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					  Golf




                                       The Golf Market
                                       This year 180 million rounds of golf will be played across the United States. At an average
 Active Marketing Group
                                       green fee of $57, this translates into a total of over $10.3 billion dollars spent annually by
 helps you hit a hole in one
                                       Americans just to set foot on the course.
 with golfers.

                                       Over the years, golf has grown from a niche sport played primarily by the wealthy into one
 This document has been
                                       of the nation’s leading leisure past times, currently boasting over 35 million participants. As
 designed to provide you
 with:                                 an activity that can be enjoyed by people of all ages, golf provides players with a unique
                                       opportunity to connect with others and develop skills that will last a lifetime. As such, it
  • Background information             is an increasingly important part of the U.S. and global economies. If enabled industries
    on the industry                    like travel and tourism are included, the golf economy ranks right up there with consumer
                                       electronics and Hollywood entertainment in dollars spent.
 • An understanding of
   why these consumers                 Golf is also gaining more attention from advertisers as an effective way to reach active,
   are important                       conscientious consumers with high disposable incomes and leisure time. From mass
                                       consumer brands like Schick to technology brands like IBM and luxury brands like Rolex,
 • Vehicles and promotions
                                       more and more advertisers are jumping into the market with not only major national
   that can be utilized to
                                       sponsorships but increasingly, high impact localized events. By partnering with Active,
   reach them
                                       brands are able to make an imprint with golf influencers and activate turn-key marketing
                                       programs that demonstrate effective, measurable results.



              The average                      Size of the Golf Economy in Comparison to Other Industries ($ billions)
                                                          Mining (except oil and gas)                                            $51.60
         18-hole course                              Amusement, Gambling, and Recreation                                     $55.90

                                                     Motion Pictures and Sound Recording                                         $57.80
             hosts 30,000                              Electronics and Appliances (retail)                                   $70.20

                                                 Furniture and Home Furnishings (retail)                                         $74.10
          rounds of golf
                                          Golf Economy $62.2 billion
                  each year.              Core Industries                                      • Golf Supplies (on & off course)
                                          • Golf Course Capital Investment                     Enabled Industries
                                          • Golf Facility Operations                           • Hospitality/Tourism
                                          • Media, Tournaments & Associations                  • Real Estate



10182 Telesis Court, Suite 300 San Diego, CA 92121        Source: NGF Golf 20/20, US Census    © 2007 The Active Network, Inc.
tel: 877.228.4808 email: amg@active.com                           Bureau, The Active Network   www.activemarketinggroup.com
  Golf




                                       Golf Facts and Figures
          The first U.S.               Golfers have High Disposable Income and are Ready to Spend

                                       When taken together, golfers are an affluent group and spend a significant amount of
18-hole golf course                    disposable income on leisure, travel, cars, clothes, packaged goods and financial services.

                                       As a whole, golfers spend approximately $24.3 billion each year on equipment and fees
    was constructed                    alone with the lion’s share being dedicated to green fees and course dues. As expected,
                                       core golfers account for the greatest spending at approximately 63%.

                    in 1893.           Golf is also local with approximately 70% of rounds played close to home, and the majority
                                       of local golfers playing at just 2-3 courses. The average golfer is highly educated, 37 years
                                       of age and has a household income of $50,000 or more.

                                       A significant percentage of the one million golf outings each year are designated as
        59% of golfers                 fundraising events with over $3.2 billion donated as a result.


                                                                                                           4,372
                 purchase
                                              There are over 16,000 golf
                                                                                                                                                           Daily Fee, 9,262
                                         courses. This reflects a growth
          products and                                                                                                                                     Private, 4,372
                                                    of over 20% since 1990.
                                                                                                                                                           Municipal, 2,418
                                                                                               2,418                                      9,262

      services online.

                                                       Growth in Types of Courses                                                         Golfers by Region

                                           18,000

                                           16,000

                                           14,000
                                                                                  urses
                                           12,000                    Private Co

                                           10,000
                                                                                 Courses
                                                                     Municipal
                                            8,000

                                            6,000
                                                                                  Courses
                                            4,000                     Daily Fee

                                            2,000
                                                                                                                       Top States (Number of courses)       North Central     30.2%
                                               0                                                                       Florida (1,075)    Michigan (843)           South      30.3%

                                                                                                                       California (928)   New York (824)            West      20.9%
                                                1990   1998   1994    1996   1998     2000   2002   2004               Texas (848)                             Northeast      18.6%




10182 Telesis Court, Suite 300 San Diego, CA 92121                   Source: NGF, NSGA, NGCOA,             © 2007 The Active Network, Inc.
tel: 877.228.4808 email: amg@active.com                                       The Active Network           www.activemarketinggroup.com
  Golf

                                       Golf Facts and Figures
     Half of all golfers                                                                                                         14%

                                                                                                                  5%
                                               The total golfing population                                3%                                             35%            43% Adult Core Golfers
   use a professional                     is approximately 35.5 million.                                                                                                 35% Adult Occasional Golfers
                                                                                                                                                                         14% Junior Core Golfers
                                          More than a third golf at least
                                                                                                                                                                         5% Junior Occasional Golfers

     financial advisor.                                    eight times per year.                                                                                         3% Golf Participants

