Faced with navigating a newly managed club through the uncertainties of the pandemic, Century Golf used the insight provided by the Supreme Dynamic Tool to fill their tee sheets.

Even with facing a Canadian travel restriction and reduced guests at The American Express PGA Tour event, the facility benefitted from a six-figure lift in non-member greens fee revenue and a nearly 9% lift in average rates across the five resort properties.

Going into the shoulder season, the team at PGA West is looking forward to understanding even more about how the non-resort play reacts to weather and using those trends to price the season more effectively, capitalizing on the momentum from a successful winter season in the most unusual times.

“The Supreme Dynamic pricing tool gives us insight across customer segments and data in ways that we’ve never been able to slice it before. The auto pricing tool will allow us to execute on these findings and further maximize days especially in the shoulder seasons ,where demand and weather change too quickly for us to react on our own.”

Eugene Lee

Senior Director of Revenue, PGA West