Royal Norwich Golf doc.pdf - Love, Jeremy

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Golf Memberships • Total number of members in the UK – 1,185,000 • Female members of golf clubs in the UK – 233,000 • Male members of golf clubs in the UK – 952,000 • There are 8,000 golf memberships in Norfolk • There are 5,000 regular golfers who do not have a membership in Norfolk • There are 33 golf courses in Norfolk Sources – TGI & Bizicount Target audience Around 1% (8,000) of Norfolk’s population belong to a golf club. We must not however, forget the 5,000 regular golfers who do not belong to a golf course yet. The section of the county that have not yet committed to one club, the nomadic golfers, who may be just as dedicated, if not more so to playing regularly and will make use of golf clubs’ special offers, discounts and so on. For whatever reason, despite being committed players, they have not taken out a membership anywhere, maybe due to convenience and wanting to choose where they play in a flexible way, or maybe for price reasons. Golfing apps such as teeofftimes.co.uk allow the philandering golfer to pick where they would like to play based on what a particular price or which time slot is on offer from a particular golf club. This makes the market far more fluid than it used to be, with golfers paying for green fees under their preferred terms without the commitment of a membership. What Royal Norwich needs to say As well as existing members of golf courses, it is this floating 5,000 of green fee players that Royal Norwich would like to engage with as well. However, it is the price that will ultimately dictate the outcome, £120 for a day membership is expensive and most of these floating golfers would be paying for green fees of anywhere between £10 and £60. Prestige golf courses such as The Belfry Brabazon Course can be played by a non- member on a Saturday morning in January for £80 and £45 for a weekday morning. Prestige course in Norfolk, such as Cromer or Sheringham can be played for £40 to £60 in off peak times. The £120 price tag for Royal Norwich is expensive – more expensive even than an established prestige course with Ryder Cup history and masses of heritage. If Royal Norwich would like to command this price for day rates, they will have justify it in the eyes of golfers and lean their marketing towards the showcasing the absolute and unbridled quality of the establishment. This new course has to shout about its pristine fairways, strategically placed bunkers, false fronted greens, mature woodland surroundings and incredible practise facilities. The greens are outstanding, employing technology used at Augusta National, host course to The Masters. To have such technology in the greens on a course that’s so local is huge news for golfers. The club can control the moister, speed and feel of the greens with sub-air systems and the state of the art materials used in the construction of the greens was in fact turned down by Wentworth for being too expensive – which goes someway to demonstrating the quality of the course. The practice facilities are outstanding too, with some bays allowing use of ‘Trackman’. This is a tool used by teachers, club fitters and PGA pro golfers around the world. It can show you every statistic around your swing - swing speed, club path, angle of attack, distance hit and much more. Running at around £18,000 per Trackman, the practice facilities allow the average golfer to experience the height of technology at a price otherwise unattainable for them. They really need to drive home and convey the quality of the: • Fairways • Bunkers • Greens • Course layout • Practice facilities • Restaurant & clubhouse Food & drink Most golf courses have one of two things: • a clubhouse with a bar and kitchen supplying food & drink • or the golf course is part of a hotel complex, with a clubhouse as well as a separate restaurant or two in the hotel We know that current members of golf clubs are more likely to regularly visit restaurants, more likely to have talked about restaurants to friends and more likely to have posted comments or reviews online about restaurants than the UK average. Source - TGI Q4 2019 Norfolk residents Demographics • 45.7% male (418,000) • 54.3% female (4979,000) Golf interactions • 8.4% are aged 15 - 24 • 0.9% (8,000 individuals) belong to a golf club in Norfolk • 18.5% are aged 25 – 34 (12% more likely than avg) • 1.4% (13,000 individuals) regularly play golf in Norfolk • 18.2% are aged 35 - 44 (19% more likely than avg) • 2.8% (26,000 individuals) either regularly or occasionally • 21% are aged 45 – 54 (27% more likely than avg) play golf • 11.1% are aged 55 – 64 • 22.6% are aged 65 plus (0.6% more likely than avg) • 1.4% (13,000 individuals) have read Golf Monthly • Mean age of 48 (UK avg is 47) • 1.7% (15,000 individuals) have read Golf World • 1.2% (11,000 individuals) have read Today’s Golfer • 55% are of social grade ABC1 • 23% are single • 0.5% (4,000 individuals) have taken a golfing holiday – • 60% are married/living as a couple that’s 44% more likely than the UK average • 16% are separated/divorced • 1.1% (10,000 individuals) have paid to watch golf at a • 22% retired venue – that’s 73% more likely than the UK average • 36% work full time • 1.3% (12,000 individuals) regularly watch golf on TV • 2.7% (25,000 individuals) have a family income of £75k or • 0.9% (8,000 individuals) have read about golf in the more newspaper • Have a mean family income of £28.9k (UK avg £33.5K) Eating out • 10.8% (99,000 individuals) regularly visit a restaurant during the day – that’s 18% more likely than the UK average • 10% (92,000 individuals) regularly visit a restaurant during the week – that’s 13% more likely than the UK average • 13.2% (121,000 individuals) regularly visit a restaurant at the weekend • 21.5% (197,000 individuals) regularly visit a restaurant during the evening • 10.5% are heavy restaurant users Advertising attitudes • 28.5% (66,000 individuals) pay most attention to newspaper ads – that’s 181% more likely than the UK average • 14.6% (34,000 individuals) pay most attention to magazine ads – that’s 129% more likely than the UK average • 7% (16,000 individuals) pay most attention to internet ads • 16.9% (16,000 individuals) find newspaper ads the most helpful when buying – that’s 109% more likely than the UK average • 11.8% (27,000 individuals) find magazine ads the most helpful when buying – that’s 181% more likely than the UK average • 16.4% (38,000 individuals) find online ads the most helpful when buying Key findings • The majority of residents are over 65 years old, followed closely by the 45 – 54 bracket, with a mean age of 48. • Almost 1% of the population of Norfolk are golf club members, with a further 0.5% playing golf regularly without a membership. • Norfolk residents are more likely to have been on a golfing holiday and are more likely to have paid to watch golf at a venue • Over half of Norfolk residents are of a social grade ABC1, with almost 20% earning £40,000 or more. • They are more likely to visit restaurants in off peak times, daytime/weekdays. Summary Around 13,000 Norfolk residents regularly play golf and another 13,000 play the game occasionally - so 26,000 individuals in the county play golf in some form or another. Of those 26,000 players, 8,000 are members of a club. They are more likely to have taken a golf holiday or paid to watch at a venue. They also enjoy eating out and are more likely to visit restaurants during the week and during the day. So, a good proportion of the county play golf, they are interested in eating out and almost a fifth earn over £40,000 per year. They also pay close attention to ads – they are far more likely than the UK average to pay attention to newspaper and magazine adverts and are far more likely than average to find print adverts the mot helpful when making a purchasing decision. They still interact with digital ads, with 16% stating that they find online ads most helpful when buying. Source - TGI Q4 2019 Norfolk residents who are currently members of a golf club • 28% (2,000 individuals) read about golf in the newspaper – that’s 786% more likely than the UK average • 47.9% (4,000 individuals) look up golf topics online – that’s 1,900% more likely than the UK average • 19.8% pay most attention to magazine adverts – that’s 211% more likely than the UK average • 28.4% pay most attention to newspaper adverts – that’s 250% more likely than the UK average • 29.7% pay most attention to online adverts – that’s 68% more likely than the UK average • 28.4% regularly visit restaurants - that’s 220% more likely than the UK average • 49% have talked about restaurants they have been to with friends in the last year – that’s 187% more likely than the UK average • 19.5% have post comments or reviews about restaurants online – that’s 78% more likely than the UK average • 48.2% are ‘heavy’ restaurant users – that’s 267% more likely than the UK average Key findings • Almost a third read about golf topics in newspapers • Almost half read about golf topics online • They are far more likely to pay attention to adverts than the UK average • Newspaper ads being the most over indexing • Online ads have the highest proportion of people paying attention to them • They are more likely to visit restaurants, more likely to talk about and more likely to post comments/reviews about restaurants and be classed as ‘heavy’ users than the UK average Summary The current members are very active in their engagement with golf, seeking out golfing content in print and digital forms. They are more suggestive to adverts than the UK average, so are more likely to engage with any content marketing or digital display ads that we publish. They are seeking out golfing content and they pay more attention to ads than usual – a great combination when looking to engage with them. They also over index on the restaurant segments, so we know that they would be interested in both the golf side of the business and the restaurant side. Source - TGI Q4 2019 Female golf club members (233,000 in the UK) Age • 7% are aged 15 to 24 • 21.5% are aged 25 to 34 • 20% are aged 35 to 44 • 11.5% are aged 45 to 54 • 13.3% are aged 55 to 64 • 26.8% are aged 65 and over • Have a mean aged of 49 (UK average is 47) Demographics • 80.2% are of an ABC1 social grade - that’s 46% more likely than the UK average • 20.2% are