Lake Co. district told to invest in golf courses

Lake County forest preserve officials are hitting it straight as far as golf is concerned, but there are hazards to be negotiated if they want to continue reaching the green.

Although the market is competitive and fewer rounds are played regionally and nationally, the district's golf program is in good shape, according to an outside study.

It recommends that aggressive actions be taken -- such as a new clubhouse for Countryside Golf Club, the only 36-hole course in Lake County -- to keep core golfers and attract new ones.

"Despite continuing stagnation within the golf industry, the district's existing golf facilities have performed remarkably well," concludes the report by Golf Resource Associates Inc. of Woodstock, Ga.

As an enterprise fund designed to pay for itself, the district's golf has held its own. The number of rounds played has dropped 14 percent at the district's four courses over the past four years, but revenues have remained virtually unchanged.

To do that, the district has cut back on staff, including maintenance workers. But the budget ax has swung far enough, the study says, and further cuts would risk losing quality and customers.

The loss of greeters and other customer service workers at the ThunderHawk course near Beach Park, for example, has diluted the experience at a premium course.

"People expect and anticipate a better level of service than they're getting," said Bob Slauson, Golf Resource Associates' founder and president.

"ThunderHawk is not tapped out. There is plenty of market opportunity for that facility."

Speaking via teleconference this week with the district board's finance, administrative and education committee, Slauson said the district has cut expenses far enough.

He suggested -- and the committee agreed -- to a 3 percent increase in greens fees and a $2 hike in golf cart rentals. The reasoning is golfers will accept small annual increases but may go elsewhere if hit with large increases at one time.

With plenty of courses for golfers to choose from, the district needs to consider major improvements.

It is losing out on large outings and tournaments at Countryside because it doesn't have the facilities to accommodate them.

"It is a worn-out old building," Slauson said. "It's an ideal situation that should be exploited, but you can't exploit it with the clubhouse you have now."

Marketing, now limited to roadside banners and sporadic e-mail transmission to about 14,500 golfers, is insufficient, he said.

Improvements should include a part-time sales person to market golf outings and tournaments, expanding the e-mail program and producing a brochure for the general public.

Eliminating higher, nonresident fees; extending cart paths on both Countryside courses; and fixing drainage at Brae Loch also are among the suggestions to increase the allure -- and revenues -- of the district's courses.

Costs and feasibility of various projects will be considered by the board during the budget process.

"We need to digest this," said Tom Hahn, the district's executive director.