The Pellucid Perspective - October 2021 - 4

MARKET ANALYSIS
we've placed the facilities and color-coded by type as defined in
the Legend. The immediate takeaways:
* Private clubs (red stars) dominate the north vs. any
other directional quadrant
*
*
There's not much municipal representation (green), the
vast majority of non-private golf is what we call " for
profit "
There's lots of " retired " (euphemism for closed) supply,
considerably more to the southern half of the metro
area
Next we want to know about the golfer base
within the metro area (for year ending '20). See
table at top.
What we see here is " lots of golfers " but
driven primarily by population size as the Participation
Rate of ~5% is below the national
average of 7% and the Frequency Rate of ~16
rds/golfer/yr also lagging the national average
of 22 rds/golfer/yr. When I lived in Atlanta
back in the 90s, I noticed the same thing of a
great golfing environment but ALTA (tennis)
as well as great hiking and outdoors competed
for recreational time.
In addition to just looking at the straight
Population x Participation exercise, we're interested
in understanding the distribution across
key golf demographics of Income, Age and
Ethnicity (in that order of importance). See
table at right.
I'm just showin, in the table at right, the
income distribution which, at the summary
level, says that the income distribution across
Atlanta has favorability of ~14% vs. the national
income distribution and therefore could
support ~5.0M rounds vs. the 4.4M rounds in
the initial, consumer survey-based projection
of rounds.
4 The Pellucid PersPecTive
OctOber 2021
A new feature of the GLMA in last year's update is the ability
to see how that golfer base has changed over time. See bar
chart on next page.
Using the historical participation and population data we've
now archived since '05, the above shows how both have changed.
The bar chart illustrates that in '05, using this methodology, we
had nearly 400K golfers in the Atlanta CBSA. It has bounced
up and down but, overall, represents a downward " drift " to the
nadir of ~250K golfers in '19 before rebounding nicely in '20 to
~267K due to COVID.
We're now going to switch from the demographics/consum

The Pellucid Perspective - October 2021

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

TOC
Market Analysis increasing in “fun factor” behind positive numbers
Evolving Customer Engagement; Old Tools, New Rules
19 Activities, 12 Transactions lead; 3 interesting “special situations
Flat National September But Negative 1:2 Regional Breadth Picture
August Utilization Down Slightly, Still up 7 Points YtD
The Pellucid Perspective - October 2021 - TOC
The Pellucid Perspective - October 2021 - Market Analysis increasing in “fun factor” behind positive numbers
The Pellucid Perspective - October 2021 - 3
The Pellucid Perspective - October 2021 - 4
The Pellucid Perspective - October 2021 - 5
The Pellucid Perspective - October 2021 - 6
The Pellucid Perspective - October 2021 - 7
The Pellucid Perspective - October 2021 - 8
The Pellucid Perspective - October 2021 - 9
The Pellucid Perspective - October 2021 - Evolving Customer Engagement; Old Tools, New Rules
The Pellucid Perspective - October 2021 - 11
The Pellucid Perspective - October 2021 - 19 Activities, 12 Transactions lead; 3 interesting “special situations
The Pellucid Perspective - October 2021 - 13
The Pellucid Perspective - October 2021 - Flat National September But Negative 1:2 Regional Breadth Picture
The Pellucid Perspective - October 2021 - 15
The Pellucid Perspective - October 2021 - August Utilization Down Slightly, Still up 7 Points YtD
The Pellucid Perspective - October 2021 - 17
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