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Windmill Hotel and Golf Club Golf Needs Assessment A Final Report May 2016

Neil Allen Associates Registered Office: 20 Brook Road, Lymm, Cheshire, WA13 9AH

[email protected] 07917 378083

A limited company, registered in England and Wales no. 6165280

mailto:[email protected]

Contents

Section 1: Introduction and Background 1

Section 2: Strategic Context and Consultation 6

Section 3: Supply Analysis 14

Section 4: Demand Analysis 37

Section 5: Conclusions and Recommendations 50

1: Introduction & Context

Windmill Hotel and Golf Club: Golf Needs Assessment 1

Introduction

1.1 Framptons are working for Bracebridge Holdings Ltd to promote the Windmill Golf Course in Coventry for residential development through the emerging Coventry Local Plan.

1.2 To support the proposal naa were approached by Framptons in March 2016 to undertake a needs assessment for golf.

1.3 naa is a specialist sport and leisure planning consultancy, formed in March 2007. naa work extensively with local authorities, Sport England, governing bodies of sport, education establishments and with private sector partners to deliver strategic planning solutions. naa was the only sports consultancy to have been accepted by Sport England on its ‘Strategic Planning Framework’ across all four sports lots; strategic planning, needs assessments, playing pitch strategies and sport specific strategies, reflecting the status of naa as one of the leading deliverers of strategic sport and leisure planning consultancy.

1.4 naa have completed several recent golf studies. The Bracknell Golf Study in 2012. naa appeared at the Public Inquiry. naa also completed a study on behalf of Morris and Persimmon Homes, making the case for the disposal of Standish Golf Course in Wigan. Both studies involved consultation with Sport England, who accepted the approach adopted in terms of the supply and demand for golf. naa have completed foure further golf assessments (completed over the past 12-months); a 9-hole courses at Reasheath College in Nantwich, Ferrybridge Power Station in Wakefield, Ingol Golf Course in Preston and Tea-Green Golf Centre in Hertfordshire.

1.5 This report therefore sets out a needs assessment for golf to support the Local Plan submission and seeks to make the case that Windmill Golf Course is surplus to requirements in line with National Planning Policy (NPPF) and Sport England Playing Fields policy.

Planning Policy Context

1.6 The assessment has been produced in line with the National Planning Policy Guidance (NPPF), which requires that (Paragraph 73, page 18):

‘………planning policies are based upon robust and up-to-date assessments of needs for open space, sport and recreation facilities and opportunities for new provision.

1.7 Furthermore Paragraph 74 states that existing open space, sports and recreational buildings and land, including playing fields, should not be built on unless:

• an assessment has been undertaken which has clearly shown the open space, buildings or land to be surplus to requirements; or

• the loss resulting from the proposed development would be replaced by equivalent or better provision in terms of quantity and quality in a suitable location; or

• the development is for alternative sports and recreational provision, the needs for which clearly outweigh the loss.

1.8 The ANOG methodology is used to assess the need for outdoor / indoor / built facility provision (not including pitch sports) and has therefore been used for this assessment.

Windmill Hotel and Golf Club: Golf Needs Assessment

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1.9 Sport England published two new methodologies in 2013 for how NPPF compliant needs assessment work should be undertaken:

• The Assessing Needs and Opportunities Guide (ANOG) • The Playing Pitch Strategy methodology (PPS)

1.10 Essentially these form the new ‘how to do’ needs assessments for indoor / outdoor sport

and pitch sports in England and represent Sport England’s response to the NPPF.

1.11 Coventry City Council has a PPS, which runs from 2014-19 and includes golf within its scope. It has not been possible to see the detailed analysis however the strategy recommends the need to ‘protect and sustain existing golf provision.’

1.12 Golf does not however operate on the basis of Council boundaries. The primary catchment area for a golf course is a 20 minute drive time. Normally over half of a- clubs regular golfers live within this drive time. In undertaking an analysis of need it is therefore far more relevant to consider catchment areas as opposed to local authority boundaries. This approach has been agreed with the Local Planning Authority (LPA) in undertaking this study.

1.13 Sport England has a statutory responsibility for planning applications involving sports provision. The needs assessment therefore considers supply and demand, consultation and utilise Sport England planning tools in arriving at the assessment.

1.14 Alongside the NPPF Sport England will oppose any proposals which will result in the loss of playing fields unless one of 5 specific exceptions apply; a summary of the 5 exceptions are set out below:

• E1 A CAREFULLY QUANTIFIED AND DOCUMENTED ASSESSMENT OF CURRENT AND FUTURE NEEDS HAS DEMONSTRATED THAT THERE IS AN EXCESS OF PLAYING FIELD OR OPEN SPACE PROVISION IN THE CATCHMENT AND THE SITE HAS NO SPECIAL SIGNIFICANCE; OR:

• E2 THE PROPOSED DEVELOPMENT IS ANCILLARY TO THE PRINCIPAL USE OF THE SITE AS A PLAYING FIELD OR OPEN SPACE AND DOES NOT AFFECT THE QUANTITY OR QUALITY OF PITCHES OR ADVERSELY AFFECT THEIR USE.

• E3 THE PROPOSED DEVELOPMENT AFFECTS ONLY LAND INCAPABLE OF FORMING PART OF A PLAYING PITCH AND DOES NOT RESULT IN THE LOSS OF OR INABILITY TO MAKE USE OF ANY PLAYING PITCH (INCLUDING THE MAINTENANCE OF ADEQUATE SAFETY MARGINS), A REDUCTION IN THE SIZE OF THE PLAYING AREA OR ANY PLAYING PITCH, OR THE LOSS OF ANY OTHER SPORTING / ANCILLARY FACILITY ON THE SITE.

• E4 THE PLAYING FIELD OR OPEN SPACE WHICH WOULD BE LOST AS A RESULT OF THE DEVELOPMENT WOULD BE REPLACED BY A PLAYING FIELD OR OPEN SPACE OF EQUIVALENT OR GREATER QUALITY IN A SUITABLE LOCATION AND SUBJECT TO EQUIVALENT OR BETTER MANAGEMENT ARRANGEMENTS PRIOR TO THE COMMENCEMENT OF THE DEVELOPMENT.

• E5 THE PROPOSED DEVELOPMENT IS FOR AN INDOOR OR OUTDOOR SPORTS FACILITY, THE PROVISION OF WHICH WOULD BE OF SUFFICIENT BENEFIT TO THE DEVELOPMENT OF SPORT AS TO OUTWEIGH THE DETRIMENT CAUSED BY THE LOSS OF THE PLAYING FIELD OR OPEN SPACE.


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1.15 This assessment therefore sets out the case under both paragraph 74 A) of the NPPF and Sport England Playing Fields Policy exception E1; that the site is surplus, there is an excess of golf provision in the area and the site has no special significance.

Assessing Needs and Opportunities Guide - ANOG

1.16 Assessing Needs and Opportunities Guide (ANOG) has been developed by Sport England and sets out an approach to undertaking needs assessment for sport and recreation facilities, in order to be compliant with the NPPF. The approach adopted to develop this needs assessment has utilized the process set out in the ANOG guide, as illustrated in the diagram below. It is therefore planning policy compliant.

Figure 1.1: The ANOG Approach

1.17 The first element of ANOG seeks to tailor the approach to reflect the geographical and

sporting nature of the local area. In this context, as set out the assessment looks at catchment areas around Windmill Golf Course as opposed to Council boundaries.

1.18 ANOG also stresses the need to consider strategic issues. The work has therefore considered the strategic context and golf participation profile across the area, looked at supply and demand of golf facilities in terms of quantity, quality, access and availability, built in consultation with the National Governing Body (NGB), England Golf


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and utilised Sport England planning tools to develop the needs and evidence base and subsequent conclusions.

Windmill Village Hotel and Golf Club

1.19 The Golf Course was established in 1986 as one of many new golf facilities built during the facility boom following the R&A’s call for 700 new courses by 2000. It is a commercial facility, provided as part of a hotel and spa complex, and the golf comprises 18 parkland holes, with a length of 5184 yards (from the white tees), 4858 yards from the yellow tees and a par of 70.

1.20 A set out the golf course was constructed around 1986 by the previous owners of the hotel, it was very much done on a piece meal basis on a very tight budget and not to PGA specifications. The golf course sits on a large clay base which is not ideal and causes a number of quality issues as set out in the report. The whole site including hotel is approx. 85 acres UK average for golf courses is 110 acres. The length of the course has always been an issue its 5184 yards from the white tees and 4858 from the yellow tee’s, close to a 1,000 yards shorter than the average UK golf course.

1.21 Windmill is therefore very short by comparison with most courses – there are 6 par 3 holes, 9 par 4 and 3 shortish par 5 holes. The course primarily caters for golf holidays in connection with the Best Western Hotel on site. However there is an annual membership option to play, which costs £545 pa, and there are currently around 302 members, but this includes leisure club members. The ‘full’ golf membership is only 92. Green fees are also payable at a cost of £18.95 to £21.95 at the weekend and £15.95 to £18.95 during the week. The club does have some facilities – pro shop, locker room, club hire, tuition, buggy hire and the like, but there is no dedicated clubhouse or changing rooms for women. The main facilities on site are related to the hotel, including restaurant, bars, sauna, pool and gym.

1.22 The course has a number of operational issues which has prompted the owners to seek to redevelop the site, these include:

• The course gets waterlogged due to poor original design and has been closed for several months this season

• There is no Golf Driving Range (GDR) or practice facilities at Windmill, which curtails development activity, there is a GDR only 250m down the road, the John Reay Golf Centre where the Windmill pros do all their coaching, etc.

• The course itself is therefore limited largely to male elderly members – there are very few juniors, no women, and the course does not even have a female locker room

• Despite its limited length, the course does not play a role as a ‘beginner / starter course’ and there are plenty of courses in the catchment playing this role far better

• The club considers all courses in the area have capacity to accommodate the Windmill members if it closes, there is plenty of choice of other comparable but better courses in the catchment

• Total membership is 302 and this has been reducing

• Total number of rounds is now 19,475 per year – this is down from 26,874 previously

• There are no links or development activity with England Golf

1.23 These issues are explored and further developed as part of the assessment.


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Structure

1.24 The remainder of the report is set out as follows:

• Section 2: Strategic Context and Consultation

• Section 3: Supply Analysis

• Section 4: Demand Analysis

• Section 5: Conclusions and Recommendation

2: Strategic Context & Consultation


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Introduction

2.1 ANOG states that all needs assessment work should ultimately seek to reflect and support the delivery of the relevant planning, sport and strategic policy priorities. The requirement for the needs assessment work to be compliant with the policy framework is therefore critically important. There needs to be a ‘golden thread’ to demonstrate how facility priorities or development proposals connect and contribute to the relevant policy framework. Needs assessment and ultimately planning decisions should not therefore be viewed in isolation.

Historical Context

2.2 At the time of Windmills planning and development golf was booming. A survey by the English Golf Union (EGU) in 1989 suggested that the popularity of golf in the UK was at an all-time high. The survey estimated over 2.5 million people were participants in the sport with almost one million playing at least once a month. During the same period the Royal and Ancient (R&A), the Governing Body for Golf produced a report that estimated a need to increase supply by an additional 700 courses over the next ten years in order to satisfy Britain’s golfing demand. In 1992, the EGU were aware of 1,900 golf proposals at various stages of the planning process.

2.3 Some in the golf industry believed the R&A report to have overstated the case for demand and this was supported by a subsequent study based on questionnaire interview analysis, conducted on behalf of the Sports Council (now Sport England). This survey instead estimated that a maximum of 450 courses were needed, 150 new courses would cater for those on membership waiting lists and a further 300 new courses would provide for new golfers who expressed an interest in taking up the game.

2.4 Whatever the figures the late mid 1980’s to early 1990’s can be characterised as a period of ‘golf boom’ and it was within this context that the Windmill Club was quite reasonably developed. The club was one of the 593 courses that opened between 1991 and 2000 and in the early days the course operated reasonably effectively.

2.5 Furthermore, during the boom times not all that was developed was of the requisite quality and a number of developments around this time gave little regard to access, type and quality of facility. It is clear in hindsight that the original course design at Windmill was compromised in terms of its length and indeed it has suffered in terms of quality, which at the time of development was fine, but has become more of an issue as the golf market has declined over the last decade.

2.6 The impact of the original course design on the viability of Windmill has been further heightened since its conception and build, as a result of the development in club and ball technology as highlighted in an Open Letter to the Telegraph Sport (July 2010) from a body of concerned golf course architects, which identified the greater length that the ball travels has created a demand for longer golf courses.

2.7 In short Windmill Golf Club was a viable club when it was first developed but the changes in the golf market coupled with advances in technology has led to increasing difficulties in terms of sustainability.


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Trends 2.8 As set out above the history of golf course supply and demand over the past 20-30

years is well documented. In the late 1980s, it was generally accepted that traditional private members’ clubs (the bulk of facilities at that time) had long membership waiting lists, and that existing pay and play courses (which were relatively few in number) nonetheless had high throughputs with long queues to play. Popularity in golf in the previous 10 years had increased due among other factors to the emergence of British and European golf tour winners, and success at the Ryder Cup. Supply was effectively less than the apparent demand.

2.9 In 1989, the Royal and Ancient produced its report ‘The Demand for Golf’ which suggested the need for 700 additional courses to meet demand by 2000. Indeed, in the 27 years since then, it is estimated that over 700 courses have been constructed, representing an increase of 30%.

2.10 At around the time of the R & A report, a variety of estimates calculated demand/ participation in golf as follows:

• 1986 General Household Survey, 2.7% of the adult population had played golf within the previous 4 weeks (compared with 2% in 1977, 1980 and 1983) representing 1.2 million adults in the UK (at the time the GHS provided the only official measure of participation in activities, but with many provisos)

• Sports Council research in 1990 (in connection with its report ‘A Study of Golf in

England’) indicated that 5% of the adult population of England and Wales had played golf in the previous 4 weeks (2 million people) and a further 5% (2 million) within the previous year

• Sports Marketing Surveys Limited calculated that in 1991, there were 1.25 million

regular golfers (playing at least fortnightly) and a further 2 million occasionally (1-25 times per annum). In addition, up to a further 8 million used golf driving ranges, pitch and put and par 3 courses.

2.11 More recent documentary evidence for changes in activity levels include:

• British Golf Industry Association (July 2012) – the number of golfers playing on full-length courses is now about 4 million, which increases with those playing on par 3 and other facilities, representing about 8% of the adult population. The number of core golfers (playing more than 12 times per annum) is the same as in 1998. The decrease of almost 400,000 core golfers since the peak of 2004 has been partially offset by an increase of 340,000 casual players playing less frequently. Driving range usage has decreased slightly in 2008 to about 3 million, but 15% more than 5 years previously. Female participation has stabilised after 2 years decline, while the game is becoming more popular among young players than those over 55.

• KPMG Golf Participation Survey (2010) highlighted a 4% decrease in players over

10 years in UK and Ireland (compared with a threefold increase in Europe in the last 25 years and a doubling of courses). From 2000 to 2010, the report estimated that the number of golfers in England had decreased by 63,800 and in Wales by 14,500. The study recommended smaller shorter courses to encourage new participation. The more up to date 2013 study suggests that the European golf market improved slightly in 2014, recording a slowdown in the decrease in golf participation as well as stabilisation in the number of available golf courses across Europe. In over half of the European countries included in the KPMG report, the


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number of registered golfers decreased in 2014. This includes key golf markets such as England. In 2014 the number of golf courses remained stable.

• England Golf – decline in golf club membership since 2004 (in 2014, stood at

675,000), decline in golf participation since 2007, due to lifestyle changes and competition from other sports

• Sports Marketing Surveys undertake an investigation into the British Golfer and

their playing habits, a review which has been run annually since the mid-90’s. The 2013 survey suggested that currently 2.8m people playing golf once a year, 1.15m every month and 750,000 once a week. The 2014 survey updated this as follows:

2.12 Golf participation in GB finally stabilised in 2014, just above the 3.3 million mark, offering hope to the golf industry after a decade of decay. This succeeds news that 2014 saw an increase in the number of rounds played by 3.5% compared to 2013 following a warm and dry summer, without any major UK based major sporting events.

2.13 Although golf participation remains at its lowest level for over a decade, the study signposts clear progression and opportunities for the sport to grow. For the second consecutive year female participation has risen, as has the number of ‘avid’ golfers (who play at least once a week on average). It is this group of golfers (Avid) who define and guide the sport, so the industry should be buoyed by the additional 53,000 players whose play frequency brought them into this dedicated category in 2014. As per the 2013 statistics, a cause for concern is the number of ‘infrequent’ golfers, who play less than 12 times a year, which is at its lowest on record in this millennium (1,786,000). Time is a major factor influencing player numbers, and may be the significant reason behind the decline in infrequent golfers.

2.14 Since the start of the ‘boom’ in the early 1990s, there have been movements up and down in supply of facilities and demand for golf. Smith Leisure (in a proof of evidence relating to a golfing appeal) suggest that there may well be more golfers in the country now than 20 years ago, but that no more rounds are being played – i.e. golfers are playing less often. If there are 30% more courses and a similar number of rounds are being played overall, there are 30% fewer rounds being played on the courses that existed then and remain. The proof of evidence quotes that the typical municipal pay and play course in the early 1990s may have accommodated 50,000 rounds per annum (some many more) while today the norm is 35,000 (i.e. 30% fewer).

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2.15 There is clearly a definitive move towards more casual pay and play activities, which over the years has been caused by the desire by golfers for more variety in courses played, the need to roam and better flexibility. At the same time, since 1990 and with additional courses, only the ‘best’ clubs now have waiting lists for membership and more pay and play courses offer deals to attract casual golfers. Over the past 5 years, golf facilities have experienced difficult times, with poor summer weather, other sports events competing for golfers’ time, the economic down turn and less appetite to play golf.

2.16 Smith Leisure suggest that in the near future, the UK in general has marginally more golf courses than it needs (i.e. supply exceeds demands). There is no need for the mass closure of facilities, but golf courses are less profitable than in the early 1990s. There is a generally ageing population, but this bodes well for future growth as those over 50 have more time and disposable income, from which existing courses can benefit. Data collated for their report suggests that memberships neither rose nor fell by any significant numbers over the past five years, but that masks changes that have occurred in the sport, either forced or organic. Few clubs now have waiting lists, and a declining number have joining fees. Many believe the game is not as conducive to modern life as time and cost are the major barriers, but golfers can now play shorter forms of the game or on simulators indoors.

Strategic Context

2.17 The next section provides an overview of the policy context and sets out the national and local policy issues as they relate to the provision of golf facilities in the area now and in the future as a precursor for the detailed supply and demand assessment.

2.18 Golf is the fifth most popular participation sport in England with 1.15million people playing monthly and 750,000 playing weekly. England Golf is the national governing body for amateur golf in England and was formed in January 2012, following the merger of the English Golf Union (EGU) and the English Women’s Golf Association (EWGA). There are approximately 675,000 members of England Golf within 1,900 affiliated clubs.

2.19 England Golf has a dedicated participation and club support department that supports golf clubs in their day to day operations, including areas such as advice around tax and legal issues, handicapping queries and environmental issues. The department also delivers an extensive development programme that aims to increase participation and membership in golf. Golf Mark and Get into golf are two examples of successful initiatives.

2.20 Like many other sports in England, golf faces some serious challenges. As a result of a combination of circumstances – a challenging economy, lifestyle changes and a shifting competitor and consumer landscape – the number of golf club members has been declining since 2004. Overall participation in golf has also been declining steadily since 2007.

2.21 These trends are significant and England Golf’s strategy sets out ways to address these challenges.

RAISING OUR GAME – THE STRATEGIC PLAN FOR ENGLAND GOLF 2014-17

2.1 Purpose – improving lifelong involvement in golf.

2.2 Vision – England Golf at the heart of a network of partners, empowering and supporting a thriving community of golf facilities and golfers, and widely recognised as being a forward thinking and successful organisation.


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Ambitions for 2017:

• Increasing the number of players playing 1x per week from 750,000 (2014) to 910,000 (2017) – England golf target as part of Whole Sport Plan

• Reverse the decline in club membership (from 2005) and stabilise at 2014 level (675,000)

• Strengthen talent development from club to national level • Improve communication at all levels Main issues:

• There has been a decline in golf club membership since 2004 (by 2014 total 675,000)

• There has been a steady decline since 2007 in golf participation due to lifestyle changes and competition from other sports

• 2.8m people currently play golf 1x per year, 1.15m 1x per month and 750,000 1x per week. SE APS data suggests that there are potentially 830,000 adults not playing who would like to

• The number of people playing golf independently and outside of club membership is about 2m

• Active People survey – there are more people playing sport now than in 2005 but regular participation in golf has declined. Golf is the fifth biggest sport by participation, with 750k playing once a week and 1.15 once a month, but these figures have declined by 12% and 15% respectively

• 27% of players stopping playing blame the lack of time. 11% of golfers would play more if there were more 9-hole courses

• Latent demand from MS is for an additional 830,000 more players, but the issues preventing them are not knowing how to start (35%), the need for beginners only sessions (52%) and the availability of affordable lessons (61%)

• There is a correlation between club membership and regular participation. Current membership is 675k (2014) from 882k (2004). Only 15% of members are women. Junior membership has declined from 65k (2004) to 56k (2013)

• In the last decade the number of casual players has increased and now numbers 2m

• Financial sustainability – there are more than 1900 golf clubs, all facing challenges of lower membership, VAT, NNDR corporation tax, etc

• Economy – 27% of those playing less blame financial pressures, 36% of lapsed golfers have done so because of cost

• Image – golf has changed but the perception is still of elitism and poor customer relations and practices

• Political landscape – the NGBs are now working much more closely together and with others (e.g. Las) to promote golf

• Technology – booking systems, social media and live scoring are all impacting on the game


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• Environmental/climate change – the impact of weather on course openings/closures and the implications for course management are all key issues.

2.3 England Golf is focussed on sustainability and consolidating of the current clubs rather than expanding the market but also developing clubs to be more viable.

2.4 In October 2015 England Golf commissioned the development of a Golf Facilities Strategy to support the vision and ambitions set out above. Whilst still in progress (at the time of development of this study) the brief for the work identified an emerging categorization to enable golfers to differentiate between clubs, the brief suggested these might be along the lines of:

• Pitch and putt and 9-hole facilities, ideal for beginner and social golf

• Starter clubs, with shorter courses, academy courses, practice facilities, flexible and low cost membership and beginner friendly culture

• Improver clubs with strong member sections, active competition and well kept courses

• Traditional and more established clubs with excellent courses, traditional cultures, often suited to more experienced golfers.

