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Annual Plan FY 2012-2013 SilverRock ResortAGENDA CATEGORY: BUSINESS SESSION: I CITY SA/HA/FA MEETING DATE: April 17, 2012 CONSENT CALENDAR: ITEM TITLE: Consideration of the SilverRock Resort STUDY SESSION: 2012/2013 Annual Plan and Adoption of a Resolution Adjusting the Resident Card Fee PUBLIC HEARING: RECOMMENDATION: Approve the 2012/2013 Annual Plan as submitted by Landmark Golf Management, LLC which projects operating expenses of $3,506,738 and revenues of $3,668,705 for a net operating surplus of $161,967; and adopt amended Resolution No. 2010-029 Golf Course Rate Schedule, to increase revenue for the golf course operations by adjusting the Resident Card Fee to $70 annually. FISCAL IMPLICATIONS: Annual Plan The 2012/2013 Annual Plan (Attachment 1) as drafted for SilverRock Resort is projecting operating expenses of $3,506,738 and revenues of $3,668,705 for a net operating surplus of $161,967. In addition to the golf course operating revenues and expenditures reported in the Annual Plan, there are also supplemental City revenues and expenditures that are included for the entire SilverRock Resort management that will be presented to the City Council in June 2012 during the Preliminary Fiscal Year 2012/2013 Budget. The supplemental revenue and expenditure projections include; $30,000 in net revenues from the food and beverage operation, $90,000 in revenues for SilverRock Resident Cards, and $129,633 in expenditures. The expenditures include; staff salary, benefits, and training ($63,245), facility maintenance and repair ($30,000), bank charges ($32,000), and equipment and vehicle operations ($4,388). With these additional revenues and expenditures for the entire SilverRock property, the net surplus for Fiscal Year 2012/2013 is projected to be $146,344. if 206 The food and beverage service at SilverRock is not recognized in the 2012/2013 SilverRock Annual Plan because it is managed under a separate Food and Beverage License Agreement between the City and Landmark Golf Management, LLC. The annual food and beverage revenue, less actual operating expenses, is paid back into the SilverRock Golf Course operations account at the end of each fiscal year. Last year, $22,255 for food and beverage service was paid back into the operations account to reduce the management fee. The Fiscal Year 2012/2013 food and beverage revenues are projected to exceed expenses by $30,000. Resident Cards City Council has directed Landmark and staff to look at ways to increase revenue at the SilverRock Resort Golf Course. One way this could be achieved is to increase the SilverRock Resident Card fee. Currently„the card costs $70 for three years. If the card cost was changed to $70 annually, the revenue would increase from $90,000 to $350,000 annually (Attachment 2). Due to the current three year program, it will take three years before all cardholders will be paying annually. Another option is to increase the fee from $70 to $1 10 every three years. This would increase the revenues from $90,000 to $165,000 annually. During the winter season, when the SilverRock Resident Card usage is at its highest, the rack rate for green fees is $165 and the discounted resident rate is $55. With this $110 savings, either change in the card fee will pay for itself in the first round. If approved, the rate changes would go into effect July 1, 2012. CHARTER CITY IMPLICATIONS: None. BACKGROUND, AND OVERVIEW: The City entered into a Golf Course Management Agreement with Landmark Golf Management, LLC (Operator) in April 2004. Section 3.2.1 of the Agreement provides the Operator shall submit an Annual Plan to the City Manager, including a projected operating budget, for the upcoming fiscal year. The Annual Plan for Fiscal Year 2011 /2012 was $3,548,221 for operating expenses and revenues of $3,631,417for a net operating increase of $83,196. tf 207 Summary of the Fiscal Year 2012/2013 Landmark Golf LLC Annual Plan Assumptions used in this plan include: • 46,650 rounds of play; No rate changes are recommended; An average projected revenue of $81.92 per round; • A 2% capital reserve of $67,015 for future golf course improvements and renovations, per the Management Agreement (section 3.10.1); • Travel and Training for six employees- required PGA/GCSAA accreditation • Increase in fuel costs with related increases for fertilizer and seed • Increased efficiencies in utilities by reducing entry pump run times throughout the year Marketing The Marketing Narrative is on pages 20 and 21 of the proposed 2012/2013 Annual Plan with the Marketing Budget listed on page 16. Direct advertising and creating awareness for SilverRock Resort is budgeted for $245,61 1. The Arnold Palmer Classic Course is being promoted as a premier golf destination in the Coachella Valley through newspapers, magazines, directories, the internet, television, and radio. Resident Cards On November 16, 2004, the City Council adopted Resolution No. 2004-137 establishing a resident rate of $55, $45, and $30; and residency to be determined by La Quinta address identification (California Department of Motor Vehicles Drivers License or a California Department of Motor Vehicles Identification Card or a property tax bill and a current utility bill). On November 1, 2005, City Council amended the term for the Resident Cards from one year to three years while retaining the $15 resident card fee. On April 20, 2010, City Council increased the rate of the Resident Cards from $15 to $70 for a three year card. Should the City Council approve an increase to the Resident Card Fee, Landmark Golf Management (through the Management Agreement) would continue to add the following benefits for Resident cardholders: 15% off all pro shop items, 15% off at the clubhouse restaurant, and Resident Guest discount of 30% off the posted rates. 208 FINDINGS AND ALTERNATIVES: The alternatives available to the City Council include: 1. Approve the 2012/2013 Annual Plan as submitted by Landmark Golf Management, LLC which projects operating expenses of $3,506,738 and revenues of $3,668,705 for a net operating increase of $161,967; and amend Resolution No. 2010-029 Golf Course Rate Schedule, to increase revenue for the golf course operations by adjusting the Resident Card Fee to $70 annually; or 2. Do not approve the 2012/2013 Annual Plan as submitted by Landmark Golf Management, LLC which projects operating expenses of $3,506,738 and revenues of $3,668,705 for a net operating increase of $161,967; and do not amend Resolution No. 2010-029 Golf Course Rate Schedule, to increase revenue for the golf course operations by adjusting the Resident Card Fee to $70 annually; or 3. Approve the Annual Plan with modifications and amend Resolution No. 2010- 029 regarding Resident Cards. Respectfully submitted, Edie Hyltdri Community Services Director Approved for submission by: Mark Weiss, Interim City Manager Attachments: 1. Annual Plan for 2012/2013 2. Resident Card Revenue .0 209 RESOLUTION NO. 2012- A RESOLUTION OF THE CITY COUNCIL OF THE CITY OF LA QUINTA, CALIFORNIA, AMENDING RESOLUTION NO. 2010-029 RELATING TO GOLF COURSE RATE SCHEDULE WHEREAS, rates and policies were adopted by the City Council in Resolution No. 2004-137 on November 16, 2004; and WHEREAS, rates and policies were amended by the City Council in Resolution No. 2010-029 on April 20, 2010. NOW, THEREFORE, BE IT RESOLVED by the City Council of the City of La Quinta, California, as follows: