What will come after the enhancements of the clubhouse?

By: March 18, 2016

What we see renovations and enhancement activities today at The Cape Club (formerly Ballymeade Country Club; managed by Troon) are part of a complex strategy of the new owner, to transform the property into a five-star resort. The golf course was sold in February 2015 for $6.3 million in a bank sale to a limited liability company called FWG.

Within a half year, the enhanced clubhouse (by Keenan + Kenny Architects) was unveiled in the fall of 2015, along with the addition of a new restaurant, the Cape Grille Steak & Seafood and a more than 20,000 square feet of banquet space.

I think what is more important that they also thought about how could they improve the golf course (the 11th hole is on the picture below) to provide even better golf experience. These are the changes on the golf course:

  • Expanded water feature on holes 9 and 18 that will present a challenging finish to each nine
  • Enhanced view corridors on fairways
  • New regular and forward tees added on select holes, plus new elevated back tees were created
  • Resurfaced and expanded tee boxes
  • All fairways were re-contoured
  • Completely rebuilt green complexes that were all reshaped and re-contoured
  • Addition of all new strategically placed fairway and green-side bunkers
  • Cart paths materials were created using white crushed stone to match the look of the Augusta white-sand bunkers.

Among the many changes, the most farseeing is the long term plan for the practice facility. Probably they were inspired by the success of Topgolf. Namely, to construct an upper deck with seating areas that allow guests to dine, practice, take in football or baseball games on flat screen televisions and socialize, all within the steps of the practice tee.

Troon has also implemented dynamic pricing (price is based on demand and availability) to increase tee time utilization. I assume you have already met with this smart pricing technique on Amazon.com or at Disneyland. I must say that dynamic pricing is not new to the golf industry (e.g. GolfNow is using it since 2001; Arroyo Golf Club).

Other future plans are:

  • Cape Club Resort for 28 single family homes and 80 golf villa and cottages;
  • Resort pool with bar and food service overlooking the golf course, an open-air event pavilion overlooking holes 9 and 18;
  • Luxurious spa with fitness center and indoor pool facilities.

The Cape Club Hole 11 December 2015