Annual Plan FY 2020-2021 SilverRock ResortSilverRock Resort-Arnold Palmer Classic Course
2020-2021 ANNUAL PLAN
Prepared For:
City of La Quinta
SilverRock Resort
Prepared By:
Landmark Golf Management
Submitted:
May 11, 2020
SILVERROCK RESORT
Annual Plan
Fiscal Year 2020-2021
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
2020-2021 Assumptions 6, 7, 8
Part III-Operational Financial Projections
2020-2021 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
2020-2021 Golf Rates 23
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
1
SILVERROCK RESORT
Annual Plan
Fiscal Year 2020-2021
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
2
SILVERROCK RESORT
Annual Plan
Fiscal Year 2020-2021
PHILOSOPHY STATEMENT
After fifteen 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 2020-2021
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.
3
2020-2021 OPEN JULY 1 Annual Plan.xlsAsst. 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 TeamCity ManagerCity of La QuintaCity Council & Staff4
RUN DATE: 05-May-20Key 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)1 1 1111222211CART/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)000022222222SALES CLERKS (FULL TIME)001122222222SALES CLERKS (PART TIME)001111111110335588888887COURSE SERVICESSTARTERS (PART TIME)3 3 3333333333RANGER/MARSHALS (PART TIME)000024444400333357777733GOLF COURSE MAINTENANCESUPERINTENDENT (FULL TIME)1 1 1111111111ASST 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)448101212121212121212ADMINISTRATIVE ASSISTANT (PART TIME)000000000000TOTAL TURF & ADMIN STAFF111115171919191919191919LANDSCAPE MAINTENANCEFOREMAN (FULL TIME)1 1 1111111111IRRIGATOR (FULL TIME)111111111111LANDSCAPERS (FULL TIME)111244444444TOTAL LANDSCAPE CREW333466666666TOTAL COURSE MAINTENANCE STAFF141418212525252525252525FOOD & BEVERAGEF & B MANAGER / SUPERVISOR (FULL TIME)000000000000CHEF (FULL TIME)111111111111COOK (FULL TIME)111111333333PREP COOK (FULL TIME)000011111111LEAD SERVER (FULL-TIME)000011111111F & B WAIT/BEVERAGE CART/HALF(FULL TIME)110011111111F & B WAIT/BEVERAGE CART/HALF(PART TIME)111133555532BUSER / DISHWASHER (PART TIME)001111111111444499131313131110G & ADIRECTOR OF GOLF/GM (FULL TIME)1 1 1111111111CLUB CONTROLLER (FULL TIME)111111111111ADMINISTRATIVE ASSISTANT (FULL TIME)111111111111333333333333MARKETING/TOURNAMENTTOURNAMENT SALES / GROUP COORDINATOR (FULL TIME)000001111111TOTAL EMPLOYEES34 34404561646969696959572020-2021 ANNUAL PLAN Landmark Golf Management5
SILVERROCK RESORT
2020-2021 ANNUAL PLAN
2020-2021 Assumptions
Revenue
Operations
It is assumed Golf & Food & Beverage Operations will be limited & scaled back over and above
what was projected in the 2019-2020 Annual Plan due to Covid-19 restrictions and protocols
through December 2020. The Covid-19 restrictions will also have a negative impact on rounds
of golf and overall revenue. Following are the restrictions and assumptions to be used to
ascertain the 2020-2021 Annual Plan.
Golf
•Limited Rounds of Golf Played Daily - Max of 110 per day through December 2020.
•One Car per Person (unless family members) through December 2020.
•Prepayment of Green Fees to Limit Golf Shop Interaction through December 2020.
•Driving range closed for practice through December 2020 (Shuttling of guests will be
required to open the range).
•No Rental Club Income is assumed due to Covid-19 Restrictions through December
2020.
Merchandise
•Reduced traffic in golf shop will have a negative impact on merchandise sales through
December 2020. 50% reduction in merchandise sales is assumed through December
2020.
Food & Beverage
•50% reduction in Food & Beverage Sales is assumed through December 2020.
o Take-out Food Only
o No Indoor Seating. There will be limited outdoor seating with tables spread out to
ensure Social Distancing.
o Limited Paper Menu and Hours
•Resume normal food & beverage operations beginning January 1, 2021.
It is assumed, restrictions will be lifted and regular operations will resume beginning
January 1, 2021 for both Golf and F&B Operations.
It will also be assumed Golf Operations will continue to operate 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.
6
SILVERROCK RESORT
2020-2021 ANNUAL PLAN
Hotel Construction
It is assumed, there will be site construction beginning or occurring during the 2020-2021
Annual Plan. The exact impact of construction is unknown; however, it is assumed there will
be a 5% reduction in rounds of golf from prior year’s average actual (January 2021 through
June 2021).
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 $74.81 per round based on 38,096 annual rounds. The non-resident green fee
rates for the 2020-2021 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.
