LC Businessman Seeing Green With New Red Hawk Golf Course

While the housing market continues to stagnate in Las Cruces, at least one local businessman sees it as an opportunity.

Driving through undeveloped New Mexico desert, with its brown landscape, in the distance is an oasis for lovers of the game of golf.

“I really don’t care about playing golf,” admitted Las Cruces businessman Royal Jones. But he was up front about why he was interested in buying a golf course and surrounding land in the northeast part of Las Cruces. “This was a perfect opportunity to get a lot of land for not a lot of money.”

New Mexico developer Philip Philippou, who died in Greece earlier this week, started to develop the area but had to stop.

“When the recession came, he also got sick and this was one of these projects he had already started. And it was a good opportunity to take over all this land,” Jones said.

The 1,600 acres includes a golf course designed by architect Ken Dye.

There are five ponds throughout the 18-hole golf course with views of all the surrounding mountains. And if you’re lucky, you may even catch a glimpse of its namesake, the Red Hawk.

“I said, ‘Boy, this is going to be special. I want to help,'” said local golfer and PGA Hall of Famer Bill Eschenbrenner, who has joined the project as a consultant.

“Bringing in this kind of special golf course to the town is going to bring people to the city. My goal is to have major golf tournaments here and maybe even a PGA tour qualifying here, because the golf course can host it,” Eschenbrenner said.

“I look at myself as the owner of a football team, or the head football coach, and I’m only as good as the people I surround myself with — great people,” said Jones of Eschenbrenner’s involvement in the project.

The course, already a favorite with local golfers.

“I like it very much. It’s very challenging,” Dave Wright said.

“It’s a beautiful course — great background. It’s nice to play a course that doesn’t have homes lining it back and forth. That will change in the future, but it’s nice,” Ray Shipley said.

But it’s those homes that will someday line the golf course that has Jones seeing green far beyond the 18th hole fairway.

“Our goal is to develop this all the way and make money,” Jones said.

“When we first took over this project, people thought we were nuts. ‘Why are you buying land right now?’ Well, because we were getting it cheap,” said Jones, who said he likes to take risks.

Jones’ critics had a point. Las Cruces’ home sales reflecting the downward trend across America since 2006. There were 2,082 home sales in 2006; 1,281 in 2009; and 1,042 in 2010.

But Jones’ reward won’t come without taking those risks. He’s already invested more than $6,000,000 into the project, which includes building a road, water well and clubhouse.

“It’s a huge project, but you can’t be scared,” Jones said.

With two schools already in the area, Jones said he’s positive he’ll make his investment back — even in this tough economy.

“Everybody wants to get a lot. Everyone wants to get their own house. And it’s coming. And we’ll be right here waiting for you,” said Jones.