Browsing Golf Industry NewsVIEW ALL

New Syngenta report reveals reasons for “seismic shift” in golf entertainment growth

POSTED ON March 21, 2024 @ 3:58 pm

* Golf entertainment venues are “more engaging” and “more welcoming,” say customers
* “Huge opportunity” for green grass clubs, currently “missing out”
* Social listening study with Ipsos analyzes 16.1 million social media posts in US and UK
#golf  #syngentagolf  #growinggolf
Golf clubs and courses can drive new business by learning from the “seismic shift” and growth in the golf entertainment sector, new research from Syngenta and Ipsos has found.
Golf & Social Media: Golf Entertainment, published today, reveals customers new to golf perceive golf entertainment venues to offer “more engaging” and “more welcoming” experiences.
Launching the report, which analyzed 16.1 million social media posts, shares and comments in the United States and the United Kingdom, Syngenta Global Head of Marketing Mark Birchmore said: “The emergence of golf entertainment has been one of the most seismic shifts we’ve witnessed in the industry in recent years.
“According to the National Golf Foundation (NGF), off-course play has skyrocketed by 55% since 2017, now totaling 32.9m participants, compared with a more modest 8% growth in green grass players.
“It begs the question, have green grass clubs and facilities missed out on new customers by not creating the right offer? Nearly a decade ago we carried out market research to look at youth participation and asked ‘what would encourage young people to start golf?’. This revealed a number of pull factors, including the desire for casual dress, an enjoyable, fun, social environment and golf games and new formats: all areas golf entertainment venues excel at.”
The research found that ranges and putting venues are seen to be more engaging and have a better image and reputation among customers than traditional green grass golf courses. Golf entertainment venues are perceived as open to all, offering informal, inclusive experiences for groups of friends with food and drink on tap.
Social media posts also revealed customers thought golf entertainment venues were more welcoming and less intimidating than green grass clubs and courses, with a relaxed atmosphere and no dress code making it the ideal place to sample golf.
The new report is part of a wider study, Golf & Social Media: The Great Divide, which found that there is a clear division between customers who perceive they are a golfer (Insiders) and those who do not (Outsiders).
Many visitors to entertainment outlets such as Topgolf, where technology, gaming and hospitality combine, fall into the Outsiders camp.
“Golf entertainment venues and their success at attracting a huge, new diverse audience presents a massive opportunity for golf course businesses,” continued Mark Birchmore.
“Creating inclusive, welcoming experiences characterized by fun and informality, promoted online with viral content, is something green grass golf venues can take and adapt. In this way, golf’s image and reputation can also be improved, helping attract and engage new waves of customers.”
The report also shines a light on the people around the world shaping golf entertainment’s growth, such as 3s, the 12-hole floodlit concept backed by Justin Timberlake, and a college student posting viral mini-golf videos on TikTok.
Data for the report was provided by Ipsos, with 16.1 million mentions of golf on social media in the United States and UK analyzed over a three-year period (2019-2022).
To download this report and all previous Syngenta market studies, visit:

Comments are closed.

CLICK HERE TO Sign Up for the GIC Newsletter for all the latest Industry News.

WEBINAR REPLAY: Replace paper golf cart waivers with digital ones

This is a recording of last week’s webinar...

Air Adventure Takes Gold at Qantas Australian Tourism Awards

[Melbourne, 18 March 2024] – Air Adventure, one...

GreenSpace Management and Future Golf Drive Golf Access to New Heights

Future Golf, Australia’s largest and fastest growing golf...

Queenstown’s latest championship golf course starts site works

Site works have teed off for Queenstown’s latest championship golf course. The yet-to-be-named golf and residential resort — being developed by the...

Registration Open: GMA NZ Summit 2024 – Auckland

You are cordially invited to attend the 2024 GMA NZ Summit, a golf club leadership conference that will provide you with the opportunity to...

Have your say on the future of Moore Park Golf (Closes 10 April)

The public can now have a say on the future of Moore Park Golf following the New South Wales Government’s announcement that...

NZ: Quick preview of the new Sir Bob Charles Golf Centre

Heller Golf Ltd is currently developing the driving range at Clearwater to provide golfers of all levels access to high-quality coaching and...

PGA of America Launches New TV Advert

Frisco, Texas, United States: The PGA of America, in partnership with Omaha Productions, present When I Grow Up, the latest 30-second...

The R&A launches One Club Membership to golf fans worldwide

26 March 2024, St Andrews, Scotland: The R&A today launched One Club, an evolution of its direct-to-consumer membership initiative designed to...

IAGTO Awards Recognition for Ba Na Hills Boosts Vietnam Golf Coast

Danang, Vietnam (April 11, 2024) — Central Vietnam’s status as an elite golf hub was reaffirmed last month as...

Downie and Banks latest GBI PGA Members to achieve new membership status

GA Master Manager Peter Downie is among the latest group of GBI PGA Members who have achieved a new...

Gregg Patterson: “Idea Banking” Your Networks!

Gregg Patterson

Needing—The BIG THREE Managers who “do good” need an unending stream of IDEAS to solve problems and pursue opportunities....

Norm Spitzig: Private Clubs in America and around the World: The Reprise Edition

Private Clubs in America and Around the World – The Reprise Edition is a very funny and perceptive glimpse...