See the newsletter with all graphics at COMMON GROUND VOLUME 2 : ISSUE 6 NEWSLETTER ARCHIVE LINK. Text only version provided below, links only work in the full archived version via the link above.
Volume 2 : Issue 6
Welcome to Common Ground News
In this Issue:
* Feature Article – Golf Industry on the Upswing: Market entry opportunities
* Tips & Techniques – helping you get the most out of our online mapping
application at GeoMetrx “Selecting, Filtering and Mapping Dun & Bradstreet
* Thematic Map – Golf Participation Heat Map: Sports & Fitness – % Golfed Last
* Trivia Challenge – What is the origin of the term “golf”?
This and all our newsletters are available through our Knowledge Center resource
listed on our website. We encourage you to share our Common Ground News with
your friends and colleagues and we welcome your feedback. Visit our website and
make a comment on the contact us page or send us an email
Blog: Common Ground Blog
• May 2013
• April 2013
• March 2013
• February 2013
• January 2013
• Previous Issues
Golf Industry on the Upswing
Market Entry Opportunities
Golfing in the U.S. is estimated to be a $25 billion industry – $20 billion in
greens fees, $4 billion in equipment and $1 billion in apparel sales. In
addition to operating golf courses and country clubs, other industry activities
include providing food and beverage services, equipment rental and instruction.
Not included are driving ranges which are part of the $9 billion Golf Driving
Ranges and Family Fun Centers industry, which we will highlight in a future
As has been the case for many industries, the serious and lingering economic
downturn has had an impact on the golf industry as people have cut back on
discretionary and recreational spending. However, in 2012, there was a
measurable rebound in the number of golf outings with golfers playing about 490
million rounds on U.S. courses, up 5.7% from 2011, according to the National
Golf Foundation. Industry analysts estimate that U.S. golf course revenues will
grow at a compound annual growth rate (CAGR) of 3.75% by 2016.
Successful companies in the industry are those who drive up demand through
strong marketing and maintain efficient operations as many costs are fixed,
whether players are on the fairways or not. Some of the most successful US
companies include American Golf, ClubCorp, Evergreen Alliance, and KemperSports.
Small companies can be successful as well using location and unique marketing
strategies to their advantage.
There are approximately 15,500 golf facilities in the US, both public and
private. Nearly three-fourths are public courses, and of those about 20% or,
2,450, are municipal courses. Much of the revenue for private courses is
generated from annual membership dues, while public courses rely mainly on
“daily fees.” While the total number of golf courses has dropped from its
all-time high of 16,000 set in 2004, IBISWorld reports that interest in golf
continues to grow.
In order for the golf industry to remain strong, the sport must not only
continue to appeal to the retiring baby-boomer generation, it must also engage
young new players. Creating affordable entry points for players, especially
juniors, is a must. One group doing just that is the Wadsworth Golf
Charities Foundation. The organization is partnering with a variety of community
and business organizations to build ‘feeder short courses’ of three, six or nine
Golf courses come in many different sizes and settings, offering a variety of
price point opportunities for market entry.
* 18 hole: standard, full-size course with a mix of par 3,4 and 5 holes
* 9 hole: half a standard course with a mix of par 3, 4 and 5 holes
* Executive: 9 or 18 holes, shorter than standard course, with more par 3 and
fewer par 4 and 5 holes
* Par 3: 9 or 18 holes, shorter than an executive course, with all par 3 holes
* Approach or “Pitch and Putt”: 30-40yd length holes used by players to
practice pitching and chipping and by beginners (drop a ball, pitch it to the
green and putt it in)
* Links course: built on sandy coastlines, open to the wind, few trees,
natural watering of rough and fairways, fast fairways, slow greens, large and
* Parkland course: typically located inland, built in park like atmosphere,
plenty of trees, manicured fairways, fast greens
* Desert course: built in the desert, tees, fairways and greens are lush, but
often the only grass in the area
Source: about.com guide
For any current or prospective business owners interested in the golf industry,
GeoMetrx can provide an in-depth site location analysis including
demographic, income and traffic data as well as a view of the competitive
landscape. Call us at 1.888.848.4436 or visit us on the web to request a
Tips & Techniques –
Selecting, Filtering and Mapping Dun & Bradstreet Business Locations
Utilizing the Dun & Bradstreet business locations database within
GeoMetrx is a powerful way to size up the competition within your
territories. The database contains location, employee size and sales volume
information. You can create a visual competitive analysis by selecting broad
NAICS codes, more defined subcategories or individual businesses.
This month’s Tip & Technique guide provides a step-by-step walk-through on how
to select, filter and map the Dun & Bradstreet business locataion data.
”Selecting, Filtering and Mapping
Dun & Bradstreet Business Locations”
Golf Participation Heat Map
Golf is a sport often described to be as frustrating as it is relaxing. It’s
played by all ages and all walks of people. The majority of the U.S. population
lives within a short distance of a golf course, either private, public or
municipal. Whether out for a leisurely weekend tee time, practicing to be the
next big player vying for the privelege of wearing that coveted green jacket, or
taking part in a high power business meeting during the week, there is a course
just right for the occassion. Just remember to keep you cool while strolling the
Interest in golf is on the upswing according to industry experts. Young PGA
players such as Tiger Woods, Rory Mcilroy, and Jason Day along with LPGA players
Stacey Lewis, Ai Miyazato and Cristie Kerr, are inspiring many young boys and
girls to take up the game alongside many other lifetime enthusiasts.
Below is a heat map displaying the number of adults who took up golf last
year. In addition to the dataset displayed, we also have information on golf
event attendance, and visits to golf and tennis resorts.
If you are interested in teeing up to the golf industry or expanding your
current business enterprise, GeoMetrx has the tools you need to assess the
opportunities, locate the ideal site location, and evaluate the competition.
Click here to see a larger version of this map.
For more information on how to obtain access to GeoMetrx datasets, contact
us today at 1.888.848.4436.
June 2013 – Trivia Challenge
1) What is the origin of the word ‘golf’?
(Hint: it is not an acronym… no, it does not stand for ‘gentleman only, ladies
Click Here for the Answers
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