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HomeMy WebLinkAboutGolf Board - Minutes - 03/20/2019Golf Board TYPE OF MEETING – (REGULAR) March 20, 2019 6:00 PM 413 South Bryan Avenue 03/20/19 – MINUTES Page 1 1. CALL TO ORDER • Kathy Meyer called the meeting to order at 6:00 PM 2. ROLL CALL • Board Members Present o Michael Hardisty o Ross Liggett o Kathy Meyer o Bob Pawlikowski o James Penland o Tom Rock o Jon Schmunk • Staff Members Present o Mike Calhoon o Vince Buelk-Collindale Golf Professional o Courtney Houska-Collindale Director of Operations o Dawn Worth o Kevin Sheesley-CB&Potts o Erica Wenzel-CP&Potts 3. AGENDA REVIEW 4. CITIZEN PARTICIPATION • Eric Lahman introduced himself and mentioned that he is an applicant for the Manager of Golf position. He informed the Board that he worked for the USGA for 15 years prior to moving back to Fort Collins. Kathy explained the Citizen Participation process and thanked him for attending the meeting. 5. APPROVAL OF MINUTES On a motion by Jon Schmunk, seconded by James Penland, the Board voted (7:0) to approve the February 13, 2019 minutes. 6. UNFINISHED BUSINESS • Golf Manager Update Mike informed the Board that the job posting for the Manager of Golf position closed on Friday, March 15, there were 95 applicants. He explained the metrics and rating BOARD NAME TYPE OF MEETING – (REGULAR, WORKSESSION, SPECIAL) 03/20/2019 – MINUTES Page 2 process. Mike mentioned that interviews will take place Thursday, April 11 and Friday, April 12. We will hold a meet and greet in the evening of Friday, April 12. Mike invited the Board to attend. He explained that it’s not going to be an open forum. Mike will ask the applicants invited a series of questions that they will then be rated on. The hiring team will debrief again the following week. 7. NEW BUSINESS • Collindale Staff Update Vince Buelk, Collindale Golf Professional, reviewed his staff and mentioned that it has been a very smooth transition with Courtney Houska, Director of Operations, staying on staff as well as Earl Gerlach, Director of Instruction, moving back to run the teaching academy. Vince reminded the Board that he ran the academy for 10 years prior to accepting the Golf Professional position. He stated that the Collindale staff is very professional when it comes to customer service, they treat golfers as if they were family. Vince said pace of play is very important. They have starters on the 1st tee and course advisors inform and help maintain a good pace of play. Vince mentioned that they have a fully stocked shop and their prices match the big box stores. He feels that not only do they have a great Pro Shop at Collindale, but they also have some of the best greens in the state of Colorado. Vince reviewed their league and tournament schedules. They have 12 leagues, with an estimated 15,282 rounds and 28 tournaments and events, with an estimated 2,700 rounds. Vince informed the Board that the golf academy’s goal is to grow the game of golf with the following programs: o Junior Golf Academy – 350+ juniors, with over 32 classes o Get Golf Ready – beginner golf classes o Ladies only classes throughout the year o Clubfitting – ensuring customers are buying clubs that fit them properly Vince and his staff are excited for the 2019 season. Kevin Sheesley, Food and Beverage Concessionaire at Collindale, mentioned that there have been some recent management concerns at C.B. & Potts; however, he was involved in the beginning and understands the vision of what it’s meant to be. C.B. & Potts has been a Fort Collins institution since 1974 and is a proud supporter of CSU, Fort Collins residents and craft beer lovers. It is the 4th oldest brewery in Fort Collins and has won over 52 GABF medals and over 202 medals nationwide. C.B. & Potts is proud to provide guests our award-winning beers available on the golf course every day. Kevin mentioned that C.B. & Potts at Collindale has been featured in several publications as one of most scenic and beautiful patios in Fort Collins. They are dedicated to exceptional service and hospitality. Kevin would like to install lighting on the patio for safety and to allow patrons to enjoy the patio atmosphere later into the evening. He commented on the great relationship they have with Vince Buelk and his staff. Together they provide guests with the finest golf, food and beverage experience. BOARD NAME TYPE OF MEETING – (REGULAR, WORKSESSION, SPECIAL) 03/20/2019 – MINUTES Page 3 They are constantly bringing new ideas to improve the overall guest experience. Kevin reviewed what took place in 2018: o CB & Potts at Collindale continues to be one of the most liked locations on social media. o Guests rave about the exceptional service and quality of food o Highest online scores for professional team o Google 4.1 star rating, Facebook 4.4 stars o Continue to improve successful operations to enhance C.B. & Potts brand and market visibility o In just the first 2 periods of 2019, already up 6k