The Pellucid Perspective - May 2022 - 5

transactions), answers questions 2 & 3. Beyond that, there will
be additional issues. If we see a change in consumer behavior,
is it that the Covid-bonus is wearing off or simply a consumer
reaction to inflation meaning less disposable income? In one
sense it may not matter which factor may be the issue - but you
need to first identify any price resistance as fast as possible. If
your customer counts are falling - is it existing customers leaving
or not as many new golfers being attracted?
After that, you need to look at your customer values. When
we looked at " new golfers " from 2020, we saw that they spent
more in 2021. This was true on both a local level and in the
" national sample " Pellucid created to profile the new golfers we
attracted in both 2020 and 2021. You need the metrics to monitor
both your customer counts and values on a monthly basis.
Then you need to answer whether your existing customers
are cutting back due to inflationary pressures, or simply because
more options are available to compete for their disposable income.
Both those scenarios will require different adjustments.
One is marketing related and the other may require price adjustments.
In any event, you need to be monitoring your customer
counts and RevPAR metrics at least on a monthly basis.
Of course, we're going to tell you to pay attention to weather.
April was an abnormally bad weather month across the US for a
majority of our weather regions. Even Miami was down a whopping
-10%. Before you push the panic button on customer counts,
check the weather. Also, our RevPAR calculations include weather
adjustments with the same for Course Utilization.
The success of DP is a great example of how outside services
can help golf courses achieve better results. The same is true for
the other examples we have given. As we have said many times,
your chances of success improve with the use of tools that are
able to analyze your data using specialized technology not easily
done within the confines of your Tee Sheet/POS platforms.
To put some more icing on the cake, most of the SEO and
Social Media applications are going to have some major changes
in the near future. It's not just the Apple Privacy changes
or Elon Musk's acquisition of Twitter. " Walled Gardens " of
customer information and the increased need to use Business
Intelligence tools to interpret results will make it even more
important to utilize outside services. Pricing is a driving force,
but recognizing changing consumer patterns in your customer
base will be equally important in your search for marketing and
other business solutions - and regular reviews of your multitude
of metrics will be required.
As you would imagine, we're busy working behind the scenes
with willing technology providers and progressive-thinking operators
to integrate the tools you're going to need and make
them as touch-less (to borrow a hackneyed COVID phrase) as
possible. Stay tuned to the Pellucid channel to be among the
first to know when they're ready and available.
n
To learn more, contact us at 888.827.9775,
or visit TrueClubSolutions.com.
TRUECLUBSOLUTIONS.COM | 888.827.9775
www.PellucidcorP.com
The Pellucid PersPecTive
5
https://www.troon.com/family-of-brands/true-club-solutions/ http://www.PellucidcorP.com

The Pellucid Perspective - May 2022

Table of Contents for the Digital Edition of The Pellucid Perspective - May 2022

TOC
Dynamic Pricing; trickier tracking ahead
Topgolf incrementality illusion fading
Transactions dominate the industry activities storyline
Ugly April (GPH -19%) further dents rough season start
March Utilization shows resilience at +3 pts, 60%
Phoenix, #3 ranked and a threat to move up in ’21
The Pellucid Perspective - May 2022 - TOC
The Pellucid Perspective - May 2022 - Dynamic Pricing; trickier tracking ahead
The Pellucid Perspective - May 2022 - 3
The Pellucid Perspective - May 2022 - 4
The Pellucid Perspective - May 2022 - 5
The Pellucid Perspective - May 2022 - Topgolf incrementality illusion fading
The Pellucid Perspective - May 2022 - 7
The Pellucid Perspective - May 2022 - 8
The Pellucid Perspective - May 2022 - 9
The Pellucid Perspective - May 2022 - Transactions dominate the industry activities storyline
The Pellucid Perspective - May 2022 - 11
The Pellucid Perspective - May 2022 - 12
The Pellucid Perspective - May 2022 - 13
The Pellucid Perspective - May 2022 - Ugly April (GPH -19%) further dents rough season start
The Pellucid Perspective - May 2022 - 15
The Pellucid Perspective - May 2022 - March Utilization shows resilience at +3 pts, 60%
The Pellucid Perspective - May 2022 - 17
The Pellucid Perspective - May 2022 - Phoenix, #3 ranked and a threat to move up in ’21
The Pellucid Perspective - May 2022 - 19
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