E-Newsletter   |  FEBRUARY 2017
2017 Golf Market Outlook:
Highlights from the recent Golfer State of the Industry Research conducted with Sports Illustrated Golf Group, along with SLRG's eighth annual consumer outlook for the golf market, were presented by SLRG President Jon Last at the PGA Merchandise Show on Wednesday, January 25th. This presentation separates the facts from the fiction regarding golfer attitudes about the state of the game, the future of golf, as well as the outlook for golfer participation and the equipment market in 2017.  Results were culled from surveys and depth interviews with over 1,000 active golfers. More in depth results are also available on a custom basis. Click here to download the presentation deck.

SLRG's 2017 Winter Sports Omnibus
is also available for download here  and contains the perspectives of over 1,300 avid sports fans on a wide variety of topics, including: 
  • Perceived slippage in the NFL's popularity.
  • Trends and attitudes on contemporary issues in each of the major sports.
  • How issues like game time length, eligibility rules, and quality of officiating impact fan perceptions about the MLB, NBA, and NHL.
  • Fan attitudes on topical issues including concussions, shoot outs in a regular season NHL games, competitive balance in the NBA, the legalization of sports gambling in the U.S., and Golf's place in the Olympics.
  • Optimism and confidence in the macro economy and how this will impact sports fan behavior over the coming months.

Speakers Corner
"Teeing it up for the Future - Evolving to the Golf and Country Club of Tomorrow"-Presented to the CMAA by Kathy O'Neal, Sandy Cross, and Jon Last
The game of golf has always been the backbone and foundation throughout the history of private country clubs.  The ebbs and wanes of the game have had a significant impact on private clubs.  This interactive session will combine the expertise of individuals sharing cutting edge research and engagement strategies around the game that all private clubs should be aware of as they put together future growth strategies for the most important segment of their membership.  On February 22nd join Kathy O'Neal, owner of Club, Resort & Hospitality Consulting as she interviews Sandy Cross, Senior Director of Diversity and Inclusion for the PGA of America and Jon Last, President of Sports and Leisure Research Group as they provide thought-provoking data and insights that you won't want to miss! To find out more information about the CMAA, click here.
Wharton Sports Business Initiative Innovation Series
Jon Last will be participating in the Sports Innovation Series in Philadelphia on Feb 9th.  This is the first in a new series developed by Wharton and Cozen O'Connor to take the pressing issues of the day and discuss the future of the sports program. The program will address a variety of issues, including athlete activism, data analytics and privacy, the future of emerging sports leagues, and more. Speakers for this program include Dawn Aponte from RSE Ventures, Bill Daly, Deputy Commissioner of the NHL, Don Garber, Commissioner of MLS, and Oliver Luck from the NCAA. The event will be held on February 9th, 2017 at Cozen O'Connor Headquarters in Philadelphia, PA from 11:30AM - 4:30PM. To learn more about this event, click here.
Recent Research of Interest
Profiling the Resort Guest Through a Three Phase Study
Recent SLRG work for a high-end luxury resort utilized a three-phase approach to develop a holistic profile of property guests. Through this research, SLRG was able to provide our clients with the demographics, geographic origins, life traits and psychographics of high-end resort guests through both the matching of property house files against marketing databases and through customized primary research. CLICK TO READ MORE
Beware of Echo Chambers: 
In his January posting, SLRG President Jon Last reinforces the importance of proper sampling, in this era of "echo chambers" where social media noise can often distort the reality of what sports fans are thinking.    Read it here.

Jon Last Elected President of the MRII Board of Directors

Official press release from The University of Georgia and Marketing Research Institute International, announces SLRG President Jon Last's election to President of the MRII Board of Directors. Click here to read it.
Last is New MRII Board President 

Coverage of SLRG President Jon Last's appointment as President of Market Research Institute International. Click here to see both articles
What Makes a Parent Proud? The Final Story

JJ Keegan's latest newsletter includes the major takeaways and highlights from the 2017 PGA Merchandise show, along with a summary of SLRG's recent golfer research and the state of the game. Click here to read more information.
Compass Point 2017 PGA Merchandise Show Report

Casey Alexander's comprehensive PGA Show Report dives into various issues impacting the golf industry, incorporating SLRG's recent consumer research on the state of the game. Click here to read more. 

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