This year’s forum focused on Developing networks, knowledge and new business! Session topics included interactive discussions, one-on-one interviews, heated debates and presentations from key industry leaders on the subjects of:
New Golf Business Landscape: Global leaders address key issues
Following the cataclysm of the global economic downturn, this timely debate is set to cover the most important issues for international golf business leaders this year. Making sense of the chaos and offering visionary views of the new golf business landscape, our panel will tackle the key questions of the day, such as: Does golf still sell real estate? Are signature golf designers’ fees out of touch with reality? What difference, if any, will golf in the Olympics make? Will China be the only successful emerging market? What can we do to raise participation levels? The Environment – what is the future of sustainable golf? Wading into the live, on-stage debate chaired by CNN’s Don Riddell and KPMG’s Andrea Sartori.
Standing out from the Crowd: Developers on Marketing, Positioning & Branding
The golf industry has historically been woefully unprofessional in the branding, positioning and marketing of new developments. Learning from competitive industries where marketing matters and introducing developers who are creating their own highly distinctive developments, we’ll find out what it takes to stand out from the crowd. Communicating their thoughts on the issue was Mario Natarelli, CEO of global branding consultancy FutureBrand, Hasan Besneli, developer of the extraordinary future Belek Golf Club, Achilles Constantakopoulos of the highly anticipated Costa Navarino in Greece, plus Michael Lenarduzzi of The Wave, Muscat.
How does the future look for professional golf?
After years of sustained growth, fuelled by broadcaster and sponsorship demand, many are now asking the question - Has professional golf run out of steam? With event numbers in decline and prize monies stagnating (not forgetting the self imposed absence of Tiger Woods) it has certainly been a challenging period for the sport. To discuss the future prospects of professional golf and the impact this may have on the broader industry we have assembled a world beating panel of experts including Greg Norman and Chubby Chandler, to discuss the issues that really matter. Questions we shall try to answer include: Does golf continue to offer an attractive return to its sponsors? How does golf rank among other sport marketing vehicles? Is Tiger as important to the sector as the media would leave us believe? Is the format of tournament golf tired? How can we become more consumer and tv friendly? Golf & Olympics - Big step forward or over-hyped?
Here Come the Girls
It’s time for a reality check! - With increasing numbers of women in the workplace, never before have they been such a powerful force. Underestimate the importance of their buying influence and you’ll regret it! What’s the value of the female $ to the golf industry? How can we attract more women to the game? Can women play in a man’s world and break down barriers? Annika thinks so, so does Alex Armas CEO of Ladies European Tour. With little to no female focused marketing/initiatives Kristine Kerr and Lodewijk Klootwijk (brave man!) joined Gill Wilson for a no holds barred discussion on the challenges and opportunities of women’s golf.
Discover Turkey and it’s wealth of opportunity
Turkey is already regarded as one of the hottest new destinations for golf tourism with plans to build many more courses in the coming years. Will this fast emerging market compete with the likes of Spain and Portugal for new golf communities and resorts? Is there local financing available? How can domestic demand be enticed? Where will the next golf tourism hot spot be? Introduced by CNN’s Don Riddell with expert input from KPMG’s Andrea Sartori, contributors discussed: is there support for golf in Turkey? Can the economy support golf development? Who will buy the real estate? Joining Don and Andrea will be Turkish developer Haluk Kaya of Bekay Partners, Lisya Sullam of WATG, Fehmi Üner of YesAddress and Ahmet Agaoglu of the Turkish Golf Federation.
Maximizing Profits through Design and Operations
This workshop style session, enabling audience participation, will tackle critical questions relating to golf operations, business management, sales and marketing, procurement, agronomy, food & beverage as well as optimizing the design of your clubhouse. You’ll also hear from both sides – golf courses that are managed and those that are privately operated. What’s best for different types of developments? In what ways are clubhouses for residential communities and resorts different? How can you reduce maintenance costs?
Environment – Guidelines to environmental best practice
Listen to experts discuss some important home truths on why the environment is fast becoming golf’s greatest challenge – and potentially it’s greatest asset, too. Among the questions posed will be: is sustainable golf possible? Does sustainability result in quality? What is the social return on investment of a golf development? Will the most profitable golf developments of the future be the ones that are rich in ecosystems? How do the role of pesticides fit in with environmental best practice?
The schedule of events was as follows:
Wednesday May 12, 2010
- 12:00 Golf Tournament at Gloria Golf Club – Sponsored by Club Car
- 19:00 - 22:00 Opening reception at Gloria Golf Club – Sponsored by Garanti Masters
Thursday – May 13, 2010
- 8:30 Tribute to Mr. Greg Norman
- 9:45 – 11:00 Session 1: The New Golf Business Landscape: Global leaders address key issues
- 11:00 – 11:30 Networking Coffee Break - Sponsored by Gary Player Design
- 11:30 – 13:00 Session 2: Standing out from the Crowd: Developers on Marketing, Positioning & Branding
- 13:00 – 14:15 Networking Lunch - Sponsored by TORO
- 14:15 – 15:30 Concurrent Break-out sessions
- Session 3 A: Maximizing Profits through Design and Operations
- Session 3 B: Environment – Guidelines to Environmental Best Practice – Sponsored by Syngenta
- 15:30 – 16:00 Networking Coffee Break
- 16:00 – 17:30 Session 4: How does the future look for professional golf
- 19:30 Cocktail reception & Gala Dinner at Gloria Hotel (outside)
Friday – May 14, 2010
- 9:00 – 9:45 Tribute to Annika Sörenstam
- 9:45 – 11:15 Session 5: Here Come the Girls... - The Future of Ladies's Golf
- 11:15 – 11:45 Networking Coffee Break - Sponsored by Turkish Airlines
- 11:45 – 13:00 Session 6: Discover Turkey and it’s Wealth of Opportunity – Sponsored by Bekay Property Partners
- 13:00 Event Closing
- 15:30 Second Golf Event – The Montgomerie Papillion Golf Course
- 20:00 Closing BBQ at Montgomerie Club House
For previous year's agendas, please see below: