Golf Industry Central Spring 2014

The Golf Marketing Professionals CGEONLFTRINADLUSTSprinRg 20Y14GROW THE GAME GLOBALPLATFORM LAUCHED PGA IGI Advance Diploma NOW AVAILABLE!Are country members being 1discriminated in the city? Page 14 Plus - GMA NZ Conference wrap up - Page 20

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WAuinttuemr 2n0124014Page 3 3Industry News Industry NewsPage 4 26Grow the Game global platform launch CoursePage 14 updatesCountry members cry foul Visit www.golfindustrycentral.com.au to join our social media sites.Page 20 Golf Industry Central Spring 2014 1GMA NZ Conference wrap upPage 24The basics of marketing your clubPage 26Course Development UpdatesTwitter Facebook Linkedin RSS Feed

Mike’s Space WELCOME to the 2014 Spring edition of Golf Industry Central.Mike Orloff is an Operations and Marketing Are country members being We can leave our dependency on discriminated against in the city? growing the game to the governingSpecialist for Golf Industry Central and a PGA This is an interesting discussion that has bodies or we can get involved andMember in the USA and Australia. Originally from been happening in a popular online golf personally make a difference. We areSouthern California, Mike has permanently resided forum. Are players now utilising these utilising modern approaches such ason the Gold Coast for the past 10 years. He has types of remote/country membership “crowdsourcing” and “crowdfunding”over 20 years of commercial golf experience in as a way to cheat the system and not to help overcome some of the problemsvarious senior management roles and currently pay full subscriptions, or have the and move closer to achieving our vision.provides operational and marketing solutions to memberships been a saviour for many “A world with toomany golfers.the golf industry in the region. Currently, Mike also players that otherwise would have left To get involved in Grow The Gamelectures part-time for the PGA International Golf the game for good? Central, anyone can join the on-lineInstitute and runs the industry based website David Newbery provides an in depth forum to discuss what is happeningwww.golfindustrycentral.com.au. reports on the country membership locally and internationally, contribute issue plus gives us a full update of news or best practices, and supportEditor / Sales: the recent NZ Golf Managers 2014 initiatives happening around the world. Conference held in Auckland. As always please send me any itemsMike Orloff In our course Development update that you may think are [email protected] section, we have the wrap on for the industry and we are happy+61 415 682 259 Melbourne’s Eastern Golf Club move to look at publishing on our website to a new location plus some more or magazine. A special thanks to ourContributors: construction occurring at Moore Park sponsors as well for supporting this in Sydney. publication and our busy websites.David Newbery Bruce Young updates us on the progressSenior Contributor made with the renovation work at RACV Mike Orloff Royal Pines. Did they have enough timeBruce Young to get it all done and will the course be Operations and Marketing SpecialistGolf Journalist/MC championship ready for the big event?www.bruceyoungmedia.com I’m also excited to have launched our latest initiative called Grow The Game Central that aims to create a world- wide community of like-minded people banding together to encourage people of all ages and backgrounds to play the game of golf or increase their participation.Andrew Howes Golf Industry Central exists to help golf facilities throughout Australia, New Zealand and South EastBusiness Development Manager Asia perform better. We offer easy access to golf industry news, job vacancies, recruitment servicesGolf Industry Central and operational advice. We also help overseas markets access the local golf industry via our vast network, online magazine and weekly publications.Publisher Golf Industry Central operates with a general premise that for the industry to get stronger there is a real need for a cross pollination of ideas and networking from across all the different sectors of theMorlo Pty Ltd ACN 123 872 784 golf industry. We all have a common denominator with our respective businesses - we need moreABN 1812 3872 784 people playing golf and spending money! Currently our readership covers all sectors of the industry -PO Box 773, Main Beach, General Managers, Superintendents, suppliers, golf pros, front line staff, accounting, architects, andQLD, Australia, 4230 various others from over 80 countries worldwide.Contents may not be reproduced without Our goal in each issue is to bring you a fresh and unique perspective on our golf industry. Throughwritten permission. Views expressed in editorial the sharing and discussion of thought-provoking topics, we will hopefully help your business in somecontributions do not necessarily reflect the small way. For this magazine to be fully sustainable and to achieve our goal and vision, it truly will need to be a collaborative effort. Please feel free to submit any items or stories you think the generalopinions of this publication and it’s management. industry may have interest in.2 The Golf Marketing Professionals www.golfindustrycentral.com.au

Industry NewsAN INSIGHT WITH TIM TRINKA Singapore: Asian Golf Industry Team event and Thailand’s Danthai Boonma claiming the Federation (AGIF) President Tim bronze in the men’s individual stroke play. In the women’s Trinkahas expressed his belief individual stroke play competition, Asia swept the board that golf’s readmittance to the with Lee So-young (Korea), Cheng Ssu-chia (Taiwan) and Olympic fold ‘will have a positive Supamas Sangchan (Thailand) winning the gold, silver and impact on growing the game in bronze respectively. the region’. Trinka said: “Our hope is that those outstanding effortsIn a wide-ranging interview on the HSBC Golf Business will prove to the doubters that Asian countries areCommunity website, titled An Insight with Tim Trinka, the capable of producing players who can bring glory to theirSeoul-based lawyer shares his thoughts on the state of countries by winning Olympic medals.golf in Asia. “Once Governments see that then the prospect of themAsked specifically how the inclusion of golf in the getting behind the game will increase, both in termsOlympics will affect attitudes to the sport in Asia, of funding to develop players and coaches and also toTrinka said: “Many of us in Asia see this as an incredible allocating plots of land that are unsuitable for residentialopportunity to introduce golf to a far wider audience than or industrial use and turning them into low-maintenancewe usually have access to. public courses.”“Based on the performances of Asian players at last In the interview, Trinka also discusses the opportunitiesmonth’s Youth Olympic Games in Nanjing, there’s good and challenges facing the AGIF and explains his vision asreason to expect to see greater support for the game to how golf can become a more appealing sport acrossboth from Governments and the corporate sector.” the region.In all, Asia won five of the nine golfing medals on offer in To read the full interview with Trinka, please visitNanjing with Korea taking the silver medal in the Mixed www.golfbusinesscommunity.comSeeking a job in the Golf Industry? Interested in finding the right staff? We have a full range of job seeking and recruitment services. www.golfrecruitmentcentral.com.au www.golfrecruitmentcentral.com.au Golf Industry Central Spring 2014 3

