Annual Plan FY 2018-2019 SilverRock ResortCity of La Quinta
CITY COUNCIL MEETING: May 15, 2018
STAFF REPORT
AGENDA TITLE: APPROVE SILVERROCK RESORT 2018/19 ANNUAL PLAN
RECOMMENDATION
Approve the SilverRock Resort 2018/19 Annual Plan.
EXECUTIVE SUMMARY
•Landmark Golf Management LLC (Landmark) manages the SilverRock Resort golf
course and is required to provide an annual operations plan for Council’s review
and approval.
•The SilverRock 2018/19 Annual Plan (Plan) (Attachment 1) reflects the projected
number of rounds, revenues, and operation costs.
•The golf operations are projected to have a net profit of $24,856.
FISCAL IMPACT
The General Fund and SilverRock Reserve Fund are projected to underwrite $100,200 of
the overall 2018/19 SilverRock expenses. The projected golf operations expenses (not
including City staff golf course and non-golf course management/oversight costs) are
$3,812,541, and projected golf operations revenue is $3,837,397 for a net profit of
$24,856. The City will also fund $122,900 for golf course and non-golf course
management/oversight by City staff. All revenue and expenses will be included in the
proposed 2018/19 City Budget.
SilverRock Golf Course
Operations Revenue $3,837,397
Operations Budget -$3,812,541
Net Income from Operations $24,856
SilverRock Property Management/Oversight
General Fund Contribution $50,000
SilverRock Reserve Fund Contribution $50,200
City Management/Oversight -$122,900
Budget Surplus $2,156
BACKGROUND/ANALYSIS
In July 2013, the City entered into a Golf Course Management Agreement (Agreement)
with Landmark. The Agreement requires an annual plan for golf operations. The Plan
BUSINESS SESSION ITEM NO. 3
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provides projected annual revenues and expenses, department costs, staffing and service
levels. The Plan forecasts the continuation of the pro-shop and food service from the
Ahmanson House during the construction of the hotels and conference center by the
Robert Green Company.
Additional assumptions include:
•46,155 rounds of play; the average projected revenue is $82.66 per round, based
on the total revenue (less food and beverage) divided by the total rounds. The
average green fee is $73.69. The difference between revenue per round and the
average green fee is the additional revenue generated from merchandise sales,
and range and lesson revenue. Food and beverage revenue is not included;
•A minimum wage increase effective January 1, 2019;
•A two percent capital reserve of $68,026 set aside for future golf course equipment
and improvements (per the Agreement);
•A management fee increase of 4% to $114,000 (per the Agreement); and
•The proposed advertising budget is $229,960.
SilverRock is being promoted as a premier golf destination in the Coachella Valley via the
internet, newspapers, magazines, directories, television, and radio. Landmark would like
to continue promoting a Footgolf course on the front nine for potential additional revenue
this summer. This activity will continue in the late afternoons during the season (such as
the “Walk the Rock” program).
ALTERNATIVES
Approve the Annual Plan with modifications.
Prepared by: Steve Howlett, Facilities Director
Approved by: Frank J. Spevacek, City Manager
Attachment: 1. SilverRock Resort – Arnold Palmer Classic Golf Course – 2018/19
Annual Plan
226
SilverRock Resort-Arnold Palmer Classic Course
2018-2019 ANNUAL PLAN
Prepared For:
City of La Quinta
SilverRock Resort
Prepared By:
Landmark Golf Management
Submitted:
April 10, 2018
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SILVERROCK RESORT
Annual Plan
Fiscal Year 2018-2019
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
2018-2019 Assumptions 6, 7, 8
Part III-Operational Financial Projections
2018-2019 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
2018-2019 Golf Rates 23
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COURSE NAME SilverRock Resort-Arnold Palmer Classic Course
ADDRESS 79-179 Ahmanson Lane, La Quinta, Ca. 92253
TELEPHONE 1-888-600-7272
1-760-777-8884
WEBSITE WWW.SILVERROCK.ORG
MANAGEMENT Randy Duncan, PGA, Director of Golf / General Manager
Scott Werline, Golf Course Superintendent
COURSE YARDAGE SILVER 7,239 PAR 72
GOLD 6,809 PAR 72
BLUE 6,313 PAR 72
WHITE 5,669 PAR 72
GREEN 5,089 PAR 72
RED 4,542 PAR 72
GRASS TYPES GREENS:TIF DWARF
FAIRWAY / TEES:TIF SPORT / 419
ROUGHS:TIF SPORT / 419
OWNER CITY OF LA QUINTA
MANAGED BY LANDMARK GOLF MANAGEMENT, LLC
74-947 HIGHWAY 111, SUITE 215
INDIAN WELLS, CA 92210
PHONE: (760) 776-6688
DATE COURSE OPENED February 14, 2005
PROJECT FACT SHEET
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SILVERROCK RESORT
Annual Plan
Fiscal Year 2018-2019
Mission Statement
“TO BE THE BEST”
“TO HAVE THE BEST GOLF FACILITIES”
“TO HAVE THE BEST GOLF COURSE CONDITIONS”
“TO PROVIDE THE BEST SERVICE”
SilverRock Resort is dedicated to providing the finest public golf
experience. All Staff Members of the facility play an important role
in our Mission. Staff is supported through training and resources to
ensure success. SilverRock Resort aspires to represent ownership and
management with the highest standard of service in the Golf/Resort
Industry and produce superior golf course conditions to meet and
exceed the goals.
Goals and Objectives: To support our Mission Statement and to
achieve the projected Annual Plan; SilverRock Resort will pursue the
following goals and objectives:
•To hire and train staff members that will provide a high standard
of guest services and maintain the highest level of course
conditions
•To maintain and pursue an aggressive Marketing Plan that
benefits/acknowledges the La Quinta Residents, local residents,
avid tourist golfers and golfing public
•To have each Department operate within their annual budget
allowing SilverRock Resort to reach the net operating goals
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SILVERROCK RESORT
Annual Plan
Fiscal Year 2018-2019
PHILOSOPHY STATEMENT
After thirteen 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 2018-2019
Annual Plan is implemented, focus will continue to be on
broadening the awareness, marketability and noteworthiness of
SilverRock Resort’s Arnold Palmer Classic Course, golf facilities and
amenities.
The philosophy that Landmark Golf Management perpetuates at
SilverRock Resort is: an operation that allows management to utilize
golf industry best-practices in accommodating market-driven
demands as market shifts may occur. Each golf course facility has
its own personality and characteristics; therefore, each golf
operation is unique to some degree and should be managed with
personality and characteristics taken into consideration. Golf
operators that adjust procedures to short and long term market and
industry fluctuations are better suited to maximize opportunities.
In this upcoming twelve months of operations, Landmark Golf
Management will put forth every effort to best position SilverRock
Resort as a place to frequent in the eyes and minds of the influential
decision makers in the world of golf.
BRAND PROMISE
Discover the mystique of SilverRock Resort, the crown
jewel of La Quinta and its golf legacy. Rich in both
history and legend, the majestic Santa Rosa Mountains
frame an unwavering commitment to an exceptional
experience at SilverRock Resort.
Our Promise: Exceptional in All, For All, Always.
