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How Snapchat Can Help Grow Golf

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The National Golf Foundation says that “Avid Golfers” (those that play at least twice a month) currently number 6.2 million golfers in the U.S., down from their high of 10.2 million in 2000. It’s no secret that participation in the game of golf has been in decline, and almost everyone can agree the best way to grow the game is to ignite interest from millennials and America’s youth. Past solutions have only slowed the decline, however, and the majority of kids today would rather play Minecraft or watch Netflix instead of hitting a little white ball toward a hole in the summer heat. At least they think that’s what they’d rather do.

If you’re on GolfWRX, there’s a good chance you’re also on Facebook, Twitter, and Instagram. You may not use Snapchat, however; an app that has been spreading across the country. Fourty-one percent of people 18-34 in the U.S. use Snapchat, and usage continues to grow.

One of Snapchat’s main features is the use of what are called “geofilters.” You take a picture, and depending on your exact location, various geofilters will appear. These are small visual overlays that you add on top of your picture. Here’s an example of a geofilter in New Burgh, New York.

snapchat-mllnnl-3

If you take a look at any social media platforms today, the top shared content is either a picture or a video. It just so happens that golf courses can make absolutely stunning pictures and videos. Think about it; I’m sure you have that one hole at your local course that’s gorgeous at sunset.

Snapchat is all about sharing your experiences with your friends, and the new feature that lets businesses buy a custom Snapchat geofilter at an inexpensive annual rate could bring a huge return on investment for golf courses.

The current rate for a custom geofilter seems to be going for about $450 for 20,000 square feet. Of course, it would be insanely expensive to geofence the entire course, but if you stick with the balcony of the club house and maybe the gorgeous tee box on the 18th hole, then that $450 investment might pay off big. If golf courses are really trying to become more popular among the 18-34 year olds, why not meet them where they are, and where they are is Snapchat.

If only five people per day take a Snapchat, see the geofilter, and add it to their story, then that’s about 500 impressions every day. Multiply that by 365 days = 182,000 impressions. That’s $2.47 per 1,000 impressions, which isn’t that expensive. Plus, it’s not an annoying ad. It’s a friend suggesting friends that this place is cool and you guys should come here.

A Snapchat geofilter could have an exponential return as well. As more and more people come across the geofilter and share it with all of their friends, their friends are going to come play and share it with their friends. And on and on. If golf courses are really trying to gain interest in what could be the next generation of avid golfers, it’s time to talk to millennials in their preferred medium. Social media is here and it’s here to stay. Businesses that learn to shift and pivot will win and those that don’t will lose.

I got in touch with Grant Cardone, a real estate and marketing mogul, who had this to say about Snapchat.

“I’m 59 years old, I have hundreds of millions of dollars in real estate, and I use Snapchat as a tool to grow my brand and business.”

Just like Mr. Cardone has utilized Snapchat to grow his company, the golf industry needs to capitalize on this new opportunity to grow the game among the next generation of golfers.

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Joe is studying business at the University of Georgia. He loves golf and occasionally writes for WRX when he's not studying, hanging out in downtown Athens, playing the university course, or leading his start up, LocalComfortsUSA.com. Local Comforts creates clothing for all cities around the US. Find your cities t-shirt today.

10 Comments

10 Comments

  1. Phil Yang

    Aug 25, 2017 at 3:57 pm

    The golf industry needs to focus on retaining the golfers. I left my club in disgust because the lousy way I was being treated. The club focused very hard in trying to recruit new members but stopped trying to accommodate current members. If the golf industry made sure the current golfers are happy to be golfers, that may create a more desirable effect than bending every which way in an effort to attract new golfers. Personally, I’m intrigued more by other’s passionate endeavors than by somebody trying to trick me into liking something I’ve no interest in.

  2. Katie

    Aug 24, 2017 at 4:52 pm

    @Ryan I think the article is bang on in terms of appealing to the 18-34 target. Youtube requires a lot more resources (video content, filming, editing, promotion of finished content), Instagram doesn’t exactly have rave reviews when it comes to ROI for ads and the majority of that demo is one of the smallest/least engaged targets on Facebook (especially when looking at ad stats/view rates). I’d say using Snapchat to engage 18-34 year olds is a smart, cost efficient, time-saving solution for golf courses and any brick and mortar businesses as long as they promote their usage of Snapchat properly.

