Annual Plan FY 2015-2016 SilverRock ResortAGENDA CATEGORY:
BUSINESS SESSION:
CONSENT CALENDAR:
STUDY SESSION:
PUBLIC HEARING:
CITY / SA / HA / FA MEETING DATE: May 5, 2015
ITEM TITLE: APPROVE SILVERROCK RESORT 2015/2016
ANNUAL PLAN
RECOMMENDED ACTION:
Approve the SilverRock Resort 2015/2016 Annual Plan as submitted by Landmark
Golf Management LLC.
EXECUTIVE SUMMARY:
Landmark Golf Management LLC manages the SilverRock Resort golf course
and provides an annual plan, which is presented to City Council for review,
recommendations, and approval.
The SilverRock 2015/2016 Annual Plan (“Plan”) (Attachment 1) reflects the
projected number of rounds, revenues and operations costs.
Construction of several holes is in the planning stages, due to future hotel
development, and any subsequent budget changes will be presented to
Council midyear.
FISCAL IMPACT:
The projected amount for operating expenses is $3,629,676, and $3,683,156 for
revenues. Additionally, there are City expenditures for contract oversight and for
property outside of the management agreement. These expenditures will be
presented to City Council during the budget approval on June 2015.
The food and beverage service at SilverRock is not recognized in the 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 new Golf Course Management Agreement with Landmark
Golf Management, LLC in July 2012. The agreement requires submittal of an
annual plan encompassing strategic management for golf course operations. The
plan not only provides projected annual revenues and expenses for the fiscal year,
but also provides a detailed proposal of department costs, staffing levels, and
service levels.
The assumptions in the attached Plan include:
46,475 rounds of play;
An average projected revenue of $78.66 per round. This is based on the
total revenue divided by the total rounds. The average green fee is $68.84.
The difference between revenue per round and average green fee is the
additional revenue generated from merchandise sales, range revenue, and
lesson revenue. This does not include food and beverage revenue;
Twelve months of golf course equipment lease payments ($72,600) instead
of six months ($36,300);
Federal Minimum Wage increase for outside services (rangers, starters, valet)
and maintenance staff ($25,000);
A two percent capital reserve of $63,985 set aside for future golf course
equipment and improvements (per the Management Agreement); and
An increase of the management fee to $99,840 (outlined in Landmark Golf
Management Agreement).
The Marketing Narrative is located on pages 21 and 22 of the Plan, and the
Marketing Budget is listed on page 17. Advertising for SilverRock is budgeted for
$240,177. SilverRock is being promoted as a premier golf destination in the
Coachella Valley through the Internet, newspapers, magazines, directories,
television, and radio.
ALTERNATIVES:
Approve the Plan with modifications.
Report prepared by: Steve Howlett, Golf, Parks, and Facility Manager
Report approved for submission by: Edie Hylton, Deputy City Manager
Attachment: 1. SilverRock Resort Annual Plan
SilverRock Resort
2015/2016 ANNUAL PLAN
Prepared For:
City of La Quinta
SilverRock Resort
Prepared By:
Landmark Golf Management
Submitted:
April 22, 2015
SILVERROCK RESORT
Annual Plan
Fiscal Year 2015-2016
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
2015-2016 Assumptions 6, 7, 8
Part III-Operational Financial Projections
2015-2016 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
2015-2016 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 2015-2016
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 2015-2016
PHILOSOPHY STATEMENT
After ten 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 2015-2016
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 eleventh complete 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
2015-2016 Annual PlanAsst. Golf ProfessionalsGolf Shop BuyerSales AssociatesCarts/Bag RoomStarters P.A.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 TeamCommunity Services DirectorCity ManagerCity of La QuintaCity Council & Staff4
RUN DATE: 01-Apr-15Key Employee Staffing PREPARED BY: DEPARTMENT SUMMARYJUL.AUG.SEP.OCT.NOV.DEC.JAN.FEB.MAR.APR.MAYJUN.GOLF OPERATION OUTSIDE SERVICESOUTSIDE SERVICES MANAGER (FULL TIME)111111111111OUTSIDE SERVICES SUPERVISORS (FULL-TIME)111111111111DRIVING RANGE (PART-TIME)111111222211CART/BAG/VALET/BAG DROP (FULL-TIME)444444444444CART/BAG/VALET/BAG DROP (PART-TIME)000222222211SHUTTLE DRIVER (PART-TIME)000022222200777911111212121288GOLF SHOP HEAD GOLF PROFESSIONAL (FULL TIME)1111111111111ST ASSISTANT PROFESSIONAL (FULL TIME) 111111111111MERCHANDISER (FULL TIME)111111111111ASSISTANT PROFESSIONAL (FULL TIME)222222222222SALES CLERKS (FULL TIME)111222222222SALES CLERKS (PART TIME)000111111110666888888887COURSE SERVICESSTARTERS (PART TIME)3 3 3 333333333RANGER/MARSHALS (PART TIME)000024444400333357777733GOLF COURSE MAINTENANCESUPERINTENDENT (FULL TIME)1 1 1 111111111ASST SUPERINTENDENT (FULL TIME)111111111111FOREMAN/SPRAY TECHNICIAN (FULL TIME)111111111111HEAD MECHANIC / FACILITY MANAGER (FULL TIME)111111111111ASST MECHANIC (FULL TIME)111111111111HEAD IRRIGATOR (FULL TIME)111111111111ASST IRRIGATOR (FULL TIME)111111111111GREENKEEPERS (FULL TIME)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 EMPLOYEES62 62 62 67 71737474747466642015-2016 ANNUAL PLAN Landmark Golf Management5
SILVERROCK RESORT
2015-2016 ANNUAL PLAN
2015-2016 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 $68.84 per round on an annualized basis. The green fee rates for the 2015-2016
fiscal year are projected to remain consistent with last year. Green fees will continue to be
based on dynamic pricing and course utilization levels will dictate green fee rates.
