Golf Digest "Best Customer" Research

Golfer Enjoyment Equates to Golfer Retention

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GCSAA CEO Steve Mona discusses the implications of the Golf Digest Best Customer Research in his January 2006 CEO's Message.

While the apocalypse of Y2K did not happen to anywhere near the extent the doomsayers had predicted, the turn of the century did signify a downturn in the participation rate of golfers.

Since then, rounds played on a nationwide basis have decreased. As a response, the golf industry developed numerous programs to attract more people to the game and to keep them coming back. The early indication is those programs are having a positive impact. But a recent survey from Golf Digest indicates golf facilities might want to reconsider how they invest their resources to retain golfers.

According to the Golf Digest survey of core golfers (8 – 24 rounds played/year) and avid golfers (25 or more rounds played/year), the top factor in driving golfer satisfaction is not necessarily how one plays, but where one plays. Using a 7-point scale (with 7 being most important and 1 being the least important), golfers were asked to rate a battery of factors that led to their enjoyment and satisfaction. The highest rated factor was well-maintained greens and bunkers (6.34), followed by well-maintained fairways and tees.

The survey also revealed that enjoyment is more about conditioning than challenge. Golfers indicated by a nearly 9 to 1 ratio (88% to 12%) that they would prefer to play a course that is in very good condition, but not as challenging as opposed to a course that is in not good condition, but is very challenging.

But are golfers willing to put their money where their collective mouths are? Apparently they are. By a more than 2 to 1 margin (74% to 39%), core and avid golfers responded that they would pay 25 percent more in green fees for a “better conditioned golf course” over a “better designed course layout.”

What does this mean for facility owners, operators and others in the business of golf? It tells us that if customer satisfaction is a desired goal, then investing resources in enhancing course conditions and paying heed to the expertise of the golf course superintendent is the right choice.

For more information, visit www.golf2020.com/2005conferenceinfo.asp.