2.5 Within the market it is therefore important to consider the distinct roles that clubs play, it is not a case of ‘one size fits all’. In any balanced market there will be a need for starter clubs to contrast with improver and more traditional courses.

GROWING GOLF IN THE UK – SYNGENTA

2.6 Conducted in May 2013 by GfK, the fourth largest market research company in the world, this survey questioned more than 3,500 UK residents about golf. What made this survey different to previous golf market research studies was that it interviewed more than 2,000 non-golfers and lapsed players, as well as current golfers. A number of important themes emerged from the results. These offer golf clubs and courses opportunities and potential solutions to retain existing customers and attract new players, as follows:

• Friendliness – golfers require some level of customer care as with other leisure facilities

• Flexibility – 50% of responders felt intimidated by the rules and conventions, more flexibility is needed in membership, dress code, etc

• Female participation – women prefer to play with friends and family (67%), and this is linked to children’s participation. Need schemes that encourage more juniors and females

• Friends and family – golf development needs family engagement and to encourage family memberships. Family responsibilities lead to golfers leaving the sport

• Course conditions – 80% of golfers demand the best conditions, such as level greens, no long rough, compatibility with the environment

• Getting into golf – half of potential new golfers are in 15-39 age group, 1/3 do not know how to start and 61% would play if they could access cheap lessons. Clubs/courses need to make joining easy, to allow playing without a long-term commitment and make facilities welcoming and friendly, and allow participants


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to see a way to get involved.

Abbie Lench, Head of Club Support, England Golf

2.7 The NGB are key to the development of golf in England. Alongside the strategic priorities set out, the views of the NGB are set out below.

2.8 England Golf are currently finalising their facility strategy, which they have been working on in conjunction with a facility consultancy over the last 6 months. As part of the work EG have developed a new mapping tool, which has been developed as part of the facility strategy.

2.9 EG comment within Warwickshire there are 44 Affiliated Golf Clubs, which includes Ladbrook Park Golf Club and Coventry Golf Club, both being used to host England Golf Championships and The Belfry, which is recognised as an England Golf Performance venue. Of the 44 Affiliated Clubs, 12 have driving range facilities and 4 have a Par 3 Course in addition to the Standard 18-hole facility. Outside of Affiliated Clubs there are a number of driving ranges, Par 3 Courses and 18-hole facilities. Within the Local Authority area of Coventry itself, there are 3 Affiliated Golf Clubs, two of which offer a Standard 18-hole facility and one that offers a 9 hole facility.

2.10 Using the EG mapping tool the table below shows the dominant golf segments across Warwickshire.

The dominant golfing segments within Warwickshire are as follows; Segment Number and Name

Number of People (on average within 20 minute drive time*)

3. Young Family Members 4394 1. Casual Relaxed Members 4336 7. Occasional Time Pressed 4286 5. Young Actives 4178

2.11 Applying this to the Coventry facilities the EG conclude that at all three golf clubs, there is significant opportunity to target Young Family Members and Casual Relaxed Members, both of which are interested in golf club membership.

2.12 It is evident therefore that there is significant alternative provision in the catchment and that other courses in Coventry can and do provide opportunities similar to Windmill. There is therefore no special significance afforded to the course.

Summary

2.13 Whilst golf may have stabilized it is clear that participation in the sport has declined since the heyday when Windmill was first opened. The course no longer meet modern day needs in terms of length and design.

2.14 Modern courses should offer training and practice facilities and be open and available for women and young people. Windmill does not meet these strategic priorities.

2.15 England Golf aim to increase participation in golf, however there is no development activity at Windmill therefore NGB support to drive golf participation in the area is likely to be limited. Given what we know about the quality of the course, participation and membership decline the course is likely to continue to struggle.


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2.16 There is significant alternative provision in the catchment and other courses in Coventry can and do provide opportunities similar to Windmill. There is therefore no special significance afforded to the course.

3: Supply Analysis


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Introduction 3.1 The supply of golf courses is based on Active Places Power (APP) data, supplemented

by website and other checks. It is accepted that that the APP database may exclude some facilities, but no further courses have been identified in the immediate area.

QUANTITY 3.2 The following golf facilities are identified in APP within a 20-minute driving catchment of

Windmill Village Hotel and Golf Club. The description of access type is considered inconsistent (in line with all golf data in APP), as some courses are described as pay and play when they are clearly members’ courses where visitors are permitted/encouraged on payment of a green fee. A more accurate description of accessibility to courses is set out later, based on additional audit work and information on local courses, but the APP categorization has to be used if a comparison with provision in other wider areas is to be undertaken (see overleaf).


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Standard golf courses

Site Name Range (in mins)

Holes Length m

Access Ownership/ management

Year Built

Local Authority

WINDMILL VILLAGE HOTEL AND GOLF CLUB 0-2.5 18 4740.25 Pay and Play Commercial 1990 Coventry

COVENTRY GOLF CLUB 5 to 10 18 6025.9

Sports Club / Community Association Sports Club 1887 Warwick

COVENTRY HEARSALL GOLF CLUB 5 to 10 18 5853.07

Sports Club / Community Association Sports Club 1909 Coventry

MARRIOTT LEISURE & COUNTRY CLUB (FOREST OF ARDEN) 5 to 10 18 6583.68 Pay and Play Commercial 1978

North Warwickshire

MARRIOTT LEISURE & COUNTRY CLUB (FOREST OF ARDEN) 5 to 10 18 5304.43 Pay and Play Commercial 1987

North Warwickshire

NORTH WARWICKSHIRE GOLF CLUB LTD 5 to 10 9 2914.19 Pay and Play Commercial 1894 Solihull STONEBRIDGE GOLF CENTRE 5 to 10 18 5125.21 Pay and Play Commercial 1996

North Warwickshire

STONEBRIDGE GOLF CENTRE 5 to 10 9 3032.15 Pay and Play Commercial 2007

North Warwickshire

Total

126

CITY OF COVENTRY

BRANDON WOOD GOLF COURSE 10 to 15 18 5942.69 Pay and Play

Local Authority/Trust 1977 Rugby

COPSEWOOD GRANGE GOLF CLUB 10 to 15 9 5530.29 Pay and Play Sports Club 1920 Coventry

COPT HEATH GOLF CLUB LTD 10 to 15 18 5969.2

Sports Club / Community Association Commercial 1976 Solihull

HATCHFORD BROOK GOLF COURSE 10 to 15 18 5611.67 Pay and Play

Local Authority/Trust 1969 Birmingham

MAXSTOKE PARK GOLF CLUB 10 to 15 18 5868.62 Pay and Play Sports Club 1945

North Warwickshire

STONELEIGH DEER PARK GOLF CLUB 10 to 15 18 5537.61 Pay and Play Sports Club 1993 Warwick WEST MIDLANDS GOLF CLUB 10 to 15 18 5749.75 Pay and Play Commercial 2003 Solihull

Total

117

ANSTY GOLF CLUB 15-20 18 5558.64 Pay and Play Commercial 1990 Rugby

LEA MARSTON HOTEL & LEISURE COMPLEX 15-20 9 1878.18 Pay and Play Commercial 2002

North Warwickshire

OAKRIDGE GOLF CLUB 15-20 18 5676.6 Pay and Play Commercial 1992 North Warwickshire

OLTON GOLF CLUB LTD 15-20 18 5029.2


PYPE HAYES GOLF COURSE 15-20 18 5508.35 Pay and Play


ROBIN HOOD GOLF CLUB 15-20 18 6067.04

Sports Club / Community Association Sports Club 1893 Solihull

SHIRLEY GOLF CLUB 15-20 18 5965.55


THE BELFRY CLUB 15-20 18 6148.43 Registered Membership Commercial 1997

North Warwickshire


16


Holes Length m


Year Built

Local Authority

use

THE BELFRY CLUB 15-20 18 6003.95 Pay and Play Commercial 1997 North Warwickshire

THE BELFRY CLUB 15-20 18 5494.63 Pay and Play Commercial 1975 North Warwickshire

THE WARWICKSHIRE GOLF AND COUNTRY CLUB 15-20 18 6237.12 Pay and Play Commercial 1994 Warwick THE WARWICKSHIRE GOLF AND COUNTRY CLUB 15-20 18 6499.56 Pay and Play Commercial 1994 Warwick WARWICK GOLF CENTRE 15-20 9 2452.42 Pay and Play Commercial 1970 Warwick WHITEFIELDS GOLF CLUB AND DRAYCOTE HOTEL 15-20 18 5750.66 Pay and Play Commercial 1992 Rugby WIDNEY MANOR GOLF CLUB 15-20 18 4962.45 Pay and Play Commercial 1993 Solihull

Total 252 Overall total 495

3.3 There are 30 standard courses within a 20-minute driving catchment of Windmill Village, including the Windmill Village course itself, comprising 495 holes. The more local 10 minute catchment includes 8 courses with 126 holes, and within 10-20 minutes there are a further 22 courses and 369 holes. The Windmill Village course is by far the shortest 18-hole standard course in the whole area (APP figures suggest 4740 metres, and this figure is used for comparison with other courses in the area, although the data below on individual courses is given in yards).

Par 3 courses


Holes Length (m)


Year Built Local Authority

ALLESLEY HALL GOLF COURSE 2.5-5 18 1828.8 Pay and Play

Local Authority/in house 1984 Coventry

NAILCOTE HALL LEISURE & COUNTRY CLUB 5 to 10 9 958.29

Sports Club / Community Association Commercial n/a Solihull

Total 27 STONELEIGH DEER PARK GOLF CLUB 10 to 15 9 1143.91 Pay and Play Sports Club 1993 Warwick

Total 9 ANSTY GOLF CLUB 15-20 9 868.68 Pay and Play Commercial 1990 Rugby

LEA MARSTON HOTEL & LEISURE COMPLEX 15-20 9 708.66 Pay and Play Commercial 1990

North Warwickshire

THE LUKE MELLING GOLF ACADEMY 15-20 9 982.07 Pay and Play Commercial 1990

Nuneaton and Bedworth

THE WARWICKSHIRE GOLF AND COUNTRY CLUB 15-20 9 2578.61 Pay and Play Commercial 1994 Warwick



17

3.4 Provision of par 3 courses in the area is relatively limited. There are 7 par 3 courses

within a 20-minute driving catchment of Windmill Village, comprising 72 holes. The more local 10 minute catchment includes 2 courses with 27 holes, and within 10-20 minutes there are a further 5 courses and 45 holes.

