ACTIVITY $1.$ BUSINESS PLANNING PHASE $1$: DEFINE THE BUSINESS

FACILITY NAME

Crescent Ridge

DEFINE THE BUSINESS

A$.$ Core Values: Based on your analysis of the facility$$s past performance and the local economy described in the case study, identify at least four $(4)$ core values for the facility. Identify the core values that encompass beliefs and common practices that will help establish the facility$$s culture.

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B$.$ Vision Statement: Write a brief vision statement that describes what you would like the successful business to look like in the long term in an ideal future $($Five $(5)$ or more years$).$

Click or tap here to enter text.

C$.$ Facility Profile: Describe the facility, services and amenities. Use the information given in the course manuals but present a high$-$level summary of the information. Using the Case Study Facility information, complete the Facility Profile table below.

Facility Type $($Public or Private$)$ Public

Ownership Structure Privately Owned

Fee Structure Greens fees: $$50$ on weekend, $$36$ on weekdays

Golf Cart fees: $$14$ per person or $$28$ per cart

Range: $$6-$$$8-$$$10$ depending on size

Club rental: $$30$ per round

Lesson: $$50$ half hour with head pro, $$30$ half hour assistant pro

Number of Holes $18$ Holes

Average Rounds Per Year $25,195$

Assets and Physical Plant Click or tap here to enter text.

Amenities and Services The Facility houses a full$-$ service restaurant, snack bar, golf shop, practice range along with tournament services, golf instruction, and player development programs

Market

Population and Demographics Population is $500,000$ in the metropolitan area where the course is located. $(($Two large manufacturing plants are located in the area along with a new $400-$unit residential housing development built within miles of the course$))$

Location Located in the Desert Mountains in the southwestern part of the United States

Climate and Prime Season Very warm and Prime season is Winter when it is not as hot, this is because the facility has a year$-$round playing season

Economic Conditions The local economy is strong, with a mix of middle$-$income families working in service and manufacturing industries and upper$-$income families in corporate, professional, and high$-$tech jobs.

Customers

Current Predominately male, age $30$ to $60,$ with limited women and juniors. Typical customers come from the middle$-$income bracket due to reasonable green and cart fees

Potential Women, juniors, higher$-$income customers

Competition

Direct Competition There are $4$ other courses within $20$ miles.

There is also a municipal course that has slightly lower greens fees and logs $55,000$ rounds annual but is kept in poor shape. Crescent benefits from a lot of spillover golfers who are unable to get a tee time

There are two privately$-$owned, daily fee facilities that are both well maintained, have thriving junior and adult player development programs. Their greens fees have been about $20\%$ higher. They both log around $40,000$ rounds.

Recently the only large golf discount store in the region closed down, increasing interest in merchandise purchases at the green grass facilities.

Indirect Competition There are numerous organized athletic associations, lakes, museums, and nearby winter sports.

Cooperative Summit Valley a Private$-$equity Country club. Crescent Ridge and Summit Valley benefit from a collaborative relationship. Historically they have shared market research. Professionals from both facilities develop and participate in region industry initiatives, including educational programs, and they occasionally work together on events for local charity organizations.

Tournament Operations Profile

Assets $($Current Tournament Business$)$ Over the last $5$ years tournaments have generated an average of $$92,377.$ However over the last $3$ seasons the revenue amount has dropped significantly with last seasons amount of $$40,924$ being the lowest. This past season Crescent Ridge did $950$ tournaments rounds. This accounted for $4$ percent of their total rounds last season. Tournament fees average $$42\mathrm{.}63$ per player.

Market and Customer Click or tap here to enter text.

Competition Click or tap here to enter text.

Golf Car Fleet Operation

Assets $($Fleet information$)$ There are $60$ golf carts in the fleet. That is approaching the end of its $5-$year lease. Over the last $5$ years the carts have averaged $ $328,023$ in revenue per season. Carts are currently sold at $$14$ per rider and this hasn$$t changed in $2$ seasons.

Market and Customer All golfers who play at the course except for Juniors who can walk after $3$ pm$.$ The course has a mandatory cart policy.

Competition The one municipal course and the two privately owned, daily facilities have similar cart conditions and prices.

D$.$ Mission Statement: Create a new mission statement or revise the existing mission statement for the chosen facility. The mission statement should clarify the facility$$s purpose and contain the key elements and characteristics of effective mis