SWOT analysis is next step for golf course advisory committee

It will be several months before golf balls are once again launched from the tees at the city-owned Northwood Golf Club but the newly created golf course advisory committee has begun holding meetings with the goal of improving golfers’ experience and bringing additional members and players to the course.

The ad hoc advisory committee was created in August after approximately 80 members of the club sent a “letter of concern” to the City of Rhinelander advising that the course had experienced a drop in membership and organizers of several regular outings had chosen to take their business to another course.

The members of the ad hoc committee are Dan Lundberg, Erik Matson, James Sherman. Brian Tonnancour, John Zierden, Mike Tolvstad and Patrick Reagan. 

The group held its first meeting on Oct. 25.

 Reagan, the city administrator, led the discussion which he characterized as a “get to know you” session.

Reagan stressed that the goal was not to compile a list of complaints about the current management team, Oliphant Golf Management, but to offer insight and input to help the common council improve golfers’ experience at the club. 

Reagan noted that he expects Justin Fox, regional manager of Oliphant Golf Management, to attend a future meeting of the ad hoc committee and he would not want Fox to feel attacked as that would not be productive.

For their part, the other committee members were adamant that they want to see the course and Oliphant succeed. However, several were equally resolute in expressing their opinion that Oliphant made an error when it chose to terminate popular golf pro Kyle Christian last February. Christian has since taken a job at Pinewood Golf Club in Harshaw and several of the larger outings normally held at Northwood were held at Pinewood during the past golf season.

The course has seen a number of changes in terms of management over the last few years.

After the common council decided to terminate long-time pro Dan Buckley in 2017, a company called Green Golf Partners was hired to manage the course for the city. Christian was an employee of that organization, however he stayed on and became an employee of Oliphant when that company took over management of the course in 2022. 

After Oliphant terminated Christian in February 2023, Kelly Chilsen was named the new general manager at Northwood. Chilsen has also since moved on but, during an Oct. 18 budget discussion with members of the common council, Fox reported that a new general manager has been hired. That individual is expected to start work in December and his mission will be to win back the members who left, among other things, Fox said.

The ad hoc committee features a mix of long-time Northwood members as well as an individual who is new to golf. One of the members also has experience working at a golf course, it was noted. 

When asked to name something they like about Northwood, the committee members stated the course is very challenging, the greens are in excellent condition and the location is exceptionally scenic.

“I never get bored with playing that course,” committee member Dan Lundberg said. “Every hole on the course has its interesting points, challenging points. A lot of courses that you might go play it’s easy to get bored.”

The amenities, including the restaurant/clubhouse in particular, were discussed at length with the committee members noting there is tremendous potential there that has not been fully realized.

The consensus of the group was that staffing problems have led to inconsistent hours, frustrating the members.

“I know they’ve had staffing issues, everybody’s had staffing issues,” Reagan said. “I’m still looking for people in the public works department so I get it, but what can be done there?”

As the discussion continued, the committee members indicated they are unsure as to whether the members of the city council, none of whom play golf on a regular basis, have a clear vision for the course’s future. 

Alderman Gerald Anderson. who attended the meeting as a observer, was asked to weigh in on the subject of the council’s vision. He responded by telling the ad hoc group that he hopes they will be part of “helping to form our vision.”

The committee members also discussed the complicated prospect of ensuring the course continues to pose a rigorous test for those who are stimulated by its challenging layout while also becoming more user-friendly for older players and those who would like for their rounds to be a little easier. 

As the discussion wound down, Reagan suggested the next logical next step for the committee would be to conduct a SWOT analysis of the course. SWOT is an acronym for Strengths, Weaknesses, Opportunities, Threats.

“I think we need to have a foothold in reality with what can Oliphant do and what can we do to make this thing go,” he said.

The group is expected to conduct the SWOT analysis as part of its next meeting on Nov. 29.

Heather Schaefer may be reached at [email protected].