*Heritage Oaks

Engagement
*Note: The Links is the confidential name for this engagement. Heritage
Oaks is the official company name. I decided to upload the real
presentation given the obscurity of circumstances. My name, Roquan
Herbert, is present on Slide 48 with other members of the Marketing
stream. Thank you for your time!
 Executive Summary
Food & Beverage Events
• Heritage Oaks is well positioned to make their restaurant • Events can bring brand recognition, build a community, and provide additional
functional. revenue streams.
• Heritage Oaks should implement a restaurant because it has • Need more league participation from working class and younger generation.
made other companies profitable. • Anytime leagues can bring in new league participants without interfering with
• Heritage Oaks should choose to invest in a high-end sports current schedule.
bar themed restaurant from the great amount of value it • Begin flexible leagues with the introduction of fling golf.
brings to their customers. • Currently Heritage Oaks lacks family friendly events, thought it would be greatly
• Heritage Oaks should invest in a deck using Trex material appreciated.
because it is more reliable and provides an aesthetic appeal. • Family friendly events do not cost a lot to operate, but brings more customers to
the course, making it profitable.
• After playing the first half of the course, a refill station could
• Start with movie nights and bring in about $4,800 of revenue.
be enticing to players from its convenience to their
• Heritage Oaks already has a cross country map, and the facilities for a successful
customers. event.
• Hosting an outdoor event geared towards family will help bring in young adults
and bring joy to the community.
• Heritage Oaks can host a small-scale fair style event.

Marketing
• Target market should shift to include students and Operations
families. • Most golfers at Heritage Oaks have a great experience.
• New promotional channels can be more effective for less • Customers expressed that the staff can be hit or miss.
cost. • JMU and Harrisonburg HS are an untapped labor force.
• Social media must be prioritized to acquire younger • Communication and culture at Heritage Oaks can be improved
customers. with continuous feedback and recognitions.
• Corporate memberships and discount programs can • Hiring a starter/ranger will improve experience as demand
open the door to large revenue increases. grows.
• Student discount programs can bring in many more • Re-designing the driving range will also improve customer
customers. experience.
 Agenda

Food and Beverage Operations Marketing Events

 Partner: Brett Levy

Manager: Elise Fiannaca

Food and Consultants: Mike Coughlan, Hassan Elhadad,

Courtney Fusting, Taylor Welfley

Beverage
Food and beverage (F&B) has become more important to golf
customers and brings considerable benefit to golf courses
Heritage Oaks Mitigation
Golf Course Members who Consider F&B a
Top Priority Nationwide
100% Customer Satisfaction
90%
80%
70%
60%
Revenue
50%
40%
30%
20%
10% New Customers
0%
2001 2008 2017 2023

Source: Club Trends – New Age of Technology

Even with food and beverage as a top priority, it is still
common for the operation to struggle
Reasons Heritage Oaks Mitigation

Major Reasons: Major Reasons:

• Not generating enough business from • Fully booked weekends through May
golfers • Designed specifically for golfers
• Not destination restaurant Minor Reasons:
Minor Reasons: • Limited menu options
• Menus not built for demographic • Not leaving to go buy beer and burger
• Located near competition downtown
• No scenic views for banquets/weddings • Beautiful view
• Courses oversize restaurants • Small space to utilize
• Not catering to players on the course • Beverage cart ready to go

Heritage Oaks is well-positioned to make it functional

Improving F&B is on top of existing customer minds and is a
key driver for coming back to Heritage Oaks

63%of respondents would

58%of respondents said
like to see improving food and
improvements to snack beverage would bring them
bar back to play more often

It is time to open a restaurant at Heritage Oaks

Source: Heritage Oaks Golf Course Analysis by Golf Business Advisors (2022) n = 147
A potential option would be to rent out dining space to a
successful local restaurant
Renting Out (+) Renting Out (-)

• Well known, successful, • Keeping all profits to

local restaurants, with themselves
proven track record • Preferring paying only
• Experience with other through rent
golf courses • Limited control of operations
• No headaches with hiring, • Limited transparency
supervising, and running
operations • No long-term commitment –
risk of contract breach/ leaving

However, this option is suboptimal – feasible but

not the most efficient
Interviewed several golf courses in different
areas
Course State Public

