Renovation of the Year - Why golf entertainment centers are booming | Advisers of the Year - Golf Maintenance Solutions
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Why golf entertainment centers are booming | Advisers of the Year Ryan Doerr President/Owner Strategic Club Solutions MAY/JUNE 2019 Renovation of the Year Adare Manor in Ireland takes top honors with infrastructure-focused design.
How much ›› WATER ›› LABOR ›› MONEY could your facility save with a Toro Irrigation System? ——————— LET’S FIND OUT. Toro.com/irrigation
STAFF Editorial Team Jack Crittenden Editor-in-Chief Jack@CypressMagazines.com May/June 2019 Volume No. 28 Issue No. 3 877-Golf-Inc Keith Carter Managing Editor Jim Trageser Assistant Managing Editor OPERATIONS Mike Stetz Katie Thisdell 4 News: More golfers in 2018, but Robert Vasilak weather puts damper on year Senior Editors 7 Trend: Drones give courses an eye in James Prusa, Editor-at-Large, Asia the sky Tiffany Porter, Copy Editor 10 Feature: Why everyone’s investing in Shannon Harrington, Art Director golf entertainment centers 10 Richard Steadham, Senior Designer Publishing Team Katina Cavagnaro Publisher Katina@CypressMagazines.com OWNERSHIP & MANAGEMENT Shelley Golinsky, National Account Representative Mindy Palmer, Marketing and Sales Consultant 16 News: Troon acquires OB Sports Elizabeth Callahan, Audience Development Director 20 Trend: It’s becoming a seller’s market Aleisha Ruiz, Audience Marketing & Event Coordinator 22 Feature: We spotlight the year’s top Trish Newberry, Accounting consultants and advisers 22 New Paid Subscriptions: Please call 877-Golf-Inc Complimentary Subscriptions: Golf Inc. provides a complimentary print DEVELOPMENT & DESIGN subscription to the top decision-maker at 18-hole golf courses, golf course management companies and development firms. If you match 28 News: Tiger, Hanse to design two new one of these criteria, please email Hawaiian resort courses Info@CypressMagazines.com 30 Trend: Olazabal aims for greatness with Change of Address: new designs in Greece 32 Please send your information to Info@CypressMagazines.com 32 Feature: Renovation of the Year winners Reprints: put focus on infrastructure Please call Katina Cavagnaro, 301-825-9848 46 Back 9: Kohler permit blocked; Golf Inc. magazine (USPS 009-747, ISSN 1074- CMAA elects Ruder 9276) is published six times a year by Cypress Magazines Inc., 7670 Opportunity Road, Suite 105, San Diego, CA 92111. Periodical postage paid at San Diego, CA and at additional mailing offices. Entire contents copyright 2019 Cypress Magazines Inc. All rights reserved. Material in this publication may not be reproduced without written permission from the publisher. Golf Inc. grants permission only for educational purposes. Golf Inc. is a trademark of Cypress Magazines. POSTMASTER: Send address changes to Golf Inc., 7670 Opportunity Road, Suite 105, San Diego, CA 92111 May/June 2019 www.GolfIncMagazine.com 3
Operations Number of golfers increased in 2018, but poor weather blamed for drop in rounds The health of the golf industry may be UDO KROENER/ADOBESTOCK trending up after several years of decline. While the total number of rounds played decreased slightly in 2018 for the third straight year, bad weather was the pri- mary cause, according to the National Golf Foundation’s (NGF) annual Golf Industry Report. Pellucid Corp., an independent indus- try analyst, also found that the weather in 2018 was largely to blame for the drop in rounds. Pellucid founder Jim Koppenhaver said that it was the worst year for weather in the past eight years but that utilization improved from 52.5 percent to 54 percent. Utilization measures the number of rounds played compared to the number of avail- able rounds. The average green fee increased by 0.8 Rounds played (in millions) percent to $52, according to Pellucid. The median fee was $44. 2014 2015 2016 2017 2018 The NGF reported that the number of players rose and that off-course golf partic- 458 466 469 456 434 ipation continued to increase. Off-course An estimated 434 million rounds of golf were played across the U.S. in 2018, participation includes golf entertainment a 4.8% year-over-year decline. For many regions, 2018 was among the top 10 centers such as Topgolf, stand-alone driv- wettest years on record. The average weather-related fluctuation typically ing ranges and computerized golf simu- ranges between 2% and 3% either way, as Mother Nature has a major influence lators. That market grew by almost 10 on a game played entirely outdoors. percent in 2018 to 23 million participants, Source: NGF Golf Industry Report 2019 9.3 million of whom play off course exclu- sively. that the current totals of roughly 16,000 golf participation is at 10 percent, which As for traditional, on-course golfing, courses and 24 million golfers are about on is higher than the numbers for basketball, the annual survey found that 24.2 million par with figures from 20 years ago, before tennis, baseball or skiing. Americans played in 2018, up a tick from the boom in popularity and course devel- The NGF is a nonprofit trade associated 2017 but down from a peak of 30 million opment. founded in 1936. Its mission is to promote in 2003. Last year, 434 million rounds were Koppenhaver figures that the industry golf and provide members with informa- played, down 4.8 percent from 2017 and will reach equilibrium in nine years if the tion from its research team. below the 10-year median, which is about number of rounds remains flat. 458 million. “Rounds used to be tied with popula- Chambers Bay reopens Golf course closures continued at a tion growth, but that stopped in 2000,” strong pace. There were 198.5 course clos- Koppenhaver said at the PGA Merchandise with renovated greens ings, compared to only 12.5 openings of Show in January. “Population growth is Chambers Bay Golf Course has finally re- 18-hole-equivalent courses in 2018. That now being driven by diversity, which plays sodded its greens, five years after PGA play- brings the current total to 16,693 courses away from our base.” ers complained bitterly at the U.S. Open. at 14,613 facilities in the U.S., and 38,864 He said the golf participation rate has The old fescue greens had also received courses worldwide. dropped from a high of 12 percent to 7 negative feedback from regular customers, The Golf Industry Report pointed out percent. The Golf Industry Report said who complained about uneven surfaces. 4 Golf Inc. May/June 2019
