Complete the market data analysis in Table 1 and Analyze Tables 2-5 for Module 5: Rely on the census data as provided, rather than attempt to update the data.) Based on completion of the demographic analyses, which trail option or options should WAG initiate and how many added golf tourists and travel days reasonably could be expected for each? And what you believe to be the best Segmentation and Trail Option strategy for Blazing Trails by the Wisconsin Alliance for Golf (WAG). Provide detailed justification based on your market data analysis. NOTE: Rely on the census data provided in Table 1 and the announced update, rather than seek to update this demographic data on your own. Your analysis starts with completing the two columns of estimates for the Chicago and Twin Cities MSAs. For example, for the first row, you enter an estimate of 11-12% of the Chicago MSA (8,390K), or an estimated 950K adult golfers; same 11-12% of the TC MSA (2,290K), or an estimated 250K. So, you can compare estimated Adult (>17yo) Golfers in WI at 490K, to Chi at 950K, to TC at 250K. And so on down the rows for the 'Population,' 'Frequency,' and 'Spending' categories... Then use the demographic numbers provided (in he announcement below) to complete the last four categories ('Income,' 'Education,' 'Age,' and 'Turnover') and compute estimates for the Chicago and TC MSA's. Please use this note to amend the last four categories in Table 1. These are rough estimates for the Chicago MSA and TC MSA of populations for the last 4 categories. (In the original case we had a note providing rough estimates for these four categories.) These rough estimates are based on the WI percentages of Total Adult Population: HOUSEHOLDS (with income): Chicago: 8,000; TC: 2,200 EDUCATION (>25yo): Chicago: 7,500; TC: 2,000 AGE (>5yo): Chicago: 10,000, TC: 2,700 TURNOVER (>5yo): Chicago: 10,000; TC: 2,700 Please base your analysis on these rough estimates, rather than obtaining your own data.

Table 1 Demographic Data on Wisconsin Golfers and Adjacent Metropolitan Statistical Areas [to be completed by students] Chicago MSA Twin Cities Participation/ Wisconsin State of (U.S. Census, MSA (U.S. U.S. Population Population (U.S. Wisconsin 2010, & Census, 2010, & (NGF, 2010) Census, 2010) (Estimate) Estimates) Estimates) TOTAL ADULT POPULATIONS: 4,330K 8,390K 2,290K - All golfers (>17 yo) II-129 490K BY FREQUENCY OF PLAY: 4,330K Avid (>25 rounds/yr 2-3% 90K Core (8-25 rds/yr) 45% 180K Occasional (1-7 rds/yr) 5-6% 220K BY SPENDING HABITS: 4,330K Best customers 2-3% 90K (Avid or > US SIK/yo Devoted spenders US SIK/yr) High rollers 30K (Nonavid +> US SIK/yr) League players 1-2% SSK (Avid + US $100K/yr) 11-12% 20K - Medium (US $50-100K/yr) 8-9% 800K 70K Lower (US ST-USS50K/yo) 5-6% 3,350K 180K BY EDUCATION > 25 yo): 6-7% 3,870K 270K Some college + 10-11% 980K 100K High school graduates 6-7% 2,450K 150K Less than high school graduate 45% 430K 20K BY AGE (>5 yo): 6-7% 5,150K 355K - Seniors (> 65 yo) 5-6% 760K 40K - Mature adults (35-64 yo) 6-7% 2,310K 150K Young adults (18-34 yo) 6-7% 1,260K 80K Juniors (6-18 yo) 10-11% 820K 85K GOLFER TURNOVER (>5 yo): 5,150K Beginners (new in past year) 17 yo) II-129 490K BY FREQUENCY OF PLAY: 4,330K Avid (>25 rounds/yr 2-3% 90K Core (8-25 rds/yr) 45% 180K Occasional (1-7 rds/yr) 5-6% 220K BY SPENDING HABITS: 4,330K Best customers 2-3% 90K (Avid or > US SIK/yo Devoted spenders US SIK/yr) High rollers 30K (Nonavid +> US SIK/yr) League players 1-2% SSK (Avid + US $100K/yr) 11-12% 20K - Medium (US $50-100K/yr) 8-9% 800K 70K Lower (US ST-USS50K/yo) 5-6% 3,350K 180K BY EDUCATION > 25 yo): 6-7% 3,870K 270K Some college + 10-11% 980K 100K High school graduates 6-7% 2,450K 150K Less than high school graduate 45% 430K 20K BY AGE (>5 yo): 6-7% 5,150K 355K - Seniors (> 65 yo) 5-6% 760K 40K - Mature adults (35-64 yo) 6-7% 2,310K 150K Young adults (18-34 yo) 6-7% 1,260K 80K Juniors (6-18 yo) 10-11% 820K 85K GOLFER TURNOVER (>5 yo): 5,150K Beginners (new in past year)