The Pellucid Perspective - September 2012 - (Page 9)

MARKET ANALYSIS Sometimes figures lie, and liars figure Website’s “unbiased, data-driven ratings” are neither By Harvey Silverman e work with numbers every day. We attempt to not only be accurate, but to provide meaningful analysis and insight into what the numbers mean. Our job is not made easy by an industry that does not have accurate numbers on key data points like the number of golf facilities, holes, and rounds played. There are national numbers on things like butts in seats (airlines), and heads in beds (hotels). But we are unable to tell you with complete accuracy how many toes are on tees, let alone how many tees there are. Is that an indictment of golf ’s reporting agencies? Sure, and until it gets better we will continue to bang this drum. As an example, for our market analysis work we lease a golf course database from another major golf information provider. We have vetted several others and always found this one to be the most complete. Imagine our surprise when the latest version showed about 150 courses never included on previous versions W (including one of our clients’ courses that was built in 1928). These weren’t new courses (some may have changed names), but rather courses that have been in the ground since the 60’s, 70’s, and 80’s. Where have they been hiding? More importantly, how were they missed? But in the course of seeing and calculating all sorts of numbers, we run across or are sent articles related to golf that elicit the response, “Huh?” Or in Stuart Lindsay’s case, “what the ^*&#?” Such is the case with a website called “Bundle” (www. bundle.com) that bills itself as “unbiased, data-driven ratings.” In early August it published an article titled, “The Most GolfCrazy Cities in America.” We thought it would be fun and insightful to examine their “data” and what it means. The basis of their rankings was an inspection of credit card transactions at “country clubs and golf club vendors,” and that data was translated into per capita spending. From this, Bundle experienceT roon department at 480.606.1000 or visit www.troonmgt.com. Strategic solutions for today’s golf businesses. Left to right: The Resort at Tapatio Springs, Boerne, Texas; Camp Creek Golf Club, Panama City Beach, Florida. At Troon,® we recognize that the complexities and costs of running a golf facility have never been greater. As the leader in upscale golf course management, we also understand the magnitude of today’s opportunities—and how a better customer experience delivers measurably superior ﬁnancial results. Contact the Troon business development Download FREE Troon GPS Golf Apps in iTunes and Google Play! AUSTRALIA • AZERBAIJAN • BAHAMAS • CHINA • EGYPT • ENGLAND • GREECE • HONDURAS • INDIA ITALY • JORDAN • MALAYSIA • MALDIVES • MEXICO • MOROCCO • NORWAY • PANAMA • PUERTO RICO • RUSSIA • SCOTLAND SOUTH KOREA • SPAIN • ST. CROIX • ST. LUCIA • UNITED ARAB EMIRATES • UNITED STATES OF AMERICA (See Hispanic Golf on page 14) www.PellucidcorP.com BD_Pellucid_7x5_edit.indd 1 9/12/12 10:32 9 The Pellucid PersPecTive AM http://www.bundle.com http://www.bundle.com http://www.troonmgt.com http://www.troonmgt.com

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

The Pellucid Perspective - September 2012
New golf industry financing sources emerge
How is your course really doing?
Industry finally warming to SNAG Golf
Sometimes figures lie, and liars figure
Course construction work showing some signs of life
August golf weather impact: Another winner
Chesapeake area courses hanging on by a claw
Phoenix considers options for municipal courses, including closure
FedEx Championship is confusing, but Rory isn’t

The Pellucid Perspective - September 2012