Willow Park Golf Course
Strategy and Implementation Summary
Willow Park Golf Course will aggressively market to both retired residents and vacationers to the Crest Canyon area.
- Residents. The course will initiate a membership drive. Membership fees will reflect a 30% discount for course use and a 20% discount on purchases in the Pro Shop.
- Visitors. The Willow Park Golf Course will offer 3, 7, 10, and 14-day membership packages as well as a single day membership fee. The 3 and 7-day packages will represent a 10% savings over the single day rate. The 10 and 14-day packages will represent a 15% discount over the single day rate.
Claremont Properties will market Willow Park Golf Course to the residents and visitors in their condo units.
5.1 Marketing Strategy
Claremont Properties will take an active role in marketing Willow Park Golf Course in its 4,000+ condo units. Claremont Properties will offer its residents a 20% discount on membership fees. Vacation visitors staying in Claremont Properties’ units will be offered a 15% discount on the day use fee.
Claremont Properties is including Willow Park Golf Course in its marketing material. Its annual nationwide advertising budget is $300,000.
Willow Park also has a strategic alliance with Crest Lake Golf Course, also owned by Marty Snyderman. Palmer St. Andrews has been the Head Teaching Pro and Pro Shop manager there. Crest Lake will provide the purchasing channel for the Pro Shop inventory during the first year while Willow Park establishes lines-of-credit with suppliers and distributors. In addition, Crest Lake will enter and recommend players to Willow Park.
5.2 Competitive Edge
The competitive edge of Willow Park Golf Course is the service, first and foremost. Marty Snyderman and Luke Roth, co-owners of the Willow Park Golf Course, have over twenty years experience in managing golf facilities.
Marty is the manager-owner of the Crest Lake Golf Course. He has owned the course for ten years.
Most recently, Luke was the manager of the Village Green Golf Course. He held that position for the last five years. Before this position, Luke was the manager of the The Ridge, a 160-unit golf retirement condo complex in the nearby community of Henderson.
Palmer St. Andrews is a former PGA tour pro. He has been the Pro Shop manager and Head Teaching Pro for Marty’s Crest Lake Golf Course for the last 5 years. He brings a respected PGA reputation, experience in course play, instruction, and retail management, as well as an established student clientele base.
Another competitive advantage for Willow Park Golf Course is the free shuttle service that serves all the area’s retirement complexes. The shuttle makes the course extremely accessible to local residents.
Another critical advantage is the course’s relationship with Claremont Properties that owns over 4,000 condo units in Crest Canyon area. Claremont Properties will aggressively promote Willow Park Golf Course with residents and vacation visitors.
5.3 Sales Strategy
The Willow Park Golf Course sales strategy is to aggressively gain market share of residents and vacationers.
Willow Park Golf Course will use the following pricing strategy:
- Membership Fees: Annual membership fee is $500. Members will have a 30% discount on course use and a 20% diwcount on purchases in the Pro Shop.
- Day Use Fee: 9 holes is $50 (members $34). 18 holes is $90 (members $67).
Willow Park Golf Course will offer the following Day USe Packages:
- 9 Holes: 3 days-$125, 7 days-$135, 10 days-$425, and 14 days-$595
- 18 Holes: 3 days-$243, 7 days-$567, 10 days-$765, 14 days-$1071.
5.3.1 Sales Forecast
The following is the sales forecast for three years. We anticipate a fast start course play sales since we have a large local resident population who we believe will flock to the newly reopened course.
As the golf and vacation season progress we see the usual spate of new equipment and clothing sales, and the monthly increase in memberships and course play sales as more folks take their vacations and travel to the Crest Canyon area. We are fortunate to be situated in a warm temperate climatic and geographic area, and so the course is open all year for play, unlike many other courses that are covered with snow three to six months of the year. We anticipate increased winter month sales in subsequent years, as ‘snowbirds’ learn of Willow Park, and leave the cold behind to come play our course.
The Pro Shop should have increased sales in November and December as family and friends buy holiday gifts for their favorite golfer.
|Year 1||Year 2||Year 3|
|Day Use Fees (for 1 or more days)||$325,000||$370,000||$450,000|
|Direct Cost of Sales||Year 1||Year 2||Year 3|
|Day Use Fees (for 1 or more days)||$0||$0||$0|
|Subtotal Direct Cost of Sales||$234,300||$271,000||$323,000|