The Pellucid Perspective - October 2017 - 4

GOLF COURSE
BENCHMARKING

*

Level II - 3 Dashboards around the novel feature of mapping rounds by the booking distribution channel, barter
opportunity cost, rounds booked/played by day of week
in a heat map visual and incremental revenue opportunity
calculations
* Level III - 8 reports broken down into agonizing-level
detail by day-of-week, by dayparts by distribution channel for the facility and their competitive set
The sample reports provided on the ORCA website would
suggest that they may be taking a page from the Golf Datatech playbook which is to only show % changes and derivative
measures (i.e. Revenue per Round but not the actual averages of
Revenue or Rounds), which protects against a direct challenge
to the veracity of the underlying core figures. In other words,
if you have 5 courses participating and they're not representative of the whole market or segments, if you just publish it's a
4% rounds change, then it's harder to challenge vs. having the
published figure of 31,000 rounds which knowledgeable market
participants would know whether it's reasonably accurate or not.
I know this from personal experience in the early years of our
Golf Local Market Analyzer (GLMA) software product where
we published (and still do) the actual rounds averages per 18 hole
equivalent for any geography in the US by the facility type breakdowns (Private, Public-Premium/Value/Price, Learning & Practice). We got immediate feedback on geographies initially that

4 The Pellucid PersPecTive

were "out of whack" and worked over the years to improve the
figures until today, 12 years later, they're rarely questioned by our
clients. It's possible that ORCA either has (just not in the sample
reports) or is planning in the future to report on average rounds
and revenue figures at market level but, if not, this is a step backwards on this dimension from its PerformanceTrak predecessor.
ORCA proposes to allow participants to create their own
"comp set" of up to 4 courses which assumes that they'll have
enough participation in each market to have each facility's chosen
comp set in the participants. I'm not sure exactly how they're
going to pull that off in the early years at <10% market penetration during ramp-up, but it's promised and demonstrated in the
sample reports so it must be true, right?
Regarding ease of use, the ORCA website represents that
rounds and revenue data by the various dayparts and channel
splits can be electronically submitted to their cloud-based system
where the math is done and formatted into the various reports.
This would also assume that ORCA has established either Application Program Interfaces (APIs) or automated data export
routines (secure hopefully) with all the major (and minor) tee
sheet and/or Point-of-Sale (PoS) providers. In my experience,
and that of the NGCOA when they attempted this feat over
the 12 months that they twisted and turned to build or facilitate PerformanceTrak 2.0, this would be an amazing feat that
they've accomplished since Jan. '16. We've always maintained

October 2017


https://www.ezlinksgolf.com/DIME-learn-more https://www.ezlinksgolf.com

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

TOC
NGCOA casts its benchmarking lot with ORCA
The NGCOA Technology Conference: A long time coming, but worth the wait
City nixes TopGolf deal in surprise move
Credit Management a “hot” topic? Acushnet playing tough?
September golf weather impact: Flat for month, flat for year
Like the Sox, Boston course owners need better pitching
Improving, or approving, one’s lie
The Pellucid Perspective - October 2017 - TOC
The Pellucid Perspective - October 2017 - NGCOA casts its benchmarking lot with ORCA
The Pellucid Perspective - October 2017 - 3
The Pellucid Perspective - October 2017 - 4
The Pellucid Perspective - October 2017 - 5
The Pellucid Perspective - October 2017 - The NGCOA Technology Conference: A long time coming, but worth the wait
The Pellucid Perspective - October 2017 - 7
The Pellucid Perspective - October 2017 - City nixes TopGolf deal in surprise move
The Pellucid Perspective - October 2017 - 9
The Pellucid Perspective - October 2017 - Credit Management a “hot” topic? Acushnet playing tough?
The Pellucid Perspective - October 2017 - September golf weather impact: Flat for month, flat for year
The Pellucid Perspective - October 2017 - 12
The Pellucid Perspective - October 2017 - 13
The Pellucid Perspective - October 2017 - Like the Sox, Boston course owners need better pitching
The Pellucid Perspective - October 2017 - 15
The Pellucid Perspective - October 2017 - 16
The Pellucid Perspective - October 2017 - Improving, or approving, one’s lie
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