(Apple Valley)– Updated golf carts, a remodeled pro shop and improved turf and playing conditions are a few of the short-term plans to be implemented by Sierra Golf Management (SGM), the new operator of the Apple Valley Golf Course as of July 1.
“We are 100% confident that we can make a positive difference in the facility and the golf course bottom line,” said Jeff Christensen, president of SGM. “With a new staff, new marketing approach, new rates, improved service, upgraded carts, improved food and beverage and a changing economy I think we are going to see many positives.”
Long-term plans include upgrading the irrigation system and improving a long-term water source. SGM will work closely with Golden Round Eye, the new food and beverage operators, who plan to renovate and improve the restaurant and clubhouse.
Christensen, a PGA professional and owner of SGM worked as an assistant golf professional at Silver Lakes Country Club from 1986 to 1990. “Our kids were born right here at Saint Mary’s Hospital in Apple Valley and some of my family’s fondest memories were made right here in the Victor Valley.”
The Town has signed an interim agreement with SGM. The agreement allows SGM to transition into the Apple Valley Golf Course immediately while the details of a long term management contract are completed. SGM has been managing golf courses since 1994.They currently own, lease or manage nine golf courses in Central California. SGM provides solutions and management for public,municipal, private and resort golf courses.
“We are particularly anxious to announce the new fees and programs that have already been discussed with the new team,” said Apple Valley Mayor Curt Emick. “We look forward to seeing the golf course and restaurant crowded with new customers who have never taken the time to visit.”
This former iconic private country club was transferred to the Town for maintenance and operation in December of 2008 and opened as a public golf course. The Town closed escrow and became the owner of the facility in August of 2011.
“We are very excited to be involved with such a great golf course. It has a great layout as well as a long and storied history and wecould not be more pleased than to have been given the opportunity to manage this golf course for the Town” said Christensen. “I was fortunate enough to play and enjoy this golf course in the late 80’s, early 90’s and to be able to come back and have the chance to work with this facility is really a dream come true”.