Recreation Advisory Board Agenda and Packet 2021 10 25

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LL City,�f , LouIsvxlle PARKS, RECREATION & OPEN SPACE DEPARTMENT Memorandum To: Recreation Advisory Board From: Ginger Cross, Marketing Date: 010/25/21 Subject: Coal Creek Golf Course Customer Survey Purpose: The purpose of this agenda item is to provide RAB with the results of the Coal Creek Golf Course Survey conducted in September 2021 and relevant information. Background: In August 2016, approximately a year after reopening, Coal Creek Golf Course sent out a survey through the National Golf Foundation (NGF), an industry leader who helps golf businesses better understand their market and grow their businesses. This is a standardized survey, with the option for supplemental questions that compares Coal Creek to courses nationwide. Results are derived from 30+ years of data so although it is a benchmark it does not necessarily reflect current trends. The same survey was sent out in September 2021, with different supplemental questions. It was sent to approximately 17k present and past players in the Coal Creek database. There were 364 responses (NGF considers good response over 250). Coal Creek provided an incentive of a free small bucket of balls to those who filled out the survey. This survey data gives Coal Creek insight into customer perception of value, conditions, pricing, facilities, and more. Data will have an impact on 2022 and beyond planning, budgeting, pricing, educational outreach, and marketing. Some take aways include Value: although tee times are at a record high customer perception is that they are not getting enough value for what they paid. Staff will be looking at things that can be done to improve this perception. Pricing: perception is pricing is too high. However, at the same time there is no data to show that this is discouraging play. Staff will evaluate pricing structure for 2022 as well as educate people on our dynamic pricing and how to save money (daily deals, season passes, senior rates,) Discounts available to resident golfers: o Senior Daily Fee golfers 182 registered o Resident Daily Fee golfers 612 registered o Resident season pass holders total 357 or 51% of all pass holders 10