Annual Plan FY 2013-2014 SilverRock ResortAGENDA CATEGORY:
BUSINESS SESSION: _____
CONSENT CALENDAR: _____
STUDY SESSION: _____
PUBLIC HEARING: ______
__________________: ______
CITY / SA / HA / FA MEETING DATE: April 16, 2013
ITEM TITLE: SilverRock Resort 2013/2014 Annual
Plan
RECOMMENDED ACTION:
Approve the SilverRock Resort 2013/2014 Annual Plan as submitted by Landmark
Golf Management LLC.
EXECUTIVE SUMMARY:
The Annual Plan (Attachment 1) reflects golf rounds and expenses that are
comparable to the 2012/2013 Fiscal Year Annual Plan. Revenues and net
operating surplus will increase as a result of Resident Cards issued at the golf
course.
FISCAL IMPACT:
The Annual Plan is projecting operating expenses of $3,533,397 and revenues of
$3,739,943 for a net operating surplus of $206,546.
In addition to the golf course operating revenues and expenditures reported in the
Annual Plan, there are also City expenditures that are included for the SilverRock
budget that will be presented to the City Council in June 2013. The supplemental
expenditures include: city staff salary for contract oversight, benefits, and training
($54,000); facility maintenance and repair ($30,000); bank charges ($32,000); and
equipment and vehicle operations ($4,388). With these additional revenues and
expenditures for SilverRock, the net surplus for Fiscal Year 2013/2014 is projected
to be $86,158.
The food and beverage service at SilverRock is not recognized in the Annual Plan
because it is managed under a separate Food and Beverage License Agreement
between Landmark Golf Management, LLC and the City.
BACKGROUND/ANALYSIS:
The City entered into a Golf Course Management Agreement with Landmark Golf
Management, LLC in April 2004. The Agreement requires that Landmark shall
submit an Annual Plan to the City Manager. The Annual Plan provided by
Landmark is a strategic management plan for the golf course operations. The
plan not only provides the projected annual revenues and expenses for the fiscal
year, but also provides a detailed proposal of department costs, staffing levels,
and service levels. The Annual Plan is presented to City Council each year for
review, recommendations, and approval.
Summary of the Fiscal Year 2013/2014 Landmark Golf LLC Annual Plan
Assumptions in this plan include:
• 46,710 rounds of play;
• An average projected revenue of $80.10 per round;
• A 2% capital reserve of $65,885 for future golf course improvements and
renovations, per the Management Agreement;
• The Management Fee increased from $90,000 to $96,000 as a result of
excellent management performance, and a low management fee compared
to other city owned golf courses in the valley, and expertise in irrigation
design and golf course renovation that will be important during the canal
relocation project.
Marketing
The Marketing Narrative is on pages 20 and 21 of the proposed 2013/2014 Annual
Plan with the Marketing Budget listed on page 16. Direct advertising and creating
awareness for SilverRock is budgeted for $239,552. SilverRock is being promoted
as a premier golf destination in the Coachella Valley through newspapers,
magazines, directories, the internet, television, and radio.
ALTERNATIVES:
Approve the Annual Plan with modifications.
Respectfully submitted,
_______________________________________
Edie Hylton, Community Services Director
Attachment: 1. SilverRock Resort Annual Plan
SilverRock Resort-Arnold Palmer Classic Course
2013-2014 ANNUAL PLAN
Prepared For:
City of La Quinta
SilverRock Resort
Prepared By:
Landmark Golf Management
Submitted:
April 8, 2013
SILVERROCK RESORT
Annual Plan
Fiscal Year 2013-2014
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
2013-2014 Assumptions 6,7,8
Part III-Operational Financial Projections
2013-2014 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
2013-2014 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
Willie Lopez, Golf Course Superintendent
COURSE YARDAGE SILVER 7,578 PAR 72
GOLD 7,146 PAR 72
BLUE 6,658 PAR 72
WHITE 5,984 PAR 72
GREEN 5,320 PAR 72
RED 4,884 PAR 72
GRASS TYPES GREENS:TIF DWARF
FAIRWAY / TEES:TIF SPORT
ROUGHS:TIF SPORT
OWNER CITY OF LA QUINTA
MANAGED BY LANDMARK GOLF MANAGEMENT, LLC
74-947 HIGHWAY 111, SUITE 200
INDIAN WELLS, CA 92210
PHONE: (760) 776-6688
DATE COURSE OPENED February 14, 2005
PROJECT FACT SHEET
1
SILVERROCK RESORT
Annual Plan
Fiscal Year 2013-2014
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 2013-2014
PHILOSOPHY STATEMENT
After eight (8) 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 homes courses of the Bob Hope Classic. As the 2013-2014
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 eighth complete twelve (12) months of operations,
Landmark Golf Management will put forth every effort to better
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
2013-2014 Annual Plan.xlsAsst. Golf ProfessionalsGolf Shop BuyerSales AssociatesCarts/Bag RoomStarters P.A.RangersDriving RangeGuest / Outside ServiceOutside Services Manager Golf ShopHead Golf ProfessionalAsst. SuperintendentMechanic(s)Irrigation TechnicianSpray TechnicianGreenskeeper(s)Administrative Asst.Golf Course MaintenanceSuperintendentAdmin. Asst.To Controller & GMAccountingController / Human Resources RestaurantF&B Server(s) / Cart Attendent(s)Food & BeverageF&B ManagerMarketing & SalesTournament Sales ManagerSilverRock Resort Golf Club General Mgr. / Director of GolfLandmark Golf ManagementManagement TeamCommunity Services DirectorCity ManagerCity of La QuintaCity Council & Staff4
RUN DATE: 08-Apr-13Key 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)001111111110667888888887COURSE 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)171717171717171717171717ADMINISTRATIVE ASSISTANT (FULL TIME)111111111111TOTAL TURF & ADMIN STAFF 252525252525252525252525LANDSCAPE MAINTENANCEFOREMAN (FULL TIME)1 1 1 111111111IRRIGATOR (FULL TIME)111111111111LANDSCAPERS (FULL TIME)666666666666TOTAL LANDSCAPE CREW 888888888888TOTAL COURSE MAINTENANCE STAFF 333333333333333333333333FOOD & 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 EMPLOYEES6262636771737474747466642013-2014 ANNUAL PLAN Landmark Golf Management5
SILVERROCK RESORT
2013-2014 ANNUAL PLAN
2013-2014 Assumptions
Revenue
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 $70.53 per round on an annualized basis. The
green fee rates for the 2013-2014 fiscal year are projected to remain consistent with prior
year due to economic and competitive reasons.
