Monarch Beach Golf Links, managed by OB Sports, is a par-70 championship resort golf course designed by Robert Trent Jones, Jr. and overlooks the Pacific Ocean.
Eric Lohman, PGA General Manager had a clear goal when he started eight years ago: Increase overall revenue and grow the reputation of the course as a fun and challenging golf destination.
Making the right moves to grow revenue
During the first few years at the course, Eric evaluated everything from technology to operations. Adjustments were made to eliminate under-performing channels and investments were made that would help with his goals of increasing revenue and growing their reputation in the market. Being part of OB Sports brought new technology to manage the tee sheet and create direct booking channels for customers.
To increase his rate, Eric used dynamic pricing software to make price adjustments to tee times that were selling fast. The rules-based software only did part of its intended job. It raised the rate if the demand was high, but those rounds sold out quickly. Eric wanted to capture more of the upside, so he turned to Sagacity’s Forecaddie platform for help.
Using Forecaddie, Eric was able to set up his rules and let Sagacity’s TruDemand Technology capture additional revenue by making price changes in real-time depending on actual demand. When demand is trending down during different parts of the day, Forecaddie’s Daily Deals widget takes over and promotes only the rounds where demand is behind pace. This strategic boost prices the tee times that need promotion, while filling up the white space on the tee sheet.
Since launching Forecaddie 2019, Eric has seen increases in Average Rate by 12% and Rounds by 13%. Monarch Beach is selling more rounds at a higher rate than ever before, increasing revenue by 26%.