Golf and Tourism, Geografia economica

E

R DATES PRINCIPAL FEATURES KEY COURSES

A • •

1 Pre-1820 Laid out on land conveniently located for Royal

mainly ex-patriot Scottish golfers living in Blackheath

England. Golf Club

• •

Use of sites where the grass was kept short Old

either by the natural soil conditions or by the Manchester

grazing of animals. Golf Club

• Democratic use of the land, golf and golfers

played on the common land shared with other

land users.

• Few constructed features – layout of the hopes

used existing natural features or hazards. 44

• Greens only areas likely to be maintained.

• •

Rudimentary courses in terms of playability Royal

and maintenance. Wimbledon

• Golf Club 1865

Sites chosen generally had links-like • Royal

characteristics.

• Liverpool Golf

Golfers vied with other users of the land – both

2 1820-80 Club 1869

people and animals.

• Utilised natural features to fashion hole

sequences. In order to Maximise use of features

that existed, crossing holes were a common

occurrence.

• •

Some traditional links courses built on the ideal Royal St

land of the coast and dunelands such as in Kent Georges olf

and Lancashire; otherwise, inland sites Club 1887

predominated.

• Choice of the land dictated by accessibility,

affordability and availability rather than

golfing suitability.

• Courses laid out, rather than designed, by

professional players or greenkeepers.

3 1880-96 • Courses often developed on flat meadowland

or parkland with few natural hazards.

• Heavy clay soil sites frequently used, with

associated drainage problems.

• Courses generally poor in aesthetic quality,

basic geometric shapes for greens, bunkers and

other hazards.

• Holes on inlands sites lacked naturally

occurring detail and features of links courses.

• •

4 1896 -1945 Course layouts designed in a more methodical St Georges Hill

way, generally adhering to basic design norms Golf Club 1912

•

in relation to safety, balance of hole lengths Wentworth

and par/bogey. Golf &

45

• Country Club

Designers made best use of industrial and 1924

technological advancements for construction

and maintenance purposes. Although architects

favoured natural features where possible, the

land often had to be remodelled, earth-moving

to create tees and greens; clearance of areas of

unsuitable vegetation.

• Heathland vegetation – trees, heather and so on

– lent itself for use as alternative hazards and

as aesthetic backdrops. Free-draining heathland

soils proved advantageous and it was on the

heathlands that ideas on detailed design

reached a new level.

• Architects utilised the natural features on the

site, and incorporated them, where possible,

into the strategy of each golf-hole design. They

concentrated on a considered and careful green

bunker placement that offered varied routes of

play and design to strengthen the strategic

nature of the game.

• Concept of planning mixed golf and residential

development emerges at courses as Wentworth

and St Georges Hill.

• •

Functional golf courses – broad fairways, large Forest of

2runway” tees, shallow-faced bunkers. Arden 1970

• Emergence of “Modern” golf course

5 1945 - 75 architecture by adoption of technological

advances – mechanised earth-moving,

scientific soil analysis.

Source: EIGCA Report, 2007 46

3.5 Water Management

In contrast to the traditional Scottish course, modern golf design require an immense use of land

and water. The latest golf courses are highly manicured and tend to be placed in scenic locations.

As a result, deserts have been greened, trees removed and grass implanted (Hudson, 2003).

The availability and quality of irrigation water are critical factors in the development of a golf

course (GolfArk). A course needs a reliable supply of water to irrigate turf grass and ensuring good

playing conditions. A properly designed irrigation system should provide a correct amount of water.

An average 18-hole golf course needs between 1.5 and 3.5 million gallons of water per week

(Hudson, 2003).

On the top of that, the climate has a huge impact on the costs of water supply.

A reliable natural source of irrigation is essential to sustain healthy turf grass. Water sources vary

depending on the location and geography of the site but they typically include lakes, rivers and

streams.

Lakes are used not only as a landscape feature but also as asset for irrigation system. They are

usually connected by a network of pipes to maximize the availability of the stored water for

irrigation (GolfArk). Water level is also monitored in order to ensure that course aesthetic is

maintained.

Water use depends on climate soil and grass type. Golf courses in cooler climates with rainfall use

irrigation system only during drier periods using only 70,000 m₃ of water in an average year. On the

contrary courses in desert-like conditions may use 600,000 m₃ or more in one year (GolfArk).

A 18-hole course require 2,000 gallons per minute of water flow rate but effluent water can be used

as well.

