LAWRENCE PARKS AND RECREATION DEPARTMENT

TO:          Mike Wildgen, City Manager 

Debbie Van Saun, Assistant City Manager

Dave Corliss, Assistant City Manager

FROM:    Fred DeVictor, Director, Parks and Recreation Department

DATE:     January 28, 2004

RE:          2003 Annual Report for Eagle Bend Golf Course

           Various factors continued to dramatically affect Eagle Bend golf operation in 2003.

           We ended the year with $895,768* revenue, down approximately 8.6% from 2002 and total rounds were 32,694 down approximately 12.5% from our 37,328 rounds in 2002.

           Attached is a report from Jim Kane, Golf Course Manager with highlights for the year.

           We are concerned with the decrease in rounds and revenue.  We already have reduced the 2004 budget by $152,648 to be more in line with estimated revenues in 2004 and will continue to monitor the budget, as further reduction may be needed.

           We have spent considerable time to evaluate and come up with a pro-active plan for 2004 to try to reach more patrons.

           We look forward to discussing the attached plan with you.          

* Not including final adjustments such as interest earnings.        

2003 Review of Eagle Bend Golf Course and Learning Center

In 2003, Eagle Bend Golf Course and Learning Center saw a decrease in revenue and rounds stemming from a poor economy, weather and the increased number of golf courses in the area.

Leagues

Despite the decreases, Eagle Bend continued to develop its league play. The Men’s 9-Hole League had over 100 members in 2003 and tee times were moved up to accommodate the demand, which had the league teeing off prior to 3 p.m.  The league ended with the 5^th Annual Member/Guest Tournament, which sold out once again.  The Senior League had over 25 members in only its fourth year of existence. The Junior League had 30 participants, while the Ladies League showed a slight increase in participation with nearly 20 women participating weekly in the 18-hole league.  Eagle Bend once again participated in the Kansas Golf Association’s Kansas Cup Matches, which is a season-long, interclub competition. Eagle Bend team members traveled to other courses throughout the state, as well as hosted several matches at Eagle Bend. Staff coordinated the matches and all 20 team members thoroughly enjoyed the competition. Eagle Bend will be participating with the program in 2004.

Learning Center

Eagle Bend Learning Center continued the development of the Junior Mini-Camp, and had over 100 children participate in this bi-weekly camp, which was an introduction to the game of golf for juniors.  Eagle Bend also saw continued use by area schools, including: Free State High School Boys and Girls teams, Lawrence High School Boys and Girls teams, Haskell Indian Nation University, Ottawa University and the University of Kansas Men’s and Women’s teams. The Adult Golf Instruction classes were all full, providing instruction to over 90 adults.

Tournaments

Twenty-nine tournaments with nearly 1400 golfers yielded over $46,000 in revenue. The average tournament brought in over $1585. per tournament.

Marshall Program

After re-evaluating the 2002 Marshall Program, it was concluded that there were too many participants in the program, which meant that there were too many volunteers getting free rounds of golf. Policy changes assisted in reducing the 40 participants to 25 in 2003 and assisted in making the program stronger and the policies of Eagle Bend better enforced. All Marshalls will be continuing the program in 2004.

LAWRENCE PARKS AND RECREATION DEPARTMENT
2004  REVISED REVENUE REPORT
	EAGLE BEND GOLF COURSE
	ACTIVITY
	HARD GOODS	$             51,099.00
	SOFT GOODS	$             14,125.00
	GREEN FEES	$            570,520.00
	GOLF CART	$            215,046.00
	DRIVING RANGE	$             38,376.00
	TEE SIGNS	$               5,000.00
	FOOD	$             36,422.00
	SODA	$             38,412.00
	BEER	$             42,545.00
	TOURNAMENT ENTRIES	$                  700.00
	GOLF LESSONS	$                  810.00
	Sub Total	$         1,013,055.00
	2004 Approved Budget	$         1,190,002.00
	Budget reduction	$           (152,648.00)
	Adjusted Budget	$         1,037,354.00

2004 Marketing Plan for Eagle Bend Golf Course & Learning Center

SITUATION ANALYSIS

In 2003, Eagle Bend saw a decrease in revenue and rounds stemming from poor economic conditions, weather and competition from new courses in the area.

This Marketing Plan will be a road map to assist in attaining the goals set by Eagle Bend staff in 2004. 