It is assumed in this Annual Plan that Resident’s Guests will continue to be offered a
discount as accompanied guests of La Quinta Resident card holders. The Resident
Guest rate represents a 30% discount on the prevailing posted rates and follows 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-November 4, 2013;
overseeding reduces revenues, which is taken into consideration in these projections,
due to the course being closed during these dates. It is also projected that aerification
will occur in August 2013 and June of 2014 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: Based on $3.59 per round. This consists of golf club
rentals, golf club repairs, handicap fees, driving range fees, rider fees, 15 % of golf
lessons and Independent Contractor’s Fees (Teaching Professionals).
Golf Shop Merchandise: Based on retail sales of $5.99 per round.
Resident Card Fees: Annual Revenues of $135,000 are based on selling 895 La Quinta
Resident Cards for the 2013-2014 Fiscal Year.
Cost of Goods Sold
Merchandise 53 %
Food & Beverage 33 %
Expenses
Golf Carts, Bag Room, and Driving Range: Includes outside service, valet, bag room, and
driving range staff plus supplies and operating expense for this department. There are
6
SILVERROCK RESORT
2013-2014 ANNUAL PLAN
no projected employee compensation increases for this department in the 2013-2014
Annual Plan.
Golf Shop: Includes golf professionals, merchandising sales staff, receiving staff and golf
shop operational expenses. There are no projected employee compensation increases
for this department in the 2013-2014 Annual Plan. Employee reimbursement to eligible
golf staff members (Director of Golf, Head Golf Professional and Assistant Golf
Professionals) has been budgeted and not to exceed $5,890 annually for PGA of
America training, education and travel expenses as approved by the Director of Golf /
General Manager throughout the 2013-2014 fiscal year.
Course Services: Includes course service staff consisting of course rangers/starters and
related department supplies and materials. There are no projected employee
compensation increases for this department in the 2013-2014 Annual Plan.
Golf Course Maintenance: Includes grounds maintenance staff, supplies, and materials.
Over seeding dates are projected to be October 7-November 4, 2013, which results in
projected higher labor cost and supply costs during the annual overseeding process.
There will be areas on the golf course that will continue to not be over-seeded in
attempt to reduce costs and conserve water. Golf Course Superintendent education,
training and travel expense are included in the 2013-2014 Annual Plan. In addition, Front
Entry Landscape Maintenance will continue to be accounted for in this department’s
operating budget.
Water & Electrical: The 2013-2014 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. Annual Electric costs of $179,291 which cover
100 percent of the electric costs including; front entry water falls, golf course pump
station, north village lake water falls & circulation pumps, cart storage area and
clubhouse will continue to be budgeted in the 2013-2014 Annual Plan.
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. There are no projected employee compensation increases for this
department in the 2013-2014 Annual Plan.
Marketing: Includes marketing, public relations, advertising, web page, collateral and
tournament sales, etc. Refer to pages 21 & 22 for marketing plan narrative.
Clubhouse: Includes clubhouse expenses, maintenance/cleaning staff, landscape
maintenance, parking lot and entry drive clean up. Roving patrol expenses used to
secure the entire property of SilverRock remains included in this departments operating
budget.
7
SILVERROCK RESORT
2013-2014 ANNUAL PLAN
Management Fee: The monthly Management Fee of $8,000 per the Golf Course
Management Agreement is budgeted for the 2013-2014 fiscal year. This is up from prior
year’s budgeted amount of $7,500 per month.
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 GM, Controller & Administrative Assistant salaries, Professional
Fees, Payroll Processing Fees, Equipment Expenses, Equipment Rental and Resident
Expenses.
Personal Property Lease Tax: Exempt, except personal property taxes on equipment
purchases or leases which are included in this Annual Plan.
Golf Carts Lease: Golf carts are being leased for the Golf Club. The golf carts lease
agreement runs through October of 2013. Golf Course Maintenance Equipment was
purchased by the City in the fall of 2009.
8
