Annual Plan FY 2019-2020 SilverRock ResortCity of La Quinta
CITY COUNCIL MEETING: May 21, 2019
STAFF REPORT
AGENDA TITLE: APPROVE SILVERROCK RESORT 2019/20 ANNUAL PLAN
RECOMMENDATION
Approve the SilverRock Resort 2019/20 Annual Plan.
EXECUTIVE SUMMARY
Landmark Golf Management LLC (Landmark) manages the SilverRock
Resort golf course and is required to provide an annual operations plan
for Council’s review and approval.
The SilverRock 2019/20 Annual Plan (Plan) (Attachment 1) reflects the
projected number of rounds, revenues, and operation costs.
The golf operations are projected to have a net loss of $207,000 because
of on-site construction.
FISCAL IMPACT
The General Fund is projected to underwrite $335,200 of the overall 2019/20
SilverRock expenses. The projected golf operations expenses (not including
City staff golf course and non-golf course management/oversight costs) are
$3,837,793 and projected golf operations revenue is $3,630,947 for a net loss
of $206,846. The City will also fund $128,200 for golf course and non-golf
course management/oversight by City staff. All revenue and expenses will be
included in the proposed 2019/20 City Budget.
SilverRock Golf Course
Operations Revenue $3,630,947
Operations Budget -$3,837,793
Net Revenue ($206,846)
SilverRock Property Management/Oversight
General Fund Advance $335,200
City Management/Oversight -$128,200
Surplus/(Deficit)($207,000)
BACKGROUND/ANALYSIS
In July 2013 the City entered into a Golf Course Management Agreement
(Agreement) with Landmark. The Agreement requires an annual plan for golf
BUSINESS SESSION ITEM NO. 1
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operations. The Plan provides projected annual revenues and expenses,
department costs, staffing and service levels. The Plan forecasts continuing the
pro-shop and food service from the Ahmanson House during the construction of
the hotels and conference center by the Robert Green Company.
Additional assumptions include:
43,667 rounds of play; the average projected revenue is $82.29 per
round, based on the total revenue (less food and beverage) divided by
the total rounds. The average green fee is $73.49. The difference
between revenue per round and the average green fee is the additional
revenue generated from merchandise sales, and revenue from the driving
range, including lessons. Revenue from the food and beverage
operations is not included;
Minimum wage increases are effective January 1, 2020;
Suspending the 2% annual contribution of approximately $60,000 to the
capital reserve as contained in Amendment 2 of the Agreement. The
current balance of the capital reserve is $485,200; and
Increase the management fee to $119,000 (4%) as contained in
Amendment 2 of the Agreement.
The proposed advertising budget is $163,000 and is included in the Marketing
Department expenses ($222,203) on page 17 of the Annual Plan. SilverRock
will continue to be promoted as a premier golf destination, especially during
hotel construction, via the internet, newspapers, magazines, directories,
television, and radio.
ALTERNATIVES
Council may elect to deny or make modifications to the Annual Plan.
Prepared by: Steve Howlett, Facilities Director
Approved by: Frank J. Spevacek, City Manager
Attachment: 1. SilverRock Resort 2019/20 Annual Plan
112
SilverRock Resort-Arnold Palmer Classic Course
2019-2020 ANNUAL PLAN
Prepared For:
City of La Quinta
SilverRock Resort
Prepared By:
Landmark Golf Management
Submitted:
May 1, 2019
ATTACHMENT 1
113
SILVERROCK RESORT
Annual Plan
Fiscal Year 2019-2020
Table of Contents
Part I-Project Overview
Project Fact Sheet 1
Mission Statement 2
Philosophy Statement 3
Organizational Chart 4
Key Employee Staffing 5
Part II-Assumptions
2019-2020 Assumptions 6, 7, 8
Part III-Operational Financial Projections
2019-2020 Consolidated Income Statement 9
Part IV-Department Detail
Golf Rounds and Revenue 10
Golf Shop / Merchandise 11
Carts, Bagroom & Range 12
Course Services 13
Golf Course Maintenance 14, 15
General & Administrative 16
Marketing 17
Clubhouse 18
Miscellaneous 19
Part V-Food and Beverage
Department Detail 20
Part VI-Other
Marketing Narrative Plan 21, 22
2019-2020 Golf Rates 23
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COURSE NAME SilverRock Resort-Arnold Palmer Classic Course
ADDRESS 79-179 Ahmanson Lane, La Quinta, Ca. 92253
TELEPHONE 1-888-600-7272
1-760-777-8884
WEBSITE WWW.SILVERROCK.ORG
MANAGEMENT Randy Duncan, PGA, Director of Golf / General Manager
Scott Werline, Golf Course Superintendent
COURSE YARDAGE SILVER 7,239 PAR 72
GOLD 6,809 PAR 72
BLUE 6,313 PAR 72
WHITE 5,669 PAR 72
GREEN 5,089 PAR 72
RED 4,542 PAR 72
GRASS TYPES GREENS:TIF DWARF
FAIRWAY / TEES:TIF SPORT / 419
ROUGHS:TIF SPORT / 419
OWNER CITY OF LA QUINTA
MANAGED BY LANDMARK GOLF MANAGEMENT, LLC
74-947 HIGHWAY 111, SUITE 215
INDIAN WELLS, CA 92210
PHONE: (760) 776-6688
DATE COURSE OPENED February 14, 2005
PROJECT FACT SHEET
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SILVERROCK RESORT
Annual Plan
Fiscal Year 2019-2020
Mission Statement
“TO BE THE BEST”
“TO HAVE THE BEST GOLF FACILITIES”
“TO HAVE THE BEST GOLF COURSE CONDITIONS”
“TO PROVIDE THE BEST SERVICE”
SilverRock Resort is dedicated to providing the finest public golf
experience. All Staff Members of the facility play an important role
in our Mission. Staff is supported through training and resources to
ensure success. SilverRock Resort aspires to represent ownership and
management with the highest standard of service in the Golf/Resort
Industry and produce superior golf course conditions to meet and
exceed the goals.
Goals and Objectives: To support our Mission Statement and to
achieve the projected Annual Plan; SilverRock Resort will pursue the
following goals and objectives:
•To hire and train staff members that will provide a high standard
of guest services and maintain the highest level of course
conditions
•To maintain and pursue an aggressive Marketing Plan that
benefits/acknowledges the La Quinta Residents, local residents,
avid tourist golfers and golfing public
•To have each Department operate within their annual budget
allowing SilverRock Resort to reach the net operating goals
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SILVERROCK RESORT
Annual Plan
Fiscal Year 2019-2020
PHILOSOPHY STATEMENT
After fourteen and a half years of operations, an Annual Plan
accommodated the operational start-up through and including
grow-in, final construction of the Arnold Palmer Classic Course, a
notable Grand Opening Celebration and four successful years as
one of the home courses of the Bob Hope Classic. As the 2019-2020
Annual Plan is implemented, focus will continue to be on
broadening the awareness, marketability and noteworthiness of
SilverRock Resort’s Arnold Palmer Classic Course, golf facilities and
amenities.
The philosophy that Landmark Golf Management perpetuates at
SilverRock Resort is: an operation that allows management to utilize
golf industry best-practices in accommodating market-driven
demands as market shifts may occur. Each golf course facility has
its own personality and characteristics; therefore, each golf
operation is unique to some degree and should be managed with
personality and characteristics taken into consideration. Golf
operators that adjust procedures to short and long term market and
industry fluctuations are better suited to maximize opportunities.
In this upcoming twelve months of operations, Landmark Golf
Management will put forth every effort to best position SilverRock
Resort as a place to frequent in the eyes and minds of the influential
decision makers in the world of golf.
BRAND PROMISE
Discover the mystique of SilverRock Resort, the crown
jewel of La Quinta and its golf legacy. Rich in both
history and legend, the majestic Santa Rosa Mountains
frame an unwavering commitment to an exceptional
experience at SilverRock Resort.
Our Promise: Exceptional in All, For All, Always.
