August 2010 - Parks & Recreation - 55

...the city decided that if it was
going to be in the golf recreation
business, it was going to do
things right.

MOST DEPENDABLE
Meet ADA
with both the
High & low

Outdoor
Fountains
3800

2008
SM
4. An evaluation of the fee structure, including the eliminaSM
tion of resident/non-resident rates, the lowering of rates in
general, and a commitment to keeping rates steady (with
no heavy discounting).
5. An increase of services to leagues and outings, which are
essential to the vitality of any club. The agency obtained a
440
Class C liquor license for Leslie Park to prevent leagues
SM
and outings from migrating elsewhere, as well as attracting new business.
6. An allocation of funds to increase staffing levels. " Both Huron Hills and Leslie Park saw an increase in temporary
840
SMSS-02
staffing, " says Colin Smith, Ann Arbor Parks and Recre475
WMSS
ation Services Manager, " which helped return us to a level
where we were able to provide excellent service and conditions on the course. We also hired a director of golf [Kelly]
Most Dependable Fountains, Inc.TM is a nationally
recognized manufacturer known for
to oversee both courses. "
building innovative products with " Outdoor Strength " .
The results? Quite promising.
" First and foremost, balance, " Kelly says. " We have stopped
800-552-6331
www.mostdependable.com
the spiral and are growing, which is good, because being in
the golf course business the first law is 'grow or die.' "
Circle 21 on product information form on PAGE 71
Here's what the city has accomplished in the three short
years since committing itself to doing golf right:
qPage ASLA.2010Cat.indd 1
5/5/2010
1. Number of rounds has rebounded back to the 2002 levels,
which, says Kelly, given the economic situation in the country and especially in southeastern Michigan, makes city officials very happy.
2. Course conditioning is at an all-time high at both courses.
3. The atmosphere and attitude in the clubhouses and among
staff have surpassed all expectations, creating new levels
of customer service and satisfaction. Most important, says
Smith, " customer feedback, comments, surveys, and word
of mouth support this. "
4. An increased use of the technology available. " We've improved our online presence with a new Web site; intergraded tee-sheets through online resources; a POS system for
better managing, booking, and reporting; and just recently
the realization of the importance of social networking media, " Smith says.
These successes have not gone unnoticed, within the Ann
Arbor community and from outsiders. Golf Digest magazine,
for one, awarded the city with the prestigious 2009-10 Best Municipal Course in Michigan honor.
But perhaps most important, the results have " elevated operations to a balanced working hierarchy that customers, staff,
and anyone we do business with has noticed, " Kelly adds.
And that has produced a hole-in-one for Ann Arbor's oncestruggling public golf course business.

PF

10:32:15 AM

Douglas Vaira is a freelance writer living in Charles Town,

West Virginia. E-mail: douglasvaira@hotmail.com.
Circle 22 on product information form on PAGE 71

www.NRPA .ORG

SEPTEMBER 2010

Parks & Recreation 53

August 2010 - Parks & Recreation

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