GOLF RESORTS: SCORING A HOLE IN ONE WITH YOUR NEXT MEETING
by Paris Permenter & John Bigley

            Ready to score a hole in one with attendees? Then head to links.
            Golf is ranked as the top leisure activity in a survey conducted by Florida's PGA National Resort and Spa, headquarters of the PGA of America and the annual host of the PGA Seniors' Championship. But for all its leisure fun, golf is a sport that's pure business for many meeting attendees, who use the time to make all-important contacts, to build relationships with clients, and to forge bonds with corporate team members. In fact, experts estimate that over 40% of all business deals are discussed on the golf course. Creating an opportunity to forge a bond out on the links between corporations and clients and among corporate teammates is one way for meeting planners to move to the fore.
            Offering all the AV and technical support of their city cousins, these golf resorts also tempt meeting planners with the built-in benefit of on-site golf courses to utilize in off hours or to incorporate into the meeting itinerary in the form of tournaments and clinics.           
            Here's a look at three popular golf resorts where you can score a hole in one with link-loving attendees.

THE DIPLOMAT

            Many resorts have realized the importance of golf in attracting meetings and so have added golf facilities, but one property has put construction of the golf facilities first. The Diplomat Resort, Country Club, and Spa (941.457.2000, www.diplomatresort.com), located between Miami and Ft. Lauderdale, is presently under construction; the $600 million property is considered the largest and most expensive beach resort project currently underway in the US.
            Although guest rooms won't tuck in the first visitors until early  2001, the resort has already opened its Country Club, a 111,400-square-foot Northern Italian villa-style facility with dining, 60 guest rooms, 8,000 square feet of meeting space, 10 tennis courts, a full service spa, and a marina with access to the Intracoastal Waterway. The focal point of the club is the Joe Lee-designed golf course.
            "A resort without the capability to do golf will have a much harder time because so much business is done on the golf course," explains Mary Huddleston, the resort's vice president of sales and marketing, pointing to the growing trend for meeting groups to utilize golf facilities.  "I've been at resorts most of my career and you didn't see this 10 years ago. It's popular as a way to do business. Our corporate clients are very interested in golf."
            Huddleston estimates that 80% of corporate groups have asked for the resort to assist them in setting up golf tournaments. "They're incorporating teambuilding on a shotgun basis. They put together foursomes to introduce people new to golf to the sport."
            Shotgun tournaments present a popular way for golf courses to handle large groups that might contain all levels of golf players. "Everyone starts at the same time, spread out among the holes," says Huddleston. "Everyone tees off and plays from the best ball. It makes players feel like they're not holding everyone up and feel comfortable in the group. You make sure you have one good player in every group. That's why shotgun starts are so popular."
            In planning a golf event, The Diplomat works to pair the meeting planner with a golf professional. Huddleston recommends that planners "get with the golf pros right away to understand course. The key is to find out the course, the expertise and social environment."
            Huddleston points out that advance planning is key, especially in high season. "We encourage the planner, when doing the contract, to let us know if they want a tournament so we can reserve the course, particularly in high season. During the demanding times of the high season, golf courses are full."
            Golf pros can also help work in members of the group that may not be familiar with the game. "In our last shotgun tournament, at least half the attendees had never picked up a club. As a non-golfer, it's an intimidating sport. It's a matter of just getting them out on the course."
            After a tournament, many groups opt to have the resort cater a barbecue for an evening of awards.
            Although team members enjoy the awards, Huddleston points out that the real reward comes to the company in the form of teambuilding. "This is a great time to put departments together and let people know each other on a different level. The keyword is teambuilding."

FRIPP ISLAND

            South Carolina is also home to a popular golf destination:  Fripp Island Resort (800.334.3022, www.FrippIslandResort.com). Golf tournaments present a popular group option at this resort, according to  Charlie Bohmert, director of sports and recreation. "We do golf tournaments and tournament management--cart cards, handicapping, various formats of tournaments-- and offer through our recreation program teambuilding and nature activities. Format is usually based on the caliber of the players; if they want to do a scramble where lesser players in the group, we can do that."
            Clinics also present a good group option, for both beginnings and advanced players. "The clinic usually helps all levels. We do clinics for the group and give them some instruction and follow up with a tournament."
            The benefits are measurable to the company. "Golf is a very business oriented sport. With the chance to spend time for four hours attendees get the chance to meet and talk business in a casual setting. Golfers tend to enjoy themselves outside. In a format where the pressure's off, they open up. "
            Fripp Island offers planners a variety of tournament options.
"A lot of times we have planners ask us for directions as far as formats. Sometimes we do best ball tournaments and put an A player with a B, C, and D player. When you play in a shotgun or scramble, we get a handicap or average score from players to make each team as equal as possible. Each team has a decent player who can explain golf etiquette. You might have a lower level employee explaining to the president about what to look for in a shot. I think they find it doesn't depend on the level of the employee, they can help others enjoy the game."
            Bohmert also suggests planning far in advance for golf tournaments, even as much as six to 10 months before the planned event.
            And for those who don't want to learn the game, Bohmert notes that the same recreation department can assist in setting up alternative activities. "Planners might have some people who aren't interested in playing golf and they split up and do a canoe trip or fish charter. Also we can offer teambuilding through the recreation department by offering games."
            Although the resort doesn't offer strictly teambuilding events using the golf course, Bohmert notes that the game itself is the best teambuidling tool. "When you put a team together on the golf course, that is a team that has to work together to reach a goal."

THE LUCAYAN

            Mention the Bahamas and you might think of sun, sand and surf, but add to that list "sandtraps." The Lucayan Beach and Golf Resort (800.LUCAYAN, www.thelucayan.com), located on the island of Grand Bahama, has opened the first phase of its 1,350 rooms. The $350 million property includes watersports, a children's center, and, by December, 40,000 square feet of meeting space; in 2001 the resort expects to open a casino.
      Already groups can enjoy two golf courses at the luxury resort: the Dick Wilson-designed course at the Lucayan Country Club and the Robert Trent Jones-designed Reef Course.
            "The golf market is one of the most important markets for us," explains Pamela Bierman, director of group sales, "especially golf tournaments packaged for the corporate market segment."
            Although the Islands of the Bahamas has long been considered an incentive destination, Bierman notes that it can serve dual duty. "I think we are seeing a big influx of companies merging corporate meetings with incentives. Golf is always an important part of the meetings industry." Already, the Lucayan Country Club course is rated number one in the Bahamas. The Lucayan Reef Course has 13 water holes and is known for its picturesque fairways.
            The resort expects to attract serious players with its upcoming PGA rating. "We are hosting the PGA Senior Slam in November which will give us our PGA rating," notes Bierman. "We will be one of the leading golf resorts in the Caribbean."
            Along with the 40,000-square-foot conference center that includes a 17,000-square-foot ballroom and 50,000 square feet for outdoor functions, the resort will offer plenty of recreational options. "We are a full service resort with spa, casino, health club, and two golf courses," says Bierman. Group capacity is 30-1200 attendees, although Bierman projects that the resort will appeal to large size groups.  "We  anticipate doing a lot of larger groups. Our competition is the Atlantis and [Puerto Rico's] El Conquistador."{text}