Proposal - Landmark Golf CompanyCONFIDENTIAL
SUverRock Ranch
La Quinta Redevelopment Agency
Request for Proposal
for Operations
November 26, 2003
Prepared by:
Landmark Golf management
74-947 Highway 111, Suite 200
Indian Wells, Califomia 92210
Phone: (760) 776-6688
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I-
I
Landmark
November 26, 2003
Mr. Mark Weiss, Acting Executive Director
La Quinta Redevelopment Agency
78-495 Calle Tampico
LANDMARK La Quinta, CA 92253
Golf Company
Advisory Board
Robert Wagner Re: SilverRock Ranch Management RFP
Chairman
Johnny Bench
Rick Dees
Bill Devane Dear Mark,
John Elway
Larry
Ed Ma Gatlin
Thanks for your letter dated November 21, 2003 and your and Roy Stephenson's
naro
Dr. Gil Morgan time after the Mandatory Pre -Proposal Meeting held November 19, 2003. Ed
Don Ohlmeyer Schiller and I appreciated the opportunity to talk openly in person. We have reread
Mike Shanahan the RFP and the Golf Course Management Agreement and read the attachment to
your letter - the City Ordinance and Resolution. With this information in mind,
Landmark's approach reflected in our response to the RFP dated November 7, 2003
is to provide the most economical arrangement possible for the City. We
acknowledge up front that we are presenting an economic approach to the RDA
while maintaining the highest level of quality service. We request that our proposal
be considered; we are passing on Landmark's savings to the City.
Landmark is not only proven as qualified to operate your golf facility if selected as
Manager, Landmark's management from the top down is local and available full-
time, year round. Our local presence is what creates a major part of our reduced
costs that are passed on to SilverRock Ranch. There will not be costs of the
following nature; therefore a reduction in costs to the RDA as a result of
Landmark's local management:
Travel expense
Housing
Mileage
Meals
Phone bills
Travel time
Landmark is known nationwide for its cost-effective, quality golf operations and for
32 years of leadership in this desert.
74-947 Highway 1 1 i • Suite 200 • Indian Wells, California 92210
Phone (760) 776-6688 • Fax (760) 776-6686
www landmarkgolf.corn
32
The economics of Landmark's proposal are straightforward.
❑ Upon execution, Landmark will begin its contracted duties immediately and
give input to the completion of grow -in free of charge.
❑ Upon opening of the first golf course, Landmark will be paid a total of
$7,500 per month.
❑ Upon the beginning of construction of the second golf course, Landmark's
monthly fee will increase to $12,500.
❑ Upon the opening of the second golf course, Landmark's monthly fee will
increase to $14,000. '
❑ At the one-year anniversary date from opening of the second golf course,
Landmark's monthly fee will increase to $16,000.
❑ At the two-year anniversary date from opening of the second golf course,
Landmark's monthly fee will increase to $18,000.
s Landmark has many reasons for desiring to be involved with the City of La Quinta
and SilverRock Ranch but none are more important than "success through quality
golf. "
We are available to discuss the proposal above. Your contact throughout. this:
process will be either -one of the signatures below. Either of us can be reached at.the:
follow numbers and address: .
Phone (760) 776-6688 — Fax (760) 776-6686
Yours truly,
oe Walser, Jr.
Executive Vice President
Landmark Golf Management.
74-947 Hwy 111, Suite 200
Indian Wells, CA 92210
Ed Schiller
Vice President of Operations
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RFP Response - SilverRock Ranch
TABLE OF CONTENTS
PART 1 -EXECUTIVE SUMMARY .................................. 1
PART II — COMPANY OVERVIEW ........................................ 1
PART 11- REQUIRED CONTENTS OF PROPOSAL .............
2
❑ Statement of Qualifications ..........................
2
I. List of Project Personnel
3
■ Ernie Vossler
3
■ Joe Walser Jr.
4
■ Edward Schiller
8
■ Judy Vossler
13
II & III. Experience and Contracts
13
IV. Financial Stability
15
V. Public Agency Experience
16
❑ Project Understanding and Approach...........
16
❑ Scope of Services ........................................
16
REFERENCES 20
PREPARED BY: LANDMARK GOLF MANAGEMENT
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RFP Response - 3ilverRock Ranch
Executive Summary
Landmark Golf Management ("Landmark") is pleased to submit this proposal for
management services at SilverRock Ranch for the City of La Quinta. Landmark
believes that our proven track record of successful, highest quality management
services will be of great value to the City of LaQuinta.
Landmark Golf Company is a golf management, Real Estate development, and
consulting company based in Indian Wells, California. Ernie Vossler and Joe Walser
formed their initial company, Unique Golf Concepts in 1971. Landmark Land Company
purchased Unique Golf Concepts in 1974, and both gentlemen oversaw the tremendous
growth of the company and projects such as PGA West, LaQuinta Hotel Golf and
Tennis Resort, Oak Tree Golf Club, Kiawah Island, Carmel Valley Ranch, Palm Beach
Polo and Country Club and Mission Hills Country Club. The company offers Real
Estate master planning, golf course architecture, golf development and management
services to a select number of clients seeking the same quality and high standards that
were evident at the projects listed above.
Landmark's decades of experience and vast network allow us to attract and retain the
qualified talent necessary to operate our clients' facilities in only a first class manner.
Landmark employs a number of PGA Golf Professionals and Golf Course
Superintendents Association of America Member Superintendents.
Our facilities currently under management range from daily fee to private country clubs.
Landmark executives have experience managing all types of golf facilities, from resort,
daily fee and to private clubs.
Company Overview
A few companies today stand out in the golf course development and management
business. Landmark's principals have proven time and again how to create and
manage successful golf facilities, real estate operations, and resort amenities. We have
formed a team of talented and very experienced individuals, all with backgrounds in the
golf and development business that share a passion for providing quality, professional
management services for our clients. Our commitment to quality is the cornerstone by
which we have achieved our success as a management and development company.
We are committed to providing the best possible golf experience for each guest of our
clubs, and we are committed to our owners to develop and operate the very best facility
in the market place with the assets available.
