At a global level, the lines between what is sport and what is entertainment, continue to blur as participants or fans constantly seek more value for the investment of their time, money or data. Its the total experience that counts. Matt Connell of MKTG and the Forum will look to understand what these trends mean for the business of Golf in Australia.
Topgolf is the biggest story in global golf of the last few years: not just a series of enormous venues, but a global sports and entertainment community. And now it's here - Topgolf Gold Coast opened in June and is already making its mark. As Chief Executive Officer of Topgolf Australia, Kirk Edwards is responsible for bringing the Topgolf brand to Australia, in partnership with entertainment giant Village Roadshow. Hear about Topgolf’s first foray in Australia, on the Gold Coast, and find out what drives Topgolf in its ongoing mission to create unforgettable shared experiences.
It is no secret that technology is progressing faster than the industry can keep up. Just as everyone has gotten on board with the digitalisation of the golf industry, new and emerging technologies are changing the way regular golf clubs conduct business. Nick Thornton will give a detailed overview on cloud technologies, machine learning, AI, real-time & predictive analytics.
Louise Eyres is the Australian Sports Commission’s first Chief Marketing Officer. She heads up the ASC’s new marketing, customer insights and analytics division. The new role and decision to unite marketing, customer experience and insight recognises the important contribution marketing plays in leading industry wide change across sport and physical activity in Australia. We’ll learn how marketing can both influence and inspire stronger community connections with sport, and drive greater participation.
Let’s hear from Danny Bowerin and Chyloe Kurdas from Golf Australia regarding its new strategic priorities. Then, from a marketing perspective, what they’ve achieved across their national programs and initiatives; how clubs and facilities can benefit from these campaigns; how Golf Australia can help clubs and facilities offer the right ‘products’ and customer experiences; and the value that Golf Australia will deliver to clubs and facilities in the future.
In a time of development and globalisation of the PGA TOUR, the eyes of the golf industry and fans around the world will be on Melbourne and Victoria as the city plays host to two of the PGA TOUR’s most important events - the World Cup of Golf in November this year and the Presidents Cup in December 2019. Matt Kamienski will discuss recent developments of the PGA TOUR’s marketing and strategic direction as well as the legacy and opportunity of the World Cup of Golf 2018 and Presidents Cup 2019 for the Australian Golf Industry.
Gender is not a woman's issue - it's a clever business leader's commercial advantage. With the global female consumer economy valued at $28T, women have the potential to increase your business and bottom-line, yet they continue to be the golfing industry’s largest untapped market.
Hear directly from the gender intelligence expert and business leader Bec Brideson on the rise of the modern female player and the incredible numbers and international case studies behind this enormous growth opportunity. You’ll hear the surprising facts about why gender difference matters and how you can leverage these differences for quick and clever commercial gains. Bec will open your eyes and inspire action with her strategic process to reach, connect and get on the front foot with the world’s fastest growing economy – women.
Margot Harley is all about the fans: fan engagement drives sports success, and every golf facility has its fans. Whether weekly regulars or once-a-year visitors, you need to engage with the golfer, understand their passions, encourage them to share the love with friends, and of course get them coming back for more. With extensive sports experience across multiple NRL Clubs and the Australian Rugby Union, Margot will share how the NRL engages with its audience through its digital platforms.
Golf is the greatest game on earth, yet in many countries around the world participation is declining and golf clubs are facing challenging times. Why can’t people see the value that golf and golf facilities can offer and what is holding them back from enjoying the benefits of this great game? In this presentation John King of Golf Marketing University shows you how you can Unlock The Hidden Value of Your Golf Facility.
As the CEO of West Beach Parks complex, Kate Williams has a big backyard: 135 hectares of Adelaide beachfront with two golf courses, two driving ranges, mini-golf course, golf shop, sports fields, marina and water sports, a resort and holiday park. Hear from Kate how these facilities are managed, and how this multi-faceted facility is on track to be a world-class tourism, sport and recreation precinct, providing exceptional leisure experiences.
