BUSINESS SPOTLIGHT: At Settlers Bay, it’s more than a round of golf

SETTLERS BAY — Settlers Bay Golf Course General Manager and course superintendent Amos Stephens is quick to drive home the point that Settlers Bay is “more than just golf.” The business has undergone some major changes over the years. One of the biggest changes has been the addition and diversification of events and concerts on the property. For example, the Trick or Treat in the Heat event drew a crowd of about 600 people. Stephens knew there was much more they could do with their 700 acres beyond golfing.

Despite the weather, the 2017 season went well for SBGC. Stephens said that this summer’s consistent rain on the weekends — of all times — hurt their golf attendance, but the regularly occurring concerts and events helped to curb that loss.

“I like to tell my staff that we outperformed the weather,” Stephens said.

Besides a round of golf, those visiting SBGC can play a variety of yard games like croquet, bocce ball, corn hole and Giant Jenga —all for free. Families can even sit around a campfire at a designated area with a fire pit. All of the equipment is on hand and set up; it’s just a simple matter of asking to play. These are some of the lesser-known luxuries Stephens wishes more people took advantage of. The concerts and events have picked up a lot of traction, but Stephens said he would like to see the Albatross restaurant and the yard games would pick up.

In 2008, Laura Piquero took over the restaurant as the food and beverage manager and the name was changed to the Albatross. Stephens said that she started with “nothing” and built a solid operation with customer service at the heart of everything they do. He said that taking care of the customer is always the highest priority.

Stephens said the two main challenges the Albatross faces is that few people actually know about it and that many people assume you need to be a member to eat there, which isn’t the case. Like the golf course, no membership is required to eat at the restaurant and attend any of the course’s events. Stephens said that they sell season passes, like those at a ski resort like Alyeska.

The next big change was when Stephens hired Vickie Urbina-Howe as the event coordinator and sales representative in 2012. He told her to “go find me something other than golf.”

“Now we have more and more people coming out to these events,” Stephens said. Putting Vicky in place to bring in all these other events allowed us the opportunity to have a decent year even though the weather was terrible. By diversifying the business and bringing in these events, and changing up the ideas — that we’re not only golf — we now have room for the weather not be so hot and we can still perform and still meet our numbers on our bottom line.”

Stephens said that a common complaint he hears is that “golf costs too much.” He said that when you go out, you are paying for entertainment, even if it’s at a restaurant. He said that be it golfing, eating quality food, or taking advantage of the array of yard games, you get more for what you pay for.

“Giant Jenga sounds better than a coloring book to me,” Stephens said.

A round of 18 holes on the course costs $41 per adult on a weekday and $48 on the weekend. Kids are $10. Recently, family golf has become even more affordable with the Sunday Family Golf Nights where it’s $10 a head. Golf is still the name of the game at Settlers Bay and getting the whole family to play is becoming more popular thanks largely to the efforts of their full-time instructor, Becky Henderson.

“She’s done a great job of incorporating more women onto the golf course which is what we need, more women playing golf,” Stephens said.

Henderson also teaches Starting New at Golf (SNAG) classes at local schools. They use oversized clubs and tennis balls so the kids can play without getting discouraged. They practice hitting targets, which builds confidence.

Stephens cited Henderson, Piquero and Urbina-Howe as his “saviors.” He thinks the new coastal park will help bring people out to the course.

“It’s got potential to add to what we are, which is a recreational facility. It’s got nothing but potential to help us grow our operation and help us get better at what we’re doing,” Stephens said.

The Settlers Bay Golf Course has adapted over time to take advantage of the large property and scenic backdrop. The property is becoming a known hub for community events and concerts, all with family in mind.

“This is a facility with a full service restaurant that caters to the family, with the outdoor yard games, has views second to none, we’re soon to have a coastal park that’s gonna allow you to go on magnificent walks, we’re in the outdoor wedding business, and this a beautiful place to watch a concert. You can’t beat looking at the mountains and the inlet, listening to good music,” Stephens said.