  3. Allan A

    Aug 24, 2017 at 2:08 pm

    Millennials and American youth only play golf to clown around and display their humorous incompetence. It’s not a sporting event, it’s a bash. Nobody that age takes golf seriously as a worthwhile pastime.
    If you want to grow the game in these age cohorts you gotta make it cheap, even free for an introductory period. Nobody is gonna pay hundreds of $$$ to clown around for 5 hours on a golf course.

    • Joe Burnett

      Aug 24, 2017 at 4:21 pm

      While I do see your point, I will have to disagree because I and many guys I play with are not ones to “clown around incompetently”. It’s important that people learn the rules and respect the course as well as the people playing around them- absolutely. Fortunately, not all millennials and teens are immature, and many actually have a passion to improve their scores. If golf continues to not capture the interest of the next generation, it will continue to see the number of avid golfers slide to record lows.

  4. Port

    Aug 24, 2017 at 10:10 am

    People waste enough time on the phone as it is we don’t need it trickling on to the golf course.

  5. Ryan

    Aug 23, 2017 at 10:24 pm

    So… interesting article – I especially appreciated the CPM breakdown of just five snaps per day. Smart approach.

    However, a more thorough (and potentially richer overall) article might have detailed the advertising options available to golf courses/businesses across all of the social platforms.

    In particular, you gotta be careful with the following language: “If golf courses are really trying to become more popular among the 18-34 year olds, why not meet them where they are, and where they are is Snapchat.”

    If one was targeting Americans 18-34, it wouldn’t be difficult to argue that Facebook, Instagram or YouTube might be a wiser investment of a golf course’s marketing dollars.

    • Joe Burnett

      Aug 24, 2017 at 1:09 pm

      Thanks for the comment Ryan! I definitely think golf courses should utilize other social platforms, particularly Instagram then Facebook. I have a client on doing Facebook & Instagram ads now seeing around a $11 CPM. I think Snapchat is something that local businesses should jump on because of the value it provides in relation to other advertising platforms. Of course Facebook & Instagram are much more scalable in comparison to Snapchat Geofilters, but overall, a Snapchat geofilter particularly will give you more bang for your buck. Maybe I will write a follow up piece about Facebook, Instgram, & YouTube!

  6. carl spackler

    Aug 23, 2017 at 1:19 pm

    is this really a thing? i dont want to grow the game if it means i have to play behind group snap chatting half the time

    • Joe Burnett

      Aug 23, 2017 at 2:56 pm

      I definitely agree with pace of play. However, this is an additional reason I think golf courses should stick with the minimum of 20,000 square feet for their geofilter. Give players the opportunity on to use the filter only on the beautiful 18th hole and watch more and more people come give golf a try.

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19th Hole

Vincenzi’s 2024 Zurich Classic of New Orleans betting preview

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The PGA TOUR heads to New Orleans to play the 2023 Zurich Classic of New Orleans. In a welcome change from the usual stroke play, the Zurich Classic is a team event. On Thursday and Saturday, the teams play best ball, and on Friday and Sunday the teams play alternate shot.

TPC Louisiana is a par 72 that measures 7,425 yards. The course features some short par 4s and plenty of water and bunkers, which makes for a lot of exciting risk/reward scenarios for competitors. Pete Dye designed the course in 2004 specifically for the Zurich Classic, although the event didn’t make its debut until 2007 because of Hurricane Katrina.

Coming off of the Masters and a signature event in consecutive weeks, the field this week is a step down, and understandably so. Many of the world’s top players will be using this time to rest after a busy stretch.

However, there are some interesting teams this season with some stars making surprise appearances in the team event. Some notable teams include Patrick Cantlay and Xander Schauffele, Rory McIlroy and Shane Lowry, Collin Morikawa and Kurt Kitayama, Will Zalatoris and Sahith Theegala as well as a few Canadian teams, Nick Taylor and Adam Hadwin and Taylor Pendrith and Corey Conners.

Past Winners at TPC Louisiana

  • 2023: Riley/Hardy (-30)
  • 2022: Cantlay/Schauffele (-29)
  • 2021: Leishman/Smith (-20)
  • 2019: Palmer/Rahm (-26)
  • 2018: Horschel/Piercy (-22)
  • 2017: Blixt/Smith (-27)

2024 Zurich Classic of New Orleans Picks

Tom Hoge/Maverick McNealy +2500 (DraftKings)

Tom Hoge is coming off of a solid T18 finish at the RBC Heritage and finished T13 at last year’s Zurich Classic alongside Harris English.

