The Pellucid Perspective - January 2012 - (Page 12)

INDUSTRY SCORECARD December weather impact: A Christmas present for the golf industry deficit of -1% vs. year ago. Regional breadth for the YtD period improved slightly but still finished the year with negative breadth at 1:2.1, with 10 regions having favorable weather offset by 21 regions with unfavorable weather (14 in the neutral zone of +/- 2%) The GPH results by day-of-week part finished with weekdays showing more weather unfavorability (-2%) than weekends, which had slight favorability (+1%). This favorabilecember 2011 is one for the record books as a large swath ity should have provided a slight boost to rounds and revenue of the country experienced unseasonably warm temps results due to higher utilization and rates on weekends. and a dearth of that white fluffy stuff, resulting in an inLooking back on November rounds demand as reported by crease in Golf Playable Hours (GPH) of +78% vs. last Decem- Golf Datatech/NGF to calculate the facility Utilization Rate ber at the national level! This cut the November Year-to-Date (UR), we lost 1 point of utilization (51.5) at the national level (YtD) deficit of GPH in half and resulted in a year-end GPH (comprised of a 2% increase in Played Rounds against a GPH increase of +4%. Score one more for the Squirrels vs. Bears theory). Based on November’s UR, the YtD period Utilization remained at 52% (comprised of a 4% decrease in Played Rounds against a 2% decline in Capacity Rounds), which is half a point YtD Capacity Rds, % Chng vs. YA –0.8% lower than the 2010 year-end value. In other words, as an inWeekday GPH % Chng vs. YA –1.5% dustry at the national level, we only slightly underperformed Weekend GPH % Chng vs. YA +1.2% poor weather in generating rounds demand. Leading the YtD market utilization “winners,” among the markets that matter in YtD Up/Down Breadth Ratio 1:2.1 rounds contribution, are Dallas, Seattle and Chicago, all up 2 # of Regions Up 10 points or more, while the “biggest losers” are led by Cincinnati, # of Regions Down 21 Denver and Philadelphia, which all lost 2 or more points. As YtD % Utilization Rate (Nov ’11) 51.9% only Pellucid can quantify, some Utilization winners are actually YtD % Utilization Rate Pt. Chng vs. YA (Nov ’11) –0.6 pts rounds declines that exceeded even more unfavorable weather, while some of the losers are rounds increases that didn’t keep D December YtD 2011 12 The Pellucid PersPecTive January 2012

Table of Contents for the Digital Edition of The Pellucid Perspective - January 2012

The Pellucid Perspective - January 2012
Contents
Is the strategy change at GolfNow seismic or subtle?
2011 a target-rich environment for (most) management companies
Marketing 101, Pellucid-style
Great Life Golf growing, adds franchise option
Show time!
December weather impact: A Christmas present for the golf industry
Milwaukee, WI Core Business Statistical Area (CBSA)
Ahwatukee group acquires Foothills Golf Club
Golf not “linked-in” to reality?

The Pellucid Perspective - January 2012