“Here we treat the customer as a partner from day one.”
The lawyer Luis Fernando Linares Torres took over the company and management of the Doña Julia golf club in Costa del Sol just over three years ago. He had previously been CEO of two other clubs in Malaga: Valle Romano and La Quinta, so he has extensive experience in the world of golf.
-Doña Julia is one of the almost 70 courses on the Costa del Sol. How would you try to convince the reader to choose to play there?
At this moment Doña Julia is undoubtedly an open course where the client is treated as a partner from the first moment. Also in terms of views, enjoyment of the game and quality of construction is one of the most advanced of the coast, the only one with La Cañada playable after heavy and intense rainfall.
-Taking over the management of a golf course in times of crisis, as your company did, isn’t it a bit of a risky business?
That is an economic certainty, however I have always believed that the generation of value (the course was closed and with several holes invaded by the collapse of the urbanization) always represents an opportunity for the future, the generation of synergies and new expectations, the rebirth of the two thousand houses that surrounds it an opportunity that represents a general good, the creation or recovery of jobs and the satisfaction of thousands of players. It is true that we have lost a lot of money but we have generated a force that will pull from that place and, perhaps the illusions and the well done have more value than that circumstantial or definitive loss. Risk is part of life and business, value endures and ends up coming back. I believe it, I know it and I have lived it in my own experience.
-What are the keys to attract a golfer to a particular golf course and leave with a good taste in his mouth?
Attention, proper maintenance and in itself beautiful, giving everyone the opportunity to feel at home in their club, with a stable nucleus of welcome and sympathy.
-Another of Benahavís’ tourist attractions is its scenic beauty. What places would you highlight in this regard?
Knowledge of the course, price-quality and enjoyment in the game. We need to reach more people and we need to respond to new expectations.
-Your company has a real estate division. Is it a good time to buy or are further price reductions in housing expected?
This is the moment, without a doubt. I have anticipated it on the radio every week and in Capital magazine, where I write regularly. First the coast with more quality. Barcelona, Madrid, the North, Pamplona, San Sebastian and Bilbao, and from there onwards.
-It seems that the golf sector is recovering and improving little by little. Are you optimistic or do you think there is still a long way to go for a full recovery?
It is a different time, there are alternative marketing channels, the customer is looking for value for money, location is important and the difficulty is still in tourism here.
-What factors do you think most influence European golfers who visit the Costa del Sol: quality of the courses, prices…?
Knowledge of the course, price-quality and enjoyment in the game. We need to reach more people and we need to respond to new expectations.
-What should public administrations do to promote this golf tourism destination?
Raise awareness of the economic, ecological and future value of golf tourism.
-Do you think that the Costa del Sol’s leadership as a golf tourist destination in Europe is in danger in the face of our competitors?
Turkey and Bulgaria are doing very well. However, the Costa del Sol by climatology, quality of the fields, location, infrastructure, natural beauty, brand and habitual place of residence of many foreigners, can only grow, unless we insist on prejudice, posturing, sophistry and other ailments of knowledge and responsibility.
-Do your many occupations allow you to play golf frequently?
Surely in Doña Julia and the Quinta of which I am a partner or Atalaya, full of friends I play at least once a week and some twice a week. Golf has changed my life and is a relief in the responsibility and opportunity of friends, many of them overturned with our project.
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