Title
Ironwood Golf Course: Report From National Golf Foundation Consulting (B)
This is the presentation of a report including findings and recommendations for Ironwood Golf Course prepared by National Golf Foundation Consulting.
Explanation
At the May 21, 2009 City Commission meeting, staff introduced the Commission to representatives from National Golf Foundation Consulting (NGF). The City entered into an agreement with NGF to perform a review of Ironwood Golf Course and provide findings and recommendations. The scope of work included the following: 1) review golf course operations; 2) conduct golf customer survey; 3) perform a market and financial analysis and fee schedule review; 4) review proposed course improvements, projected costs and timeline; 5) provide recommendations on marketing and promotional programs, including possible name change; 6) provide guidance/assistance with RFP; and 7) present findings and recommendations.
NGF has completed its report and is prepared to make a presentation to the City Commission. Staff on the Ironwood Golf Course Team believes the report provides extensive and valuable information that will benefit Ironwood Golf Course. The team generally concurs with NGF's findings and recommendations which focus on the areas of: 1) green fees; 2) operating structure; 3) food & beverage; 4) golf course improvements; and 5) operational recommendations.
Based on direction from the Commission, staff is proceeding with planning for implementation of Ironwood Golf Course capital improvements beginning in April 2010. In their report, NGF provides additional perspective on the need, prioritization and impact of capital improvements at Ironwood. Staff is proceeding with procuring the services of a golf course architect who will provide a hole by hole analysis that will be used to bid the capital improvement work.
Fiscal Note
NGF is projecting an annual increase in gross revenues at Ironwood of more than $400,000 by FY 13 once play stabilizes at about 37,500 paid rounds per year after course improvements and fee increases have been implemented. Consistent with NGF recommendations, pre-renovation increases in green fees are being implemented effective October 1, 2009. If the City Commission approves NGF and staff recommendations, the main fiscal impact will be revenue generated from a post-renovation increase in green fees. The fiscal impact of a potential lease for food & beverage operations will not be known until proposals are received.
Recommendation
The City Commission: 1) hear the NGF presentation and provide questions and comments as appropriate; 2) approve recommended post-renovation green fees; 3) defer consideration of an RFP for lease of Ironwood until after the impact of course improvements can be gauged; 4) direct the City Manager to release an RFP for food & beverage service; 5) direct the City Manager to initiate a process to re-name and re-brand the golf course.