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2018-2019 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 TeamFacilities Department DirectorCity ManagerCity of La QuintaCity Council & Staff4232
RUN DATE: 04-Apr-18Key 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)121212121717171717171717ADMINISTRATIVE ASSISTANT (FULL TIME)111111111111TOTAL TURF & ADMIN STAFF 202020202525252525252525LANDSCAPE MAINTENANCEFOREMAN (FULL TIME)1 1 1 111111111IRRIGATOR (FULL TIME)111111111111LANDSCAPERS (FULL TIME)666666666666TOTAL LANDSCAPE CREW 888888888888TOTAL COURSE MAINTENANCE STAFF 282828283333333333333333FOOD & 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 EMPLOYEES57 57 57 62 71737474747466642018-2019 ANNUAL PLAN Landmark Golf Management5233
SILVERROCK RESORT
2018-2019 ANNUAL PLAN
2018-2019 Assumptions
Revenue
Temporary Clubhouse & Operations
It is assumed that prior to November 2018, golf operations will be served out of a temporary
clubhouse located off of Ave 52 or will be out of the existing Ahmanson Clubhouse. It is assumed
that the temporary clubhouse will have the amenities that the current Ahmanson Clubhouse
provides (driving range & practice facilities, golf shop with merchandise & food & beverage grill). It
is assumed there will not be a reduction in revenues as a result of the new temporary clubhouse
and facilities. However, if during construction of the temporary clubhouse and facilities in the
summer of 2018, plans change and the amenities are not equal to the existing Ahmanson
Clubhouse and practice facilities a reduction in revenues will be inevitable.
Green Fees:
A green fee includes golf cart and warm-up range balls. A combination of the various green fee
rates and green fee mix of Regular, Twilight, and Resident play is anticipated to yield an average
rate of $73.69 per round on an annualized basis. The non-resident green fee rates for the 2018-
2019 fiscal year are projected to remain consistent with the prior year. Green fee rates will
continue to be based on dynamic pricing and course utilization levels will dictate green fee rates.
It is assumed in this Annual Plan, La Quinta Resident Card holders will continue to be offered
discounted green fees. On November 7, 2017, La Quinta City Council adopted a new Resident tee
time rate schedule. As a result, La Quinta Resident rates increased from $55 (high season), $45
(shoulder seasons) and $30 (summer season) to $60, $49 and $33 respectively. Accompanied La
Quinta Resident Guests will continue to received 30% off prevailing posted rates and will follow
similar booking procedures as extended to a La Quinta Resident card holder; booking three (3)
days in advance.
It is also assumed the overseeding dates will be October 8 through November 5, 2018. 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 2018 and June of 2019 which reduces revenue for 3-5 days with each of these two (2)
aerification cycles.
Greens Fee Mix: Through proper marketing, yield management, and limited advanced Resident
bookings the projected mix of green fees is: 30% Resident, 25% Public, 10% Public Twilight, &
35% Other (tournaments, wholesalers, juniors, resident guests, replays and discounts).
Miscellaneous and Other Revenue: Is based on $2.96 per round. This consists of golf club
rentals, golf club repairs, handicap fees, driving range fees, rider fees, and Independent
Contractor’s Fees (Teaching Professionals). Golf Made Simple (Group Instruction) will not be
operating during the 2018-2109 season at SilverRock due to unknown teaching facility space. This
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2018-2019 ANNUAL PLAN
amounts to a loss of revenue of approximately $50,000 between instructor fees and Food &
Beverage loss of revenues.
Golf Shop Merchandise: Is based on retail sales of $6.00 per round.
Resident Card Fees: Annual Revenues of $165,300 are based on selling 1,102 La Quinta
Resident Cards during the 2018-2019 Fiscal Year. This is consistent with prior year sales.
Cost of Goods Sold
Merchandise 55 %
Food & Beverage 33 %
Expenses
Golf Carts, Bag Room, and Driving Range: Includes outside service, bag room, and driving
range staff plus supplies and operating expense for this department. Another minimum wage
increase to $12 per hour is scheduled for January 1, 2019. This increase has been factored into
the 2018-2019 Annual Plan.
Golf Shop: Includes golf professionals, merchandising sales staff, receiving staff and golf shop
operational expenses. Another minimum wage increase to $12 per hour is scheduled for January
1, 2019. This increase has been factored into the 2018-2019 Annual Plan.
Course Services: Includes course service staff consisting of course rangers/starters and related
department supplies and materials. Another minimum wage increase to $12 per hour is scheduled
for January 1, 2019. This increase has been factored into the 2018-2019 Annual Plan.
Golf Course Maintenance: Includes compensation and payroll related costs for the Golf Course
Maintenance Superintendent, grounds maintenance staff, supplies, and materials. Overseeding
dates are projected to be October 8 through November 5, 2018, which results in projected higher
labor cost and supply costs during the annual overseeding process. There are areas on the golf
course that will not be over-seeded in an attempt to reduce costs and conserve water. Golf Course
Superintendent education, training and travel expense are included in the 2018-2019 Annual Plan.
In addition, Front Entry Landscape Maintenance will continue to be accounted for in this
department’s operating budget. Another minimum wage increase to $12 per hour is scheduled for
January 1, 2019. This increase has been factored into the 2018-2019 Annual Plan.
It is also assumed that any turf grass transition expenses that may occur this summer (2018)
related from the previous year’s back 9 redesign, will be paid for by the Developer (SDC). There is
not money in this annual plan to cover any such expense. This would include any new green,
fairway, or rough area that was either sodded or sprigged last summer.
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Water & Electrical: The 2018-2019 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.
The CVWD Board accepted and passed Option B moving the East Valley Canal rate from $47.15 to
$68.64 an acre foot last July 2017. This represented a 46% increase in canal water costs. It is
assumed that there will not be an increase in the water rate for 2018-2019 fiscal year. Annual
Electric costs of $141,191 covers 100 % of the projects electric costs including; front entry
water falls, golf course pump station, north village lake water falls & circulation pumps, cart
storage area and clubhouse. These expenses will continue to be budgeted in the 2018-2019
Annual Plan as water and electrical costs.
Food & Beverage: Includes food & beverage staff and expenses for the temporary clubhouse.
There is a separate Agreement for the Food & Beverage Department including the Liquor License
arrangement between the City and Landmark Golf Management.
Marketing: Includes marketing, public relations, advertising, web page, collateral and tournament
sales, etc. Refer to pages 21 & 22, for the marketing plan narrative.
Clubhouse: Includes clubhouse expenses, maintenance/cleaning staff, landscape maintenance,
parking lot and entry drive clean up. Roving patrol expenses to secure the entire property of
SilverRock continues to be included in this department’s operating budget.
Management Fee: The monthly Management Fee of $9,500 per the Golf Course Management
Agreement is budgeted for the 2018-2019 fiscal year. This is a 4% increase over the prior year’s
budget per the Golf Course Management Agreement.
Insurance: Per requirements of the Golf Course Management Agreement in the Annual Plan is the
cost for comprehensive golf club insurance policy, general liability, property, equipment and
business interruption etc.
G&A: Expenses include General Manager, Controller & Administrative Assistant Salaries,
Professional Fees, Payroll Processing Fees, Equipment Expenses, Equipment Rental and Resident
Card Expenses.
Personal Property Lease Tax: Exempt, except personal property taxes on equipment purchases
or leases which are included in this Annual Plan.
Golf Carts Lease: Golf carts are leased for the Golf Club. The budgeted amount of $10,050 per
month is not expected to increase from the prior year.
GPS Lease: Monthly golf cart GPS rental/lease expense for the fleet of golf carts is $3,900 per
month and will remain unchanged from the prior year.
