Brookside Golf Course Looks to Reverse Slide with Rates Adjustment

Published : Wednesday, July 24, 2019 | 4:49 AM

The Pasadena City Council has approved an adjustment to the fee schedule at Brookside Golf Course in an effort to make the venue more competitive.

The July 22 action came at the Rose Bowl Operating Company’s (RBOC) recommendation.

The action changes the fee structure in effect for 13 years and which is no longer competitive in the Los Angeles municipal golf market. RBOC hopes the new rates could attract more players, including those who have decided to move to other municipal golf courses because of the antiquated rate structure.

Presenting the recommendation to the City Council Monday, RBOC said its first year of management has proven challenging, as the decline of revenue coupled with increasing expenses, continued net revenue’s decline.

RBOC manages the Brookside Golf Courses through a maintenance and operation agreement with American Golf Company (AGC), signed last June.

In 2018, 137,500 rounds of golf were played at Brookside, down from 157,850 in 2016. In the mid-1990s, peak was nearly 180,000 rounds, the RBOC said.

A major reason for the low 2018 total is due to the high unattainable rack rate. Because non-resident golfers are required to purchase a $100 annual card to get a reduced rate, many of them had been playing at other golf courses over the past few years because those courses did not require the annual discount card.

The new rates at Brookside, which is adjacent to the Rose Bowl, will mean lower fees for the general public, and higher fees for members of the Players Club.

Starting August 1, weekend use of the golf courses will cost $44 instead of the former $60 for the general public. On weekdays, the fee will be $34 instead of $38.

Players Club members will pay $39 on weekends, from the former $34, and $29 on weekdays, which used to be $24, according to the new structure approved by the City Council Monday.

The RBOC said Pasadena residents who have historically enjoyed benefits while playing at Brookside, will still receive discounts in the form of reduced rates for being members of the Players Club, a loyalty program that includes driving range privileges, and cheaper green fees.

The program costs $42 monthly; the new rates will provide Pasadena residents a $10 monthly discount.

The new rates have also been reduced to 31 categories instead of the former 62, making the rate structure simpler for the golfing community.

As to fiscal impact, the RBOC said the new Brookside Usage Fee Schedule would generate an additional $160,000 annually, based on the 2018 utilization data.

Designed by famed golf architect William P. Bell, the Brookside Golf Club, a 36-hole complex, is the oldest golf course in Los Angeles County. The Club features two 18-hole tracks: the C.W. Koiner Course, a par 72 measuring 7,104 yards, and the E.O. Nay Course, a par 70 measuring 6,025 yards.

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