Industry NewsGOLF INDUSTRY CENTRAL LAUNCHES GLOBAL INITIATIVE TO GROW THE GAMEGolf Industry Central recently launched a new initiative promoting and ensuring the ongoing health of ourcalled Grow The Game Central that aims to create sport,” said Mr Orloff. “Grow The Game Central is alla world-wide community of like-minded people about taking a ‘grass roots’, ‘bottom up’ approach tobanding together to encourage people of all ages and supporting the numerous grow the game initiativesbackgrounds to play the game of golf or increase their happening worldwide.”participation. “We are utilising modern approaches such asGolf Industry Central Director Mike Orloff says he created “crowdsourcing” and “crowdfunding” to help overcomethe website www.GrowTheGameCentral.com to tackle some of the problems and move closer to achieving ourchallenges such as declining participation and the ageing vision. “A world with too many golfers”demographic of players and to attract a new generationof golfers. The project will leverage off Golf Industry Central’s large international network of industry contacts in Australia,“Many grow the game initiatives being trialled today have New Zealand, Asia, Europe and the USA.great merit but don’t garner enough financial support toget off the ground,” said Mr Orloff. “Our Grow The Game Mike Orloff is a US and Australian PGA Member withCentral web platform has been designed to connect more than 22 years of industry-wide experience workinganyone who is serious about growing the game and for two of the biggest international golf managementmaking a difference. companies in Australia and the USA. He launched Golf Industry Central in July 2008 to provide recruitment,“We are at an evolutionary stage in the game’s operations, and marketing services to golf-relatedexistence. Now is the time to foster the creativity and business in the Australasian region. His role has also beenentrepreneurship of a strong community network. The keeping his database up to date on industry news.strength, motivation and passion of many individualsworking together can be very powerful and will eventually Now based on the Gold Coast, Australia, Mikeimpart change. consults directly to clients as well as via workshops and conferences in New Zealand, Australia and South East”We can leave our dependency on growing Asia. His passion for growing the game comes from thethe game to the governing bodies or we enormous positive impact golf has had on his life.can get involved and personally make adifference,” said Mr Orloff. “When I was 16, I took up the game after my cousin suggested it on a family holiday as a pastime when theGrow The Game Central is targeted at anyone who loves surf wasn’t happening. With encouragement from mygolf, makes a living off the game and wants to grow the older brother Bill, I considered playing for a living butpopularity of the game. decided to make a career of golf instead, moving up the ranks within the biggest golf management company at the“It’s time individual golfers, clubs, facilities and time in the USA.”commercial entities all take a more active role in To get involved in Grow The Game Central, anyone can join the on-line forum to discuss what is happening locally and internationally, contribute news or best practices, and support initiatives happening around the world.4 The Golf Marketing Professionals www.golfindustrycentral.com.au

Industry News Our Vision “A world with too many golfers” DISCUSS Join our online forum to discuss what is happening locally and internationally with growing the game of golf. SHARE Send us news or best practices from your part of the world. There is great strength in sharing knowledge. SPONSOR Not sure how to help grow the game? Support an initiative happening anywhere in the world. NEWS Read about what is happening globally in our extensive news section.www.growthegamecentral.com Golf Industry Central Spring 2014 5

Industry NewsPGA IGI ANNOUNCES NEXT ADVANCED DIPLOMA WORKSHOPEnrolments are now open for the next intake of Domestic students (Australian citizens) have the optionstudents and managers, looking to undertake in the to access VET FEE HELP for the course fees associatedPGA IGI’s newest program, the Advanced Diploma with Advanced Diploma of Management. VET FEE HELPof Management. The PGA IGI Advanced Diploma of means no upfront fees for students. This allows studentsManagement is a Golf Management Australia (GMA) to defer payments whilst studying, with repaymentsendorsed qualification, which has been developed in deducted from annual salaries.consultation with the GMA to incorporate best practiceprinciples for use in the industry. Covering a broad range Nick Dastey, General Manager of the Long Island Golfof club related subjects, the content has been chosen Club in Victoria took a number of positives away from theto reflect the education needs of the golf Sydney workshop. “The workshop was a great experiencemanagement industry. within an intimate learning environment,” said Dastey. “The lecturers and industry presenters were outstanding,The first class of the Advanced Diploma of Management offering their expertise on current business practices andcommenced in May, with workshops for students held in trends for golf management.”Sydney and Perth. Workshops were held over two and halfdays and attended by small groups of General Managers, Tony Howell, General Manager and Head Professional ofDirectors of Golf, Operational Managers and PGA Mosman Park Golf Club had similar views in regards to theProfessionals, with the next workshop held in November Advanced Diploma of Management workshop in Perth.2014 on the Gold Coast. These workshops have been “The workshop was very helpful and a great introductiondesigned as the stepping stone of the program, focusing into the program,” Howell explains. “I have undertakenon areas attendees will require to utilise for the remainder the Advanced Diploma to gain a more formal qualificationof their studies and more importantly, use daily as a for my current position, after being a PGA Member forGolf Club Manager. Following the workshops, students over 20 years. I look to further strengthen and increase mycontinue their distance studies via the PGA’s e-learning knowledge and skill set, in areas that will affectively helpplatform, The Fairway. me delivers results in my position as General Manager.”“The Advanced Diploma of Management was designed The final workshop for the Advanced Diploma ofafter discussions with the GMA, with the goal of Management is scheduled to be held on the Gold Coast,designing a qualification suitable for Managers within from 24th – 26th November, at Sanctuary Cove Golf andthe golf industry,” explains Dominic O’Brien, Dean and Country Club. Following the workshop, all students willExecutive Officer of the PGA IGI. “The goal was to undertake distance learning, with the program taking updesign a program which provided current Managers to 18 months to complete.with recognition and validation of their current skills set,which will help to secure a strong future within the golf Applications are now open for enrolment in the program.management industry”. Entry Requirements for the Advanced Diploma of Management require the applicants to have held a“The program benefits people who are looking to further supervisory or management position within a golf club fortheir knowledge and skills set, or take steps into a career a minimum of two years prior to enrolment.in golf management,” added O’Brien. “Course subjectsare specific to the skill set of a golf club manager, focusing For further information and to be the first to know abouton marketing to members and member retention, dates for future workshops in your capital city, contact thefinancial management, strategic planning and many other PGA IGI Marketing & Student Recruitment Manager onimportant areas to the industry.” [email protected] or visit www.pgaigi.com.6 The Golf Marketing Professionals www.golfindustrycentral.com.au

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Industry NewsWOLLONGONG GOLF CLUB – THRIVING ON EVERY LEVELTackling the demographic shift away from the first Masters champion in 2013 is just one of the manylongstanding club membership model and a reduction in elements linked to the success at Wollongong.participation levels in the game have unquestionably beenamong the most significant challenges the Australian golf Of equal significance has been the club’s commitmentindustry has faced in recent years. to course improvement strategies, highlighted by the overwhelmingly positive feedback to the four newlyHowever, recent figures released by the Australian Golf designed holes that opened for play in April, and anIndustry Council reflect on some exciting national trends unflinching desire to provide an outstanding service to thewith healthy increases in competition rounds played membership and their house guests.around the country in almost every state over the pastfinancial year. Wollongong Golf Club General Manager, Leigh Hingston, is excited to be at the helm of a golf club that is surgingStrong growth and a surge in interest in the game at ahead in all facets of its business.all levels are just some of the positives that have alsobeen emerging from the Wollongong Golf Club in NSW “For us, it’s so exciting to see such a positive reaction tofor quite some time now, with the club declaring a 10% the investment and dedication everyone at the club hasincrease in income growth over the previous year across embarked upon to sustain and continue to improve theall divisions of the business. overall experience for our members and guests.”A whopping 8% rise in golfing membership on the “I’m a firm believer that people want to be associatedprevious year has been a highlight and together with with success and our growth in membership alone isincreases in social play, clubhouse and restaurant testament to that. We’ve not been constrained from tryingpatronage and a burgeoning influx of house guests at anything different or new to try to divest some wealth intothe Best Western City Sands apartments housed within our membership base and customers.”the clubhouse complex, are key components behind thepositive vibe emanating from one of Australia’s oldest The staging of a highly successful 2014 Subaru Stategolf clubs. Championships, part of the Jack Newton Junior Golf series, at Wollongong in early July was another highlightThe industry counted on a groundswell of interest from for the club with national and international competitorsthe ‘Adam Scott effect’ but truthfully, the inspiration and tournament officials praising the host venue,derived from Scott’s achievement in becoming Australia’s according to Hingston.8 The Golf Marketing Professionals www.golfindustrycentral.com.au

