Golf News for Thursday, March 7, 2013 | Business

Sequoia Golf Group to manage California's Pauma Valley Country Club

PAUMA VALLEY, Calif. -- Sequoia Golf Group announced that it was recently selected to manage Pauma Valley Country Club located north of San Diego. The addition of this legendary private club further establishes Sequoia's expansion throughout the West Coast. The equity membership that owns the club chose Sequoia Golf based on its innovate sales and marketing approach, operational resources and its ability to develop and execute a plan to position the club for success.

"What impressed us most about Sequoia Golf Group is their approach to management. They are owners first, managing like they do at their owned facilities and implementing their creative tried and true best practices to enhance our brand," stated Steve Wehr, Pauma Valley Country Club board member. "Sequoia's proposal to us displayed an unparalleled level of interest, enthusiasm and passion not remotely equaled by any of the vanilla day-to-day management companies that approached us just looking to collect a fee."

Through the partnership, Sequoia Golf is committed to establishing Pauma Valley as a preeminent locally and nationally acclaimed private club and preparing the course for the next generation of membership. Sequoia will work to institute the highest level of club relevance to the market and its current and future members. The club has an immediate plan to develop a short-term and long-term capital expenditure strategy for the purpose of maximizing the clubs long-term potential.

On board to help with these initiatives is Steve Vlahos who was recently selected as the Club's General Manager. With more than 25 years in the hospitality industry and a strong background in food and beverage, Vlahos brings a number of experiences and qualifications. He has served as general manager at a variety of clubs including Yorba Linda Country Club, Marbella Country Club and Wood Ranch Golf Club.

"I am very excited about the opportunities and possibilities I see at Pauma Valley. Pauma Valley Country Club is like no other club that I've been involved with," said Vlahos. "With its own private airfield, 26 cottages for the exclusive use of its members and guests, and a Robert Trent Jones Sr. golf course design, it really has it all."

Pauma Valley has a storied history of attracting Hollywood celebrities and hosting Shell's Wonderful World of Golf with golfing legends such as Arnold Palmer and Gary Player. John Wayne's private ranch house once served as the clubhouse. Over the years, Pauma Valley has been listed as a top 100 club in the U.S. and one of the 10 best courses in California by Golf Digest. It has hosted the U.S. Open qualifier many times among other high-profile golf events. Pauma Valley's golf course, designed by legendary Robert Trent Jones, Sr., features a spectacular layout tucked away in the foothills of Palomar Mountain.

"We're honored to have Pauma Valley join our portfolio and plan to maintain the mystique and overall classic feel of this exclusive country club," said Joe Guerra, president and CEO of Sequoia Golf. "Being from the San Diego area, I'm familiar with the market and am excited to work with such a renowned course that attracts members from throughout the country and Canada. Pauma Valley is such a historic course, we're confident that through innovative marketing and strategic initiatives we can attract the next generation of country club members. We're also excited to offer Pauma Valley members access to our Play Away program, which allows them to play at more than 450 private clubs located across the country."

About Pauma Valley Country Club
Pauma Valley Country Club is a private country club tucked away in the natural beauty of the foothills of Palomar Mountain, north of San Diego. It's the location, history of the club and the Pauma Valley lifestyle that make this club so special. The spectacular Robert Trent Jones, Sr. Signature Golf Course was opened for play on Nov. 1, 1960. The exclusive private club attracts members throughout the region as well as from all over the nation. In addition to the outstanding golf course, members can enjoy the elegant clubhouse with pool complex, tennis courts, practice facility, newly renovated fitness room, private airport, woodworking shop, incredible Grill Room, outdoor terrace and 24 guest cottages.

About Sequoia Golf Group
Sequoia Golf Group is a collection of highly successful golf course ownership, management, construction, hospitality, media and IT companies; including Sequoia Golf Holdings, Sequoia Golf Management, Sequoia Greenscapes, Sequoia Hospitality, Play Away, InPlay Media and Short Grass Technology. As one of the fastest growing golf companies in the country, Sequoia currently owns or operates more than 50 daily fee, resort and private club facilities located across the U.S. The portfolio includes 25 private clubs operated under its unique Canongate brand affiliation, the world-class 63-hole Woodlands Country Club located in the award winning master-planned community of The Woodlands, Texas and a select group of golf properties managed for institutional owners, corporations, private investors and equity memberships.

For more information on Sequoia Golf Group, visit