3's Golf and Grill South Carolina Yes

Whiskey Creek Golf Club Maryland Yes

Franklin Bridge Golf Club Tennesse Yes

Mooresville Golf Course North Carolina Yes

Clustered Spires Golf Club Maryland Yes

Rock Spring Golf Club New Jersey Yes

Candlewood Valley Country Connecticut No

Club
The courses we interviewed clearly show
they have profitable restaurants

Restaurant? Yes Yes Yes Yes Yes Yes Yes

% Revenue from Restaurant 20% 15% 12% 19% 15% 17% 20%

# Customers/ Day 300-400 150-220 100-200 75-100 120-150 150-200 200

% Customers 80% 70% 50% 65% 72% 80% 85%

Attending Restaurant

Type of Food Bar Food Bistro Bar Food French Bar Food Bar Food Cafe
Bistro
Deck? No No Yes Yes Yes No Yes

Profitable? Yes Yes Yes Yes Yes Yes Yes

There is untapped potential from a restaurant

• 140 golfers each day

• Average food & beverage
70 customers * $15 * 270 days =
bill $15-25
• Assume 50% of golfers each
day purchase food &
beverage between March-
$283,000
November

Running the restaurant in-house is the ideal option for Heritage Oaks
Required Steps

Build
Renovate
Deck
 Option 1: A low investment with minimal renovations for a
reasonable price

Tables Paint Lighting TV’s Decorations

• Circular • Walls (Light • Individual • Televisions • Pictures/LED

Dining Set Grey) Light Bulbs • TV Wall Sign
• Rectangular • Wainscoting • 3-Light Mount • Wall Clock
Dining Set (White) Fixture
 Option 1: A visual of the low investment

Dimensions: 29’1” x 46’11”

Area: Floor → 810ft 2
 Option 2: A larger investment with renovations
resulting in a high-end sports bar themed restaurant
Tables Paint Lighting TV’s Decorations

• Tall Round Tables • Off-White Paint •Light Bulbs •Televisions • Pictures/LED Sign

• Rectangular Tables • Ceiling Paint •3 Light Fixture • TV Wall Mount • Wall Clock

Additional Features:
Flooring Entryway Wainscoting Doors
• Laminate Wood • Stone
• Benches • Sliding Barn Door

• Tables • Black French

Door
Option 2: A visual of the larger investment

Dimensions: 29’1” x 46’11”

Area: Floor → 810ft 2
 Option 2 is more expensive but provides more
value to customer experience
Option 1:
Floors Paint Stone Lights Rectangle Circular Benches/ Decor Television + Doors Total
Wall Dining Set Dining Set (2) Tables Mount (3)
(6)
N/A $600 N/A $750 $5,700 $800 N/A $850 $800 N/A $9,500

Option 2:
Floors Paint Stone Lights Dining Tables Chairs Benches Decor Television + Doors Total
Wall Sets (2) (6) (24) /Table Mount (3)
(2)
$3,000 $350 $6,000 $750 $1,500 $2,000 $5,500 $500 $850 $800 $1,500 $22,750

Consider going with Option 2 as it provides optimal value for money

Required Steps

Build
Renovate
Deck
 Adding a deck can considerably boost
restaurant business
• Additional restaurant space
• People prefer outside on a nice day
• Additional revenues – bridal showers, banquets
• Place for a band
• Waiting area for family members not playing
• Beer!
There are major differences between the two
types of materials for the deck boards
Wood (A) Trex (B)
Pros: Pros:
• Lower Initial Cost • Low Maintenance
• Easy to Repair • Highly Durable
• Longevity
Cons:
• Requires regular
maintenance Cons:
• Weathering (color change, • More Expensive up Front
warping, cracking, etc.) • Heavier = harder to install
• Less durable than other
materials
Final Product of Option A

Dimensions: Length: 22 ft, Width: 55 ft, Height: 8 ft

Final Product of Option B

Dimensions: Length: 22 ft, Width: 55 ft, Height: 8 ft

Option A is $20,000 cheaper, but maintenance
and life span will negate this advantage
Option A:
Wood Railing Substructure Stairs Lighting Circular Rectangle Umbrellas Total
Dining Dining
Set (7) Set (2)
$1,750 $2,600 $4,900 $2,900 $1,450 $3,500 $1,300 $800 $19,200

Option B:
Trex Railing Substructure Stairs Lighting Circular Rectangle Umbrellas + Total
Dining Dining Set Landscape
Set (7) (2)
$14,200 $4,100 $6,600 $5,000 $3,000 $3,500 $1,300 $1,350 $39,050

Consider going with Option B as it provides an aesthetic appeal and less

maintenance in the future.
After playing the first half of the course, a refill
station could be enticing for players
Snack Shack concept:

Dimensions: 12ft x 8ft

Shed Lighting Air Fridge Counter Shelves Cash Total

Finished (2) Conditioner (2) Register
$1,850 $60 $250 $270 $260 $140 $130 $2,960
 Hart School Recommendations for Restaurant