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SilverRock ResortCONSOLIDATED INCOME STATEMENTRUN DATE: 11-Apr-1807:58 AMFOR FISCAL YEAR - JULY 2018 - JUNE 2019PREPARED BY: Landmark Golf ManagementDEPARTMENT 2018-2019BUDGETJUL.AUG.SEP.OCT.NOV.DEC.JAN.FEB. MAR.APR.MAY JUN.ROUNDSROUNDS 46,1552,500 2,200 3,000455 4,600 4,100 5,000 5,500 6,000 5,400 4,950 2,450TOTAL ROUNDS46,1552,500 2,200 3,000455 4,600 4,100 5,000 5,500 6,000 5,400 4,950 2,450REVENUEGREEN FEES 3,401,30374,927 66,995 121,904 27,482 353,094 310,985 421,188 552,819 597,075 404,001 315,872 154,963MISC. REV/RANGE/CARTS/RENTALS136,7662,359 1,920 2,275 1,728 18,903 14,325 22,450 22,025 20,900 13,340 11,395 5,145GOLF SHOP MERCHANDISE277,1508,500 7,150 13,800 2,275 29,900 25,625 31,250 38,500 42,000 33,750 29,700 14,700RESIDENT CARD FEES165,300500500500 7,500 25,000 22,800 22,000 24,000 15,625 15,625 15,625 15,625FOOD & BEVERAGE CONCESSIONS12,000500500500 1,500 1,500 1,500 1,500 1,500 1,500500 500 500TOTAL REVENUE3,992,51886,787 77,065 138,979 40,485 428,396 375,235 498,388 638,844 677,100 467,216 373,092 190,933COST OF SALESPRO SHOP 155,1214,757 4,002 7,724 1,273 16,735 14,342 17,491 21,548 23,507 18,890 16,623 8,228TOTAL COST OF SALES155,1214,757 4,002 7,724 1,273 16,735 14,342 17,491 21,548 23,507 18,890 16,623 8,228GROSS PROFIT3,837,39782,029 73,063 131,255 39,212 411,661 360,893 480,897 617,295 653,593 448,326 356,469 182,705OPERATING EXPENSESGOLF CARTS\BAGS\RANGE 268,74213,051 15,721 14,331 14,698 30,461 25,573 27,480 34,380 27,205 26,705 20,776 18,361GOLF SHOP221,11514,298 14,298 13,852 12,852 20,452 20,452 21,892 20,377 20,377 19,677 23,332 19,256COURSE SERVICES 85,8553,941 3,941 4,651 3,183 7,659 10,788 11,554 11,503 11,503 9,586 3,773 3,773GOLF COURSE MAINTENANCE 1,740,490126,300 116,248 140,452 308,833 150,681 135,639 124,552 113,379 127,525 135,336 126,069 135,474WATER & ELECTRIC COST249,83823,415 22,810 22,747 18,240 15,369 16,775 17,713 17,148 17,252 21,664 25,736 30,969GENERAL & ADMINISTRATIVE 329,05324,845 25,695 25,245 25,870 30,571 30,446 27,546 27,796 27,546 27,546 28,096 27,846MARKETING229,9607,521 7,521 14,673 20,948 31,976 27,026 26,378 24,063 23,831 22,78112,913 10,328CLUBHOUSE 136,41210,776 10,776 10,776 11,876 13,076 10,776 11,276 10,776 13,576 10,776 10,776 11,176MANAGEMENT FEE 114,0009,500 9,500 9,500 9,500 9,500 9,500 9,500 9,500 9,500 9,500 9,500 9,500CAPITAL RESERVES 68,0261,499 1,340 2,438550 7,062 6,220 8,424 11,056 11,942 8,080 6,317 3,099INSURANCE 48,0004,000 4,000 4,000 4,000 4,000 4,000 4,000 4,000 4,000 4,000 4,000 4,000PERSONAL PROPERTY LEASE TAXES 11,8005,2000 4,000 2,60000000000LEASES309,25025,200 25,200 25,200 25,650 26,000 26,000 26,000 26,000 26,000 26,000 26,000 26,000TOTAL OPERATING EXPENSES3,812,541269,546 257,051 291,865 458,801 346,807 323,196 316,316 309,980 320,258 321,651 297,288 299,782NET INCOME24,856(187,517) (183,988) (160,610) (419,589) 64,854 37,697 164,581 307,316 333,335 126,675 59,181 (117,077)NET INCOME %0.6%-216.1% -238.7% -115.6% -1036.4% 15.1% 10.0% 33.0% 48.1% 49.2% 27.1% 15.9% -61.3%Average Green Fee$73.69$29.97 $30.45 $40.63 $60.40 $76.76 $75.85 $84.24 $100.51 $99.51 $74.82 $63.81 $63.25Average $ Misc. Income per Rd$2.96$0.94 $0.87 $0.76 $3.80 $4.11 $3.49 $4.49 $4.00 $3.48 $2.47 $2.30 $2.10Average $ Merchandise per Rd$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 Average Revenue per Round$82.66$34.71 $35.03 $46.33 $88.98 $93.13 $91.52 $99.68 $116.15 $112.85 $86.52 $75.37 $77.932018-2019 ANNUAL PLAN 9237
2018-2019 ANNUAL PLAN SilverRock ResortRUN DATE: 04-Apr-18 10:49 AMProjections - July 2018 to June 2019PREPARED BY: Landmark Golf Management0.600.40Golf RoundsTotalJUL.AUG.SEP.OCT.NOV.DEC.JAN.FEB.MAR.APR.MAYJUN.Resident Rnds (Weekday)6,23133829740561621554675743810729668331Resident Rnds (Weekend)7,61641336349575759677825908990891817404Sub-Total Resident Rnds 13,8477506609001371380123015001650180016201485735% of Total 0.300.300.300.300.300.300.300.300.300.300.300.300.30Public Rnds (Weekday)5,19228124833851518461563619675608557276Public Rnds (Weekend)6,34634430341363633564688756825743681337Sub-Total Public Rnds11,5396255507501141150102512501375150013501238613% of Total 0.250.250.250.250.250.250.250.250.250.250.250.250.25Public Twi (Weekday)2,0771139913520207185225248270243223110Public Twi (Weekend)2,53913812116525253226275303330297272135Sub-Total Twilight Rnds4,61625022030046460410500550600540495245% of Total 0.100.100.100.100.100.100.100.100.100.100.100.100.10Other (Weekday)7,26939434747372725646788866945851780386Other (Weekend)8,88548142457888886789963105911551040953472Tournaments 3,23117515421032322287350385420378347172Wholesales 3,23117515421032322287350385420378347172Resident Guest 1,61588771051616114417519321018917386Stand By Golf 1,61588771051616114417519321018917386Discounts 4,03921919326340403359438481525473433214PGA 808443953881728896105958743Junior 808443953881728896105958743Replay 808443953881728896105958743Sub-Total Other 16,15487577010501591610143517501925210018901733858% of Total0.350.350.350.350.350.350.350.350.350.350.350.350.35Total Rounds46,1552,5002,2003,000455460041005000550060005400495024500.45 Green Fees0.55Resident Rnds (Weekday)25.00$ 25.00$ 40.00$ 60.00$ 45.00$ 45.00$ 55.00$ 60.00$ 60.00$ 45.00$ 45.00$ 45.00$ Resident Rnds (Weekend)30.00$ 30.00$ 40.00$ 60.00$ 45.00$ 45.00$ 55.00$ 60.00$ 60.00$ 55.00$ 45.00$ 45.00$ Public Rnds (Weekday)25.00$ 25.00$ 40.00$ 50.00$ 80.00$ 80.00$ 90.00$ 130.00$ 130.00$ 90.00$ 65.00$ 60.00$ Public Rnds (Weekend)30.00$ 30.00$ 40.00$ 60.00$ 85.00$ 85.00$ 95.00$ 130.00$ 130.00$ 90.00$ 65.00$ 65.00$ Public Twi (Weekday)30.00$ 30.00$ 30.00$ 