Billy Casper Golf discusses FY2014-15 fee schedule for city golf course

Submitted by Suanne Z. Thamm

Reporter - News Analyst

October 8, 2014 1:45 p.m.

Representatives of Billy Casper Golf (BCG) addressed the Fernandina Beach City Commission (FBCC) during the FBCC’s October 7, 2014 Regular Meeting on their pricing strategies for the city course.

BCG's David Evangelista explains pricing strategies for the city golf course.

David Evangelista walked the FBCC through a brief slide presentation to explain BCG’s research on the demographics and income of the average golfer using the city course.   BCG has determined that the course’s “value customer” is over 55 years old with an income ranging from $60-100K per year.  A value customer plays often due to both value and price, generally averaging $19-21 per round.

BCG shows FBCC rates of play for various age and income golfers.

Under BCG’s Loyalty Card programs, Advantage Card holders play on average 6 more rounds than non-cardholders during the season, while Player Development cardholders average 8.2 rounds more during the season.  Based upon that information, Evangelista said that a major goal for BCG in FY2014/15 is to double the number of Advantage and Player Development Card holders, especially with the local 35-54 year-old players.

Evangelista reported that BCG is looking into a tiered pricing structure, similar to ones used at North Hampton and Jacksonville Beach Golf Club.  Rates would drop off during off-season and in afternoons, when the course is less busy.  They are also looking at rate specials.

Evangelista noted that BCG has only recently begun conducting these market analyses for their courses.  The key to “growing” the city’s revenues is finding new people and getting golfers to play more.  He told commissioners that despite a rainy August, the 2014 greens renovation and tree work had helped increase the number of rounds played to 431, putting the course ahead of August 2013.  He suggested that with 18 renovated greens, the course could conservatively add 600 rounds per month, resulting in additional course income of more than $200K, once golfer expenditures on rounds, merchandise, food and the range are factored in.  Evangelista said that with better course conditions, the city golf course could become competitive with North Hampton and drive additional outing rounds as well.

Mayor Boner invited public comment, and Roy G. Smith joined Evangelista at the podium, where he asked several questions.  In response, Evangelista and Josh O’Brien, course manager, replied that it cost $50K to renovate 9 holes, that summer months are a challenge for the golf industry as a whole, and that there is a winter demand for 27 holes.  Having 27 holes also helps maintenance work, because play can be diverted to greens that are not being serviced.  Smith expressed concerns that the city continues to subsidize the golf course while he keeps hearing that the course will break even this year.

Josh O'Brien and David Evangelista discuss effect of course improvements on rounds played.

Commissioner Johnny Miller raised concerns about weather conditions affecting course play.  Evangelista said that there has definitely been more rain this year, but that more rounds are being played.  Mayor Boner reminded commissioners and the audience that it takes several years to build a successful program, but that work is underway.