2004 PGA TOUR Media Guide

In November 2000, senior members of thegolf industry came together at World GolfVillage for a conference called Golf 20/20:Vison for the Future, and embarked on anunprecedented collaborative effort to enhancethe future of the game. The spirit of unity wasso strong, and the commitment to make adifference so universal, that the decision wasmade to address some very specific issues andto make GOLF 20/20 an ongoing industry effort.GOLF 20/20 is a World Golf Foundation initiative that was started withthe following stated mission: To align the golf industry behind a plan thataddresses the future of golf in a strategic manner, with an emphasis onaccelerating growth and participation, and creating new avenues of accessinto the game. The focus of the conference was not only on participation butalso on interest, and three major targets were established with the goal offulfilling them by the year 2020:• Golf would be at a level of popularity in the United States equal to theNational Football League.• There would be 55 million participants in golf in the U.S.• There would be one billion rounds of golf played each year.Over the past several years a number of research projects have beenundertaken, several communications initiatives started, and a variety ofprograms tested or implemented. The main areas of focus for GOLF 20/20include the following:Adult Player Development—The goal of 20/20's adult player developmentactivities is to introduce new adult players into the game, bring former playersback to the game, and encourage greater levels of play by infrequent golfers. Atthe 2003 conference the PGA of America announced an umbrella concept calledPlay Golf America, under which the industry's major adult developmentinitiatives will fall. This effort will commence in the spring of 2004 and receiveunprecedented support from all areas of the golf industry.Junior Golf—The USGA and its Foundation have overseen GOLF 20/20’sefforts in junior golf, most notably the establishment of the ultimate junior golfWeb site, juniorlinks.com, which includes a database of junior programs aroundthe country. The Web site is a resource for youngsters, their parents and forjunior golf program administrators. In 2003, GOLF 20/20 focused on developinga National School Golf Program, which will be tested in 150 elementaryGolf 20/20: Vision For the Futureschools in eight locations during the 2003-2004 school year. In 2003-2004GOLF 20/20 is testing a school program through which physical educatorsteach the game in elementary school as part of a PE curriculum. This programwill be aggressively expanded in the future.Communication—In 2002 an industry Web site was established atwww.golf2020.com; it houses all 20/20 research, reports and databases. In2002, GOLF 20/20 presented its first Industry Report, a global look at the stateof the game.Research—To supplement existing information GOLF 20/20 commissionedin 2001 an unprecedented study of segments within the game, informationthat was instrumental in formulating strategies. In 2002, two other studieswere commissioned. The first revealed that golf is responsible for more than3.2 billion dollars being generated for charities in the U.S. each year. Thesecond estimated the total golf economy in this country to be more than $60billion annually. In 2003 major research studies were done on frequency ofplay, and on minority participation in golf. All research information is availableat golf2020.com.In its first three years the GOLF 20/20 Executive Board consisted of sevenpeople, six of them representing associations. In an effort to bring morebusiness diversity to the Board, it has been expanded to include 15 members.The new Executive Board includes:Jim Awtrey, CEO, PGA of AmericaJoe Louis Barrow, Executive Director, The First TeeBob Dedman, Jr., Chairman and CEO, ClubCorpRon Drapeau, CEO, CallawayDavid Fay, Executive Director, United States Golf AssociationTim Finchem, Commissioner, PGA TOURMichael Hughes, Executive Director, National Golf Course OwnersAssociationSara Hume, Executive Director, Executive Women’s Golf AssociationDavid Manougian, COO, The Golf ChannelSteve Mona, CEO, Golf Course Superintendents Association of AmericaJim Nugent, Vice President and Publisher, GolfWeekDavid Pillsbury, President, American Golf CompanyPhil Tralies, CEO, Club CarWally Uihlein, President and CEO, AcushnetTy Votaw, Commissioner, LPGASECTION 9 / ADDITIONAL INFOThe First TeeThe First Tee is a World Golf Foundationinitiative introduced in November of 1997 forthe purpose of providing affordable golfaccess to everyone, especially children, whootherwise may not have the opportunity toplay the game.Over the past six years, The First Tee hasevolved into a credible youth initiative whereparticipants are positively influenced through exposure to important valuesand life skills while learning and playing the game of golf.The First Tee Life Skills & Golf Experience is a program based on a set ofNine Core Values and developed around a curriculum that seamlesslyincorporates life skills, such as goal setting, self discipline and selfawareness, into each session. Children learn about themselves and othersthrough exercises that teach lessons and skills that can be used both on andoff the golf course.Much of The First Tee’s success is directly attributed to the support andguidance of five leading golf institutions in America that are The First TeeFounding Partners—the PGA TOUR, PGA of America, Ladies Professional GolfAssociation, United States Golf Association and Augusta National Golf Club.The support of these organizations, along with various individuals,associations, corporations, cities, counties and states, has helped The FirstTee to develop facilities and programs where The First Tee Life Skills & GolfExperience can be delivered in communities across the country.Building upon theaccomplishment of achievingits initial goal of over 100facilities in development bythe end of the year 2000, TheFirst Tee has set out to fulfillseveral new objectives by theend of 2005, which include:• Introducing the gameof golf and its values to500,000 young people Joe Louis Barrow (center), Executive Director of• Expanding the number the First Tee, with First Tee participants.of dedicated The FirstTee facilities to 250 that are either open or in development• Establishing 500 affiliate relationships with existing golf courses orother golf facilities that will provide access to The First Tee Experience.The First Tee is well on its way to achieving these objectives and lookingforward to the next phase of a very bright and exciting future. The First Tee isgrateful for the extraordinary commitment of the Chapter volunteers and staffcombined with the local businesses and political leaders in each communitywho have embraced it.For more information about The First Tee and how you might becomeinvolved, please visit www.thefirsttee.org.WWW.PGATOUR.COM 2004 PGA TOUR Media Guide / 9-3