Hart School: Hospitality, Sports & Rec

Management
1. Pre-Covid plans with the Hart School
2. Stick to limited menu of hamburgers, hot
dogs, cold sandwiches
3. Source to food trucks for special events and
advertise accordingly
4. Take advantage of student opportunities
Lauren Wholihan
Professional Development & Engagement Coordinator
[email protected]
 Agenda

Food and Beverage Operations Marketing Events

 Partner: Andrew Weight

Manager: Precious Carper

Consultants: Trieu Truong

Joe Cassizzi
Operations Alex DelMonte
Garret Abdalla
We conducted operational analysis through
multiple sources

Feedback Firsthand Research

Heard from golfers and Experience Benchmarking other courses
employees through and studying course best
conversations and surveys Played the course, observed practices
the facilities
 Many golfers praised Heritage Oaks

"How would you rate your overall experience playing at "How does Heritage Oaks compare to other
Heritage Oaks?" golf courses you've played in the area?"

Heritage Oaks is often regarded as the best

golf course in the area
Areas of Focus

STAFFING DAILY OPERATIONS GOLFER EXPERIENCE

Heritage Oaks staff can be pretty hit or miss...
"Dave is always very helpful." - survey comment

"I had nice interactions with members of the maintenance staff on the course." - survey comment

"I've been yelled at by staff members and pro shop service is often extremely slow." - survey comment

"Need a more knowledgeable and welcoming staff. Some employees can be standoffish and rude." -
survey comment

"Golf course employees should know the game of golf. " - employee comment

We looked to address these concerns and

grow Heritage Oaks' personnel
So, we identified two areas for potential growth

1. WHO WE RECRUIT 2. HOW TO GET THE BEST

OUT OF OUR EMPLOYEES
 Students are a large potential labor market
for Heritage Oaks
James Madison University Harrisonburg High School

Total Market Capture: Roughly 23,000

https://high-schools.com/directory/va/cities/harrisonburg/harrisonburg-high-school/510186000782/
The Hart School at JMU is Heritage Oaks' golden ticket
Sports and Rec Management
• Required to perform a practicum on 10
hours/week over the course of 9 weeks
• Required to perform an internship with a
minimum 400 hours

Hospitality
• Required to perform 1,000 hours of
industry-related work over undergrad
career

Heritage Oaks has been approved by the Hart

School for all work-related course requirements
 We identified three methods to reach JMU students

Tabling in JMU
Handshake Career Fair
Halls
• Job Posting • In-person • Godwin &
Platform for engagement Hartman Halls
JMU Students

The Hart School and Career Center at JMU are very

excited for a partnership with Heritage Oaks
We also determined the three best ways to
reach high school students
Social Media Ads

Online Job Board Posts

Bulletin Board Handouts

High schoolers are cheap, need summer work and

would bring along friends to work and play
Now that we've recruited...

1. WHO WE RECRUIT 2. HOW TO GET THE BEST

OUT OF OUR EMPLOYEES
To do so, we need to improve our
communication and culture

Continuous • 1-on-1 meetings, quarterly performance

Feedback reviews, coaching sessions

Recognitions • Social media shoutouts, bonuses,

and Rewards employee of the month, other perks
STAFFING DAILY OPERATIONS GOLFER EXPERIENCE
 We spoke with employees about their ideas
for improvement

"The pro shop needs a fully stocked inventory.“

"Maintenance needs more resources for keeping course

in shape."

"A starter and ranger are needed to keep groups on

time and improve our pace of play."

Small efforts would greatly improve daily operations

Having a starter and ranger will be necessary
additions as Heritage Oaks grows in demand

• Ensures start time, pace and proper golf

etiquette

• Only needed Friday– Sunday during golf

season

• Minimal cost (~$15/hour) for a large

impact on golfer experience
STAFFING DAILY OPERATIONS GOLFER EXPERIENCE
Our feedback identified two main areas to
improve the golfer experience
Driving Range Cost
• 50ft. Tall Driving Range Net $100,000-$150,000
• Redesign of Range Layout $16,000-$53,000
• New Ball Dispenser $5,000-$10,000
• Ball Holder Trays <$1,500
In-Course Amenities
• Water Jugs <$1,000
• Ball Cleaners <$1,000
• Porta-Potties ~$100/month
Potential re-design of the driving range
Redesign Layout Cost
Key Alteration: Move Upper Tee Box If outsourced: ~$35 to $53k
Section to Opposite Side of Range If done inhouse: ~$16k

Current Layout Potential Redesign

Zoomed in Zoomed in
Enhancing the golfer experience improve the perception
of Heritage Oaks to new and current players