Approves the following change to the golf course rate schedule for the Arnold Palmer Classic Course at SilverRock Resort: Resident Golf Card Fee = $70 per year PASSED, APPROVED, and ADOPTED at a regular meeting of the La Quinta City Council held on this 171h day of April, 2012, by the following vote: AYES: NOES: ABSENT: ABSTAIN: DON ADOLPH, Mayor City of La Quinta, California 11 210 Resolution No. 2012- Amended SilverRock Resort Rates Adopted: April 17, 2012 Page 2 ATTEST: Susan Maysels, Interim City Clerk City of La Quinta, California (SEAL) APPROVED AS TO FORM: M. KATHERINE JENSON, City Attorney City of La Quinta, California M ATTACHMENT 1 S I LVERROCK & R E S O R T SilverRock Resort -Arnold Palmer Classic Course 2012-2013 ANNUAL PLAN Prepared For: City of La Quinta SilverRock Resort Prepared By: Landmark Golf Management Submitted: April 5, 2012 11 212 SILVERROCK RESORT Annual Plan Fiscal Year 2012-2013 Table of Contents Part I -Project Overview Project Fact Sheet 1 Mission Statement 2 Philosophy Statement 3 Organizational Chart 4 Key Employee Staffing and Salaries 5 Part II -Assumptions 2012-2013 Assumptions 6,7 Part III -Operational Financial Projections 2012-2013 Consolidated Income Statement 8 Part IV -Department Detail Golf Rounds and Revenue 9 Golf Shop / Merchandise 10 Carts, Bagroom & Range 11 Course Services 12 Golf Course Maintenance 13,14 General & Administrative 15 Marketing 16 Clubhouse 17 Miscellaneous 18 Part V-Food and Beverage Department Detail 19 Part VI -Other Marketing Narrative Plan 20,21 201272013 Golf Rates 22 213 SILVERKOCK0 R E S O R T PROJECT FACT SHEET COURSE NAME ADDRESS TELEPHONE WEBSITE MANAGEMENT COURSE YARDAGE GRASS TYPES OWNER SilverRock Resort -Arnold Palmer Classic Course 79-179 Ahmanson Lane, La Quinta, Ca. 92253 1-888-600-7272 1-760-777-8884 WWW.SILVERROCK.ORG Randy Duncan, PGA, Director of Golf / General Manager Willie Lopez, Golf Course Superintendent 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 GREENS: TIF DWARF FAIRWAY / TEES: TIF SPORT ROUGHS: TIF SPORT 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 OPENED February 14, 2005 214 SILVERROCK RESORT Annual Plan Fiscal Year 2012-2013 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 215 2 SILVERROCK RESORT Annual Plan Fiscal Year 2012-2013 After seven (7) and a half years of operations, an Annual Plan accommodated the operational start-up through and including grow -in, final construction of the Arnold Palmer Classic Course, a notable Grand Opening Celebration and four successful years as one of the homes courses of the Bob Hope Classic. As the 2012-2013 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 seventh complete twelve (12) months of operations, Landmark Golf Management will put forth every effort to better position SilverRock Resort as a place to frequent in the eyes and minds of the influential decision makers in the world of golf. 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. 3 216 SilverRock Resort 2012-2013 Annual Plan ORGANIZATIONAL CHART City of La Quinta City Council & Staff City Manager Community Services Director Landmark Golf Management Management Team SilverRock Resort Golf Club General Mgr. / Drool or of Golf Golf Shop Head Golf Professional Golf Course Maintenance Superintendent Accounting Controller / Human Resources Food & Beverage Marketing & Sales F&B Manager Tournament Sales Manager Asst. Golf Professionals Asst. Superintendent Admin. Ass - Restaurant To Controller & GM Golf Shop Buyer Mechanics)771 F&B Servegs) / Can Attendants) Sales Associates Irrigation Technician Guest/ Outside Service Spray Technician Outside Services Manager Greenskeeper(s) Carts/Bag Roam Starters P.A. Rangers Driving Range Administrative Asst. _ rQ F� 4 - 2012-2013 ANNUAL PLAN Key Employee Staffing - r.vi,vm.T: L.mm.R: BAN Nam8Rm.m DEPARTMENT SUMMRY JUL. I Mo. I SEP. I MT. NOV. DEC. JAN. FEE. MAR. APR. MAY JUN. GOLE OPERATION DE SERWCES OUTSIDE SERVICES MANAGER(FULLTIME) I 1 t 1 I 1 1 1 1 1 1 1 OUTSIDE SERVICES SUPERVISORS (FULL -TIME) I 1 I 1 1 1 1 1 1 1 1 I DRIVING RANGE (PART TIME) 1 1 1 1 1 1 2 2 2 2 1 1 CART/BAGNALET/BAG DROP (FULL -TIME) 4 4 4 4 4 4 4 4 4 4 4 4 CART/BAGVALET/BAG DROP (PART-TIME) 0 0 0 2 2 2 2 2 2 2 1 1 SHUTTLE DRIVER (PART -TIME) 0 0 0 0 2 2 2 2 2 2 0 0 T T T 9 11 11 12 12 12 12 8 a GOLF SHOP HEAD GOLF PROFESSIONAL (FULLTIME) 1 1 1 1 1 1 1 1 1 I I 1 1ST ASSISTANT PROFESSIONAL(FULLTIME) 1 1 1 1 1 1 1 1 1 1 1 1 MERCHANDISER (FULLTIME) 1 I I 1 1 I I 1 1 I 1 1 ASSISTANT PROFESSIONAL (FULLTIME) 2 2 2 2 2 2 2 2 2 2 2 2 SALES CLERKS (FULL TIME) 1 1 1 2 2 2 2 2 2 2 2 2 SALES GLERKS(PART TIME) 0 0 1 1 1 1 1 1 1 1 1 0 - 6 6 T 0 8 e 8 8 8 8 8 T COURSE SERVICES STARTERS (PART TIME) 3 3 3 3 3 3 3 3 3 3 3 3 RANGERIMARSHALS(PART TIM E) 0 0 0 0 2 4 4 4 4 4 0 0 3 3 3 3 5 T T T T T 3 3 SUPERINTENDENT (FULLTIME) I 1 1 t t I 1 1 I 1 I I ASST SUPERINTENDENT (FULLTIME) 1 1 I 1 1 I 1 1 1 1 I 1 FOREMAWSPRAY TECHNICIAN (FULLTIME) 1 I I 1 1 1 1 1 1 1 I 1 HEAD MECHANIC FACILITY MANAGER (FULLTIME) 1 1 I 1 1 I 1 1 1 1 1 t ASST MECHANIC (FULLTIME) I 1 1 I 1 1 1 1 1 1 1 1 HEAD IRRIGATOR (FULLTIME) 1 1 1 1 I I 1 1 1 I I 1 ASST IRRIGATOR IFULL TIME) 1 1 1 1 1 1 1 1 1 t I 1 GREENKEEPERS (FULLTIME) 17 17 IT 17 17 IT 17 L] 17 17 17 IT ADMINISTRATIVE ASSISTANT (FULLTIME) 1 I 1 1 1 1 1 I 1 I 1 1 TOTALTURFB MMM STAFF 25 25 25 25 25 25 25 25 25 25 25 25 LANDSCAPE IMINIENANGE FOREMAN (FULL TIME) 1 IRRIGATOR (FULLTIME) 1 I 1 1 1 1 1 1 1 1 1 1 LANDSCAPERS (FULLTIME) 6 6 6 6 6 6 6 6 6 6 6 6 TOTAL LANDSCAPE CREW 8 8 8 8 8 8 8 8 8 8 8 8 - TOTAL COURSE MAMTENANCE STAFF 33 33 3S >7 33 w 33 33 J3 33 33 33 FOOD &BEVERAGE F&BMANAGER / SUPERVISOR (FULL TIME) I 1 1 1 1 1 1 1 1 I 1 t CHEF (FULLTIME) 1 I COOK (FULLTIME) I I 1 1 1 1 I I 1 I I 1 PREP COOK (FULL TIME) I I 1 1 1 1 1 I 1 1 1 1 LEAD SERVER (FULLTIME) 1 1 1 1 1 1 I I 1 1 1 1 F& B WAITSEVERAGE CARTMALF(FULL TIME) 1 F& B WARIBEVERAGE DART/HALHPART TIME) 2 2 2 3 3 3 3 3 3 3 3 2 BUSER / DISHWASHER (PART TIMEl I 1 1 1 1 1 I 1 1 1 1 1 9 9 9 ID I 10 10 10 10 10 10 9 G&A DIRECTOR OF GOLFIGM (FULLTIME) 1 1 I 1 t t I I I 1 1 1 CLUB CONTROLLER (FULL TIME) 1 1 1 1 1 1 1 1 1 1 1 1 ADMINISTRATIVE ASSISTANT (FULL TIME) 3 3 3 3 3 3 3 3 3 3 3 3 MARI(ERNG?OURNAMENT TOURNAMENT SALES/ GROUP COORDINATOR (FULLTIME) TOTAL EMPLOYEES 62 62 63 67 71 73 74 TC 74 TO 66 64 SILVERROCK RESORT 2012-2013 ANNUAL PLAN 2012-2013 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 $71.83 per round on an annualized basis. The Green fee rates for 2012-2013 are projected to remain consistent with the prior year's rates due to economic and competitive concerns. 