Wisconsin's Golfers

Any way you look at it, golfing has become one of our nation's most popular leisure activities. Statistics from the National Golf Foundation (NGG) show that an estimated 26 million golfers currently roam the fairways and greens of the nearly 16,000 public and private facilities located around the United States.

Golf also remains a lucrative sport for travel and leisure destinations. The NGF reports that in 2002 golfers spent $24 billion on equipment and fees, $20 billion on public and private green fees and dues, and about $26 billion on golf travel (including hotel, food and transportation costs). Florida, South Carolina, North Carolina, California and Arizona are the most popular travel destinations for golfers.

Where does Wisconsin fit into this mix? While the state doesn't have the sheer number of courses like New York, Florida or California, Wisconsin still boasts a high number of golfing households.

In fact, two out of the top ten market areas with the highest concentration of golfing households are in Wisconsin - Green Bay (Number 2) and Milwaukee (Number 6). Furthermore, nine of top ten markets are in the Midwest. The chart at the right shows the Midwestern markets that have the highest percentage of golfing households.

The Lifestyle Market Analyst also lists the top ten lifestyles (ranked by index) of the nations golfing households. These include playing tennis, snow skiing, traveling for business, wines, watching sports on TV, frequent fliers, stock/bond investments, owns a vacation home/property, boating/sailing, and running/jogging.

The following table looks specifically at the Wisconsin Destination Marketing Areas (DMAs) and the neighboring Twin Cities market that have high concentration of golfing households.

Department of Tourism research consistently shows golfing is a top leisure activity, particularly during the spring. In the third part of a four-season study, spring visitors in several areas of the state were asked which activities they planned to participate in while on their trip. Overall, golf was mentioned eight percent of the time, however, that figure rose to 16% for visitors in the Monroe/Adams/Juneau area and to 10% for the Walworth County area.

Marketing Recommendations: 

• With so many households connected to the Internet and the popularity of the Internet continually increasing, it's important to ensure that you Web site, if you have one, be mentioned prominently in all promotional materials. Keep your site updated and visually-oriented to give people a reason to return.

• Consider the possibility of doing on-line promotions, a proven way to build marketing databases and maximize budgets. The Department of Tourism has had great success driving people to tavelwisconsin.com to register to win some type of prize.

• Consider taking advantage of the department's Direct Marketing Opportunities Program. Using the Direct Mail Program, you can select the names and addresses of visitors who requested the Wisconsin Golf Course Directory and use these addresses in a direct mail campaign. In addition, the e-mail Program includes e-mail addresses of visitors who have indicated an interest in receiving Wisconsin travel information electronically.

• Partnership opportunities may exist with area lodging, attractions, retail and restaurants to put together a package getaway. Inclusive packages are a travel marketing trend that visitors are looking for more and more - particularly online. 

• Campgrounds, bicycle shops, garden centers, and sporting goods stores might all be good outlets for placing posters or brochures advertising your area to golfers.

For information on obtaining this or other Department of Tourism research documents, please see our Research page.