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 5 through November 2, 2015. 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 2015 and June of 2016 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 $3.83 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 $171,200 are based on selling 570 La Quinta Resident
Cards for the 2015-2016 Fiscal Year. This is consistent with prior year fees.
Cost of Goods Sold
Merchandise 55 %
Food & Beverage 33 %
6
SILVERROCK RESORT
2015-2016 ANNUAL PLAN
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. The second
mandated Federal minimum wage increase becomes effective January 1, 2016 and will have
an impact on labor expenses for this department. As a result of minimum wage increasing
from $9.00 to $10.00 per hour, most of the staff members in this department will be impacted
by this Federal mandated minimum wage increase which will increase labor costs by
approximately $4,000 for the 2015-2016 fiscal year.
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 2015-2016 Annual Plan. Employee reimbursement to eligible golf staff
members (Director of Golf, Head Golf Professional and Assistant Golf Professionals) has been
budgeted and use not to exceed an annual total of $3,690 for PGA of America training,
education and travel expenses as approved by the Director of Golf / General Manager
throughout the 2015-2016 fiscal year.
Course Services: Includes course service staff consisting of course rangers/starters and related
department supplies and materials. As a result of the minimum wage increase to $10.00
effective January 1, 2016, staff in this department will be impacted by this Federal mandated
minimum wage increase which will result in increasing labor costs by approximately $3,000 for
the year.
Golf Course Maintenance: Includes grounds maintenance staff, supplies, and materials.
Overseeding dates are projected to be October 5 through November 3, 2015, which results in
projected higher labor cost and supply costs during the annual overseeding process. There
are areas on the golf course that will not to be over-seeded in an attempt to reduce costs and
conserve water. Golf Course Superintendent Education, training and travel expense are
included in the 2015-2016 Annual Plan. In addition, Front Entry Landscape Maintenance will
continue to be accounted for in this department’s operating budget. As a result of minimum
wage increases to $10.00, the increase in labor costs in this department is expected to be an
increase of $18,000 for the 2015-2016 fiscal year.
Golf Course Maintenance Equipment: There are no plans to replace any maintenance
equipment for this year; however, last year’s new golf course maintenance equipment lease
of $6,050 per month will be factored in for 12 months in the 2015-2016 Annual Plan.
Water & Electrical: The 2015-2016 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 $225,129 covers 100 percent of the electric
costs including; front entry water falls, golf course pump station, north village lake water falls &
7
SILVERROCK RESORT
2015-2016 ANNUAL PLAN
circulation pumps, cart storage area and clubhouse. These expenses will continue to be
budgeted in the 2015-2016 Annual Plan as water and electrical costs.
Food & Beverage: Includes food & beverage staff and expenses for the temporary clubhouse.
There is a separate Agreement for the Food & Beverage Department including the Liquor
License arrangement between the City and Landmark Golf Management. There are no
projected employee compensation increases for this department in the 2015-2016 Annual
Plan.
Marketing: Includes marketing, public relations, advertising, web page, collateral and
tournament sales, etc. Refer to pages 21 & 22, for the 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 department’s operating budget.
Management Fee: The monthly Management Fee of $8,320 per the Golf Course Management
Agreement is budgeted for the 2015-2016 fiscal year. This is a 4% increase over the prior year’s
budget.
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 Card 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 budgeted amount of
$10,500 per month is not expected to increase from the prior year.
GPS Lease: Monthly golf cart GPS rental/lease expense of $4,700 per month will remain
unchanged from the prior year.
