FALL 2021
INSIGHT
PROPERTY & EXPERIENCE MANAGEMENT
Welcome to KemperSports Insights We’re pleased to share our new, quarterly newsletter with you. This issue is filled with recent company news and staff highlights from an exceptionally busy year. We hope that you will find it interesting and inspiring as we celebrate the incredible work of our teams across the country. Most notably, we’re proud to take part in an industry-wide movement to make the game of golf more engaging and accessible for people of all backgrounds and skill levels. Earlier this year, we announced our commitment to partner with the PGA TOUR, PGA of America, Callaway, Titleist and other industry-leading organizations to launch the new Make Golf Your Thing movement. This initiative invites people from all backgrounds and skill levels to engage with the game of golf in their own way – from traditional rounds to simulated play to tournament viewing or in-person social events. We signed on as the founding golf course management company to support this movement and we could not be more proud of our team’s participation and creativity. You’ll see details about this movement, along with high-profile media coverage of the company and results of our inaugural Golfer Insights Survey in the pages that follow. We have had a record summer in terms of golf rounds, new members joining our clubs and visitors to our destinations. Golf continues to provide us with a source of exercise, entertainment and fun, and we’re optimistic about the industry outlook. We hope that you take a few moments to celebrate with us. Thank you for your continued support and partnership.
Steve Skinner, CEO
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Click to Play Video
KemperSports is proud to support the golf industry’s new Make Golf Your Thing movement, designed to invite people from all backgrounds and skill levels to engage with the game of golf in their own way. Read more on page 7.
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WELCOMING NEW PLAYERS TO THE GAME KEMPERSPORTS UNVEILS INAUGURAL GOLFER INSIGHTS SURVEY The COVID-19 pandemic not only caused a resurgence in the game of golf, but it introduced a new kind of golfer to the game – one with different needs and priorities. New data from Charting the Course: The KemperSports Golfer Insights Survey, which queried 24,774 current, lapsed and new golfers, revealed that nearly half of new players are looking more for comfortable, social environments rather than keeping and improving their scores. KemperSports clients and properties across the country are implementing creative ways to attract and keep these new golfers.
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KemperSports In the News Golf Carts Are Parked, Walking Is In and, Yes, It’s Exercise The walking golfers flocking to the game in the last two years are part of a cohort of new players that are more likely to be female and younger than 35. A survey of nearly 25,000 golfers released last month by KemperSports, which manages 120 golf facilities nationwide, discovered that players new to the game since last year’s pandemic were almost 33 percent girls or women, which is nearly 10 percent higher than the industry average. More than 26 percent of the new golfers were 18 to 34 years old, roughly four percent above the national average. “We had been missing the Millennials and Gen Z demographic in golf,” Steven Skinner, the KemperSports chief executive officer, said. “But they’re into fitness and more willing to throw a bag on their back and walk. That’s been part of why they’ve really jumped into the game.” READ THE ARTICLE ›
Golf Courses Target Those Who Think 18 Holes is Just Too Many While pros and many serious players will continue to play 18 holes, the industry is looking at ways to shorten the game for others. Lots of courses are marketing nine-hole options, and some tout even fewer holes than that. “The most common complaint we hear is that the game takes too long,” says Steve Skinner, chief executive of KemperSports, a Chicago-based owner and manager of more than 100 courses across the country. “We need to let them know golf does not have to be a four- or five-hour experience.” READ THE ARTICLE › 2021 INSIDER | 5
Welcoming and Retaining the New COVID Golfer ALL WELCOME INITIATIVE Using key learnings from Charting the Course: The KemperSports Golfers Insights Survey, we launched the All Welcome initiative designed to attract, welcome and retain new and diverse golfers at our properties. The initiative addresses how properties can implement best practices to welcome and retain new customers, and underserved communities, as they experience the joys of golf and social events. It’s been encouraging to see this strategy come to life and our marketing assets put to use across email campaigns and social media content this golf season. The initiative focuses on: Property assessment - recognizing current patterns of inclusiveness. Marketing – best practices to invite, welcome and retain golfers. Skills development - new player skills development training. Programming - events to improve service and increase loyalty at the property.
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MAKE GOLF YOUR THING In conjunction with All Welcome Initiative and the need to grow and diversify the game beyond the pandemic surge, we also signed on as the founding golf course management company to help launch the golf industry’s new Make Golf Your Thing movement alongside the PGA TOUR, PGA of America, Callaway, Titleist and other industry-leading organizations. Make Golf Your Thing is designed to invite people from all backgrounds and skill levels to engage with the game of golf in their own way – from traditional 9- and 18-hole rounds or simulated play, to enjoying a tournament in-person or on TV. Through this movement, KemperSports properties are offering a series of social and instructional events to create the welcoming atmosphere these new golfers desire, along with a supporting marketing campaign to attract new and diverse audiences to the game. As you may have seen, we are sharing these stories and photos across the KemperSports social media channels using #MakeGolfYourThing, a campaign that began in June.