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The $230,000 project to replace the National High School Golf Association, The resort, which includes an 18-hole fescue with poa annua grass required the National Collegiate Club Golf golf course managed by KemperSports, closure of the publicly owned course for Association and the Nextgengolf City will close June 4 for a year-long renova- seven months. Tour. It runs more than 200 team-based tion. The Golf Club at La Torretta will Course operator KemperSports and golf tournaments nationwide. remain open during that time. Pierce County, Wash., which owns the A PGA of America spokesperson said Slated to reopen in the fall of 2020, the track, coordinated with the United States that while details are still being ironed venue will be called Margaritaville Lake Golf Association on the project after out, the initial expectation is that the Resort, Lake Conroe. Two of the din- three greens developed turf health issues PGA of America brand will be licensed ing facilities will be rebranded as Buffett leading up to the U.S. Amateur Four- for use with Nextgengolf operations. concept restaurants: a LandShark Bar & Ball Championship. (The event ended up Grill and a 5 O’clock Somewhere Bar & being moved from 2019 to 2021). Texas resort to have Grill. There will be 360 guest rooms, a KGMI Radio reported that Chambers tennis center, a spa, multiple pools and Bay officials hope to be awarded another Margaritaville theme a 45,000-square-foot conference center. U.S. Open in the future and felt upgrad- Jimmy Buffett’s leisure-lifestyle hospital- The par-71 course measures 6,900 ing the greens was necessary in order to ity company, Margaritaville Holdings, yards and was designed by Dave Marr, be considered. will open its first resort in Texas in Jay Riviere and Jeffrey Blume. It opened When the Robert Trent Jones Jr. course 2020. A deal has been signed to convert in 2008. Gensler is the project architect, opened in 2007, it was one of only a few La Torretta Lake Resort & Spa north of and McCarthy Building Cos. is the gen- courses in the U.S. with fescue greens. Houston. eral contractor. It has since been determined that poa annua is better suited to the climate at Chambers Bay, south of Tacoma, Wash. Golf-club vending machine PGA purchases Nextgengolf gets first try in Florida The PGA of America has acquired Cadi recently Nextgengolf, a Boston-based player unveiled an auto- development company, as part of its mated golf club kiosk efforts to grow the game, especially at The Legends at among younger players. Financial terms Orange Lake Resort were not disclosed. in Florida, where it Nextgengolf, which has just finished its was founded by Kris first introductory Hart, conducts team- use. based golf tourna- The Cadi kiosk is ments and experiences a vending machine for young adults, col- that allows a cus- lege students and high tomer to use a credit school students across card to rent a club Kris Hart the country. It also pro- or clubs to try out. vides innovative digital If you like the club, content and platforms that support those keep it and your efforts. credit card will be Designed to enhance golf ’s long-term charged the purchase price. If the club within the rental period at no additional growth, Nextgengolf also fills a genera- isn’t for you, you can return it and only cost. tional gap by providing playing oppor- be charged $10 for the trial. And if you Participating manufacturers include tunities in urban markets that target don’t like the first club you try, return Titlist, TaylorMade, Callaway, Cleveland millennial and Gen Z players. it to the kiosk and you can try another and Scotty Cameron. Nextgengolf has three platforms: the 6 Golf Inc. May/June 2019
Drones are helping make course operations more efficient. An eye in the sky A few innovators are using drones to cut water use and pinpoint turf issues. Some predict that use of the technology will grow rapidly. BY ROBERT J. VASILAK Most every weekday, just before noon, document the progress of a renovation of an undertaking that Hauschel calls Kevin Hauschel carries his drone to project. The Secret Service has consid- “still mostly experimental” but capable of its designated launch site, attaches its ered using them to provide “spy-in-the- radically changing the way golf courses propellers and sends an all-systems-go sky” security for the president when he’s are maintained. It enables him to make text to a pilot more than 2,500 miles golfing. informed decisions about where and away. Promptly, the drone launches and What Hauschel is doing, however, is when to water and fertilize, and it spots begins its GPS-programmed, 20-min- completely different. His drone is outfit- diseases before they become visible from ute flight across Meadow Club’s 18-hole ted not only with a camera but also with the ground. golf course in Fairfax, Calif. It’s a routine sensors and other sophisticated equip- “I learn something new about our golf that might, for some, get tedious. But ment that can measure the amount of course every day,” Hauschel said. “It’s Hauschel, golf course superintendent at moisture in Meadow Club’s soil and diag- darned near bulletproof technology. It the San Francisco-area club, watches in nose the health of its grasses and plants. allows me to stay ahead of problems.” wonder. Every time his drone takes wing, When the drone completes its mission, it It also helps Meadow Club save he sees something most other superin- flies back to its launch site and automati- money. Hauschel began working with tendents cannot: the future. cally uploads the data it has collected GreenSight in the spring of last year, and On the rare occasions when drones are to GreensSight Agronomics, a Boston- within months he was able to move a PHOTO © KALYAKAN/ADOBESTOCK operating at U.S. golf properties, they’re based company that operates what it member of his irrigation team to a differ- usually making the flyovers we watch on describes as a “next-generation agricul- ent job. While he thinks it will take two YouTube. After storms, drones might be tural intelligence platform.” or three seasons to fully determine the dispatched to search for downed trees, Within hours, GreenSight digests cost savings, he’s knows the club is get- broken fences and other damage, or to Meadow Club’s data and posts an analy- ting a return on its investment. identify holes that may not be playable. sis, which Hauschel can access via a com- “We know we’ve saved on water,” he Superintendents sometimes use them to puter or smartphone. The analysis is part said. “Last year we had the hottest sum- May/June 2019 www.GolfIncMagazine.com 7
mer on record, and we had our best irri- “If you aren’t flying,” Hauschel said, a complete turnkey package, including gation efficiency ever.” “you’re falling behind.” the drone, the cameras and sensors, the Although drone technology has been analytics platform, the cloud-based data used by farms and vineyards for years, Partnerships pay off storage, FAA compliance and the insur- it’s only slowly being adopted by golf ance. GreenSight, which has 64 U.S. cus- courses. Thomas Bastis, one of the PGA While Meadow Club’s drone flights are tomers and 11 in Canada, typically leases Tour’s competition agronomists, esti- controlled by GreenSight, Hauschel its equipment and services for $825 a mates that fewer than 100 U.S. golf prop- keeps his eyes on the drone whenever month. erties are deploying drones to monitor it’s in the air. He’s obliged to because the But most of all, Hauschel said, he their turf conditions. Federal Aviation Administration (FAA) chose GreenSight because it offered daily “This is emerging technology,” said prohibits commercial drones from flying flights, which are crucial to reducing Bastis, a former superintendent of without ground-level supervision by a Meadow Club’s