Located outside Sacramento, California, Lincoln Hills Golf Club, features 36-holes of golf designed by Gene Bates and Billy Casper.
BACKGROUND
Located outside Sacramento, California, Lincoln Hills Golf Club, features 36-holes of golf designed by Gene Bates and Billy Casper. Pulte Homes had developed the Del Webb Community and was subsidizing the operation. Nearing completion of the community, Pulte Homes needed an exit strategy that preserved the community legacy and homeowner values. Recognized as a proven commodity, Indigo Golf Partners acquired the course.
IMPLEMENTATION
Indigo dramatically improved course conditions by implementing an agronomic plan that focused on improving turf on greens, fairways, tees and roughs. By doing so, we won back locals who were playing elsewhere. The Indigo team met with various local and regional golf groups – including men’s and women’s golf associations – in the community to determine how best exceed their expectations. We subsequently realized that, with 36 holes, there were plenty of available tee times to accommodate residents and, therefore, created loyalty programs to aggressively market Lincoln Hills inside and outside its gates. Upon completing renovations to the driving range, Indigo introduced a highly successful player development program and established golf education programs targeting golfers of all skill levels.
RESULTS
Operating losses are a thing of the past. In Indigo’s first year of operation, the club realized a 25% increase in player loyalty leading to a multi-million-dollar improvement in net operating income. Year two saw rounds and revenues climb by more than 20%. A comprehensive marketing outreach brought in an additional 20% increase in outings.
Within the first three years, Lincoln Hills realized lifts of 12.4% in revenue 14% in rounds played.
