Alex Medina returns to the General Management of The San Roque Club. He has always been connected to this club as he is an honorary member. He was the hotel and course Manager from its opening in 1991 until the end of 1997. He played a significant role in the celebration of the Ryder Cub that was held in the neighbouring golf course of Valderrama.
The last two years have been a renovating experience for San Roque Club and they have implemented improvements in most of its facilities. Some of these changes include a change of image in the shop, in the caddy master area, in the academy, in the members’ room, works in the golf course such as improvements in ante greens and placing a new variety of grass. (LINK IN ISSUS THAT GOES TO ROBERT REPORT) However, the golf course has future projects to be carried out. Alex Medina tells us about it in this interview.
Alex Medina returns to the General Management of The San Roque Club. He has always been connected to this club as he is an honorary member. He was the hotel and course Manager from its opening in 1991 until the end of 1997. He played a significant role in the celebration of the Ryder Cub that was held in the neighbouring golf course of Valderrama.
The last two years have been a renovating experience for San Roque Club and they have implemented improvements in most of its facilities. Some of these changes include a change of image in the shop, in the caddy master area, in the academy, in the members’ room, works in the golf course such as improvements in ante greens and placing a new variety of grass. However, the golf course has future projects to be carried out. Alex Medina tells us about it in this interview.
There have been a lot of changes since you left the management of San Roque Club. What do you think of the course?
Really, I have never left San Roque. I have been part of the Club for years, not only as a consultant but also as a member and player. In these years, the Club has not lost its essence. Evidently, it has had to be renewed and improved in order to be up to the quality standard required for our customers and members.
If I had to mention something in particular I would say that the New Course has impressed me as it has changed from being a new course to being a mature and well-established course.
Nowadays, the sales and marketing world moves very fast with the new technologies and new sales channels. What are the sales strategy lines followed at San Roque Club?
We have two departments, on one hand the Members Department and on the other hand, the Marketing Department. They are independent but they are also related as we work together as to the suit our clients and members.
The members’ department fulfils the needs of members; from attracting new ones to a personalized treatment as each member has a special need. An events calendar and a tournament schedule are made for members only.
The Marketing department satisfies the needs of direct customers using different means, tour operation, use of the club without playing, tournaments, groups and web clients as well as commercial actions depending on the market we are working on. Besides, we also work with social networking sites and publications in different communication media so as to attract more players, supporters and future members.
What marketing actions are you working on at the moment?
At the moment we are carrying out commercial actions in neighbouring golf courses as we are part of the Spain Fitness package. It includes Valderrama, R. Sotogrande, La Reserva and Finca Cortesín. We are also committed to commercializing this package and we were present at the AGTC fair in Manila last April.
We think that all commercial actions committed to promoting this destination will benefit us.
As you have two golf courses with two different activities, for members on one hand and for external customers on the other. What is your member profile?
I would say our customers are used to playing with direct clients at our Club. It has never been a problem for them and what’s more, they even take part in open to public tournaments organized at the Club.
We have different types of memberships according to needs:
PLATINUM: Ideal for members who wish to play limitless golf all year round in the Old Course. Besides, it includes 20 courtesy rounds in the New Course within the current year.
INTERNATIONAL: If you are a resident this membership allows you to play limitless golf six months a year that can be chosen in two blocks of three consecutive months.
SEASONAL: This is the perfect membership if you spend your holidays on the Costa del Sol or near Sotogrande. This allows you to choose between playing limitless golf for four months a year at members’ choice or 20 rounds a year in the Old Course (any time during the year). This membership offers 5 courtesy rounds during the chosen months or 5 out of the 20 rounds that can played in the New Course.
CORPORATIVE: This membership allows you to combine business and golf, strengthening a relationship with your client and using the club in your marketing plans. Some of the most successful companies have enjoyed this plan at our club. Besides, we organize golf trips to arranged clubs, golf lessons and clinics, golf & holiday packages and personalized corporate events to suit company’s needs.