Earlier this month, Eagle Bend staff, the Director of Parks and Recreation and the Marketing Supervisor, brainstormed and discussed ideas to implement in 2004 to achieve the division’s goals. Prior to the development of a marketing plan it’s important to understand the current position of the Golf Course in the eyes of those most closely connected to it.  Through a discussion of the positive attributes and the challenges that are currently being faced or things that are currently being anticipated for, we identified things to promote as strengths, while at the same time know what to work toward to make some of those things that are considered to be weaknesses to become strengths.

Strengths included:

• Quality (Challenging for All Levels of Play)
• Natural Setting – allow for distraction free golf
• Practice Facilities
• Easy Access (availability of play times)
• Customer Service
• Affordability
• Condition of Course
• Programs/Leagues for everyone
• Staff – Expertise/certifications

Challenges included:

• Condition of Rough
• Number of People Playing – (Rounds need increased)
• Customer Service
• Practice Facilities
• Programs
• Marketing of Facility (Overall)
• Facility enhancements – Cart & General Storage
• Tournaments
• Shelter – electricity
• Food and Beverage Pricing
• Cart Fees

These attributes will assist in defining the 2004 Marketing Plan.

This plan uses many different techniques, such as direct mail, development of special events and special promotions to develop new customer/users and retain current customer/user groups.

We also decided through discussion that we are looking at promotion of the golf course and the learning center as two separate plans.

It is staff’s opinion that once individuals visit Eagle Bend the strengths of the organization (listed above) will assist in making them return to Eagle Bend for future business.

OBJECTIVES

While there are specific objectives to the different events, promotions and direct mail campaigns that are defined in this plan, we will not list them here. Individual program plans will be written for each event that will assist in providing a timeline, goals and objects for each of the programs defined.  The main objective is to meet the revenue expectations for the year and meet the number of rounds that are anticipated to be played.

The current objective for Eagle Bend is:

• To generate $570,520 in revenue from green fees (35,000 rounds) in support of Eagle Bend Golf Course and Learning Center and generate additional revenue through the hard and soft goods, cart rental, driving range, tee signs, snack bar sales, tournament entries and golf programs (lessons) to reach the goal of $1,013,055.

• To increase the traffic of patrons and visitors through promotional events, clinics, direct mail and pro shop sales.

RESEARCH

It is understood that we need to conduct a survey to get a better understanding of the public’s perception of Eagle Bend as a resource in the community. Thus, we will be developing a survey that will be used to gather information from the public regarding not only their feelings about Eagle Bend but also ask about future needs and desires they may have regarding their public golf course.  We are going to have the survey as an online document, so it will be easy for people to respond without having to mail a form back to us.  We will also have hard copies for those who cannot access it by computer.

Surveys will also be created for each program and event within this plan to judge the level of success of each program or event.

Survey questions will look at the satisfaction of the following:

• Affordability/value of course
• Convenience of Course location
• Tee Time availability
• Pricing
• Overall course condition
• Condition of Greens
• Scenery and Aesthetics
• Pace of Play
• Condition of Golf Carts
• Amenities (Club House, pro shop snack bar)
• Friendliness/service of staff
• Food and Beverage Services
• On-course services (restrooms, drinking water)
• Overall experience

It will also inquire about why people choose to play at Eagle Bend, get demographic information, how often they play and other information that will help us target certain demographics.

We will also inquire from those with children about times for junior leagues and programs.

The survey will be conducted this spring beginning March 1st and will be highlighted in the Eagle Bend Newsletter, as well as postcards to patrons by direct mail and those who visit the Lawrence Parks and Recreation website.  We will conclude the survey after a three week period, but may extend the period if survey lacks needed numbers to qualify results.

MARKETING

1. Rack Card

The rack card, which was produced when the Golf Course first opened needs to be updated and a supply needs to be printed that will be used at hotels and visitor centers in the area.   Cost involved:  Printing & Design of card, 4-color process one-side/one-color process other side.  Currently getting estimates – will be within budget allocation.