Industry NewsOther first time or returning visitors to the region and to “Wollongong Golf Club has taken the lead in attractingWollongong Golf Club have also been taken aback by the a new segment of visitation through the creation oftransformation occurring at the club and surrounds. Grand Pacific Golf, an umbrella marketing brand bringing together several excellent local courses and marketing“Our house guests have appreciated not only the quality them as a package. With excellent accommodation andof the golf course but the value for money and hospitality food and beverage offerings as well as a perfectly locatedwe’ve been able to afford them. They also enthuse about golf course (within 2km of the Wollongong CBD and setthe array of facilities they have at their doorstep as a on one of our wonderful beaches), Wollongong Golf Clubhouse guest.” Hingston said. is perfectly positioned to capitalise on the Grand Pacific Golf concept.”“These extend beyond the dining and bar experiences ineither the clubhouse or on the deck overlooking the golf “The board and management should be congratulated oncourse and ocean. Within a few minutes’ stroll, our guests their visionary approach to making the most out of theircan be at the beach or in the heart of the city’s shopping, fantastic facility.”café, dining, convention and nightlife precincts.”“There aren’t too many clubs that can boast one ofAustralia’s oldest golf courses still in its original locationin close proximity to the ocean, along with ready accessto the amenities of the city, the boat harbour and thestunning beaches we enjoy here in Wollongong.”“The diversified product offering at Wollongong Golf Clubmakes it the perfect venue from a destination marketingperspective,” added Destination Wollongong GeneralManager, Mark Sleigh. Golf Industry Central Spring 2014 9

Industry NewsSKY TV LOSES RIGHTS TO BROADCAST 3 PGA TOURSSky Television today confirmed it had failed in its bid to Sky TV did retain the rights to the upcoming Ryder Cup,renew the rights to US PGA Tour golf - which included the as well as three major tournaments including the Masters,LPGA Tour - for three years, as well as the European PGA US Open and Open Championship (British Open).Tour and Asian Tour for an unknown period of time. The loss of rights means fans will have to seek the directA Sky TV spokeswoman said it understood it was not coverage to watch Kiwi players play.outbid by another company, rather the rights ownerswished to trial a direct-to-customer approach to the New It was another blow for Sky TV, after being outbid for theZealand market. rights to the English Premier League by Coliseum Sports Media last year.This meant the coverage was almost certain to switch toan online format. The broadcaster said it has retained the rights to New Zealand Cricket, A League Football, New Zealand“We are very disappointed to have missed out on the Rugby League, IPL Cricket, 2 ESPN sport channels and arights and will be working hard to try and secure them significant cycling package including the Tour de France.once again when they next become available,” thecompany said in a statement.STEVE WILLIAMS INDUCTED INTO CADDIE HALL OF FAMECHERRY HILLS VILLAGE, Colorado (Sept. 4, 2014) – The prominent role in the promotion of caddies as an integralWestern Golf Association inducted famed PGA TOUR part of the game of golf. Past honorees include Jackcaddie Steve Williams into the Caddie Hall of Fame on Nicklaus and Tom Watson.Wednesday for his contribution in promoting caddies andtheir role in the game of golf. Those who have been inducted are either caddie administrators or advocates, individuals who becameWilliams was presented a bronze caddie statue by NBC prominent caddies, or prominent individuals who haveand Golf Channel anchor and reporter Steve Sands at used their caddie experiences as a stepping stone forthe awards dinner following the Gardner Heidrick Pro- future success.Am at Cherry Hills Country Club, site of this week’s BMWChampionship. Williams began caddying as a boy at his home club in New Zealand. From the age of 10, he spent nearly every“I want to thank the Western Golf Association for weekend caddying.inducting me into the Caddie Hall of Fame,” Williams said.“I very much appreciate this honor.” His first professional caddying job was as caddie for Australian great Peter Thomson when Steve was justWGA President & CEO John Kaczkowski said Williams’ 13 years old. He later caddied for Greg Norman andsuccessful career embodies the caddie values of hard Raymond Floyd before joining Tiger Woods in 1999.work, dedication and teamwork. With Williams on the bag, Woods won 13 major“For more than 15 years, no one has been more championships. He now caddies for Adam Scott, who wonsynonymous with caddying than Steve Williams,” said the 2013 Masters with Williams as his caddie.WGA President & CEO John Kaczkowski. “In addition tocaddying for major champions Tiger Woods and Adam “Steve has been on the bag for more major championshipScott, Steve has elevated the profile of caddies worldwide wins than any other caddie,” said Golf Channel analystand inspired countless young people to want to Steve Sands. “Steve’s work embodies the caddie values ofbe caddies.” hard work, dedication and teamwork. There is no caddie more deserving of this honor.”The WGA oversees the Caddie Hall of Fame, whichhighlights the rich tradition and importance of caddyingthrough recognizing individuals who have played a10 The Golf Marketing Professionals www.golfindustrycentral.com.au

Industry NewsTHE ELS CLUB MALAYSIA APPOINTS NEW SENIOR VICE PRESIDENT THE ELS CLUB MALAYSIA is delighted befitting the incredible 5-star golf course we have to to announce that industry stalwart David offer here. Guests in the region will be able to experience Townend has been appointed to oversee for the first time, the levels of service and beautifully the company’s burgeoning golf resort manicured courses that Troon Golf, the world leader in position in South East Asia in his new role upscale golf management are recognised for.” as Senior Vice President. With a career comprising roles as General Manager,With over 30 years’ experience in the golf, leisure and Director of Business Development and Director ofhospitality industry, Townend has made the move from Operations, Townend has been employed across Asia forhis role as Director for Troon Golf’s Australia, Asia-Pacific more than 20 years, and has developed an impressiveregion, and will take control of The Els Club’s growing resume in properties that he has managed in China,Malaysian portfolio, with the responsibility of increasing Japan, Taiwan, Singapore and Indonesia, where heawareness of the country as a leading destination among has been responsible for pre-opening and operationsgolfers worldwide. management at numerous highly-acclaimed facilities including; Troon Golf Australia’s most-awarded facility,The appointment comes on the back of the official Brookwater Golf Club, and China’s exclusive Shanghaiopening of Ernie Els’ stunning redesign of the former Sheshan International Golf Club, host of the WGC-HSBCDatai Bay Golf Club, Langkawi, which is now known as the Champions event, among them.Els Club Teluk Datai. “It is our aim to put Malaysia on the world map forOwned by Destination Resorts and Hotels (DRH), the bespoke luxury with a clutch of sophisticated properties,Els Club Malaysia currently incorporates three separate said Hanley Chew, Chief Operating Officer of DRH.properties, with development nearing completion on “David is a strategic addition to the management team asthe second property, the Els Club Desaru Coast, and we needed someone who understood the level of qualityconstruction in full-swing on the third, the Els Club Desaru we are focusing on, as well as the ability to steer theValley – both in Malaysia’s southernmost state of Johor. developments and market them on a global basis. “David’s experience nurturing the growth of the golfOn assuming the new role, Townend, a 26-year member properties will be key as we continue to attract theof the PGA of Australia, said: “It is a great honour to discerning golfer to our locations.”have been selected to head up the development andoperations of The Els Club Malaysia. Malaysia boasts The Troon-managed Els Club Teluk Datai was unveiled tosome of the world’s most scenically stunning settings for great acclaim from golfers, the media and industry officialsenjoying the great game of golf and the opening of the earlier this year and was recently named the ‘Best GolfEls Club Teluk Datai, and two additional Els Club courses Course’ at the 2014 Asia-Pacific Property Awards, settingin the near future, will open the eyes of golfers across the it apart as the region’s No.1 destination for the game.world to this truly unique location.” Teluk Datai is the first of three Malaysian Els Club venuesHe added: “My immediate goal is to establish Malaysia and represents the government’s drive to develop aand, particularly, the Els Club Teluk Datai, as South East world-class portfolio of attractions to elevate nationalAsia’s No.1 destination for travelling golfers, a reputation tourism through its investment arm, DRH. Golf Industry Central Spring 2014 11