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2019-2020 Annual PlanAsst. Golf ProfessionalsGolf Shop BuyerSales AssociatesCarts/Bag RoomShuttle/ValetStarters/RangersDriving RangeGuest / Outside ServiceOutside Services ManagerGolf ShopHead Golf ProfessionalAsst. SuperintendentMechanic(s)Irrigation TechnicianSpray TechnicianGreenskeeper(s)Administrative Asst.Golf Course MaintenanceSuperintendentAdmin. Asst.To Controller & GMAccountingController / Human ResourcesRestaurantF&B Server(s) / Cart Attendent(s)Food & BeverageF&B ManagerMarketing & SalesTournament Sales ManagerSilverRock Resort Golf ClubGeneral Mgr. / Director of GolfLandmark Golf ManagementManagement TeamFacilities Department DirectorCity ManagerCity of La QuintaCity Council & Staff45/10/19118
RUN DATE: 01-May-19Key Employee Staffing PREPARED BY: DEPARTMENT SUMMARYJUL.AUG.SEP.OCT.NOV.DEC.JAN.FEB.MAR.APR.MAYJUN.GOLF OPERATION OUTSIDE SERVICESOUTSIDE SERVICES MANAGER (FULL TIME)111111111111OUTSIDE SERVICES SUPERVISORS (FULL-TIME)111111111111DRIVING RANGE (PART-TIME)111111222211CART/BAG/VALET/BAG DROP (FULL-TIME)444444444444CART/BAG/VALET/BAG DROP (PART-TIME)000222222211SHUTTLE DRIVER (PART-TIME)000022222200777911111212121288GOLF SHOP HEAD GOLF PROFESSIONAL (FULL TIME)1111111111111ST ASSISTANT PROFESSIONAL (FULL TIME) 111111111111MERCHANDISER (FULL TIME)111111111111ASSISTANT PROFESSIONAL (FULL TIME)222222222222SALES CLERKS (FULL TIME)111222222222SALES CLERKS (PART TIME)000111111110666888888887COURSE SERVICESSTARTERS (PART TIME)3 3 3 333333333RANGER/MARSHALS (PART TIME)000024444400333357777733GOLF COURSE MAINTENANCESUPERINTENDENT (FULL TIME)1 1 1 111111111ASST SUPERINTENDENT (FULL TIME)111111111111FOREMAN/SPRAY TECHNICIAN (FULL TIME)111111111111HEAD MECHANIC / FACILITY MANAGER (FULL TIME)111111111111ASST MECHANIC (FULL TIME)111111111111HEAD IRRIGATOR (FULL TIME)111111111111ASST IRRIGATOR (FULL TIME)111111111111GREENKEEPERS (FULL TIME)111111111112121212121212ADMINISTRATIVE ASSISTANT (PART TIME)111111111111TOTAL TURF & ADMIN STAFF 191919191920202020202020LANDSCAPE MAINTENANCEFOREMAN (FULL TIME)1 1 1 111111111IRRIGATOR (FULL TIME)111111111111LANDSCAPERS (FULL TIME)666666666666TOTAL LANDSCAPE CREW 888888888888TOTAL COURSE MAINTENANCE STAFF 272727272728282828282828FOOD & BEVERAGEF & B MANAGER / SUPERVISOR (FULL TIME)111111111111CHEF (FULL TIME)111111111111COOK (FULL TIME)111111111111PREP COOK (FULL TIME)111111111111LEAD SERVER (FULL-TIME)111111111111F & B WAIT/BEVERAGE CART/HALF(FULL TIME)111111111111F & B WAIT/BEVERAGE CART/HALF(PART TIME)222333333332BUSER / DISHWASHER (PART TIME)11111111111199910101010101010109G & ADIRECTOR OF GOLF/GM (FULL TIME)111111111111CLUB CONTROLLER (FULL TIME)111111111111ADMINISTRATIVE ASSISTANT (FULL TIME)111111111111333333333333MARKETING/TOURNAMENTTOURNAMENT SALES / GROUP COORDINATOR (FULL TIME)1 1 1 111111111TOTAL EMPLOYEES56 56 56 61 65686969696961592019-2020 ANNUAL PLAN Landmark Golf Management5119
SILVERROCK RESORT
2019-2020 ANNUAL PLAN
2019-2020 Assumptions
Revenue
Operations
It is assumed that prior to November 2019, golf operations will be operated out of a temporary
Clubhouse located in the “dog bone” area adjacent to hole #2 tee boxes. The SilverRock Grill will
remain open at the existing Ahmanson Clubhouse in its current location. However, with the removed
location from the temp golf facility, it is assumed business volume and sales will decrease at the
SilverRock Grill due to access and parking. For this Annual Plan, we are assuming a reduction in F&B
revenue compared to the previous year. It is assumed that the temporary golf facility will have the
same amenities that the current Ahmanson Clubhouse provides (golf shop with merchandise and
access to driving range & practice facilities). It is also assumed there will be a 4% reduction in rounds
of golf as a result of construction and routing of golfers through and around construction areas. Albeit
this 4% reduction in rounds of golf is a conservative estimate, there are many unknowns in respect to
the overall impact on golf. If during construction of the temporary Clubhouse and facilities in the
summer of 2019, plans change and the amenities are not equal to the existing Ahmanson Golf Facility
and practice facilities, a greater reduction in revenues will be inevitable.
Green Fees:
A green fee includes golf cart and warm-up range balls. A combination of the various green fee rates
and green fee mix of Regular, Twilight, and Resident play is anticipated to yield an average rate of
$73.49 per round based on 43,667 annual rounds. The non-resident green fee rates for the 2019-2020
fiscal year are projected to remain consistent with the prior year. Green fee rates will continue to be
based on dynamic pricing and course utilization levels will dictate green fee rates.
It is assumed in this Annual Plan, La Quinta Resident Card holders will continue to be offered
discounted green fees. On November 7, 2017, La Quinta City Council adopted a new Resident tee time
rate schedule. As a result, La Quinta Resident rates increased from $55 (high season), $45 (shoulder
seasons) and $30 (summer season) to $60, $49 and $33 respectively. Accompanied La Quinta
Resident Guests will continue to received 30% off prevailing posted rates and will follow similar booking
procedures as extended to a La Quinta Resident card holder; booking three (3) days in advance.
It is also assumed the overseeding dates will be October 7 through November 4, 2019. Annually
overseeding reduces revenues during these dates which is taken into consideration in these projections
with the course being closed these dates. It is also projected that aerification will occur in August 2019
and June of 2020 which reduces revenue for 3-5 days with each of these two (2) aerification cycles.
Greens Fee Mix: Through proper marketing, yield management, and limited advanced Resident
bookings the projected mix of green fees is: 30% Resident, 25% Public, 10% Public Twilight, & 35%
Other (tournaments, wholesalers, juniors, resident guests, replays and discounts).
Miscellaneous and Other Revenue: Is based on $3.09 per round. This consists of golf club rentals,
golf club repairs, handicap fees, driving range fees, rider fees, and Independent Contractor’s Fees
(Teaching Professionals). Golf Made Simple (Group Instruction) will not be operating during the 2019-
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2019-2020 ANNUAL PLAN
2120 season at SilverRock due to unknown teaching facility space. This amounts to a loss of revenue
of approximately $50,000 between instructor fees and Food & Beverage loss of revenues.
Golf Shop Merchandise: Is based on retail sales of $5.71 per round.
Resident Card Fees: Annual Revenues of $165,300 are based on selling 1,102 La Quinta Resident
Cards during the 2019-2020 Fiscal Year. This is consistent with prior year sales.
Cost of Goods Sold
Merchandise 55 %
Food & Beverage 33 %
Expenses
Golf Carts, Bag Room, and Driving Range: Includes outside service, bag room, and driving range
staff plus supplies and operating expense for this department. Additional shuttle shifts will be added to
this year’s Annual Plan to help shuttle customers down and back from the restaurant on a year round
basis. This is a result of the change in location of the temporary golf clubhouse to the existing
restaurant at the Ahmanson Ranch House. Per California State Law, another minimum wage increase
to $13 per hour is scheduled for January 1, 2020. This increase was factored into the 2019-2020
Annual Plan.
Golf Shop: Includes golf professionals, merchandising sales staff, receiving staff and golf shop
operational expenses. Another minimum wage increase to $13 per hour is scheduled for January 1,
2020. This increase has been factored into the 2019-2020 Annual Plan.
Course Services: Includes course service staff consisting of course rangers/starters and related
department supplies and materials. Another minimum wage increase to $13 per hour is scheduled for
January 1, 2020. This increase has been factored into the 2019-2020 Annual Plan.
Golf Course Maintenance: Includes compensation and payroll related costs for the Golf Course
Maintenance Superintendent, grounds maintenance staff, supplies, and materials. Overseeding dates
are projected to be October 7 through November 4, 2019, which results in projected higher labor cost
and supply costs during the annual overseeding process. There are areas on the golf course that will
not be over-seeded, as in the past in an attempt to reduce costs and conserve water. Golf Course
Superintendent education, training and travel expense are included in the 2019-2020 Annual Plan. In
addition, Front Entry Landscape Maintenance will continue to be accounted for in this department’s
operating budget. Another minimum wage increase to $13 per hour is scheduled for January 1, 2020.
This increase has been factored into the 2019-2020 Annual Plan.
Water & Electrical: The 2019-2020 Annual Plan includes water and electrical costs to irrigate the golf
course and properly maintain the lake system. This is accounted for in the Golf Course Maintenance
budget.
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Projected Annual Electric costs of $179,791 will cover 100 % of the facilities electric costs
including; front entry waterfall, well pump, golf course pump station, north village lake water
falls & circulation pumps, cart storage area and clubhouse. These expenses will continue to be
budgeted in the 2019-2020 Annual Plan as water and electrical costs.
Food & Beverage: Includes food & beverage staff and expenses for the temporary clubhouse. There
is a separate Agreement for the Food & Beverage Department including the Liquor License
arrangement between the City and Landmark Golf Management.
