NEWS FEATURE

Unforeseen rate increase at the
Pearl rubs golf
packagers wrong way

By Shane Sharp,
Contributing Writer

MYRTLE BEACH, S.C. (June 25, 2004) - Beach-bound duffers looking to book a round of golf at the Pearl Golf Links are in for a little surprise - rates at both the East and West courses recently shot up nearly 30 percent for the summer and peak fall seasons. The summer morning rate, once in the fifty dollar range, is now $77 including cart. Pearl officials say the peak fall rate will increase from $81 to $115.

"We feel like we were giving away a very good product at a very low rate," Pearl assistant professional Jacob Frick told MyrtleBeachGolf.com.

The rate increase thrusts the property and its two Dan Maples designed courses into price tier on the line with Rivers Edge and Tiger's Eye - two of the North Strand's pricier tracks. Frick also said the Pearl increased its rates with local golf packagers in order to implement an across the board, equitable increase.

"You rarely get your walk-in rate in this market so we increased the package rates, too," said Frick.

And local packagers have taken notice. At least one packager has dropped the Pearl from its list of courses.

"We took them off," said Carson Courage of Myrtle Beach Golf Directors. "We had signed contracts with them but they said they were no longer good and that they were going back to MBGCOA (Myrtle Beach Golf Course Owners
Association) rates."

MBGOA rates are those agreed upon by local courses to be quoted to hotels and third party packagers. Traditionally, larger hotels, hotel conglomerations and packagers with a history of providing a course ample business are able to negotiate lower rates. Courage said he and other third party packagers view the sudden increase as a smack in the face.

"Think of it from our standpoint," he said. "We market the course in our literature that we spend over ten grand printing and the literature is inaccurate. I can understand if they raised their rates at the beginning of a rate period, but not suddenly for no reason."

In a fax from "Pearl Golf Course Management and Owner" obtained by MyrtleBeachGolf.com, no rationale for the walk-in rate increase or the return to MBGCOA package rates is cited. The document simply serves notice of the new rates, effective immediately. Some local head professionals, however, feel the Pearl may have set the bar too high.

"That is pretty dramatic, but it is hard to say in this market," said Bruce Harper, head professional at Rivers Edge in Shallotte, N.C. "I don't know how they came up with that increase without doing anything to the course. Their summer rate is actually $10 higher than ours. I am a little bias but I feel we have a better golf course."

Both Pearl courses have longstanding reputations for quality conditioning and both are considered quality layouts according to feedback provided to local packagers. Rate increases of the magnitude of the Pearl's, however, are often accompanied by on course improvements such as new greens, bunkers or landscaping. While the Pearl has made no immediate improvements to either course, Frick did add that Pearl owner DeCarol Williamson and Pearl management have major long term improvements planned for the property.

"We are remodeling the clubhouse with a new bar and grill and new head chef," Frick said. "There are plans to turn the property into a resort with a hotel and a large residential component."

Any opinions expressed above are those of the writer and do not necessarily represent the views of the management. The information in this story was accurate at the time of publication. All contact information, directions and prices should be confirmed directly with the golf course or resort before making reservations and/or travel plans.