SilverRock ResortCONSOLIDATED INCOME STATEMENTRUN DATE: 09-Apr-1302:10 PMFOR FISCAL YEAR - JULY 2013 - JUNE 2014PREPARED BY: Landmark Golf ManagementDEPARTMENT 2012-2013 Actuals / Forecast2013-2014 BUDGETJUL.AUG.SEP.OCT.NOV.DEC.JAN.FEB. MAR.APR.MAY JUN.ROUNDSROUNDS 47,04546,7102,600 2,200 3,200860 4,350 3,900 4,500 5,600 6,200 5,600 5,2502,450 TOTAL ROUNDS47,04546,7102,600 2,200 3,200860 4,350 3,900 4,500 5,600 6,200 5,600 5,2502,450REVENUEGREEN FEES 3,256,7453,294,26794,153 73,700 139,200 49,149 300,204 284,456 349,988 503,790572,648 463,400 309,291 154,289MISC. REV/RANGE/CARTS/RENTALS172,500167,4814,610 3,070 5,220 2,476 16,375 16,225 22,825 27,900 29,750 18,860 15,025 5,145GOLF SHOP MERCHANDISE275,890279,5858,840 7,150 14,720 4,300 28,275 24,375 28,125 39,200 43,400 35,000 31,500 14,700RESIDENT CARD FEES130,000135,0004,710 4,530 5,310 11,310 18,810 21,825 27,090 13,590 16,590 4,560 3,360 3,315FOOD & BEVERAGE CONCESSIONS12,00012,000500500500 1,500 1,500 1,500 1,500 1,500 1,500500 500 500TOTAL REVENUE3,847,1353,888,333112,813 88,950 164,950 68,735 365,164 348,381 429,528 585,980 663,888 522,320 359,676 177,949COST OF SALESPRO SHOP 150,269148,3904,692 3,795 7,813 2,282 15,007 12,937 14,927 20,805 23,035 18,576 16,719 7,802TOTAL COST OF SALES150,269148,3904,692 3,795 7,813 2,282 15,007 12,937 14,927 20,805 23,035 18,576 16,719 7,802GROSS PROFIT3,696,8663,739,943108,121 85,155 157,137 66,453 350,157 335,444 414,600 565,175 640,853 503,744 342,957 170,147OPERATING EXPENSESGOLF CARTS\BAGS\RANGE 228,200222,50412,203 10,714 13,243 13,607 26,711 28,383 20,249 20,249 19,924 19,424 23,943 13,856GOLF SHOP210,178219,66717,471 16,371 17,421 14,346 18,957 18,957 20,397 18,882 18,882 18,190 21,873 17,920COURSE SERVICES 58,25058,6783,356 3,356 4,121 2,844 5,116 6,905 7,053 7,002 7,325 6,497 2,551 2,551GOLF COURSE MAINTENANCE 1,661,5531,684,328125,030 134,480 148,870 264,493 159,540 129,700 133,288 122,875 115,720 119,970 113,970 116,390WATER & ELECTRIC COST 229,149223,62925,565 20,020 19,975 16,350 13,905 11,415 13,876 13,689 15,555 20,967 24,272 28,040GENERAL & ADMINISTRATIVE 316,988323,54326,291 26,441 26,741 26,666 27,466 27,041 26,941 27,341 26,891 26,891 27,641 27,191MARKETING 229,500239,55211,894 13,284 24,119 16,394 25,927 26,977 25,829 24,509 24,477 22,727 12,959 10,459CLUBHOUSE 128,952131,73210,636 10,636 10,636 11,736 10,636 10,636 12,736 10,636 11,136 10,636 10,636 11,036MANAGEMENT FEE (Includes F&B Profit/Loss)90,00096,0008,000 8,000 8,000 8,000 8,000 8,000 8,000 8,000 8,000 8,000 8,000 8,000CAPITAL RESERVES 65,13565,8851,883 1,474 2,784983 6,004 5,689 7,000 10,076 11,453 9,268 6,186 3,086INSURANCE 29,84326,4002,200 2,200 2,200 2,200 2,200 2,200 2,200 2,200 2,200 2,200 2,200 2,200PERSONAL PROPERTY LEASE TAXES 14,00014,8005,20000 9,60000000000LEASES (Golf Carts)223,600226,68018,890 18,890 18,890 18,890 18,890 18,890 18,890 18,890 18,890 18,890 18,890 18,890TOTAL OPERATING EXPENSES3,485,3483,533,397268,620 265,866 297,000 406,109 323,352 294,793 296,458 284,348 280,453 283,661 273,120 259,618NET INCOME211,518206,546(160,499) (180,711) (139,862) (339,656) 26,805 40,652 118,142 280,827 360,400 220,083 69,837 (89,471)NET INCOME %5.5%5.3%-142.3% -203.2% -84.8% -494.2% 7.3% 11.7% 27.5% 47.9% 54.3% 42.1% 19.4% -50.3%Average Green Fee $69.23$70.53$36.21 $33.50 $43.50 $57.15 $69.01 $72.94 $77.78 $89.96 $92.36 $82.75 $58.91 $62.98Average $ Misc. Income per Rd$3.67$3.59$1.77 $1.40 $1.63 $2.88 $3.76 $4.16 $5.07 $4.98 $4.80 $3.37 $2.86 $2.10Average $ Merchandise per Rd$5.86$5.99$3.40 $3.25 $4.60 $5.00 $6.50 $6.25 $6.25 $7.00 $7.00 $6.25 $6.00 $6.00Total Average Revenue per Round$78.76$80.10$43.39 $40.43 $51.55 $79.92 $83.95 $89.33 $95.45 $104.64 $107.08 $93.27 $68.51 $72.632013-2014 ANNUAL PLAN 9
2013-2014 ANNUAL PLAN SilverRock ResortRUN DATE: 08-Apr-13 12:57 PMProjections - July 2013 to June 2014PREPARED BY: Landmark Golf Management0.600.40Golf RoundsTotalJUL. AUG. SEP. OCT. NOV. DEC. JAN. FEB. MAR. APR. MAY JUN.Resident Rnds (Weekday)6,306351297432116587527608756837756709331Resident Rnds (Weekend)7,7074293635281427186447439241023924866404Sub-Total Resident Rnds 14,0137806609602581305117013501680186016801575735% of Total 0.300.300.300.300.300.300.300.300.300.300.300.300.30Public Rnds (Weekday)5,25529324836097489439506630698630591276Public Rnds (Weekend)6,423358303440118598536619770853770722337Sub-Total Public Rnds11,678650550800215108897511251400155014001313613% of Total 0.250.250.250.250.250.250.250.250.250.250.250.250.25Public Twi (Weekday)2,1021179914439196176203252279252236110Public Twi (Weekend)2,56914312117647239215248308341308289135Sub-Total Twilight Rnds4,67126022032086435390450560620560525245% of Total 0.100.100.100.100.100.100.100.100.100.100.100.100.10Other (Weekday)7,357410347504135685614709882977882827386Other (Weekend)8,9925014246161668377518661078119410781011472Tournaments 3,27018215422460305273315392434392368172Wholesales 3,27018215422460305273315392434392368172Resident Guest 1,63591771123015213715819621719618486Stand By Golf 1,63591771123015213715819621719618486Discounts 4,08722819328075381341394490543490459214PGA 8174639561576687998109989243Junior 8174639561576687998109989243Replay 8174639561576687998109989243Sub-Total Other 16,34991077011203011523136515751960217019601838858% of Total 0.350.350.350.350.350.350.350.350.350.350.350.350.35Total Rounds46,710260022003200860435039004500560062005600525024500.45 Green Fees0.55Resident Rnds (Weekday)30.00$ 30.00$ 30.00$ 30.00$ 45.00$ 45.00$ 55.00$ 55.00$ 55.00$ 55.00$ 45.00$ 45.00$ Resident Rnds (Weekend)30.00$ 30.00$ 30.00$ 30.00$ 45.00$ 45.00$ 55.00$ 55.00$ 55.00$ 55.00$ 45.00$ 45.00$ Public