HomeMy WebLinkAbout2013-07-09 PACKET 04.C.C.� Cottage
� Grove
� Pride and PrOSPerity Meet
To: Economic Development Authority
From: Ryan R. Schroeder, City Administrator
Date: July 2, 2013
Subject: River Oaks Business Plan
At the May meeting of the EDA you were presented with the River Oaks Business Plan draft.
From the conversation at the EDA we provided a summary statement for inclusion in that draft
as enclosed. It is our intent to gain EDA commentary on the Plan/summary statement so that
the Plan and budget conversation regarding the plan can move forward to the City Council.
Essentially, we believe the Iargest opportunity for River Oaks to improve its position within the
marketplace is enhancement of marketing efforts/awareness raising. River Oaks has a good
product, but awareness of that product is not universal. Further, our
communications/marketing infrastructure is an advantage we bring to River Oaks over a share
of our competition and we need to leverage that strength.
River Oaks has efficientiy managed their operating expenses in all three divisions of
maintenance, golf operations, and food and beverage. We believe this focus on expenditure
restraint has at times resulted in an aversion to enhance the facilities that might positively
enhance the customer experience. It is suggested within the plan that opportunities to
enhance customer experience be brought forward in a more regular fashion than may have
occurred in the past.
The golf side has consistently sold 34,000 rounds or greater (subject to weather conditions
which for 2013 have been significant impediments) which is considered a very, very busy level
of activity. Growth in that activity is not highly likely and so the alternative is to improve the
sales revenue per customer instead.
The food and beverage operation does have opportunity to improve booking activity. The
marketing efforts and facility enhancements noted above would have a positive impact within
f&b.
Board Action: Based on discussion/move business plan forward to Council
Pulling It All Together
River Oaks is a$1.5 million recreational operation within which approximately 65% of
revenues are created through the golf operations and the balance is through the
banquet facility. Revenues are generally sufficient to cover operations but are deficient
in coverage of extraordinary capital expenditures and any financed debt. This plan
supports an opportunity to adjust pricing with an expectation of revenue enhancement
perhaps in the neighborhood of 5% of current revenues. Resulting variable costs will
consume a portion of those revenues. Hence, even with aggressive
pricing/merchandising the existing debt gap will continue to at least some extent going
forward. It is recommended that the City address this gap.
At the same time, however, there are opportunities to continue to grow the operation
and the importance of River Oaks within the market place and as a community amenity.
Following are identified immediate and short term adjustments intended to improve the
operation over the 2013-2015 timeframe.
Marketing
1. Reinforce benefits of Cottage Grove "membership" which are:
a. $3 off 18 hole rounds
b. $2 off 9 hole rounds
c. 15% off golf inerchandise
d. 10% off lounge food and beverage
e. Advance starting times
2. Top of fold Newsletter articles including overcoming publicity hurdles
3. Create ongoing/growing list of testimonials to rotate through
publications/web/releases
4. Publicize putting, chipping, driving range amenities that are not always available
at competing venues
5. Emphasize 4.5 star, speed of play, quality of facility and turf, customer service
6. Recognize that customers often go to venues because their friends suggest their
visit or take them
7. Consider opportunities presented by expansion of marriage definition; and
opportunities for divorce/funeral events, and catering opportunities for backyard
parties, grad parties, family reunions
8. Provide similar "bar" deals that bars give with evidence of golf attendance
9. Repeat customers are easier/cheaper to retain than grabbing new customers;
need to retain these customers and encourage greater spending per customer
10. Need to reinforce that we are the people's/mainstream/moderate priced golf
course
d. Ensure that facility cleanliness and appearance are top of mind for all staff to
