Inside Golf : Inside Golf Mar 2016
INSIDE GOLF BUSINESS 14 March 2016 | www.insidegolf.com.au Thinking outside the square CUTTING EDGE DESIGN WITH GAME CHANGING TECHNOLOGY With over 30 years of proven innovation we lead the way with cutting-edge designs fused with the latest technology. Our passion with perfection, close attention to detail and rigorous testing mean we continue to set high standards in electric trolley innovation. As the best-selling brand in over 50 countries worldwide, we strive to deliver the perfect combination of ‘best in class’ performance, reliability and user-friendly functionality at outstanding value. The 2016 PowaKaddy Featuring Plug ‘n’ PlayTM and the most advanced Lithium battery on the market. For more information or to locate your nearest PowaKaddy stockist, visit www.powakaddy.com.au or contact us at firstname.lastname@example.org More game-changing technology at powakaddy.com More game-changing technology at powakaddy.com OVER 30 YEARS OF INNOVATION At PowaKaddy we are always looking at ways to improve and perfect our products. With over 30 years of proven innovation we lead the way with cutting-edge designs fused with the latest technology. Our passion with perfection, close attention to detail and rigorous testing mean we continue to set high standards in electric trolley innovation. Making the game more enjoyable is in our DNA and that ethos has seen PowaKaddy maintain its No1 position as brand leader in golf trolleys, golf bags and accessories for over 30 years. As the best-selling brand in over 50 countries worldwide, we strive to deliver the perfect combination of ‘best in class’ performance, reliability and user-friendly functionality at outstanding value. Performing to the best of your ability demands more than just skill. Our electric trolleys are designed to help you to conserve energy, avoid unnecessary injuries and transport your golfing gear with utmost ease. Our latest range of Freeway trolleys are not only functional, appealing to the eye but deliver outstanding performance. But don’t just take our word for it. Visit our retailers to see the latest range and then all you need to do is just focus on enjoying your game! 10 090 14 210 square AW 3rd march.indd 4-5 25/03/2015 09:57 THE golf industry is not in decline. It is simply changing shape, according to one of the game’s most innovative and creative leaders. James Cooper, Managing Director of Avid Sports Management (ASM), doesn’t believe in the notion golf is less popular than it was a decade or two ago. “People tell me golf is not as popular as it used to be, but we try prove that wrong every day,” said Cooper, who operates Golf Central at Brisbane Airport, Club Mandalay in Melbourne and the Qantas Golf Club. “At Golf Central we have a driving range, the Cleveland Scoring Centre and mini-golf course that is busy and not necessarily with hardcore club golfers. “ We have first time and casual golfers going to Golf Central on a regular basis to have a hit and a bit of fun. Children are also lining up to have their birthday parties themed around golf and to learn the game. “People are still interested in golf so it’s more about trying to capture that market and demographic. “Mini-golf is a different form of golf and it’s an opportunity to get people into the game.” A 20-year PGA of Australia member, Cooper established Avid Sports in 2003 after working with IMG where, as director of golf for Australia and New Zealand, he was overseeing facilities such as The Dunes, Moonah Links, Links Lady Bay and Kennedy Bay as well as a number of design projects with Stuart Appleby and Karrie Webb. Cooper also managed Hyatt Regency Coolum, Pelican Waters and Laguna Quays and held senior management positions with Accor Hotels. “Avid Sports prides itself on thinking outside the square to deliver industry leading advice and innovative management David Newber y email@example.com solutions to the golf industry,” Cooper said. “ We see truly effective management as finding the right solution for all our clients.” The company’s expertise is helping clients capitalise on business opportunities and looking to create alternative revenue streams. One of ASM’s first projects was the impressive Natadola Bay Golf Club in Fiji. “ We were engaged to bring the Natadola Bay golf course to life. We did this by developing the Natadola Bay brand and overall long-term business plan. We successfully opened the Natadola Bay in June 2009 and we continued to manage the course up until 2014,” he said. “It is exciting to see Natadola Bay recognised as the great golf course that it is and to see the plans we put in place now culminating in an International golf event putting the facility on the world map.” Cooper’s been described as an energetic and innovative leader who has the ability to create and shape the golfing environment and has an impressive record of developing and managing world-class facilities as well as innovative projects such as Golf Central and the Qantas Golf Club. “As a second generation PGA professional, golf runs thick through my veins. At Avid Sports, we try to foster the game of golf as much as possible and strive to create pathways for people to play golf through Golf Central, the Qantas Club or by what we do at Club Mandalay,” he said. “We have created a company that provides good services to people playing golf and we encourage more people to play golf including seniors, ladies, kids and people in the corporate sector. “We are known as a company that thinks outside the square and one that bridges the knowledge gap between developers and golf courses. “We come up with some cool concepts and ideas that are outside of golf ’s typical boundaries.” According to Cooper, Club Mandalay is unlike a traditional golf club. “At Club Mandalay we worked hand in hand with the developer and clubhouse architect. That appeals to golfers and the broader community at large. “ The Mandalay clubhouse opened in July last year and has quickly become a favourite to the entire community. In addition to the Thomson Perrett-designed golf course, the clubhouse includes a bar, café, restaurant, gymnasium, swimming pool and tennis courts. “We also have a leisure program that includes kids learn to swim, daily exercise classes, personal training and learn golf classes. “ The clubhouse has an urban grocer, which encourages people to come and get their morning coffee, bread, milk and newspaper. “ The more time people spend at a golf course the more they may be inclined to use the facilities or even get out on the golf course. “Avid Sports, has built an impressive reputation of working with golf course owners, course architects, committees and members to develop golf businesses that optimise their operating opportunities. They have the capabilities to develop a management model tailored to each individual facility and ensure that facility is promoted well and generates as much revenue as possible.” Cooper says pessimists argue that people, particularly golfers, are time-poor but he doesn’t buy it. “ There are people who say they are time- poor, but when you look at the research they are going from playing a five-hour round of golf on a Saturday to spending same time cycling or in front of their device. “Saying people are time-poor is an easy excuse, but it may not necessarily be the core of the issue. “ Today, golf is more about delivering what people are looking for and tailoring that experience. Golf just has to work harder at winning their time. “Golf courses are big facilities, many of which are located in the heart of the town or city. Operators need to look at innovative ways to better utilise the space they have at their disposal, whether that be inside or outside. “For example, regularly at Golf Central you will see early morning boot camp or at Club Mandalay we have organised mum’s and bubs walking tours around the golf course.” More: www.avidsports.com.au • James Cooper is thinking outside the square.
Inside Golf Feb 2016
Inside Golf, April 2016