These improvements will increase satisfaction and show

a willingness to act upon golfers' concerns
Recap of Operational Recommendations

STAFFING DAILY OPERATIONS GOLFER EXPERIENCE

 Agenda

Food and Beverage Operations Marketing Events

 Partner: Luke Ross

Manager: Dillon Green

Consultants: Bobby Woodruff, Max

Marketing Diachenko, Roquan Herbert, Kevin Do
 1. Target Market

2. Promotional Channels

3. Social Media

Marketing 4. Commercial and Student

Involvement
To start, we need to estimate target market
8% Golfers
(National Average)

City/County Population Rate Target Market Available

Harrisonburg 51,430 7% 3,600

Rockingham County 84,304 5% 4,215
Augusta County 77,563 3% 2,327
Albemarle County 113,535 1% 1,136
Shenandoah County 44,752 2.5% 1,119
Staunton 25,661 2.5% 642
Waynesboro 22,550 2.5% 564
Charlottesville 45,672 0.5% 229
Winchester 28,136 0.25% 71

14,000 Potential Customers

Heritage Oaks has a large market base that is waiting to be

capitalized on
Heritage Oaks’ clientele is skewed toward retirees,
we need more middle-aged and younger audiences
Percentage of Total Golfers by Age Range
70%

60%

50%

40%

30%

20%

10%

0%
Young Adults Middle Aged Adults Older Adults/Retirees

Heritage Oaks U.S Average

*U.S Average data from the National Golf Foundation

 Customer Persona: Students

• Low Prices • Low Purchasing Power

• Food (maybe Alcohol) • Brings Large Groups
• Flexible Scheduling

Heritage Oaks needs to take advantage of this market that

they are not currently utilizing to its full potential
 Customer Persona: Middle Aged

• Well Maintained Course • High Purchasing Power

• Flexible Scheduling • Brings Medium Groups
• Food and Drink for Family and Friends
• Lessons for Children

Targeting middle-aged adults can lead to large revenue

increases due to their family and friend's purchases
 Customer Persona: Retirees

• Medium Purchasing Power

• Excellent Customer Service
• Brings Smaller Groups
• Well-Maintained Courses
• More Time to Spend at
• Discounted Season Passes
Course

Retirees don’t always bring large groups, but they have more
free time on their hands to spend at the course
 1. Target Market

2. Promotional Channels

3. Social Media

4. Commercial and Student

Marketing Involvement
The following channels have been extensively researched...
Cost Per Potential Conversion Potential
Promotional Channels Cost Per Person
Year Reach % Customers
Website and App Banner Ads (The
$18,000 1,500,000 7% 7,623 $2
Breeze JMU and WHSV Weather)

SMS Messaging $3,600 44,800 29% 909 $4

Print Media (The Breeze JMU) $56,400 44,800 28% 878 $64

Search Engine Optimization (SEO) $33,600 493,603 2% 733 $49

Radio $1,200 46,404 16% 520 $2

Email Marketing $4,800 44,800 15% 477 $10

Billboard $21,600 493,603 1% 346 $63

Television $9,600 51,000 6% 197 $49

Custom App $60 44,800 2% 63 $1

Event Sponsorships (UREC Sports) $950 23,000 2% 32 $30

1. Website and App Banner Ads

The most effective additional 2. SMS Messaging
promotional channels 3. Print Media
4. Search Engine Optimization (SEO)
These channels are recommended for implementation

SMS Messaging Search Engine Website and App Print Media

Optimization (SEO) Banner Ads

• Promotions • "Best golf course in • Call-to-Action Ads • Posters/ Flyers

• Reminders Harrisonburg" • "Buy Now" or • Informational
• "Affordable golf "Learn More" appeals
courses"
Use of posters can capture attention
Context 1
(Left)
Location:
• Aldi
Target Audience:
• Middle-aged shoppers
Effect:
• Piques consumer interest

Context 2
(Right)
Location:
• JMU Recreation Center
Target Audience:
• JMU community
Effect:
• Encourages exploration of
Heritage Oaks
Banner ads can capture digital engagement

Banner Ad
Location:
• The Breeze JMU website
Target Audience:
• Middle-aged golfers and JMU
community
Effect:
• Capture customer attention and
promote engagement
Texts can reach customers with instant updates

SMS
Target Audience:
• Customers that need to
be updated on events
Effect:
• Inform about
promotions, deals, and
events, and reminders
about the course
 1. Target Market

2. Promotional Channels

3. Social Media

4. Commercial and Student

Marketing Involvement
Heritage Oaks can have the top social media in the Valley
Last 20 Posts on Facebook
800
667
700
Recently
600 Renovated Upscale

500
371
Likes

400
300 227
200
84 67 61
100
0
Heritage Lakeview Packsaddle Shenvalee 1757 Kinloch
(Harrisonburg) (Harrisonburg) (Rockingham Co.) (Shenandoah Co.) (Northern VA) (Richmond)

