The Pellucid Perspective - March 2024 - 9

* Golf rounds and revenue - we need improved visibility
(and speed) to each month's results on not only rounds,
but Golf Revenue (because " you can't take rounds to
the bank " )
o Building potentially on the current GDT
collection network and improving the
methodology (are the submitting ~2K facilities
balanced by supply type as a whole and within
each geography?) would up the industry's
collective game. Also, having a monthly
" weighting factor " would be helpful in that we
know a 5% increase in May packs 2x+ the " punch "
as the same result in February
o Incorporating weather impact is a critical
component. In today's world, this happens
with Pellucid providing the weather impact to
the industry (1st wk following month close),
then GDT releases rounds figures (3rd wk in
following month) and Pellucid then integrates
the two components manually for the final
Utilization and Point Change figures (see the
monthly By-the-Numbers section in this issue
for an illustration)
o For facilities, they need a " Monday morning "
view of their business as well as a consistent,
multi-dimensional " month end summary " in
their information arsenal. These are both components
of GMRC+. As we've discussed repeatedly, when
and if we have enough participants from any given
market or the US as a whole, we're prepared to produce
benchmarking en route to the golf version of the
STAR (see, I didn't say " report " this time) in hospitality
(if Stuart and I live long enough or it gets more
momentum with the upcoming automatic data transfer
capability)
Hopefully the above has adequately answered the " Why does it
matter to me? " question, wherever you fit in the current golf industry
landscape. Having more business performance and consumer
insights points of reference that are better integrated has helped
more mature industries and their stakeholders chart progressively
higher paths of growth in units, revenue and profitability. Whether
Circana's entry into our little corner of the world can either
facilitate or accelerate that remains to be seen. We've always been
open to collaboration with other aligned private/public companies
as we've learned, over time and sometimes painfully, that trying to
paint and actually implement these types of revolutionary insights
solutions in our industry via the allied associations has been challenging
(but...we continue the dialogue and attempt to engage).
If we're successful, odds are good that the industry and its numerous
stakeholders will benefit based on their adoption of this future,
enlightened " new world. "
n
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how Club Caddie can help streamline your golf operation, email Jake Ayala at
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The Pellucid PersPecTive
9
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The Pellucid Perspective - March 2024

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