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Mike Hughes. CEO, National Golf Course Owners Association. Golf’s Financial Metrics. Golf’s Financial Metrics. Prior to GOLF 20/20 NGF: Measured participation Tracked golf course development Measured rounds via consumer panel Golf DataTech: Retail Market Share Report

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mike hughes

Mike Hughes

CEO, National Golf Course Owners Association

golf s financial metrics1
Golf’s Financial Metrics
  • Prior to GOLF 20/20
    • NGF:
      • Measured participation
      • Tracked golf course development
      • Measured rounds via consumer panel
    • Golf DataTech:
      • Retail Market Share Report
      • On-course & off-course
golf s financial metrics2
Golf’s Financial Metrics
  • Prior to GOLF 20/20 (cont’d)
    • No standard industry definitions
    • Interest measured only by Nielsen ratings& tournament attendance
    • Various market/feasibility studies
    • Sporadic measurement of economic impact
golf s financial metrics3
Golf’s Financial Metrics
  • Since GOLF 20/20
    • Established consistent definitions
    • Major Segmentation Study in 2001 has served as a foundation for much of our growth activity
    • NGF and Golf DataTech gathered data directly from facilities on rounds with input from PGAand NGCOA
    • PGA TOUR included monthly ESPN Sports Poll as a measurement of interest, as well as ratings and attendance
golf s financial metrics4
Golf’s Financial Metrics
  • Since GOLF 20/20 (cont’d)
    • Measured scope of industry
      • $62 billion annual business
      • Larger than recording & motion picture industries combined
    • Measured charitable impact
      • Responsible for raising $3.2 billion per year
golf s financial metrics5
Golf’s Financial Metrics
  • Moving Forward
    • More sophisticated measurement and reporting
    • Focus on trends and outside factors
      • Socio-economic issues, demography, diversity, etc.
    • More specific revenue information
      • Captured at course level
      • Unified effort essential
      • Nothing more important!
golf s financial metrics6
Golf’s Financial Metrics
  • Moving Forward (cont’d)
    • PGA Performance Track
    • NGCOA Financial Benchmarking
golf s financial metrics7
Golf’s Financial Metrics
  • NGCOA Financial Benchmarking
    • Simple: Tracks two numbers – Rounds & Revenue
    • Leverages largest multi-course owners/operators
    • Modeled after Smith Travel Report
    • Golf DataTech chosen for pilot program
    • Evolved into current, full program
golf s financial metrics8
Golf’s Financial Metrics
  • NGCOA Financial Benchmarking
    • Allows courses in a Competitive Golf Marketplace (CGM) to compare their rounds played, available tee times, and golf revenue (green and cart fees)
    • Individual numbers are kept completely confidential
golf s financial metrics9
Golf’s Financial Metrics
  • NGCOA Financial Benchmarking (cont’d)
    • Program produces a Revenue Per Available Tee Time (RevPATT) and Revenue Per Utilized Round (RevPUR) index for every participant
    • Each can compare to the CGM average and their ranking within the CGM
golf s financial metrics10
Golf’s Financial Metrics
  • NGCOA Financial Benchmarking
    • Implementation, data capture and reporting is administered 100% on-line
    • Each participant only needs to enter three numbers each month (rounds, revenue, tee time interval)
    • Currently:
      • 26 CGMs participating
      • Represents 580 courses
      • 30-40 coming on-line soon
golf s financial metrics11
Golf’s Financial Metrics
  • GOLF 20/20: What’s Next?
    • Continued focus on benchmarking/ measurement at facility level
    • Consistency and coordination among all groups
    • Emphasis on industry’s economic impact nationally and at the state level
    • Rigorous measurement of specific programs and their effects
golf s financial metrics12
Golf’s Financial Metrics
  • International
    • Establish relationships that can provide information in both established and emerging locations
    • Track facility development globally
    • Catalogue governmental, environmental attitudes toward development
    • Encourage measurement of all activities, share models and metric strategies