2. Newsletter

A newsletter will be developed for distribution in March, highlighting the following:

• Audubon Certifications
• Current Pricing
• Capital Improvements done to Facility
• Hole Sponsor recognition and opportunity to be hole sponsor
• Pictures
• Golf tips
• League information
• Lessons – going on line
• Care and Condition tips  - (course etiquette)
• Survey
• Introduction of Staff
• Calendar of Events
• PGA/Superintendent – notes from
• Coupons
• Tournaments – how to schedule

Cost involved: Printing. Want to do two-color process with an over run of one color (not black, which will be used as a pre-print for future newsletters that can be copied on the printer at CB.  The Newsletter is scheduled to be produced three times a year (March, July, & November). Currently getting estimates – will be within budget allocation.

3. Events – NEW PROGRAMS

• During the Professional Golf Association’s Major Championships, which include the Masters (April 5 – 11, event would be held on Sunday, April 11), the U.S. Open (June 17 -20, event would be held on Sunday, June 20), the British Open (July 15-18, event would be held on Sunday, July 18), and the PGA Championship (August 9-15, event would be held on Sunday, August 15), Eagle Bend will host a “Watch Party.”  Full development of the event is still being worked out, but we will work at developing a partnership with a local business that will allow us to use a big screen television to broadcast the events in the Club House.  We will also have some planned activities that day that will also attract people to attend.

• Retro Day – Roll Back Prices to Opening Day Prices on the Anniversary of Eagle Bend (July 3). We will have activities planned that will be on-going throughout the day.  We may have a radio station do a live remote to encourage people to visit that day.  We may also have the Nature Center bring one of the eagles out on-site for an eagle program.

4. Specials

• Sizzling Summer Special – for July/August. Like last year, we will discount golf during the hot time of the day Monday through Thursday.  We may run some advertisements, but will also do direct mailing to reach our audience. (July 5  to August 31)

• Twilight Rates - This will be Monday through Thursday, after 3 p.m., $25 for a round with cart. (April 4 to October 31)

• Winter Rates – everyday in December through February, we will lower the prices to $25 a round with cart; $15 for 9-holes with cart. (December 1, 2004 to February 28, 2005)

• 2-4-1-Birthday Special – – NEW PROGRAM - Using our database of current golfers, we will send a certificate for a free round of golf with the purchase of one round.

• Welcome Back Special –  – NEW PROGRAM - For area college students (Haskell, KU, Baker, Ottawa, Washburn, etc) during the first two weeks of school special rates will apply for them when showing their college I.D. (August 16 to August 31)

5. Website

• We are currently working on updating our website to include a course map with pages for each hole. We will have photos showing each hole, as well as the artist’s rendering from our score card.

6. Flyers

• We will be making up flyers for each league, specials, lessons and special programs that are being developed and use them in direct mail campaign.

7.  Direct Mail

• We look to use our current database, as well as expand it to include new people to send league information, programs, lessons, and special promotions.  We will also do special mailings to area businesses and industries to invite them to utilize Eagle Bend for Tournaments and potential business leagues.

8. Cart Rate

• After discussing current rates, it was concluded that current pricing schedules are beginning to price us out of competition with our area competitors. It was decided to propose a reduction in the cart fee by $2, which would bring our cost for riding rates back down under $35 in 2004. Instead of $36 on weekends and holidays, riding rates would be $34; on weekdays it would be $31 instead of $33.

9. Pro Shop

• We will look to offer specials and incentives to individuals who use our pro shop for their golfing needs.  Holiday savings specials, as well as free rounds for those who purchase a set of golf clubs will help to foster the relationship with individuals and the course.

10. Programming

• We will develop programs in conjunction with others in the department (namely the Recreation Division) that will foster teamwork with in the department, as well as additional resources to the overall mission of the department and divisions within the department.

11. Media Day

• When Eagle Bend first opened, a media day was created to inform sports writers and media reporters in the area about Eagle Bend.  Since five years have past, it is a good idea to have a new program developed to inform them of the changes that have taken place over those five years and reintroduce them to Eagle Bend.

12. Display and Radio Advertising

• We will continue to conduct media buying to promote the public’s golf course and will continue to seek quality tradeouts that will yield the biggest bang for our buck in Lawrence and the surrounding area.

13. Souvenir Cups

• As part of the new Pepsi contract, we will be working with our representatives to develop things outlined in their proposal – one being a souvenir cup that we’ll have at our facilities including Eagle Bend that will display our logos and other information about our services.

