John HugghinsJohn Hugghins

Get Golf Ready and Get Golf Ready and the TPC Networkthe TPC Network

Get Golf Ready StrategyGet Golf Ready Strategy

• Golf 20/20 introduces Get Golf Ready in 2009Golf 20/20 introduces Get Golf Ready in 2009

• TPC Network establishes the program as major golf TPC Network establishes the program as major golf operations initiativeoperations initiative

• Goals set for each propertyGoals set for each property

• 41 programs conducted in 2009 with 617 participants41 programs conducted in 2009 with 617 participants

• 90 programs conducted in 2010 with 1352 participants90 programs conducted in 2010 with 1352 participants

• 2011 goals focused on growing programs and retention2011 goals focused on growing programs and retention

Revenue Generated from Revenue Generated from Get Golf Ready Programs:Get Golf Ready Programs:• Get Golf Ready Programs Generated Get Golf Ready Programs Generated

$1,092,000 in total revenue $1,092,000 in total revenue

$466,711

$158,994

$350,033

$116,678

TPC Netw ork Merchandise

TPC Netw ork Lessons

TPC Netw ork Green Fees

TPC Netw ork Cart Fees

Finding New GolfersFinding New Golfers

• Existing members and spousesExisting members and spouses

• Corporate members (team building)Corporate members (team building)

• The First Tee ParentsThe First Tee Parents

• Advertising through Play Golf AmericaAdvertising through Play Golf America

• Email Blasts, Posters Provided by GGREmail Blasts, Posters Provided by GGR

• Fitness Clubs/Local BusinessesFitness Clubs/Local Businesses

Get Golf Ready StoriesGet Golf Ready Stories

• We conduct a complimentary ladies’ clinic that ties in many of the components of Get Golf Ready. We conduct a complimentary ladies’ clinic that ties in many of the components of Get Golf Ready. Compared to men, women are less interested in learning about the swing right off the bat. Instead, Compared to men, women are less interested in learning about the swing right off the bat. Instead, they want to start with smaller things like Rules and etiquette, and what to do on the course. The they want to start with smaller things like Rules and etiquette, and what to do on the course. The on-course learning and beginning process of Get Golf Ready really helps them feel comfortable with on-course learning and beginning process of Get Golf Ready really helps them feel comfortable with the game. That’s the great part of Get Golf Ready for our ladies’ program – it orients them to the the game. That’s the great part of Get Golf Ready for our ladies’ program – it orients them to the game, not just the golf swing. game, not just the golf swing. Jon Goin TPC Jon Goin TPC SouthwindSouthwind

• We formed a relationship with a local fitness club that would allow interested members to be We formed a relationship with a local fitness club that would allow interested members to be introduced to golf through the Get Golf Ready program. This partnership also allowed us to introduced to golf through the Get Golf Ready program. This partnership also allowed us to showcase our club for possible member prospects. This has been a great partnership for both showcase our club for possible member prospects. This has been a great partnership for both sides offering a unique golf experience for their members, and a pipeline for our Get Golf Ready sides offering a unique golf experience for their members, and a pipeline for our Get Golf Ready programs. programs. Jim Calhoun TPC Craig RanchJim Calhoun TPC Craig Ranch

• Our Club has an association of women members committed to community based charities. This Our Club has an association of women members committed to community based charities. This association, TPC ROSE (Reach Out Serve Everyone), was originally formed in 2008 by women association, TPC ROSE (Reach Out Serve Everyone), was originally formed in 2008 by women members who were not golfers, or who played very seldom. Our golf professionals promoted the members who were not golfers, or who played very seldom. Our golf professionals promoted the GGR opportunity specific to TPC ROSE, as an additional option for them to use the Club and learn GGR opportunity specific to TPC ROSE, as an additional option for them to use the Club and learn the game of golf. About 20 elected to participate. In the following months, several of these women the game of golf. About 20 elected to participate. In the following months, several of these women became quite active in golf programs for the first time. Simply put, Get Golf Ready has helped our became quite active in golf programs for the first time. Simply put, Get Golf Ready has helped our golf professionals make the Club more relevant to these members than it was before. golf professionals make the Club more relevant to these members than it was before.

