The Pellucid Perspective - September 2021 - 4

PRICING STRATEGY
70
60
50
40
30
20
10
Rounds played
in 2020
JAN
% OF TOTAL
% UTIL.
FEB
MAR
APR MAY
JUN
JUL
AUG
SEP
OCT
NOV
3.7% 4.9% 5.6% 8.1% 10.6% 11.1% 14.8% 11.6% 9.6% 8.7% 8.1% 3.2%
81.2% 84.5% 56.6% 50.4% 45.4% 46.2% 61.5% 51.4% 49.0% 55.4% 90.1% 57.4%
DEC YR/YTD/TOT.
100%
55.5%
sustaining the high level of demand we got in 2020. (See chart
above.)
Based on Golf Datatech and our Golf Market Research Center
(GMRC) numbers, we estimate that rounds were off -3.2%
in July, 2021. Pellucid's metrics tell us that July, 2021 Weather
Adjusted Capacity was -1.0% lower than in 2020. However, at
70.3% Course Utilization, July, 2021 was still significantly above
the 6 year average of 61.5%. According to Golf Datatech, while
we are still 16.1% above 2020's elevated rounds demand, the bar
is pretty high for reaching the unprecedented rounds and Course
Utilization levels of 2020 for the remaining 5 months of 2021.
The slight dip in July was the first drop in 16 months - we will
be watching the next few months very closely and not simply
because of the Scott Merchant - Jim Koppenhaver steak dinner
wager. How high is the bar?
August
November
December
Total
2020 Rds.
61.1M
September 52.0M
October
47.2M
50.6M
18.8M
229.7M
6 Yr. Ave.
52.7M
43.6M
39.5M
36.8M
14.4M
187.0M
% Diff.
+15.9%
+19.3%
+19.5%
+37.5%
+30.6%
+22.8%
In short, if our performance for the balance of 2021 reverts
to the 6 Year Average; Jim will be eating steak at Scott's expense
4 The Pellucid PersPecTive
(shared with me since I hopped on the hopeful bandwagon with
him). More important will be the discussion at dinner where we
invariably will be dissecting what caused the eventual final results.
With these basic benchmarks established, we can circle back
to Dynamic Pricing and our assessment of its effectiveness. If
we continue to see rounds demand erosion from our lofty 2020
performance; what will the impact be in determining how Dynamic
Pricing continues to improve performance in the face of
decreasing rounds?
First, Pellucid's metrics for year to date 2021indicate that
Weather Adjusted Capacity is basically flat (less than -1%); certain
regions have had much larger variations - here are 4 major
markets:
Boston - July, 2021 weather was -7% vs. 2020
Washington DC/Northern VA - July, 2021 was -5% and -14%
year to date (wow)
Houston - July, 2021 was +30% (wow) but year to date is -10%
(another wow)
Denver - July, 2021 was +8% but still down -7% year to date
It appears that our GMRC Charter Members are about evenly
divided between those that use one of the Dynamic Pricing platforms
and those that use their own methods for price modeling.
In the 4 markets above that have experienced wider than normal
weather variations; all our GMRC participants have beaten the
September 2021
(IN MILLIONS)

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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