8
SilverRock ResortCONSOLIDATED INCOME STATEMENTRUN DATE: 10-Apr-1501:52 PMFOR FISCAL YEAR - JULY 2015 - JUNE 2016PREPARED BY: Landmark Golf ManagementDEPARTMENT 2015-2016 BUDGETJUL.AUG.SEP.OCT.NOV.DEC.JAN.FEB. MAR.APR.MAY JUN.ROUNDSROUNDS 46,4752,625 2,200 3,100500 4,650 4,100 5,000 5,500 6,000 5,400 4,950 2,450 TOTAL ROUNDS46,4752,625 2,200 3,100500 4,650 4,100 5,000 5,500 6,000 5,400 4,950 2,450REVENUEGREEN FEES 3,199,23782,392 69,053 131,828 18,500 334,335 288,794 388,875 496,306 554,175 408,915 285,924 140,140MISC. REV/RANGE/CARTS/RENTALS178,0594,644 3,510 5,060 1,900 19,915 18,825 26,950 30,275 29,000 18,44014,395 5,145GOLF SHOP MERCHANDISE278,5858,925 7,150 14,260 2,500 30,225 25,625 31,250 38,500 42,000 33,750 29,700 14,700RESIDENT CARD FEES171,2001,100 3,000 3,300 7,500 25,000 22,800 22,000 24,000 15,625 15,62515,625 15,625FOOD & BEVERAGE CONCESSIONS12,000500500500 1,500 1,500 1,500 1,500 1,500 1,500500 500 500TOTAL REVENUE3,839,08097,561 83,213 154,948 31,900 410,975 357,544 470,575 590,581 642,300 477,230 346,144 176,110COST OF SALESPRO SHOP 155,9244,995 4,002 7,981 1,399 16,917 14,342 17,491 21,548 23,507 18,89016,623 8,228TOTAL COST OF SALES155,9244,995 4,002 7,981 1,399 16,917 14,342 17,491 21,548 23,507 18,89016,623 8,228GROSS PROFIT3,683,15692,566 79,211 146,966 30,501 394,058 343,201 453,084 569,033 618,793 458,340 329,521 167,882OPERATING EXPENSESGOLF CARTS\BAGS\RANGE 237,43311,752 13,869 12,736 13,429 28,101 22,267 23,826 30,776 23,451 22,951 18,276 16,001GOLF SHOP204,82713,913 13,913 13,513 12,376 18,595 18,595 20,035 18,520 18,520 17,813 21,499 17,536COURSE SERVICES 72,3973,283 3,283 3,968 2,802 6,369 8,981 9,754 9,704 9,704 8,145 3,203 3,203GOLF COURSE MAINTENANCE 1,712,795119,535 128,985 143,400 280,814 166,737 131,800 136,653 126,027118,873 123,123 117,123 119,725WATER & ELECTRIC COST 225,12920,265 20,020 19,975 16,350 13,905 11,415 16,876 16,489 16,555 20,967 24,272 28,040GENERAL & ADMINISTRATIVE 327,51124,641 25,498 25,091 25,723 30,436 30,411 27,411 27,811 27,361 27,361 28,111 27,661MARKETING 240,1778,539 8,539 21,191 21,466 31,999 27,049 25,901 24,581 24,549 22,799 13,031 10,531CLUBHOUSE 136,33210,636 10,636 10,636 11,736 12,936 10,636 12,736 10,636 13,436 10,636 10,636 11,036MANAGEMENT FEE 99,8408,320 8,320 8,320 8,320 8,320 8,320 8,320 8,320 8,320 8,320 8,320 8,320CAPITAL RESERVES 63,9851,648 1,381 2,637370 6,687 5,776 7,778 9,926 11,084 8,178 5,718 2,803INSURANCE 26,4002,200 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 11,8005,2000 4,000 2,60000000000LEASES271,05022,550 22,550 22,550 23,000 22,550 22,550 22,550 22,550 22,550 22,550 22,550 22,550TOTAL OPERATING EXPENSES3,629,676252,481 259,193 290,217 421,186 348,834 299,999 314,039 307,539296,602 295,043 274,939 269,605NET INCOME53,481(159,916) (179,982) (143,251) (390,685) 45,224 43,203 139,045 261,494 322,191 163,297 54,583 (101,723)NET INCOME %1.4%-163.9% -216.3% -92.5% -1224.7% 11.0% 12.1% 29.5% 44.3% 50.2% 34.2% 15.8% -57.8%Average Green Fee $68.84$31.39 $31.39 $42.53 $37.00 $71.90 $70.44 $77.78 $90.24 $92.36 $75.73 $57.76 $57.20Average $ Misc. Income per Rd$3.83$1.77 $1.60 $1.63 $3.80 $4.28 $4.59 $5.39 $5.50 $4.83 $3.41 $2.91 $2.10Average $ Merchandise per Rd$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$78.66$37.17 $37.82 $49.98 $63.80 $88.38 $87.21 $94.12 $107.38 $107.05$88.38 $69.93 $71.882015-2016 ANNUAL PLAN 9
2015-2016 ANNUAL PLAN SilverRock ResortRUN DATE: 10-Apr-15 01:22 PMProjections - July 2015 to June 2016PREPARED BY: Landmark Golf Management0.600.40Golf RoundsTotalJUL.AUG.SEP.OCT.NOV.DEC.JAN.FEB.MAR.APR.MAYResident Rnds (Weekday)6,27435429741968628554675743810729668Resident Rnds (Weekend)7,66843336351283767677825908990891817Sub-Total Resident Rnds 13,9437886609301501395123015001650180016201485% of Total 0.300.300.300.300.300.300.300.300.300.300.300.30Public Rnds (Weekday)5,22829524834956523461563619675608557Public Rnds (Weekend)6,39036130342669639564688756825743681Sub-Total Public Rnds11,6196565507751251163102512501375150013501238% of Total 0.250.250.250.250.250.250.250.250.250.250.250.25Public Twi (Weekday)2,0911189914023209185225248270243223Public Twi (Weekend)2,55614412117128256226275303330297272Sub-Total Twilight