Golf advisory board works to tout improvements, increase revenues
Fort Morgan’s municipal golf course officially has a new name, and its the one that some said golfers wouldn't care for: “Quail Dunes at Fort Morgan” is the name chosen by the city’s Golf Course Advisory
Board during a meeting Dec. 8. The Fort Morgan City Council had expressed support for a name change at the council’s Dec. 6 meeting and authorized the golf board to make the final choice of a new name.
The new name is part of an effort to “brand” the golf course to improve its marketability and attract new patrons from both inside and outside Morgan County. Golf Professional Tyler Tarpley said the new name, and an accompanying logo that is now being developed, will “create some buzz” about the 18-hole course that lies just north of the city overlooking the South Platte River.
Although several golf courses across the country have the word “quail” in their names, Tarpley said Quail Dunes has not been used by another course. He also pointed out the word “dunes” has been used by some elite golf courses to illustrate a more “high-end feel.”
“The land the Fort Morgan course is built on is 80 to 90 percent sand, especially
on the back nine, which makes the term more true for us than many other courses
using ‘dunes.’” Tarpley said.
The Quail Dunes at Fort Morgan logo will be placed on scorecards, pro shop
merchandise and other locations throughout the course, and also used in advertising and marketing materials.
The branding and logo are part of a renewed effort to market and promote the course, after Fort Morgan Mayor Terry McAlister charged the golf board in November with finding ways to generate new revenues and make the golf course more self-sustaining.
Board members said the work of Tarpley and his staff over the past year is already
showing results, and the amount of city financial support required for 2011 will be down substantially over the previous few years. With a major upgrade to the irrigation system nearing completion and the efforts of Golf Course Maintenance Superintendent Matt Givens and his crew, the golf course staff has high expectations for the course in terms of turf conditions and playability in the spring.
Tarpley and First Assistant Golf Professional Anna Blake recently conducted a satisfaction survey of course patrons, and the results were generally very positive, Tarpley said. The greatest shortcoming pointed out was the lack of a consistent food and beverage operation, and plans are being formulated to address that.
The preliminary idea is to have a snack bar open Wednesdays through Sundays, most
likely from 11 a.m. to 7 p.m. That would make food and beverage available from about lunchtime until most players finish their rounds, Tarpley said.
The course already obtained a beer license in 2011 that Tarpley said has been
welcomed by players and is also a good revenue generator.
The golf advisory board and the staff have developed a number of new ideas for
attracting more patrons, not the least of which is spreading the word about the
numerous improvements and upgrades made at the course over the last couple of
years. In addition to the extensive irrigation improvements, these include a new fleet of
golf carts, a new roof and new carpeting in the clubhouse, renovation of the on-course
gazebos and other enhancements.
The board also plans a direct mail campaign to former members and other golfers who have not played the course as frequently in recent times, offering discounts and other promotions to entice them to return and see how the facility has improved. Letters will also be directed to recent high school graduates who were involved in youth golf programs in an effort to make them regular players at Quail Dunes at Fort Morgan.
Attracting younger golfers to the local course is a key element of the strategy to achieve a sustainable and self-supporting recreational amenity, according to Tarpley. Other avenues to do this include outreach to schools, 4-H and other youth groups as well as plans to lower the cost and raise awareness of the junior golf programs at Quail Dunes.
At the other end of the spectrum will be an effort to lure local senior citizens out to
the course to see the beauty of the surroundings and the recreational opportunities the course affords. Possibilities in this area include hosting the city’s annual senior barbecue at Quail Dunes and possibly using the clubhouse as a site for the senior Meet and Eat program periodically.
“Overall, we want to identify segments of the community that don’t come out here and play, and get them to try it,” Tarpley said
Online marketing to Front Range golfers, e-mail campaigns, merchandise promotions for Christmas and more are all part of the plans for the continued development and enhancement of the experience at Quail Dunes.