This season, Hoge is having one of his best years on Tour in terms of Strokes Gained: Approach. In his last 24 rounds, the only player to top him on the category is Scottie Scheffler. Hoge has been solid on Pete Dye designs, ranking 28th in the field over his past 36 rounds.

McNealy is also having a solid season. He’s finished T6 at the Waste Management Phoenix Open and T9 at the PLAYERS Championship. He recently started working with world renowned swing coach, Butch Harmon, and its seemingly paid dividends in 2024.

Keith Mitchell/Joel Dahmen +4000 (DraftKings)

Keith Mitchell is having a fantastic season, finishing in the top-20 of five of his past seven starts on Tour. Most recently, Mitchell finished T14 at the Valero Texas Open and gained a whopping 6.0 strokes off the tee. He finished 6th at last year’s Zurich Classic.

Joel Dahmen is having a resurgent year and has been dialed in with his irons. He also has a T11 finish at the PLAYERS Championship at TPC Sawgrass which is another Pete Dye track. With Mitchell’s length and Dahmen’s ability to put it close with his short irons, the Mitchell/Dahmen combination will be dangerous this week.

Taylor Moore/Matt NeSmith +6500 (DraftKings)

Taylor Moore has quickly developed into one of the more consistent players on Tour. He’s finished in the top-20 in three of his past four starts, including a very impressive showing at The Masters, finishing T20. He’s also finished T4 at this event in consecutive seasons alongside Matt NeSmith.

NeSmith isn’t having a great 2024, but has seemed to elevate his game in this format. He finished T26 at Pete Dye’s TPC Sawgrass, which gives the 30-year-old something to build off of. NeSmith is also a great putter on Bermudagrass, which could help elevate Moore’s ball striking prowess.

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19th Hole

Vincenzi’s 2024 LIV Adelaide betting preview: Cam Smith ready for big week down under

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After having four of the top twelve players on the leaderboard at The Masters, LIV Golf is set for their fifth event of the season: LIV Adelaide. 

For both LIV fans and golf fans in Australia, LIV Adelaide is one of the most anticipated events of the year. With 35,000 people expected to attend each day of the tournament, the Grange Golf Club will be crawling with fans who are passionate about the sport of golf. The 12th hole, better known as “the watering hole”, is sure to have the rowdiest of the fans cheering after a long day of drinking some Leishman Lager.  

The Grange Golf Club is a par-72 that measures 6,946 yards. The course features minimal resistance, as golfers went extremely low last season. In 2023, Talor Gooch shot consecutive rounds of 62 on Thursday and Friday, giving himself a gigantic cushion heading into championship Sunday. Things got tight for a while, but in the end, the Oklahoma State product was able to hold off The Crushers’ Anirban Lahiri for a three-shot victory. 

The Four Aces won the team competition with the Range Goats finishing second. 

*All Images Courtesy of LIV Golf*

Past Winners at LIV Adelaide

  • 2023: Talor Gooch (-19)

Stat Leaders Through LIV Miami

Green in Regulation

  1. Richard Bland
  2. Jon Rahm
  3. Paul Casey

Fairways Hit

  1. Abraham Ancer
  2. Graeme McDowell
  3. Henrik Stenson

Driving Distance

  1. Bryson DeChambeau
  2. Joaquin Niemann
  3. Dean Burmester

Putting

  1. Cameron Smith
  2. Louis Oosthuizen
  3. Matt Jones

2024 LIV Adelaide Picks

Cameron Smith +1400 (DraftKings)

When I pulled up the odds for LIV Adelaide, I was more than a little surprised to see multiple golfers listed ahead of Cameron Smith on the betting board. A few starts ago, Cam finished runner-up at LIV Hong Kong, which is a golf course that absolutely suits his eye. Augusta National in another course that Smith could roll out of bed and finish in the top-ten at, and he did so two weeks ago at The Masters, finishing T6.

At Augusta, he gained strokes on the field on approach, off the tee (slightly), and of course, around the green and putting. Smith able to get in the mix at a major championship despite coming into the week feeling under the weather tells me that his game is once again rounding into form.

The Grange Golf Club is another course that undoubtedly suits the Australian. Smith is obviously incredibly comfortable playing in front of the Aussie faithful and has won three Australian PGA Championship’s. The course is very short and will allow Smith to play conservative off the tee, mitigating his most glaring weakness. With birdies available all over the golf course, there’s a chance the event turns into a putting contest, and there’s no one on the planet I’d rather have in one of those than Cam Smith.