In relation to their competitors, Heritage Oaks social media

engagement is good, but MUST be better.
 Heritage Oaks is in close range for social media
following of rival courses
Facebook Followers Instagram Followers
4000 3500

3500 3000

3000 2500

2500
2000
2000
1500
1500
1000
1000

500 500

0 0
Heritage Lakeview Packsaddle Shenvalee 1757 Kinloch Heritage Lakeview Packsaddle Shenvalee 1757 Kinloch

Heritage Oaks is in a unique position to jump ahead of the

competition
In comparison, Heritage Oaks posts are relatively similar to
the direct competition

Heritage Lakeview Packsaddle Shenvalee 1757 Kinloch

• Event
• Holidays • Event • Event Promotion
• Course Updates • Course Updates Promotion
• Events Promotion • Course update
Type of Posts • Hole in One • Tournament • Holiday
• Course • Course update • Holiday
• Events • Golf memes • Course update
update • Holidays

Average Post
Frequency 1.4 1.2 0.7 1.6 7 5.3
(days)

Heritage Oaks can differentiate themselves and pull ahead of

the competition with a social media plan.
Weekly social media plans lead to more customers
Minimum 3 Posts per week
• Staff spotlight
• Course updates
• PGA and professional updates

!! Twilight specials !!
3-5 pm
Weekday: $35 Weekend: $39

Monday Tuesday Wednesday Thursday Friday Saturday Sunday

Minimum 3 Story posts per week

• Daily Update
• Funny Picture
• Video of a Great Shot
Strategic posts can generate more engagement

• “What's your favorite hole at • “Meet our Staff!” • Who is excited for the Masters!?
Heritage Oaks?” • “Charlie is our general manager
manager, • Besides playing golf
golf, the
the second
second-best
• “Have you ever hit a hole in one?” and we all appreciate his time best
thingthing is watching
is watching the pros
the pros
• “Tag your team of 4 below!” spent improving our course!” • Share below who you believe will be
• “At Heritage Oaks, we believe in victorious this Sunday!
always going the extra mile!”

Well planned posts on Facebook and Instagram can

convert clicks into golfers
 Instagram is the Key Next Step

"Golf courses that

“Out of 75 golf
"Hashtags (#) may use 5-15 hashtags
courses, only 25%
improve their have on average
had active an
reach 10x" 4-21 followers per
active Instagram"
post "

Instagram
Likes + More
+
Followers Golfers
Hashtags

Source: Sagacity Golf Instagram Study

 1. Target Market

2. Promotional Channels

3. Social Media

4. Commercial and Student

Marketing Involvement
Heritage Oaks could be the first public golf course in the
Harrisonburg area to partner with other companies

No local public This would be an

courses partner effective way to
with companies attract new customers
Partnerships will attract a wider range of customers

Annual fee Discount Corporate Retreats

$2,000 annual fee: Employees show ID and get: Corporations can rent out:
• 25% discount on course and • 10% discount on course The course:
range • 15% off first drink at the • $800 per hour weekdays
$12,000 annual fee: restaurant • $1,000 per hour weekends
• Free play on course (max 20 The restaurant:
players per month) • $170 per hour

Heritage Oaks can access new revenue streams from these

partnerships
What these partnerships look like
Students need to be involved with Heritage Oaks

26,178 51%
College students in the
immediate area, and is of the Harrisonburg
expected to increase population are students
 Competing golf courses are engaging with students

Course

Weekly
$53 $55 $43 $75 $50 $52
Fee
Weekend
$58 $60 $53 $75 $60 $57
Fee
Member
$2,145 $1,730 N/A $1,500 $1,125 $1,200
Fee

Fridays: $700 member fee

Student 20% off $450
N/A Student day N/A Driving Range
Discounts course membership
$32 discounts

To gain the student customer base, Heritage Oaks needs to

actively promote deals catered specifically to students.
How Heritage Oaks can be involved with students

Student Deals Greek Life Tournament

• Present JMU ID for 20% off 9 or 18 holes • FSL pays out rent to the course for half
• 40% off driving range balls the day
• Use ”Flex” to pay • Each fraternity/sorority get a group of 4
to compete

Referral Program JMU Gameday Deals

• Refer 3 friends on the app, get $20 of • Students and parents get scheduling
credit to use for 9 or 18 holes priority
• 5% off food and drinks
• Raffle for JMU merchandise
Gathering and Retaining customer information is crucial

Build customer database

(name, contact info, etc.)

