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Council adopts dynamic pricing for Bennett Valley Golf non‑resident fees, citing revenue goals
Summary
After debate over consumer impacts, the council approved variable (dynamic) non‑resident fees at Bennett Valley Golf effective Jan. 1, 2026, with staff estimating roughly $85,000 in additional revenue over an eight‑month period; the measure passed 5‑2.
The Santa Rosa City Council adopted a resolution to implement dynamic pricing for non‑resident green fees at Bennett Valley Golf, with an effective date of Jan. 1, 2026.
Assistant City Administrator Jason and representatives from Kemper Sports presented the pricing model, which uses historic demand, time‑of‑day and market data to vary non‑resident rates to better match demand and reduce the course’s reliance on general‑fund subsidy. Staff presented a conservative estimate that the program could generate about $85,000 over an eight‑month period compared with the current flat pricing.
As staff put it during the briefing, “En total son como 85,000 dólares por 8 meses en diferencia entre el presente modelo y el incremento asociado con el precio de modelo,” an estimate the city characterized as conservative.
Council debate centered on two tensions: the need to reduce subsidy and keep the course competitive, and concerns about transparency and fairness. Councilmember Fleming raised privacy and equity questions, asking whether algorithmic pricing can use personal data and whether the booking system might rely on cookies or other consumer signals to set rates. Fleming said she was wary of dynamic pricing for a public amenity, noting the city must avoid discriminatory practices.
Public comment was mixed: local golf advocates argued the course needs sustainable revenue and broader marketing; other commenters warned dynamic pricing can feel predatory to consumers and compared it unfavorably with airline pricing. One resident said, “Esto es muy mala idea,” during public comment.
Staff emphasized that residents would continue to receive a resident discount verified by ZIP code and that published pricing tiers would be visible on the booking portal. The council adopted the resolution in a recorded vote that passed by a 5‑2 margin.
Next steps: staff and Kemper Sports will implement the dynamic pricing system, monitor usage and revenue outcomes, and report back to the council with results and recommended adjustments.