Guests who visit Landmark managed facilities come away with a memorable Landmark
experience. Landmark was the first golf company to successfully bundle club services
and charges in the 70's and 80's. We didn't feel that club members and guests should
be subjected to the typical "nickel and dime" mentality of the average clubs and
courses. By including range balls, lockers, carts and other services in one price, our
club members and guests of our daily fee courses were able to experience a
memorable day of qolf for one price. This was the beginning of the Landmark
AMIL
7117
PREPARED BY: LANDMARK GOLF MANAGEMENT
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p
RFP Response - SilverRock Ranch
f'
experience. From the very highest standards in customer service to the identity
established by the Oak Tree Logo, Landmark set the bar for others to emulate.
We believe that two of the most important factors that keep bringing guests to our
facilities are great service and excellent golf course conditions. Landmark has
developed the highest levels of customer service at our managed facilities, and also the
very best possible playing conditions for the available budget and marketplace. We feel
that by applying our standards of operating excellence, La Quinta residents and other
golfers will have nothing but the best experience at SilverRock Ranch.
Today, we know we have achieved our goals and honored our commitments when the
guests who have played our clubs leave with a great sense of satisfaction and
enjoyment from their golf experience, the Landmark experience.
Additional benefits:
1. Landmark has secured agreements with large national vendors offering
significant discounts and rebates on golf shop merchandise, food and beverage
items, food and beverage equipment, FF&E items for clubhouse and
maintenance, fertilizer, irrigation parts, golf carts and maintenance equipment.
2. Ability to acquire the necessary talent to operate your facilities by using our vast
network of talent built by our decades of experience in the golf business.
3. Knowledge of necessary agronomic practices in the market.
4. Ability to execute effective marketing and promotional plans in order to build
awareness.
5. Access to the network of experienced, specialized consultants for additional
third -party validation of solutions to problematic challenges.
In summation, Landmark Golf Management is confident in our abilities to apply our time -
tested methods and many years of experience to provide a first class golf facility and
services that guests find enjoyable, memorable, and affordable. We will work hard to
earn your trust and respect as your golf operator. Landmark Golf Management will
add significant value to SilverRock Ranch.
REQUIRED CONTENTS OF PROPOSAL
A. Statement of Qualifications:
I. Project Personnel:
This proposal is submitted by Landmark Golf Management, LLC, formed as a California
Limited Liability Company. The Company has its corporate headquarters in Indian
Wells, California. The same individuals, who produced golf and resort projects with
worldwide reputations of excellence for Landmark Land Company, Inc., from 1974 to
1992, formed the present company in 1992.
PREPARED BY: LANDMARK GOLF MANAGEMENT
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RFP Response - SilverRock Ranch
3
The principals of Landmark Golf Company are:
�µ-
Ernest O. Vossler
Joe Walser, Jr.
Johnny Pott
Andy Vossler
Other corporate executives are:
Ed Schiller
Tony Campanaro
Tom Gilliam
Ed Gerlach, ASLA
Judy Vossler
Eddie Vossler
Owner/President
Owner/Executive Vice President
Owner/Senior Vice President
Owner/Vice President
Vice President of Operations
Director of Merchandising
Chief Financial Officer
Director of Design
Director of Marketing and Tournament
Operations
Acquisitions/Finance
Joe Walser is in charge of operational matters concerning our managed facilities. Ed
Schiller will be the corporate operations contact for the City of La Quinta, and he will be
responsible for all aspects of operations at SilverRock Ranch. The respective project's
General Manager will report to the Vice President of Operations, Ed Schiller. Please
refer to the attached resumes for further biographical information on Ernie Vossler, Joe
Walser and Ed Schiller.
Johnny Pott, Senior Vice President is responsible for the Design and Construction
Management Department. Johnny was a successful PGA TOUR player from 1957 to
1972, winning five Tour tournaments and has been an integral part of the Landmark
team since 1970.
Tony Campanaro, Director of Merchandising, is responsible for the successful
marketing of merchandise of the golf retail outlets.
Tom Gilliam, Chief Financial Officer, has oversight of all accounting and audit functions
related to our managed facilities.
One of Landmark's distinct advantages over other firms is our direct access to two of
the golf industry's proven leaders: Ernie Vossler and Joe Walser. They have hand
picked their corporate staff based upon honesty, integrity, commitment to excellence,
and proven experience. These two individuals are icons in the industry and are
available at any time to ensure that collectively, we all have the information to make the
right recommendation related to your assets.
Resume of Key Operations Employees and related experiences:
3 37
PREPARED BY: LANDMARK GOLF MANAGEMENT
RFP Response - 3ilverRock Ranch
Ernie Vossler, President
Ernie Vossler began his golf career as a member of the high school golf team in Ft.
Worth, Texas. Growing up in Ft. Worth, it was natural for Vossler to become acquainted
with Ben Hogan and Byron Nelson, both of whom wrote letters on his behalf so that he
t could join the PGA TOUR. As a TOUR member, Vossler won five times between 1955
and 1962. In 1961, to provide stability for his growing family, he accepted the position
as Head Golf Professional at a planned new country club development in Oklahoma
City, stopped actively playing on the TOUR and joined the development team, which
successfully completed Quail Creek Golf and Country Club. Vossler remained at Quail
Creek for 12 years. During that time, he was named PGA National Club Professional of
the Year for outstanding abilities as an operator and teacher. Many of his former
students became successful PGA and LPGA TOUR players.
In 1971, with partner Joe Walser, Jr., Vossler formed Unique Golf Concepts, Inc. to
create golf developments. Together they built Marsh Island Golf Club in Ocean Springs,
Mississippi; The Cardinal Club in Greensboro, North Carolina; and Oak Tree Golf Club
T in Edmond, Oklahoma. Vossler, with knowledge of great golf locations from his years on
the PGA TOUR, acquired options for land in La Quinta and Carmel, California. Those
properties became La Quinta Hotel Golf & Tennis Resort and Carmel Valley Ranch.
