Membership

Welcome and

Thank You for your time

Why Change

• Decreasing connection with golfers• The existing membership model used to speak to 90% of

golfers…but not anymore• Bring a broader audience into our community• Changing needs of Golf Facilities• Changing needs of Golfers• We want to offer additional services and benefits to

players wherever and whenever they play

Consultation

• An abundance of varied research was conducted• Focus Groups across Canada, starting in Ontario

• More than 130 clubs participated• Surveys with clubs, individual members and non

members• University of Ottawa Study• Overview of Golf Associations globally• Overview of Other Associations in general• All done in collaboration with Provincial Associations• Consultation with industry throughout development

Key Points

• Separates the FACILITY fee and benefits from the INDIVIDUAL Fee and benefits

• One standard facility fee that varies by size and needs• Three individual tiers of Membership (Bronze, Silver,

Gold) ranging from free to $49.95• Continues as a joint membership with Golf Canada and

the provincial associations

Why?

• Facilities and golfers have different needs and wants in the 21st century.

• We no longer represent the game as we did in the past:

• The majority of golfers are not members of clubs

• 90% of facilities are public play or partially public play.

Why Now?

• The introduction of technology has provided us with a much more

relevant value proposition and an opportunity to engage the wider

audience in some of the greatest features of the game that were

complicated and challenging to share in a non-mobile world.

• Since 2009 over 75% of members have provided email addresses

and 50% have asked for communications from GC/GS

Individual Memberships

2015 2016 2017

INTRODUCTION

Communicate facility fee structure and new member benefits

Migrate select clubs to facility fee (semi-private <60 members)

Re-position public player memberships (to premium)

Introduce additional golfer product categories (free & mid)

Adjust premium product pricing (if necessary)

Migration, clubs with 61-400 members

Migration, remaining clubs (large semi-private and private)

Facility (Partners) Golfers (Customers)

Migration

How will this affect the industry?• Simplify the relationship between the associations and

facilities.

• Build a significant amount of “big data” for the courses to understand their players and the industry to service golfers

• Provide golfers with relevant information and services, and a voice in the industry.

Why Only a Select # of Facilities?• Opportunity to validate the assumptions of golfer

behavior in a controlled market

• Ability to ensure the smoothest experience for our existing members and facilities and recognize that we cannot promise that on a large scale

• Allows for the development of a number of features and function that will be rolled out during the 2015 season

Questions:

For more information after the call please contact:

• Steve Carroll – GAO Executive Director• Christine Dengel – Golf Canada Regional

Director

Golf Canada Membership1.800.263.009 x399

members@golfcanada.ca