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 8-November 5, 2012; overseeding reduces revenues, which is taken into consideration in these projections, due to the course being closed during these dates. It is also projected that aerification will occur in August 2012 and June of 2013 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 $3.43 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 $6.67 per round Cost of Goods Sold Merchandise 53 % Food & Beverage 33 % Goff Carts, Bag Room, and Driving Range: Includes outside service, valet, bag room, and driving range staff plus supplies and operating expense for this department. There are no projected employee compensation increases for this department in the 2012-2013 Annual Plan. Golf Shop: Includes golf professionals, merchandising sales staff, receiving staff and golf shop operational expenses. There are no projected employee compensation increases for this department in the 2012-2013 Annual Plan. Employee reimbursement to eligible golf staff members (Director of Golf, Head Golf Professional and Assistant Golf Professionals) has been budgeted and not to exceed $5,890 annually for PGA of America training, education and travel expenses as approved by the Director of Golf / General Manager throughout the 2012-2013 fiscal year. 219 SILVERROCK RESORT 2012-2013 ANNUAL PLAN Course Services: Includes course service staff consisting of course rangers/starters and related department supplies and materials. There are no projected employee compensation increases for this department in the 2012-2013 Annual Plan. Goff Course Maintenance: Includes grounds maintenance staff, supplies, and materials. Over seeding dates are projected to be October 8-November 5, 2012, which results in projected higher labor cost and supply costs during the annual overseeding process. There will be areas on the golf course that will continue to not be over -seeded in attempt to reduce costs and conserve water. Golf Course Superintendent education, training and travel expense are included in the 2012-2013 Annual Plan. In addition, Front Entry Landscape Maintenance will continue to be added into this department's operating budget. Water & Electrical: The 2012-2013 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 $149,000 which cover 100 percent of the electric costs Including; front entry water falls, golf course pump station, north village lake water falls & circulation pumps, cart storage area and clubhouse will continue to be covered in the 2012- 2013 Annual Plan. Food & Beverage: Includes food & beverage staff and expenses for the temporary clubhouse. There is a separate Agreement for the Food & Beverage Department including the Liquor License arrangement between the City and Landmark Golf Management. There are no projected employee compensation increases for this department in the 2012-2013 Annual Plan. Marketing: Includes marketing, public relations, advertising, web page, collateral and tournament sales, etc. Refer to pages 20 & 21 for marketing plan narrative. Clubhouse: Includes clubhouse expenses, maintenance/cleaning staff, landscape maintenance, parking lot and entry drive clean up. Roving patrol expenses used to secure the entire property of SilverRock remains included in this departments operating budget. Management Fee: The monthly Management Fee of $7,500 per the Golf Course Management Agreement is budgeted for the 2012-2013 fiscal year. Insurance: Per requirements of the Golf Course Management Agreement in the Annual Plan is the cost for comprehensive golf club insurance policy, general liability, property, equipment and business interruption etc. Personal Property Lease Tax: Exempt, except personal property taxes on equipment purchases or leases which are included in this Annual Plan. Golf Carts Lease: Golf carts are being leased for the Golf Club. The golf carts lease agreement runs through October of 2013. Golf Course Maintenance Equipment was purchased by the City in the fall of 2009. 220 N N F--$ MI12-2013 ANNUAL PLAN SINedlOak Rew" COMOUCAT90 INCOME STATEMENT .,.e.,.. .,...,. ...,,., FOR FISCAL YEAR - JULY M12-JUNE MI13 2011-2012 2012.2013 0EPAR119ENT BUDGET BUDGET JUL AW.. SEP. MT. NOV. DEC. JAM FEB. AMR. APR. MAY NUN. ROUNDS ROUNDS 45,625 46,650 2,600 2.200 3,450 1,000 4,250 3,900 4,700 5,050 6,200 51600 5.250 2,450 TOTAL ROUNDS 45,625 46,650 2,600 2,200 3,450 1,000 4,250 3,90D 4,700 5,050 6,200 5,600 5,250 2,450 REVENUE GREEN FEES 3,326,982 3,350,773 94,153 78.609 156,113 57A50 318,591 284,456 387,691 474.384 572,648 463.400 309,291 154.289 MC. REVIRANGFJCARTSIRENTALS 146,536 169,973 6,560 4.720 7,345 3,400 15,275 15,055 19,425 22,913 26,250 18,860 15,025 5,146 GOLF SHOP MERCHANDISE 310,919 311,048 8,840 7,150 15,870 8,000 27,625 26,325 35,250 64188 49,600 42,000 31,500 14,700 FOOD B BEVERAGE CONCESSIONS 12,000 12,000 500 Sao 500 1,500 1.500 1,500 1,500 1,500 1,500 500 500 500 TOTAL REVENUE 3,796,437 3,833,793 110,053 90'en 179,828 70,050 362,991 327,336 443,866 542,989 649,998 524,760 356,316 174,634 COSTOFSALEB PRO SHOP 165,020 165,OBB 4,692 3,795 8,423 4.246 14,662 13,972 18,709 23,453 26,325 22,292 16,719 7,802 TOTAL COST OF SALES 165,020 165,088 4,692 3.795 8,423 4,246 14,662 13.972 18,709 23,453 26,325 22,292 16,719 - 7,802 GROSS PROFIT 3,631,417 36611705 105,361 87,184 171,404 65,804 348,329 313,364 425,157 519,532 623,672 502,459 339,597 166,832 OPERATING EXPENSES 226,428 234,373 12,405 12,162 13,445 26.087 27,461 20,560 20,321 20,321 19,996 19,496 16,065 26,056 GOLF CAIITS\BAGS\RANGE GOLFSHOP 223,327 212,987 16,885 15,785 16,834 13.828 18,405 18,405 19.845 18,330 18,330 17,643 21,324 17,374 COURSE SERVICES 54,595 68,298 3,334 3,334 4,094 2.831 5,082 6,860 7,006 6,955 7,276 6,456 2.535 2.535 GOLF COURSE MAINTENANCE 1,638,879 1,664,206 126,236 132,086 146,019 262.539 155,489 128,131 131,178 121,331 115,177 116.677 113,427 115,816 WATER 6 ELECTRIC COST 270,449 221,749 17,625 20,020 19,975 15.410 15,905 15,415 14,876 13,689 15,555 20,967 24,272 28,040 GENERAL B ADMINISTRATNE. 314,671 312.367 25,261 25,411 25,711 25,636 25,636 27,911 25.911 26,311 25,861 25,861 26,611 26,261 MARKETING 254,820 245,611 12,024 13,414 24,749 19.024 26,057 27,107 27,959 24,639 24,607 22,857 13,089 10,089 CLUBHOUSE 132,232 132,232 _ 10,636 _ 10,636 10,636 11736 10,636 10,636 13,236 _10,636 11,136 10,636 10,636 - 11,036 MANAGEMENT FEE Qncls F&B PmlLc 90,000 SO,= 21,221 23,543 14,938 23.065 (5,453) 6,623 4,487 (4,852) (11,910) (5,060) 4,579 18,818 CAPITAL RESERVES 66,540 67,015 1,883 1,572 3,122 1.143 6,372 5,689 7,754 9,488 11.453 9,268 6,186 3,086 INSURANCE 26,400 26,400 2,200 2,200 2,200 2.200 2,200 2,200 2200, 2,200 2,200 2,200 2,200 2,200 PERSONAL PROPERTY LEASE TUE 14,800 14400 5,200 0 0 9,600 0 0 0 0 0 0 0 0 LEASES (Cad 6 MalnL) 235,080 226,680 18,890 18,890 18,890 18.890 18,890 18,890 18,890 18,890 18,890 18,890 18,890 18S90 TOTAL OPERATING EXPENSES 3,548,221 3,506,738 273,801 279,053 300,613 432.089 306,680 288,428 293,662 267,938 258,571 265,891 259,814 280,200 NET INCOME 83,196 151,m (168,440) (191,870) (129,209) (366.285)1 41,649 24,937 131,495 251.594 365,102 236,578 79783 (113.361a NET INCOME% 2.2% 42% -153.1% -210.Vh .71.9% -522.9% 11.5% 7.6% 29.6% 46.3% 562% 45.1% 22.4% E49 Average Green Fee $72.92 $71.83 $36.21 $3573 $45.25 $57.15 $74.96 $72.94 $82.49 $93.94 $92.36 $82.75 $58.91 $62.98 Average $ Mi.. income per Rd $321 U43 $2.52 $2.15 $2.13 $3.40 $3.59 $3.86 $4.13 $4.54 $4.23 $3.37 $2.86 $2.10 Average$ Merchandise per Rd $6.81 $6.67 $3.40 $3.25 $4.60 $8.00 $6.50 $6.75 $7.50 $8.75 $8.00 $7.50 $6.00 $6.00 Total Average Revenue per Round $82.95 $81.02 $42.33 $41.35 $52.12 $70.05 $85.41 $83.93 $94A4 $10752 $1D4.84 $93.71 $67.87 $71.28 MIZ2013 ANNUAL PLAN 1 Sllvarllaek Resrut ProBans-Jul 2012 bJuoe MI3 RUN DATE: OYApn12 08:43 AM PREPARED BY: LUWmsrk GaBMeugemeW IGoff Rounds Tool JUL AUG. SEP. OCT. NOV. DEC. JAN. FEB. MAR. APR MAY JUN. Resident Rods(WeeW,rv) 6,299 351 299 466 135 594 527 635 682 837 956 209 331 Resident Ruds(Weekend) 2.692 429 363 569 165 701 M4 76 833 1023 924 - 966 404 Sob -Total W,udenl Pods 13,995 no 660 1035 300 1275 1170 1410 1515 1860 Ih80 1575 J35 ss of Total 0.30 Public Rods (lVeekdap) 5,248 293 248 388 113 478 439 529 w 698 630 591 276 PubOC Rod, lVnkend) 6,414 3M 303 474 138 584 _ 5M felb 694 833 70 722 337 Sa6-Total Public Rods 11,60 650 550 $63 no 1063 975 1175 1263 1550 1400 1313 