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Sports & Leisure Research Group E-Newsletter | November 2015

Past Issues of News and Views Now Available on SLRG Website

New Site

From its inception, SLRG has always sought to provide its clients with the latest and greatest insights. This newsletter was developed to share relevant news, overviews of recent projects of interest and points of view on research in the sports and travel industry. You can now review all past issues of News & Views here.


Last Rejoins EWGA Board of Directors

SLRG President, Jon Last, will be rejoining the board of directors for the Executive Women’s Golf Association. Last previously served on the board until 2014 after which he was named to their national foundation board, and he has been reappointed for another term starting in October of 2015. He will continue to serve on the Foundation board. The EWGA services women and provides a welcoming environment for them to learn and enjoy the game of golf, while also allowing them to network and create friendships. To learn more, click here.



NGCOA CEO Karen, SLRG's Last to Keynote New England Golf Course Owners Association Annual Meeting

SLRG President, Jon Last, and new National Golf Course Owners Association CEO Jay Karen will be the featured guest speakers at the New England Golf Course Owners Association Annual meeting in Boston on Wednesday, November 4th. Last will address Golf Consumer Trends that Will Impact Facilities’ Bottom Line. To learn more, click here.


SLRG Contributes State of Sports Travel White Paper to TTRA Market Outlook Forum

The Travel and Tourism Research Association brings together leading travel industry marketing and research leaders for their annual Marketing Outlook Forum. For the 4th year in a row, SLRG has been asked to prepare a white paper on recent trends in sports related travel. Look for the report in an upcoming issue of News & Views and a copy of the report in our downloads section.


SLRG has been involved in a number of recent projects that have enabled us to study the impact and opportunity for sports organizations to add a gamification element to their digital offerings. Because of the proliferation of content available in the digital space, organizations seem more compelled than ever to create more interactive ways to not only engage in dialogue, but to reward and incentivize their targeted customers through interaction. Through a combination of qualitative and quantitative research, SLRG has been able to help its clients understand when gamification goes beyond the desires of what a consumer might want and when it can actually enhance the relationship between the customer and entity. Coupling direct qualitative website testing with in-depth interviews and survey research, clients are able to get a full 360 degree view of what does and doesn't capture people's attention and engagement. SLRG can do the same for you. Contact Us.

POV: Building Proprietary panels as a marketing tool and a vehicle for insights

Panels are a cost effective way to get valuable insight from your best customers while solidifying their loyalty to your brand by involving them in an active and ongoing dialogue about how you run your business. Working with its clients, SLRG begins by creating an empanelment initiative that invites the best customers to become part of a select community to participate in frequent surveys and additional touch points that recognize, communicate and reward, while building an online community that serves as a sounding board for best customers. Click here to read more.


Recent SLRG coverage of note includes:


In the September 2015 issue of Links, SLRG helps uncover 5 myths about Women Golfers, helping to convey the notion that women golfers are just as serious about the game as men are. Read the article here.

Marketing Sports

Media Post's Marketing Sports: Still Bullish On Daily Fantasy Sports

In his October 2015, Media Post column, SLRG President Jon Last suggests that recent controversy surrounding daily fantasy sports sites are overblown. Read the article here.

Media Post's Marketing Sports: Value the Elusive 'Event Enthusiast'

In his September 2015 column, SLRG President Jon Last reflects on the importance of event enthusiasts and how successful sports marketers have cracked the code on this segment by elevating their marquee events into social happenings. Read the article here.

Media Post's Marketing Sports: Who You Talkin' To

In his August 2015 column, SLRG President Jon Last offers guidance and surfaces the potential dangers that sports marketers can encounter if they fail to properly frame the respondent sample for research. Read the article here.

Connect with SLRG

Click here for archived issues of SLRG’s "News and views" e-newsletter, for all of the most up-to-date insight on issues impacting marketing research, the media, travel, sports and leisure industries.