Page 60 - Gulf Marketing Review

C - S U I T E

there are several reasons for this, but, most
importantly, the quality of the courses is one
of the finest in the world.
My second favourite would have to be
Wentworth, which is known for its Platinum
Paspallum greens, golf history, breathtaking
scenery and its great variety of courses. I ab-
solutely love it there and try to make a visit at
least once a year.
The conventional thought is that golf, both
as a sport and a passion, is mainly meant
for high-net-worth individuals. What’s your
277,000 comment on this?
JOBS ARE DUE TO BE CREATED BY As is the case with any sport, all you need
EXPO 2020 to get started in golf is a passion for the game.
Beginning golfers can choose to rent rather than
503+ MILLION purchase golf equipment, for example, and there
GLOBAL HOUSEHOLD TV are certainly affordable ways to own that same
REACH OF DP WORLD TOUR equipment as well, such as buying pre-owned.
CHAMPIONSHIP IN 2016 Similarly, new golfers don’t automatically
© REUTERS have to become members of a golf club. In

fact, at JGE in 2016, roughly 40 per cent and 35
“In terms of real estate, implementing industry-best practices and per cent of golfers were non-members on the
investors and end-users alike the latest technologies. Earth Course and the Fire Course, respectively.
are becoming increasingly We are also committed to nurturing a new
discerning” generation of golfers in the Emirate through a Could virtual golf become the next growth
number of training programmes at ETPI, offering phase? What are your thoughts?
an unrivalled, comprehensive service. Virtual golf is great, but I believe that one of the
Our golf courses at JGE are a paradise Finally, as an official partner of the European main reasons people love golf is for the ability
for golfers. Our two Greg Norman-designed Tour, JGE has welcomed the world’s top 60 to be outdoors and enjoy a fun, relaxing game.
championship golf courses, Fire and Earth, are golfers as they compete in the final tournament However, digital is certainly the future and it
praised by a world of golf lovers, recently being of the Race to Dubai series every year for the doesn’t have to distract from the appeal of real
ranked as one of the world’s 100 Greatest Golf past eight years, attracting more than 65,000 golf, but can help promote it. Virtual facilities
Courses – a listing published by Golf Digest, visitors from across the globe. might provide an alternative to golfers who
which makes me a proud CEO. It is also a part With the May 2017 contract extension, golf are unable to play outside during winter or the
of the network of European Tour Properties, on enthusiasts can rest assured that JGE will remain intense summer heat, for example.
par with the world’s top golfing venues. the host venue of the DP World Tour Champi- Moreover, digital technologies are an excellent
While the maintenance of the greens to a onship, Dubai until 2020, cementing JGE’s role way to improve performance. At JGE’s European
quality suited to world-class golfers and community as a leading golf destination. Tour Performance Institutes, we offer biomechanical
residents is of utmost importance, minimising The tournament is broadcast live and, in swing studios, a putting lab, dedicated short-
environmental impact is also a priority for us. 2016, global household TV reach exceeded game holes, an expansive practice fairway and
To address this, JGE established a one- 503 million. teeing areas, bunker practice greens, a large
of-a-kind Agronomy Centre comprising a contoured putting green, physiotherapy treat-
team of more than 70 international experts What are your favourite golf destinations ment rooms and fully equipped business lounge
– including 25 founding team members in the world? and locker rooms. All instructional programmes
– dedicated to minimising carbon output, Dubai would be on the top of my list, of course. include the use of interactive high-performance
water usage and environmental waste by It is one of the world’s top golf destinations and video technology.

60 I GULF MARKETING REVIEW I DECEMBER 2017/FEBRUARY 2018