Sagacity Golf helped Monarch Beach:
Working with Sagacity over the last eight years, we have never had a year here where we went backward in revenue or average rate as it’s only increased.
– Eric Lohman, PGA General Manager, Monarch Beach Golf Links
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.
Sagacity Golf has validated a lot of the decisions we’ve made in the past, what we’re doing now and the moves we should make in the future.
Eric Lohman, PGA General Manager 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%.
We feel confident that we have one of the best partnerships with Sagacity Golf and we continue to do what we need to do to be as profitable as we can be.
Eric Lohman, PGA General Manager
The Monarch Beach Daily Deals website widget uses TruDemand Technology to identify future hours that aren’t filling up and intelligently promotes and sells tee times directly to their customers.
Maximizing Group Revenue
Monarch Beach has a robust group business and pricing tournament business is a priority for the events team. In the past, to create an accurate quote, manual reports were created to gather prior years’ pricing and to make sure high-peak days and times were accounted for.
With the introduction of Sagacity’s Group tool in 2019, that pricing work is automatically done for them. What used to take an hour, now takes minutes. The Intuitive, visual calculator requires no special training. The Monarch Beach team fills in the dates and group size and gets an accurate break-even price to start the quoting process.