Gain access to customer

contact info
Gather information 80/20 - revenue/customers
(emails, phone number,
regarding customer => Create special loyalty
mailing address)
preferences/habits programs for them
=> can communicate with your
customers
 Agenda

Food and Beverage Operations Marketing Events

 Partner: Shane Whalen

Manager: Mehr Anand

Consultants: Gavin Connors, Carolyn Colton,

Events McKayla Stapleton, Garrett Gualtieri
 Leagues & Fling

Family Friendly Events

Cross Country

Events
Annual Community Fair
Goals of a Municipal Golf Course
Provide outdoor leisure Currently, there is only an estimated 7,000
golfers out of the 135,000 citizens of the
activities for residents Harrisonburg/Rockingham County Area (~5%)

Make a profit so taxpayers City can use returns to either build up golf
course or use for different initiatives
don’t need to subsidize

Serve as an amenity to the Bring in people from out of town who will spend
money at local businesses
community
Benefits of Events
Increased Traffic & Revenue can...

Build brand recognition

Have Heritage Oaks involved in community, building, bonding, and

involvement

Positive word of mouth

Additional revenue streams

 Leagues & Fling

Family Friendly Events

Cross Country

Events
Annual Community Fair
Heritage Oaks already has many leagues
offered, but their appeal is narrow
Current Leagues / Talked about but haven’t
Market Gap:
Offerings: Implemented:
• Ladies, Men's, Senior's, • PGA Junior League • The golfer with long
Couples, College, Junior • First Tee work hours
• Play at nonpeak times— • USGA/LPGA • Younger generations of
usually 25-45 players • Golf Get Ready athletic talent
per league session • Golfer with no previous
• Play 9 – Introduce
• Season League Fee: younger generation tournament experience
$65 • People whose friends
• FlingGolf League
• Golf fees: $20 play golf, but they don’t

We need more league participation from

working class and younger generation
Other courses offer unique leagues that separate them from
competition. Heritage Oaks needs a league to stand out

Simulator League League Fees:

• Multiple Leagues, $75-$100
multiple times a week (depending on league)
• Only $10 Golf Fees:
Women's League $15 to walk
Ladies Instructional League $32 to ride

League Fees:
Women's League $90-$250
Senior League (depending on league)
Men's League Golf Fees:
Anytime Mix League $43-$53 to walk
$65-$75 to ride
Anytime leagues kills two birds with one stone:
Reach a whole new demographic of golfers:

• Golfers who can't make it to specific league times

• The Golfer with long work hours
• Younger generations of athletic talent
• The Golfer with no previous League/Tournament experience
• The friends who can't golf

Heritage Oaks is a very busy place and with that, there isn't room for
many more leagues

Anytime Leagues offer flexibility and convenience to players who have

busy schedule
• These types of leagues offer flexible timing for not only the players but for the course as well.
• With the busy schedule the course already has, it may be difficult to start any new leagues soon.
• Anytime leagues can work around this because the players could come during regular working
hours, any time of day, any day of the week to count their round scores.

Bringing in new league participants without

interfering with current schedule
Good news – It doesn’t take much to implement
flexible league and it is profitable from start
Find reasonable
Our estimates
League membership show $60-$80
pricing
Set up costs = $0

JMU
Recruit league advertising
members Local Businesses
30 estimated 8–12-
week league:
golfers -$20 per $4,800-
round = $600 $7,200

Schedule 12-week
Regulate
period
A nice addition to the Anytime League would
be Fling Golf
Our survey shows that a considerable share of college
students would be willing to try fling, via renting sticks

59%
of respondents said they
89%
of respondents said they
were interested or very would prefer to rent a
interested in playing flingstick from a golf
FlingGolf course rather than buy one
Start with a small investment for renting, and
expand it if it becomes popular
Set up cost = $960 (6 Flingsticks to rent)

$15 per round per player After 6:00 pm (off-peak)

Regular Greens Fee during peak times with $5.00 off

 Leagues & Fling

Family Friendly Events

Cross Country

Events
Annual Community Fair
Currently, Heritage Oaks lacks family friendly
events, which would be greatly appreciated
Current Offerings: Offered In The Past Market Gap:

• Music on The Range • When Heritage Oaks • Events that are

was closed at the geared towards
beginning of the families with young
pandemic, the land children
was used as a park • These families will
for Harrisonburg bring younger adults
locals => a lot of to the golf course =>
locals really potential customers
enjoyed using it as in the future!
a park
Local competition is not much better, while best
practices are in favor
Live Music and Holiday Themed
Live Music - It is a stretch to call these
Holiday Themed Events “family friendly”
Cosmic Driving Range Cosmic Driving Range
Free for students
Not done in a couple years