Marketing: Includes marketing, public relations, advertising, web page, collateral and tournament
sales, etc. Refer to pages 21 & 22, for the marketing plan narrative.
Clubhouse: Clubhouse expenses, maintenance/cleaning staff, landscape maintenance, parking lot
and entry drive clean up. Roving patrol expenses to secure the entire property of SilverRock continues
to be included in this department’s operating budget. It is assumed that RGC will pay the lease
payments on the Temporary Golf Trailers. The Ahmanson Clubhouse will be converted to Propane
Gas this summer 19’. As a result, this will amount to a 25% increase in Gas expenses annually. Both
the Temporary Golf Trailer and existing Ahmanson Clubhouse will be maintained under this Annual
Plan.
Management Fee: The monthly Management Fee of $9,880 per the Golf Course Management
Agreement is budgeted for the 2019-2020 fiscal year. This represents a 4% increase from the previous
year.
Insurance: Per requirements of the Golf Course Management Agreement in the Annual Plan is the
cost for comprehensive golf club insurance policy, general liability, property, equipment and business
interruption etc.
G&A: Expenses include General Manager, Controller & Administrative Assistant Salaries, Professional
Fees, Payroll Processing Fees, Equipment Expenses, Equipment Rental and Resident Card Expenses.
Personal Property Lease Tax: Exempt, except personal property taxes on equipment purchases or
leases which are included in this Annual Plan.
Capital Reserves: Capital Reserves of 2% of green fees will be discontinued upon City of La Quinta
Staff direction.
Golf Carts Lease: Golf carts are leased for the Golf Club. The budgeted amount of $10,050 per month
is not expected to increase from the prior year.
GPS Lease: Monthly golf cart GPS rental/lease expense for the fleet of golf carts is $3,900 per month
and will remain unchanged from the prior year.
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SilverRock ResortCONSOLIDATED INCOME STATEMENTRUN DATE: 01-May-1910:34 AMFOR FISCAL YEAR - JULY 2019 - JUNE 2020PREPARED BY: Landmark Golf ManagementDEPARTMENT 2019-2020 BUDGETJUL.AUG.SEP.OCT.NOV.DEC.JAN.FEB. MAR.APR.MAY JUN.ROUNDSROUNDS 43,6672,400 2,113 2,976767 4,032 3,936 4,497 5,472 5,520 4,896 4,608 2,450 TOTAL ROUNDS43,6672,400 2,113 2,976767 4,032 3,936 4,497 5,472 5,520 4,896 4,608 2,450REVENUEGREEN FEES 3,209,13472,051 75,453 129,332 45,305 313,959 299,731 382,978 550,250 553,281 370,409 274,805 141,579MISC. REV/RANGE/CARTS/RENTALS134,7661,859 1,920 2,275 1,228 18,903 14,650 22,100 22,050 20,900 13,340 10,3955,145GOLF SHOP MERCHANDISE249,2568,160 6,867 10,416 3,835 26,208 23,616 26,982 35,568 35,880 29,376 27,648 14,700RESIDENT CARD FEES165,300500500500 7,500 25,000 22,800 22,000 24,000 15,625 15,625 15,625 15,625FOOD & BEVERAGE CONCESSIONS12,000500500500 1,500 1,500 1,500 1,500 1,500 1,500500 500 500TOTAL REVENUE3,770,45683,070 85,241 143,024 59,368 385,569 362,297 455,560 633,368 627,186 429,250 328,973 177,549COST OF SALESPRO SHOP 139,5094,567 3,844 5,830 2,146 14,669 13,218 15,102 19,907 20,082 16,442 15,4758,228TOTAL COST OF SALES139,5094,567 3,844 5,830 2,146 14,669 13,218 15,102 19,907 20,082 16,442 15,4758,228GROSS PROFIT3,630,94778,503 81,397 137,194 57,222 370,900 349,079 440,459 613,461 607,104 412,809 313,499 169,322OPERATING EXPENSESGOLF CARTS\BAGS\RANGE 312,62217,388 15,254 19,171 17,190 45,714 30,928 30,883 30,883 30,508 31,308 22,938 20,454GOLF SHOP208,39313,568 13,568 13,133 11,907 19,247 19,247 20,687 19,172 19,172 18,490 22,153 18,046COURSE SERVICES 83,7513,844 3,844 4,537 3,127 7,470 10,523 11,264 11,213 11,213 9,354 3,681 3,681GOLF COURSE MAINTENANCE 1,783,663132,879 118,045 141,276 305,084 152,328 135,111 128,677 122,578 132,415 143,637 128,802 142,831WATER & ELECTRIC COST 249,83823,415 22,810 22,747 18,240 15,369 16,775 17,713 17,148 17,252 21,664 25,736 30,969GENERAL & ADMINISTRATIVE 360,40127,299 28,223 27,699 28,398 33,245 33,120 30,220 30,470 30,220 30,220 30,770 30,520MARKETING 222,2037,267 7,267 14,616 21,317 29,920 20,350 25,497 22,582 20,375 22,205 17,832 12,977CLUBHOUSE 125,3129,901 9,901 9,901 10,401 12,201 9,901 10,401 9,901 12,701 9,901 9,901 10,301MANAGEMENT FEE 118,5609,880 9,880 9,880 9,880 9,880 9,880 9,880 9,880 9,880 9,880 9,880 9,880CAPITAL RESERVES 0000000000000INSURANCE 48,0004,000 4,000 4,000 4,000 4,000 4,000 4,000 4,000 4,000 4,000 4,000 4,000PERSONAL PROPERTY LEASE TAXES 11,8005,2000 4,000 2,60000000000LEASES313,25024,900 24,900 24,900 25,350 26,650 26,650 26,650 26,650 26,650 26,650 26,650 26,650TOTAL OPERATING EXPENSES3,837,793279,541 257,693 295,861 457,493 356,024 316,485 315,872 304,477 314,387 327,309 302,343 310,309NET INCOME(206,846)(201,038) (176,295) (158,667) (400,272) 14,876 32,594 124,586 308,984292,717 85,500 11,156 (140,987)NET INCOME %-5.5%-242.0% -206.8% -110.9% -674.2% 3.9% 9.0% 27.3% 48.8% 46.7% 19.9% 3.4% -79.4%Average Green Fee $73.49$30.02 $35.71 $43.46 $59.07 $77.87 $76.15 $85.16 $100.56 $100.23 $75.66$59.64 $57.79Average $ Misc. Income per Rd$3.09$0.77 $0.91 $0.76 $1.60 $4.69 $3.72 $4.91 $4.03 $3.79 $2.72 $2.26 $2.10Average $ Merchandise per Rd$5.71$3.40 $3.25 $3.50 $5.00 $6.50 $6.00 $6.00 $6.50 $6.50 $6.00 $6.00 $6.00Total Average Revenue per Round$82.29$34.61 $40.34 $48.06 $77.40 $95.63 $92.05 $101.30 $115.75 $113.62 $87.67 $71.39 $72.472019-2020 ANNUAL PLAN 9123
2019-2020 ANNUAL PLAN SilverRock ResortRUN DATE: 01-May-19 10:34 AMProjections - July 2019 to June 2020PREPARED BY: Landmark Golf Management0.600.40Golf RoundsTotalJUL.AUG.SEP.OCT.NOV.DEC.JAN.FEB.MAR.APR.MAYJUN.Resident Rnds (Weekday)5,895324285402104544531607739745661622331Resident Rnds (Weekend)7,205396349491127665649742903911808760404Sub-Total Resident Rnds 13,1007206348932301210118113491642165614691382735% of Total 0.300.300.300.300.300.300.300.300.300.300.300.300.30Public Rnds (Weekday)4,91327023833586454443506616621551518276Public Rnds (Weekend)6,004330291409105554541618752759673634337Sub-Total Public Rnds10,917600528744192100898411241368138012241152613% of Total 0.250.250.250.250.250.250.250.250.250.250.250.250.25Public Twi (Weekday)1,9651089513435181177202246248220207110Public Twi (Weekend)2,40213211616442222216247301304269253135Sub-Total Twilight Rnds4,36724021129877403394450547552490461245% of Total 0.100.100.100.100.100.100.100.100.100.100.100.100.10Other (Weekday)6,878378333469121635620708862869771726386Other (Weekend)8,40646240757314877675886610531063942887472Tournaments 3,05716814820854282276315383386343323172Wholesales 3,05716814820854282276315383386343323172Resident Guest 1,52884741042714113815719219317116186Stand By Golf 1,52884741042714113815719219317116186Discounts 