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Board signals support for dynamic pricing at Vernon Hills Golf Course, directs ordinance for January
Summary
Kemper Sports presented two pricing scenarios for 2025; trustees favored testing a $1 floor increase with a $3 dynamic ceiling across tiers and asked staff to return an ordinance at the Jan. 7 meeting. Projected revenue impacts vary by scenario ($6k–$22k).
Kemper Sports presented revised 2025 pricing options for Vernon Hills Golf Course and the board gave staff direction to proceed toward an ordinance in January.
Vince Juarez, vice president of operations for Kemper Sports, presented two scenarios: (A) raise base floor rates by $2 across all tiers with a higher dynamic ceiling; or (B) raise base floor rates by $1 and increase the ceiling by $3, adding a weekend pricing tier. Juarez provided projected revenue pickup ranges tied to utilization assumptions: roughly $11,000 at the $2 floor if only floor pricing applies, up to $22,000 at full dynamic ceiling pickup; the $1 floor option showed a $6,000 floor pickup and up to about $15,000 at high‑demand ceilings.
Trustees discussed price sensitivity and resident affordability; several said they preferred testing the $1 floor/$3 ceiling model to see how dynamic pricing performs before considering a larger floor increase. The committee indicated consensus on the $2‑floor/$3‑ceiling direction in committee but several trustees explicitly supported testing the $1/$3 scenario first; staff will bring a single, consolidated ordinance back to the board at the Jan. 7, 2025 meeting and Kemper will begin marketing passes in early January.
Kemper also presented utilization charts (April–Sept.) showing lower weekday play (Tuesdays) and higher weekend play; staff noted season pass and cart‑pass products remain part of the program and that the operator expects to begin marketing passes Jan. 1.
