The business of golf – A logical discussion concerning Fernandina Beach Golf Course

By Alan Prescott
June 23, 2021

Fernandina Beach Golf Course

Within the last 10 days, I have received a response from someone who has taken the time to research the trends in golf and has clearly indicated a “passing of the torch” that is necessary, particularly with regard to the Fernandina Beach Municipal Golf Course. Many of this person’s remarks are a repetition of what I have mentioned in previous articles. Due to high integrity and personal anonymity, the respondent’s identity will not be revealed in this article. However, to relate the information provided as well as to highlight our points of agreement, today’s article reinforces the need for immediate and thoughtful changes at the golf course. I’m calling today’s article, “A Logical Discussion Concerning FBCC Golf”.

Every discussion of merit involves an exchange of ideas. It might be based upon research or a previous discussion or a change of circumstances. I have recently replied to my correspondent, and, this is what I have written:

“Your recommendations are outstanding!! They’re very cognizant of the trends both in golf and in understanding the interests of millennials in outdoor activities. It is very true that the “old” way of playing golf can and must be adapted to include this age group, which, as you have mentioned, now accounts for at least one-third of the golfing population”. This is not to say that traditional golf, as we have known it, should be totally replaced. It is, however, recommended that your golf course, which seems to be faltering in both condition and financial support, be modified to accommodate and account for future generations of golfers. It should be the choice of the individual as to which type of golf to enjoy. In addition, there should be “other” options available such as pickleball, Par 3 Executive Course (fast play),  disc golf course facility, etc. so that those in charge can adapt their approach to the preservation and the profitability of the facility. It is clear that a re-training of the Commissioners is essential to running a profitable facility intelligently while not just hiring an “expert”( management company)  whose interests are solely personally profit-driven.

To continue: “I was originally concerned with the improvement of the golf facility as well as the re-development of the golf operation. Even with a qualified golf course superintendent, there will only be mediocrity at FBCC. Your listing of sources and references for information is an excellent one. I only hope that the Commissioners and the Mayor take a genuine interest to read them and not just lend a deaf ear, as has apparently been happening for years.

In addition, I tried to make suggestions as far as how to re-develop the golf facility to suit golfers. However, I have felt all along that something other than to just maintain the current condition of the facility was necessary to complete this project. Not being a resident put me at a distinct disadvantage. So, in the interest of the residents of FB, I was hoping that someone, such as yourself, would chime in on. Your comments are so ‘on point’. If it’s only money that they’re concerned with, then we can assume that nothing substantial will ever come of the re-development of this facility.

More specifically, we could both meet via Zoom and in person, to develop a proposal for the facility together, followed by a request to speak before the Commissioners’ meeting. Your suggestions for the re-development of the South course into a facility offering a multitude of other revenue-producing activities will surely positively affect the “outdoor” public as well as ease the financial burden of the City. It is about time that the City consider the needs and wants of the residents of FB and not just the tourists and snowbirds. Let the ultra-wealthy have their expensive high-rise condos and private golf courses and the like. It’s time to increase the recreational options of local people who want other choices than a poorly maintained golf course run by people who only have a short-sighted focus.

As a test, I submitted an application for full-time employment at Top Tracer. I also submitted additional proposals to run Top Tracer. I was offered only part-time employment at $10.41 per hour for a weekly total of only 29 hours. What an insult!! I have decades of experience. As part of my ‘test’, I remarked that I didn’t need the money, but I would like to earn enough to maintain (for the time being) both residences. I also indicated that I would also establish residency in Florida in order to be able to do my job. However, who can live on those wages? A final value that I would bring is my ability to market, consult, and solve problems. In any event, my application, as of this writing, is rescinded.”

To the golfing public, your voice and response is sorely needed. Without definitive action as soon as possible, your golf course will further deteriorate. Sources of information are available, thanks to one person’s due diligence and desire to improve both your recreational experience and to return your golf course to profitability, which could result in lower taxes for you, the residents of the City of Fernandina Beach.

As always, I am Alan Prescott. I can be reached at [email protected] for comments, suggestions, and for the resources discussed in this article. Be safe and stay healthy.

4 Comments
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Dave Lott
Dave Lott(@dave-l)
2 years ago

Alan, some good points but I also provide some different perspective. While the Milennials and GenZ’s will certainly have great influence over our society and economy in the coming decades I think we need to look closer to home for the major population segments that drive the local economy. The City already has a disc golf course over at the high school and several pickle ball courts over at Central Park. Why duplicate these facilities? What about sling golf that would be an excellent way to introduce all ages to the game without having to make major investments in course redesign or equipment. I suspect the sling golf program could be started with less than a $10,000 investment.

why not offer to run the TopTracer facility without any payment from the city and you keep 90% of the revenue after deducting the $2,000/month TT technology fee? No question that your experience makes you way overqualified to simply be an attendant, but that is all that is needed out there.

Perry Laspina
Perry Laspina (@guest_61404)
2 years ago
Reply to  Dave Lott

Well Dave, maybe you can tell us a bit about your prior golf course experience, so we the people can understand where your coming from?? Also, Alan was totally insulted in his job offer, so I can understand why he has no desire to help them now.

Thomas Smith
Thomas Smith(@tom-s)
2 years ago

Over the years, in other locations in Florida, I have witnessed many golf courses go belly up, usually for a variety of reasons. For the most part it was a lack of awareness or personal agendas of the city / county leaders. If the powers to be can not turn the operation over to a professional organization and turn a profit, the City should not expect to do any better. Tax payers should not be on the hook for pet projects. I would rather see the property turn a profit but, if it can’t it is time for another option.

Perry Laspina
Perry Laspina (@guest_61405)
2 years ago
Reply to  Thomas Smith

Excellent viewpoint!