annual $300,000 water California Golf Club in San Francisco. licensed pilot. bill. The data he receives is always up “People are just starting to find a comfort When it comes to adding a drone to a to date, so he can target areas in need level with it.” course-maintenance program, FAA cer- instead of irrigating indiscriminately. Bastis said he thinks most superinten- tification is just one hurdle to clear. The “In California, water is gold,” he said. dents still view drones the way people other major one is the expense. A drone “This technology has the potential to once viewed the first airplanes, the first like Meadow Club’s costs thousands change how we think about irrigation.” automobiles and the first computers. of dollars, and the required insurance Water savings may be the most sig- They see them as curiosities that aren’t brings an additional cost. nificant benefit that drone technology particularly relevant to their livelihoods. Those obstacles may lead superinten- offers to golf courses. Last year, The But that’s not how he and Hauschel and dents to partner with providers such as Toro Co. became a minority investor in other early adopters view them. They’re Drone Elevations, MapGage, NexDrone, GreenSight, and Bastis said engineers tapping drones for all they’re worth, and Summit Drones and Texas Drone Co. from all the major irrigation companies they believe that the rest of America’s Hauschel considered such options, but are testing ways to integrate their systems superintendents will eventually follow. he chose GreenSight because it offered with imaging data collected by drones. “Golf is played mainly on a five-and-a-half inch course . . . the space between your ears.” –Bobby Jones Experience, it’s part of the formula for success that separates the great players from everyone else. Addison Law understands the importance of experience. We have over 100 years of experience in providing comprehensive legal representation to the golf, club, resort, residential development and hospitality industries both in the United States and abroad. PHOTO © SFIO CRACHO/ADOBESTOCK Acquisitions and Sales | Golf, Club and Resort Development | Membership Programs | Equity Conversions 5400 LBJ Freeway, Suite 1325 Dallas, Texas 75240 Telephone: 972/960-8677 Facsimile: 972/960-7719 www.addisonlaw.com 8 Golf Inc. May/June 2019
It’s possible that in the future, Toro and might be able to tap the full range of its younger people accept the technology GreenSight may integrate their technolo- capabilities. right away. They have an affinity for it.” gies so seamlessly that Toro’s irrigation GreenSight’s drones can fly autono- Given the golf industry’s resistance to systems would operate autonomously. mously. They can be housed in canopies change, it’s no surprise that more super- Superintendents would be free to tend to that double as charging stations, and they intendents haven’t embraced drone tech- other matters. can be programmed to make flights auto- nology. But in the 21st century, time Something similar might eventu- matically, weather permitting, at what- waits for no one. Consider how quickly ally happen in regard to the applica- ever time a superintendent wants them email supplanted snail mail, and how tion of fungicides and pesticides. Today, to. Instead of watching his drone make digital maps have made paper maps grounds crews often spread chemicals its appointed rounds, Hauschel could be nearly obsolete. When digital tools across entire fairways. But if a drone can doing something else. enable people to do their jobs more effec- identify a problem area and communi- But the FAA won’t let him, because tively, they’re adopted quickly. cate its exact location (perhaps to a self- it isn’t convinced that remote-con- “The golf courses that are using this driving, GPS-connected sprayer), the use trolled drones will work as advertised. technology are in the innovator stage,” of chemicals could be greatly reduced. GreenSight has petitioned for a waiver Hauschel said. “We’re just learning how “We’re revolutionizing how mainte- on the regulations that prohibit autono- to use it. We still have to prove that the nance can be done and turfgrass can mous flights, and VanBuskirk hopes to technology works, and that’s the hardest be managed,” said Jason VanBuskirk, get it sometime this year. The thing is, part.” GreenSight’s vice president of sales and he’s already been waiting for months. The handwriting is on the wall, how- marketing. “Superintendents who under- Even without the waiver, though, ever. In an era when lowering the cost of stand the data that’s being delivered can GreenSight expects to have 2,000 cus- course maintenance could spell the dif- do more than they ever imagined.” tomers within the next five to 10 years. ference between black ink and red ink on “It’s a process,” said VanBuskirk, a a balance sheet, operators are looking to Overcoming obstacles former superintendent. “I’m happy that drone technology. And a generation from younger generations of superintendents now, superintendents may be wondering One of these days, Meadow Club’s drone are coming into the business, because how they ever got along without it. Ge tabi rd’ sey evi ewoft hee nti reg olfc our se. Demons tra teROI . Moder ni zing GolfCourse GETA K 4WEE FREE Management AL TRI We’ves t reamlineda l lthetool sy oune edtoma nage yourgolfcoursewithonepowe r ful s oluti on.Di git aljob boards,equipme ntma int ena ncea ndr epai rtr ac ker s, and agric ulturallogbookse na bley outoe f ficientl y ma nageda y- to-dayoperati onsa ndc re ateahis torical rec ordt opredictf utureneeds. Autonomousdronei ma g ingandanal yti cshel py ou proact ive lyi denti fyandtre atpr oble msbe f orethey st a r t. +1( 844)484-7336 Cour seTr akk Equi pTr akk AgTr akk Tur fsi ght i nfo@turf cloud.c om Di git alj obboardtomanages t affing, Digi tal logbook Di git al pl annerandlogbook Automateddr oneimaging assi gnments,andstat us t otr ackequi pmentmaintenance t ogui deandpredict andanal yti cstopr oacti vel yidenti fy ofspeci fict as ks andrepai r agri cult ural needs andtr eatpr oblemsbef oretheyst art www. tur fcl oud. com May/June 2019 www.GolfIncMagazine.com 9
Why everyone’s investing in golf entertainment centers Arcade-style On a typical day, Del Mar Golf Center is Matt Clay, general manager of the Del busy with golfers and even some non-golf- Mar Golf Center in Del Mar, Calif., with driving ranges and ers. The driving range and teaching facility the popular new Toptracer technology in use at the facility. high-tech simulators has long been one of the primary training centers for golfers in the San Diego area, are introducing golf including PGA Tour professionals such as play golf, enjoy a beer. It complements our to new customers. Pat Perez. existing range . . . doesn’t steal from it.” But 18 months ago the facility added Toptracer was developed to make it eas- But how can traditional Toptracer, and the new technology has ier for viewers to follow the flight of shots PHOTO BY STUART HANDY expanded its clientele base. when watching golf matches on TV. But golf courses take “This is more for groups. Half of them Topgolf, which owns the technology, has advantage of the trend? won’t even be golfers,” said Matt Clay, the adapted it for driving ranges and is quickly facility’s general manager. “It’s a different adding facilities across the U.S. and in BY JIM TRAGESER experience. You can go with your friends, Europe. 10 Golf Inc. May/June 2019
