Potential impact of Top Tracer 
at
 Fernandina Beach Golf Course

Submitted by Suanne Z. Thamm
Reporter – News Analyst
January 22, 2020

Fernandina Beach City Manager Dale Martin made a presentation to the Fernandina Beach City Commission (FBCC) at the January 21, 2020 FBCC Regular Meeting on the Top Tracer concept which has been advanced as a possible addition to the offerings at the municipal golf course that would also help make the golf course enterprise financially sustainable.

In quoting from the Stantec Report which was delivered to the FBCC on November 4, 2019, Martin reminded the FBCC, “The Golf Course Fund’s and Marina Fund’s cash flows are structurally unsustainable and will require significant increases in revenue amounts or annual cash support from the General Fund in order to fund ongoing operational costs, debt service, and capital requirements. The General Fund is projected to have sufficient cash flow surplus to support the Marina Fund and Golf Course Fund, if the City chooses to do so.”

Martin went on to recap options for cash infusions from the General Fund which could, if approved, eliminate the current cash flow deficit by 2024 by significantly increasing the city’s contributions over the current $220,000 per year for the next 3 years.

In addressing the need to increase golf course revenue in addition to retiring existing debt, Martin suggested that the FBCC consider adding Top Tracer as an added feature of the golf course.

According to the Top Tracer website, the company was founded in 2006 with the goal to enrich the experience of watching golf on TV. By developing a unique software capable of tracking the flight of a golf ball in a camera feed, and adding graphics to make this visible on screen, Several of the world’s largest broadcasting companies expressed interest, and soon Toptracer was being featured in TV coverage from the biggest golf tournaments in the world, such as The Open Championship and the Ryder Cup. In 2012, the first prototype of Toptracer Range was launched, a system utilizing the original Toptracer TV technology to track and analyze golf shots on the a driving range. Participants can opt for playing the course at Pebble Beach, St. Andrew’s or the Augusta National.

While sometimes confused with Top Golf, Top Tracer is played on a much smaller scale, making it more feasible for smaller driving ranges. One was recently added to the Stonebridge Golf Course in Rome, GA.

Typical setting for Top Tracer.

Martin credited Jodi Henson of the Small Business Development Center (SBDC) at the University of North Florida with helping the city develop a business plan for Top Tracer. Henson’s market research data included the following quotes:

“The Golf Driving Range and Family Fun Centers industry displays traits characteristic of an industry in the growing stage of its life cycle. Over the 10 years to 2024, industry value added (IVA), which measures an industry’s contribution to the overall economy, is anticipated to grow at an annualized rate of 3.9. Comparatively, the US GDP is projected to increase at an annualized rate of 2.0% over the 10 years to 2024, indicating that the industry is forecast to grow at a faster pace than the overall economy.

“Over the 10 years to 2024, industry growth will likely occur as recreational sports, and related activities, are particularly popular among the retiring baby boomers. While the industry will benefit from rising per capita disposable income, more consumers will also value low‐cost forms of entertainment, including driving ranges, which consumers can access with low time increments.

“In 2019, meal and beverage sales are expected to account for 6.5% of total revenue. This product segment includes on‐site sales of food and both alcoholic and nonalcoholic beverages. Over the five years to 2019 there has been a growing focus on selling food and beverages for the industry. In particular, some golf driving ranges and family fun centers have appealed to older demographics, such as parents with young children, with a large selection of menu options.

“More individuals will be working more hours and consumers will find it increasingly difficult to participate in sports and recreational activities, therefore reducing demand. However, some industry‐relevant business segments are designed to attract time‐strapped consumers. For example, golf driving ranges are more time‐ efficient compared with competitor industries such as golf courses.”

Martin presented several scenarios showing how the City’s installation of Top Tracer could affect capital expenditures, General Fund expenditures and length of golf course debt.

Members of the FBCC did not comment on the presentation.

Suanne Thamm 4Editor’s Note: Suanne Z. Thamm is a native of Chautauqua County, NY, who moved to Fernandina Beach from Alexandria,VA, in 1994. As a long time city resident and city watcher, she provides interesting insight into the many issues that impact our city. We are grateful for Suanne’s many contributions to the Fernandina Observer.

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Neil Borum
Neil Borum (@guest_56535)
4 years ago

And what of increased traffic on Bill Melton and Via Del Ray? This seems to have been ignored.
Just sell the thing. Private enterprise is always more efficient than government in running a business.

Betsie Huben
Betsie Huben(@betsie-huben)
4 years ago

Still waiting for an explanation from city or others as to why we are not considering the option for a Par 3? Compare and contrast the options would lead to a better decision – right?