Rnds (Weekday)40.00$ 40.00$ 55.00$ 85.00$ 85.00$ 100.00$ 100.00$ 130.00$ 135.00$ 135.00$ 70.00$ 80.00$ Public Rnds (Weekend)40.00$ 40.00$ 55.00$ 90.00$ 90.00$ 100.00$ 100.00$ 130.00$ 145.00$ 135.00$ 75.00$ 80.00$ Public Twi (Weekday)40.00$ 40.00$ 50.00$ 60.00$ 75.00$ 75.00$ 80.00$ 85.00$ 80.00$ 80.00$ 55.00$ 60.00$ Public Twi (Weekend)40.00$ 40.00$ 50.00$ 60.00$ 75.00$ 70.00$ 85.00$ 85.00$ 85.00$ 80.00$ 65.00$ 70.00$ Other (Weekday)35.00$ 30.00$ 45.00$ 55.00$ 80.00$ 75.00$ 80.00$ 90.00$ 90.00$ 70.00$ 55.00$ 60.00$ Other (Weekend)40.00$ 30.00$ 45.00$ 60.00$ 70.00$ 80.00$ 80.00$ 95.00$ 95.00$ 70.00$ 65.00$ 70.00$ Golf RevenueResident Rnds (Weekday)295,38710,530$ 8,910$ 12,960$ 3,483$ 26,426$ 23,693$ 33,413$ 41,580$ 46,035$ 41,580$ 31,894$ 14,884$ Resident Rnds (Weekend)361,02812,870$ 10,890$ 15,840$ 4,257$ 32,299$ 28,958$ 40,838$ 50,820$ 56,265$ 50,820$ 38,981$ 18,191$ Public Rnds (Weekday)510,22711,700$ 9,900$ 19,800$ 8,224$ 41,597$ 43,875$ 50,625$ 81,900$ 94,163$ 85,050$ 41,344$ 22,050$ Public Rnds (Weekend)639,32714,300$ 12,100$ 24,200$ 10,643$ 53,831$ 53,625$ 61,875$ 100,100$ 123,613$ 103,950$ 54,141$ 26,950$ Public Twi (Weekday)145,7154,680$ 3,960$ 7,200$ 2,322$ 14,681$ 13,163$ 16,200$ 21,420$ 22,320$ 20,160$ 12,994$ 6,615$ Public Twi (Weekend)184,2015,720$ 4,840$ 8,800$ 2,838$ 17,944$ 15,015$ 21,038$ 26,180$ 28,985$ 24,640$ 18,769$ 9,433$ Other (Weekday)510,07214,333$ 10,395$ 22,680$ 7,450$ 54,810$ 46,069$ 56,700$ 79,380$ 87,885$ 61,740$ 45,478$ 23,153$ Other (Weekend)648,31120,020$ 12,705$ 27,720$ 9,933$ 58,616$ 60,060$ 69,300$ 102,410$ 113,383$ 75,460$ 65,691$ 33,014$ Total Revenue3,294,267 94,153$ 73,700$ 139,200$ 49,149$ 300,204$ 284,456$ 349,988$ 503,790$ 572,648$ 463,400$ 309,291$ 154,289$ 86,376 72,315 143,413 29,881 324,750 257,672 236,925 469,175 548,995 432,266 271,650 154,289Avg. Rate70.53$ 36.21$ 33.50$ 43.50$ 57.15$ 69.01$ 72.94$ 77.78$ 89.96$ 92.36$ 82.75$ 58.91$ 62.98$ Misc Revenue76.13$ 2,985,870.00$ Club Rental 23,3551,300$ 1,100$ 1,600$ 430$ 2,175$ 1,950$ 2,250$ 2,800$ 3,100$ 2,800$ 2,625$ 1,225$ Driving Range Balls 90,3251,950$ 1,650$ 3,200$ 860$ 8,265$ 7,800$ 11,250$ 16,800$ 18,600$ 8,400$ 7,875$ 3,675$ Rider Fees7,701260$ 220$ 320$ 86$ 435$ 975$ 1,125$ 1,400$ 1,550$ 560$ 525$ 245$ Handicap Fees2,500-$ -$ -$ -$ -$ -$ 1,700$ 400$ 400$ -$ -$ -$ Independent Instructor Fees37,000-$ -$ -$ -$ 5,000$ 5,000$ 5,000$ 6,000$ 6,000$ 6,000$ 4,000$ -$ Ball Retreival 4,0001,000$ -$ 1,000$ 1,000$ 1,000$ -$ -$ GPS Advertising Income2,600100$ 100$ 100$ 100$ 500$ 500$ 500$ 500$ 100$ 100$ -$ -$ Total167,4814,610$ 3,070$ 5,220$ 2,476$ 16,375$ 16,225$ 22,825$ 27,900$ 29,750$ 18,860$ 15,025$ 5,145$ 10
2013-2014 ANNUAL PLAN SilverRock ResortRUN DATE: 08-Apr-13 12:57 PMProjections - July 2013 to June 2014PREPARED BY: Landmark Golf ManagementGOLF SHOP - 61TOTALJUL.AUG.SEP.OCT.NOV.DEC.JAN.FEB.MAR.APR.MAYJUN.GOLF SHOP MERCHANDISE SALESTOTAL # OF ROUNDS46,7102,600 2,200 3,200 860 4,350 3,900 4,500 5,600 6,200 5,600 5,250 2,450AVERAGE REVENUE / ROUND$5.99$3.40 $3.25 $4.60 $5.00 $6.50 $6.25 $6.25 $7.00 $7.00 $6.25 $6.00 $6.00TOTAL MERCHANDISE SALES$279,5858,840 7,150 14,720 4,300 28,275 24,375 28,125 39,200 43,400 35,000 31,500 14,70030,71056,950MERCHANDISE REVENUE65.00%35.00%Soft Goods Sales181,7305,746 4,648 9,568 2,795 18,379 15,844 18,281 25,480 28,210 22,750 20,475 9,555Hard Goods Sales97,8553,094 2,503 5,152 1,505 9,896 8,531 9,844 13,720 15,190 12,250 11,025 5,145 TOTAL MERCHANDISE REVENUE279,5858,840 7,150 14,720 4,300 28,275 24,375 28,125 39,200 43,400 35,000 31,500 14,700COST OF SALES53.08%53.08% 53.08% 53.08% 53.08% 53.08% 53.08% 53.08% 53.08% 53.08% 53.08% 53.08% 53.08%COS - Merchandise (58%)153,7724,862 3,933 8,096 2,365 15,551 13,406 15,469 21,560 23,870 19,250 17,325 8,085Purchase Disc Taken - (5%)(7,689)(243) (197) (405) (118) (778) (670) (773) (1,078) (1,194) (963) (866) (404)Freight - Merchandise2,3077359 12135 233 201 232 323 358 289 260 121 TOTAL COST OF SALES148,3904,692 3,795 7,813 2,282 15,007 12,937 14,927 20,805 23,035 18,576 16,719 7,802GROSS PROFIT131,1954,148 3,355 6,907 2,018 13,268 11,438 13,198 18,395 20,365 16,424 14,781 6,898SALARIES AND BENEFITS9,4149,9938,7608,24810,87012,04213,52712,480Salaries and Wages141,22910,867 10,867 10,823 8,497 12,758 12,758 12,758 12,758 12,758 12,158 12,303 11,923Payroll Taxes 15,8881,223 1,223 1,218 956 1,435 1,435 1,435 1,435 1,435 1,368 1,384 1,341Workers' Compensation 5,663436 436 434 341 512 512 512 512 512 488 493 478Health Insurance/Benefits26,8111,986 1,986 1,986 2,317 2,317 2,317 2,317 2,317 2,317 2,317 2,317 2,317 TOTAL SALARIES AND BENEFITS189,59214,511 14,511 14,461 12,111 17,022 17,022 17,022 17,022 17,022 16,330 16,498 16,060SUPPLIES AND MATERIALSOTHER EXPENSESOffice Supplies 6,000500 500 500 500 500 500 500 500 500 500 500 500Postage 0Contract Services - Merchandise Consultant6,000500 500 500 500 500 500 500 500 500 500 500 500Recruiting / Relocation0Dues and Subscriptions 2,3000000000000 2,300Freight / Delivery 75000252525000000Travel 90000000151515151515Uniforms2,400100 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 5,8901,250 150 1,250 5000 100 1,250353535 1,25035Miscellaneous 6,000500 500 500 500 500 500 500 500 500 500 500 500 TOTAL OTHER EXPENSES30,0752,960 1,860 2,960 2,235 1,935 1,935 3,375 1,860 1,860 1,860 5,375 1,860 TOTAL EXPENSES219,66717,471 16,371 17,421 14,346 18,957 18,957 20,397 18,882 18,882 18,190 21,873 17,920TOTAL GOLF SHOP MERCHANDISE INCOME (LOSS) (88,472) (13,323) (13,016) (10,513) (12,328) (5,689) (7,519) (7,199) (487) 1,483 (1,767) (7,091) (11,022)Seminars/Training - Reimbursement for eligible golf shop employees (Director of Golf, Head Professional & 3 Assistant Golf Professionals) for PGA Training, Education and Travel Expenses. Expendable 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
