ValleyCrest adds three more courses to cap off productive year

ValleyCrest Golf Course Maintenance has added 14 new golf facilities to its portfolio over the past 13 months, with three in the last month alone — Royal St. Augustine Golf Club in St. Augustine, Fla., Brackenridge Golf Club in Indiana, Penn., and Musgrove Country Club in Jasper, Ala.. It now oversees maintenance for 65 facilities. 

Other facilities added in the past year include courses in California, Florida, Virginia, West Virginia, New Jersey and Delaware. The Calabasas, Calif.-based maintenance company also extended contracts for 18 courses.

“We have had a good year,” said John Crowder, vice president of ValleyCrest. “We were very aggressive and proactive about renewals, and had a good run on the new business front. But what we always focus on is the operations side and what we can do better.”

Crowder said that an internal reorganization in the fall has positioned the company for even greater growth in the future – as it will allow for improved operations.

The company named four senior managers — Kevin Neal, Dan McIntyre, Vince Gilmartin and Mike Harbin — to the newly created position of Regional Area Director. The four have direct responsibility for the company’s golf course operations in their respective geographical regions, and report to Terry McGuire, VP of Operations, who assumed overall responsibility for operations nationally. McGuire was previously in charge of eastern operations and has been with the company for more than ten years.

Crowder said the operational change will help the company take better advantage of national agronomic and purchasing programs.

“In golf now, it’s about operations,” Crowder said. “We have to get a better product with the same level of expenditure and the only way to do that is through productivity.”

ValleyCrest Golf, a division of the ValleyCrest Companies, the world’s largest provider of integrated horticultural services, reported record results in worker safety and customer service this past year.

An independent survey showed that it received the highest rating for satisfaction from 93 percent of its customers. That is its highest number in several years of conducting the survey.

The company also saw Osprey Point, one of four properties it maintains for the county of Palm Beach, Fla. receive designation as an Audubon Classic Golf Facility in March. Osprey Point is the first golf course in Florida to receive this highest possible Audubon designation, the second in the U.S. and the third in the world.

“Our growth comes from accomplishments like those,” Crowder said referring to safety, customer satisfaction and environmental efforts. “We grow by word of mouth and by referrals. We don’t have a big sales force. We grow because people are happy with us. And happy customers lead to other happy customers.”

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