Calibration basics and System Intro

Using time as a tool

by Golf Business Magazine

The sports industry is in the midst of a big data revolution. Sabermetrics have overtaken Major League Baseball, with organizations beefing up their front offices with analytics experts, while player tracking and stat crunching continues to permeate professional and amateur basketball leagues. As such, our golf industry is now finally starting to use hard metrics to make its own more informed decisions.

Mention pace of play and you’ll generally get a variety of defensive responses. Everyone knows that it’s one of the primary factors to a golfer’s enjoyment of their round, but the term has still somehow managed to take on a negative connotation. However, as pace management technology has become more refined over the last few years, the smartest golf operators will be those who substitute gut feeling for real analysis.

Even for courses that don’t consider pace of play to be an issue, a well-managed field that allows an extra round to fit in on the busiest day of each week can have an enormous effect on revenue. Consider the savings on staff if a golf course owner or operator could identify bottlenecks and risk groups before they actually arise. Imagine developing profiles for our golfers, finding where they drop below pace, and selling instruction programs to help them improve their game. What about incentivizing faster players with earlier rounds?

Monitoring the speed of play doesn’t have to indicate that a golf course has a problem. As the industry continues to adapt to new norms, the facilities with smarter tracking will have a sizeable competitive advantage.

View PDF here.

5 proposed golf rules to up the pace of play

After much anticipation, the Royal & Ancient Golf Club and the USGA finally released a draft of modern rules aimed at speeding up the pace of play and simplifying some of golf’s more complicated rules. Here’s what you need to know. 

The proposal involves reducing the number of rules from 34 down to 24. Below are the five suggested changes, that we believe will help adjust the Pace of Play to help satisfy golfers and course owners alike. Based on public feedback during a six month public comment period, these could become effective as early as 2019. 

A Taste of the Proposed New Golf Rules

1. PROMPT PLAY

So how do we define playing ‘promptly’? It’s a loose definition, open to abuse and the possible creation of conflict, right?

Not anymore. 

This new rule sets an acceptable boundary for those who aggravate fellow-players and impact course revenue-generation: players have to make each stroke in no more than 40 seconds. 

Research from Columbia University (New York, NY) that appeared in the International Journal of Golf Science revealed that “player dynamics, like not moving directly and briskly to your own ball and not being ready to hit when it is your turn” may add as much as one hour to the time to play a round. 

While some may feel even 40” is a bit long, here peer-pressure counts – and we believe that the vast majority of players will usually take their shot in less time.

2. PLAYING OUT OF TURN IN STROKE PLAY

It’s official, the USGA has done away with what was seen by many as an ambiguous rule. In stroke play, if a player plays out of turn to speed up play, there is no penalty, provided it’s not done to give a player in the group an advantage.

In Matchplay it used to be that while there was no penalty, their opponent could ask them to replay, as close as possible at the spot from which the original ball was last played (unless they had explicitly given them permission as per rule 10-1c at the time). With this new rule, that is no longer an option.

At TagMarshal we believe this is a rule that simply streamlines the modern game in keeping with necessary changes sweeping throughout golf. – Like many,we’ve seen positive results at courses promoting ‘ready golf’. A research paper from Columbia university (NY, NY) referred to a 2005 study by Frank Thomas that found the “time commitment to be the major barrier to people playing more golf. Many commentators have said similar things, and no one complains that a round of golf is too fast”. Faster rounds equal better golf experiences. 

3. NEW ALTERNATIVE FORM OF STROKE-PLAY:

This may bug the ultra-competitive amongst us, but a player’s score for each hole is capped at a maximum set by the course Committee. This may be fixed at a 6, 8 or 10, etc., related either to par or the player’s handicap.

A player who does not complete a hole (often referred to informally as “picking up”) would not be disqualified, but simply gets the maximum score for the hole.

This is far preferable to putting an “X” on the scorecard, or that “put me down for a whatever” playing partner. Now there is a definitive number. This rule will be a massive relief for those who insist on playing every stroke through the hole, even way up into the high teens. This rule makes TagMarshal’s head golfer smile.

4. UNPLAYABLE BALL IN A BUNKER

Let’s face it, this is about as bad as it gets when coming to a bad ‘lie’ — there’s nothing worse than arriving at a bunker only to find your ball embedded in the lip. Yes, there is a two-stroke penalty for taking relief outside the bunker, but it beats 15 minutes of swinging in the sand and you get a clean lie. 

5. OTHER CHANGES TO HELP PACE OF PLAY:

Players will still drop a ball when taking relief, but that horribly pedantic rule detailing how a ball may be dropped is simplified. There are now no limitations on how the ball must be held or height it must be dropped from; the ball would simply be let go from any height above the ground (or any growing thing or other natural or artificial object ) so that it falls through the air, rather than being set down or placed on these things. This is a fantastic change, and as close as it gets to placing a ball.

There is even a traditionalist blow to the God of Golf, allowing a player to putt with the flagstick in the hole. 

Which rule do you believe will have the biggest impact in the pace and on your game personally? 

Booking system integrations ensure seamless Pace of Play management experience

Tagmarshal’s mission is to set the industry standard as the only Pace of Play management technology that turns the pace into an asset. That goal delivers two key business objectives: Enhanced player experiences and maximized revenue potential.

In order to do so, the company is constantly working to build co-operations and partnerships within the golf industry, including the broad landscape of management software and tee sheet providers.

“Our goal is to provide a seamless system that does not add duplicate efforts but automises data depth and accuracy – player names and details are one of those aspects and we are making great strides in advancing integrations with leading systems.” explains Tagmarshal COO Craig Kleu.

“We are excited to have recently integrated with Club Essentials – a leading Private Club management system” Kleu adds. Club Essentials partners with many stand out facilities and shares a commitment to pace-of-play and service excellence.

Tagmarshal is the first 3rd party system that has been granted access to their API. Customers benefiting from this cooperation include Ryder Cup and PGA Championship hosts Valhalla and Fiddler’s Elbow Country Club to name a few.

Other booking system integrations include: Chelsea, ForeTees with EZlinks, IBS and Jonas in progress.

“As a general rule, if a booking system is web or cloud based, we look to make it possible to integrate via API’s, so the list of partners is continuously growing” describes Tagmarshal technical lead Oliver Genthe.

Tagmarshal is the golf industry’s leading Pace of Play management technology that turns the pace into an asset and helps golf courses deliver on key business objectives: Enhance the player experience – Maximize revenue potential.  
Adding value to Erin Hills, Whistling Straits, Valhalla, East Lake, Kiawah Island and many other daily fee, semi-private or private courses – offering cost efficient solutions to track walkers, carts, push trolleys, or mixed mobility facilities. 

Five reasons why Pace of Play is an asset

Pace of Play is a favourite bar-counter topic with golfers around the globe. Frustration levels tend to quickly escalate during slow play, and suggested solutions – when any are offered – are often trial and error with intangible results. 

In such instances, the status quo around pace may seem beyond repair. Golfers are conditioned to settle for unmeasurable tactics, and the customer experience often deteriorates at such pace-maligned courses. 

What if courses started treating the Pace as an asset, rather than a problem? A disruption in perspective that yields material opportunity!

1. Pace is a major Experience factor

It’s all about the Experience Edge. According to a recent USGA survey, 60% of golfers say they would enjoy golf more if it was played in less time. That does not mean the other 40% will be overjoyed with delays and accept a poor experience. There are many important influencers to what is considered a positive golfing experience. ‘Pace of Play’ however is arguably the element that, when negative, quickly overshadows all other aspects. Better pace equals happier players. 

2. A reliable Round-Time makes for an Attractive product 

A course with a strong pace reputation, one that can consistently market an attractive round time, has a competitive advantage.

According to a National Golf Foundation survey, Pace of Play is the third-ranked reason for players “choosing one course over another”. If a player has an option between a course where the rounds often go way over goal time (+ five hours ) and one that offers a reliable say 4:20 – the choice is clear. 

3. Managing the Pace CAN be done cost efficiently

If Technology is utilized effectively. Marshals, rangers and player-assistants are often cumbersome. Educated guesswork and labour-intensive manual systems are common, with the latter resulting in unnecessary extensive mileage clocked up on the course.  But the expense extends to management levels – staff management and time spent dealing with complaints or ‘comping’ players comes at a cost. Surely an obvious gap for technology to help do this many times better at a lower cost? 

4.Reliable, Shorter Play-Time increases Food / Beverage and Pro-Shop Spend

Let’s assume a group plays 5.20 hrs on a 4.30hrs geared course, having to wait a number of times and perhaps even including negative interactions with player assistants. The outcome is pretty obvious.

They will leave right after their round and not have a meal or check in on the pro shop specials. Their experience was poor. Their time was not valued – their time budget was spent. This means losses in revenue opportunity. A round finished in or below goal-time on the other hand goes hand in hand with time and money spent at the club.  

5. Add Bottom Line revenue via your Busy days

A golf dream is a well-managed field that is accurately and reliably controlled with the help of data and technology. Without needing to chase anyone around the course! 

Experience is King Customer’s Crown, and he or she will treasure it. Now we have the opportunity to add a tee-off time which is straight bottom-line revenue. 

Let’s assume a course with only two busy days a week in an eight-month season adds an EXTRA tee-off time.  Even if that extra capacity only gets utilised at 75% (ie. 3 out of 4 get filled), on a $90 green-fee, that course makes an additional USD 17 000 a season. 

This is highly profitable, because the base-cost is the same. Much like flying a plane at 85% vs 90% capacity, the extra 5% is straight profit because the cost of flying the plane doesn’t change.
This is a very conservative calculation. Increase any of the variables; season lengths, number of busy days, capacity utilisation or round fees, and the amount increases very quickly.

Erin Hills, the 2017 US Open hosts, has confirmed they added a tee off time with a net benefit of USD120 000 per season, using Tagmarshal’s Pace of Play Management system.

The German magazine, Golf Manager recently featured Tagmarshal.

Ways to optimize the game

View English version here.

Ways to optimize the game

by Golf Manager Magazine

Auch wenn weltweit sicherlich nicht jede Golfanlage das Luxusproblem einer das Angebot übersteigenden Nachfrage nach Startzeiten hat: Die Dauer der Golfrunden ist nicht nur ein wichtiger Faktor hinsichtlich des möglichen Ertrags einer Golfanlage, sondern spielt eine wesentliche Rolle bei der Bewertung des Golferlebnisses durch die Spieler.

Wahrscheinlich kennt jeder Golfer dies aus eigener Erfahrung: Dauert eine Runde fünf oder gar sechs Stunden (wie auch in Deutschland vor allem bei Turnieren häufig anzutreffen), lässt der Spaß an der Runde spürbar nach. Auch in Umfragen wird die Zeitintensität des Golfspiels immer wieder als Hinderungsgrund für die Wahl dieses Sports genannt. Auf der PGA-Show haben dieses Jahr mehrere Anbieter Lösungen vorgestellt, um die Rundenzeiten zuanalysieren und zu optimieren. Das südafrikanische Unternehmen Tagmarshal mit zusätzlichem Büro in Las Vegas hat in den vergangenen Monaten bereits einige renommierte Golfanlagen für sein Konzept gewinnen können. CEO des Unternehmens ist der deutschstämmige Bodo Sieber. Zu den Referenzenkunden zählen unter anderem Whistling Straits, Forest Glen, The Links at Gateway und Erin Hills, Austragungsort der diesjährigen US Open. Ziel des Unternehmens ist es, die Rundenzeiten zu optimieren und die Marshals der Clubs bei ihrer Arbeit zu unterstützen. „Golfer haben für ihren Sport meist ein definiertes Zeitbudget. Wird dieses komplett durch die Runde aufgebraucht, verzichten die Golfer meist auf einen Besuch in der Gastronomie oder im Proshop“, so Sieber. Anders ausgedrückt: Durch kürzere und auch konsequent eingehaltene Spielzeiten haben die Golfclubs letztlich nicht nur die Chance, weitere Golfer auf die Runde zu bringen, sondern auch mit bestehenden Golfern innerhalb des Verbleibs auf der Anlage mehr Umsatz zu tätigen.

Die erforderliche Technik ist vergleichsweise einfach: Jede Spielgruppe erhält einen eigenen Tracker, der entweder (wenn vorhanden) dem Caddie mitgegeben wird oder bei Jede Spielgruppe geht mit einem Tracker (links) auf die Runde – mit „Tagmarshal“ lassen sich die Rundenzeiten analysieren und ggf. Maßnahmen einleiten. 58 golfmanager 1/2017 Name n u n d N A chrichte n einem Spieler am Bag befestigt wird. Auch für Buggies gibt es eine eigene Version. Die Tracker verfügen über eigene Sim-Karten, über welche die laufenden Messungen an einen zentralen Server kommuniziert werden. „Weitergehende Hardware-Installationen auf der Anlage sind bei unserem System nicht erforderlich“, betont Sieber. Die Frage, wie lange eine Runde dauern soll, wird letztlich von der jeweiligen Anlage entschieden. Tagmarshal betrachtet in seiner Applikation jede einzelne Bahn, so dass die Clubs genau erfassen können, an welchen Bahnen gegebenenfalls Verspätungen entstehen. Dies kann dann die Grundlage für Maßnahmen des Clubs zur Spielbeschleunigung sein, also beispielsweise das Rough kürzer mähen oder die Teeboxen versetzen. Über die anschließenden Auswertungen können die Auswertungen dieser Maßnahmen sofort konkret gemessen und bewertet werden. Die Marshals – und auf Wunsch natürlich auch das Clubmanagement oder Sekretariat – nutzen Tablets, um die jeweiligen Spielzeiten und möglichen Verspä- tungen gegenüber der Sollzeit pro Spielgruppe zu identifizieren. „Meist übernehmen wir auch die konkreten Daten der einzelnen Spieler aus den Startzeiten-Systemen der Clubs, so dass mittelfristig auch ersichtlich wird, ob bestimmte Spieler oder Spielgruppen häufig langsamer sind als geplant“, zeigt Sieber weitere Möglichkeiten auf.

Das System zeigt jedoch nicht nur die reinen Verspätungen, sondern analysiert diese anhand eines eigenen Algorithmus – und gibt Marshal oder Clubmanagement automatisch Empfehlungen, in welcher Reihenfolge man sich um die verspäteten Spielgruppen kümmern soll. „Schließlich gilt es, bei mehreren verspäteten Spielgruppen auf der Runde diese hinsichtlich ihrer Auswirkungen auf die Gesamtanlage sorgfältig gegeneinander abzuwägen und sie in eine Maß- nahmenreihenfolge zu bringen“, so Sieber weiter. Das Clubmanagement kann die Daten auch als Tagesstatistik sowie pro Spielbahn auswerten. Tagmarshal wird sein System künftig auch in Deutschland anbieten, ein eigenes Office hier ist bisher nicht geplant. Die Kosten richten sich nach der eingesetzten Version: Für Clubs, bei denen Runden meist zu Fuß absolviert werden, bietet sich das Basissystem an. Es kostet inklusive 40 Trackern 490 $ pro Monat. Clubs, bei denen meist Buggies eingesetzt werden, empfiehlt das Unternehmen die Premium-Version mit zusätzlichen Funktionen wie Geofencing, VIP guest tracking und Marshal Management für 690 $ pro Monat. Auf Anfrage gibt es für die Tracker auch eine Kaufvariante. Die Einweisung in das System erfolgt per Video-Schulung; derzeit wird diese meist auf Englisch durchgeführt. „Insgesamt gehen wir durchschnittlich von sechs Wochen Vorlauf inklusive Training aus – davon verwenden wir rund zwei Wochen, um das System zu kalibrieren, Daten zu sammeln und die Algorithmen zu definieren“, erläutert Sieber. Seine bisherigen Kunden seien mit den Auswirkungen des Systems sehr zufrieden – die Rundenzeiten konnten spürbar gesenkt werden und auch die Wahrnehmung des Golferlebnisses durch die Spieler sei spürbar gestiegen. „Außerdem hat sich gezeigt, dass die Clubs mit unserem System die Anzahl der Marshals beziehungsweise deren Einsatzstunden reduzieren konnten oder die Aufgabe der Kundenansprache bei Verzögerungen sogar komplett vom Clubsekretariat mit übernommen wurde. Wichtig ist uns jedoch, dass man die Golfer in einer persönlichen Kommunikation auf das Problem anspricht und bestenfalls auch direkt Lösungen vorschlägt“, resümiert Sieber.

View PDF here.