The Pellucid Perspective - January 2017 - 11


GOLF COURSE
TECHNOLOGY

New pace of play technology
tracks walkers too
By Jim Dunlap

T

he golf industry's recent emphasis on accelerated pace of play
as the answer to golf 's time
problem with millennials and others has not come
without a price. While the
USGA attempted to get the
faster play word out to golfers through its "While We're
Young" TV ad campaign, the
message was disseminated to
operators that shaving a few
minutes off the time required
for an average round of golf
would increase play and customer satisfaction. It's difficult to measure exactly how
much and in what way more
aggressive pace of play monitoring has impacted customer
traffic, but the industry-wide data on participation and rounds
does not indicate that slightly faster play is the answer. Additionally, in some cases, more aggressive marshaling has meant
increased payroll and caused friction with customers who feel
they are being blamed and unduly harassed for delays that are
not their fault.
A new product called Tagmarshal, initially launched at the
2015 PGA Merchandise Show, is designed to address those
problems, as well as the gap in cart-mounted GPS tracking systems that occurs at courses with a high incidence of walking golfers. The Tagmarshal system can either be installed on golf cars
or attached to the bag of one member of a walking foursome.
Pro shop staff members can then monitor the progress and pace
of every group in real time and get a more accurate reading on
slow groups who are causing bottlenecks and slowing overall pace
of play. Rather than having several course marshals roaming the
course and occasionally making inaccurate assessments of which
groups are actually causing a slowdown, the course can dispatch a
marshal to the source of the delay, armed with recorded proof that
the group in question is slowing play.
Bodo Sieber, the co-founder and CEO of Tagmarshal, said
that the target course profile is one which is really busy and/or is
making a concerted effort to control pace of play. If, like two of
the company's earliest adopters Whistling Straits and Erin Hills,
the course is either walking-only or has a significant number of
walkers, the Tagmarshal system is perhaps uniquely suited to
www.PellucidCorp.com

monitoring pace for the full
tee sheet. Sieber estimated
that the system can provide up
to 40 percent more coverage at
frequently walked courses.
"The Tagmarshal management system has enabled us to
effectively implement our pace
of play policy, assisting us in
reducing playtime, which enabled us to add an additional
tee time for extra capacity,"
said Erin Hills Head Pro Jim
Lombardo on the Tagmarshal
web site. His comment illustrates a revenue incentive in
the additional tee time for sale
to accompany potential cost
savings in marshal labor. The
system also offers additional
software metrics such as "geofencing" to detect carts or golfers who venture into restricted areas or leave the property, as well as other statistical analysis of
play patterns.
The Tagmarshal system includes both hardware components
which can be either purchased or rented and software components. Sieber said the basic or core software solution costs courses
$490 per month, while packages with additional features run
$690 monthly. The hardware costs as little as $150 per month if
rented. In either case, Sieber said that the cost could potentially
be offset or wholly covered by savings in marshal labor or by adding an additional tee time.
Sieber said that anecdotal evidence indicates that one of the
primary causes of discord between golfers and marshals is arguments about who is to blame for a gap in play, or slow play. As he
noted, "It's not us, it's the group ahead of us" is a frequent claim.
With the Tagmarshal system, he said, marshals can not only see
exactly which group is causing delays, but demonstrate that to the
offending players.
The company is headquartered in South Africa and has some
client courses in Europe and the U.K., but Sieber said the company's focus is the U.S. market. The company's goal, he said, is to
establish long term working relationships with courses, continually expanding and refining software applications and technology
to meet client course needs. For those interested in learning more,
the company will be exhibiting at the PGA and GIS shows this
year.
n
The Pellucid Perspective

11


http://www.PellucidcorP.com

Table of Contents for the Digital Edition of The Pellucid Perspective - January 2017

TOC
Rounds stabilize, but seniors playing a bigger role
The industry convenes in Orlando
Pellucid/Edgehill weather services update
$500 million of equity capital available to private clubs
New pace of play technology tracks walkers too
Golf weather impact: December disappointment! November utilization encouraging
For Dallas golf, the big ā€œDā€ is demand
More match play, more gambling = participation problem solved
The Pellucid Perspective - January 2017 - TOC
The Pellucid Perspective - January 2017 - Rounds stabilize, but seniors playing a bigger role
The Pellucid Perspective - January 2017 - 3
The Pellucid Perspective - January 2017 - 4
The Pellucid Perspective - January 2017 - The industry convenes in Orlando
The Pellucid Perspective - January 2017 - Pellucid/Edgehill weather services update
The Pellucid Perspective - January 2017 - 7
The Pellucid Perspective - January 2017 - $500 million of equity capital available to private clubs
The Pellucid Perspective - January 2017 - 9
The Pellucid Perspective - January 2017 - 10
The Pellucid Perspective - January 2017 - New pace of play technology tracks walkers too
The Pellucid Perspective - January 2017 - Golf weather impact: December disappointment! November utilization encouraging
The Pellucid Perspective - January 2017 - 13
The Pellucid Perspective - January 2017 - 14
The Pellucid Perspective - January 2017 - For Dallas golf, the big ā€œDā€ is demand
The Pellucid Perspective - January 2017 - 16
The Pellucid Perspective - January 2017 - More match play, more gambling = participation problem solved
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