E-Newsletter   |  SEPTEMBER 2016
Complimentary Download
2016 PGA Fashion & Demo Experience:  Golf Megatrends Whitepaper

SLRG President, Jon Last, participated in the recent panel discussion, "Megatrends-What do the Next Five Years Look Like", at the 2016 PGA Fashion & Demo Experience in Las Vegas on August 16th.   Joined by PGA Professionals Cary Cavitt, and Tom Morton of Haggin Oaks,  PGA of America's Dawes Marlatt and Jeff Beaudry,  the discussion covered a broad array of opportunities and realities facing golf facility operators.  We've created a complimentary whitepaper that highlights some of the key points addressed during the session. You can download it here

Recent Research of Interest

Destination Synergies Drive Vacation Real Estate and Resort Marketing

SLRG frequently works across the assets of a number of different destinations to better understand the needs, perceptions and decision process of sports minded leisure travelers. Recently, we've had a unique opportunity to work concurrently on separate projects with a real estate developer and resort management within a single destination. While we are always mindful of the need to be discreet and focused on the specific insights objectives of each specific client, the close working relationship between these two clients afforded SLRG with an eye opening opportunity to look more holistically at the ways in which both the resort and real estate collectively and individually drive consumer behavior and perceptions of the destination.  With the competitive marketplace both fragmented and diverse, these two studies afforded each client to look at their specific differentiating aspects as well as identify synergies that can accrue to both their mutual and independent benefit.  Tantamount to the success of both studies, was the willingness of each client to integrate a mix of qualitative and quantitative methodologies with database profiling and analysis of guests/customers, as well a prospects who had both raised their hands to express interest in the destination and those who had previously rejected it.  It was clearly intriguing to us as researchers to have the opportunity to work cooperatively across the related entities.  But equally meaningful  were the specific insights derived in each study, that provided a greater understanding of how the distinct assets of the destination co-exist differently in the mindset of prospective and current customers, dependent upon each segment's vantage point. It's our expectation that by understanding this nuanced relationship across multiple stakeholders and consumers, each entity and the collective destination will benefit towards optimizing their marketing efforts. Let's talk about how we can do this for you... Contact us today
Speaker's Corner
Wharton Sports Business Initiative Advisory Board to Convene in New York City
In conjunction with this year's U.S. Tennis Open, Jon last of Sports and Leisure Research group will join with other sports industry Wharton School alums at the first meeting of the newly relaunched Wharton Sports Business Initiative Advisory Board. WSBI, a research and executive education focused "think tank, is a partnership among top level sports business leaders, Wharton faculty and students that generates and disseminates knowledge about the sports industry through education programs, strategic corporate partnerships, global forums, and research.  Past efforts that Last has contributed to as part of the WSBI Board include assessments of sports related advertising effectiveness, industry immersions for undergraduate and MBA students and state of the business symposiums across a variety of sports.
How to Turn Women, Juniors and Millenials into Customers:
SLRG President, Jon Last, will be moderating an education session at the upcoming 2016 Golf Inc. Strategies Summit at Barton Creek Resort & Spa in Austin, Texas on  September 16th, 2016 .  The lively panel discussion will profile golf's opportunity segments and reveal key strategies for creating resonant marketing platforms.  Joining Jon will be Pam Swensen, CEO of the Executive Women's Golf Association, John Bryan, Vice President of US Kids Golf, and Anthony Douglas, founder and CEO of Hole19. This panel will delve into current research and cutting edge initiatives that can optimize delivery of the right message and the right offerings for women, millennial and junior golfers. The panel will also dispel convenient myths and exaggerations and offer a pragmatic look at the real opportunity and appropriate marketing strategies to optimize golf facility success in attracting these segments. To learn more about the event, Click here
Last to Address Golf Course Architects Strategy Session 
The American Society of Golf Course Architects Executive Committee and partners will meet in New York, later this month for their Fall Meeting and Donald Ross Roundtable discussion.  As part of the session, SLRG's Jon Last has been asked to present a number of salient golfer and consumer trends towards the organization's goals to advance the golf course development and renovation industry. The ASGCA was founded in 1946 and is the oldest professional organization of golf course designers in America. They currently are active in projects within the United States, and also Europe and Asia. The ASGCA is actively involved in promoting environmentally responsible golf course designs, and their members construct courses that work in concert with Mother Nature. To learn more about the organization, Click Here
Why Can't I get Excited About the Olympics?
In his August posting, SLRG President Jon Last ruminates on the reasons why U.S. fans are less than fully enamored with The Olympic games.  Read it here.

Two Things To Think About in This 'Summer of Discontent'
In his July, 2016 column, SLRG's Jon Last talks about how sports marketers can break through during our "summer of discontent."
 Read it here. 

A New "Golden Age" For Customer Segmentation
SLRG President Jon Last, blogs for Marketing Research Institute International (MRII) about how today's abundance of big data is creating new uses for consumer segmentation studies. Last is the current president elect of MRII, the leading certificate program for marketing research professionals, worldwide.
 Read it here.

The EWGA Forecaddie: USGA Play9 Days
Citing SLRG research, EWGA's Forecaddie Blog highlights the benefits of 9-hole rounds, in a piece promoting USGA's Play 9 initiative. Read it here.
Connect with SLRG
Click here for archived issues of SLRG's "News & Views" e-newsletter, for all of the most up-to-date insight on issues impacting marketing research, the media, travel, sports and leisure industries.