Created almost three years ago by Derek Brown and Alain Nucera, ExpeCtations Golf Management (EGM) is a Spanish company based on the Costa del Sol and immersed in interesting golf projects.
Derek lived the Valderrama experience for over eighteen years, the last eleven as manager of the famous club. His many important contacts in the golf industry around the world are one of his ‘weapons’.
Alain has been working in the sports industry for more than 25 years. He had his company in France, which was in charge of the image rights of famous soccer players such as Eric Cantona and Laurent Blanc, among others. In the golf world, the company was in charge of the management of some French golf players in the European Tour, organized golf tournaments and provided consultancy to golf courses in order to improve the satisfaction of its clients.
EGM is currently in talks with several golf courses to take charge of their management, and is also in charge of the golf management of the luxurious Hotel Kempinski La Bahía, in Estepona. One of the actions it has organized for the hotel is the I Pro-Am Kempinski, which will be played on March 2 and 3 at Valderrama and La Reserva.
In addition, EGM has been organizing tailor-made stays for groups of golfers for the past two years.
But undoubtedly one of the most remarkable activities of this company of Brown and Nucera is its alliance with the French firm Blue Green, the most important operator in Europe in the management of golf courses, with 65 on the continent. This French group is entering the Spanish market, and EGM has begun to do so on the Costa del Sol.
“The arrival of this group is very positive news,” says Derek, “Their goal is to provide, in addition to efficient management tools, a group of courses in the area that will allow golfers more opportunities to enjoy the game.”
“So far,” adds the former Valderrama director, “we have met with several course owners and the response has been very positive. As a result, we should see the Blue Verde brand on the Costa del Sol very soon.”
It is Nucera who now answers several questions.
-If I were a golf course owner, why would I choose ExpeCtations Golf Management?
-First of all because our management fees will not add to your current budget. We are living in a world of constant change. It is crucial to understand them, without losing our identity. Today we don’t believe that you can come in and ask for a management fee just because you think you’re going to do a good job. That is not enough. It has to be a win-win situation, a team effort. Everyone involved will benefit.
That’s why we have a different approach. First of all we must understand how the golf course is run and what its real purpose is.
On the other hand, it is all about attention to detail for the entire satisfaction of the customer, who has an incredible memory. One detail can change everything, even an unimportant one. We firmly believe that customer feedback is a vital issue for a club.
You have to treat the customer the way you would like to be treated. It works both ways, because at the end of the day we are all a customer who needs more attention than ever. And that doesn’t have to be just a theory. Staff involvement is also imperative to the success of your business.
-In these difficult times, what is your recipe for leading a golf course to success?
-A good recipe starts with the right tools. Here, a well-maintained golf course is a must. Then you need the basic ingredients, such as the right prices, quality products and qualified staff for the best customer service. Also all the facilities with impeccable cleanliness. And to serve the hot dish!
-Does the formula work?
-Why wouldn’t I? We are entrepreneurs. That means there is a part of risk that is always present. However, by minimizing mistakes and optimizing the product, why don’t the players come and enjoy the day?
Did Miguel Angel Jimenez know he was going to win the Hong Kong Open three times? The answer is no, but he did everything he could to achieve it, as the great professional he is.
-If a golf course owner is interested in your approach, what’s the next step?
-The first step is a meeting with the owner to have an honest and open conversation, in order to find out what the current situation is and what the product really needs. From there, we will have a better view of what is missing, what can be improved, etc., etc.
We then start working on the preparation of an accurate analysis of the golf course and its facilities (financial and commercial). The commercial part is about visiting the golf club several times during a given period and doing it anonymously. This part is called “customer experience”, which is a very precise evaluation of what exists, from the customer’s point of view. From then on and by having a clear visibility of the financial and commercial aspects, we will elaborate a customized proposal.
For information and upon request, we can find out the customer’s experience at any golf club. Many golf managers would be surprised at the results. This is very useful, as sometimes they are so involved in the day-to-day tasks that they don’t notice the feedback from their customers. We’ve seen it and that’s why we can say it. We are at the disposal of golf managers and will be very happy to help them if they deem it necessary. Besides, the cost is not expensive.
-Doesn’t your collaboration with Blue Green Azul represent a conflict of interest?
-No, not at all, since our company is free to contract with any golf course that is not with Blue Green. We have a very close relationship with the owners and we are working as a team, with total transparency and in the interest of all.
-One last question: I know Derek has been a member of the PGA for over 30 years, but do you, Alain, play golf?
In closing, Alain says that “most great successes come from simple ideas”. For his part, Derek points out that “golf is and always will be a people business. Keeping the customer satisfied is the top priority. This is not a difficult thing to achieve”.
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