote, develop and represent the interests of golf course owners in the UK » To grow the game of golf » To act as a forum for the exchange of ideas and experiences » To professionalise the golf business
  • The UK Golf Course Owners Association » Golfers in the UK » Frequency of play by regular golfers has reduced » From an average of 21 rounds a year in 2005 (84 million rounds) » To an average of 18 rounds a year in 2010 (72 million rounds) » 14% reduction in the numbers of rounds
  • The UK Golf Course Owners Association » Golfers in the UK » Trends are away from being a club member » 43,000 reduction in club members across UK in 2011 » To being a „Nomad‟ or floating golfer » Numbers of rounds are up but „yield‟ is down » But this brings challenges for golf course owners and managers » Green fee revenue reliant on good weather and major sporting events often bring negative results
  • The UK Golf Course Owners Association
  • The UK Golf Course Owners Association
  • The UK Golf Course Owners Association
  • The UK Golf Course Owners Association
  • The UK Golf Course Owners Association
  • The UK Golf Course Owners Association THE “OLYMPICS EFFECT” ROUNDS PLAYED & RETAIL
  • The UK Golf Course Owners Association“THE OLYMPICS EFFECT”We all know theimpact that weathercan have on Rounds…But what aboutsporting events…
  • The UK Golf Course Owners Association Average number of Rounds Played per course in each month ~ 2007 - 20084,500 20074,0003,500 20083,0002,5002,0001,500 At an average loss of over 300 rounds per course, it is calculated that circa 900,0001,000 rounds of golf were lost throughout Great 500 Britain in August 2008. 0 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec • UK Rounds Played is heavily reliant on external factors such as weather, economic situation and sporting events.
  • The UK Golf Course Owners Association Golf Ball Sales August – 2007, 2008 & 2009 Aug-07 Aug-08 Aug-09 • In a direct relationship with a loss of rounds played, golf ball sales throughout August 2008 were also affected witnessing a 13% drop year-on-year compared to 2007. • Interestingly, ball sales in August 2004 (the previous Olympic Games in Athens) witnessed a even greater fall of 19% compared to August 2003.
  • UK Golf Course Owners Association Conclusion The stats should have us worried about the business We all know the time arguments We all know the rules and stuffy club image factor We all know that its not cheap We all know that it‟s a game of skill & therefore not learnt tomorrow But many of us are doing well, even in these difficult times and all the above against us…………….. How and why is this the case? As in most difficult business scenarios the answer is pretty simple…………
  • UK Golf Course Owners Association Why are the good clubs doing well? Answer: Simplicity and focus The following are at the top of every good Golf Clubs agenda 1. Understand your customers key needs. 2. Know your customers & how to keep in touch & what interests them. 3. Deliver consistent standards to meet their needs, communicate with them & monitor them as if your life depends on it. 4. Ensure your teams are clear on what the customers want & their part in delivering the standards they expect. 5. Ensure that a sensible commercial return is provided from your service & you control the sales input and cost output. 6. Keep investing in your product & people & just keep repeating the process.
  • The UK Golf Course Owners Association Abbey Hill Golf Centre Schools Partnership
  • The UK Golf Course Owners Association “When we advertised an after school Golf Club our children were very excited and the club was over subscribed. All the children who attended thoroughly enjoyed the experience. Comments from the teaching staff highlighted improved motivation and, for some children, improvement in gross motor control and eye-hand coordination. We would certainly welcome the opportunity to further develop the teaching of golf in school.” Jan Kennington, Headteacher, Bradwell Village School
  • The UK Golf Course Owners Association Mascot „Chip the Bear‟ is the special guest at many family open days and childrens golf birthday parties.
  • The UK Golf Course Owners AssociationMaking teaching fun at summer camps
  • The UK Golf Course Owners AssociationNational junior tournament aimed at all abilities
  • The UK Golf Course Owners AssociationTri-Golf target practice and Halloween Spooky Night Golf –fun for all the family!
  • UK Golf Course Owners Association » Overview of the Industry - 2011 » Its tough out there » We must recognise that our core customer is in decline » A clear difference is developing between the professional operators v others, this will continue » Look forward with confidence, UK and European golfers are doing well and creating exposure for the industry » Strong interest in our junior programs, we must all build upon this » The industry must develop best practice throughout all of our businesses to win and delight our customers » Investment in our facilities, people and promoting the game for all is critical to our future success » Sharing our successes and failures is good for us all
  • Partnerships » Home Unions: » Close partnership agreed with the English and Scottish Golf Unions and the Golfing Union of Wales » OGRO » Collaboration on services to the commercial sector » Grow the Game » PGA » The Golf Foundation » EGCOA Grow the Game Website » Education: » Club Managers Association of Europe
  • Membership current status » Current membership: » 74 owners, who between them are responsible for » 136 golf facilities » 4 x 9-hole courses » 104 x 18-hole courses » 12 x 27-hole courses » 10 x 36-hole courses » 4 x 45-hole courses » 2 x 54-hole courses » TOTAL 160 x 18-hole golf courses
  • Corporate PartnersDiamond: Purchasing Partner: Silver:
  • The UK Golf Course Owners Association » Taxation in the UK Golf Industry » UKGCOA stated objective is a level playing-field for taxation of all types of golf courses across the UK » The UKGCOA are working with England Golf on this project, as they share our objective » Two tribunal hearings in the next few months will hopefully give some clarity to the current situation:
  • The UK Golf Course Owners Association » Bridport & West Dorset Golf Club » Over 600 member-owned clubs in this case » Claim that Green Fees are „core‟ revenue and should be exempt from VAT » HMRC disagree and UKGCOA agrees with HMRC »Chipping Sodbury Golf Club » Over 300 golf clubs behind CSGC, both member-owned and commercially-owned » Claim that membership of a golf club includes the ability to „participate in sport‟ and thus should be partially exempt from VAT » HMRC disagree and UKGCOA agrees with Chipping Sodbury GC
  • Golf Business & Industry Convention - GolfBIC » Forest of Arden – March 29/30 » 250 attendees over 2 days » 180 stayed both days » Charity dinner raised £4,500 for The Golf Foundation » 65.5% of delegates stated that they were „extremely satisfied‟ with their participation in GolfBIC »75% of exhibitors stated that GolfBIC turned out to be „better than they expected‟
  • Sports Marketing Surveys Inc UK CONTACT DETAILS The Courtyard, Wisley, Surrey GU23 6QL, UK info@sportsmarketingsurveysinc.com Tel: + 44 (0) 1932 345 539 RICHARD PAYNE – SPORTS ACCOUNT MANAGER richard.payne@sportsmarketingsurveysinc.com TAN DANEE – SPORTS AUDIT MANAGER tan.danee@sportsmarketingsurveysinc.com© 2012 SPORTS MARKETING SURVEYS INC.No part of this report may be reproduced or transmitted in any form or by any means, including photocopying, without the written permission of Sports Marketing Surveys Inc., anyapplication for which should be addressed to Sports Marketing Surveys Inc. Written permission must also be obtained before any part of the report is stored in a retrieval system of anynature.DisclaimerWhilst proper due care and diligence has been taken in the preparation of this document, Sports Marketing Surveys Inc. cannot guarantee the accuracy of the information containedand does not accept any liability for any loss or damage caused as a result of using information or recommendations contained within this document.