January’s Industry Performance: Golf Revenue significantly lags ’21 but still well ahead of pre-COVID
Based on the compilation and projection of the figures submitted by our progressive Golf Market Research Center (GMRC) participants, we know the following about January’s performance coming off a stellar year in ’21:
- Golf Revenue lagged ’21 by 21%
- Rounds were the sole driver while Rate-per-Round was actually up slightly
- After factoring out unfavorable Golf Playable Hours, both Revenue-per-Available Round (RevpAR) and Utilization declined double digits (so majority of the decline can’t be attributed to “bad weather”)
- % Achieved Greens Fee (a measure of discounting levels) was basically flat
So, while the 7 month trend of negative comps across most of the 7 measures we track continues (Jim’s “giveback” prediction that was premature for CY ’21), we also know that Golf Revenue and Rounds for January were still 30%+ higher than the ’19 level. If you’re interested in knowing what those number are monthly, within the first 15 days, you can subscribe to one of the below services:
- Golf Market Research Center – For the majority of owner/operators, this is the “best value” ticket to the world of Pellucid. It includes access to the GMRC portal for comparative period reports on Trend Analysis, KPI Scorecard and a Market Profile updated annually. It also includes portal access to both our facility-specific, historical weather impact service, Cognilogic as well as our newly-introduced facility-specific, weather and Capacity Rounds 60-day forecast service, Foresight: $500 annual per facility ($450 for NGCOA members), subscribe here
- Pellucid Publications Membership National – For the majority of industry stakeholders who aren’t facility owner/operators, this provides annual distribution and access to all our publications (Outside the Ropes, State of the Industry, Monthly Nat’l/Regs/Mkts Weather Impact, National Consumer Franchise Scorecard): $495 annual, subscribe here
If you’re an industry stakeholder, knowing these 7 figures monthly and how they compare to both ’21 and ’19 seems like a no-brainer. If you’re an owner/operator, seeing your facility’s performance in single view comparative reports with integrated weather impact also ought to be table-stakes for competing effectively in ’22. All for $500 or less?