single • 75.7% are married/living as a couple - that’s 12% more likely than the UK average • 14.8% are separated/widowed • 29.3% work full time • 33.3% are retired - that’s 40% more likely than the UK average • 71.3% own their home - that’s 22% more likely than the UK average • 46.7% have children in the house - that’s 65% more likely than the UK average • Mean family income of £34k (UK average £33.5k) • 10.8% have an income of £75k or more Restaurant use • 30.5% (71,000 individuals) are ‘heavy’ restaurant users – that’s 132% more likely than the UK average • 21.1% (49,000 individuals) regularly visit a restaurant during the day – that’s 130% more likely than the UK average • 42.7% (99,000 individuals) regularly visit a restaurant during the evening – that’s 74% more likely than the UK average • 13% (30,000 individuals) regularly visit a restaurant during the week – that’s 46% more likely than the UK average • 11.7% (27,000 individuals) regularly visit a restaurant at the weekend Advertising attitudes • 28.5% (66,000 individuals) pay most attention to newspaper ads – that’s 181% more likely than the UK average • 14.6% (34,000 individuals) pay most attention to magazine ads – that’s 129% more likely than the UK average • 7% (16,000 individuals) pay most attention to internet ads • 16.9% (39,000 individuals) find newspaper ads the most helpful when buying – that’s 109% more likely than the UK average • 11.8% (27,000 individuals) find magazine ads the most helpful when buying – that’s 73% more likely than the UK average • 16.4% (38,000 individuals) find online ads the most helpful when buying Summary The vast majority are over 65 years old, but there is a very high segment of female golf members that are in the 35 to 44 age brackets. Most of them are of a social grade ABC1, are typically married and half have children in the house. They are equally as likely to be retired as they are to work full time and they have a higher average income. They over index massively on restaurant visiting habits Source - TGI Q4 2019* Male golf club members (952,000 in the UK) Age • 5.9% are aged 15 to 24 • 15.9% are aged 25 to 34 • 9.3% are aged 35 to 44 • 9.4% are aged 45 to 54 • 20.8% are aged 55 to 64 • 38.7% are aged 65 and over • Have a mean aged of 55 (UK avg is 47) Demographics • 70.8% are of an ABC1 social grade – that’s 28% more likely than the UK avg • 17.2% are single • 75.7% are married/living as a couple – that’s 32% more likely than the UK avg • 6.8% are separated/widowed • 41.8% work full time – that’s 42% more likely than the UK avg • 43.5% are retired – that’s 83% more likely than the UK avg • 82.7% own their home - that’s 42% more likely than the UK avg • 25.3% have children in the house • Mean family income of £44.7k (UK avg £33.5k) • 11.7% have an income of £75k or more – that’s 105% more likely than UK avg Restaurant use • 28.6% (272,000 individuals) are ‘heavy’ restaurant users – that’s 117% more likely than the UK average • 14% (133,000 individuals) regularly visit a restaurant during the day – that’s 152% more likely than the UK average • 36% (344,000 individuals) regularly visit a restaurant during the evening – that’s 48% more likely than the UK average • 13% (125,000 individuals) regularly visit a restaurant during the week – that’s 48% more likely than the UK average • 14.2% (135,000 individuals) regularly visit a restaurant at the weekend Advertising attitudes • 16% (153,000 individuals) pay most attention to newspaper ads – that’s 58% more likely than the UK average • 8.6% (82,000 individuals) pay most attention to magazine ads – that’s 35% more likely than the UK average • 12.3% (117,000 individuals) pay most attention to internet ads • 14.9% (142,000 individuals) find newspaper ads the most helpful when buying – that’s 84% more likely than the UK average • 10.3% (51,000 individuals) find magazine ads the most helpful when buying – that’s 51% more likely than the UK average • 22.6% (215,000 individuals) find online ads the most helpful when buying Summary The vast majority are aged 55 and over – mostly over 65. They are generally married, own their home and are of social grade ABC1. They are more likely to be retired than the average, yet almost 42% still work full time. They have a much higher income than the national average and are far more likely to earn £75,000 or more. They over index on most of the restaurant habits section, with well over a quarter of a million being classed as ‘heavy’ restaurant users. Source – Quantcast Visitors to the edp24.co.uk site are… • of an older demographic. They are more likely to be 45 years old and over. • are 64% more likely than the average internet user to be interested in golf topics online • are 50% more likely than the average internet user to be interested in golf • are 35% more likely to be interested in sports topics online • are 161% more likely to be interested in dining out than the average internet user Summary We know that residents of Norfolk pay more attention to online advertising and we can see from the stats above that readers of the EDP online are more likely to be interested in golf, sports and dining out. We can infer that any golf related adverts are far more likely