The Pellucid Perspective - September 2023 - 2

DEMOGRAPHICS
& GOLF
Making Sense of the 2020 US Census
It's Important for Golf, too
By Stuart Lindsay
T
he US Census is a big deal. As we will explain, it has a
major impact on our daily lives and is very important to
Pellucid's golf industry analytics. In fact, it's so important
that we are going to offer a way for golf courses to get a market
profile that compares both pre and post 2020 Census data. We
think this approach will result in the best Golf Local Market
Analyzer (GLMA) data we have ever produced.
Every 10 years, the US conducts an official Census. Done
since 1790, it is one of the most important things our government
does. It's not perfect, but the Census serves as the most
accurate benchmark for changes in the makeup of the US population.
As such, it drives the vast majority of population based
services - analytics, marketing, social trends and yes, golf participation
estimates.
The Census is a huge task and subject to political wrangling
over both the actual questions to be contained prior to the process
and the aftermath of the results. It's usually 2+ years before
the details are finalized and integrated into the myriad of businesses
that use the Census as a basis for business and social analytics.
This also means that Pellucid's GLMA platform updates
will contain the results from the 2020 Census this year.
2 The Pellucid PersPecTive
Anybody can buy the raw Census Data; but there are literally
hundreds of companies, big and small, that take the data and
make it available in more usable forms. The big credit agencies,
Experian and Equifax, are major sources. Consumer behavior
specialists like Acxiom also make the data available. Smaller
companies like Woods and Poole are also a well-regarded source.
Most of these use teams of economists, sociologists and actuaries
to update and project changes in the 10 years between the
Official Censuses. Most also offer an " ESRI type " geo-coding
function for site selection, custom polygon creation and other
options for area definition. Standard geographies such as States,
Designated Market Areas (Nielsen's media market definitions)
and Core Business Statistical Areas are also available. On our
GLMA platform, we get the demographic detail for any selected
radius (up to 3) surrounding every golf course in the US. We
then apply our golf data assembled from a variety of disparate
sources to give a course a comprehensive view of its market:
* Population changes (US Census)
* Golf Participation (National Sporting Goods
Association; Pellucid transformations & multi-year
September 2023

The Pellucid Perspective - September 2023

Table of Contents for the Digital Edition of The Pellucid Perspective - September 2023

TOC
’20 Census Update, Why “Shift Matters” to Golf
Heat Doesn’t Appear to be Stifling Demand
5 Activities; one of (nearly) each type
Aug GPH declines -12%, Year-to-Date gives back to near-neutral (+1%)
Jul Utilization a big gain, Year-to-Date improves as rounds beat poor weather!
Philadelphia holding in Top 20 (#20), not making any ground though on leaders
The Pellucid Perspective - September 2023 - TOC
The Pellucid Perspective - September 2023 - ’20 Census Update, Why “Shift Matters” to Golf
The Pellucid Perspective - September 2023 - 3
The Pellucid Perspective - September 2023 - 4
The Pellucid Perspective - September 2023 - 5
The Pellucid Perspective - September 2023 - 6
The Pellucid Perspective - September 2023 - Heat Doesn’t Appear to be Stifling Demand
The Pellucid Perspective - September 2023 - 8
The Pellucid Perspective - September 2023 - 9
The Pellucid Perspective - September 2023 - 5 Activities; one of (nearly) each type
The Pellucid Perspective - September 2023 - 11
The Pellucid Perspective - September 2023 - Aug GPH declines -12%, Year-to-Date gives back to near-neutral (+1%)
The Pellucid Perspective - September 2023 - 13
The Pellucid Perspective - September 2023 - Jul Utilization a big gain, Year-to-Date improves as rounds beat poor weather!
The Pellucid Perspective - September 2023 - 15
The Pellucid Perspective - September 2023 - Philadelphia holding in Top 20 (#20), not making any ground though on leaders
The Pellucid Perspective - September 2023 - 17
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https://www.nxtbook.com/nxtbooks/pellucid/perspective_201911
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https://www.nxtbook.com/nxtbooks/pellucid/perspective_201809
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https://www.nxtbook.com/nxtbooks/pellucid/perspective_201712
https://www.nxtbook.com/nxtbooks/pellucid/perspective_201711
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