The main golf buggy investments in 2011
15th January, 2012 by Emma Williams
As Golf Club Management reported last year, Woburn Golf Club, one of the most prestigious golf clubs in the world, with three courses that all feature in the Top 100 Golf Courses in England, undertook one of the biggest clubhouse renovation projects in recent years – the three-phase £3.5 million refurbishment of its clubhouse. The project was partly aimed at bringing in new corporate customers toWoburn, but it didn’t start or end with the clubhouse.
Last year the club also renewed its long-term partnership with Club Car, the world’s largest manufacturer of four-wheel electric vehicles, for golf cars, citing growing revenues from corporate golf as the key reason.
“We have recently invested £3.5 million in our clubhouse, so possessing a fleet of smart, robust, reliable and multi-functional golf cars is vital to complementing our high-end image,” said Jason O’Malley, general manager of Woburn Golf Club. “We have always enjoyed a healthy amount of sales revenue from golf-day packages and, over the last four to five years, a growing number of sales from corporate business. Car hire was up 11.2 per cent, with usage per round rising by five per cent in the first half of 2011 compared to the same period 12 months earlier.
“Clearly this is where a significant amount of business is to be gleaned – and it would be crazy for operators not to push their golf cars during such events, particularly when you add upselling in to the equation,” he insisted.
The extended lease deal, which originated in 2008, is for 50 electric-powered, emission-free Club Car Precedent vehicles for use on-course by golfers, plus half a dozen utility vehicles for starters / marshals (now four- rather than two-seaters), driving range ball collectors and on-course beverage retailers.
Woburn Golf Club has identified a number of revenue streams for its Club Car fleet with corporate golf days playing an increasingly important role in boosting the bottom line.
The ability for golf clubs to earn additional revenue through golf cars is particularly attractive given the current economic climate.
At London Golf Club, a European Tour destination and venue of the 2009 European Open, new battery technology that enables electric golf cars to drive 36 holes without a recharge has helped the venue increase rental revenues by 36 per cent.
The club reported that the upgrade of its fleet of 50 Club Car Precedent i2 golf cars plus five utility vehicles is optimising income.
Austen Gravestock, general manager of London Golf Club, said: “We are experiencing exceptional levels of income from golf car rentals in our key revenue streams and are well ahead of budget.
“For the first quarter of 2011, hire rates were up by 36 per cent compared to the same period 12 months earlier – a direct consequence from the new batteries’ ability to cover 36 holes a day on what is a sizeable site.
“The batteries are of the highest quality with an extended lifespan – this means the vehicles are even more resistant to breakdowns, allowing us to maximise the return on our investment.”
The GPS technology that golf cars use can also improve the financial performance of a golf club, as Fleesensee Golf & Country Club in Germany can testify. The club uses the satellite technology to remotely control its golf car fleet, which increases profitability.
The five-course resort, which is a member of the European Tour Properties network, introduced a new fleet of 70 Club Car Precedent i2 electric vehicles all fitted with the groundbreaking Visage GPS mobile golf information system in 2011.
According to Fleesensee managing director, Thomas Döbber-Rüther, golfers are enthusiastic about the advanced on-board GPS technology, while the resort’s caddymaster and greenkeeper can now control golf car movements and optimise speed of play.
“Ultimately, the profitability of our venue is very important and that is why we have invested in the new fleet,” explained Döbber-Rüther. “With 70 vehicles, we make a lot more revenue.
“What’s also important is that we now have total control of the cart fleet. The head greenkeeper and caddymaster know precisely where each golf car is and where it has been driven. They can use the computer in the office to close off special areas – wet areas, environmentally sensitive areas, public streets or all turf areas, to keep the cars to the cart paths.
“The caddymaster can also send messages to the screen in the golf car to inform customers about the weather, the restaurant menu or to ask them to speed up play.”
Fleesensee is one of a number of leading European golf resorts to introduce the Visage GPS system. Gleneagles, venue of the 2014 Ryder Cup, and The Grove, nearLondon, have also recently introduced new Club Car fleets with Visage installed.
“The feedback from our customers has been absolutely positive,” continued Thomas Döbber-Rüther. “They like the precise distance measurements and all the detailed golfing information on display on the screen inside the golf car, as well as the ability to send messages to the caddymaster. It is making the round more comfortable for the customer, and also slightly shorter on average.”
But money is not the only reason for golf clubs to upgrade buggy fleets; safety is as well.
At Consett and District Golf Club, situated high in the dales of County Durham, the facility last year took delivery of a small fleet of six E-Z-GO electric RXV golf cars from local distributor, Rickerby of Hexham.
Situated on the side of a rolling valley, Consett is an 18-hole mature parkland course designed by Harry Vardon in 1911 and measuring 6,041 yards. Vince Kelly, the club secretary, and David Jobey, course manager, were the driving force behind the decision to purchase the electric vehicles. Their previous fleet of vehicles was proving troublesome, with regular failures that resulted in members stranded around the course, so replacement was inevitable.
“Safety is our paramount concern because of the hilly nature of the course and the fact that we have a very strong seniors’ section, with over 50 active members, who regularly use the golf cars,” said Jobey. “Rickerby lent us a cart for two weeks, and we let all the members who had been affected by breakdowns with the previous carts use it.
“Feedback from those members was excellent with positive comments relating to comfort, safety and performance. In fact we had no negative feedback whatsoever.
“With my course manager’s hat on, I particularly like the gradual take up of power when the accelerator is pressed and the limited slip differential that ensures there’s no scuff marks on the turf. The downhill breaking and automatic brake application on hills is a superb safety feature and I believe this vehicle is a must for courses such as ours.”
Vince Kelly added: “Last year was our centenary year and Rickerby ensured that each car was delivered with the club logo, reflecting the occasion and numbered decals. We had a wide range of events and with Seaham and Wickham golf clubs, where we have a reciprocal arrangement for members to play each other’s courses, the vehicles were used extensively throughout 2011.”