“I’ve very happy with how we’ve done,” said Clay, who installed six Toptracer bays at Del Mar Golf Center. “We’ve been able to expand our food and beverage ser- vice because of the new clientele, and we expanded our café.” That’s not unusual. Topgolf has 49 facili- ties in the U.S., and many of them have set records for alcohol sales in their areas. Customers are more focused on the social experience than on improving their golf game, prompting Topgolf to adopt the slogan, “Creating moments that matter for everyone.” It’s that wide appeal that has caught the interest of other companies. ClubCorp acquired Topgolf competitor BigShots Golf in the fall. Dave Pillsbury, CEO of ClubCorp, said Topgolf has proved that the model works. “These golf entertainment concepts have provided the marketplace the lowest-fric- tion environment to be exposed to golf,” he said. “All you need is a credit card, and you can enjoy the magic of our sport.” BigShots is also marketing golf simula- tors. Companies such as TruGolf, about- most important, new avenues to attract BigShots gives the experience of being Golf, Golfzon, Full Swing and SkyTrak non-golfers to the sport. inside a giant pinball machine with neon offer an extension of golf training and Topgolf, BigShots, Drive Shack (formerly lights and loud music, brightly colored coaching as well as an arcade-like experi- American Golf Corp.) and other entrants targets and sound effects to let players know when their ball has found a target. ence translatable to non-golfing venues. into the golf entertainment center sector At Del Mar Golf Center, the arcade-style all feature some common elements: multi- games included in the Toptracer software, deck driving ranges, computerized scoring, go-karts, video arcades and newer entries such as closest to the pin, longest drive food and beverage service and big-screen such as rock climbing, trampoline centers and target practice, are increasing busi- TVs showing live sporting events. and even ax-throwing. ness more than serious golfers looking to In a 2017 interview in Golf World All of them follow the basic blueprint improve their game. magazine, Topgolf ’s largest investor, Tom established by Huish Family Fun Centers in “We don’t compete against the golf Dundon, compared golf entertainment the 1960s and boosted by Nolan Bushnell, courses in San Diego,” Clay said. “We’re centers to bowling centers. the founder of Atari, when he started competing with the beach and other things “What’s key is making the game acces- Chuck E. Cheese in 1977. They combine a family can go do together.” sible,” he said. “You can just show up with food and beverage service with a variety of nothing and start playing. Other than active entertainment options where fami- Welcome to golf bowling, I can’t think of another sport that lies and friends can have a shared experi- offers that accessibility. I don’t think golf ence. entertainment was that way 10 years ago.” Toptracer President Ben Sharpe said Golf, a sport grounded in centuries of tra- Golf entertainment centers aren’t only those examples of social entertainment are dition, has been slow to adapt to change. competing against each other; they’re what his company is modeling. But interactive driving ranges and comput- also fighting for customers in an increas- “What you need to do is build a business erized golf simulators are turning that ste- ingly crowded entertainment market, with that’s sustainable, that gets people to want reotype on its ear. This new technology is established family entertainment centers to come back again and again,” Sharpe said. creating new revenue streams and, maybe built around bowling alleys, miniature golf, He said the Topgolf team is constantly May/June 2019 www.GolfIncMagazine.com 11
Topgolf customers are more With Topgolf, you can have eight people at focused on the social experience one of these stations playing a game and than on improving their golf game, your colleagues are in the next booth.” which shaped the company’s slogan: “Creating moments that matter for everyone.” Simulating golf Golf simulators are a marriage of 1970s ters have grabbed the attention of other club-fitting swing monitors and golf video family entertainment centers. games. But today’s technology offers an “You’re going after an entertainment dol- immersive re-creation of the golfing expe- lar. There’s a whole world of entertainment rience. With a 6-foot-high screen showing out there,” he said. “Topgolf seems like your ball heading onto a fairway, hitting something that could be in competition.” into a simulator comes close to the feeling Joe Poelking is the owner of a small of playing golf. chain of bowling centers in southwest- Golf is far ahead of most participatory ern Ohio and a former board member of sports. Only running and bicycling, with looking at new ways to bring in new folks the Bowling Proprietors’ Association of their programmable treadmills and sta- and to bring regulars back. In addition to a America. He said golf entertainment cen- tionary bikes, have realism similar to what wide variety of regular activities at the ven- ters share the same traits that make family golf simulators offer. ues, they present theme nights and special entertainment centers successful. And the same computer software that programs to excite people. “If you go out and play a round of golf, allows a golfer to play a simulated round Keith Hamilton, president of Luby you’re looking at four or five hours,” said at St. Andrews’ Old Course or Pebble Publishing, which publishes Bowling Poelking, an avid golfer. “With Topgolf, Beach Golf Links also allows for all kinds Center Management and Entertainment [it’s] two hours. When you go out and play of arcade-style games, such as aiming for Center News, said golf entertainment cen- golf, you’re playing with three other people. targets and longest drive contests. It can 12 Golf Inc. May/June 2019
