HOUSTON AREA GOLFERS VOICE THEIR OPINION ON LOCAL COURSES' PERFORMANCE THROUGH SPINTRUE SURVEY

SpinTrue's Houston Area Golfer Survey Identifies Courses' Level of Success in Meeting Golfers' Needs

Houston, TX - Introduced in August, 2002, the SpinTrue Golfer Survey is quickly becoming the golfers' channel to voice their opinion on factors that matter most to their golfing experience. This month, SpinTrue releases the results of the first wave in their semi-annual Golfer Survey, enabling area golf course owners and operators to more accurately plan for purchases and improvements most critical to securing repeat customers.

SpinTrue's survey data asked golfers about their experience with Houston area courses, giving them an opportunity to answer questions concerning over 35 course and player attributes. The tabulated surveys provide a comprehensive report card on how well courses are meeting area golfers' needs, and what can be done to shift more of a golfer's spending in their direction.

"Houston is one of several markets in which we expect to acquire the view of the world from the golfer's perspective," said Ray Sylvester, Partner at SpinTrue Golf Marketing.

MEETING CUSTOMERS' NEEDS
"SpinTrue allowed me to more clearly see my operation from the eyes of the customer," according to Tom Glaser, General Manager for Hillcrest Golf and Country Club, in Hollywood, Florida, who benefited from SpinTrue's services and survey while GM at WindRose Golf Club in Spring, Texas. "Knowing what is important to my golfers and how we deliver against their expectations is vital to sustaining customer relationships. SpinTrue's assignment of importance and impact to alternative solutions provides a logical roadmap to making positive changes in the most economical manner."

SpinTrue ensures course operators understand the impact of not meeting customers' needs, and the value in implementation alternatives. "Course Managers need to focus on 'customer-centric management, where their customers invest ideas in the course experience, giving them a sense of ownership," said Bert Silverstein, Partner with SpinTrue. "The direct result is securing a vocal, caring customer, who is less apt to play the next round on a competitor's course."

KEY FINDINGS
Key findings from the Houston area survey include the following:
• 93% of those who responded are men
• 84% are over 40 years old
• One quarter of Houston area golfers responding earn between $75,000 and $100,000 a year, with 34% earning more than $100,000 a year
• 42% of the golfers responding play between 13 and 24 rounds a year; 21% are "avid" golfers, playing 25 rounds or more each year
• Half the golfers we surveyed never play twilight golf. Most twilight golfers play between 13 and 24 times a year
• Most golfers surveyed want a 9-hole option, with most willing to pay from 50% to 60% of an 18-hole option
• 37% of the golfers surveyed are willing to travel over 100 miles roundtrip to play a round. The greatest reason to travel? The quality, condition and service found at the course
• A quarter of those who responded are members of a golf club

What Matters Most? What Performed the Best? Of the 35 attributes rated by SpinTrue in terms of importance vs. performance, a sampling of the top and bottom performing attributes are listed, below. These results are "general" answers. The answers varied from course to course - some rated very well, others rated poorly. The following should be used as a "Houston Benchmark:"
TOP PERFORMERS INCLUDE
• Tee time availability
• Condition of fairways & greens
• Course cleanliness
• Condition of course - overall
• Price paid for the round of golf...
POOR PERFORMERS INCLUDE
• Lack of GPS "distance tracking" receivers in each cart
• Limited Merchandise selection
• Merchandise price too high
• Pro available on staff is not available or not around...

The complete Houston area survey, and plans for future city surveys are available from SpinTrue.

ABOUT SPINTRUE GOLF MARKETING
SpinTrue is a Golf Marketing Consulting firm, assisting owners and operators to properly position and market their properties within the context of their competitive environment, and thus grow both rounds and golf-related revenue. Using the knowledge and experience gained from decades in the hotel and travel industries, SpinTrue applies those proven processes to introduce proactive yield management and integrated marketing techniques. SpinTrue Golf Marketing, based in Houston, serves the global golf industry, and may be found on the Internet at www.spintrue.com .

Company Website: http://www.spintrue.com
SpinTrue Golf Marketing Press Contact:
Bert Silverstein
email: info@spintrue.com
voice: 281-370-2250