3,82121018526067353344393479483428403214PGA 764423752137169799697868143Junior 764423752137169799697868143Replay 764423752137169799697868143Sub-Total Other 15,28384074010422681411137815741915193217141613858% of Total0.350.350.350.350.350.350.350.350.350.350.350.350.35Total Rounds43,6672,4002,1132,976767403239364497547255204896460824500.45 Green Fees0.55Resident Rnds (Weekday)25.00$ 30.00$ 40.00$ 60.00$ 45.00$ 45.00$ 55.00$ 60.00$ 60.00$ 45.00$ 45.00$ 45.00$ Resident Rnds (Weekend)30.00$ 30.00$ 40.00$ 60.00$ 45.00$ 45.00$ 55.00$ 60.00$ 60.00$ 55.00$ 45.00$ 45.00$ Public Rnds (Weekday)25.00$ 30.00$ 40.00$ 50.00$ 80.00$ 80.00$ 90.00$ 130.00$ 130.00$ 90.00$ 45.00$ 45.00$ Public Rnds (Weekend)30.00$ 30.00$ 40.00$ 60.00$ 85.00$ 85.00$ 95.00$ 130.00$ 130.00$ 90.00$ 60.00$ 60.00$ Public Twi (Weekday)30.00$ 40.00$ 40.00$ 50.00$ 75.00$ 75.00$ 80.00$ 85.00$ 80.00$ 80.00$ 45.00$ 45.00$ Public Twi (Weekend)30.00$ 30.00$ 45.00$ 65.00$ 75.00$ 70.00$ 85.00$ 90.00$ 85.00$ 80.00$ 60.00$ 60.00$ Other (Weekday)30.00$ 40.00$ 45.00$ 50.00$ 75.00$ 75.00$ 80.00$ 90.00$ 90.00$ 60.00$ 60.00$ 45.00$ Other (Weekend)30.00$ 40.00$ 45.00$ 60.00$ 80.00$ 80.00$ 80.00$ 95.00$ 95.00$ 60.00$ 60.00$ 65.00$ Golf RevenueResident Rnds (Weekday)282,3928,100$ 8,558$ 16,070$ 6,213$ 24,494$ 23,911$ 33,390$ 44,323$ 44,712$ 29,743$ 27,994$ 14,884$ Resident Rnds (Weekend)355,20511,880$ 10,459$ 19,642$ 7,593$ 29,938$ 29,225$ 40,810$ 54,173$ 54,648$ 44,431$ 34,214$ 18,191$ Public Rnds (Weekday)394,8936,750$ 7,131$ 13,392$ 4,314$ 36,288$ 35,424$ 45,532$ 80,028$ 80,730$ 49,572$ 23,328$ 12,403$ Public Rnds (Weekend)508,4789,900$ 8,716$ 16,368$ 6,328$ 47,124$ 46,002$ 58,742$ 97,812$ 98,670$ 60,588$ 38,016$ 20,213$ Public Twi (Weekday)129,9283,240$ 3,803$ 5,357$ 1,726$ 13,608$ 13,284$ 16,189$ 20,930$ 19,872$ 17,626$ 9,331$ 4,961$ Public Twi (Weekend)168,0893,960$ 3,486$ 7,366$ 2,742$ 16,632$ 15,154$ 21,023$ 27,086$ 25,806$ 21,542$ 15,206$ 8,085$ 3,021$ 3,717$ 4,266$ 1,490$ 36,154$ 29,623$ 41,375$ 48,263$ 49,650$ 44,091$ 29,948$ 14,823$ Other (Weekday)465,55711,340$ 13,312$ 21,092$ 6,040$ 47,628$ 46,494$ 56,662$ 77,566$ 78,246$ 46,267$ 43,546$ 17,364$ Other (Weekend)598,17313,860$ 16,270$ 25,780$ 8,859$ 62,093$ 60,614$ 69,254$ 100,069$ 100,947$ 56,549$ 53,222$ 30,656$ Total Revenue3,209,13472,051$ 75,453$ 129,332$ 45,305$ 313,959$ 299,731$ 382,978$ 550,250$ 553,281$ 370,409$ 274,805$ 141,579$ 86,376 72,315 143,413 29,881 324,750 257,672 236,925 469,175 548,995 432,266 271,650 154,289Avg. Rate73.49$ 30.02$ 35.71$ 43.46$ 59.07$ 77.87$ 76.15$ 85.16$ 100.56$ 100.23$ 75.66$ 59.64$ 57.79$ Misc Revenue76.13$ ###########Club Rental 21,087504$ 620$ 711$ 228$ 2,325$ 2,050$ 2,500$ 2,750$ 3,000$ 2,700$ 2,475$ 1,225$ Driving Range Balls 94,872755$ 1,177$ 1,422$ 455$ 15,113$ 10,250$ 15,000$ 16,500$ 15,000$ 8,100$ 7,425$ 3,675$ Rider Fees7,807101$ 124$ 142$ 46$ 465$ 1,350$ 1,400$ 1,400$ 1,500$ 540$ 495$ 245$ Handicap Fees2,500-$ -$ -$ -$ -$ -$ 1,700$ 400$ 400$ -$ -$ -$ Independent Instructor Fees6,000-$ -$ -$ -$ 1,000$ 1,000$ 1,000$ 1,000$ 1,000$ 1,000$ -$ Ball Retreival 2,500500$ -$ 500$ 500$ 1,000$ -$ -$ 1,000$ -$ -$ 1,000$ 5,000$ 5,000$ 6,000$ 6,000$ 6,000$ 7,000$ 4,000$ -$ Total134,7661,859$ 1,920$ 2,275$ 1,228$ 18,903$ 14,650$ 22,100$ 22,050$ 20,900$ 13,340$ 10,395$ 5,145$ 10124
2019-2020 ANNUAL PLAN SilverRock ResortRUN DATE: 01-May-19 10:34 AMProjections - July 2019 to June 2020PREPARED BY: Landmark Golf ManagementGOLF SHOP - 61TOTALJUL.AUG.SEP.OCT.NOV.DEC.JAN.FEB.MAR.APR.MAYJUN.GOLF SHOP MERCHANDISE SALESTOTAL # OF ROUNDS43,6672,400 2,113 2,976 767 4,032 3,936 4,497 5,472 5,520 4,896 4,608 2,450AVERAGE REVENUE / ROUND$5.71 $3.40 $3.25 $3.50 $5.00 $6.50 $6.00 $6.00 $6.50 $6.50 $6.00 $6.00 $6.00TOTAL MERCHANDISE SALES$249,2568,160 6,867 10,416 3,835 26,208 23,616 26,982 35,568 35,880 29,376 27,648 14,70025,44353,659MERCHANDISE REVENUE75.00%25.00%Soft Goods Sales186,9426,120 5,150 7,812 2,876 19,656 17,712 20,237 26,676 26,910 22,032 20,736 11,025Hard Goods Sales62,3142,040 1,717 2,604 959 6,552 5,904 6,746 8,892 8,970 7,344 6,912 3,675 TOTAL MERCHANDISE REVENUE249,2568,160 6,867 10,416 3,835 26,208 23,616 26,982 35,568 35,880 29,376 27,648 14,700COST OF SALES55.97%55.97% 55.97% 55.97% 55.97% 55.97% 55.97% 55.97% 55.97% 55.97% 55.97% 55.97% 55.97%COS - Merchandise (58%)144,5694,733 3,983 6,041 2,224 15,201 13,697 15,650 20,629 20,810 17,038 16,036 8,526Purchase Disc Taken - (5%)(7,228)(237) (199) (302) (111) (760) (685) (782) (1,031) (1,041) (852) (802) (426)Freight - Merchandise2,16971 60 91 33 228 205 235 309 312 256 241 128 TOTAL COST OF SALES139,5094,567 3,844 5,830 2,146 14,669 13,218 15,102 19,907 20,082 16,442 15,475 8,228GROSS PROFIT109,7483,593 3,024 4,586 1,689 11,539 10,398 11,880 15,661 15,798 12,934 12,173 6,472SALARIES AND BENEFITS9,4149,9938,7608,24810,87012,04213,52712,480Salaries and Wages161,44010,522 10,522 10,139 8,731 15,448 15,448 15,448 15,448 15,448 14,848 14,978 14,458Payroll Taxes 16,1441,052 1,052 1,014 873 1,545 1,545 1,545 1,545 1,545 1,485 1,498 1,446Workers' Compensation 6,054395 395 380 327 579 579 579 579 579 557 562 542Health Insurance/Benefits5,880490 490 490 490 490 490 490 490 490 490 490 490 TOTAL SALARIES AND BENEFITS189,51812,458 12,458 12,023 10,422 18,062 18,062 18,062 18,062 18,062 17,380 17,528 16,936SUPPLIES AND MATERIALSOTHER EXPENSESOffice Supplies 3,000250 250 250 250 250 250 250 250 250 250 250 250Dues and Subscriptions 2,3000 0 0 0 0 0 0 0 0 0 2,300Freight / Delivery 750 0 0 25 25 25 0 0 0 0 0 0Travel 900 0 0 0 0 0 15 1515151515Uniforms2,400100 100 100 100 300 200 500 200 200 200 200 200Telephone 1,320110 110 110 110 110 110 110 110 110 110 110 110Seminars / Training 3,690150 150 150 5000 100 1,250353535 1,25035Miscellaneous 6,000500 500 500 500 500 500 500 500 500 500 500 500 TOTAL OTHER EXPENSES18,8751,110 1,110 1,110 1,485 1,185 1,185 2,625 1,110 1,110 1,110 4,625 1,110 TOTAL EXPENSES208,39313,568 13,568 13,133 11,907 19,247 19,247 20,687 19,172 19,172 18,490 22,153 18,046Seminars/Training - Reimbursement for eligible golf shop employees (Director of Golf, Head Professional & 3 Assistant Golf Professionals) for PGA Training, Education and Travel Expenses. Office Supplies are made up of: Golf Cart Rental Agreements,Golf Club Rental Agreements, Gift Certificates & Merchandise BagsUniforms- Each Full-Time Emp receives (1) shirt per month11125
