The Pellucid Perspective - August 2017 - 10

INDUSTRY
SCORECARD

we should get a nice demand boost from this when Datatech
publishes the July rounds figures. Favorability was slightly more
prevalent east of the Rockies and more to the south than the
north within the East-Central geographies. The SE Coast is
having a particularly good run of weather compared to '16. Despite the fact that we had several major adverse weather events
that made national news, those incidents were outweighed by
the balance of the month and the large unaffected geography;
hence the importance of not basing monthly weather perceptions on the national headlines which, while unfortunate for the
areas affected, don't reflect the national condition. Rounds de-

mand at the market level continues to largely track to weather
with 33 of 61 markets registering neutral Utilization but, of the
non-neutral markets there's a significant bias to lower vs. higher
Utilization. The good news in this result is that for roughly half
of the markets, we can use the weather as a proxy for demand
trends which means the year end forecast should be of high interest to participants in those markets. Among Pellucid's Top
25 US Golf Marketing, in the positive Utilization column Dallas (#10) and Houston (#6) continue to lead while Minneapolis
(#22) is the poster-child for lower Utilization behind improved
n
weather and declining rounds YtD."

Rounds by Facility Type Jun 2017
All Fac.
Types

Public
Access

Private

2.0% ___________________________________________
1.2%
1.0% ___________________________________________
-0.1%

0.0% ___________________________________________
-1.0% ___________________________________________
-2.0% ___________________________________________
-3.0% ___________________________________________
-2.9%

-4.0% ___________________________________________
-3.8%
-3.8%
-5.0% ___________________________________________
-4.8%

-6.0% ___________________________________________

Source: GDT/NGCOA/NGF alliance

For reference, Utilization and Point Change vs. Year Ago (YA)
tracks rounds demand after factoring for weather. The comparative benchmark is the Year End (YE) '16 value (52%). For
those not familiar with Pellucid's Weather Impact tracking, the
underlying concept is relatively simple. In a theoretical world
of rounds following weather, a 5% increase in Available Rounds
would produce a 5% gain in Played Rounds. By comparing
Played Rounds to Available Rounds, we can determine the Utilization of the average facility and how it's changing during the
year vs. the benchmark.
The first set of bars above show that June posted a Utilization rate of ~52% which was a fractional increase vs. the YE '16
value (after a positive June result). In other words, the month's
3% decline in Played Rounds was marginally better than the
previously reported 4% decline in Available Rounds. The second
set of bars show the Year-to-Date (YtD) results with Utilization measuring 50% or a 2 point deficit vs. the benchmark. So,
the net of the monthly ups-and-downs through June says that
soft rounds demand is being influenced by weather but there are
consumer-based or operational-related shifts occurring which
are also costing us rounds. If only we had some type of bench-

10 The Pellucid PersPecTive

n Curr Month
n Curr YtD

Looking at demand for the current month, rounds were off 3% vs.
Year Ago (YA) driven by a 4% decline in the Public sector. For
the Year-to-Date (YtD) period, the June decline added marginally to the previous deficit which holds at -4%. The YtD decline
is now exclusive to the Public sector, which is off 5% while the
Private sector shows resilience, gaining slightly in June to put it
above the '16 mark for the YtD period (so whatever ails us in demand this year is a public golfer malady to which Private golfers
seem to be relatively immune).

marking (operations insights) or customer franchise (consumer
shifts) analysis capabilities to help us sort that out at market and
facility level, right?

Utilization & Point Change Jun 2017
n %Utilization

n Pt. Chng vs. FY '16

Curr. Month

YtD

49.8%
52.0% ______________________________________

0.5

39.0% ______________________________________

0.0

51.9%

0.3

26.0% ______________________________________
13.0% ______________________________________

-0.5
-1.0
-1.5

-1.8

0.0% ______________________________________ -2.0
Source: GDT/NGCOA/NGF alliance; Pellucid

August 2017



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

TOC
Like snowflakes, each golf course is unique
Golf equipment direct-to-consumer distribution: Force to be reckoned with or passing fad?
Parsons and PXG take club fitting to a new level, and price point
July golf weather impact: Much-needed national “bounce”
Boston metrics favorable, but more rounds needed
Moving day for the PGA, and Justin Thomas
The Pellucid Perspective - August 2017 - TOC
The Pellucid Perspective - August 2017 - Like snowflakes, each golf course is unique
The Pellucid Perspective - August 2017 - 3
The Pellucid Perspective - August 2017 - 4
The Pellucid Perspective - August 2017 - Golf equipment direct-to-consumer distribution: Force to be reckoned with or passing fad?
The Pellucid Perspective - August 2017 - 6
The Pellucid Perspective - August 2017 - Parsons and PXG take club fitting to a new level, and price point
The Pellucid Perspective - August 2017 - 8
The Pellucid Perspective - August 2017 - July golf weather impact: Much-needed national “bounce”
The Pellucid Perspective - August 2017 - 10
The Pellucid Perspective - August 2017 - 11
The Pellucid Perspective - August 2017 - Boston metrics favorable, but more rounds needed
The Pellucid Perspective - August 2017 - 13
The Pellucid Perspective - August 2017 - 14
The Pellucid Perspective - August 2017 - Moving day for the PGA, and Justin Thomas
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