GMRC Overview

Pellucid Golf Market Research Center

Background: Pellucid has created the Golf Market Research Center (GMRC) to provide golf facilities comparative trend and Key Performance Indicators (KPIs) reporting with future ability to do market/peer group benchmarking dependent on the quantity and mix of participants in any given standard metro market. The benefit is time-efficient, integrated insights (weather impact, multi-KPI scorecards) on facility performance which drives better-informed monthly business decisions.

Two GMRC version options

Web portal, manual data entry (GMRC 1.0)
- Users enter their “3 Numbers” (Rounds, Golf Revenue, Peak WE greens fee) for their historical data (usually last 2 calendar years and current year completed months) into the GMRC web portal using their login credentials where they will see their assigned course(s)
- Reports populate instantly with trend/summary views for most-recent data
- The GMRC portal provides hyper-links for access to independent weather impact data for the weather station assigned to the facility:
  - Historical - Golf Playable Hours (GPH)/Capacity Rounds (CR) for the Year-to-Date, Month, Days (M-F) and individual days in the current month
  - Forecast - Daily forecast of CR using Pellucid’s proprietary rules for GPH along with select daily facts (Hi/Low temp, forecast precipitation inches) and comparatives (last year values, 10-yr average etc.)
- Initial loading of historicals generally takes 30-60 mins, monthly updates <5 mins per facility
Metolius-enabled, automated data submission (GMRC 2.0)
- As an add-on module to a Metolius service agreement, the Pellucid-Edgehill Reporting Suite (PERS) consists of 5 GMRC reports delivered in the Metolius platform; no data entry, no portal login, data is updated nightly which opens up daily/weekly reporting, any time period selection (Mar-Sep “season” etc.) and more metrics than just Rounds, Golf Revenue and Rate. Importantly, this configuration contains Customer Franchise Analysis which quantifies the size of your unique customer base, retaineds (year-to-year), new and defectors as well as spend levels and…all tied to individual customer records to identify and target distinct groups (i.e. “where did you go? we want you back” defector messages)
- Currently available for facilities on the following PoS platforms: Lightspeed, Club Caddie, foreUP, Club Prophet (with several others in progress; notably not GolfNow)
- Access to independent weather data (see above “Historical and Forecast”) through links to our Cognilogic and Foresight portals for their assigned facility weather station, updated daily

What are the features of the GMRC?

Monthly Trends View - graph/table for the measures of Rounds and Utilization for any months (current and previous 2 years generally) input into the facility data screen; any individual month and Year-to-Date based on that selected month
Key Performance Indicators (KPI) Scorecard - Shows Pellucid's 7 KPIs for course performance (Golf Rev., Rounds, Capacity Rounds, Utilization, Revenue-per-Available Round (RevpAR), Revenue per Played Round, % Achieved Green Fee), single page scorecard showing values for any selected month and the Year-to-Date (YTD) period compared to the same period a year ago
Weather Impact Views:
- Historical Golf Playable Hours/Capacity Rounds – Through the hyperlink to our Cognilogic data portal using the facility’s assigned weather station, displays for any date range selected (default setting is current month and YtD) the GPH and CR for month and YtD selected as well as by day-of-week (YtD) and individual days (current/end month selected)
- Forecast Capacity Rounds – For the past 5 and future 60 days, by day, the CR and select weather facts for each day along with comparisons (values and trend graph) to year ago and 10-yr Norm
Market Profile: 10-dimensional profile of the facility's Designated Marketing Area (DMA) including golfers, golfers/18-hole equivalent (EHE), Supply/demand imbalance, Supply level and mix, Facility-reported rounds, Velocity (rds/EHE) and % Utilization by facility type across 5 Pellucid facility types (Private, Learning & Practice, Pub-Regulation Premium/Value/Price)
Monthly GMRC portfolio summaries – at the end of each calendar month, we publish to active subscribers the 7 KPI scorecard values (current month and YtD) for the GMRC portfolio (just under 100 facilities currently) and any markets with minimum representation (emailed in Excel)
Market/Facility Peer Group Benchmarking Scorecard - When (and if) there are enough facilities in the Market (25+) and/or by Pellucid facility type (5+/ea) we will produce the benchmarking scorecard against the average for the above 7 KPIs for the month and YTD periods (subject to participants' sample monthly size and stability)

How to be a part of the GMRC?

Depending on which version you choose:

GMRC 1.0 – Register and choose your payment plan (annual, monthly) here. We’ll send you instructions on getting your login credentials to the web portal and assignment to your facility(ies)
GMRC 2.0 – If you’re a current Metolius client or on one of the 5 PoS systems outlined above, This email address is being protected from spambots. You need JavaScript enabled to view it. and we’ll coordinate with Metolius and provide pricing and timing for your review and decision

NGCOA Members receive a 10% discount as part of the SmartBuy program. For 1.0, This email address is being protected from spambots. You need JavaScript enabled to view it. and we’ll provide the discount code; for 2.0 tell us you’re an NGCOA member and we’ll incorporate that into the quoted price.

Final cherry-on-top? All GMRC subscribers also get all Pellucid Publications during their subscription term. That includes:

Annual State of the Industry presentation – 45-50 PowerPoint slides covering the Year End national values and annual trends for Golf Revenue, Rounds, Supply levels/change, Weather Impact/Utilization, Golfers, “trends to watch” etc. plus access to the 90-minute Orlando presentation by Jim and Stuart
Golf Local Market Analyzer factbook for the 15, 25, 30 min Drivetime draw area around your facility providing quantitative facts on the demographics, golfers (count, participation and frequency rates), rounds potential (based on local demographic distribution), golfer base and rounds history (last 10 years), supply level/mix, velocity (annual rds/18-hole equiv.) and Utilization (played vs. capacity rounds) by Pellucid’s 5 facility types) and a facility list/facts for all facilities included in the draw areas (in Excel workbook)
Outside the Ropes monthly digital newsletter – monthly 5-7 page look at industry issues and fact-based analysis outlining what we see, where we think it’s going and how it may impact you as an industry stakeholder

If you'd like to see a demonstration of the GMRC 1.0 platform and Jim Koppenhaver’s navigation/narrative through it, this 20-minute recorded webinar is for you (it will ask you to register to view, you're not signing up for anything).