R7S-Implement A Strategic Pricing Pilot Program For Normandy Shores Golf ClubCOMMISSION ITEM SUMMARY
Condensed Title:
A Resolution Of The Mayor And City Commission Of The City Of Miami Beach, Florida Accepting The
Recommendations Of The Finance And Citywide Projects Committee And lmplementing A Strategic Pricing
Pilot Program For The Normandy Shores Golf Club By Offering Reduced Rates During The Period Of
December 1.2014 December 16.2014.
Ensure Expenditure Trends Are Sustainable Over The Long Term
Supporting Data (Surveys, Environmental
Item Summarv/Recommendation :
At the August 29th,2014 Finance and Citywide Projects Committee (FCWPC) meeting a discussion took
place regarding offering the management company flexibility in setting strategic pricing during certain times
of the year. Additionally the Committee briefly discussed Miami Beach's involvement in the Premier Golf
Card. Both items were referred to the Budget Advisory Committee (BAC) for more in-depth conversation
with the strategic pricing component being put on a deadline to return to the Finance and Citpride Projects
Committee no later than November.
On November 12, 2014, the BAC's recommendations were presented to FCWPC. Based on the
recommendations of the BAC, the FCWPC unanimously approved to recommend the implementation of a
strategic pricing pilot program at Normandy Shores Golf Course by offering the following discounted
ional rates durinq the of December 1.2014 throuqh December 16, 2014.
The BAC held a discussion at its October 14,2014 meeting, recommending to implement a strategic pricing
plan at the Normandy Shores Golf Course in order to promote additional use of the golf course during slow
Financial lnformation:
Source of
Funds:
Amount Account
1
2
3
Total
Financial lmpact Summary:
T:\AGENDA\2014\NovemberlAccept FCWPC Strategic Plan Pricing Pilot Progiam at NSGC -
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City of Miomi Beoch, ,l700 Convention Center Drive, Miomi Beoch, Florido 331 39, www.miomibeochfl.gov
COMMISSION MEMORANDUM
To: Mayor Philip Levine and Members of
FROM: Jimmy L. Morales, City Manager
DATE: November 19,2014
e City Co
SUBIECT: A RESOLUTION OF THE MAYOR AND CITY COMMISSION OF THE CITY
OF MIAMI BEACH, FLORIDA ACCEPTING THE RECOMMENDATIONS
OF THE FINANCE AND CITYVVIDE PROJECTS COMMITTEE AND
IMPLEMENTING A STRATEGIC PRICING PILOT PROGRAM FOR THE
NORMANDY SHORES GOLF CLUB BY OFFERING REDUCED RATES
DURING THE PERIOD OF DECEMBER 1, 2014 THROUGH DECEMBER
16,2014.
BACKGROUND
At the August 29th, 2014 Finance and Citywide Projects Committee (FCWPC) meeting a
discussion took place regarding offering the management company flexibility in setting
strategic pricing during certain times of the year. Additionally the Committee briefly discussed
Miami Beach's involvement in the Premier Golf Card. Both items were referred to the Budget
Advisory Committee (BAC) for more in-depth conversation with the strategic pricing
component being put on a deadline to return to the Finance and Citywide Projects Committee
no later than November.
The BAC held a discussion at its October 14,2014 meeting. On November 12, 2014, the
BAC's recommendations were presented to FCWPC. Based on the recommendations of the
BAC, the FCWPC unanimously approved to recommend the implementation of a strategic
pricing pllot program at Normandy Shores Golf Course by offering the following discounted
promotional rates during the course's slowest period of December 1, 2Q14 through December
16,2014:
Posted Rate Promotional Rate
South Florida Resident
WeekdavMeekend After 1 1 am $65 $4e
Weekend $65 $55
Everv Dav After 2om $45 $35
Premier Member
WeekdavMeekend After 1 1 am $54 $45
Weekend $58 $4e
Everv Dav After 2pm $40 $35
Miami Beach Resident
WeekdavMeekend After 1 1 am $50 $3e
Weekend $50 $45
Everv Dav After 2om $35 $30
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Commission Memorandum - Accept FCWPC Strategic Pricing Pilot Program at NSGC
November 19,2014
Page 2 ol 2
CONCLUSION
Should the City Commission accept the recommendations of the FCWPC, the promotional
reduced rates shall be offered from December 1 , 2014 through December 16, 2014. Once
the period of the pilot program sunsets, the Administration will present further
recommendations to the City Commission on further opportunities to apply strategic rates
during other slow periods throughout the year.
JLM/JMT/WM
T:\AGENDA\2014\November\Accept FCWPC for Strategic Pricing Pilot Program for NSGC - Memo.docx
809
RESOLUTION NO.
A RESOLUTION OF THE MAYOR AND CITY COMMISSION OF THE CITY
OF MIAMI BEACH, FLORIDA ACCEPTING THE RECOMMENDATION OFTHE FINANCE AND CITYWIDE PROJECTS COMMITTEE AND
IMPLEMENTING A STRATEGIC PRICING PILOT PROGRAM FOR THE
NORMANDY SHORES GOLF CLUB BY OFFERING REDUCED RATES
DURING THE PERIOD OF DECEMBER 1,2014 THROUGH DECEMBER 16,
2014, AND AUTHORIZING THE CITY ADMINISTRATION TO IMPLEMENT
THE RECOMMENDED STRATEGIC PRICING PILOT PROGRAM.
WHEREAS, at the August 29,2014 Finance and Citywide Projects Committee (FCWPC)
meeting, a discussion took place regarding offering Professional Course Management (ll), LTD
(PCM), the City's manager for the Normandy Shores Golf Club, the flexibility in setting strategic
pricing for the Normandy Shores Golf Club during certain times of the year; and
WHEREAS, the matter was also referred to the Budget Advisory Committee (BAC) for
discussion; and
WHEREAS, the BAC held a discussion at its October 14, 2014 meeting and
recommended the implementation of a strategic pricing pilot program at Normandy Shores Golf
Club; and
WHEREAS, at its regular meeting on November 12, 2014, the FCWPC recommended
that the City Commission implement a strategic pricing pilot program at Normandy Shores Golf
Course, in order to promote the use of the golf course during the slowest period of the season,
by offering the following discounted promotional rates from December 1,2014 through
December 16,2014:
Posted Rate Promotional
Rate
South Florida Resident
WeekdavMeekend After 1 1am $6s $49
Weekend $65 $5s
Everv Dav After 2pm $45 $35
Premier Member
WeekdavMeekend After 1 1am $s4 $4s
Weekend $ss $4e
Every Dav After 2pm $40 $35
MiamiBeach Resident
WeekdavMeekend After 1 lam $s0 $3e
Weekend $50 $45
Everv Dav After 2om $35 $30
WHEREAS, pursuant to the agreement between the City and PCM for the operation and
management of the Normandy Shores Golf Course (the Agreement), golf course fees and
charges, including rates, are subject to approval by the Mayor and City Commission.
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NOW, THEREFORE, BE IT DULY RESOLVED BY THE MAYOR AND CITY
COMMISSION OF THE CITY OF MIAMI BEACH, FLORIDA, that the Mayor and City
Commission accept the recommendations of the Finance and Citywide Projects Committee at
its November 12,2014, meeting and hereby authorize the City Administration to implement the
strategic pricing pilot program by offering the reduced rates set forth herein at Normandy Shores
Golf Course for the time period of December 1,2014 through December 10, 2014.
PASSED AND ADOPTED this --- _day of.2014.
ATTEST:
Philip Levine, Mayor
Rafael E. Granado, City Clerk
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