2019-2020 ANNUAL PLAN SilverRock ResortRUN DATE: 01-May-19 10:34 AMProjections - July 2019 to June 2020PREPARED BY: Landmark Golf ManagementCARTS, BAGROOM & RANGE - 641TOTAL JUL. AUG. SEP. OCT. NOV. DEC. JAN. FEB. MAR. APR. MAY JUN.SALARIES AND BENEFITS7,540 6,574 8,506 4,181 9,821 11,246 12,697 13,780Salaries and Wages199,524 10,812 8,976 12,648 9,588 17,040 22,680 22,620 22,620 22,620 22,620 14,040 13,260Incentives \ Bonus 0Payroll Taxes 24,8411,346 1,118 1,575 1,194 2,121 2,824 2,816 2,8162,816 2,816 1,748 1,651Workers' Compensation 7,482405 337 474 360 639 851 848 848848 848 527 497Health Insurance/Benefits3,648304 304 304 304 304 304 304 304304 304 304 304 TOTAL SALARIES AND BENEFITS235,495 12,868 10,734 15,001 11,445 20,104 26,658 26,588 26,588 26,588 26,588 16,618 15,712153,00511,258 8,0629,003 3,900 11,890 15,750 17,092 14,750 15,700 15,750 14,350 15,500SUPPLIES AND MATERIALSRange Expendable Supplies6,750600 600 150 150 1,800 150 1,000 1,000150 150 500 500Towel Replacement2,182120 120 120 120 185 195 250 250250 250 25072Bottled Water19,9001,500 1,500 1,500 100 10,000 200 200 200200 1,500 1,500 1,500Cart Supplies1,850000 500 500 500757550505050Range Balls10,0000000 10,0000000000 TOTAL SUPPLIES AND MATERIALS40,682 2,220 2,220 1,770 870 22,485 1,045 1,525 1,525650 1,950 2,300 2,122REPAIRS AND MAINTENANCEEquipment Repair - Golf3,600300 300 300 300 300 300 300 300300 300 300 300 TOTAL REPAIRS AND MAINTENANCE3,600 300 300 300 300 300 300 300 300300 300 300 300OTHER EXPENSESExpendable Supplies 52525 25 25 505050505050505050Printing / Stationary 420000000707070707070Cart Maintenance & Repairs 6,450500 500 500 950 500 500 500 500500 500 500 500Freight / Delivery 450757575757575000000Uniforms5,200000 2,000 500 500005000 1,500 200Fuel (Shuttles & Range Picker)3,00000 100 100 300 400 450 450450 450 200 100Laundry and Linen 9,600800 800 800 800 800 800 800 800800 800 800 800Miscellaneous 7,200600 600 600 600 600 600 600 600600 600 600 600 TOTAL OTHER EXPENSES32,845 2,000 2,000 2,100 4,575 2,825 2,925 2,470 2,4702,970 2,470 3,720 2,320 TOTAL EXPENSES312,622 17,388 15,254 19,171 17,190 45,714 30,928 30,883 30,883 30,508 31,308 22,938 20,454Expendable Supplies are made up of: - Scorecards, Tees, Pencils, Trash Bags,Cups & First Aid Supplies.Uniforms- Each employee receives 4 shirts, 1 hat per season12126
2019-2020 ANNUAL PLAN SilverRock ResortRUN DATE: 01-May-19 10:34 AMProjections - July 2019 to June 2020PREPARED BY: Landmark Golf ManagementCOURSE SERVICES - 643TOTAL JUL. AUG. SEP. OCT. NOV. DEC. JAN. FEB. MAR. APR. MAY JUN.SALARIES AND BENEFITS1,850 1,400 2,590800 3,600 5,667 5,700 5,700Salaries and Wages70,1333,226 3,226 3,791 1,870 6,325 8,855 9,660 9,660 9,660 7,740 3,060 3,060Incentives \ Bonus 0000000000000Incentives \ Commission 0000000000000Payroll Taxes 7,013323323379187633886966966966774306306Workers' Compensation 2,63012112114270237332362362362290115115 TOTAL SALARIES AND BENEFITS 79,7763,669 3,669 4,312 2,127 7,195 10,073 10,988 10,988 10,988 8,804 3,481 3,481SUPPLIES AND MATERIALSExpendable Supplies 1,05050 501001001001001001001001007575 TOTAL SUPPLIES AND MATERIALS 1,05050501001001001001001001001007575OTHER EXPENSESUniforms 2,12575 7575800752507575754007575Safety Equipment 600505050505050505050505050Miscellaneous 20000050505050000001 TOTAL OTHER EXPENSES2,926125125125900175350176125125450125125 TOTAL COURSE SERVICES EXPENSES83,7513,844 3,844 4,537 3,127 7,47010,523 11,264 11,213 11,213 9,354 3,681 3,681Expendable Supplies are made up of: Clipboards, Paper (starter sheets, ranger sheets), Towels, Trash BagsUniforms- Each employee receives 4 shirts, 1 hat per season13127
SilverRock ResortRUN DATE: 01-May-19 10:34 AMProjections - July 2019 to June 2020PREPARED BY: Landmark Golf ManagementMAINTENANCE DEPARTMENT - 63 TOTAL JUL. AUG. SEP. OCT. NOV. DEC. JAN. FEB. MAR. APR. MAY JUN.SALARIES AND BENEFITSSalaries and Wages759,16952,386 52,386 52,386 56,424 63,816 67,375 69,708 69,661 69,666 69,666 66,858 68,836Overtime Hourly Wages 18,500000 16,0000000 2,500000Incentives \ Bonus 0000000000000Payroll Taxes 77,7675,239 5,239 5,239 7,242 6,382 6,738 6,971 6,966 7,217 6,967 6,686 6,884Workers' Compensation 28,9291,964 1,964 1,964 2,516 2,393 2,527 2,614 2,612 2,675 2,612 2,507 2,581Health Insurance/Benefits117,7209,810 9,810 9,810 9,810 9,810 9,810 9,810 9,810 9,810 9,810 9,810 9,810 TOTAL SALARIES AND BENEFITS1,002,08569,39969,39969,39991,99282,40186,45089,10389,04991,86889,05585,86188,111SUPPLIES AND MATERIALSFertilizer104,5205,870 4,100 9,880 29,560 10,650 8,820 5,000 3,020 3,370 10,270 3,350 10,630Flowers/Plants3,05000 1,000 2500 750 750 100 100 100Gas & Oils46,8603,200 3,450 3,850 4,750 4,850 4,150 3,570 3,880 3,880 3,850 3,850 3,580Golf Course Accessories13,140000 12,300000 1600 68000Chemicals & Pesticides50,06013,754 190 7,820 9,359 2,1000 3,033 190 1,806 3,100 2,200 6,508POA Control9,90000 2,40000 7,500000000Sand/Mulch/Bunker13,460390 390 5,000 2,000 4,000 800 380 100 100 100 100 100Seed117,400000 105,500 11,9000000000Small Tools 5,000100 100 2,000 2,000 100 100 100 100 100 100 100 100Sod15,5005,300 4,500 1,0000000000 1,250 3,450Topdressing 10,0000 2,2000 2,200 2,60000000 1,500 1,5000 TOTAL SUPPLIES AND MATERIALS388,89028,61414,93032,950167,91936,20022,12012,8337,5509,35618,20012,35025,868REPAIRS AND MAINTENANCEBuildings & Bridges 5,5501,250 750 550 500 500 500 250 250 250 250 250 250Equipment38,5002,000 2,500 3,000 10,000 5,000 2,000 2,500 2,500 2,000 2,000 2,500 2,500Irrigation System 19,0504,400 3,500 1,500 2,000 900 550 1,200 1,000 1,000 1,000 1,000 1,000Pumps10,5001,000 1,000 1,000 1,000 1,000 1,000 1,000 1,000 1,000 1,000 5000Lake Maint Contract 30,8003,850 3,850 3,850 3,850 3,8500000 3,850 3,850 3,850Trees12,05000 5,500 5500000 2,000 4,00000 TOTAL REPAIRS AND MAINTENANCE116,45012,50011,60015,40017,90011,2504,0504,9504,7506,25012,1008,1007,6002019-2020 ANNUAL PLAN 14128
SilverRock ResortRUN DATE: 01-May-19 10:34 AMProjections - July 2019 to June 2020PREPARED BY: Landmark Golf ManagementMAINTENANCE DEPARTMENT - 63 TOTAL JUL. AUG. SEP. OCT. NOV. DEC. JAN. FEB. MAR. APR. MAY JUN.2019-2020 ANNUAL PLAN OTHER EXPENSESContract Services Soil/Tissue Tests2,00000 1,0000000000 1,0000Dues and Subscriptions 6800000000 2000 3800 100Employee Education3,90050505050505050 1,000 2,400505050Equipment Rental 3,400200 150 150 1,000 600 200 200 200 200 200 200 100Auto Expense4,800400 400 400 400 400 400 400 400 400 400 400 400Licenses and Permits 4,30010000 25005000 1,000 2,90000Miscellaneous1,200100 100 100 100 100 100 100 100 100 100 100 100Supplies 4,350750 750 750 500 500 500 100 100 100 100 100 100Propane/Natural Gas 180151515151515151515151515Safety Equipment & Training3,850200 100 750 800 500 400 400 200 200 100 100 100Telephone/DSL10,200850 850 850 850 850 850 850 850 850 850 850 850Waste/Trash Removal6,288524 524 524 524 524 524 524 524 524 524 524 524Uniforms & Linen/Towels 11,040920 920 920 920 920 920 920 920 920 920 920 920 TOTAL OTHER