50.00$ 75.00$ 75.00$ 80.00$ 85.00$ 80.00$ 80.00$ 55.00$ 55.00$ Public Twi (Weekend)30.00$ 30.00$ 45.00$ 65.00$ 75.00$ 70.00$ 85.00$ 90.00$ 85.00$ 80.00$ 65.00$ 65.00$ Other (Weekday)30.00$ 30.00$ 30.00$ 50.00$ 75.00$ 75.00$ 80.00$ 90.00$ 90.00$ 60.00$ 60.00$ 60.00$ Other (Weekend)30.00$ 30.00$ 45.00$ 60.00$ 80.00$ 80.00$ 80.00$ 95.00$ 95.00$ 60.00$ 65.00$ 65.00$ Golf RevenueResident Rnds (Weekday)296,6368,438$ 7,425$ 16,200$ 3,686$ 27,945$ 24,908$ 37,125$ 44,550$ 48,600$ 32,805$ 30,071$ 14,884$ Resident Rnds (Weekend)375,34212,375$ 10,890$ 19,800$ 4,505$ 34,155$ 30,443$ 45,375$ 54,450$ 59,400$ 49,005$ 36,754$ 18,191$ Public Rnds (Weekday)433,8007,031$ 6,188$ 13,500$ 2,559$ 41,400$ 36,900$ 50,625$ 80,438$ 87,750$ 54,675$ 36,197$ 16,538$ Public Rnds (Weekend)545,16010,313$ 9,075$ 16,500$ 3,754$ 53,763$ 47,919$ 65,313$ 98,313$ 107,250$ 66,825$ 44,241$ 21,897$ Public Twi (Weekday)139,1743,375$ 2,970$ 4,050$ 1,024$ 15,525$ 13,838$ 18,000$ 21,038$ 21,600$ 19,440$ 12,251$ 6,064$ Public Twi (Weekend)180,4324,125$ 3,630$ 7,425$ 1,627$ 18,975$ 15,785$ 23,375$ 27,225$ 28,050$ 23,760$ 17,696$ 8,759$ 3,021$ 3,717$ 4,266$ 1,490$ 36,154$ 29,623$ 41,375$ 48,263$ 49,650$ 44,091$ 29,948$ 14,823$ Other (Weekday)489,70711,813$ 10,395$ 14,175$ 3,583$ 54,338$ 48,431$ 63,000$ 77,963$ 85,050$ 51,030$ 46,778$ 23,153$ Other (Weekend)634,63414,438$ 12,705$ 25,988$ 5,255$ 70,840$ 63,140$ 77,000$ 100,581$ 109,725$ 62,370$ 61,937$ 30,656$ Total Revenue3,401,30374,927$ 66,995$ 121,904$ 27,482$ 353,094$ 310,985$ 421,188$ 552,819$ 597,075$ 404,001$ 315,872$ 154,963$ 86,376 72,315 143,413 29,881 324,750 257,672 236,925 469,175 548,995 432,266 271,650 154,289Avg. Rate73.69$ 29.97$ 30.45$ 40.63$ 60.40$ 76.76$ 75.85$ 84.24$ 100.51$ 99.51$ 74.82$ 63.81$ 63.25$ Misc Revenue76.13$ ###########Club Rental 21,087504$ 620$ 711$ 228$ 2,325$ 2,050$ 2,500$ 2,750$ 3,000$ 2,700$ 2,475$ 1,225$ Driving Range Balls 94,872755$ 1,177$ 1,422$ 455$ 15,113$ 10,250$ 15,000$ 16,500$ 15,000$ 8,100$ 7,425$ 3,675$ Rider Fees7,307101$ 124$ 142$ 46$ 465$ 1,025$ 1,250$ 1,375$ 1,500$ 540$ 495$ 245$ Handicap Fees2,500-$ -$ -$ -$ -$ -$ 1,700$ 400$ 400$ -$ -$ -$ Independent Instructor Fees7,000-$ -$ -$ -$ 1,000$ 1,000$ 1,000$ 1,000$ 1,000$ 1,000$ 1,000$ -$ Ball Retreival 4,0001,000$ -$ 1,000$ 1,000$ 1,000$ -$ -$ GPS Advertising Income0-$ -$ -$ -$ -$ -$ -$ -$ -$ -$ -$ -$ 1,000$ -$ -$ 1,000$ 5,000$ 5,000$ 6,000$ 6,000$ 6,000$ 7,000$ 4,000$ -$ Total136,7662,359$ 1,920$ 2,275$ 1,728$ 18,903$ 14,325$ 22,450$ 22,025$ 20,900$ 13,340$ 11,395$ 5,145$ 10238
2018-2019 ANNUAL PLAN SilverRock ResortRUN DATE: 10-Apr-18 01:37 PMProjections - July 2018 to June 2019PREPARED BY: Landmark Golf ManagementGOLF SHOP - 61TOTALJUL.AUG.SEP.OCT.NOV.DEC.JAN.FEB.MAR.APR.MAYJUN.GOLF SHOP MERCHANDISE SALESTOTAL # OF ROUNDS46,1552,500 2,200 3,000 455 4,600 4,100 5,000 5,500 6,000 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$277,1508,500 7,150 13,800 2,275 29,900 25,625 31,250 38,500 42,000 33,750 29,700 14,70029,45057,800MERCHANDISE REVENUE75.00%25.00%Soft Goods Sales207,8636,375 5,363 10,350 1,706 22,425 19,219 23,438 28,875 31,500 25,313 22,275 11,025Hard Goods Sales69,2882,125 1,788 3,450 569 7,475 6,406 7,813 9,625 10,500 8,438 7,425 3,675 TOTAL MERCHANDISE REVENUE277,1508,500 7,150 13,800 2,275 29,900 25,625 31,250 38,500 42,000 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%)160,7474,930 4,147 8,004 1,320 17,342 14,863 18,125 22,330 24,360 19,575 17,226 8,526Purchase Disc Taken - (5%)(8,037)(247) (207) (400) (66) (867) (743) (906) (1,117) (1,218) (979) (861) (426)Freight - Merchandise2,41174 62 120 20 260 223 272 335 365 294 258 128 TOTAL COST OF SALES155,1214,757 4,002 7,724 1,273 16,735 14,342 17,491 21,548 23,507 18,890 16,623 8,228GROSS PROFIT122,0293,743 3,148 6,076 1,002 13,165 11,283 13,759 16,952 18,493 14,860 13,077 6,472SALARIES AND BENEFITS9,4149,9938,7608,24810,87012,04213,52712,480Salaries and Wages150,2739,806 9,806 9,423 7,948 14,416 14,416 14,416 14,416 14,416 13,816 13,936 13,456Payroll Taxes 19,5351,275 1,275 1,225 1,033 1,874 1,874 1,874 1,874 1,874 1,796 1,812 1,749Workers' Compensation 5,635368 368 353 298 541 541 541 541 541 518 523 505Health Insurance/Benefits26,7961,740 1,740 1,740 2,088 2,436 2,436 2,436 2,436 2,436 2,436 2,436 2,436 TOTAL SALARIES AND BENEFITS202,24013,188 13,188 12,742 11,367 19,267 19,267 19,267 19,267 19,267 18,567 18,707 18,146SUPPLIES 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 EXPENSES221,11514,298 14,298 13,852 12,852 20,452 20,452 21,892 20,377 20,377 19,677 23,332 19,256TOTAL GOLF SHOP MERCHANDISE INCOME (LOSS) (99,086) (10,556) (11,150) (7,776) (11,850) (7,287) (9,169) (8,133) (3,425) (1,884) (4,816) (10,255) (12,784)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 month11239
2018-2019 ANNUAL PLAN SilverRock ResortRUN DATE: 04-Apr-18 10:52 AMProjections - July 2018 to June 2019PREPARED 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 Wages164,599 7,948 6,545 9,350 7,106 12,870 17,820 19,440 19,440 19,440 19,440 12,960 12,240Incentives \ Bonus 0Payroll Taxes 20,493989 815 1,164 885 1,602 2,219 2,420 2,4202,420 2,420 1,614 1,524Workers' Compensation 6,172298 245 351 266 483 668 729 729729 729 486 459Health Insurance/Benefits8,352696 696 696 696 696 696 696 696696 696 696 696 TOTAL SALARIES AND BENEFITS199,615 9,931 8,301 11,561 8,953 15,651 21,403 23,285 23,285 23,285 23,285 15,756 14,919153,00511,258 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 Water12,900100 4,400 100 100 200 100 100 7,000200 200 200 200Cart Supplies1,850000 500 500 500757550505050Range Balls9,0000000 9,0000000000 TOTAL SUPPLIES AND MATERIALS32,682 820 5,120 370 870 11,685 945 1,425 8,325650 650 1,000 822REPAIRS 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 EXPENSES268,742 13,051 15,721 14,331 14,698 30,461 25,573 27,480 34,380 27,205 26,705 20,776 18,361Expendable Supplies are made up of: - Scorecards, Tees, Pencils, Trash Bags,Cups & First Aid Supplies.Uniforms- Each employee receives 4 shirts, 1 hat per season12240