Rnds4,64826322031050465410500550600540495% of Total 0.100.100.100.100.100.100.100.100.100.100.100.10Other (Weekday)7,32041334748879732646788866945851780Other (Weekend)8,94650542459796895789963105911551040953Tournaments 3,25318415421735326287350385420378347Wholesales 3,25318415421735326287350385420378347Resident Guest 1,627927710918163144175193210189173Stand By Golf 1,627927710918163144175193210189173Discounts 4,06723019327144407359438481525473433PGA 8134639549817288961059587Junior 8134639549817288961059587Replay 8134639549817288961059587Sub-Total Other 16,26691977010851751628143517501925210018901733% of Total 0.350.350.350.350.350.350.350.350.350.350.350.35Total Rounds46,47526252200310050046504100500055006000540049500.45 Green Fees0.55Resident Rnds (Weekday)25.00$ 25.00$ 30.00$ 30.00$ 45.00$ 45.00$ 55.00$ 55.00$ 55.00$ 55.00$ 45.00$ Resident Rnds (Weekend)25.00$ 25.00$ 35.00$ 30.00$ 45.00$ 45.00$ 55.00$ 55.00$ 55.00$ 55.00$ 45.00$ Public Rnds (Weekday)30.00$ 30.00$ 50.00$ 40.00$ 85.00$ 90.00$ 100.00$ 130.00$ 135.00$ 100.00$ 65.00$ Public Rnds (Weekend)35.00$ 35.00$ 55.00$ 40.00$ 95.00$ 90.00$ 100.00$ 130.00$ 145.00$ 120.00$ 65.00$ Public Twi (Weekday)30.00$ 30.00$ 40.00$ 40.00$ 75.00$ 75.00$ 80.00$ 85.00$ 80.00$ 80.00$ 55.00$ Public Twi (Weekend)35.00$ 35.00$ 50.00$ 40.00$ 80.00$ 70.00$ 85.00$ 90.00$ 85.00$ 90.00$ 65.00$ Other (Weekday)30.00$ 30.00$ 40.00$ 40.00$ 80.00$ 75.00$ 80.00$ 90.00$ 90.00$ 60.00$ 60.00$ Other (Weekend)40.00$ 40.00$ 45.00$ 40.00$ 80.00$ 80.00$ 80.00$ 95.00$ 95.00$ 70.00$ 65.00$ Golf RevenueResident Rnds (Weekday)291,5838,859$ 7,425$ 12,555$ 2,025$ 28,249$ 24,908$ 37,125$ 40,838$ 44,550$ 40,095$ 30,071$ Resident Rnds (Weekend)358,93710,828$ 9,075$ 17,903$ 2,475$ 34,526$ 30,443$ 45,375$ 49,913$ 54,450$ 49,005$ 36,754$ Public Rnds (Weekday)463,2478,859$ 7,425$ 17,438$ 2,250$ 44,466$ 41,513$ 56,250$ 80,438$ 91,125$ 60,750$ 36,197$ Public Rnds (Weekend)602,81712,633$ 10,588$ 23,444$ 2,750$ 60,741$ 50,738$ 68,750$ 98,313$ 119,625$ 89,100$ 44,241$ Public Twi (Weekday)140,9183,544$ 2,970$ 5,580$ 900$ 15,694$ 13,838$ 18,000$ 21,038$ 21,600$ 19,440$ 12,251$ Public Twi (Weekend)186,9935,053$ 4,235$ 8,525$ 1,100$ 20,460$ 15,785$ 23,375$ 27,225$ 28,050$ 26,730$ 17,696$ Other (Weekday)499,47212,403$ 10,395$ 19,530$ 3,150$ 58,590$ 48,431$ 63,000$ 77,963$ 85,050$ 51,030$ 46,778$ Other (Weekend)655,27020,213$ 16,940$ 26,854$ 3,850$ 71,610$ 63,140$ 77,000$ 100,581$ 109,725$ 72,765$ 61,937$ Total Revenue3,199,237 82,392$ 69,053$ 131,828$ 18,500$ 334,335$ 288,794$ 388,875$ 496,306$ 554,175$ 408,915$ 285,924$ 86,37672,315143,41329,881324,750257,672236,925469,175548,995432,266271,650Avg. Rate68.84$ 31.39$ 31.39$ 42.53$ 37.00$ 71.90$ 70.44$ 77.78$ 90.24$ 92.36$ 75.73$ 57.76$ Misc Revenue76.13$ 2,985,870.00$ Club Rental 23,2381,313$ 1,100$ 1,550$ 250$ 2,325$ 2,050$ 2,500$ 2,750$ 3,000$ 2,700$ 2,475$ Driving Range Balls 100,9841,969$ 2,090$ 3,100$ 500$ 11,625$ 10,250$ 15,000$ 19,250$ 18,000$ 8,100$ 7,425$ Rider Fees7,738263$ 220$ 310$ 50$ 465$ 1,025$ 1,250$ 1,375$ 1,500$ 540$ 495$ 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$ -$ Total178,0594,644$ 3,510$ 5,060$ 1,900$ 19,915$ 18,825$ 26,950$ 30,275$ 29,000$ 18,440$ 14,395$ 10
2015-2016 ANNUAL PLAN SilverRock ResortRUN DATE: 01-Apr-15 12:33 PMProjections - July 2015 to June 2016PREPARED BY: Landmark Golf ManagementGOLF SHOP - 61TOTALJUL.AUG.SEP.OCT.NOV.DEC.JAN.FEB.MAR.APR.MAYJUN.GOLF SHOP MERCHANDISE SALESTOTAL # OF ROUNDS46,6752,625 2,200 3,100 500 4,650 4,100 5,000 5,500 6,200 5,400 4,950 2,450AVERAGE REVENUE / ROUND$6.00 $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$279,9858,925 7,150 14,260 2,500 30,225 25,625 31,250 38,500 43,400 33,750 29,700 14,70030,33558,350MERCHANDISE REVENUE65.00%35.00%Soft Goods Sales181,9905,801 4,648 9,269 1,625 19,646 16,656 20,313 25,025 28,210 21,938 19,305 9,555Hard Goods Sales97,9953,124 2,503 4,991 875 10,579 8,969 10,938 13,475 15,190 11,813 10,395 5,145 TOTAL MERCHANDISE REVENUE 279,985 8,925 7,150 14,260 2,500 30,225 25,625 31,250 38,500 43,400 33,750 29,700 14,700COST OF SALES55.97%55.97% 55.97% 55.97% 55.97% 55.97% 55.97% 55.97% 55.97% 55.97% 55.97% 55.97% 55.97%COS - Merchandise (58%)162,3915,177 4,147 8,271 1,450 17,531 14,863 