In 1974, Unique Golf Concepts, Inc. was purchased by Landmark Land Company, Inc.
Vossler continued to oversee land acquisition for projects such as PGA WEST, Moreno
Valley Ranch and Oak Valley along with the purchase and expansion of Mission Hills
Country Club. Developments that achieved national prominence while he was with
Landmark Land Company, Inc., include La Quinta Hotel Golf & Tennis Resort, Mission
Hills Country Club, PGA WEST, Oak Tree Golf Club, Oak Tree Country Club, Moreno
Valley Ranch, Carmel Valley Ranch, Palm Beach Polo and Country Club and Kiawah
Island.
After Landmark Land, in 1993 Vossler started Landmark Golf Company, reassembled
key staff members and set up a golf course design, construction and management firm.
Landmark immediately began acquiring land for project development and signed
management contracts for operating golf facilities. As President and Principal in Charge
of Oak Tree Golf and Development, Ernie oversees the general performance of the
company and ensures that all needed resources are provided. Recently, he was
inducted into the Southern California PGA Hall of Fame.
Landmark is located in Indian Wells, and Ernie Vossler is a 30-year resident of La
Quinta, California.
Joe Walser, Jr. Owner / Executive Vice President
Joe Walser began his golf career as a member of his high school golf team in
Oklahoma City, Oklahoma, playing on the team that won three straight State High
School Championships. Walser graduated from Oklahoma State University and
participated on the golf team with a full scholarship. He competed as #1 man on the
team winning several conference championships. He won the Oklahoma State Amateur
and the Oklahoma Open. He competed on PGA TOUR for two years and decided to
man r11-V
•,.
PRWARbD BY: LANDMARK GOLF MANAGEMENT 438
I* RFP Response - 3ilverRock Ranch
leave the TOUR after a wrist injury. The responsibility of a wife and three children also
contributed to his decision. He then started a 15-year career as a club golf professional.
(_ He was President of the South Central Section of the PGA of America for two
I
consecutive years represented resented his section on the PGA of America Board of
p
Directors for two terms. He won the Horton Smith Award, a national award for the
( person recognized as giving the most to the education of fellow professionals.
In 1971, with Ernie Vossler, Walser formed Unique Golf Concepts, Inc. to create golf
developments. Together they built Marsh Island Golf Club in Ocean Springs,
Mississippi; The Cardinal Club in Greensboro, North Carolina; and, Oak Tree Golf Club
in Edmond, Oklahoma. Walser, along with Vossler, using their knowledge of great
locations from their years on the PGA TOUR, acquired options for land in La Quinta and
Carmel, California. Those properties have become La Quinta Hotel Golf & Tennis
Resort and Carmel Valley Ranch.
r _ In 1974, Unique Golf Concepts, Inc. was purchased by Landmark Land Company, Inc.
Walser was Senior Vice President of Landmark Land Company, Inc. for 18 years where
he was in charge of all golf operations, golf course design and golf course construction.
These courses include PGA WEST in La Quinta, California which hosted the Bob Hope
Chrysler Classic and where the Skins Game was held for six years; Oak Tree Golf Club
in Edmond, Oklahoma which hosted the 1994 U.S. Amateur and the 1988 PGA
Championships; Kiawah Island Golf Resort, South Carolina which hosted the 1991
Ryder Cup matches; La Quinta Hotel Golf Club in La Quinta, California which held the
World Cup and Senior Skins Game; Mission Hills Country Club in Rancho Mirage,
California which held the World Cup and hosts the Nabisco Dinah Shore; Carmel Valley
Ranch, Carmel, California and the Palm Beach Polo Club, Palm Beach, Florida.
From 1992 to 1996 Walser worked for the PGA TOUR as Chief Operating Officer of
PGA TOUR Golf Course Properties, Inc. overseeing the operations of 20 Tournament
Players Clubs (of which 12 host PGA TOUR events), PGA TOUR Design Services, Inc.
and PGA TOUR Construction Services, Inc. Walser also represented the PGA TOUR at
all PGA of America Board Meetings.
In 1996 Walser rejoined his business partner Ernie Vossler and Landmark Golf
Company. Walser serves as the Executive Vice President of Landmark Golf
Management and oversees all of the company's operations.
Landmark is located in Indian Wells, and Joe Walser is a long-time resident of La
Quinta, California.
Detail Resume, Joe Walser:
PROFESSIONAL EXPERIENCE
Landmark Golf Company
Owner / Executive Vice President
1996 to Present
PREPARED BY: LANDMARK GOLF MANAGEMENT
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RFP Response - 3ilverRock Ranch
Indian Wells, California
Joe Walser, Jr. has a name and reputation that are unparalleled in Golf in America.
Walser's myriad of experiences in the golf industry spans over 40 years. Today, as
Executive Vice President of Landmark Golf Company, Walser's diverse expertise is
focused on land acquisitions, real estate development, master planned golf
communities, golf project construction, golf club operations, membership plans and golf
tournament management.
PGA TOUR
Chief Operating Officer
Ponte Vedra Beach, Florida
1992 to 1996
From 1992 to 1996 Walser worked for the PGA TOUR as Chief Operating Officer of
PGA TOUR Golf Course Properties, Inc. overseeing world wide operations of 20
Tournament Players Clubs (of which 12 host PGA TOUR events), PGA TOUR Golf
Course Design Services, Inc. and PGA TOUR Construction Services, Inc. Walser also
represented the PGA TOUR at all PGA of America Board Meetings.
Landmark Land Company, Inc.
Senior Vice President
La Quinta, California
1974 to 1992
In 1974, Unique Golf Concepts, Inc., was purchased by Landmark Land Company, Inc.
Walser was Senior Vice President of Landmark Land Company, Inc. for 18 years where
he was in charge of all golf operations, golf course design and golf course construction.
