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Operational Review and Recommendations for Juniper Golf Course

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Operational Review and Recommendations for Juniper Golf Course Operational Review and Recommendations For Juniper Golf Course Prepared For: City of Redmond Attn: David Brandt 716 SW Evergreen Street Redmond, OR 97756 Prepared By: 1150 South U.S. Highway One, Suite 401 Jupiter, Florida 33477 (561) 744-6006 March, 2010 Operational Review and Recommendations For Juniper Golf Course Table of Contents INTRODUCTION .............................................................................................................................1 SUMMARY CONCLUSION AND RECOMMENDATIONS ............................................................2 Business Model / Operating Structure .....................................................................................2 Background .........................................................................................................................2 Current Operating Model ......................................................................................................3 Recommended Market Positioning ..........................................................................................4 Marketing Communication / Branding......................................................................................4 Recommended Operating Structure ........................................................................................5 REVIEW OF FACILITIES................................................................................................................7 Project Background ..................................................................................................................7 Facilities Physical Review ........................................................................................................9 Site................................................................................................................................... 10 Arrival ............................................................................................................................... 11 Soils.................................................................................................................................. 11 Irrigation Water .................................................................................................................. 12 General Course Conditions ................................................................................................. 12 Safety ............................................................................................................................... 16 ADA Compliance ............................................................................................................... 16 On-course Facilities ........................................................................................................... 16 Maintenance Operations..................................................................................................... 16 Primary Issues of the Golf Course.........................................................................................17 Planning and Study Recommendations ............................................................................... 18 New Equipment Acquisition ................................................................................................ 19 Customer Experience Upgrades (Site)................................................................................. 19 Customer Experience Upgrades (Management)................................................................... 20 MARKET ENVIRONMENT............................................................................................................21 Demographics Summary........................................................................................................21 Economic Overview................................................................................................................22 Redmond .......................................................................................................................... 22 Oregon .............................................................................................................................. 24 Central Oregon .................................................................................................................. 24 Golf Market Supply and Demand Indicators..........................................................................25 National Trends in Golf....................................................................................................... 26 Local Golf Demand ............................................................................................................ 26 Golf Supply Factors ............................................................................................................ 27 COMPETITIVE GOLF MAR KET...................................................................................................30 Juniper Golf Course Primary Competitors.............................................................................31 Summary Information – Primary Competitors ....................................................................... 31 Summary Operating Data – Primary Competitors ................................................................. 32 Profiles – Primary Competitors ............................................................................................ 35 Secondary Competitors ...................................................................................................... 39 Private Clubs ..................................................................................................................... 40 Regional Golf Surveys - 2009 ............................................................................................. 41 Central Oregon Golf Trail.................................................................................................... 42 Fee Discounting ................................................................................................................. 42 Significant Findings / Market Conclusions ............................................................................ 43 JUNIPER GOLF COURSE GOLF OPERATIONS REVIEW........................................................46 History of the new Juniper Golf Course.................................................................................46 Land Acquisition / Funding for Construction ......................................................................... 46 Construction ...................................................................................................................... 46 Market Positioning / Business Model ................................................................................... 47 Administration and Management ...........................................................................................48 Fees ........................................................................................................................................48 Membership ............................................................................................................................50 Facility Access Issues ............................................................................................................51 Staffing....................................................................................................................................51 Operating Performance of Juniper Golf Course ....................................................................52 Overall Results FY 2005-06 to FY 2008-09 .......................................................................... 52 Rounds Played and Revenues ............................................................................................ 54 Expenses .......................................................................................................................... 56 Capital Improvement Program / Master Plan.........................................................................58 Long Range Plan ....................................................................................................................58 Clubhouse...............................................................................................................................60 Food & Beverage Operation ..................................................................................................61 Customer Satisfaction ............................................................................................................61 Marketing ................................................................................................................................62 Accounting / Record-Keeping / Point of Sale System ...........................................................63 Pace of Play............................................................................................................................64 Marshals / Rangers / Starters ................................................................................................64 OPERATIONAL STRUCTURE OPTIONS....................................................................................66 Management Options .............................................................................................................66 Self-Operation by Municipality............................................................................................. 66 Full Service Management Contract.....................................................................................
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