Columnist Peter Benton: Golf 20/20 ready to take in depth survey

Peter Benton

Wednesday, May 23, 2001 | 9:55 a.m.

Peter Benton is a local golfer. His column appears Wednesdays.

It is now official that Golf 20/20, the growth initiative of the golf industry started early last year, will undertake a research project unprecedented in scope.

Starting with a questionnaire which will survey 100,000 households representative of the U.S. population, it will also include up to four follow-up studies to specific or targeted segments of the golf public, according to a published report.

The primary objective of the initiative is to learn more about the "latent demand" for the game, including those people who currently don't play but would like to, those who used to play and want to play again and those who would like to play more often. This information will then be used to help determine the kinds of programs the industry should embrace as part of its effort to increase interest and participation.

"A report commissioned two years ago by the National Golf Foundation indicted that there was a latent demand for golf of 41 million people", said Ruffin Beckwith, Senior Vice President of the World Golf Foundation. "We know there are 35 million participants in golf right now but 95 million who claim to be at least moderately interested in the game. And half the weekly television audience for golf doesn't play. What would motivate these people to take up golf, to make that first step? If they left the game after being avid participants, why did they leave and what would bring them back? Why don't infrequent participants play more often? The study will answer these kinds of questions."

The National Golf Foundation will be overseeing the development of the initial and subsequent follow-up studies on behalf of Golf 20/20.

The initial questionnaire will contain 10 questions which will be answered for up to five household members. It is estimated that at least 70,000 of the 100,000 mailed will be returned. Four in-depth follow-up studies will then be undertaken with four different segments.

"By the 20/20 conference in November we will have an unprecedented understanding of the different segments of the golfer universe, including both participants and fans," said Beckwith.

NGF President and CEO, Dr. Joe Beditz, will manage the project on behalf of NGF.

Julie Skinner took low gross in the first flight (ages 50-59) with low net going to Betty Sharps. Second flight (60-69) low gross went to Irene Frank and low net to Connie Leidy. In the third flight (70 and over), Barbara Christensen and Jacine Vieira were the respective winners.