12 The Golf Marketing Prowfessiwonalsww.wgw.goolflinfdiunstrdyceuntrsal.tcormy.aucentral.com.au

Industry NewsYOUR NEXT RECRUIT - A GAME CHANGER By Andrew Howes For all prospective candidates ‘BRAND YOU’ is a Golf Recruitment Central - Star Recruiter concept Golf Recruitment Central has embraced and offered to anyone serious about advancing their careers Connecting and building strong in the golf industry. It is plain to see from a resume professional networks in the golf industry or LinkedIn profile how the candidate portrays theiramong general managers and clubs can present experience and expertise and the overall grading ispromising opportunities to engage and provide a wide below average.range of strategic, marketing and operationally focusedservices including sourcing the right management team. For owners and employers it is increasingly important to tackle the challenges faced in their direct markets,It is not surprising to discover that many employees are, and to attain the services of leaders and managers whoat some point, seeking out opportunities to progress their they empower and trust to steer the club in the desiredcareers, relocate or take on new challenges. direction and deliver the expected results.By forging strong golf business leader relationships and A number of General Managers are clipped at the wings,keeping ears close to the ground, it is only a matter of restricted by overbearing committee members but thatcourse before openings or jobs are uncovered and it is a separate discussion all together. From the employeris then possible to match the most suitable candidates perspective it is difficult to hide from high staff turnoverto the opportunity and a potentially winning mutually rates e.g. if you have had three general managers in thebeneficial assignment is recruited and fulfilled. last three years – as bad news travels fast especially in this media saturated digital world.This is an indirect form of head hunting which naturallyflows through having a solid connection with your It may serve your club, your members and your communitysubscribers’ and understanding their primary professional for you to partner with the specialists in the know whogoals and aspirations. The head hunt can be a flattering can help match out and secure the right leader for yourexperience and highly attractive if the opportunity business – it may be prove to be your most importantpresented meets the crucial objectives and preferences of recruit yet.a motivated and ambitious senior manager. Author: Andrew Howes is the newest team memberIt does not help to circumvent or short cut the process, as at Golf Industry Central (GIC) in the role of Businesshistory has proved, and it is highly recommended that all Development Manager.checklist items are crossed off. What may appear at firstto be a perfect match could unravel if best practice and Andrew has a lifelong passion to be part of the golfprudence are not consistently observed. industry and a strong background in finance, marketing and recruitment. The fact he is also so passionate aboutRecruitment is essentially a ‘matching’ service and its growing the game of golf is just a perfect fit for what Golfchances are significantly increased if all parties are Industry Central is all about.thoroughly understood in terms of their unique goals,objectives, vision and level of engagement. Individuals Prior to entering the world of golf, Andrew was active inwho have faced similar business challenges and who are several financial management, banking, auditing and fleetcreative solution makers working effectively with teams solution sales roles. Andrew is originally from South Africaare more in demand than ever more. and has been living in Brisbane for the past two years with his family.Many quality managers have a strong set of attributes andexperience but not all are suited to every business cultureand environment. Golf Industry Central Spring 2014 13

COUNTRY MEMBERS CRY FOULBy David Newbery “What they do not understanding is that Howlong has had this business model for more than 80 years. It’sHow long has this been going on? known that Howlong has always had a big country membership.”“Since 1929,” was the answer Howlong Country GolfClub general manager Chris Rebbechi gave when Rebbechi says 21st century technology is partly toasked how long his club had been issuing inexpensive blame for the issue.remote or country membership. “Clubs are looking at things online and saying, ‘lookThe questions arose following claims of discrimination at Howlong’s membership, it’s going to affect us’,”levelled at remote members, particularly Howlong he said.CGC members. “With technology and the internet, clubs can seeThis has resulted in much debate in social media what their competitors are doing more easily, but wecircles (see comments at foot of story). haven’t changed anything we have been doing over the years. If anything, it’s only having half the impactMembers attached to Howlong Country Golf Club on than it had previously.the NSW/Victorian border say other clubs make themfeel unwelcome. “I think Howlong is copping the raw end of the stick on membership decline when there are broaderSo, is there discrimination in the ranks? factors that are impacting on the industry.”“Yes, absolutely,” Rebbechi said. Australian golf’s governing body, Golf Australia, doesn’t have an issue with clubs offering remote“But those clubs have a right to decide who they want memberships and handicaps that allow golfers to playto have play in their open competitions. in open days at other clubs.“We see it as being a little short-sighted. In fact, a number of golfing bodies like Golf Queensland issue golfers with a Golf Link handicap“A cheap country (remote) membership is an through its iGolf Queensland program, which costsopportunity for some people to get back in the game $150 for a 12-month membership.if they are coming off an injury or are new tothe game. They’ll even throw in a dozen golf balls just for good measure.“Ultimately, they will decide to join some of theseclubs going forward. Golf Queensland (GQ) manager of golf operations Luke Bates said when he worked at Oxley Golf Club in“We view it as holding people in the game rather than Brisbane he allowed country members to play in openkeeping them away from some of these other clubs. day competitions.“They seem to think Howlong Country Golf Club “We say to people who join iGolf that it’s up to themembers are the reason for their decline in their club you are going to play at what they charge youoverall membership,” he added. to play and whether they allow you to play in the comps,” he said.14 The Golf Marketing Professionals www.golfindustrycentral.com.au

“There shouldn’t be any surprises when you get to the “But Howlong shouldn’t be singled out. There wouldcourse. At Oxley, we would charge an extra $15 and be another 50 clubs in NSW offering similarthey (remote members) would be fine with it. cheaper memberships.“iGolf is not an alternative to membership, it’s more of “The way it’s been impacted in Sydney comes back toan introduction.” social clubs as well. NSW is the only state that doesn’t allow social clubs to directly affiliate with theirGolf NSW CEO Stuart Fraser said there were issues state association.with golfers living in Sydney taking out cheap remotememberships so they could play in open days at “In other states, the cheap-style membership –metropolitan clubs. whether it’s at a club or a remote club or access to a handicap via a social club – is prominent.”“Metropolitan golfers who take out cheap countrymemberships are not playing within the spirit of the Still, Fraser does think Golf Queensland’s iGolfgame,” he said. membership scheme has merit because it does not allow current or past club members (in the past 24“There is nothing stopping a club from putting a months) to join the club.stipulation on who plays in their open days. “I think that model is a very good one,” he said.“Perhaps they can limit the number of games theseplayers play, but it’s up to them how they run “It’s not going to be an option for people to go intotheir business.” that cheaper style of membership unless they have genuinely been out of the game for two or more yearsFraser said the concept of cheap remote memberships or new to the game.”was nothing new. Rebbechi believes the major objection to remote“It’s not an issue that has just cropped up,” he said. memberships is cost.“It’s been around for many years. “They feel because our $99 membership is going to“It has probably come to light more recently with stop them paying $1500 or $2000 for a membership,”metropolitan clubs losing members to remote or he said.country clubs when they reside full-time in Sydney. Golf Industry Central Spring 2014 15