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amateur players? Pretty soon we’ll have people in.” networks of players, and people will want Henry said simulators’ popularity took to watch that.” off about 15 years ago when a new genera- He points to NBA 2K, a simulation game tion of computers and graphics cards made that is attracting viewers. a big step forward in visual realism. “The Utah Jazz have their own gam- Now, not only are driving ranges buy- ing division: five-on-five NBA 2K teams. ing his firm’s simulators but so are bowling People go online and watch the Utah Jazz alleys, cruise ships and family entertain- 2K team take on the Philadelphia 76ers 2K ment centers. team,” he said. Henry said it’s in those non-golf venues Erik Anderson, executive chairman of that simulators have the greatest ability to TopGolf, has said his company looks more attract new players to golf. like a sports league than anything else. “They think they need to be a golfer to “We get 80 million visits, more than any enjoy it, but they can have fun whether it’s other major league sport except for base- their first time or they’re experienced,” he ball,” he said. “We are trying to broaden said. “It’s less intimidating than going out that, and Topgolf has the scale and scope to on a golf course.” grow the game.” The challenge, though, is that in some But despite 74 million fans globally and areas, progressive businesses have already 11 million people playing on Toptracer, cornered the market. Anderson still worries about the competi- Last summer, Mike Wieck and his fam- tion. ily purchased two 9-hole tracks in Grand “Most people worry about their big com- Island, Neb. He said they looked at install- petitors,” he said. “What keeps me up at ing simulators to provide an option during night is, ‘How do I get kids off Fortnite?’” the winter when the courses were closed. Anderson believes in golf ’s social inter- But nearby was Bearded Buffalo Golf, an action and the act of hitting something. indoor facility with three aboutGolf simu- Dave Pillsbury, CEO of ClubCorp, said “Topgolf aspires to be a brand that you lators. ClubCorp acquired BigShots as part of its strategy of growing the sport. can’t live without,” he said. “We are trying Nick Papke, owner of Bearded Buffalo, to put golf at the center of this connected said he had been looking for an opportu- sports and entertainment place.” nity to start his own business, and the golf even provide live, head-to-head competi- Topgolf backed that up with its 2016 simulator facility filled a niche. He said his tion over the internet with players spread acquisition of the multiplayer online first year was busiest during the cold winter around the world. World Golf Tour game for PCs and mobile months. Some simulators can be converted to devices. And the company announced at “Not being a part of the golfing commu- other sports. Soccer, baseball and hockey the 2019 CES Consumer Technology Expo nity made me a little nervous,” he said. “But players can practice kicking, pitching and that the first Topgolf Lounge virtual gam- they have welcomed me to the industry. I shooting with systems from TruGolf and ing nightclub will open outside Seattle later have had multiple owners and pros from High Definition Golf. this year. courses in and around Grand Island come TruGolf and aboutGolf both began their in to play.” corporate lives as publishers of golf video Growing golf Bearded Buffalo is hardly alone. Both games for home computers, and that gam- aboutGolf and TruGolf have sold simula- ing heritage is coming to the fore in their Some people say the golf industry has tors to standalone simulator venues across latest models. reached a tipping point in regard to simu- the country. Mason Jones, brand manager for lation technology and gaming. Golf entertainment centers and simula- TruGolf, said his company is looking to “It’s now something you have to have tors are big and shiny. But the question for online games such as Fortnite for inspira- to compete,” said Randall Henry, CEO the golf industry is how – or if – they will tion. at aboutGolf. “People expect to have affect the business of golf. “No one probably wants to watch some- an indoor experience. The outdoor golf Pillsbury said the whole point of one play click golf ” on a video game con- course shouldn’t look at it as competition ClubCorp acquiring BigShots was to grow sole, he said. “But what if you have good but look at it as an additional way to draw the sport. 14 Golf Inc. May/June 2019
Tech for the serious golfer Sean Mehaffey is a Toptracer regular at the Del Mar Golf Center for two reasons: the experience of using the technology and the data it gives him for his game. A serious golfer, Mehaffey uses his Toptracer cell phone app to enter which clubs he hits and the number of shots. The cameras and software then track each shot. The relevant information is displayed on widescreen monitors, along with a visual representation of the balls’ flight, and it calculates an average distance for each club used. “Where else do you get numbers like this?” he asked. “Where else do you get this feedback?” After warming up for a few minutes, he set the Toptracer device to simulate holes at Spyglass Hill Golf Course. He was still have landed, and showed him what his Mehaffey said he finds the natural play- on the driving range in real life, but the second shot would look like. ing rhythm of hitting a drive, then hitting widescreen monitor to one side showed “Normally [on a driving range], you’d a fairway wood or long iron, followed by him a simulated view from the first tee hit your driver 10 times, then your irons,” an approach shot, is a much better way to box at Spyglass. After he hit his drive, the he said. “When will you ever do that on practice golf than just hitting a bucket of software calculated where the shot would the golf course?” balls. “The published data from Topgolf is that themselves bowling entertainment centers. young adults and older teens, but that they 52 percent of the customer base is inter- Hamilton, who publishes Entertainment may want to expand their marketing down ested in learning more about golf,” he said. Center News, said golf entertainment cen- the road. “Those folks would not normally set foot ters may need to offer more than just golf “I think eventually they will aim for into a regular golf facility. There’s too much to thrive long term. families,” Maredia said. “You don’t need to friction. Our goal is conversion, ultimately, “If you’re going to build a center, you’re know golf. You can just pick up a club and to membership. It’s a funnel, and the top of going to build it with the (family entertain- start swinging.” the funnel just got a lot bigger.” ment center) in mind,” he said. “We are Pillsbury said the entire golf entertain- not seeing any traditional bowling alleys ment concept, both the interactive driving Branching out being built. They’re building it with (family ranges and the simulators, are very much entertainment centers) in mind. It’s like an in flux, and things are changing rapidly. As aboutGolf ’s Henry points out, simula- entirely new industry sprung out of an old “It’s a little bit like the wild West,” he tors are increasingly allowing golf to reach industry.” said. “There’s a rush going on. It’s great for beyond the golf course or driving range. Nuresh Maredia wrote a recent white consumers, and it’s great for golf. There Golf simulators are starting to show paper on entertainment centers for Hotel are several competitors in the space, and up in family entertainment centers and & Leisure Advisors. He said that golf enter- everyone’s moving quickly to tie up mar- at bowling alleys, which are now calling tainment centers are catering primarily to kets. It’s an interesting time.” May/June 2019 www.GolfIncMagazine.com 15
