Changing ways at Parkwood International
By David Newbery
You don’t have to be a rocket scientist to know that the age-old phrase “fail to plan, plan to fail” never has been more relevant in golfing circles.
Gone are the days when golfing facilities could sit back and rely on healthy memberships, a long line of social players and regular corporate events to remain in the game.
Many of today’s forward-thinking golf clubs realise this and are devising and introducing new and innovative marketing ideas to ensure their survival and prosperity in the 21st century.
One such golfing facility is Parkwood International Golf and Function Complex.
Located just north of Surfers Paradise on the Gold Coast, Parkwood International is diversifying its revenue streams by offering yoga, mini golf, a TAB sports bar, driving range and a wedding pavilion – not to mention golf on the Fred Bolton-designed 18-hole course.
And that’s not all.
Just last month, Parkwood International announced that the Gold Coast Titans National Rugby League franchise would move its training facilities to Parkwood.
It’s a major coup for the facility.
Parkwood International managing director Luke Altschwager said the Gold Coast Titans would make the move early next year, following the signing of a unique ten-year partnership agreement.
He said Parkwood would soon undergo a major transformation, complementing the existing golf course with the construction of a multi-million dollar fully integrated sports and leisure precinct, boasting facilities to rival any similar complex in the country.
The sports precinct will include a fully floodlit training ground, lap pool and wet room, hot-and-cold baths, locker rooms and more.
“It will have everything a professional football club has including a brand new health and medical building offering a complete range of services involving sports science, yoga studio, as well as access to the very best in relaxation and sports massage practitioners,” Mr Altschwager said.
“So, there will be physiotherapists, medical doctors, orthopaedic doctors and everything medical.
“I believe it’s a great fit for the Titans because Parkwood International has been building a community hub around the club with over 8000 members already.”
Of course, this doesn’t mean Parkwood International is moving away from its golfing heritage.
Instead, it will remain a traditional golf club with attractive add-ons.
Aside from yoga, mini golf, TAB sports bar, driving range and the wedding pavilion – the indoor sport and recreation precinct will include indoor cricket, netball, soccer, volleyball and similar sports.
Altschwager said the ultimate aim was to move towards a Leagues Club-style facility.
“We are building a high-level sports and entertainment community club and part of the deal with the Titans is we have the rights to run their Leagues Club,” he added.
Altschwager reiterated golf would remain the club’s number one priority.
“We still have our state-of-the-art teaching facility, retail store, Footjoy shoe fitting facility, golf club fitting facility, golf course, driving range and mini-golf.
“The basic philosophy of the property won’t change.
““All it means is we will be a multi-faceted, fully licensed, community club with an exceptional range of bars, restaurants, lounge and gaming areas, together with function facilities to cater for all occasions.”
Talking upkeep for the 18-hole course, Altschwager said a brand-new irrigation system was near completion.
“We are investing heavily in sustainability at the moment and we are attached to the recycle water plant, which will give us unlimited water,” he said.
“We are upgrading the golf facility to get it back to where it should be, while launching a multi-faceted community club headlined by the Titans.
The big benefit to the golf club is it won’t have to carry all the costs of the operation. With the Titans bringing its fan base, the food and beverage and all the other parts of the business, things will run smoother.
Mr Altschwager hopes that will allow the club to reinvest profits.
“The heartbeat of the place will always be the golf club and that’s why we, as owners, are investing an incredible amount of money into irrigation and water, which is the lifeblood.
“We will have a quality golf course because we will be able to maintain it properly instead of cutting budgets to survive.
“We now have a business model where we no longer rely on memberships and green fees.”
The aim, Mr Altschwager continued, is for investment in the golf course to improve the quality and provide a higher yield from golf.
“City Golf Club at Toowoomba has a great business model and their fees are the lowest in the region because the rest of the place supports it.
“That is pretty much where we see our model moving.”
FOOTNOTE: On March 25th this year, Parkwood International celebrated its 28th birthday. Speaking of birthdays, all members receive a free meal during the month of their birthday, a mini-golf voucher as well as discounts on golf, cart hire, food and beverage, golf lessons, the driving range and golf shop purchases (selected items only).
