The Pellucid Perspective - May 2019 - 4

PERFORMANCE
ANALYSIS

tral" basis. And that template only needs to be updated with the
latest month's values going forward.
If you want to find actionable data points, you have to dig
deeper. In most cases, that means finding some help in analyzing your results. You have your hands full running your operations and some of this math can get complex. Calculating Course
Utilization and RevPAR by day part or transaction/revenue per
hour is not easy within the query context of most Tee Sheet/POS
platforms.
An example of one of these outside "help" resources is the analytics offered by ORCA. Industry veteran Mike Loustalot has designed a benchmarking methodology that includes analysis of tee
sheet activity as part of the process. Testing using the results from
69 courses in the Phoenix DMA, the First Quarter 2019 results
are impressive. Jim Koppenhaver applied our Cognilogic weather
impact data, created a couple new measures and came up with
the enhanced view shown in the 2nd table on the previous page.
I added the average revenue per course line to Jim's calculation
to give another perspective. Like we said earlier, each individual
course needs to evaluate its performance against the cost of the
service. If you pay attention to Jim's numbers, the Phoenix market
has had a -5% lower Weather Adjusted Capacity (WAC) so far
in 2019. The ORCA process helped overcome that deficit and
still managed an $18,000 revenue jump for the average course in
the group. We have a pretty good idea of what ORCA charges

4 The Pellucid PersPecTive

for their services and it looks like the average ROI is very good.
As additional validation, we noted that there were 69 courses
involved. That is 35% of the public courses in Phoenix and over
50% of the Pellucid Public Premium and Public Value segments
to which almost all the participating courses belong. Suffice it to
say that ORCA's Phoenix sample is pretty solid.
As you can see, measuring performance on a weather adjusted basis definitely provides a meaningful assessment of
whether operational changes work or not. ORCA is doing a
much better job in 2019 than the simple 1.8% revenue increase
($71.2K in '19 GF Rev. value vs. the $70.0K '18 value) would
indicate at first blush.
In addition, this methodology for measuring performance
can apply to virtually any changes you make in your operations
or promotional activities you undertake. Whether it's dynamic
pricing, pay-per-click or social media re-marketing; all can and
should be evaluated this way. We have seen successful programs
using the processes; but we have also seen some that really didn't
deliver on a weather adjusted basis as well.
We will be spending time on some other promising and/or
successful programs in the coming months. In the meantime, we
might suggest looking into ORCA. As you know, we are a little
biased in supporting golf industry benchmark initiatives; however, we think the initial success of ORCA is worthy of note and
analysis.
n

May 2019


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The Pellucid Perspective - May 2019

Table of Contents for the Digital Edition of The Pellucid Perspective - May 2019

TOC
ORCA + weather impact yields new, encouraging Phoenix insights
Industry associations see blue skies, green fields
Public companies have less leeway to “fudge” numbers
April: Solid up, but beats a “soft comp”
Mar Utilization: Flat rounds wastes positive weather
“We’re #2,” chasing San Diego
MCO Consolidation & New Formats Mushroom
The Pellucid Perspective - May 2019 - TOC
The Pellucid Perspective - May 2019 - ORCA + weather impact yields new, encouraging Phoenix insights
The Pellucid Perspective - May 2019 - 3
The Pellucid Perspective - May 2019 - 4
The Pellucid Perspective - May 2019 - Industry associations see blue skies, green fields
The Pellucid Perspective - May 2019 - 6
The Pellucid Perspective - May 2019 - 7
The Pellucid Perspective - May 2019 - 8
The Pellucid Perspective - May 2019 - Public companies have less leeway to “fudge” numbers
The Pellucid Perspective - May 2019 - April: Solid up, but beats a “soft comp”
The Pellucid Perspective - May 2019 - 11
The Pellucid Perspective - May 2019 - Mar Utilization: Flat rounds wastes positive weather
The Pellucid Perspective - May 2019 - 13
The Pellucid Perspective - May 2019 - “We’re #2,” chasing San Diego
The Pellucid Perspective - May 2019 - 15
The Pellucid Perspective - May 2019 - MCO Consolidation & New Formats Mushroom
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