Pellucid Corp., a leading golf information and facility marketing services company, recently provided a Golf Local Market Analysis and Voice of Local Golfer survey for Tustin Ranch Golf Club in Tustin, CA.
“Pellucid has been a strong supporter and sponsor of the California Golf Course Owners Association for several years, so when it came time for us to get a better understanding of our market and what was happening within it, I did not hesitate to call them”, says Tustin Ranch General Manager Steve Plummer. “Their data and analytics confirmed some of our assumptions, but also revealed a couple surprises that we’ll use in adjusting our marketing in 2011 and maybe beyond.”
“Tustin Ranch is a premier public, resort-style facility in Orange County, California that offers a variety of golf membership options. In an increasingly competitive golf market, Tustin Ranch is faced with increased pricing pressure as well as a local golf demographic that is spread much thinner than when the facility was built,” reports Pellucid associate Harvey Silverman. “Golfers are playing slightly fewer rounds but playing at more courses in a market that has about a 13% imbalance of supply versus demand. The overall ethnic mix of the population within the draw area is another unfavorable factor in creating new golfers. But amongst its existing customers Tustin Ranch received extraordinary ratings on course conditions, customer service, facility amenities, and the Net Promoter Rating. The challenges we cited include increasing player retention, squeezing a few more rounds from current members, and finding ways to be more competitive for the local golfer.”
“To us, the small investment we made to get really good information will pay for itself many times over”, concludes Plummer. “Knowing we can pick up the phone anytime and discuss issues with Pellucid gives me a valuable resource I won’t hesitate to use.”
About Pellucid
Pellucid Corp. is a leading independent golf business information and marketing services company. Our company compiles information and provides insightful reporting in the form of the definitive annual State of the Industry and monthly tracking of weather impact and facility utilization from national to market level. Our tri-weekly digital newsletter, Outside the Ropes, has a paid subscription base of over 300 industry thought leaders and an Executive Summary circulation to over 5K industry stakeholders. The Pellucid Perspective is a sponsor-based monthly digital magazine which informs and influences the thoughts and decisions of over 27K industry participants and observers. We work individually with golf course owners and operators providing affordable information and insight with our Customer Franchise Analysis, Golf Local Market Analysis, Weather Impact Analysis, Performance Scorecard, Voice of Local Golfer survey, and Sharper Edge Marketing services. For more information and to find out how we can help you, contact Harvey Silverman at hsilverman@pellucidcorp.com; or visit our website, www.pellucidcorp.com. But don’t delay – the season is upon us.
About Tustin Ranch Golf Club
Tustin Ranch Golf Club is managed by Championship Golf Services, Inc. (CGSI) – a Southern California based Golf Management Company. CGSI provides customized management and consulting services to golf course owners who desire day-to-day operations tailor-made to fit their operating philosophies. Contact Steve Plummer, President at splummer@championshipgolfservices.com / 714-349-7486
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