2013-2014 ANNUAL PLAN SilverRock ResortRUN DATE: 08-Apr-13 12:57 PMProjections - July 2013 to June 2014PREPARED 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 Wages126,982 7,682 6,446 8,918 6,676 10,230 13,890 13,710 13,710 13,710 13,710 9,390 8,910Payroll Taxes 15,809956 803 1,110 831 1,274 1,729 1,707 1,7071,707 1,707 1,169 1,109Workers' Compensation 5,092308 258 358 268 410 557 550 550550 550 377 357Health Insurance/Benefits7,944662 662 662 662 662 662 662 662662 662 662 662 TOTAL SALARIES AND BENEFITS155,827 9,608 8,169 11,048 8,437 12,576 16,838 16,629 16,629 16,629 16,629 11,598 11,039153,00511,2588,062 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 Water16,5005050505050 8,00050505050 8,00050Cart Supplies1,850000 500 500 500757550505050Range Balls9,0000000 9,0000000000 TOTAL SUPPLIES AND MATERIALS36,282 770 770 320 820 11,535 8,845 1,375 1,375500 500 8,800 672REPAIRS 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 EXPENSESOffice Supplies 52525 25 25 50 5050505050505050Printing / Stationary 420000000707070707070Cart Contract Services - ($9 per cart per mo. @ 80 carts)0000000000000Cart 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 1,15012575757575757575125 125 125 125 TOTAL OTHER EXPENSES26,795 1,525 1,475 1,575 4,050 2,300 2,400 1,945 1,9452,495 1,995 3,245 1,845 TOTAL EXPENSES222,504 12,203 10,714 13,243 13,607 26,711 28,383 20,249 20,249 19,924 19,424 23,943 13,856Expendable Supplies are made up of: - Scorecards, Tees, Pencils, Trash Bags,Cups & First Aid Supplies.Uniforms- Each employee receives 4 shirts, 1 hat per season12
2013-2014 ANNUAL PLAN SilverRock ResortRUN DATE: 08-Apr-13 12:57 PMProjections - July 2013 to June 2014PREPARED 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 Wages47,4602,760 2,7603,380 1,600 4,200 5,600 5,880 5,880 6,160 5,160 2,040 2,040Payroll Taxes 5,339311311380180473630662662693581230230Workers' Compensation 1,903111111136641682252362362472078282 TOTAL SALARIES AND BENEFITS 54,7023,181 3,181 3,896 1,844 4,841 6,455 6,777 6,777 7,100 5,947 2,351 2,351SUPPLIES AND MATERIALSExpendable Supplies 1,05050501001001001001001001001007575 TOTAL SUPPLIES AND MATERIALS 1,05050501001001001001001001001007575OTHER EXPENSESUniforms 2,125757575800752507575754007575Safety Equipment 600505050505050505050505050Miscellaneous 20000050505050000001 TOTAL OTHER EXPENSES2,926125125125900175350176125125450125125 TOTAL COURSE SERVICES EXPENSES58,6783,356 3,356 4,121 2,844 5,116 6,905 7,053 7,002 7,325 6,497 2,551 2,551Expendable 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: 08-Apr-13 12:57 PMProjections - July 2013 to June 2014PREPARED BY: Landmark Golf ManagementMAINTENANCE DEPARTMENT - 63TOTAL JUL. AUG. SEP. OCT. NOV. DEC. JAN. FEB. MAR. APR. MAY JUN.SALARIES AND BENEFITS52,273 51,473 52,759 52,975 52,476 54,246 60,398 55,245Salaries and Wages669,65055,056 55,056 55,056 55,056 55,056 58,167 60,903 55,056 55,061 55,061 55,061 55,061Overtime Hourly Wages 15,945000 10,52600 2,5500000 2,869Payroll Taxes 77,1296,194 6,194 6,194 7,378 6,194 6,544 7,138 6,194 6,194 6,194 6,194 6,517Workers' Compensation 27,2802,208 2,208 2,208 2,489 2,208 2,332 2,510 2,208 2,208 2,208 2,208 2,285Health Insurance/Benefits104,8808,740 8,740 8,740 8,740 8,740 8,740 8,740 8,740 8,740 8,740 8,740 8,740 TOTAL SALARIES AND BENEFITS894,88472,19872,19872,19884,18972,19875,78381,84172,19872,20372,20372,20375,472SUPPLIES AND MATERIALSFertilizer112,5009,000 16,000 11,000 17,500 7,500 9,000 9,000 12,500 6,000 5,000 5,000 5,000Flowers/Plants3,05000 1,000 2500 750 750 100 100 100Gas & Oils55,0205,200 5,200 5,100 8,000 5,500 4,200 3,850 3,820 3,850 4,100 3,100 3,100Golf Course Accessories13,000200 200 500 10,000 200 1,200 200 100 100 100 100 100Chemicals & Pesticides34,6003,000 2,500 3,500 4,600 6,900 2,200 2,500 3,000 1,500 2,000 900 2,000Herbicide17,00000 7,0000 5,000 5,00000000POA Control7,0000000 3,5000 3,50000000Sand/Mulch/Bunker13,460390 390 5,000 2,000 4,000 800 380 100 100 100 100 100Seed106,810350 350 250 88,060 15,350 350 350 350 350 350 350 350Small Tools 5,000100 100 2,000 2,000 100 100 100 100 100 100 100 100Sod10,4501,000 2,500 2,000 250 3,250 250 500000 500 200Topdressing 10,6000 2,5000 2,500 3,00000000 1,300 1,3000 TOTAL SUPPLIES AND MATERIALS388,49019,24029,74037,350135,16054,30023,85021,13020,07012,10011,85011,45012,250REPAIRS AND MAINTENANCEBuildings & Bridges 5,5501,250 750 550 500 500 500 250 250 250 250 250 250Equipment40,0002,000 2,500 2,000 11,000 4,000 3,000 3,500 3,000 2,000 2,500 2,500 2,000Irrigation 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 31,2002,600 2,600 2,600 2,600 2,600 2,600 2,600 2,600 2,600 2,600 2,600 2,600Trees12,05000 5,500 5500000 2,000 4,00000 TOTAL REPAIRS AND MAINTENANCE118,35011,25010,35013,15017,6509,0007,6508,5507,8508,85011,3506,8505,8502013-2014 ANNUAL PLAN 14
