The Pellucid Perspective - December 2020 - 2

PHOTO BY SFIO CRACHO / SHUTTERSTOCK

COVID OPERATIONS
IMPACT

New Market Research Capabilities
Did You Get Your Share of the COVID dividend in '20?
(or...How researchers spent our pandemic " vacation " )
By Stuart Lindsay

W

hile many of you were busy managing 50 Million new
rounds of demand and all the challenges of safely serving more customers; Pellucid and Edgehill spent our
splendid isolation time enhancing our data platforms and our
capability to deliver those analytics.
*	
*	
*	

Updated our Golf Local Market Analyzer (GLMA)
and added Rounds and Golfer History Reports
Assigned " key " metrics from the GLMA to all 210
Designated Market Areas (DMAs) covering the entire
US
Using the IGDB Course Directory, any golf course
will be able to compare Rounds and Course Utilization
(weather adjusted) against those metrics for their
specific DMA.

Beginning in early 2021, this will be a secure interactive process. By the end of January, yearend values for 2020 will also be
available.
First, here is an example of the new Rounds History Report
for my hometown Milwaukee DMA.

2 The Pellucid Perspective

Milwaukee has lost 21.2% of its rounds since 2000. This compares to a 16.6% decline for the US. Clearly, my hometown market is less than healthy. It's even worse when we look at the number of golfers lost since 2005 in our new Golfer History Report.
Milwaukee has lost 43.2% of its golfer base since 2005. Not
surprisingly, Milwaukee also has a -31% Supply Dilution ratio
December 2020



The Pellucid Perspective - December 2020

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

TOC
Did you get your “fair share” of the COVID dividend; how do you know?
Our ‘21 New Year’s industry resolution: Stop guessing at key performance metrics
Golf Market Research Center; call for beta participants in Jan ‘21
November GPH are crazy good, can you say +30%?
Oct Utilization continues on a roll, can we achieve 60% (+7 pts) by year end?
Atlanta settles in at #21, everyone stop arguing politics and go play golf!
15 Activities; Transacts (vs. “plows”, sigh) are majority activity
The Pellucid Perspective - December 2020 - TOC
The Pellucid Perspective - December 2020 - Did you get your “fair share” of the COVID dividend; how do you know?
The Pellucid Perspective - December 2020 - 3
The Pellucid Perspective - December 2020 - 4
The Pellucid Perspective - December 2020 - Our ‘21 New Year’s industry resolution: Stop guessing at key performance metrics
The Pellucid Perspective - December 2020 - 6
The Pellucid Perspective - December 2020 - 7
The Pellucid Perspective - December 2020 - Golf Market Research Center; call for beta participants in Jan ‘21
The Pellucid Perspective - December 2020 - 9
The Pellucid Perspective - December 2020 - November GPH are crazy good, can you say +30%?
The Pellucid Perspective - December 2020 - 11
The Pellucid Perspective - December 2020 - Oct Utilization continues on a roll, can we achieve 60% (+7 pts) by year end?
The Pellucid Perspective - December 2020 - 13
The Pellucid Perspective - December 2020 - Atlanta settles in at #21, everyone stop arguing politics and go play golf!
The Pellucid Perspective - December 2020 - 15
The Pellucid Perspective - December 2020 - 15 Activities; Transacts (vs. “plows”, sigh) are majority activity
The Pellucid Perspective - December 2020 - 17
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