613 % of Total 02.5 Public Twi(1Veekel.0 2,099 115 93 155 45 191 176 212 227 279 252 236 110 Public Twi(Wreke:nd) 2,1en 143 121 190 55 234 215 259 D8 341 308 289 135 Sub -Total Tsah la lads 4,665 2e0 220 345 Wo 425 390 470 W5 boo 560 525 245 %uf Tatd 0.10 Other(Weekda)9 7,,347 410 347 543 158 669 614 940 295 9D 882 829 M6 Other($Veekend) 8,980 Sol 424 664 193 818 751 905 972 1194 1078 1011 4R Truro f, 3,26u 182 IA 242 90 299 2J3 329 354 434 392 368 1T2 IWO'm9es 3,36u 182 151 242 70 298 273 329 354 434 392 368 1T2 R.uf..1 Guest 1.633 91 97 121 35 149 139 165 In 219 196 184 86 Slorul By Got/ 1,633 91 97 12) 35 149 137 165 17 217 196 184 86 Dismounts 4,08, 228 193 302 88 392 341 411 442 543 490 459 114 PGA 816 46 39 60 18 74 68 82 88 109 98 92 43 luniv 816 46 39 60 18 74 68 82 88 109 98 92 43 Replay 816 46 39 W 18 74 68 82 88 109 98 92 43 - Sa6-Total Other 16,328 910 170 12M 350 1438 1365 1645 1768 2170 1960 1838 838 %of Totd 0.35 Total Rorods 46,650 2600 2200 X50 1W0 4250 3$00 41110 5(l% 6200 5600 5250 M50 Green Fees Resident Rod,(Weekho) $ 3400 $ 3000 S 30.00 $ 30.00 $ 4500 $ 45.00 $ 55-00 $ 55W $ 5500 $ 5500 5 45,00 $ 4500 Resident Rods(1S'eekend) s 3000 $ 30.00 S 30.00 $ 30.00 $ 4500 $ 45,00 $ 55,00 $ 55.W $ 55.00 $ 55,00 $ 45,00 $ 45.00 Public Rnds(IVeekdav) $ 4000 $ 40.00 $ 5500 $ 85.00 $ 100.00 $ 100,00 $ 115.00 $ 140.00 $ 135.00 $ 135,00 $ 70,00 $ 8000 Public Rod,(Weakend) S 40.00 $ 40.00 S 5500 $ 90.00 $ 100-00 S loom $ 11500 $ 145.00 S 145.00 5 135.00 $ 75,00 $ 80,00 Public Twi(W'erWfay) 5 40.00 $- 40.00 $ 50,00 $ e000 S 75.00 $ 75.00 $ 80.00 S 85.00 $ 8000 $ 8000 5 55.00 $ 6000 Pu one Twi(Weekend) $ 40.00 $ 40.00 $ 50.00 $ 60.00 5 75.00 $ 70.W $ 85.00 S 8500 $ 85.00 $ 80.00 S 65,00 $ 1000 Other(Weekday) S 35.00 $ 35.00 $ 50RO $ 55.00 $ 80.00 $ 75W $ 80,00 $ 9500 $ 90.00 S 7000 $ 55.00 $ 60.00 Other(Weekend) $ 40,00 $ 39.50 $ 50.00 $ 60,00 $ 85.00 $ 80.W $ 8500 $ 95.00 $ 95.00 $ 70.00 S 65-00 $ 5000 Goff Revenue Resident Rods(W'eekday) 293760 $ 10,530 $ 8,910 5 13,993 $ 4,050 5 25819 $ 23,693 $ M,898 $ 37,496 $ 46,035 $ 41,530 $ 31,894 $ 14,884 Resident Rod,(Wskend) 359,040 $ 12,BJ0 $ 10,8% $ 17,058 5 4,950 $ 31556 $ 1$958 $ 42,653 $ 45,829 $ 56,265 $ 50,820 $ 38,981 $ 18,191 Public Rods (Weekday)- 527,147 $ 11,9(IU S 9190n $ 21,349 5 9,563 $ 49,813 $ 43,895 $ 60,80E S 2, ,5M $ W,163 $ 85,050 S 41,344 $ 22,050 Public Red,(Weekend) E60,M,l $ 14,300 $ 11,100 $ 26,091 $ 12,375 S MA38 $ 53,625 $ 74,319 $ 100.684 $ 121,613 $ 103,950 S 54,141 $ 26,9O Public Twi (Weekday) 144,934 $ 4,680 $ 3.960 $ 7,963 S 2700 $ 14,344 $ 13,163 $ 16,920 5 19,316 $ 22320 $ 20,1 W $ 1-199,1 $ 6,615 Public Tni(Wiekend) 183,301' $ 5,920 $ 4,840 $ 9A88 $ 3,300 S 17S31 $ 15,015 $ 21,993 S 23,609 $ 28,%5 $ 24,640 $ 18769 S 9,433 Other RVeeWiav) 514,946 S 14,333 5 1212E $ 27,169 $ 8,663 $ 53.550 $ 46,069 $ 59,220 5 75,561 S 89,885 $ 61740 $ 45498 $ 23,153 Other RVeekend) 667,061 $ 20,020 $ 15,881 $ 33,206 $ 11,550 $ 69,541 $ 60,060 $ 7balcl $ 92,352 $ 113,383 $ 75,460 S 65,691 $ 33,014 Total Revenue 3,350,7el S 94,153 S T81609 S 1%,113 S 57,150 S 318,591 5 284,456 $ 381,691 5 454,384 5 5' 118 5 563AW1 $ 309,291 5 154,289 Avg. Rate $ 71.83 S 36,21 $ 35.73 $ 4a23 S 57..15 $ 74.96 S T_.94 $ 82.49 $ 91W $ 91.36 $ ll $ 58.91 S 62.98 Mlse Revenue Club Rental 23,325 $ 1,300 $ 1,100 $ 1,725 $ 500 $ 2,125 $ 1,950 $ 2.350 $ 2,525 $ 3,100 $ 2,800 $ 2,625 $ 1,225 Dridng Range Balls 95,405 $ 3,900 $ 3.300 $ 5,175 $ 1.700 $ 7,225 $ 6.630 $ 9,400 $ 12,625 $ 15.500 $ 8,400 $ 7,875 $ 3,675 Rider Fees 7,643 $ 260 $ 220 $ 345 $ WO $ 425 $ 975 $ 1,175 $ 1,263 $ 1,550 $ 560 $ 525 $ 245 IndelxMent Instructor Fans 37,000 $ - $ - $ - $ - $ 5.000 $ 5,000 $ 5.000 $ 6,000 $ 6,000 $ 6,000 $ 4,000 $ - DWI Relroival 4,000 $ 1,000 $ - $ 1,000 $ 1,000 $ 1,000 $ - $ - GPSANamsingIncome 2,600 $ 100 $ 100 $ 100 $ 100 $ 500 $ 500 $ 500 $ 500 $ 100 $ 100 Total 159,9T3 $ 6.560 $ 4,720 $ 7,345 $ 3,400 $ 15,295 $ 15,055 $ 19,425 $ 22,913 $ 26,250 $ 18,860 $ 15,025 $ 5,145 N N N 9 2012-2013ANNUALPLA1141 SlherRock Revert RUNDAM osA,12 lo:2e4m Pm ons, - July 212 W JIele 2013 ....... Lv,d,uh Grlr M1LrruLemeM GOLF SHOP -61 TOTAL JUL AUG. I SEP. I OCT. I NOV. I DEC. JAM I FEB. I MAR. I APR. MAY JUM Rry LC_Y/U u_ CR(JISMONE ¢e1 N TOTAL BOFROUNDS 46,650 2SD0 2,200 3,450 1,000 4,250 3,900 4,7W 5,050 6,200 5,610 5,25(1 2,450 AVERAGE REVENUE I ROUND $6.67 $3.40 $3.25 $4.60 $8.00 1)BW $6.75 37.50 $8.75 $8.00 $7.50 $6.00 $6.00 TOTAL MERCHANDISE SALES 8311,048 6,840 7,150 15,870 8,000 27,625 26.325 35,250 41'188 49,600 42,000 31,W0 14,700 Soft Goods Sales 202,1a1 5,746 4,648 10.316 5,200 17,9% 17,111 22,913 28.722 32.240 27,300 20.475 9,555 Hard Goods Sales tN s" 3,0S4 2,503 5,555 2,800 9,60 9,214 12,338 15.41,36 17.360 14,700 11,025 5,145 TOTAL MERCHANDISE REVENUE 311,048 S,MO 7,150 15J170 8,000 27,BTS 26,325 35,2W Oq/88 49,600 42,000 31,500 14,700 COSTOFSALES 53.08% 5108% 53.06% 5108% n3 5109% 53.08% 5308% 53.08% 53.08% 53.08% 5108% 5303% COS- Merchandise (56%) 1PIJ)76 4,862 3,933 8,729 4,4(311 15,194 14,479 19,388 24,303 27,260 23,100 17,325 8.085 Purchase Disc Taken -(5%) (SS54) (243) (197) (436) (220) (7W) ins) (969) (1,215) (1,384) (1,155) (866) (404) Freight -Merchandise 2,566 73 59 131 66 228 217 291 365 409 347 260 121 TOTAL COST OF SALES 165,033 4,692 3,795 8,423 4.246 14,662 13,972 18jrx) ZL453 26,325 22,292 16,719 7,802 GROSS PROFIT 145,959 4,148 3,355 7,447 3,754 12.963 12.353 16,541 20,735 23,275 19,709 14,781 6,898 sn A Salaries and Wages 141,229 10,867 10,687 10.823 8,497 12,758 12,756 12,758 12,758 12,758 12,158 12.303 11,923 Payroll Tams 14,7S8 1,136 1,136 1,131 888 1,333 1,333 1,333 1,333 1,333 1,271 1,2S6 1.246 Workers'Compensation 5,663 4W 436 434 3a1 512 512 512 512 512 488 493 478 Health Insumnce/Senefits 26,811 1,966 1,986 1,986 2,317 2,317 2,317 2,317 2.317 2,317 2,317 2.317 2.317 TOTAL SALARIES AND BENEFITS SUPPLIES AND MATERIALS 188,462 14,425 14,425 14,374 12,043 16,920 16,920 16,920 16,920 16,920 16,233 16,399 15,964 OMEBFXPE66ES Office Supplies LOSS SW WO Sw WO 5w 500 Sw WO WO WO WO 500 Postage 0 Contract Services- Merchandise Consultant 6,000 500 WO 500 500 SW 500 500 Soo WO 500 Wo WO Recruiting / Relocation 0 Dues and! Subscriptions 2,300 0 0 0 0 0 0 0 0 0 0 2,300 Freight l Dainiery 75 0 0 0 25 25 25 0 0 0 0 0 0 Trawl 1M 0 0 0 0 0 0 15 15 15 15 15 15 Uniforms 2,400 iW 100 100 100 300 200 500 200 200 2W 2W no Telephone 1,320 110 110 110 110 110 110 110 110 110 110 110 110 Seminars l Training SAW 1,2511 150 1,251) 500 0 100 1,250 35 35 35 1.250 35 Miscellaneous 450 0 0 0 50 50 W 50 W W W W W TOTAL OTHER EXPENSES 24,525 2,46(1 1,360 2,461) 1,785 1,485 1.485 2,925 1,410 1,410 1,410 4,925 1.410 TOTAL EXPENSES 212,911 16,665 15,785 16,834 13,828 18,405 18,405 19,845 18,330 18,330 17.643 21.324 17.374 TOTAL GOLF SHOP MERCHANDISE INCOME(LOSS) (67,023) (f2,736) (12,429) (9,31an (10,074) (5,442) (3052) (3,904) 2,405 4,945 2,065 (6,543) (10,476) Seminars/Training - Reimbursement for eligible golf shop employees (Director of Golf, Head Professional 5 3 Assistant Golf Professionals) for PGA Training, Education and Trawl Emenses E)pen fable Supplies am made up of: Golf Cart Rental Agreements, Golf Club Rental Agreements, Gift Certificates 8 Merchandise Bags Uniforms- Each Full -Time Emp receives (1) shirt per month N N 10 W 2012-2013 ANNUAL PLAN SilverRock Resort RUN DATE: m-Ay.