SilverRock ResortRUN DATE: 08-Apr-13 12:57 PMProjections - July 2013 to June 2014PREPARED BY: Landmark Golf ManagementMAINTENANCE DEPARTMENT - 63TOTAL JUL. AUG. SEP. OCT. NOV. DEC. JAN. FEB. MAR. APR. MAY JUN.2013-2014 ANNUAL PLAN OTHER EXPENSESContract Services Soil/Tissue Tests4,00000 2,0000000000 2,0000Dues and Subscriptions 5400000000 2400 2000 100Employee Education1,55050505050505050 1,00050505050Equipment Rental 3,400200 150 150 1,000 600 200 200 200 200 200 200 100Auto Expense6,000500 500 500 500 500 500 500 500 500 500 500 500Licenses and Permits 4,180100 1008000000 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 EXPENSES56,7784,2094,0596,6895,2594,5594,0593,6594,6494,4596,4595,3593,359TOTAL MAINTENANCE EXP. (EXCL Landscaping)1,458,502106,897116,347129,387242,258140,057111,342115,180104,76797,612101,86295,86296,9314,500LANDSCAPE13,00012,20012,70013,10011,40013,80012,6009,600Wages154,560 12,880 12,880 12,880 12,880 12,880 12,880 12,880 12,880 12,880 12,880 12,880 12,880Overtime Hourly Wages 6,27900 966 3,381 966000000 966Payroll Taxes 18,094 1,449 1,449 1,558 1,829 1,558 1,449 1,449 1,449 1,449 1,449 1,449 1,558Workers' Compensation 6,361516 516 542 607 542 516 516 516 516 516 516 542Health Insurance/Benefits31,776 2,648 2,648 2,648 2,648 2,648 2,648 2,648 2,648 2,648 2,648 2,648 2,648Landscape Wages & Benefits217,07017,493 17,493 18,594 21,345 18,594 17,493 17,493 17,493 17,493 17,493 17,493 18,594Small Tools1,025100 100 100 100 10075757575757575Repairs & 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 MAINTENANCE225,825 18,133 18,133 19,484 22,235 19,484 18,358 18,108 18,108 18,108 18,108 18,108 19,459COURSE & LANDSCAPE MAINTENANCE TOTAL1,684,328125,030 134,480 148,870 264,493 159,540 129,700 133,288 122,875 115,720 119,970 113,970 116,390(EXCL UTILITIES)WATER & ELECTRICITY COSTSWater Cost45,3387,000 6,200 6,160 4,200 3,255 2,325 1,860 1,473 1,550 1,550 3,255 6,510Maint. Shop / So Village Lakes28,6003,000 2,300 2,300 2,300 2,500 2,000 2,000 200 2,000 4,000 3,000 3,000Main Meter (FE, PH, CB, CH, NV Lakes)148,60015,500 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 COST223,62925,565 20,020 19,975 16,350 13,905 11,415 13,876 13,689 15,555 20,967 24,272 28,040 TOTAL COURSE MAINTENANCE EXPENSES1,907,956150,595154,500168,845280,843173,445141,115147,164136,563131,275140,937138,242144,43015
SilverRock ResortRUN DATE: 08-Apr-13 12:57 PMProjections - July 2013 to June 2014PREPARED BY: Landmark Golf ManagementG & A DEPARTMENT - 67TOTALJUL. AUG. SEP. OCT. NOV. DEC. JAN. FEB. MAR. APR. MAY JUN.RESIDENT CARD REVENUESale of Resident Cards134,2504,650 4,500 5,250 11,250 18,750 21,750 27,000 13,500 16,500 4,500 3,300 3,300Replacement Resident Cards750603060606075909090606015 TOTAL RESIDENT CARD REVENUE135,0004,710 4,530 5,310 11,310 18,810 21,825 27,090 13,590 16,590 4,560 3,360 3,315SALARIES AND BENEFITSSalaries and Wages211,79617,650 17,650 17,650 17,650 17,650 17,650 17,650 17,650 17,650 17,650 17,650 17,650Incentives \ Bonus 0000000000000Payroll Taxes 23,8271,986 1,986 1,986 1,986 1,986 1,986 1,986 1,986 1,986 1,986 1,986 1,986Workers' Compensation 8,493708 708 708 708 708 708 708 708 708 708 708 708Health Insurance/Benefits17,4961,458 1,458 1,458 1,458 1,458 1,458 1,458 1,458 1,458 1,458 1,458 1,458 TOTAL SALARIES AND BENEFITS261,61321,801 21,801 21,801 21,801 21,801 21,801 21,801 21,801 21,801 21,801 21,801 21,801REPAIRS 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 1,800150 150 150 150 150 150 150 150 150 150 150 150Printing / Stationary 3,300100 100 100 100 100 400 400 400 400 400 400 400Postage 900757575757575757575757575Recruiting / Relocation 1,40000 200 200 200 200 200 200 200000Dues and Subscriptions 1,700500 2005050 200 100 4005050 50050Freight / Delivery 600505050505050505050505050Travel 1,1000 10000000 1000 200 500 200Promotion 1,200100 100 100 100 100 100 100 100 100 100 100 100Auto Expense 4,800400 400 400 400 400 400 400 400 400 400 400 400Equipment 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 Processing14,4001,200 1,200 1,200 1,200 1,200 1,200 1,200 1,200 1,200 1,200 1,200 1,200Computer Supplies (POS Support Fees)6,300500 500 500 500 500 500 500 500 500 500 500 800Bank & ADP Fees1,080909090909090909090909090Miscellaneous 1,200100 100 100 100 100 100 100 100 100 100 100 100 TOTAL OTHER EXPENSES60,0304,490 4,540 4,840 4,765 4,765 5,140 5,040 5,440 4,990 4,990 5,740 5,290TOTAL G & A EXPENSES323,54326,291 26,441 26,741 26,666 27,466 27,041 26,941 27,341 26,891 26,891 27,641 27,191Uniforms- Benefit to be shared between GM & ControllerEntertainment & Promotion - GM promoting property for potential clients2013-2014 ANNUAL PLAN 16
