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Minutes 05-28-14 MINUTES OF THE GOLF COURSE ADVISORY COMMITTEE MEETING HELD IN COMMISSION CHAMBERS, CITY HALL 100 E. BOYNTON EACH BOULEVARD, BOYNTON BEACH, FLORIDA ON WEDNESDAY, MAY 28, 2014 AT 4:00 P.M. PRESENT: Jack Ekelchik Ron Tapper, Golf Course Manager Mark Frederick Glenn Landgraf, Golf Course Superintendent Pam Rothman ABSENT: Judy Conwell Arthur Matthews Terry Aperavich Lori LaVerriere Matthew Gilbert I. Openings A. Call to order by Golf Course Manager, Ron Tapper on Tapper, Golf Course Manager, called the meeting to order at 3:58 p.m. and explained the purpose of the meeting was a discussion of a rate increase. Comparisons of other courses were conducted with the exception of the County golf courses since they fall under the County's Parks and Recreation Department. B. Election of Golf Course Advisory Committee Board Officers 1. Golf Course Advisory Committee Chair Mr. Ekelchik nominated Mr. Frederick as Chair. Mr. Frederick accepted the nomination. 2. Golf Course Advisory Committee Vice Chair Mr. Ekelchik nominated Ms. Rothman as Vice Chair. Ms. Rothman accepted the nomination. C. Agenda Approval 1. Additions, Deletions, Corrections 2. Adoption Meeting Minutes Golf Course Advisory Committee Boynton Beach, Florida May 28, 2014 Motion Vice Chair Rothman moved to approve. Mr. Ekelchik seconded the motion that unanimously passed. D. Public Audience None. 11. Minutes A. Minutes of the Golf Course Advisory Committee Meeting of January 27, 2011 Motion Mr. Ekelchik moved to approve. Chair Frederick seconded the motion that unanimously passed. Ill. Reports A. Golf Course Superintendent report 1. Current Condition of the Golf Course Glenn Landgraf, Golf Course Superintendent, indicated he was hired eight months ago. The Links is a great property and the course is healthy with aeration of the greens recently completed. This was done differently than in the past. It was a wet, spongy green with many ball marks. They alleviated this condition by double aerating the green and adding course sand; therefore firming the green and using tifdwarf grass. Tifdwarf grass is used on the course. Over the past 20 years, many courses use tifeagle, also called ultradwarf, miniverde, and champion. This can be mowed with a very short cut making it a swift, true green. Mr. Landgraf suggested in the future, they consider ultradwarf since some golfers liking fast putting surfaces. Staff will work on a few of the tees and several were expanded. The fairways, over the past eight months, were widened. They are now in conformance with the architect's design. Staff is working on the roughs to remove the weeds. Generally, there is a good irrigation system, using water from the lakes. There was some issue a few weeks before the rain with the levels fluctuating. Mr. Landgraf contacted the South Florida Water Management District regarding how the water was appropriated and learned the water on The Links property belongs to The Links. It is closely related to the Lake Worth Drainage Canal on the south side, so they can use that water instead of pumping water from the lakes. 2 Meeting Minutes Golf Course Advisory Committee Boynton Beach, Florida May 2, 2014 The new pump system is working well and should last for 10 to 15 years. Weeds are the number one issue and staff intends to remove up to 80% of them. This will be done both post and pre- emergently. If a pre- emergent program is used for a few years, all staff had to do was fertilize and lay the pre - emergent and it significantly minimizes chemical use. Healthy turf grass is the strongest weed killer. Staff was addressing insects and targeted mole crickets and red ants. This is done as a preventative and the work was ongoing. Staff was also airlifting the trees for hurricane preparation. This process allows the air to go through the branches. Should a hurricane up to a category three impact the course, the course will not lose as many trees. Regular maintenance increased. Staff was edging the bunkers as frequently as possible and at least once every other month. They installed new beds around the tees and were keeping them edged and trimmed. They chemically edge with Round -Up and keep the mulch clean. The lake banks had ongoing maintenance. 