Intrawest Golf posts strong 2001 growth

Golf Course News, Dec 2001 by Overbeck, Andrew

SCOTTSDALE, Ariz. - Despite the bear market in the golf course industry in 2001, Intrawest Golf has managed to post strong growth numbers and push forward with its strategy to develop its Raven-branded golf clubs.

"We have added five new courses to the portfolio this year," said marketing manager Ben Keilholtz. "In addition we elevated one of our existing courses to Raven status. These new courses account for more than 20 percent growth and bring our course total to 23."

The company announced this fall that it intended to expand its Raven brand through third party management contracts (GCNNov. 2001) and signed its first such agreement with The Resort Group to manage Cabo San Lucas Country Club in Mexico. Upon completion of capital improvements, Intrawest will rebadge the Pete Dye-designed course The Raven Golf Club at Cabo San Lucas. The club opened in 1994 and is the centerpiece of a 750-acre resort and golf community.

In addition to adding Cabo San Lucas, the company also rebadged its Hawthorne Valley Golf Course in Snowshoe, W. Va., as a Raven property. The Gary Player-designed course is now known as The Raven Golf Club at Snowshoe Mountain.

"The rebadged course opened on April 12 and has been successful in its first year. It confirms our intentions to expand the Raven brand to many new markets," Keilholtz said.

SUCCESS IN A TOUGH YEAR

According to Keilholtz, Intrawest clubs fared well during an economically challenging 2001. "We have had a number of successes at many of our golf facilities," he said. "Most notably our Raven at South Mountain facility in Phoenix saw a reduction in rounds from the previous fiscal year, but was able to increase overall revenue. In addition, our Sandestin Golf and Beach Resort in Destin, Fla. saw an increase in rounds, a huge win in an area of the country that was seeing a decrease in round totals."

Keilholtz credits these accomplishments to the experts on the Intrawest golf team that was bolstered this year by the additions of Tom Collopy, vice president for strategic development; Mark Cupit, vice president for golf course construction; Jim Lanctot, director of revenue management and product development; and Brandon Cajthaml, employee experience manager.

For 2002, Intrawest Golf expects a similar growth curve, but will look to add courses where it already has existing facilities. "We will continue to look at new markets, but we want to cluster facilities and take advantage of the synergies that our existing courses provide," Keilholtz said.

- Andrew Overbeck Courses added by Intrawest Golf in 2001

* Santa Rita Golf Club, Corona de Tucson, Ariz. * Cabo San Lucas Coun

try Club, Cabo San Lucas, Mexico

Shark's Tooth Golf Club, Bay County, Fla.

- Coyote Moon Golf Club, Truckee, Calif.

* Trilogy Golf Club at Power Ranch, Gilbert, Ariz.