Dubai: Perhaps no one has had a greater impact on the region's golfing landscape in recent years than George O'Grady.
As head of the PGA's European Tour, a position he took over from Ken Schofield in 2004, O'Grady has helped revolutionise the sport by introducing new initiatives that have delivered steady growth.
He has pioneered its powerful expansion across the Middle East and Asia and launched the Race to Dubai, the season-ending finale worth a staggering £100 million (Dh599 million) over five years.
As O'Grady gets set to deliver a keynote address at the KPMG Golf Business Forum, which starts today in Dubai, Gulf News spoke to him about the past, present and future of the game in Europe and the Middle East in particular.
Gulf News: How much pressure do you feel, having a lot to live up to on the European Tour?
George O'Grady: Everyone has pressure in their lives. The players have perhaps the most pressure on the golf course. But their performances over the last few years have been remarkable. This has raised the bar for all the players as well as us administrators of the European Tour — the expectations for everyone connected with the Tour are now so much higher.
Members of the Tour are currently in possession of all four major golf championships; Graeme McDowell with the US Open, Louis Oosthuizen with The Open, Martin Kaymer with the USPGA and, to complete the set, Charl Schwartzel following his brilliant performance last week at Augusta in the US Masters.
In addition five of the leading seven players in the world rankings are currently European Tour members and Europe won the Ryder Cup last year at Celtic Manor, Wales.
It is our job to maximise playing and commercial opportunities and the performances of the players has helped us to do just this.
Pressure is an interesting word — it is very much subjective and can have negative implications. I like to refer to it in a more positive context and see it as an opportunity as the momentum of the European Tour continues to gather pace.
What are the immediate challenges and opportunities confronting the sport?
One of the reasons I am in Dubai this week is to attend the KPMG Golf Business Forum and the three-day conference involving golf developers, golf course designers, golf club managers and industry suppliers will highlight some of these challenges.
In the big picture of the game of golf I see the participation levels and the grass roots initiatives as the key focus for the golf industry. Many golf clubs in the world are experiencing membership challenges. Perhaps clubs need to look at changing their models to make golf more accessible without affecting the personality of the clubs. Many are doing this and the flexibility of these golf clubs will, in my opinion, distinguish those that will be successful.
The other key challenge I see is following the recent global financial challenges of the real estate market and the model of golf course enhancing real estate values. Again clubs need to look at their business models and adapt to the current and future markets.
What are your priorities for the coming year? Is there a lot to be done?
In less than a month on May 17 the European Tour will be choosing its host venue for the 2018 Ryder Cup.
Ryder Cup bids have been submitted by France, Germany, Holland, Portugal and Spain.
The Ryder Cup is pivotal to the future of the European Tour, connecting TV distributions and revenues to sponsorship and public and corporate interest.
Other priorities for this year are to continue to work with and support all the promoters of the 50 tournaments in the regular European Tour as well as our other two Tours in the family — the European Challenge Tour and the European Seniors Tour.
These are challenging times for all of us —but standing shoulder to shoulder with our partners is our style.
How good a listener are you? Do you spend time talking to the players, do you care about what they have to say?
In my job as chief executive of you will not be surprised to hear I receive a lot of advice from players, sponsors, promoters, the media, staff and golf fans.
Talking to players and gaining feedback is a key role in my job. They are the product that is the European Tour.
We have a Players Committee of elected Tour members that is pivotal to the running of tournaments especially the facilities of players as well as our own rules and regulations. This committee is currently chaired by Thomas Bjorn.
How do you view the growth golf has made in Dubai? Are you pleased with its current state? What does the future hold?
I recall when the European Tour first came to Dubai in 1989 with the first Dubai Desert Classic at the Emirates Golf Club — then the only grass golf course in this part of the world.
At the time it was a pioneer decision for us to move tournaments outside of mainland Europe.
Since 1988 Dubai and this region has hosted 44 more regular European Tour events with a combined prize fund and bonus pool of more than €85 million (Dh450.6 million) — these are impressive statistics.
Dubai has always been close to the European Tour and there are now 171 golf holes at eight golf facilities in Dubai and a thriving golf industry of club members and international visitors.
It was interesting earlier this year to see so many of the Tour players using Dubai as a base for their pre-season practice — for our events in South Africa, the Challenge Tour event in India as well as, of course, the Desert Swing.
There can be no better place to come to than this part of the world — location-wise and weather-wise to play golf on such great facilities.
Dubai has always been important for us and we believe it will continue to be so. We have strong partners in this part of the world and evidence of the importance of Dubai to us is the setting up of our office in Dubai to be on the ground to assist in the region's activities.
No sport is immune to the global economic situation. How hard has golf been hit by the meltdown, and how has it impacted on the Race to Dubai and the Dubai World Championship?
These are undoubtedly challenging times for everyone.
We all understand this at the European Tour — the players, promoters, sponsors and administrators.
We have a strong product that is seeing a genuine return on investment especially by showcasing some of the best golfers in the world playing all over the world on great golf courses at wonderful destinations.
We have long-term partners and promoters with multiple year agreements — this helps us work together and ride the challenging times.
The Dubai World Championship presented by DP World will be held at Jumeirah Golf Estates in December for the third time as our climax to the season-long Race to Dubai with the top 60 players playing for $7.5 million (Dh27.5 million) in prize money and a further $7.5 million in the Race to Dubai bonus pool.
These have been two very successful events to date that have changed the model of the European Tour. Funding is all confirmed for the 2011 event through financial support from the Government of Dubai, quasi-government as well as the private sector and we are hopeful that this relationship can continue.
How do you think golf will benefit from its inclusion in the Olympic Games?
Golf will return to the Olympics in Rio de Janeiro in 2016 for the first time since the St Louis Games in 1904 and the exposure of golf to the global audience at the Olympics can only be good for golf.
It will kick-start the growth of the game in developing countries as federations are given funding to attract and develop young players.
The Olympics means a lot in every country and to amateur federations that grow the sport. The quality and quantity of players in countries that don't have top ranked players will surely grow as a result.
What is your take on the current state of golf worldwide?
Golf is in a healthy state at present but none of us in the game should be complacent.
Grass-roots golf must be considered a priority as golf continues to be a more global and accessible game.
The youth of the game is the future — we all have to leave a legacy for the youngsters to carry the baton. With The Ryder Cup, golf in the Olympics and growth in all our Tours these are exciting times for golf.