John Richeson, TPC Twin John Richeson, TPC Twin CitiesCities

Areas For ImprovementAreas For Improvement

• Goal for 2011 increase to 2,000 participants in Get Goal for 2011 increase to 2,000 participants in Get Golf Ready programs and generate $1.6 million in Golf Ready programs and generate $1.6 million in revenuerevenue

• Install an aggressive communication and follow up Install an aggressive communication and follow up program to keep participants engagedprogram to keep participants engaged

• Monthly calls to track progress and insure data is Monthly calls to track progress and insure data is getting posted to GGR/Play Golf America websitegetting posted to GGR/Play Golf America website

• Create tools to most accurately track additional Create tools to most accurately track additional revenues from green fees, cart fees, merchandise, revenues from green fees, cart fees, merchandise, lessons, membership saleslessons, membership sales

Ted Bishop Ted Bishop Vice President - PGA of the AmericaVice President - PGA of the America

Ken Morton Sr., PGA Ken Morton Sr., PGA Chief Executive Officer - Morton Golf, LLCChief Executive Officer - Morton Golf, LLC

GET GOLF READYGET GOLF READY

Step by Step Player Development Step by Step Player Development ProgramsProgramsOur premier Player Development golf facility is Our premier Player Development golf facility is the Haggin Oaks Golf Complex with 36 holes the Haggin Oaks Golf Complex with 36 holes and a double ended 100 station driving rangeand a double ended 100 station driving range

DURING 2010 – 14 GOLF INSTRUCTORS DURING 2010 – 14 GOLF INSTRUCTORS

• Gave Gave 8,3508,350 Lessons and Club Fittings Lessons and Club Fittings

• Gave Gave $565,000$565,000 in Lessons and Fittings in Lessons and Fittings

In the Middle 1990’sIn the Middle 1990’s

• The National Golf Foundation (NGF) came out with a The National Golf Foundation (NGF) came out with a study stating that out of every 10 women who took study stating that out of every 10 women who took beginner lessons only one took up the game. beginner lessons only one took up the game.

• We took surveys for 90 days because we did not We took surveys for 90 days because we did not believe it was truebelieve it was true

• We found our surveys to mirror those of the NGFWe found our surveys to mirror those of the NGF• Out of our surveys, we found the following barriers Out of our surveys, we found the following barriers

were the major reasons why more women/beginners were the major reasons why more women/beginners wouldn’t take up golf wouldn’t take up golf

Our In-house Surveys discovered the Our In-house Surveys discovered the following barriers from beginners …following barriers from beginners …1.1. Don’t know anything about golf or golf Don’t know anything about golf or golf

facilitiesfacilities2.2. Don’t have clubs to practice or learn withDon’t have clubs to practice or learn with3.3. Fear of unknowns and fear of Fear of unknowns and fear of

embarrassmentembarrassment4.4. Don’t know how to play, am not comfortable Don’t know how to play, am not comfortable

on the golf courseon the golf course5.5. Need someone to learn withNeed someone to learn with

Barriers Barriers (Continued)(Continued)

6.6. My instructor is to technical, doesn’t relate to My instructor is to technical, doesn’t relate to beginnersbeginners

7.7. I just want to have fun, not be a champion golferI just want to have fun, not be a champion golfer

8.8. The game is harder than I thought. There is so The game is harder than I thought. There is so much to learnmuch to learn

9.9. Don’t have enough time to learn how to play Don’t have enough time to learn how to play golfgolf

10.10. Don’t know what to do nextDon’t know what to do next

From what we continue to learn from our From what we continue to learn from our in-house surveys we have created these in-house surveys we have created these Step by Step Lesson ProgramsStep by Step Lesson Programs

