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Market Competitiveness <br />CCGC strives to be the best in a competitive golf market with respect to our mix of price, customer <br />service and course quality. <br />Objectives <br />Competitive Pricing: Utilize innovative approaches to maximize revenue potential while ensuring <br />market competitiveness. Review and adjust fees as needed. <br />Course Quality, Customer Service and Maintenance Standards: Maintain appropriate standards to <br />ensure high level of user satisfaction. <br />Continual Improvement: Solicit user feedback continually and respond appropriately to ensure <br />guests will come back again and again. <br />Opportunities <br />• Clubhouse replacement/redevelopment — Enhance facilities to attract and retain customers in a competitive market. <br />• Continue to utilize dynamic pricing to provide best value to the customer and maximize revenue. <br />• Golf Programming — Expand and enhance programming at the course to increase revenues. <br />• Fees for service — Continue to look at fees to ensure we are market competitive but also make a to maximize <br />revenue. <br />Strategies/Tactics <br />• Promote anall abilities feel come. <br />• Implement a leverage ' a pricing cr= e course 'n <br />• Investigate an mpleme niq program d service to differentiate CCGC from competition. <br />• Strive to conti ove course conditions. <br />o Establish and implement maintenance and quality standards with corresponding quantitative data <br />to track over time. <br />• Utilize technology to provide targeted marketing to customers and improve effectiveness of advertising <br />budgets. <br />• Develop data set to benchmark CCGC operations annually (Use national organizational data if applicable <br />— USGA) <br />• Provide ongoing opportunities for guests to provide feedback on customer service, course conditionsand <br />value. <br />o Utilize the information to adjust operations to meet ongoing expectations of our guests. <br />12 <br />