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COUNCIL MINUTES TUESDAY 20 DECEMBER 2011 CR11.163 FEE REVIEW 2011 - WEMBLEY GOLF COURSE PURPOSE OF REPORT: To review the fees applied at the Wembley Golf Course (WGC), and implement a new fee structure effective from 1 January 2012. BACKGROUND: The fees charged at WGC are reviewed on an annual basis as decided by Council in February 1996. To allow for any price increases other golf facilities may have implemented during the previous year, the review period commences on 1 January annually. Fees at WGC are benchmarked against nine other public golf courses in the metropolitan area. Wembley has in the past increased fees where applicable to bring it in line with other courses to cover increasing maintenance and dividend costs. A schedule of fees charged at WGC and a competitive analysis is provided as Confidential Attachment 2. DETAILS: The pricing policy adopted by Council in past reviews has been to increase the fees charged at WGC to be comparable with other public courses. Many of the golf courses that WGC benchmarks against have increased prices this year, reflecting the continuing increase in costs to maintain a golf facility. Increasing fuel, labour and material costs impact on the maintenance budgets of all golf courses. In 2010/2011 there was a decrease of approximately 12% in golf course patronage. This was caused by a number of factors, including, but not limited to:- Disruption from stage 1 development works. Most notably the Golf Shop not opening until September 2010 and car park works work not completed until late November 2010; Record hot weather in early 2011; and Global downturn in golf participation. However, an upside has been in relation to the Swing Driving Range. The Swing Driving Range opened in August 2011 and in its first year of operation has seen over 80,000 visits and eight million golf balls hit. An overview of the golf participation, driving range participation and income is provided as Confidential Attachment 3. A series of Tables highlighting current and proposed fees for the WGC are provided as Attachment 1. 1.0 Current Fees Although competitively priced, the fees at Wembley are now at the higher of industry averages for 9 and 18 hole rounds, including concessional fees. H:\CEO\GOV\COUNCIL MINUTES\11 MINUTES\DECEMBER 2011\C CR.DOCX 183
COUNCIL MINUTES TUESDAY 20 DECEMBER 2011 Taking into consideration the other current golf course fees and charges and where the Wembley Golf Course sits in the market, it is proposed to only marginally increase them in 2012, effective from 1 January. The risk being that if the Wembley Golf Course significantly increases their fees and charges, patronage could decrease with golfers choosing a cheaper venue (ie. Hamersley or Collier Park. etc). Refer to Attachment 1, Table 1 for further details. A further report will be presented to Council outlining a number of other alterative pricing models based around yield management and potential memberships. It is noted that the WGC already provide memberships (driving range) and internet booking deposits (golf course). Concession fees apply as follows: Pensioners/Seniors concession applicable weekdays only excluding public holidays. Valid for those holding State Government of WA, or Commonwealth of Australia senior or pension cards. School Student concession available weekdays on either course after 10am, and weekends and public holidays on the Tuart Course after 10am. 1.2 Driving Range The ball rate is charged within a specific time period, broken down into three times as approved by Council in May 2009 Off Peak Monday to Friday from 6am to 5pm, 8pm to close Saturday/Sunday/Public Holidays – 6pm to close Peak Monday to Friday from 5pm to 6pm Saturday/Sunday/Public Holidays – opening to 10am, 2pm to 6pm Premium Monday to Friday from 6pm to 8pm Saturday/Sunday/Public Holidays – 10am to 2pm After a year of operation the timing for each of the pricing periods has been well received. There is, however, an opportunity to offer a new weekday price for early morning range customers, which at present is a quieter time. The new rate will be from opening to 10am, Monday to Friday with a recommended price per ball of 15 cents. This rate will give customers an opportunity to access very competitive ball rates. For the existing ball rates, it is recommended that a small increase of one cent per ball be implemented from 1 January 2012. This will offset some of the costs incurred in regards to maintenance of a large driving range. Further details are provided in Table 2, Attachment 1. H:\CEO\GOV\COUNCIL MINUTES\11 MINUTES\DECEMBER 2011\C CR.DOCX 184
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Council Minutes - Town of Cambridge

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