These courses include PGA West in La Quinta, California which has hosted the Bob
Hope Chrysler Classic and where the Skins Game was held for seven years; Oak Tree
Golf Club in Edmond, Oklahoma which hosted the 1994 U.S. Amateur and the 1988
PGA Championships; Kiawah Island Golf Resort, South Carolina which hosted the 1991
Ryder Cup matches; La Quinta Hotel Golf Club in La Quinta, California which held the
World Cup and Senior Skins Game; Mission Hills Country Club in Rancho Mirage,
California which held the World Cup and hosts the Nabisco Dinah Shore; Carmel Valley
Ranch, Carmel, California and the Palm Beach Polo Club, Palm Beach, Florida.
Unique Golf Concepts
Senior Vice President (Co Founder)
La Quinta, California
1971 to 1974
In 1971, with Ernie Vossler, Walser formed Unique Golf Concepts, Inc., to create golf
developments. Together they built Marsh Island Golf Club in Ocean Springs,
Mississippi; The Cardinal Club in Greensboro, North Carolina; and, Oak Tree Golf Club
in Edmond, Oklahoma. Walser, along with Vossler, using their knowledge of great
locations from their years on the PGA TOUR, acquired options for land in La Quinta and
Carmel, California. Those properties have become La Quinta Hotel Golf & Tennis
Resort and Carmel Valley Ranch.
PREPARED BY: LANDMARK GOLF MANAGEMENT
[.
all
RFP Response - 3ilverRock Ranch
General Manager and Director of Golf at Altus Country Club, Altus, Oklahoma (three
years)
General Manager and Director of Golf at Lake Hefner Golf Club, Oklahoma City,
Oklahoma (six years)
Director of Golf at Oklahoma City Golf and Country Club, Oklahoma City, Oklahoma
(five years)
EDUCATION
Oklahoma State University, Stillwater, Oklahoma
Bachelors Degree, Education — Attended on a full scholarship
Capital Hill High School, Oklahoma City, Oklahoma
ACHIEVEMENTS
PGA of America Board Member, National Vice -President 1968 to 1970 and 1983-84
PGA of America Horton Smith Award 1970
Played on the varsity golf team
Played #1 on the golf team for three years
Undefeated in match play for three years
Won conference championship two years
Won Oklahoma State Amateur Championship
Won Oklahoma Open
Won over 25 miscellaneous amateur events
Played the PGA TOUR 1959-1960
Golf Projects that Ernie Vossler and Joe Walser, Jr.
Have Planned/Constructed/Owned/Operated
Quail Creek C.C.
Oklahoma City, OK
Oak Tree Country Club
Oklahoma City, OK
The Cardinal
Greensboro, NC
La Quinta Hotel Golf & Tennis Resort
La Quinta, CA
Carmel Valley Ranch
Carmel, CA
Belle Terre Country Club
La Place, LA
Mission Hills Country Club
Rancho Mirage, CA
PGA West
La Quinta, CA
Palm Beach Polo & Country Club
West Palm Beach, FL
Moreno Valley Ranch
Moreno Valley, CA
Kiawah Island
Kiawah Island, SC
Oak Valley Golf Club
Beaumont, CA
The Plantation
Indio, CA
Las Vegas Paiute Resort
Las Vegas, NV
Mission Hills Resort
Guan Lan Town, Shenzhen, China
Oak Valley S.C.P.G.A.
Beaumont, CA
Landmark Golf Club
Indio, CA
Landmark Golf Club at Oak Quarry
Riverside, CA
Golf Club of California
Fallbrook, CA
Landmark at Hemet Golf Club
Hemet, CA
The Ranch at Silver Creek
San Jose, CA
e PREPARED BY: LANDMARK GOLF MANAGEMENT A
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. ' RFP Response - 8ilverRock Ranch
Golf Projects Joe Walser, Jr.
Has Planned/Constructed/Operated
Altus Country Club Altus, OK
Quail Creek Country Club Oklahoma City, OK
Lake Hefner Golf Course Oklahoma City, OK
Oklahoma City Golf & Country Club Oklahoma City, OK
Chief Operating Officer 1992 to 1996 PGA Tour Golf Course Properties, Inc.
TPC — Summerlin
Las Vegas, NV
TPC — Sawgrass
Ponte Veden, FL
TPC — Scottsdale
Scottsdale, AZ
TPC — Michigan
Dearborn, MI
TPC — Avenel
Potomac, MD
TPC - Tampa Bay
Lutz, FL
TPC - Eagle Trace
Coral Springs, FL
s TPC - Piper Glen
Charlotte, NC
TPC — Prestancia
Sarasota, FL
s
TPC — Southwind
Memphis, TN
TPC - River Highlands
Cromwell, CT
TPC — Jacksonville
Jacksonville, FL
TPC - Heron Bay
Coral Springs, FL
z TPC - Jasna Polona
Princeton, NJ
TPC — Sugarloaf
Atlanta, GA
Edward J. Schiller, Vice President of Operations
Edward J. Schiller's career started in 1986 with Landmark Land Company of California,
at Mission Hills Country Club, as the Assistant Controller. He was responsible for
preparing all Financial Statements, Committee Reporting and Budgeting Analysis for
Mission Hills Golf Club. He also designed and implemented a new sales journal
procedure and early bird sales recap for management, which is now being used in all
Landmark resort and country club facilities.
After managing the installation of the Point of Sales system for the opening of Landmark
Land Company's Carmel Valley Ranch Resort, and the information system and telecom
expansion for the La Quinta Hotel, he served as Systems Manager at La Quinta Hotel
where he was responsible for all computer operations at the barge resort complex
consisting of 640 rooms, 3 championship golf courses, 33 tennis courts and 5
restaurants.
In May of 1992 Ed joined Western Golf Properties as Financial Controller of Pelican Hill
Golf Club in Newport Beach, California and "worked his way up" to Vice President of
New Development. While at Western Golf, Ed was affiliated with such projects in
Southern California as Oak Creek in Irvine, The Meadows at Del Mar, and Ocean Trails
in Palos Verdes.