18,125 22,330 25,172 19,575 17,226 8,526Purchase Disc Taken - (5%)(8,120)(259) (207) (414) (73) (877) (743) (906) (1,117) (1,259) (979) (861) (426)Freight - Merchandise2,43678 62 124 22 263 223 272 335 378 294 258 128 TOTAL COST OF SALES156,7084,995 4,002 7,981 1,399 16,917 14,342 17,491 21,548 24,291 18,890 16,623 8,228GROSS PROFIT123,2773,930 3,148 6,279 1,101 13,308 11,283 13,759 16,952 19,109 14,860 13,077 6,472SALARIES AND BENEFITS9,4149,9938,7608,24810,87012,04213,52712,480Salaries and Wages134,4639,135 9,135 8,796 7,222 12,758 12,758 12,758 12,758 12,758 12,158 12,303 11,923Payroll Taxes 18,8251,279 1,279 1,231 1,011 1,786 1,786 1,786 1,786 1,786 1,702 1,722 1,669Workers' Compensation 5,042343 343 330 271 478 478 478 478 478 456 461 447Health Insurance/Benefits27,6212,046 2,046 2,046 2,387 2,387 2,387 2,387 2,387 2,387 2,387 2,387 2,387 TOTAL SALARIES AND BENEFITS 185,95212,803 12,803 12,403 10,891 17,410 17,410 17,410 17,410 17,410 16,703 16,874 16,426SUPPLIES AND MATERIALSOTHER EXPENSESOffice Supplies 3,000250 250 250 250 250 250 250 250 250 250 250 250Dues and Subscriptions 2,3000 0 0 0 0 0 0 0 0 0 2,300Freight / Delivery 750 0 0 25 25 25 0 0 0 0 0 0Travel 900 0 0 0 0 0 15 1515151515Uniforms2,400100 100 100 100 300 200 500 200 200 200 200 200Telephone 1,320110 110 110 110 110 110 110 110 110 110 110 110Seminars / Training 3,690150 150 150 5000 100 1,250353535 1,25035Miscellaneous 6,000500 500 500 500 500 500 500 500 500 500 500 500 TOTAL OTHER EXPENSES18,8751,110 1,110 1,110 1,485 1,185 1,185 2,625 1,110 1,110 1,110 4,625 1,110 TOTAL EXPENSES204,82713,913 13,913 13,513 12,376 18,595 18,595 20,035 18,520 18,520 17,813 21,499 17,536TOTAL GOLF SHOP MERCHANDISE INCOME (LOSS) (81,549) (9,983) (10,764) (7,235) (11,276) (5,287) (7,312) (6,275) (1,568) 589 (2,953) (8,422) (11,064)Seminars/Training - Reimbursement for eligible golf shop employees (Director of Golf, Head Professional & 3 Assistant Golf Professionals) for PGA Training, Education and Travel Expenses. Office Supplies are made up of: Golf Cart Rental Agreements,Golf Club Rental Agreements, Gift Certificates & Merchandise BagsUniforms- Each Full-Time Emp receives (1) shirt per month11
2015-2016 ANNUAL PLAN SilverRock ResortRUN DATE: 01-Apr-15 12:33 PMProjections - July 2015 to June 2016PREPARED 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 Wages139,434 6,885 5,738 8,033 6,069 10,980 15,030 16,350 16,350 16,350 16,350 10,950 10,350Payroll Taxes 17,360857 714 1,000 756 1,367 1,871 2,036 2,0362,036 2,036 1,363 1,289Workers' Compensation 5,229258 215 301 228 412 564 613 613613 613 411 388Health Insurance/Benefits8,184682 682 682 682 682 682 682 682682 682 682 682 TOTAL SALARIES AND BENEFITS170,206 8,682 7,349 10,016 7,734 13,441 18,147 19,681 19,681 19,681 19,681 13,406 12,709153,00511,258 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 Water11,00050 3,5005050505050 7,00050505050Cart Supplies1,850000 500 500 500757550505050Range Balls9,0000000 9,0000000000 TOTAL SUPPLIES AND MATERIALS30,782 770 4,220 320 820 11,535 895 1,375 8,325500 500 850 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 EXPENSESExpendable Supplies 52525 25 25 505050505050505050Printing / Stationary 420000000707070707070Cart Maintenance & Repairs 6,450500 500 500 950 500 500 500 500500 500 500 500Freight / Delivery 450757575757575000000Uniforms5,200000 2,000 500 500005000 1,500 200Fuel (Shuttles & Range Picker)3,00000 100 100 300 400 450 450450 450 200 100Laundry and Linen 9,600800 800 800 800 800 800 800 800800 800 800 800Miscellaneous 7,200600 600 600 600 600 600 600 600600 600 600 600 TOTAL OTHER EXPENSES32,845 2,000 2,000 2,100 4,575 2,825 2,925 2,470 2,4702,970 2,470 3,720 2,320 TOTAL EXPENSES237,433 11,752 13,869 12,736 13,429 28,101 22,267 23,826 30,776 23,451 22,951 18,276 16,001Expendable Supplies are made up of: - Scorecards, Tees, Pencils, Trash Bags,Cups & First Aid Supplies.Uniforms- Each employee receives 4 shirts, 1 hat per season12
