1. IT’S THAT TIME OF YEAR when the annual corporate
golf day has fallen firmly on your desk, for you to organise. Oh
no! I hear you cry, I don’t even play golf! Well, fear not as I am
about to de-mystify the complexities of the golf course, get you
out of the rough, and ensure you hit a hole in one with some
fabulous tips, and ideas for alternative golf events.
Love it or hate it, golf is here to stay and is the preferred sport
for business. During the Ryder Cup 2010, the Welsh Develop-
ment Agency reported that 54 per cent of business professionals
see golf as the sport of business, 25 per cent of business deci-
sion-makers play golf, and 20 per cent of FTSE 100 CEO’s belong
to the same UK golf club!
39APRIL/MAY 2016 | www.executIvePA.cOM
t
TAKE THE LEAD WITH GOLF
The idea of taking a new client, or business prospect, to play
a round of golf is nothing new. But what makes corporate golf
the highest ROI for client entertainment? Players only spend
a small portion of a four-hour game actually hitting the ball, so
there is plenty of time to talk shop. A game allows business asso-
ciates to get to know who they are dealing with, creates an oppor-
tunity for the host to gain trust, and builds a bond with the other
team members. Stunning landscapes provide the perfect back-
drop for promoting a new service, schmoozing the client, and
closing that elusive deal. Events such as rugby, football and For-
mula 1 – all highly enjoyable and well received by clients and
Do you know your bogey from your bunker, your albatross from
your eagle, and think ‘tee’ is something you drink with jam and bread?
By Maria Fuller
EVENTS
TIME FOR TEE?

2. 40 APRIL/MAY 2016 | www.executIvePA.cOM
sprospects alike – will not provide your executive with four hours
of dedicated ‘talk’ time. Corporate events can be expensive, and
difficult to quantify the ROI, which is why golf has stood the
test of time, and continues to reign supreme.
The traditional corporate golf day consists of teams of four
golfers, playing Stableford rules (which can be mixed teams).
Richard Lewis, golf professional at Bovey Castle advises, “The
Stableford points scoring system is the most popular. Individual
scoring can lead to isolation if people aren’t playing well. It keeps
everyone involved and retains interest within the team.”
IT’S ALL IN THE TIMING
The Golf Pro at your chosen venue will manage the scoring for
you, but you will need to obtain your individual golfers ‘hand-
icap’ and provide to the venue in advance. A standard 18 holes
are played, although you could shorten to 9 if you are restricted
to time, or incorporating golf into a conference programme or
off-site meeting. Allow four hours for play (for 18 holes), plus
time for golfers to change, and use the driving range and prac-
tice green, (which is usually included in the package).
How do you keep a golf event running to time? “By allow-
ing a realistic amount of time for all aspects of the day. Tee time
intervals of 10 minutes. Allow for a 15 minute stop at halfway
house for refreshments. Make sure that the time you have given
each group to complete their round is generous. Don’t let the
venue dictate timings to accommodate others,” suggests
Richard. Most importantly, allow additional time for the
famous 19th hole (the bar) where your company should provide
hospitality, a credit behind the bar and a pre-arranged lunch or
dinner service.
Your budget will ultimately dictate which venue you secure,
but be sure to match your venue with the value of your clients,
and the new business you’re looking to impress. Scrimping on
the venue will leave you with a low take up rate and a negative
impression of your brand. As a PA myself, I always negotiate the
package, the catering and a discount for items purchased in the
pro shop, to ensure I have obtained the best rates possible.
MAKE A STATEMENT
All corporate golf events include competitions such as ‘nearest
the pin’ and ‘the longest drive’ in addition to the overall stable-
fordprizesoffirst,secondandthird.Clothingandgolfaccessories
purchasedfromtheproshoparegreattoofferascompetitionprizes
on the day, as they can be exchanged immediately if they are the
wrong size or colour. Again, your budget will determine what you
can offer, as prizes and golf accessories don’t come cheap.
Branding opportunities are rife at corporate golf events.
Speak to your marketing team well in advance, order branded
goods and outdoor pop up banners, or feather flags, for use on
“I recommend pre-booking golf
buggies – they are exceptionally
popular and can sell out. It’s also a
great welcome to clients to have
the buggies labelled up with the
company name, and client’s name,
showing they are reserved.”
Above the beautiful
Bovey castle makes for a
stunning backdrop for
your golfing clients

3. 41APRIL/MAY 2016 | www.executIvePA.cOM
the day. Richard says: “normally there are branded items given
to players. These tend to be tees, pencils, ball markers and golf
balls. These are handed out with scorecards on the day. Brand-
ing is also common in and around the golf reception desk. A
good start is to have a pop up banner at the entrance, and at
other focal points on the course, e.g. 1st tee, 18th green.”
Andrew Cook, director of golf, Macdonald Portal Hotel adds:
“I recommend pre-booking golf buggies – they are exception-
ally popular and can sell out. It’s also a great welcome to clients
to have the buggies labelled up with the company name, and
client’s name, showing they are reserved. Goody bags such as
drinks, chocolate, tees can also be placed in the golf buggies.”
CONSIDER THE OUTCOME
Pre-arrange your golf teams with your business development
director. After all, this is about winning business. For a four ball,
work on the ratio of one host to three clients. Invest time in vis-
iting your venue, discussing catering options, golf buggies, the
halfway house, dress code and understand the layout and flow
of your event. Dan Tuck, corporate golf sales manager, the Manor
House, Castle Combe agrees. “It’s very important to complete
a site visit prior to your event. It helps the organiser to under-
stand how the event will run, and how the property can be best
used to enhance your company day.” He also advises: “Send the
invitations out early. Get the event in your client’s diary and be
sure to avoid school holidays”.
With invites accepted, create and issue an events pack for
your guests, with full event details, timings and any club rules.
As the PA it’s unlikely you’ll be picking up a club yourself but
attend the event on the day, meet and greet the clients and
ensure it all runs smoothly.
BE DIFFERENT
Therearemanyalternativestothetraditionalgolfdaysuchashost-
ingclientsatTheOpen,screeningthechampionshipsatanexclu-
sive hotel venue or organising golf simulator events, which are
a new twist on golf play and rapidly gaining in popularity.
“Simulator golf basically mirrors playing golf outside as you
use real clubs and golf balls and can experience playing golf
on over 150 golf courses from around the world, with courses
based on famous tournament courses such as Pebble Beach,
Dubai Creek & Bay Hill, all without leaving the UK,” explains
Nicky Barrington, director, inPlay Golf Ltd.
Simulators can be booked by the hour, which provides flex-
ibility for corporate event organisers. You can also hire the serv-
ices of a golf pro for lessons, and improve your guests’ swing
using state-of-the-art software technology. One thing a golf sim-
ulator event will guarantee is dry weather – which makes it a
very attractive option given our climate, and a great alternative
for an evening event. E
Above Business goes
with a swing at inPlay
Golf Ltd – guaranteed
rain-free golfing