Pellucid Corp., a leading golf information and facility marketing services company, assisted client San Ramon Golf Club in San Ramon, CA to an outstanding January. Pellucid’s unique reporting and analysis were instrumental in San Ramon increasing rounds by 154%, and green fee revenue by 132%.
“We have been a Pellucid client for several years,” says PGA General Manager Jim Collins. “I discuss monthly our results with Pellucid and was faced with a below average fall exacerbated by several high-end competitors dropping rates to nearly the level of my Value facility. We had been sending two or three emails a week with specials designed to fill the tee sheet, but all it did was drive down our revenue per round and not increase rounds enough to offset it. Pellucid laid out the math for me using their reports, especially their Facility Performance Scorecard, and it became clear what I had to do.”
“We discussed with Jim the idea of taking a more simplistic approach to pricing and he installed a winter rate structure along with a “Coupon-Free Golf Course” email marketing campaign,” reports Harvey Silverman of Pellucid. “We analyzed his achieved greens fee history, and several other factors that went into Jim developing the fee structure. The only rack rate he maintained was for Saturday mornings. He made the rate structure simple, understanding that consumers (golfers are consumers too) appreciate knowing exactly how much they’ll pay when deciding if and where to play golf.”
Silverman continues, “Collins obviously got the price right. When we ran the scorecard report on Feb. 1, as we do for all Sharper Edge Marketing clients who have FORE Reservations as their point-of-sale system, the numbers jumped off the page: 154% increase in rounds, 158% increase in weather-adjusted course utilization (an exclusive Pellucid measure), and 126% increase in total revenue. All this despite a 15% decrease in green fee per round AND a 2% decrease in golf playable hours. All other revenue categories increased as well, including a 209% increase in merchandise revenue.”
“I borrow a line from the PGA Tour when I describe Pellucid,” concludes Collins. “These guys are good.”
For more on how Pellucid can assist your facility with its array of smart products and reports, along with fact-based analysis, contact Harvey Silverman at harvinfc@pacbell.net, or Pellucid President Jim Koppenhaver at jimk@pellucidcorp.com. But don’t delay – the season is upon us.
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