Crown Golf rolls its services out to its competitors

Alistair Dunsmuir
By Alistair Dunsmuir June 24, 2015 14:10

The UK’s largest golf club owner and operator, Crown Golf, is to offer its management skill-set and purchasing power to any golf club in the UK.

The surprising announcement has been made by Stephen Towers, Crown Golf’s new chief executive officer. It represents a new business model for the group.

CrownGolfCEO_StephenTowers_72dpi_web_email-1

Stephen Towers

“With immediate effect, third party golf club owners and operators can now access Crown Golf’s management skill-set, purchasing power and ‘Open Play Affiliation’ under contract from the Surrey-based company,” said a spokesman.

It means that golf clubs, essentially even rivals to ones owned by Crown Golf, will be able to hire Crown Golf to provide a complete package of golf club operating services, including core management areas such as operations, purchasing, F&B, sales, health and safety and golf course maintenance, or can create a tailored consultancy package based on their specific requirements.

Perhaps of most interest, for the first time, third party golf clubs can also join Crown Golf’s popular reciprocal Open Play Affiliation, subject to a suitability test. This boosts the attraction of membership by offering club members playing rights at a large number of facilities within the price of a single golf club membership.

“This is a key change of direction for Crown Golf,” said Towers, who was appointed CEO in March 2015 after 12 months as the company’s chief operating officer.

“We will continue to aggressively market and operate our existing portfolio of golf clubs, and this will remain the main focus for the company.

“However, over many years we have developed a large amount of systems and skills to do with the successful operation of golf club facilities. Plus, as the largest operator we have significant purchasing power in the market.

“If you own or operate a golf club, the chances are that Crown Golf can make your life easier. We are looking forward to talking to many such people, as awareness of this new service spreads.”

The initiative is open to all types of golf club operator, and not just to the proprietary side of the sport, he added.

“We have a broad spectrum of golf clubs in our own network, from private members’ clubs such as Batchworth Park, to high-volume pay-and-play clubs such as Pine Ridge and Addington Court, two of the UK’s most successful such golf clubs,” said Towers.

“Crown Golf is highly-qualified to offer its services to the membership sector, as well as to the more commercially-run clubs.”

 

Alistair Dunsmuir
By Alistair Dunsmuir June 24, 2015 14:10
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1 Comment

  1. Bob Braban June 30, 09:01

    Hands up those who saw this coming. There will be an awful lot of hands in the air! One question should be in the minds of clubs when they consider this philanthropic gesture: Are Crown Golfs interests focused on the future of your club or on the future of Crown Golf? Securing the best interests of both is impossible so one has to dominate. Guess who?

    Bob Braban
    http://www.golfclubmarketing.org

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