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Board hears Kemper Sports’ 2026 rate plan for Muni at Vernon Hills; direction given to prepare ordinance
Summary
Kemper Sports recommended moving from dynamic pricing to a simpler static tiered rate structure for 2026 aimed at boosting resident participation; the board asked staff to prepare an ordinance for December so new rates could take effect Jan. 1.
Kemper Sports representatives presented a proposed 2026 rate plan for the Muni at Vernon Hills on Nov. 18 that would replace the course’s dynamic pricing with a simpler static, tiered structure intended to increase resident play and make pricing easier to understand.
Presenters cited rising rounds and revenues since 2020, noted resident rounds comprised roughly 17% of play in 2025, and proposed weekday resident rates of $24 (open–3 p.m.) and $22 (3 p.m.–close), with similar tiered weekend pricing and modest cart fees (resident cart $10). Kemper projected that static pricing, paired with targeted marketing and events, could raise rounds enough to offset the revenue lift previously achieved by dynamic pricing; their analysis showed a greens‑fee revenue gap versus dynamic pricing that would be overcome if rounds increased by about 5%.
Trustees asked about marketing to Vernon Hills residents, event revenue goals and how static pricing would be promoted. Kemper said rates would be posted on the course website and included in a marketing plan being built into the budget process. Staff requested direction so an ordinance establishing the new rates can be prepared for board consideration in December; trustees authorized staff to proceed with drafting the ordinance for a January 1 effective date if approved.
The board discussed keeping annual pass rates unchanged and several trustees signaled support for the proposed resident pricing adjustments and an expanded events calendar to drive participation.
