Susan Knox Wilson
There is ample evidence that the golf courses here in PebbleCreek add to the value of our homes. Real estate studies have shown that homes located in golf course communities maintain higher property values than other properties. In PebbleCreek, the median sales price of all homes (whether on a golf course or not) is 35% greater than other Goodyear homes.
Our current golf courses are an asset worth some $20 million – they add to our lifestyle choices and all homeowners receive enjoyment from them. Our golf courses also bring in revenue and our Director of Golf Jason Whitehill has created a variety of programs and pricing to entice not only new players, but players at all levels.
Since joining PebbleCreek Golf Resort in December 2014, Whitehill has devoted himself to growing our golf business and delivering to the bottom line. One of his first priorities was to implement a strategic player development program. With new home sales and new homeowners moving into the community almost daily, Jason felt it was important to create a comfortable starting point, or place to begin golf, no matter the skill level. As PebbleCreek already had very active men’s and ladies’ leagues in place, he thought it was imperative to focus on a beginning league for new golfers – and so formed the PC Putter’s Club.
An instant success, the PC Putter’s Club grew from the 80 who signed up for the kickoff meeting to over 150 members within just six weeks. By the end of 2015, the club had over 300 members. More than 3,000 individual rounds have been played since the club started, which resulted in some $11,000 in green fees — and at least half of that went to merchandise winnings cards, which generated extra discretionary spending within our pro shops. The PC Putter’s Club also created new sources of income for our Food & Beverage department, including three banquets that earned more than $6,000 and extra income for Toscana’s Grill (which is adjacent to the putting green and where many Putter’s Club members relax after a day’s session).
With these new golfers now visiting our golf facility on a weekly basis and with numbers expected to continue to grow, Jason is putting more player development programs in place. To encourage PC Putter’s Club members to venture onto the courses, Jason has introduced a scoring tee program. These scoring tees are shorter than the usual tees and the idea is to bridge the gap from the PC Putter’s Club through the driving range and teaching programs to a shorter, more executive length golf course within the existing course. Once these new players get used to playing the golf course on a regular basis, they can gradually work up to the longer men’s or ladies’ tees. Sounds like a solid plan to engage more golfers!