The Pellucid Perspective - March 2014 - (Page 7)

Tee Time markeTing Colorado Section PGA enters tee time fray By Harvey Silverman a n avid reader wrote and suggested that given our proclivity for writing about the third-party tee time industry, we might want to start a regular column. "The Tee Time Times?" "USA Tee Times Today?" "The Tee Time Journal?" Take your pick, for as of this writing we have no plans to formalize the subject matter into a regular column. However, as tee time stories continue to fall into our laps, we feel inclined to keep our readers abreast of the latest developments. So, here we go again. Following on the heels of the NGCOA's announcement of wanting to become golf 's NATO when it comes to protecting golf course owners from third party attackers (or themselves, for that matter), comes an announcement from the Colorado Section PGA that it is stepping in to assist Colorado courses by building the Colorado Tee Time Alliance. To our knowledge, this makes four the number of golf associations involved or planning to be involved with providing tee times to golfers: The Colorado Section PGA, the Southern California Golf Association (SCGA), the Northern California Golf Association (NCGA), and the NGCOA. The Colorado Section PGA's effort is prompted by a calculation that $2 million dollars is leaving the state in the form of transaction fees and barter tee time sales from the 71 state courses listed on the GolfNow website (an average of $27,500 per course). It is not clear why the 27 courses on Golf18 Network, the 16 on Golfhub, or the nine on TeeOff (EZLinks) aren't part of the calculation other than to assume that GolfNow was anointed Big Gorilla status and the rest were just considered marmosets. The intent of the creation of the alliance is to address three issues deemed critical to the Colorado golf economy and the section itself: 1. Support golf course operators to insure their fiscal sustainability 2. Facilitate golfers making on-line tee time reservations to increase play 3. Generate revenue to underwrite growth of the game initiatives The NGCOA could do itself a favor and request notes from the task force formed by the Section executive director, Eddie Ainsworth. This task force interviewed six technology providers including GolfSwitch, Golf Box, Active, GolfNow, EZLinks, and Quick 18. In other words, the section has already been where NGCOA initially hopes to get to - a (questionably) thorough review of potential technology partners. This review also included a comparison of fees each provider would charge, and how much revenue would be received by the Section to help fund grow the game programs. The winner in a technical knockout is Quick 18 (I can hear Howard Cosell now, "Down goes GolfNow"). It was deemed to have superior technology to GolfNow, and its bid was a flat $3500 per course. GolfNow's bid included its traditional barter/ transaction fee model but capped the amount a course would "pay" at $20,000. The Section has added $6500 to the Quick 18 fee and is asking each participating facility to write a check for $10,000. That's an annual fee. According to Ainsworth, all $6500 would be funneled to marketing the alliance website for the first two years, after which some of that (amount not determined) would remain with the Section to use for grow the game initiatives and other programs. Quick 18 getting the technology nod is interesting as it has API interfaces with most, but not all point of sale systems. Included in the non-connected group is GolfNow (formerly FORE) Reservations (boy, that's hard to write), and EZLinks with a combined total of over 40 public facilities in the state. What does this mean for these course operators? Participation in the alliance requires use of the Quick 18 electronic tee sheet and web reservation engine. Without an interface, a cumbersome process of toggling and data entry would face those accepting the arrangement. As one Pellucid client proclaimed after witnessing such a process at a competing course, "I might as well just go back to paper and cash register." Or, pursue the option of changing to a system with the Quick 18 interface. Ainsworth admits this will be a tough and likely costly decision for anyone. Following on the heels of the ngCOa's announcement of wanting to become golf's naTO when it comes to protecting golf course owners from third party attackers (or themselves, for that matter), comes an announcement from the Colorado Section Pga that it is stepping in to assist Colorado courses by building the Colorado Tee Time alliance. www.PellucidCorp.com The Pellucid PersPecTive 7 http://WWW.PELLUCIDCORP.COM

Table of Contents for the Digital Edition of The Pellucid Perspective - March 2014

TOC
Where is golf pricing headed in 2014?
The feminine touch
Colorado Section PGA enters tee time fray
Historic course going back to nature
February '14 golf weather impact: Tough sledding for golf
Overdevelopment storm still blankets Minneapolis
ClubCorp acquires Prestonwood CC and its two courses
The crime of the century

The Pellucid Perspective - March 2014

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