The Pellucid Perspective - February 2024 - 6
CUSTOMER RELATIONSHIP
MANAGEMENT
STATE OF THE INDUSTRY
What we said & What we learned
Customer Communication will be more important than ever
By Stuart Lindsay
O
*
f the 30+ PGA Shows I've attended; this one was certainly
one for the memory banks. I haven't seen such
optimism since the " dot.com Show " - when all the new
internet unicorn wannabes were going to take golf to new levels
and Golf 20/20 was leading the charge to a billion rounds and
50 million golfers.
Our State of the Industry (SOI) presentation was also full of
good news. It was fun to outline the solid industry fundamentals
that should provide a basis for a 5th year of good performance:
* Rounds demand at an all time high
* Strong Participation - especially in younger age
cohorts
Restrained development that appears to match areas of
population growth
* Course Utilization at record levels
6 The Pellucid PersPecTive
To top it off, after 5 years of Golf Playable Hours below the
10 Year Normal; the forecasters are calling for an abnormally
good weather year. The Forecaster Hall of Fame may still be
empty, however - January came in with Golf Playable Hours
down -30%. It's not a huge concern since Janauary only represents
about 3% of the annual demand for rounds.
The other good part of the Show is seeing some of our clients
and hearing some of the ideas they are using to maintain
momentum. We also got to spend time getting familiar with
some of the newer technology platforms and some innovative
approaches to making data more " user friendly " - and, yes, some
of them are using AI.
Amidst this backdrop of optimism, however; several of our
better operators shared some of their concerns. Inflationary
pressures are increasing the cost of both inputs and labor. While
they say inflation is easing; new wage rules will make the inFebruary
2024
PHOTO BY MK. S ON UNSPLASH
http://www.dot.com
The Pellucid Perspective - February 2024
Table of Contents for the Digital Edition of The Pellucid Perspective - February 2024
TOC
AI’s coming, but golf’s not yet poised to leverage
Growth in ’24 will rely on operators navigating CRM changes
17 Activities; Transactions/For Sales dominate with 12
Jan GPH declines -30%, interesting start to full-year favorable forecast?
Dec Utilization registers down but Year-to-Date finishes modestly up
Look at Las Vegas (not a Top 25) as Super Bowl bow, healthy but not rosy outlook
The Pellucid Perspective - February 2024 - TOC
The Pellucid Perspective - February 2024 - AI’s coming, but golf’s not yet poised to leverage
The Pellucid Perspective - February 2024 - 3
The Pellucid Perspective - February 2024 - 4
The Pellucid Perspective - February 2024 - 5
The Pellucid Perspective - February 2024 - Growth in ’24 will rely on operators navigating CRM changes
The Pellucid Perspective - February 2024 - 7
The Pellucid Perspective - February 2024 - 8
The Pellucid Perspective - February 2024 - 9
The Pellucid Perspective - February 2024 - 17 Activities; Transactions/For Sales dominate with 12
The Pellucid Perspective - February 2024 - 11
The Pellucid Perspective - February 2024 - Jan GPH declines -30%, interesting start to full-year favorable forecast?
The Pellucid Perspective - February 2024 - 13
The Pellucid Perspective - February 2024 - Dec Utilization registers down but Year-to-Date finishes modestly up
The Pellucid Perspective - February 2024 - 15
The Pellucid Perspective - February 2024 - Look at Las Vegas (not a Top 25) as Super Bowl bow, healthy but not rosy outlook
The Pellucid Perspective - February 2024 - 17
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