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The Honolulu Advertiser

Posted on: Thursday, December 18, 2003

AROUND THE GREENS
Hawai'i resorts know value of visiting golfers

By Bill Kwon

Mike Weir hits a drive off the first tee of Kapalua's Plantation Course in the Mercedes Championships. The PGA opens its tour each season at Kapalua with a tournament that features the winners from the previous year's events. Television exposure from the tournament has led to the course's popularity by nonresidents who come to play golf in Hawai'i.

Advertiser library photo • Jan. 3, 2002

Golf is big on numbers — a birdie 2, eagle 3, par 4, bogey 5. And, if you're like me, a snowman (8) or two shows up on the scorecard more often than need be.

However, the most important number for any of the nearly 90 golf courses statewide (excluding par-3 ones) is the bottom line — the number of rounds played annually.

The Hawai'i Visitors and Convention Bureau conducted a study focusing on golf travel to Hawai'i, and it showed an enormous revenue potential. The median age of the 2,000 who replied was 50.9 and the median income $100,000. They averaged 6.6 golf trips a year with California, Florida and Hawai'i, ranking in that order, as their most popular golf destinations. And they spent big bucks.

The conclusion reached and relayed to the Aloha Section PGA golf professionals at their recent annual meeting was that golf plays an important role in the visitor industry.

With than in mind, I conducted a brief survey of resort courses throughout Hawai'i, listing the number of projected rounds played this year and what percentage was nonresident or visitor play. (See chart).

Not in the chart is Ala Wai Golf Course, a municipal treat where even residents find it difficult to get a starting time. Residents accounted for 98.5 percent of the 172,000 rounds booked this year.

Nor does the survey include private country clubs such as Waialae, site of the PGA Tour's Sony Open in Hawai'i, nor privately owned courses open to the public such as Kapolei or Pearl Country Club. Nor military courses which have their own restrictions.

Instead, I focused on resort courses, which visitors tend to favor because of the amenities despite steeper green fees, averaging well over $120. Fees reach $220 at Kapalua's Plantation Course and $195 at Mauna Kea, two of the state's more recognized layouts. The latter is known more for its tradition.

Of the 152,000 rounds of golf played at the Kapalua Resort's three championship courses, 55,000 were at the Bay, 54,000 at the Plantation and 43,000 at the Village.

The Bay's popularity isn't surprising because it's the friendliest of the three. The par-73 Plantation can be a bear, but everybody wants to play it at least once despite the difficulty and cost, according to Marty Keiter, Kapalua's director of golf.

"They see it on TV during the Mercedes (Championships). Tiger Woods and all that," Keiter said. "There's a huge demand for it because of its recognition."

The nationally televised PGA Grand Slam of Golf also has given the Po'ipu Bay Golf Course on Kaua'i a lot of recognition, according to head golf professional Michael Castillo.

"I would say a good 70 percent of the people know about us before they come to Hawai'i," Castillo said. "When people come to the island, they already know they want to play here. We've had the Grand Slam for 10 years. It has had a huge impact on the reputation of the course."

Woods played there a lot, too, by the way, winning the event five straight years from 1998 through 2002.

Perhaps because visitors want the most bang for their bucks, Kapalua ranks the highest in terms of nonresident play with 91 percent. Kama'aina golfers played only 13,000 of the 152,000 total rounds at the West Maui resort.

Mauna Lani on the Big Island's Kohala Coast was next with 90 percent nonresident play at its two 18-hole courses, while Ka'anapali and Waikoloa, with two courses each, along with Mauna Kea hit 80 percent or better.

Like Kapalua, Wailea is a 54-hole resort with its Gold, Blue and friendlier Emerald courses, enabling it to rank second in rounds of play with 150,000 of which 74 percent was nonresident play.

Considering nonresidents pay higher green fees than local residents with their kama'aina rates, the percentage figures shown are remarkable, a testimony to the resorts' popularity with the tourist crowd.

Ko Olina and Turtle Bay, the only true resort courses on this island, have heavier kama'aina play because of Oahu's population base, making Dennis Rose, Mauna Lani's director of golf, a bit envious.

Rose cites two reasons Neighbor Island resorts have seen a decline in play by O'ahu golfers — airport security delays because of 9/11 and interisland carriers cutting back the number of flights. That has led to an increase in the nonresident percentage instead.

The resorts also have seen a decline in the number of golfers from Japan.

"Everybody's down," says Keiter. About 12 percent of the nonresident play this year were Japanese nationals. "We used to get up to 20 percent."

Dave Pritchett, Waikoloa resort's director of golf, said he also has seen a decline of about seven percent of Asian golfers among the tourists who played at Waikoloa's Beach and Kings' courses.

Bill Kwon can be reached at bkwon@aloha.net

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