Velocity Consulting presented the Economic Feasibility and Market Analysis of the Kenosha Public Works Golf Courses to the Kenosha County Executive Board. The study analyzed the financial aspects of the two golf courses in Kenosha County; Petrifying Springs and Brighton Dale. A group of eleven students worked together to compile the report presented by three of the senior members to the Kenosha County Executive Board.
The financial aspect of the project delved into the industry-wide data as comparison point for the financial statements provided by the Public Works Department. After analyzing the data, the financial team made recommendations for the course based on hard financial data. The marketing team recorded over 400 surveys as a part of market research at the golf courses. From this data, the marketing team made qualitative recommendations to improve the marketability of each golf course.
The major recommendations made by the study were to eliminate nine holes of the Brighton Dale golf course as well as to reduce the maintenance costs to be more financially viable. As a result of the financial projections on the recommendations, the course could stand to save over $1,000,000 over the next ten years. The marketing team suggested raising prices on yearly passes to increase the average fare per round. In addition, the team recommended marketing to a younger demographic and introducing a golf passport program which would steer traffic from the overcrowded Petrifying Springs to the less frequented Brighton Dale. As a result of the presentation, there are currently plans to convert the nine holes at the Brighton Dale course into a driving and practice range facility. The golf course executives also took many of the marketing recommendations are implementing them as early as the start of this season.