Golf District<\/a>, a booking platform that lives on a facility\u2019s website, has a new, patent-pending feature called PricePoint that aims to help course operators\u2026 and golfers\u2026 finally answer that question. <\/p>\nThe concept is that golfers can name their price for a certain time slot that\u2019s already been purchased through Golf District\u2019s prepaid and non-refundable platform. It\u2019s a first-of-its-kind technology in the golf industry, giving interested buyers the power to make an offer and have the market \u2013 operators and tee time holders \u2013 respond in real time. <\/p>\n
There are essentially two ways PricePoint works: <\/p>\n
First, a course can choose whether to accept an offer \u2013 say $150 for a Saturday morning round that was priced at $75 \u2013 and install a \u201csqueeze time\u201d into their existing, and likely full, tee sheet. The result is the operator, who has 10 minutes to accept or reject the offer, could get hundreds of dollars in added revenue. <\/p>\n
If the course rejects the squeeze time, that same price offer is made to every prepaid tee-time holder in the relevant window — at or above the amount that was originally paid. It\u2019s then up to the original booker, or booking group, to decide if they want to simply keep their existing round of golf or sell it for what might be a considerable demand-dictated mark-up. <\/p>\n
Here\u2019s a hypothetical. <\/p>\n
Say \u2018Golfer A\u2019 purchased a 9 a.m. Saturday morning, peak season tee time at a popular resort course such as Torrey Pines two months before the actual date of play. Again, and strictly as a round-number example price, let\u2019s say Golfer A paid $400 for the foursome and opted in through the Golf District platform to entertain offers. A week before the round, someone visiting the area is scouring the website and other options but can\u2019t find an available time. So, this person \u2013 \u2018Golfer B\u2019 — visits the course\u2019s website and decides to make a $1,000 offer to Golfer A for their starting time, eager to experience an iconic venue. If Golfer A accepts and decides to sell, they get the difference beyond the original price, with the course operator receiving a portion of the transaction fees. <\/p>\n
Within the course’s existing website and booking engine, Golf District’s technology provides golfers the opportunity to buy or re-sell prepaid tee times. In this example, the 8 a.m. tee time is being re-sold through Golf District (denoted by the flag logo), while the others are priced by the golf course itself.<\/p>\n
Golf District<\/p>\n
“Golf courses have used dynamic pricing for years, but it’s always been one-directional — the operator sets the price and hopes they guessed right,\u201d said Kevin Kalner, co-CEO of Golf District. “PricePoint opens the other side of the conversation. Golfers tell you exactly what a time is worth to them, and the course captures demand it couldn’t see before. This isn’t golf catching up to ticketing, it’s a transaction ticketing has never had, and golf gets it first. It’s true price discovery.”<\/p>\n
The Golf District Model<\/p>\n
PricePoint is a new capability within Golf District, a booking platform that\u2019s in use at 20 courses, with approximately 15 more in the pipeline.<\/p>\n
Black Gold Golf Club is one of the most heavily played public courses in Southern California, and the first to implement Golf District’s Price Point technology.<\/p>\n
Trevor Cigich | Black Gold Golf Club<\/p>\n
Golf District\u2019s core model is prepaid (and non-refundable) tee times that can be purchased anywhere from 60 days to one year and resold up to 30 minutes before the scheduled tee time. The platform is designed to remove perishability risk for operator, most notably reducing the impact of \u201cno-shows\u201d and lost revenue. It\u2019s estimated that nearly 10% of booked tee times go unused, costing golf course operators tens, if not hundreds, of thousands of dollars in lost revenue.<\/p>\n
With Golf District, secondary market transaction fees are split 50\/50 with the course operator. And if a tee time doesn\u2019t resell, the original buyer is responsible for it, similar to a ticket re-sell model for sporting events or concerts. <\/p>\n
Kalner, who shares the CEO role with Josh Segal, notes that a participating course such as Encinitas Ranch outside San Diego saw a 38% increase in its public rates, shifted almost entirely to foursomes-only, and helped eliminate a short-show issue after instituting Golf District.<\/p>\n
Why PricePoint?<\/p>\n
PricePoint changes the dynamic even further. <\/p>\n
Rather than simply waiting in the prepaid environment, golfers say what a particular tee time is worth to them. And either the course benefits in the transaction by adding a lucrative squeeze time, or the original tee time holder \u2013 who might not have planned to sell \u2013 gets an offer compelling enough to change their mind. <\/p>\n
“For decades we\u2019ve watched tee time inventory expire with no real way to capture what another golfer would actually have paid for it, and no way for the original purchaser to recover their money,” said John McNair, the Chief Operating Officer of JC Resorts, which counts 18 California courses within its portfolio. <\/p>\n
“Golf District\u2019s PricePoint is the first thing I\u2019ve seen that lets the market tell you what your tee times are truly worth, while still giving the course the first right to accept,\u201d added McNair, a former PGA of America board member. \u201cIt’s a genuinely new mechanism for the golf industry, and I expect it to change how operators think about pricing perishable inventory.”<\/p>\n
Golf District’s Price Point is a first-of-its-kind technology in the golf industry that gives golfers the power to make an offer and have the market \u2014 operators and tee time holders who might be interested \u2014 respond in real time.<\/p>\n
Trevor Cigich | Black Gold Golf Club<\/p>\n
Black Gold Golf Club<\/a> in Yorba Linda, one of Southern California\u2019s most heavily played daily fee public courses, is the first facility to go live with the PricePoint platform. Black Gold, which regularly sells out its prime weekend windows, is precisely the type of course that PricePoint was created for, allowing golfers to book tee times 120 days in advance and now providing even greater visibility into demand for its most desirable tee times. <\/p>\n","protected":false},"excerpt":{"rendered":"Black Gold Golf Club in California will be the first U.S. facility to use Golf District’s new Price…\n","protected":false},"author":2,"featured_media":55276,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[20849,44,20847,2939,20851,20848,20846,20842,20850,1395],"class_list":["post-55275","post","type-post","status-publish","format-standard","has-post-thumbnail","category-news","tag-busy-golf-courses","tag-golf","tag-golf-booking-engine","tag-golf-courses","tag-golf-demand","tag-golf-district-pricepoint","tag-golf-tee-times","tag-pricepoint","tag-tee-time-demand","tag-tee-times"],"_links":{"self":[{"href":"https:\/\/www.europesays.com\/golf\/wp-json\/wp\/v2\/posts\/55275","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/golf\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/golf\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/golf\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/golf\/wp-json\/wp\/v2\/comments?post=55275"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/golf\/wp-json\/wp\/v2\/posts\/55275\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/golf\/wp-json\/wp\/v2\/media\/55276"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/golf\/wp-json\/wp\/v2\/media?parent=55275"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/golf\/wp-json\/wp\/v2\/categories?post=55275"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/golf\/wp-json\/wp\/v2\/tags?post=55275"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
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