Two huge population waves crashing in on the U.S. will impact golfing along with the rest of society.
- Wave 1 is retiring Boomers: More than 11,000 Boomers are turning 60 every day! The big questions: When will they retire? Will they have time, money and interest to golf (more)?
- Wave 2 is Generation Y (a.k.a. Millenials): Almost 80 million strong with the leading edge in the workforce and the rest coming over the next 10 years. The big questions: Will they golf? What changes will you make to get them to golf?
How many and how often both groups will golf depends partly on the response from the golf course profession.
“The Great Recession was an event masquerading as a trend,” says author T. Scott Gross in a special Sitel report on Generation Y. “Hidden in the unemployment and foreclosures statistics was a fundamental change in the way our economy operates. If we had been watching closely, we might have recognized the vanguard of the digital consumer.”
Gross’s comments echo findings in two research golfing surveys:
1. A GCI survey on generational issues. See "What message are you sending?" in the January 2012 issue of Golf Course Industry.
- Two-thirds (66 percent) of Gen Y use mobile apps ... twice as many as Boomers.
- The most critical business use of technology is developing and maintaining customer relationships.
2. Core Golfers & Technology, an industry research study from the National Golf Foundation (NGF)
- 71 percent of core golfers told NGF they use Facebook, LinkedIn and Twitter ... that is 15 percent more than the U.S. adult population.
“Gen Ys live online or, more accurately, on text,” Gross says. “Texting seems to be the preferred method of communication. Gen Ys don’t date... they flock. As an employer, that’s good. Catch one and you may catch a whole flock. But be careful... lose one and they’re taking their peeps with them.”
How do you hire, develop and train Millenials for your workforce? How do you market your course to Boomers and Millenials?
Drake’s Strategic Business Webinar on April 25 will answer these and other questions. The session will cover three specific areas:
- Generational research specific to golf: both the industry and the NGF survey information.
- Managing generations: focused on hiring, communications and the workplace.
- 5 cross-generational marketing ideas for golf courses designed to help you boost players.
Steve Drake is president of SCD Group, Inc.