Hello golf stakeholders:
Welcome to the post-Labor Day, pre-Ryder Cup edition of the Perspective. As a teaser, we’ve compiled the August rounds numbers from our Golf Market Research Center (GMRC) Charter Members submissions and we saw the first signs of the return to normalcy as rounds declined vs. the elevated ’20 baseline but remained significantly higher than the ’19 baseline of “normal.” You too could be in-the-know on not just rounds but our 6 other KPIs within weeks of the month’s close by subscribing to GMRC; more details below. Now to our September issue, Stuart has the headline article as he pores over the GMRC results and how it will help inform our subscribers as to whether their dynamic pricing programs will work or be as effective in the post-pandemic world as they appeared to be during COVID. Read his analysis and how performance tracking should be the barometer for determining how much lift in revenue can be attributed to good yield management and how much might be attributed to uncontrollable factors (weather, market momentum etc.):
The Pellucid Perspective – September 2021
Our “supporting cast” of content for the September missive consists of:
- Publisher Jim Koppenhaver shares figures and observations about how the GMRC is providing the fact foundation for our Charter Members to have directionally upward aspirations and plans vs. the more common mentality across our industry of the annual budget being the Holy Grail (no more, no less according to a number of operators who didn’t see the value of tracking performance beyond that)
- In Comings & Goings this month, transactions continue to lead the way comprising 9 of 14 tracked activities followed by Closures with 4 facilities “going gently into that good night”
- Plus the monthly Industry Scorecard (the only integrated scorecard of multi-source performance indicators) including the August weather impact results (down) and July Utilization (modest down, broke out 14 consecutive monthly gains streak but not a meltdown). We also chart the monthly timeseries for the year of Golf Playable Hours and Utilization. Our Market Focus this month visits Miami, FL occupying the 15th spot in the latest scorecard and ranking
- You’ll also see the announcement of a new subscription period/offer for our Golf Market Research Center (GMRC) now that the Charter Member period and benefits have expired. For a mere $500 annual subscription fee (lower for NGCOA members, see your SmartBuy site for details), all facility owner/operators are invited to join and get the insights and benefits that just under 100 facilities saw as they participated in the pilot and signed on as Charter Members. More information on the program is available either by reading the 2-pg program summary or viewing the 18 minute webinar demo by Jim K (you have to register to view the video, don’t worry, you’re not signing up for anything). The details of the new offer are in Jim’s article on Page 8 of this issue so you don’t have to hunt for them
We recognize and thank our sponsors; Troon Golf, GOLFNOW and KemperSports 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, Monthly Weather Impact Tracking (Nat’l, Reg’l, Markets), Top 25 US Golf Markets Scorecard, National Golf Consumer Franchise Health Scorecard and US Golf Supply on Sale report). 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 (847.808.7651, 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.
