LTC 142-2010 Promotional Campaign Normandy Shores - 2010 Golf Membership CardOFFICE OF THE CITY MANAGER ~~~~ ~ ~ ~ ~ 4~ ~o
NO. LTC # ~ 4,2_2010 ~~, ~~~,~~ ~_;~~.~~°~;' ~~ ~~ ~~ETTER TO COMMISSION
TO: Mayor Matti Herrera Bower and Members of the City Commission
FROM: Jorge M. Gonzalez, City Manager
DATE: May 11, 2010
SUBJECT: Promotional Campaign for the Ne ormandy Shores Golf Club Clubhouse and
Implementation of the summer 2010 Golf Membership (Premier Card) Program
The purpose of this Letter to Commission is to share with you some of the various aspects of the
promotional campaign the Administration and Professional Course Management (PCM), the City's
golf management company, have implemented to publicize Normandy Shores Golf Club and the
opening of the new clubhouse. As you know, there has been a "soft" opening of the facility pending
the completion of the Parking Lot, at which time a formal grand re-opening ceremony will be held.
However, we have been actively marketing the facility already.
In addition to the joint sales and marketing efforts that take place on behalf of Miami Beach and
Normandy Shores Golf Clubs in the normal course of business, we have undertaken a number of
steps specific to the promotion of "The Hidden Jewel of North Beach" and the unveiling of the
elegant new clubhouse building. The objective of the campaign is to reach the multiple segments of
potential users of the facility in the most cost efficient manner. To that end, we have not only utilized
traditional advertising channels, but we have also reached out directly to the neighboring community
and its leaders.
A summary of the campaign to date is as follows:
• In anticipation of the completion of the new building construction, during the months of February
and March we prepared a direct mail and a-mail campaign directed at selected local 501(c)3
organizations, announcing the imminent opening of the new clubhouse, its availability as a site
for fundraising events and its suitability for such events given the quality of the facility and the
discounted rates available to charitable and not-for-profit organizations.
• 1,900 promotional brochures announcing the clubhouse opening, its amenities and services
were delivered to every single family home in the North Beach area through the Teens Jobs
Corp.
• An electronic version of this brochure was e-mailed to all current and past members of the Miami
Beach and Normandy Shores Golf Clubs; all public golfers from the point-of-sales databases of
both clubs; the PCM database of local golfers (over 8,000 addresses); the members of the
Normandy Shores Homeowners Association; the members of the North Beach Business
Council; the Teens Jobs Corps data base; and the Presidents of all Miami Beach Home Owners
Associations, requesting they forward the information to their respective members.
• PCM staff attended the April 19t" Normandy Shores Homeowners Association meeting and were
given an opportunity to distribute brochures and make a presentation informing attendees of the
Clubhouse opening and its amenities.
• Ads ran and will continue to run every other week through the month of May in the Miami Herald
Sports and Neighbors sections, as well as the Nuevo Herald, informing the public of the
clubhouse opening and inviting them to come play the new Normandy Shores golf course and
enjoy the new clubhouse.
• PCM staff has distributed promotional fliers with renderings of the clubhouse announcing the
opening and the completion of the ROW project to over 80 of the larger hotels in Miami Beach,
Surfside, Bal Harbor, Sunny Isles Beach, Downtown Miami, Coconut Grove and Key Biscayne.
Page 2 of 2
Normandy Golf Marketing Efforts
Upon completion of the parking lot construction the following promotions are planned:
• Ribbon Cutting and Grand Opening Reception with notices/ invitations to the local print and
broadcast media (date TBD)
• Hotel and Travel Industry Golf Outing and Reception
• Familiarization Tour, Meeting and Reception for GMBVCB
• After Hours Meet and Greet for Miami Beach Chamber members
• Meeting and Reception for Greater Miami and The Beaches Hotel Association members
• Meeting and Reception for the South Florida Concierge Association
• Familiarization tours for individual hotels sales, management and concierge staffs
Additionally, for the second year, both the Miami Beach and Normandy Shores Golf Courses are
participating in the Premier Card Summer Membership program. The Premier Card was created
nearly 20 years ago with the sole purpose of promoting golf in South Florida by developing and
implementing programs to increase the number of rounds played at its participating courses in the
summer. Premier courses include a select number of top quality golf courses in Miami Dade and
Broward Counties.
The Premier Card is the most successful program of its kind in the golf industry and has been
imitated in a number of metropolitan areas nationwide. Over the years, it has consistently achieved
significant growth in membership, rounds and revenues, even in some of the most challenging
economic environments and against golf industry trends. The revenue generated by the sale of the
membership cards is distributed in its entirety to the participating clubs after operating expenses are
paid. Fifty percent of the revenues are split equally amongst all participating clubs, with the
remaining fifty percent distributed based on the percentage of Premier rounds each club played form
April 15th through November 15th.
In 2009, Premier Card rounds generated over $650,000 in golf course revenue (Premier
distributions, cart and driving range fees) for the Miami Beach Golf Club and over $461,000 for
Normandy Shores Golf Club. Based on the. initial response to the 2010 Summer Membership
program, it would appear at this time that the City's golf clubs will meet or exceed last year's rounds
and revenues. For comparison purposes, the summer membership program offered at the Miami
Beach Goff Club in the summer of 2008 generated approximately $120,000 in membership revenue,
cart and driving range fees.
Please advise if you have additional questions, comments or concerns.
JMG/HMF/KS
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