Mishima Country Club

Mishima Country Club

Mishima-shi, Shizuoka

The table below sets out a summary of selected information on Mishima Country Club.

Region Other regions
Inaugural Year 1988
Acquisition by the Sponsor 2005
Number of holes 18 holes
Total area 1,069,886 m2
Attached facilities Practice area, 8 teeing grounds
Access 12 km from Tomei Expressway Susono Exit
Appraised value
(JPY million)*1
3,040
No of Visitors FY15/16 62,427
Revenue FY15/16
(JPY million)*2
699
Utilisation Rates FY15/16(%)*3 85.5

*1 Based on real estate appraisals as at 31 December 2015 conducted by the Independent Real Estate Appraisers.
*2 Revenue includes play fees (green fees and cart fees), caddy fees, restaurant charges, membership fees and other revenues from the golf course.
*3 Utilisation rate = Total no. of visitors per 18 holes/(Total operating days x 200 persons).

Location

The Mishima Country Club is located in Mishima-shi, Shizuoka Prefecture. The population of Shizuoka was 3.71 million as at the end of December 2012, and the total number of golf course visitors was 3.73 million for the period from March 2012 to February 2013. Mishima-shi is located in the north central region of the Izu Peninsula, which lies in the eastern section of Shizuoka, and accessibility to the course is approximately 90 minutes from Tokyo. Starting at the Tokyo Exit and passing through Kanagawa Prefecture via the Tomei Expressway, the Mishima Country Club is located approximately 12 kilometers from the Susono Exit and 8 kilometers from the Nagaizumi- Numazu Exit, which opened in 2012 as part of the Shin-Tomei Expressway. It takes about 15 minutes using the shuttle bus service from the Mishima Station of the Tokaido Shinkansen.

Summary of the Mishima Country Club

The course has a total of 18 holes and consists of the OUT course (9 holes) and the IN course (9 holes). The holes each are modelled with a flat layout, making the courses easy to play for females, seniors and beginner golfers. The course has an impressive over-the-lake hole and over-the-valley island green hole. The clubhouse features a spacious entrance and a natural hot spring outdoor bath. Located in the hills near Suruga Bay, the area boasts an oceanic climate that keeps it cool in the summer and warm in the winter, which facilitates play at any time of the year.

Marketability as a Golf Course

In addition to visitors from neighbouring regions such as Mishima-shi, Susuno-shi and Numazu- shi, its accessibility from the Tomei Expressway and Shin-Tomei Expressway also makes the Mishima Country Club a popular destination for visitors from the Tokyo and Kanagawa Prefectures. Diversity in its visitor base contributes to this golf course's stable number of visitors. A natural hot spring outdoor bath can be found in the clubhouse, and views of Mount Fuji from both the bath and the course add additional value to the course. With the recent registration of Mount Fuji as a Unesco World Heritage Site, demand to play on the Mishima Country Club course is growing. The total number of visitors in FY2013 was approximately 630,000, and the utilisation rate has been stable, at approximately 86% in FY2011, 86% in FY2012, and 87% in FY2013. The country club had over 2,100 members as at the end of March 2013, and member visitors accounted for approximately 20.0%-23.0% of total visitors, creating a stable customer base. In addition to marketing strategies targeting the membership base, efforts are also being made to attract new customers, such as a web-based reservation system. The Mishima Country Club is working to increase revenues through price differentiation for different days of the week, time slots, and play styles. Cost management and higher profit margins are also ongoing initiatives, and these are moving forward via methods such as installation of automated payment machines, self-service caddies (primarily on weekdays) and management of administrative costs through the optimisation of personnel placement.