Memberships, discounts drive play at area courses

Several golf courses in northern Nevada have struggled with red ink the past few years, the most notable being D'Andrea, which eventually closed.

Two keys to economic viability for the region's courses, says Greg Raleigh, membership director at Somersett Golf and Country Club, is to develop more golfers locally and to heavily promote the benefits and social aspects of golf to increase membership and play.

"There is just so much to do in this region, that if we don't develop more golfers there are other activities," Raleigh says. "The challenges aren't other golf courses, there is just so many things to do with the lake and skiing and everything else that we have to keep building golfers."

Golf courses in northern Nevada have become proactive to increasing their membership bases. Somersett this year introduced a low-cost preview membership that has a clearly defined end-date rather than standard memberships, which are paid until cancelled. The private course in the hills west of Reno sold 50 of the new memberships in January and exceeded its annual sales enrollment goals in the first quarter, Raleigh says.

In order to generate more cash flow for the course, Somersett re-allocated a portion of homeowners' association fees to the operation of the course, Raleigh says.

Another step the course has enacted to help increase play is a "Learn to Golf" program with PGA professional Stuart Smith, who works with experienced and beginning golfers to build enthusiasm for the game.

"Stuart is committed to teaching, playing and generating golfers," Raleigh says. "It is really a lifestyle play. Golf has a way of making itself a lifestyle, and that is what we are trying to communicate."

Lisa Anderson, general manager of Montreux Golf and Country Club, says the course will unveil a new promotional campaign designed to grow its membership base, which has decreased just 16 percent from its peak of 417 in 2006. Montreux has 350 golf members, 50 sports members and 37 clubhouse members. Amenities change with the different membership levels. The latter two membership levels have seen small growth in recent years, Anderson says.

"The club is on stable ground and we are profitable," she says. "We had to adjust to the market like everybody else, but we are getting ready to unveil a new membership promotion and we feel confident that we can grow the club."

Montreux had a mandatory two-week staff furlough in 2010 but did not have any layoffs or cutbacks in hours this past year, Anderson says. Because the golf course typically closes from late in the year through April, Montreux also has tried to generate additional revenue by hosting more banquets and events at its luxurious country club.

"We have been self-sustaining," Anderson says. "The golf industry is having some struggles, but we feel that we are a healthy and vibrant club, even in this marketplace. We are glad it's spring, it's the Masters, and there are some positives out there."

Somersett's Raleigh says regional golf course also have been benefiting from increased play from outside the area, especially northern California golfers who want to knock it around at upscale courses but can't afford exorbitant greens fees.

"People don't want to spend the money to go to a premium market, and Reno is priced as a great opportunity, especially for the Northern California market," Raleigh says. "Our price points are for someone who want to get back in the game and start playing, and we are a great opportunity to them."

Building play or promotions are the last item on the agenda at Ruby View Golf Course in Elko, says director of golf Brad Martin. Elko's strong economy, and lack of golf course saturation, keeps activity brisk at the course in northeastern Nevada.

"In this part of the world we don't need (promotions)," Martin says. "We have got standing room only any day that it is nice. There is no need to promote golf; it is well attended already.

There are just two courses in Elko: The municipal links at Ruby View and an 18-hole course in nearby Spring Creek. The only other options for Elko golfers are courses in Winnemucca, Wendover or Jackpot. The season in northeastern Nevada typically runs from mid May to late October, and the strong local following lends itself to a private-club atmosphere, Martin says.

"Everyone knows each other, and it is full pretty much every day. People who want a great golfing experience in northeaster Nevada, this is the place to come. There is nothing like it until you get to Reno, Boise or Las Vegas."