• Welcome to Golf ClassWelcome to Golf Class

• Get Golf Ready Class – Level IGet Golf Ready Class – Level I

• Get Golf Ready Class – Level IIGet Golf Ready Class – Level II

• How to Play on the Golf Course ClassHow to Play on the Golf Course Class

• Summer Beginner LeagueSummer Beginner League

2010 Step by Step Program Revenues2010 Step by Step Program Revenues

NAME OF PROGRAMSNAME OF PROGRAMS FEES GENERATEDFEES GENERATEDWelcome to Golf $ 8,000Welcome to Golf $ 8,000Get Golf Ready I $24,000Get Golf Ready I $24,000Get Golf Ready II $ 6,000Get Golf Ready II $ 6,000Practice Makes Perfect $ 5,000Practice Makes Perfect $ 5,000Stress Free Beginner league Stress Free Beginner league $ 900$ 900TOTAL REVENUES FROM FEES TOTAL REVENUES FROM FEES $43,900$43,900

NUMBER OF PARTICIPANTS – 515NUMBER OF PARTICIPANTS – 515100% OF OUR PARTICIPANTS REGISTER THROUGH 100% OF OUR PARTICIPANTS REGISTER THROUGH THE PGA PLAY GOLF AMERICA WEBSITE THE PGA PLAY GOLF AMERICA WEBSITE

11stst Year Revenues generated from Year Revenues generated from 515 NEW GOLFERS515 NEW GOLFERS Lesson Fees …………………..Lesson Fees ………………….. $ 43,900$ 43,900Driving Range Fees ………….Driving Range Fees …………. $ 22,248$ 22,248Green Fees …………………….Green Fees ……………………. $ 45,320$ 45,320Cart Fees ……………………….Cart Fees ………………………. $ 29,004$ 29,004Equipment ……………………..Equipment …………………….. $ 51.500$ 51.500Apparel …………………………Apparel ………………………… $ 24,720$ 24,720Food & Beverages ……………Food & Beverages …………… $ 13,843$ 13,843TOTAL …………………………..TOTAL ………………………….. $230,535$230,535

TOTAL PER PARTICIPANT ….TOTAL PER PARTICIPANT …. $ 447.64$ 447.64

MY PERSONAL OPINION MY PERSONAL OPINION

Today, the biggest barrier to “GROWING THE GAME” is the Today, the biggest barrier to “GROWING THE GAME” is the “INDEPENDENT CONTRACTOR LABOR LAW” “INDEPENDENT CONTRACTOR LABOR LAW”

BECAUSE OF THIS SINGLE REASON:BECAUSE OF THIS SINGLE REASON:

Golf Instruction (Player Development)Golf Instruction (Player Development)

is not generally …..is not generally …..

1. 1. Part of a facilities planning or marketing processPart of a facilities planning or marketing process

2. Does not have goals and/or objectives 2. Does not have goals and/or objectives

3. Does not have program manuals, written scripts3. Does not have program manuals, written scripts

4. Is not viewed as having any impact on over all facility 4. Is not viewed as having any impact on over all facility revenuesrevenues

OPERATORS, OWNERS AND GOLF OPERATORS, OWNERS AND GOLF INSTRUCTORS MUST TOGETHER INSTRUCTORS MUST TOGETHER

• Become involved in long range planning of Become involved in long range planning of Player Development Programs if we want to Player Development Programs if we want to “GROW THE GAME”“GROW THE GAME”

• Course owners/operators must invest time, Course owners/operators must invest time, effort and financial resources in Player effort and financial resources in Player Development at golf courses across America Development at golf courses across America if we want to “GROW THE GAME”if we want to “GROW THE GAME”

THE TIME IS NOW!THE TIME IS NOW!• The industry at all levels must invest in BEGINNING The industry at all levels must invest in BEGINNING

GOLF PROGRAMSGOLF PROGRAMS• The industry must overcome the barriers perceived by The industry must overcome the barriers perceived by

beginners by creating STEP BY STEP LEARNING beginners by creating STEP BY STEP LEARNING and ….and ….

• We must make the game …… We must make the game ……

MORE COMFORTABLE! MORE COMFORTABLE!

MORE INVITING andMORE INVITING and

MORE FUN FOR EVERYONEMORE FUN FOR EVERYONE

THANK YOU!THANK YOU!

Ken Morton Sr. Ken Morton Sr.

