It was no surprise to learn the Home of Golf would play host to the 2013 KPMG Golf Business Forum given St. Andrews’ stature as a leading light in the world of golf. Equally as predictable is how the event attracts some of the industry’s leading figures.
This year, Troon, the leader in upscale golf course management, development and marketing has a full contingent in attendance that will be called upon to share their global perspective in the golf business. The very nature of Troon’s international portfolio allows for unparalleled insight into the golfing world, effective operation practices and consumer trends. Next week will see company founder and CEO, Dana Garmany, John Easterbrook, Executive Vice President, Operations, and Bruce Glasco, Vice-President and Managing Director, Troon International Operations share their experiences to those gathered in St. Andrews.
Andrea Sartori, a Partner at the renowned global consultancy firm KPMG, who conceived the notion of the Golf Business Forum remarked, “Welcoming our colleagues from around the world to share their experiences, challenge basic assumptions and look to the future is what the Forum stands for and to welcome Dana and the team from Troon signifies the magnitude of the event and we are always delighted to have them and take in their insights.”
The organisations international diversity and long-term success has resulted in Troon being positioned by the industry as an authoritative voice on a variety of practices integral to success in the golf business. A network of Troon industry experts regularly share insight to establish best practice models for ownership partners from all corners of the globe. This has been ever more apparent given the current economic challenges and is something Garmany himself has championed.
“Our team of experts hold the key to establishing what is really happening on a daily basis in golf around the world,” remarked Dana Garmany. “Understanding the type of package that attracts consumers, the best pricing model for tour operators, to club operations are shared via our advisory panel to help us implement successful strategies at appropriate venues.”
Garmany, who has twice topped the Golf Inc. most influential people in golf poll and was recognised in 2012 with a lifetime achievement award from the KPMG, went on to discuss where Troon has positioned itself as a business and how that relates to the success over the last twenty years.
“We aim to provide a service in the golf sector that is more familiar in industries synonymous with quality hospitality and service. It is fair to say golf has always lagged behind industries driven by new technologies and buying processes. We have integrated policies aimed at helping our facilities think more progressively about their systems and the way they attract golfers.”
Garmany whilst pragmatic and humble in his answers, remained steadfast in the commitment Troon has in seeking out effective strategies for ownership success.
“Certainly the Troon brand has built consumer trust through its quality assurance and value for money principles, but the business culture at our company is focussed on how our work delivers meaningful returns for our ownership partners.”
Garmany continued: “Our knowledge from our day-to-day management from around the world does give us a unique insight and we are always delighted to come and share our thoughts with likeminded individuals invested in the great game of golf.”
The KPMG Golf Business Forum attempts to meet the challenges faced in the golf industry head-on and has called on many heavyweights in the golf world to participate. On its 10th anniversary, the event promises to deliver an array of topics and case studies that will give business associates as well as other leisure sectors reason to take note.
Troon remains a powerhouse in world golf and has seen a remarkable first quarter in 2013. Additional facilities in new markets, both established and emerging has bolstered the world’s leading management company’s outlook.
Bruce Glasco said: “We have had a promising start to 2013 in our international division. I don’t think this is representative of any economic resurgence, but more to do with owners identifying and appreciating where Troon’s services can benefit and in many cases protect their businesses.”
Troon has been called on to direct Azerbaijan’s first ever golf development and as recently as last month been signed to manage La Reserva Sotogrande, without doubt one of Europe’s most recognisable and cherished names in golf.
“The early years of our international expansion were primarily new developments, such as Costa Navarino, The Grove, and Saadiyat Beach Golf Club,” Glasco added. “Developers continue to turn to our teams to provide a turnkey solution for their projects, but we have seen significant growth in more traditional properties. Partnerships with the likes of Princes Golf Club and La Reserva have become more common place for our business. The economy is hurting clubs that have not taken the necessary measures for managing harder times and realise our services present an attractive and in some cases protective edge.”