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HomeMy WebLinkAbout2012 Oct 11 - Memos Re: Food Service Operation YAttA� o"� La V n-V ' , y aecE�v�❑ TOWH UF YAftGtOU iH UGI 1 Z pp�Z CqI'Em�'�� TOWN AOM!r�iSTRATOR Yarmouth Golf Division 635 West Yarmouth Road, Wesc Yarmouth, MA 02673 Telephone(508)760-4875, Fax (508)760-4806 MEMORANDUM To: Peter J'ohnson Staub, Assistant Town Administrator From: 3im Armentrout,Director of Colf Operations � i ; ��9 ,/'" Subject: Golf Course Foodservice Operation ' '�'� ,�'"��� � __J Date: October Il, 2012 In our tast conversation, you indicated to me that the Selectmen would like to discuss che Golf Division's restaurant operations with reference to our experience for the previous years and to our current plans. To begin, I reference the Golf Division's mission as has b�n laid out by the Selectmen: To provide the finest Cowse fncililies and Lhe uinwst in service to %ls Paho��s, both Town Reside�:t and No�e-Resirleni GuesG We will seek thu objec&ve white making every attempt to �renintain The Yarmouth Golj Facililies as a self fundiiig operadion within the Town. The operation of the golf course �estaurant at Bass River has been most successful in its contribution to that mission. in addieion to its revenues exceeding the related expense for the first two seasons by some $35,000. and +ts first quaRer FY13 revenues exceeding the previous years by 17%, the abiGty to control the restaurant operation has helped considerably in our effons to a[traci and to retain golfers in a difficult economic climate. Examples include our abiUty to run a very successful "nine and dine' event ]ate each Sunday afternoon during the seasoo in which couples play golf and then have a light dinner afterward. Both residents and guests have enjoyed these outings and ma�iy have been introduced to the Bass River Course through them. We have been able to "bundle' events, including food, golF, and golf shop merchaodise together at an attractive price thereby accommodating interested groups without resorting to discounting our base golf fees. We have encouraged groups that wese already signed up for golf to include a pre round or a post round meal or appetizers into their itinerary. Resideut groups ha�e also enjoyed meals at Bass River associated with their tournament and outing events. In addition, we have hosted a number of foodservice functions unrelated to golf at the restaurant at times when demand is light, thereby increasing the facility's value to the commUnity. We recognize that the greatest value that the Golf Courses' foodservice can provide to the accomplishment of our stated mission is its ability to enhance the patron experience at the course. With a good, friendly, reasonably priced foodservice we can attract and retain golfers much more effectively.Having a direct supervisory role over all golf course staff enables the course management to be much more assured that the courses' patrons have that positive overall experience and to be confident that the likelihood of the patron's return is m�x;m;�ed. We recognize that there are problems inherent with the relationship between course management and the course contractual concessionaire, even under the least trying of circumstances. As much as can be put into a concession contract (with every restriction making it less valuable to the concessionaire) there are natural points of contention. The management's aim is the overall success of the course, the concessionaire's (rightSully so) is the maximization of the profit for the concession. Often the two goals are at odds and can cause varying degrees of friction. Adding to the complexity of the issue is that in Massachusetts, we have learned that an operator of a concession who holds a liquor license cannot be conlractually restricted as to hours other than those in the license and that management(or landlord)cannot mandate closing hours outside those limits.Writing restrictions into the license itself becomes limiting to the point of inflexibiliry for the holder. Overall, the best way to assure the success of the Golf Courses' operation is to be able to assure a positive experience of the Patron in its every facet. The approach that we have taken in the operation of the food concessions is one of starting small and slowly growing while insuring that we did not ovetreach our ability to manage the acrivity our revenue at Bass River grew from$132,601 the first yeaz by 13% to $149,746 in the second. Over the first quarter of fiscal 2013 revenue has grown by 13%. Each yeaz we have added addiuonal functions and expanded our offerings. We have made certain to comgly with all health, safety, and liquor regulations, and are extremely aware and vigilant regazding alcohol consumption on the premises. We began at Bass River with a Beer and Wine to help assure a positive start. It is our intention w seek a full license at the Bayberry Hills Grill as it promises to be a bit more low key location. At the end of our first season there, we plan to evaluate and decide how we should go at both locauons in the future in regard to licensing. A pazallel is our experience with the Golf Retail Operation. We undertook "in house" operation of the Golf Shops in 2003 and were among the first on the Cape to do so. Since that time, we have gross receipts of over$2.4 million while our wages for the courses are currently over$90,000 less than the FY031evels. It is my feeling that the operation of the Courses' food service will be as beneficial a long term contribudon to the health of the Yarmouth Golf Enterprise as has been the self operation of the Golf Shop and Range. y� l'P.ItAqO V� �.... � �'� �F_ Tp�,'�,�FY���U �...�.,w ��r l � ^ r� �qre co� 1017 r�wNAnM�N�SrpATOR Yarmouth Golf Division 635 West Yarmouth Road,West Yarmouth, iv1A 02673 Tetephone(508) 760-4878,Fax (SOfi) 760-4806 MEMORANDUM To: Peter Johnson Staub, Assistant Town Administrator FYom: Jim Armentrout,Director of Golf Operations Subject: Golf Course Boodservice Operation Entertainment Date: October 11,2012 As you are aware, since our initial application for an alcohoiic beverage license in 2010 we also applied for and received a license allowing the Grill ac Bass River to provide entertainment, lt was brought to our attention this past season by a citizen who is a past member of Ihe Yarmouth Zoning Board of Appeals that tbe Bass River Golf Course is within an azea that is zoned residential,and lhat tbe awarding of an entertainmen[license to an entity within such area is inappropriate without first seeking a variance. The C,rill would like tfl be able to have the abiliry to provide/allow appropriate entertainment on occasion, which we have not done since being apprised of our situation. i would like to make sure that 1 foltow the proper protocol for the request for such a variance, and to be certain that we would not be at odds with she wishes of the Board of Selecrmen. I am seekin�guidance in this matter.