Golf Driving Ranges


Floodlit Bays Access Ownership/ management

Year Built

Local Authority

JOHN REAY GOLF CENTRE 5 to 10 Yes 30 Pay and Play Commercial 1974 Coventry MARRIOTT LEISURE & COUNTRY CLUB (FOREST OF ARDEN) 5 to 10 Yes 16 Pay and Play Commercial 2002

North Warwickshire

STONEBRIDGE GOLF CENTRE 5 to 10 Yes 21 Pay and Play Commercial 1996

North Warwickshire

Total 67 CITY OF COVENTRY BRANDON WOOD GOLF COURSE 10 to 15 Yes 12 Pay and Play

Local Authority/Trust 1977 Rugby

HATCHFORD BROOK GOLF COURSE 10 to 15 Yes 25 Pay and Play


WEST MIDLANDS GOLF CLUB 10 to 15 No 15 Pay and Play Commercial 2010 Solihull

Total 52 ANSTY GOLF CLUB 15-20 No 18 Pay and Play Commercial 1990 Rugby FOUR ASHES GOLF CENTRE 15-20 Yes 26 Pay and Play Commercial 1983 Solihull LEA MARSTON HOTEL & LEISURE COMPLEX 15-20 Yes 25 Pay and Play Commercial 1990

North Warwickshire

THE BELFRY CLUB 15-20 Yes 34 Pay and Play Commercial 1975 North Warwickshire

THE LUKE MELLING GOLF ACADEMY 15-20 Yes 18 Pay and Play Commercial 1990


THE WARWICKSHIRE GOLF AND COUNTRY CLUB 15-20 Yes 26 Pay and Play Commercial 1994 Warwick WARWICK GOLF CENTRE 15-20 Yes 24 Pay and Play Commercial 1970 Warwick WHITEFIELDS GOLF CLUB AND DRAYCOTE HOTEL 15-20 Yes 16 Pay and Play Commercial 1992 Rugby WIDNEY MANOR GOLF CLUB 15-20 Yes 14 Pay and Play Commercial 2001 Solihull


3.5 There are 15 GDRs within a 20-minute driving catchment of Windmill Village, comprising

320 bays. All but two of these ranges are floodlit, comprising 287 bays in total. The more local 10 minute catchment includes 3 ranges and 67 bays, and within 10-20 minutes there are a further 12 ranges and 253 bays.

3.6 APP describes most of these facilities as pay and play facilities, and this is certainly applicable to the par 3 courses and GDRs. As suggested above, it has been verified that most/all of the standard golf courses also allow some casual play on payment of a visitors’ green fee. However, some courses are still run as members’ clubs and in reality


18

fewer clubs/courses than suggested in the table are fully pay and play - i.e. do offer facilities that are always available to full community access at all times on demand. A fuller description of the local facilities within the Coventry/Warwick area (i.e. within a 20 minute drive of Windmill Village) is set out below, as a means of identifying the roles that all facilities play in meeting demand in the area for golf:

• Coventry Golf Club is a well-established (1887) members’ club of 6590 yards, par 73, used by the R&A for Open qualifiers. Annual membership costs £1195 and there is currently a joining fee of £1200. Green fees are available at a daily cost of £60 and handicap certificates are required

• Coventry Hearsall Golf Club is also an established (1909) members’ club of 6000 yards with a par of 70. There are currently 500 members with a full fee of £1130, although there is no joining fee at present. Green fees are available for £29-36 midweek and £41 at the weekend.

• Marriott Leisure & Country Club (Forest of Arden) Is considered one of Britain’s top golf resorts and its Arden Course is renowned around the world as one of the European Tour’s leading venues. The Arden Course was designed by Donald Steel in the early 1970s, and since it was completed has played host to seven English Opens and five British Masters. The Championship course measures 7,213 yards from the Championship tees. The newer Aylesford Course is considerably shorter at 5,801 yards. The overall facility also comprises a GDR/teaching academy, as well as hospitality and leisure facilities. Full membership costs about £2000 pa for the Arden course and £1122 for the Aylesford, and green fees are available at a range of levels from £20-70 per round.

• North Warwickshire Golf Club is an established members’ course (1894), with a 9 hole standard course, and 18 tees, measuring 6200 yards in total. Full membership is currently £852, but this excludes an entrance fee and voting rights – this form of membership is currently suspended. Green fees are available at £20 per person including weekends

• Stonebridge Golf Centre was first opened in 1996 and now comprises 27 holes and a GDR. The courses are set out in three loops, measuring 2792/2813/3393 yards. The course is owned privately/commercially, and there is membership (£870 pa with no current joining fee, and some vacancies) with more flexible options for less frequent play. Green fees cost £20-25 per person.

• City of Coventry Brandon Wood Golf Course is a LA ‘municipal’/pay and play course operated by a leisure trust and is open to the public without restriction. It comprises a 6500-yard par 72 18-hole course, and a GDR. Membership costs £699 pa, and green fees are £12-18 weekdays and £20-25 at weekends

• Copsewood Grange Golf Club is a flat 9-hole parkland course of 6048 yards (18 holes), par 71, established in 1920 as a members club. Annual fees are £492, but pay and play is encouraged, and green fees are £12-16 per round.

• Copt Heath Golf Club is a long established (1907) private members’ course of 18 holes, 6541 yards and par 71. Membership costs £1280 pa with a joining fee of £1500, and green fees are available for £55-75 per person

• Hatchford Brook Golf Course is a LA municipal/pay and play course operated by a leisure trust, and includes an 18-hole course of about 6200 yards, and a GDR. Other facilities on site include clubhouse, restaurant, gym and shop. Membership is available for £635 pa and green fees cost £17.50-21 per person.


19

• Maxstoke Park Golf Club is a relatively recent (1945) private members’ club with an 18-hole course measuring 6442 yards, par 71. Membership is £1005 pa with a current £900 joining fee, and green fees cost £35 for 18 holes.

• Stoneleigh Deer Park Golf Club is a privately owned/proprietary club with an 18 hole standard course (Tantara) of 6056 yards/par 71 and a par 3 (Avon) course of 1250 yards, par 27. Membership is available for £899 for the main courses, and £169 for the par 3. Pay and play is encouraged and green fees are £20-24 for the full course and £6 on the par 3.

• West Midlands Golf Club was established in 2003 and comprises an 18-hole course of 6624 yards, par 72 and a GDR. It is a commercial members and pay and play course, and membership is organised jointly with Widney GC – see below. Membership costs £825 pa and green fees are available for £10-35 per round.

• Ansty Golf (and Conference) Centre is a commercial/proprietary course for members and pay and play. It was established in 1990. The facilities comprise an 18 hole standard course of 6079 yards, par 72, a 9-hole par 3/academy course of about 1000 yards and a GDR. Membership costs £750 pa, with no joining fee, and green fees are £16-22 for the main course and £5-6 for the par 3.

• Lea Marston Hotel and Leisure Complex is a commercial/proprietary facility originally established in 1990 with a par 3 course and GDR followed by a 9 hole standard course in 2002, associated with a hotel and leisure club/spa. The standard course (Marston Lakes) is a short 9 hole course of 2059 yards/par 30/31while the par 3 course measures about 800 yards. Membership is available at an annual cost of £534 plus a joining fee of £300, and green fees cost £16-20 per person on the main course and £7-8 on the par 3.

• Oakridge Golf Club is a commercial/proprietary members’ course established in 1992, comprising a standard 18 hole course of 6208 yards, par 70. Membership costs £870 pa, there is no joining fee, and vacancies currently exist. Green fees are available at £20-30 per round.

• Olton Golf Club is a long established (1893) private members’ club with a standard 18-hole course of 6254 yards, par 69. Membership currently costs £1175 pa, with a £950 joining fee. Green fees are available midweek for £50 but only with members at weekends.

• Pype Hayes Golf Course is a LA/Trust run course established in 1933, which also includes a gym. The standard 18-hole course of about 6000 yards/par 71 is available for membership at a cost of £649 pa, which also incorporated gym use, and green fees cost £17.50-21 per round

• Robin Hood Golf Club was established in 1893 as a private members club, and comprises a standard 18-hole course of 6522 yards. Par 72. Membership costs £1181 pa with a current joining fee (for men) of £750, and there are some vacancies at present. Green fees are available for £60-80 per round.

• Shirley Golf Club dates from 1955 and is a private members’ club with a standard 18-hole course of 6537 yards par 72. Membership is £1245 pa with a joining fee, and green fees are available at a cost of £40-42 per round.

• The Belfry Club is a famous commercial hotel and leisure resort established first in 1975 and extended in 1997. It has been the venue of Ryder Cup matches and other tournaments in the recent past. There are three 18 hole standard courses, together with a GDR/Academy and mini golf. The main courses are 6-7000 yards


20

in length. Membership of the club costs £1299 pa and there are no joining fees. Day fees vary on the time of play and course between £30 and £90 per round.

• The Warwickshire Golf & Country Club was established in 1994 as a commercial facility comprising 2 standard 18-hole courses, par 3 course GDR and health and fitness as part of a hotel resort. Both courses are about 7000 yards long, and the par 3 is about 2700 yards (for 18 holes). Full membership costs £1600 pa, with no joining fee and there are some vacancies. The par 3 course offers membership at £380 pa. Green fees vary from £20-50 per person.

• Warwick Golf Centre was established in 1970 and is a commercial, primarily pay and play facility with a 9 hole standard course of about 2600 yards and a 24 bay GDR. Green fees cost £12-15 for 18 holes on the main course and membership is available.

• Whitefields Golf Club & Draycote Hotel was opened in 1992 and the course has hosted many championships over the years. The proprietary/commercial facility comprises a standard 18 hole course of 6,289 yards, par 71, together with a 16 bay driving range, and practice facilities. Membership costs £730 pa, with no apparent joining fee, and casual play is available for green fees of £25-36 including hospitality.

• Widney Manor Golf Club was established in 1993 and is a sister club to West Midlands Golf Club. It is a commercial/proprietary mainly pay and play facility with an 18 hole standard course of 5654 yards, par 71 and a 14 bay GDR. Joint membership with West Midlands GC costs £825 with no joining fee, and green fees are £15-20 per person.

• Allesley Hall/Park Golf Course is a local authority/municipal par 3 course with 18 holes, together with a 9 hole recreational short courses (crazy golf). It is a pay and play facility and green fees cost £6.50 per round midweek and £8.50 at weekends

• Nailcote Hall Leisure and Country Club incorporates a par 3 course attached to a country house hotel, and has been the venue for the British Par 3 championships in recent years. The venue is popular with societies and for corporate golf days, at a green fee rate of £15 per person, but membership is also available for £325 for golf only (a leisure package is also available which includes swimming, sauna and gym).

• The Luke Melling Golf Academy includes a par 3 course of 997 yards, and a 30 bay GDR with a teaching academy. It is a commercial facility established in 1990, recently relaunched and available mainly for pay and play, with membership available for £125 pa offering concessions on the course and other benefits.

• John Reay Golf Centre is a golf driving range only, which is available on a pay and play basis for coaching, learning and casual play

• Four Ashes Golf Centre is a 26 bay GDR and teaching academy, established in 1983, with an ancillary crazy golf course, and a small gym. There are various pay and play packages but no membership options.


21

Categorisation of courses

3.7 The existing courses/facilities in the Coventry area can be categorised as follows, to highlight their main function and usage/availability:

Well established (old style) clubs where the main use is by members but with green fees available for visitors • Coventry GC • Coventry Hearsall GC • Copsewood Grange GC • Copt Heath GC • Maxstoke Park GC • North Warwickshire GC • Olton GC • Robin Hood GC • Shirley GC Proprietary/commercial courses (i.e. newer courses), including hotel resorts, where membership is available, but casual/pay and play access through payment of green fees are equally acceptable • Windmill Village GC • Marriott Forest of Arden • Stonebridge GC • Stoneleigh Deer Park • West Midlands GC • Ansty GC • Lea Marston H&CC • Oakridge GC • The Belfry • The Warwickshire G&CC • Warwick GC • Whitefields GC/Draycote Manor • Widney Manor GC Public/municipal pay and play courses • Brandon Wood GC • Hatchford Brook GC • Pype Hayes GC Starter clubs, with shorter courses, academy courses, practice facilities, flexible and low cost membership and beginner friendly culture • none Pitch and putt/par 3 and 9-hole facilities, ideal for beginner and social golf • Allesley Hall/Park • Nailcote Hall L&CC • Luke Melling GA Free standing Golf Driving Ranges, valuable for practice, coaching and teaching and for golfers without the time to play a full round, and supplementing GDRs at other golf centres/courses • John Reay GC • Four Ashes GC


22

FACILITIES IN THE WIDER CATCHMENT 3.8 In addition to courses within a 20-minute catchment of Windmill Village, there are a

large number of other golf facilities in a wider ring, which are very likely to offer opportunities for local residents to play golf in its various forms. The table below includes all facilities within a 30 minute driving catchment of Windmill Village, for context.