-dE m:n..1 Projections - July 2012 to June 2013 PREPARED BY: Laodiovh Calr My gawm! CARTS, 13AGR00M 8 RANGE-641 TOTAL JUL. AUG. I SEP. I OCT. I NOV. I DEC. I JAN. I FEB. MAR. APR. I MAY I JUN. SALARIES AND Bimi-In Salaries and Wages 128,052 7,682 7,516 8,918 6,676 10,230 13,890 13,710 13,710 13,710 13,710 %Sw 8,910 Payroll Taxes 15,942 956 936 1,110 831 1,274 1,729 1,707 1,707 1,707 1,707 1,169 1.109 Workers' Compensation 51135 308 301 358 268 410 557 550 650 550 550 37 357 Health IneurancelBenefits - 7,9M 662 662 662 662 662 662 662 662 662 662 662 662 TOTAL SALARIES AND BENEFITS 157,073 9,608 9,415 11,048 8,437 12,576 16,838 16,629 16,629 16,629 16,629 11,598 11,039 SUPPLIESANDMATERUILS Range Expendable Supplies 6,75D 600 600 150 150 1,800 150 1,000 1,000 150 150 500 500 Towel Replacement 1,O S 72 72 72 100 185 72 72 72 72 72 72 72 Bo01ed Water 24,500 50 50 50 12,000 50 .50 50 50 50 50 50 12,000 Carl Supplies 2,350 0 0 0 Sm 1,000 500 75 75 50 50 So 50 Range Balls 9,000 0 0 0 0 9,000 0 0 0 0 0 0 0 TOTAL SUPPLIES AND MATERIALS 43,605 722 722 272 12,750 12,035 M 1,197 1,197 322 322 672 12,622 REPAIRS AND MAINTENANCE Equipment Repair - Golf 3,600 300 300 300 300 300 300 300 300 am 300 300 300 TOTAL REPAIRS AND MAINTENANCE 3,600 300 300 300 300 300 300 300 300 300 300 300 300 OTHER EXPENSES Office Sup0lies 525 25 25 25 50 50 50 -50 50 50 50 50 50 Printing/Stationary 42D 0 0 0 0 0 0 70 70 70 70 70 70 Cart Contract Services - ($9 per cart per me. @ 80 cards) 0 0 0 0 0 0 0 0 0 0 0 0 0 Cad Maintenance B Repairs 9,750 750 750 750 1.500 750 750 750 750 750 750 750 750 Freight/Delivery 450 75 75 75 75 75 75 0 0 0 0 0 0 Uniforms 5,200 0 0 0 2,000 Soo 500 0 0 500 0 1.500 200 Fuel (Shuttles 8 Range Picker) 3,000 0 0 100 100 3W 40B 450 45D 450 450 no 100 Laundry and Linen 9,60D Soo 800 Soo 800 sm 800 Soo 800 800 am 800 Soo Miscellaneous 1,150 125 75 75 75 75 75 75 75 125 125 125 125 TOTAL OTHER EXPENSES 30,095 1,775 I'M 1.80 4,600 2,550 2,650 2,195 2,195 2,745 2,245 3,495 2,095 TOTAL EXPENSES 234,373 12,405 12,162 13,446 26,087 27,461 20,560 M,321 20,321 19,9% 19,496 15,D65 26,056 Expendable Supplies are made up ot- Scorecards. Tees, Pencils. Trash Bags, Cups 3 First Aid Supplies. Uniforms- Each employee receives 4 shim, 1 hat per season N N A 20124013 ANNUAL PLAN SMrRnk rY2orr RUN DATE.: 115-Apr42 08:43AM- pro laM - JUIfF 2012 to 3UM M13 PREPARED BY: Landmark Golf Mam2ement COURSE SERVICES -643 TOTAL JUL. AUG. SEP. OCT. NOV. DEC. JAN. FEB. AMR. APR. MAV JUN. SALARIES AND BENEFITS Salaries Wages 47,460 2,760 2,760 3,380 1,600 4,200 5,600 5,880 5,880 6,160 5,160 2,040 2,040 Payroll Taxes 4,960 288 288 353 167 439 585 614 614 64d 539 213 213 W orkers' Compensation - 1,903 ill ill 136 64 168 225 236 236 247 207 92 82 TOTAL SALARIES AND BENEFITS 54,323- 3,159 3,159 3,869 1,831 4,807 6,410 6,730 6730 7,051 5,906 2,335 2,335 SUPPLIES AND MATERIALS Expendable Supplies 1,050 50 50 100 100 100 100 100 100 100 100 75 75 TOTAL SUPPLIES AND MATERIALS 1,050 50 50 100 100 100 100 100 100 100 100 75 - 75 OTHEREXPENSES Uniforms 2,125 75 75 75 800 75 - 250 75 75 75 400 75 75 Safety Equipment 600 50 50 50 50 50 50 50 50 50 50 50 50 Miscellaneous 200 0 0 0 50 50 50 50 0 0 0 0 0 TOTAL OTHER EXPENSES 2,926 125 125 125 900 175 350 176 125 125 450 125 125 TOTAL COURSE SERVICES EXPENSES 58,298 3,334 3,334 4,094 2,831 5,082 6,860 7006 6955 7276 6456 2535 2535 Expendable Supplies are made up of: Clipboards, Paper (stoner sheets, ranger sheets), Towels, Trash Bags Uniforms- Each employee receives 4 shirts, 1 hat per season N N 12 Ul 2012-2013 ANNUAL PLAN $INHRM RBBO11 RUN DAn: OS-Aprv13 08:43 AM Pro CWSM-Jul 2kD: June 2013 pR A. sr: l..o,enad, Ouun4ueeaea MAINTENANCE DEPARTMENT -63 SAI eogS AND o<ucmS TOTAL JUL. AUG. SEP. OCT. NOV. DEC. JAN. FEB. MM. APR. MAY JUN. Salaries anit Wages 669,650 55,056 55,056 55.056 55.056 55,0% 58.167 60,903 55.056 55,061 55,061 55,061 55,061 O.9dime Houdy Wages 15,945 0 0 0 10,526 0 0 2,550 0 0 0 0 2,869 Payroll Tams 71,645 5753 5,753 5.753 6,653 5,753 6,078 6,631 5753 5,754 5,754 - 5,754 6,054 Workers' Compensation 27,280 2,206 2,208 2,208 2,489 2,208 2,332 2.510 2,208 2,208 2,208 2,208 2,285 Health Insuranca Bets 104,BW 8,740 8,740 8740 8740 8,740 8,740 8740 8,740 8,740 8,740 8,740 8740 TOTAL SALMUES AND BENEFITS BB9,e0U 71,7W 71,757 71,757 83,664 71,757 75,317 81,334 71,757 71,763 71,763 71,763 75,009 F.mlimr 114,500 9.000 16,000 11,000 17,500 9,500 9,000 9,000 12,500 6,000 5,000 5,000 5,000 Flom Plants 3,050 0 0 I'M 250 0 750 7W IN 100 IN Gas & Oils 55,030 5,200 5,200 5,100 8,000 5,500 4,200 3,850 3,820 3,850 4,100 3,100 3,100 Golf Course Accessories 13,000 200 200 500 10,000 200 1,200 200 100 100 too 100 too Chemicals & Pesticides 31,100 3,000 2,500 3,500 4,600 3,400 2.200 2,500 3,000 1,W0 2.000 No 2,000 Herbicide 17,000 0 0 7,000 0 5,000 5,W0 0 0 0 0 0 POA Control 7,000 0 0 0 0 3,500 0 3,500 0 0 0 0 0 Sand/Mulch/Bunker 16,480 390 390 5,000 2,000 7,000 Boo 300 100 1W 100 100 100 Sew 106,810 350 350 250 88,060 15,350 350 350 350 350 350 350 350 Small Tads 5,000 100 100 2,000 2,000 100 100 100 1W 100 100 too 100 Salt 7,950 1,000 1,000 1,000 250 3,250 2W 500 0 0 0 500 No Toplrsssirg 7,600 1,250 1,250 0 2,500 0 0 0 0 0 0 1,300 1,W0 TOTAL SUPPLIES AND MATEIVAL9 354,49- 20,490 26,990 36,350 135,1W 52,800 23,80 21,130 2g070 12,100 1I'm 11,4W 12,250 REPAIRS AND MANNTENANCE Buildm9s&Bdltges S,SW 1,2W 750 550 500 SW 500 250 250 250 2W 2W 250 Equipment 31,000 1,500 1,500 2,000 9,00 2,000 2,000 2,000 - 2.000 2,000 2,500 2,5D0 2,000 Imgalion System 22,6W 5,400 5,400 2,200 2.000 900 550 1,2W 1,000 1,000 1,000 1.W0 1,000 Pumps I%wc, 1,000 1,000 1,000 1,000 Low 1,000 1.000 1,000 1.000 1,000 500 0 Lake MUM Comma 31,2D0 2,600 2,600 2,600 2,600 2,600 2,600 2,600 2,600 2,W0 2.600 2,600 2,600 Trees 10,050 0 0 3,500 550 0 0 0 0 2,000 4,000 0 0 TOTAL REPAIRS AND MAINTENANCE 110,950 11,750 11,250 11,850 15,850 7,000 S,BW 7,050 6AM %SW 11,350 6,8W- 5,SW N N 13 2D12.2013 ANNUAL PLAN - llverRoo Resat ProecUoSm-J 2D12WJune2D13 RUN DAn es.Apr-12 0s:4s AN PREPARED BY: Iav rk G.. Mae�peoeel MAINTENANCE DEPMTYENT-63 TOTAL JUL AUG. SEP. OCT. NOV. DEC. JAR. FE6. MAR. APR. WY JUN. 0TNE9 �mcNSE3 Coan mrect Seces Son/Tissue rests 4,000 0 0 z,oW o 0 0 0 0 240 0 0 o 200 z,aW 0 o 1 W Dues and Suctimphons 540 0 0 0 0 0 50 0 W 0 50 1900 50 W 50 50 Employee Education 1,550 50 50 50 150 50 1,800 600 200 2W 200 200 200 2W 100 Equipment Renal 4,200 6,0011 2W 5W 150 5W 5W 500 5W 500 500 500 SW 500 SW No Auto EA nse 1,430 100 IN 80 0 0 0 0 0 1,000 150 0 0 Licenses and Permits 1,2W 1W 100 1W 100 100 100 100 100 100 100 100 100 Miscellaneous 4,350 ]W 750 ]W W0 5W 500 1W 100 100 100 100 100 Supplies 160 15 15 15 15 15 15 15 15 15 15 15 15 PropanaNatural Gas 3,850 200 1W 750 800 500 4W 4W 2W 2W 100 100 IN Safety Equipment B Training 10,200 650 850 850 850 850 850 850 860 Off 850 850 BW Telephone/DSL 6,288 524 524 524 524 524 524 524 524 524 524 524 524 Waste/rrash Removal 11,040 920 920 920 920 920 920 920 am 920 920 920 9N Uniforms B Linen/Toaels 4,209 4,059 61689 6,059 4,550 4" 3,659 4,649 arise 3,700 5,159 3,3W TOTAL OTHER EXPENSES - 5a,828 TOTAL MAINTENANCE EXP.