2013-2014 ANNUAL PLAN SilverRock ResortMARKETING 08-Apr-13 12:57 PMProjections - July 2013 to June 2014PREPARED BY: Landmark Golf ManagementMARKETING DEPARTMENT - 66 TOTAL 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 3,386282 282 282 282 282 282 282 282 282 282 282 282Workers' Compensation 1,207101 101 101 101 101 101 101 101 101 101 101 101Health Insurance/Benefits3,972331 331 331 331 331 331 331 331 331 331 331 331 TOTAL SALARIES AND BENEFITS38,6613,222 3,222 3,222 3,222 3,222 3,222 3,222 3,222 3,222 3,222 3,222 3,222OTHER 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 50 5050505050505050Contract 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 Relations2,0000000 500 500 500 5000000Promotions / Meals 300252525252525252525252525Promotion - (Media, Vendor Days, etc)7000 0 0505050 3005050505050Advertising (Ad Purchases) 179,2318,172 9,562 20,197 8,822 19,680 21,730 20,472 19,112 19,680 18,230 8,012 5,562Collateral Material - (Yrd Bks, Rack Cds, Statn, Brochures)5,500000 500 1,0000 500 500 500 500 1,000 1,000Miscellaneous350000050505050505050 TOTAL OTHER EXPENSES200,891 8,672 10,062 20,897 13,172 22,705 23,755 22,607 21,287 21,255 19,505 9,737 7,237 TOTAL MARKETING EXPENSES239,552 11,894 13,284 24,119 16,394 25,927 26,977 25,829 24,509 24,477 22,727 12,959 10,459Promotion/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 08-Apr-13 12:57 PMProjections - July 2013 to June 2014PREPARED BY: Landmark Golf ManagementTEMPORARY CLUBHOUSE - 800TOTALJUL. AUG. SEP. OCT. NOV. DEC. JAN. FEB. MAR. APR. MAY JUN.SUPPLIES AND MATERIALSExpendable Supplies 2,400200 200 200200200200200200200200200200Laundry 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 22,5001,8251,8251,8252,4251,8251,8251,8251,8251,8251,8251,8251,825Telephone 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-Roadrunner4,080340340340340340340340340340340340340Water 3,852321321321321321321321321321321321321Safety Equipment 1,200100100100100100100100100100100100100Natural Gas 3,600300300300300300300300300300300300300Flowers and Decorations 1,90000050000500050000400Building Security (Roving Patrol)60,4004,9004,9004,9004,9004,9004,9006,5004,9004,9004,9004,9004,900Miscellaneous 2,400200200200200200200200200200200200200 TOTAL OTHER EXPENSES113,7329,1369,1369,13610,2369,1369,13611,2369,1369,6369,1369,1369,536 TOTAL CLUBHOUSE EXPENSES131,73210,63610,63610,63611,73610,63610,63612,73610,63611,13610,63610,63611,036Expendable Supplies made up of: Locksmith, Trashbags, Lightbulbs, Mats,Items related to Maintenance of Clubhouse2013-2014 ANNUAL PLAN 18
SilverRock ResortRUN DATE: 08-Apr-13 03:46 PMProjections - July 2013 to June 2014PREPARED BY: Landmark Golf ManagementMISC. DEPARTMENT - 980 & 990TOTALJUL. AUG. SEP. OCT. NOV. DEC. JAN. FEB. MAR. APR. MAY JUN.12,5007,500MISC OTHER EXPENSESManagement Fee - Fixed96,0008,000 8,000 8,000 8,000 8,000 8,000 8,000 8,000 8,000 8,000 8,000 8,000F&B Profit/Loss(23,517)13,361 17,324 6,786 12,698 (7,627) (5,003) (4,608) (19,045) (28,444) (15,316) (3,764) 10,121FF&E Reserve (2.0%)65,8851,883 1,474 2,784 983 6,004 5,689 7,000 10,076 11,453 9,268 6,186 3,086General Liability Insurance26,4002,200 2,200 2,200 2,200 2,200 2,200 2,200 2,200 2,200 2,200 2,200 2,200Property Taxes - Regular ($15M @ 1.25%)0000000000000Personal Property Taxes 14,8005,20000 9,60000000000179,568 30,644 28,998 19,770 33,481 8,578 10,886 12,592 1,231 (6,791) 4,152 12,622 23,406LEASE EXPENSESGolf Cart Leases144,90012,075 12,075 12,075 12,075 12,075 12,075 12,075 12,075 12,075 12,075 12,075 12,075Trailer Leases7,200600 600 600 600 600 600 600 600600 600 600 600GPS Lease (Up-Link)69,0605,755 5,755 5,755 5,755 5,755 5,755 5,755 5,755 5,755 5,755 5,755 5,755Equipment Rental Other5,520460 460 460 460 460 460 460 460460 460 460 460226,680 18,890 18,890 18,890 18,890 18,890 18,890 18,890 18,890 18,890 18,890 18,890 18,8902013-2014 ANNUAL PLAN 19
2013-2014 Annual BudgetRUN DATE: 09-Apr-13 02:10 PM PREPARED BY: Landmark Golf ManagementFOOD & BEVERAGE DEPT - 62TOTALJUL.AUG.SEP.OCT.NOV.DEC.JAN.FEB.MAR.APR.MAYJUN.FOOD REVENUESnack Shop/Terrace Food182,2747,0005,06311,8131,12519,86917,45624,43823,51730,50019,14415,0007,350Beverage Cart Food48,4502,5002,2503,3756757,0133,6753,5946,1897,6255,1054,0002,450Other Food Income0000000Non-Taxable Tournament Site Fees0000000000000Special Events10,0000002,5002,50000002,5002,5000 TOTAL FOOD REVENUE240,7249,5007,31315,1884,30029,38121,13128,03129,70638,12526,74921,5009,8009,2547,06317,9722,62132,20520,94630,37729,047BEVERAGE 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 REVENUE479,11717,50015,18828,6885,65058,60043,18151,03160,65073,20058,65543,50023,275LESS COST OF SALES71.29%COS - Food (37%)85,3683,5152,7065,6196669,9467,81910,37210,99114,1068,9727,0303,626COS - 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 Meals22,8001,9001,9001,9001,9001,9001,9001,9001,9001,9001,9001,9001,900 TOTAL COST OF SALES169,9397,4876,64611,0162,91619,42215,43518,22420,90425,09219,14014,6369,02135.47%GROSS PROFIT309,178 10,013 8,541 17,672 2,735 39,178 27,746 32,807 39,745 48,108 39,515 