La Quinta Resident rates will be $60 (high season), $49 (shoulder seasons) and $33 (summer
season). Accompanied La Quinta Resident Guests will continue to received 30% off prevailing
posted rates (not including twilight or any discounted rates) and will follow similar booking
procedures as extended to a La Quinta Resident Card Holder; booking three (3) days in
advance.
It is assumed the overseeding dates will be October 5 through November 2, 2020. 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 2020 and June of 2021 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 $2.54 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 2020-2121 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 $4.80 per round.
Resident Card Fees: Annual Revenues of $165,300 are based on selling 1,102 La Quinta
Resident Cards during the 2020-2021 Fiscal Year. This is consistent with prior year sales.
7
SILVERROCK RESORT
2020-2021 ANNUAL PLAN
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
have been included in this year’s Annual Plan to shuttle customers down and back from the
restaurant (January 1, 2021 through June 30, 2021). 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 $14 per hour is scheduled for January
1, 2021. This increase was factored into this 2020-2021 Annual Plan.
Golf Shop: Includes golf professionals, merchandising sales staff, receiving staff and golf shop
operational expenses. Another minimum wage increase to $14 per hour is scheduled for
January 1, 2021. This increase has been factored into the 2020-2021 Annual Plan.
Course Services: Includes course service staff consisting of course rangers/starters and
related department supplies and materials. A minimum wage increase to $14 per hour is
scheduled for January 1, 2021. This increase has been factored into the 2020-2021 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 5 through November 2, 2020, which results in
projected higher labor cost and supply costs during the annual overseeding process. Golf
Course Superintendent Education, training and travel expense are included in the 2020-2021
Annual Plan. In addition, Front Entry and Perimeter Landscape Maintenance are accounted for
in this department’s operating budget. A minimum wage increase to $14 per hour is scheduled
for January 1, 2021. This increase has been factored into the 2020-2021 Annual Plan.
Water & Electrical: The 2020-2021 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.
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
8
SilverRock ResortCONSOLIDATED INCOME STATEMENTRUN DATE: 05-May-2009:38 AMFOR FISCAL YEAR - JULY 2020 - JUNE 2021PREPARED BY: Landmark Golf ManagementDEPARTMENT 2020-2021 BUDGETJUL.AUG.SEP.OCT.NOV.DEC.JAN.FEB. MAR.APR.MAY JUN.ROUNDSROUNDS 38,0961,900 1,900 2,500450 3,100 2,900 4,350 4,900 4,600 4,896 4,3002,300REVENUEGREEN FEES 2,849,89865,175 68,222 109,329 27,196 249,744 228,635 371,812 497,776469,343 370,409 258,439 133,819MISC. REV/RANGE/CARTS/RENTALS96,93050000500 1,000 1,000 22,100 22,050 20,900 13,340 10,395 5,145GOLF SHOP MERCHANDISE182,876950950 4,250 1,125 10,075 8,700 26,100 31,850 29,900 29,376 25,800 13,800RESIDENT CARD FEES165,300500500500 7,500 25,000 22,800 22,000 24,000 15,625 15,625 15,625 15,625FOOD & BEVERAGE 498,7407,600 7,600 10,000 4,800 28,575 23,200 65,250 79,625 98,900 76,440 68,575 28,175TOTAL REVENUE3,793,74474,725 77,272 124,079 41,121 314,394 284,335 507,262 655,301634,668 505,190 378,834 196,564COST OF SALESPRO SHOP 102,356532532 2,379630 5,639 4,869 14,608 17,826 16,735 16,442 14,440 7,724FOOD & BEVERAGE 175,2414,290 4,290 5,045 3,576 10,328 8,557 23,026 27,554 32,239 23,898 22,222 10,217TOTAL