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TI <br />os <br />Likelihood* of Use by Typology <br />for Courses in Mounds View Primary and Secondary Markets <br />'(Likelihood: None, Small, Medium, Strong) <br />Golf Facility Novice/Tr Family/Social Mid-hdcp Low-hdcp Sr Citizen <br />Brightwood Hills (Exec, no range)Strong Strong Small None Strong <br />Kate Haven (Exec, no range) Strong Strong Small None Strong <br />Airena (indoor range) Small Small Small None Small <br />Brighton Crossroads (range) Strong Strong Strong Medium Strong <br />Edinburgh USA (18-hole + range)None Small Medium Strong Small <br />Chomonix (18-hole + range) Small Medium Strong Strong Medium <br />Mounds View (Exec + range) Strong Strong Medium Medium Strong <br />(projected) <br />Implications of golfer profiles for market share <br />in primary and secondary markets <br />The table, above, suggests that Brightwood Hills, Kate Haven, <br />and Mounds View will appeal to (and compete for) similar <br />market sectors — the novice or beginning golfer, the junior <br />golfer, the family or social golfer, and senior citizens. The <br />deciding factors in Mounds View competing successfully with <br />these two executive courses in the primary market area are <br />likely to be course quality (design, construction, and <br />maintenance) and price., that is, value for the dollar. The <br />table on executive courses reports the greens fees for <br />Brightwood Hills and Kate Haven for 1993. Both courses are <br />approximately 1,600 yards in length. By comparison the <br />Mounds View fee for opening year in 1995 is suggested by <br />EGCS as $8.00. The course length of Mounds View, however, <br />is projected at 2,200 yards, 600 yards longer than the other <br />two courses. <br />If course length is a measure of value, then the fee per yard <br />represents a legitimate comparison. The fee per yard at <br />Mounds View is 0.36 cents, whereas the fee per yard at <br />Brightwood Hills and Kate Haven is identical at 0.42 cents per <br />yard on weekdays and 0.48 cents per yard on weekends. The <br />difference by 1995 will be greater if a fee increase occurs at <br />Brightwood Hills and Kate Haven over the next two years. <br />Although course quality comparisons are not possible at this <br />point with the Mounds View facility yet to be built, one can <br />assume that the Mounds View executive course will have a <br />quality design with the services of Williams, Gill & Associates, <br />21 <br />