News
Last Update :10/31/2012 Performance Trak September 2012
PerformanceTrak News – September 2012 Results October 29, 2012
Executive Summary
September 2012 rounds were up 5.2% and days open were up 2.5%compared to September 2011, based on paired data. For each reporting group there were increases in rounds played this month. Private facilities were up 4.4%, Daily Fee / Semi-Private facilities were up 5.8%, Municipal facilities were up 4.5% and Resort facilities were up 5.1%.September 2012 had two more weekend days than September 2011. September is the only month in 2012 where this weekend day increase occurs. (In next month’s newsletter, we will see the opposite with 2 less weekend days in October 2012.)
YTD 2012 rounds played are up 8.3% and YTD days open are up 8.4%. For YTD figures, the increase in days open provided more available rounds and this supported the opportunity for increases in rounds played. September results are based on useable responses from 2,968 facilities.
All four of the Key Performance Indicators (KPIs) collected and reported by PerformanceTrak were up this month compared to September 2011. Golf fee revenue was up 8.5%, merchandise revenue was up 6.3%, food & beverage revenue was up 1.2% and total facility revenue was up 4.1%.
The Performance Factor for September 2012 is 102.5 indicating that rounds played per day open are up. The YTD Performance Factor is right at 100.0 which indicates consistent play on a per day basis..
YTD September 2012 Rounds Played by Facility Type
The PerformanceTrak rounds played comparison report for September 2012 YTD is below with statistics by facility type including average rounds played, same month year-to-year comparison, days open, and days open change. 2012 YTD rounds played remain up for all facility types. The days open increase supports and may explain a portion of the rounds played increases for all facility types. The first nine months of 2012 were the warmest of any year on record for the contiguous United States. 25 states, from the Upper Midwest to the Midwest and from much of the Northeast, had record warm temperatures for this period. January-September 2012 ranked as the 11th driest on record. YTD Wyoming and Nebraska have been record driest. Some of this weather appeared to contribute to the supply of available golf which in turn provided golfers with the opportunities to take advantage of it this year.
September Weather Summary
As an element of the PerformanceTrak newsletter, we are providing supplemental third-party weather information that may indicate significant impacts this year and/or comparisons to last year’s weather. We use this information to view possible relationships regarding rounds played, days open and revenue data points although this weather information is just one part of the benchmarking dynamic and should be viewed accordingly. This was the 18th warmest September on record. Across the West, the states of California, Nevada, Utah and Wyoming experienced a September within the top ten warmest. However, in the Midwest and the Ohio Valley area the monthly temperatures were below average. In the Upper Plains, record dry conditions were reported across Minnesota, Montana, North Dakota and South Dakota. Much of the above-normal precipitation conditions were the remnants of Hurricane Isaac moving from the South up through the Ohio Valley. Additionally, Las Vegas had its 5th wettest September on record. There was extensive flooding from the downpours they experienced resulting in damages estimated at $75 million. While localized weather affects golf facilities where they are specifically, the macro level weather trend for 2012 is significant across the country.
For the maps above: The numeric value within an area represents where it falls within the rank from 1 to 118 which covers the historical period of 1895-present (118 years). It is sorted from highest to lowest value (Coldest/Driest to Warmest/Wettest). For example, if the value equals 18 on the 1 to 118 scale, it represents the 18th coldest / driest period on record. A value of 116 would represent the 3rd warmest / wettest.
Monthly State by State Performance – September 2012
State-by-state results below are for monthly rounds played and monthly days open. Also reported is the Performance Factor which takes into consideration rounds changes compared to the days open changes. 37 states had an increase in rounds played for September 2012. Of these, 11 states had a decrease in days open and 8 states had no change in days open this September. Idaho, California and Kansas were the states with no change in days open but with decreases in rounds played. Based on the Performance Factor, the top 5 states are West Virginia (113.9), North Dakota (112.8), Pennsylvania (112.3), Maryland (111.3) and North Carolina (110.6).The bottom 5 states by Performance Factor areArkansas (88.8), Kansas (93),Maine (93.2), Nebraska (94.5) and Louisiana (95.8).
 One of PerformanceTrak’s benefits is to display not only the percent change, but also the actual weighted average values for the current month and the same month prior year. Finally, the state-by-state map on the following page shows a thematic map of these various percent changes. The map is automated and tied to the state-by-state percent changes, it uses the actual monthly percent change values (in groupings) to give a quick graphical summary of results across the country.
YTD September 2012 Rounds Played Percent Change by State
The map below provides YTD results for September 2012 compared to September 2011 with a YTD percent change range. 22 states have YTD rounds played increases over 10%, all with increases in days open. The mid- to upper portion of the country had the largest percent changes in YTD days open. The top 5 states with the largest YTD rounds played increases are North Dakota, Wyoming, Vermont, South Dakota and Indiana. YTD rounds remain up for every state among those with sufficient responses for reporting. Florida, Louisiana, Arizona and Texas all have YTD increases in rounds played with slight decreases in days open since the prior year.YTD values are based on a sufficient average monthly sample size for the year for the local market, state or section.
The * symbol (grey area) indicates there was an insufficient number of responses.
YTD September 2012 Gross Golf Fee Revenue Percent Change by State
The map below provides YTD results for September 2012 compared to September 2011 with an YTD percent change range.29 states have golf fee revenue increases over 10%. This is in line with some of the largest rounds played increases as noted above.Louisiana’s YTD golf fee revenue dropped further, down 2.2%. YTD values are based on a sufficient average monthly sample size for the year for the local market, state or section.
The * symbol (grey area) indicates there was an insufficient number of responses.
September Revenue Summary
This summary is from the data set of rounds and golf fee revenue responses where facilities provided both data points (both rounds played and golf fee revenue). Therefore the sample here for rounds played is different than the overall rounds sample from results presented in prior pages within the newsletter. The data below is for monthly median gross golf fee revenue and revenue per round played. Golf Fee Revenue includes green fees, guest fees, trail fees, cart fees and any pro-rata portion of golf pass/pre-paid greens fees for the period. All facility types saw robust golf fee revenue gains in September and all but private facility types saw revenue per round gains.
About PerformanceTrak
PGA PerformanceTrak in Cooperation with the NGCOA is the industry’s leading rounds and revenue data collection and benchmarking service. Reports are available for PGA Sections, States and over 70 local markets. NGCOA report packages are also available for local competitive golf markets (CGMs) and for rate sets within CGMs. Reports include data for each metric (e.g. median golf fee revenue), not just the percent change, for rounds played and 4 Key Performance Indicators. A dedicated team at the PGA of America National Office gathers this data monthly to support participation and benchmark reporting across the country and to assist with customer service inquiries. PerformanceTrak has a high standard regarding data quality. Information submitted is reviewed for significant changes and outliers, feedback is gathered from users regarding their specific operations and their local area and any outlier of data is omitted from reporting. PerformanceTrak is a fully online, web-based service with real-time reports available 24/7. Flexibility of data submission is offered to all users when a non-online approach is needed.
Contact Us
PGA PerformanceTrak Services and Support
Phone: (800) 477-6465 Ext. 8574
The PGA of America: Nicole Ferguson-Sutherland
Phone: (800) 477-6465 Ext. 8574 Email: NFerguson@pgahq.com
For Media Inquiries: Randy Stutzman
Phone: (800) 477-6465 Ext. 8438 Email: RStutzman@pgahq.com
NGCOA: Joe Rice
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