In a small Los Angeles suburb, a city took a failing asset that was losing $250,000 per year, partnered with a golf concessionaire and a willing regional golf association, and created a new model of community engagement.
That city is Pico Rivera, and the asset is its nine-hole public golf course that has been reinvented into a thriving and highly valued community asset. Pico Rivera Municipal Golf Course was built in 1965 for the enjoyment for all those in the surrounding communities. The executive nine-hole course was designed by the great William F. Bell, who is also credited with the Torrey Pines North Course in La Jolla, Newport Beach Country Club and other southern California golf landmarks. The lighted course plays to a par 29, measures 1,504 yards, and features a covered driving range, two putting greens, pro shop, café and banquet facilities.
From a Losing Proposition to Creative Partnerships
From 2008–2012, the Pico Rivera Golf Course lost more than $250,000 per year and was in need of a major renovation and deferred maintenance. Despite being a William Bell, Jr.-designed course with modest green fees, the facility was not being utilized by the middle-class, largely Hispanic community. The city had to make a difficult decision — either close the doors on its only public golf course or search for a way to make it profitable.
In January 2012, the City of Pico Rivera entered into an agreement with golf course concessionaire GolfLinks Management, Inc., and gave them $55,000 to begin renovations. Much of this $55,000 was used for improving the clubhouse and banquet facility with new paint, lighting, doors, windows and floors. These small changes gave new life to the tired buildings and began to create a desirable community destination. As revenue slowly began to rise, GolfLinks spent an additional $142,000 over the rest of the year, improving and repairing the course and greens, adding carts and reinvesting in the facility. A short course turned into a championship facility, one that was ready to give back to the community.
Attracting Youth
In an effort to encourage new golfers to try the course, GolfLinks partnered with the city’s Department of Parks and Recreation. City demographics showed that 48 percent of the households had children 18 years old and younger. An effort to reach out and inspire these younger community members to learn the game of golf resulted in a commitment to provide free rounds to any junior resident of Pico Rivera. The Parks and Recreation Department introduced this new program to the city’s schools, with the message that the game of golf helps youth learn how to succeed in life, with an emphasis on sportsmanship, honor, integrity and teamwork with people from all walks of life. The new free golf program was extremely successful, attracting more than 250 participants of all ages, with many visiting the Pico Rivera golf course for the first time.
In early 2013, even more exciting things began to happen. The golf course was selected as a partner by the Southern California Golf Association (SCGA) Youth on Course program, which is designed to provide southern California juniors affordable access to golf. The selection of Pico Rivera by Youth on Course from more than 300 golf course facilities in southern California was an encouraging sign for the revamped facility. In the spring, SCGA Youth on Course and GolfLinks launched a program to teach more than 300 junior golfers, ages 7–17, golf skills and decisionmaking techniques as it relates to both life and golf. The first session was only $8 for an eight-week course. Free clubs were provided by GolfLinks, and each student received a shirt, hat and Youth on Course membership. Members who completed the online certification for rules, etiquette and decisionmaking also had access to more than 125 Southland facilities for $1–$5 green and range fees.
The mission of SCGA Youth on Course is to promote the education and character development of southern California youth through golf. The organization believes that golf teaches life lessons and develops character in a way no other sport can. Through its programs, Youth on Course focuses its efforts as follows:
• Create affordable access to golf for all youth
• Teach smart decisionmaking both on and off the course
• Instill integrity, character and responsibility in youth through the game
• Provide educational opportunities for youth from 5th grade to college
• Inspire a passion fotr lifelong learning in youth
• Develop a culture of healthy lifestyles
Even more intriguing is that junior participants of this program earn points for academics, volunteering and leadership, and can spend them on golf outings, tournaments and equipment. A scholarship program is also part of Youth on Course, designed to help active participants continue their lifelong learning experience by providing financial assistance for higher education.
The kickoff event in March at the Pico Rivera Golf Course for this Youth on Course program was a true success. More than 200 people, including juniors, parents, golf course and city staff, and even the city’s mayor, Gustavo Camacho, joined in the event.
“We’re very excited to work with Youth on Course on this program,” Camacho said to the crowd. “What they are doing for young people is fantastic, and we are honored to be the first city they work with in this capacity.”
Whether or not the kids were signed up for the instructional program, all juniors in attendance participated in games and contests organized by Youth on Course staff and Pico Rivera golf instructors. Stations included putting, chipping and driving. The kickoff was a great opportunity for the juniors in the program and their parents to meet SCGA and golf course staff and become more familiar with the overall program.
Return on Investment
The outcome of this collective effort was the realization that investing in the community could be even more profitable than adding dollars to the facility’s bottom line. In effect, the once-outdated golf course turned a large deficit into an even larger contribution to the community. In addition to helping youth, the new golf course model offers an inexpensive opportunity for all of the residents and guests of Pico Rivera, particularly seniors and lower-income golfers, to play and enjoy the game of golf. As a result of the program’s success, the city decided not to raise resident rates for the golf course. To date, the course has had more than 100 juniors go through the program and is no longer losing money.
As the economy continues to stagnate, local cities and counties may begin to feel the start of the predicted doom of sequestration. While the pain of the mandated budget cuts is already being felt, new models such as greater community engagement with city assets will become increasingly more important.
By adopting the philosophical change that focuses on providing the community the best avenue for golf, over and above financial gains, the city has been able to keep the doors to this community jewel open. The City of Pico Rivera and GolfLinks Management are poised to become a beacon for the growth of the game of golf, with an emphasis on junior involvement. This is a model that can be emulated by other cities nationwide. With affordable access to golf, the game will continue to grow, and youth will have the opportunity to experience the life skills that the game teaches on a regular basis. But more importantly, communities will gain an even greater return on their investment by investing in their future through youth involvement, recognizing that their residents may be their greatest asset.
This civic team continues to do good work. Presently, the city Parks and Recreation Department and Pico Rivera Golf Course are planning a fall golf clinic for kids with autism, from ages 7–17. By the time of the clinic, they hope to have one or two class times set up for kids with autism or other disabilities.
Ultimately, the places where people live, learn, work and play will continue to engage and transform them. As evidenced by the City of Pico Rivera, people- and place-based investments may become the emerging trend, and in doing so, communities will learn to expect more.
Sandra J. Gonzalez is the Director of Parks and Recreation for the City of Pico Rivera, California. Vanessa Preziose provided photos for this article.