2. Future projects Mr. Landgraf advised there were three main tees they would address during the summer. The first was the white and red tee at the 15 tee. They would enlarge the 15 tee by reducing the gold tee. They also hoped to add a white tee to tee no. 5 as it is worn out. The worst tee was tee no. 2 and it was being leveled this summer. It has a large mound making it uneven. Bunkers should have a steep face, but some have worn down. Staff planned to address 10 bunkers this summer. Three or four of them will be re- edged. The lake banks are an ongoing project. Hole No. 12, is a signature hole, and clumpy torpedo grass will be removed. Staff was in the process of obtaining an aquatic license to spray the torpedo grass and keep the lake edged and clean, preserving the lake banks. This will also help speed up play. Time and resources permitting, staff will level the driving range tee and lower the whole level of it by a foot. This will add square footage to the tee and help with its condition. The cost involved to improve the tee included the cost to hire someone to level it which would take about three days at $60 per hour. The Links can also generate its own sprigs. Mr. Landgraf sought to use tifeagle plugs from an adjacent golf course on the practice chipping area by the sand trap. A gate will be installed at the dumpster behind the 10 tee to screen it. Flowers were placed around the trees on hole 18 and the practice green and driving range. More flowers will be planted behind the ninth holes on the Family and Champion courses and the 10 tee. It will greatly enhance the color around the area. 3 Meeting Minutes Golf Course Advisory Committee Boynton Beach, Florida May 2, 2014 On the 11 tee, staff will improve the landscaping bed and a few other beds around the patio and clubhouse area. Staff sought to add a head to a dry spot visible from the clubhouse off the 18 hole, and four to five heads on the right side of the driving range, as there is an area that is always dry. Around the car pass there are some drainage areas that are not working and may need a French drain, which will be installed. Discussion followed if the drainage was adequate at the bunkers or if there was puddling. Mr. Landgraf commented there was drainage on the low bunkers, and he thought the drainage was fine on the bunkers. He also commented The Links was unable to use recycled water at this point. Chair Frederick acknowledged many players commented on the yardage markers installed and indicated they cannot see the markers like they used to with the red, white and blue colors. They were very small. Mr. Ekelchik commented the parking lot has many pine trees and there was a lot of pine straw strewn about. He suggested it be cleaned since it was the first thing visible at The Links. He also inquired if the tees were expanded, would the irrigation also be expanded. Mr. Landgraf explained it was the right side of the irrigation landing area that needed the expansion of the heads. B. Golf Course Manager Report Mr. Tapper commented it was nice to have a working Superintendent on board, and he and his crew were taking on some of the projects themselves. Staff was using the equipment they had and some machinery they brought in to accomplish the task. Mr. Landgraf has done much to advance the The Links and it will continue to improve. 1. Business Report Mr. Tapper explained due to a sluggish economy and a saturated market caused by the overbuilding of area golf courses, The Links has not generated enough revenue to cover all costs. Capital Improvement projects were delayed. There were funds in reserve accounts, but they were reduced over the years to pay for personnel, operating expenses and course improvements. There were extreme bad weather days between November and April, when revenue is normally at its highest, that hurt The Links' fiscal status. The aesthetics of the course are improving daily and staff was noticing new players every day. Staff believes The Links is an excellent product and sought to increase the Annual Permit Holders and Links Club Card players base to maintain the revenue they need. The Permit and Club Card holders were down due to the aesthetics of the golf course. The Links wants to reposition itself as Palm Beach County's premier public golf course. 4 Meeting Minutes Golf Course Advisory Committee Boynton Beach, Florida May 2, 2014 2. Course Improvements Mr. Tapper introduced himself as the new Head Pro Manager and Glen Landgraf, the new certified Superintendent. Eighty -nine new golf carts were purchased in December 2013 and a contract was signed for GPS installation for them. The lake banks were being trimmed. Since The Links is Audubon certified, staff can take the lake banks down from the back of the tee through the green. They do daily edging; there is a new golf flag at the front entrance; and they pressure clean curbs, fencing, carts, and sidewalks as needed. The deck needs repair due to growing trees pushing the deck up. They replace boards daily and the steps were replaced. An agreement was signed for a new diving firm. They