The Pellucid Perspective - April 2023 - 6

POST-COVID
TRENDS
If the findings hold, then it suggests that the impact
on golf demand from the continuing crescendo of
return-to-office drums will be minimal.
consumer survey (of recalled behavior) and potential multiple
explanations for these results vs. our facility operators' anecdotal
observations, the most logical one is that the " newer faces " in
those weekday slots were largely shifting their existing frequency
to different time windows while the " traditional time window "
golfers were actually the ones increasing their frequency.
If the findings hold, then it suggests that the impact on golf
demand from the continuing crescendo of return-to-office
drums will be minimal. Just to make it even more interesting,
by the end of the year we will hopefully have the ability to do
customer analysis on 50-100 courses in our Golf Market Research
Center (GMRC) portfolio and, as part of that, we'll be
able to tie customers to their play patterns (days, hours) which
would give us a passive way to monitor how their customers are
patronizing their facility and how those patterns change going
forward (unfortunately we'll only be able to study history to the
extent that those courses have been on their PoS platform for
multi-years).
Golf, by its very nature and history, is and has been a recreational
pursuit requiring discretionary income and time. While
COVID didn't necessarily give the average person more discretionary
income (well, the US government did, for a short period
of time and yes, to pretty much everybody who might not have
been able to afford golf but that's a separate discussion fraught
with peril), it did provide two time benefits to a large portion of
the working public: 1) More discretionary time by reducing or
eliminating office commutes and 2) More discretion over daylight
hours during weekdays to do time-shifting between work
and recreation. If you're back-to-back on Zoom calls during
the day, being remote likely didn't provide a path to higher golf
frequency but, if your day's work was having 5-10 reports completed
by 8AM the next morning, then you were the captain of
your recreational fate and free to " swing away " more frequently
on the first tee.
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6 The Pellucid PersPecTive
April 2023
https://golf.nbcsportsnext.com/operations/g1-by-golfnow/
The Pellucid Perspective - April 2023

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