Press Release New Golf Business Takes Off
A group from a Sussex-based residential golf school returned from a weekend mission to Malta recently with very strong early indicators that a new business initiative could make their business pan-European overnight.
Joining the team from the residential golf school on the trip was former Ryder Cup player Paul Way ('81 and '85), who coached three juniors of the Royal Malta Golf Club around the front nine at the island's only golf club, and later kept juniors, parents and older club members rapt with his experiences of the Ryder Cup and Tour experience. David Wicks (Sussex U14s team manager and head of sales and marketing of the residential golf school) initiated the end of May trip as a result of his managing the first ever overseas competition for the Sussex U14s golf squad last October. The English lads got to compete with juniors from Malta, Belgium and Germany in what turned out to be a success in its own right, but also the seed of a new pan-European golf initiative.
A key component in the success of this fledgling enterprise has been the early interest and active support of two key Malta-based businesses - Business Meetings Malta the free conference venue finding company and national carrier Air Malta.
"We knew it was a good idea for golf but the financial support of business helped confirm that not only is it a great idea for the game but is commercially viable too," explains an enthusiastic David Wicks.
While the idea was conceived in Malta, the involvement of the national airline effectively opens up the potential for golfing trips to as many as 40 destinations - Sicily looking a likely candidate for the next destination.
For juniors getting the first taste of international competition in a safe, relaxed and beneficial environment is just one area for potential development. Additionally, individual 4-balls, societies or corporate groups can take advantage of such trips for leisure, residential tuition or conference & incentive usage.
Brian Bartolo is General Manager Marketing & Product for Air Malta.
"We are looking at this very seriously as a long term partnership and it's attractive for two main reasons, its simplicity and business synergy," explains Mr Bartolo.
"It's simple because part of our strategy is to grow business in a 2½ hour flight time radius of Malta and that fits neatly into the likely limit golfers are prepared to travel for a 3 - 5 day break.
"The number of companies in the partnership is low, just three and so it's relatively easy to manage. Air Malta's job is to give access to very competitive air travel to a wide choice of golfing destinations. The residential golf school's job is to provide proven coaching content that incentivizes people of all ages, motivations and playing abilities to engage. Business Meetings Malta's role is to provide logistical, planning and mechanical support that ensures smooth operations - with which we avoid any disasters that will give unhappy experiences and deny us return business and referrals."
Via the BMM business network, the UK party was invited to stay at the Hilton Hotel in the fashionable marina town of St Julian's. The hotel chain was showing its active support for bringing business into Malta, but has also expressed an interest in possible further involvement as a business partner. Hospitality is obviously a key component of the business plan, and in this case the five-star St Julian's hotel boasts probably the best hotel location on the island.
Don't you know there's a recession?
Very serious financial backing lies over the horizon for this enterprise. Why?
The credit crunch has had its effect. Consumers have reined in spending - either out of fear or as a result of banks and commercial lenders reining in their offers of credit. Consequently consumer and business spending is much more shrewdly examined before a commitment to buy is made. For the market research wonks that means I must see the benefits easily and I want unspeakable value for money, otherwise I won't spend a bean.
This business model stands up...
Bigger businesses are starting to recover first, says Theresa Delia CEO of Business Meetings Malta, and they see it as vital to build confidence vigorously and re-focus energy among the executive classes fast, and the best route for them is seminars and conferences. They have budget and they're hunting for best value.
Airlines have shed waste and are offering deals unprecedented in the history of commercial aviation. They also have shareholders anxious not to lose more money (actual dividends might seem more likely too). Meanwhile, factors like a smaller European village and the Euro have made travel within the EU much more accessible to an ever growing consumer base.
And golfers are as fanatical as ever, as the consistent sale of waterproofs during the autumn and winter months throughout northern Europe clearly demonstrates. And on a corporate level, boardrooms are still liberally peppered with non-golfing decision-makers for whom a golf weekend is hell, without a good chance of being taught quickly and comfortably at least to a level that makes playing the game enjoyable.