The Pellucid Perspective - September 2021 - 5

weather variance by double digits in both rounds and revenue
through July. Only Houston did not beat the very unusual 30%
weather increase in July in terms of rounds, but revenues were up
37% to more than offset that major variance.
Probably the most encouraging results of all are that revenue
increases have all exceeded the rounds increases. This indicates
that the pricing power we achieved in 2020 is being sustained in
2021 - at least through July.
Unfortunately, a cursory look at our GMRC results for August
reveals some warning signs. Rounds appear to be down by
about -6%. Revenues are only down -2% so our pricing power is
holding relatively steady. We also know that Pellucid's weather
metrics had a -5% impact on Weather Adjusted Capacity in August;
but it still means that August, 2021 appears to be reverting
back to the 6 Year Normal indicated above.
The results for both the Dynamic Pricing platform users and
those that do their own price modeling are mixed. We have seen
successful implementations on both sides of the ledger. Based on
the preliminary August results, both camps should be asking the
same question - how should we react to declining rounds and
Weather Adjusted Course Utilization?
Another question would logically be whether we have hit
the ceiling for our pricing power and when demand moderates;
should we hold our prices in order to retain our revenues? This
appears to have happened in August.
In the end, the challenge remains how to maximize the revenue
for your times of high Course Utilization. That means you
have to pay attention to the data. Our GMRC users are getting
that information. Our participants that use Dynamic Pricing are
also using GMRC to validate and augment the reports they are
getting from their Dynamic Pricing providers.
As we said in 2014, the big advantage of Dynamic Pricing is
that it makes it easier for golf course operators to pay attention
to their results with better and easier analytics. This makes for
better decisions. We are seeing the same for our GMRC participants
who are now getting more timely and better comparative
reporting.
Even though it appears that we are heading back to " normal " ;
it looks like we will keep some of the gains we realized in 2020.
So far in 2021, we have sustained pricing power which means
many of you made some good pricing decisions. In part, this is
due to better data and analytics options. This apparent " return to
normal " will require the continued use of those tools.
As we will outline next month, the translation of these analytics
into better marketing efforts will be critical to keep golf
demand above pre-2020 levels. Behavior has changed in terms of
when people can and do play. And there are going to be changes
in how we can communicate with them (no more cookies) - first
party data collection will become even more important and more.
Stay tuned.
n
Real World Challenges.
Proven Solutions.
As a division of Troon,®
True Club Solutions
is the only advisory services firm that draws
upon decades of experience, currently
serving 585+ locations around the globe. As
an alternative to professional management,
our advisory engagements benefit clients by
tapping into our depth and breadth of expertise
to focus on club-specific, short-term needs.
TRUECLUBSOLUTIONS.COM | 888.827.9775
www.PellucidcorP.com
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To learn more, contact us at 800.827.9775,
or visit TrueClubSolutions.com.
The Pellucid PersPecTive
5
3/8/21 11:40 AM
https://www.troon.com/family-of-brands/true-club-solutions/ http://www.PellucidcorP.com
The Pellucid Perspective - September 2021

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