There are different types of irrigation:

• Central control automatic irrigation system

• Stand-alone control automatic irrigation system

• Stand-alone control non-automatic 47

• Manually operated valves

• Manual Quick Coupler Valves (QCV)

3.6 Golf Daily Operations

It is essential that all staff positions are filled with professionals. Firstly, the general manager

oversees all different operational function, this is a business management driven role.

Secondly, the marketing and PR department must persuade people play on their course and spend

money at the bar, restaurant and hotel and most importantly buying house from the real estate.

There is a wide range of marketing tactics and communications that could be employed as

brochures, magazines and newsletters, video, websites, social media and events.

Thirdly, food and beverage has become an integral part of a golf course, it can be arranged by the

club itself or outsourced to independent entrepreneur.

Finally, a maintenance crew of about 15-25 worker is needed for an 18-hole course. It is really

important to identify employees with a distinctive and appropriate uniforms in order to make them

recognisable in every situation (Golfark)

3.7 Sustainability

The needs for sustainable golf development are rapidly changing. Consumers, investors,

communities and government are now environmental engaged. Legislation and public expectations

are heavily influencing golf development, whose aims to protect environment whereas creating a

high quality product.

Golf could be a great asset to safeguard landscapes and ecosystems. Maximising the environmental

quality of a golf course at time of design should help integrating it into the landscape. 48

The architect’s project is a crucial phase as well as construction. Avoiding the potential risks for the

environment could be a good way of managing the impacts on the site. Golf courses are becoming

more natural, they are trying to reduce the implant of turfgrass to non-irrigated natural habitats.

Moreover scientists have discovered new kind of grasses that require less water and drought-

tolerant; not only golf courses will benefit from this research but also any park or sport field.

Water management and irrigation must be a fundamental part of the golf course. Recycled sources

should be used in order to reduce to the minimum the dependency on potable supplies (GolfArk).

Nowadays golf courses have developed a new technology, thanks to a series of pumps they can use

recycling water from irrigation.

In order to sum up, according to GolfArk, the key attributes of sustainable golf developments are:

• Profitability

• Diverse social benefits for the communities

• Landscape and ecosystem enhancement

• Resource efficiency and maximum use of renewables

• Respect for culture and tradition

3.8 Golf Marketing Communications

Promotion and communication are carried out by a variety of methods which are normally called as

“marketing communications”. However, nowadays the social media have radically changed the way

of promoting and communicating, this has happened also in golf tourism world.

For a lot of people marketing is promotion whereas it is just one part of the famous marketing mix.

Figure 6: The Marketing Mix 49

Promotion can be a short-term activity or a mid and long-term investment. For this reason a SWOT

analysis must be a fundamental part of the preliminary phase, emphasizing the strengths, weakness,

opportunities and threats.

As far as concerns hotels or attraction the location is usually a strength point, for golf it could be the

variety of the course. A good management program should be able to stay focused on the strength

points minimizing the weakness.

According to Hudson, there are different promotional tools used in tourism:

Advertising Television, newspapers, magazines, internet.

Sales Promotion Short-term incentives to induce purchase.

Aimed to salespeople distributors such as travel

agents and consumers. Can be joint promotions.

Include merchandising and familiarization trips.

Public Relations All non-paid media exposure appearing and

editorial coverage. Include sponsorship of

events and causes.

Personal Selling Meetings and workshop for intermediaries,

telephone contact and travel agents for

consumers.

Word of Mouth Promotion by previous consumers to their social

50

and professional contacts. Often perceived by

consumers to be the most credible form of

promotion.

Direct Marketing Direct mail, telemarketing and travel

exhibitions.

Indirect Marketing Direct e-mail marketing, Internet advertising,

customer service and selling and marketing

research.

Source : Hudson Chapter 7, pag. 164

One of the primary aims of the organization is setting and reaching goals; they can be include sales

growth, market leadership or increasing profitability. In addition, in order to not waste any time, a

specific target should be chosen. This target market must be realistic and accessible, it has to

include people with common needs and interests (Hudson, 2003).

A further example of what means using the game of golf as a marketing strategy has been given by

Audemars Piguet Snow Golf Trophy 2014 which was held in Courmayeur.

Following the 2013 success, Audemars Piguet decided to organised the second edition of this three-

days event at the side of Mont Blanc. The snow golf is a new entry for Courmayeur as it is for many

other places, whereas it should be considered at least as a new comer against the seasonality. This

unique experience gave also a charity opportunity to collect some funds for DOPPIA DIFESA, a

no-profit organization whose pr