2015-2016 ANNUAL PLAN SilverRock ResortRUN DATE: 01-Apr-15 12:33 PMProjections - July 2015 to June 2016PREPARED 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 Wages58,1082,639 2,639 3,179 1,530 5,175 7,245 8,050 8,050 8,050 6,450 2,550 2,550Payroll Taxes 8,135369369445214725 1,014 1,127 1,127 1,127903357357Workers' Compensation 2,1799999119571942723023023022429696 TOTAL SALARIES AND BENEFITS 68,4223,108 3,108 3,743 1,802 6,094 8,531 9,479 9,479 9,479 7,595 3,003 3,003SUPPLIES 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 EXPENSES72,3973,283 3,283 3,968 2,8026,369 8,981 9,754 9,704 9,704 8,145 3,203 3,203Expendable 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: 01-Apr-15 12:33 PMProjections - July 2015 to June 2016PREPARED BY: Landmark Golf ManagementMAINTENANCE DEPARTMENT - 63 TOTAL 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 Wages650,49948,672 48,672 48,672 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 93,3026,814 6,814 6,814 9,181 7,708 8,143 8,883 7,708 7,709 7,709 7,709 8,110Workers' Compensation 24,7941,825 1,825 1,825 2,328 2,065 2,181 2,348 2,065 2,065 2,065 2,065 2,137Health Insurance/Benefits107,8808,990 8,990 8,990 8,990 8,990 8,990 8,990 8,990 8,990 8,990 8,990 8,990 TOTAL SALARIES AND BENEFITS892,42066,30166,30166,30186,08173,81977,48183,67473,81973,82573,82573,82577,167SUPPLIES 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 100Seed125,900350 350 250 102,000 20,500 350 350 350 350 350 350 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 MATERIALS407,58019,24029,74037,350149,10059,45023,85021,13020,07012,10011,85011,45012,250REPAIRS 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 MAINTENANCE118,35011,25010,35013,15017,6509,0007,6508,5507,8508,85011,3506,8505,8502015-2016 ANNUAL PLAN 14
SilverRock ResortRUN DATE: 01-Apr-15 12:33 PMProjections - July 2015 to June 2016PREPARED BY: Landmark Golf ManagementMAINTENANCE DEPARTMENT - 63 TOTAL JUL. AUG. SEP. OCT. NOV. DEC. JAN. FEB. MAR. APR. MAY JUN.2015-2016 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)1,475,128101,000110,450123,490258,090146,828113,040117,013106,38899,234103,48497,48498,6264,500LANDSCAPE13,00012,20012,70013,10011,40013,80012,6009,600Wages160,320 12,880 12,880 12,880 12,880 12,880 12,880 13,840 13,840 13,840 13,840 13,840 13,840Overtime Hourly Wages 6,351 0 0 966 3,381 966 0 0 0 0 0 0 1,038Payroll Taxes 23,334 1,803 1,803 1,938 2,277 1,938 1,803 1,938 1,938 1,938 1,938 1,938 2,083Workers' Compensation 6,171 483 483 507 568 507 483 519 519 519 519 519 545Health Insurance/Benefits32,736 2,728 2,728 2,728 2,728 2,728 2,728 2,728 2,728 2,728 2,728 2,728 2,728Landscape Wages & Benefits228,91217,894 17,894 19,019 21,834 19,019 17,894 19,025 19,025 19,025 19,025 19,025 20,234Small 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 MAINTENANCE237,667 18,534 18,534 19,909 22,724 19,909 18,759 19,640 19,640 19,640 19,640 19,640 21,099COURSE & LANDSCAPE MAINTENANCE TOTAL 1,712,795119,535 128,985 143,400 280,814 166,737 131,800 136,653 126,027 118,873 123,123 117,123 119,725(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 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 COST225,12920,265 20,020 19,975 16,350 13,905 11,415 16,876 16,489 16,555 20,967 24,272 28,040 TOTAL COURSE MAINTENANCE EXPENSES1,937,923139,800149,005163,375297,164180,642143,215153,529142,516135,428144,090141,395147,76515
SilverRock ResortRUN DATE: 01-Apr-15 12:33 PMProjections - July 2015 to June 2016PREPARED BY: Landmark Golf ManagementG & A DEPARTMENT - 67TOTALJUL. AUG. SEP. OCT. NOV. DEC. JAN. FEB. MAR. APR. MAY JUN.SALARIES AND BENEFITSSalaries and Wages205,79615,850 16,450 15,850 16,450 17,650 17,650 17,650 17,650 17,650 17,650 17,650 17,650Payroll Taxes 28,8122,219 2,303 2,219 2,303 2,471 2,471 2,471 2,471 2,471 2,471 2,471 2,471Workers' Compensation 7,717594 617 594 617 662 662 662 662 662 662 662 662Health Insurance/Benefits17,8561,488 1,488 1,488 1,488 1,488 1,488 1,488 1,488 1,488 1,488 1,488 1,488 TOTAL SALARIES AND BENEFITS260,18120,151 20,858 20,151 20,858 22,271 22,271 22,271 22,271 22,271 22,271 22,271 22,271REPAIRS 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 90075 75 75757575757575757575Recruiting / 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 6,600100 100 100 100 2,600 3,000 100 100 100 100 100 100 TOTAL OTHER EXPENSES65,4304,490 4,540 4,840 4,765 7,265 8,040 5,040 5,440 4,990 4,990 5,740 5,290TOTAL G & A EXPENSES327,51124,641 25,498 25,091 25,723 30,436 30,411 27,411 27,811 27,361 27,361 28,111 27,661Uniforms- Benefit to be shared between GM & ControllerEntertainment & Promotion - GM promoting property for potential clients2015-2016 ANNUAL PLAN 16