(EXCL Landscaping) IAU'asa 108,206 114,056 126.646 240,533 136,116 109,076 113,173 103,328 9),1]2 986T2 95,422 98,a88 4,5W LANDSCAPE 154,560 12,880 12,880 12,880 12,8W 12,880 12,880 12,880 12,88012,880 12,880 12,880 12,980 Wages Uemime Hourly Wages 6,279 0 0 966 3,381 1,699 966 1,447 0 1.346 0 1,346 0 1,346 0 1,346 0 1,346 0 1'346 966 1,447 Payroll Tams 16,8138 6,361, 1,346 516 1,346 516 1,W 542 607 542 516 516 516 516 516 516 542 Workers' Compensation 31 T6 2648 2648 2648 2648 2848 2648 2648 2648 2648 2648 2648 2648 Health lnsurawWRanefils Landscape Wages A 6ene61e 215,T64 17,390 17,390 18,483 21,215 18483 1],3W 17,390 17,390 11,390 11.390 17,390 18,483 Small Tools Repairs 3 Maintenance - Drip Inigation Uniforms TOTAL LANDSCAPE MAINTENANCE COURSE A LANDSCAPE MAINTENANCE TOTAL (EXCL UTILITIES) WATER ELECTRACRy COSTS ware Cost Maint. Shop / So Village Lakes Main Meter (PE, PH, CB, CH, NV Lakes) Wall TOTAL WATER AND ELECTRIC COST TOTAL COURSE MAINTENANCE EXPENSES 1,025 1W 100 100 100 100 75 75 75 75 75 75 75 4,2W 250 250 WO 500 500 500 2W - 250 2W 250 2W 500 3,480 2W no 2W 290 2W 290 2W 290 290 2W no 290 224.W9 16,030 18,0W 19,373 22.105 19,373 Ill 18,005 18,006 18,005 18W5 18,005 19.348 1,564r205 126,236 132,086 146,019 262,639 155,489 128.131 1a1!1]8 121,331 115,1A 116,6]] 113,42] 115,816 43,058 4,960 6,2W 6.160 3,960 3,255 2,325 1,BW 1,473 1,550 1,550 3,255 6,510 28r501) 3,000 2,300 2,300 2,300 2,500 2,DW 2,000 200 2,W0 4,000 3,0W 3,000 149,000 9,6W 11,W0 11,5W 8,500 10,001) 11,000 11,0W 12.000 12,0W 15A00 IS" 18,500 N 14 N 2012-2010 A MAL PUN S-a Peck NeRerl P1oNcDanyJVty2012 WJuro 20+9 ew oeF.: n5annit ww.\x 'RD'.\RIO PY: 1Jtl,u,kGV9Nnm\..mee GBAOEPAPTNEM6) TOTAL JIR.. AUG. SFP. OLT. NDV. DEL. JAH FEB. MAP. APH MAY JIM PAYROLL ESTINATE SALARIES AM BENEfl15 SaNRes and W.,. 205,&t) 17,153 1], 153 1], 153 I7,153 17,153 17.153 17,153 1], 153 1], 153 1I, 153 1I,153 1],153 21,510 1,792 1 792 1 792 1,792 1,792 1 792 1,792 1 792 1 792 1.792 1,]92 1,792 Patrol Taxes 0,254 688 688 688 fi88 688 688 688 688 fi88 688 688 686 Woreem Coreemaern 17,496 1458 1458 1p58 1,458 1450 1458 1058 1p58 1658 1,458 1,458 1,458 ICa061rsu2,ea Braelile TOTAL SAURES AM BEMFRS 253,097 21,031 21091 21.091 21.091 21.091 21,091 21,091 21091 21,091 21.091 21091 21091 1.100 0 100 100 100 100 100 100 100 100 100 100 100 EpupneM %111 TOTAL REPAWS AM MWENAME 1,100 0 100 100 100 100 I00 100 100 100 100 100 100 OTHER EXPENSES 1,200 100 100 100 100 100 100 mi.. Sorylles 3900 100 100 100 100 Too 100 400 400 400 400 400 400 a00 400 400 400 400 400 PriMirg/Slaliarery 75 75 TS 75 75 75 75 75 ]s 75 75 Posla9e 900 1,400 75 0 0 200 200 250 200 200 200 250 0 0 0 +.No 50 0 zso 50 so 200 150 450 50 50 500 50 D....Eatebcation oueservleivO, ld's s0 50 s0 50 sa s0 so 50 so 50 Defvpry 50 50 0 0 0 100 0 200 )ravel Travel 100 tID0 6 400 100 0 m0 0 tm z000 mo w0 100 100 400 Len 4s,ImAN 4s00 400 480 400 480 400 480 400 480 480 400 400 4oa 400 480 400 Aura 5,)80 a80 480 ago 480 48a ae0 a80 "a 480 480 480 480 EpSp�rem ReMallcopiens1o2ce1 EWpmM Ra 75 75 75 75 75 75 75 Unilarns 11050 55 75 75 150 150 150 150 Pmlessbrel Fees ll.i.85alery Fees) 10,200 BSo BW 850 fiW 6eofreP.-a5N 2p00 2.0 200 200 200 2a0 200 zoo 200 200 200 200 200 200 200 zoo 200 200 +9R00 t400 1,400 t400 Lino t400 100 1, 100 100 tm0 100 1,100 1,00 Pa)roAProceseirg 5,200 a00 400 400 400 '400 a90 a00 a90 400 ao0 400 400 a00 490 Boo lPOS Seeped Peril 90 90 90 90 90 90 90 Be.Coar,aterASUlglea Bark eS 1.200 90 90 90 90 90 100 100 100 100 100 Miscelareeue lLrer. 1,200 100 100 100 100 100 100 100 TOTAL OTHER EXPENSES 511190 4.170 4,220 4,520 4445 4.445 6,720 4,720 5,120 4,670 4,670 5420 5,070 TOTAL O B A EXPENSES 312,387 25261 25,411 25.711 25fi36 25.636 27,911 25.911 26.311 25,861 25.861 26,611 n261 Urae,.. Bere0110 Ce 0raed N..an GM 6 CommMr EMerlainrteN 8 Pronollon. GM par.Gn, proGelry br retenlial ria. N N 15 co 2012-2013 ANNUAL PLAN SilverRock Resod MARKETING 05-Apn12 09:43 AM Projections- July 2012 to June 2013 PREPAREDBY: Landmark Golf MannXemenl MARKETING DEPARTMENT• 66 TOTAL JUL. AUG. SEP. OCT. I NOV. I DEC. JAN. FEB. MAR. I APR. MAY I JUN. SALARIESANDBENEFRS Salaries and Wages 30,096 2,508 2,50E 2,508 - 2.508 2,508 2,508 2,508 2,508 - 2,508 2,508 2,508 2508 Payroll Taxes 3,145 262 262 262 262 262 262 262 262 262 262 262 262 Workers' Compensation 1,207 101 101 101 101 101 101 101 101 101 101 101 101 Health hisurance/Benefits 3,972 331 331 331 331 331 331 331 331 331 331 331 331 TOTAL SALARIES AND BENEFITS 36,420 3.202 3,202 3,202 3,202 3,202 3,202 3202 3,202 3.202 3.202 3,202 3.202 OTHER EXPENSES mi. Supplies 1,200 100 100 100 100 100 100 100 too 100 100 100 100 Printing/ Stationary 4,425 0 0 200 3,000 _ 200 200 no 125 125 125 125 125 Postage 600 So 50 50 50 50 50 50 50 50 So 50 50 Contract Services Web Page 3,600 300 300 300 300 300 300 300 300 300 300 300 300 Dues and Subscriptions 735 0 0 0 0 0 0 35 400 300 0 0 0 Uniforms 600 0 0 0 300 50 50 50 5C 50 50 0 0 Telephone, 1,200 100 100 100 100 100 IN 100 IN 100 100 IN 100 Civic, Community and Trade Show 2,250 75 75 75 75 750 750 75 75 75 75 75 75 Public Relations 3,0011 0 0 500 500 500 500 500 500 0 0 0 0 Promotions / Meals 300 25 25 25 25 25 25 25 25 25 25 25 25 Proration - (Media, Vendor Days, etc) 700 0 0 0 50 50 50 300 50 50 50 50 50 Advertising (Ad Purchases) 179,231 8,172 9,562 20,197 8.822 19,680 21,730 20472 19,112 19,680 18,230 8,012 5,562 Collateral Material -(Yrd Bks. Rack Cris, Statn, Brochures) 9,000 0 0 0 2,500 1.000 0 2,500 500 500 Soo 1,000 500 Miscellaneous 350 0 0 0 0 50 50 50 50 50 50 50 TOTAL OTHER EXPENSES 207,191 8,822 10,212 21,547 15,822 22,855 23,905 24,757 21,437 21,405 19,655 SA117 6,887 TOTAL MARKETING EXPENSES 245,611 12,024 13,414 24,749 19,024 26,057 27,107 27,90 24,09 24,607 22,857 13,089 10,089 Promobon/Meals - OH property events (Chamber Mixers.. Rotaries and entertaining potential clients) PromotiorJMedia/Vendor Days - Radio/TV Onsi e, Broadcasting. Vendor Days - Show casing, property in exchange for positive publicity is N N 16 co 2012.2013 ANNUAL PLAN SllverRock Resort MARK MNG 05-APr12 18:43 AM Proections - Jul 2012 t0 June 2013 PREPAREDRY: Urift-,4Gal M...p sl TEMPORARY CLUBHOUSE -800 TOTAL I JUL I AUG. I SEP. I OCT. I NOV. I DEC. I JAN. I FEB. I MAR. I APR. IMAV JUN. SUPPLIES AND MATERIALS Expendable Supplies 2,400 200 200 200 200 200 200 200 200 200 200 200 200 Laundry Supplies 2,400 200 200 200 200 200 200 200 200 200 200 200 200 TOTAL SUPPLIES AND MATERIALS 4,800 400 400 400 400 400 400 400 400 400 400 400 4DO REPAIRS AND MAINTENANCE Building Structures 3,600 300 300 300 300 300 300 300 300 300 300 300 300 Restaurant Repairs 4,800 400 400 400 400 400 400 400 400 400 400 400 400 Equipment Repair 4,800 400 400 _ 400 400 400 400 400 400 400 400 400 400 TOTAL REPAIRS AND MAINTENANCE 13,200 1,100 1,100 1,100 1,100 1,100 1,100 1,100. 1,100 1,100 1,100 1,100 1,100 OTNEREXPENSES Contract Services Cleaning 22,500 1,825 1,825 1,825 2,425 1,825 1,825 1,825 1,825 1,825 1,825 1,825 1,825 Telephone 13,600 1,150 1,150 1,150 1,150 1,150 1,150 1,150 1,150 1,150 1,150 1,150 1,150 CablaRoadmnner 4,080 - 340 340 340 340 340 340 340 340 340 340 340 340 Water 3,852 321 321 321 321 321 321 321 321 321 321 321 321 Safety Equipment 1,200 100 100 100 100 100 100 100 100 100 100 too 100 Natural Gas 3,600 300 300 300 300 300 300 300 300 300 300 300 300 Flowers and Decorations 2,400 0 0 0 500 0 0 1,000 0 500 0 0 400 Building Security (Roving Patrol) 60,400 4,900 4,900 4.900 4,900 4,900 4,900 6,500 4,900 4,900 4,900 4,900 4,900 Miscellaneous 2,400 200 200 200 200 200 200 200 200 200 200 200 200 TOTAL OTHER EXPENSES 114,232 9,136 9,136 9,136 10,236 9,136 9.136 11,736 9,136 9,636 9,136 9,136 9,536 TOTAL CLUBHOUSE EXPENSES 132,232 10,636 10,636 10,636 11,736 10,636 10,636 13,236 1g636 11,136 10,636 10,636 11,036 Expendable Supplies made up of: Locksmith, Trashbags, Lightbulbs, Mate, Items related to Maintenance of Clubhouse N W O 17 2012-2013 ANNUAL PLAN SINerRack Resort Projections . July 2012 to June 2013 laN DATE; 05-Apr-12 bi PREFjU E sy: r..