Nfhla 2011 dsmith

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    Nfhla 2011 dsmith Nfhla 2011 dsmith Presentation Transcript

    • Golf Tourism in the United States 83 million golf vacations per year Average expenditure per trip is $2,442 Golf travelers who book with a 3rd party agency is 4-6% leaving 94-96% booking directly with lodging/golf establishments Approximately 60% of golfer’s criteria for lodging do not require a golf course on site. Source: Golf Digest Study 2009 and National Golf Foundation
    • What Golf Vacationers Look For #1|Quality Of The Golf/Area Reputation #2|Location/Weather #3|Value For The Dollar #4|Quality Accommodations #5|Attractions/Non Golf Activities #6|Beach Source: Golf Digest study 2009
    • Competition is INTENSE Top States Top Destinations North & South Carolina|Myrtle Beach, HHI, Charleston Nevada|Las Vegas Arizona|Scottsdale Michigan|Traverse City Florida|NEFL, ORL, TPA, MIA California|Palm Valley Alabama|RTJ Trail/GS Kentucky|Louisville/Ryder Cup Honorable mentions: Biloxi, Atlantic City, Ocean City and anywhere PGA TOUR has a golf tournament
    • What Separates Us From The Rest THE PLAYERS Championship Home to the World Golf Hall of Fame & Annual Induction Ceremony Claim the most coastal and Intracoastal Waterway golf holes in a single destination(39) THE Place to Learn and Improve the Game of Golf Unique dining (from Bistro Aix to Fish Camps) ** Home to the PGA TOUR, Champions Tour, LPGA Tour and nearly 20 PGA TOUR and Champions Tour players live on Florida’s First Coast, including Fred Funk, Jim Furyk & Mark McCumber
    • Florida Report Card – How Do We Stack Up Ranked #1 for Golf Vacation Experience, #3 value for money, # 3 Family Vacation Experience. Ranked #2 across all course strengths important to the travelling golfer: Better conditioned, More challenging, Overall scenic beauty and Course architecture Ranked #2 among 7 Florida destinations the vacationer visited and planning to visit Source: July 2009 Golf Digest online survey
    • Florida Report Card – Booking Behavior Patterns 76% prefer unstructured, freestyle individual travel vs. 21% structured 54% book directly with hotel and course online and 34% over the phone while only 5% book with travel agent/tour operator 56% prefer a central hotel and drive to various courses / 44% prefer a resort with golf on property 65% prefer a “buddies” vacation (3+ golfers) vs. combining with family vacations (36%) Source: July 2009 Golf Digest online survey
    • Northeast Florida Golf Vacationer Average stay is 3.8 nights playing 3.2 rounds per trip Majority of travel occurs Thursday-Sunday Of those who visited, 52% fly and 48% drive Advertising sweet spot is male ages 35-65 years of age travelling together Season of travel January – April|49% May – September|23% October – December|28%
    • Economic Impact First Coast Golf Tourism (excluding tournaments/events). January 1, 2010 - December 31, 2010: $105,265,873 2010 Room Nights Attributed to Leisure Golf Travel: 56,051 2010 Rounds of Golf Attributed to Golf Travel: 131,887
    • Target Markets Top States Top DMA’s Florida|Atlanta Georgia|New York, NY North Carolina|Philadelphia South Carolina|Washington DC Chicago Boston Area Charlotte
    • How we reach the consumer Electronic Advertising Print Consumer Golf Shows Dedicated Email Campaigns Tour operator programs Public Relations Promotions
    • Public Relations/Promotions Jacksonville Jaguars Michelob Ultra Sports Illustrated Select Champions Tour event promotions