Conference Findings

2010 Annual Conference Insights - Behind the Numbers: Leveraging Market Performance Data in to Actionable Growth Plans

More than 20 educational sessions designed to help course owners and operators better manage their facilities were presented during the NGCOA’s 2010 annual Conference. The following summarizes the session titled Behind the Numbers: Leveraging Market Performance Data in to Actionable Growth Plans.

The golf industry’s benchmarking program—PerformanceTrak—uses key performance indicators – including rounds played and revenue over the same period last month or year-to-date, revenue per available tee time (RevPATT) and revenue per utilized round (RevPUR) – to help owners gauge how their business is performing compared to the competition.

“Benchmarking data sets the bar of measurement, but its real value lies in helping you plan your strategy to get to the top of that bar,” said Don Holmstrom of Value Drivers Inc., a golf advisory group.

Benchmarking gives you insight to questions such as: What’s different about the leading courses in my area (or competitive set) that makes them number one? What can I learn from their operation? What can I incorporate into my operation to make me more competitive?

Holstrom said benchmarking data allows owners to track performance against the market relative to specific goals and objectives. “For example, say you planned a series of marketing initiatives to drive rounds and revenue at specific times during the season. You can see from your own data your rounds are up, but were they up based upon an overall increase in the market, or did you truly grow your market share? Benchmarking data can give you the answers.”

Benchmarking also allows you to be more precise in your analysis and more specific when setting goals and planning.

But the key to benchmarking, Holstrom said, is not in the reports themselves, but in the actions owners take based on what the information tells them. “The real value lies in using this data to develop concrete, measurable strategies to change, improve and grow your operating performance, driving value to your bottom line.”