“That’s not the case because there is a limit to how “I suppose they are looking for somebody to blame formany open competitions are available for people their decline in memberships.”playing anyway. I ask Rebbechi what are the advantages of being a“It’s not as if these clubs have an open competition remote member of Howlong Country Golf Club.every day of the week.“They have specifically targeted us because it’s a “They can come and play golf at Howlong whenever$99 membership.” they like and are made to feel part of the club – it’s drive away, no more to pay,” he said.Rebbechi said 50 per cent of the club’s members wereremote members while the rest are from within the “They come and stay in our motel and play two orlocal community – southern NSW and three times a year.northeast Victoria. “In addition, they can play in our Remote Membership“There are people who can’t afford full membership or Championship, which is an honour board event. Wejustify paying thousands of dollars to be a member get 200 come and play in that each year.of a club. “They get a 10 per cent discount off our motel rates“They simply don’t play often enough,” he said. “It’s and a whole range of other discounts throughoutlike gym membership – if they are not using it they the clubhouse.can’t see the value in it. “We cover insurance and those sorts of things as part“With our membership it gives them an opportunity to of the affiliation fee.say, ‘look, I don’t play all that often but I would like tohold a handicap, but if my circumstances change I will “The whole concept is that it’s good value for peopledrop off that country membership and I’ll join a club so they don’t leave the game.near me’. “They can come and join a club and feel as though“Once they start to get back in the game more they they are a part of a real club and be involved in golfcan go and join some of these other clubs.” and hopefully they will keep that involvement going forward.”“I think some of these committees don’t understandwhat has been going on in the golf industry for manyyears with country members at places like Howlong.16 The Golf Marketing Professionals www.golfindustrycentral.com.au

SOCIAL MEDIA REMOTE MEMBERSHIP DEBATE “Stealing members from other clubs is not a long- term fix for your problems. Golf has to grow its ownThere have been plenty of healthy discussions about members by stealing them from other sports – notremote membership in social media with from other golf clubs.opinions divided. “If it can’t, or won’t, do this then clubs have“This so-called friction over remote membership to close.”by clubs is a load of small-minded, petty, childishnonsense,” said one correspondent. Another said: “A large number of clubs should go under in this country. Butchering each other in price“Remote membership is a legitimate GA handicap helps no one in the long run.”option, which makes it possible for social golfers tojoin a club and play in competitions. “These remote memberships are not helping anyone,” said another social media writer.“The stance by some clubs in treatment of theremote membership golfers in competitions typifies “People have to realise golf courses are not cheapthe insular ‘our way is the only way’ golf club (to run) and you can’t pay a pittance for first- or evenmentality which is a significant part of the problem second-class facilities.”for golfing in Australia. Another commented: “Open competitions, like“The discrimination of clubs against handicap reciprocal rights, are there to provide options foroptions taken up by people needs to be stamped on golfers who are travelling or to allow members ofby Golf Australia.” clubs to play different courses.Another wrote: “If GA endorses an organisation to “It’s about equity. You can have a Howlongbe a part of the handicapping system then clubs handicap, that’s not at issue but you just don’t getmust accept that handicap whether it is iGolf to bludge into open comps where there is equityor Howlong. amongst other golf paying members.”“I think this ‘discrimination’ is aimed at clubs Another blogger agreed and said clubs had alike Howlong. right to invite or reject remote members into their competition fields.“The cheap membership option and people usingit virtually have a full membership and play as a “If you want to play in their comps, then join theirvisitor in their home town – thus avoiding a full club. If you choose to take a cheap option and gomembership fee. and join a club 500kms away that you have possibly never set foot in, then your only robbing your“Clubs are starting to say ‘if you live in the area and local community.want to play here then you join here’. “I have the same attitude with golfers who try demo“That is the way it should be. Country memberships clubs from their club pro and then buy them overwere originally for people who moved away but the internet to save $50.wanted to retain/support their old club. “If people don’t want to support their local golf club“These cheap membership options are prostituting by joining, then they should be prepared to travelmemberships and I don’t see anything wrong with further to play golf when that club goes broke.”clubs policing who plays in their competitions.“Charge them more or say, ‘you can only use the And this: “If clubs don’t want visitors to play in theirvisitor option three times a year’. comps then they shouldn’t have open day comps.” Golf Industry Central Spring 2014 17

SINGAPOREHelping The Golf Industry TO Help Itself To Deliver The Best!THE GLOBAL LABORATORYFOR CHANGE.Singapore, one of the most dynamic and forward thinking countries in the world will bethe staging point for the 2014 Asia Pacific Golf Summit. Innovation and cutting edgethinking will lead the thrust of the Summit and it will be powered by a theme that callsfor a “New Drive. New Energy. A Revitalised Industry!”O1n8-lTihenGeolfregistration IS OPEN NOW! VISITMarketing Professionals www.golfindustrycentral.com.au WWW.GOLFCONFERENCE.ORG

Knowledge Gets ReadyTo Flow In Singapore!Some of the most innovative minds in Singapore, the host nation for APGS and network for the common good ofgolf will be descending on Singapore 2014, a truly dynamic and forward golf.to share their revolutionary thoughts on thinking global hub is the perfect settingthe future of the game at the 2014 Asia for the event’s theme which calls for a The venue for APGS 2014 is thePacific Golf Summit. “New Drive. New Energy. A Revitalised spectacular Marina Bay Sands Resort, Industry”. one of the true wonders of the modernAPGS 2014 is the perfect platform for world. To share in new knowledge andthis exciting discourse on how golf APGS 2014 is the ideal event for like- discover new ways to grow golf in Asia,should be managed in the rapidly minded executives from the golf club there’s no better conference anywhere inchanging growth dynamics of the region. industry and golf trade to come together the region than APGS 2014.SEE YOU IN SINGAPORE! BOOK YOUR SEAT FOR APGS 2014! WWW.GOLFCONFERENCE.ORGENDORSED BY OFFICIAL VENUE & HOTEL ALBATROSS SPONSORSHIP EAGLE SPONSORSHIP BIRDIE SPONSORSHIPOFFICIAL BUSINESS STRATEGIC BUSINESS PARTNER PREFERRED BUSINESS PARTNER INTERNATIONAL TV PARTNERPARTNER – BEVERAGESOFFICIAL MEDIA PARTNERS golfbus nessnews Golf Industry Central Spring 2014 19 Essential intelligence for the business of golf golfbus nessnews Essential intelligence for the business of golf