Site Name Range

(in mins) Holes Length

m Access Ownership/

management Year Built

Local Authority

BILTON GRANGE SCHOOL 20-25 9

Sports Club / Community Association

Other Independent School/Trust 1985 Rugby

BOLDMERE GOLF COURSE 20-25 18 4091.03 Pay and Play


BRAMCOTE WATER GOLF COURSE 20-25 9 2333.55 Pay and Play Commercial 1995 Rugby

DRAYTON PARK GOLF CLUB 20-25 18 5919.83

Sports Club / Community Association Sports Club 1897 Lichfield

FULFORD HEATH GOLF CLUB 20-25 18 5726.89 Pay and Play Sports Club 1933 Bromsgrove GREAT BARR GOLF CLUB 20-25 18 5906.11 Pay and Play Sports Club 1961 Walsall HENLEY GOLF & COUNTRY CLUB 20-25 18 6302.96 Pay and Play Commercial 1994

Stratford-on-Avon

HOLLYWOOD GOLF CLUB LTD 20-25 18 5857.65 Pay and Play Commercial 1921 Bromsgrove

KINGS NORTON GOLF CLUB 20-25 9 3037.64

Sports Club / Community Association Sports Club 1975 Bromsgrove



LADBROOK PARK GOLF CLUB 20-25 18 5945.43 Pay and Play Sports Club 1908

Stratford-on-Avon

LEAMINGTON AND COUNTY GOLF CLUB LTD 20-25 18 5880.51 Pay and Play Commercial 1908 Warwick

NEWBOLD COMYN GOLF COURSE 20-25 18 5636.36 Pay and Play

Local Authority/commercial 1976 Warwick

NUNEATON GOLF CLUB 20-25 18 5757.98

Sports Club / Community Association Sports Club 1905


WALMLEY GOLF CLUB 20-25 18 6037.78 Pay and Play Sports Club 1902 Birmingham

WISHAW GOLF CLUB 20-25 18 5549.49 Pay and Play Commercial 1994 Birmingham

Total

252

ABBEY HOTEL GOLF, HEALTH CLUB & SPA 25-30 18 5997.55

Registered Membership use Commercial 1984 Redditch

ASTON WOOD GOLF CLUB 25-30 18 5967.37

Sports Club / Community Association Sports Club 1994 Lichfield

ATHERSTONE GOLF CLUB 25-30 18 5502.86 Pay and Play Sports Club 1894

North Warwickshire

BLOXWICH GOLF CLUB 25-30 18 5784.49 Pay and Play Sports Club 1924 Walsall


23


Holes Length m


Year Built

Local Authority

CALDERFIELDS GOLF AND COUNTRY CLUB 25-30 18 5951.83 Pay and Play Commercial 1981 Walsall COCKS MOORS WOODS LEISURE CENTRE 25-30 18 5288.89 Pay and Play

Local Authority/commercial 1987 Birmingham

DARNFORD MOORS GOLF CLUB 25-30 9 2407.62 Pay and Play Commercial 2002 Lichfield DARTMOUTH GOLF CLUB 25-30 9 2059.23 Pay and Play Sports Club 1910 Sandwell EDGBASTON GOLF CLUB 25-30 18 5486.4 Pay and Play Sports Club 1896 Birmingham

HANDSWORTH GOLF CLUB 25-30 18 5783.58

Sports Club / Community Association Commercial 1895 Birmingham

HILLTOP GOLF COURSE 25-30 18 5677.51 Pay and Play

Local Authority/Trust 1979 Sandwell

INGON MANOR GOLF & COUNTRY CLUB 25-30 18 5945.43 Pay and Play Commercial 1993

Stratford-on-Avon

LICKEY HILLS GOLF COURSE 25-30 18 5322.72 Pay and Play

Local Authority/Trust 1921 Bromsgrove

LITTLE ASTON GOLF CLUB 25-30 18 6130.14 Pay and Play Sports Club 1908 Lichfield

LUTTERWORTH GOLF CLUB 25-30 18 5708.6

Sports Club / Community Association Sports Club 1904 Harborough

MOSELEY GOLF CLUB 25-30 18 5753.4

Sports Club / Community Association

Commercial/education in house 1892 Birmingham

RUGBY GOLF CLUB 25-30 18 5133.44 Pay and Play Commercial 1891 Rugby SANDWELL PARK GOLF CLUB 25-30 18 5914.34 Pay and Play Sports Club 1895 Sandwell STRATFORD OAKS GOLF CLUB 25-30 18 5698.54 Pay and Play Sports Club 1991

Stratford-on-Avon

STRATFORD ON AVON GOLF CLUB 25-30 18 5778.09 Pay and Play Sports Club 1805

Stratford-on-Avon

SUTTON COLDFIELD GOLF CLUB 25-30 18 6217.92 Pay and Play Sports Club 1889 Walsall THE BLACKWELL GOLF CLUB 25-30 18 5724.14 Pay and Play Sports Club 1893 Bromsgrove

THE WELCOMBE SPA 25-30 18 5749.75

Registered Membership use Commercial 1980

Stratford-on-Avon

WALSALL GOLF CLUB 25-30 18 5723.23 Pay and Play Sports Club 1907 Walsall WHITTINGTON HEATH GOLF CLUB LTD 25-30 18 5952.74 Pay and Play Commercial 1886 Lichfield

Total

432 Overall total 684

3.9 There are 41 standard courses within a 20-30 minute driving catchment of Windmill

Village, comprising 684 holes. Most of these are within the outer limit of this catchment.


24

Par 3 courses


Holes Length m


Year Built

Local Authority

ARDENCOTE MANOR SPA & COUNTRY CLUB 20-25 9 1599.29

Registered Membership use Commercial 1987

Stratford-on-Avon

HENLEY GOLF & COUNTRY CLUB 20-25 9 754.38 Pay and Play Commercial 1994

Stratford-on-Avon



LEAM VALLEY GOLF CENTRE 20-25 9 781.81 Pay and Play Commercial 1994 Rugby

NEW HALL SPA AND HEALTH CLUB 20-25 9 914.4

Registered Membership use Commercial 2000 Birmingham

Total 45 DARNFORD MOORS GOLF CLUB 25-30 9 896.11 Pay and Play Commercial 1999 Lichfield


3.10 Provision of par 3 courses in the wider 20-30 minute catchment area is relatively limited.

There are 7 par 3 courses, comprising 72 holes, most of which are within the inner limit of this catchment.

Golf Driving Ranges


Floodlit Bays Access Ownership/ management

Year Built

Local Authority

BRAMCOTE DRIVING RANGE 20-25 Yes 26 Pay and Play Commercial 1994 Rugby LEAM VALLEY GOLF CENTRE 20-25 Yes 24 Pay and Play Commercial 1994 Rugby THE DRIVING RANGE AT BECKETTS FARM 20-25 Yes 32 Pay and Play Commercial 2002 Bromsgrove

Total 82 ABBEY HOTEL GOLF, HEALTH CLUB & SPA 25-30 Yes 28 Pay and Play Commercial 1984 Redditch ASTON WOOD GOLF CLUB 25-30 Yes 14 Pay and Play Sports Club 2014 Lichfield DARNFORD MOORS GOLF CLUB 25-30 Yes 26 Pay and Play Commercial 1992 Lichfield DIRECT GOLF UK (WALSALL) 25-30 Yes 27 Pay and Play Commercial 1983 Walsall FISHLEY PARK LEISURE CENTRE 25-30 Yes 14 Pay and Play Commercial 1976 Walsall STRATFORD OAKS GOLF CLUB 25-30 Yes 20 Pay and Play Sports Club 1991

Stratford-on-Avon

THE WELCOMBE SPA 25-30 No 19 Pay and Play Commercial 2001 Stratford-on-Avon

WEST HILLS GOLF CENTRE 25-30 Yes 30 Pay and Play Commercial 1998 Birmingham



25

3.11 There are 11 GDRs within a 20-30 minute driving catchment of Windmill Village, comprising 260 bays. All but one of these ranges is floodlit, comprising 241 bays in total. Most of these are within the outer limit of this catchment.

3.12 Facilities within 20-30 minutes drive have not been assessed in detail with regard to their actual usage or ownership/access.

Closed courses 3.13 There is no evidence of any courses or other facilities that have closed in the recent

past, though this does not preclude that some may have.

Summary of existing facility provision 3.14 In summary, the supply of golf facilities in the wider area within a 30-minute drive, is as

follows:

Catchment Standard Courses

Holes Par 3 courses

Holes GDRs Bays

Facilities within 0-10 minutes* 8 126 2 27 3 67

Facilities 10-15 minutes 7 117 1 9 3 52




Total 0-30 minutes 71 1179 13 126 26 580

* including Windmill Village


26

Map 1 Location of golf facilities around Windmill Village

OVERVIEW OF LOCAL PROVISION

3.15 The local 20 minute catchment around Windmill Village is well provided with 30 standard courses in total, 7 par 3 courses and 15 driving ranges. There is a range of different types of standard golf course. There are 9 well-established private members’ clubs with a main emphasis on catering for the needs of their members, but mostly with availability for visitors on payment of green fees. These range from £12-80 per round/day and therefore are aimed at different levels of users. Annual membership fees vary from £492 to £1280 pa, and only 3 of these clubs do not currently charge a joining fee. While there are understood to be vacancies at many of these clubs, the existence of joining fees suggests that there is still a demand to join this type of club.

3.16 The most numerous type of course in the area is commercial/proprietary, and often provided in association with a hotel, leisure club or golf resort, of which there are 13 including Windmill Village. Most of these have membership fees, although joining fees are less common, but are equally promoted for casual pay and play, with green fees generally cheaper than members’ clubs at £10-30, though the Belfry and some others are more exclusive. These courses tend to be newer and often were provided as the result of the 1990s golf ‘boom’.

3.17 There are three conventional ‘municipal’ courses originally established by local authorities but now generally managed by contractors or a local trust. These are


27

essentially pay and play courses with green fees of £12-20, though membership in each case can be bought for around £6-700.

3.18 Most standard courses in the area are 18 holes, varying in length from 5000 to 7000 yards, on varied topography. Only three venues have more than 1 standard course on site, though a number also have par 3 courses or GDRs.

3.19 There are no standard courses that might be considered as specialist academy or learning facilities. However, there are 7 par 3 short courses, mainly of 9 holes, either free standing or independent, which are aimed at absolute beginners to learn skills, and the mainly recreational or family oriented golfer. These are predominantly pay and play courses, though limited membership is available at one.

3.20 There are 15 GDRs across the catchment serving different parts of the area. All but two of these are attached to other golf facilities above, and all are available on payment of a pay and play fee.

3.21 Wider area – in the larger area within a 20-30 minute catchment of Windmill Village, and essentially on the edge of a reasonable drive, there are a wide variety and number of similar facilities. These comprise 41 standard courses, most of which are within the outer limit of this catchment, 7 par 3 courses, most of which are within the inner limit of this catchment, and 11 GDRs mostly on the outer edge of the area. Facilities within 20-30 minutes drive have not been assessed in detail with regard to their actual usage or ownership/access.

