The Pellucid Perspective - September 2021 - 2

PRICING STRATEGY
Dynamic Pricing Updated
Is it Working?
How will it play out for the rest of 2021
By Stuart Lindsay
W
hen we first started writing about Dynamic Pricing in
2014, we encouraged golf course operators to take a
good look at the process. Relatively few courses were
early adopters, but the number has increased significantly - especially
over the last 2 years. The number of companies offering
Dynamic Pricing assistance has also grown.
This expansion of adoption and service choices is easily explained
- it seems to work. As far as we can tell Dynamic Pricing
has helped golf courses increase revenues in most of the cases we
have observed. However, during 2020 and the first half of 2021,
we have also enjoyed the highest demand for golf in the last 20
years. That will make the second half of 2021 an interesting test
of what happens if rounds demand begins to show some signs of
erosion.
July is the busiest (and arguably the most important) month
for golf on the national level - over the 6 years 2015 - 2020,
14.8% of all rounds were played in July. The next highest month is
August at only 11.6%. In 2020, July was above average at 15.3%.
Weather Adjusted Course Utilization averaged 61.5% for 2015
-2020 and climbed to a whopping 72.3% in 2020. So July, 2021
becomes pivotal in determining how the industry is doing in
2 The Pellucid PersPecTive
September 2021
PHOTO BY MARKUS SPISKE ON UNSPLASH

The Pellucid Perspective - September 2021

Table of Contents for the Digital Edition of The Pellucid Perspective - September 2021

TOC
Dynamic Pricing: Is it working, will it work the same in ‘22?
GMRC is driving directionally upward plans, dialogues & actions
14 Activities; Transactions outpace closures 3:1 (good or bad?)
August GPH declines 5%, Year-to-Date swings to modest down (-1%)
July Utilization breaks winning streak, Year-to-Date figure still in the 70% neighborhood
Miami occupies #15 in current ranking, pretty even scorecard on upsides/downsides
The Pellucid Perspective - September 2021 - TOC
The Pellucid Perspective - September 2021 - Dynamic Pricing: Is it working, will it work the same in ‘22?
The Pellucid Perspective - September 2021 - 3
The Pellucid Perspective - September 2021 - 4
The Pellucid Perspective - September 2021 - 5
The Pellucid Perspective - September 2021 - GMRC is driving directionally upward plans, dialogues & actions
The Pellucid Perspective - September 2021 - 7
The Pellucid Perspective - September 2021 - 8
The Pellucid Perspective - September 2021 - 9
The Pellucid Perspective - September 2021 - 14 Activities; Transactions outpace closures 3:1 (good or bad?)
The Pellucid Perspective - September 2021 - 11
The Pellucid Perspective - September 2021 - August GPH declines 5%, Year-to-Date swings to modest down (-1%)
The Pellucid Perspective - September 2021 - 13
The Pellucid Perspective - September 2021 - July Utilization breaks winning streak, Year-to-Date figure still in the 70% neighborhood
The Pellucid Perspective - September 2021 - 15
The Pellucid Perspective - September 2021 - Miami occupies #15 in current ranking, pretty even scorecard on upsides/downsides
The Pellucid Perspective - September 2021 - 17
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