City’s new drive to bring the municipals up to scratch

Dec 1 2009 by Richard Williamson, Liverpool Daily Post

FOR many, the municipal is where the great love affair with golf started. Here, probably with a few clubs borrowed from a friend or hired from the local pro shop for the afternoon, we stepped on the tee for the first time, fidgeting to get the Vardon grip right, recalling from an encyclopaedia of advice from those who had played a while: “Remember, whatever else you do, keep your head down . . . ”

So we hit our first golf balls, probably had a few fresh air shots and lost a few balls.

Many stay at their local municipal throughout their golf life, seeking no other golf home. Even those who move to private clubs retain their memories and life-long affection for where they started out.

However, the municipals, despite being a cheaper alternative to full club membership, have not escaped the ravages of the economic decline. To anyone who spent ages waiting in a queue for a place on the first tee or got up before the start of the dawn chorus to beat the rush, the news that there are now plenty of gaps to be found will come as something of a surprise.

Jason Dolman, a local government officer now with the job of reviving the scene at the Liverpool municipals, has been a member at Allerton since he was a teenager, and recalls: “In the 1980s and 90s, the Liverpool munis were chocker. At Kirkby, for example, there were golfers at 5am waiting for the shop to open. You put a golf ball in the trough and that got you off the first tee before those who had a time reserved arrived at eight. Also, you could book a time for the following week.

“Some must have got up around 4am. In the winter time, they were driving off before it was daylight.”

It could be a long wait for your ball to reach the front of the trough to allow you to start your game.

“Such times have long gone,” says Dolman. “There are just not the same numbers using the municipals and particularly during the week.”

So whatever happened to the boom times?

The Liverpool municipals, Allerton and Kirkby, have been hit hard by the extra competition produced by more golf courses, the boom in golf course construction in the 1990s and, says Dolman, by the competition from private clubs.

Many private clubs were going through difficult times even before the credit crunch.

One indicator is the fall in numbers on waiting lists and the number of special membership deals that can be found.

Dolman estimates that, instead of a waiting list, probably more than 90% of clubs are looking for new members. The absence of members, of course, represents a loss of income and clubs have been dealing with the tough times with a variety of ideas, such as reduced annual subscriptions, two-for-one playing deals, and packages that include a meal. Dolman estimates that the majority of private clubs do not even ask for a joining fee any more.

Many who have taken up the offers were past customers at the municipals. Dolman sees the special offers as a key element in the substantial fall in customers at Kirkby and Allerton. In 1996-97, 128,595 paid to play there. Last year, the figure had slumped to 84,129.

The Liverpool experience does not appear to be exceptional. Dolman has talked with other local authorities about their municipals and reports that they, too, have been experiencing a similar situation. His job is to get the customer figures at the Liverpool municipals moving upward again.

He has recently worked on the Capital of Culture events, including the Tall Ships Race. Now, after a council review of the municipals, he is Golf Development Manager, with a 12- month secondment from the events management team.

He is a keen and talented golfer with a handicap of seven and is a qualified coach.

He says the two Liverpool municipals are already the cheapest in the North-West, but he has made a determined start to make them even more attractive.

The name Kirkby Municipal has come to an end, with the course re-branded as Liverpool Municipal North. Allerton will remain unchanged. It is too much a part of golf history around Liverpool, too well known, to be altered.

“We want to upgrade the facilities, bring them to the same standard as our leisure centres,” says Dolman. “That means upgrading the cafes, dining areas, toilets, putting CCTV in the car parks . . .

“The changes will be seen around the courses, too. We are trying to get more investment.”

The course at Kirkby, like others made on clay, has experienced drainage problems which are now being tackled.

“We lost 30 days last year because the course was too wet,” says Dolman. “Also, we want the greens at both municipals to be the best in the area and as a start we have consulted the STRI (Sports Turf Research Institute) and there is a five-year management plan at both courses.”

His most immediate impact has been in marketing the golf courses.

As a trial, leaflets were pushed through letterboxes around the north end of Liverpool, inviting people to Kirkby with a 25% reduction in the green fee. More than 100 came, many for the first time. In reply to a questionnaire, all indicated they were impressed with the course and intended to come again.

More leaflet drops will follow. Special promotions are being developed such as Dads and Lads golf lessons, special coaching for children at Kirkby two days a week and, borrowing an idea from the private clubs, the offer of two playing for the price of one. Links with the schools are being established.

But, says Dolman: “We have to do more than just let them have a go with plastic golf clubs and balls or even hit a few real balls. We have to establish a clear path from schools to playing at the municipals. We need to help them to play, with more opportunities, with coaching and we need better practice facilities.

“Golf generally has to be made more accessible. There are still too many restrictions, barriers to playing.

“In Scotland and America, for example, clubs are much more friendly, places with a real family environment. If you went in a golf clubhouse in America, you will quite likely find it full of children. They are just more open places. We need to develop that kind of atmosphere.”