Ownership & Management TROON recently closed another big deal, acquiring OB Sports. From left are OB Sports COO Phil Green, Troon CEO Tim Schantz and OB Sports President C.A. Roberts III. division where they can do projects like bunker renovations on an in-house basis. That’s intriguing to us.” Most of OB’s courses are in the West or Midwest. It manages two outside the U.S.: Royal Blue Golf Club in Nassau, the Bahamas; and Dumbarnie Golf Links in Scotland. Green Golf Partners strengthens Troon’s presence in the Midwest. The company is based in Indianapolis and has courses in Illinois, Indiana, Iowa, Wisconsin and Florida. Matt McIntee, a former executive with Crown Golf, founded the company in 2011. “The addition of Green Golf Partners, SALES RECAP combined with Troon’s existing portfolio Troon acquires OB Sports in the Midwest, will serve as the catalyst to opening a new Troon office in Chicago, designed to service current and future cli- and Green Golf Partners ents throughout the region,” Schantz said. McIntee and other Green Golf Partner Troon, the world’s largest golf manage- advance and grow with Troon,” Green execs will continue to serve their exisitng ment company, has added to its heft by said. “Troon’s resources, combined with client base. acquiring OB Sports and Green Golf the company’s worldwide marketing These latest deals follow Troon’s Partners in separate transactions. With reach, will help our existing clients while acquisition of Boston-based RealFood the additions, Troon provides managed also providing a wonderful opportunity Consulting in February and the July 2018 services to more than 475 18-hole-equiv- for our OB Sports associates to grow and purchase of Cliff Drysdale Management, alents at 450-plus locations around the prosper.” the nation’s largest tennis management world. OB Sports had been looking for a way company. Troon previously acquired OB Sports was the ninth-largest man- to allow Vincent to retire and leave with Honours Golf and Caddiemaster. agement company with more than 70 golf his equity. Troon was looking for a way to Schantz said the deals were driven by Tam O’Shanter courses at the time of the acquisitionCountry on expand Club its offerings. the caliber of people. April 1. Green Golf Partners operated 18 Troon CEO Tim Schantz said OB Sports “One strategy we have is building a public and private courses in five states fills several niches at Troon that were pre- company that’s filled with great talent and when it was acquired on April 30. viously not strengths. great people, making sure you have the OB Sports will continue to operate “They do more daily fee and certainly best talent to deliver your management under its existing brand. Phil Green, have more municipal locations than we services,” he said. chief operating officer of OB Sports, and have inside the broader Troon brand,” he Schantz, who took over as CEO of C.A. Roberts III, president, will remain said. “They’re in the Pacific Northwest in Troon on April 1, said OB Sports and in their roles. Both were principals of the a really heavy way, which is an area we’re other Troon brands will not bid on the company along, with Orrin Vincent, who not in but are interested in. They do some same contracts, as business development founded OB Sports in 1972. maintenance-only contracts. They have efforts will be coordinated. OB Sports will “We are truly excited about the new some things that weren’t exactly where we maintain its office, which is across the collaboration and for the opportunity to were focused. They have a construction street from Troon’s corporate office. 16 Golf Inc. May/June 2019
Arcis closes deal for Blake Walker, who continues to lead the Dominion’s five remaining company as CEO. It began by acquiring courses in Texas the three courses of BrightStar Golf, and after a series of individual course pur- Arcis Golf in April purchased Dominion chases, bought CNL Lifestyle’s 46 clubs in Golf Group’s remaining properties, pick- September of 2014. ing up five new Texas Dominion was founded in May 2006 courses. The acquisition by Steven Held and was headquartered in brings Arcis’ total port- Austin. Its portfolio grew to six clubs at one folio to 70 courses. point, but Dominion sold one of its prop- The newly acquired erties, Bridlewood Golf Club in Dallas, to courses are Onion Advance Golf Partners in 2017. Creek Club, River Place Country Club and Twin Paul Allen course sells for Creeks Country Club Blake Walker (all in the Austin area), $11.3 million Willows Run Golf Complex along with Lantana A multicourse golf center co-founded Redmond, Wash. Golf Club in Dallas and and developed 25 years ago by the late Dominion Country Club in San Antonio. billionaire Paul Allen was sold in March. Complex in Redmond, Wash., to Sasada Arcis Golf was founded in 2013 by Access Golf sold the Willows Run Golf Sports International for $11.3 million. www.golfappraisers.org The SGA/Society of Golf Appraisers (SGA) is a non-profit organization. SGA members provide comprehensive advisory & valuation services, educational programming, and informative publications to the golf industry. For more information about our members and the SGA, visit www.golfappraisers.org. May/June 2019 www.GolfIncMagazine.com 17
PHOTO BY DAVE SANSOM/COURTESY OF TROON Access Golf is a subsidiary of Vulcan Inc., the holding corporation that man- aged Allen’s business and charitable interests before he died last year. Allen, a co-founder of Microsoft, and his former brother-in-law, Brian Patton, bought the 296 acres on which the club was built for $1.5 million in 1993. Mike Whitton, the San Diego managing partner for Troutman Sanders LLP, repre- sented Sasada Sports in the deal. Whitton said the purchase was being negotiated with Vulcan last year before Allen passed The Standard Club away. Johns Creek, Ga. Willows Run includes two 18-hole courses, a 9-hole par-3 course, a miniature golf course and two clubhouses. MANAGEMENT RECAP N.J. township spends n Billy Casper Golf (BCG) has been by Arthur Hills and opened for member hired to operate the city-owned Stonetree play in 1987. Golf course architect Mike $11.2M on country club Golf Club in Killeen, Texas, the second Riley redesigned the course in 2005. The former Rock Spring Country Club has Texas course for the Virginia-based com- been purchased by the township of West pany. n KemperSports has finalized a man- Orange, N.J., for $11.2 million. Under a five-year deal, the city will agement contract with the Oneida Nation The acquisition will keep the 138-acre pay BCG $90,000 annually to run daily to manage the tribal-owned Thornberry site as open space — with the 18-hole golf operations at the 7,200-yard, par-72 Creek at Oneida in Green Bay, Wis. The course open for public play for at least two course, with additional bonuses offered 27-hole property is the official course years. It will be financed with a $12 million for meeting certain performance of the Green Bay Packers and hosts the bond sale. thresholds. Thornberry Creek LPGA Classic. Rock Springs Country Club merged with The course has had an average annual Thornberry Creek includes a Montclair Golf Club three years ago, and operating loss of $318,000 during the 68,000-square-foot clubhouse with a earlier this year the unified club decided to past five years, according to local media sports pub and grill and multiple ban- sell the Rock Spring property. reports. quet venues. Township