A sampling of Sports and Leisure Research Group's recent industry presentations, reports and white papers.
2014 Winter Sports Fan Omnibus
Results and trending from our annual study of 1,500 sports fans and their attitudes, perceptions and opinions, reveals thoughts on conference realignment in the NCAA and NHL, the relative popularity of different sports as well as broader perspectives on the impact of the U.S. economy on fan behavior.
2014 Golf Market Outlook
Highlights from the recent Golfer Media Consumption research conducted with Sports Illustrated Golf Group, along with SLRG's fifth annual consumer outlook for the golf market, were presented by SLRG President Jon Last at the PGA Merchandise Show on Wednesday January 22nd. Each study was culled from surveys of over 1,400 respondents. More in depth results are also available on a custom basis. Please contact us for details.
TRAVEL AND TOURISM MARKETING OUTLOOK FORUM
SLRG was invited to provide a white paper highlighting current and future trends in sports travel marketing for the annual market outlook forum sponsored by the US Travel Association and the Travel and Tourism Research Association. It's a quick but insightful read that you can download, here.
WHARTON, EWGA AND PGA CONFERENCE ROUND- UP
Part of the University of Pennsylvania's Wharton School's continuing series of sports industry leadership panels, this invitation only event was held on June 12, in conjunction with the 2013 U.S. Open. SLRG President Jon Last moderated a diverse panel of top golf industry thought leaders that included USGA Senior Managing Director Sarah Hirshland, Wasserman Media Group Golf Division President Malcolm Turner, Sports Illustrated Golf Group Publisher Dick Raskopf, and Golf Channel President Mike McCarley. The interactive hour long session provided an insightful overview of the state of the business that spanned an array of topics including the globalization of golf and evolving necessities in facilitating meaningful sponsor/property activation.
Club Car Video: Technology and Golf Facilities
This brief video vignette produced for Club Car, features SLRG President Jon Last commenting on significant impacts that technology is having on today's private and public golf facilities. Jon succinctly outlines some actionable tactics that can enable golf course operators to leverage technology for greater customer loyalty.
EWGA Empowerment Series Webinar:
SLRG's Jon Last was the featured guest of EWGA CEO Pam Swensen on the organization's Empowerment Series on April 2. The webinar shared some of the latest SLRG and golf industry research on the opportunities to grow women's participation and enjoyment in golf. You can download and listen to the narrative and follow the slides presented in the webinar here
2013 Winter Sports Omnibus:
Results and trends from our annual sports fan consumer pulse study show attitudes on player safety, trends in popularity for a variety of sports, and how perceived improvements in economic conditions will impact fan behavior over the coming months.
2013 PGA Fast Track
Jon Last's 2013 PGA Merchandies Show Fast Trak Panel Presentation to PGA members utilized recent SLRG research to uncover actionable strategies for golf facility operators to better understand the evolving needs of their customers. Specifically the presentation addressed participation inhibitors, critical success factors as well as ways to attract women and younger people to the game.
2013 Golf Market Outlook:
SLRG's annual consumer outlook for the golf market was culled from a survey of over 1,500 respondents. It was presented by Sports and Leisure Research Group President Jon Last, on January 24 to invited guests of Sports Illustrated Golf Group at the 2013 PGA Merchandise Show in Orlando, Florida. More in depth results are available on a custom basis. Please contact us for details.
Golf 2.0 Connecting with Her Playbook:
As part of the golf industry's ongoing Golf 2.0 strategic plan to grow the game, this document presents cutting edge research and strategies to build women friendly golf facilities. The playbook includes numerous references to SLRG research on creating a more welcoming environment for women.
Women: Actions to grow Facility Profitability
SLRG President Jon Last and EWGA CEO Pam Swensen presented this action plan to PGA members and golf facility operators attending the 2012 PGA Fall Expo in Las Vegas. The presentation incorporates three separate SLRG studies and identifies best practices for golf facilities looking to profit by making their operations more welcoming to women.
A Fresh Look at Advertising Effectiveness Research:
SLRG is often called upon to evaluate the efficacy of print, television and online advertising for clients in the sporting goods, media and travel industries. This whitepaper outlines the methodological departure point from which our firm looks to conduct this research on an adhoc or continuous basis. Contact us to find out more about how we can maximize the impact of your marketing messaging by testing against your target audience.
Measuring Sports Marketing Impact...It's More Than Just Reach Equivalents:
Too often, sports marketing activation is unfairly compared to other media mix elements, strictly on reach, without factoring in the ability of each medium to resonate with target audiences. In this whitepaper, the SLRG team provides thought starters and a methodological framework for conducting ROO analysis that not only measures impact, but provides insightful direction on how to create even more effective sports marketing initiatives in the future. Contact us to find out more about how we can help you take a smart approach to ROO measurement, and maximize your impact.
The Right Invitation: Women's Golf Longitudinal Study Findings:
Women who play golf at facilities that follow best practices tailored to them will play the sport more often and enjoy an enhanced overall experience, while rewarding course operators with better financial results and pace of play. See the results of this year long SLRG study conducted for the National Golf Course Owners' Association and The Little Family Foundation.