COST OF SALES277,5974,822 4,822 7,424 4,206 15,967 13,426 37,634 45,380 48,974 40,339 36,662 17,941GROSS PROFIT3,618,50370,435 72,982 119,034 37,545 304,066 275,778 484,236 627,747602,428 481,293 356,612 186,347OPERATING EXPENSESGOLF CARTS\BAGS\RANGE 311,41314,815 14,815 14,465 16,360 45,195 30,049 31,956 31,956 31,581 32,381 25,196 22,642GOLF SHOP198,5749,120 9,120 10,367 10,069 19,565 19,565 21,221 19,706 19,706 18,978 22,653 18,501COURSE SERVICES 92,6533,192 3,192 3,725 2,885 8,778 12,354 13,095 13,045 13,045 10,822 4,261 4,261GOLF COURSE MAINTENANCE 1,724,474113,562 96,728 130,804 281,707 151,906 137,075 131,330 125,227 135,065 144,518 131,207 145,345WATER & 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 359,80127,299 28,223 27,699 28,398 31,645 34,120 30,220 30,470 30,220 30,220 30,770 30,520MARKETING 207,9394,414 4,414 11,763 18,464 27,067 20,350 25,497 22,582 20,37522,205 17,832 12,977CLUBHOUSE 127,49210,301 10,301 10,301 10,801 10,301 10,301 11,131 10,631 11,131 10,631 10,631 11,031MANAGEMENT FEE 112,6329,386 9,386 9,386 9,386 9,386 9,386 9,386 9,386 9,386 9,386 9,386 9,386CAPITAL RESERVES 0000000000000INSURANCE 57,0004,750 4,750 4,750 4,750 4,750 4,750 4,750 4,750 4,750 4,750 4,750 4,750PERSONAL PROPERTY LEASE TAXES 11,8005,2000 4,000 2,60000000000LEASES347,80028,450 28,450 28,450 28,450 29,250 29,250 29,250 29,250 29,250 29,250 29,250 29,250FOOD & BEVERAGE 341,01515,723 16,573 15,750 11,858 27,724 28,484 41,124 40,078 39,978 39,428 33,589 30,706TOTAL OPERATING EXPENSES4,142,431253,904 232,188 278,457 432,111 353,212 323,975 325,550 314,151 321,761 334,805 311,671 319,631NET INCOME(523,929)(183,469) (159,206) (159,424) (394,566) (49,146) (48,197) 158,686 313,596 280,667 146,488 44,941 (133,284)NET INCOME %-13.8%-245.5% -206.0% -128.5% -959.5% -15.6% -17.0% 31.3% 47.9% 44.2% 29.0% 11.9% -67.8%Average Green Fee $74.81$34.30 $35.91 $43.73 $60.44 $80.56 $78.84 $85.47 $101.59 $102.03 $75.66 $60.10 $58.18Average $ Misc. Income per Rd$2.54$0.26 $0.00 $0.00 $1.11 $0.32 $0.34 $5.08 $4.50 $4.54 $2.72 $2.42 $2.24Average $ Merchandise per Rd$4.80$0.50 $0.50 $1.70 $2.50 $3.25 $3.00 $6.00 $6.50 $6.50 $6.00 $6.00 $6.00Total Average Revenue per Round$82.15$39.33 $40.67 $49.63 $91.38 $101.42 $98.05 $116.61 $133.73 $137.97 $103.18 $88.10 $85.462020-2021 ANNUAL PLAN 9
2020-2021 ANNUAL PLAN SilverRock ResortRUN DATE: 05-May-20 10:14 AMProjections - July 2020 to June 2021PREPARED BY: Landmark Golf Management0.600.40Golf RoundsTotalJUL.AUG.SEP.OCT.NOV.DEC.JAN.FEB.MAR.APR.MAYJUN.Resident Rnds (Weekday)5,14325725733861419392587662621661581311Resident Rnds (Weekend)6,28631431441374512479718809759808710380Sub-Total Resident Rnds 11,42957057075013593087013051470138014691290690% of Total 0.300.300.300.300.300.300.300.300.300.300.300.300.30Public Rnds (Weekday)4,28621421428151349326489551518551484259Public Rnds (Weekend)5,23826126134462426399598674633673591316Sub-Total Public Rnds9,52447547562511377572510881225115012241075575% of Total 0.250.250.250.250.250.250.250.250.250.250.250.250.25Public Twi (Weekday)1,714868611320140131196221207220194104Public Twi (Weekend)2,09510510513825171160239270253269237127Sub-Total Twilight Rnds3,81019019025045310290435490460490430230% of Total 0.100.100.100.100.100.100.100.100.100.100.100.100.10Other (Weekday)6,00029929939471488457685772725771677362Other (Weekend)7,33336636648187597558837943886942828443Total Rounds38,0961,9001,9002,500450310029004350490046004896430023000.45Golf RevenueResident Rnds (Weekday)246,7896,413$ 7,695$ 13,500$ 3,645$ 18,833$ 17,618$ 32,299$ 39,690$ 37,260$ 29,743$ 26,123$ 13,973$ Resident Rnds (Weekend)311,2779,405$ 9,405$ 16,500$ 4,455$ 