city of san diego park and recreation department golf ... · city of san diego park and recreation...
TRANSCRIPT
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City of San Diego
City of San Diego
Park and Recreation Department
Golf Division
Torrey Pines Golf Course
Review and Recommendations
Business Plan Update Committee Meeting
November 17, 2011
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City of San Diego
Facility Overview
Review Rounds
Competitive Analysis
Primary Competition
Marketing & Advertising
Rate Structure
Facility Review
Infrastructure / Course
Marketing & Advertising
Customer Satisfaction Survey
Rate Structure
Format of Course Review
Torrey Pines Golf Course
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City of San Diego
Torrey Pines G. C.
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City of San Diego
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City of San Diego
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City of San Diego
Rounds of Golf – Combined
0
20000
40000
60000
80000
100000
120000
140000
160000
180000
FY 2007 FY 2008 FY 2009 FY 2010 FY 2011
Rounds
Resident
Non Resident
Torrey Pines Golf Course
Footnote: Rounds were down in 2008 due to preparation for the US Open
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City of San Diego
Competitive Analysis
North Course - Primary Competition
• Arroyo Trabuco Golf Club Mission Viejo, CA
• Encinitas Ranch Golf Course Encinitas, CA
• Maderas Golf Club Poway, CA
• Riverwalk Golf Club San Diego, CA
• The Crossings at Carlsbad Carlsbad, CA
Balboa Park Golf Course Torrey Pines Golf Course
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City of San Diego
Competitive Analysis
National
• Bethpage Black Course Farmington, NY
• Chambers Bay University Place, WA
• Harding Park Golf Course San Francisco, CA
• Pebble Beach Golf Links Pebble Beach, CA
Balboa Park Golf Course
Southern California
• Aviara Golf Club Carlsbad, CA
• Barona Creek G.C. Lakeside, CA
• La Costa Resort Carlsbad, CA
• Pelican Hill G.C. Newport Beach, CA
South Course – Primary Competition
Torrey Pines Golf Course
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City of San Diego
Competitive Analysis Marketing & Advertising
• Preferred Player Clubs
• On-Line Tee Times / Yield Management
• Interactive Websites
• Print Advertising
• Social Networks
• Email Blasts
• Hotel Relationships
• Tournament Sales Staff
Balboa Park Golf Course Torrey Pines Golf Course
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City of San Diego
Competitive Analysis - Rate Structure
Weekday Prices Non-Resident Resident Non-Resident
Senior Resident Senior Resident Junior
18 9 18 9 18 9 18 9 18 9
North Course $100.00 $40.00 $28.00 Monthly Ticket
Monthly Ticket
Arroyo Trabuco $80.00 $70.00 $65.00 $30.00
Encinitas Ranch $67.00 $44.00 $31.00
Maderas $170.00 $135.00
Riverwalk $89.00 $55.00
The Crossings $90.00 $60.00 $45.00 $30.00
Weekend Prices Non-Resident Resident Non-Resident
Senior Resident Senior Resident Junior 18 9 18 9 18 9 18 9 18 9
North Course $125.00 $50.00
Arroyo Trabuco $ 100.00 $90.00 $85.00 $50.00
Encinitas Ranch $89.00 $61.00 $46.00
Maderas $210.00 $165.00
Riverwalk $99.00 $69.00
The Crossings $110.00 $80.00 $60.00 $30.00
Balboa Park Golf Course Torrey Pines Golf Course
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City of San Diego
Competitive Analysis - Rate Structure
Weekday Prices Non-Resident Resident Non-Resident
Senior Resident Senior Resident Junior
18 9 18 9 18 9 18 9 18 9
South Course $183.00 $61.00 $43.00 Monthly Ticket
Monthly Ticket
Bethpage Black
$130.00 $65.00 $52.00
Chambers Bay $145.00
$ 85.00
$ 52.00 $52.00
Harding Park $150.00 $ 47.00 $ 32.00 $15.00
Pebble Beach $495.00
Weekend Prices Non-Resident Resident Non-Resident
Senior Resident Senior Resident Junior 18 9 18 9 18 9 18 9 18 9
South Course $229.00 $ 76.00
Bethpage Black $ 150.00 $75.00
Chambers Bay $165.00 $95.00
Harding Park $170.00 $61.00 $21.00
Pebble Beach $495.00
Balboa Park Golf Course Torrey Pines Golf Course
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City of San Diego
Competitive Analysis - Rate Structure
Weekday Prices Non-Resident Resident Non-Resident
Senior Resident Senior Resident Junior
18 9 18 9 18 9 18 9 18 9
South Course $183.00 $61.00 $43.00 Monthly Ticket
Monthly Ticket
Aviara
$215.00
Barona Creek $120.00
La Costa $210.00
Pelican Hill $250.00
Weekend Prices Non-Resident Resident Non-Resident
Senior Resident Senior Resident Junior
18 9 18 9 18 9 18 9 18 9
South Course $229.00 $ 76.00
Aviara $ 235.00
Barona Creek $160.00
La Costa $225.00
Pelican Hill $270.00
Balboa Park Golf Course Torrey Pines Golf Course
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City of San Diego
Facility Review
Infrastructure / Course
Balboa Park Golf Course
Torrey Pines Golf Complex
• Strong reputation throughout the golfing world.
