3. request for Blackhawk golf course pass
LEISURE SERVICES DEPARTMENT MEMORANDUM
April 7, 2009
TO: Golf Course Advisory Committee
FROM: Rebecca Smith, Management Assistant
SUBJECT: Request for Blackhawk Golf Course pass
Request
A citizen recently contacted Committee Member Steve Hiser requesting a season pass
for golfing only at Blackhawk Golf Course.
Background
At the March meeting of the Committee this citizen request was discussed briefly.
Following the meeting the citizen provided more details to Committee Member Hiser
and me. To facilitate the discussion of this citizen’s request, I have placed this on the
agenda for the April meeting.
Crown Golf currently provides a season pass opportunity for $790 that includes
unlimited golfing at both Riverside and Blackhawk courses. There are currently not
season passes available for only one course.
Crown Golf does have a punch card program that allows golfers to purchase seven
rounds of golf to receive the eighth free. The punch card program is open to any golfer;
however, Crown Golf estimates it’s most popular with those who participate in
structured leagues. Blackhawk provides a restricted senior pass which allows unlimited
golf at Blackhawk only for seniors for $345 per season. For 2008, 16 seniors take
advantage of this pass program.
According to the current lease contract, pass program changes may only be
implemented by Crown Golf with approval by the Committee and a city administrative
representative. The excerpt is below for your reference.
Analysis
For a golfer to make the current season pass program financially worthwhile he or she
would need to golf approximately 27-64 times per season depending on the course and
number of holes played. If a person golfs exclusively at Blackhawk he or she would
need to golf 57-64 time per season to make the current pass financially worthwhile
(provided they only golf 9 holes).
During the initial conversation, the Committee was unsure how a pass would be more
beneficial than the current punch card program. The citizen indicated the pass is helpful
because golfers would not have to pay on a weekly or daily basis; rather, they could pay
1
once at the beginning of the season and not have to worry about paying again.
However, golfers would need to pay if they desired to rent a cart or purchase
refreshments.
While the contract does allow for the implementation of a pass program at any time
provided the Committee and the Administration are in agreement, Crown Golf has
indicated there is an administrative burden to implementing a pass after the season has
begun. Additionally, golfers that already purchased the $790 pass may feel frustrated
and wish they would have had the opportunity to purchase the Blackhawk only pass.
However, there may be an opportunity to market this as a ‘pilot program’ to capture
golfers who feel that a $790 is not affordable or desirable to them.
Pros & Cons of having a Blackhawk only golf pass
Pros:
1. Pass may provide an opportunity to garner pass holders not interested in the
$790 pass
2. Individuals may find it helpful to pay once for golf course services for the season
Cons:
1. Administratively difficult for Crown Golf to implement a pass program once the
season is underway
2. A low-cost season pass may be seen as diminishing the quality of the golf course
brand
3. Individuals may find it difficult to find the money for a larger up-front cost for a
season pass
April 15 Meeting
Staff asks the Committee to provide direction on whether there is interest in pursuing an
additional pass program. If the Committee wishes to further explore a pass program,
city staff and Crown Golf could examine pass options for discussion at a future meeting.
Excerpt from Contract, section 24 fee schedule
LESSEE
(D) shall not alter, eliminate nor modify season pass categories or pass restrictions
without prior written approval of the Golf Course Advisory Committee and the Director of Leisure
Services.
2