The Santa Rosa City Council voted 5–2 to adopt a dynamic pricing schedule for nonresident golf fees at Bennett Valley Golf Course, effective Jan. 1, 2026. The policy applies only to nonresident rounds; resident pricing remains statically set.

Assistant City Manager Jason Nutt and representatives from Kemper Sports described a variable pricing model that sets a published rate range by day and time and uses historical demand, weather and sales data to select a rate in advance of booking. Kemper staff said rates are posted publicly for a given tee time and are not individualized by the purchaser. “It’s for everybody,” a Kemper representative said. “When you go to our website, all of the prices are listed.”

Why it matters: The city’s golf operation is subsidized by the general fund and has recurring debt service; staff and the course operator said dynamic pricing could increase nonresident revenue and reduce pressure on the city subsidy. Staff presented a conservative estimate of roughly $85,000 additional revenue for an eight‑month snapshot if the tool performs as modeled.

Concerns and dissent: Councilmember Fleming and Council member Ben Wellos recorded no votes. Fleming raised privacy and fairness questions about dynamic pricing software potentially using demographic signals; staff responded they do not collect demographic data and prices are set before a customer interacts with the booking portal. Public commenters and two councilmembers expressed philosophical objections to a dynamic model for a public amenity, saying it could be confusing or make the facility less accessible.

Vote and implementation: The resolution passed 5–2. Staff said implementation would begin in January 2026 for nonresident rounds, that residency status will be verified at check‑in, and that the council will review program performance during the FY 2026‑27 budget process.

Ending: With the resolution adopted, the operator will publish variable nonresident rates on the course website and third‑party booking channels; staff will track revenue and utilization and report back to the council.