International Golf & Resort Management (IGRM) – the UK golf and hotel operator offering services to golf clubs, integrated resorts and residential developments around the world, has opened a new office in Marbella to assist owners and operators of golf clubs, hotels and resorts on the Costa del Sol manage their businesses through ‘La Crisis.’
CEO Michael Longshaw has bolstered its operation by employing a team of experts who live on the Costa del Sol and who understand the peculiar needs of the Spanish market to provide specialist marketing, management expertise and financial know how to golf clubs and resorts.
The Spanish team will be headed up by Melanie Hickey, the former wife of golfer Sir Nick Faldo who has worked for over 30 golf courses in the UK and abroad. Working closely with her will be Guy Roberts along with Sonia del Pozo and Maria Sanchez, respected sales and marketing experts from OLA Consulting, and David Mortimer, the head of IGRM’s Turnaround and Performance Improvement Division – an expert in tackling the ailments of golf and hotel related businesses.
IGRM is currently involved in large-scale projects in Cape Verde, Portugal and Brazil. However the Spanish operation is especially important to Longshaw not only because the Costa del Sol is considered to be a golfing Mecca but also because of IGRM’s involvement in ‘Golf on Your Doorstep’ – an initiative launched by the Fractional Ownership Consultancy and The Fractional Group to provide shared ownership in homes on golf courses with playing rights included. Working at both Alhaurin Golf and Alboaire Golf at San Roque Club, IGRM will supply property management services to owners and the operation of the Diamond Club created especially for golfers.
Of IGRM’s expansion into Spain Longshaw said, “The recession has struck the golf industry hard and many are suffering from the loss of members, reduced club house spend and a decrease in company golf days and private functions added to which hotel occupancy has fallen significantly so golf resorts are further distressed. Our goal is to protect a club or resort’s financial integrity and longevity while providing innovative marketing campaigns and membership solutions that do not devalue its image and reputation.
“This part of Spain has been hit harder than many other places and now faces stiff competition from new golf destinations like Turkey. However it can claim some of the best courses in Europe, a superior infrastructure, climate and easy access from the UK and Northern Europe. As a result we are confident that we can optimize the performance of clubs and resorts on the Costa del Sol, help them collectively regain market share and compete with the very best in the world.”
International Golf & Resort Management www.igrm.co.uk