1. Running Head: NGCOA MARKETING ANALYSIS FINAL REPORT 1
NGCOA Marketing Analysis Final Report
Amy Hetherman – 200263390, Caleb Campbell – 200203875, Jordan Carbone – 200297309,
Kurt Marion – 099000681, and Kyle Blohm – 200266561
Georgian College – MRKT 3001
04/14/2016
Dana Winkler

2. NGCOA MARKETING ANALYSIS FINAL REPORT 2
Background
The National Golf Course Owner’s Association Canada (NGCOA) is a membership of
operators and owners of golf courses throughout Canada, and a separate
NGCOA organization in the US. The organization, both
Canadian and Non-Canadian, is owned and governed by its
membership. They aim to provide support for the business
operations of golf courses for their operators and any related
stakeholders. Their mission statement includes six different
objectives; ranging from having a unified voice for golf
courses and their operators to offering educational content on the
golf business. (About the NGCOA Canada, n.d.)
The Spring Warm-up is an annual event in all of the NGCOA’s eight chapters. The event
that takes place in Central Ontario is put on by third year Bachelor of Business Golf
Management (BBGM) Event Management Students continuously. This year’s event took place
on March 9th at the Thornhill Golf and Country Club. Members of the NGCOA come out from
the Central Ontario area to partake in the day’s activities, gain new contacts, and eat some good
food. The event had the opportunity to get some more education on topics in the industry as well
as a trade show for some valuable networking for both attendees and vendors. These events are
out there to allow people to network with each other, share ideas, voice opinions, and problem
solve; in order to keep the event inclusive it allows for an open environment. They can also
utilize the trade show to gain valuable relationships that could save their business thousands.
(Chapter Spring Warm Up Meeting, n.d.)
(About-Image, n.d.)

3. NGCOA MARKETING ANALYSIS FINAL REPORT 3
As organizers we wanted to keep informed as wot what could be done differently in the
future or what to keep the same. In order to determine these things we decided to hand out a
survey to the attendees and suppliers. We gathered forty-nine surveys with useful information.
We hope to take the information from the surveys and pass the information onto future years so
that when they put on the event they can do just as well, if not better, than us. We also want to
pass the information we gather on to the NGCOA so that when they plan they event’s daily
activities in the future they can maintain their good reputation and continue to gather a large
crowd. Similar research efforts have been known to be successful at other events as well as past
indurations of this event put on by our past generations of classmates.
During the main meeting we thought up the idea to survey the vendors in order to allow
them to maintain constant with the operators during the trade show. After the main meeting when
all of the operators had made their way into the trade show, we gave them some time and then
started asking people to answer surveys, this way we know they had time to experience every
part of the event. A team of Georgian College Students went into the trade show room and took
charge of attempting to get people to fill out the surveys. In the end, we handed out
approximately sixty, got back approximately fifty-five, and as previously mentioned, we ended
up with forty-nine completed surveys, which is about half of the attendants and vendors.
Results
Demographics
Through a closer analysis of this survey and the demographics we know that 41 of the 49
attendees are males, or 83.7%. Of these 49 attendees the average length in the golf industry is
about 17.2 years. While the maximum years worked in the industry was 70 years. We also

4. NGCOA MARKETING ANALYSIS FINAL REPORT 4
discovered that nearly 90% of attendees travelled less than 150km to get to this event. The
majority of which, 34.7%, were between 51-100km of travel distance. Finally, the survey told
was that of all the participants in attendance the position that was most represented was industry
suppliers. Of the 49 attendees, 15 of which are suppliers and salesmen/women were the second
most represented, with 8 in attendance.
Event Overview
In order to prepare for this event a number of methods were used to get the word out and spread
awareness. As we surveyed attendees we discovered that the majority of participants heard about
the event either through email (55.8%) or through their director (25.6%). These two methods
accounted for 35 of total participants, well
over 80%. In addition, we realized that
63.3% (31 of 49) of attendees have been to
this event in the past. Therefore, for 18
people this was their first NCGOA event.
With this in mind we were curious as to what
each attendee’s main reason for attending
was. Unfortunately, only 36 of the 49
surveyed answered this question. However, 17 people (47.2%) said “gain new customers” and 10
people (27.8%) stated “networking” as the focal reason for attending. It was also noted that only
1 person said they attended with the intention to “learn about the THGC.” (The above graph
shows results for main reason for attending NCGOA Spring Warm-Up, while the graph below
shows how people heard about the event).

5. NGCOA MARKETING ANALYSIS FINAL REPORT 5
Satisfaction:
All of the vendors and other Golf personnel that attended the NGCOA even came for
many reasons. As we conducted our research and analysed all of the stats we are able to
determine the biggest take away from the event for each individual guest. Although according to
our surveys, attendees ranked the overall event as well as the atmosphere quite high. The most
frequently selected enjoyment was the interactions with the students. Although the data is not of
significant difference, it is still a noticeable
one. Something we discovered that may be
of specific interest in the NCGOA planning
their next event was the lowest rankings of
satisfaction. This event is designed to bring
members of the golf industry together to
brainstorm new ideas on how to improve
the industry. However in our findings we noticed that the two lowest ranked selections of
satisfaction were the meeting and learning. Once again, although these findings would not be
N Minimum Maximum Mean
Std.
Deviation
Meeting 26 3 5 3.96 .662
Interact 40 3 5 4.03 .660
Learning 31 3 5 3.90 .700
Food 37 3 5 4.11 .774
Vendors 37 3 5 4.14 .673
Atmosphe
re
42 2 5 4.21 .782
Students 44 1 5 4.57 .925
Overall 44 2 5 4.34 .745
Yearswork
42 0 70 17.12 16.132
Valid N
(listwise)
22
Descriptive Statistics

6. NGCOA MARKETING ANALYSIS FINAL REPORT 6
considered significant, it is still something for them to consider when planning their next
meeting. An interesting point to note is that although the rankings for meeting and learning were
the lowest, when it comes to what part was most beneficial, networking gets ranked the highest
among all of them. Based on the survey, the time spent lingering and not having an agenda was
seen as most beneficial. However, once again the data is not significant so no final conclusions
will be made.
Experience
The final aspect we analyzed was overall satisfaction at the NGCOA Spring Warm-Up between
both male and female attendees. By looking at the
attached graph on the right we can conclude that
more females were “extremely” satisfied with their
overall experience. On the other hand, more males
were “greatly satisfied” with their overall
experience. By contrast we can see that females are
either extremely satisfaction or satisfaction drops
off. Whereas males satisfaction seems to be more
random with the NGCOA Spring Warm-Up.

7. NGCOA MARKETING ANALYSIS FINAL REPORT 7
References
About the NGCOA Canada. (n.d.). Retrieved April 14, 2016, from https://www.ngcoa.ca/about
About-Image [NGCOA Objectives Chart]. (n.d.). Retrieved April 14, 2016, from
https://www.ngcoa.ca/about
Chapter Spring Warm Up Meeting. (n.d.). Retrieved April 14, 2016, from
https://www.ngcoa.ca/events/73/chapter-spring-warm-up-days