"There's three sides to every story, baby. There's yours and there's mine and the cold hard truth." - Don Henley / The Long Way Home
That's kinda how I feel about our friend Chris Fair's defense of Golf in the release of Resonance Consulting's new research into whether the sport is dead.
The research makes clear that a super majority of the one percenters of luxury travelers have an interest in golf when on vacation. And, that kind of money is nothing at which to sneeze. But, when the general population is asked whether golf is a motivation in choosing a destination, only 11% of the general population agrees.
So, there's yours. There's mine. And, the cold hard truth?
Visual depictions of golf in videos that we have tested in ten North American markets with DMOvizion universally score at the bottom of all images with all audiences...except avid golfers.
The takeaway: Golf is far from dead for a select number of destinations and DMOs. But, as a mass appeal strategy in videos and commercials, it fails every time with consumers.
Golf spots on the Golf Channel and during the Masters work. Golf spots on The Voice and The Blacklist?
Not so much.