replace balls they sell at the shop. Target greens on the driving ranges were painted and a survey showed they were helpful. As a result, staff wanted to use them year- round. By using another style of grass, forming a mound or cutting them differently will make the greens stand out on the driving range. Between this year and last, there were red hazard sticks everywhere. Now hazards are well marked. During tournaments, there were more defining lines. There was new lighting in the Pro Shop, restaurant and a new dressing room was added as was a TV. There were more goods and apparel in the Shop. Flowering plants and annuals were added throughout the property and many other improvements. The number one promotion at The Links was a customer reward card, along with coupons. They have 10% off on all Pro Shop merchandise for all Links Club Card and Annual Permit Holders. During the summer, there were modified split fees Monday through Friday to avoid rain. Staff liked to have golfers finished by 2 p.m. The bulletin board was replaced in the locker room and Pro Shop. They incorporated a larger LGA winter association this year, and next year would be even larger. There is a new shoe cleaning brush railing next to the air hose and staff would replace 3,000 to 5,000 new golf balls. Mr. Tapper already added 2,500 balls to replace balls that were stolen or used on the Family course. Signs were posted indicating shag bags and tubes were not permitted. He noted Nike, Calloway or Spalding golf balls did not belong to the the course; rather they belonged to the players, and they switched theirs with the course's. The new diver retrieved 600 balls from one dive. Dead and dangerous trees were trimmed or removed, but there was more to be done. Mr. Tapper reviewed a slide presentation of the improvements previously discussed. He planned to get the Florida State Association to redo the course and he wanted to restore the yardages and change the scorecard. Years ago, there was a three -piece card which he wanted to bring back. 3. GPS Status 5 Meeting Minutes Golf Course Advisory Committee Boynton Beach, Florida May 28, 2014 This item was previously discussed. 4. Events HY 2013-14 Photos of the events were viewed. 1) Play for P.I.N.K. The Play for P.I.N.K. event has raised over $100,000 in 14 years. It was noted the event funded the New York Play for P.I.N.K. charity and a suggestion was made to use the South Florida Play for P.I.N.K. to keep the funds in South Florida. Mr. Tapper agreed to look into the matter. 2) South Florida PGA Staff recommended Jr. Pro Pro Tournament Mr. Tapper explained this was one of the biggest professional tournaments in Florida. 3) Park Vista High School Invitational - ,Fournament Photographs of the event were viewed. 4) Men's and Ladies' Palm Beach County Interclubs The Ladies' Interclub travels to different courses throughout the year. Photos of the Men's Interclub were also viewed and he noted play would start on June 10 and last about two and a half months. Chair Frederick inquired about the status of the landfill and noted at one time, there was consideration of incorporating it into the course. Mr. Tapper responded it was a dead issue. He was unaware if there were any plans for it. Chair Frederick also asked when the course is re-measured, if they reconsider the slope and rating on the golf courses. Mr. Tapper responded they did, contingent on where the tees were located. One of the future goals was to have the Family Course changed to a nine-hole Championship course. The Links would then have three regulation nines to play. The Family Course does not hold its own, revenue-wise. A third nine would change everything. They would need another 1,000 yards and Mr. Tapper would retain an architect to study the matter to determine if it was feasible. There was also brief discussion about the cart paths and drainage and what would be done to improve bad cart paths. Mr. Tapper explained it was a lot of money, but the areas would be patched. IV. New Business A. Proposed Rate Increases 6 Meeting Minutes Golf Course Advisory Committee Boynton Beach, Florida May 2, 2014 1. Daily Fee, Links Club Card, Annual Permit Holder 2. Additional Services (Golf Handicap, Bag Storage, Locker Rental) B. Additional Permit/LCC Options 1. All-inclusive Permits 2. Early Annual Purchase (13 -Month Permit or LCC) Mr. Tapper reported there were many projects and items The Links needs. Over the last six or seven years, each golf course in the area declined due to the economy, but the economy was presently rebounding. The course fee comparisons were reviewed as were total cart and greens fees, excluding the County golf courses. Mr. Tapper reviewed the