The City of Troy owns two diverse 18-hole municipal golf courses, Sanctuary Lake and Sylvan Glen and needed some help due to declining revenues and increasing expenses.
BACKGROUND
The City of Troy owns two diverse 18-hole municipal golf courses, Sanctuary Lake and Sylvan Glen. They are staples in local golfers’ rotations.
The City managed both operations since inception, but due to declining revenues and increasing expenses, the City issued an RFP to explore alternatives and determine how well the City was self-operating.
After much debate, the City hired Indigo Golf Partners' to manage both facilities with a charge of improved programming, guest experience, targeted marketing, and ultimately a much improved financial result to support other municipal initiatives.
IMPLEMENTATION
Indigo Golf Partners identified the opportunity to increase golfer loyalty and share of wallet from the local golf market. We instituted our proprietary marketing platform to deliver segmented campaigns and streamline loyalty program offerings.
Indigo Golf Partners created and implemented programs that grew engagement from golfers and non-golfers alike reinforcing the courses as a focal point of the community.
- Indigo Golf Partners prioritized and dedicated funds for capital improvements to support rounds and revenue growth.
- Indigo Golf Partners delivered best-in-class service per our “ACE the Guest Experience” training program and applied best practices in managing turf, infrastructure and amenities.
Additionally, Indigo Golf Partners right sized the expense model by reducing labor burden (without compromise to quality) and leveraging our national account pricing across all departments.
RESULTS
Indigo Golf Partners grew rounds and revenues in our second year of operation which increased profitability by almost $400,000. Much to the delight of the City, Indigo Golf Partners has averaged a revenue improvement of about $1,000,000 per annum, increased the NPS scores of golfers and non-golfers, and turned a political headache into a case study for public private partnerships.
