In case you are stumped by the headline, don’t worry because we will set things straight.
The golf industry, made up of equipment suppliers, turf and fertilizer/pesticide merchants and a myriad of consultants is one side of the industry. While it is a part of the industry that is required, it must be accepted that these players are in it to make money. And when money making is the end game on the agenda, there is a real need for careful due diligence on the part of the end users – in this case, it is the golf course operators and club managers, the other side of the parallel equation.
While there is a proliferation of suppliers eager to make a sale, one wonders why there are so many golf courses in need of help and why many club operations are struggling to eke out meagre profits throughout the region – some emerging countries like Vietnam excluded? The answer to this growing challenge is that the real issues are either not being addressed or are simply being swept under the rug.
The time has come for all of us in the golf industry in Asia to roll up our sleeves, get focused and get a hold of the problems by the scruff of the neck. Sounds harsh? Hell no! It’s time to tell it like it is. We’ve seen enough of pandering and sucking up to the golf industry!
The 2016 Asia Pacific Golf Summit (APGS 2016) has assembled a truly high-powered and world-class panel of speakers who are known to speak without fear or favour.
Leading the power-hitters is the Asia Pacific’s “Most Powerful Golf Industry Entrepreneur” and the owner of the world’s largest and most successful golf resort, Dr. Ken Chu, the billionaire Chairman of the Mission Hills Group in China. A proven visionary and out-of-the-box thinker Dr. Chu will set the tone at APGS 2016 on how he has led Mission Hills to become a global player in golf by attracting more than 6 million tourists and turning over 1 million rounds of golf in a year. He knows it all and Dr. Chu is eager to share his brilliant ideas with the rest of Asia.
Marketing and the provision of sustained, quality service are two major cornerstones of the club industry in Asia. Very few golf clubs have marketing programmes, let alone marketing budgets. This has got to change and APGS 2016 has engaged the club industry’s most respected guru to speak and provide the pathways on how club’s in Asia can develop, create and launch their own marketing programmes. There is no one better qualified than Andrew Wood, founder and president of Legendary Marketing LLC, a world-class group that has helped thousands of golf clubs in North America and Europe to turn around the fortune of flagging clubs. He is the wizard with all the tricks to make things work!
Service is vital to the well-being of the club industry. After all, clubs are in the entertainment industry and keeping members and guests satisfied and attended to, is paramount. Just service alone is not enough. What is needed is the creation of an enduring service attitude and culture that is engrained into the DNA of a club. It has to be service that is special and that shouts out loud that “membership has its privileges”. APGS 2016 has secured the services of a two-time EMMY Award winning actor and communicator and genius in the delivery of service to infuse a whole new service culture in Asia. He is the highly sought after David Webster, master trainer to some of the world’s largest corporations. David will not only share his thoughts on what is quality service but help demonstrate how it is taught and delivered to a club’s personnel. A true spell-binder!
Finally, APGS 2016 will look at what is perhaps the biggest challenge faced by clubs in Asia – attracting and keeping “Millennials” to golf clubs. As an industry, most everyone is at a loss as to how to rope in these youngsters to help grow dwindling membership registers. It’s a massive challenge – massive enough to recruit a “Millennial Master” to help make golf clubs appealing to younger demographics. He is award-winning speaker and author Gabriel Aluisy, an internationally recognized expert on marketing to millennials. He understands millennials and he knows how to handle and manage the seismic demographic shifts and show the industry how to reach out to new demographics.
Unlike other conferences where the norm is to listen to the same old stuff from the same old regular insiders, APGS 2016 has gone out of the industry to bring in the best of the brightest to serve as a beacon for the future of the golf industry in Asia.
APGS 2016 is not an event to be missed by golf course owners, operators and managers. There will never be a knowledge and business event like it anywhere this year!
Don’t suck up to the golf industry players – revitalize and re-invent by lifting your blinkers and looking ahead. That’s what APGS 2016 is all about – your business and your well-being in the golf industry!
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APGS 2016 – The Hyatt Regency Hotel – Hua Hin – October 29 & 30, 2016.
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