PEEK” AT APR YTD PERFORMANCE METRICS YOU CAN’T SEE

Pellucid provides a “peek” into April YtD results via GMRC pilot participants lens

Pellucid just completed our first compilation of the results of our “portfolio” of Golf Market Research Center (GMRC) pilot participants for the April Year-to-Date period and the results, while not balanced geographically or projectable to the total US, have some very interesting insights.  The $64K question is how long can we ride the COVIDend coattails and how much of ’20’s gains can be retained?  For those not aware of the GMRC web-based facility performance measurement tool, below tells you how to “get in on the action” before the free, no-obligation trial period ends on 5/31:

• You can email jim@pellucidcorp.com, provide your facility(ies) name and address and ask for registration instructions.  We’ll get you authorized as the admin for that facility and send a User’s Guide in 24-48 hours and you’ll be set

• If you need more information first, you have two options:
  • Watch the 18 minute GoToWebinar recording of the program overview and a demonstration of the portal and reports (fill in your name and email and it will open the video link; you’re not signing up for anything)
  • Review the 2-pg program overview

Back to our April YtD findings for the pilot portfolio, here’s how the scorecard reads:

• Rounds up 46% (we also know the comparison to ’19 pre-COVID)
• Golf Revenue up 51% (this one surprised slightly but against low Mar-Apr base)
• Utilization up 26 pts (Capacity Rounds are down through April for our portfolio)
• RevpAR up 64% (vs. the Revenue per Played Round metric which is only +3%)
• The % Achieved Green Fee metric is up slightly (that’s good) at 65%

Our pilot participants have already received the detailed scorecard and how their facilities compare to these “reference figures” (not true benchmarking yet) as collaborative partners in the GMRC launch.  There’s still time to join the “party” and get these types of insights in exchange for providing 3 numbers monthly for your assigned facility(ies).

Post-pilot we’ll launch the Charter Member subscription period (6/30-7/31) and program which includes:

• Future pricing “favored nation” status
• Annual license to Cognilogic (historical weather impact, facility-specific, web portal delivered, unlimited use, $180/yr if bought individually)
• Annual license to Cognilogic Foresight (60 day Capacity Rounds and weather variable forecast, facility-specific, also web portal delivered/unlimited use, $360/yr if bought individually)
• Participation in the GMRC revenue-rebate co-op program

Pilot participants also get 2 add-ons for test-driving:  The April OtR which summarizes the changes and shape of the national Golf Consumer Franchise and a one-time Cognilogic Foresight weather impact forecast for the weather station assigned to your facility.  Final cherry-on-top, the NGCOA recently announced that we’re now part of their SmartBuy program so there’s a member benefit for the GMRC annual subscription.  Don’t delay, register today!