3.22 The area around Windmill Village is therefore very well provided for golf facilities of a wide range and variety, which cater for most classes of golfer. However, it must be said that the area is characterized more by established courses for existing golfers than beginners’ courses, other than a few par 3 recreational courses and some teaching GDRs.

RELATIVE SUPPLY

3.23 Relative provision of golf facilities in the local and wider area, regionally and nationally is set out below (these figures are produced manually and they include all operational courses included in the APP database). It should be emphasised that this assessment only comprises existing supply; relative provision of courses is a useful indicator of how well an area is doing for facilities, but is only a benchmark against which to judge supply. This section makes no comments at this stage on the local (or wider) demand for golf, which is dealt with later.

All standard courses

3.24 This first assessment below is given as context to allow comparison of the main golf courses in the area (the figures include all facilities currently operational). The catchments refer to travel time by car from Windmill Village, and include the facilities there.

3.25 As set out in the introduction and context it is the 20-minute drivetime figure highlighted in red that is of most relevance.


28

3.26 Local relative provision for all standard courses in Coventry (where Windmill Village is located) is very low compared with the CSP, regional and national average. If Windmill Village is excluded from the calculations, the ratio is 0.08 holes per 1000 population. Apart from Nuneaton and Bedworth, the existing Coventry ratio is the lowest of all the neighbouring local authority areas, and minimal compared with North Warwickshire.

3.27 Provision of standard courses within a reasonable (20 minute driving) catchment of the existing Windmill Village course is however higher than average for both the region and England, so although local provision in Coventry is low, there are a range of alternative courses within easy reach of Coventry, as well as even more courses within 30 minutes, though this is considered normally outside a reasonable travel time to a course for most people.

Pay and play standard courses

3.28 Note this is the definition included in APP (see notes above).

Courses Holes Population 2014 Holes per 1000 population

Coventry 3 45 333,088 0.14

North Warwickshire 11 180 62,734

2.87

Nuneaton & Bedworth 1 18 127,794

0.14

Rugby 6 90 103,802

0.87

Solihull 7 117 210,898

0.55

Warwick 7 117 140,615

0.83

Coventry Warwick CSP 43 702 1103095 0.64

Within 20 minute drive 30 495 759,710 0.65

Within 30 minute drive 71 1179 1,386,326

0.85

West Midlands 190 3019 5,726,783

0.53

England 2079 32516 54,472,081 0.60


Coventry 2 27 333,088 0.08


2.58


0

Rugby 6 90 103,802

0.87

Solihull 3 45 210,898

0.21

Warwick 6 99 140,615

0.70


29

3.29 Pay and play provision (but subject to the anomalies of the definition in APP) broadly follows the overall situation, and the local Coventry ratio of courses is much lower than the average, while the 20-minute catchments has about average provision.

Members’ club standard courses 3.30 See proviso above.

3.31 Similarly, members’ club provision (again subject to the definitions) is much lower than

average in Coventry, but higher than average for the 20 minute catchment.

Par 3 courses

Coventry Warwick CSP 33 531 1103095 0.48 Within 20 minute drive 23 369 759,710 0.49


0.64

West Midlands 156 2470 5,726,783

0.43

England 1748 27296 54,472,081 0.50


Coventry 1 18 333,088 0.01


0.29


0.14

Rugby 1 9 103,802

0.09

Solihull 4 72 210,898

0.34

Warwick 1 18 140,615

0.13



0.21

West Midlands 32 549 5,726,783

0.10

England 316 5103 54,472,081 0.09


Coventry 1 18 333,088 0.05


0.14


0.07

Rugby 2 18 103,802

0.17

Solihull 1 9 210,898

0.04


30

3.32 Local provision for par 3 courses in Coventry is about the regional and national average, though lower than the CSP average, and the level of most neighbouring LAs, and the 20-minute catchment is relatively well provided at about twice the average.

GDRs

3.33 The provision of GDRs in Coventry is well below the CSP, regional and national

average, but the 20-minute catchment is well provided at twice the average.

OVERVIEW OF QUANTITY

3.34 As suggested above, relative supply is only a useful indicator in terms of benchmarking local provision alongside other similar areas. Standard golf course provision in the Coventry City Council area is poor when compared with the average. However the existing courses provide for the range of accessible golf opportunities. Furthermore there is a range of alternative courses within easy reach (0-20 minutes drive) of Coventry, as well as even more courses within 30 minutes, though this is considered normally outside a reasonable travel time to a course for most people. Residents of Coventry can therefore access courses both within and outside the city. This situation is reflected if access to courses is considered – this is based on the definition of courses used above and not the APP definition, which must be treated with caution.

Warwick 2 18 140,615

0.13



0.09

West Midlands 27 276 5,726,783

0.05

England 250 2547 54,472,081 0.05

Ranges Bays Population 2014 Bays per 1000 population

Coventry 1 30 333,088 0.09


1.53


0.14

Rugby 5 96 103,802

0.92

Solihull 3 55 210,898

0.26

Warwick 2 50 140,615

0.36



0.41

West Midlands 62 1278 5,726,783

0.22

England 601 11877 54,472,081 0.22


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3.35 Facilities for training/coaching and the development of skills are more variable in Coventry itself - local provision for par 3 courses in Coventry is about the regional and national average, though lower than the CSP average, and the level of most neighbouring LAs, and the 20-minute catchment is relatively well provided at about twice the average. The provision of GDRs in Coventry is well below the CSP, regional and national average, but the 20-minute catchment is well provided at twice the average. In addition, there are many facilities within a wider (though probably less accessible) catchment.

3.36 There is a general supply/demand yardstick used by a number of experienced UK golf industry professionals. It is that a local golf market is broadly in supply/demand equilibrium when the provision is the equivalent of one 18 hole course per 20,000 to 25,000 people in the 20 minute drive time catchment market. One 18 hole course per 15,000 resident population would indicate oversupply and one 18 hole course per 30,000 population would indicate undersupply. Within the 20-minute drivetime of Windmill the ratio is one per 25,323, rising to just over 26,000 excluding Windmill.

QUALITY

3.37 When assessing quality, it is necessary to review both condition and fitness for purpose. 3.38 APP data on age/refurb can be used to inform quality, but in the case of golf this is not

a valid proxy and in any case details of refurbishment of golf courses is either not collected or not considered relevant.

3.39 The general feeling is that because of the nature of golf, the predominance of clubs in

managing their own facilities, and the demands of users, most if not all courses are of high quality and in good condition.

3.40 This is different to Windmill. The Windmill Village course floods in rainy conditions and is not well drained this causes serious erosion issues which need to be addressed on an on-going basis. September 2015- December 2015 the course was particularly badly hit with very little play possible.

3.41 Detailed quality improvements required include:


32

3.42 The investment required given the overall financial performance of the course is not

sustainable in the long-term.

3.43 The course length is also restrictive in terms of it being ‘fit for purpose.’ Of the 1512 18-hole standard courses included in the APP database, Windmill Village is ranked 54th shortest with a length of 4740m/5214 yards, compared with the average of 5691m/6260 yards (precise lengths may differ but these figures are used here to enable comparison with other courses throughout England and on the APP database). This places the courses in the 4% shortest 18 holes standard courses in England. ACCESSIBILITY

3.44 Given the amount and distribution of various types of facilities, all residents within Coventry and the wider study area have access by car to a choice of a number of facilities to use.

3.45 The map overleaf shows the location of current members in relation to other courses in

the immediate catchment.


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34

AVAILABILITY

3.46 Availability needs to consider the following (see ANOG):

• how much existing courses are actually used, how full they are • how much they could be used • what scope is there for increasing their availability

3.47 These are in turn influenced by a number of factors, including:

• the management and ownership e.g. whether facilities are public, private or education based

• a programming and sports development policy e.g. is availability given over to specific sports, initiatives and range of activities at certain times. Some facilities may be programmed only for specific sports, users or activities

• the cost of use e.g. a high cost may result in a facility having very little use • patterns of use e.g. a popular facility that is always full, a facility that is heavily

used but only for a limited period across the week, is the nature of use changing over time?

• hours of use e.g. opening times available for public use, this will be linked to the programming policies above

• facility design e.g. the physical design and layout of a facility may limit or prevent use by specific users.

3.48 It has not been possible to ascertain the precise availability of all courses in the area. There are vacancies at most of the clubs questioned, and evidence from websites and other sources of beneficial offers being available to new members.

3.49 Conversely, there is an unusually high incidence in the area of clubs still charging joining fees, which may indicate that there is no imperative for clubs to increase membership because rolls are either relatively full, or the elite/exclusive status of some clubs in the area. There is little information on the usage of commercial and other pay and play courses.

3.50 Overall however it can be assumed that like many other areas of England, there is spare capacity in the surrounding courses and no lack of availability for traditional 18-hole golf.

3.51 It appears that over the whole study area, there is good supply and overall spare capacity in the system for the normal 18-hole experience (for both members and visitors), but that there is less availability for those looking to start and take-up the game.

3.52 In terms of Windmill itself the forecast for 2016 is for an operating loss of £32,000.

3.53 The context for this is the reduction in rounds. Since 2013, over the past 3-years the total number of rounds has reduced from 24,938 to only 19,475 in 2015. The benchmark for clubs to deliver long-term sustainability is 25-35,000 rounds per year.

3.54 In terms of membership the breakdown is as follows:

• 92 - full members

• 8 - full and leisure

• 27 - midweek and leisure

• 13 - corporate


35

• 65 - corporate and leisure

• 10 - junior

• 89 - midweek golf

• 302 - total

3.55 These numbers are also declining and the profile of users is largely to male elderly

members – there are very few juniors, no women, and the course does not even have a female locker room.

Summary

3.56 Quantity – there is a range of alternative courses within a reasonable driving catchment (0-20 minutes drive) of Coventry, as well as even more courses within 20-30 minutes (though this is considered normally outside the travel time to a course for most people). Residents of Coventry can therefore access courses both within and outside the city, even if the Windmill Village course is closed. This situation is reflected irrespective of the type of access to a course (members or pay and play), based on the definition of courses used above and not the APP definition, which must be treated with caution.

3.57 The existing courses in Coventry provide for the range of accessible golf opportunities. Local provision for par 3 courses in Coventry is about the regional and national average, and the 20-minute catchment is relatively well provided at about twice the average. The provision of GDRs in Coventry is well below the CSP, regional and national average, but the 20-minute catchment is well provided at twice the average. In addition there are many facilities within a wider (though probably less accessible) catchment.

3.58 Quality – the quality of golf facilities is not considered an issue in the context of this study – by the nature of their provision and ownership, most if not all facilities are considered to be in a good condition and fit for their various purposes, though no detailed assessment has been undertaken.

3.59 This is different to Windmill where the quality of the course is poor. The Windmill Village course floods in rainy conditions and is not well drained this causes serious erosion issues which need to be addressed on an on-going basis. September 2015- December 2015 the course was particularly badly hit with very little play possible.

3.60 Accessibility – Given the amount and distribution of various types of facilities, all residents within Coventry and the wider study area have access by car to a choice of a number of golf facilities to use.

3.61 Availability – no detailed data on availability has been researched because of the commercial nature of such information. However, there is evidence of vacancies at most if not all of the clubs questioned, and evidence from websites and other sources of beneficial offers being available to new members. Conversely, there is an unusually high incidence in the area of clubs still charging joining fees, which may indicate that there is no imperative for clubs to increase membership because rolls are relatively full, or the elite/exclusive status of some clubs in the area. There is little information on the usage of commercial and other pay and play courses. Overall however it can be assumed that like many other areas of England, there is spare capacity in the surrounding courses and no lack of availability for traditional 18-hole golf.