2018-2019 ANNUAL PLAN SilverRock ResortRUN DATE: 04-Apr-18 04:43 PMProjections - July 2018 to June 2019PREPARED BY: Landmark Golf ManagementCOURSE SERVICES - 643TOTAL JUL. AUG. SEP. OCT. NOV. DEC. JAN. FEB. MAR. APR. MAY JUN.SALARIES AND BENEFITS1,850 1,400 2,590800 3,600 5,667 5,700 5,700Salaries and Wages70,1333,226 3,226 3,791 1,870 6,325 8,855 9,660 9,660 9,660 7,740 3,060 3,060Incentives \ Bonus 0000000000000Incentives \ Commission 0000000000000Payroll Taxes 9,117419419493243822 1,151 1,256 1,256 1,256 1,006398398Workers' Compensation 2,63012112114270237332362362362290115115 TOTAL SALARIES AND BENEFITS 81,8803,766 3,766 4,426 2,183 7,384 10,338 11,278 11,278 11,278 9,036 3,573 3,573SUPPLIES 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 EXPENSES85,8553,941 3,941 4,651 3,1837,659 10,788 11,554 11,503 11,503 9,586 3,773 3,773Expendable Supplies are made up of: Clipboards, Paper (starter sheets, ranger sheets), Towels, Trash BagsUniforms- Each employee receives 4 shirts, 1 hat per season13241
SilverRock ResortRUN DATE: 04-Apr-18 11:18 AMProjections - July 2018 to June 2019PREPARED 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 Wages711,09553,484 53,484 51,759 62,723 60,700 62,723 62,723 56,653 62,723 60,700 62,723 60,700Overtime Hourly Wages 12,350000 12,35000000000Incentives \ Bonus 0000000000000Payroll Taxes 94,0486,953 6,953 6,729 9,759 7,891 8,154 8,154 7,365 8,154 7,891 8,154 7,891Workers' Compensation 26,9742,006 2,006 1,941 2,661 2,276 2,352 2,352 2,124 2,352 2,276 2,352 2,276Health Insurance/Benefits103,0207,425 7,425 7,425 7,425 9,165 9,165 9,165 9,165 9,165 9,165 9,165 9,165 TOTAL SALARIES AND BENEFITS947,48769,86869,86867,85494,91880,03282,39482,39475,30782,39480,03282,39480,032SUPPLIES AND MATERIALSFertilizer100,5205,870 2,100 9,880 29,560 10,650 8,820 3,000 3,020 3,370 10,270 3,350 10,630Flowers/Plants3,05000 1,000 2500 750 750 100 100 100Gas & Oils46,8603,200 3,450 3,850 4,750 4,850 4,150 3,570 3,880 3,880 3,850 3,850 3,580Golf Course Accessories13,140000 12,300000 1600 68000Chemicals & Pesticides17,760190 190 4,200 1,700 2,10000 190 190 3,100 2,200 3,700Herbicide25,5186,7820 3,620 7,65900 3,0330 1,61600 2,808POA Control9,90000 2,40000 7,500000000Sand/Mulch/Bunker13,460390 390 5,000 2,000 4,000 800 380 100 100 100 100 100Seed117,400000 105,500 11,9000000000Small Tools 5,000100 100 2,000 2,000 100 100 100 100 100 100 100 100Sod13,5004,300 3,500 1,0000000000 1,250 3,450Topdressing 10,0000 2,2000 2,200 2,60000000 1,500 1,5000 TOTAL SUPPLIES AND MATERIALS376,10820,83211,93032,950167,91936,20022,12010,8337,5509,35618,20012,35025,868REPAIRS AND MAINTENANCEBuildings & Bridges 5,5501,250 750 550 500 500 500 250 250 250 250 250 250Equipment38,5002,000 2,500 3,000 10,000 5,000 2,000 2,500 2,500 2,000 2,000 2,500 2,500Irrigation System 19,0504,400 3,500 1,500 2,000 900 550 1,200 1,000 1,000 1,000 1,000 1,000Pumps10,5001,000 1,000 1,000 1,000 1,000 1,000 1,000 1,000 1,000 1,000 5000Lake Maint Contract 46,2003,850 3,850 3,850 3,850 3,850 3,850 3,850 3,850 3,850 3,850 3,850 3,850Trees12,05000 5,500 5500000 2,000 4,00000 TOTAL REPAIRS AND MAINTENANCE131,85012,50011,60015,40017,90011,2507,9008,8008,60010,10012,1008,1007,6002018-2019 ANNUAL PLAN 14242
SilverRock ResortRUN DATE: 04-Apr-18 11:18 AMProjections - July 2018 to June 2019PREPARED BY: Landmark Golf ManagementMAINTENANCE DEPARTMENT - 63 TOTAL JUL. AUG. SEP. OCT. NOV. DEC. JAN. FEB. MAR. APR. MAY JUN.2018-2019 ANNUAL PLAN OTHER EXPENSESContract Services Soil/Tissue Tests2,00000 1,0000000000 1,0000Dues and Subscriptions 6800000000 2000 3800 100Employee Education3,90050505050505050 1,000 2,400505050Equipment Rental 3,400200 150 150 1,000 600 200 200 200 200 200 200 100Auto Expense4,800400 400 400 400 400 400 400 400 400 400 400 400Licenses and Permits 4,30010000 25005000 1,000 2,90000Miscellaneous1,200100 100 100 100 100 100 100 100 100 100 100 100Supplies 4,350750 750 750 500 500 500 100 100 100 100 100 100Propane/Natural Gas 180151515151515151515151515Safety Equipment & Training3,850200 100 750 800 500 400 400 200 200 100 100 100Telephone/DSL10,200850 850 850 850 850 850 850 850 850 850 850 850Waste/Trash Removal6,288524 524 524 524 524 524 524 524 524 524 524 524Uniforms & Linen/Towels 11,040920 920 920 920 920 920 920 920 920 920 920 920 TOTAL OTHER EXPENSES56,1884,1093,8595,5095,4094,4594,0093,5594,5096,7096,5394,2593,259TOTAL MAINTENANCE EXP. (EXCL Landscaping)1,511,633107,30997,257121,713286,146131,941116,423105,58695,966108,559116,871107,103116,7594,500LANDSCAPE13,00012,20012,70013,10011,40013,80012,6009,600Wages156,528 13,334 13,334 12,904 12,904 12,904 13,334 13,334 12,004 13,334 12,904 13,334 12,904Overtime Hourly Wages 3,418 0 0 0 3,418 0 0 0 0 0 0 0 0Payroll Taxes 20,793 1,733 1,733 1,678 2,122 1,678 1,733 1,733 1,561 1,733 1,678 1,733 1,678Workers' Compensation 5,955 500 500 484 569 484 500 500 450 500 484 500 484Health Insurance/Benefits33,408 2,784 2,784 2,784 2,784 2,784 2,784 2,784 2,784 2,784 2,784 2,784 2,784Landscape Wages & Benefits220,10218,351 18,351 17,850 21,797 17,850 18,351 18,351 16,799 18,351 17,850 18,351 17,850Small 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 MAINTENANCE228,857 18,991 18,991 18,740 22,687 18,740 19,216 18,966 17,414 18,966 18,465 18,966 18,715COURSE & LANDSCAPE MAINTENANCE TOTAL 1,740,490126,300 116,248 140,452 308,833 150,681 135,639 124,552 113,379 127,525 135,336 126,069 135,474(EXCL UTILITIES)WATER & ELECTRICITY COSTSWater Cost70,04710,150 8,990 8,932 6,090 4,719 7,685 2,697 2,132 2,247 2,247 4,719 9,439Maint. Shop / So Village Lakes35,6003,200 2,300 2,300 2,300 2,500 2,000 5,000 3,000 3,000 4,000 3,000 3,000Main Meter (FE, PH, CB, CH, NV Lakes)143,10010,000 11,500 11,500 9,200 8,000 7,000 10,000 12,000 12,000 15,400 18,000 18,500Well 1,091652015 650 1509016165171730 TOTAL WATER AND ELECTRIC COST249,83823,415 22,810 22,747 18,240 15,369 16,775 17,713 17,148 17,252 21,664 25,736 30,969 TOTAL COURSE MAINTENANCE EXPENSES1,990,328149,715139,058163,199327,073166,050152,414142,265130,527144,777157,000151,805166,44315243
