Rising Costs: Prepare for Potential Increase in Round Prices this Season

In the wake of the pandemic, golf has enjoyed a significant upswing in popularity over the past three years, prompting increased business and growth for golf resorts like the Indian Wells Golf Resort in the Coachella Valley. According to Ben Rodny, the director of sales and marketing at the resort, they are preparing for continued growth and have tailored their business plan and budget with these expectations in mind.

Since the onset of the pandemic, golf experienced a remarkable turnaround from a decline in rounds played and the number of golfers. In 2020 and 2021, there were reported 20% increases in rounds played, and the trend has continued with smaller gains in 2022. The National Golf Foundation reported a 3.8% increase in rounds played through September 2023, with the exception of a slight 2.9% decrease in the Palm Springs area due to weather-related disruptions. However, the area did see a 6.4% increase in golf rounds during September 2023 compared to the same month in 2022.

Despite the overall growth, some in the golf industry in the Coachella Valley believe that the surge might be slowing down. Kurt Burmeister, general manager of La Quinta Country Club, noted that while there’s still growth, it’s not as aggressive as in previous years and there are signs that the trend could be leveling off.

At Indian Wells Golf Resort, they have seen a slow down in the growth of group sales and have noticed some resistance to pricing, which was not the case in previous years. The increasing dynamic pricing structure for green fees is also indicative of the burgeoning demand, posing potential challenges for golf enthusiasts. This increase in prices has led some golfers to reconsider their plans, as the cost of playing on high-profile courses has gradually increased to near $300 per round.

As a response to the surge, La Quinta Country Club has adapted to the increased demand by shifting its focus towards members and ceasing activities that are not specifically for members in order to provide better service and improve the overall member experience. With the rise in revenue over the last three years, the club has allocated funds for future projects such as a new irrigation system.

While there are concerns that the surge may eventually come to an end, for now, the golfing industry in the Coachella Valley continues to thrive. Ben Rodny, at Indian Wells Golf Resort, acknowledges that the surge will eventually subside but remains hopeful for the future of the sport, stating, “The wave has to crash eventually, and then rise again.”

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Daniel Miller

Daniel Miller takes readers to the greens with his passion for golf. He offers coverage of major golf tournaments, player achievements, and insights into the sport’s rich history, making him a trusted source for golf enthusiasts.