The Pellucid Perspective - May 2021 - 6

FACILITY PERFORMANCE
MEASUREMENT

discounting a facility is doing. As he has schooled me
over the years, there's an approximate 19% discount
built into our average rate card and distribution of
weekly rounds across those differentiated rate card
periods. Anything below 81% on this metric is the
measure of " discretionary discounting " at the facility
(twilight, Jr/Sr, season passes, loyalty programs etc.).
So, from the above we can make the following judgments about the pricing policies at this client's course:
* They're seeing a roughly 25 point discount
beyond the rate card to achieve these outstanding
results
* The discounting level didn't change much '21
Apr YtD vs. '20 (got better by 1 point in '21)
* Stuart's rule of thumb (and what we're also see-		
	 ing in the pilot participant portfolio) is that
this number generally falls between 55-65% 		
(which means our client is near the bottom of 		
that range and this could be an area for improve		
	ment)
So, how hard was it for our pilot participant to get the
above 3 insights? Well, about 5 minutes hard. See below for
the 2 figures they had to input into the GMRC portal for
April (which they did on 5/1, so they had several of the key
answers to April the day after month close!) and then they ran
the reports pictured above immediately.
Let's compare that to either emailing or posting your
rounds only to other industry associations and getting...national, (most) state-level and (some) market-level % change
only figures for the month 4 weeks later. You pick. Which
brings us to the GMRC pilot program and subsequent call for
Charter Members. Details of the program can be reviewed
one of two ways:
* Program Overview two-pager here
* Jim 18-min recorded demo of the tool and program

6 The Pellucid Perspective

*

plans/pricing etc. here (fill in your name and email
and it will open the video link; you're not signing up
for anything)
Just to make it more interesting, we're offering the
following value-adds as " shots of courage " for those
on the fence:
* Pilot program: All participants get the April
Outside the Ropes issue on The '20 National
Golf Consumer Franchise size, shape and
changes as well as a one-time Cognilogic
Foresight report of daily Capacity Rounds
for their location for the period from signup until
5/31
* Charter members: In addition to financial incen-		
	 tives (read the above 2-pager), we're also including
annual subscriptions to both Cognilogic (historical
weather impact) and Foresight (dynamic, moving 		
60 day forecast for Capacity Rounds for the facil-		
	 ity location) included in the all-in $500/yr
GMRC fee

Spoiler alert, yes you do have to pay on an annual basis after
the pilot expires so advantage there to the industry associations who offer state-and-above, rounds only, % change only
data in about 4 weeks...for free.
We're working with many of the more progressive operators as the early adopters to both educate and learn from their
feedback. We expect that this portfolio is likely leading their
markets and the industry at large so your mileage may vary
but, at the very least, they better know in near-time, weatheradjusted across 7 KPIs how they're doing for the month and
YtD for an investment of $500/yr and 5 minutes per month.
So far the vast majority are saying that math works for them
and is giving them a competitive edge as the '21 season gets
underway. It will only get better as more participants review
n
and join the program.
MAY 2021
https://register.gotowebinar.com/recording/7458806921132082700 https://www.pellucidcorp.com/gmrc-overview
The Pellucid Perspective - May 2021

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