2015-2016 ANNUAL PLAN SilverRock ResortMARKETING 01-Apr-15 12:33 PMProjections - July 2015 to June 2016PREPARED BY: Landmark Golf ManagementMARKETING DEPARTMENT - 66TOTAL JUL. AUG. SEP. OCT. NOV. DEC. JAN. FEB. MAR. APR. MAY JUN.SALARIES AND BENEFITSSalaries and Wages30,0962,508 2,508 2,508 2,508 2,508 2,508 2,508 2,508 2,508 2,508 2,508 2,508Payroll Taxes 4,213351 351 351 351 351 351 351 351 351 351 351 351Workers' Compensation 1,12994 94 94 949494949494949494Health Insurance/Benefits4,092341 341 341 341 341 341 341 341 341 341 341 341 TOTAL SALARIES AND BENEFITS39,5303,294 3,294 3,294 3,294 3,294 3,294 3,294 3,294 3,294 3,294 3,294 3,294OTHER 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 Relations2,0000000 500 500 500 5000000Promotions / Meals 300252525252525252525252525Promotion - (Media, Vendor Days, etc)7000 0 0505050 3005050505050Advertising (Ad Purchases) 178,9874,745 4,745 17,197 13,822 25,680 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 EXPENSES200,647 5,245 5,245 17,897 18,172 28,705 23,755 22,607 21,287 21,255 19,505 9,737 7,237 TOTAL MARKETING EXPENSES240,177 8,539 8,539 21,191 21,466 31,999 27,049 25,901 24,581 24,549 22,799 13,031 10,531Promotion/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 01-Apr-15 12:33 PMProjections - July 2015 to June 2016PREPARED BY: Landmark Golf ManagementTEMPORARY CLUBHOUSE - 800TOTALJUL. AUG. SEP. OCT. NOV. DEC. JAN. FEB. MAR. APR. MAY JUN.SUPPLIES AND MATERIALSExpendable Supplies 2,400200200200200200200200200200200200200Laundry Supplies 2,400200200200200200200200200200200200200 TOTAL SUPPLIES AND MATERIALS4,800400400400400400400400400400400400400REPAIRS AND MAINTENANCEBuilding Structures 3,600300300300300300300300300300300300300Restaurant Repairs 4,800400400400400400400400400400400400400Equipment Repair 4,800400400400400400400400400400400400400 TOTAL REPAIRS AND MAINTENANCE13,2001,1001,1001,1001,1001,1001,1001,1001,1001,1001,1001,1001,100OTHER EXPENSESContract Services Cleaning 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 7,0002002002002002,5002002002002,500200200200 TOTAL OTHER EXPENSES118,3329,1369,1369,13610,23611,4369,13611,2369,13611,9369,1369,1369,536 TOTAL CLUBHOUSE EXPENSES136,33210,63610,63610,63611,73612,93610,63612,73610,63613,43610,63610,63611,036Expendable Supplies made up of: Locksmith, Trashbags, Lightbulbs, Mats,Items related to Maintenance of Clubhouse2015-2016 ANNUAL PLAN 18
SilverRock ResortRUN DATE: 01-Apr-15 12:33 PMProjections - July 2015 to June 2016PREPARED BY: Landmark Golf ManagementMISC. DEPARTMENT - 980 & 990TOTALJUL. AUG. SEP. OCT. NOV. DEC. JAN. FEB. MAR. APR. MAY JUN.12,5007,500MISC OTHER EXPENSESManagement Fee - Fixed99,8408,320 8,320 8,320 8,320 8,320 8,320 8,320 8,320 8,320 8,320 8,320 8,320FF&E Reserve (2.0%)64,5041,648 1,381 2,637 370 6,687 5,776 7,778 9,926 11,453 8,328 5,718 2,803General Liability Insurance26,4002,200 2,200 2,200 2,200 2,200 2,200 2,200 2,200 2,200 2,200 2,200 2,200Personal Property Taxes 11,8005,2000 4,000 2,60000000000202,544 17,368 11,901 17,157 13,490 17,207 16,296 18,298 20,446 21,973 18,848 16,238 13,323LEASE EXPENSESGolf Cart Leases121,05010,050 10,050 10,050 10,500 10,050 10,050 10,050 10,050 10,050 10,050 10,050 10,050Trailer Leases7,200600 600 600 600 600 600 600 600600 600 600 600Golf Course Maintenance Lease72,6006,050 6,050 6,050 6,050 6,050 6,050 6,050 6,050 6,050 6,050 6,050 6,050GPS Lease (Up-Link)56,4004,700 4,700 4,700 4,700 4,700 4,700 4,700 4,700 4,700 4,700 4,700 4,700Equipment Rental Other13,8001,150 1,150 1,150 1,150 1,150 1,150 1,150 1,150 1,150 1,150 1,150 1,150271,050 22,550 22,550 22,550 23,000 22,550 22,550 22,550 22,550 22,550 22,550 22,550 22,5502015-2016 ANNUAL PLAN 19
201-2015 Annual BudgetRUN DATE: 25-Mar-14 03:16 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 season2014-2015 Annual Budget20
SilverRock Resort
2015-2016 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 2015-2016 Marketing Plan is built around an annual Marketing Budget of $240,177.