With
Adki&start
PREPARED BY: LANDMARK GOLF MANAGEMENT
his experience in golf and resort operations, Ed departed from Western Golf to
Schiller Golf Consulting in 1999. As President and Founder of Schiller Golf
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I` RFP Response - 3ilverRock Ranch
Consulting, he specialized in all areas of golf operations and development. His
consulting services consisted of Market Feasibility Studies, Financial Plans, Business
R Startup Plans, Computer System Evaluations and Web Page Designs.
Ed returned to Landmark in February 2001 as Vice President of Operations to oversee
all facets of Landmark Golf Management's operating contracts.
His educational background includes his degree from the University of Windsor in
Ontario, Canada where he received an Honors Bachelor of Commerce with a Major in
Finance and Economics, and Minor in Accounting.
Detail Resume, Ed Schiller
PROFESSIONAL EXPERIENCE
Landmark Golf Company February, 2001 to Present
Vice -President of Operations,
Indian Wells. California
• Responsible for all facets of golf operations for Landmark Golf
Company, owned, managed and consulting properties.
• Current projects to date:
The Golf Club of California - Fallbrook, California
The Ranch Golf Club - San Jose, California
Oak Valley Golf Club - Beaumont, California
Landmark Golf Club - Indio, California
Landmark Golf Club at Oak Quart' - Riverside, California
Landmark at Hemet Golf Club - Hemet, California
Mojave Resort - Laughlin, Nevada
Shadow Hills Golf Club - Indio, California
E Schiller Golf Consulting March, 1999 to February, 2001
Principal,
Riverside, California
Schiller Golf Consulting was a consulting company that specializes in
all areas of Golf operations and development. Consulting services
consist of Market Feasibility Studies, Financial Plans, Business Startup
Plans, Computer System Evaluations and Web Page Designs.
• Clients:
1. The Irvine Company - Pelican Hill and Oak Creek Golf Club.
Performed year 2000 compliance testing and upgrade for all
computer systems. Coordinated and projected managed the SBT
financial system software and hardware upgrade.
2. Spieker Properties, Black Point Partnership. Performed
miscellaneous consulting projected related to the Stone Tree Golf
Club.
3. Landmark Golf Club at Oak Quarry. Performed their startup detail
operational financial plan for years 2000 and 2001.
PREPARED BY: LANDMARK GOLF MANAGEMENT
it
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RFP Response - SUverRock Ranch
Western G Properties,
Golf Pro erties Inc. May, 1992 to March, 1999
Vice President of New Development,
Scottsdale. Arizona
• Responsible for all facets of accounting, insurance, human resources,
and financial reporting for -Western Golf Properties and their managed
golf properties. (10 projects, 270 holes, were under management
operations and 11 under construction or development and were
schedule to open in the next year).
• Responsible for all projects reporting for pre -opening, startup,
maturation and FF&E capital. In addition, responsible for business plan
evaluation during the feasibility and development stages. Schiller
performed seven startup business plan evaluations of which Western
Golf has been awarded four new construction and operating
management contracts.
• Responsible for Western Golf Properties feasibility analysis for new golf
development. Schiller performed seven market feasibility studies for
the Orange County daily fee market, Orange County private and public
golf market, Inland Empire daily fee golf market, Los Angles daily fee
market, San Francisco Bay Area daily fee golf market, Golf Shores
Alabama daily fee and semi -private golf markets and the Seattle Food &
Beverage Banquet Market.
Controller, Pelican Hill & Oak Creek Golf Clubs (Irvine Company
Properties)
Newport Coast, California
• On the management opening team for the construction of Oak Creek
Golf Club. This project had a $24 million construction budget, which
was under budget by $1.2 million, opened on time as scheduled and a
net operating margin in excess of 50 % in the first year of operation.
• Accounted for increase in annual Revenue from $4 million to $22 million
and Net Operating Profits of 30% to currently over 52%.
• On the management opening team for construction of the Ocean
Course North at Pelican Hill which included all of the Job Cost
Accounting. ($12 million construction budget)
• Responsible for all facets of accounting and financial reporting for
Pelican Hill (36 holes) and Oak Creek (18 holes) Golf Clubs.
• Implemented a Management by Objective program for all levels of
employees and management to reduce operating expenses increase
revenues and most of all, to improve customer service.
• Supervised a staff of 6 personnel including two people at Oak Creek
and four people at Pelican Hill Golf Club.
Landmark Land Company of California, February, 1986
to May 1992 System Manager, La Quinta Hotel
La Quinta, California
• Responsible for all computer operations at a large hotel complex
consisting of 640 rooms, three championship golf courses, 33 tennis
F,
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RFP Response - SilverRock Ranch
I courts and five restaurants.
• Duties included managing a 1200 port GTE OMNI PBX phone switch,
100 port Basic Four - CLS Property Management System, 50 terminal
NCR Point of Sale System, 30 PC Novell LAN Network Software:
Lotus 123, Q&A, Word Perfect and Miracle), 10 Unysis - M&D Back
office system and all other miscellaneous Hotel systems, TCA, Credit
Card Deposits, Time Clocks, etc.
On the management opening team for Carmel Valley Ranch Resort,
r responsibilities were Point of Sales.
° On the management expansion team for La Quinta Hotel,
responsibilities included all computer systems and telecom.
Assistant Controller, Mission Hills Country'Club
Rancho Mirage, California
• Responsible for preparing all Financial Statements, Committee
Reporting and Budgeting Analysis for Mission Hills Golf Club.
• Designed and implemented a new sales journal procedure and Early
Bird sales recap for management, which is now being used in all
Landmark Resort and Country Club facilities.
• Corporate Projects - NCR Point of Sales System and golf shop
Perpetual Inventory System.
EDUCATION
University of Windsor 1981 to 1985
Ontario, Canada
Honors Bachelor of Commerce
Major: Finance and Economics. Minor: Accounting
ACHIEVEMENTS
Golf
• Winner of several amateur golf tournaments and qualified and
participated in several provincial and amateur championship.
• Played for the University of Windsor Golf Team — 1982, Provincial
Champions.
• Misc. Running: Completed 30 plus marathons/ultras and four Ironman
events.
• Coached ice and roller hockey.