rounds played in 2012/2013 and 2013/2014. There were more bad weather days in the 2013/2014 season compared to the prior fiscal year, and it impacted revenues. Mr. Tapper reviewed the various fees at The Links and clarified "DF" were the Daily Fee players. These players did not have a Links Club Card (LCC) or Discount Card and were not Annual Permit Holders (APH). Mr. Tapper pointed out The Links rates included tax and were in the middle of the rate structure of other golf courses. In spite of play improving, rates had to increase because staff cut everything to the bare bones due to the economy, and the course did not receive enough revenue to keep up with the expense side. There are no reserve funds remaining as they were used to fund the shortfall in operating expenses. Additionally, The Links does not receive taxpayer funds and must subsidize its own operation. Mr. Ekelchik inquired how many rounds per week were being played by the average golfer using The Links as their primary course and how the economy affected play. Mr. Tapper's best estimate was individuals who previously played four times a week were playing two or three times a week. A three times a week player was playing two or three times a week and a twice a week player was playing once a week. Those who formerly played once a week may not play anymore due to the economy. Mr. Tapper said they tried different approaches to attract more players to the course, but they will not devalue the course. The management team with the City agreed and will not allow a fee of $10 to $14 a round. Mr. Tapper emphasized it was not about how many players were on the course; rather it was the quality of the golfers and what was paid per round. The cost to play a round needed to be increased to stimulate the customer base and increase the number of Permit and Links Club Card holders. Staff will introduce an All-inclusive Card this year to give golfers a choice. If they only play three times a year, they would save. 7 Meeting Minutes Golf Course Advisory Committee Boynton Beach, Florida May 28, 2014 Mr. Tapper noted, except for Permit fees, the rates have not changed since 2009 when Daily Fees were increased to $59. In 1994, Joe Sciortino, former Links Golf Director had stated, "The history of the golf course has been one of raising permits one year and raising greens fees the following year. It is an endless cycle that must continue unless you get more dollars per round." The business was cyclical and the cycle stopped when the economy collapsed. Staff was cut and not replaced and as a result, the course maintenance suffered. Chemicals and other items are used and that cost went up. However, the price to play did not. A golf course is hard to maintain when there are budgetary cuts. Golfers notice when the aesthetics decline and then the customer base starts to deteriorate. There was a slight increase in the permit fees last year, and in the past, all plays had tax included which would be changed to the fee, plus tax. The proposal was to increase from $59 to $61 plus tax for prime time, non-resident play in the height of the season. He noted staff carefully tracks who plays before 11 a.m. Cypress Creek costs $65 to play and Atlantic National charged $75. Boca Municipal was $55 for those without a permit, and Winston Trails was believed to be $58. Delray Beach was $50, but their annual permit was $1,550 and they charged $21 per cart. Boynton's annual permit was half that amount. Generally, they were the same, but it was important to realize the difference between them was where they were obtaining revenue and where they were using it. A Cypress Creek non-resident, annual permit was $799 plus tax and their cart prices were $24. Their prime time, non-resident fee was $65 and their Loyalty Card holder fee was $52 which was a savings of $13, but it was the rate Cypress Creek wanted for their Sunshine Card. Boynton's Sunshine Card changed to $49 from $59. The new rate would be $50 for The Links Club Card plus tax. Instead of paying $61 for a card, patrons would be paying $50 at the height of the season, realizing an $11 savings as opposed to the Daily Fee. There would be additional savings with a Permit and/or an All-inclusive Card. A review of the breakdown of cost per play time, which was contained in the handout attached to the minutes, was given. One area staff was looking to revise, which was not included, was the "Open to 11 a.m." tee time. Staff would revise that window to "Open to 11:30 a.m." When staff reviewed other golf courses, many start revising their fees at noon and staff sought to gain an additional half hour of higher revenue and incorporate what they needed where