GOLF BUSINESS DEVELOPMENT Europe’s brightest golf industry magazine supports Golf Europe 2010
INNOVATION Could you win a product award?
This year, for the fourth time in succession, the Golf Europe show organisers will honour the best innovations and highlights of the upcoming season in the Golf Europe Product Awards.
Winners for the categories of golf clubs, accessories, clothing, footwear, caddies and training aids will be selected by an independent panel of judges. 2010 will be the fi rst year in which outstanding design of the
presented products will be celebrated with a special award. A jury of experienced experts in the fi eld of fashion, media, retail and design as well as other professionals will select one award winner per category based on defi ned criteria.
Pictured: Award winners from Golf Europe 2009
SEMINAR SERIES Top speakers in new Learning Zone
A strong list of speakers covering wide-ranging subjects has been completed to launch the PGAs of Europe ‘Learning Zone’ at the show. The presentations, to take place in a closer, more intimate environment
for up to 30 PGA professionals at a time, than in the former Seminar Programmes, will be staged at intervals throughout the trade exhibition under the concept of taking ‘The Fast Track to Success’. In a modernising move that recognises that time is of the essence
for the pro, presentations will be of no longer that 20-minutes duration, including question time. As a further means of getting straight to the point on each topic speakers will outline ‘My Top 3...” tips. A wide range of issues to appeal to every PGA professional has been formulated. The full Learning Zone programme of speakers will include:
THE GOLF DIRECTOR Gary Silcock: Director of Golf, The Belfry • My Top Three ways to maximise revenue in resort management • My Top Three parameters for selling golf green fees in a resort environment
• My Top Three tips for up-selling, the key to growth in tough times • My Top Three ways of developing staff from within
ensured that year after year the presentation of the event is of the highest quality. The cliché of German effi ciency strikes a chord here. Excellent lighting, clean lines of neat exhibition stands, plenty of visitor information on hand, yet with a metropolitan, relaxed feel; in short, an excellent setting in which to do good business. The show presents a unique opportunity for several reasons. Firstly,
the standing and status of the show has always produced a very strong exhibitor list and visitor profi le. For many in the golf industry, the dates of Golf Europe are inked into the schedule as a ‘must-attend’ event. Secondly, interest in the show creates a forum of ideas during the three
days, above and beyond the basic structure of exhibitor, hall, stand, walk- way and visitor. This basic function works well of course, but visitors are also making good contacts in the seminars, the cafés, on the underground system away from the MOC and in the bars and restaurants around Munich. More famous globally for the Oktoberfest beer festival, the city does create something of a golf festival here for three days in late September. Golf Europe is also geographically well-placed to facilitate the
emerging markets of European countries new to golf while at the same time providing for visitors and exhibitors from more established markets like France, Germany, the UK etc. Opportunity certainly knocks in Munich and perhaps the key thing
for visitors to think about is getting the most out of the opportunity. Just like the PGA Merchandise Show in Orlando each year, the more thought and imagination you put into the show the better. Be positive and you will achieve your targets for the visit but also, because of the good atmosphere and the quality business people you will meet, you will probably also leave Munich with a golf-bag full of ideas that could make a real difference to your business in the year ahead. GBD
Pictured on two pages: Some of the sights and ideas at the impressive venue of the MOC in Munich
A VIEW FROM OUTSIDE THE INDUSTRY Mattias Lopes: CEO, Multi Mall Management • My Top Three drivers of encouraging people to buy • My Top Three new types of consumer • My Top Three ways of combining online shopping with traditional bricks and mortar
BUYING & STOCK CONTROL Mike McFaddon: Sports Director, Jakobsberg Hotel and Golf Resort • My Top Three rules for pricing for profi t • My Top Three rules for customer targeting • My Top Three ways to kill cash fl ow • My Top Three rules for selling slow stock
MANAGEMENT Gerd Rothfuchs: Director of Golf, Rheine Golf GmbH & Co.KG • My Top Three ways to attract more customers, members, students • My Top Three ways to control budgets for your profi t centres • My Top Three ways to keep new customers
CASE STUDIES Bill Sanderson: Golf Business Coach • My Top Three ways for delivering lifetime customers to the Golf Pro • My Top Three ways to boost your sales – The Power of Now • My Top Three ways of delivering value and not having to match prices • My Top Three ways of getting golfers to sell your products and teaching skills for you
THE EUROPEAN MARKET Dr Falk Billion: Independent Golf Business Consultant and Germany’s fi rst Certifi ed Golf Course Valuer /Appraiser • My Top Three for the fi nancial success of any golf (course) business • My Top Three of successful self marketing for golf professionals • My Top Three recommendations on how to look at Central and Eastern European golf market development
GOLF TRAVEL: WAYS TO EARN WINTER REVENUE Jim Long:
Golfbreaks.com • My Top Three ways to earn signifi cant income through golf travel • My Top Three ways to market winter golf trips to your golf club members and earn signifi cant income
• My Top Three ways to grow your own golf travel business and earn extra income
A CAREER IN GOLF Tony Bennett: Director of Education, The PGAs of Europe • My Top Three tips for preparing for your future career in golf
CUSTOM FITTING Doug Poole: Managing Director, Golfsmith Europe • My Top Three custom fi tting secrets • My Top Three keys to junior club fi tting.
FIND OUT MORE AT WWW.GOLF-EUROPE.COM
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