Implementing Diversity, Equity & Inclusion Strategies at your Golf Facility

Carolinas PGA Section Super Show��February 19, 2024

Our Panel

Ashaunta Epps, LPGA

Founder/CEO - A Perfect Swing

Chris Brown, PGA�PGM Internship Director�Methodist PGA Program

Jordan Young�PGA WORKS Fellow

Carolinas PGA Section

What is Diversity, Equity, Inclusion & Belonging? �

• Diversity is a fact�
• Equity is a result

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• Inclusion is a behavior�
• Belonging is a feeling

DIMENSIONS OF DIVERSITY

PRIMARY

DIMENSIONS

PERSONAL�IDENTITY

SECONDARY

DIMENSIONS

ORGANIZATIONAL DIMENSIONS

Adapted from Diversity Wheels illustrated in Implementing Diversity, Loden (1996)) and Diverse Teams at Work, Goldenschwartz & Rowe (1994)

30+ DIMENSIONS

PRIMARY

• Age
• Race
• Gender
• Gender Identity
• Ethnicity
• Physical Ability
• Sexual Orientation

SECONDARY

• Family Status (Marital/Parental)
• First Language/Accent
• Physical Characteristics
• Work Experience
• Educational Background
• Religion/Spiritual Beliefs
• Military Experience
• Income
• Geographic location

ORGANIZATIONAL

• Functional Level or Classification
• Management Status
• Union or Political Affiliation
• Work Location
• Seniority
• Department/Division
• Work Content/Field

�Business Case for Diversity Equity & Inclusion �

• Market Expansion & Revenue Growth: National Golf Foundation reported increasing diversity in golf could lead to 25 million more golfers, adding $35 billion to the industry’s revenue�
• Enhances Sponsorships & Partnerships: Inclusive golf events attract diverse sponsors�
• Innovation & Problem Solving: Diverse teams innovate better. Organizations with above-average diversity produce 19% more revenue from innovation, as per a study by Boston Consulting Group�
• Reputation & Brand Image: DEI enhances brand perception. According to a survey by Edelman, 64% of consumers identify as belief-driven buyers, who choose brands aligned with their values

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�Buying Power of Diverse Communities �

• According to the U.S. Census Bureau, by the year 2044, more than half of all Americans are projected to belong to a minority group�

Diverse Group Population Buying Power (Annually)

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*stats provided by U.S. Census Bureau, Forbes & Gallup

Why is DEI Important in golf?

Expanding Participation & Growth in the game and at your facility

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Enhancing Public Reputation and Public Perception

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Talent Acquisition and Retention

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Creating Role Models & inspiring others to engage with golf

Inclusion Guidelines for Golf Facilities �

• Scorecard of practices, procedures and suggestions for operationalizing inclusion at a facility
• Each assessment contains a series of questions relating to marketing and communications, outside and inside environment, policies, practices and procedures, and staffing within your facility

Inclusion Guidelines for Golf Facilities �

• Why Should Carolinas Section PGA of America Golf Professionals adopt these Guidelines?�
• Enhanced Reputation
• Expanding Customer Base
• Meeting Modern Expectations

Marketing & Comms Strategy�

• How are you using your marketing channels? Social Media, Website, Email
• Incorporating Inclusive language - what are some examples of inclusive messaging? How do you do it consistently?
• What imagery are you using?
• Have you proactively reached out to any diverse orgs in your community? Ex.) Women’s Associations, Chambers of commerce, Disability Support Organizations, Youth Groups

Actionable Steps for Implementation�

• Assign Responsibilities - Specific roles within your facility staff
• Establish a Timeline - Set milestones for specific implementation (ex. Heritage months)
• Resources & Support - Identify internal and external resources

Desired Outcomes�

• What does success look like? - Define measurable goals (ex. increased participation, positive feedback)
• Measuring Impact - Discuss metrics & feedback collection
• Do photographs, videos and articles in your marketing and comms showcase diverse communities & populations?��a) No - Definitely Not

b) Somewhat True - Minor Evidence

c) Mostly True - Something’s missing

d) Yes - Definitely

Physical Environment - Outside�

• Is your golf facility designed to accommodate individuals with physical disabilities? If so, can you provide some specific examples of the accessibility features you have implemented?
• Does your facility use language that is inclusive? For example, (“Grille” vs. “Men’s Grille” or “Forward tee” vs. “Women’s tee”)

Next Steps & Call to Action

Download the Inclusion Guidelines for Golf Facilities. Sit down with your team and dedicate going through one section of the guide - post your score.

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Set What Success Looks like. Define Measurable Goals (Increased participation, social media posts, feedback, diverse representation etc.) before you implement

3

Assign Responsibilities & timeline within your teams. Be specific with who is responsible for what and how each member of the team will be accountable.

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Measure the Impact of your Changes. Ex.) Membership applications, social media following, job postings with diverse orgs

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Resources available to YOU

• Inclusion Guidelines for Golf Facilities

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• Workplace Inclusion Toolkit

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• Marketing Branding Toolkit�
• VRA Connect (diverse suppliers/businesses)

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