• Skiing, multi -sport events, tennis, hockey, reading and bridge.
Golf Projects Ed Schiller has been affiliated with:
Alabama:
Gulf Shores (Potential Golf Project)
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PREPARED BY: LANDMARK GOLF MANAGEMENT
RFP Response - SilverRock Ranch
Arizona:
Estrella Mountain Ranch Golf Club -Goodyear
The Country Club at Prescott Lakes - Prescott
California:
Arroyo Trabuco Golf Club - Rancho Mission Viejo (Potential Golf Project)
Carmel Valley Ranch Golf Club - Carmel
Chiquita Canyon Private Golf Club - Rancho Mission Viejo (Potential Golf Project)
Hasley Canyon Golf Club - Los Angeles County (Potential Golf Project)
Landmark Golf Club at Oak Quart' - Riverside
Landmark Golf Club - Indio
Landmark at Hemet Golf Club - Hemet
La Quinta Hotel Golf & Tennis Resort - La Quinta
Lost Canyons Golf Club - Simi Valley
Mission Hills Country Club - Rancho Mirage
Mission Hills Resort - Rancho Mirage
Moreno Valley Ranch Golf Club - Moreno Valley
Oak Creek Golf Club - Irvine
Oak Valley Golf Club - Calimesa
f Ocean Trails Golf Club - Palos Verdes
Pelican Hill Golf Club - Newport Coast
PGA WEST Golf Club - La Quinta
Rancho La Sierra Golf Club - Norco
Shady Canyon Golf Club - Irvine
Shadow Hills Golf Club - Indio
Sierra Lakes Golf Club - Fontana
StoneTree Golf Club - Marin
The Meadows del Mar - Del Mar
The Golf Club of California - Fallbrook
The Ranch Golf Club - San Jose
Oklahoma:
Oak Tree Golf Club - Edmond
Oak Tree Country Club - Edmond
Louisiana:
Belle Terre Country Club - La Place
Florida:
Palm Beach Polo and Country Club -West Palm Beach
Washington:
TPC Snoqualmie Ridge Golf Club - Snoqualmie
Canada:
Three Sisters Resort Golf Club - Canmore, Alberta
* PREPARED BY: LANDMARK GOLD' MANAGEMZNT
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I RFP Response - SilverRock Ranch
Hotels and Resorts:
La Quinta Hotel Golf & Tennis Resort - La Quinta
Carmel Valley Ranch Resort - Carmel
Palm Beach Polo Club Resort - West Palm Beach
Judy Vossler, Vice President of Marketing and Tournament
Operations
Judy Vossler began her career in the Coachella Valley in 1980 when she joined the staff
of Landmark Land Company at La Quinta Hotel, then a 76 room seasonal hotel.
Ms. Vossler served as the General Manager of La Quinta Hotel for 10 years from 1984
through 1993 and was responsible for all operational functions, staffing, expansions,
renovations, sales, marketing and community relations as well as interfacing with the
golf and tennis facilities of La Quinta Hotel, PGA West and Mission Hills.
During that period of time she was intricately involved with the design, planning and
construction of various remodel and expansion projects at La Quinta Hotel that resulted
' in a world class 640 rooms/suite full service destination -convention resort.
From 1994 through 1998, Ms. Vossler was employed by KSL Recreation Corporation in
community relations and real estate marketing, which maintained her close ties to La
Quinta Resort and PGA West.
In January 1999, Ms. Vossler rejoined the Landmark team as a Vice President of
Landmark Golf Company. Her concentration was 1)Tournament Director for the
prestigious Skins Game (1999 through 2002) and the Giddings Cup and 2)
Communications and Public Relations for Landmark. More recently she has also
become Tournament Director for the annual Betty Ford Tournament.
Throughout her career in the Coachella Valley, Ms. Vossler has been actively involved
in community development and with many non-profit and charitable organizations. In
1995, La Quinta's Chamber of Commerce named Judy Vossler "Citizen of the Year."
II & III. Experience and Contracts:
Current Management Agreements:
Landmark Golf Club (five-year contract — January 2002 to January 2007)
Indio, CA
36 holes, Daily Fee
Club phone 760-775-2000
Owner Contact (Lehman Brothers)
Harold Kliederman
Pacific Equities Group
P.O. Box 151108 415-459-7700
San Rafael, CA 94915-1108 415-454-3970 FAX
PREPARED BY: LANDMARK GOLF MANAGEMENT
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RFP Response - 3ilverRock Ranch
Shadow Hills Golf Club (five-year contract with five- year extension 2003 to 2013)
at Sun City Shadow Hills by Del Webb
Indio, CA 18 holes, Semi -
Private
Currently Under Construction, planned to open 2004
Owner Contact:
Paul Quill
Director of Land
Pulte Homes, Southern California
39755 Berkey Drive
Palm Desert, CA. 92211
quillp@delwebb.com
760-772-5334
760-772-5372 FAX
760-578-8191 CELL
f Henry B. DeLozier
Pulte Homes, Inc.
Vice President - Golf
15333 N. Pima Road
Suite 300
Scottsdale, AZ 85260
480-391-6204
480-391-6254 FAX
602-739-0488 CELL
The Golf Club of California (five-year contract — May 2001 to June 2007)
Fallbrook, CA
18 holes, Private
Club phone 760-451-8702
Owner Contact
William Lyon Homes, Inc.
Wade Cable, President
949-476-5410
Paradise Ridge (Owned by Landmark Land Company of Arizona)
Phoenix, AZ
2200 acre Master Planned Community currently under development
Owner Contact
Ernie Vossler, President
Landmark Golf Company
74947 Hwy 111 Ste 200
Indian Wells, Ca 92210
760-776-6688
PREPARED BY: LANDMARK GOLF MANAGEMENT
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RFP Response - 3ilverRock Ranch
The Ranch at Silver Creek (5-year contract — 2003 to 2007)
San Jose, CA
18 holes, Daily Fee
Under Construction, planning to open in May 2004
Owner Contact
William Lyon Homes, Inc.
