The changing model of golf clubs across UAE — but never forget the members

For those readers who have been in Dubai and the UAE for a while, it is remarkable to see the change of personality of most of the golf clubs in the region and especially in the UAE in recent times.

It was not too long ago that there was a perception of a golf club being exclusive for members. It now seems across the board, alongside the shift in the attitudes around the world that all golfers, non-golfers, members (as ever) or otherwise are now being attracted to golf clubs as well as the desire to ‘try golf’.

It seems this change of perception may have been accelerated by Covid-19 in the UAE, with the apparent lack of international travel for residents over much of the last 18 months or so, and the requirement for golf clubs to attract new business as well as the demand from new golfers and others from the local community. As discussed in other recent articles it seems that international golf is hopefully returning along with corporate golf in the UAE.

Jones The Grocer and Carine have been huge success stories at Emirates Golf Club along with the Topgolf Dubai effect attracting so many to the facility, young and old, male and female, across all nationalities, who perhaps would not have traditionally considered a golf club or golf facility as a place for a night out, F&B or some entertainment through golf alongside F&B and vice versa.

This has been mirrored throughout the UAE, including in Abu Dhabi with the promotion of group golf lesson programmes for beginners as well as the new InRange hi-tech facility at Abu Dhabi City Golf Club.

A golf club and a range without hi-tech on-course or off-course range technology is now probably the exception and all golf clubs will be seeing this as now the new norm.

With social media having significant reach well beyond Members of golf clubs and just golfers, it is certainly the future of the game in Dubai and the UAE with the success of Dubai Golf’s Viya app and other loyalty card models proof of this.

Golf everywhere, seems to have had a boost of interest with so many people now trying the game in various forms.

However, the financial anchor of any golf club, excluding the pay-and-play models, is the loyal membership paying his, her or their annual membership fees.

For golf clubs, a strong membership creates financial stability and confidence that annual budgets can be achieved as well as enables investment and short and long-term planning for the entire club.

So many of the UAE’s golf clubs are now looking for the non-member business and trying to follow the EGC model, especially in the F&B space, whether it is the Pangolin at The Els Club, Qube at The Track, Maison Mathis at both Al Hamra Golf Club in Ras Al Khaimah and Arabian Ranches, Phileas Fogg’s at Montgomerie and so many others, whether internally managed, franchised or third party operated.

And why not?

The facilities at all the golf clubs are always of the highest level and location is usually prime for both local residents and hotels.

However, to balance the privileges of membership against the visitor and non-member business is always the key challenge for any golf club management.