23,018$ 21,533$ 39,476$ 48,510$ 45,540$ 44,431$ 31,928$ 17,078$ Public Rnds (Weekday)345,5035,344$ 6,413$ 11,250$ 2,531$ 27,900$ 26,100$ 44,044$ 71,663$ 67,275$ 49,572$ 21,769$ 11,644$ Public Rnds (Weekend)444,9357,838$ 7,838$ 13,750$ 3,713$ 36,231$ 33,894$ 56,822$ 87,588$ 82,225$ 60,588$ 35,475$ 18,975$ Public Twi (Weekday)114,5563,420$ 3,420$ 4,500$ 1,013$ 10,463$ 9,788$ 15,660$ 18,743$ 16,560$ 17,626$ 8,708$ 4,658$ Public Twi (Weekend)147,4373,135$ 3,135$ 6,188$ 1,609$ 12,788$ 11,165$ 20,336$ 24,255$ 21,505$ 21,542$ 14,190$ 7,590$ 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)408,75311,970$ 11,970$ 17,719$ 3,544$ 36,619$ 34,256$ 54,810$ 69,458$ 65,205$ 46,267$ 40,635$ 16,301$ Other (Weekend)524,22814,630$ 14,630$ 21,656$ 5,198$ 47,740$ 44,660$ 66,990$ 89,609$ 84,123$ 56,549$ 49,665$ 28,779$ Total Revenue2,849,89865,175$ 68,222$ 109,329$ 27,196$ 249,744$ 228,635$ 371,812$ 497,776$ 469,343$ 370,409$ 258,439$ 133,819$ 86,376 72,315 143,413 29,881 324,750 257,672 236,925 469,175548,995 432,266 271,650 154,289Avg. Rate74.81$ 34.30$ 35.91$ 43.73$ 60.44$ 80.56$ 78.84$ 85.47$ 101.59$ 102.03$ 75.66$ 60.10$ 58.18$ Misc Revenue76.13$ ###########Club Rental 14,650-$ -$ -$ -$ -$ -$ 2,500$ 2,750$ 3,000$ 2,700$ 2,475$ 1,225$ Driving Range Balls 65,700-$ -$ -$ -$ -$ -$ 15,000$ 16,500$ 15,000$ 8,100$ 7,425$ 3,675$ Rider Fees5,580-$ -$ -$ -$ -$ -$ 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$ -$ -$ -$ Total96,930500$ -$ -$ 500$ 1,000$ 1,000$ 22,100$ 22,050$ 20,900$ 13,340$ 10,395$ 5,145$ 10
2020-2021 ANNUAL PLAN SilverRock ResortRUN DATE: 11-May-20 10:43 AMProjections - July 2020 to June 2021PREPARED BY: Landmark Golf ManagementGOLF SHOP - 61TOTALJUL.AUG.SEP.OCT.NOV.DEC.JAN.FEB.MAR.APR.MAYJUN.GOLF SHOP MERCHANDISE SALESTOTAL # OF ROUNDS38,0961,900 1,900 2,500 450 3,100 2,900 4,350 4,900 4,600 4,896 4,300 2,300AVERAGE REVENUE / ROUND$4.80 $0.50 $0.50 $1.70 $2.50 $3.25 $3.00 $6.00 $6.50 $6.50 $6.00 $6.00 $6.00TOTAL MERCHANDISE SALES$182,876950 950 4,250 1,125 10,075 8,700 26,100 31,850 29,900 29,376 25,800 13,8006,15019,900MERCHANDISE REVENUE75.00%25.00%Soft Goods Sales137,157713 713 3,188 844 7,556 6,525 19,575 23,888 22,425 22,032 19,350 10,350Hard Goods Sales45,719238 238 1,063 281 2,519 2,175 6,525 7,963 7,475 7,344 6,450 3,450Misc. Golf Shop Sales00 0 0 0 0 0 0 0 0 0 0 0Sales Discounts - 00 0 0 0 0 0 0 0 0 0 0 0Sales Discounts - Hit the Green (1%)00 0 0 0 0 0 0 0 0 0 0 0TOTAL MERCHANDISE REVENUE182,876950 950 4,250 1,125 10,075 8,700 26,100 31,850 29,900 29,376 25,800 13,800COST 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%)106,068551 551 2,465 653 5,844 5,046 15,138 18,473 17,342 17,038 14,964 8,004Purchase Disc Taken - (5%)(5,303)(28) (28) (123) (33) (292) (252) (757) (924) (867) (852) (748) (400)Freight - Merchandise1,5918837108876 227 277 260 256 224 120TOTAL COST OF SALES102,356532 532 2,379 630 5,639 4,869 14,608 17,826 16,735 16,442 14,440 7,724GROSS PROFIT80,520418 418 1,871 495 4,436 3,831 11,492 14,024 13,165 12,934 11,360 6,076SALARIES AND BENEFITS9,4149,9938,7608,24810,87012,04213,52712,480Salaries and Wages152,8086,611 6,611 7,708 7,116 15,728 15,728 15,918 15,918 15,918 15,278 15,418 14,858Payroll Taxes 15,281661 661 771 712 1,573 1,573 1,592 1,592 1,592 1,528 1,542 1,486Workers' Compensation 5,730248 248 289 267 590 590 597 597 597 573 578 557Health Insurance/Benefits5,880490 490 490 490 490 490 490 490 490 490 490 490TOTAL SALARIES AND BENEFITS179,6998,010 8,010 9,257 8,584 18,380 18,380 18,596 18,596 18,596 17,868 18,028 17,391SUPPLIES 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 500TOTAL OTHER EXPENSES18,8751,110 1,110 1,110 1,485 1,185 1,185 2,625 1,110 1,110 1,110 4,625 1,110TOTAL EXPENSES198,5749,120 9,120 10,367 10,069 19,565 19,565 21,221 19,706 19,706 18,978 22,653 18,501Seminars/Training - Reimbursement for eligible golf shop employees (Director of Golf, Head Professional & 1st Assistant Golf Professional) 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 month11