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Welcome to the Family
KEMPERSPORTS ASSUMES MANAGEMENT OF HISTORIC LOS ANGELES ATHLETIC CLUB KemperSports recently assumed management of operations at the Los Angeles Athletic Club (LAAC), a historic, private athletic club with state-of-the-art facilities and a boutique hotel with 72 rooms. For more than 125 years, the LAAC has served the Los Angeles community by providing a unique space to pursue and prioritize health and wellness while offering an array of amenities and well-rounded experiences for its membership. In addition to the high-caliber athletic and spa facilities, the LAAC is known for its award-winning restaurants, bars, luxury meeting, conference and hotel rooms, and a variety of social, business and athletic events. KemperSports will leverage its vast expertise in growing and positioning private clubs and boutique lodging facilities to help the LAAC to achieve its highest potential.
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KemperSports is recognized for its expertise in hospitality and private club management and for its dedication to providing the very best experience for members and guests. Like LAAC, it is a family-owned business with core values very much like ours.” KAREN HATHAWAY, PRESIDENT, LAACO, LTD.
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72
Rooms
5
Restaurants
20K
square feet open-air gym and group exercise class venue
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2021 Summer Events
JOSH LESNIK (FAR LEFT) AND STEVE LESNIK (FAR RIGHT) JOIN GENERAL MANAGER CHRISTIE PAICH AND THE GLEN CLUB TEAM AS THEY RECOGNIZE THE WINNER OF THE EVANS SCHOLARS INVITATIONAL. PHOTO CREDIT: WGA
BOLINGBROOK GOLF CLUB HOSTED THIRD EVENT ON THE 2021 FORME TOUR SCHEDULE Congratulations to our team at Bolingbrook Golf Club for stepping up to host its first-ever Forme Tour event, the Bolingbrook Golf Club Invitational, from July 20-23. The PGA TOUR created the Forme Tour in 2021, giving PGA TOUR Canada members who didn’t live in Canada a competitive place to play after restrictions at the Canada-U.S. border made it impossible to play in Canada in 2020-2021. The team at Bolingbrook Golf Club stepped up to play host to the third event in an eighttournament series. Mac Meissner shot a 63 in the final round to break the course record and finished at 21-under par to take home the tournament title.
EVANS SCHOLARS INVITATIONAL AT THE GLEN CLUB The future stars of the PGA TOUR put on a show at The Glen Club earlier this summer when our team hosted the Evans Scholars Invitational, a Korn Ferry Tour event that benefits the Evans Scholars Foundation to send deserving caddies to college. Together with the Western Golf Association, The Glen Club team delivered a memorable tournament experience for rising PGA TOUR stars and golf fans. And, they had to endure every type of Chicago weather imaginable to pull it off! Cameron Young cruised to a five-shot win at the event to capture his secondconsecutive Korn Ferry Tour title this year and lock up his PGA TOUR card for next season.
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BANDON DUNES TO HOST 13 USGA AMATEUR CHAMPIONSHIPS OVER NEXT 23 YEARS We recently worked with the USGA to share the news about 13 future USGA Championships that will be held at Bandon Dunes Golf Resort from 2022 – 2045. Congratulations to our team of staff and caddies for providing an exceptional golf experience that is worthy of the very best amateurs in the game. We celebrate Bandon Dunes as the home of amateur golf.
U.S. AMATEUR FOUR-BALL CHAMPIONSHIP AT CHAMBERS BAY The Chambers Bay team hosted its third USGA Championship this year when some of the best amateurs in the game descended on the course in May for the 2021 U.S. Amateur Four-Ball Championship. The event highlighted a busy summer for our team and provided a chance to unveil all new greens at Chambers Bay and showcase exceptional course conditions. “From our standpoint, the golf course is magnificent. It’s in wonderful condition, especially the regressed putting greens, and we knew they would be as we were paying attention leading up to it. I talked to a number of players and they were all very positive,” said John Bodenhamer, senior managing director for the USGA. After five days of competition and an extra playoff hole, incoming Arizona State player Kiko Francisco Coelho and Central Florida sophomore Leopoldo Herrera III defeated University of Nevada teammates Brendan MacDougall and Sam Meek in the championship match. During Championship week, it was also announced that Chambers Bay will host the 2022 U.S. Women’s Amateur Championship, adding to the course’s USGA history and reputation of hosting major events.
