Golf Practice Facility Operation A Bone of Contention

by William F. Galvin

            HARWICH -- With the new golf practice facilities opening in late May, the town is examining how instructional golf programs will be run at Cranberry Valley Golf Course.

            There have been several changes at the course over the winter to conform to a state Ethic Commission directive to avoid the potential for conflict of interest.  Among them was a concern with the golf director providing instructional lessons and being compensated directly for the service during working hours for the town. Town Administrator James Merriam said Golf Director Dennis Hoye’s new job description allows him to provide lessons and receive compensation as long as he provides them in his off-time.

            So who will provide instruction at the new practice facility on a daily basis for golfers seeking to improve their game? There is interest among some members of the golf committee in having a professional golf academy tied to Cranberry Valley Golf Course.

            Golf committee member George Boule said Monday night the golf committee has to give some thought to the direction the course is going. He said there is talk about clinics and lessons, but there needs to be a goal for the facility.

            Boule said the committee has followed closely the recommendations of the McLaughlin report, a town-funded study of golf operation improvements done in 1998. The report recommended the practice facility to serve as a teaching complex, Boule said. A regional golf academy could flourish there, Boule said.

            “I think there is a difference from what Dennis (Golf Director Dennis Hoye)  presented and a golf academy,” Boule said. “His duties to manage the golf course take precedent. It makes me wonder does he have enough time to do this.”  

The golf committee two weeks ago entertained a proposal from PGA and LPGA members Robert and Lisanne Miller. Robert Miller has been the director of instruction and head professional at The Longest Drive Golf Center in Dennis for four years and director of instruction at Blue Rock Golf Course in Yarmouth for 25 years.

            Merriam said it sounds like one of the members of the golf committee asked Miller to put a proposal together and come before the committee. There is no plan at this point to put out a proposal for a bid for golf instruction at the municipal course.

            Merriam said he expects Hoye will be inclined to run the facility because of his responsibilities as the director. Hoye has also filed a golf school business plan to operate the practice facility.

            “It’s a different model than we’ve envisioned,” Merriam said of Miller’s golf academy proposal.

            Miller’s mission statement proposed to establish CVGC as the premier golf learning center on Cape Cod and enhance the reputation of the course. It would provide sought-after teachers by reputation along with the highest rating by the PGA and LPGA golf associations and personalized attention to every player.

            Hoye’s mission statement proposes to run golf instructional programs and provide a club fitting to enhance the overall revenue at CVGC.

            Merriam said this week Hoye has submitted his plan to the golf committee, but that committee has not accepted it yet. The town administrator said the final decision would rest with selectmen.

            “I assume as golf director I have a plan and it will go forward, unless I hear otherwise,” Hoye told The Chronicle last week.

            In Hoye’s golf school business plan he cites a number of issues with the town leasing the practice facility, including loss of the course name and identity, scheduling of lessons for current staff and potential conflict with the lessee, impacts upon sale of equipment in the pro shop, the need for the lessee to insure the area, town clinics being in direct competition with the lessee, and the need for the town to make appointments and field phone calls for the lessee.

            Hoye also said that if he gives clinics on the town’s time, the town gets all of the profit. The golf director said he plans to hire seasonal golf instructors, who would be apprentice or PGA professionals, to provide lessons at the practice facility from May to October. The staff members would work for the town and be paid from the revolving fund once it is approved in town meeting, Hoye said.

            “There is a necessity to bring in a teacher from the outside because I’m not going to be teaching as much as I used to,” Hoye admitted.

            But Boule said Hoye’s job description seems like a lot for the golf director to be undertaking. Golf Committee Chairman Anthony Pagliaro said the committee has to decide whether they will be running a full golf academy or just running programs.

            Committee members and Hoye debated the pros and cons of hiring instructors and paying them from a revolving account versus bringing in a team to run a golf academy. That issue spilled over to impacts on the sale of equipment at the pro shop.

            Hoye said the town has to be careful not to lose control over the practice facility. He said that could happen if it is leased, and subject the facility to a lot of wear and tear.. Hoye suggested as a possible plan raising the annual fee and allowing all members to access the facility instead of charging a separate $175 annual fee for its use. This would raise additional funds for the course, he said.

            “I’d like to see a golf academy or golf school,” Golf Committee member Jeff Driscoll said. “I see more revenue from a golf academy that brings in new people to the course. We’re looking for something constant. We’re looking for more recognition, something that will draw people to Cranberry Valley.”

            “If we go outside, we’re going to get requests for proposals and they will tell us what they’re going to give us,” Boule said. “Until we have an RFP in front of us, we shouldn’t throw it out.”

            Pointing out the committee just received Hoye’s proposal, Pagliaro said members  need time to examine it to see how it compares to the one Miller filed. Golfer Ray Jefferson said he liked the plan to increase the annual fee and allow all members access to the practice facility. Jefferson said he doubted there would be a lot of interest in the additional membership fee.

            As part of the Ethics Commission directive, the town will take over the operation of the pro shop and Hoye will now manage it. Hoye said equipment is coming and when the course opens, possibly by Friday, there will be merchandise available to purchase. He said as the year goes on and once the revolving fund is put in place, more merchandise will be available in the shop.    

The new practice facility is scheduled to open on May 26. The committee will have a ceremony dedicating the new facility to the taxpayers of the town.

            “We are also planning a hitting of the ‘first shots’ on the range, possibly long drive, putting and chipping contests and a free bucket of balls for anyone who desires after the ceremony,” Pagliaro told selectmen.

3/27/08