EXPENSES56,1884,1093,8595,5095,4094,4594,0093,5594,5096,7096,5394,2593,259TOTAL MAINTENANCE EXP. (EXCL Landscaping)1,563,613114,62299,788123,258283,220134,310116,629110,445105,858114,183125,894110,570124,8384,500LANDSCAPE13,00012,20012,70013,10011,40013,80012,6009,600Wages156,528 13,334 13,334 12,904 12,904 12,904 13,334 13,334 12,004 13,334 12,904 13,334 12,904Overtime Hourly Wages 3,418 0 0 0 3,418 0 0 0 0 0 0 0 0Payroll Taxes 15,995 1,333 1,333 1,290 1,632 1,290 1,333 1,333 1,200 1,333 1,290 1,333 1,290Workers' Compensation 5,955 500 500 484 569 484 500 500 450 500 484 500 484Health Insurance/Benefits29,400 2,450 2,450 2,450 2,450 2,450 2,450 2,450 2,450 2,450 2,450 2,450 2,450Landscape Wages & Benefits211,29617,617 17,617 17,128 20,973 17,128 17,617 17,617 16,104 17,617 17,128 17,617 17,128Small Tools1,025 100 100 100 100 100 75 757575757575Repairs & Maintenance - Drip Irrigation4,250250 250 500 500 500 500 250 250 250 250 250 500Uniforms3,480290 290 290 290 290 290 290 290 290 290 290 290TOTAL LANDSCAPE MAINTENANCE220,051 18,257 18,257 18,018 21,863 18,018 18,482 18,232 16,719 18,232 17,743 18,232 17,993COURSE & LANDSCAPE MAINTENANCE TOTAL 1,783,663132,879 118,045 141,276 305,084 152,328 135,111 128,677 122,578 132,415 143,637 128,802 142,831(EXCL UTILITIES)WATER & ELECTRICITY COSTSWater Cost70,04710,150 8,990 8,932 6,090 4,719 7,685 2,697 2,132 2,247 2,247 4,719 9,439Maint. Shop / So Village Lakes35,6003,200 2,300 2,300 2,300 2,500 2,000 5,000 3,000 3,000 4,000 3,000 3,000Main Meter (FE, PH, CB, CH, NV Lakes)143,10010,000 11,500 11,500 9,200 8,000 7,000 10,000 12,000 12,000 15,400 18,000 18,500Well 1,091652015 650 1509016165171730 TOTAL WATER AND ELECTRIC COST249,83823,415 22,810 22,747 18,240 15,369 16,775 17,713 17,148 17,252 21,664 25,736 30,969 TOTAL COURSE MAINTENANCE EXPENSES2,033,501156,294140,855164,023323,324167,697151,886146,390139,726149,667165,301154,538173,80015129
SilverRock ResortRUN DATE: 01-May-19 10:34 AMProjections - July 2019 to June 2020PREPARED BY: Landmark Golf ManagementG & A DEPARTMENT - 67TOTALJUL. AUG. SEP. OCT. NOV. DEC. JAN. FEB. MAR. APR. MAY JUN.SALARIES AND BENEFITSSalaries and Wages236,83618,263 18,943 18,263 18,943 20,303 20,303 20,303 20,303 20,303 20,303 20,303 20,303Payroll Taxes 23,6841,826 1,894 1,826 1,894 2,030 2,030 2,030 2,030 2,030 2,030 2,030 2,030Workers' Compensation 8,881685 710 685 710 761 761 761 761 761 761 761 761Health Insurance/Benefits26,1602,180 2,180 2,180 2,180 2,180 2,180 2,180 2,180 2,180 2,180 2,180 2,180 TOTAL SALARIES AND BENEFITS295,56122,954 23,728 22,954 23,728 25,275 25,275 25,275 25,275 25,275 25,275 25,275 25,275REPAIRS AND MAINTENANCEEquipment Repair 1,9000 100 100 100 900 100 100 100 100 100 100 100TOTAL REPAIRS AND MAINTENANCE1,9000 100 100 100 900 100 100 100 100 100 100 100OTHER EXPENSESOffice Supplies 1,260105 105 105 105 105 105 105 105 105 105 105 105Printing / Stationary 3,300100 100 100 100 100 400 400 400 400 400 400 400Postage 90075 75 75757575757575757575Recruiting / Relocation 1,20000 150 150 150 200 150 200 200000Dues and Subscriptions 1,150500 200505050 100 2005050 30050Freight / Delivery 600505050505050505050505050Travel 1,1000 10000000 1000 200 500 200Promotion 1,200100 100 100 100 100 100 100 100 100 100 100 100Auto Expense 6,000500 500 500 500 500 500 500 500 500 500 500 500Equipment Rental (Copier/Storage) 6,600550 550 550 550 550 550 550 550 550 550 550 550Uniforms 1,050757575 150 15075757575757575Professional Fees (I.T. & Safety Fees)10,200850 850 850 850 850 850 850 850 850 850 850 850Seminars / Training 2,400200 200 200 200 200 200 200 200 200 200 200 200Payroll Processing12,0001,000 1,000 1,000 1,000 1,000 1,000 1,000 1,000 1,000 1,000 1,000 1,000Computer Supplies (POS Support Fees)6,300500 500 500 500 500 500 500 500 500 500 500 800Bank & ADP Fees1,080909090909090909090909090Miscellaneous 6,600100 100 100 100 2,600 3,000 100 100 100 100 100 100 TOTAL OTHER EXPENSES62,9404,345 4,395 4,645 4,570 7,070 7,745 4,845 5,095 4,845 4,845 5,395 5,145TOTAL G & A EXPENSES360,40127,299 28,223 27,699 28,398 33,245 33,120 30,220 30,470 30,220 30,220 30,770 30,520Uniforms- Benefit to be shared between GM & ControllerEntertainment & Promotion - GM promoting property for potential clients2019-2020 ANNUAL PLAN 16130
2019-2020 ANNUAL PLAN SilverRock ResortMARKETING 01-May-19 10:34 AMProjections - July 2019 to June 2020PREPARED BY: Landmark Golf ManagementMARKETING DEPARTMENT - 66TOTAL JUL. AUG. SEP. OCT. NOV. DEC. JAN. FEB. MAR. APR. MAY JUN.SALARIES AND BENEFITSSalaries and Wages30,0962,508 2,508 2,508 2,508 2,508 2,508 2,508 2,508 2,508 2,508 2,508 2,508Payroll Taxes 3,010251 251 251 251 251 251 251 251 251 251 251 251Workers' Compensation 1,12994 94 94 949494949494949494Health Insurance/Benefits4,176348 348 348 348 348 348 348 348 348 348 348 348 TOTAL SALARIES AND BENEFITS38,4103,201 3,201 3,201 3,201 3,201 3,201 3,201 3,201 3,201 3,201 3,201 3,201OTHER EXPENSESOffice Supplies 1,200100 100 100 100 100 100 100 100 100 100 100 100Printing / Stationary 4,4250 0 200 3,000 200 200 200 125 125 125 125 125Postage 60050 50 50 505050505050505050Contract Services Web Page 1,800150 150 150 150 150 150 150 150 150 150 150 150Dues and Subscriptions 73500000035 400 300000Uniforms 600000 30050505050505000Telephone 1,200100 100 100 100 100 100 100 100 100 100 100 100Civic, Community and Trade Show 2,25075757575 750 750757575757575Public Relations1,000000000 500 5000000Promotions / Meals 300252525252525252525252525Promotion - (Media, Vendor Days, etc)7000 0 0505050 3005050505050Advertising (Ad Purchases) 163,1333,566 3,566 10,715 13,766 24,194 15,624 20,161 17,206 15,599 17,729 12,906 8,101Collateral Material - (Yrd Bks, Rack Cds, Statn, Brochures)5,500000 500 1,0000 500 500 500 500 1,000 1,000Miscellaneous350000050505050505050 TOTAL OTHER EXPENSES183,793 4,066 4,066 11,415 18,116 26,719 17,149 22,296 19,381 17,174 19,004 14,631 9,776 TOTAL MARKETING EXPENSES222,203 7,267 7,267 14,616 21,317 29,920 20,350 25,497 22,582 20,375 22,205 17,832 12,977Promotion/Meals - Off property events (Chamber Mixers, Rotaries andentertaining potential clients)Promotion/Media/Vendor Days - Radio/TV Onsite Broadcasting.Vendor Days - Show casing property in exchange for positive publicity17131
