Five Questions with Jim Beatty, Executive Editor of African American Golfers Digest
WE ARE GOLF remains committed to being a platform for important conversation around Diversity, Equity & Inclusion, and promoting the individual work of various organizations across golf. In this month’s Five Questions, we talk with Jim Beatty, the Executive Editor of African American Golfers Digest, to learn more about the upcoming African American Golf EXPO and forum.
The African American Golf EXPO and Forum will be held Feb 20 -23 in Atlanta at the Marietta Hilton Conference Center. Information is available at www.aagolfexpo.com. Contact Jim Beatty at [email protected] and 402-415-9615.
1.What is the main purpose and goal of the African American Golf EXPO & Forum?
The mission is to promote the game, the business, the industry, the careers and opportunities in golf to African Americans. The objectives are to:
1) Promote economic growth, diversity and inclusion in golf for African Americans and other underrepresented groups
2) Provide a friendly and welcoming environment for golf industry leaders to develop relationships with African American and other underrepresented entrepreneurs, community programmers, and golf enthusiasts
3) Help grow golf and the industry by featuring subject matter experts in learning forums, seminars and networking opportunities
4) Provide funding to grassroots organizations involved in teaching and promoting golf to the African American community
The African American EXPO and Forum welcomes everybody and all people are welcome to attend. Registration and cost information will be published online. Junior golfers will be granted free admission.
2. How will the efforts of the African American Golf EXPO & Forum be used to move the golf industry from dialog to meaningful action?
It is the intent that with each of the various topics that will be discussed in the workshops and breakout sessions that recommendations for positive actions will be identified. There will be nationally known speakers and subject matter experts to lead the discussions and to craft recommendations.
These recommendations will be shared with the appropriate national golf organizations such as the National Golf Course Owners Association, American Junior Golf Association, PGA of America, PGA Tour, LPGA, Ping, Callaway, National Golf Foundation, Golf Digest and more.
The recommendations will be sent to the CEO of those organizations. We will then offer assistance to the respective organization to discuss the concerns and take an appropriate course of action and work with them to implement such recommendations.
The topics will range from careers in golf to supplier diversity.
There will also be a scramble tournament in which corporate sponsors will be paired with exhibitors and attendees to facilitate more networking and discussions.
3. How and why should corporations sponsor, exhibit and participate?
According to Nielson Research, African Americans as a group spend $1.2 trillion annually with a significant amount on golf ranging from golf fees to apparel.
BLACK IMPACT: CONSUMER CATEGORIES WHERE AFRICAN AMERICANS MOVE MARKETS
A 2009 survey of the American golfer conducted by Golf Magazine found that the average golfer spent $2,776 per year on golf-related expenses. Preliminary information indicates that the average African American golfer expenditures might be higher. Furthermore, according to the National Golf Foundation, 3 percent of recreational golfers are African American therefore there are an estimated 1.4 million recreational African American golfers in the United States.
So, the math would suggest that African Americans are approximately a $4 billion market annually. The companies and brands that pay attention to this fact and embrace the opportunity to sponsor, exhibit and participate stand to see an impact of their sales results.
The EXPO is a great place for companies and brands to make a welcoming statement to the African American market and to position themselves favorably.
Corporations should take advantage of this opportunity to aggressively pursue the African American market by promoting their brand as well as to promote career and supplier diversity opportunity within their companies.
4. Given the current environment for race relations in America, what role will the African American Golf Expo and Forum play?
The EXPO will provide a friendly non-threatening environment for all interested people to come together and discuss not just race but a myriad of other concerns related to African American representation in the golf industry. Dialogue representing different points of views will be welcomed.
Everyone is welcome at the forum and all ideas will be encouraged with the best ideas being brought forth to help move the game and industry forward. We all share a common bond in that we love and appreciate the game for the good that it has provided and can provide in the future.
We see the EXPO as a primary catalyst in developing and encouraging much needed dialogue in the industry. We have seen this play out over the years with the Diversity round tables held at the PGA Merchandise show. Those were good forums. The EXPO will expand on those discussions and allow enough time to address everyone’s concerns and move to solutions.
The golf industry will serve as a model for the nation in promoting healthy dialogue, debate and economic inclusion for all.
5. How do you want attendees, sponsors companies, exhibitors to view the EXPO afterward?
The goal of the EXPO is meet everyone at their level of interest and need. We want people to be better informed about issues, concerns and products that matter to them.
We want companies and sponsors to have gained valuable insights and perspectives that allow them to increase their market share and brand loyalty.
We want to be responsible for assisting organizations in charting a new and better course of action, along with addressing opportunities in and for the African American marketplace.
We want to be the reason that new business relationships and opportunities have occurred increasing the African American’s portion of the $84B market.
We want the EXPO to cause change that becomes systemic and ongoing.
