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Nfhla 2011 dsmith

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Nfhla 2011 dsmith

  1. 1. 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
  2. 2. 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
  3. 3. 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
  4. 4. 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
  5. 5. 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
  6. 6. 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
  7. 7. 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%
  8. 8. 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
  9. 9. Target Markets Top States Top DMA’s Florida|Atlanta Georgia|New York, NY North Carolina|Philadelphia South Carolina|Washington DC Chicago Boston Area Charlotte
  10. 10. How we reach the consumer Electronic Advertising Print Consumer Golf Shows Dedicated Email Campaigns Tour operator programs Public Relations Promotions
  11. 11. Public Relations/Promotions Jacksonville Jaguars Michelob Ultra Sports Illustrated Select Champions Tour event promotions