officials have hired KemperSports to run the course as a pub- n Troon Privé signed deals to man- n The owner of Royal Manchester Golf lic track for the next two years while long- age two private clubs in Kentucky and Links in Mount Wolf, Pa., has hired term plans for the property are determined. Georgia. Hunting Creek Country Club Brown Golf to run the course. near Louisville, Ky., opened in 1964, Royal Manchester is the fourth prop- OTHER SALES with the initial track designed by a club erty Brown has added to its portfolio in n A group of current and former member. The course was updated by the past 15 months. It now operates 28 members of Cleveland Country Club Arthur Hills in 1989, with a full reno- courses. purchased the Shelby, N.C., club. The vation by Spencer Holt in 2010. The John Brown, CEO of Brown Golf, said sale price was not disclosed. The mem- club became member-owned in 1972 the firm plans immediate upgrades in ber group formed a nonprofit entity to when the members purchased it from the course’s booking technology to allow acquire and run the club. its founding partners, V.V. Cooke and for text-based and web chat booking, as Paul Semonin. well as interactive voice booking. n The Walton County, Florida Board The Standard Club, a private club in the The par-72 course is owned by Talen of County Commissioners in March Atlanta suburb of Johns Creek, Ga., was Energy. It was designed by Timothy approved the purchase of the 192-acre founded in 1867 and relocated in 1987 Freeland and opened in 2010. It is 20 DeFuniak Springs Country Club, a pri- to its current north-Atlanta address. The miles from Brown Golf ’s corporate vate club, for $48,000. club’s 18-hole golf course was designed headquarters in Camp Hill, Pa. 18 Golf Inc. May/June 2019
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$4M $5M $6 M M $3 $7 $2M M $1M $8M Moving toward a seller’s market Prices are gradually rising, which could slow redevelopment of golf course land. BY JIM TRAGESER It wasn’t too long ago that bargain seek- “The typical buyers are looking for prop- appreciably improved,” Main said. ers were scooping up golf clubs and that erties that are either seasoned – that have He said 2019 should be about the same developers were converting courses into a stabilized property with $4 million in for investors as 2018. residential lots. While there are still some gross revenue or above – or upside down Larry Hirsh, president of Golf Property bargains to be had, the market is shifting in properties that are mismanaged and can be Analysts and a member of SGA, said he, favor of sellers, albeit very slowly. turned around,” he said. too, sees a calm year ahead. The capitalization rate strengthened in Doug Main, executive vice president of “Gross revenue multiples and cap rates 2018, with an average cap rate of 10.1 per- the real estate services firm CBRE, pre- and things like that are still fairly stable, cent, compared to 10.6 percent the prior pared the annual golf course sales survey and it just depends on how a property is year, according to an annual survey by the for SGA. He said there is a slight increase performing,” Hirsh said. Society of Golf Appraisers (SGA). The net in what buyers are paying compared to a He cautioned against relying on reports income multiplier also improved, moving course’s earning potential. He emphasized that list average or mean prices for golf from 8.2 to 8.6. that conditions remain quite strong overall, course sales. Earning potential is the strongest fac- with the average income growth rate of 2.9 “That’s a very deceptive metric,” he said, tor in determining what a buyer is will- percent outpacing the expense growth rate “because it doesn’t really measure the com- ing to pay, said Ralph Brekan, a real estate of 2.3 percent. mon denominators.” appraiser with the Brekan Nava Allen “Golf has struggled for a number of Reported sale prices can vary wildly year Group. years, but over the past few years it has to year depending on what is on the mar- 20 Golf Inc. May/June 2019
SGA Survey of Golf Course Financials The township of West Orange, N.J., in April purchased the Rock Spring Country Club 2019 2018 golf course, which had closed after the club merged with Montclair Golf Club, for Overall Capitalization Rate (Avg.) 10.1% 10.6% $11.2 million. The township reopened the Net Income Multiplier (Avg.) 8.6 8.2 Seth Raynor design this spring under the management of KemperSports. Discount Rate (Avg.) 14.0% 14.1% Income Growth Rate (Avg.) 2.9% 2.8% community resistance to the redevelop- Expense Growth Rate (Avg.) 2.3% 2.6% ment of golf courses – resistance that is Marketing Period (Avg.) 9.5 mos. 9.3 mos. likely to factor into the decisions of inves- Broker Sales Commission (Avg.) 4.4% 3.9% tors who are considering buying courses for conversion to other uses. Loan-to-Value (Avg.) 66.1% 67.0% “There is more of a pushback from Interest Rate Range 5.0-12.5% 5.0-13.0% homeowners,” Main said. “They realize Interest Rate Average 7.5% 7.3% there’s going to be a loss in their value” if Amortization Period (Avg.) 21 years 20 years the neighboring course is developed. Source: Society of Golf Appraisers In cases where golf courses were built as part of residential communities with ket, he said. surrounding homes, homeowners are Hirsh said cash flow becomes the deter- want to maintain the property and prevent fighting conversions, arguing that the mining factor of the price at $3 million- it from being developed. course was an implied amenity tied to the plus. “There’s one that was purchased in original sale. Brekan said that last year a Brekan said there is some disconnect, eastern Pennsylvania within the last six developer lost his bid to build on a course with potential sellers wanting more for a months that the municipality went in and even though there were no covenants or property than it’s worth. But in the end, he bought for a lot more than it was worth as a zoning to prevent it. The neighboring said, if owners want to sell, they are lower- golf course,” Hirsh said. “They’re trying to homeowners argued that since the golf ing their asking prices to market value in preserve open space.” course had been built as part of the resi- order to move the properties. He said few Main said municipalities have access to dential community, there was an implied potential sellers are holding back and wait- capital and they have residents with strong contract to maintain the course, and the ing for rates to rise. opinions. court agreed. Main said the vast majority of sales “A municipality looks at it as a form of Brekan said the courses that can be are at the lower end of the market, what recreation . . . a service,” Main said. “It’s redeveloped most easily are those not sur- he called “mom and pop” operations – cheaper to do it this way than to build it. rounded by housing developments. courses that sell for less than $3 million. The person operating it now may not be But Main said economic pressure to He said a purchase of this type isn’t nec- breaking even, but a municipality can pursue conversion can still outweigh com- essarily profit-driven. It may be a vanity lower fees and spend less on quality and munity resistance. In regions where the purchase, the chance to own a golf course; get more quantity.” housing market is tight and open land is or it may be a desire to save a beloved He said some communities are willing to scarce, the pressure to convert a struggling course from closing. run a golf course at a loss in order to pro- course to residential use can be strong. Both Hirsh and Main have seen city and vide an amenity for the community. “It’s not a trend, but it is top-of-the-mind county agencies step in to do just that. They There is also an increasing amount of at every course,” he said. May/June 2019 www.GolfIncMagazine.com 21
