It is no secret that municipal golf courses struggled mightily during the recession and recovery has been slow for most of them.
The City of Prescott’s Antelope Hills Golf Course is no exception. The demand for golf has decreased, supply has increased, and average incomes declined while the price of golf rose. In this new world of instant gratification, the amount of time it takes to play a round of golf has also become an issue.
Antelope Hills has been steadily losing money and without making some changes, it would likely continue to lose revenue. After more than 60 years, the city has accepted that government does not have the best track record operating golf courses.
Prescott has taken a bold step and awarded a contract to Billy Casper Golf to manage Antelope Hills.
The public-private partnership with Billy Casper Golf is designed to bring a new approach to the management of Antelope Hills. The company will utilize its purchasing efficiencies, lower operating costs, marketing strength, and customer service training to provide enjoyable guest experiences. Founded more than 20 years ago in cooperation with golf legend Billy Casper, the company is the largest owner-operator of golf courses, country clubs and resorts in the United States, with more than 150 properties in 28 states.
This is great news for Antelope Hills. It is the premier golf destination in Arizona and the management of Billy Casper Golf will ensure that it remains on top. Prescott has recently been selected as one of the eight best cities for golf by Where to Retire magazine. Billy Casper Golf will be able to capitalize on these strengths using its vast marketing resources and strong focus on the customer experience at Antelope Hills.
The agreement can best be described as a “hybrid” agreement. Billy Casper Golf will operate golf-related activities, including the pro shop, driving range, carts, cart barn, Centennial Center banquet room and the Manzanita Grille at the 36-hole facility, while the city will continue to be responsible for golf-course maintenance and capital improvements.
One of the most important benefits of this agreement is Billy Casper Golf will guarantee income to the city sufficient to cover its expenses for maintenance. The profits are also tightly linked to performance measures so that the customer experience is the highest priority for continued success.
The city is confident this was the right decision and this will be a successful partnership. It was an important turning point when the city came to terms with its shortcomings managing the golf course. Author John C. Maxwell once said, “A man must be big enough to admit his mistakes, smart enough to profit from them, and strong enough to correct them.” Aptly put. QCBN
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