by Jill A. Koch

Three years ago the Park District of Highland Park's Sunset Valley Golf Course, which long had been an honored and popular North Shore attraction, was in the doldrums.

Once celebrated for its many stately elms, the course had lost much of its beauty to the Dutch Elm blight and had become, in the view of many, "a cow pasture." Few trees were replaced and maintenance was minimal. A park administration with other priorities had largely ignored the crippled course. Golf course management was complacent, nonchalant and indifferent to golfers' needs and to the income potential from the affluent clientele. The pro shop was small, dark and uninviting. Little was available for purchase—balls, gloves, caps, some clothing and a few putters. Not only was a good selection of merchandise unavailable, but lessons were hard to come by as well.

Golfers became disenchanted, then angry, and began to buttonhole commissioners and to appear at board meetings demanding a turnaround.

A change both in administration and the makeup of the board brought a reordering of priorities—and the beginnings of complete overhaul of the Sunset Valley operation.

Several events occurred—all at about the same time. First, the board approved the appointment of a 21-member golf advisory committee. Then the firm of Killian and Nugent, golf course architects, was hired to redesign the course. The golf committee met with the park district director to review the situation and come up with recommendations for improvement. It was obvious that things would improve with a pro-manager. Director Ernest Nance asked the Illinois Professional Golfers' Association to supply a list of interested candidates. An interviewing team—the director, a commissioner, and one representative each from the Sunset Valley Men's and Women's Golf Leagues—interviewed the 10 best prospects from that list.

"We needed a person who was people-oriented to establish a rapport with citizen-users," explains Director Nance. "Another requirement was that he be dynamic enough and have the skills necessary to run the clubhouse. And, of course, our new pro would have to be knowledgeable of golf and shop sales."

PGA golf professional Tony Moseley was unanimously selected by the interviewing team. "The citizens on the team were essential to our interviewing process," says Ralph Cianchetti, who represented the board of commissioners on the team. "Besides lending the golfing perspective, they had—as patrons—a very clear idea of the kind of pro they wanted working for them."

Moseley came from Morion, Illinois, where he was pro-manager at a country club and owned and operated the pro shop. His degree is in business from the University of Oklahoma and he has a background in public relations.

Illinois Parks and Recreation 17 May/June, 1980

While the interviewing for the pro was taking place, the administration, board and advisory committee reviewed the architectural firm's designs for renovating the course. Economy directed that only half of the job could be done, and the decision was made to renovate five holes of the front nine.

After completion of the course renovation, a professional greenskeeper was employed to bring the ongoing maintenance up to date.

Also recommended by the golf committee was a remodeling of the clubhouse, with the aim of making it more comfortable and inviting. Space for sales was tripled. Paneling, modern lighting and large, handsome display cases did away with the cramped, dingy atmosphere. For brightness, windows were put in overlooking the course. Plants were hung in the windows and around the walls. And the spreading of merchandise all through the clubhouse made "clubhouse" synonomous with "pro shop." Now the golfers entering the building are surrounded by merchandise—attractively displayed. "Changing an atmosphere this way may seem quite costly, until one considers the return on the changes made," explains Director Nance. "But in the long run, the bright welcoming has brought in a lot of business. People are relaxed and comfortable here, and we know they'll be back."

The inventory was expanded to include equipment such as top line clubs, balls, bags and shoes, as well as a complete selection of soft goods that included women's skirts, blouses and sweaters, and men's shirts, slacks, sweaters and jackets—in short, everything a golfer needs. But the merchandise being there didn't mean it would be purchased. That's where service came in.

"We're interested in giving golfers what they need," says Moseley. "And that takes trained sales people-pros with playing, teaching, and club-fitting experience. There must be staff on hand who know the game and the merchandise." For this task Moseley hired three PGA apprentices—two men and one woman who specializes in helping the growing numbers of women golfers.

The pros know when golfers have clubs with correct grip, weight and shafts, and make sure that the equipment a golfer buys is suited to his or her own golf swing and physical characteristics. The pros don't let people waste money buying equipment they shouldn't use. "It's more important that our patrons have the proper equipment than it is to make a sale," says Moseley. "It's not always the clubs that need to be changed. And with informative, courteous professionals in the clubhouse, we can make sure people are able to buy what they want—and what they need."