                                                                                                                  43%




                                                                                                                                               9%
                                                                                                                                                                  17%

         Approximately                    Approximately 59% of golfers
                                                                                                                          17%                                                           20%, 30 - 39
                                                                                                                                                                                        16%, 18 - 29

                                                   are between the ages of                                                                                                              18%, 40 - 49
                                                                                                                                                                         19%
                                                                                                                    18%                                                                 17%, 65+
          15% of golfers                        18 and 49, and the average
                                                                                                                                                                                        17%, 50 - 64
                                                                   is 37 years old.
                                                                                                                                                                                        9%, 5 - 17


         are permanent                                                                                                                  20%



                                                                                                                                  15%
   residents of a golf                                                                                        6%
                                                                                                                                                                           38% Professional, Mgnt/Admin
                                          Over 50% of golfers hold jobs                                                                                                    16% Clerical/Sales

  course community                        in an office environment. Just
                                                                                                   25%
                                                                                                                                                            38%
                                                                                                                                                                           15% Retired
                                                                                                                                                                           25% Blue Collar
                                                 15% of golfers are retired.
                                                                                                                                                                           6% Other

    and 8 out of 10 of
                                                                                                                           16%


   these golfers own
                                                           Golf Participants by Income                                                              Golf Participants by Ethnicity


        their residence.                  30%


                                          25%

                                                                                                                                         Hispanic
                                          20%
                                                                                                                                        American

                                          15%                                                                                             Asian
                                                                                                                                        American
                                          10%
                                                                                                                                         African
                                                                                                                                        American
                                          5%


                                          0%                                                                                                          0     200    400      600   800    1,000   1,200   1,400

                                                  Under     $20,000-   $30,000-   $40,000-   $50,000-   $75,000    $100,000+
                                                 $20,000    $29,000    $39,999    $49,999    $74,999    $99,999                                                            Thousands




  Core Golfer                                              Occasional Golfers                                                             Golf Participants
  3.4 million golfers play at least eight                  17.1 million golfers play between one                                          5 million participants play exclusively
  times per year, with an average of                       and seven times per year and spend                                             on driving ranges and short courses
  over 37 times                                            close to $1,000 each year on the sport



10182 Telesis Court, Suite 300 San Diego, CA 92121                        Source: NGF, NSGA, NGCOA,                            © 2007 The Active Network, Inc.
tel: 877.228.4808 email: amg@active.com                                            The Active Network                          www.activemarketinggroup.com
  Golf




                                       Connecting with Golfers
    Our Succcess Stories               Active Marketing Group Provides Insight and Access to Active Lifestyle Consumers

 Over the years we’ve activated
                                       Active Marketing Group is the only marketing and promotions agency that has access to
 marketing programs that reach
 golfers on behalf of leading          avid and recreational golfers online, offline and as they register for tee times and events.
 brands, including:                    We know where they golf, how often they golf and what drives them in their free time.
                                       With national reach and years of experience developing programs that engage at the
                                       local level, we help put brands front and center with this highly desirable audience.
                                       From turnkey event marketing to sampling that supports a new product launch, we make
                                       it possible to develop integrated programs that have a fresh, measurable impact with a
                                       national audience of golfers.

                                       Reaching Golfers Online                               Reaching Golfers Offline
                                       The Active Network includes leading online            Our relationships with thousands of events across
                                       destinations for golfers. Through advertising,        the country make it possible to develop integrated
                                       custom sponsorships and destination mini-sites,       programs that provides concrete results.
                                       brands can connect with consumers as they are
                                       reserving tee times, tracking performance and         Sampling & Promotions
 Strategic Industry Partners           researching new equipment.                            Access to Thousands of Golf Courses
                                                                                             Capacity to Distribute over 1 Million Samples
                                       Active Network Advertising Opportunities              Geographic and Demographic Targeting
                                       Standard IAB Units including Video
                                       Custom Sponsored Sections                             Event & Sponsorship Activation
                                       Newsletter Communications                             Sponsorship Negotiation
                                       Promotional Emails                                    Staffing & Turnkey Event Management
     The Active Network                Golf Track Sponsorships                               National Promotional/Activation Platforms
      Consumer Sites                   Annual Editorial Features
                                                                                             Grassroots & Peer-to-Peer Marketing
                                       Active Network Sites that Reach Golfers               Influencer Marketing Programs
                                       5.5 million monthly page views                        Sports Specialty/Retail Programs
                                       500,000 monthly unique visitors                       Club Seminars/Promotions
                                       300,000 registered users
                                       1.9 million golf forum user postings                  Research & Consulting Services
                                       14,500 golf equipment user reviews                    Online Research Studies
                                       7,400 golf groups formed                              Focus Group Recruiting
                                       13,000 courses in the golf directory                  Product Testing




                                                       Active Marketing Group was named by Promo magazine as one of the leading
                                                       promotions agencies in 2004, 2005 and 2006.



10182 Telesis Court, Suite 300 San Diego, CA 92121         Source: NGF, NSGA, NGCOA,     © 2007 The Active Network, Inc.
tel: 877.228.4808 email: amg@active.com                             The Active Network   www.activemarketinggroup.com

				
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