Business Application
Provides feedback from current customers and local area golfers on their decision-making process regarding course selection criteria, how local courses rate, which courses interact competitively and how individual facility products and services rate. This knowledge informs marketing strategy for client courses by highlighting strengths and weaknesses and providing golfer feedback on what's important in their course selection and how the client course delivers on those key measures.

Synopsis
The VoLG is designed to provide a baseline knowledge of how local golfers (both customers and non-customers) think about the key steps in course selection and play. A key Pellucid differentiator is our combination of surveying both existing customers (client facility emails) as well as local golfers (de-duped local golfer emails or non-customers) to provide a two-dimensional look of what your customers think vs. what your non-customers say. Key report attributes:

• What matters in course selection – An importance rating of 10-12 characteristics refined by Pellucid that identify which facility features matter most in course selection (i.e. money, time, proximity, access to desirable tee times, etc.)
• Trial and competitive interaction – Quantifying what percent of local golfers know about and have played the client facility in the absolute and relative to key competitors. This informs marketing decisions on awareness advertising (if you have 90% trial, do you need awareness advertising?). Switching to the current customers, the survey identifies which competitive courses are "most played" by our customers and which, if any, have superior quality ratings (the most dangerous competitors) to the client facilty.
• Client facility performance evaluation by features and services – A rating by current customers of the product (course condition, layout etc.) and services (pro shop, counter staff etc.) identifying marketing strengths and areas for improvement for the facility.
• Net Promoter Ratio – A measure by local golfers for the courses they've played in the past year as to their willingness to recommend the course to another golfer (is word-of-mouth positive, neutral or negative?).
• Share of annual rounds (loyalty) – For the client course and competitors, the share-of-annual rounds given to that facility. This indicates the strength of loyalty of customers and whether the current loyalty program is working or if a loyalty program should be initiated.
• Price/value and shopping behavior – Local golfer feedback on the value price point in the market for a mid-range, weekend golf experience and how that compares to client facility pricing/positioning. Also identified here is the adoption level of internet bookings (both facility websites and 3rd party providers) and where golfers are most likely to look for discounts.

Format
Report in Word, 20-25 pages with commentary and graphs/tables of key measure results. The report opens with an Executive Summary which highlights key findings and closes with a Recommendations section which provides Pellucid's opinion on potential next steps for the client's consideration. Raw data tables are provided in Excel for back-up.

Sample
For a sample excerpt, register HERE

Availability
Within 4 weeks of project initiation

Pricing
Customer & Local Golfer version: Starts at $3,250
Customer survey only: Starts at $2,250

Survey clients include:
Affinity Golf Management
Chestnut Hill CC, Darien Center NY
Cinnabar Hills GC, San Jose CA
City of Ann Arbor MI
City of Ocala FL
City of Saint Paul MN
CourseCo
Coyote Creek GC, San Jose CA
Green Mountain GC, Vancouver WA
Green Valley Ranch GC, Denver CO
Heritage Bluffs GC, Channahon IL
Hunter Ranch GC, Paso Robles CA
Irish Creek CC
Morton Golf, Sacramento CA
Musket Ridge GC MD
Northern California Golf Association
Orange County National GC, Orlando FL
Poplar Creek GC, San Mateo CA
Red Hawk Ridge GC, Castle Rock CO
Saddle Creek GC, Copperopolis CA
San Ramon GC, San Ramon CA
Sky Creek Ranch GC, Keller TX
Snowshoe Mountain Resort
Southern California Golf Association
Sportsman's GC, Northbrook IL
Stanford University GC
Stevinson Ranch GC, Stevinson CA
Traditions at Chevy Chase CC, Wheeling IL
Tustin Ranch GC, Tustin CA
And more...