Created almost three years ago, ExpeCtations Golf Management is a Spanish company based in the Marbella area and specialising in golf course management. Monte Mayor Golf was the company’s first client. Founded by Derek Brown and Alain Nucera, the company is now moving forward with some exciting projects.

Derek Brown lived the Valderrama experience for more than 18 years in total, and as general manager for the last 11 years. His numerous and important contacts in the golf industry worldwide are well known.

Alain Nucera has worked in the sports industry for more than 25 years. His company in France was in charge of the image rights for well-known football players such as Eric Cantona and Laurent Blanc, among others. Golf wise, the company managed some French golfers on the European Tour, organised golf tournaments and provided advice to golf courses in help them improve customer satisfaction.

EGM is currently in management discussions with two Spanish golf clubs and has become Kempinski La Bahía Hotel’s link with the golf industry, managing their golf operations since last year, including the 1st Kempinski Pro Am, which will take place on Saturday and Sunday, 2 and 3 March 2013, at Valderrama and La Reserva. The company has also organised several tailored stays for golfers (groups) over the past two years and is still actively developing this activity.

One of its most important initiatives, however, is its partnership with Blue Green. ExpeCtations Golf Management is the official representative for Blue Green/SAUR, Europe’s largest golf course management operator, which currently has more than 65 golf courses in Europe. The French group is now entering the Spanish market, and ExpeCtations Golf Management’s first task has been to prepare a shortlist of golf courses which could be of particular interest to Blue Green. In other words, open the doors to Blue Green for southern Spain. They will then supervise the management of any Blue Green golf courses operating in this area.

“The arrival of this group is very positive news,” says Derek. “Their aim is to provide, apart from efficient management tools, a cluster of golf courses in the area which will allow more opportunities for golfers to enjoy the game. So far, we have met with several golf course owners and the feedback has been very positive. As a result, we should very soon see the Blue Green brand on the Costa del Sol.”

If I were an owner of a golf course, why should I choose ExpeCtations Golf Management?

First of all, our management fees will not be another cost for your actual budget. We are living in a world of perpetual changes. It is crucial to understand them, without losing your identity. Nowadays, we don’t think that you can arrive and ask for a management fee, just because you think you’ll do a good job. That is not enough anymore. It has to be a win-win situation: teamwork. Everybody involved will benefit.

That is the reason why we have a different approach. We first must understand how your golf course is run and what your real objective is. On the other hand, it is about attention to details for the complete satisfaction of the client, who tends to have an unbelievable memory. One detail can change everything, even an unimportant one. We are strongly convinced that the customer’s feedback is a vital issue for your club.

You have to treat the client as you would like to be treated. It works both ways, because at the end of the day we are all someone else’s customer, who requires more attention than ever before. And that doesn’t have to be just theoretical. Staff involvement is also imperative for the success of your business.

In these difficult times, what is your recipe to lead a golf course towards success?

A good recipe starts with the right tools. Here, a golf course in good shape is without a doubt essential. Then you need the basics ingredients, such as correct prices, quality products and qualified staff for the best customer attention. Then flavour all your facilities with an impeccable cleanliness. Serve it hot!

Does this work?

Why shouldn’t it?. We are entrepreneurs. That means there is some risk always present. However, by minimising mistakes and optimising the product, why would golfers not come and enjoy their day? Did Miguel Ángel Jiménez know he would win the Hong Kong Open three times? The answer is no, but he did everything possible to achieve it, as the great professional he is.

If a golf course owner is interested in your approach, what’s the next step?

It makes sense that the first step is a meeting with the owner to have an honest and open discussion, in order to find out what the present situation is and what the product really needs. From there, we will have a better vision of what is missing, what can be improved, etc. etc.

Then we start to work by preparing an accurate scan of the golf course and its facilities (financially and commercially). The commercial part is about visiting the golf club several times during a certain period (on an anonymous basis). This part is called “The Customer’s Experience”, which is a very accurate evaluation of what exists from a client’s point of view. After that, and by having a clear view of the financial and commercial aspects, we will be able to come up with a personalised proposal.

For information, we can carry out “The Customer’s Experience” for any golf club, just with a simple request. Lots of golf directors would be surprised by the results. This is very helpful, as sometimes you are so involved with the daily daily tasks that you can miss out on your customer’s feedback. We’ve been through this, so that is why we can tell. We are at the golf directors’ disposal and will be very pleased to be able to help if they judge it necessary. Also, the cost involved is not expensive.

Is your collaboration with Blue Green not a conflict of interest?

Not at all, as our company has the freedom to contract with any golf course which is not with Blue Green. We have a pretty close relationship with the owners and we are working as a team, with total transparency and in everybody’s interest.

Derek has been a PGA member for more than 30 years but you, Alain, do you play golf?

“As the Scottish sayings goes, if you are 25 handicap, watch your swing. If you rapidly come down to a solid single figure, watch your wife. If you come down to scratch, then watch your business. I’ve already watched my swing, still have my wife and I have time for business.” “Derek is totally covered … he’s Pro and Scottish!!”

In conclusion, Derek notes, “Golf is and always will be a people business. Keeping the client happy is the main priority. This is not a difficult thing to achieve.” Adds Alain, “Most of the major successes come from simple ideas. Keep it simple. That’s the way it should be.”