over last years’ sales What is taking place in 2019: o Professional leadership, service and culinary teams o New outdoor elements being added to improve quality of the property o Improve guest options for banquets and golf tournaments o Beverage carts with many food and drink options for golfers o Preferred Customer Service cards for regular guests to show appreciation o New Fort Collins brewery opening in the spring/summer Kevin informed the Board that they are excited to continue the use of their food truck. The truck will be serving dishes on site for large golf tournaments as well as special events all over Colorado. The food truck will also be part of the new brewery located on East Mulberry Street Kevin stated that Potts is a big supporter of the community: o Kristi Visocky Foundation o Animal House Rescue o Food Bank of Larimer County o RamStrength Foundation o Leukemia and Lymphoma Society o ALS Foundation o Shephardson Elementary School, and countless other organizations focused on education and helping others in the community o Always giving back in the neighborhoods where doing business The C.B. & Potts staff is eager for the 2019 season. • Collindale 2019 Marketing Plan Emily Frare, Recreation Communications Coordinator, reviewed the Marketing Plan for Collindale Golf Course. BOARD NAME TYPE OF MEETING – (REGULAR, WORKSESSION, SPECIAL) 03/20/2019 – MINUTES Page 4 Junior Golf Program: o Promote youth programs at Collindale via social media o Target young families in Fort Collins o Video and photography of youth clinics and programs o Continue 5th grade program Social Media Coordinator with Collindale: o Develop Social Media Plan with Collindale staff o Continue to collaborate and cross-promote all three courses via social media o Tournament spotlight of the month/week City Championship, Collindale Invitational, etc. o Develop media campaigns for Collindale’s signature events and tournaments o Photograph and promote key events as the courses Collindale Golf Course Messaging o Focus on challenge of golf course o Golfers rated Collindale the most challenging of all three courses o U.S. Open Local qualifying Course Michael asked if there was a way to email our golfers to let them know the course has availability. Mike mentioned that this is an option with the upgraded GolfTrac system. He wants to make sure the system is working properly then we will explore these other features. Mike said if we ever determine that Dynamic Pricing is a good option for us, this would be a good way to communicate with our golfers. Ross said it’s great that C.B. & Potts and the Pro Shop cross-promoting. Tom feels that Collindale does a great job with youth, preparing them and getting them excited for golf. He said Courtney does a great job with customer service, leagues and tournament organization. Kathy mentioned that she and her husband were used to playing Country Clubs in California and were very impressed with the professionalism when they starting playing at Collindale. Michael suggest that we provide an incentive to our youth golfers to get them to return. Courtney mentioned that we provide a Junior Guest pass that allows junior pass holders to bring friends and we no longer require a per play fee, which are both great incentives. Vince informed them that Earl will be reaching out to the players who don’t make the golf teams to better prepare them for their next tryouts. Kathy asked what the C.B. & Potts food to beverage sales were. Erika stated that the sales on the cart are probably 70% beverage to 30% food; however overall it would be about 60% food to 40% beverage. She mentioned that they have non-golfers eating in the restaurant and banquet business as well. James asked if there was a menu posted outside. Erika mentioned that there is a grab and go menu. James suggested that there be a menu for inside, perhaps in the carts. Ross mentioned that vinyl stickers work well for that. BOARD NAME TYPE OF MEETING – (REGULAR, WORKSESSION, SPECIAL) 03/20/2019 – MINUTES Page 5 James Penland commented on the lack of diversity in the photos we have for Golf. Emily mentioned that this is something that she is working on. She agrees that we need to have more diversity. • 2019 Golf Marketing Plan Regional Municipal Golf Partnership o We continue to research opportunities for partnerships between Loveland, Greeley and Fort Collins. Mike Calhoon will continue working on this effort with the new Golf Manager upon hire. Social Media Development & Collaboration o In efforts to create consistent social media messaging and adhere to the City of Fort Collins’ policies; marketing and Pro staff met to develop a social media plan. City staff now have administrative access to all social media platforms. An editorial calendar will be implemented for collaborative and tracking purposes. Website Maintenance and Improvement o The Marketing team worked with IT to reform the City’s golf page in 2018. The new site includes better navigation (mobile friendly), updated information, CGA Rules information, social media feeds, better staff photos and more focus on Junior Golf. Digital & Print Advertising Opportunities o Partnering with the Hilton to include a digital ad in their new interactive lobby display. Developing Google and social media advertising campaigns in an effort to reach and attract a wider audience. Collaborating with Pro staff to develop branded printed content for leagues, junior golf, tournaments, etc. CSU Partnership o The City of Fort Collins continues to partner with CSU Athletics. This partnership provides increased marketing exposure to City of Fort Collins Golf Courses at CSU Football, Volleyball and Basketball games. 