The Pellucid Perspective - October 2020 - 7

digits (but not the 30%+ reported in the local media anecdotally based on single facility
200.0%
200.0%
interviews/observations) and
GF Revenue recovers into posi150.0%
tive territory on "comps" (same
months in '19). That said, the
93.1%
Year-to-Date (YtD) tells the
100.0%
100.0%
story of a healthy Rounds re80.9%
bound but still work to be done
GF Rev. % Chng vs. YA
50.0% 56.5%
on Revenue to get back to even.
17.9%
Rds % Chng vs. YA
Let's next look and see
12.1% 10.2% 9.1%
10.8%
whether the market-level pat0.0%
-8.3%
-1.2% 4.0% 7.9%
tern was similar among Public
facility types using Pellucid's,
-37.4%
-47.0%
-50.0%
-56.9%
consumer-based, Facility Types.
As a refresher, we classify facili-87.4%
ties by access (Private vs. Public),
-100.0%
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
YtD
then within Public by experience type (Regulation length vs.
Learning & Practice or L&P)
which is a combination of individual owner/operators, man- and then within the Pub-Regulation length we segment, for
agement companies, relevant trade associations and the leading each of the 210 US Designated Marketing Areas (or DMAs) by
technology providers supporting Pellucid's effort to make this price segments, Public-Premium (higher), Public-Value (midhappen in '21. A very encouraging recent development that range) and Public-Price (lower). For sake of simplicity, we'll
steels our resolve to make this a reality was one of the lead- just look at one variable in this view (see chart below).
ing PoS providers agreed to provide one market's Rounds and
The storyline here is that the Rounds favorability hasn't
Golf Fees revenue figures, anonymized [we provided them the benefitted each of the segments equally; among the good news
complete list of facilities from our Internet Golf Course Data- there are relative winners and losers when looked at through
base (IGDB) with the Pellucid Facility Types (Private, Public- the lens of the Pellucid (public) Facility Types. A couple of
Premium/Value/Price, Learning & Practice), they matched to observation points. First, it appears that when the COVID
their client list, appended the figures and sent back only the meltdown happened in April that Public-Value facilities actuPellucid Facility Type and associated data so we don't know ally saw no decline vs. YA rounds. This would bear further
which facilities were in the sample or what data is associated investigation for credibility but, if true, that's revealing. One
with which]. From that data, we were able to paint the follow- would think that would give the segment the "head start" and
ing picture and provide insights on how COVID played out in it should be in the leadership position come August but, no,
this one market across their portfolio of 76 facilities.
that distinction belongs to Public-Premium with a 14% gain
First we'll look at how the
months rolled in for the key
Chicago '20 Monthly Rounds Performance by Pellucid Facility Type
measures of Golf Fees (GF)
400.0%
Revenue and Rounds (see chart
above).
350.0%
The storyline here is a sol300.0%
id Q1 on both GF Rev. and
250.0%
Rounds (but remember we're in
Chicago and a minuscule base
200.0%
Pub-Prem % Chng vs. YA
size for the winter/preseason).
Pub-Val % Chng vs. YA
150.0%
April tanks on both dimenPub-Pri % Chng vs. YA
100.0%
sions (COVID and IL state
L&P % Chng vs. YA
10.1%
shutdown) with May showing
50.0%
8.1%
13.5%
1.9%
a healthy Rounds bounce im0.0%
mediately but GF Rev trailing
-50.0%
(loss of ancillary revenue and
restrictions on carts). For the
-100.0%
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
YtD
months of Jun-Aug, Rounds
continue to be up in double-

Chicago '20 Monthly Performance (Public)

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The Pellucid Perspective - October 2020

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

TOC
Pandemic creates an unusual, upward pricing dilemma
How high is up? Based on current information, no one really knows
Are we currently selling golf below cost (yes); why?
September GPH slight down, current dynamics will absorb that
Aug Utilization again up double-digits, weather not a factor in current surge!
Pittsburgh #24 in new ranking, aided by better-than-average supply-demand balance
16 Activities; Transacts & For Sales comprise bulk of activity
The Pellucid Perspective - October 2020 - TOC
The Pellucid Perspective - October 2020 - Pandemic creates an unusual, upward pricing dilemma
The Pellucid Perspective - October 2020 - 3
The Pellucid Perspective - October 2020 - 4
The Pellucid Perspective - October 2020 - 5
The Pellucid Perspective - October 2020 - How high is up? Based on current information, no one really knows
The Pellucid Perspective - October 2020 - 7
The Pellucid Perspective - October 2020 - 8
The Pellucid Perspective - October 2020 - 9
The Pellucid Perspective - October 2020 - Are we currently selling golf below cost (yes); why?
The Pellucid Perspective - October 2020 - 11
The Pellucid Perspective - October 2020 - September GPH slight down, current dynamics will absorb that
The Pellucid Perspective - October 2020 - 13
The Pellucid Perspective - October 2020 - Aug Utilization again up double-digits, weather not a factor in current surge!
The Pellucid Perspective - October 2020 - 15
The Pellucid Perspective - October 2020 - Pittsburgh #24 in new ranking, aided by better-than-average supply-demand balance
The Pellucid Perspective - October 2020 - 17
The Pellucid Perspective - October 2020 - 16 Activities; Transacts & For Sales comprise bulk of activity
The Pellucid Perspective - October 2020 - 19
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