2012 Winter Sports Omnibus:
Results and trends from our annual sports fan consumer pulse study show perceived outcomes on the recent NFL and NBA labor agreements, a resurgence in popularity for the NHL and soccer, and how lingering concerns about the US economy will impact fan behavior over the coming months.
2012 Golf Market Outlook:
SLRG's annual consumer outlook for the golf market was culled from a survey of over 1,200 respondents. It was presented by Sports and Leisure Research Group President Jon Last, on January 26 to invited guests of Sports Illustrated Golf Group at the 2012 PGA Merchandise Show in Orlando, Florida. More in depth results are available on a custom basis. Please contact us for details.
Sports Traveler Mindset
Conference Director Dr. Suzanne Cook invited SLRG President Jon Last to provide a white paper presentation on trends in sports related travel at this year's US Travel Association Market Outlook Forum held on October 26th-27th. The event brings together hundreds of travel industry marketers, destination executives and others servicing the travel industry. Last's previously delivered a keynote presentation on golfer travel at the 2008 Market Outlook Forum. This year, Dr. Cook's closing address included some of the insights provided by SLRG and other leading research experts in the travel industry, and the presentation was made available to attendees.
David Ashley Case Study
Case study from SLRG included in Professor David Ashley's new textbook, Marketing Reasearch; 1st Edition, depicting how the firm helped one sports marketer and its agency to evaluate the efficacy of an interactive program deployed at an NFL game.
2011 Golf 20/20 Forum Presentation on Golf's "Next Generation"
Jon Last was one of a handful of speakers at the World Golf Foundation's Golf 20/20 Forum May 10th at World Golf Village in Jacksonville, FL. Last joined with First Tee CEO Joe Barrow and SNAG Golf's Terry Anton to address the challenges and opportunities in attracting and retaining generations "X and Y" into the game. Jon's presentation Findings and insights from recent research conducted for the PGA of America and Sports Illustrated Golf Group.
2011 Winter Omnibus
Results from SLRG's study of over 1,200 sports fans' attitudes and perceptions on current issues including potential work stoppages in professional sports, the economy and how they spend their leisure time.
2011 Golf Market Outlook
SLRG's annual consumer outlook for the golf market was culled from a survey of over 1,100 avid golfer respondents. It was presented by Sports and Leisure Research Group President Jon Last, on January 28 to invited guests of Sports Illustrated Golf Group at the 2011 PGA Merchandise Show in Orlando, Florida.
Custom ClubFitting Study Presented at 2011 PGA Merchandise Show
Golfsmith and Sports Illustrated hosted a press conference on January 27th where the legendary Hank Haney joined SLRG president Jon Last and industry executives to reveal findings from a ground breaking new research study on custom club fitting, conducted by Sports and Leisure Research Group. You can download a presentation summary, press release and videos, here www.customfityourgame.com
SLRG President Jon Last's remarks at the 2010 Golf, Inc. conference
"Does Golf Meet the Needs of Today's Market," provides useful insights on evolving consumer attitudes and challenges for golf marketers. Watch this brief video by clicking here.
The Right Invitation--A Recipe for Improving women's golf experience
As reported in the Wall Street Journal, this is an executive summary of the comprehensive study of current and lapsed women golfer attitudes, as well as over 600 facility owner/operators, conducted by SLRG and commissioned by the NGCOA and Little Family Foundations.
Study - Summary Report - Story Behind The Study
2010 Winter Sports Omnibus
Fielded in January 2010, our latest tracking wave assesses the attitudes and perceptions of sports fans on significant issues impacting the sports industry. A control sample of non-sports fans were also surveyed to provide context and comparison.
Golf Consumer Outlook Study presented to SI Golf Group event
SLRG's annual Golf Consumer Outlook Study as presented to Sports Illustrated Golf Group's breakfast held on Thursday, January 28th. The latest forward looking golfer attitudes and perceptions about golf retail, the economy and participation in the year ahead, will be culled from a study just fielded among nearly 1,000 core and avid golfers.
IIR Marketing Research Event Presentation on Data Quality
Jon Last was invited to speak to attendees of the 2009 Research Industry Summit on Data Quality, hosted by RFL Communications CEO Bob Lederer. The event was co-located within IIR's Marketing Research Event on October 19 in Las Vegas. Last's presentation addressed some of the key issues that impact research quality from the perspective of client side marketers.
2009 SUMMER OMNIBUS SURVEY
The summer 2009 Sports omnibus was fielded to assess the attitudes and perceptions of sports fans on significant issues impacting the sports industry, with particular emphasis on golf and baseball. A control sample of non-sports fans were also surveyed to provide context and comparison.
EWGA Women's Golf Market Outlook
These are the presentation notes from the 2009 Executive Women's Golf Association Movers and Shakers breakfast.
The Women's Golf Market in 2009
Perspectives: Five Cultural Forces and 2009 Golf Market Outlook
AMA Ethnography Presentation
Ethnography from the Client Perspective
Paper Presented to ARF Week of Workshops
Where Do "Traditional" Focus Groups Fit Today? A Qualitative Study of the Client Perspective