2020-2021 ANNUAL PLAN SilverRock ResortRUN DATE: 05-May-20 09:38 AMProjections - July 2020 to June 2021PREPARED 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 Wages188,513 7,735 7,735 7,735 8,398 15,730 21,060 22,680 22,680 22,680 22,680 15,120 14,280Incentives \ Bonus 0Payroll Taxes 23,470963 963 963 1,046 1,958 2,622 2,824 2,8242,824 2,824 1,882 1,778Workers' Compensation 7,069290 290 290 315 590 790 851 851851 851 567 536Health Insurance/Benefits3,648304 304 304 304 304 304 304 304304 304 304 304 TOTAL SALARIES AND BENEFITS222,700 9,292 9,292 9,292 10,062 18,582 24,776 26,658 26,658 26,658 26,658 17,873 16,897153,00511,258 8,062 9,003 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 18,0361,503 1,503 1,503 1,503 1,503 1,503 1,503 1,5031,503 1,503 1,503 1,503Freight / 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 EXPENSES44,431 3,003 3,003 3,103 5,128 3,828 3,928 3,473 3,4733,973 3,473 4,723 3,323 TOTAL EXPENSES311,413 14,815 14,815 14,465 16,360 45,195 30,049 31,956 31,956 31,581 32,381 25,196 22,642Expendable Supplies are made up of: - Scorecards, Tees, Pencils, Trash Bags,Cups & First Aid Supplies.Uniforms- Each employee receives 4 shirts, 1 hat per season12
2020-2021 ANNUAL PLAN SilverRock ResortRUN DATE: 05-May-20 09:43 AMProjections - July 2020 to June 2021PREPARED 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 Wages77,9592,652 2,652 3,077 1,658 7,475 10,465 11,270 11,270 11,270 9,030 3,570 3,570Incentives \ Bonus 0000000000000Incentives \ Commission 0000000000000Payroll Taxes 7,796265265308166748 1,047 1,127 1,127 1,127903357357Workers' Compensation 2,923999911562280392423423423339134134 TOTAL SALARIES AND BENEFITS 88,6783,017 3,017 3,500 1,885 8,503 11,904 12,820 12,820 12,820 10,272 4,061 4,061SUPPLIES 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 EXPENSES92,6533,192 3,192 3,725 2,885 8,778 12,354 13,095 13,045 13,045 10,822 4,261 4,261Expendable Supplies are made up of: Clipboards, Paper (starter sheets, ranger sheets), Towels, Trash BagsUniforms- Each employee receives 4 shirts, 1 hat per season13
SilverRock ResortRUN DATE: 05-May-20 09:43 AMProjections - July 2020 to June 2021PREPARED BY: Landmark Golf ManagementMAINTENANCE DEPARTMENT - 63 TOTAL JUL. AUG. SEP. OCT. NOV. DEC. JAN. FEB. MAR. APR. MAY JUN.SALARIES AND BENEFITSSalaries and Wages725,90133,645 33,645 43,179 51,311 67,093 68,988 72,040 71,990 71,996 71,996 68,972 71,046Overtime Hourly Wages 18,500000 16,0000000 2,500000Incentives \ Bonus 0000000000000Payroll Taxes 74,4403,364 3,364 4,318 6,731 6,709 6,899 7,204 7,199 7,450 7,200 6,897 7,105Workers' Compensation 27,6841,262 1,262 1,619 2,324 2,516 2,587 2,702 2,700 2,762 2,700 2,586 2,664Health 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 BENEFITS964,24548,08148,08158,92686,17686,12888,28491,75691,69994,51891,70688,26590,625SUPPLIES AND MATERIALSFertilizer93,6705,870 4,100 9,880 22,500 8,500 8,950 5,000 3,020 3,370 8,500 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 100Seed106,900000 95,000 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 10,0002,000 2,2000 2,200 60000000 1,500 1,5000 TOTAL SUPPLIES AND MATERIALS367,54030,61414,93032,950150,35932,05022,25012,8337,5509,35616,43012,35025,868REPAIRS 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 MAINTENANCE116,45012,50011,60015,40017,90011,2504,0504,9504,7506,25012,1008,1007,6002020-2021 ANNUAL PLAN 14
