The municipal Potter’s Park and Twin Run golf courses brought in $56,762 in profits in 2014, while 2013 saw a deficit of $60,000, a success attributed to the new General Manager’s efforts to establish a point-of-sale system, track rounds, and build a marketing database.
For the first time since 1998, municipal golf courses in Hamilton, Ohio were sustainable and even profitable in 2014, the Dayton (Ohio) Journal-News reported.
While other area golf courses have experienced setbacks and closures in the past couple years, Potter’s Park and Twin Run golf courses are thriving. Together in 2014, they brought in $56,762 in profits for the city, whereas in 2013, they were in the red by more than $60,000, the Journal-News reported.
“The top two reasons for our success are probably the conditions of our fields—which is a testament to our superintendents—and the increase in golf outings and tournaments at both courses,” said Adam Helms, city director of resident services and General Manager of both properties.
Helms said that City Manager Joshua Smith enlisted him in 2013 to revive the golf courses as a sustainable enterprise fund, and he began with the basics. He installed a point-of-sale system and built a marketing database with the contact information of every golfer who walks through the door, the Journal-News reported.
“We weren’t doing any analytics before, like tracking numbers of rounds and who’s playing when,” Helms said. A new concessions/tournament manager position helped set up outings that accommodate the core groups in peak morning hours, then shut down the course and have anywhere from 60 to 150 golfers in the afternoon. There are currently three full-time positions for the golf courses—one superintendent at each course and the concessions/tournament manager—and seasonal workers fill in year-round, the Journal-News reported.
Previously, City Council would set a fixed price to play at the beginning of each year, but voted to give that authority to the courses’ General Manager. This enabled Helms to set up discounts at non-peak times such as in the afternoons and out of season, and include deals such as the $25 lunch special, a “wildly popular” deal that pays for 18 rounds, a cart, and lunch, the Journal-News reported.
The courses saw a 34 percent increase in rounds played and a 16 percent increase in cart rentals in 2014 over 2013. Joint concession sales from both Potter’s Park and Twin Run saw $27,519 in profits. Expenditures were also higher in 2013, thanks to equipment and retirement expenses, otherwise 2013 may have seen profits as well, Helms said.
The demise of other area golf courses certainly helps Hamilton’s greens, Helms admitted, but he also pointed to the competitive rates they offer, “we try to stay 10 percent under the regional average,” he said, and the capital improvements they made to their greens in 2013, the Journal-News reported.
The 2014 golf fund balance at year’s end was $259,538, compared to 2012’s $135,474, and Helms is optimistic about the finances moving forward. Future investments include replacing the greens’ lawnmowers, and replacing each course’s irrigation system, the Journal-News reported.
City Council praised the courses’ positive progress at the January 13 meeting, crediting Helms’ marketing strategies and food service initiatives, the Journal-News reported.
Tell Us What You Think!
You must be logged in to post a comment.