BD NEW 200 315 px II 1

A favorite expression of my dad’s when we ran into compounding problems in life (there were few though) was, “Well, doesn’t that add insult to injury?” hence this month’s headline.  June followed our May “surprise” of -6% with a 9% decline in GPH which now drags the Year-to-Date (YtD) in negative territory at -3%.  Although we’re at the midway mark calendar-wise, our multi-year “norm” for rounds is 44% of total through June so we’re just shy of halfway.  The YtD regional breadth metric also inverted but remains in our “neutral zone” at a 1:1 ratio comprised of 15 favorable regions vs. 22 unfavorables and 8 in the neutral zone (+/- 2%).  Subscribers to either the Pellucid Publications Membership or the Geographic Weather Impact report get the 45 regional breakdowns, the 61 markets figures, the day-of-week weather impact and the Year-End National GPH forecast figure as well as our full commentary on the results every month.

National Played Rounds for May as published by Golf Datatech were -1% at the All Facilities level which would suggest a “ho-hum” month.  It’s only when you add in incredibly unfavorable weather impact and look at the Utilization figure that you realize the -1% was very healthy as golfers fought off rain, heat and humidity resulting in Utilization registering 64% for the month (+3 pts) and, for the YtD, 62% (+1 pt).

Jim Koppenhaver comments on the results, "Well, we didn’t see that one coming.  While we don’t get details on which weather element eliminated the most GPH, my educated guess is it was heat and humidity vs. any significant rain/flooding events (although there were a couple of the latter but primarily around riverways etc.).  Regardless, a “delta” of more than 5% in weather impact in the summer months is very unusual.  Looking at the map for the current month, it’s pretty much all red in the current month indicators (the left of the two arrow icons) with OH Valley South and TX Central being the exceptions.  Looking at the YtD (right hand arrows), it’s also a sea of red with the Great Lakes and Pacific NW Coast among the leading “greens”.  Switching to June YtD market-level weather and focusing on our Top 25 Markets, Denver had the biggest tailwind at +21% while Minneapolis, Philly and Houston fought the biggest headwind at ~-10% each.  Finally, observing the May YtD Utilization leaders & laggards, Minneapolis is the clear leader (+12 pts, subpar weather, good rounds) while Denver brings up the rear (-11 pts, great weather, average rounds).  I just finished compiling the “early returns” June submissions from our Golf Market Research Center (GMRC) subscribers for Rounds, Golf Revenue and Rate Card and it suggests that their rounds followed GPH downward but that we’ll (once again) show a positive Utilization which would reinforce the May findings that post-COVID golfers appear to be more weather-resilient than pre-COVID patterns.  In addition to knowing their weather-adjusted performance, our GMRC subscribers also have visibility into the summarized portfolio of participants and a limited number of markets to reference whether their performance is pacing, leading or lagging the GMRC portfolio universe; you could too (hint, hint)."

Speaking of the GMRC and the ability for courses to see their monthly performance in comparative reports the day the month closes, we're always looking for more subscribers to give us either more market breadth or bigger samples in the markets where we have current participants.  We know from our visibility to the Golf Revenue numbers that courses are generally flush with cash (we've also seen all the public domain articles on renovations, massive CapEx spending etc. to corroborate) so we'd hazard a guess that the $500 investment decision isn't being hampered by lack of funds.  Program participants have been able to view graphic, single page monthly trend reports for Rounds and Utilization from '19-'23 as well as having a 7 measure KPI single page report for any month and YtD period for which they entered data.  The GMRC gives you visibility to your Market Profile and, after you enter your Rounds, Golf Revenue and Peak Season GF Rate by month, to immediately see your results through our comparative reports with integrated weather impact.  So how do you "get in on the action"?  Glad you asked...

You can email This email address is being protected from spambots. You need JavaScript enabled to view it. , to subscribe (see below for benefits) and get started by inputting your information through th current month or if you'd like to engage in the 2-wk trial

If you'd like more information you have two options:
  • Watch the 18 minute GoToWebinar recording of the program overview and a demonstration of the portal and reports (fill in your name and email and it will open the video link; you're not signing up for anything)
  • Review the 2-pg program overview (Download Here) 

Here's the details on what you get in the current promo deal:

  • GMRC Market profile (golfers, supply/mix/demand balance, Utilization etc.)
  • Monthly trends report (Rounds & Utilization, any month and YtD '19-'21)
  • KPI Scorecard (7 KPIs for month & YtD, single page, Year Ago comparisons)
  • Cognilogic (historical facility-specific Golf Playable Hours and Capacity Rounds, normally sold as separate service at $180/yr) and
  • Foresight (brand new, facility-level 60-day Capacity Rounds forecast and key weather variables used to produce it, normally sold separately at $360/yr)
  • National Golf Consumer Franchise Scorecard and commentary outlining the change in the size of the golfer base, the demographics (not as much additional diversity as advertised by the industry but expanding) and involvement levels (sold separately for $199)
  • We think this package of services including GMRC at $500/yr ($450 for NGCOA members) is a great value and timely for assessing '21's performance and beginning your '22 planning

Final cherry-on-top, GMRC is a product in the NGCOA SmartBuy program so there's a member benefit (10% discount) for the annual subscription.

You can order any of the above information services via Pellucid's Online Store.

Sincerely,
Jim Koppenhaver