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Market study: Bison Grill expansion could grow annual food-and-beverage revenue; staff to seek bids and ramp marketing
Summary
A consultant market analysis presented projections that expanding the Bison Grill at Buffalo Run could increase restaurant revenue by roughly $200,000–$700,000 annually as the city expands banquet and catering capacity; staff will issue an RFP for construction and step up marketing while the project advances to bid.
Commerce City presented a market and revenue update for the proposed Bison Grill expansion at Buffalo Run Golf Course on April 14, with consultants projecting the expansion would add between about $200,000 and $700,000 in annual food‑and‑beverage revenue over current levels.
Chad Redden, director of Parks, Recreation & Golf, introduced the study team and the project background. Dan Conway of THK Associates, the consultant who performed the market analysis, said the study used a conservative primary trade area focused on Commerce City households and estimated current clubhouse (restaurant) revenue at roughly $1.5 million without expansion. With the proposed remodel and additional banquet space, Conway projected an initial restaurant year of about $1.75 million with growth to roughly $2.8 million over a ten‑year horizon. “We believe the expansion will add somewhere between about $200,000 and $700,000 per year in additional revenue,” he told council.
What the study examined: THK said analysts reviewed trade‑area demographics (about 64,400 people and 22,800 households in the primary area), competing restaurants and banquet venues, and revenue from golf tournaments and community events. The study assumed the expanded facility would host weddings, corporate luncheons and tournament banquets and would be able to stage multiple events simultaneously.
Staff follow-up and timeline: Parks staff said they will issue a request for proposals (RFP) for construction bids “later this week or very early next week.” Chad Redden and the golf operations team said they will simultaneously increase marketing outreach for the restaurant, engage a restaurant‑marketing specialist and maintain service while planning construction phasing. Travis Huntington, community relations manager, outlined a marketing strategy that emphasizes a clearer Bison Grill brand, event‑bookings outreach, digital advertising and targeted partnerships to increase resident awareness and event rentals.
Council questions and cost context: Council members asked several operational questions — whether the city would operate the restaurant directly or sublease to an outside operator; how long net profitability would take once construction is completed; and whether the city should consider full rebuild (scrape-and-replace) versus partial renovation. Staff said many municipalities retain in‑house restaurant staff but some do sublease; they also said the expansion is expected to gradually bring the operation back to net positive over roughly seven to ten years after the renovation, though that timeline depends on construction and operating costs.
Next steps and process: Staff said the RFP for construction would be posted imminently, that they would continue interim marketing while preparing construction documents, and that they would present contract recommendations after bid evaluation. The council also agreed to continue permitting and budget oversight as bids arrive.
Ending: The market study gives staff and council a revenue projection and a marketing plan to support the expansion; council asked staff to return with firm bid results, cost comparisons for scraping-and-rebuilding versus partial renovation, and a plan for staffing and operations before awarding construction contracts.