�Golff „Vr MSC. DEPARTMENT-- 980 6 990 1 TOTAL I JUL. I AUG. I SEP. I OCT. 1 NOV. I DEC. IJAN. FEB. AAR. I APR. IMAY JUN. Management Fee- Fixed 90,000 21,221 23,543 14,938 - 23,065 (5,453) 6,623 4,487 (4,852) (11,910) (5,060) 4,579 18,818 FFBE Reserve (2.0%) 67,015 1,883 1, 572 -3,122 1,143 6,372 5,689 7,754 9,488 11,453 9,268 6.186 3,086 General Liability Insurance 26,400 2,200 2,200 2,200 2,200 2200 2,200 2,200 2,200 2,200 2,200 2,200 2200 Property Taxes - Regular ($15M @ 1.25%) 0 0 0 0 0 0 0 0 0 - 0 0 0 0 Personal Property Taxes 14,800 5,200 0 0 9,600 0 0 0 0 0 0 0 0 198,215 30,504 27,315 20,260 36,008 3,118 14,512 14,441 6.836 1,743 6,408 12,965 24,103 LEASE EXPENSES Golf Cart Leases - 144,900 12.075 12.075 12,075 12,075 12,075 12,075 12,075 12,075 12,075 12,075 12,075 12,075 Trailer Leases 7,200 600 600 600 600 600 600 600 600 600 600 600 600 GPS Lease (Up -Link) 69,060 5,755 5,755 5,755 5,755 5,755 5,755 5,755 5,755 5,755 5,755 5,755 5,755 Equipment Rental Other 5,520 460 460 460 460 460 460 460 460 460 460 460 460 226,680 18,890 18,890 18,890 18,890 18,890 18,890 18,890 18,890 18,890 18,090 18,800 18,890 N W F_A 18 "114012 W1NURL PLAN - Blhnaas lb\OX RIJNDATR: (SApols ON:43 AM aaEFl PRV,PAN6:N BY: 1.ertlnurt fo0 M14rugemenl Block SINiTermer Fang - 182.274 7,000 5,063 11013 1.125 19869 17p56 24,430 23.517 3015M 19.144 15,000 7,350 0averaga Carl Food M,45D 2.500 2,250 3,375 675 7.013 3,675 3,591 6,189 7,675 5,105 ION 2.450 Other Food la0orre 0 0 a 0 0 0 0 Nor-Taub6 To urremart Site Fear, D 0 0 0 0 0 0 0 0 0 0 a 0 Special Events lo,OW 0 0 0 2500 2500 a o 0 0 2500 2,500 0 TOTAL FOOD REVENUE 2M,TN 9,500 7,313 15.188 4,300 29,381 21,131 211031 29.706 32125 26.749 21.500 9N0 BEVERIOE REVENUE Sreck Slnp7arrece Beer B Were 63,306 2,400 2,025 4.050 450 6.311 4,961 8.194 9.61 10,065 BAM 4200 2.573 Brack SoNTerrace Sodas 42204 1600 1350 2,700 NO 4208 3300 5,40 6.436 6,710 5616 2,800 1,715 Beverage Carl Beer 6 Wire 661M2 2000 2,250 3,375 300 9.350 6,891 4,672 7,427 9, 150 Bau 7,500 4594 Beverage Carl Soo. 66,M2 2,000 2.250 3.375 NO 9,350 6891 4,672 7,427 9,150 ISM 7,500 4,594 TOTAL BEVERAGE REVENUE 2]8,]94 8000 787E 13.500 1350 29,219 22,050 23,000 30,9M 35,075 31,906 22000 13475 TOTAL FOOD S BEVERAGE REVENUE 41 lT$Oo 15,188 28,688 5,650 SB6W 431181 51031 60165D 7`31200 0.655 43,500 23,21E L9M2QkTOESAL0 COS-Fo.,,C ) 851368 3515 2,706 51619 666 9,946 7,819 10.372 10.991 14,106 8,972 7,0M 3,626 COS Beer8Wim(25r,) 32,437 1,100 1U69 ratio Im ,915 2963 3,216 4S7O 4,804 4,339 2,925 1.792 COS SOXas M) 0,334 972 972 16Q 162 3.661 2,753 2,736 3.7Q 4,M2 3920 2701 1]03 COS-Empbyre Mean 22,BOo 1900 1,900 1No IBOO 1,903 1.91 1,900 1No 1,No 1,900 1.900 ISM TOTAL COST OF SALES 487 6,646 11016 2.916 19p� 15 <39 18,224 20N4 25 W2 19.140 14636 9.021 GROSS FROM N9,in 10.013 8'"1 17,6n 2,735 39,178 27,70 32007 39,7415 M,108 39515 2B,BB4 14,254 SALARIES ANO BENERM Salinas aid Wages 194505 15.139 15, 139 16372 0475 16099 16.209 18,001 16,873 18001 17012 16,570 16534 Payml Taxes 21,813 1,733 1nu 1875 970 1.843 1,865 2,061 1,R12 2061 1948, 1,897 1,893 Workers Compensation 7849 624 624 675 349 663 671 742 695 742 701 683 6131 Hear, lreurarca 38,396 2979 2,979 2979 3,310 3,310 3,310 3,310 3310 3,310 3,310 3,310 2979 TOTNLSALARES NID BEHEMS 258,563 20Q5 .475 21900 13,105 21.916 22,135 24,114 22,010 24,114 22971 22.459 22C66 SUPPLIES AND MA TERIALS EgRMaEn Suppho, 4,000 300 we No 300 280 400 400 400 NO 400 300 300 Bar Ulensln 1,250 ISO 100 100 10D 1N 100 100 100 1N t00 100 too Mercer Nankm ant Ppcemals 3,M5 175 175 175 500 - 250 250 550 350 350 350 350 350 TOTAL SUPPLES AND MTERLIL4 907E 626 575 575 900 550 750 I'M 850 BSO B50 Ise 750 REPARS AND MAINIT NANCE Equlpmem Repair 3000 250 250 250 250 250 250 250 250 250 250 250 250 TOTAL REPAIRS ANO LUNTENANCE 3,ODD 250 250 250 250 250 250 250 250 250 250 250 250 OMER EXPENSES OIIine 9gplea I'm too top 100 250 250 100 100 100 IN 100 100 IN Flare IND 70 70 70 70 70 70 7D 70 70 70 70 70 E,wNN. Rer6al 1,294 109 IN 109 95 109 109 1W 109 IN 109 109 109 NcoCapilal ERApmer4 Soo 50 SO 50 50 N 50 50 50 50 50 So SO Umfnmts 3,400 150 ISO ISO 1,000 150 Soo 150 ISO IN ON 150 IW -,aadry ant Liran 5.975 525 52S 525 200 525 525 525 525 525 525 525 525 Lease PaymoM 12,000 .0 500 5N 1.5W I.Srd 1.500 I.SW 1,500 1.Soo SOO SOD con Bark Fees 6,O6o WS 505 505 5o5 5a5 505 505 505 505 505 W5 `A5 Semlrws/Tornmrg 275 25 25 25 25 0 25 25 25 25 25 25 25 Cbaria, Supplies 3,596 250 250 250 250 250 250 346 350 350 350 350 350 Leans.. aM Permlls lAw 0 930 0 0 0 a No 0 0 0 a MisceWem6 I'M 100 1N 100 100 100 100 100 100 1C0 I00 100 IN TOTALOTHERUPENSES 98.5M 2384. 1 2384 4N5 3.509 3,734 4,380 3.484 3, J51 2B84 2.484 2484 TOTALEXPENSES 30g1]B 23 ]34 24.584 25.1p9 18,N0 2822E 26,889 29,7M 27,3M 28,69E 26,95E 25943 2572 TOTAL Food a .EVE... Pat Oral (13.721) 15,043 (7,438) (15,565) 12,953 87 3,013 2,32 19,410 12550 2,92 (113181 Supplies ExperMable'a rnaJe 1p o1: SnaMares. Papergoods. First -ad Uriforms- Each empbyee receives 4 shift,1 hot per season N w N 19 SilverRock Resort 2012-2013 Marketing Plan Narrative OBJECTIVE: Continue to expand brand awareness for SilverRock Resort, promote the Arnold Palmer Classic Course as a premier golf course in the Coachella Valley and increase golf and golf -related revenues. The July 2012-June 2013 Marketing Plan is built around an annual Marketing Budget of $245,61 1. The Marketing Plan includes: advertising and promotions, collateral materials, civic and community networking, public relations, golf/consumer trade shows, and internet websites and e- mail marketing. ADVERTISING and PROMOTIONS Advertising and promotions are targeted for La Quinta Residents and tourist/resort golfers through advertising and media coverage in local, regional and Southern California golf and travel publications. Advertising consists of local newspaper, golf and travel magazines, regional directories, local television and area radio. Advertising is budgeted at $179,231 for 2012-2013. Newspaper advertising is placed in The Desert Sun with primary emphasis on the sports enthusiasts with weekly "ear ads" appearing on the front page of the Sports Section; ear ads are visible to all readers of the paper. Newspaper advertisement makes up 15% of the Marketing Budget. Special promotions are designed, as needed by season, and placed in various print advertisements. Magazines and directories consist of local and regional magazines, yellow pages and golf -related directories. These ads vary from full page to quarter page ads and are full color. Magazines and directories compose 65% of the advertising budget. Television commercials (30 seconds) are placed on all three (3) local network affiliates (CBS2, KESQ3-ABC, KMIR6-NBC) and Time Warner cable stations. Local radio is used for 30-second spots and specific promotions. TV and radio ads make up 20% of the advertising budget. 