include clean/non-wrinkled table cloths, landscaping, paint and carpet and
everything in between
Golf
1. Snow golf should be discontinued; the experiment was not profitable
2. Twilight golf is a very good item to continue and expand
3. Kids golf for free good to continue and grow
4. By 2014 Mississippi National in Red Wing and Parkview in Eagan will be closed.
Courses in Lake City and Lakeville are struggling; may present opportunities
Revisit: Check-in with managemenUEDA with regularly timed status updates of
plan implementation
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Total Rounds
2012 2011 2010 2009 2008 2007
587,352 521,349 558,707 578,151 570,260 591,559
640,756 573,349 617,707 662,745 638,350 656,687
17.44 18.1 18.01 18.64 18.49 18.94
3,027
3,699
6, 346
116
265
696
61
843
116
457
9,034
46
0
567
na
681
498
60
63
0
0
836
10
100
na
383
490
5
736
487
1, 328
5,789
75
36,739
2,391
3, 924
6,078
110
223
1, 990
1, 224
690
0
512
3, 848
116
140
424
na
219
697
49
92
na
173
48
21
99
na
305
191
1,290
750
1,449
4, 715
80
31.768
4, 334
3,460
6,450
16
17
3,089
15
995
87
721
4, 072
307
310
611
na
278
747
57
74
na
275
27
15
76
na
na
na
702
705
1,499
5, 358
89
34,297
4,389
4,383
6,143
94
22
3,686
16
1,127
92
503
4, 881
203
815
509
na
230
882
na
110
na
202
75
48
46
153
na
na
450
499
700
5,398
100
35,656
4, 319
4,693
5,697
22
45
3, 704
31
867
96
530
3,814
286
370
351
na
412
793
83
370
370
75
na
35
na
na
na
na
670
742
1, 062
5,086
90
34,523
4,229
4,348
5,116
228
229
3,174
72
798
113
659
5,512
265
900
424
na
150
277
56
232
232
na
na
na
na
na
na
na
639
913
1,281
4, 810
83
34,672
Banquef Facilify Activities
Banquets
Weddings
Meetings
Golf w/Food
Total
BanquetRevenues
Non-Alcholic Beverages
Alcohol Beverages
Food Revenues
Total
2012 est
102
32
19
35
188
2011
94
32
21
35
182
2010
86
34
18
32
170
2009
83
31
16
27
157
2008
87
34
18
27
166
2007
62
43
24
36
165
2012 est 2011 2010 2009 2008 2007
43,124 38,503 44,157 41,257 41,241 50,663
167,055 154,588 156,319 152,781 145,119 177,719
282,953 251,209 254,468 220,427 254,858 274,187
493,132 444,300 454,944 414,465 441,465 502,569
Available Booking Times
April (open on average l Oth)
19 days with an average starting time of 8:OOam with sCarting times every eight minutes
providing each interval has a foursomes with last starting time being 5:12pm.
70 starting times per day x 4 players per time = 280 possible players per day
280 players per day x 21 days = 5,880 players
May-July
92 days with an average starting tiine of 7:OOam with starting times evei•y eight minutes
providing each interval has a foursome with the last starting time being 6:30pm.
88 starting times per day x A players per time = 352 possible players per day
352 players x 92 days = 32,384 playeis
August
31 days with an average stating time of 7:OOam with starting times every eight minutes
providing each inteival has a foursome with the last starting time being 5:44pm
82 starting times per day x 4 players per time ° 328 possible players per day
328 players per day x 31 days = 10,168
September
30 days with an average starting time of 7:30am with starting times eveiy eight minutes
providing each interval has a foursome with the last starting time being 530pm
76 startiug times per day x 4 players per time = 304 possible players per day
304 players per day x 30 days = 9,120
October
31 days with an average starting time of 9:OOam with starting times every eight minutes
providing each inteival has a foursome with the last starting time being 430pm
58 staiting times per day x 4 players per time = 232 possible players per day
232 players per day x 31 days = 7,192
Total Average Rounds Per Month/Day
April = 3,200
May = 5,000
June = 6,900
July = 6,900
August = 5,000
September= 4,000
October = 2,500
November = 900
by day 152
" " 161
" " 230
" " 230
" " 161
" " 133
" " 80
" " 66
Six Year Equipment Replacement Plan
2074 Equipment Trade-in if applicable Age
Roof ClubhouselFB Buildings 23/13
Hcp/office computer 15
2075 Equipment
Greensmower John Deere 2653A
Greensmower John Deere 2653A
Carpet
2016 Equipment
Fairway Mower John Deere 32356
Register system GoIfIFB
2017 Equipment
Rough Mower Jacobsen 5111
Register system
2018 Equipment
Bunker Rake Smithco Supreme
Utility Vehicle Cushman Turf
Patio Furniture and improvements
Chairs/ceremony site
2019 Equipment
Bank Mower Toro 3100D
Bunker Rake John Deere 1200H
Computers
Parking Lot overlay
17
13
15
20
19
15
16
26
Hours Cost
$73,000
2,000
4,800 $30,000
4,800 $30,000
15, 000
5,250 $55,000
20,000
4,449 $50,000
$25,000
3,850 $25,000
3,000 $30,000
$10,000
$10, 000
15 5,000 $30,000
12 3,600 $25,000
5, 000
15,000
Note