MCOR 2024: 5 key takeaways on the golf industry’s growth

Tagmarshal was proud to be a presenting sponsor of the Multi-Course & Resort Operators Retreat 2024 (MCOR24) event, hosted by multi-year partner the NGCOA, at the Monterey Plaza Hotel & Spa in Monterey, California.

A highlight in Tagmarshal’s calendar, CEO Bodo Sieber and VP of Business Development, David Hamilton enjoyed sharing ideas and gaining valuable insights into the golf industry with many of the biggest names in the golf course and resort business, for the fourth year running.

“As golf continues to thrive, we’re excited to see the growing role that AI, data and technology play in attracting and retaining younger, time-starved golfers. We look forward to leading the charge when it comes to creating tech-optimized on-course experiences that benefit both golfers and operators alike,” said Sieber.

One of the day’s highlights was Greg Nathan, CEO of the National Golf Foundation, sharing exclusive findings from the NGF’s renowned “State of the Industry” report.

Their data revealed 5 interesting takeaways:

• Engagement means they either played, watched or read about golf.
• Last year, this surpassed 120 million, up more than 20% since 2020.
• Importantly, there is also a latent demand of 22 million Americans interested in playing at a golf course.

• There are three different participant groups: on-course only, off-course only and those who engage on both fronts.
• In 2014, just north of 30 million people participated in at least one of the above. 
• That figure has increased for six straight years and in 2023, it reached 45 million.

• Golfers under the age of 50 accounted for 71% of the total round growth over the past 5 years.
• Women golfers have accounted for 39% of the total growth.

• Not only are golfers under 50 playing more rounds, but there has also been a large shift in perception.
• 59% of 18-34 year olds think golf is cool or has the potential to be cool, along with 55% of 35-49 year olds.
• Only 30% of those ages 65 and up think golf is cool.

• The rise of off-course golf, such as Topgolf, is fueling a surge in the popularity of on-course golf.
• Only 39% of new golfers had off-course experience in 2016. By 2019, that number had risen to 54%, and it reached 66% last year.

The event closed with words from John Kasich, the former Governor of Ohio, in conversation with Jay Karen, CEO of the NGCOA, unpacking the upcoming election and the legislative items that are likely to be affected.

Attendees then headed for the Pebble Beach Golf Links® Fairway One™ Complex for dinner, beverages, and musical entertainment, wrapping up another exceptional event.

“Thank you to our partners, the NGCOA, for hosting a truly exceptional MCOR this year. We’re excited to see the golf industry go from strength to strength and look forward to technology playing a leading role in driving and sustaining this growth,” Sieber added.

Drawing on the insights and lessons learned from MCOR24, Tagmarshal looks forward to continued innovation in the year ahead.