Friday was the busiest golf day of the year at the five Tucson City Golf courses, with about 700 tee times booked, a day that probably meant about $15,000 in greens fees alone.
But the day after Thanksgiving is traditionally golf-heavy. Seeing golfers stacked up at the Randolph golf complex on other days has become unusual.
That’s why the city will give the financial keys to its golf operation to Scottsdale-based OB Sports Golf Management, which is expected to take charge in early January. OB Sports was selected over the other finalist, Billy Casper Golf.
“I think we’re all interested in turning this page and seeing what changes a new management team brings to the table,” said Tucson city councilman Steve Kozachik. “With a new business model in place, our muni courses will get a different level of attention. I support the move.”
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A year ago, El Rio and Fred Enke appeared doomed. But that has changed; Tucson City Golf announced it turned a six-figure profit in the last fiscal year.
Now the financial risk is all on OB Sports, which operates 11 mostly high-fee courses in the greater Phoenix area, and a handful in Oregon, California, Nevada and Texas.
Those who regularly play the five Tucson courses are probably wary of the change. OB Sports will likely fix the busted air-conditioning unit at El Rio, which was an embarrassment. It will surely dress up the awful restroom conditions at Randolph, and maintain oft-neglected bunkers and chipping areas in a more professional manner.
Those who rent antiquated carts, and drive on rutted cart paths at Fred Enke, can be encouraged that OB Sports will maintain higher standards.
But someone’s going to pay to bring the five city courses into better condition. If that means the average muni golfer, who walks 18 holes for about $23 in the summer and $34 in the winter, will be asked to pay $6 or $7 more per round, there is apt to be significant resistance.
But that’s OB Sports’ problem. The Randolph complex is a sleeping giant, even in a depressed golf economy, but finding more golfers, at higher prices, or even at the same price, is going to require a full-out change in marketing, reputation and execution.
Turning on the AC, cleaning the restrooms and putting a happy face in the pro shops will be a welcome change before anyone puts a tee in the ground.