GMA NZCONFERENCE HITS HIGH NOTEBy David Newbery not only in New Zealand but overseas suggested they use testimonials fromGolf club managers in New Zealand because the degree is recognised in existing members on websites andare about to become smarter 33 countries,” Topp said. have value added benefits listedthanks to an agreement between Overall, the sixth biennial conference wherever possible.Golf Managers’ Association of was an outstanding success with “Martin was a standout.”New Zealand (GMA NZ) and Club many delegates hailing it the In his discussion, South African-bornManagers’ Association of America “best ever”. Mike Leemhuis, CEO of Congressional(CMAA). In the lead-up to the conference, Country Club in the US, suggestedThat was one of the messages Topp told Golf Industry Central he “flexibility” and “new golf concepts”delivered at the recent GMA was hoping the impressive line-up of were need in the 21st century.NZ Shaping the Future-themed experienced keynote speakers would “He said six-hole options were a wayconference in Auckland. provide stimulus. of attracting golfers,” Topp said.Conference chairman and Well, they did. “The feedback we are “Breaking an 18-hole golf coursePakuranga Golf Club general getting from the delegates and guest down into three six-hole coursesmanager Des Topp said GMA speakers that attended, and there would enable players to get aroundNZ had signed a memorandum were over 100 of them, has been very in 90 minutes. It cuts back the timeof understanding with CMAA to good,” Topp added. they are away from families on theintroduce a degree course for New “They have been highly weekend.Zealand managers. complementary of the conference, “He also mentioned twilight“That was one of the most the speakers and the way it was run. golf, which we have alreadyimportant things to come out of the “There were so many good ideas for implemented.conference,” Topp said. general managers to take away.” “Another suggestion was 10 holes for“Jason Koenigsfeld, the senior Many delegates were quick send $NZ10. This would be ideal for smallervice-president of professional messages of congratulations to Topp country clubs.development Club Managers’ and his organising team. “Clubs have to think outside theAssociation of America, came to New “What a fantastic conference – great square to see what dramaticZealand and outlined the program in organisation, excellent presenters changes can be made to the wayits entirety. and a captive audience,” said golf is perceived.”“It’s a three-year degree, but Pupuke Golf Club manager Dress standards were another areamanagers can keep going for Laurie Flynn. Leemhuis touched on.another five, six or seven years Many others echoed his thoughts Delegates were wide-eyed when heafter that. (see a list of testimonials at end informed them Congressional had“The level of education gets deeper of story). radically relaxed its dress code.and greater all the way through.” Golf club managers were all ears One of the oldest and mostTopp said a likely start date would be when Martin Grunstein, a customer established clubs in the US,mid-2015. service expert from Sydney, gave a Congressional now allows people“The co-sponsor is the Auckland talk on recruiting new members. to wear t-shirts and jeans in theUniversity of Technology (AUT),” “He gave a whole range of clubhouse.he said. “Dr Geoff Dickson, who is suggestions on how to recruit “They are breaking down a lot ofthe associate professor of sports members,” Topp said. barriers in the US. These were quitemanagement at AUT, will be the link “He asked delegates to list 15 reasons radical discussions and each clubbetween Jason Koenigsfeld in the US why a prospective person would like manager could take away theand the NZ curriculum.” to join their club. He got everybody suggestion and implement it or not.”Managers at the conference showed to do that.a high level of interest.“This is a major breakthrough and it “Each had to define the major selling Former All Blacks coach John Hart,gives managers in NZ a career path, points of their club and he even too, caused a stir by suggesting20 The Golf Marketing Professionals www.golfindustrycentral.com.au

better and faster ways of “He was only supposed to speak for Finally, Australian Peter Davidsoncommunicating. 30 minutes and went on for an hour,” spoke about management underHart’s vision is that the ruling body, Topp said. pressure.New Zealand Golf, have a direct lineof communication with golf clubs “He spoke about growing up in Davidson told the story of one of therather than going through district Northland in a very simple Maori worst marine disasters in Australia’sassociations. background. There was no power, no history.Currently, the line of communication water and 12 kids. It was during the Sydney to Hobartis from NZ Golf to district associations “When he finished school he wanted Yacht Race.and then to clubs. to try out the ‘big smoke’ and came He was a paramedic aboard the first“That means the 15 district to Auckland. rescue helicopter amidst some ofassociations will be out on a “He went from there to playing for the toughest weather conditions inlimb and will be responsible for the All Blacks to his business life. He sailing history.tournament golf and that type of owns a supermarket, but he has also “Peter was the guy who went downthing,” Topp said. returned to his roots.” on the winch line and rescued seven“It is a radical approach, but it has So inspiring was Rush’s talk that sailors off one yacht.been talked about before.” three high-ranking Americans at the “When they left the coast the windsGuest speaker and former All Black conference have pencilled him in to were 100km/h and 60kms into BassEric Rush had delegates spellbound speak at their next conference. Strait the wind was 160km/h and 30-as he relayed his story from Marketing and promotion through foot waves became 80-foot.childhood to playing for his country social media was another important “It was enlightening presentation andand going into business. topic discussed. an amazing rescue.”A sought-after speaker, Rushmotivates and inspires his audiences “Linda Coles highlighted waysas he parallels his thoughts on managers could use Facebook,coaching for excellence with Twitter and other activities thatexamples from business and sport. can create market awareness of membership,” Topp said. “It was very interesting.”I would like to thank you Opening night - with John Stephens GM Stephen Daily from Yamaha Golf Carsand your organising Queenstown Golf Club, Wayne Trefoni Auckland was enjoying the opening nightteam for giving us a very Yamaha Golf Cars Sales and Marketing of the 2014 GMANZ conference with Steveenthusiastic, provocative and Hinton and Karen Cater from Mangawhaienlightening conference. Director Australasia, and Matt Judd fromMy team and I all took Queenstown Golf Club. Golf Club.some great information andideas away from it. It wasalso good talking to othermanagers, to learn that weare not alone in many of thethings happening aroundour club on a daily basis.The emcee, speakers,exhibitors, food,entertainment and venuewere outstanding and weappreciate what went intomaking everything run sosmoothly. We look forwardto being part of the nextconference in two years.– Karen Osborne, PeninsulaGolf Club businessmanager Golf Industry Central Spring 2014 21

What a fantastic conference – It was one of the best events Congratulations – and wellgreat organisation, excellent of its kind that I’ve ever done to you for staging apresenters and a captive attended. The venue and wonderful conference. Iaudience. It was a very hospitality was great and thoroughly enjoyed it andprofessional event so thanks the delegates, authentic learned plenty. It will be hardand well done to all involved. speakers spoke with passion to top in two years. and intelligence.– Laurie Flynn, Pupuke Golf – Steve Wallace, ManorClub general manager – Bruce Davies, Waikare Park Golf Club general Golf Club manager manager Brian Jopson (GM Mount Maunganui Julie Turner from Horsham Downs Golf Club Omanu Golf Club GM Barry Plank launchesGolf Club), Des Topp (GMANZ conference having a chat with Pam Carpenter CBP Toolbox at the 2014 GMANZ conference!Chairman and GM Pakuranga Golf Club) (Patterson River Golf Club Victoria, Australia) were having a great time at opening at opening.22 The Golf Marketing Professionals www.golfindustrycentral.com.au

www.garyplayerdesign.comContact Australasian representative Mike Orloff from Golf Industry Central. M. (+61) (0)415 682 259GoorlfmInodrulosftfr@y gCoelnfitnradluSstpryrcinengtr2a0l.c1o4m.a2u3

THE BASICS OFMARKETING YOUR CLUBBy Mike OrloffThe term “marketing” is used very loosely nowadays kilometres of your facility), how they best receiveand the real definition of “marketing” tends to information, and what they are interested in will beget lost much of the time. It’s such a broad term of great assistance.which covers many aspects of our daily operation.The Webster’s dictionary defines marketing as “the The better you can pinpoint your target market, theprocess or technique of promoting, selling, and better they will respond especially if you are able todistributing a product or service.” meet their specific needs.In operational terms marketing is “everything Once you know what you are trying to achieve andyou do!” who the target market is, your marketing mediums will become very apparent.It’s how the phone is answered, how staff engagewith members, internal and external advertisements, It is important that you create some kind offacility branding, the quality of golf course and documented Marketing Plan which outlines all of theclubhouse, the rates charged and the overall above; even if it’s only a simple one page documentexperience ultimately provided. that you can easily reference from time to time. For each campaign you decide to implement, makeSo the moral of the story - don’t waste your money sure you track results. Of course financial budgeton marketing unless you first have at least a simple restrictions will come into effect, so being creativeplan for what you will be undertaking and more with your approach will also be critical toimportantly, what specific outcomes you are trying your success.to achieve. MARKETING CALENDARAlso, don’t underestimate the importance ofconsistency in your efforts. It’s better to do the Marketing Calendarmarketing basics right all the time, rather than doing Set up a yearly calendar of all events alreadya few great marketing things occasionally. planned - member/non-member, golf and non-golf. The format could be a simple 12-month mud map,HOW TO GET STARTED an updated version of your Fixture Book or a simple yearly calendar that you have hanging on the wall.Start the process with a detailed review of your The key is to create something that is simple for allstrategic plan and make sure everyone, especially involved to use.the Board, is in agreement with what is outlined.The next step is to start documenting your current By outlining the events, you will start seeing wherestate of affairs. How the club is “positioned” and/or low periods of activities exist and can pre-plan to“benchmarked” within the identified target build these particular days up through marketingmarket area. initiatives. Don’t get too much into the details of the entire year, but focus on/within a three monthHow is your club currently performing, what are sliding window. Your marketing efforts need to besome key outcomes to achieve, and what will be flexible enough to adjust to external forces and beseen as success in your overall marketing efforts? easily refined once you receive results of current campaigns. If the campaign is not performing well,Having a strong understanding of your current then you are able to make changes sooner rathermembership base, the local market (within 20 than later.24 The Golf Marketing Professionals www.golfindustrycentral.com.au

COMMUNICATIONA schedule for communication with each of yourtarget groups is integral to pulling all of the abovetogether efficiently. Having a regular and consistentengagement with your database is very important,e.g. if you decide to do a weekly email blast, then youmust keep it going every week. People are creaturesof habit so having a regular communication thatincludes relevant content to the reader is a low costeffective marketing tool and becomes part oftheir expectation.Decide on your primary forms of communication -social media, newspaper, email, newsletters,signage etc.TRACKING SUCCESS/FAILURESLack of proper tracking is the main reason whymarketing tends to fail. Without tracking the success(or failures) of your marketing efforts, how will youever know if it is working or if it is cost effective torun again? We can’t emphasise this point enough.It may not be a straight financial return, but itcould be higher traffic to your site or more “LIKES”on Facebook. Whatever you ultimately decide todo, identify your starting position and what will bedeemed successful for each of your campaigns.Set clear Key Performance Indicators (KPI’s) for eachmarketing campaign you implement and track yourcampaign results accordingly. Golf Industry Central Spring 2014 25

Course UpdatesTWO 18-HOLE INTERNATIONAL-STANDARD GOLF COURSES PLANNED IN SOUTH AUSTRALIATHE developer of a $14 million golf The Nora Creina course has the The course would be located onresort on a picturesque stretch of backing of the Robe Council which land owned by brothers and abaloneSouth Australia’s coast believes it believes if the development goes farmers Damian and Justin Scanlon,could become one of the world’s ahead it will boost tourism in the who bought the 242ha site 10greatest courses and lure tourists region and prove a fillip for the South years ago.from across the globe. East economy which has been hit The course, which still requires with the closures of timber mills. formal approval, will occupy about aThe proposed Nora Creina Golf But a neighbouring landowner and quarter of the property next to LittleResort, 15km southeast of Robe, indigenous representatives fear the Dip Conservation Parkwould feature two 18-hole links- development will destroy habitatstyle golf courses shaped out on a for wildlife and erase importantprivately owned 2km-long stretch of Aboriginal burial sites.sand dunes.The project, granted Major Projectstatus by the State Governmentand undergoing a rigorousassessment process, will also featureaccommodation, a restaurant,clubhouse, abalone farm, vineyardand Wagyu beef farm.The course is modelled on theinternationally acclaimed BarnbougleDunes course in Tasmania’s remoteNorth East, which has been judgedamong the best in the world.26 The Golf Marketing Professionals www.golfindustrycentral.com.au

Course UpdatesTHE LATEST UPDATES FROM EASTERN GOLF CLUB IN MELBOURNE.Another great month on site in The Clubs secondary storage dam of extensive water lifting rightsYering with the course, clubhouse 40 meg, is about 60% constructed. from the Yarra to ensure we haveand maintenance facility forging Also they have a third reserve water ample supply for grow-in andahead with work. storage body that hols 30 meg. 120 future operations. An interestingThe 50 meg main irrigation dam meg of water storage plus more than comparison is that at Doncaster, inhas commenced being filled out of 100 meg more in the wetlands. total they can store 33 meg in thethe lower wetland waterbodies in As updated to members at the three (3) dams.preparation for a very big Spring of previous member informationturf establishment. session, the Club has securedConcrete paving at the maintenance The Par 3 8th Hole takes shape with The Members Lounge in the Clubhouse facility has been poured. greenside bunkers finished. progresses well.18th Hole 16th Green Complex Golf Industry Central Spring 2014 27

