Firm stresses view to future in renovation projects

Golf Course News, Jan 2003 by Saunders, Doug

RANCHO CORDOVA, Calif. - It is a scenario that is being played out in markets around the country. As an established private golf club in a fast growing region sees their membership aging, they are having a tough time drawing new members as newer high-end daily-fee facilities give golfers another option. Should the golf club spend money to upgrade their course to be more competitive or should they put their funds into a new clubhouse instead?

This is just one of the examples of how existing courses, both private and public, are assessing their situation and struggling to decide how to move forward.

This is also the type of challenge that the consulting firm of Professional Golfscape Services is being contacted to deal with.

President Ron Miller and his firm have 20 years of experience in golf construction and maintenance to assist owners and operators with golf course operations. Not surprisingly, his firm has seen an increase in activity in Northern California and the West, as many courses, both private and public, look to retool themselves in the changing golf market.

"Through the years of working around various landscape projects I felt that there was a need for a firm to help direct courses through the various facets of construction and renovation. This led to the creation of our consulting firm, Professional Golfscape Services," Miller said.

The surge of new golf construction has given golfers more playing options. Older courses feel the need to upgrade their facilities to be competitive with new layouts, and new courses are pressured to hold their market share to pay off their construction expenditures. With a slower economy, the golfing public is careful about where and how much they spend to play golf.

"Here in Northern California there were 27 golf projects that had been planned for over 15 years, but they all were built over the last five years. This influx has changed the region dramatically," Miller said. "What we have begun to realize is that the old business model for golf just doesn't work anymore. Just building a new course does not ensure success. We feel it is important that our clients look at where they want to position themselves for future success when they think of major renovation outlays."

Miller feels the biggest change is how people look at discretionary income. Recreational and leisure activities used to be two separate entities. Now these two interests have merged into lifestyle activities, which is why large real estate based developments offer not only golf but swimming, exercise facilities, biking and hiking trails, and restaurants to fill all the lifestyle needs.

"The new developments are aware just golf is not enough to secure success and now offer more. This trend to a different business model is putting pressure on established private clubs, municipal golf courses, and privately owned daily-- fee courses," he said. "We help clients work toward a new business model when they consider any renovation project. It is important to have a broad plan that covers the need to reposition themselves in this newbusiness climate."

Miller's firm helps facilities develop a game plan to tackle renovation projects in-house. He assists in permitting, can provide architectural services, and can recommend golf construction firms. Miller focuses on attention to detail so clients won't get bogged down when a project begins.

But as much as the dealing with the nuts and bolts of a construction project, Professional Golfscape Services stresses the need to take a look at the big picture. Miller knows that while large operators and developers can capitalize using global tactics, smaller operators need to develop new alliances to help them thrive.

"I think all golf course operations have to take a strong look at themselves and define what they are in order to know how they will fit into this newbusiness environment. Our contribution has been to help our renovation clients take that hard look in order to thrive in the future," Miller said.