The Pellucid Perspective - September 2011 - (Page 15)

per Available Round (RevpAR = Greens Fee Revenue/Available (Capacity) Rounds) registers at $21 which exceeds the national average of $16, or 31% higher. This is a combination of higher than average Utilization and a higher Effective Green Fee Rate compared to the national averages. In summary, there’s little not to like in this “health checkup” for the Seattle market. While most management companies are fighting for their proverbial lives to expand and make money in “hot” markets like Dallas and Atlanta (both figuratively and lit(Rate Card Promotion continues from page 7) it seems that we’ve initially and quickly gravitated toward the “dark side” of using technology as a race to the lowest common denominator; a “great deal.” Now that the easy application has been more than thoroughly developed, it would be interesting to see how technology could become “the force” in helping solve the tougher business challenge of generating customers, rounds and revenue at rate card due to a superior product. Unlike restaurants that don’t typically have “daypart” pricing, we’ve already got a wide range of discounts built into our rate card structure, so that almost anyone ought to be able to find an acceptable price point somewhere around the time that they’d like to play if we’re producing a quality experience. We also think that the salespeople of this new concept com- erally), this secret-by-the-sea may be a better play. Of course, there are most likely fewer distressed properties in Seattle, which means fewer outside opportunities. If you’re an existing operator in Seattle, chances are that you’re not rolling in money but, as the Nicorette ad eloquently phrases, being in the golf business probably just “sucks less” than in most other markets across the country. If you’re one of those rare individuals out there looking to get in the golf business, you don’t need financing and you’re an all-weather kind of person, Seattle may be just the ticket. n pany would have a lot more willing and receptive audience to the opening line of “Would you use our service if we could use technology and social networking to drive an additional 10 rds/wk of rate card revenue for a 20% commission?” rather than the current, “Would you sign up for my golf-specific Groupon clone which is now in 10 courses nationally (2 courses locally) and has no better than a 50-50 chance of being here next year?” Discounting is easy, we know. Using technology to do more widespread discounting is easier yet. That’s been proven in the marketplace in general and in golf specifically. Following that progression, selling rate card rounds is hard. Selling rate card rounds using technology should be slightly easier. All we know is that the latter is both more fun and profitable if we can crack the code. It could happen, you know. n Corey Patterson • Head Golf Professional • Little Mountain Country Club www.PellucidcorP.com The Pellucid PersPecTive 15 http://www.golfchannelsolutions.com http://WWW.PELLUCIDCORP.COM

Table of Contents for the Digital Edition of The Pellucid Perspective - September 2011

The Pellucid Perspective - September 2011
Contents
The China syndrome
Shift happens: The impact of Hispanic growth on local golf markets
Promoting rounds at rate card — a novel concept?
Promoting rounds at rate card — a novel concept?
There’s golf in them thar’ (sand) hills
August weather impact, July utilization
Seattle, WA Core Business Statistical Area (CBSA)
Seattle, WA Core Business Statistical Area (CBSA)
The long and the short of it

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