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SPECIAL FOCUS SPECIAL FOCUS
Keeping Your Clubhouse
Up to Par
If your golf course is averaging 30,000 rounds of golf per year, and
your clubhouse can harbor little more than a pro shop and vending machine, it might be time to think "bigger and better"
According to the National Golf Foundation (NGF), the supply of golf courses has outgrown the supply of golfers in the last 10 years. In fact, approximately 300 new 18-hole golf courses are built each year, of which 85 percent are upscale daily fees. And a NGF report in March 1999 stated that by the year 2000, public courses will account for more than 70 percent of the total number of courses in the United States. To attract and retain customers, and ensure a steady revenue flow, the NGF advises the golf industry to "focus on the overall experience at the golf course." And, a vital part of that experience is the clubhouse. The clubhouse reflects on the quality of the course, and it is the first and last impression visitors get. Just as a golfer will remember a particular hole they enjoyed, so will they remember a clubhouse that was fun and inviting, and met their needs. Off the course, the clubhouse is a stage for interaction among golfers and non-golfers alike. Dining and lounge areas allow for the non-golfing spouse or significant other to share in the golf experience. Banquet rooms and grill areas provide a place for special events and business meetings. In order to meet the needs of golfers, and other club users, many golf courses have had to upgrade their clubhouses. These upgrades have brought more traffic onto their golf courses and drawn more revenue from the dining areas and pro shops. Perhaps you are thinking it is time for your clubhouse to make some changes. The purpose of this article is to help you determine whether or not your clubhouse is ready for remodeling, renovations or additions. And, if so, to help get you started and point you in the right direction. • Consider This Is your clubhouse big enough to accommodate the number
of golfers at your course? What does your clubhouse say about your golf course? Again, the clubhouse provides the first—and lasting—impression of your entire facility. If your golf course is first-class, and you are proud of it, your clubhouse should reflect that. What do most golfers like to do after playing golf? Drive 20 miles to the nearest pub and grill? No. They like to relax in a dining or lounge area that is Illinois Parks and Recreation * March/April 2000 * 37 SPECIAL FOCUS close and easily accessible, like in the clubhouse!
Photos: Channahon Park District's Heritage Bluffs Public Golf
Club underwent an addition and remodeling project to accommodate
the increasing amount of "non-golf" related activities, such as business
meetings and luncheons, other public outings and special events. The
additional space allowed for an increase in beverage and retail sales.
Do you want to generate more revenue? • It Worked for Us It was important to the park district that these meetings and other activities not inconvenience the general public, which had to share a central dining area. A 1,300 square-foot addition brought the clubhouse a new formal dining/meeting room, which made it easier to separate the public from "private" activities. The kitchen was expanded and remodeled to meet the demands of the new, larger dining area. Another 800 square-foot remodeling and addition project increased the size of the pro shop to provide more buying options for golfers. The additional space allowed for an increase in beverage and retail sales. Pro shop and kitchen service were able to run more efficiently with increased merchandise storage and additional food prep areas. According to Chuck Szoke, executive director of the Channahon Park District: "Guests appreciated the additional items for sale, and the increase in dining and meeting opportunities." In addition to providing needed services, Heritage Bluffs addition and remodeling made the clubhouse consistent with the high level of quality found at the golf course. "We have a very high quality golf course," Szoke says. "And now our full service clubhouse continues to present a high quality and valued product to the public." The Byron Forest Preserve District's Prairie View Golf Clubhouse—comparable in size to a two-car garage—was completely out of balance with Prairie View's championship golf course, which was rated 3 1/2 stars by Golf Digest magazine and was serving between 30,000 and 38,000 rounds of golf per year. An approximate 4,500 square-foot addition in 1998 included a pro shop, kitchen, locker rooms, and a basement for storage space and maintenance equipment. Cathedral ceilings in the pro shop and dining room and a large picturesque window that overlooks the golf course created a lot of space and gave the club an open feeling. "The club has an exceptional layout plan," says Ed Clift, executive director of the Byron Forest Preserve District. "Nowhere do you feel cramped in." Keeping in mind the rise of junior and women golfers, the addition included a junior area with a large screen television, eating areas, and 60-bag storage area. The women's locker room was expanded to give women more space to freshen up. With the expansion of the pro shop came larger lines of junior and women products. To accommodate more special events, the golf cart storage area was converted into a banquet hall. Clift says that the addition and remodeling work benefitted club operations aesthetically and financially. "Instead of feeling cramped in, we now have the feel of a spacious clubhouse," says Clift. "And because of the additional pro shop and dining room space, revenue has increased substantially." Perhaps most importantly, Prairie View's clubhouse can now stand on equal ground with the golf course. " The addition and remodeling brought our club-
38 * Illinois Parks and Recreation * March/April 2000 KEEPING YOUR CLUBHOUSE UP TO PAR house up to par with our outstanding championship golf course," says Clift. "They used to be at opposite ends of the scale. Now they are both excellent." • The Tumbleweed Effect • Are You Ready? • When To Start Over Is the infrastructure old (pushing 30)? How is it performing? Do the lights brown out or the pipes knock? Are there constant roof leaks, and do the heating and cooling systems perform inadequately? If your answer was yes to any of these questions, you may need to consider a fresh start with a brand new building. • If This Is for You After the initial consultation, the typical design, construction document, and bidding process takes an average of four to six months before construction begins. It is best if construction takes place during off-season months, so these initial planning phases should be scheduled accordingly. Keeping in mind the six-to seven-month construction period, the entire process—from the initial consultation to the completion date—should take approximately one year. When considering an addition and remodeling project for your clubhouse, it is most import to let demand drive your improvement project. What does your community need and want? Don't enter into expansion and remodeling without carefully considering the goals, wants, and needs for your clubhouse. A well thought-out and functional clubhouse can reach new markets, increase revenue flow, and most importantly create a first-class image that will leave a lasting impression with guests. Keeping in mind the rise of junior and women golfers, (Prairie View Golf Course's) addition included
a junior area with a large screen television, eating areas, and 60-bag storage area. JENNIFER STIMAC is the assistant marketing coordinator for PHN Architects. ABOUT PHN ARCHITECTS Illinois Parks and Recreation * March/April 2000 * 39 |
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Sam S. Manivong, Illinois Periodicals Online Coordinator |
