KEY POINTS:
If you're a casual golfer, we're coming to get you.
I have to say "we" now, because my ride to what many media colleagues might call the dark side of sports officialdom continued this past week when I was elected to the board of New Zealand Golf. With
the editor's approval, I'll continue writing this column, although I'll be bound by the confidentiality of the board discussions and decisions.
My first meeting on Thursday unveiled fascinating statistics about the casual golfer, the player who just pays green fees without being a member of a club. There are far more casual players than club members and membership has been declining for a decade.
A huge initiative to get casual players into club membership will be unveiled in the spring - but NZG research leaves little doubt about what needs doing.
Previous surveys suggest we have about 350,000 casual golfers and 120,000 members. A casual player is somebody who plays at least once a year, but interviews with more than 4000 found that around a quarter play at least once a fortnight, and over 10 per cent play more than 40 games a year.
That could mean there are upwards of 80,000 casual golfers who play as much as most club members, and over 30,000 who play more.
So why aren't they joining up?
The vast majority enjoyed the freedom of deciding where and when they played. They found it better value to pay green fees at a variety of clubs rather than be tied down to one venue. But they would more likely buy a membership if they could play a number of courses for the one price.
Around 75 per cent said they would be more likely to become a club member if introductory coaching was part of the package. About two thirds would seriously consider being a club member if there was flexibility in paying fees.
In an age when many clubs in all codes report falling membership, golf knows something very important - there's a huge market of potential members just wanting the right deal.
And that's where New Zealand Golf's plans come in. Under "Golf Nation", ideas based on the findings and conclusions of this research will be put to the clubs to help in a membership drive.
Perhaps the most stunning scheme is "club banding".
This means members of a club will be able to play, without charge, at clubs in the same band all over the country. About 90 clubs are expected to start in the scheme, and they'll be divided into five bands depending on the quality of the course and facilities, so there's a fair chance being a member of banded club will give playing privileges at about 20 others around the country.
NZG still needs to convince clubs of the merits of these ideas and they'll be holding road shows to outline plans.
There are other ideas too and I'm impressed by the innovative thinking coming from head office. We need more of it.