Movie Nights:
Holiday themed events $25 per family, or $10 person
Movie Nights License Movies for full year
Concerts & Comedy Holiday Themed Events:
Family Bonfires Pumpkin Carving
Christmas Fiest

It doesn’t cost a lot to operate, but brings more customers to the course,
making it profitable
 Why Incorporate Family? Because families enjoy
spending time together!
• Brings awareness to the course
• Adults will most likely come back once
exposed to the course and what amenities
Heritage Oaks has to offer
• bring in awareness and expose golfing
to younger children; the
current target market
• Extra income opportunities
• events with admission fees
• traffic to the course
• positive word of mouth

https://www.pexels.com/photo/group-of-people-riding-on-black-golf-cart-9207196/
Start with movie nights
Seasonal/Holiday Events Spring/Summer Events

• Easter: Easter Egg Hunt • Movie Nights

• 4th of July: Fireworks • Parent vs Child Tournaments
• Memorial Day: Fireworks • Scavenger Hunts
• Halloween: • Summer/Spring Break
• Haunted course Camps
• Stopping for trick or • Themed Golf Days: (kids)
treating & candy at each • Superhero
hole • Disney
• Haunted 'house' on • Dinosaur
premises for the month of • Princess
October
Benefits of a movie
night:
Increased Traffic & Revenue

• Revenue Projection: $4,800

• Per weekend projection with just 50 people
attending
• Charging $12 per person
• 8 showings per year

Other Revenue Opportunities

• Food & Beverage

• Renting Movie Materials:
• Blankets $5
• Chairs $5
• Tents $15
To breakeven, about 30 people per movie night
would suffice. Different revenue sources available.
BREAK EVEN POINT: average
UP FRONT COSTS: $1,200 MOVIE LICENSES: $1,200
25 people in attendance
• Blow Up Screen: • Movie License: • If there are 8 movie nights
• $600 average - blow-up • $300 per movie – These per year (Once a week
screen, easy to store for movies are licensed for during the summer months,
future events (multiple entire year, meaning they with some wiggle room for
sizes) can be played multiple bad weather), Heritage
• Projector: times per year Oaks will break even if an
• Pick four movies per year average of 25 paying
• $300 average – Could be
to show customers are in
more based on expected
attendance
quality
• Speakers:
• $300 average –
Depending on expected
average attendance, this
can increase or decrease
 Leagues & Fling

Family Friendly Events

Cross Country

Events
Annual Community Fair
Harrisonburg High School and local middle
schools do not have a home cross country course
Current Offerings: Offered In The Past Market Gap:

• Eastern Mennonite • In 2008, • Harrisonburg High

hosts a yearly Harrisonburg High school and Middle
running camp, but School hosted a School Home Race
this isn’t high cross country event • Family and
school competition spectators will go
• Turner Ashby High watch the race=>
school uses potential
Rockingham customers in the
County future!
Fairgrounds as
Home course
Many golf courses around the country host
cross country races
• Public Golf Course located in Farmville, VA
• Hosts yearly invitationals for Longwood University and
Hampden-Sydney College

• Municipal Golf Course in Arizona

• Hosts Yearly High School Cross Country Invitationals

• Private Golf Course located in Salemburg, NC

• Hosts multiple High School Cross Country meets every year for
Lakewood Highschool
Heritage Oaks already has a cross country
map and the facilities for a successful event
• Currently, the entire course is on
the cart path
• Use the driving range for teams
to set up tents
• Already have facility
requirements
• Use restaurant for food and pro-
shop for snacks and drinks
High School teams pay an entry fee to the
course to join invitationals
Through the Pines
Knights Crossing Eastern Mennonite
Lebanon XC
Invitational Invitational
Invitational
• Varsity limited to 10 • Full teams (Both Varsity • Varsity limited to 10
runners per team and JV) runners per team
• Entry Fees: • Entry Fees: • Entry Fees:
• $90 per School if • $225 per school if • $120 per school if
bringing both boys bringing both boys bringing both boys
and girls and girls and girls
• Admission fee:
• $5 per car

Heritage Oaks should charge $120 per school.