Wade Cable, President
949-476-5410
Landmark at Hemet Golf Club (ten-year contract — 2003 to 2013)
Hemet, CA
18 holes, Semi -Private
Owner Contact
Bill Kubly, CEO
Landscape Golf Group, LLC,
1201 Aries Drive
Lincoln, NE 68512
Mobile: 402-430-6378
f - Ernie Vossler, President
Landmark Golf Company
74-947 Hwy 111, Ste 200
Indian Wells, CA 92210
760-776-6688
IV. Financial Stability:
Ernie Vossler and Joe Walser's primary business conduit is through Oak Tree Golf &
Development Company, LLC. It functions as the investment arm for the principals that
include Ernie, Joe, Johnny Pott and Andy Vossler.
Oak Tree Golf and Development Company ("Oak Tree") has investments in various
entities and Oak Tree has accomplished this without debt. As in any investment
company profitability comes through the maturation of its assets. The primary asset of
Oak Tree is its investment in Landmark Land Company of Arizona, Inc. Oak Tree holds
twenty-five percent of the outstanding stock of Landmark Land Company of Arizona,
Inc., whose primary holding is a 2500-acre development in north Phoenix, Arizona. This
development is in the midst of the premier development corridor along Scottsdale Road.
This asset is expected to reach its greatest profitability within the next two years for ten
to twelve years in the future.
Oak Tree holds majority ownership in other entities that include Landmark Golf
Company, Landmark Golf Limited Partnership and Landmark Golf Management, LLC,
which was recently formed to conduct golf management services with Pulte/ Del Webb
Shadow Hills. Through these entities, the principals apply their accumulated expertise
in golf course design, golf course construction management and golf course operations
management.
PREPARED BY: LANDMARK GOLF' MANAGEMENT
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RFP Response - SilverRock Ranch
V. Public Agency Experience:
Lake Hefner Municipal Golf Course - Okalahoma City, OK
General Manager/Head Golf Professional: Joe Walser, Jr.
Owner: The City of Okalahoma City, Ok.
Operator: Joe Walser, Jr.
B. Project Understanding and Approach:
Landmark's philosophy is to create value through quality and service. Each facility that
we manage or provide consulting services to set the standard in their respective
markets for quality. Because of our perseverance and dedication to the game of golf,
we have been able to formulate the ideas and establish procedures that have been
proven to provide excellence. Our team is. unmatched in our ability to operate golf.
facilities. We call it The Strength of Experience.
C. Scope of Services:
Our plan for day to day operations include but are not limited to:
■ Develop a competitive analysis and marketing plan with advertising schedules.
■ Install Landmark's policies and procedures for golf shop, accounting, outside
service, course assistants and starters, and golf course maintenance
departments.
■ Install Landmark's guest services standards.
■ Install golf course maintenance standards to be managed by the course
superintendent with direct support from the corporate office.
■ Evaluate all existing merchandise and adjust inventory levels and future orders
as needed. Our Director of Merchandising will provide a detailed evaluation of
the retail operations with an action plan for items needing improvement.
■ Conduct monthly site inspections and provide written report to onsite personnel
and city officials.
■ Focus on constantly maintaining the quality of all personnel hired for the
operation of the facilities.
■ Evaluate all golf programs and provide action plan for improvements.
PREPARED BY: LANDMARK GOLF MANAGEMENT 16
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RFP Response - SUverRock Ranch
■ Utilize Landmark's national account program vendors to improve profitability and
quality of retail operations.
■ Utilize Landmark's national account program vendors to upgrade any necessary
golf course maintenance equipment, ancillary golf vehicles, maintenance
transportation vehicles, and evaluate other maintenance purchasing and vendors
for operational efficiency.
■ Ensure compliance with all laws, statutes, regulations and ordinances of all
governmental entities with respect to maintenance, operation management, and
golf course usage.
■ Meet on a pre -determined schedule with City representatives to review
operational performance.
■ Implement customer service feedback program via comment cards, customer
surveys, secret shopper program, and Internet E-mail.
■ Review capital spending and provide action plan.
Landmark managed facilities provide a better product and higher levels of customer
service and overall experience than our competition. We don't attempt to apply a
standard list of products or services in a cookie cutter fashion. Areas of service
improvement that we will assure our clients are:
Golf Shop
We have the experience and know how to improve the bottom line and to enhance
the image, win awards, and enhance the buying experience for our guests.
Enhancing Community Awareness
Busy golf courses sometimes forget that they are part of a community. The
residents of La Quinta are all owners of the facilities, and we need to continue to
reach out to them and provide more opportunities for participation. Providing a
relaxed, no pressure atmosphere for women, easy access for juniors, and more
affordable programs for seniors should be at the top of the priority list.
Golf Course Maintenance
Simply put, our standards are higher. We demand more from our superintendents.
We provide them with the tools necessary to produce the best course conditions
possible. Better attention to detail will be a result of our direct involvement.
Outside Services
These individuals are often the first to greet and the last to interact with the guest.
Outside service is an important piece of the overall experience. Commission
programs, cross training between this department and the F&B outlets, first tee
greeter (starter) enhancements, improvements in the training of player assistants
(rangers) and increased offering of services by these team members such as fixing
PREPARED BY: LANDMARK GOLF MANAGEMENT
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RFP Response - 3ilverRock Ranch
ball marks, course management suggestions, raking bunkers and simply being
friendly are all enhancements that will help provide the Landmark Experience.
Safety and Sanitation
Landmark Golf Company understands the complexity of laws and regulations
regarding workplace safety compliance. We have safety programs for our managed
facilities that are managed by the on site golf course superintendent and closely
monitored by the General Manager and Corporate Operations staff. Safety
meetings, impromptu tail gate meetings, training documentation,. training materials,
and audits by insurance professionals are all part of this program. Also, a custom
Best Management Practices (BMP) guideline document will be provided and
implemented.
_ Management and Operations Supervision
An operations professional based in our corporate office supervises each facility.
