Links to the past: The Courses at Watters Creek sees big increase in business

In its first month of operation, Allen's newly reopened municipal golf course has tripled the amount of rounds played and revenue raised compared to the same time period in 2011, before renovations took place.

The course was closed last year and reopened Jan. 12.

Golfers played 3,363 rounds at the Courses at Watters Creek in its first month of operation, almost three times as many as 2011. Concession and retail sales have seen even more dramatic increases of about 245 percent over the comparative time period.

“Obviously, the winter months are not prime times for golf,” said Jeff Mues, senior marketing coordinator for the city of Allen. “The golf course staff has done an amazing job with the huge increase in traffic. The crowds will of course be much greater as spring rolls around, but we are ready for that challenge and are dedicating the appropriate resources to ensure that service continues to be exceptional.”

Mues said the city hasn't done much marketing for the new course, though an advertising campaign targeting serious golfers in the area is planned for the spring. He said the campaign should be a significant driver of business.

The Courses at Watters Creek will add two more courses before the renovation process is complete. The course currently has an 18-hole course in operation, but shorter six-hole and nine-hole courses will be available in August. The renovations cost $8 million and were paid for through the Allen Community Development Corporation.

The city has budgeted $2,276,000 to run the course this year and expects it to raise $2,290,000 in revenue. If that projection is met, it will be a 34 percent increase in revenue compared to 2011, when the city lost $206,000 operating the course.

The city has projected most of that revenue increase will come from increases in greens fees (49 percent) and concession (44 percent) and retail sales (92 percent). If the city's projections are correct, it should make a small amount of money – about $14,000 – from the course.

“The Courses at Watters Creek is intended as a recreational amenity,” said Tim Dentler, director of parks and recreation for the city of Allen. “We are hopeful to make it a breakeven facility in the future, but we are very pleased to offer it as another facility amongst our array of recreational opportunities.”

Pecan Hollow Golf Course in Plano underwent a similar redesign in 2011 and saw a 10-percent increase – not including private rentals – in rounds played per week during its reopening year. The city raised $925,000 in greens fees last year and spent $832,000 operating the course.

The same company, Weibring-Wolfard Golf Design, handled the redesign at both the Courses at Watters Creek and Pecan Hollow for a similar amount of money.

“We are very pleased with the number of rounds played in our reopening year considering we had a lot of rain closures in that time frame,” said Colette Hall, recreation services manager for the city of Plano.

For information on the Courses at Watters Creek, visit www.watterscreekgolf.com.

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