Dear Golf Industry Professional:
While most of the golf media start their PGA TOUR-imposed 3-month hibernation, those of us associated with the operational side of golf move into the '18 strategy and planning cycle as the current national season draws to a close.  Simultaneously, the counter-seasonal markets are gearing up for the "migrators" and hoping for a good peak season for their properties and operations.

Speaking of '18 planning, wouldn't it be helpful in any of our major markets if the owner/operators knew quantitatively how they performed vs. their peers in their market?  It would, and it's not going to happen for '17 but the recent announcement of the NGCOA entering a partnership with ORCA for industry benchmarking (think PerformanceTrak 2.0) increases the possibility of that capability for '18.  Publisher Jim Koppenhaver reviews and connects the dots from the multiple press releases and exchanges with both parties regarding what to expect from this next attempt at market-level benchmarking.  Read his initial observation and assessment of strengths and gaps by clicking here:

http://www.nxtbook.com/nxtbooks/pellucid/perspective_201710/

In addition, the October issue covers the following topics in our own inimitable style for the benefit of our loyal readers (critics also always welcome, bring facts please):

• Contributing Editor Stuart Lindsay takes an informed and revealing look at a recent change by Acushnet in credit information required and oversight which has drawn questions and criticism from a number of facility owner/operators and pro shop vendors.  Seems like most people were fine until they got to that clause about their "firstborn male child" (just kidding, but the range of detail in the requirements for the benefit of selling Acushnet equipment struck many as overbearing).  Stuart uses his background in Commercial Credit management to provide some light regarding what might be behind this and what might be considered reasonably and customary.
• Guest Contributer Harvey Silverman provides a review of the NGCOA TechCon held in Las Vegas (fortunately the week before the tragedy in Sin City) giving it favorable marks for content and participation.  He offers thoughts on what the next iteration might build on and what should be added/improved for the NGCOA's consideration for 2.0.
• Editor-in-Chief Jim Dunlap covers probably the only negative publicity that white-hot TopGolf has received over the past year as Los Angeles suburb El Segundo spurned a redevelopment proposal for The Lakes of El Segundo at the 11th hour.  Much like US foreign policy, it's a combination of economics, emotions and politics and Jim takes a look at whether it's dead or deferred.   What will LA possibly ever do to attract Millennials if it doesn't have TopGolf? (tongue-in-cheek...)
• Plus the monthly Industry Scorecard (the only integrated scorecard of multi-source performance indicators) including weather impact for the September month (flat) and Year-to-Date (still flat at the end of 9 months), August Utilization (flat; rounds up marginally, weather up slightly).  Due to the discontinuance of Golf Datatech equipment figures being published in PGA Magazine, we're now providing instead the monthly timeseries for the year of Golf Playable Hours and Utilization while our Market Focus continues with the profile of Boston, MA which registers as the 15th healthiest of the Top 25 US Golf Markets in our annual ranking.

We recognize and thank our continuing sponsors; KemperSports, Troon Golf, Bayer CropScience and EZLinks Golf.  Speaking of proactive planning for '18, might we suggest, to additional industry stakeholders not in the above list who want to increase their brand exposure and be associated monthly with intelligent discussion on key issues, considering joining our merry little band through our most popular 12-month sponsorship program (offered at an improved value relative to our entry-level six month sponsorship rate)?  Twelve-month sponsors also receive all Pellucid industry-standard reports (State of the Industry, Outside the Ropes, Monthly Weather Impact Tracking (Nat'l, Reg'l, Markets), Top 25 US Golf Markets Scorecard and National Golf Consumer Franchise Health Scorecard). Sponsorship provides monthly exposure to approximately 30K industry leaders and followers and associates your brand with Pellucid’s effort to expand intelligent thinking on today's most challenging industry issues.  For more "opportunistic" spenders, we might suggest one of our smaller-bite "Ad Partner" programs for those who may not be able to make a 6 or 12-month commitment (as short as 3 months are now available) or who may not need a half page or more exposure (quarter pages now available).  If you're interested in knowing more about sponsorship opportunities or are interested in a preview of our ad partner options, contact Editor-in-Chief Jim Dunlap (760-212-3714, jdgolfer@cox.net).

If you know of associates who would benefit from the topics and insights covered in this issue, feel free to forward this email and encourage them to register on the Pellucid website  (http://www.pellucidcorp.com/news/elist) to join the conversation, discussion and debate.

As always, you can review and order any of Pellucid's range of reports and services atwww.pellucidcorp.com.  We also want to bring to your attention Pellucid's recently- announced participation in the next generation golf course database, the Internet Golf Course Database (IGDB) with partners Apparation LLC, Never-Search and GolfCourseRanking.com.  For more information on this comprehensive database, updated quarterly and refreshed completely every 12 months (all 15K+ US courses), contact jim@pellucidcorp.com.  From the numbers and details of how our industry's consumer base is changing at the national level to our individual facility-level services including weather impact (Cognilogic) and market analysis (Golf Local Market Analysis), we'll keep you one step ahead of the competition in this continuing challenging industry landscape.