Ryan Doerr President/Owner Strategic Club Solutions Advisers Year of the Whether helping a club revitalize its slumping membership, turning around a struggling F&B operation or guiding a course owner through a complex PHOTO BY KAT SCHLEICHER financial transaction, these outstanding consultants have made a difference for their clients. BY JIM TRAGESER AND KEITH CARTER 22 Golf Inc. May/June 2019
Lots of things can go wrong at a golf facil- what to do? Turn to experts for help. That’s said the board interviewed three consult- ity. But most problems fall into one of two what both La Crosse Country Club and the ing firms before deciding on Strategic Club categories: a management or operations city of Alameda did, and the end results Solutions, headed by Ryan Doerr. challenge or a physical facilities challenge. were far better than they could have imag- “We needed someone who was third- Fixing such problems is often far more ined. party, separate from the local community, challenging than identifying them. And That’s the power of a good consultant. who could be objective and honest with for many operators, the solution is outside To identify this year’s top consultants our comments and concerns,” Sahlstrom their area of expertise. and advisers, Golf Inc. asked readers to said. For example, at La Crosse Country nominate experts who went above and Part of the challenge was that the club- Club in Wisconsin, membership rolls beyond to help them meet their challenges. house manager, the course superintendent were shrinking and revenues were flat. We narrowed the list down to seven. and the head pro all reporting directly to The board of directors wasn’t sure how to the board. address either issue. Ryan Doerr “They knew something wasn’t right, but Across the country, the city of Alameda, Strategic Club Solutions couldn’t quite put their finger on it,” Doerr Calif., faced a different challenge at its said. “At the end of the day, nobody was Corica Park golf complex. Its courses When board members at La Crosse really managing the club. The board had were showing their age and needed major Country Club were trying to develop a taught management to do as they’re told. improvements. But city officials faced seri- strategic plan to address declining mem- The board was kind of reacting, because ous financial pressures, primarily because bership and revenue, they realized they there wasn’t a plan.” of the cost of reclaimed water. needed help. Doerr helped the board understand the So what do you do when you don’t know Tom Sahlstrom, a longtime member, value of a strategic plan and the value of La Crosse Country Club in Wisconsin sought a third-party consultant independent from the local community to provide an objective, honest evaluation of members’ comments and concerns. Club officials chose Strategic Club Solutions for its expertise. May/June 2019 www.GolfIncMagazine.com 23
about the club and what they wanted to see reduced the cost by $18,000 a year, and not improved? one member noticed the change. “The survey laid out the members’ opin- In evaluating the club’s labor cost, ion of where we can use some help,” Doerr he found it was paying for more than said. “We weren’t handing the keys over to 2,500 hours of overtime annually. After the GM to do what he wants; we had a plan Holtzman completed a labor analysis and together.” educated the Pelican Bay team on labor management, overtime was reduced to just Mike Holtzman 45 hours for the entire year of 2018. Profitable Food Facilities The kitchen layout also had hampered Worldwide the club. On busy days members had to wait up to 45 minutes for their food. After For many golf and country clubs, food & a minor $20,000 remodel recommended Holtzman beverage operations are one of the great- by Holtzman, serving times on busy days est expenses. But Mike Holtzman’s firm, were reduced to an average of 20 minutes. Profitable Food Facilities Worldwide, has having a strong GM to lead and manage been advising and consulting clubs on F&B Dean Wochaski & staff. for more than 28 years. He knows not only He also helped with a GM search, bring- how to keep costs under control but also Bill Nauroth ing in R. Steve Watson, first on an interim how to increase revenue and design kitch- Golf Maintenance Solutions basis and then permanently. ens for maximum efficiency. Now, a year later, the club has seen its One of his most successful assignments It’s all about the team at Golf Maintenance membership grow, and food & beverage was this past year at Club Pelican Bay in Solutions (GMS). Dean Wochaski, founder income is up. Naples, Fla. Holtzman was brought in to and co-president, is quick to share credit Doerr said the strategic plan the board review food and labor costs and to evalu- for the company’s success with partner Bill adopted put an emphasis on the basics, ate the kitchen operation. The goal was to Nauroth and consultants Stephen Schendel such as ensuring that members know how improve the numbers and speed up service. and David Downing II, both part of the they can refer a potential new member. He reviewed food-cost data for the executive team. “Sometimes [members] don’t know how club’s 350-seat restaurant and found that All are former superintendents with to go about it, even if they’re confident and while french fries was the most-purchased many years of experience, which Wochaski proud in their club,” he said. item on the menu, the club was spend- said provides valuable insight for clients. Watson said the strategic plan Doerr ing $40,000 annually to make those fries. And that experience, coupled with an helped craft emphasized social use of the Holtzman revamped the specifications and emphasis on balancing strong agronomic club grounds, even in the off-season. “Basically, food & beverage was shut down in the winter,” he said. The club converted the grill into a white- linen, candlelit dining area, which contrib- uted almost $40,000 in revenue last year. And the club has staged a variety of new events, such as cross-country skiing, bour- bon tastings, wine tastings and an indoor putting championship. “Anything we can do to keep the mem- bers in the habit of thinking, ‘We’ll go to the club first,’” Watson said. Doerr said the key to getting the board’s buy-in and support was to engage the membership in the process. The first step was to conduct an in-depth survey of the Wochaski Nauroth membership to find out what they liked 24 Golf Inc. May/June 2019
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