Hello golf stakeholders:
As the season gears up in earnest across the entire US, we’ve been significantly handicapped by 3 successive months of less-than-stellar (even normal?) weather so we’ve got some ground to make up during the upcoming core months. That dovetails nicely with Jim’s lead story that upping our game collectively on Customer Relationship Management is a key to retaining COVID gains and/or fighting off unfavorable weather. He suggests that it should be treated like a deferred CapEx expense in that it requires a meaningful (and persistent) investment and we’ve historically under-funded our marketing and relationship building “muscle” in both tools and execution.
Stuart’s article this month highlights the crucial yet challenging task of the PGA Professional and provides a perspective on the balance between COVID “operations burnout” and recent comments by PGA officials toward better work-life-balance (work smarter, not harder). This month’s By-the-Numbers section tracks the critical Utilization Rate figure for April which was up for a 2nd consecutive month with rounds demand handily beating double-digit-down weather performance. We’ve already compiled the May rounds “preview” enabled by our Golf Market Research Center (GMRC) subscribers and it continues to be encouraging suggesting we’ll get a 3rd consecutive “up” on Utilization, even as May weather again disappointed. If you want to know those numbers on a regular basis, you can either participate in GMRC (course operators) or sign up for a Publications Membership (everyone else). We’re likely the only industry publication that won’t weigh in on the PGA TOUR vs. LIV; we stick to the industry operations side and leave the media circus topics to everyone else.
We recognize and thank our sponsors; Troon Golf, GOLFNOW, KemperSports and Club Caddie for their continued support of intelligent dialogue on key industry issues and health metrics tracking. For all those service providers and suppliers to the golf industry out there with the latest-and-greatest to offer our industry thought-leaders audience, might we suggest considering joining our merry little band through our most popular/best value 12-month sponsorship program? Twelve-month sponsors also receive all Pellucid industry-standard reports (State of the Industry, Outside the Ropes and Monthly Weather Impact Tracking (Nat’l, Reg’l, Markets)). Sponsorship provides monthly exposure to approximately 30K industry leaders and followers and associates your brand with Pellucid’s effort to expand intelligent thinking on today’s most challenging industry issues. For more “opportunistic” spenders, may we suggest one of our smaller-bite Ad Partner programs for those who may not be able to make a 6 or 12-month commitment (as short as 3 months are now available) or who may not need a half page or more exposure (quarter pages now available).
If you’re interested in knowing more about sponsorship opportunities or our ad partner options, contact Publisher Jim Koppenhaver (847) 612-6717, jim@pellucidcorp.com).
If you know of associates who would benefit from the topics and insights covered in this issue, feel free to forward this email and encourage them to register on the Pellucid website (http://www.pellucidcorp.com/news/elist) to join the discussion and healthy debate.
We also continue to spread the word on Pellucid’s next-generation golf course database, the Internet Golf Course Database (IGDB) with partners Apparation LLC, Never-Search and GolfCourseRanking.com which now offers annual subscriptions for <$2.5K (that’s a compelling value!). IGDB powers Pellucid’s Golf Local Market Analyzer, the Top 25 US Golf Markets Scorecard and now the GMRC as the facility master-record “backbone” as well. For more information on our comprehensive database, updated quarterly and refreshed completely every 9 months (all 15K+ US courses), email support@theigdb.com.
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