Inaugural Club Management Mini Summit Hailed

‘Suggestions and Solutions for Adapting to the Evolving Club Business Model in Asia’ was the theme of the SMBC Singapore Open’s first Club Management Mini Summit.

Featuring three high-profile speakers, the Asian Golf Industry Federation (AGIF) organised event was attended by a mixture of club managers and industry professionals.

Staged in partnership with Lagardère Sports, the Club Managers Association of America (CMAA), Sentosa Golf Club and The Els Club Malaysia, the three-day gathering was launched to coincide with the US$1 million SMBC Singapore Open.

Eric Lynge, the AGIF’s Chief Executive Officer, said: “The Federation is committed to offering educational platforms aimed at improving overall standards in club management in Asia and this was just the first of what we anticipate will be many such undertakings.

“We thank Lagardère Sports and Sentosa Golf Club for providing this opportunity, in conjunction with the SMBC Singapore Open.”

Patrick Feizal Joyce, Vice President Golf – Asia at Lagardère Sports, a Full Business Member of the AGIF, said: “As promoters of the SMBC Singapore Open, we are committed to introducing enhancements to what is one of the iconic golfing events in the region.

“While some of the world’s finest golfers were providing drama on the Serapong Course, the Club Management Mini Summit added a new and exciting dimension to a wonderful week. We look forward to seeing it grow in the years ahead.”

Co-sanctioned by the Asian Tour and Japan Golf Tour Organisation, the tournament was headlined by Major champions Ernie Els and Adam Scott and European Ryder Cup stalwart Sergio Garcia. Victory, though, went to Thai veteran Prayad Marksaeng.

Andy Johnston, General Manager and Director of Agronomy at the Sentosa Golf Club, a Golf Course Facility Member of the AGIF, said: “Sentosa Golf Club was proud to be the venue for Singapore’s national Open for the 10th time. On and off the course, it proved to be another resounding success.

“The launching of the first Club Management Mini Summit was a notable achievement by the Asian Golf Industry Federation. Along with the tournament itself, we hope to see this develop in the coming years and become an integral part of the Singapore Open week.”

Dr Larry Ross, PHD, Florida Southern College, teed-off proceedings at the Summit with a presentation on Membership Marketing.

He was followed to the podium by Patrick Bowers, Chief Executive Officer of Laguna Hospitality, who focused on ‘The Evolving Club Business Model in Asia’.

‘How to Grow Women’s Golf Participation’ was the topic tackled by Shoumo Mitra, Head Marketing, APAC Syngenta Asia-Pacific.

On day two, delegates crossed the causeway from Singapore to Johor Bahru for a visit to the Els Club Desaru Coast, one of the region’s most high-profile new projects with 27 holes sculpted by Ernie Els and 18 by Vijay Singh. As well as a site tour, there was an 18-hole golf game.

For the final day, delegates received a Legends Lounge Pass, enabling them to network and watch the last-round unfold in the SMBC Singapore Open from the comfort of the SUITES @ 18TH, overlooking the final green on the Serapong Course.