By Mark Hansel
NKyTribune managing editor
David Peru, general manager at Devou Park Golf Course in Covington has received recognition from a national publication for his efforts to upgrade the facility.
Peru was recognized with a 2nd Place Municipal Operator of the Year honor from Golf Inc. magazine, just a year after he took over managing the course for Billy Casper Golf.
“I hate that it comes off looking like an individual accomplishment because it was an absolute team award,” Peru said. “When you have the right people, a nice product and you promote it properly, things turn out well.”
Peru downplays his role in the rejuvenation of one of the region’s most scenic golfing venues. In their assessment of the course, however, Golf Inc. and Nick Bednar, Billy Casper Golf regional director of operations, say Peru was the driving force behind the improvements:
For decades, Devou Park Golf Course struggled to achieve positive results in the over-supplied region of Cincinnati.
In 2008, the city sought help from Billy Casper Golf.
Major improvements were made, leading the course to break even in 2012, but it still was not reaching its full potential.
That’s where General Manager David Peru came in.
In less than a year, Peru has positively affected every segment of the business.
Compared to last year, total rounds are up 15.1 percent, while total facility revenue is up 20.4 percent. League rounds, outing rounds and public rounds are increasing rapidly, and the average rate per round is up 4.8 percent.
Additionally, Peru is working with the city to make sure the course gets the capital improvements it needs.
“We quickly found there was no secret ingredient involved in David’s approach, said Nick Bednar, regional director of operations at Billy Casper Golf, who nominated Peru. “Rather, a relentless focus on people, product and promotion — a back-to-the-basics strategy aimed at establishing a positive reputation.”
Peru said he wasn’t even aware he was nominated until about six weeks ago.
“Nominations went out in the previous issue of Golf Inc. magazine, but prior to that, I had no idea,” Peru said.
He took the top job at Devou in September 2014 and said a renewed emphasis on customer service really has made a big difference.
“It was pretty important for us in our weekly or monthly meetings to stress that people don’t have to play golf at all, and we have to compete with all of the Cincinnati courses as well,” Peru said. “If we can serve these people better, they are going to remember that and come back and if there was one reason we turned things around here; that was it.”
Peru, 35, started out working on the grounds crew at World of Golf in Florence 16 years ago under the tutelage of PGA Master Professional and former tour player Ralph Landrum.
“I like to say I never had a real job,” Peru said. “I’ve been going to a golf course for a living my whole adult life and that’s pretty cool.”
Devou Park Golf Course opened as a nine-hole venue designed by golf pro John Brophy in 1922. The second nine of the 6,091 yard layout with zoysia fairways and bent grass greens was completed in 1995 under the tutelage of renowned golf course architect Gene Bates.
The picturesque course with its views of the Cincinnati skyline make it attractive to golfers of all skill levels.
Golf Inc. magazine contributed to this story