Setting pricing goals to grow revenue
A major issue Rowland faced was maintaining price consistency across all distribution channels (phone, walk-up, course website, mobile app, and all third-party marketplaces). Being able to control his pricing policies is important and is essential to revenue growth. Utilizing Sagacity’s Forecaddie platform, Rowland was able to maintain 100% control while increasing prices when demand is strong.
When demand is lower and the tee sheet is not pacing to historical bookings, Coyote Lakes uses the Forecaddie Daily Deals Widget to promote only the times that are behind pace and automatically adjust pricing to fill the tee sheet strategically. The course saw an immediate impact. Through the Daily Deals Widget, 82% of rounds sold were off-peak.
Coupled with the widget on their website, Coyote Lakes also utilizes Sagacity’s suite of automated marketing tools like email promotion and text messaging to complement their Direct-to-Consumer marketing strategy. During this period of rounds and revenue growth, Coyote Lakes increased their online direct to consumer bookings by 35%. Now, almost 30% of all rounds are booked directly through their website and mobile app.