Dear Golf Industry Professional:
With the two major industry shows behind us and all the “latest and greatest” innovations for ’16 now unveiled, it’s time to get down to the business of planning and executing the upcoming season. As we covered in our State of the Industry presentation at the PGA Show, the macro industry trend is still one of stabilization vs. rebound but we did see more positives in the key indicators than negatives which is at least some encouragement (you can http://www.nxtbook.com/nxtbooks/pellucid/perspective_201602/
In addition, the February issue offers readers the following “food for thought” as we continue to be the only industry publication exclusively devoted to industry trends, issues and opportunities:
• Stuart Lindsay looks at the two-edged sword of Millennials. On the one hand, we have to figure out a way to better connect with and be relevant to Millennials (subject and story we identified and have tracked over the past 3+ years, long before it was fashionable). On the other hand, the Baby Boomers are and will continue to be for the near future the core of golf’s franchise and not having a strategy to manage the play and spending of that group is unwise for the industry at large and individual owner/operators. Stuart walks us through the math and what to do about it.
• Editor-in-Chief Jim Dunlap takes a look at a pattern of “opportunistic buying” that’s taking place as a number of entities buy distressed golf properties, shut them down and then use the “nuisance factor” of the unattended land to try and get either zoning changes or public support for zoning that already exists but popular opinion has held sway over any actual attempts to develop the land. It’s an interesting strategy, not for the faint of heart but it’s just one other (small) way that enterprising people are trying to help us reduce the oversupply situation.
• Plus the monthly Industry Scorecard (the only integrated scorecard of weather, rounds, utilization, revenue, RevpAR and equipment sales in one place) and Philadelphia PA as this month’s Market Focus which registered as the 18th healthiest of the Top 25 US Golf Markets in our annual ranking update
We recognize and thank our continuing sponsors; KemperSports, Troon Golf and Bayer CropScience. As the industry re-awakens in the northern geographies and annual planning now moves to action vs. thought, Q1 could be an ideal time to reconsider sponsoring The Perspective for the upcoming year. For those wanting to increase their brand exposure and be associated monthly with intelligent discussion on key issues, we’d suggest our successful 12-month sponsorship offering at a slight discount vs. the basic six month sponsorship rate. Twelve-month sponsors also receive all Pellucid industry-standard reports (State of the Industry, Outside the Ropes, Monthly Weather Impact Tracking (Nat’l, Reg’l, Markets), Top 25 US Golf Markets Scorecard and National Golf Consumer Franchise Health Scorecard). Sponsorship provides monthly exposure to approximately 30K industry leaders and followers and associates your brand with Pellucid’s effort to expand intelligent thinking on today’s most challenging industry issues. For more “opportunistic” spenders, we would suggest one of our smaller-bite “Ad Partner” programs for those who may not be able to make a 6 or 12-month commitment (as short as 3 months are now available) or who may not need a half page or more exposure (quarter pages now available). If you’re interested in knowing more about sponsorship opportunities or are interested in a preview of our ad partner options, contact Editor-in-Chief Jim Dunlap (760-212-3714, mailto:jdgolfer@cox.net).
If you know of associates who would benefit from the topics and insights covered in this issue, feel free to forward this email and encourage them to register on the Pellucid website (http://www.pellucidcorp.com/news/elist
) to join the conversation, discussion and debate.
As always, you can review and order any of Pellucid’s range of reports and services at www.pellucidcorp.com. From the numbers and details of how our industry’s consumer base is changing at the national level to our individual facility-level services including weather impact (Cognilogic) and market analysis (Golf Local Market Analyzer), we’ll keep you one step ahead of the competition in this increasingly challenging industry landscape.
Contact: