Twelve percent of a golf course’s annual customers generate 60 percent of the course’s revenue. Twenty-five percent of the golfers generate 85% of the revenue. Many daily fee golf courses have at least 50 customers who spend in excess of $4,000 annually. While only 50% of the golfers who played a course in 2009 will likely return in 2010, identification of core customers and defectors provides the foundation for a club’s marketing program. This information is gleaned from operational reports that can be developed from tee time reservation software that is fully integrated with the point-of-sale program.