The Pellucid Perspective - September 2022 - 9

GOLF OPERATIONS
PERFORMANCE MEASUREMENT
mentation for Public golf facilities by DMA (Designated Marketing
Area) - all 216 of them covering the entire geography
of the US. For example, for 2021 we know that the average
Public Premium course in Chicago had 31,527 Rounds and
Weather Adjusted Course Utilization of 61.4%. In Keegan's
home DMA of Denver, those numbers are 31,873 and 63.8%
respectively.
And that is just the tip of the iceberg - we have localized
golfer demographics, projected population growth and historical
rounds data going back to 2000; along with the Age, Ethnicity
and Income Indices that impact individual markets. When
Keegan opines " The operating performance of golf courses varies
widely between regions within the Country. Comparing a
course located in the north vs. the south would not produce
meaningful results " ; he is underestimating the ability to adjust
for weather and demographics to do exactly that. Several major
Management Companies license our GLMA data to make
those market to market comparisons all the time.
We are completing a major upgrade to the GLMA platform
as well. For 2023, all of our GMRC clients will have access to
that enhanced array of reports to better evaluate their relative
performance. Even better, those reports will be generated " on
demand " .
Another interesting benefit is being recognized by our clients
using Dynamic Pricing. With the delayed Spring in many
markets, many of our courses were facing double digit declines
through the end of June. With rounds down, many were wondering
if their Dynamic Pricing process was working - we were
able to document for them that it was.
We could go on about other features that we provide, but
the real point is that Pellucid's GMRC platform goes beyond
benchmarking and is really a " diagnostic " tool that provides
initial insights and ongoing monitoring of performance. As
you can see, we are also making the process easier by minimizing
course input efforts and generating automated reports. We
understand that most golf course operators and owners have
their hands full with day-to-day operations.
With almost 2 full seasons under our belt, our clients have
helped us pinpoint changes that can make our analytics even
more effective. And they appreciate the " diagnostic " value of
the platform as much as the actual benchmarking we provide.
The adjustments we are making will only serve to enhance the
product and provide even better " actionable insights " .
I understand why Keegan is not very familiar with the current
services Pellucid provides (he cannot buy our research)
and how we have addressed some of the old issues he cites; but
ignorance is usually a flimsy excuse. If, as he states, he was actually
interested in seeing benchmarking succeed; he would have
gotten some better information before he picked up his needle
to weave his tapestry of failure.
n
To learn more, contact us at 888.827.9775,
or visit TrueClubSolutions.com.
TRUECLUBSOLUTIONS.COM | 888.827.9775
www.PellucidcorP.com
The Pellucid PersPecTive
9
https://www.troon.com/family-of-brands/true-club-solutions/ http://www.PellucidcorP.com
The Pellucid Perspective - September 2022

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