SilverRock ResortRUN DATE: 04-Apr-18 04:43 PMProjections - July 2018 to June 2019PREPARED BY: Landmark Golf ManagementG & A DEPARTMENT - 67TOTALJUL. AUG. SEP. OCT. NOV. DEC. JAN. FEB. MAR. APR. MAY JUN.SALARIES AND BENEFITSSalaries and Wages210,79616,266 16,866 16,266 16,866 18,066 18,066 18,066 18,066 18,066 18,066 18,066 18,066Payroll Taxes 27,4042,115 2,193 2,115 2,193 2,349 2,349 2,349 2,349 2,349 2,349 2,349 2,349Workers' Compensation 7,905610 632 610 632 677 677 677 677 677 677 677 677Health Insurance/Benefits18,1081,509 1,509 1,509 1,509 1,509 1,509 1,509 1,509 1,509 1,509 1,509 1,509 TOTAL SALARIES AND BENEFITS264,21320,500 21,200 20,500 21,200 22,601 22,601 22,601 22,601 22,601 22,601 22,601 22,601REPAIRS AND MAINTENANCEEquipment Repair 1,9000 100 100 100 900 100 100 100 100 100 100 100TOTAL REPAIRS AND MAINTENANCE1,9000 100 100 100 900 100 100 100 100 100 100 100OTHER EXPENSESOffice Supplies 1,260105 105 105 105 105 105 105 105 105 105 105 105Printing / Stationary 3,300100 100 100 100 100 400 400 400 400 400 400 400Postage 90075 75 75757575757575757575Recruiting / Relocation 1,20000 150 150 150 200 150 200 200000Dues and Subscriptions 1,150500 200505050 100 2005050 30050Freight / Delivery 600505050505050505050505050Travel 1,1000 10000000 1000 200 500 200Promotion 1,200100 100 100 100 100 100 100 100 100 100 100 100Auto Expense 6,000500 500 500 500 500 500 500 500 500 500 500 500Equipment Rental (Copier/Storage) 6,600550 550 550 550 550 550 550 550 550 550 550 550Uniforms 1,050757575 150 15075757575757575Professional Fees (I.T. & Safety Fees)10,200850 850 850 850 850 850 850 850 850 850 850 850Seminars / Training 2,400200 200 200 200 200 200 200 200 200 200 200 200Payroll Processing12,0001,000 1,000 1,000 1,000 1,000 1,000 1,000 1,000 1,000 1,000 1,000 1,000Computer Supplies (POS Support Fees)6,300500 500 500 500 500 500 500 500 500 500 500 800Bank & ADP Fees1,080909090909090909090909090Miscellaneous 6,600100 100 100 100 2,600 3,000 100 100 100 100 100 100 TOTAL OTHER EXPENSES62,9404,345 4,395 4,645 4,570 7,070 7,745 4,845 5,095 4,845 4,845 5,395 5,145TOTAL G & A EXPENSES329,05324,845 25,695 25,245 25,870 30,571 30,446 27,546 27,796 27,546 27,546 28,096 27,846Uniforms- Benefit to be shared between GM & ControllerEntertainment & Promotion - GM promoting property for potential clients2018-2019 ANNUAL PLAN 16244
2018-2019 ANNUAL PLAN SilverRock ResortMARKETING 04-Apr-18 10:52 AMProjections - July 2018 to June 2019PREPARED BY: Landmark Golf ManagementMARKETING DEPARTMENT - 66TOTAL JUL. AUG. SEP. OCT. NOV. DEC. JAN. FEB. MAR. APR. MAY JUN.SALARIES AND BENEFITSSalaries and Wages30,0962,508 2,508 2,508 2,508 2,508 2,508 2,508 2,508 2,508 2,508 2,508 2,508Payroll Taxes 3,912326 326 326 326 326 326 326 326 326 326 326 326Workers' Compensation 1,12994 94 94 949494949494949494Health Insurance/Benefits4,176348 348 348 348 348 348 348 348 348 348 348 348 TOTAL SALARIES AND BENEFITS39,3133,276 3,276 3,276 3,276 3,276 3,276 3,276 3,276 3,276 3,276 3,276 3,276OTHER EXPENSESOffice Supplies 1,200100 100 100 100 100 100 100 100 100 100 100 100Printing / Stationary 4,4250 0 200 3,000 200 200 200 125 125 125 125 125Postage 60050 50 50 505050505050505050Contract Services Web Page 1,800150 150 150 150 150 150 150 150 150 150 150 150Dues and Subscriptions 73500000035 400 300000Uniforms 600000 30050505050505000Telephone 1,200100 100 100 100 100 100 100 100 100 100 100 100Civic, Community and Trade Show 2,25075757575 750 750757575757575Public Relations1,000000000 500 5000000Promotions / Meals 300252525252525252525252525Promotion - (Media, Vendor Days, etc)7000 0 0505050 3005050505050Advertising (Ad Purchases) 169,9873,745 3,745 10,697 13,322 26,175 22,225 20,967 18,612 18,980 18,230 7,912 5,377Collateral Material - (Yrd Bks, Rack Cds, Statn, Brochures)5,500000 500 1,0000 500 500 500 500 1,000 1,000Miscellaneous350000050505050505050 TOTAL OTHER EXPENSES190,647 4,245 4,245 11,397 17,672 28,700 23,750 23,102 20,787 20,555 19,505 9,637 7,052 TOTAL MARKETING EXPENSES229,960 7,521 7,521 14,673 20,948 31,976 27,026 26,378 24,063 23,831 22,781 12,913 10,328Promotion/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 publicity17245
SilverRock ResortMARKETING 10-Apr-18 12:57 PMProjections - July 2018 to June 2019PREPARED 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-Roadrunner4,560380380380380380380380380380380380380Water 3,852321321321321321321321321321321321321Safety Equipment 1,200100100100100100100100100100100100100Natural Gas 3,600300300300300300300300300300300300300Flowers and Decorations 1,90000050000500050000400Building Security (Roving Patrol)60,0005,0005,0005,0005,0005,0005,0005,0005,0005,0005,0005,0005,000Miscellaneous 7,0002002002002002,5002002002002,500200200200 TOTAL OTHER EXPENSES118,4129,2769,2769,27610,37611,5769,2769,7769,27612,0769,2769,2769,676 TOTAL CLUBHOUSE EXPENSES136,41210,77610,77610,77611,87613,07610,77611,27610,77613,57610,77610,77611,176Expendable Supplies made up of: Locksmith, Trashbags, Lightbulbs, Mats,Items related to Maintenance of Clubhouse2018-2019 ANNUAL PLAN 18246