3.62 In terms of Windmill itself the forecast for 2016 is for an operating loss of £32,000. The context for this is the reduction in rounds. Since 2013, over the past 3-years the total


36

number of rounds has reduced from 24,938 to only 19,475 in 2015. The benchmark for clubs to deliver long-term sustainability is 25-35,000 rounds per year.

4: Demand Analysis


37

Introduction

4.1 To understand future needs ANOG considers it is also important to consider demand, which is explored in this section.

4.2 Demand for any sport including golf is affected by a number of factors:

• The characteristics of the local area and the propensity of the population to take part in golf

• The changing demographics and latent demand

• Initiatives by the governing body, the England Golf to promote additional participation

Population

4.3 There is no readily available raw population data without direct access to the local authority, but the following information was derived from various Coventry CC publications. It only refers to the city area itself – additional research is required to estimate situation in the wider Windmill Village catchment:

• The current population of Coventry is about 335,000 • The average age of the population is 34 compared with 40 in West Midlands or

England • The 0-15 population is about the average • The population of working age (16-64) is 66% compared with 62-63% in the

region/England • The 65+ population is 14% compared with 18% on average • For some selected age groups, there is a higher proportion of 0-4 and 18-24 but

fewer 85+ • The white British population is 66% compared with 79% in the region/England • Deprivation is higher than the average – 19% of the population lives within the

10% most deprived wards compared with 16% in West Midlands and 10% in England.

4.4 Since 2013the population of 0- 15 year olds increased by 2.0%, 16-64s increased by 2.7% and older people aged 65 and over by 1.2%. However, if current demographic trends continue, the population of residents aged 65+ will start to increase by more than the average increase for all ages in Coventry.

4.5 The working age population has increased the most. This is particularly due to relatively high percentage increases amongst 18-24s and 25 -34s; at least partly the result of the growing universities - Coventry University in particular has been growing and the number of full-time students enrolled there continued to increase between 2013 and 2014.


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4.6 Coventry therefore has a younger than average population, with most growth in the working age population, mainly as a result of in-migration. In time the older population will increase more rapidly. The population is relatively deprived, and the proportion of local residents from a non-white ethnic background is higher than average.

Population Projections

4.7 Coventry’s population overall is projected to grow by 29% to 417,475 by 2037 (trend based, not affected by policy):

• The numbers of 0-4’s are projected to increase from 24,000 in 2015 to 28,000 by 2037 – an increase of 17%

• 5-9’s will increase from 22,000 to 26,000 over this period – an increase of 18%. There are estimated to be 73,000 women aged 15-44 in Coventry in 2015 and this number is projected to rise to 87,000 by 2037

• Whilst starting from a low base and representing a smaller proportion of the population than for England, the actual numbers of older people are projected to increase substantially in the period to 2037

• There are estimated to be 3,000 persons over 90 in Coventry in 2015, but by 2037 there are projected to be 7,000 – much more than double the number (and increase of 133%). There will be 3,000 more 85 – 89s and 3,000 more 80-84s – in total an increase of 13,000 over 80’s.

4.8 Coventry’s population has a much younger age profile than England in general; and is falling whereas the average for England is the highest ever and rising. This is likely to mean that activity in sport is higher than average, although not necessarily that golf is one of the main sports undertaken, as it is predominantly played by the middle aged and older residents. The incidence of a large ethnic (mainly Asian) population also points towards lower participation in golf.

4.9 The projected increase in population of 29% (albeit trend projected and despite the long time span) suggests that demand for sport in general will increase. However, it would be more realistic to estimate future demand to say 2027, although projections based on actual housing growth could mitigate this.

4.10 On the basis of the population information available, and based on current APS participation data for the area, a further 1000-1500 golfers might be attracted to play golf in Coventry.

Market segments (MS)

4.11 As part of its research work, Sport England has developed 19 market segments within the overall adult population to help understand the nation’s attitudes towards sport and its motivation for taking part (or not). It is based on the Active People’s Survey, DCMS’s ‘Taking Part’ Survey and Mosaic data from Experian.


39

Main segments within 15km

4.12 In terms of current participation in sport, it is possible to highlight the characteristics of the local population within a 15km catchment of Windmill Village (this differs from the Coventry LA area). The illustrations all demonstrate the five main market segments in the area are as follows:

• Phillip – ‘mid life professional, sporty male’, with above average activity levels. While not his top sport, golf however is popular (twice the average play golf) and he would like to play more. Philip represents 9.1% of the local adult population

• Elsie and Arnold – retirement home singles’, unlikely to take part in sport, and

then only low intensity activities, little interest in golf (8.9%) • Tim – known as a ‘sporty male professional’, Tim is very active (2/3 take part in

sport once a week compared with 40% overall). Again not his major sport, but Tim plays golf (about 75% above the average) and would like to play more (7.3%).

• Kev – ‘pub league team mates’, least active in his age group, and only as likely

to play golf as the average adult (6.9%). • Roger and Joy – ‘early retirement couples’, slightly less active than average but

with relatively high interest on golf (1.5 times the average) (6.2%) 4.13 Tim, Philip and Roger and Joy are the three highest segments nationally participating in

golf, and would like to play more.


40


41

Segment Catchment Pop. Catchment % LA % CSP % Rgn % Nat %

Ben 23051 4.3 3.3 4.9 4.1 4.9

Jamie 31140 5.7 8.5 4.8 5.3 5.4

Chloe 20249 3.7 2.4 4.7 3.8 4.7

Leanne 23582 4.4 6 3.7 4.3 4.3

Helena 22172 4.1 3.6 4.7 4.1 4.5

Tim 39494 7.3 5.5 8.9 7.4 8.8

Alison 17386 3.2 2.1 4 3.4 4.4

Jackie 28328 5.2 5.7 4.8 4.8 4.9

Kev 37132 6.9 8.7 5.4 7 5.9

Paula 23225 4.3 5 3.3 4.7 3.7

Philip 49433 9.1 8.4 9.5 8.7 8.6

Elaine 32552 6 5 6.7 6 6.1

Roger & Joy 33834 6.2 5.3 7.1 6.5 6.8

Brenda 30708 5.7 6.8 4.5 5.9 4.9

Terry 24219 4.5 5.3 3.6 4.6 3.7

Norma 12836 2.4 2.6 1.9 2.4 2.1

Ralph & Phyllis 19914 3.7 1.5 4.8 3.8 4.2

Frank 24692 4.6 4.9 4.4 4.4 4

Elsie & Arnold 48123 8.9 9.3 8.2 9 8

Total 542070 100.2 99.9 99.9 100.2 99.9


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Golf participants


43


Ben 1136 6.2 5.2 6.7 6 7

Jamie 833 4.5 7.2 3.6 4.2 4.2

Chloe 129 0.7 0.5 0.8 0.7 0.9

Leanne 73 0.4 0.6 0.3 0.4 0.4

Helena 250 1.4 1.3 1.5 1.4 1.5

Tim 2772 15 12.2 17.5 15.5 17.9

Alison 117 0.6 0.5 0.8 0.7 0.9

Jackie 170 0.9 1.1 0.8 0.8 0.8

Kev 1551 8.4 11.5 6.3 8.6 7.2

Paula 24 0.1 0.2 0.1 0.1 0.1

Philip 4109 22.3 22.1 22.1 21.3 20.8

Elaine 612 3.3 3 3.5 3.3 3.3

Roger & Joy 2011 10.9 10 11.8 11.4 11.6

Brenda 172 0.9 1.2 0.7 1 0.8

Terry 1010 5.5 7 4.2 5.7 4.4


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Norma 90 0.5 0.6 0.4 0.5 0.4

Ralph & Phyllis 1323 7.2 3.1 8.9 7.5 8.1

Frank 1608 8.7 10.2 8 8.4 7.5

Elsie & Arnold 439 2.4 2.7 2.1 2.4 2.1

Total 18429 99.9 100.2 100.1 99.9 99.9

Participation in golf – those who play

4.14 In terms of people within the district who (it is estimated by MS) do play golf, the data confirms that the major participants are indeed the main segments set out above, Philip, Tim Roger and Joy (with the addition of Frank), who in total comprise nearly 58% of the total golfers in the area. The MS data for the district estimates that total participation in golf is about 18500 adult players, almost exactly the same as the APS data suggests. This is between 2 and 5% of the population of the district, and is spread evenly across the whole of the area.

Non-participants


45


46

Segment Catchment Pop.

Catchment % LA % CSP % Rgn % Nat %

Ben 294 3.6 3 4 3.5 4.2

Jamie 408 5 7.9 4.1 4.7 4.7

Chloe 44 0.5 0.4 0.6 0.6 0.7

Leanne 0 0 0 0 0 0

Helena 95 1.2 1.1 1.3 1.2 1.3

Tim 1504 18.6 14.7 21.9 19.1 22.3

Alison 81 1 0.7 1.2 1.1 1.3

Jackie 76 0.9 1.1 0.8 0.9 0.9

Kev 909 11.2 15 8.5 11.5 9.6

Paula 0 0 0 0 0 0

Philip 1955 24.2 23.5 24.3 23.1 22.7

Elaine 208 2.6 2.2 2.8 2.6 2.6

Roger & Joy 785 9.7 8.7 10.6 10.1 10.4

Brenda 86 1.1 1.4 0.8 1.1 0.9

Terry 626 7.7 9.6 5.9 8 6.3

Norma 42 0.5 0.6 0.4 0.5 0.5

Ralph & Phyllis 400 4.9 2.1 6.2 5.2 5.6

Frank 396 4.9 5.6 4.6 4.7 4.3

Elsie & Arnold 173 2.1 2.4 1.9 2.2 1.9

Total 8082 99.7 100 99.9 100.1 100.2

4.15 Potential demand for golf from the MS data confirms that it is the broadly the same groups that currently play that would like to participate more (with the replacement of Frank by Kev), totalling about 8000 participants or about 1-2%, an increase of about a further 43% adults, though these figures should be qualified as they represent a theoretical representation of latent demand for golf

SUMMARY OF MARKET SEGMENTATION

4.16 The MS data confirms that three of the five main segments within the catchment of Windmill Village are golfers, and that overall participation is therefore likely to be


47

above the national and regional average in terms of the profile of the area. Current anticipated participation is about 2-5% and the profile of the population suggests that there is some latent demand for an additional 1-2% to take up the sport, though this is considered a generous proportion and is based solely on the aspirations of the current profile of the area. It would be safe to assume that there would be a limited increase in participation in accordance with MS data if some latent demand were realised

4.17 The five main market segments in the Windmill Village catchment are Philip (mid life professional sporty mail), Elsie and Arnold (retirement home singles), Tim (sporty male professional), Kev (pub league team mates) and Roger and Joy (early retirements couples), three of whom are the highest participants in golf nationally.

4.18 In terms of people within the catchment who (it is estimated by MS) do play golf, the data confirms that the major participants are indeed the main segments set out above, Philip, Tim, Roger and Joy (with the addition of Frank), who in total comprise nearly 58% of the total golfers in the area. The MS data for the district estimates that total participation in golf is about 18500 adult players, higher than the APS data suggests. This is between 2 and 5% of the population of the district, and is spread evenly across the whole of the area.

