Friday, January 31, 2014

City staff seeks input on proposed changes to municipal golf operations

Edina, Minn., Jan. 31, 2014 -- City of Edina staff have proposed a six-point strategy to make Braemar Golf Course financially stable and self-sufficient, improve customer service and improve facilities for better play and experience.

The strategy was introduced to the public at a meeting Jan. 30. Staff listened to comments that night and now seeks additional input from the public.

The six-point strategy is:

1. Close Fred Richard Executive Golf Course.

City staff believes purchasing Normandale Executive Golf Course in 1992 was a wise City investment in 42 acres of land. With the decline in public golf, though, the City must focus on its primary golf product at Braemar Golf Course. City staff recommends Fred Richards Executive Golf Course close at the end of the 2014 season.

No golfers will be displaced. The City’s research shows that Braemar has the capacity to handle most of the leagues and play currently at Fred Richards Executive Golf Course.

City staff will recommend that the land be held for public use and not sold for private redevelopment. A public process will be held later and apart from this process to determine the best public use of the Fred Richards Executive Golf Course property at 7640 Parklawn Ave.

2. Invest in improvements at Braemar.

To make Braemar more attractive to current and prospective golfers, immediate capital improvements are necessary. City staff recommends a renovation of the driving range, with work commencing in the fall. The existing building would remain, but the new driving range would include:

• Improved range tee with 60 10-foot turf stalls or 76 8.5-foot stalls with mats

• Target green

• New teaching area and turf tee with 30 10-foot turf stalls or 35 stalls with mats

• Netting for golfer safety

Improvements to the driving range would result in the need for changes to the executive course, which will become a par 3 course. The remote parking lot would be removed and the wetland or pond would be expanded. Other water features would be included in the renovation project as well.

3. Modify prices and discounts.

The City will carefully examine its current fee structure, ensuring that Braemar offers competitive green fees. Also, the Patron Card program will be examined to determine the best benefit and reward program for loyal customers.

New fees would be introduced in 2015.

4. Outsource ancillary services.

City staff believes it would be best to outsource the grill or restaurant operations of the clubhouse. If the proposal is approved, the City will seek a restaurateur or other entity to provide patrons with quality food and beverage.

5. Expand marketing.

Aggressive marketing is necessary to attract more golfers to Braemar Golf Course. Strategic marketing and advertising in the region (not just Edina) will positively impact the bottom line.

6. Improve customer service.

As part of this plan, the City would retain an outside firm to help hire and train Braemar Golf Course employees to ensure that customers receive the best service possible at a municipal golf operation. Customer service will be a focus in 2014 and beyond.

Implementing the six-point strategy would result in a reduction of more than $2 million in expenses over the next six years. As a result, by the year 2020, Braemar Golf Course should be self-sufficient, no longer relying on profits from Edina Liquor. About $485,000 of Edina Liquor profits are used to subsidize the municipal golf operations each year.

Any changes must be approved by the Edina City Council. Residents are encouraged to share their written comments at mail@EdinaMN.gov or Parks & Recreation Department, Edina City Hall, 4801 W. 50th St., Edina, MN 55424. A public hearing will be held at the 7 p.m. Feb. 11 Park Board meeting and 7 p.m. March 4 City Council meeting.

For more information, call 952-927-8861.

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The City of Edina
4801 W. 50th St., Edina, MN 55424
mail@EdinaMN.gov 952-927-8861

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