Also, nicer golf courses limit number of runners.
Cross country doesn’t require too much set up, and
the cross-country community is ready to volunteer
• Fixed Costs (Won’t need to buy • Variable Costs (Volunteers) • Course will only be closed first
after year 1) • All labor needed is volunteered half of day
• 2 tents: $125 each ($250 total - (predominately coaches and • Teams Arrive: 3:30pm - 4:15pm
one for medical staff and one for parents) • First Race (Girls Race): 4:45pm –
hospitality • timers: 2 people 5:15pm
• Complete cross-country kit: $655 • Refs: 4 (placed at difficult and • Second Race (Boys Race: 5:30 –
(chute, directional flags, from Epic confusing corners) 6:00pm
Sports • First aid: 2 (typically athletic
• 200 race numbers and pins: $84 trainers from high schools)
(pins $20 for 1,440) • Other volunteers: 10
• Waters and oranges: $180 (200
waters and 75 oranges)
• Leave driving range for teams to
bring own tents

Equipment Labor Time

Heritage Oaks can make a profit while
serving the community during off-peak season
Year 1 Forecast After Year 1
Revenues: $1,200 (10 Revenues: $1,200 (10
schools) schools)

Fixed Cost: $969

Costs: $1,169 Variable Costs: $200 Costs: ~$200

Profit: $31 Profit: ~$1,000

 Leagues & Fling

Family Friendly Events

Cross Country

Events
Annual Community Fair
Harrisonburg currently offers many community fair
events but none small scale and for children
What citizens are
Current Offerings: Market Gap:
looking for:

• 'Burg Block Party • Events geared • Small Scale

• Rockingham County towards younger Community Fair in
Fair kids and families Harrisonburg
• Winter Wonderfest • Physical, outdoor • Events geared
activities that are fun towards younger
for the family children

Hosting an outdoor event geared towards family will help

bring in young adults and bring joy to the community
Although there are no golf courses in the area with
fair style events, they're successful at other courses
Bounce House and GolfZila
Public Course on AFB - Marketed directly towards kids
Bounce House Free Golf Clinics
GolfZila - Appealing and available to
Free Golf Clinics both kids and adults

Private Course in CT Carnival Activities and Face Painting

Carnival Activities - Wide variety of activities
Air Castle Kid's DJ
Face Painting - Does not cater towards older
Kid's DJ kids/teen or parents

Heritage Oaks can host a small-scale fair style event

The fair will promote Heritage Oaks for
guests of all ages to come back to...

Closest golf course with

a similar event is all the way
in Hampton, at an Airforce Base

Surrounding golf courses do not

have events like this, which will
bring in new guests from
surrounding areas
What activities will be
included?
Bounce
House Live music

Food trucks Yard

games

Face Discount
painting Golf Range
Parks and Rec and Heritage Oaks can team up to
use what is had and decide to buy and rent the rest
What Heritage
What needs to be What needs to be
Oaks / Parks Rec
bought rented
will already Have
• Cornhole • Additional yard • Bounce House: $185
• Tents games • Cotton candy: $70
• Ladder ball (x2):
$53.40 • Popcorn: $65
• Kan Jam: $39.97 • Face painting: $200
• These games can be • 54 seats: $148.50
used for other Parks • 9 tables $108
and Rec Events
Partnering with food trucks will help with food necessary
for event while also helping promote the event
Catering Attendee Pay
• Heritage Oaks pays for food upfront • Food truck is given a spot at event
• Pros: and gets to keep profits made
• Can add this cost to entrance price, • Pros:
which will help make profit off food • Heritage Oaks doesn’t take on risk
• Cons: of estimating food costs
• This will drastically increase cost of • Do not have to make entrance cost
admission more expensive
• Difficult to estimate amount of food • Most common payment method
needed for public events
• Cons:
• Heritage Oaks won’t make money
off of food truck revenue

Heritage Oaks should pick the Attendee Pay model

To break even, about 60 attendees are needed,
with each additional attendee adding to profits

Bounce House,
Yearly rental costs: Popcorn, Cotton
candy, Face painting, Max costs incurred: $870
$460 Tables, Chairs

One-time costs: At $15 a ticket, 58 guests

Yard games must attend to break
$93.37 even

After year one, costs are $776.50. Therefore, 52 guests will

need to attend
 Leagues & Fling

Family Friendly Events

Cross Country

Events
Annual Community Fair
Roadmap
• Hire digital designers for Quarter 2 • Hold your first movie night Quarter 4
new ads targeting students • Look into beginning
and families • Release new ads planning for community fair • Begin to reach out to local
• Develop discount programs • Beginning implementation • Trial run with restaurant bar businesses for the
with local companies food possibility of having them at
plan for movie nights
• Begin to implement new • Continued construction on the community fair
• Reach out to schools about
leagues and fling golf the deck • Open deck
hosting cross country meets
• Clean up restaurant area • Renovations for restaurant • Hire cook and two other • Begin construction on snack
• Research contractors to begin staff members to help shack
implement Trex deck with restaurant • Hire a starter/ranger
• Implementation of deck
• Set up JMU Handshake begins • Implement changes to the
profile driving range
• Take advantage of student
• Make and get approval for a opportunity by connecting
digital flier for HS students with Hart School
• Implement an employee • Plan changes to the driving
feedback/reward system range

Quarter 1 Quarter 3