• Outstanding location and excellent course conditions.
• Rounds are down 12% from our targeted capacity due to the economy and to artificially restricting play from adhering to the 70% resident / 30% non-resident utilization requirement.
• Tournament facilities are limited.
Torrey Pines Golf Course
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City of San Diego
Facility Review
Infrastructure / Course
Balboa Park Golf Course
North Course
• Outstanding golf experience.
• In the past few years changes have been made to lengthen the golf course.
• The course has constraints and is limited in supporting today’s demanding tournament requirements.
• The North Course has the longest yardage for women among the competition.
• On-course restrooms are in need of reconditioning.
• The course is without continuous cart paths.
Torrey Pines Golf Course
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City of San Diego
Facility Review
Infrastructure / Course
Balboa Park Golf Course
South Golf Course
• Internationally recognized as one of the finest municipal courses in the country.
• Prior to the 2008 US Open, significant improvements and upgrades were made to the course.
• The South Course is a long and demanding golf course.
• On-course restrooms are in need of reconditioning.
Torrey Pines Golf Course
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City of San Diego
Facility Review Infrastructure / Course : Recommendations
Torrey Pines Complex • Consider re-initiating a discussion regarding a tournament
support building.
• Investigate developing unused areas of the facility for non-golf events and activities.
• Discuss market rates for commercial photo and film shoots.
• Establish target rounds for the Business Plan at 146,800; 82,800 for the North Course and 64,000 for the South Course.
Balboa Park Golf Course Torrey Pines Golf Course
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City of San Diego
Facility Review Infrastructure / Course : Recommendations
North Course • Consider constructing continuous cart paths.
• Investigate remodeling the on-course restrooms.
• Evaluate the need for a new set of shorter Women’s tees.
• Evaluate the course for general improvements that facilitate hosting competitive tournaments.
Balboa Park Golf Course Torrey Pines Golf Course
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City of San Diego
Facility Review Infrastructure / Course : Recommendations
South Course • Continue to improve course conditioning as well as make
improvements that facilitate daily play and hosting major golf events.
• Investigate course set-up options that would increase player enjoyment of the course.
• Investigate remodeling the on-course restrooms.
• Pursue major golf events that would continue to build on and sustain the South Course’s local and international reputation.
Balboa Park Golf Course Torrey Pines Golf Course
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City of San Diego
Balboa Park Golf Course
Facility Review
Marketing & Advertising – Recommendations
To maximize opportunities, we are recommending these ideas.
• Create a marketing staff position
• Utilize our customer database
• Develop an interactive website offering internet tee times
• Proactively solicit tournament play
• Revisit a Southern California rate
• Explore yield management techniques
Torrey Pines Golf Course
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City of San Diego
Facility Review
The recent survey showed we’re doing a number operational issues well:
• Layout of the courses
• Overall condition of the courses
• Availability and condition of practice putting greens
• Condition of the fairways
• Quality of the pro shop
Customer Satisfaction Survey
* Data taken from page 23 of the Customer Satisfaction Survey
Torrey Pines Golf Course
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City of San Diego
Facility Review
There are several areas where we need improvement:
Desired Changes
Customer Satisfaction Survey
Residents
• No changes needed
• Reduce fees / cost in general
• Not sure / can’t think of anything
• Enforce speed of play
• Improve access to tee time info
* Data taken from page 22 of the Customer Survey
Non-Residents
• No changes needed
• Reduced visitor cost, green fees
• Improve customer service
• Not sure / can’t think of anything
• Reduce fees / cost in general
* Data taken from page 22 of the Customer Survey
Torrey Pines Golf Course
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City of San Diego
Facility Review
There are several areas where we need improvement:
Rating Aspect
Customer Satisfaction Survey
Residents
• Availability of tee times when making phone reservations.
• Availability of reservations / walk up
• Pace of Play
• Availability / condition of restrooms
• Availability / condition of driving range facility
* Data taken from page 24 of the Customer Survey
Torrey Pines Golf Course
Non-Residents
• Availability / condition of driving range facility
• Value of the course for the fee
• Availability of reservations / walk up
• Availability of tee times when making phone reservations.
• Quality of food & beverage service. * Data taken from page 24 of the Customer Survey
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City of San Diego
Balboa Park Golf Course
Facility Review
Customer Satisfaction Survey – Recommendations
• Parking lot / arrival area – Explore adding a bag drop / greeting area.
• Evaluate the training and effectiveness of the marshaling staff and volunteers.
• Review options to re-design the practice facilities.
• Discuss options to expand food & beverage service
Torrey Pines Golf Course
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City of San Diego
Balboa Park Golf Course
Facility Review Rate Structure
• The staff feels that golf rates in general are in line at this time.
• We are recommending staying with the Resident Golf Card program.
• Consider updating the 70%/30% utilization to a tee time access percentage.
• Discuss releasing un-booked resident tee times.
• Examine the effects of adopting a super-twilight rate for the North course.
• Consider rates for special groups and tournaments.
• Establish rates for non-golf events.
• Discuss rates for Southern California residents.
Torrey Pines Golf Course
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City of San Diego
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