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In 1996 Village Greens was faced with the challenge of three new courses being built within a 10-miles radius. Rather than succumb to the new competition, the Woodridge Park District took a proactive role and became determined to establish Village Greens as the best value for golf in the Chicagoland area. According to Brandon Evans, Village Greens golf manager: "In order to become known as the best value, we had to put out an exemplary product, upgrade facilities, create exciting programs and give golfers at Village Greens a higher level of service." Park district staff identified and prioritized areas in need of improvement and developed strategic plans to accomplish their goals. Areas addressed were maintenance practices, environmental preservation, customer service, marketing and programs designed to "grow" the game of golf. Maintenance and Environmental Preservation Golf Course Maintenance Specifications were established to create continuity and consistency in the presentation of the golf course. By implementing routine maintenance practices, staff was able to inform guests of upcoming projects in a timely manner. Village Greens incorporated an Integrated Pest Management (IPM) program, which creates and sustains acceptable playing conditions with a minimum of pesticide and herbicide applications. The IPM program provides a healthier environment for players, animals, and plants while saving the course thousands of dollars in chemical usage. In order to preserve the aesthetic beauty of the course. Village Greens hired arbor specialists to conduct a tree survey on the grounds. Every tree was identified, tagged, sized, and the health condition and estimated life span were noted. The tree survey is actively used to identify locations for new plantings, especially in areas where trees can influence the playability, character, or definition of the hole. Over the years, staff has returned a number of out-of-play areas at Village Greens to a naturalized state. The environmental rewards include an improved habitat, increased native and naturalized plantings, and enhanced wildlife activity with hawks, butterflies, and songbirds. Village Greens reduced maintenance time and labor expenses by nearly 16 hours per week with the reduction of rough mowing. Exceptional Customer Service Exceeding customers' expectations and providing better communication have become top priorities for Village Greens. Staff implemented a "secret golfer" program to identify strengths and weaknesses and to improve customer service. Four times per season, a group of secret golfers arrives to play without prior knowledge of Village Greens staff. They complete a comprehensive analysis of their experience and observations from that day. The results are reviewed by management and used as a training and planning tool for improvements in all aspects of course operations.
Village Greens implemented a performance-based incentive program that helps to motivate employees to provide exemplary customer service. This incentive program involves variables such as course conditioning, golf shop sales and profit percentage, food and beverage sales and profit percentage, outings, special events and customer satisfaction. Full-time and permanent part-time employees share up to one percent of course revenues, based on their position and level of performance. Effective communication is essential for superior public relations and customer service. All patrons receive a newsletter addressing issues such as aerification, chemical applications, mowing schedules, and speed of the greens. These efforts have opened the March/April 2002 33
lines of communication with guests and generated a greater appreciation of the maintenance department. Village Greens staff has noticed a decline in the number of complaints, especially during maintenance projects. Marketing Via the Web Village Greens has focused on Web site and e-mail advertising as precise and cost-effective marketing tools. The point-of-sale computer system allows staff to create detailed records of each player, including any tournaments or leagues they participate in, their frequency of play, their demographics and spending habits. This system gives Village Greens the ability to run queries based on certain criteria that match any current promotions. For instance, any person in the database over the age of 60 would receive e-mail information about a senior discount on greens fees. The e-mail marketing feature reduces advertising expenses and effectively targets customers through customized marketing efforts. Community Parnerships It's important that Village Greens remains a prominent contributor to the community. Staff members work closely with the local school districts, chamber of commerce, and other special interest groups to assist in their efforts to enhance the quality of life for the residents. Village Greens hosts special outings and provides complimentary meeting space to civic organizations. Village Greens donates more than 300 complimentary rounds annually to school districts, charitable organizations, fundraising programs, and other special interest groups. In 2001, Village Greens donated more than 400 lost-and-found clubs to the Illinois PGA for its Maryville Youth Golf Program. Growing the Game The Woodridge Park District understands the importance of growing the game of golf on a local level. Village Greens participates in a number of programs designed to introduce or re-introduce people to the game of golf. Junior Golf Program Village Greens operates a junior golf program on the premise that golf for children should be fun, affordable, and accessible. Children are charged a minimal entry fee of $75, which includes five days of instruction, a T- shirt, daily achievement prizes, an ID entitling them to reduced greens fees and unlimited free range balls until August 31. Fees are waived for those who ask for free enrollment with the agreement that the child donates five hours worth of work on the golf course. The "Junior Work Crews" arrive in