Fernandina Beach golf manager reports modest revenue drop, outlines aerification and membership plans

Jeffrey Biggers, general manager of the Fernandina Beach golf club, told the Parks and Recreation Advisory Committee on July 14 that June golf revenues were down about 2% year-over-year while rounds played were down roughly 12%.

"Golf revenues were down just about 2% compared to last June," Biggers said, and he gave a June golf revenue figure of $181,215 compared with $185,899 the prior year. He told the committee the decline in rounds is consistent with regional trends and cited weather, tourism and travel patterns as factors.

Biggers outlined an operations and maintenance plan to address course health: the second round of aerification is scheduled to begin July 27 and will leave only 18 holes open for about three weeks to remedy root-rot in roughly a third of the course. "If we can make it through the next two weeks, once we do full aerification, they should come back and heal very nicely," he said.

On membership, Biggers said the club had 187 memberships as of the previous week, which he said equates to roughly 104% of the dollars budgeted for the line-item he referenced. He described tests of mid-day rate adjustments to fill slower tee times and said online bookings for the remainder of July will include a small bucket of range balls as an incentive.

Biggers also reviewed event planning and food-and-beverage performance: food and beverage was up about 13% year-over-year for June, and upcoming events include a FIFA World Cup final watch party and targeted summer promotions such as Friday happy-hour offerings. He said some planned events were canceled or rescheduled because of low sign-ups.

Committee members asked about membership-payment structures, women’s apparel at the pro shop and use of the bar/restaurant area; Biggers said municipal-course constraints make private-club-style monthly dues models difficult but that staff will explore merchandise and promotional ideas.

Biggers warned membership and usage fluctuate seasonally and said staff will continue marketing and rate adjustments to capture more mid-day play. The committee thanked him for the report and offered to help with membership promotion materials.