they were failing short. Mr. Ekelchik recommended relying on Mr. Tapper's expertise and supporting his recommendations. Staff did not know, come October, how this change would impact the course. Some golfers may leave thinking The Links was not worth $61 or would not have the funds for a Permit at that time, but he asserted if players did not see improvements at The Links in the last year, they would when they returned. In order to build reserves on top of the proposed increases, they had to increase rounds played. Staff had already noticed more people playing, but did not know how many players The 8 Meeting Minutes Golf Course Advisory Committee Boynton Beach, Florida May 28, 2014 Links lost. The rates Mr. Tapper proposed and the rounds played were to basically break even. Chair Frederick suggested using a whole dollar amount and backing the taxes out. Vice Chair Rothman commented many players do not pay attention to the tax and most pay with a charge card. Chair Frederick further inquired if consideration had been given to a six-month permit since other courses have a summer or winter membership. Seasonal players would not buy a permit. He was unsure if the goal was to increase permit holders. Mr. Tapper responded there would be options. One option would be for an All-inclusive Card for $3,400. Mr. Tapper calculated someone who played three times a week all year would save about $600 a year. Mr. Tapper had already spoken to interested individuals about it. There would be a difference between an All-inclusive Card and a Permit which would cover a locker and bag storage. Another option was the Club Card. The cost of the Club Card had not been increased since inception and was $50 plus tax. Last year, it was $70 plus tax which included the handicap. Since the handicap was $20, the amount was not increased; rather it was grouped together. Staff proposed a $90 fee which would be split $65 for the Club Card and $25 for the handicap. Some golf courses have a $40 handicap. Others charged more. On Mother's Day/Father's Day, The Links has a cart special, but a Permit Holder, if participating in the special, would pay the nine-hole price and would not pay the same price as a non-permit holder. Other golf courses will send emails and try to undercut times. The Links does not do that. They do not barter tee times or guarantee anyone tee times. Vice Chair Rothman hoped the aim was not just to cover the reserves. She inquired if individuals would balk at paying $3 more a round. Mr. Tapper pointed out the Daily Fee would increase by $5, not including the Club Card and he did not know the ramifications. Vice Chair Rothman did not want to see The Links go through the cycle described by Mr. Sciortino. She thought some would complain about anything and if The Links would request an increase, they should do it all at once, but have a sell aspect. Mr. Tapper did not want to out price the course. During the summer, there was heavy competition. The Links reversed the rates and added 6% sales tax. Season was different. Vice Chair Rothman commented The Links' winter, high season, non—resident prime-time rate was $61. She thought the daily fees charged by other courses, ranging from $55 to $75, all had the same amount of rain dates and were in the same situation. Mr. Ekelchik agreed and inquired if it would be better to increase the price to $63 or $64. Some increase was warranted to make up the shortfall. 9 Meeting Minutes Golf Course Advisory Committee Boynton Beach, Florida May 28, 2014 Chair Frederick explained when players left for the season, they were not very happy with the course and would not know about the improvements until they returned. He was unsure they would want to pay the increased fee. Discussion followed people were negative by nature. Mr. Ekelchik commented he was present and played The Links when the lakes were cleaned and trees trimmed and the difference was amazing. The Links was a great property. If an increase was needed, the administration should move forward and make money. Vice Chair Rothman cautioned the selling aspect was important. Mr. Tapper explained the Board's approval of the increase was the first step, followed by a decision by the City Commission. Mr. Tapper explained there was progress, but they want to start selling Permits and Club Cards in August. When someone first comes in, they could offer free play in August and September because during the summer, nothing goes on anyway and it was an extra bonus. Mr. Ekelchik agreed. The increase was not astronomical. If the price of $61 did not achieve the needed results, it should be increased to $65 to avoid a second increase. Mr. Tapper explained the proposed