The Marketing Plan includes: print advertising, TV & radio, digital marketing, social
media, collateral materials, civic and community networking, public relations,
golf/consumer trade shows, internet websites and e-mail marketing.
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 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. Special promotions are designed, as
needed by season, and placed in various print advertisements.
Magazines consist of local and regional magazines such as Palm Springs Life, Golf News
Magazine, Desert Golf & Tennis, 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.
This coming fiscal year, the SilverRock 30 second commercial will be updated with fresh
video and content. New commercial will air in the fall of 2015.
Also, SilverRock will continue to partner with Destination Connection, the premier “in-
room travel channel” that plays the 30 second SilverRock commercial in hotel rooms
throughout the Coachella Valley.
DIGITAL MARKETING
SilverRock will continue to partner with JNS Media and Madden Media with digital
marketing. The marketing plan includes website display banners through the geo
target channels like ESPN LA, GolfChannel.com, PGA.com, SCGA.com, and anyone
searching keywords such as Golf, Best Golf Courses, Tee Times in Greater Palm
Springs/La Quinta producing 10 million impressions. Included in the 2015-2016
21
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 already generated
20,000 likes and has been very effective way of communicating SilverRock’s news and
information. Increased presence will continue this year on Yelp, Greenskeeper.org,
YouTube. These methods of advertising and promotion are truly cost effective as they
have minimal costs or no cost at all associated for these marketing avenues.
On Average, 60% of all tee times are now booked online; a continued emphasis on the
mobile website booking interface that allows visitors to navigate SilverRock’s website
more efficiently and effectively will again be a priority for 2015-2016. This past year,
SilverRock’s website was redesigned to a responsive website which allows any user with
a PC, tablet or mobile phone to navigate the SilverRock website.
SilverRock’s free App available on both Droid and iPhones will continue to be promoted
and updated.
COLLATERAL MATERIALS
Rack cards, scorecards, and information packets presenting SilverRock Resort are used
as marketing tools for SilverRock Resort. Printed material will be produced, as needed,
to promote SilverRock Resort as a former Home Course of the Bob Hope Classic 2008-
2011.
CIVIC AND COMMUNITY NETWORKING AND TRADESHOWS
SilverRock Resort is positioned as a community-friendly golf facility and is committed to
developing strong relationships with community organizations such as the La Quinta
Chamber of Commerce and various local service organizations.
At various venues locally and around Southern California, trade shows and expos are
held that provide an opportunity to promote SilverRock Resort. These trade shows and
expos are focused on tourism, golf and golf equipment/apparel, recreation, weddings
and other related industries and businesses. SilverRock will continue to participate in
these trade shows.
TOURNAMENTS & GROUP OUTINGS
A continued concentrated effort to attract corporate and group outings will be
positioned through various networking opportunities. Tournament business represents a
large portion of outside play and is an important component of SilverRock’s success.
JUNIOR GOLF
SilverRock will continue to support local Junior Golf by offering various Summer Junior
Camps, Junior Rates and being a host course for the La Quinta High School Boys and
Girls Golf Teams. SilverRock will also 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.
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3/25/2014SilverRock Resort-Arnold Palmer Classic CourseGOLF RATES 2014-2015 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$ 55.00$ 70.00$ 70.00$ 130.00$ 130.00$ 170.00$ 170.00$ 90.00$ 110.00$ 9-Holes40.00$ 40.00$ TBDTBDn/an/an/an/an/an/aPublic Twi40.00$ 40.00$ 50.00$ 50.00$ 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 Resident30.00$ 30.00$ 30.00$ 30.00$ 45.00$ 45.00$ 55.00$ 55.00$ 45.00$ 45.00$ La Quinta Resident 9-Hole20.00$ 20.00$ TBDTBDn/an/an/an/an/an/aLa Quinta Resident Guest (30% off posted rate)30.00$ 30.00$ 49.00$ 49.00$ 91.00$ 91.00$ 119.00$ 119.00$ 63.00$ 77.00$ (Book 90 Days)Wholesale40.00$ 40.00$ 50.00$ 50.00$ 105.00$ 105.00$ 140.00$ 140.00$ 65.00$ 75.00$ Wholesale Twilight25.00$ 25.00$ 40.00$ 40.00$ 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 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 bookin(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$ Back 9 Closed / 9 Holes OnlyOverseeding October 5-November 4, 2014Back 9 Closed / 9 Holes Only23