2019 Local Marking o Outdoor and Transit Advertising. o Online and mobile device presence o Print advertising, 5th grade golf, Premier Card Push, Moby Arena BOARD NAME TYPE OF MEETING – (REGULAR, WORKSESSION, SPECIAL) 03/20/2019 – MINUTES Page 6 o Radio Marketing o Social Media  FavoriteHoleFriday  CGA “Ready for the Rules”  Increased use of video  Bogie Burt Emily explained that Bogie will be a character to show what not to do on the course. He will be an eccentric over the top goofy character. This will be a collaborative effort with the city’s video team. Ross stated that Emily’s presentation was a big improvement over what was presented last year. He feels we might get more value if the ads were more actionable. Jon asked if the restaurants handle their own social media. Mike explained that they do handle their own social media however, we can cross promote with them as well. • Election of Officers On a motion by Jon Schmunk, seconded by Ross Liggett, the Board voted (7:0) to appoint Kathy Meyer as Board Chairperson, James Penland as Vice Chairperson and Tom Rock as Board Secretary. • Financials Mike reviewed the rounds report. He mentioned that we had a great January and February was ok. We just continue to hope for good weather. He reminded the Board that Collindale’s numbers are up so much higher due to their prepaid leagues. Mike reviewed the financial report. He mentioned that he doesn’t have much concern about the finances at this time. Mike reviewed the exceptions: o Includes sales of annual passes o Due to high volume of play, card usage was higher offsetting the purchase of premier cards. This account nets the purchase of premier cards less usage of premier cards. o Timing of depositing February Potts payment. Payment posted in March. o Vacancies savings at Collindale o Three pro contract payments were made through 2/18. Only two payment in 2019. 8. BOARD MEMBER REPORTS 9. OTHER BUSINESS BOARD NAME TYPE OF MEETING – (REGULAR, WORKSESSION, SPECIAL) 03/20/2019 – MINUTES Page 7 • Assistant Superintendent Mike stated that we are currently advertising for the Assistant Superintendent position at City Park Nine. He informed the Board that Randy Conard moved over to Collindale as the Assistant Superintendent. Mike feels this is beneficial for cross training. He informed the Board that several Golf staff members started in Parks prior to moving into Golf. Mike would like to eventually cross train Golf staff between the courses. • Update Work Plan Mike mentioned that the Drought Plan Mitigation update will be presented at the April meeting as well as Christine Macrina to provide ID badges for the Max. • Council Presentation Mike informed the Board that the city has a Community Dashboard that has a set of metrics that are available to the community on the City’s website. The metric that pertains to Golf is the golfer participation numbers. In addition, the Leadership Planning Team requested a brief update on water conservation and fertilization efforts during the presentation. Mike addressed this by explaining our Audubon Cooperative Sanctuary certification and the way water conservation and fertilization are addressed through this program. Mike stated that we take environmental stewardship very seriously in the Golf Division. We now have 3 courses out of the 36 that are Audubon Cooperative certified in the state of Colorado. Mike said that Kristin Stephens asked what we are doing for under privileged youth. He informed her of our 5th grade program and that we work in conjunction with Recreation. Recreation runs the SNAG program and offers other various discounted programs. He mentioned that Susan Gutowsky asked what we do to control the geese on our courses. Mike explained that we have to submit a request to the Police Department and Colorado Parks and Wildlife to haze the geese. • Cell Tower Update Mike informed the Board that Verizon is now looking at Fossil Creek Community Park as the location for the cell tower. He said he was strongly advocating for it to be at SouthRidge, but it doesn’t look like that’s going to be an option. 10. ADJOURNMENT On a motion by Kathy Meyer, seconded by Jon Schmunk, the Board adjourned at 7:45. BOARD NAME TYPE OF MEETING – (REGULAR, WORKSESSION, SPECIAL) 03/20/2019 – MINUTES Page 8