Global Edition

SMS ’rounds played’ report shows continuing boom in June

3.22pm 16th July 2020 - Management Topics - This story was updated on Friday, July 17th, 2020

Link to GolfEnvironment.org

Early figures from Sports Marketing Surveys‘ Rounds Played Monitor for the month of June have revealed more good news for golf clubs and courses around the UK.

In May, weighted figures for the immediate post-lockdown period showed that rounds played enjoyed an initial uplift of around 40% year-on-year, with the South of England recording over 50% increases year on year.

There was much discussion across the industry about whether this trend would level off or be sustained. Now, initial indications are that the post-lockdown boom in rounds played is, if anything, gathering speed rather than slowing down.

In fact, figures for June show that average rounds played across the country have risen by over 70% compared to the same month last year.

In many cases, this growth has been helped by extending from two-ball only play to allow three- and four-balls onto the tee. In May, many courses opened for two-ball golf only to comply with social distancing restrictions, with some subsequently choosing to keep this in place following positive user feedback on the resulting pace of play.

The indicative June figures are based on a sample of 125 courses that have supplied data for June. The full SMS panel includes over 250 courses reporting monthly data. Full and detailed results for May and June, as well as cumulative totals for the half year to date, will be available as part of the second quarter report, which will be released in early August.

Sports Marketing Surveys has operated its ‘Rounds Played Monitor’ for England, Scotland, Wales and Northern Ireland for 20 years. Figures are provided by SMS’s panel of participating golf clubs, and carefully checked by SMS. Participating clubs represent a wide split of regions and types of courses. Results are aggregated and shown on a monthly basis, with regional splits and historic trends included. The reports are published quarterly.

To purchase the report, email Richard.payne@sportsmarketingsurveys.com

Link to GolfEnvironment.org
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