We all know that golf has significantly benefitted ’19-’22 from the COVIdend in both rounds (the current key driver to our prosperity) and golfers (generally needed to produce rounds). We also know that it’s mathematically unlikely that the COVIdend has fallen uniformly across every golf market and across each facility segment within those markets (i.e. Premium, Value, Price). This begs a couple questions that Pellucid’s recently-released Golf Local Market Analyzer (GLMA) 2.0 is designed to deliver:
· For any point geography (a location and a selected drivetime or mile radius) or standard geography (defined markets like DMAs or CBSAs), a trend analysis of the change in the facility-reported rounds demand from ’07-‘21
· Whether the increase in demand is accelerating or decelerating
In the above analysis of the 30 minute drivetime draw area around Arboretum GC here in the NW Chicago suburbs, it shows that demand slumped from 2.7M rounds in ’07 to a low of 2.1M rounds in ’19 before catching the COVID wave in ’20 and ’21 to climb 600K rounds in 2 years and put the draw area essentially back to the ’07 level. We can also see in the Compound Annual Change Rates (CACRs to the right) that demand, which was basically flat in the previous 10-yr period (’12-’21, yes that’s 10 years if you count both endpoints) but has leapt in the most recent 5-yrs to an annual growth rate of nearly 5% (wow!). Don’t you think that would be of interest to your owners in annual reviews and/or any potential buyers/sellers of golf courses? This is an exclusive to Pellucid’s market analysis application and you can get it one of three ways:
- Purchase a Pellucid Publications Membership – Local, $495 annual; includes:
- GLMA market analysis Excel workbook with 8 “dimensional” reports
- Facility-specific Cognilogic Weather Impact web portal access (daily Golf Playable Hours and Capacity Rounds, by day, month and Year-to-Date
- Monthly Outside the Ropes digital newsletter
- Subscribe to the Golf Market Research Center (facility owner/operators/MCOs), $500 annual per facility; includes:
- Local Market Snapshot (golfers, supply/demand balance, velocity etc.)
- Monthly trend comparative graphs for Rounds & Utilization
- Current month and Year-to-Date Key Performance Indicators Scorecard
- Access to facility-specific Cognilogic (historical) and Foresight (60-day forecast) web reports
- ’22 State of the Industry (75 .ppt charts, access to web video presentation)
- Purchase an individual local market analysis, $450; includes:
- Up to 3 draw areas (client-selected, Pellucid can advise)
- Eight reports delivered in an Excel workbook
- Draw area map and all facilities mapped and shown by type
- Demographic summary; key facts on Population size, growth, annual change for last Census, most current year, 5-yr projection
- Demographic comparison, key facts on Population size, growth, annual change for the 3 draw areas for most current year
- Participation & Frequency; most current year population, Participation/Frequency/Play rates and golfer estimate plus rounds estimate after weighting for Income, Age and Ethnic distributions unique to the draw areas
- Golfer Trend table; golfer base estimate from ’10 to ’21, annual change rates
- Rounds Trend table; (the illustration above)
- Supply-Demand summary; Total and distribution by Pellucid 5 facility types for facilities, holes, rounds, Velocity (Rds/18-hole equiv.) and, importantly % Utilization incorporating market-specific Pellucid proprietary weather data
- Facility facts & proximity list; key facts for each facility in the draw area including Holes, GF Rate, Pellucid type and distance (also includes Closed courses since ’10)
For multi-course operators or stakeholders who evaluate multiple geographies during the year and need speed and range, we offer an annual subscription to our Golf Local Market Analyzer web-based tool. Contact Jim K. for more information on that offering and a demonstration. We can say with reasonable assurance that your market in general has benefitted from COVID, the GLMA tools will tell you how much and, from that, you can determine, based on your facility’s numbers, whether you’re leading/pacing/lagging your market. We think that’s something the owners out there will want to know…