How many members are there in San Roque? How is loyalty achieved nowadays that the tendency is Pay & Play and golf courses tend to have less number of members?
We have around 500 members and building customers’ loyalty is not an easy task.
On one hand, we have members who see a second home in the club; they spend more time here than in their own house, so San Roque has a very dynamic event calendar that starts in December and as a result, the club is part of their social life. The club activities include roll ups, a special program for Christmas and Easter, a monthly ranking and medal, theme events, sponsor events, etc.
On the other hand, we also find a different member profile; they prefer goingunperceived and play quietly with relatives or friends.
We have also thought through the possibility of creating a pass for the New Course both annual and seasonal so we intend to carry out a campaign to attract new Club members.
There have been a lot of changes since you left the management of San Roque Club. What do you think of the course?
Really, I have never left San Roque. I have been part of the Club for years, not only as a consultant but also as a member and player. In these years, the Club has not lost its essence. Evidently, it has had to be renewed and improved in order to be up to the quality standard required for our customers and members.
If I had to mention something in particular I would say that the New Course has impressed me as it has changed from being a new course to being a mature and well-established course.
Nowadays, the sales and marketing world moves very fast with the new technologies and new sales channels. What are the sales strategy lines followed at San Roque Club?
We have two departments, on one hand the Members Department and on the other hand, the Marketing Department. They are independent but they are also related as we work together as to the suit our clients and members.
The members’ department fulfils the needs of members; from attracting new ones to a personalized treatment as each member has a special need. An events calendar and a tournament schedule are made for members only.
The Marketing department satisfies the needs of direct customers using different means, tour operation, use of the club without playing, tournaments, groups and web clients as well as commercial actions depending on the market we are working on. Besides, we also work with social networking sites and publications in different communication media so as to attract more players, supporters and future members.
What marketing actions are you working on at the moment?
At the moment we are carrying out commercial actions in neighbouring golf courses as we are part of the Spain Fitness package. It includes Valderrama, R. Sotogrande, La Reserva and Finca Cortesín. We are also committed to commercializing this package and we were present at the AGTC fair in Manila last April.
We think that all commercial actions committed to promoting this destination will benefit us.
As you have two golf courses with two different activities, for members on one hand and for external customers on the other. What is your member profile?
I would say our customers are used to playing with direct clients at our Club. It has never been a problem for them and what’s more, they even take part in open to public tournaments organized at the Club.
We have different types of memberships according to needs:
PLATINUM: Ideal for members who wish to play limitless golf all year round in the Old Course. Besides, it includes 20 courtesy rounds in the New Course within the current year.
INTERNATIONAL: If you are a resident this membership allows you to play limitless golf six months a year that can be chosen in two blocks of three consecutive months.
SEASONAL: This is the perfect membership if you spend your holidays on the Costa del Sol or near Sotogrande. This allows you to choose between playing limitless golf for four months a year at members’ choice or 20 rounds a year in the Old Course (any time during the year). This membership offers 5 courtesy rounds during the chosen months or 5 out of the 20 rounds that can played in the New Course.
CORPORATIVE: This membership allows you to combine business and golf, strengthening a relationship with your client and using the club in your marketing plans. Some of the most successful companies have enjoyed this plan at our club. Besides, we organize golf trips to arranged clubs, golf lessons and clinics, golf & holiday packages and personalized corporate events to suit company’s needs.
How many members are there in San Roque? How is loyalty achieved nowadays that the tendency is Pay & Play and golf courses tend to have less number of members?
We have around 500 members and building customers’ loyalty is not an easy task.
On one hand, we have members who see a second home in the club; they spend more time here than in their own house, so San Roque has a very dynamic event calendar that starts in December and as a result, the club is part of their social life. The club activities include roll ups, a special program for Christmas and Easter, a monthly ranking and medal, theme events, sponsor events, etc.
On the other hand, we also find a different member profile; they prefer goingunperceived and play quietly with relatives or friends.
We have also thought through the possibility of creating a pass for the New Course both annual and seasonal so we intend to carry out a campaign to attract new Club members.