Service provides tool to measure success against competition
SCOTTSDALE, Ariz. — The ORCA Report co-founder and president Mike Loustalot announced recently a partnership with Visit Tucson to gather, analyze and report valuable data on the destination’s golf industry.
The ORCA Report is an acronym for:
• Occupancy – the number of golf rounds sold as a percentage of rounds capacity
• Revenue per Available Round – the capture of revenue as a percentage of capacity
• Channel Mix – where golf rounds come from, including direct, internet, third party resellers, call center, barter, etc.
• Average Rate per Round — the average rate the golf course receives based on daily sales
The report was developed by Loustalot, a golf course industry veteran, to help golf course owners and operators bring clarity to their performance, including barter relationships. The ORCA Report also shows days and times when third-party paid rounds are played, helping the golf course operator manage the relationship with more confidence.
Visit Tucson is one of the first destination marketing organizations to commission the ORCA Report, which collects and analyzes data from the organization’s member golf courses. Loustalot said bringing The ORCA Report to local travel and tourism bureaus was a natural fit – especially in golf-centric DMA’s like Tucson.
“The ORCA Report allows us to provide aggregated, anonymous and accurate occupancy and revenue data to travel bureaus such as Visit Tucson,” he said. “This golf performance data allows them to provide their membership with independent, validated data helping explain how their area stacks up against other golf destinations.”
Visit Tucson has seen the benefit of marketing its destination to golfers. There are over 40 golf courses in the Tucson area alone.
“Tucson’s golf industry is a major contributor to making us a must-visit destination,” said Visit Tucson’s President and CEO, Brent DeRaad. “We’re passionate about promoting tourism to Tucson & Southern Arizona. When we learned The ORCA Report could provide market data and metrics to help our golf courses succeed, we were happy to partner with Mike.”
The more golf courses that confidentially share data with The ORCA Report, the more powerful golf course owners, operators and tourism entities become. The ORCA Report is being used by nearly 250 golf courses in the Southwest, Northwest and Midwest.
Contact:
Dave Gilbertson
480-348-7540
daveg@commlinks.com