U.S. AMATEUR FOUR-BALL CHAMPIONSHIP AT CHAMBERS BAY. PHOTO CREDIT: USGA
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KEMPERSPORTS LAUNCHES JUNIOR TOUR OF NEW JERSEY We’re proud to share that our KemperSports New Jersey team recently launched the first annual KemperSports Junior Tour of New Jersey. This tour provides junior players with the basic tools and instruction to learn and improve their golf skills. The tour ran from Aug. 4 – Sept. 8 and included six events across all five KemperSports New Jersey locations. READ MORE ›
KEMPERSPORTS EXPANDS COMMITMENT TO FIRST TEE – GREATER CHICAGO We recently made the largest single contribution in our company’s history, and a long-term commitment, to First Tee – Greater Chicago to fund a new clubhouse in the city of Chicago. The new space features an indoor golf simulator and learning lounge for kids in First Tee – Greater Chicago’s program. The clubhouse opened in June and serves as a place for kids to practice and learn the game of golf and other recreational activities while socializing with others. First Tee – Greater Chicago is committed to teaching valuable life skills through the game of golf to youth throughout the Chicagoland area. “I’m so proud to continue our work with First Tee – Greater Chicago, an organization that we helped establish more than 20 years ago. The opening of this clubhouse represents the next step in our journey together to support junior golf programming and educational opportunities for young people in Chicago.” KEMPERSPORTS CHAIRMAN STEVE LESNIK (FAR LEFT) JOINS FIRST TEE – GREATER CHICAGO CEO LEA JESSE (CENTER) FOR A RIBBON CUTTING CEREMONY TO OPEN THE NEW CLUBHOUSE FOR KIDS
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Steven H. Lesnik, Chairman, KemperSports
Staff Awards VINCE JUAREZ, 2020 ILLINOIS PGA BILL STRAUSBAUGH AWARD Earlier this year, KemperSports Regional Operations Executive and PGA Master Professional Vince Juarez was awarded the 2020 Illinois PGA Bill Strausbaugh Award. This special award recognizes PGA Professionals who, by their day-to-day efforts, have distinguished themselves by mentoring their fellow PGA Professionals in improving their employment situations and through service to the community. Juarez mentors many PGA Professionals who are striving to further their education through his role at KemperSports and is also a member of the Illinois PGA Professional Development Committee. This marks the second Illinois PGA Special Award honor in Juarez’s career.
JOE BOCK, 2021 PGA RESORT MERCHANDISER OF THE YEAR Head Golf Professional from Seneca Hickory Stick Joe Bock was awarded the 2021 PGA Resort Merchandiser of the Year for the Western New York Section. The PGA Merchandiser of the Year award recognizes WNYPGA professionals who have excelled as merchandisers in the promotion of golf. Bock was recognized for his efforts and leadership in the planning and execution of specialized merchandising techniques and retail sales on behalf of Seneca Hickory Stick in Lewiston, New York.
CODY FRANKE, 2021 PGA ASSISTANT GOLF PROFESSIONAL OF THE YEAR Desert Willow Golf Resort’s PGA Golf Professional and Lead Merchandiser Cody Franke was named the recipient of the Assistant Golf Professional of the Year Award for the Southern California PGA Section. This award recognizes a PGA Professional for their overall performance, leadership, service and promotion of the game of golf. 2021 INSIDER | 13
KEMPERSPORTS SURPASSES $1 MILLION IN DONATIONS TO FOLDS OF HONOR We recently celebrated a fundraising milestone when our teams across the country surpassed the $1 million mark for total donations to Folds of Honor, a nonprofit organization that provides educational scholarships for families of fallen or disabled military men and women. Since 2013, we have fostered a deep connection to the organization and inspired our staff across 120+ courses and destination resorts nationwide to host creative programming, events, fundraisers and friendly competitions to benefit the organization. We are thrilled with the support and efforts of our team and all those who have contributed to this milestone in their own way. “Supporting Folds of Honor and the important charitable causes in the communities in which we operate is ingrained in our company culture. We are so proud to be able to support the families of those who have given so much for our country. This is by no means an endpoint to our giving and our fundraising efforts, but rather a reminder of what’s possible when our teams come together to support such a worthy cause.” Mark Hoesing, Senior Vice President of Operations, KemperSports TO LEARN MORE ABOUT FOLDS OF HONOR, VISIT FOLDSOFHONOR.ORG.
CELEBRATING 2021 CLIENT RENEWALS
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Our survey findings point to an optimistic outlook for the game of golf. Now it’s on us, to ensure that we are delivering a welcoming, inclusive experience that2021 players and members are so clearly craving. Even when the pandemic subsides, golf courses, clubs and resorts will be universal gathering spaces for people to make connections and have fun.” STEVE SKINNER, CEO, KEMPERSPORTS
Uniquely dedicated. Distinctly different. Custom Property Management.
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© 2021 Kemper Sports Management, Inc. All rights reserved. KemperSports, KemperLesnik, TrueService and Green to a Tee are registered trademarks of Kemper Sports Management, Inc. All other trademarks, registered or unregistered, are the property of their respective owners.
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