Ulf Svendsen interviewed by the magazine Andalucia Golf
Ulf Svendsen, manager of Los Arqueros Golf and Country Club, is one of the Costa del Sol´s most reflective and studious golf managers when it comes to looking at new promotions, commercial strategies, price policies and, of course, the likely consequences of these initiatives.
The highly experienced Ulf Svendsen knows what he wants and how to secure it. At the moment he is completely focused on clarifying Los Arqueros´ price structure to avoid having a multitude of special offers, discounts and other promotions which, on occasions, are not necessarily clear to clients – and could even cause confusion and disquiet.
“We are experiencing a market situation in which, as well as quality and service, price are becoming an increasingly sensitive issue, especially during the current stormy times when it seems as though anything goes. This is why we have come to the conclusion that changes are required. We are the first to appreciate the problems inherent in modifying prices in the short term. However, perhaps in this environment of unpredictable and rapidly changing markets, improved flexibility in prices is the only way forward. In other words, fixing prices for the longer terms is now probably an outdated policy.
“On this occasion”, he continues, “we have decided to revamp our entire price structure from October. We believe this is a brave course of action because we have opted to make some significant changes”.
“Up till now, many courses have – for years – been including the price of a buggy in the green fee, as if this is an intrinsic part of the final price. We want to separate the buggy from the green fee, so this will be reduced quite a lot, more than 30 per cent during certain times of the year. Those who want a buggy will pay a supplement – a new concept in which you pay per player, not per buggy, though always ending up better off than “all inclusive”.
“Obviously we intend to offer a more competitive price, but our objective is also to clear up the chaotic situation in which the market currently finds itself, as far as discounts and intermediaries, of all kinds, are concerned. We want to simplify things and be transparent in the process. We want every client to know what´s available, and not be faced with an infinite range of prices, depending on where they come from, or if they are recommended by someone who is not recognised or accepted by us: i.e., from this club or that, or an operation set up by some clever wheeler and dealer.
“We will only”, stresses Svendsen, “have and maintain agreements with hotels, tour operators and registered clubs. No one else. We do not and will not participate in discounts card promotions, and will not benefit non-registered or strange clubs, or fish and chip outlets, or Johnny who has a bar somewhere or has set up a small business in his lounge-room.
“We are going to have a very clear policy and a simplified price structure. The “illegal” or “non professional” intermediaries will not be able to have anything to do with us. This will favour golfers who will have access to clearer and improved prices.
In short, tourism is a professional activity that demands adherence to many legal requirements, and working with these “illegal” intermediaries only serves to degrade the image and professionals of and industry, tourism, that is so important to our economy.
“If our golf management certification and annual audit (Environment ISO 14001, Quality UNE 188001, and Health and Safety OHSAS 18001) require us to choose our suppliers in accordance with their environmental policies and measures and / or health and safety, among other aspects, why should we not also be selective and demanding with our commercial agreements?. The legality, professionalism and protection of our tourist image has to be considered above all else in our commercial policies”.
Located at the start of the Ronda road just up from Marbella municipality, Los Arqueros Golf is proving to be on of the most successful clubs in facing the current crisis. The keys to this success are the professionalism of its management team and all the staff, the quality of the course designed by Severiano Ballesteros and the club´s othe amenities, and a carefully-devised price structure.
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