Cocoa Beach to explore modernizing Country Club driving range after presentation from operators

Ed Finger, general manager of Cocoa Beach Country Club, asked the commission to support further study of a plan to modernize the club’s driving range into an entertainment-style facility intended to boost revenue and tourism.

Finger told the commission the proposal would "transform our existing driving range into a modern golf entertainment facility that drives revenue, tourism, and long-term sustainability for our community," and cited industry growth and local case studies as evidence of potential returns. Leisure Services Director Andy Sigara introduced the presentation and Brett Naylor, pro shop manager, joined the pitch.

The presenters described multiple delivery models: a city-funded build with higher upfront costs but a greater long-term return, or a revenue-share partnership that would reduce the city’s initial investment while sharing future income with a private operator. They discussed a likely build of about 25 covered bays, with options for future vertical expansion and ancillary revenue from food and beverage, events and instruction.

Commissioners pressed on specifics. One asked how many bays are proposed; staff and the presenters said about 25 bays with seating for groups and entertainment features. Another commissioner urged marketing clarity, noting that recognizable brands such as Topgolf are easily searchable and easier to promote, while the presenters said the city could brand the facility as Cocoa Beach Country Club rather than rely on a single vendor name.

Finance questions centered on borrowing costs and the business model. City staff said 10-year borrowing rates being discussed for such facilities ranged roughly between 2.7% and 3.6%, and noted that SRF funding would not be available because SRF is limited to environmental water projects. Commissioners also asked about construction staging; presenters said prefab, pre-engineered installs could limit disruption and that the plan anticipates keeping part of the range open during much of construction.

After discussion, the commission voted to direct staff to continue exploring the project — including RFQ/RFP development and financial modeling — with no final commitment to build. The motion to continue exploration passed with four aye votes.

Next steps: staff will prepare more detailed cost estimates, procurement documents and operational forecasts for a future decision. The commission took no binding action to approve funding or select a vendor.