the evening hours to fill divots, repair ball marks, and pick up trash on the course. In addition, Village Greens occasionally sponsors a free play day for juniors who are accompanied by an adult. Junior Golf Tournament The Junior Open quickly is becoming known as one of the finest junior tournaments in the area. It annually attracts more than 300 participants, and the modest $20 entry fee includes a round of golf, awards, a hot dog lunch, and tee gifts. The highlight of the event is a complimentary raffle, in which every child is guaranteed a prize. All of the unallocated revenue from the clinic and tournament entry fees are combined to purchase clubs, bags, putters, balls, and other golf equipment to include in the raffle. The excitement of 300 children cheering is not only fun to watch, but also an excellent opportunity for sponsors and volunteers to see firsthand the positive effect of their support. Special Populations Village Greens is the host site for the South East Association for Special Parks and Recreation (SEASPAR). Golfers who have a variety of physical challenges are invited to play the course during pre-arranged practice dates. These opportunities help prepare the participants for competition at the Special Olympics. 34 Illinois Parks and Recreation Cornell Interventions Village Greens supports Cornell Interventions, an organization that provides youth recovering from drug and alcohol abuse, or with violent behaviors, with alternative recreational activities. Village Greens provides free equipment, range balls, and instruction. Giving these youth an opportunity to play golf boosts their self-esteem and helps their rehabilitation efforts by directing their behaviors into positive endeavors. Hook A Kid On Golf Hook a Kid on Golf is another community enhancement program. This nationally recognized junior golf program is designed to introduce the game of golf to juniors who otherwise may not have had an opportunity to participate. The cost of $100 per child includes a set of clubs, golf shirt, balls, and a week's worth of instruction. In 2000, through fundraising, grants, and donations. Village Greens was able to enroll more than 250 children at no charge to any student. The golf course provided approximately 130 hours of donated instructor time. Kids on Course Village Greens recently enrolled in the National Golf Course Owners Association's (NGCOA) Kids on Course Program. Through NGCOA, several special interest groups have been identified and Village Greens is taking steps to provide golfing experiences for those groups at no charge to the participants. Free Clinic Series On alternating Wednesday's throughout the summer, a PGA professional offers a free clinic on a variety of topics at Village Greens. Golfers of all ability levels are invited to attend, and participants receive a free bucket of range balls at the conclusion of the clinic. Approximately 30 people attend each clinic, and the program continues to grow in popularity. Women's Introductory Clinics Women's Introductory Clinics are four-week programs that provide beginners with a golf course tour, rules and etiquette, and playing fundamentals. All participants are entitled to unlimited free range balls with a guest until August 31. These clinics stress a no-embarrassment atmosphere and in the past two years have achieved a 95 percent golfing retention rate; the women continue play after the completion of the clinic. Partnerships with Local Schools Three years ago, Village Greens initiated the Swing into the Schools program. Village Greens and its PGA golf professionals donate time, expertise and equipment to introduce the game of golf to youth in physical education classes at area grade schools and a junior high. A local high school arranges transportation to bus students to Village Greens. The five- to ten-session program is conducted free-of-charge and is well received by the schools as an alternative activity usually not available to their students due to budget or facility constraints.
Village Greens is the host site for four local high school golf teams and provides reduced greens fees and range fees for all members of the teams. The PGA professionals also donate time as instructors for the teams. As an added benefit, the teams are a valuable source for summer employment at Village Greens. Free Lessons Each year, Golf Digest magazine and the PGA of America create a joint marketing effort designed to help grow the game at the local level. PGA golf professionals are asked to donate at least four hours of their time to give a series of free 10-minute lessons. In the past two years at Village Greens, more than 60 free lessons were given, primarily to beginning or inexperienced golfers. Senior Golf The Woodridge Park District has an active senior golf clientele at Village Greens. One of the difficulties in retaining this segment of the population is overcoming declining playing skills and enjoyment levels. In response, Village Greens offers senior golfer clinics designed to overcome these limitations. For a modest $10 fee per session, golfers who are 50 years or older are given instruction and tips to hit the ball farther, straighter, and how to score better. Woodridge Park District's management strategies have paid off. Five years ago. Village Greens hosted 15 weekly golf leagues, 31 golf outings, a junior golf program of 43 children, and the course logged 41,000 annual rounds. In 2001, the increase in participation was evident with 21 weekly golf leagues, 110 golf outings, a junior program of 175 children, more than 50,000 annual rounds and 8 major tournaments. Recently, Village Greens was named as one of Golf Chicago's "Best Buys" in the area for playability, course services, conditioning, and staff courtesy. The time, effort, and commitment invested towards providing every guest of Village Greens with an exceptional golf experience truly has contributed towards the course's revitalization and its recognition as a great value.
Brandon Evans
Pam Sanhamel March/April 2002 35 |
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