Review of Operations and Strategic Planning for City of ...

Review of Operations and Strategic Planning for City of Austin Municipal Golf Courses

Prepared For:

City of Austin

Parks and Recreation Department 200 S Lamar Blvd Austin, TX 78704

Kevin Gomillion, Golf Division Manager Kevin.gomillion@

Prepared By:

501 North Highway A1A Jupiter, Florida 33477

(561) 744-6006

May 2019

Table of Contents

INTRODUCTION AND EXECUTIVE SUMMARY.............................................................................. 1

Introduction and Purpose ........................................................................................................... 1 Background................................................................................................................................ 1 Overall Summary of Findings ..................................................................................................... 3 Recommended Course of Action................................................................................................ 8 Preliminary Financial Considerations ....................................................................................... 10

Summary of Austin City Golf System Projection (FY2019-FY2023) ...................................................10

Summary Conclusion ............................................................................................................... 11

EXTERNAL FACTORS AFFECTING THE OPERATION OF PUBLIC GOLF FACILITIES ............ 12

Basic Demographics and the Local Economy .......................................................................... 12

Austin Demographics, Economy and Climate .....................................................................................12

Golf Market Supply and Demand Indicators ............................................................................. 17

National Golf Industry Overview ..........................................................................................................17 Market Definition ? Primary and Secondary Trade Areas...................................................................18 Greater Austin Golf Demand ...............................................................................................................18 Greater Austin Golf Supply..................................................................................................................19 Golf Course Market Supply / Demand Summary ................................................................................21

Local Competitive Golf Market ................................................................................................. 22

Competitive Facilities Map ..................................................................................................................23 Key Competitors ? Operating Metrics and Pricing Comparison..........................................................24 Significant Findings ? Competitive Market ..........................................................................................26

Texas Municipal Golf Benchmarking ........................................................................................ 27 External Factors Summary....................................................................................................... 28

OVERVIEW OF CITY OF AUSTIN'S AUSTIN GOLF COURSES ................................................... 30

Management and Organizational Structure .............................................................................. 31

Contracts and Concessions ................................................................................................................32 Golf Enterprise Fund ...........................................................................................................................32 Living Wage.........................................................................................................................................33 Procurement ........................................................................................................................................33

Austin City Golf - Individual Facility Operations ........................................................................ 34

City of Austin Golf Facility Staffing ......................................................................................................34 Review of Technology and Website ....................................................................................................36 Programming and Organized Golf Activities .......................................................................................37 Review of Golf Carts............................................................................................................................38 Merchandise Operations .....................................................................................................................38 Food and Beverage Operations ..........................................................................................................39 Review of Golf ATX Green Fees .........................................................................................................40 Membership Program ..........................................................................................................................42 Golf Courses Marketing.......................................................................................................................43

System-Wide Operational Performance ................................................................................... 43

Rounds ................................................................................................................................................44 Revenue by Type and Facility .............................................................................................................44 Operating Expense by Type and Facility.............................................................................................45 System Summary ................................................................................................................................47

City of Austin Golf Courses Golfer Survey................................................................................ 49 System Summary Discussion................................................................................................... 49

INDIVIDUAL FACILITIES ............................................................................................................... 51

Analysis of Clay-Kizer Golf Course .......................................................................................... 51

Location, Access and Surrounding Elements .....................................................................................51 Summary of NGF Findings on Clay-Kizer GC.....................................................................................52 Clay-Kizer GC Capital Investment Considerations .............................................................................57 Facility Performance and Data Analysis..............................................................................................58 Summary ? Clay-Kizer GC ..................................................................................................................60

Analysis of Morris Williams Golf Course................................................................................... 61

Location, Access and Surrounding Elements .....................................................................................61 Summary of NGF Findings on Morris Williams GC.............................................................................62 Morris Williams GC Capital Investment Considerations......................................................................66 Facility Performance and Data Analysis..............................................................................................67 Summary ? Morris Williams GC ..........................................................................................................69

Analysis of Lions Municipal Golf Course .................................................................................. 70

Location, Access and Surrounding Elements .....................................................................................70 Summary of NGF Findings on Lions GC.............................................................................................71 Lions GC Capital Investment Considerations .....................................................................................75 Facility Performance and Data Analysis..............................................................................................77 Summary ? Lions GC ..........................................................................................................................79

Analysis of Hancock Golf Course ............................................................................................. 80

Location, Access and Surrounding Elements .....................................................................................80 Summary of NGF Findings on Hancock GC .......................................................................................81 Hancock GC Capital Investment Considerations ................................................................................84 Facility Performance and Data Analysis..............................................................................................85 Hancock GC ? Considerations for Property Reconfiguration..............................................................87 Summary ? Hancock GC.....................................................................................................................88

Analysis of Grey Rock Golf Course .......................................................................................... 90

Location, Access and Surrounding Elements .....................................................................................90 Summary of NGF Findings on Grey Rock GC ....................................................................................92 Grey Rock GC Capital Investment Considerations .............................................................................95 Facility Performance and Data Analysis..............................................................................................96 Summary ? Grey Rock ........................................................................................................................97

NGF RECOMMENDATIONS FOR THE CITY OF AUSTIN............................................................. 98

Basic Oversight and Structure.................................................................................................. 98

Ideal Program for Multi-Facility Golf Operations in the Public Sector .................................................98 Lions Municipal GC Lease ..................................................................................................................98 Management Options Available to the City of Austin ..........................................................................99

NGF Recommendation......................................................................................................................101

Specific Physical Recommendations...................................................................................... 101