SilverRock ResortRUN DATE: 05-May-20 09:43 AMProjections - July 2020 to June 2021PREPARED BY: Landmark Golf ManagementMAINTENANCE DEPARTMENT - 63 TOTAL JUL. AUG. SEP. OCT. NOV. DEC. JAN. FEB. MAR. APR. MAY JUN.2020-2021 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)1,504,42395,30478,470112,785259,844133,887118,593113,098108,508116,833126,775112,974127,3524,500LANDSCAPE13,00012,20012,70013,10011,40013,80012,6009,600Wages156,528 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 1,724,474113,562 96,728 130,804 281,707 151,906 137,075 131,330 125,227 135,065 144,518 131,207 145,345(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 EXPENSES1,974,312136,977119,538153,551299,947167,275153,850149,043142,375152,317166,182156,943176,31415
SilverRock ResortRUN DATE: 05-May-20 09:43 AMProjections - July 2020 to June 2021PREPARED 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 6,000100 100 100 100 1,000 4,000 100 100 100 100 100 100 TOTAL OTHER EXPENSES62,3404,345 4,395 4,645 4,570 5,470 8,745 4,845 5,095 4,845 4,845 5,395 5,145TOTAL G & A EXPENSES359,80127,299 28,223 27,699 28,398 31,645 34,120 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 clients2020-2021 ANNUAL PLAN 16
2020-2021 ANNUAL PLAN SilverRock ResortMARKETING 05-May-20 09:43 AMProjections - July 2020 to June 2021PREPARED BY: Landmark Golf ManagementMARKETING DEPARTMENT - 66TOTAL JUL. AUG. SEP. OCT. NOV. DEC. JAN. FEB. MAR. APR. MAY JUN.SALARIES AND BENEFITSSalaries and Wages17,5560 0 000 2,508 2,508 2,508 2,508 2,508 2,508 2,508Payroll Taxes 1,75600000 251 251 251 251 251 251 251Workers' Compensation 6580000094949494949494Health Insurance/Benefits4,176348 348 348 348 348 348 348 348 348 348 348 348 TOTAL SALARIES AND BENEFITS24,146348 348 348 348 348 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 EXPENSES207,939 4,414 4,414 11,763 18,464 27,067 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 publicity17
SilverRock ResortMARKETING 05-May-20 09:43 AMProjections - July 2020 to June 2021PREPARED 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 8,400700700700700700700700700700700700700Equipment Repair 8,400700700700700700700700700700700700700 TOTAL REPAIRS AND MAINTENANCE20,4001,7001,7001,7001,7001,7001,7001,7001,7001,7001,7001,7001,700OTHER 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 12,1808508508508508508501,1801,1801,1801,1801,1801,180Flowers and Decorations 1,90000050000500050000400Building Security (Roving Patrol)60,0005,0005,0005,0005,0005,0005,0005,0005,0005,0005,0005,0005,000Miscellaneous 0000000000000 TOTAL OTHER EXPENSES102,2928,2018,2018,2018,7018,2018,2019,0318,5319,0318,5318,5318,931 TOTAL CLUBHOUSE EXPENSES127,49210,30110,30110,30110,80110,30110,30111,13110,63111,13110,63110,63111,031Expendable Supplies made up of: Locksmith, Trashbags, Lightbulbs, Mats,Items related to Maintenance of Clubhouse2020-2021 ANNUAL PLAN 18
SilverRock ResortRUN DATE: 05-May-20 09:43 AMProjections - July 2020 to June 2021PREPARED BY: Landmark Golf ManagementMISC. DEPARTMENT - 980 & 990TOTALJUL. AUG. SEP. OCT. NOV. DEC. JAN. FEB. MAR. APR. MAY JUN.12,5007,500MISC OTHER EXPENSESManagement Fee - Fixed112,6329,386 9,386 9,386 9,386 9,386 9,386 9,386 9,386 9,386 9,386 9,386 9,386FF&E Reserve (2.0%)0General Liability Insurance57,0004,750 4,750 4,750 4,750 4,750 4,750 4,750 4,750 4,750 4,750 4,750 4,750Personal Property Taxes 11,8005,2000 4,000 2,60000000000181,432 19,336 14,136 18,136 16,736 14,136 14,136 14,136 14,136 14,136 14,136 14,136 14,136LEASE EXPENSESGolf Cart Leases144,00012,000 12,000 12,000 12,000 12,000 12,000 12,000 12,000 12,000 12,000 12,000 12,000Trailer Leases0000000000000Golf Course Maintenance Lease148,80012,400 12,400 12,400 12,400 12,400 12,400 12,400 12,400 12,400 12,400 12,400 12,400GPS Lease (Up-Link)34,8002,900 2,900 2,900 2,900 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 1,950347,800 28,450 28,450 28,450 28,450 29,250 29,250 29,250 29,250 29,250 29,250 29,250 29,2502020-2021 ANNUAL PLAN 19