Sports participation

4.19 Current and recent – Sport England data suggests that over the years from 2005/6 to 2014/15 regular participation in golf (once per week) in England declined from 890,000 adult participants (16+) to about 740,000. Currently, about 1.68% of the population (mainly male) now play golf regularly (figures from latest annual data from APS9). However, England Golf believes that the participation levels appear to have stabilised.


48

4.20 West Midlands regional participation has generally declined in line with the national average. Participation in the Coventry, Warwick and Solihull CSP area (the most local data available) has also generally declined, but has consistently been above the national and regional averages.

4.21 Based on the trends in participation over the past nine years in the CSP area, the current participation in golf among adults in the area may well be about 2.2%. If this is extrapolated to the Windmill Village catchment, it is estimated that there may be 13,500 current regular golfers in the area. This is lower than to the MS profiles (but it relates to a slightly different area based on time rather than distance), but it is likely that golf participation in the Windmill Village area is about 40% higher than the national average.

Unmet, latent, displaced and future demand

4.22 Latent - MS data suggests that there is latent demand from an additional 8,000 adults in the catchment area (or over 40% extra to those which MS suggests might currently play). These are aspirations and considered to be optimistic, as they tend to overestimate the numbers who will eventually find their way into the sport, but an allowance should be made to accommodate some potential latent demand in the area.

4.23 Future – although the future population projections are too long term, are based only on Coventry itself and do not take into account future housing growth, the local area is anticipated to grow considerably in the future. On the basis of the population information available, and based on current APS participation data for the area, a further 1000-1500 golfers might be attracted to play golf in Coventry alone, and a larger amount over the wider catchment.

4.24 In the shorter term, the England Golf strategy suggests a target of 21% increased participation over the three years to 2017, an increase nationally of 160,000 regular golfers. If this is extrapolated to the local area, this could result in an increase of 3500 additional golfers (adults and young people). This is an ambitious target, but a factor for increased participation should be built in. As the target is increased participants, it is likely that a large proportion of these would be beginners and young people learning

Overall Male Female

APS1 (Oct 05/06) 889,100 2.18% xx xx xx xx

APS2 (Oct 07/08) 948300 2.29% 805800 3.99% 142500 0.67%

APS3 (Oct 08/09) 897600 2.15% 758200 3.72% 138700 0.65%

APS4 (Oct 09/10) 860900 2.04% 738800 3.59% 122100 0.57%

APS5 (Oct 10/11) 833200 1.96% 723200 3.49% 110000 0.51%

APS6 (Oct 11/12) 850,500 1.97% 733,000 3.48% 117500 0.53%

APS7 (Oct 12/13) 751,900 1.73% xx xx xx xx

APS8 (Oct 13/14) 730,300 1.67% xx xx xx xx

APS9 (Oct14/Sept 15) 740,100 1.68% xx xx xx xx


49

the game, for which a course of the type envisaged at Ingol would be particularly suitable.

4.25 Some of these targets/likely future participation levels are coterminous, but some are based on long-term projections or unreliable data. For the purposes of the study it may be necessary to conclude that in accordance with the existing character of the area, likely population change and the already high participation levels in golf, demand will increase, but that a specific target is not appropriate and an end date not identified.

Summary

4.26 Current levels of participation – participation in golf in the Windmill Village area, extrapolated from APS data, suggests that there are about 13500 regular adult golfers in the area, a higher proportion than the national average rate. This is slightly lower with the MS profile (from a slightly different catchment), though the latter data does confirm that the area is characterised by a high proportion of people within golf playing segments.

4.27 Recent trends in participation – despite the higher participation in the area, APS data confirms that participation has dropped slightly in the last 9 years, in accordance with national and regional trends and conventional wisdom from NGBs and other commentators.

4.28 Latent and future demand – MS data suggests that there is potential latent demand from people in golf-playing segments who would like to take up the sport, in the order of 45%. This is not considered reasonable. Future demand from population increases could increase, but the data is not available or reliable to give a precise figure. It is reasonable to assume however that there will be an increase in participation in the future from population increase and latent demand.

4.29 NGB targets from strategy – EG has a target of a 7% increase in participation over the next three years of its strategy, and although this may well be ambitious, it may have particular implications for the type of course required in the area, as additional participants will be mainly new players needing to learn and develop their skills. However, there is no current NGB involvements in Windmill.

4.30 Overall it is suggested therefore that demand for golf in the Windmill Village catchment, although it may well have fallen in the last 9 years, is still higher than the average, and that with future and latent demand increasing, demand may increase in the area.

5: Conclusions & Recommendations


50

Introduction

5.1 ANOG sets out the need for the supply and demand assessment to be brought together and the key issues arising analysed. Key Issues Are there sufficient courses of all types to meet current and future demand for golf in the Coventry area?

5.2 The wider catchment around Windmill Village is very well provided with standard

courses and there is a considerable degree of choice of other standard courses, both for those who wish to join a club and for pay and play, either at commercial courses or ‘municipal’/LA facilities. Participation levels are high in the Coventry/Warwick area, a function both the market and population profiles, and the existence of ample facilities in the wider area. Because of the lack of golf facilities in Coventry, the city is a considerable exporter of demand, to the neighbouring areas. In terms of accessibility to golf however this is not restricting.

5.3 There is a good balance between supply and demand at present. While some courses do still charge a joining fee, few clubs are understood to have waiting lists, and there are some examples of membership or playing incentives to attract more users. The commercial/proprietary/’municipal’ courses in the wider area, have spare capacity for additional users. Also there is no evidence (except from Windmill Village) that clubs and courses are struggling to continue to exist. Is there a strategic or local justification for allowing Windmill Village to close?

5.4 The analysis above suggests that there is spare capacity at most existing courses in the

wider area to absorb current and future demand for standard golf courses. Could Windmill Village contribute towards this in the future? Course operators have suggested that for a variety of reasons, Windmill Village is not suitable and is in decline, as follows:

• The course is in poor condition and requires improvements to drainage etc

• There are no practice facilities for coaching, teaching etc at the course

• There is no dedicated clubhouse

• Membership has been reducing, and the course has a limited range of members

and users, being predominantly used by elderly males, with very few juniors and no women,

• Total number of rounds has fallen dramatically by 30% in recent years


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• Despite its limited length, the course does not play a role as a beginner / starter course. Equally the club feels there are plenty of courses in the catchment playing this role far better

• There are no links or development activity with England Golf

5.5 It is clear that the course is failing to meet fully the needs of golfers in the 21st century, and its loss would not unduly hinder the development of golf in the area, given the good supply over the wider area. Is there a niche market for the development of facilities for informal recreational and teaching suitable for beginners and young people, which is not being met in the Coventry area, which Windmill Village might fill?

5.6 Although standard golf course provision in the Coventry City Council area is poor when

compared with the average the existing courses provide for the range of accessible golf opportunities Additional demand is likely to occur mainly from beginners, juniors and others new to the game. This will have implications for the types of facility that are required in the future. This need can be met without Windmill by other Coventry courses and provision in the surrounding area. There is a good range of facilities meeting this need in the wider 20 minute catchment around Windmill Village – par 3 and short courses, GDRs, municipal courses available on a pay and play basis, commercial pay and play courses, and then members’ courses which developing players can them join as they progress.

5.7 Despite its length, Windmill Village does not operate as this type of facility, and would require significant improvement to course condition and management to fulfil this function. Given the financial performance and usage and membership trends the level of investment require is not sustainable.

Is quality of courses an issue in the Coventry area?

5.8 Quality is not generally considered an issue in the Coventry area, though this is based

on factors other than actual course condition and quality, which was not researched as part of this study. However, there is hearsay evidence from the current operators of the Windmill Village course that because of poor design in the first instance, the course does become waterlogged. It is not known whether remedial measures could be taken to alleviate these poor conditions, but it is unlikely that this would be a preferred option, given the supply and demand factors set out above. Courses may not need to be built to the same levels of design etc if they are intended to cater more for beginners and improvers.

Are there any development initiatives from clubs/NGB/LA/others that might affect future participation and demand?

5.9 The targets set out in the national golf strategy are taken into account in this study, but

any local initiatives from the CGU, LAs, clubs and others will need to be built in. The course is not used for any development activity by the NGB. Is the provision of golf facilities sufficient to meet future demand arising from housing development and additional population?

5.10 In the future there is some justification in at least considering the need for some

additional facilities, to meet increased demand from population increases,


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development initiatives and identified latent demand. While it is difficult to be precise about actual numbers, an assumption of a 10% increase in participation overall in the wider catchment area (say 1350 additional adult golfers plus juniors) is considered reasonable. However, if, as seems probable, there is some spare capacity overall, each standard course in the wider catchment would only need to accommodate an additional 45 regular golfers to absorb this demand without the need for new courses. It is unlikely therefore that in the period up to 2027, there is a need for additional standard courses, to meet general demand. Conclusions

5.11 This report sets out a needs assessment which is proportionate and clearly illustrates using the ANOG methodology that there is sufficient quantity, quality, accessibility and availability of provision both now and in the future in the Windmill catchment

5.12 The course has no special sporting significance. It has a very limited usage profile and no development activity takes place.

5.13 The table below summarises the E1 policy exception tests in relation to the site. E1 Policy Exception Questions Comments

Is there an up to date Playing Pitch Strategy (PPS) or other assessment in place for the area (i.e. adopted and/or updated in the last 3 years)?

Yes but not considered relevant. Catchment area analysis as set out in this assessment is considered more appropriate.

This analysis therefore reflects a policy compliant approach for golf.

How old is the information on which the PPS is based?

As above.

Does the PPS adhere to the principles of the methodology set out in Sport England’s PPS Guidance?

As above.

If an alternative methodology has been used to develop an assessment, has this approach been previously agreed with Sport England?

The analysis has used the ANOG methodology as recommended by Sport England.

Does the PPS or other acceptable assessment show a clear excess in the quantity of playing pitch provision at present and in the future across all sports?

Yes the analysis shows a surplus of golf provision in the catchment.

If a clear excess in the quantity of provision can be adequately demonstrated does the PPS or other acceptable assessment highlight deficiencies in the quality or accessibility of playing pitch provision, and if so, does the application propose any measures to address these?

Analysis illustrates excess in all aspects of ANOG – quantity, quality, accessibility and availability. Not applicable.

Based on the conclusions and recommendations of the PPS or other acceptable assessment, are the measures proposed to address deficiencies in the quality and accessibility of provision the most appropriate in terms of the benefit to sport and the relationship with the application site?

Analysis illustrates excess in all aspects of ANOG – quantity, quality, accessibility and availability. Not applicable.

Have the relevant contacts at the sports England Golf have been consulted but despite


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E1 Policy Exception Questions Comments

national governing bodies been consulted and what were their views?

numerous request have not engaged.

Will any proposed measures to address deficiencies in the quality of provision meet with Sport England’s and the relevant sports national governing bodies’ design guidance?

Not applicable.

Will any measures proposed to address deficiencies in the quality and accessibility of provision be appropriately secured and delivered within an acceptable timescale and formally tied to any forthcoming planning permission for the application?

Not applicable.

5.14 This assessment therefore concludes that under both paragraph 74 A) of the NPPF and Sport England Playing Fields Policy exception E1; that the site is surplus, there is an excess of golf provision in the area and the site has no special significance and can be released for development under the Local Plan.

Neil Allen Associates Registered Office: 20 Brook Road, Lymm, Cheshire, WA139AH

A limited company, registered in England and Wales no. 6165280

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