Macdonald Hotels & Resorts, the UK’s largest independent hotel group, has named Keith Pickard as its new Group Director of Golf to oversee its golf portfolio.
Keith brings with him over 15 years of experience in sports and hospitality strategy and business development, including a decade with De Vere Group, where he directed golf operations.
In his new role, Keith’s goals are to maximise Macdonald Hotels & Resorts’ significant golf assets, reposition the group’s golf offering in the UK market, and enhance the golfer experience.
Other key ambitions for the role include maximising high profile tournaments that have been played at the group’s key golf locations.
Commenting on his new role, Keith said: “When I was a child I was given the choice between playing football or golf. Coming from a family of golfers, I always knew that golf was the sport for me, and I went down the professional golfers’ route to become a fully qualified professional in 1995.
“I used to play on Macdonald Spey Valley Golf & Country Club’s course when I was young and now feel a great sense of pride in becoming part of the Macdonald Hotels & Resorts family.”
In the years leading up to his current role, Keith has gained experience working with international golf resorts, such as Brienholtgaard Golf Club, where he developed the profile of the sport in Denmark, and the five-star Aphrodite Hills Golf Resort in Cyprus, which provided the opportunity to manage golf operations.
Keith added: “When it comes to Macdonald Hotels & Resorts’ golf assets, I feel like a kid in a sweet shop. The group has a superb portfolio and some of the best courses in the country, and I’m really keen to build on the already strong golf brand.”
Keith also has plans to maximise Macdonald Hotels & Resorts’ sponsorship and profile the group’s Golf Ambassador, Ryder Cup winner and European Tour Professional, Stephen Gallacher.
Commenting on the appointment, Ruaridh Macdonald, Deputy Chief Executive, said: “I am very pleased to have Keith join the Macdonald Hotels & Resorts family. He is a huge asset to our golf portfolio and brings with him a strong background in golf operations both in the UK and overseas.”
Macdonald Hotels & Resorts offers nine celebrated golf courses as well as many other affiliated golf courses across the UK and Spain.
Macdonald Hotels & Resorts www.MacdonaldHotels.co.uk/golf
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