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EVENTS Looking at the colour plan on paper it was clear that the driving
range area, the putting green and the fashion and clothing areas were very nearly full but given the size of the facility, enquiries are still welcome. Golf LIVE and its partner IMG have confirmed that a number
of key companies from the Travel and Destinations category have already committed for 2011. Leading the way is the Official Travel Partner
Golfbreaks.com who have been joined by other influential organisations including; Marriott Hotels and Resorts, Turnberry, Te Celtic Manor Resort, Cyprus Tourism, Chateau des Vigiers Golf & Country Club, Tourism Ireland, host venue London Golf Club and Visit Kent. Tere is more space allocated to destinations, resorts and golf clubs within the exhibition area known as Te Hub. With 77% of all visitors to Golf LIVE having taken a golfing
holiday or short break, it is clear there is a great appetite for this sector to be developed. James Goode said: “We are delighted that so many premium
companies have engaged with Golf LIVE so quickly since the events inception. We are particularly pleased to have
Golfbreaks.com on board again as our Official Golf Travel Partner, as the market leader in their field they bring an interactive and genuinely useful benefit making it easier for golfers to plan and book their trips.”
Golfbreaks.com director of product and marketing Keith Mitchell
called Golf LIVE “a great new concept for the golf calendar”. Heading the list of global golf equipment brands making their
first appearance at Golf LIVE will be Titleist, who will be inviting visitors to take part in their ball fitting process within an outdoor customised area. Meanwhile, on the Driving Range, new exhibitors Cobra, Wilson, John Letters and MD Golf will join existing brands Callaway, Nike, Yonex, Cleveland and Srixon. All the companies will be offering extensive trial opportunities. Also new for 2011 will be a dedicated Putting Area that will feature
Odyssey, Nike, K-mat, Dreamliner, James Ingles and Dave Hicks. Te excellent putting green at the London Golf Club will offer just the right surface for trying out all the latest putters that manufacturers have to offer. On the accessory side, Bushnell laser rangefinders will be supporting
the nearest the pin competition, whilst the official Mid-Iron and Approach Teatre will be sponsored by Garmin, the manufacturers of GPS measuring devices. James Goode said: “Te line-up of top brands at Golf LIVE is a
tremendous endorsement of everything we are trying to achieve. We aim to give visitors the ultimate golf experience and to do that we need the input and interaction of top global golf companies. Te combination of leading Tour players and their equipment sponsors is the dream ticket for us as an event organiser.” James added: “Tere is still time for other companies to come
on board to exhibit at the show and the beauty of the London Golf Club is that its size and lay-out gives us a lot more flexibility in accommodating specific requirements. “Te extraordinary news is that despite doubling the size of the
driving range from 16 to 35 bays (2010 to 2011) it has already sold out and in less than half the time. Tere are stands still available but I would recommend contacting the team today to avoid disappointment as we have sold over 80% of the retail space already.” Te Driving Range at the London Golf Club will be positioned
in front of the Retail Shop and the main Exhibition Hub, allowing visitors every opportunity to try and buy all the latest equipment on the market. All the indications point to another exciting and successful event
in May. Golf LIVE will be looking into further expansion for the future. Te challenge will be to deliver star players consistently year after
GBD MARCH/APRIL 2011
year and to keep the fresh and innovative approach – Golf LIVE’s USP – well, fresh and innovative. One endeavour will be in the next two years to turn the novelty of the show for exhibitors into ingrained habit, during a time when our economy may remain ‘mid-handicap’ at best. Will this work? James Goode and his team would point to the considerable success of events like Top Gear Live, which has been loved by the paying public. Who would have predicted a decade ago that the “breath-taking stunts and fabulous supercars hosted by the hilarious Jeremy Clarkson, Richard Hammond and James May” would still be motoring at top speed? But GBD thinks Golf LIVE will continue to move through the
gears and “develop the proposition”. In fact, we think that if the old barometer at London Golf Club
gives decent readings in May, Brand Events and partners IMG may just find they have another supercar on their hands. GBD
• Companies wishing to find out more about Golf LIVE should phone the sales team on +44 (0)20 747 11080. • Tickets to Golf LIVE start from £45 and are available from the Golf LIVE website at
www.golfliveevent.com
WHY GOLF LIVE ‘WORKS’ Reasons for success
• Golf LIVE was/is a groundbreaking event. When the industry had become a little glassy-eyed over the trade and public show offering, Golf LIVE provided a real buzz. A fresh, outdoor event with bags of innovation that provided a unique, memorable experience for those attending, both visitors and clients/ exhibitors.
• Golf LIVE pushed the envelope, bringing the audience into speaking and touching distance of the top players. Having players talk the crowd through shots; players walking and talking with the galleries. New and exciting!
• The IMG link was crucial, delivering the big names, including Ryder Cup European Team captain Monty. Brand Events recognised the public thirst for engaging with the stars. And the players enjoyed it!
• Good prices. The nay-sayers believed that £45 and upwards for a ticket was too much. They were wrong: this event and its market is about value not price. • This year, under 16s will get in free with an adult, helping to ‘grow the game’ on the one hand and making the ticket buying decision much easier for the Mum or Dad, as this is a good family day out. • A snapshot, an at-a-glance guide of top golf brands all in the same place. Great for those planning holidays, looking for a lesson, a swing tip or a new set of clubs. And with plenty to eat and drink, something for everyone.
• Golf LIVE has managed to encourage leading brands to the show, which means visitors can buy from the likes of Cobra, Wilson, John Letters, MD Golf, Callaway, Nike, Yonex, Odyssey, Cleveland and Srixon.
FACTFILE Figures from Golf LIVE
2010 research results found: • 100% of surveyed exhibitors would recommend Golf LIVE to other companies
• 65% of exhibitors rebooked on site
• 94% of visitors described Golf LIVE as an excellent experience • 91% of visitors would recommend Golf LIVE to friends and family • 11,132 visitors attended Golf LIVE in 2010 • 69% of these were AB
• 70% play golf at least once a week • 71% are members of golf clubs • £1,963 average spend per year on golf • 77% have taken a golfing holiday or short break
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