International Division Strikes Right Chord at Troon ‘Rockstar’ Awards
Story published at 7:36, Wednesday, May 11th, 2016
Troon® recently celebrated the achievements of many of its properties with the announcement of its annual ‘Rockstar’ awards. The ‘Rockstars’ recognise success stories from all areas of its business and celebrate how Troon’s unique and fun approach to management empowers Associates to deliver great results.
Taking place at The Phoenician, Scottsdale, Ariz., where Troon’s companywide conference will be held later in the year, its global reach was illustrated by international winners and nominees from the UAE, Malaysia, Bahrain, Egypt, Spain and Scotland.
“The Rockstars have become a firm favourite amongst our venues and Associates, forming a perfect extension to our annual leadership awards,” commented Bruce Glasco, Chief Operating Officer, Managing Director, Troon International. “We’re a fun organisation, looking at ways to encourage our Associates, and these awards definitely emulate the passion of our founder and the rest of the team.”
Leading the way was the Nicklaus Design course in Ajman, UAE – Al Zorah Golf Club. As the first golf course to open in the region for almost six years, its extensive PR launch campaign was awarded the “Rockstar Public Relations (International)” honour following global recognition of the facility with a PR value attributed to the coverage in the region of $1.5 million.
Further success came for Al Zorah Golf Club with one of two Social Media Rockstars. With a special presentation from Ricky Potts, Digital Communications Manager for Troon, the venue was chosen for its campaign across available networks, reiterating the unique experience in Ajman in multiple formats. The venue’s on-going matchplay series between the club’s PGA Professionals continues to provide a focus for posts and tweets. Potts went on to encourage all facilities to emulate Al Zorah Golf Club and Maderas Golf Club, San Diego, CA, who joined the Social Media winners’ circle.
Glasco continued to champion Associates from across the portfolio: “The Rockstars are a great way for everyone to get involved in shaping how we deliver for our guests on a daily basis, no matter what they do for our Company. We have so many talented people who think up new ideas, the Rockstar Awards are a great way of rewarding this innovation and sharing across the portfolio.”
One such club that continues to challenge the norms of golf club usage is The Royal Club Bahrain. The “Innovate. Adapt. Be Different.” Rockstar was awarded to three facilities who sought new ways to bring local residents in to their clubs, with The Royal Club Bahrain running regular FootGolf nights, attracting over 80% of first-time golf club visitors. FootGolf was also recognised at Indura Beach & Golf Resort, Honduras for a similar initiative and the third innovation winner, Princeville Makai, Kauai, which developed the Hawaii Sunset Golf Tour, an idea so successful that it has now been introduced at a number of other Troon venues.
“With the dramatic growth in the size of our portfolio, now with a 200-strong collective of golf experiences, each category is becoming ever more difficult to win,” continued Glasco. “Fresh ideas and encouraging participation will mean our venues and Troon continue to prosper.”
The Allegria has bucked the trend and is a Rockstar award winner for the second year running, following its championing of TroonFIT at every calling. The Greg Norman-designed course in Cairo, Egypt continues to set the fitness bar high for fellow Troon venues, creating Karate classes for kids, setting 5K runs around the course, walking competitions and offering Yoga and Crossfit programmes for all the family.
Rounding off the Rockstars for the International team was the Guest Satisfaction NPS (Troon) – yet another honour for The Els Club Teluk Datai since it opened 18 months ago. Recording headline scores across the board from its visitors to Langkawi, Ernie Els’ stunning Andaman-sea fronted renovation continues to exceed expectations with its exemplary personalized, and now award-winning service.
Further nominations came for the International division in the following categories:
“Guest Satisfaction (Overall)” – nominated Abu Dhabi Golf Club
“Guest Satisfaction NPS (Troon)” – nominated Saadiyat Beach Golf Club
“Top Line Sales Improvement” – nominated Las Colinas Golf & Country Club and Fairmont St Andrews
Troon Golf www.troongolf.eu