Global Edition

Final Programme for November’s European Golf Business Conference

1.09pm 23rd October 2015 - Exhibitions & Conferences

EGCOA screengrabThe stage is set for the 10th Anniversary European Golf Business Conference in Amsterdam. The event is geared up to be the best to date with a line-up of innovators, game changing golf facilities and industry thought leaders. The conference will be hosted at the Movenpick Hotel in the heart of exciting Amsterdam from 25-27th November 2015. Here’s a taste of the line up:

Golf, Is it driving us mental?

Taking a step back this year and helping delegates understand the ‘why’ of their customers is Dr. Roeland Dietvorst. With a background in biological and cognitive psychology and a PhD in Applied Neuroscience, Roeland will take you on a journey through the brain.

Delegates will gain new insights into the game of golf, but most importantly will gain an understanding of how their customers think, why they buy, what they value, and how to most effectively communicate with them. During the interactive presentation Roeland will reveal the neural mechanisms underlying value perception and decision-making & provide many eye-openers into the driving forces behind your customers’ behaviour.

Exceeding the bar:

Keeping the spotlight on the customer will be the European Hotelier of the year Eric Toren. Eric will reveal the secret strategy to not only managing your customers’ expectations but exceeding them every time.


Movenpick Hotel, Amsterdam
Movenpick Hotel, Amsterdam

We have all seen and maybe even tried different approaches to driving additional revenues at our golf facilities in the last number of years. Hopefully some of these have been a success, but lets face it, most fail. But why? Perhaps because they are not forward thinking enough? In the featured session entitled ‘GOT VISION’ Europe’s most forward thinking golf course owners and managers will share some of their game changing approaches & successful strategies that they have put in place to drive new revenues.

I dare you to take action!

Building on this inspiration of these successful owners and managers, Gregg Patterson GM of The Beach Club in Santa Monica California will lead delegates in an interactive workshop entitled ‘I dare you to take action’. In the workshop Gregg will share some of his secret recipes to success and inspire delegates to develop their own for the 2016 season.

Lessons from the US:

Understanding the current and future trends both in the European & US golf market, is key in guiding your plan of action for the 2016 season. Jay Karen, the new CEO of National Golf Course Owners Association will join the stage for the first time at the Conference to share the latest trends, opportunities and challenges facing the US golf market.

It’s all about the Journey:

Daan Noorderloos – Marketing Manager & Customer Strategies Manager for Transavia Airlines will take delegates on a journey in their customers’ shoes. Dan will highlight why this key aspect of customer satisfaction is so important and outline simple strategies to enrich your customers’ journey and make it an unforgettable one.

The Contemporary Game:

‘What does your brand say about your business?Is a common question often overlooked in the planning and development of a golf course’s branding. Leading Branding Consultant, Chris Lightfoot of Whitestone Golf will host a workshop entitled ‘The Contemporary Game’. ‘Golf is still very popular, but is facing many challenges to which we must react with a contemporary idea, vision and a plan of action.’ Says Chris. In the workshop delegates can expect to understand how their brand is perceived, how they can develop a strong commercial offering and what steps can be taken to further align their brand with the target market.

Paving the way for the future of golf:

Scotland Golf are on a mission to change the face of golf. Their aim is to make the game accessible, friendly & fun for all. Andy Salmon, Deputy Chief Executive of Scotland Golf, will share with delegates a unique insight into the strategies that they are putting in place to turn their VISION into ACTION.

In addition to the leading line up of inspirational speakers, the 10th anniversary event will also play host to the big hitters in European Golf at the 7th Annual European Multi Course Owners Meeting.

In true Dutch fashion the 10-year anniversary celebration awards ceremony and gala dinner will take place at one of the Netherlands’ leading golf facilities, The International. The Ian Woosnam designed championship course will also host the conference golf tournament.

Tickets are now limited for the event. For more information or to register for the 10th Anniversary Conference visit

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