CEO - Morton Golf LLCCEO - Morton Golf LLC

3645 Fulton Avenue3645 Fulton Avenue

Sacramento, California 95821Sacramento, California 95821

1-916-808-0440 (Office)1-916-808-0440 (Office)

1-916-871-2678 (Cell)1-916-871-2678 (Cell)

kmortonsr@hagginoaks.com kmortonsr@hagginoaks.com (e-Mail)(e-Mail)

www.hagginoaks.com www.hagginoaks.com (Website) (Website)

2011 2012 2013 2014 2015 2016 2017 Total

Registered Facilities Added1,000 750 750 750 750 500 500 5,000

Total Retained Golfers per Year *42,000 69,500 98,000 126,500 155,000 173,000 192,000 856,000

Total Rounds of Golf per Year462,000 1,226,500 2,304,500 3,696,000 5,401,000 7,304,000 9,416,000 29,810,000

Total Annual Spending$33,852,000 $88,919,000 $166,244,500 $265,828,500 $387,671,000 $523,309,000 $673,786,000 $2,139,610,000

Assumptions:Registered Facility Group A 1,000 Participants 2011 50Registered Facility Group B 750 Participants 2012 50Registered Facility Group C 750 Participants 2013 50Registered Facility Group D 750 Participants 2014 50Registered Facility Group E 750 Participants 2015 50Registered Facility Group F 500 Participants 2016 50Registered Facility Group G 500 Participants 2017 50

1st Year Retention Rate 84%Subsequent Year Ret. Rate 75%Annual Spend. Per 1st Year $806

Annual Spend. Per Sub. Year $781Average Rounds of Golf 11

Get Golf Ready Facility Projection Summary

2011-2017

2011 2012 2013 2014 2015 2016 2017 Total

Registered Facilities Added1,000 750 750 750 750 500 500 5,000

Total Retained Golfers per Year *42,000 69,500 98,000 126,500 155,000 173,000 192,000 856,000

Total Rounds of Golf per Year462,000 1,226,500 2,304,500 3,696,000 5,401,000 7,304,000 9,416,000 29,810,000

Total Annual Spending$33,852,000 $88,919,000 $166,244,500 $265,828,500 $387,671,000 $523,309,000 $673,786,000 $2,139,610,000

Assumptions:Registered Facility Group A 1,000 Participants 2011 50Registered Facility Group B 750 Participants 2012 50Registered Facility Group C 750 Participants 2013 50Registered Facility Group D 750 Participants 2014 50Registered Facility Group E 750 Participants 2015 50Registered Facility Group F 500 Participants 2016 50Registered Facility Group G 500 Participants 2017 50

1st Year Retention Rate 84%Subsequent Year Ret. Rate 75%Annual Spend. Per 1st Year $806

Annual Spend. Per Sub. Year $781Average Rounds of Golf 11

Get Golf Ready Facility Projection Summary

2011-2017

2011 2012 2013 2014 2015 2016 2017 Total

Registered Facilities Added1,000 750 750 750 750 500 500 5,000

Total Retained Golfers per Year *42,000 69,500 98,000 126,500 155,000 173,000 192,000 856,000

Total Rounds of Golf per Year462,000 1,226,500 2,304,500 3,696,000 5,401,000 7,304,000 9,416,000 29,810,000

Total Annual Spending$33,852,000 $88,919,000 $166,244,500 $265,828,500 $387,671,000 $523,309,000 $673,786,000 $2,139,610,000

Assumptions:Registered Facility Group A 1,000 Participants 2011 50Registered Facility Group B 750 Participants 2012 50Registered Facility Group C 750 Participants 2013 50Registered Facility Group D 750 Participants 2014 50Registered Facility Group E 750 Participants 2015 50Registered Facility Group F 500 Participants 2016 50Registered Facility Group G 500 Participants 2017 50

1st Year Retention Rate 84%Subsequent Year Ret. Rate 75%Annual Spend. Per 1st Year $806

Annual Spend. Per Sub. Year $781Average Rounds of Golf 11

Get Golf Ready Facility Projection Summary

2011-2017