Completion of Basic Repairs .............................................................................................................101 Internal Segmentation .......................................................................................................................103 Hancock GC ? Considerations for Property Reconfiguration............................................................103

Operational Recommendations .............................................................................................. 105

Operating Program ............................................................................................................................ 105 Recommended Fees / Pricing ...........................................................................................................106 Marketing and Technology ................................................................................................................106 Recommendations for Increased Participation from Less-Traditional Segments .............................108

AUSTIN CITY GOLF COURSES - PRELIMINARY FINANCIAL PROJECTIONS ........................ 110

Projected `As-Is' Performance ? Golf ATX Courses (FY2019-FY2023) .................................. 110

Basic Assumptions ............................................................................................................................110 Projected Performance - Clay-Kizer GC (FY2019-FY2023) .............................................................112 Projected Performance ? Morris Williams GC (FY2018-FY2023).....................................................114 Projected Performance ? Lions GC (FY2018-FY2023).....................................................................116 Projected Performance ? Hancock GC (FY2018-FY2023) ...............................................................118 Projected Performance ? Grey Rock GC (FY2018-FY2023) ............................................................119 Summary of Austin City Golf System Projection ? Base Scenario (FY2019-FY2023) .....................120

Projected Golf ATX Performance ? Scenario 2 (FY2019-FY2023) ......................................... 122

Basic Assumptions ? Scenario 2.......................................................................................................122 Summary of System Projection by Facility ? Scenario 2 (FY2019?FY2023)....................................124 Summary of Austin City Golf System Projection ?Scenario 2 (FY2019-FY2023).............................125

Summary of Austin City Golf System...................................................................................... 127 Limiting Conditions................................................................................................................. 128 Market Share Conclusions ..................................................................................................... 128

SUMMARY STATEMENT............................................................................................................. 129

APPENDICES............................................................................................................................... 130

Appendix A ? Local Demographic, Demand and Supply Data ................................................ 131

Austin Area Demographics and Golf Demand / Supply Data............................................................131 Hancock GC Demographics and Golf Demand / Supply Data..........................................................134 Clay-Kizer GC Demographics and Golf Demand / Supply Data .......................................................137 Lions GC Demographics and Golf Demand / Supply Data ...............................................................140 Grey Rock GC Demographics and Golf Demand / Supply Data.......................................................143 Morris Williams GC Demographics and Golf Demand / Supply Data ...............................................146

Appendix B ? National Rounds Played Report ....................................................................... 149 Appendix C ? Texas Municipal Golf Benchmarking ................................................................ 153 Appendix D ? Golf Course Life Cycle ..................................................................................... 154

Introduction and Executive Summary

The following is a summary of significant findings made by the National Golf Foundation in its study of the City of Austin Golf system. The supporting text and tables are found in the body and appendices of the attached report. Some items are repeated from the full report.

INTRODUCTION AND PURPOSE

NGF Consulting was retained by the City of Austin ("City") to assist in evaluating the current condition and future market potential of the five City golf facilities: Clay-Kizer Golf Complex ("ClayKizer" or "CKGC"), Morris Williams Golf Course ("Morris Williams" or "MWGC"), Lions Municipal Golf Course ("Lions" or "LMGC"), Grey Rock Golf Club ("Grey Rock" or "GRGC") and Hancock Golf Course ("Hancock" or "HGC"). These five facilities include a total of five 18-hole and one 9-hole golf course, all operated and managed directly by the City of Austin. The City is considering the longterm future sustainability of its golf facilities and seeking to better understand the realistic economic potential of the six golf courses given market and site realities. The results of this market and facility analysis will be used by the City to help determine the appropriate course of action.

This review is based on significant NGF research into the subject City of Austin golf courses, the market environment in which they operate and consideration of possibilities for their future. NGF's goal for this consulting project was to provide a thorough and objective report that can assist the City in evaluating the long-term viability and sustainability of each facility and the City's golf system as a whole. The NGF team reviewed each golf facility to help identify specific changes or adjustments that can be made so as to allow the courses and the system to provide appropriate recreation amenities to the citizens of Austin in the most economically efficient way possible. NGF considered, among other factors, the present physical condition of the golf facilities, their competitive positions and what physical changes or new investment will be needed to provide the best possible golf facility product to the City of Austin.

This NGF review was managed by Richard Singer, MBA, NGF's Senior Director of Consulting Services, with assistance from other NGF staff including: Ed Getherall, Director of Consulting Services; Clark Brown, Director of Research; and Jodi Reilly, Consulting Administrator. Specific activities completed in preparation of this report included market research, visits to the properties, meetings with City and golf staff, and visits to several other area golf facilities that were deemed to be potentially competitive with the subject City golf courses. NGF also collects considerable information and data on the golf industry as a regular part of our organization's work, and much of this information and data will be presented as part of our consulting assistance to the City of Austin.

BACKGROUND

The City of Austin is operating five unique golf facility properties, each with its own distinct history, customer base and mix of amenities. These facilities include six separate golf courses and traditional support amenities such as driving ranges, practice areas and clubhouses. Two of the facilities (Lions and Hancock) date back to the early 1900s and are rich in golf and Civil Rights history, but as they are older facilities, there are also concerns about physical condition which relates to sustainability. Throughout its history of providing public golf to Austin, the City has had a variety of structures for the on-site operation of the golf courses, but a general self-operating structure has remained as the dominant form of operation, with only its newest acquisition (Grey Rock GC acquired in 2014) being operated by a contracted private entity under direct control of the City.

National Golf Foundation Consulting, Inc. ? City of Austin Golf Review Report ?? 1

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