Guadalhorce Golf Club (in Málaga province) began work several months ago on a major renovation programme with the aim of making significant improvements to the course and clubhouse. The club has also launched a campaign to attract new members, offering special incentives, both economic and in such other aspects as sporting, social, etc..

“We began the renovation work just over a year ago,” says club manager Salvador Álvarez, “in particular, upgrading the irrigation system, a key project bearing in mind the course celebrated its 25th anniversary last year.

“While completing this, we are also undertaking other necessary work in a way that means only two holes are closed at any one time. And, in order not to affect play, we replace them with two others that have been prepared for this purpose on our par-three layout.

“We’ve created two wonderful provisional holes, measured by the federation so players can continue to take part in official competitions. They are extremely enjoyable holes to play, by no means easy, partly because the greens are very small. Depending on the moment, we make available two par-fours, or one par-four and one par-three, or two par-threes.

“This major work is scheduled to be finished in 2017, because we are moving ahead bit by bit, without ever interrupting play.

“And, even though the renovation work is the main priority,” adds Guadalhorce’s manager, “there is no way we would overlook the maintenance. We are paying a lot of attention to the greens, which we have in perfect condition.”

“Just over a year ago, we hired a new greenkeeper as an advisor, Carlos Lima, and we are very satisfied with his work. He initiated a medium-term project that is already bearing fruit, and once again we are having the greens we always used to have at Guadalhorce.

“In addition to the greens we are also ‘tweaking’ the bunkers – drainage, sand, etc. – improving them noticeably and standardising them, so there is not one emanating from its father and another from its mother. We will also revamp all the tees on the course. We begin work over the next few months on the 10th then follow that with the first. Our objective is to enlarge them all so there are more positions and a variety of tees – with over 40,000 rounds played a year, we need them.

 

You have also renovated the clubhouse...

Certainly. We could never overlook this clubhouse, which is probably the most iconic in Spain. It’s a country house from the 18th century and looking after it is difficult. We’ve carried out some basic renovations that were needed, such as moving the offices, completed new bathrooms for players and the clubhouse, and a new shop, which looks superb. We have also had to renovate the ancestral home’s original chapel. It doesn’t have a specific use but it is one more characteristic features of the farmhouse.

We have also been busy on the culinary side, after finalising the contract with the original restaurant franchisee. People are now very satisfied and I can assure you that you eat very well here, both typical golfing menus and a la carte.

 

In addition to the renovation work, you have launched a new marketing policy to attract new members...

Our objective has always been to be a private members club, with the minimum possible green fees for visitors. There are only two ways to achieve that: increase members’ fees considerably or have a large membership. The crisis and the lack of a generational membership renovation, etc., have meant we now don’t have sufficient numbers.

That’s why we want to attract new members, to try to reach the numbers we had before, about 625. Now the shares are cheap in relation to those of previous years, about €5,000 or €6,000. The club is very competitive when it comes to prices and amenities.