“WHEN GOLFERS VISIT THE COSTA DEL SOL IT’S UNLIKELY THAT THEY WILL NOT RETURN”

Before anything else, he is passionate about golf, more than just sport a philosophy for life that – for many years – has imbued the existence of this veterinarian who decided to complete a masters in business management so he could manage a golf course built by his family’s company. Two decades have passed since then and he remains as enthusiastic about golf as he was the first day.

Without reading too much into this, have your veterinary studies helped you manage a golf club?

In this life everything adds up, and knowledge, experiences, etc., are your business card. This doesn’t mean there’s only one path, but rather the opposite: to want to do something is to be able to do it.

Baviera Golf is close to the border of Málaga province with Granada. What advantages are there in being the most eastern course on the Costa del Sol?

Well, not so close to Granada, we’re just 15 minutes from Málaga, but yes, in the eastern area, which means the sub-tropical climate leaves its mark on us; and that’s why the Axarquía (area) is the queen of fruits such as mango and avocado thanks to a climate without variable temperatures and sweetened and mellowed by the Mediterranean. In fact, the sea is only 500 metres from our golf course, and the direct access from the highway (turn-off 274) makes it easier to reach our resort.

What tend to be the best memories for a golfer when they compete a round at this course?

We conduct satisfaction surveys on a regular basis to receive feedback from our clients, and thus improve our services according to demand. This enables us to have a constant evaluation, and we know that our clients like the design, the maintenance conditions, the slope of the greens, and the finale on our magnificent terrace with its unrivalled gastronomy.

Apart from an 18-hole course, what other amenities does your club have?

We have underground parking and another above-ground area with capacity for 200 vehicles, a nursery, gymnasium, sauna and jacuzzi, a 100-metre pro shop, a restaurant with a great chef, two practice courses (with evening lighting), two pros and, above all else, a first-class team of people.

According to many golf course managers on the Costa del Sol, courses in the area recorded significant increases in the number of rounds last year, and they forecast even better results in 2015. Can we say the crisis has now been overcome on the Costa del Golf?

That would be hazardous. It is true that there are indications and a certain improvement compared with previous figures and balances, but the increase in IVA (VAT) from eight to 21 per cent ate up our commercial margins in one go which, together with these critical years, has caused agony for all golf courses. Today we are still recovering, although it is true that the day-to-day forecasts suggest improvements from year to year and month to month.

Can we take any positive lesson for golf from this long period of crisis?

You should always take something positive from the management of a crisis. We learn from the declines, but we improve services, adjust our accounts… in short, you survive crises, although with a great deal of effort and trying not to lose sight of what you are offering and the satisfaction of clients.

You have extensive experience in dealing with golf tourists. What are the main reasons why golfers choose one golf destination over another?

Not so much experience – there are many colleagues who comb more grey hairs than me – but what we do have on the Costa del Sol that enables us to stand out from other options, among other things, is our climate (essential for choosing this destination), as well as transport communications (the airport, the AVE and the highway network), gastronomy and hotels (the best in Europe when it comes to the relationship between price and quality), and alternative amenities and attractions that complement the golf sector.

On what foundations do you believe a leading golf tourism destination such as the Costa del Sol should base its promotion?

To remain committed to maintaining the loyalty of our British, German and Nordic clients, to continue attracting those from emerging markets, as their numbers gradually rise in our area, and to not forget the regions that love to “come down” here to enjoy our fish, sun and golf, such as Madrid, Cataluña, the Basque Country, etc., golfers who invariably tend to return after visiting for the first time.

Speaking as provincial delegate for Málaga and assistant to the presidency of the Royal Andalucian Golf Federation, what role does the federation have in developing golf in the region?

Mainly to develop the sport in every category, familiarise people with it and make sure it reaches areas where there is demand, support tournaments, offer advice where needed; in short, listen to the concerns of our players and even visitors and press ahead so that this golf segment that contributes so much to easing the seasonal nature of sun and beach tourism continues to generate wealth in the whole Andalucian region. And, at the same time, represent the federation in areas that demand our presence and where the president considers it opportune.

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