20 9 233 Cie] 117_1114 ; 7a1 W 5 ►a11 C1 /_1 V 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 2008-201 1. CIVIC AND COMMUNITY NETWORKING AND TRADESHOWS SilverRock Resort is positioned as a community -friendly golf facility and is committed to developing strong relationships with community organizations such as the La Quinta Chamber of Commerce and various local service organizations. At various venues locally and around Southern California, trade shows and expos are held that provide an opportunity to promote SilverRock Resort. These trade shows and expos are focused on tourism, golf and golf equipment/apparel, recreation, weddings and other related industries and businesses. TOURNAMENTS & GROUP OUTINGS A continued concentrated effort to attract corporate and group outings will be positioned through various networking opportunities. Tournament business represents a large portion of outside play and is vital to SilverRock's success. JUNIOR GOLF SilverRock will continue to support local Junior Golf by offering various Summer Junior Camps, Junior Rates and being a host course for the La Quinta High School Boys Golf Team. INTERNET WEBSITES AND E-MAIL MARKETING A benefit of memberships in selected local Chambers of Commerce and the Convention and Visitors Authority is access to cross -marketing opportunities through website links to SilverRock Resort. E-mail database marketing is targeted to consumer e-mail addresses that are collected daily through comment cards, tee -time bookings, selected websites and the La Quinta Resident renewal process. This e-mail database is used to send e-mail blasts promoting SilverRock Resort and/or to offer specials during slower days of the seasons in an effort to maximize tee sheet utilization. 21 0 234 SilverRock Resort -Arnold Palmer Classic Course GOLF RATES 2012.2013 Reservation Type (Book 90 Dan Public Public Twi Replay (Booked After Rnd) (Book 3 Days) La Ouinta Resident to Quin a nascent Guest (30%oa posuad rate) (Book 90 Daysl Wholesale Wholesale Twilight (Book 1 Davl PGA PAID Junior Rate (Before 2:00 p.m.) Junior Rate (After 2:00 p.m.) (Book 1 Davl 2012 2012 Ju 1-Sept 16 July 1-Sept 16 Mon -Thum Fri -Sun $ 55.00 $ 65.00 $ 40.00 $ 50.00 $ 25.00 $ 25.00 $ 30.00 S 30.00 $ 36.50 S 45.50 2012 2012 Set 17.Oct.7 SelpL 17- 17 Mon -Thum FnSun $ 85.00 S 105.00 S 65.00 $ 75.00 $ 35.00 $ 35.00 $ 30.00 S 30.00 $ 59.50 2012 2012 Nov. 6-Dec. 25 Nov. 6125 Mon -Thum Fd.Sun $ 125.00 s 125.00 $ 80.00 $ 80.00 $ 50.00 $ 50.00 $ 45.00 E 45.00 E 87.50 1 $ 87.50 21113 2013 Dec. 26 r.30 Dec. 26-ApL 30 Mon -Thum Frli S 165.00 $ 165.00 $ - 95.00 $ 95.00 $ 50.00 S 50.00 $ 55.00 $ 55.00 S 115.50 S 115.50 3/30/2012 2013 2013 May 1-June 30 May 1-June 30 Amam Fr n $ 85.00 $ 105.00 $ 65.00 $ 75.00 $ 35.00 $ 35.00 $ 45.00 S 45.00 $ 59.50 E 73.50 $ 50.00 1 $ 60.00 $ 75.00 $ 85.00 Is 100.00 $ 10 is 135.00 1 $ 135.00 1 $ 60.00 $ 70.00 $ 30.00 1 50.00 $ 60.00 1 1 $ 65.00 $ 6 1 $ 75.00 1S 75.00 S 40.00 1 $ 55.00 $ 25.00 1 $ 25.00 $ 25.00 1 $ 25.00 $ 10.00 1 $ 10.00 $ 25.00 E 25.00 $ 25.00 $ 25.00 E 15.00 $ 15.be E 35.00 E 35.00 $ 25.00 $ 25.00 $ 15.00 $ 15.00 $ 15.00 S 35.00 $ 25.00 $ 25.00 $ 15.00 S 15.00 S 25.00 E 25.00 $ 25.00 $ z5.00 $ 15.00 $ 15.00 Stand By Goff 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 bookir (Book Up to 1 Year) Groups (13+1 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 gollers-nde alongs-must abide by dress code, riders permitted based upon availability at a rate of $25 per rider. * City Employees -Prevailing Resident Rates OTHER FEES Range Not Playing RatelFee 1 Hour $ 10.00 All Day Range Fee $ 25.00 Rental Clubs $ 45.00 Handicap Membership $ 45.00 Golf Lessons 1 Hour $ 75.00 112 Hour $ 50.00 22 ATTACHMENT 2 SilverRock Resort Resident Card Revenue 2012/2013 Green Fee Revenue Overview Green fee revenue at SilverRock consists of a combination of Public and La Quinta Resident play. Through seven (7) years of operations, La Quinta Resident play has averaged 25-30% of the total rounds played on an annual basis. See chart below. Golf Rounds Distribution 0 La Quinta Resident l ® Public Play The average green fee for La Quinta Resident play is $47 on an annual basis compared to an average green fee of $83 for non La Quinta Residents (Public Play). As a result, the average combined annual green fee is approximately $75. See chart below. Average Annual Green Fee by Category 90 — 80 i 70f 1W w Pi 60..,f...— o La Quinta Resident 50 io i4 i x m Public Play > 40 r ®Combined a 30 20 c F' y 10 0 La Quinta Resident Public Play Combined Green Fee Category to 236 4/10/12 The third quarter (January -March) of each year generates nearly 50 %of the total annual green fee revenue realized at SilverRock. Average Green Fee Revenue Chart 600,000 500,000 d c 400,000 d Ir a d 300,000 LL C 200,000 100,000 0 PJ0 yeQ`� COO o'�� 2 �� p° eA )ecJ 1< �e Month � e P� lei )ac The difference between the public average rate ($83) and the La Quinta Resident Rate ($47) is $36 dollars per paid round. This difference translates to approximately $360,000 on an annual basis (assuming 10,000 resident rounds annually). Currently, the La Quinta Resident rate could be viewed as being subsidized by the City's General Fund. La Quinta Resident Card Currently, the La Quinta Resident Card can be purchased for $70 and is good for three (3) years. La Quinta Residents pay, $30 (summer), $45 (Shoulder Season), and $55 (Prime Season) for a round of golf. Additionally, their accompanied guests receive 30% off the posted green fee rates year round. As of March 30, 2012, the Community Services Department has collected $79,815 in Resident Card fees (594 new & 554 renewals) for Fiscal Year 2011- 2012 (began July 1, 2011) which extends for another three months.. The anticipated annual revenue for Fiscal Year 201 1 /2012 is projected to be $90,000. La Quinta Resident play makes up 25-30% of the total rounds played at SilverRock on an annual basis. Current Currently, the Resident Card Fee is $70 for three (3) years. This generates approximately $90,000 per year on average due to the three year renewal cycle and the reduction in cards issued. 237 4/10/12 Current La Quinta Resident Card Holder Benefits: • 30% discount on posted green fees for their accompanied guest(s). • 15% discount on food in the grille room at SilverRock Resort at any time (not including beverages or beverage cart) • 15% discount on merchandise in the golf shop at SilverRock Resort does not including sale items or golf equipment. Desert Willow & Indian Wells Resort Resident Card Comparison Both Golf Facilities are 36 Holes and can better accommodate resident play without impacting revenue. Desert Willow Resident Card: $10 Annually Resident Golf Rate: $45 Resident Golf Guest Rate: No discount on guest fees (full rate is charged to guests) Tee Time Reservation Policy: 72 Hours Other benefits: None Resident Qualifications: Must provide a current Driver's License or Identification Card and utility bill with Palm Desert address Indian Wells Resort Resident Card: No fee Resident Golf Rate: $35 Resident Golf Guest Rate: $65 . Tee Time Reservation Policy: 14 days in advance Other benefits: 20% discounts on food & spa services (where offered). 20% off all food, beverages, and merchandise at the Indian Wells golf shop. Resident Qualifications: Must provide proof of property ownership (Grant Deed, Escrow Closing Statement, etc.) 1. Change the Resident Card renewal fee from $70 every three years to $70 annually. This would increase the revenue to $350,000 annually or add an additional $260,000 annually. Revenue Projections based upon annual renewals: 5,000 annual renewals - $350,000 per year 4,000 annual renewals - $280,000 per year 3,000 annual renewals - $210,000 per year 2,000 annual renewals - $140,000 per year 1,000 annual renewals - $70,000 per year 2. Increase the current three (3) year renewal fee of $70 to $110. Assuming 1,500 La Quinta Resident Cards would be renewed each year; this would increase the revenue to $165,000 annually or add an additional $75,000 annually. 238 71 4/10/12