Site visits are performed weekly. Monthly reports include a total facility inspection,
review of recent financial results, golf course inspection with the General Manager
and Golf Course Superintendent, and when, possible, visits to the competition for
service comparisons. We encourage the owner to accompany our staff on the golf
r course and facility inspection, and schedule site visits to accommodate the owner's
schedule. A review of budget variances, pertinent financial information, marketing
programs, service issues/enhancements, and upcoming events is also shared with
the owner representative during the site visit. A detailed, graded report is provided.
Training Programs
Utilizing on site department heads under the guidance of the corporate office,
ongoing training will focus on the following:
Outside Services Operation - all areas of outside service with guest contact to
include language program, service operations from the guest viewpoint, shadowing
of all positions of guest operation including first tee greeter/starter, player assistant
and cart attendant. Recognizing areas of concern, anticipation of needs, and
empowerment. Each employee will be familiar with Landmark history and other
pertinent company information.
Golf Shop Operation - point of sale operation, tee time reservation system, phone
techniques, anticipation of guests' needs, general opening and closing procedures,
tournament operations, language program, empowerment, and Landmark
information will be discussed. A custom tailored Policy and Procedures manual will
be given to each employee.
Retail and Merchandising - training by our Director of Merchandising to include
general display, taking advantage of available space, suggestive selling,
merchandise receiving, point of sale system, budgets, retail accounting and terms,
customer service and empowerment. A comprehensive buying plan will be tailored
for each facility.
PREPARED BY: LANDMARK GOLF MANAGEMENT
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RFP Response - SilverRock Ranch
I.
Administration - telephone techniques, language program, payroll administration,
accounts payable, accounts receivables, banking, and gift certificates.
0
Golf Course Maintenance - general desired course conditions, attention to detail,
clubhouse grounds, awareness of guests on course, preventative maintenance, turf
management, equipment orientation, ongoing equipment training and
documentation, safety program, irrigation system, budgets, record keeping,
personnel records. A custom grounds and greens orientation manual will be given
to each employee.
The execution of proper training ensures that your facilities will remain consistent
within Landmark's standards of quality.
References
Deane Beman, Former Commissioner of the PGA TOUR
112 PGA Tour Blvd.
Ponte Vedra Beach, FL 32082
1-800-556-5400
Jim Awtrey, Chief Executive Officer
The PGA of America
100 Avenue of the Champions
P.O. Box 109601
Palm Beach Gardens, FL 33410-9601
561-624-8401
561-624-8410 FAX
Lary Litchliter, Executive Vice President
KSL Recreation, Inc.
56140 PGA West Blvd.
La Quinta, CA 92253-4600
760-564-8000 •
760-564-8005 FAX
Tom Levy
Coachella Valley Water District
P.O. Box 1058
Coachella, CA 92236
949-218-0033
949-218-0034 FAX
Tom Gustafson, Executive Director/CEO
Southern California Section PGA
36201 Champions Drive Beaumont, CA 92223
909-845-4653
909-769-6734
PREPARED BY: LANDMARK GOLF MANAGEMENT
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RFP Response - SilverRock Ranch
a
Paul Quill
Director of Land
Pulte Homes, Southern California
39755 Berkey Drive
Palm Desert, CA. 92211
* quillp@delwebb.com
760.772.5334 phone 760.772.5372 fax
Cell. 760.578.8191
Wade Cable
William Lyon Homes
4490 Von Karmen
Newport Beach, CA 92660
949-476-5410
949-252-2505 FAX
Bill Kubly, CEO
Landscape Unlimited, LLC,
1201 Aries Drive
Lincoln, NE 68512
Mobile: 402-430-6378
Henry B. DeLozier
Pulte Homes, Inc.
Vice President - Golf
15333 N. Pima Road
Suite 300
Scottsdale, AZ 85260
Office Telephone: 480.391.6204
Mobile Telephone: 602.739.0488
Lesco
Tom Comalli, Manager National Accounts & New Construction
6832 Woodlock Way
Citrus Heights, CA 95621
888-407-4849
916-722-1157 FAX
Mojave Resort (Former owners, Club sold in May 2003)
HB Equities/Conseco
Mike Bonnet, Principal
Rob Scafura, Vice President
212-980-5510
Ank
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November 26, 2003
i ,anclmark
Mr. MarK w eiss
Acting Executive Director
La Quinta Redevelopment Agency
78-495 Calle Tampico
La Quinta, CA 92253
Re: SilverRock Ranch Fee Schedule
LANDMARK , pre -opening g re-o enin operations,
Golf Company Pre -construction Services. Grow-inmarketing, p p g p
Advisory Board coordination with the RDA and City representatives
Robert Wagner
Chairman ❑ Upon execution, Landmark will begin its contracted duties immediately and
Johnny Bench give input to the completion of grow -in free of charge.
Rick Dees
Bill Devane
John Elway Post-o�Iening Services:
Larry Gatlin
Ed Marinaro o Upon opening of the first golf course, Landmark will be paid a total of
Dr. Gil Morgan
Don Ohlmeyer $7,500 per month for operations management.
Mike Shanahan ❑ Upon the beginning of construction of the second golf course, Landmark's
monthly fee will increase to $12,500 for Pre -construction Services and
operations management.
o Upon the opening of the second golf course, Landmark's monthly fee will
increase to $14,000 for operations management.
❑ At the one-year anniversary date from opening of the second golf course,
Landmark's- monthly fee will increase to $16,000 for operations
management.
❑ At the two-year anniversary date from opening of the second golf course,
Landmark's monthly fee will increase to $18,000 for operations
management.
Landmark will provide the employees and be reimbursed fully by SilverRock Ranch
for all employee costs. The dollar amounts above are net to Landmark monthly.
SilverRock Ranch will own the inventories, FF&E, golf carts and all maintenance
equipment.
Phone (760) 776-6688 — Fax (760) 776-6686
Landmark Golf Management
74-947 Hwy 111, Suite 200
Indian Wells, CA 92210
74-947 Highway 11 1 • Suite 200 • Indian Wells, California 92210
Phone (760) 776-6688 • Fax (760) 776-6686 wwwlandmarkgolf.com (r�
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