Golf Convergence Leads Financial Revitalization of City of Ocala Golf Courses

Castle Rock, CO (October 1, 2007) – With an accumulated loss of $2.8 million during the past seven years, deferred capital expenditures nearing $2.5 million, a strong vocal golfing constituency that was insisting on subsidized golf to the extent that the green fees yield was less than $10 per round, the options for the City of Ocala to continue its golf operation were narrowing.  Golf Convergence was retained by City of Ocala to envision a strategy and assist in the execution of a visionary business plan to restore the City’s golf courses to financial balance.

Golf Convergence created a plan that was adopted by City Council in November, 2006, a plan that provided a seven-year vision focusing on pricing, marketing, technology, staffing and capital investment programs.   During the past nine months, the commitment of City Council and the achievements by the City’s management have been impressive, according to J. J. Keegan, Managing Principal of Golf Convergence.  Keegan continues to oversee the execution of the business plan through monthly visits and frequent dialogue.

Achievements include:   

1)  Broad-based revenue initiatives to obtain value for diverse experiences.

2)  Proactive financial management emphasizing yield management.

3)  Better hiring practices installed, leading to the retention of several PGA Golf Professionals.

4)  Information systems technology introduced, enhancing customer service by providing the intuitive tools to proactively market.

 5)  Deferred capital equipment purchases made to improve maintenance conditions.

In addition, the City is currently evaluating offers to lease excess clubhouse capacity, as well as positioning to sell leading home builders’ valuable land.   This will allow for the closing of nine holes, and help reduce the excess capacity of golf in Marion County.  Meanwhile, the City is bonding $2.5 million to restore Ocala Golf Club, founded in 1915, to its historical legacy as the best championship course in Marion County. 

As a result of these changes, revenue per available tee time has increased more than $6.00 per round at Ocala Municipal Golf and nearly $3.00 per round at Pine Oaks.  Revenues on the weekend exceed revenues for a comparable period from the prior year.  More importantly, the cycle of dependence on golfers who are 18% older and 22% less affluent than the general population has been effectively broken.  The City is now rebuilding a new core constituency that values all of the City’s golf resources--championship golf, range, merchandise and dining opportunities.

Company Information: Golf Convergence is a consortium of seven leading golf experts focused on market research, customer franchise analysis, electronic messaging, digital marketing, facility branding and membership, inventory solutions, and operational management. Their strengths combine to assist golf courses by maximizing revenue, increasing operational efficiency, and enhancing customer service. For more information on Golf Convergence, contact James J. Keegan, Managing Principal, at 303-283-8880, or at or http://www.golfconvergence.com.