The Pellucid Perspective - February 2016 - (Page 2)

Golf industry metrics PerformanceTrak rides off into the sunset: What's next? By Jim Koppenhaver W e had heard last month that there was a high likelihood that the PGA of America was going to "sunset" PerformanceTrak and a LinkedIn post on one of the golfer groups last week also suggested that this had been formally decided. That said, we've seen nothing yet officially from the PGA confirming a decision to sunset PerformanceTrak so we have to still consider this speculation vs. "done deal" but the likelihood of it being true and accurate is high. Assuming that PerformanceTrak is in fact going to ride off into the sunset in the near future, it will close the chapter on the PGA's 10-year journey in being an information provider for the benefit of their members and owner/operators as it related to rounds and revenue benchmarking. For the record, this was a joint venture between the PGA of America and the National Golf Course Owners Association (NGCOA) since its inception in 2005 toward the purpose of providing information for more fact-based business decisions on facility performance by the General Managers (GMs) and their owners. As a quick history lesson on how PerformanceTrak came into being, I was actually around for the conversations and inception of this effort back in '05. At the time, we had multiple associations and service providers asking facilities for rounds information monthly, which was inefficient and resulted in several "versions of truth" in the resulting reports (different samples, methodologies for projecting from the sample, etc.). Pellucid had also attempted, at a local market level, to build several pilot geographies. One was Atlanta as I recall, through an alliance of owners there who were supportive of our work and vision for benchmark reporting including our economic model. As it turned out, the NGCOA approached the market shortly after our initial presentation (coincidence?) and offered to build a similar service for free. The short story is the owner's liked "free" better than "for a slight fee for participating facilities" (surprise!). The NGCOA never actually followed through, so the owners' alliance basically got "nothing for free" (which isn't a bad economic model for the NGCOA but left the owner/operators in the same place they were when the whole conversation started). Two years later, the PGA allied with the NGCOA to conceive and launch PerformanceTrak, with both associations strongly urging their members to participate. Fast forward 10 years and, according to the December PerformanceTrak reports, they got to 2.3K facilities reporting rounds and 1.1K reporting revenue. On a base of 15K facilities nationwide, that's not bad (about 15% and 7% respectively) but there are some vagaries in the geographic and facility type balance that make it slightly problematic to project from the base at those levels over the years. Those are the types of things that fall into the knowledge realm of information companies vs. trade associations and one of the curiosities regarding why two trade associations decided to get into the reporting and benchmarking business. I had the ability to ask the then-President of the PGA of America why they were embarking down this path and his response was, with a slight grin, "because we can." Through the balance of the conversation he outlined for me that it was in the PGA's interest to position the PGA pro as the most-qualified business manager in their facilities, and pro- for the record, this was a joint venture between the PGA of America and the national Golf course owners Association (nGcoA) since its inception in 2005 toward the purpose of providing information for more fact-based business decisions on facility performance by the General managers (Gms) and their owners. 2 The Pellucid PersPecTive February 2016

Table of Contents for the Digital Edition of The Pellucid Perspective - February 2016

TOC
PerformanceTrak rides off into the sunset: What’s next?
Millenials are only part of the story; don’t forget the rest
Scoundrels or saviors depends on one’s point of view
January golf weather impact: All good things come to an end
Tough love, brother, in Philly market
Slow life in the fast lane

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