Emerald Lake Golf Club, outside of Charlotte North Carolina, has been a local favorite since it opened in 1995. Known for its impeccable greens, the course is playable for all types of golfers. General Manager Dee Pettit is leading the charge to introduce a higher level of hospitality, increase the quality of play and upgrade their digital systems from the restaurant to the clubhouse.
The Emerald Lake team was looking for a technology partner to analyze their green fee operations and grow revenue. Through several referrals, they discovered Sagacity Golf ‘s suite of revenue management tools that were already integrated with their Club Prophet tee sheet.
Focus on Barter
One of the first areas that Emerald Lake evaluated was their channel mix and how 3rd party tee time providers were affecting their bottom line. The goal was to drive more customers to book directly with the course, keep more of the tee time revenue, and add more golfers to their marketing database.
Using data from Benchmark, they found that although the 3rd party providers were delivering players, after factoring in the rounds that were bartered, those golfers were not delivering enough revenue to make it a viable channel.
After their review, Emerald Lake decided to stop working with all 3rd party providers and drive all golfers to book directly on the course’s website. The impact was immediate. Over the first year, their average rate doubled. This new profit was reinvested back into new equipment and course improvements. They also gained a closer connection to their customers and added many new golfers to their marketing efforts.
Identifying the hours that matter most
Emerald Lake next focused their efforts on identifying the hours that mattered most for revenue growth, their Power Hours. Power Hours are the 20% of tee times that drive 50% of Emerald Lake’s total green fee revenue and have the highest demand based on historical course and market data.
Once their Power Hours were identified, Emerald Lake could now optimize their pricing strategy to capture the most revenue. They found that 29% of their overall revenue growth for the year was attributed to the Power Hours price increases.