In a recent NGF pulse-check of Core golfers, we set out to gauge perceptions of the affordability of a round and how it has changed over the past five years.  Considering the fierce competition for golfers and the high perceived impact of discounting, we were surprised to hear that most survey respondents felt golf has gotten less affordable since 2007.  When asked to consider what it costs to play golf today compared to five years ago, half felt that it has become less affordable (50.1% - see chart below).  The most common response was that playing golf was “somewhat less affordable today” (41.5%).

We must note that this measure of “affordability” (as positioned here), is a metric that is relative to an individual’s personal financial situation.  Meaning, this is not merely an analysis of whether the average published greens fees have increased (although we will look at that), but a measure of how affordable golf is within the context of a Core golfer’s life.

In the research, these perceptions remained consistent regardless of age group, with the younger group (age 18-39) having the greatest relative incidence of “less affordable” responses at 52.3%.

Not surprisingly, lower income segments showed a higher incidence of finding golf “less affordable” than five years ago (see chart below). 

People less committed to the game (see “Golfer Type”) also proved more likely to feel that golf is less affordable now (53.7%).

So what has actually happened to the average published greens fee nationally during the past five years?  NGF Facility database tracking shows that the average Daily Fee greens fee (18-hole regulation courses) has stayed quite level with 2007 rates (decreasing by only a fraction).   However, both Private and Municipal fees have increased by over 7% during the same period (see table below).  Although this does not account for the increased prevalence of discounting (actual price paid vs. published rate), frequent play cards, couponing or other price reductions, it is a reasonable proxy for the overall price trajectory. 

There have, however, been some measured decreases in published greens fees over the past five years at Daily Fee courses in the Mountain (-4.5%), South Atlantic (-3.3%) and the East North Central (-2.1%). 

Despite the supply and demand imbalance and heavy competition (and the oft-discussed prevalence of tee-time discounting in the industry), golfers are not perceiving a round of golf as being more affordable than five years ago.