2019-2020 Annual BudgetRUN DATE: 05-May-20 09:48 AM PREPARED BY: Landmark Golf ManagementFOOD & BEVERAGE DEPT - 62 TOTAL JUL. AUG. SEP. OCT. NOV. DEC. JAN. FEB. MAR. APR. MAY JUN.FOOD REVENUESnack Shop/Terrace Food171,509$ 1,900$ 1,900$ 2,500$ 450$ 3,100$ 2,900$ 32,625$ 39,200$ 36,800$ 19,584$ 23,650$ 6,900$ Beverage Cart Food46,157$ 1,900$ 1,900$ 2,500$ 450$ 3,100$ 2,900$ 5,438$ 6,125$ 5,750$ 7,344$ 6,450$ 2,300$ Other Food Income-$ -$ -$ -$ -$ -$ -$ Non-Taxable Tournament Site Fees-$ -$ -$ -$ -$ -$ -$ -$ -$ -$ -$ -$ -$ Special Events12,000$ -$ -$ -$ 3,000$ 3,000$ -$ -$ -$ -$ 3,000$ 3,000$ -$ TOTAL FOOD REVENUE229,666$ 3,800$ 3,800$ 5,000$ 3,900$ 9,200$ 5,800$ 38,063$ 45,325$ 42,550$ 29,928$ 33,100$ 9,200$ 9,254$ 7,063$ 17,972$ 2,621$ 32,205$ 20,946$ 30,377$ 29,047$ BEVERAGE REVENUESnack Shop/Terrace Beer & Wine82,276$ 1,140$ 1,140$ 1,500$ 270$ 4,185$ 3,915$ 7,830$ 10,290$ 16,560$ 17,626$ 11,610$ 6,210$ Snack Shop/Terrace Sodas54,850$ 760$ 760$ 1,000$ 180$ 2,790$ 2,610$ 5,220$ 6,860$ 11,040$ 11,750$ 7,740$ 4,140$ Beverage Cart Beer & Wine65,974$ 950$ 950$ 1,250$ 225$ 6,200$ 5,438$ 7,069$ 8,575$ 14,375$ 8,568$ 8,063$ 4,313$ Beverage Cart Sodas65,974$ 950$ 950$ 1,250$ 225$ 6,200$ 5,438$ 7,069$ 8,575$ 14,375$ 8,568$ 8,063$ 4,313$ TOTAL BEVERAGE REVENUE269,075$ 3,800$ 3,800$ 5,000$ 900$ 19,375$ 17,400$ 27,188$ 34,300$ 56,350$ 46,512$ 35,475$ 18,975$ 7,174$ 5,780$ 12,209$ 1,939$ 15,385$ 12,175$ 23,905$ 24,530$ TOTAL FOOD & BEVERAGE REVENUE498,740$ 7,600$ 7,600$ 10,000$ 4,800$ 28,575$ 23,200$ 65,250$ 79,625$ 98,900$ 76,440$ 68,575$ 28,175$ LESS COST OF SALES1$ COS - Food (37%)82,756$ 1,406$ 1,406$ 1,850$ 1,443$ 3,404$ 2,146$ 14,083$ 16,770$ 15,744$ 9,963$ 11,137$ 3,404$ COS - Beer & Wine (25%)37,062$ 523$ 523$ 688$ 124$ 2,596$ 2,338$ 3,725$ 4,716$ 7,734$ 6,548$ 4,918$ 2,631$ COS - Sodas (27%)32,623$ 462$ 462$ 608$ 109$ 2,427$ 2,173$ 3,318$ 4,167$ 6,862$ 5,486$ 4,267$ 2,282$ COS- Employee Meals22,800$ 1,900$ 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 SALES175,241$ 4,290$ 4,290$ 5,045$ 3,576$ 10,328$ 8,557$ 23,026$ 27,554$ 32,239$ 23,898$ 22,222$ 10,217$ GROSS PROFIT323,499$ 3,310$ 3,310$ 4,955$ 1,224$ 18,247$ 14,643$ 42,224$ 52,071$ 66,661$ 52,542$ 46,353$ 17,958$ SALARIES AND BENEFITSSalaries and Wages215,798$ 9,367$ 9,367$ 9,433$ 4,169$ 17,151$ 17,441$ 26,500$ 26,500$ 26,500$ 26,500$ 22,540$ 20,332$ Payroll Taxes 24,709$ 1,073$ 1,073$ 1,080$ 477$ 1,964$ 1,997$ 3,034$ 3,034$ 3,034$ 3,034$ 2,581$ 2,328$ Workers' Compensation 8,891$ 386$ 386$ 389$ 172$ 707$ 719$ 1,092$ 1,092$ 1,092$ 1,092$ 929$ 838$ Health Insurance 35,417$ 1,324$ 1,324$ 1,324$ 1,324$ 2,979$ 2,979$ 4,303$ 4,303$ 4,303$ 4,303$ 3,641$ 3,310$ TOTAL SALARIES AND BENEFITS284,814$ 12,149$ 12,149$ 12,226$ 6,142$ 22,800$ 23,135$ 34,929$ 34,929$ 34,929$ 34,929$ 29,690$ 26,807$ SUPPLIES AND MATERIALS329,821$ 26,320$ 12,748$ 14,588$ 11,052$ 21,569$ 22,292$ 32,877$ 36,800$ 47,938$ 38,800$ 37,800$ 27,037$ Expendable Supplies 4,000$ 300$ 300$ 300$ 300$ 200$ 400$ 400$ 400$ 400$ 400$ 300$ 300$ Bar Utensils 1,250$ 150$ 100$ 100$ 100$ 100$ 100$ 100$ 100$ 100$ 100$ 100$ 100$ Menus, Napkins and Placemats 3,825$ 175$ 175$ 175$ 500$ 250$ 250$ 550$ 350$ 350$ 350$ 350$ 350$ TOTAL SUPPLIES AND MATERIALS9,075$ 625$ 575$ 575$ 900$ 