SilverRock ResortMARKETING 01-May-19 10:34 AMProjections - July 2019 to June 2020PREPARED BY: Landmark Golf ManagementTEMPORARY CLUBHOUSE - 800TOTALJUL. AUG. SEP. OCT. NOV. DEC. JAN. FEB. MAR. APR. MAY JUN.SUPPLIES AND MATERIALSExpendable Supplies 2,400200200200200200200200200200200200200Laundry Supplies 2,400200200200200200200200200200200200200 TOTAL SUPPLIES AND MATERIALS4,800400400400400400400400400400400400400REPAIRS AND MAINTENANCEBuilding Structures 3,600300300300300300300300300300300300300Restaurant Repairs 4,800400400400400400400400400400400400400Equipment Repair 4,800400400400400400400400400400400400400 TOTAL REPAIRS AND MAINTENANCE13,2001,1001,1001,1001,1001,1001,1001,1001,1001,1001,1001,1001,100OTHER EXPENSESContract Services Cleaning 4,800400400400400400400400400400400400400Telephone 13,8001,150 1,150 1,150 1,150 1,150 1,150 1,150 1,150 1,150 1,150 1,150 1,150Cable-Roadrunner4,560380380380380380380380380380380380380Water 3,852321321321321321321321321321321321321Safety Equipment 1,200100100100100100100100100100100100100Natural Gas 10,200850850850850850850850850850850850850Flowers and Decorations 1,90000050000500050000400Building Security (Roving Patrol)60,0005,0005,0005,0005,0005,0005,0005,0005,0005,0005,0005,0005,000Miscellaneous 7,0002002002002002,5002002002002,500200200200 TOTAL OTHER EXPENSES107,3128,4018,4018,4018,90110,7018,4018,9018,40111,2018,4018,4018,801 TOTAL CLUBHOUSE EXPENSES125,3129,9019,9019,90110,40112,2019,90110,4019,90112,7019,9019,90110,301Expendable Supplies made up of: Locksmith, Trashbags, Lightbulbs, Mats,Items related to Maintenance of Clubhouse2019-2020 ANNUAL PLAN 18132
SilverRock ResortRUN DATE: 01-May-19 10:34 AMProjections - July 2019 to June 2020PREPARED BY: Landmark Golf ManagementMISC. DEPARTMENT - 980 & 990TOTALJUL. AUG. SEP. OCT. NOV. DEC. JAN. FEB. MAR. APR. MAY JUN.12,5007,500MISC OTHER EXPENSESManagement Fee - Fixed118,5609,880 9,880 9,880 9,880 9,880 9,880 9,880 9,880 9,880 9,880 9,880 9,880FF&E Reserve (2.0%)0General Liability Insurance48,0004,000 4,000 4,000 4,000 4,000 4,000 4,000 4,000 4,000 4,000 4,000 4,000Personal Property Taxes 11,8005,2000 4,000 2,60000000000178,360 19,080 13,880 17,880 16,480 13,880 13,880 13,880 13,880 13,880 13,880 13,880 13,880LEASE EXPENSESGolf Cart Leases136,65010,050 10,050 10,050 10,500 12,000 12,000 12,000 12,000 12,000 12,000 12,000 12,000Trailer Leases3,600300 300 300 300 300 300 300 300300 300 300 300Golf Course Maintenance Lease114,0009,500 9,500 9,500 9,500 9,500 9,500 9,500 9,500 9,500 9,500 9,500 9,500GPS Lease (Up-Link)38,8003,900 3,900 3,900 3,900 2,900 2,900 2,900 2,900 2,900 2,900 2,900 2,900Equipment Rental Other20,2001,150 1,150 1,150 1,150 1,950 1,950 1,950 1,950 1,950 1,950 1,950 1,950313,250 24,900 24,900 24,900 25,350 26,650 26,650 26,650 26,650 26,650 26,650 26,650 26,6502019-2020 ANNUAL PLAN 19133
2019-2020 Annual BudgetRUN DATE: 25-Apr-19 04:31 PMPREPARED BY: Landmark Golf ManagementFOOD & BEVERAGE DEPT - 62TOTALJUL.AUG.SEP.OCT.NOV.DEC.JAN.FEB.MAR.APR.MAYJUN.FOOD REVENUESnack Shop/Terrace Food216,8527,5006,18811,8131,12519,86917,45623,00039,60848,80019,14415,0007,350Beverage Cart Food48,4502,5002,2503,3756757,0133,6753,5946,1897,6255,1054,0002,450Other Food Income0000000Non-Taxable Tournament Site Fees0000000000000Special Events12,0000003,0003,00000003,0003,0000 TOTAL FOOD REVENUE277,30210,0008,43815,1884,80029,88121,13126,59445,79756,42527,24922,0009,8009,2547,06317,9722,62132,20520,94630,37729,047BEVERAGE REVENUESnack Shop/Terrace Beer & Wine63,3062,4002,0254,0504506,3114,9618,1949,65410,0658,4234,2002,573Snack Shop/Terrace Sodas42,2041,6001,3502,7003004,2083,3085,4636,4366,7105,6162,8001,715Beverage Cart Beer & Wine66,4422,0002,2503,3753009,3506,8914,6727,4279,1508,9347,5004,594Beverage Cart Sodas66,4422,0002,2503,3753009,3506,8914,6727,4279,1508,9347,5004,594 TOTAL BEVERAGE REVENUE238,3948,0007,87513,5001,35029,21922,05023,00030,94435,07531,90622,00013,4757,1745,78012,2091,93915,38512,17523,90524,530 TOTAL FOOD & BEVERAGE REVENUE515,69618,00016,31328,6886,15059,10043,18149,59476,74191,50059,15544,00023,275LESS COST OF SALES77.58%COS - Food (37%)100,3823,7003,1225,6191,77611,0567,8199,84016,94520,8778,9727,0303,626COS - Beer & Wine (25%)32,4371,1001,0691,8561883,9152,9633,2164,2704,8044,3392,9251,792COS - Sodas (27%)29,3349729721,6401623,6612,7532,7363,7434,2823,9282,7811,703COS- Employee Meals22,8001,900 1,900 1,900 1,900 1,900 1,900 1,900 1,900 1,900 1,900 1,900 1,900 TOTAL COST OF SALES184,9537,6727,06311,0164,02620,53215,43517,69226,85831,86319,14014,6369,02135.86%GROSS PROFIT330,742 10,328 9,250 17,672 2,125 38,568 27,746 31,901 49,883 59,637 40,015 29,364 14,254SALARIES AND BENEFITSSalaries and Wages204,33115,95615,95617,3368,82517,21617,42619,50118,36619,50118,51218,00017,736Payroll Taxes 23,3961,8271,8271,9851,0101,9711,9952,2332,1032,2332,1202,0612,031Workers' Compensation 8,418657657714364709718803757803763742731Health Insurance 38,3962,9792,9792,9793,3103,3103,3103,3103,3103,3103,3103,3102,979 TOTAL SALARIES AND BENEFITS274,54121,41921,41923,01413,50923,20623,44925,84824,53625,84824,70524,11223,476SUPPLIES AND MATERIALSExpendable Supplies 4,000300300300300200400400400400400300300Bar Utensils 1,250150100100100100100100100100100100100Menus, Napkins and Placemats 3,825175175175500250250550350350350350350 TOTAL SUPPLIES AND MATERIALS9,0756255755759005507501,050850850850750750REPAIRS AND MAINTENANCEEquipment Repair 3,000250250250250250250250250250250250250 TOTAL REPAIRS AND MAINTENANCE3,000250250250250250250250250250250250250OTHER EXPENSESOffice Supplies 1,500100100100250250100100100100100100100Phone840707070707070707070707070Equipment Rental 1,29410910910995109109109109109109109109Non-Capital Equipment 600505050505050505050505050Uniforms 3,4001501501501,000150500150150150550150150Laundry and Linen 5,975525525525200525525525525525525525525Lease Payment12,0005005005001,5001,5001,5001,5001,5001,500500500500Bank Fees6,240520520520520520520520520520520520520Seminars / Training 27525252525025252525252525Cleaning Supplies 3,596250250250250250250346350350350350350Flowers and Decorations2,606100100100206300300300250250300200200Licenses and Permits 1,800090000009000000Miscellaneous4,000300300300400400400300400300300300300 TOTAL OTHER EXPENSES44,1262,6993,5992,6994,5664,1244,3494,8954,0493,9493,3992,8992,899 TOTAL EXPENSES330,74224,99325,84326,53819,22528,13028,79832,04329,68530,89729,20428,01127,375 TOTAL FOOD & BEVERAGE PROFIT (Loss)0(14,665)(16,593)(8,866)(17,101)10,438(1,052)(141)20,19828,74010,8121,353(13,121)Supplies Expendable is made up of: Smallwares, Papergoods, First-aidUniforms- Each employee receives 4 shirts, 1 hat per season2019-2020 Annual Budget20134
SilverRock Resort
2019-2020 Marketing Plan Narrative
OBJECTIVE: Continue to expand brand awareness for SilverRock Resort, promote the Arnold
Palmer Classic Course as a premier golf course in the Coachella Valley and increase golf
and golf-related revenues. In addition to expanding awareness it will be imperative to
continually market SilverRock in a positive light during future construction phases.
