Millennial Task Force assembled to encourage the younger generation to pick up the game

GOLF 20/20, the industry’s trade organization administered by World Golf Foundation, recently created the“Millennial Task Force” in hopes of encouraging Millennials (ages 18-34) to pick up the game.

The Millennial Task Force was created to increase awareness, interest and participation in golf through industry education, non-endemic media outreach, digital campaigns and events where the game has previously not had a presence or been included in the conversation, according to a recent press release. The 12-person team consists of representatives from golf industry organizations – the Club Managers Association of America (CMAA), Golf Digest, LPGA, PGA TOUR, USGA – but also includes organizations who do an exceptional job of engaging 18 to 34-year-olds such as Adidas, Google, GoPro, Topgolf and Twitter.

According to the National Golf Foundation, Millennials represent 6.2 million participants, or 28 percent of all golfers, who are playing about 100 million rounds per year in the U.S. Additionally, they spend about $5 billion annually on golf.

The Millennial Task Force is encouraging those in the golf industry to know how to satisfy multiple generation of players by balancing the interests of Generation X and Baby Boomers while developing Millennials as loyal customers and lifelong players for the continued success and vitality of the game.

The group is developing customized strategies for members of the CMAA, Golf Course Superintendents Association of America (GCSAA), National Golf Course Owners Association (NGCOA) and PGA of America with “best practices” and important questions to ask of an operation.

Also included in the press release were questions facilities can ask themselves to make facilities “millennial ready.” A selection below:

Before Arriving

• Does the facility offer a mobile-friendly website?
• Can I book a tee time on my phone?
• Does the facility have an active social media presence and provide special offers from time-to-time?
• Is there a relaxed dress code? Can I listen to music on the course?

While On-Site

• Does the course offer a fun way to get around the course? Am I allowed to walk?
• Is there a 9-hole or twilight rate available?
• Can I try Footgolf or another non-traditional form of the game?
• Do carts have GPS units? How about Wi-Fi?

Coming Back

• How do you thank your millennial customers?
• Are you regularly reading and responding to online reviews?
• Can you segment your database for more targeted communication?
• What fun events are you offering in the near future?

Photo: Golfdom