Renovating the greens and upgrading the course could mean a long-term commitment of $500,000.
By SHANNON TAN
Published June 30, 2004
LARGO - City officials agreed Tuesday to make improvements to Largo Golf Course in an attempt to make it profitable again.
While the average annual number of rounds played is high compared to other courses, Largo Golf Course is losing money. The municipal golf course generated $799,705 in revenues in fiscal 2002 but spent $869,905, according to a report.
A drop in tourism, less play by customers and more competition from private golf courses have contributed to the deficit. Play levels at other courses are stagnant or down.
Current marketing programs for the course have had an adverse impact on revenue, according to the study by Golf Strategies and Paladin Golf Marketing. The course needs to be upgraded, and the number of rounds increased, the study found.
The report, which cost $15,000, marks the first time a marketing analysis has been done of the golf course.
The city staff will develop a plan to carry out the recommendations in the report.
"We need to step up and say we need to spend the money and fix it up," said Commissioner Pat Burke.
Improvements that require no cost can be made immediately, such as doing away with the money-losing discount programs and improving customer service training.
But renovating the greens and upgrading the course could mean a long-term commitment of $500,000.
"In the marketplace of new golfers, the perception is it's been stagnant," said W. Douglas White, chief executive officer of Golf Strategies in Safety Harbor. "There has to be some capital invested."
Largo Golf Course opened in 1967 and is an 18-hole, par 62, 3,254-yard course that has the perception of being a course for seniors. To change that, the study suggested the course should reach out to young adults and implement a "kids free" rate for afternoon play.
"We can make the whole experience more enjoyable, more family-oriented," said Recreation, Parks and Arts Director Joan Byrne.
The golf course staff also needs to beef up customer service by answering the phone promptly and greeting customers walking into the pro shop.
"When you walk in, you kind of look around and no one ever speaks," said Commissioner Jean Halvorsen.
The city's finance advisory board suggested implementing a new fee structure in October and holding off on building a new restroom until a decision is made on what golf course improvements will be carried out.
Currently, greens fees for 18 holes from October to April are $16. From May to September, greens fees are $13.90. Twilight fees from October to April are $11.75 and $9.65 from May to September. Cart fees are $9.65 for 18 holes.
Last year, 51,089 rounds (the equivalent of 18 holes) were played at the course. The average rate per round was $14.81.
Commissioner Charlie Harper wondered if jazzing up the name of the golf course would help.
"Largo Country Oaks," he suggested. "Largo Golf Course - that sounds like someplace I don't want to go to."
