Membership Welcome and Thank You for your time

Membership

Welcome and Thank You for your time

Why Change • Decreasing connection with golfers • The existing membership model used to speak to 90% of golfers…but not anymore • Bring a broader audience into our community • Changing needs of Golf Facilities • Changing needs of Golfers • We want to offer additional services and benefits to players wherever and whenever they play

Consultation • An abundance of varied research was conducted • Focus Groups across Canada, starting in Ontario • More than 130 clubs participated • Surveys with clubs, individual members and non members • University of Ottawa Study • Overview of Golf Associations globally • Overview of Other Associations in general • All done in collaboration with Provincial Associations • Consultation with industry throughout development

Key Points • Separates the FACILITY fee and benefits from the INDIVIDUAL Fee and benefits • One standard facility fee that varies by size and needs • Three individual tiers of Membership (Bronze, Silver, Gold) ranging from free to $49. 95 • Continues as a joint membership with Golf Canada and the provincial associations

Why? • Facilities and golfers have different needs and wants in the 21 st century. • We no longer represent the game as we did in the past: • The majority of golfers are not members of clubs • 90% of facilities are public play or partially public play.

Why Now? • The introduction of technology has provided us with a much more relevant value proposition and an opportunity to engage the wider audience in some of the greatest features of the game that were complicated and challenging to share in a non-mobile world. • Since 2009 over 75% of members have provided email addresses and 50% have asked for communications from GC/GS

Individual Memberships

Migration 2015 2016 INTRODUCTION Communicate facility fee structure and new member benefits Migrate select clubs to facility fee (semi-private <60 members) Re-position public player memberships (to premium) Introduce additional golfer product categories (free & mid) Adjust premium product pricing (if necessary) Migration, clubs with 61 -400 members Migration, remaining clubs (large semi-private and private) Facility (Partners) Golfers (Customers) 2017

How will this affect the industry? • Simplify the relationship between the associations and facilities. • Build a significant amount of “big data” for the courses to understand their players and the industry to service golfers • Provide golfers with relevant information and services, and a voice in the industry.

Why Only a Select # of Facilities? • Opportunity to validate the assumptions of golfer behavior in a controlled market • Ability to ensure the smoothest experience for our existing members and facilities and recognize that we cannot promise that on a large scale • Allows for the development of a number of features and function that will be rolled out during the 2015 season

Questions: For more information after the call please contact: • Steve Carroll – GAO Executive Director • Christine Dengel – Golf Canada Regional Director

Golf Canada Membership 1. 800. 263. 009 x 399 members@golfcanada. ca