Greenway Golf Associates to Manage City of Alameda Golf Complex

By Community | October 24, 2012

Greenway Golf Associates (Greenway), a boutique golf course management and maintenance operator, has been selected by the City of Alameda, CA. from a national RFP to operate the city’s 45-hole golf complex.

The Alameda City Council unanimously approved a 25-year lease agreement with Greenway to operate and manage the golf operations of the Chuck Corica Golf Complex, which consists of two 18-hole courses, a nine-hole, par-3 course and a lighted practice range.

Greenway will operate and manage all golf related operations including staffing, sales, marketing, course maintenance, project management plus entertainment and community relations for the property.

“The City Council selected Greenway for their creative design and environmentally sound course management, which reflect the values of the Alameda community,” said Mayor Marie Gilmore.

Greenway’s agreement with the City includes restoration improvement plans for the historic public golf complex valued at over 6 million dollars, which will feature a signature redesign of the South course by international acclaimed architect, Rees Jones. Included in Greenway’s plans is the company’s proprietary “Greenway Method” for establishing environmental sustainable turf practices, which are further reaching than the industry standard Audubon program.

“We are truly honored and flattered that our company was selected,” stated Greenway principal founder George Kelley. “During the selection process I was impressed to learn more about the great history and tradition with golf in Alameda. Our company’s mission to love, serve and deliver fun for all combined with our track record in providing superior playing surfaces will serve us well as we continue to enhance and celebrate this tradition with the residents of Alameda.”

In transitioning the property, Greenway will immediately go to work on changing the culture of the club. “We are not in the golf business, we are in the entertainment business,” says Greenway principal Ken Campbell. “As such, we don’t have “employees”, we have “Ambassadors of Fun” lead by Greenway’s full-time Director of Fun who promote the company’s proprietary “Constitution of Fun”, which encourages guests to play often and laugh more.”