Source: The Arizona Republic
Golf course operators in the Southeast Valley are looking to find a niche within a saturated market by catering to specific groups, be it the wealthy and retired or young families.
Few new courses have sprung up in recent years, and a couple that have are spending money on amenities that appeal to a specific slice of the population.
Until recently, the golf industry in the Southeast Valley was swelling at a rate to match the booming population. As new homes replaced farmland, the demand for golf courses increased, beginning in the mid- to late 1980s.
But by the turn of the century, supply exceeded demand, and though population continues to grow, the golf boom has leveled off.
Newer clubs are devising strategies to maintain a share of the market.
For Seville Golf and Country Club in Gilbert, the target group consists of families in a community full of them.
Seville opened in 2002 and went fully private in January. Membership stands at 170 families with a goal of 450.
To reach that mark, the club is adding a sports complex that includes a 22,000-square-foot indoor facility where parents can work out while their children play games, exercise and watch movies, said Todd Weiand, director of golf. The outdoor portion will include four pools with water slides.
The cost is substantial, with an initial deposit of $27,500, plus monthly dues, but Weiand is hoping many families will justify the cost because not all family members need to play golf to enjoy it.
Across town at Western Skies Golf Club, new owners are trying to appeal to a different crowd. Their strategy is to attract golfers who don't mind paying a little extra to play a well-groomed course.
"We feel that there's a huge niche right in the middle," said Karl Theodorson, the club's general manager.
He said Paradigm Pacific pumped $1 million into the course for renovations last summer, and revenue already has increased.
Green fees at Western Skies range from $59 in peak season to $20 in the summer.
Joe Dahlstrom, vice president of operations at Paradigm Pacific, said the company is interested in buying other courses needing renovation.
"With the golf industry being at a low right now, you can acquire a golf course for pennies on the dollar," Dahlstrom said.
"Your upfront costs are significantly less than going out and building a new golf course."
Other courses, such as Whirlwind Golf Club at Sheraton Wild Horse Pass Resort and Spa, focus on providing a luxury experience.
Whirlwind's two courses opened in 2000 and 2002 and are part of the resort and casino that rest on Gila River Indian Community land. It benefits from a stream of casino guests with an itch to play golf.
One of the few developments whose owners are considering building a new golf course is Morrison Ranch in Gilbert.
Howard Morrison, one of the development's partners, said if a course is built, it would be a tool to convince businesses to purchase industrial-zoned property while acting as a buffer for the development's residential area.