Castle Rock, CO (December 31, 2007) – With an accumulated loss of over $1.0 million during the past five years, play having decreased 58% over the past decade, significant deferred capital expenditures, and a strong vocal golfing constituency that was insisting on subsidized golf, the options for the City of Ann Arbor to continue its golf operation were narrowing. Golf Convergence was retained by City of Ann Arbor to envision a strategy and assist in the execution of a visionary business plan to restore the City’s golf courses to financial balance.
As reported by Tom Gantert, The Ann Arbor News, “the consultant gave a sobering report on the future Ann Arbor’s two municipal golf courses…”
Golf Convergence created a plan presented to City Council on December 10, 2007, that provided a seven-year vision focusing on pricing, marketing, technology, staffing and capital investment programs including:
Implementing Broad-based Revenue Initiatives to obtain value for the diverse experiences provided to a disparate constituency seeking alternative forms of recreation.
Leveraging Information Systems Technology to enhance customer service, providing the intuitive tools to proactively market to a core customer base.
Proactive Marketing to emphasize yield management with a balanced customer service focus.
Focusing on Deferred Capital Expenditures to improve the facilities and differentiate courses to offer both championship golf at Leslie Park and affordable golf at Huron Hills.
Changing the Culture and Restructuring Organizational Leadership.
This report was prepared based on geographic local market analysis weather market analysis, weather impact studies, customer franchise review, golfer surveys, extensive interviews, a competitive rate and facilities analysis, turf and agronomic study , conducting a regional Golf Summit with thirty (30) local golf courses and extensive financial modeling.
Without the implementation of these programs, the City could expect to lose additional millions in running both golf courses over the next six years.
Company Information: Golf Convergence is a consortium of nine leading golf experts focused on market research, customer franchise analysis, electronic messaging, digital marketing, facility branding and membership, inventory solutions, and operational management. Their strengths combine to assist golf courses by maximizing revenue, increasing operational efficiency, and enhancing customer service. For more information on Golf Convergence, contact James J. Keegan, Managing Principal, at 303-283-8880, or at jkeegan@golfconvergence.com or http://www.golfconvergence.com.
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