2009-04-17 golf course market review

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Presentation Fort Sheridan Golf Course Market Review Presented to: The Lake County Forest Preserve District Presented by: ERA|AECOM March 17, 2009

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Presented to the Lake County Forest Preserve District Board of Commissioners Committee of the Whole meeting, March 17, 2009, by ERA | AECOM. For more information about the Fort Sheridan master planning process, please visit http://LCFPD.org/fort_sheridan_golf

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Page 1: 2009-04-17 Golf Course Market Review

Presentation Fort Sheridan Golf Course Market ReviewPresented to:

The Lake County Forest Preserve DistrictPresented by:

ERA|AECOM

March 17, 2009

Page 2: 2009-04-17 Golf Course Market Review

Approach Map LCFPD golf rounds by zip code

– Understand geographic distribution of play Review ThunderHawk financial performance

– Rounds, revenue, and expenses– Understand implications

Confirm golf inventories within 25 miles Refine financial analysis for the proposed

Fort Sheridan golf program Understand golf market demand and supply

implications for 2014

Page 3: 2009-04-17 Golf Course Market Review

Geography of Rounds: Brae Loch

Page 4: 2009-04-17 Golf Course Market Review

Rounds: Countryside

Page 5: 2009-04-17 Golf Course Market Review

Rounds: ThunderHawk

Page 6: 2009-04-17 Golf Course Market Review

High End Golf Opportunity

Page 7: 2009-04-17 Golf Course Market Review

Geographic Realities

ThunderHawk and Ft. Sheridan share the North Shore high-end market–17% of play originates from zip codes

around Fort Sheridan–8% of play originates from Winnetka,

Wilmette, Kenilworth Limited penetration in Southern WI Significant private competition

Page 8: 2009-04-17 Golf Course Market Review

Public / Private Golf Supply

Page 9: 2009-04-17 Golf Course Market Review

Supply / Demand Implications

Private Market Reality–16 18-hole primary market courses –Courses are losing members – driving a

modest shift toward public play–Courses are starting to lower prices

Public / Daily Fee Market Reality–7 18-hole courses in the primary market–Discounting is impacting profitability–Since 2000: 3 18-hole courses closed

2014: Additional golf would be risky

Page 10: 2009-04-17 Golf Course Market Review

Ft. Sheridan Financial Planning

Effective greens fees–Seasonality / discounting / weather

Cart utilization rates Food & beverage sales Pro shop merchandise sales Implications for Fort Sheridan:

–No driving range / No banquet facility

Page 11: 2009-04-17 Golf Course Market Review

Perspective – ThunderHawk - 08

Average green fee of $46.88 per round 50% of rounds drive 35% of revenue

– Impact of discounting / specials Peak $69 green fee drives 33% of revenue

on 23% of rounds – July and August Cart utilization is high >90%

– Additional $13 per round, on average Pro shop merchandise sales: $5 / round Food & beverage sales: $10 / round

Page 12: 2009-04-17 Golf Course Market Review

Fort Sheridan Concept

Stabilized year rounds: 25,000 Prime season weekend rate: $102

–Includes cart –Thunderhawk:$84 w/cart

No driving range income Estimated sales for F&B & pro shop F&B assumes small meetings, outings

and tournaments – No banquets

Page 13: 2009-04-17 Golf Course Market Review

Business Plan Approach

Assumes LCFPD operation High-end courses are more expensive

to operate: –Player expectations / client service–Maintenance / mowing–Larger marketing budget –ERA: 25% above ThunderHawk

Replacement reserves Grow-in / startup costs need to be

accommodated

Page 14: 2009-04-17 Golf Course Market Review

Financial Implications

Effective Gross Revenue: $2.3 million Operating expenses: $1.5 million Income before debt: $800,000 Supportable debt service:

–20 Years @ 5%:$10 million Supportable project budget: $12 Million 30-Year financing is possible

–Would require general fund guarantee

Page 15: 2009-04-17 Golf Course Market Review

Implications - 2014

Public market should stabilize–Begin to see revenue growth –The private market will remain highly

competitive If Fort Sheridan opened in 2014

–$12 million project budget is insufficient A significant impact on ThunderHawk

–15% market shift toward Ft. Sheridan