Facility Weather-Adjusted Comparative KPI Reporting is Here!
More than a few of the Pellucid “faithful” who read our December and January articles about the need for better facility performance tracking, market summaries and benchmarking have been wondering, “When will we get to see and play with it?” The answer is…now.
Pellucid/Edgehill’s prototype of the Golf Market Research Center (GMRC) is now ready for any US facility (sorry, no stand-alone driving ranges, simulator-only, golfertainment or mini-golfertainment are supported) to register for free, get assigned to your individual facility and then go in and play during the free trial period until 4/16/21. Every golf facility in the US is assigned to their unique Designated Marketing Area (DMA) and its Pellucid-assigned weather station. As a result, after you put in your Rounds by month, Golf Revenue by month and highest Weekend GF Rate for the year, it will crank out the following views and reports which we’ll explain in the body of this issue:
- A mini-market profile of your DMA including the golfer base, the amount and balance of supply (Private, Public Regulation-length Premium/Value/Price and Learning & Practice), the supply/demand (im)balance, the average facility velocity and % Utilization rate (for All Facilities and by Pellucid facility type)
- A comparative time-series graph and table of Rounds and % Utilization by month for the years you input data (’18, ’19, ’20 and ’21). No more running the ’20 monthlies, export to Excel, run the ’19 monthlies, export to Excel, join the tables in Excel before you can start analyzing…
- A comparative KPI Scorecard for the month and Year-to-Date showing our 8 measures on one page including automatic weather inclusion (for % Utilization and Revenue-per-Available Round metrics)
- In time, and based on market-level participation quantity and distribution across facility types, we’ll also provide benchmarking against your peer group (Premium, Value, Price) within your DMA for the 8 KPIs. We’ll provide an illustration with data in this issue to whet your appetite (and encourage your peers to participate!)
Since this is a topic that’s germane to nearly everyone in the industry (and also because we’re “trolling” for pilot participants), we’re making this full issue available to everyone on the distribution list, not just our subscribers.
After you read the issue, if you’re ready to get started with a free “test drive”, email email@example.com with your name, your facility name and city, state (so we know which one of the 50 “Green Valley”-named courses you are) and we’ll get you set up within 48 hours to log in, view your mini-market profile and start plugging in the 3 numbers required for however many months you want to see through the tool. Because it’s a portal-based service and all the DMA and weather data is already assigned and linked, you’ll be able to see the comparative Timeseries and KPI Scorecards immediately. You’ll be able to update your figures for February and March to track your progress before the free trial ends, in April and beyond then you’ll have to make the decision whether or not to join our Charter Member subscription program which I’ll outline in the If I Were King closing section here. It’s finally here, we hope you’ll at least try out the pilot at no cost or obligation. READ FULL ARTICLE HERE