The Pellucid Perspective - October 2010 - (Page 2)

PUBLISHER’S DESK Bringing a pellucid perspective to golf industry information By Jim Koppenhaver Pellucid stepped in to fill the role of “conscience.” Since then, as an industry we’ve gotten better at both the breadth and accuracy of the information being collected and reported. I’d like to think that Pellucid has had both a direct and indirect part in that. Still, we’re often labeled the industry “contrarians” because we consistently have a different perspective on things than the prevailing opinion. Looking back on our track record since 2001 however, I think that an objective accounting pE lu sihd, adj. of predictions and what has transpired would suggest we’ve been 1. admitting maximum passage of light without diffusion right far more often than wrong. This begs the question, “When or distortion will the industry start referring to Pellucid’s perspective as “real2. reflecting light evenly from all surfaces ist” and the industry cheerleaders become the “contrarians?” 3. easy to understand We’ve still got a ways to go as an industry to even hold a I actually stole the idea from a very dear friend at The Cita- candle to some of our peer industries (like hospitality) in regard del whose email address was pellucid77. Tony Redd’s explana- to having monthly recurring metrics and scorecards that are unition of pellucid was, “to see directly to the heart of a matter.” I fied and don’t contradict each other. The industry scorecard we thought it a great and fitting analogy for an information and introduce in the By the Numbers section this month is what we’ve developed through our own sources insight company, in that our business and as well as compiling the public domain inbenefit to our clients was to sort through Historically the role of formation from other providers and trying an increasing amount of data, turn it into information and then provide succinct the industry information to reconcile everything. At some point in the future, it may be that the industry can and accurate insight regarding the impli“gatekeeper” has been coalesce around some type of common cations for their business. information cooperative so that we have This digital magazine is, hopefully, yet fulfilled by trade consistency in numbers and efficiency in another step along that journey for the associations or golf collection (i.e. don’t have 4 organizations golf industry to have clear and objective reporting of the facts about the multiple industry organizations. asking the individual facility operator for rounds and revenue information). This dimensions of industry health. Why is that important? “future state” would require the NGn It helps stakeholders with a financial COA/PGA of America alliance to “kiss interest in the industry make informed, intelligent decisions and make up” with the NGF/Golf Datatech alliance and, dare I about where and when to deploy resources to optimize their say it, perhaps the integration of some of Pellucid’s proprietary business performance. weather information, our metrics and report formats. I might n It helps external parties realistically evaluate the oppor- live to see it, but I’m not wagering on it. tunities and risks in the industry so that they make informed, This isn’t meant to be a Pellucid advertisement, but rather a intelligent decisions about when and how to invest in golf. continuing call for the industry to make positive steps to work Historically the role of industry information “gatekeeper” toward and demand “truth in accounting” as it relates to the has been fulfilled by trade associations or golf industry organi- health of our industry. We were complimented by a reader of zations. This was acceptable (but never really optimal) during the first issue of The Pellucid Perspective who wrote that he conthe “good times” because those organizations could fulfill the siders us “The New York Times of golf industry information.” dual role of “cheerleaders” (which is either part of their charter While we probably don’t share the somewhat liberal inclination or in their best interest because positive news about golf ex- of the Times, we’re flattered and humbled that someone would pands their economic base) and “conscience” (telling the truth, make that analogy. We’ll keep working each month in all that even when it hurts). However, as the industry headed into the we do to live up to (or exceed) that compliment. Thanks for current correction cycle around the turn of the century, these continuing on the journey with us even though the path will be organizations had to choose because they could no longer ful- rocky and we’ll probably be delivering as much sobering news fill both roles. Most chose to continue “cheerleading” and so as uplifting information and insight. n he first and most frequent question I’m asked when I first meet people in the golf industry is, “What does Pellucid mean?” It’s a great conversation starter and, when I founded the company back in 2001, it seemed a more interesting moniker than Golf Information & Insight Inc. or something equally as bland. To answer the question for those of you who haven’t yet asked, let’s start with the dictionary definition: T 2 The Pellucid PersPecTive OcTOber 2010

Table of Contents for the Digital Edition of The Pellucid Perspective - October 2010

The Pellucid Perspective - October 2010
Contents
Bringing a Pellucid Perspective to Golf Industry Information
What's In a Name.... and an Email Address?
September Weather Impact, August YtD Utilization
Will the PGA TOUR be Subject to Repricing?
Alternative Uses for your Golf Course 'Factory'
Los Angeles Market Profile
Survey Says... You're Still Employed
SCGA-PLGA Merger: Sign of the Times?
Sunshine Laws and Midnight Marketing

The Pellucid Perspective - October 2010