550$ 750$ 1,050$ 850$ 850$ 850$ 750$ 750$ REPAIRS AND MAINTENANCEEquipment Repair 3,000$ 250$ 250$ 250$ 250$ 250$ 250$ 250$ 250$ 250$ 250$ 250$ 250$ TOTAL REPAIRS AND MAINTENANCE3,000$ 250$ 250$ 250$ 250$ 250$ 250$ 250$ 250$ 250$ 250$ 250$ 250$ OTHER EXPENSESOffice Supplies 1,500$ 100$ 100$ 100$ 250$ 250$ 100$ 100$ 100$ 100$ 100$ 100$ 100$ Phone840$ 70$ 70$ 70$ 70$ 70$ 70$ 70$ 70$ 70$ 70$ 70$ 70$ Equipment Rental 1,294$ 109$ 109$ 109$ 95$ 109$ 109$ 109$ 109$ 109$ 109$ 109$ 109$ Non-Capital Equipment 600$ 50$ 50$ 50$ 50$ 50$ 50$ 50$ 50$ 50$ 50$ 50$ 50$ Uniforms 3,400$ 150$ 150$ 150$ 1,000$ 150$ 500$ 150$ 150$ 150$ 550$ 150$ 150$ Laundry and Linen 5,975$ 525$ 525$ 525$ 200$ 525$ 525$ 525$ 525$ 525$ 525$ 525$ 525$ Lease Payment12,000$ 500$ 500$ 500$ 1,500$ 1,500$ 1,500$ 1,500$ 1,500$ 1,500$ 500$ 500$ 500$ Bank Fees6,240$ 520$ 520$ 520$ 520$ 520$ 520$ 520$ 520$ 520$ 520$ 520$ 520$ Seminars / Training 275$ 25$ 25$ 25$ 25$ -$ 25$ 25$ 25$ 25$ 25$ 25$ 25$ Cleaning Supplies 3,596$ 250$ 250$ 250$ 250$ 250$ 250$ 346$ 350$ 350$ 350$ 350$ 350$ Flowers and Decorations2,606$ 100$ 100$ 100$ 206$ 300$ 300$ 300$ 250$ 250$ 300$ 200$ 200$ Licenses and Permits 1,800$ -$ 900$ -$ -$ -$ -$ 900$ -$ -$ -$ -$ Miscellaneous4,000$ 300$ 300$ 300$ 400$ 400$ 400$ 300$ 400$ 300$ 300$ 300$ 300$ TOTAL OTHER EXPENSES44,126$ 2,699$ 3,599$ 2,699$ 4,566$ 4,124$ 4,349$ 4,895$ 4,049$ 3,949$ 3,399$ 2,899$ 2,899$ 2,500$ 3,809$ 1,773$ 2,860$ 10,545$ 5,600$ 6,100$ 9,000$ 7,900$ 9,700$ 6,100$ 4,500$ TOTAL EXPENSES341,015$ 15,723$ 16,573$ 15,750$ 11,858$ 27,724$ 28,484$ 41,124$ 40,078$ 39,978$ 39,428$ 33,589$ 30,706$ TOTAL FOOD & BEVERAGE PROFIT (Loss)(17,517)$ (12,414)$ (13,264)$ (10,795)$ (10,634)$ (9,477)$ (13,841)$ 1,100$ 11,993$ 26,683$ 13,115$ 12,764$ (12,748)$ 17,191.00$ (21,636)$ (13,631)$ (3,859)$ (10,762)$ 2,670$ (7,190)$ 12,709$ 14,810$ 29,130$ 16,100$ 12,450$ (13,600)$ (12,899.42)$ Supplies Expendable is made up of: Smallwares, Papergoods, First-aid##Uniforms- Each employee receives 4 shirts, 1 hat per season2019-2020 Annual Budget20
SilverRock Resort
2020-2021 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 light of Covid-19, a concerted effort will be needed to market
and promote SilverRock during this unprecedented pandemic. It will be important to
promote SilverRock as a safe golf facility that is practicing the guidelines set forth by the
County of Riverside. In addition to expanding this awareness, it will also be imperative to
continually market SilverRock in a positive light during future construction phases of the
Montage and Pendry Luxury Hotels.
The 2020-2021 Marketing Plan is built around an annual Marketing Budget of $207,939. 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
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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
producing 10 million impressions. Included in this 2020-2021 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.
Currently, the majority 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 2020-2021. 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 Junior Lessons, 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 Greater Coachella
Valley 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 partner with regional and local
magazines 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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5/5/2020SilverRock Resort-Arnold Palmer Classic CourseGOLF RATES 2020-2021 2020202020202020202020202021202120212021Reservation TypeJuly 1-Sept. 10 July 1-Sept. 10 Sept. 11-Oct. 4 Sept. 13-Oct.6 Nov. 3-Dec. 25 Nov. 3-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.23