Needles, CA: Needles City Council approved Rivers Edge Golf Course temporary rates.
Members of the Needles City Council voted to approved authorizing the Needles City Manager to establish temporary golf rates over the summer to draw additional golfers to increase overall revenue; reduce overall operating costs of the golf course focusing, initially, on the pro shop.
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The vote occurred during the Needles City Council and Needles Public Utility Authority Meeting held on Tuesday, May 24th, 2016 inside the Needles City Council Chambers in Needles, California.
** Agenda Item #12: Information from the City of Needles: **
Rivers Edge Golf Course temporary rates.
The River’s Edge Golf Course is about to undergo two construction projects in Summer 2016; Turf Removal and Cart Barn Reconstruction. In order to attract customers during the summer construction months, the summer $22/round daily rate should be reduced to $19 including cart to reflect the construction environment at the course. The construction will last through the fall overseed in September. A temporary summer construction rate was suggested by the Parks and Recreation Commission. Staff has surveyed nearby courses and the proposed rate will be the most competitive of any rates in the region and should attract golfers.
Golf revenue and rounds played have been reducing, in part due to the following; early Easter at which the winter visitors normally return home, fewer numbers and a shorter winter stay by Canadian visitors because of the falling currency exchange rates, poor over seed, the loss of two significant tournaments due to the poor condition, price cutting by other courses and deficient maintenance of the carts and unsatisfactory customer Service.
The golfers during May and for the rest of the summer will be Needles residents and those in the tri-state region for which price is a primary determinant for course selection. The temporary rate will be the best in the area and is projected to draw enough additional golfers to offset the temporary rate reduction.
Upcoming course and management improvements will likely improve the financial performance during the upcoming year,
• The relocated pro in the new cart barn will expand the area for the restaurant creating the opportunity for greater food and beverage services during the upcoming season.
• The turf removal project will noticeably improve the course condition over what it was last year when drought required watering reductions were implemented and the appearance of the revamped course.
• The poor quality overseed will be avoided this year with an earlier scalping/planting.
• The golf pro position that has been vacant since last fall will be filled with an independent contractor as opposed to an employee who will be tasked to recruit and train staff, conduct customer service training, recruit tournaments, conduct special events and other outreach marketing that are designed to increase revenue and improve the golf experience.
Staff is also working with the Parks and Recreation Commission to reduce pro shop operating costs through the use of temporary and contract independent labor which will be reflected in the upcoming budget.
Key performance indicators will be reported to the Council on a monthly basis.
– Fiscal Impact:
Potential increase in revenue during the Summer months over what would have occurred.
– Recommended Action:
Authorize the City Manager to establish temporary golf rates during the upcoming summer in order to draw additional golfers to increase overall revenue. Authorize the City Manager to take necessary actions to reduce the overall operating costs of the golf course focusing initially on the pro shop.
– Submitted By:
Rick Daniels, City Manager
** Needles City Council Motion: **
Approve the agenda item.
** Needles City Council Vote: **
Needles City Council Member Shawn Gudmundson: Yes
Needles City Council Member Louise Evans: Yes
Needles City Council Member Tony Frazier: Yes
Needles City Council Member Tom Darcy: Yes
Needles City Council Member Robert Richardson, M.D.: Yes
For more information regarding the Needles City Council Meetings, please contact Dale Jones in the City Clerk’s Office at the City of Needles at: 1 (760) 326-2113 Ext. 345.