increase to $61 was for someone who walked in off the street. It was not the main increase. The main increase was The Links Club Card held by the primary golfers from $70 tO $90 with the handicap. Most people who play The Links have the Club Card. Increases also followed in the Annual Permit Rates. The Permit would be $725 plus tax and All-inclusive Card rate included the handicap. The down side to the All-inclusive Card was it required the funds upfront. Mr. Tapper understood and had spoken with some individuals. If the player was a year-round player with the All-Inclusive Card, the player did not have to worry about rain checks. The comparisons with other golf courses showed the rates at The Links were the same everyday where other courses had rates that fluctuated during and by the day. Boca Municipal had the same setup as The Links, but did not have permits, although they had resident rates. They charged $36 in the summer and The Links charged $31. Mr. Ekelchik thought it was important to sell the product and not worry about the price. When the product is sold, players will pay it to get the product. He favored increasing the price and working hard to get that message out. He thought staff should market The Links and invite players to see the new product. Chair Frederick inquired if the proposed rates would generate enough revenue to do what needed to be done at the golf course for the next year. Mr. Tapper reiterated the proposed rates were to make ends meet. Vice Chair Rothman thought the daily fee rate should be $62 plus tax and suggested The Links Club Card be increase to $52 plus tax. She thought many golfers would not notice the tax. Mr. Tapper explained with The Links Club Card, the Daily Fee would increase anyway. One offset the other. Vice Chair Rothman thought staff was giving the product away. Mr. Tapper explained they previously had 1,000 Club Card members and they are down to 550. 10 Meeting Minutes Golf Course Advisory Committee Boynton Beach, Florida May 28, 2014 Vice Chair Rothman pointed out there were two huge communities under construction around the corner from Osprey Springs and those residents should be targeted for play. More young players were needed and Boynton Beach was flourishing. She thought The Links should be making deals to draw players or organizing a Links group in those communities. She thought it was important to contact the developer and distribute marketing materials. Mr. Tapper explained they were limited to $10K in their advertising budget and discussion followed if the developers were contacted, they could try the course. Mr. Ekelchik agreed and thought the fees were not increased enough. Chair Frederick agreed an increase of $1 or $2 was fine, but was unsure about coming back in a year for another increase. He was concerned about getting too much upfront. He thought they should show golfers a very good product and they would return for more. The proposal was appropriate, especially with the players paying the sales tax. He suggested rounding the fees up to the nearest dollar. Vice Chair Rothman commented if they capture players this year, they would see the progress when they are playing as opposed to a picture on marketing materials. Players will see their investment. Mr. Ekelchik was involved with the golf course at Hunters Run and explained the cost of materials was constantly increasing. He thought they were selling themselves short and he favored higher fees. Chair Frederick suggested looking into six-month memberships. He thought more individuals would be interested in the permit with the six-month membership and thought that would be a source of revenue as it would attract golfers that were going to competing courses. Motion Vice Chair Rothman moved Mr. Tapper has the Board's authority to raise the "gray column numbers" one or two dollars depending upon Mr. Tapper's discretion. Mr. Tapper clarified Vice Chair Rothman was referring to the proposed rates for the Daily Fee Rates, The Links Club Card and the Annual Permit Rates. Mr. Ekelchik seconded the motion that unanimously passed. Mr. Ekelchik thanked Mr. Tapper for his work and offered to assist with programs or in any other manner. Mr. Tapper will seek new Committee members to fill vacancies. Vice Chair Rothman suggested the Committee meet on a more regular basis. 11 Meeting Minutes Golf Course Advisory Committee Boynton Beach, Florida May 28, 2014 V. Old Business None. V1. Adjournment Motion There being no further business to discuss, Vice Chair Rothman moved to adjourn. Chair Frederick seconded the motion that unanimously passed. The meeting was adjourned at 5:33 p.m. LULII Catherine Cherry Minutes Specialist 061614 12