SilverRock ResortRUN DATE: 10-Apr-18 12:57 PMProjections - July 2018 to June 2019PREPARED BY: Landmark Golf ManagementMISC. DEPARTMENT - 980 & 990TOTALJUL. AUG. SEP. OCT. NOV. DEC. JAN. FEB. MAR. APR. MAY JUN.12,5007,500MISC OTHER EXPENSESManagement Fee - Fixed114,0009,500 9,500 9,500 9,500 9,500 9,500 9,500 9,500 9,500 9,500 9,500 9,500FF&E Reserve (2.0%)68,0261,499 1,340 2,438 5507,062 6,220 8,424 11,056 11,942 8,080 6,317 3,099General Liability Insurance48,0004,000 4,000 4,000 4,000 4,000 4,000 4,000 4,000 4,000 4,000 4,000 4,000Personal Property Taxes 11,8005,2000 4,000 2,60000000000241,826 20,199 14,840 19,938 16,650 20,562 19,720 21,924 24,556 25,442 21,580 19,817 16,599LEASE 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 Lease114,0009,500 9,500 9,500 9,500 9,500 9,500 9,500 9,500 9,500 9,500 9,500 9,500GPS Lease (Up-Link)46,8003,900 3,900 3,900 3,900 3,900 3,900 3,900 3,900 3,900 3,900 3,900 3,900Equipment Rental Other20,2001,150 1,150 1,150 1,150 1,950 1,950 1,950 1,950 1,950 1,950 1,950 1,950309,250 25,200 25,200 25,200 25,650 26,000 26,000 26,000 26,000 26,000 26,000 26,000 26,0002018-2019 ANNUAL PLAN 19247
2018-2019 Annual BudgetRUN DATE: 04-Apr-18 10:56 AMPREPARED BY: Landmark Golf ManagementFOOD & BEVERAGE DEPT - 62TOTALJUL.AUG.SEP.OCT.NOV.DEC.JAN.FEB.MAR.APR.MAYJUN.FOOD REVENUESnack Shop/Terrace Food216,8527,5006,18811,8131,12519,86917,45623,00039,60848,80019,14415,0007,350Beverage Cart Food48,4502,5002,2503,3756757,0133,6753,5946,1897,6255,1054,0002,450Other Food Income0000000Non-Taxable Tournament Site Fees0000000000000Special Events12,0000003,0003,00000003,0003,0000 TOTAL FOOD REVENUE277,30210,0008,43815,1884,80029,88121,13126,59445,79756,42527,24922,0009,8009,2547,06317,9722,62132,20520,94630,37729,047BEVERAGE REVENUESnack Shop/Terrace Beer & Wine63,3062,4002,0254,0504506,3114,9618,1949,65410,0658,4234,2002,573Snack Shop/Terrace Sodas42,2041,6001,3502,7003004,2083,3085,4636,4366,7105,6162,8001,715Beverage Cart Beer & Wine66,4422,0002,2503,3753009,3506,8914,6727,4279,1508,9347,5004,594Beverage Cart Sodas66,4422,0002,2503,3753009,3506,8914,6727,4279,1508,9347,5004,594 TOTAL BEVERAGE REVENUE238,3948,0007,87513,5001,35029,21922,05023,00030,94435,07531,90622,00013,4757,1745,78012,2091,93915,38512,17523,90524,530 TOTAL FOOD & BEVERAGE REVENUE515,69618,00016,31328,6886,15059,10043,18149,59476,74191,50059,15544,00023,275LESS COST OF SALES77.58%COS - Food (37%)100,3823,7003,1225,6191,77611,0567,8199,84016,94520,8778,9727,0303,626COS - Beer & Wine (25%)32,4371,1001,0691,8561883,9152,9633,2164,2704,8044,3392,9251,792COS - Sodas (27%)29,3349729721,6401623,6612,7532,7363,7434,2823,9282,7811,703COS- Employee Meals22,8001,900 1,900 1,900 1,900 1,900 1,900 1,900 1,900 1,900 1,900 1,900 1,900 TOTAL COST OF SALES184,9537,6727,06311,0164,02620,53215,43517,69226,85831,86319,14014,6369,02135.86%GROSS PROFIT330,742 10,328 9,250 17,672 2,125 38,568 27,746 31,901 49,883 59,637 40,015 29,364 14,254SALARIES AND BENEFITSSalaries and Wages204,33115,95615,95617,3368,82517,21617,42619,50118,36619,50118,51218,00017,736Payroll Taxes 23,3961,8271,8271,9851,0101,9711,9952,2332,1032,2332,1202,0612,031Workers' Compensation 8,418657657714364709718803757803763742731Health Insurance 38,3962,9792,9792,9793,3103,3103,3103,3103,3103,3103,3103,3102,979 TOTAL SALARIES AND BENEFITS274,54121,41921,41923,01413,50923,20623,44925,84824,53625,84824,70524,11223,476SUPPLIES AND MATERIALSExpendable Supplies 4,000300300300300200400400400400400300300Bar Utensils 1,250150100100100100100100100100100100100Menus, Napkins and Placemats 3,825175175175500250250550350350350350350 TOTAL SUPPLIES AND MATERIALS9,0756255755759005507501,050850850850750750REPAIRS AND MAINTENANCEEquipment Repair 3,000250250250250250250250250250250250250 TOTAL REPAIRS AND MAINTENANCE3,000250250250250250250250250250250250250OTHER EXPENSESOffice Supplies 1,500100100100250250100100100100100100100Phone840707070707070707070707070Equipment Rental 1,29410910910995109109109109109109109109Non-Capital Equipment 600505050505050505050505050Uniforms 3,4001501501501,000150500150150150550150150Laundry and Linen 5,975525525525200525525525525525525525525Lease Payment12,0005005005001,5001,5001,5001,5001,5001,500500500500Bank Fees6,240520520520520520520520520520520520520Seminars / Training 27525252525025252525252525Cleaning Supplies 3,596250250250250250250346350350350350350Flowers and Decorations2,606100100100206300300300250250300200200Licenses and Permits 1,800090000009000000Miscellaneous4,000300300300400400400300400300300300300 TOTAL OTHER EXPENSES44,1262,6993,5992,6994,5664,1244,3494,8954,0493,9493,3992,8992,899 TOTAL EXPENSES330,74224,99325,84326,53819,22528,13028,79832,04329,68530,89729,20428,01127,375 TOTAL FOOD & BEVERAGE PROFIT (Loss)0(14,665)(16,593)(8,866)(17,101)10,438(1,052)(141)20,19828,74010,8121,353(13,121)Supplies Expendable is made up of: Smallwares, Papergoods, First-aidUniforms- Each employee receives 4 shirts, 1 hat per season2018-2019 Annual Budget20248
SilverRock Resort
2018-2019 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 2018-2019 Marketing Plan is built around an annual Marketing Budget of $229,960. 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 “digital ads”
appearing on the Desert Sun website, mobile and App. Special promotions are designed,
as needed by season, and placed in various digital arenas.