to be engaged with – the same can be said for dining out. Keyword planner – search results for Norfolk 01 November 2018 - 31 October 2019 shadow creek green fees 10 Avg. monthly Keyword searches torrey pines green fees 10 green fees near me 10 dom pedro golf green fees 10 royal norwich day membership 0 turnberry green fees 10 royal norwich driving range 0 wentworth golf club green fees 2018 10 royal norwich golf 70 royal lytham green fees 10 royal norwich golf club restaurant 0 royal st georges green fees 10 royal norwich golf membership 0 trump turnberry green fees 10 royal norwich green fees 10 loch lomond golf club green fees 10 royal norwich membership 0 vale do lobo golf green fees 10 green fee 10 golf fees 10 hillside golf club green fees 10 Suggested keywords golf course green 10 old course green fees 10 royal norwich 210 discount golf green fees 10 royal norwich golf club new course 30 doonbeg golf club green fees 10 royal norwich golf club weston park 30 le golf national green fees 10 royal norwich golf course 20 muirfield green fees 10 green fee golf 10 trevose golf club green fees 10 wentworth green fees 10 centurion golf club green fees 10 wentworth golf club green fees 10 golf green fee deals 10 tpc sawgrass green fees 10 the grove green fees 10 wentworth golf club green fees 2019 10 celtic manor green fees 10 the royal norwich golf club 10 la manga golf green fees 10 royal birkdale green fees 10 thracian cliffs golf green fees 10 the royal norwich 10 green fee deals 10 royal norfolk golf club norwich 10 cheap green fees 10 The search volumes are quite low – ‘green fees near me, Royal Norwich green fees, and green fees’ all generate 10 monthly searches on average. ‘Royal Norwich golf ‘sees 70 average monthly searches. Off network research Source - Statista Source – www.finder.com Source – www.thegolfbusiness.co.uk Golf participation significantly up for first half of 2019 Source – www.randa.org UK golfers spend £4 billion a year on their sport and the golf industry pays £1 billion in tax Monday 21 March 2016 Golfers in the United Kingdom spent £4.3 billion on their sport in 2014, accounting for 14% of all consumer spending on sport, and golf paid £990 million in taxes to the government according to an independent report published today by Sheffield Hallam University’s Sport Industry Research Centre (SIRC). More than half of consumer spending on golf, £2.2 billion, was channeled through the UK’s near 3,000 golf clubs. Golf equipment and clothing accounted for £939 million of consumer expenditure and golf related tourism, events and accommodation a further £775m. The report (Download here), which was funded by The R&A, highlights that the golf industry in the UK employs 74,480 people with a third employed directly by golf clubs in England, Wales, Scotland and Northern Ireland. Golf’s Gross Value Added (GVA), the wages and profits measure of economic activity, is calculated at £2 billion or 7% of GVA attributed to all sport in the United Kingdom. After accounting for indirect and induced economic impact effects, the turnover of the UK golf industry is estimated at £10.3 billion for 2014. Martin Slumbers, Chief Executive of The R&A, said, “Golf is the first sport in the UK to evaluate its contribution to economic development in line with the government’s ‘Sporting Future’ strategy and these findings give us an important economic baseline for the golf industry against which we can measure future growth. “There is plenty of room for optimism that golf can maintain and develop its position as one of the most popular sports in the UK, particularly in the year when it makes its return to the Olympic Games in Rio.” Professor Simon Shibli, the Head of SIRC and author of the report, said, “We were delighted to have the opportunity to produce a Satellite Account for golf on behalf of The R&A, as it is the first time that a sport-specific Satellite Account has been produced. The positive physiological and mental health benefits of golf are already well understood. Golf is also remarkably valuable to the economy as our figures for consumer spending, GVA and employment demonstrate.” The report provides an analysis of golf’s regular and occasional participation base. There are an estimated 1.5 million adult golfers in the UK who play at least once a week, almost twice the regular participation rate of tennis (825,343) or badminton (825,962), and 3.9 million adult golfers who play at least once a year. The role of volunteering in UK golf is also highlighted in the SIRC report with an estimated 178,000 volunteers contributing 2.1million volunteer days, a benefit to the sport worth £137 million annually. The report was launched at a reception in the Palace of Westminster hosted by the recently formed All-Party Parliamentary Group for Golf, Chaired by Karl McCartney JP MP. The Group brings together Members of the House of Lords and the House of Commons to support the sport of golf. Picture Caption: "Martin Slumbers, Chief Executive of The R&A, Karl McCartney JP MP, Chair of the All-Party Parliamentary Group for Golf, and Professor Simon Shibli, Head of the Sport Industry Research Centre at Sheffield Hallam University, launch the new report.”