The Pellucid Perspective - November 2023 - 9

appears the combination of them are helping our new golfers
get better, faster - and helps explain their higher frequencies.
As we look to 2024 and beyond; we have the apparent positive
effect noted above from these digital options. Even though
course closures have slowed down, the high cost of new construction
should prevent a rerun of the 1990s. We would also
add that what little new course construction is going on is
disproportionately concentrated in " high growth " states like
Florida and Texas. On a national level, this could mean that as
long as we pay attention to retaining our gains in customers and
rounds; our tee times should remain in high demand.
But, as the above data shows, the renewed prosperity for the
golf industry is not evenly spread across all geographies. On
top of that, as Jim Koppenhaver points out in this issue, the
" baby boomers " and their positive impact will start to age out.
We should also note that in certain markets, evidenced by our
GMRC portfolio, facilities have given back a little ground in
course utilization during 2023.
It doesn't look like we'll see a rerun of the over-building of
the 1990s; but that doesn't guarantee we won't get
2001 - 2019 when participation in golf fell over 25%. With
high demand, it's tempting to become complacent; but it is
critical that we step up our marketing and use of customer and
market analytics. We need to replace the high frequency golfers
that will be aging out and detect any negative changes in cusrerun
of
tomer numbers and value.
Currently, it looks like there is a general peaceful coexistence
with these digital options - with some indications that the relationship
might even be symbiotic. There also appears to be a
proper balance between the pricing of both the new digital options
and green grass golf. So far, golf course operators appear to
be fairly judicious about price increases and our customers have
been willing to pay the higher prices. However, how much room
you have to raise revenue through some combination of pricing
and/or rounds increases will greatly depend on your local
market dynamics - that will include getting a current baseline
of your market share positions in rounds and golfer base. Then
you will need to be prepared to track your customer counts and
values to determine whether the price/supply/value balance we
seem to have established over the past 4 years will hold up or
not. If you're following the logic and it makes sense to you,
then the first step is ordering your Golf Local Market Dynamics
report here and you'll have the initial answers in minutes via
email in a 7-dimensional Excel workbook (map of supply by
type, demographics, golfer base & frequency, golfer base trend,
facility-based rounds trend, supply/demand/velocity balance
and facility facts list for your draw area). From there it's on to
your PoS reports and provider to fill in the rest of the picture
and put plans in action to leverage what the market is giving
you to work with. Good luck, we can help if needed.
n
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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.
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The Pellucid PersPecTive
9
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The Pellucid Perspective - November 2023

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