28,864 14,254SALARIES AND BENEFITSSalaries and Wages190,50515,13915,13916,3728,47516,09916,28918,00116,87318,00117,01216,57016,534Payroll Taxes 21,8131,7331,7331,8759701,8431,8652,0611,9322,0611,9481,8971,893Workers' Compensation 7,849624624675349663671742695742701683681Health Insurance 38,3962,9792,9792,9793,3103,3103,3103,3103,3103,3103,3103,3102,979 TOTAL SALARIES AND BENEFITS258,56320,47520,47521,90013,10521,91622,13524,11422,81024,11422,97122,45922,088SUPPLIES 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 Fees6,060505505505505505505505505505505505505Seminars / Training 27525252525025252525252525Cleaning Supplies 3,596250250250250250250346350350350350350Licenses and Permits 1,800090000009000000Miscellaneous1,200100100100100100100100100100100100100 TOTAL OTHER EXPENSES38,5402,3843,2842,3844,0453,5093,7344,3803,4843,4842,8842,4842,484 TOTAL EXPENSES309,17823,73424,58425,10918,30026,22526,86929,79427,39428,69826,95525,94325,572 TOTAL FOOD & BEVERAGE PROFIT (Loss)0(13,721)(16,043)(7,438)(15,565)12,9538773,01312,35219,41012,5602,921(11,318)Supplies Expendable is made up of: Smallwares, Papergoods, First-aidUniforms- Each employee receives 4 shirts, 1 hat per season2013-2014 Annual Budget20
SilverRock Resort
2013-2014 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.
The July 2013-June 2014 Marketing Plan is built around an annual
Marketing Budget of $239,552. The Marketing Plan includes: advertising
and promotions, collateral materials, civic and community networking,
public relations, golf/consumer trade shows, and internet websites and e-
mail marketing.
ADVERTISING and PROMOTIONS
Advertising and promotions are targeted for La Quinta Residents and
tourist/resort golfers through advertising and media coverage in local,
regional and Southern California golf and travel publications. Advertising
consists of local newspaper, golf and travel magazines, regional
directories, local television and area radio. Advertising is budgeted at
$179,231 for 2013-2014.
Newspaper advertising is placed in The Desert Sun with primary emphasis
on the sports enthusiasts with weekly “ear ads” appearing on the front
page of the Sports Section; ear ads are visible to all readers of the paper.
Newspaper advertisement makes up 15% of the Marketing Budget.
Special promotions are designed, as needed by season, and placed in
various print advertisements.
Magazines and directories consist of local and regional magazines, yellow
pages and golf-related directories. These ads vary from full page to
quarter page ads and are full color. Magazines and directories compose
65% of the advertising budget.
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.
TV and radio ads make up 20% of the advertising budget.
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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.
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 vital to
SilverRock’s success.
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 Golf Team.
INTERNET WEBSITES AND E-MAIL MARKETING
A benefit of memberships in selected local Chambers of Commerce and
the Convention and Visitors Authority is access to cross-marketing
opportunities through website links to SilverRock Resort.
E-mail database marketing is targeted to consumer e-mail addresses that
are collected daily through comment cards, tee-time bookings, selected
websites and the La Quinta Resident renewal process. This e-mail
database is used to send e-mail blasts promoting SilverRock Resort and/or
to offer specials during slower days of the seasons in an effort to maximize
tee sheet utilization.
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4/4/2013SilverRock Resort-Arnold Palmer Classic CourseGOLF RATES 2013-2014 2013201320132013201320132014201420142014Reservation TypeJuly 1-Sept. 15 July 1-Sept. 15 Sept. 16-Oct. 6 Sept. 16-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 55.00$ 65.00$ 85.00$ 105.00$ 125.00$ 125.00$ 165.00$ 165.00$ 85.00$ 105.00$ Public Twi40.00$ 50.00$ 65.00$ 75.00$ 80.00$ 80.00$ 95.00$ 95.00$ 65.00$ 75.00$ 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 Resident30.00$ 30.00$ 30.00$ 30.00$ 45.00$ 45.00$ 55.00$ 55.00$ 45.00$ 45.00$ La Quinta Resident Guest (30% off posted rate)38.50$ 45.50$ 59.50$ 73.50$ 87.50$ 87.50$ 115.50$ 115.50$ 59.50$ 73.50$ (Book 90 Days)Wholesale50.00$ 50.00$ 75.00$ 85.00$ 100.00$ 100.00$ 135.00$ 135.00$ 60.00$ 70.00$ Wholesale Twilight30.00$ 35.00$ 50.00$ 60.00$ 65.00$ 65.00$ 75.00$ 75.00$ 40.00$ 50.00$ (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 1 Day)Stand By Golf Rates to vary based upon actual bookings Rates to vary based upon actual bookings Rates to vary based upon actual bookings Rates to vary based upon actual bookings Rates to vary based upon actual bookings (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 $25 per rider.*City Employees-Prevailing Resident RatesOTHER FEESRange Not PlayingRate/Fee1 Hour10.00$ All Day Range Fee25.00$ Rental Clubs45.00$ Handicap Membership45.00$ Golf Lessons1 Hour75.00$ 1/2 Hour50.00$ (Overseeding Dates: Course Closed Oct. 3-31, 2011)23