Marbella Golf & Country Club’s new general manager, American Mike Munden, settled in Spain seven years ago. In this interview, he talks about the Marbella club, US courses and how to alleviate the effects of the crisis.

“We offer one of the best golf experiences on the Costa del Sol”

-Coming from the USA, and taking into account your knowledge of the golf industry in this country, what were your first impressions when you arrived in Marbella and became familiar with the golf courses on the Costa del Sol?

–My wife and I first came to Spain for holiday in September 2004. My wife is English but had lived with me in California for the 18 years prior to this. It was my first golfing holiday in Spain and the courses struck me as being very well done in regards to course playability, level of services offered, both golf and non-golf, and of course the weather is very southern California and I enjoyed golfing here. We both felt that we could live here and ended up moving here permanently a year later.

-Marbella Golf is an original design by one of the most prestigious golf course designers in the world, the legendary Robert Trent Jones. Can you see clearly in this course \"the master\'s hand\"?

–On the holes from the original RTJ Sr. Design, you can definitely see his hand in the design of the holes. The importance of a good tee shot followed by a good approach are two factors that can be easily observed. Failure on these counts is punishing to the average golfer. The holes that have been re-designed have been, in all possible ways, modelled after the master, attempting to retain his \"signature\" on the course.

-Have you noticed significant differences between American golf courses and the Spanish ones?

–I would say one of the most significant is the distance measuring. We still use yards typically measured to the centres of the greens, while, in Spain, it is metres typically measured to the front of the greens. I would say that this was the hardest issue for me to overcome, and because Marbella Golf & Country Club is measured to the centres of the greens I still struggle when I play on other courses. The other may be that the level of service you experience at an American golf course, in some areas, is not as good here in Spain. At Marbella Golf & Country Club we are aiming to improve our services based on the American service model. I think that you will find the staff, from check-in to leaving the restaurant at the end of the day, is helpful and friendly. Service with a smile… which is what you want from your golfing experience.

-What objectives have you set short and medium term as the new general manager of this golf course?

-Well, this was pretty easy actually. The product is the golf course itself, and without a good product there is nothing to sell and no reason for gol- fers to come to play our course. Recognising this fact, I brought in an expert on soil and grass, Mike Rogers, who is well-known on the Costa del Sol and pretty much around the world, as our director of golf operations (head greenkeeper). Mike, also being an American, and I are able to communica- te on a free-flowing basis, constantly discussing and agreeing on the changes we have made in the last three months to improve the course and make it more \"golfer friendly\". Programs were de- veloped and implemented to enhance the greens and restore the bunkers to their original designs and playability. Included is a program to lengthen the course by moving tee markers and the cons- truction of the new 18th tees

–You have come to this new responsibility at a time of crisis. Do you have any ideas that can help or reveal how to mitigate its effects in the golf industry?

-I think it is very important to recognise that the current economy is going to dictate what the market will bear in regards to the prices that we charge for our green fees and members’ rates. I think that we have positioned our standard walk- in green fee at a competitive price because it does include a buggy. We were also one of the first golf courses to optimise our website operations, thanks to our marketing consultant Antonio Con- de (Golfenred.com), which increased the online bookings with a new online marketing strategy. We also are working with the tour operators on a constant basis in an attempt to keep all of us wor- king together. Bottom line: we need to offer the best golf experience we can at the best price we can all the time.

-What features would you say stand out at Mar- bella Golf as the most attractive for golfers?

-We have one of the most beautiful and versatile clubhouses on the Coast, with two sea view terra- ces and a lovely dining room, and a large comfor- table bar with fireplace to relax in before and after your round of golf. We have a fleet of new electric buggies that can be driven on the fairways most of the year, to get you around an interesting golf course full of challenges. We have some of the fas- test and truest greens on the Coast with views at the top of the course to Gibraltar and Africa. The food in the restaurant is excellent and good value. I think we offer one of the best golf experiences on the Costa del Sol.

 

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