Course UpdatesRACV ROYAL PINES ON TARGET FOR AUSTRALIAN PGABy Bruce Young When the PGA is played in mid- therefore overseen the preparationWhether it has been the collective December, the new look initial nine of RACV Royal Pines for last year’s‘touching of wood’ by those involved holes will be the undoubted talking PGA Championship and for threeor perhaps even divine intervention, point and will change the perception Volvik RACV Ladies Masters. Whilethe redesign of the initial nine holes the RACV Royal Pines layout has this represents perhaps his mostof the RACV Royal Pines tournament in the eye of the Australian golfing significant challenge he is excited atlayout on the Gold Coast is on community. the prospect.schedule, almost to the minute. Long considered a rather tame, “I can’t wait,” he said referring toThe project required everything to benign layout, the tournament what lies ahead. “There is part ofgo right if it was to be completed course is being provided with more me that wants it (the PGA) to bewithin the very narrow time frame teeth by the design team of one next week but I wouldn’t mind beingavailable between the finish of the of Australian golf’s most successful another year away also,” he addedVolvik RACV Masters in February and players and designers over the last with a smile referring to the narrowthe Australian PGA Championship in 40 years Graham Marsh. window he has in getting the courseDecember and in most cases it has. The contrast between the old and to a tournament peak by December.The South East Queensland region the new is rather like comparing “It is such a unique project and wereceived very little rain in the first chalk and cheese but, given the short are all excited by it all but threehalf of 2014 and while it has been a timeline available allowing for only months is going to go so quickly.cause of real concern for the farming the first half of the project completed Now we have the full nine holescommunity, conditions could not in time for the PGA Championship, presented to us there is a hell of ahave been better to complete the such was always going to be the case lot to do bearing in mind we havebulk earthworks, soil treatment, and was essentially the only option. the Blue layout across the road todrainage, irrigation, shaping and The completion of the second maintain also. So it is balancing actgrassing phases of the Royal Pines nine under a similar work period in terms of staffing levels but thererevamp. in 2015 will see the full eighteen is no doubting the enthusiasm of theThose works essentially involved the holes remodeled and a totally new team for what lies ahead.”complete re-design and re-shaping of layout ready for the 2015 PGA One of the many but importantall nine holes in this first phase, the Championship. challenges Coombes faces in thisrebuilding of all greens complexes The earthworks and grassing are now process is to ensure the contrastingand the creation of a much more user completed and the final handover species of greens’ grass on thefriendly spectator tournament facility has been made from the construction respective nines is as uniform asfollowed by the solid turfing of all company, Ertech, to the maintenance possible in its quality and playability.works areas. team at Royal Pines headed by The nine remaining to be completedThen, within days of those works Superintendent Lincoln Coombes. next year contains the original 328been completed and rain absolutely This has of course been a staggered bermuda grass planted 25 years agonecessary to assist in establishing process. As each hole has been while the new nine is admittedly athe grasses on both the fairways and completed then Coombes and his bermuda grass species but with agreens, the Gold Coast experienced team of fourteen at Royal Pines have different leaf type and characteristic,a rain deluge of sorts, ensuring the begun to monitor and care for the namely TifEagle.almost perfect scenario for the four growing in of the grasses which are “I would like a golfer to walk off themonth growing in period ahead of Wintergreen on the fairways and 9th green then on to the 10th andthe 2014 PGA Championship. TifEagle on the greens. not have to worry about any realNow all that awaits is a stretch of Superintendent Coombes, has change in his thinking between thewarm weather to allow the grasses to been at Royal Pines for three years, greens,” added Coombes. “That alsogrow and establish themselves to the moving to Queensland from a similar applies to the practice putting green.point where they can accommodate role he had at one of RACV’s other “The Tifeagle is a finer blade of grassthe demands of a professional event golfing facilities at Cape Shank on allowing more speed without havingof the significance of the Australian the Mornington Peninsula. He has to go down as low with the cutting.PGA Championship. “Graham Marsh has assisted with the28 The Golf Marketing Professionals www.golfindustrycentral.com.au

Course UpdatesRoyal-Pines-3rd-hole 7th-holepar-3-2nd 8th-holeNew-3rd-hole-par-5 Golf Industry Central Spring 2014 29

Course Updatesprofiling of the fairways on the new especially given that there was the 8th green play at the 3rd, 7th, 8thnine but, importantly for the length absolutely no margin for any delays and 9th can be witnessed. It shouldof the rough we can provide, the and so that too has been yet another offer quite a gathering point forgrow in is crucial over the next three pleasing aspect of the overall project. those looking to attend the event.to four months as that will ensure “The whole process must be The golf course and its considerablyconsistency of cover and length repeated next year and while there more dynamic design should allow forof rough. may or may not necessarily be the an improved spectacle for television“The other thing we have to be same break with the weather next viewers also both in terms of themindful of is that for 50 weeks of the year, that the team have all worked strategic and visual aspects of theyear we are a business that depends together on the project to date revised layout.on the support of the hotel guest, the should make up for any delays There is still a long way to go at Royalcasual player and the member here caused by the weather if that is to be Pines to ensure that when Adamat Royal Pines so we can’t have thick the case. Certainly the construction Scott returns to defend his title inrough all year round. I would love to has continued to build momentum as December he is faced with a well-have the rough growing at 4 inches each new hole has emerged. designed and well-presented layoutin height now so we have the luxury “I and those at RACV are really happy to do so.of being able to cut it back but that with what is taking shape and are The earthworks, shaping and grassingprocess will not appeal to the other delighted that the end result is very process was dependent on a goodplayers who will use the course in the much reflecting the original brief and run with the weather and as a resultyears ahead.” design intent to create a far more of that being the case has beenWhile the project’s second nine demanding tournament layout while completed on schedule.holes will be completed in Stage at the same time creating a layout Now the task falls to Lincoln2 over a similar time frame next that will be of interest to everyday Coombes and his team and thoseyear, all involved in the work are use by our members and casual responsible for the tournament setdelighted as to how things have golfers.” up to ensure the quality design andcome together thus far. Aaron Flavell, The improved and enhanced construction work is complimentedRACV’s Manager of Capital Works, spectator facilities include a number by equally good presentation.is delighted with what he is seeing of the new greens being abutted by There seems little reason to believecome out of the ground. spectator mounding. This allows for it won’t.“The project took a while to build a very viewer friendly tournamentmomentum but once it began to layout. A great example of this is thatflow then we were able to make up from the newly raised area behindtime and with all involved workingclosely together we achieved thatcritical date of mid-August for thecompletion of grassing to allowsufficient time for the grow in prior tothe tournament in December.“There have been a number ofaspects of the project that could wellhave made or broken its progressincluding the supply of the turfespecially given that the whole areawas to solid turfed but even allowingfor us losing one of our suppliers thegrassing to date has been a greatsuccess.“There really needed to be a close Lincoln-Coombes - Superintendentworking relationship from GrahamMarsh’s team to RACV to theconsultants to the constructioncompany to make this happen,30 The Golf Marketing Professionals www.golfindustrycentral.com.au

Course Updates$550K INVESTED IN THE MOORE PARK GOLF DRIVING RANGEAustralia’s most popular driving range In case you missed this…will receive a $550k makeover, funded bythe Centennial Parklands. The outcome In what is believed to be a world first in the golf industry, Moore Parkwill provide the community with a more Golf has installed a giant LED screen on our driving range to provide aenjoyable, relaxed and entertaining host of new entertainment options to our visitors, members andexperience for all users. golfing enthusiasts. The high definition screen will be used for a range of golfing coaching,Works will commence Tuesday 7th events, golf activity and entertainment, including:October and will include: • live large group golf tuition with real time camera feed of the golf pro on the screen;• Extension of poles and range • live demonstrations from golf equipment manufacturers; netting on southern side of the range • screening of major sporting events; • social media interaction with capabilities for live tweets to be shown • Outer field light globe replacement on screen; and• Painting works – roof, pillars, fixtures, • ability to customise content for golf, corporate and coaching events. roller shutters The new addition to one of Australia’s best public golf courses is 6.6m• Upgrade to all handrails and in height, and features a 22m2 screen, a custom-built protective net security grills and weighs 6.2 tonnes. It is secured by 2m long ground screws and will• Grass replacement on front section of screen at an HD 720P quality. the range (up to 50m)• New outer field targets• Replacement of safety netting on top/ middle levels• Upgrade to range mats and the introduction of 4 auto tee ball dispensers• Upgrade of ball reticulation system• Easy access credit card payment systems integrated in ball dispensers on the range• New furniture Golf Industry Central Spring 2014 31