October broke the industry’s 4 month trend of unfavorable weather as Golf Playable Hours (GPH) soared 15% vs. October 2009 at the national level. That boosted the Year-to-Date (YtD) GPH reading to +0.3% or essentially flat vs. year ago through 10 months of the year. The favorable weekend vs. weekday GPH distribution in October also stabilized the weather balance for the YtD period with weekends and weekdays now both registering +0.3% as well. In other words, for weather at the national level for the YtD period in almost every measure this match is all even.
Looking at the October YtD weather impact breadth ratio results (measured as # of regions up compared against # of regions down), the regional breadth measure improved slightly due to widespread favorable weather in October but continues in negative territory at 1:1.2 (16 regions up, 19 regions down and 10 regions in the neutral zone).
Looking back at the previously-reported September weather results vs. the Golf Datatech/NGF rounds played figures, the monthly % Utilization measure held its own for the 4th consecutive month at 53% (comprised of a 4% decrease in rounds demand against a 4% decrease in GPH) which is statistically flat with the 2009 year end benchmark. The YtD Utilization measure now stands at 52% or 1 point below the 2009 mark. The YtD Market-level breadth improved slightly but remains negative at 1:1.9 (comprised of 10 markets up vs. 19 markets down and 32 in the neutral zone). Among key rounds-producing markets, Raleigh/Greensboro is the biggest gainer (+3 pts) while Minneapolis is the biggest loser (-9 pts and, unlike the TV show, this isn’t the crown).
For Pellucid’s commentary on the results and a more detailed breakdown including revenue, rate performance and equipment sales, register to receive The Pellucid Perspective by using the following link: http://www.pellucidcorp.com/utilities/guest.html (check the box for Outside the Ropes and we’ll send you information on all our publications). The Pellucid Perspective is free and provides a monthly scorecard of key industry metrics, a different local market profile each month and articles addressing trends and business issues in the industry today that you won’t find anywhere else.
With the addition of monthly market-level weather and utilization tracking, Pellucid now offers three levels of geography-based reports (US, 45 Regions, 61 Market/States) and three levels of facility-based reports (the 10-yr Trend Summary, the Annual Review report and the Monthly Tracking service). Pellucid also continues to integrate weather impact into their Facility Performance Scorecard (FPS) application for clients using the FORE! Reservations Point-of-Sale system as well as incorporating it into custom research projects and Golf Local Market Analyzer reports as an additional dimension. Combined with the client revenue data, the facility-level reports quantify the key measure of RevpAR (Revenue per Available (capacity) Round) which is the single best measure of the financial efficiency of the golf “factory.”
Parties interested in understanding and quantifying what part of rounds and revenue performance is due to ”controllable” vs. ”uncontrollable” factors (i.e. course owners, lenders, buyers, sellers, equipment manufacturers, retailers and service providers) can find more information on Pellucid’s weather capabilities at www.pellucidcorp.com.
For more specific information on how Pellucid’s Weather Impact capabilities answer key business performance questions, including a sample report and pricing, contact Jim Koppenhaver at jimk@pellucidcorp.com.
Contact:
Jim Koppenhaver
President, Pellucid Corp.
jimk@pellucidcorp.com
www.pellucidcorp.com
