Northbrook Park District Golf Operations Assessment

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Northbrook Park District Golf Operations Assessment Golf Operations Assessment For Northbrook Park District Presented to: Ed Dalton Director of Parks and Properties Presented by Pinehurst, North Carolina * Dallas, Texas * Columbus, Georgia September 28, 2017 The information and findings within this report were gathered by Sirius Golf Advisors, LLC and are transcribed herein. While we reviewed the information contained in this assessment to ensure its accuracy, the Northbrook Park District is not responsible of possible errors or omissions within this report Golf Operations Assessment CONTENTS Executive Summary ............................................................................................................... 11 Initial Impression ...................................................................................................................... 11 Market Analysis ........................................................................................................................ 12 Competitive Review ............................................................................................................... 13 Classic 18 .............................................................................................................................. 14 East 9 ..................................................................................................................................... 15 Anetsberger ......................................................................................................................... 15 Performance Analysis ......................................................................................................... 15 Impact of Renovations and Rebranding ......................................................................... 15 Conclusions .......................................................................................................................... 16 Performance Review .............................................................................................................. 16 Customer Feedback .............................................................................................................. 19 Overall Customer Satisfaction ........................................................................................... 19 Satisfaction Factors ............................................................................................................. 20 Loyalty Driver ........................................................................................................................ 22 Other Findings ...................................................................................................................... 23 Facilities .................................................................................................................................... 23 Sportsman’s .......................................................................................................................... 23 Anetsberger ......................................................................................................................... 24 Recommendations for SCC ............................................................................................... 25 Operations ............................................................................................................................... 28 Staffing .................................................................................................................................. 28 Permanent Teetimes ........................................................................................................... 29 Carts ...................................................................................................................................... 29 Fees ....................................................................................................................................... 30 Female Friendly.................................................................................................................... 30 Food and beverage ........................................................................................................... 30 Merchandise Sales .............................................................................................................. 31 Marketing ............................................................................................................................. 31 Anetsberger ......................................................................................................................... 32 Latent Golfers ...................................................................................................................... 33 Architect’s Report ................................................................................................................... 33 Sirius Golf Advisors, LLC i Golf Operations Assessment Practice Facility ................................................................................................................... 33 Classic 18 .............................................................................................................................. 34 East 9 ..................................................................................................................................... 35 Infrastructure/Agronomy .................................................................................................... 35 Clubhouse ............................................................................................................................ 38 Projections ................................................................................................................................ 38 Scenario Development ...................................................................................................... 38 Assumptions ......................................................................................................................... 39 Scenario 0: Status Quo ....................................................................................................... 39 Scenario 1: Minimum .......................................................................................................... 40 Scenario 2: Moderate ......................................................................................................... 41 Scenario 3: Major ................................................................................................................ 42 Scenario Comparison ......................................................................................................... 43 Discussion ................................................................................................................................. 44 Return on Investment .......................................................................................................... 44 Cost/Benefit ......................................................................................................................... 45 Alternative Funding ............................................................................................................. 46 Rebranding .......................................................................................................................... 47 Cash Needed ...................................................................................................................... 47 Phasing ................................................................................................................................. 48 Number of Holes .................................................................................................................. 48 Bottom Line .......................................................................................................................... 50 Scenario Comparison ......................................................................................................... 51 Overview ................................................................................................................................ 53 Study Objectives ..................................................................................................................... 53 Commissioner Survey .......................................................................................................... 54 Disclaimer ................................................................................................................................. 57 Initial Impressions ..................................................................................................................... 58 National Trends in Golf .......................................................................................................... 60 Snapshot .................................................................................................................................. 60 Golf Participation .................................................................................................................... 61 Rounds ...................................................................................................................................... 64 Number of Facilities ................................................................................................................ 65 Renovations ............................................................................................................................. 68 Sirius Golf
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