Lou,
My in-laws live down the road from the course, it’s a nice escape and I try and play it once a year.
So if I am reading correctly, are you saying that Tierra Verde will still charge $50 per round and be subsidized by the city? If I remember correctly, they also charge more for out of county or city residents.
What’s done is done by the city planners, are they going to lower prices to maximize revenues? How much of a golf course costs is fixed?
Jason,
I don't know what the break-even point is for TV. As I recall, the course was projected to do 42,000 to 45,000+ rounds by now at a rate in excess of $50. I don't think that it has done more than 35,000 revenue rounds in any one year, and I suspect that the average rate is well below the pro-forma amount.
To the best of my knowledge, there is no longer a pricing concession for Arlington residents. I think that it used to be around $5.
I don't know at what level of management the marketing strategy is formulated and the pricing decisions made. The city has a director of golf who has PGA credentials and appears to be knowledgeable. He is probably doing a good job with what he has.
The guy that spearheaded the development of the course became the parks and recreation director. He too seems knowledgeable, and I have no doubt that he has the city's best interests in mind.
Except for some occasional couponing, I don't think that TV has made too many pricing concessions. It would be interesting to see how far they are off from their 10 year pro-forma P & L.
Having worked in consumer goods for a few years after business school, I understand the vicious circle that can be created by frequent discounting. To the extent that TV is positioned as an upscale, marketed brand, if they lower the price by 40 - 50%, the place will be packed, but the course will suffer in the long run. It will take some major repositioning in better economic times to overcome the discount image and the lower level of conditioning which would likely result.
As to fixed vs. variable costs, I would argue that they are mostly fixed. A certain baseline of conditioning is needed regardless the amount of activity, though these costs do escalate with very heavy play. Debt service is fixed, as are the higher paid positions.
TV's salvation will be population growth, which is moving forward at a nice pace. It just will not yield the results it was supposed to, nor provide the tax base that would have been had the private developer been allowed to execute his plan.
Don H,
Congratulations on your ace on #17. It is a fun hole where a two (one in your case) is very possible, but six+ is not out of the question.
The clubhouse is not really all that extravagant nor large. I haven't looked at it closely enough to see how functional it is, though it does look nice. The parking, club drop-off, and entry to the pro shop are a bit akward, as is the location of the practice facility to the first tee.
The fracas with the clubhouse had to do with government contracting and certain preferences given to minority businesses. Reportedly, the contractor chosen to build the clubhouse had neither the lowest bid nor the best qualifications. He walked off the job not long after the foundation and some piers had been poured, with a substantial portion of the project's budget collected as progress payments.
For some reason that currently escapes me, the bonding company refused to pay-off, which delayed getting a new contractor to finish the work. I understand that the bonding company has gone out of business or is unable to make good on the bond, and some litigation may still be in the works. The $8MM figure that has been tossed around, probably somewhat low in my estimation, does not include overages or opportunity costs (foregone revenues from corporate outings and from F&B) associated with the contracting problems.