Golfers are encouraged to ask questions of Moseley and his staff about the game and the equipment. "Otherwise, they'll go to a discount house and buy equipment off the racks from someone who's never golfed and doesn't know clubs. And even though we may tell a golfer he'd be better off taking lessons and keeping the old clubs, we're still ahead. It may be a loss of revenue for that day, but we've gained a customer—and his trust—which will be around a lot longer than the revenue from a set of clubs."

A strong program of golf lessons, taught by the professional golf staff, has also been instituted at Sunset Valley. The District is also expanding a Junior Golf Program which is an important aspect in developing players. Interaction in small groups or on a one-to-one basis has stimulated personal relationships between the pros and players, and built the players' confidence in Sunset Valley. "When people take lessons and become better golfers, they begin to spend more time at the clubhouse. They have a personal interest in us. They eat lunch in our restaurant, and when they want to make a purchase, they'll ask their pro for advice," says Moseley.

The District's philosophy of running a clubhouse keeps people coming back. Qualified personnel, merchandise, services and good patron relations all tie in to Moseley's way of managing a successful operation. "One of my major responsibilities," he explains, "is to promote both the Park District and the game of golf. When a pro can do that, plus run the whole operation built on good service and proper merchandising, then the people of the community will have something to be proud of and will bring their families and friends to play."

Jill Koch is Public Information Coordinator for the Park District of Highland Park. Her background in arts management, including a degree from Northern Illinois University, led to such experiences as editor of Indiana Arts Insight magazine, doing public relations work for the Indiana Repertory Theatre, and publicity consultant to a number of Indiana artists. Besides attending theatre performances, her leisure interests include reading and swimming. She plans to enroll in a golf instruction class this summer.

Line drawings courtesy of Donald J. Molnar, ASLA

Illinois Parks and Recreation 18 May/June, 1980

National Golf Foundation Report...

GROWING: NGFs LIBRARY OF INFORMATION SHEETS

With the development of 27 new NGF Information Sheets since the beginning of this fiscal year (September 1, 1979) almost 160 separate titles—a new high—are now available. During the same period 17 existing information Sheets were revised.

Developing new materials on specific subjects pertaining to various facets of golf course planning, construction, operation, player development, special activities and research has been an important function of the NGF for many years. Numerous guest writers, authorities in their respective fields, have contributed to NGF's library of Information Sheets.

NEW NGF CATALOG

NGF's new 1980 catalog and order form is now available. Listed within its covers are the titles and descriptions of the numerous golf course planning and operating publications, golf instruction books and golf instruction films and slides available from the Foundation.

For a free catalog write the National Golf Foundation, 200 Castlewood Drive, North Palm Beach, FL 33408.

125 NEW COURSES OPEN
147 NEW STARTS—IN 1979

The overall golf development picture for the 1980s looks promising. Both new course construction starts and new course prospects were up in 1979.

Construction began on 147 new courses in 1979; was 103 in 1978. Prospects increased from 118 to 130.

The leading states with new golf course starts in 1979 were Florida 24, Texas 11, Michigan and North Carolina each 10, Alabama and Minnesota each 7 and Indiana 6.

Leading states in the new prospects group were California and Florida each 14, Michigan, Mississippi and Texas each had 8, Minnesota, Montana, New York, Ohio and Oregon each 6.

The leading states among the 125 courses reported opening during 1979 were Florida 15, California 14, Michigan 10, Ohio 8, Illinois and Texas each 6 and North Carolina and Pennsylvania each had 4. It is interesting to note that 53.6% of the total course openings occurred in eight states.

Editor's Note: Illinois Parks & Recreation is indebted to the National Golf Foundation for its assistance with information regarding NGF's services. Special gratitude is extended to Don Rossi, Executive Director, and Harry L. Eckhoff, Director of Information Services.

Illinois Parks and Recreation 19 May/June, 1980