The 2019-2020 Marketing Plan is built around an annual Marketing Budget of $222,203. The
total Marketing Plan includes: print advertising, TV & radio, digital marketing, social media,
collateral materials, civic and community networking, tournament coordinator salary,
public relations, golf/consumer trade shows, supplies, internet websites and e-mail
marketing. Actual advertising budget will total $163,133 annually.
PRINT ADVERTISING
Print advertising is targeted for Coachella Valley Residents and tourist/resort golfers in local,
regional and Southern California golf and travel publications. Print advertising consists of
local newspaper, golf and travel magazines and regional directories. All print advertising
now includes a digital component that is included in each buy.
Newspaper advertising is placed in The Desert Sun with primary emphasis on “digital ads”
appearing on the Desert Sun website, mobile and App. Special promotions are designed,
as needed by season, and placed in various digital arenas.
Magazines consist of local and regional magazines such as Palm Springs Life, Golf News
Magazine, Desert Golf & Tennis, Locale Magazine, Southland Golf Magazine, Alaska Airlines,
Golfing Palm Springs, and Desert Golfing Digest. These ads vary from full page to quarter
page ads and are full color.
TV & RADIO
Television commercials (30 seconds) are placed on all three (3) local network affiliates
(CBS2, KESQ3-ABC, KMIR6-NBC) and Time Warner cable stations. Local radio is used for 30-
second spots and specific promotions and is primarily aired during summer months to
attract local patrons.
IN ROOM MEDIA
In conjunction with the Travelers Channel, currently the SilverRock commercial is showcased
in 18 local hotels representing over 3,500 hotel rooms throughout the Coachella Valley.
The Travelers Channel operates in each hotel, and becomes the hotels local in room
concierge. The Travelers Channel primary goal is to visually promote the local area, points
of interest, history, services, restaurants, shopping, and to help visitors enjoy their stay.
DIGITAL MARKETING
SilverRock will continue to partner with JNS Media and Madden Media with digital
marketing. The marketing plan includes website display banners through the geo target
channels like ESPN LA, GolfChannel.com, PGA.com, SCGA.com, and anyone searching
keywords such as Golf, Best Golf Courses, Tee Times in Greater Palm Springs/La Quinta
21 135
producing 10 million impressions. Included in this 2019-2020 Marketing Plan is an ongoing
partnership to continue a strong presence in the digital marketing sector.
SOCIAL MEDIA, APPS, & MOBILE WEBSITES
Social media has proven to be a very successful, powerful and cost effective method of
promoting SilverRock. There will be a continued effort and focus on social media including
enhancing SilverRock’s Facebook “fan base” which has generated over 20,000 likes and
has been very effective way of communicating SilverRock’s news and information.
Increased presence will continue this year on Facebook, Twitter, Yelp, Golf Advisor, Google,
Greenskeeper.org and YouTube. All online reviews are acknowledged and responded to
within 48 hours of a post. These methods of advertising and promotion are truly cost
effective as they have minimal costs or no cost at all associated with these marketing
avenues.
On Average, 60% of all tee times are now booked online; a continued emphasis on the
mobile website booking interface that allows visitors to navigate SilverRock’s website more
efficiently and effectively will again be a priority for 2019-2020. SilverRock’s website is a
responsive website which allows any user with a PC, tablet or mobile phone to navigate the
SilverRock website.
SilverRock’s free App is available on both Droid and iPhones and will continue to be
promoted and updated.
JUNIOR GOLF
SilverRock will continue to support local Junior Golf by offering various Summer Junior
Camps, Junior Rates and being a host course for the La Quinta High School Boys and Girls
Golf Teams. SilverRock will also continue to participate in SCGA’s Youth on Course program
which will provide juniors in Southern California another avenue to get access to golf
courses at affordable green fees.
COLLATERAL MATERIALS
Rack cards, scorecards, and information packets presenting SilverRock Resort are used as
marketing tools for SilverRock Resort. Printed material will be produced, as needed, to
promote SilverRock Resort as a former Home Course of the Bob Hope Classic 2008-2011.
CIVIC AND COMMUNITY NETWORKING AND TRADESHOWS
SilverRock Resort is positioned as a community-friendly golf facility and is committed to
developing strong relationships with community organizations such as the La Quinta
Chamber of Commerce and various local service organizations.
At various venues locally and around Southern California, trade shows and expos are held
that provide an opportunity to promote SilverRock Resort. These trade shows and expos are
focused on tourism, golf and golf equipment/apparel, recreation, weddings and other
related industries and businesses. SilverRock will continue to participate in these trade
shows.
TOURNAMENTS & GROUP OUTINGS
A continued concentrated effort to attract corporate and group outings will be positioned
through various networking opportunities. Tournament business represents a large portion of
outside play and is an important component of SilverRock’s success.
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5/1/2019SilverRock Resort-Arnold Palmer Classic CourseGOLF RATES 2019-20202019201920192019201920192020202020202020Reservation TypeJuly 1-Sept. 12 July 1-Sept. 12Sept. 13-Oct. 6Sept. 13-Oct.6 Nov. 5-Dec. 25 Nov. 5-Dec. 25 Dec. 26-Apr. 30 Dec. 26-Apr. 30 May 1-June 30 May 1-June 30(Book 90 Days) Mon-ThursFri-Sun Mon-ThursFri-Sun Mon-ThursFri-Sun Mon-ThursFri-Sun Mon-ThursFri-SunPublic 50.00$ 65.00$ 85.00$ 100.00$ 130.00$ 130.00$ 170.00$ 170.00$ 90.00$ 110.00$ Public Twi45.00$ 55.00$ 70.00$ 80.00$ 85.00$ 85.00$ 100.00$ 100.00$ 70.00$ 80.00$ Replay (Booked After Rnd) 25.00$ 25.00$ 35.00$ 35.00$ 50.00$ 50.00$ 50.00$ 50.00$ 35.00$ 35.00$ (Book 3 Days)La Quinta Resident33.00$ 33.00$ 33.00$ 33.00$ 49.00$ 49.00$ 60.00$ 60.00$ 49.00$ 49.00$ La Quinta Resident Guest (30% off posted rate)33.00$ 33.00$ 59.50$ 70.00$ 91.00$ 91.00$ 119.00$ 119.00$ 63.00$ 77.00$ (Book 90 Days)Wholesale40.00$ 50.00$ 75.00$ 85.00$ 105.00$ 105.00$ 140.00$ 140.00$ 65.00$ 75.00$ Wholesale Twilight35.00$ 40.00$ 55.00$ 65.00$ 70.00$ 70.00$ 80.00$ 80.00$ 45.00$ 55.00$ (Book 1 Day)PGA PAID25.00$ 25.00$ 25.00$ 25.00$ 35.00$ 35.00$ 35.00$ 35.00$ 25.00$ 25.00$ Junior Rate (Before 2:00 p.m.)25.00$ 25.00$ 25.00$ 25.00$ 25.00$ 25.00$ 25.00$ 25.00$ 25.00$ 25.00$ Junior Rate (After 2:00 p.m.)10.00$ 10.00$ 15.00$ 15.00$ 15.00$ 15.00$ 15.00$ 15.00$ 15.00$ 15.00$ (Book Up to 1 Year)Groups (13+)Negotiated Rates Negotiated Rates Negotiated Rates Negotiated Rates Negotiated Rates Negotiated Rates Negotiated Rates Negotiated Rates Negotiated Rates Negotiated Rates*Juniors are 17 and under*All rates to include green fee, golf cart, limited amount of range balls prior to round, except golf cart for Juniors*Non golfers-ride alongs-must abide by dress code, riders permitted based upon availability at a rate of $25 per rider.*City Employees-Prevailing Resident RatesOTHER FEESRate/Fee1 Hour Resident10.00$ 1 Hour Non- Resident 15.00$ All Day Range Fee25.00$ Rental Clubs45.00$ Handicap Membership45.00$ (Overseeding Dates: Course Closed Oct. 3-31, 2011)Shaded areas represent dynamic pricing.23137
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