Lodewijk Klootwijk needs little introduction, as a favourite of the 2016 Forum returns to take us through a workshop with a difference. But first, to close off proceedings on day 1, Lodewijk will share insights from the biggest customer-feedback data pool in world golf. Across Europe the industry has worked with Players1st to gather feedback and measure Net Promoter Scores - and the results have valuable lessons for us here in Australia.
Who better to get us started on day 2 than Lodewijk Klootwijk?! We’ll kick off with a workshop, focussed on the key insight from 2016: who’s your tribe? Humans move in packs, from lycra-wearing road warriors to sports fanatics, and understanding your tribe is critical to success in creating passionate, engaged customers. Backed by research and the game-changing model of Vision 2020, the CEO of the European Golf Course Owners Association always offers a positive customer-focussed approach to improving golf business outcomes.
Customer Experience is not Customer Service. It is turning the lens around and seeing your business from the viewpoint of the customer. It is mapping all the opportunities for interaction with your customer and then working out how to delight them at every step and every time.
It is a relatively new term, and thrown about with abandon. CX isn’t difficult, but it does take focus. In this presentation, Hunter Leonard shares both tips and case studies on delivering an unforgettable customer experience.
The evolution of Curlewis Golf Club, on Victoria’s Bellarine Peninsula, as a multifaceted and dynamic community club which offers an array of activities and dining for people of all ages has been its foundation for success. Innovation, invigoration and contemporary thinking towards a game steeped in tradition is at the forefront of all initiatives and community engagement activated by the Curlewis team. Owner Lyndsay Sharp will share these initiatives with you as well as providing an insight into pipeline activations planned for Curlewis.
Francis Loughran is considered a futurist when it comes to what people will be eating and drinking and how they will be spending their leisure time in 2020 and beyond. So, what’s the future of food in golf clubs? Take your seat and get ready to be served.
Hear from Geoff Stewart, PGA of Australia's Membership & Education GM as he talks to the Forum about how to:
Recognise and promote the simplicity of golf
Identify and engage with golf’s participation programs
Understand and apply the value of a PGA Professional to golf
This is a tale of how two ownership groups (one in the UK, one in the US) with identical, small, but significant, changes in their customer management and marketing approach, have produced spectacular increases in member rounds, spend per member, membership retention, visitor rounds, and retail and coaching revenue. No capital expenditure. No increase in operating costs. A massive rising tide that has lifted all boats. Presented by Ian James.
Following on from Ian James’ presentation, join the panel for a discussion on key golf retail trends and strategies to drive sales from your golf shop. Hosted by Ian, the panel features Sonia Kirkman (Kirkman Sports) and Stewart King (Golf Connect) - who'll be ready for questions on all things retail.
You’ve made it this far, and Chris Helder will take us out with his unique, compelling brand of story-telling. Chris’ simple insights, to cut the noise and embrace the concept of useful belief, will have you leaving ready to tackle life with a positive focus and with energy to burn. Chris’ track record of success in inspiring thousands was all the proof we needed, we’re thrilled to have Chris on board to close out Golf Business Forum 2018.
Ian James has worked with countless clubs and facilities and his commitment to challenging the status quo when it comes to your retail strategy is truly breathtaking. Ian wants you to face down the trite notions of 'how things should be done' and develop your understanding of the customer, their motivations and how best to approach a sale to current and new customers and members.
Hosted by Sandhurst Club and proudly presented with the support of the PGA of Australia and Titleist/Footjoy, this is an optional add-on to your delegate experience but spaces are limited so book your ticket today!
When you understand why marketing is nearly always done the wrong way round and when you understand what really drives your customers actions, you just need to follow a simple three step formula to create marketing campaigns that really work. In his half day, intensive marketing workshop, International Golf Marketing Expert, John King, will teach you this simple formula so you can deliver an effective marketing plan for your club and start getting results.
Hosted by Latrobe Golf Club and proudly presented with the support of Golf Australia and Golf Management Australia, this is an optional add-on to your delegate experience but spaces are limited so book your ticket today!