THE VIRGINIAN-PILOT
Copyright (c) 1996, Landmark Communications, Inc.
DATE: Tuesday, January 23, 1996 TAG: 9601230236
SECTION: BUSINESS PAGE: D1 EDITION: FINAL
SOURCE: BY BILL REED, STAFF WRITER
DATELINE: VIRGINIA BEACH LENGTH: Medium: 62 lines
The city can put itself on the East Coast ``golf destination'' map and boost tourism by building five top-of-the-line public courses, according to a study that will be released today.
The demand exists within the city, region, state and its traditional Midwestern and Eastern Seaboard marketing areas, says the study, by PKF Consulting, an Alexandria firm that specializes in golf development surveys. It was undertaken in August at the city's request and will be presented this afternoon to the City Council.
The study identifies 51 potential course sites in Virginia Beach, the consultants say, with 18 of them existing in parcels of 150 acres or more in all or partly wooded areas. Excluding land, the cost of building new courses - either upscale or signature - would range from $6.5 million to $10.2 million each. This includes club houses and other amenities.
The projected impact on the local economy, with all five courses in operation, would be $23.9 million in new revenues per year, resulting in about $1.8 million in annual sales and amusements taxes.
What does Virginia Beach have going for it? Access by air and land, climate, lodging and eating amenities, consultants say. Included are a variety of entertainment outlets, a large customer base and labor market.
The drawbacks? First is the lack of a ``critical mass'' or sufficient number of existing high quality public access golf courses to draw the big spending out-of-town golf crowd. Then there are strict city zoning and permitting procedures that stymie initiative; high sales, property and amusement taxes; an inadequate water supply for irrigation and the lack of a central marketing and promotional effort to attract golfers.
To get to the point of building five new courses - two of them so-called ``signature courses'' designed by big name professional golfers - the consultants advise city officials to:
Proceed as a public-private venture, with the city either giving the land to a developer or making land available at minimal cost.
Back away from some existing zoning and permitting strictures, especially those governing the largely undeveloped southern section of the city. Loosening them would allow a future developer to proceed with ancillary single-family housing or ``resort golf hotel'' projects.
Extend utilities, primarily water lines, so operators can irrigate their new courses or allow the use of treated waste water for the same purpose.
Consolidate advertising and promotional efforts through a single Virginia Beach Golf Committee, and possibly build a regional golf alliance, extending from Williamsburg to North Carolina.
Appoint an ombudsman, an expert in the field of golf course building and upkeep, to oversee the development of the five courses.
Pursue the ``redevelopment'' of the existing Red Wing Municipal Golf Course near Camp Pendleton.
Seek bids for the development of one or more golf courses on the city-owned Lake Ridge property, which contains more than 1,200 acres and is home to the city's new $17 million amphitheater.
KEYWORDS: GOLF COURSE VIRGINIA BEACH PROPOSED STUDY by CNB