2004 Marketing Plan for Eagle Bend Learning Center

SITUATION ANALYSIS

Eagle Bend Learning Center has had successful programs in its history.  Many of the lessons (classes) that have been offered have been full or near capacity. Leagues have been developed for all demographics (juniors, men, women and seniors). League play continues to see growth and has potential for expansion in the future.

OBJECTIVES

• To continue offering lessons (classes) to the public from beginner to advanced for both youth and adults.

• To expand the learning center’s offerings with free clinics to expose individuals to golf instruction, as well as to Eagle Bend

RESEARCH

In discussion with Eagle Bend staff, it was found that the level of commitment to lessons was high.  With 9 lessons being run for three sessions (3 classes per session), staff felt to expand the offerings it would be detrimental to the level of quality and service being provided at Eagle Bend to its patrons. To expand the offerings, it would take more manpower, which is not feasible in the near future.

However, there are additional things staff felt they could undertake that would support the overall marketing plan of Eagle Bend, as well as support the efforts of the Learning Center’s mission to introduce and  expand the community’s knowledge for the game of golf.

With the upcoming survey being developed as part of the overall Eagle Bend Marketing Plan, additional questions will be added regarding lessons offered at Eagle Bend to help direct staff for future community needs.

MARKETING

As stated above, the level of programs (lessons/classes) is already near capacity at current staffing levels. The following will detail the offerings being offered this year at the Learning Center.

1. Junior Golf Program

Two-Day Golf Camp – This program is for 8 juniors (ages 11 to 17) per camp to be introduced to the game of golf, as well as assist juniors who have advanced skills.  Dates Offered: June 9 & 10; June 16 & 17; July 7 & 8; July 21& 22; September 8 & 9 and September 22 & 23.

Pee-Wee Instruction – This program is for 8 juniors (ages 6 to 10) per session to introduce and expand the knowledge of the game of golf to children. Dates Offered: June 9 & 10; June 16 & 17; July 7 & 8 and July 21 & 22.

2. Adult Golf Instruction

Beginner and Intermediate classes – This program will provide the necessary instruction to adults to understand the game of golf at various levels (beginners to advanced players). Classes meet once a week. Dates Offered: Session I: June 5 to 27; June 6 to 28 and June 7 to 29. Session II: May 11 to June 1; May 12 to June 2; May 13 to June 3. Session III: September 7 to 28; September 8 to 29 and September 9 to 30.

3. Private Instruction

We will continue to offer private instruction from our PGA pro and Apprentices.

4. Saturday Morning Golf Clinics – NEW PROGRAM

To provide individuals with golf tips, we will offer 20-minute sessions throughout the Saturdays in April to promote golf, instruction opportunities and Eagle Bend in general to the community.  We will also have a junior clinic simultaneously with the adult clinic on Saturday, April 10.

5. Junior Bend – NEW PROGRAM

This is a new program that will create a new set of tees on the course for junior golfers. Development of junior tee boxes will assist us in developing young golfers at Eagle Bend. We will have a ceremony kicking off the new feature on Thursday, April 1, which will be the Grand Opening of the Junior Bend program at Eagle Bend. We will also look into the possibility of having a Chamber After Hours event at Eagle Bend sometime after April to promote the new tees and get people out to Eagle Bend.

6. Online Enrollment

With the department’s ability to conduct online enrollment, we will add the golf course’s lessons and programs that patrons register for as part of the online registration process.  This will give citizens the freedom to enroll on their time schedules and will give them more convenience to enroll at home.

7. Short-Game Practice Range

With the development of the short-game practice facility last season, we feel more individuals will take advantage of this service due to its proximity to the club house and the concept for golfers to practice on their short game. It will also be utilized through group and private lessons.

EAGLE BEND GOLF COURSE – 2004

Green Fees & Cart Rates

	2003	2004 Approved	New 2004 Recommended Adjustment
Riding rates (with cart)
18-hole weekend	$35.50	$36.00	$34.00
18-hole weekday	$32.50	$33.00	$31.00
9-hole weekend	$23.50	$24.00	$22.50
9-hole weekday	$21.50	$22.00	$20.50

Walking rates (same as approved)
18-hole weekend	$19.50	$20.00	$20.00
18-hole weekday	$16.50	$17.00	$17.00
9-hole weekend	$13.00	$13.50	$13.50
9-hole weekday	$11.00	$11.50	$11.50

January 2004