KPI golf stats
What are KPIs in the Golf industry?
Key performance indicators, or KPIs, are measurable statistics that golf courses use to evaluate the company’s progress toward its goals. KPIs can measure the effectiveness of a golf course’s sales and marketing strategies and the overall efficiency of the facility’s operations. Golf courses have a number of potential revenue streams.
Green fees or field fee
The cost to play a round of golf on the course
Sales of merchandise in the Pro Shop store.
Food and beverage sales
To monitor these metrics, I recommend that every golf course have the following analysis tools available:
A good customer data management program: Check-in – POS
Updated sales statistics
Customer segmentation
Sales channel segmentation
Retail customer database
Below, I leave you a series of metrics used for the analysis and management of golf course sales. Of course, they are not all, and these will vary depending on the priorities of the property, and the experience of the golf course director. As a reference you have the most important ones:
Income x available output. (Revenue per available tee time) REVPATT
Revenue per available tee time or available rounds is a critical KPI for all golf courses. Just like a hotel has a limited number of rooms, a golf course has a finite number of tee times available each day. They are also perishable. An unsold tee time cannot be sold at a later date. A golf course manager must be sure that revenue from available tee times is maximized. Analyzing available tee time revenue on a monthly basis can reveal how effective sales and marketing efforts are in bringing golfers to the course.
Average duration of the Round
A chronic problem in golf is slow play. The more time it takes to play a round of 18 holes, the lesser the playing experience for our clients. For a manager, the increase in the average duration per round means a loss of available tees and therefore a corresponding decrease in his income. . If the management of the course were to notice an increase in this indicator, it would have to take actions to increase the number of exits available to be put up for sale.
Repeat vs new customers.
In short, it is the monitoring of the percentage of players who return to our golf course after playing it for the first time. The percentage of repeat customers is a KPI that reveals the overall customer satisfaction the business is achieving. A percentage of high repeat business shows that green fees are quite reasonable and competitive. It also indicates that the maintenance of the course is meeting a high standard. Golfers return to courses they feel are well maintained.
The use of the field. Average occupancy (ADTTR)
The number of rounds sold divided by the total rounds available results in golf course utilization – similar to the occupancy rate in the hotel industry. The field owner must track this KPI based on time of day, day of week, and months of year. A low percentage of this indicator requires the implementation of marketing strategies to attract more people. Before drawing conclusions from the analyzes of this KPI, the manager should consider the impact of weather conditions. If spring arrives particularly late, the number of rounds played in the first few weeks of spring will be lower.
Revenue stream KPIs
The average product sales per customer, the average food and beverage sales, and the percentage of players who purchase access to the driving range or lessons are key performance indicators that guide the golf course manager toward his goal. to provide the best customer experience possible. This indicator could reveal, for example, that golfers are interested in improving their skills, but were not aware that the golf course has golf professionals teaching lessons, or even that they thought the lessons would be more expensive. of the real value.