Magazines consist of local and regional magazines such as Palm Springs Life, Golf News
Magazine, Desert Golf & Tennis, Locale Magazine, Southland Golf Magazine, Alaska Airlines,
Golfing Palm Springs, and Desert Golfing Digest. These ads vary from full page to quarter
page ads and are full color.
TV & RADIO
Television commercials (30 seconds) are placed on all three (3) local network affiliates
(CBS2, KESQ3-ABC, KMIR6-NBC) and Time Warner cable stations. Local radio is used for 30-
second spots and specific promotions. They are usually aired in offseason and summer
months. A new 30 second TV commercial will be filmed this Fall 2018.
IN ROOM MEDIA
In conjunction with the Travelers Channel, currently the SilverRock commercial is
showcasing in 18 local hotels representing over 3,500 hotel rooms throughout the Coachella
Valley.
The Travelers Channel operates in each hotel, and becomes the hotels local in room
concierge. The Travelers Channel primary goal is to visually promote the local area, points
of interest, history, services, restaurants, shopping, and to help visitors enjoy their stay.
DIGITAL MARKETING
SilverRock will continue to partner with JNS Media and Madden Media with digital
marketing. The marketing plan includes website display banners through the geo target
channels like ESPN LA, GolfChannel.com, PGA.com, SCGA.com, and anyone searching
keywords such as Golf, Best Golf Courses, Tee Times in Greater Palm Springs/La Quinta
21 249
producing 10 million impressions. Included in this 2018-2019 Marketing Plan is an ongoing
partnership to continue a strong presence in the digital marketing sector.
SOCIAL MEDIA, APPS, & MOBILE WEBSITES
Social media has proven to be a very successful, powerful and cost effective method of
promoting SilverRock. There will be a continued effort and focus on social media including
enhancing SilverRock’s Facebook “fan base” which has generated over 20,000 likes and
has been very effective way of communicating SilverRock’s news and information.
Increased presence will continue this year on Facebook, Twitter, Yelp, Greenskeeper.org
and YouTube. These methods of advertising and promotion are truly cost effective as they
have minimal costs or no cost at all associated with these marketing avenues.
On Average, 60% of all tee times are now booked online; a continued emphasis on the
mobile website booking interface that allows visitors to navigate SilverRock’s website more
efficiently and effectively will again be a priority for 2018-2019. SilverRock’s website is a
responsive website which allows any user with a PC, tablet or mobile phone to navigate the
SilverRock website.
SilverRock’s free App is available on both Droid and iPhones and will continue to be
promoted and updated.
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 continue to participate in SCGA’s Youth on Course program
which will provide juniors in Southern California another avenue to get access to golf
courses at affordable green fees.
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4/4/2018SilverRock Resort-Arnold Palmer Classic CourseGOLF RATES 2018-20192018201820182018201820182019201920192019Reservation TypeJuly 1-Sept. 11July 1-Sept. 11Sept. 12-Oct. 7 Sept. 12-Oct.7 Nov. 6-Dec. 25 Nov. 6-Dec. 25 Dec. 26-Apr. 30 Dec. 26-Apr. 30 May 1-June 30 May 1-June 30(Book 90 Days) Mon-ThursFri-Sun Mon-ThursFri-Sun Mon-ThursFri-Sun Mon-ThursFri-Sun Mon-ThursFri-SunPublic 50.00$ 65.00$ 85.00$ 100.00$ 130.00$ 130.00$ 170.00$ 170.00$ 90.00$ 110.00$ Public Twi45.00$ 55.00$ 70.00$ 80.00$ 85.00$ 85.00$ 100.00$ 100.00$ 70.00$ 80.00$ Replay (Booked After Rnd) 25.00$ 25.00$ 35.00$ 35.00$ 50.00$ 50.00$ 50.00$ 50.00$ 35.00$ 35.00$ (Book 3 Days)La Quinta Resident33.00$ 33.00$ 33.00$ 33.00$ 49.00$ 49.00$ 60.00$ 60.00$ 49.00$ 49.00$ La Quinta Resident Guest (30% off posted rate)33.00$ 33.00$ 59.50$ 70.00$ 91.00$ 91.00$ 119.00$ 119.00$ 63.00$ 77.00$ (Book 90 Days)Wholesale40.00$ 50.00$ 75.00$ 85.00$ 105.00$ 105.00$ 140.00$ 140.00$ 65.00$ 75.00$ Wholesale Twilight35.00$ 40.00$ 55.00$ 65.00$ 70.00$ 70.00$ 80.00$ 80.00$ 45.00$ 55.00$ (Book 1 Day)PGA PAID25.00$ 25.00$ 25.00$ 25.00$ 35.00$ 35.00$ 35.00$ 35.00$ 25.00$ 25.00$ Junior Rate (Before 2:00 p.m.)25.00$ 25.00$ 25.00$ 25.00$ 25.00$ 25.00$ 25.00$ 25.00$ 25.00$ 25.00$ Junior Rate (After 2:00 p.m.)10.00$ 10.00$ 15.00$ 15.00$ 15.00$ 15.00$ 15.00$ 15.00$ 15.00$ 15.00$ (Book Up to 1 Year)Groups (13+)Negotiated Rates Negotiated Rates Negotiated Rates Negotiated Rates Negotiated Rates Negotiated Rates Negotiated Rates Negotiated Rates Negotiated Rates Negotiated Rates*Juniors are 17 and under*All rates to include green fee, golf cart, limited amount of range balls prior to round, except golf cart for Juniors*Non golfers-ride alongs-must abide by dress code, riders permitted based upon availability at a rate of $25 per rider.*City Employees-Prevailing Resident RatesOTHER FEESRate/Fee1 Hour Resident10.00$ 1 Hour Non- Resident 15.00$ All Day Range Fee25.00$ Rental Clubs45.00$ Handicap Membership45.00$ (Overseeding Dates: Course Closed Oct. 3-31, 2011)Shaded areas represent dynamic pricing.23251
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