Louis Oosthuizen +2200 (DraftKings)

Louis Oosthuizen has simply been one of the best players on LIV in the 2024 seas0n. The South African has finished in the top-10 on the LIV leaderboard in three of his five starts, with his best coming in Jeddah, where he finished T2. Perhaps more impressively, Oosthuizen finished T7 at LIV Miami, which took place at Doral’s “Blue Monster”, an absolutely massive golf course. Given that Louis is on the shorter side in terms of distance off the tee, his ability to play well in Miami shows how dialed he is with the irons this season.

In addition to the LIV finishes, Oosthuizen won back-to-back starts on the DP World Tour in December at the Alfred Dunhill Championship and the Mauritus Open. He also finished runner-up at the end of February in the International Series Oman. The 41-year-old has been one of the most consistent performers of 2024, regardless of tour.

For the season, Louis ranks 4th on LIV in birdies made, T9 in fairways hit and first in putting. He ranks 32nd in driving distance, but that won’t be an issue at this short course. Last season, he finished T11 at the event, but was in decent position going into the final round but fell back after shooting 70 while the rest of the field went low. This season, Oosthuizen comes into the event in peak form, and the course should be a perfect fit for his smooth swing and hot putter this week.

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Opinion & Analysis

The Wedge Guy: What really makes a wedge work? Part 1

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Of all the clubs in our bags, wedges are almost always the simplest in construction and, therefore, the easiest to analyze what might make one work differently from another if you know what to look for.

Wedges are a lot less mysterious than drivers, of course, as the major brands are working with a lot of “pixie dust” inside these modern marvels. That’s carrying over more to irons now, with so many new models featuring internal multi-material technologies, and almost all of them having a “badge” or insert in the back to allow more complex graphics while hiding the actual distribution of mass.

But when it comes to wedges, most on the market today are still single pieces of molded steel, either cast or forged into that shape. So, if you look closely at where the mass is distributed, it’s pretty clear how that wedge is going to perform.

To start, because of their wider soles, the majority of the mass of almost any wedge is along the bottom third of the clubhead. So, the best wedge shots are always those hit between the 2nd and 5th grooves so that more mass is directly behind that impact. Elite tour professionals practice incessantly to learn to do that consistently, wearing out a spot about the size of a penny right there. If impact moves higher than that, the face is dramatically thinner, so smash factor is compromised significantly, which reduces the overall distance the ball will fly.

Every one of us, tour players included, knows that maddening shot that we feel a bit high on the face and it doesn’t go anywhere, it’s not your fault.

If your wedges show a wear pattern the size of a silver dollar, and centered above the 3rd or 4th groove, you are not getting anywhere near the same performance from shot to shot. Robot testing proves impact even two to three grooves higher in the face can cause distance loss of up to 35 to 55 feet with modern ‘tour design’ wedges.

In addition, as impact moves above the center of mass, the golf club principle of gear effect causes the ball to fly higher with less spin. Think of modern drivers for a minute. The “holy grail” of driving is high launch and low spin, and the driver engineers are pulling out all stops to get the mass as low in the clubhead as possible to optimize this combination.

Where is all the mass in your wedges? Low. So, disregarding the higher lofts, wedges “want” to launch the ball high with low spin – exactly the opposite of what good wedge play requires penetrating ball flight with high spin.

While almost all major brand wedges have begun putting a tiny bit more thickness in the top portion of the clubhead, conventional and modern ‘tour design’ wedges perform pretty much like they always have. Elite players learn to hit those crisp, spinny penetrating wedge shots by spending lots of practice time learning to consistently make contact low in the face.

So, what about grooves and face texture?

Grooves on any club can only do so much, and no one has any material advantage here. The USGA tightly defines what we manufacturers can do with grooves and face texture, and modern manufacturing techniques allow all of us to push those limits ever closer. And we all do. End of story.

Then there’s the topic of bounce and grinds, the most complex and confusing part of the wedge formula. Many top brands offer a complex array of sole configurations, all of them admittedly specialized to a particular kind of lie or turf conditions, and/or a particular divot pattern.

But if you don’t play the same turf all the time, and make the same size divot on every swing, how would you ever figure this out?

The only way is to take any wedge you are considering and play it a few rounds, hitting all the shots you face and observing the results. There’s simply no other way.

So, hopefully this will inspire a lively conversation in our comments section, and I’ll chime in to answer any questions you might have.

And next week, I’ll dive into the rest of the wedge formula. Yes, shafts, grips and specifications are essential, too.

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