As a Matter of Course, There Are no Bargains Here
It has become a cliche in the golf business: an upscale public course opens, and its owners say they will be providing a country-club feel for the masses.
The problem is most of these plush courses are priced out of reach for the common man or woman. For instance, not many wage earners are going to plunk down the $195 it costs to play Pelican Hill on Friday, Saturday or Sunday.
But Tijeras Creek has been Orange County’s notable exception since it opened in Rancho Santa Margarita seven years ago.
Here was a picturesque and challenging layout that was priced significantly less than the rest. Last year at this time, it cost $100 for a weekend tee time at Tustin Ranch, another Ted Robinson-designed course. At Tijeras Creek it was $85.
Not pocket change, perhaps, but that’s less than half of a spin around Pelican Hill. And the more budget-minded $60 weekday rate also beats Tustin Ranch by $15.
But the bargain is no longer. Crown Golf Properties, which took over as course operator last fall after Pacific Mutual bought the course, raised the price in January and again in June.
Now it costs $110 on the weekend, $75 during the week.
Jennifer Alderson, general manager at the course, says the price is where it should be. “I think where Tijeras Creek has been in the market and where it’s going are different places,” Alderson said. “We cleaned it up, freshened it up and livened it up.
“This has always been considered a high-end course, but it has always been undervalued.”
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Naturally, there has been grumbling from regular customers, but surprisingly the price isn’t the main matter of contention.
Crown Golf is taking the most heat for its recent decision to eliminate the Tijeras Creek Men’s Assn., a group with more than 700 members, and a women’s club of about 100. Starting in January, the club will offer a service to keep track of golfers’ handicaps for $50.
Members of the men’s club were paying $128 annually for perks such as reduced green fees and the chance to make tee-time reservations one day ahead of the public.
The club also holds two tournaments a month--during prime Saturday morning hours and Wednesday afternoons.
Members say they loved the sense of camaraderie that developed in the group. In the lush surroundings and plush clubhouse, one could easily feel as if they belonged to a country club.
When Crown Golf took over, it agreed to continue the status quo. It even kept greens fees for club members at 1996 rates, so they are now saving $25 per weekday round and $35 per weekend round.
During the summer, Alderson and Buck Page, Crown Golf’s vice president of operations, decided the arrangement didn’t make business sense.
But Mike Gibson, president of the board of directors of the men’s club, said the decision was capricious.
“I’m just a little perplexed that they didn’t allow us to stay and pay full price,” said Gibson, a Mission Viejo resident who owns several formal wear shops in the county. “We weren’t even offered a deal like, ‘You can stay, we’d love to have you, but you’ll have to pay full price.’ ”
Gibson and other men’s club members said Tijeras Creek management has been less-than hospitable at times. Among their examples:
--At the request of Crown Golf, this summer’s annual member-guest tournament was pushed back a week, playing havoc with schedules of out-of-town guests.
--During club tournaments, course marshals sometimes have pushed them to speed up play when they were already waiting for the group ahead.
Among people who had a problem is Randy Cafarelli, a member who rents a home on the course’s first fairway. For years, Cafarelli played Tijeras Creek every Sunday, but immediately started butting heads with Crown Golf managers.
Cafarelli had numerous disagreements with Alderson and assistant general manager Jerry Ramirez about how the course was being run.
“I voiced my opinion if I thought it was wrong,” Cafarelli said, “and I voiced my opinions out loud. I don’t talk behind people’s back.
In May, Tijeras Creek decided it had had enough of Cafarelli and banned him from the premises. When Cafarelli showed up one Sunday, sheriff’s deputies were called and he was led off the putting green in handcuffs.
Cafarelli was to be charged with trespassing and interfering with business, but when the case reached court last month, a deputy district attorney declined to prosecute and the case was dismissed.
Crown Golf officials declined to comment on the Cafarelli matter except to say he still isn’t welcome at the course. Cafarelli said he is considering a civil suit.
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Page said change is often difficult, but it didn’t make business sense to continue the men’s club. He hopes the improvements that Crown Golf has made--and all interviewed agreed the course is in great shape--will attract replacement players for any that might have been alienated.
“We’re trying to operate a business in a very competitive market,” Page said, “and be equitable for everyone, not just a select few.”
Page went through a similar--though less rocky--upheaval in 1994 at Crown Golf’s other Orange County property, Tustin Ranch. He and Tustin Ranch general manager Mike Lichty dropped the men’s club at the course and replaced it with a club for men and women that costs $295 ($250 for renewals).
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The Orange County Golf Notebook is published monthly. Suggestions are welcome. Call (714) 966-5904, fax 966-5663 or e-mail Martin.Beck@latimes.com or Steve.Kresal@latimes.com
