The Pellucid Perspective - March 2023 - 9

those results to provide a monthly picture of industry operations'
health at the national and key markets level. As a recent,
tangible example, one of the organizations was recently asked
by the Wall Street Journal what the impact on golf would be
if the Sunshine Protection Act (permanent daylight savings
time) passed Congress and was put into law. Through a combination
of our proprietary weather data and using some of
the aggregated insights from the GMRC portfolio, we were
uniquely positioned in the industry to address and provide a
back-of-the-envelope answer to that question. This, in turn,
should also be ammunition for the NGCOA as part of their
Golf Day lobbying this year to quantify and emphasize the
positive impact this would have on golf this season and ongoing
(Stuart's article preceding this one outlines our approach
and the answer to that question). Beyond media inquiries,
I believe that having more industry summary performance
information on Golf Revenue, Rates/Pricing, Rounds and
Customer counts would make golf of more interest and a lessrisky
bet to investment companies, potentially improve loan
terms and, certainly, provide better appraisals and valuations
for parties interested in facility transactions. While we're yet
a long way off from this utopia, our GMRC participants get
a monthly summary of the 7 KPIs for the portfolio and each
market which has more than 3 participants currently and they
tell us it's helpful for understanding the higher-level trends
month-to-month beyond their four walls. We also provide,
for a large venture capital firm, the fastest view of monthly
rounds performance which they're using in their larger equations
to determine the arc and duration of the post-COVID
demand curve.
So there you have the underpinnings of my newfound
courage that we will see some form of benchmarking in our
industry before the good Lord calls me away. It's been a 20-yr
road so far and it hopefully won't take another 20 to complete
the journey (I'd better go check the actuarial tables for
men in their 60's of reasonably good health). People often say,
" We need the golf equivalent to the STAR report " and, while
they're right in theory, Stuart and I would argue that we need
the golf-customized version of performance measurement in
summary and comparatively. I had a conversation with Randy
Smith (founder of Smith Travel) back in the early years of
Pellucid and his comments to me were that I had an infinitely
harder road ahead than he had navigated because the golf
industry was more fragmented, smaller business units, lesser
technology and harder math. Looking back now in '23, he was
right on all counts but I don't think he understood my persistence
and tenacity given the challenge and I may yet have
the opportunity to call Randy back up in the next 5 years and
tell him, " You were right, but we were eventually successful in
making that happen for our, and golf's, benefit. "
n
Partner with the True, All-In-One
Golf Management Solution
Club Caddie was designed by golf course owners and operators to help solve
the most common pains of operating any golf facility. Our team is passionate
about integrating the latest technology, industry trends and best practices to
save golf course operators time, money and resources. To Learn more about
how Club Caddie can help streamline your golf operation, email Jake Ayala at
Jake@ClubCaddie.com, or visit our website at ClubCaddie.com/demo to
custom fit your golf facility.
Online Tee Sheet
& Electronic
Reservation
System
Retail,
Restaurant, Bar
& Mobile POS
www.PellucidcorP.com
Customer
Marketing & Full
Member
Management
FullSpecial Event
& Banquet
Management
Simulator,
Court & Activity
Booking
TM
Websites &
Mobile Apps
with GPS
Accounting
and Business
Intelligence
Reports
The Pellucid PersPecTive
9
https://clubcaddie.com/demo/ http://www.PellucidcorP.com
The Pellucid Perspective - March 2023

Table of Contents for the Digital Edition of The Pellucid Perspective - March 2023
