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Advisory board hears stark equipment and maintenance shortfalls as staff outlines revenue strategies
Summary
City staff told the Fernandina Beach advisory board the golf course faces large capital needs—two fairway units (about $180,000), additional cart debt service (~$165,000), and increased maintenance costs—while staff and the general manager proposed revenue measures including flexible pricing and maximizing Top Tracer and driving-range revenue.
City staff told the Fernandina Beach Golf Course Advisory Board on July 11 that the golf course has mounting capital and maintenance needs and outlined several revenue strategies the board could support.
Scott Michaelson, director of parks and recreation, said the commission previously supported an "intent to purchase" for two new fairway units and described a gap between expected revenue and proposed expenses for the next fiscal year. "At the last ... the commission did support the golf course with an intent to purchase 2 fairway units. 2 brand new fairway units. So that alone is around, I believe, dollars 180,000 some," he said. Michaelson also noted additional new debt service related to golf carts "just for the golf carts alone is about $165,000." He told the board the course equipment is aging and replacing it is a priority to maintain course conditions and revenue generation.
Jeffrey Biggers, the golf club's general manager, gave operational context: after taking the role a month earlier he plans to track and report rounds and revenue more consistently. On rounds and spending, a board member estimated recent average spend per round at about $46 and argued the course needs to increase both rounds and per-round revenue to approach financial sustainability. "One of the ways golf courses become profitable is to increase the number of rounds and increase the average spend per round," the member said. Biggers said he expects about 37,000 rounds this year and cited targets to lift fees and improve operations cautiously: "The goal is to get that up as high as we can get it." He recommended allowing management flexibility to adjust day-of rates to spur play on slow days.
Staff also reviewed near-term maintenance needs and potential capital projects: greensmowers and vehicle-rotation planning, hiring a mechanic and two part-time maintenance staff, and aerification work starting at the end of July. For the driving range, staff presented two netting cost estimates—about $11,000 for panel replacement and roughly $192,000 for a full replacement including poles—and said full replacement is not budgeted next year.
The board discussed revenue options such as boosting Top Tracer sponsorships, expanding food-and-beverage events, and focusing on driving-range income. Zip Ross, a public commenter, urged the board to encourage commissioners to consider a higher millage rate if necessary to fund key priorities, noting such choices will determine the size of the city’s budget "pot." The board agreed staff will present refined numbers at the July 25 meeting so members can decide whether to endorse the capital requests to the commission.
What’s next: staff will present specific capital-item costs and revenue projections at the July 25 special meeting; the commission will adopt the millage rate July 30 and hold a deeper workshop on August 6.
