The Pellucid Perspective - April 2020 - 4

GLASS HALF FULL

ing partners. Customer engagement tracking and follow-up to
provide additional encouragement to keep the new golfers involved. They even took some participants to the local PGA Superstore to help them select equipment. As a possible tribute to
earlier success, the store was already "sold out" of entry level sets.
Bill shared a lot more details with me and Jim Koppenhaver,
but suffice it to say Project Golf is a big step in the right direction. Jim K has also included more commentary in some of his
recent Perspective articles and Outside the Ropes newsletters if
you're interested.
We have also written about how technology could help. The
current crisis has led Club Prophet, Gallus, ForeUp and others to develop wireless touchless payments to minimize contagion risk for both staff and golfers. These tools could also be
enhanced to include recognition of "new" customers so that you
can make them feel "comfortable" and encourage their return.
It doesn't hurt to be able to identify returning customers either.
Adding social media electronic invitation applications (such
as GroupLooper in the public golf space and Foretees in the
private club market) to simplify and accelerate the reservation
process among golfer selected contacts is another worthwhile
enhancement to consider.
It should also be fairly easy to create "safe distance clinics".
As Project Golf is proving that speedy and controlled skill development is conducive to beginner retention; you can also in-

DIS COV ER

clude low cost or free rentals clubs in your outreach promotions.
Scheduling additional clinics for existing golfers or those that
are just coming back to the game are also opportunities to win
new customers and encourage loyalty. Making these clinics affordable and/or "free" on a self-liquidating basis (discounts on
future rentals, rounds and/or merchandise) will also be critical
to attract younger generations raised on the Google perception
of free.
While we don't agree with Brandel Chamblee's choice of
vernacular; he's right that golf instruction and skill development is in need of some quick evolution. And we need to make
sure that our invitations make our prospective customers feel
welcome and comfortable.
With many courses walking an economic tightrope; it's hard
to travel into the uncharted waters of new instruction paradigms, different technologies and whether to offer "safe distance
tailgating" with our carryout food in our parking lots. However,
if we want to take advantage of this great opportunity to attract
new customers; we will have to adapt.
There will be an electric tractor pull class added at the county
fairs and a hybrid will appear in a demolition derby. At age 87,
Big Daddy Don Garlits is obsessed with building the first battery powered dragster to reach 200MPH.
"I'll take my chances, I don't mind working without a net"
Mary Chapin Carpenter, 1992.
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4 troon_ad_corp_Pellucid_Pers_half_7.5x5_040320.indd
The Pellucid Perspective

Slammer & Squire at World Golf Village Resort
St. Augustine, Florida

1

April 2020

4/3/20 11:52 AM


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The Pellucid Perspective - April 2020

Table of Contents for the Digital Edition of The Pellucid Perspective - April 2020

TOC
COVID, an unlikely golden opportunity for golf?
Golf operator’s dilemma: Shut down or soldier on?
A (semi) quantitative analysis of COVID’s full year impact
March favorability squandered...
Feb Utilization a solid up; Rounds gain beats favorable weather
Detroit, the indefatigable market faces down another challenge
10 Activities; Closeds edge out Transactions 5 to 4
The Pellucid Perspective - April 2020 - TOC
The Pellucid Perspective - April 2020 - COVID, an unlikely golden opportunity for golf?
The Pellucid Perspective - April 2020 - 3
The Pellucid Perspective - April 2020 - 4
The Pellucid Perspective - April 2020 - Golf operator’s dilemma: Shut down or soldier on?
The Pellucid Perspective - April 2020 - 6
The Pellucid Perspective - April 2020 - A (semi) quantitative analysis of COVID’s full year impact
The Pellucid Perspective - April 2020 - 8
The Pellucid Perspective - April 2020 - 9
The Pellucid Perspective - April 2020 - 10
The Pellucid Perspective - April 2020 - 11
The Pellucid Perspective - April 2020 - March favorability squandered...
The Pellucid Perspective - April 2020 - 13
The Pellucid Perspective - April 2020 - Feb Utilization a solid up; Rounds gain beats favorable weather
The Pellucid Perspective - April 2020 - 15
The Pellucid Perspective - April 2020 - Detroit, the indefatigable market faces down another challenge
The Pellucid Perspective - April 2020 - 17
The Pellucid Perspective - April 2020 - 10 Activities; Closeds edge out Transactions 5 to 4
The Pellucid Perspective - April 2020 - 19
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