The Pellucid Perspective - July 2024 - 5

away, an immaculately maintained, and reasonably priced, Robert
Trent Jones, Sr. resort course was virtually empty over a weekend
with decent weather. At Fawn Valley outside Cedar Rapids, IA;
most of their lush fairways were not being used on a beautiful
Sunday afternoon.
This brings us to the rise of " concierge tee time " services. The
" RapidTee " service out of Florida was recently announced and
California based " LoopGolf " are both trying to address the issue
of hard to find tee times in strong markets with national aspirations.
We were also asked to review the new service called
" courserev.ai " that appears to be the first platform that is totally
attended by artificially intellegenced operators. " Noteefy " is another
service getting some adoption emphasizing " wait list " functions.
Apparation's Group Looper also offers some unique game
organization features we really like that would complement most
of these 3rd Party concierge services.
Each one of these have some interesting and potential benefits.
On the other hand, some have some risks to a golf course
trying to protect its customer base. How the systems are deployed
and paid for also vary and every golf course should be careful
to consider the risk, benefits and cost for each of these options.
Fawn Valley and House on the Rock Resort are interested in attracting
(stealing) new players while The Oaks and Odana need
to be protecting theirs.
Probably the most important factor we see in some of these
services is the role they can play in " premiumization " . Helping
golfers find opportunities to play is generally a good thing - the
concern we have is that scarce tee time space and higher prices
will eventually cause them to find other ways to spend their time
and money.
If the 3rd Party concierge service is " course-centric " for your
course and helps your golfer find (and/or organize) a game; it
should add to the good experience you strive to provide. One of
our client courses is providing " preferred access " outside the normal
booking window and charging a fee. Similar to the Southwest
Airlines early boarding fees, they are generating significant
revenues. If your booking engine won't accommodate that process,
a couple of these concierge systems can.
In a perfect world, these concierge services would be added
features to your existing booking engine on either a " white label "
or integrated " course-centric " basis. Last month we asked
the POS/Tee Sheet/Booking Engine providers, " With courses
effectively paying more for the services; should they be looking
for service enhancements? "
" Over time, premiumization is a fundamental growth driver
for all consumer-staples companies " . WSJ, July 2, 2024. We
would suggest that keeping golf a recreational staple for the segment
of the population we serve will require the same strategy
of improvement for both the courses' services to golfer and the
services tech companies provide to golf courses.
n
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5
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The Pellucid Perspective - July 2024

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