The popularity of golf is growing all over Central and Eastern Europe (CEE). The development of the local economies, the increase of discretionary income of households, and the expanding media coverage of golf events generate a growth in golf course supply and increase the number of players.
With a strong need for a conference where golf industry professionals can meet, network and exchange experiences, KPMG organized the first Golf Business Forum in Budapest in May 2004. The event gathered more than 160 participants from 27 countries, including investors, real estate developers, EU and government officials, golf club operators, financial institutions, as well as architects and designers.
Laszlo Kovari interviewed KPMG Partner and the Event Director, Dr. Andrea Sartori about the upcoming Golf Business Forum.
Q: Why did KPMG initiate organizing a golf conference?
A: The Travel, Leisure and Tourism Group of KPMG has been actively involved in the golf industry and monitors its development closely. We believe that golf in Central and Eastern Europe is facing a turning point. After a period when golf was forbidden and forgotten, a dynamic growth – both in terms of supply and demand – is expected in the coming years.
According to our research, in the CEE region there are currently almost 100 golf courses, and approximately 26,000 affiliated golfers. We predict that within ten years an additional 120 golf courses (including 9-hole courses) will be opened in the region, also generating a significant increase in demand, raising the number of affiliated golfers to over 130,000.
Aware of these developments and the need for a forum for the professionals, KPMG founded the Golf Business Forum, where senior representatives of the golf, tourism and real estate industries can meet annually to exchange ideas, seek business opportunities and establish new contacts and partnerships.
Q: Last year’s event was a success, which I could personally experience. Both the agenda and the speaker line-up were truly impressive. How about this year’s program?
A: One central issue this year will be design. Representatives of world famous designers, such as Nicklaus Design, Robert Trent Jones 2, Harradine Golf and Golfplan will debate about the advantages and disadvantages of developing a signature versus a non-signature golf course, and the impact signature courses have on real estate developments, memberships and green fees.
We will also launch the results of the Golf Course Development Cost Survey, conducted with the support of several KPMG’s practices in Europe, the Middle East and Africa. Our research focuses on newly established golf courses, and for the first time, compares the construction costs, the design and the selection process of architects and contractors on an international level.
Besides a development focus, we will also offer advice for those interested in enhancing their operations. Two sessions will discuss operational and management issues. Senior executives of TORO, Arthur Hills and other industry giants will share experiences on golf course maintenance, international golf course marketing, and on operating a profitable golf academy.
Another draw card in our program is the session on the impact of golf tourism. Representatives of different national tourism boards will talk on how to market and promote effectively a golf tourism destination. We will get an insight into how Portugal became a star performer in Europe and why Austria was recently voted “The Undiscovered Golf Destination of the Year” by the International Association of Golf Tour Operators (IAGTO). Additionally, we will have a session on two countries with outstanding golf potentials – the Czech Republic and Croatia, knowing that the Istrian golf development strategy calls for 23 golf courses to be developed over the coming years, while in the Czech Republic currently 15 courses are under construction.
Q: Participants will come from all continents - it seems that this year’s event will attract an even greater international audience. Why did you choose Prague for this year event?
A: The concept of the Golf Business Forum is to become an annual rotating conference. Our choice was influenced by the fact that Czech Republic has one of the most developed golf markets in CEE - the former Czechoslovakia was the only country in the region where golf was allowed by the former political regime. The Czech golf courses were among the first ones in Europe to be constructed with the first one established in 1904. Today, the Czech Republic with its more than 52 golf courses and approximately 19,000 affiliated golfers is certainly well ahead of the game in the region.
Q: But is it going to be all work and no play?
A: It would not be appropriate to organize a golf conference without at least one round of golf. So we close the event with a golf tournament for the conference participants at the Karlstejn Golf Resort, one of the top golf courses in the Czech Republic.
I am sure you will agree that a round of golf remains one of the best and most pleasant ways to get acquainted and do business.
For further details on the agenda and speakers, visit www.golfbusinessforum.com.
