In the Spring 2010 edition of “By Design” magazine, author Jon Last shares some results from his firm’s Sports and Leisure Research Omnibus study. The study provides a fresh and encouraging look at the golfer’s mindset while advising that some fundamental belief systems have changed.
Last’s survey indicates golfers have a renewed vigor to tee up with greater frequency in 2010, suggesting that intent and commitment to play more golf has snapped back from where the industry was a year ago. Two thirds of the more than 1,000 golfers interviewed expect to spend as much or more on golf-related purchases in 2010. Last also reports that more than half of the golfers interviewed agree that 2010 will be better than the previous year; only a third of golfers expressed similar sentiments last summer.
One of the trends described by Last is the consistent challenge posed by golfers’ time restraints. His company’s research continues to reveal a stressed, multi-tasking consumer facing increasing demands from work and family that do not always coincide with golf. Additionally, 60 percent of interviewees expressed they would rather spend time with family and friends than with business associates. As a result, golf facilities that place a premium on making golf time equate to family time may see greater success than those that are less inviting.
To read more results from the Sports and Leisure Research Omnibus study as shared in Last’s article, please click here to view the piece as it appeared in “By Design.”
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