The Grove, the Hertfordshire-based luxury hotel and golf resort, has appointed sports advisory and strategy business Performance54 to drive awareness and increase sales for the five-star venue.
Celebrating its 20th anniversary in 2023, The Grove is renowned for its quality experience and exceptional service, having recently been named the No.1 resort in England for the first time in Golf World’s Top 100 Golf Resorts in the UK & Ireland.
Recognised for its inclusivity and accessibility, the resort has demonstrated a strong commitment to women’s golf, becoming a signatory to The R&A’s Women in Golf Charter in May 2022. The Grove is also one of the UK’s most environmentally-friendly resorts, earning the notable GEO Certified status, as well as ‘Environmental Golf Course of the Year’ at the 2022 Golf Environment Awards, for its efforts to maintain a sustainable golf course operation.
Performance54, one of the fastest-growing sports agencies in the world, will support The Grove in strengthening its position as Britain’s leading luxury golf, hotel, and spa destination by providing a comprehensive range of services, including strategic consultancy and global PR & communications.
Situated just 18 miles from central London, the resort is ideal for visitors going from and to the capital looking for a world-class golf experience or premium country escape without venturing too far from the capital.
Featuring a five-star hotel with 214 rooms, the resort has recently completed a three-year refurbishment project that saw the unveiling of new rooms and suites in the 18th century Mansion house, along with the relaunch of the Sequoia Spa. Enhancements have also been made to the golfing experience with the renovation of The Stables Bar and Terrace, in addition to the remodelling and extension of the locker rooms and halfway house.
Designed by Kyle Philips, the championship course at The Grove shot to popular acclaim in 2006 when it hosted the WGC-American Express Championship, won by Tiger Woods. It has continued to stage high-profile golf tournaments including the 2016 British Masters and a Rose Ladies Series event in May 2023.
Brad Gould, Director of Golf at The Grove, expressed his enthusiasm for the new partnership: “The Grove is always looking to enhance its presence and reputation in the golf industry. Performance54 has a proven record in the destination marketing space and is the perfect partner to promote The Grove globally and further establish our resort as one of Britain’s most-loved luxury destinations.”
Scott Peddie, Executive Director, Performance54, added: “The Grove is among the UK’s best golfing experiences and ideally situated to capture the attention of a significant local audience and of international golfers travelling into London for business and pleasure. It has all of the necessary attributes to demand an increased share of both domestic and overseas visits, and we are excited at the prospect of helping Brad and his team make significant strides in this space.”