Golf Course Advisory Board Agenda and Packet 2014 04 21

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Golf Course Advisory Board Minutes March 17 2014 Page 2 of 6 6 Strategic Plan Presentation by Jim Keegan Golf Convergence Inc. is the leading National consultancy on Golf Course Management and has been retained by City Staff to guide the rebirth of Coal Creek Golf Course. Jim has a wealth of data on US and International golf courses and has conducted significant benchmarking to show the critical strategies that lead to success. Jim gave a very eloquent and persuasive summary of his presentation contained in the Board Package. Key points are: First the WHY: what is the purpose of having the golf course, who are the customers, what is the finance model. The Board were given this task as homework and asked to provide our opinions on WHY to Joe Stevens or Jim Keegan at jkeegan@golfconvergence.com by 2/24 Only once the WHY is established (the strategic vision) can we move on to the HOW – what level of Service do we need to satisfy the intended customer; how we ensure that the value of the golfing experience exceeds the price paid by the customer and how we ensure that the business meets the financial goals set by the City – essentially be self-sustaining. To be successful, the Business plan needs to focus on the key demographic, the golfers who play most and spend most The business plan needs to be focused on avoiding loss-making situations such as no-shows and unproductive discounting. Last year, Coal Creek saw 6.2% revenue loss due to no-shows. Technology allows flexible pricing that will maximize the (rounds x green fee) income. On-line reservations should be emphasized with the opening webpage allowing reservations with the minimum number of clicks and encouraging sign-up for loyalty programs to identify the customer base. The reservation system should be able to identify players, especially the “Team Captains” who make the reservations and deploy targeted marketing to these individuals. Golf Leagues should be prioritized but required to commit to numbers so tee times do not go unused, Annual Passes should be competitively priced. Every opportunity should be taken to improve the Brand of the Golf course, for example getting Audubon Certification. Merchandising is an expected service but is not a business advantage. ·· Parks and Recreation Department 749 Main Street Louisville, CO 80027 · (303) 335-4735 FAX (303) 335-4738 www.louisvilleco.gov Parks Recreation Senior Services O Golf 4