It’s a wrap on the inaugural Golf Business Forum

POSTED ON August 12, 2016 @ 2:53 pm

Over 200 golf industry leaders converged on Melbourne in late July for the inaugural Golf Business Forum, Australia’s largest ever gathering of golf facility owners, operators, industry leaders and business partners.

“We set out to create a new opportunity for industry owners and operators to engage with industry leadership, suppliers and other participants, with a focus on facilities servicing public golfers”, said Forum co-Director Andrew Davies. “We were thrilled to see so many respond, and have received great support from across the industry to take the Forum further.”

A range of golf facilities were represented at the Forum, including municipal golf facilities, private golf clubs, driving ranges, mini-golf facilities, virtual golf facilities, hotels and holiday resorts. Industry suppliers and organisations were also well represented.

The Golf Business Forum featured a trade show and theatre, offering the attendees an array of speakers on topics relevant to all golf businesses across three key themes:

• Market Dynamics – insights into international and local sports and golf participation trends

• Facility Development & Innovation – including a showcase of leading Australian golf facilities

• Customer Engagement & Experiences – critical insights into harnessing digital marketing and community relations to engage golfers, build loyalty and deliver memorable experiences

Speakers were sourced from both Australia and abroad, with keynote speakers Jay Karen (CEO of the National Golf Course Owners

Association) and Lodewijk Klootwijk (CEO of the European Golf Course Owners Association)

(pictured, right) both providing highlights.

“To get the international perspective from leaders like Jay and Lodewijk is a huge bonus,” said Forum co-Director Guy Chapple. “Their insights gave many confidence that we can

embrace the trends in other markets and leverage their experiences to our advantage here.”

Feature case studies were presented by Wembley Golf course in WA, Moore Park Golf in

NSW, Yarra Bend Golf in Victoria and Club Parkwood in Queensland. Each facility showcased their story with detailed presentations showing the benefits of long term planning, an investment strategy, and committed leadership.

Delegates also came together at a cocktail function in Melbourne’s CBD, with many using the Golf Business Forum as an opportunity to meet like-minded industry participants for the first time, and engage with industry leadership.

In his presentation, Stephen Pitt, CEO of Golf Australia, outlined the array of programs the industry body is rolling out to drive participation of golf into the future. “Getting engagement with all golf facilities, both public and private, is critical for us in order to grow the game in this country,” Mr Pitt said. “We were pleased to be a part of the Golf Business Forum as its Foundation Partner.”

Leading sports digital expert Sean Callanan from sportsgeek.com offered valuable perspective on the state of the digital landscape, and identified practical steps golf facilities can take to manage their online presence and create engagement with customers in the use of content, data and social media. “Golf facilities are like stadia and sports clubs around the world,” Sean said. “They need to engage with their fans, and increasingly that means a carefully managed digital strategy.”

The Forum closed with an inspiring presentation from Australian adventurers Cas & Jonesy, who shared their compelling story of the longest unsupported polar expedition of all time (pictured, right).

“[A] huge amount of information, really testing the way we think about participation in golf in this country,” noted delegate Alison McCaig, RACV’s GM of Hospitality Support Services. “I’d be encouraging a lot more clubs to be attending this, I think it could only get bigger and better.”

The Forum’s Directors, Andrew Davies and

Guy Chapple, acknowledged the organisations who supported the event from the outset, including:

• MSL Solutions (Platinum partner)

• Golf Australia (Foundation Partner)

• Club Car and x-Golf Australasia (Gold Sponsors)

• PGA of Australia, Toro and Cybercast

(Silver Sponsors)

“Our sponsors made this event possible though backing the concept with their time, enthusiasm and financial support. We’re incredibly grateful to them for their contributions.” said co-Director Guy Chapple. “In addition, to have the support of so many industry bodies helped us ensure the Forum delivered to the right audience.”

It is anticipated an announcement about the next Forum will be made in coming weeks.

Key stats:

• 2 days of informative and educational content

• 18 speakers

• 220 attendees

• 972 coffees consumed

• 54% of delegates at CEO or General Manager level

• Representatives from all States and overseas

Industry Supporters:

• Australian Golf Industry Council (AGIC)

• Parks & Leisure Australia

• Society of Australian Golf Course Architects (SAGCA)