Welcome to PerformanceTrak News, a publication from The PGA of America and NGCOA!
PerformanceTrak in Cooperation with NGCOA is the largest single source of rounds played data in the industry. Primary contributors of this monthly data are PGA Professionals. This PerformanceTrak data is shared and combined with data from other industry contributors including Golf Datatech to prepare the National Rounds Played Report. Unique to PerformanceTrak, current year and prior year volume figures for monthly and year-to-date rounds played are provided along with percent change.
In addition to rounds played monthly data, PGA Professionals, employers and other registered users of PerformanceTrak also provide revenue data for four key performance indicators (KPIs). These include golf fee revenue, merchandising revenue, food and beverage revenue and total revenue. Comparative reports are generated for revenue per round with drill-down segmentation by facility size and by state, local markets and for PGA of America, by PGA Section. Publicly available rounds played and KPI reports are available atwww.PGAPerformanceTrak.com.
March 2009 National Golf Performance Overview and Comment
A total of 2,692 golf facilities, including data from PGA and NGCOA participants, provided March data by the reporting date. At the nationwide level, March 2009 rounds were nearly flat at -0.2% and days open were up 6.7% compared to March 2008. During March 2009 there were 9 weekend days compared to 10 weekend days in March 2008, which accounts for some of the decreased play. YTD rounds played stand at 0.3% with YTD days open up 1.9%. Based on 2008 calendar year statistics, approximately 15% of total annual rounds are played in January, February, and March.
While overall rounds played were nearly flat for March 2009, there were clear differences in results by facility type. For example, municipal/military/university facilities reported same-store rounds played growth of 2.6%, supporting a theme that a core segment of golfers had stable demand in March for golf at value/affordable facilities.
Useable same-store golf fee revenue responses were submitted by 1,211 facilities. Median gross golf fee revenue was down 10.7%. All other gross revenues (merchandise revenue, food and beverage revenue, and total revenue) were also down in March 2009 compared to March 2008. For golf fee revenue, this indicates that with nearly flat rounds, effective rates dropped resulting in gross revenues being down. The declines in merchandise and food and beverage revenues represent lower spending per round on these non-golf fee categories. Overall, YTD gross revenues were also down; however, similar to rounds played, there are differences in results by facility type with municipal/military/university facilities reporting increases in revenues.
The Performance Factor for March 2009 was 93.5 indicating rounds played per days open were down in March 2009 compared to March 2008. The YTD Performance Factor of 98.4 also indicated rounds played per days open were down for the year through March 2009.
March 2009 Year-to-Date State Performance
State-by-state results below are for YTD rounds played and YTD days open, compared to the same period prior year, and with percent change. There were YTD 2009 increases in the Sunbelt states of Arizona, New Mexico, Texas, and Louisiana. However, the eastern Sunbelt states of Alabama, Georgia, South Carolina, and Florida all showed YTD 2009 declines.
The three states in this month’s PerformanceTrak Spotlight are Florida, Nevada, and Oklahoma.
The state of Florida had YTD declines with their rounds played down 3.1% and their YTD days open down 1.4%. Although there were decreases in YTD rounds played overall in the state of Florida, YTD rounds played at private facilities in Florida were nearly flat at -0.1% even though their YTD days open were down 1.3%.
Nevada had increases in YTD days open of 7.6%, but their rounds have not increased with the days. The YTD rounds played in Nevadahave declined 4.8% compared to YTD 2008.
Although the average number of rounds played in Oklahoma is below the national average, YTD rounds played within the state of Oklahomaare up 10.7%. These increases were helped by the increase in YTD days open of 4.0%.
For information on other states, please visit our Web site or contact us.
www.PGAPerformanceTrak.com
Contact:
Michele Kruchkowski, Mastro Communications: 732/469-5700, E-mail: mkruchkowski@mastrocomm.com