360 Golf celebrated the first anniversary of their association with Feldon Valley Golf Club in early February 2015.
Feldon Valley was purchased by a Malaysian owner in November 2013 and 360 Golf were appointed in February 2014. The club had been through some very difficult years prior to the sale. Membership numbers had declined dramatically, costs and staff numbers had been cut, the club’s reputation was at a very low ebb, and morale among both members and the remaining staff was poor.
360 were tasked with lifting the quality of every aspect of the club, starting with the golf course and the levels of service in the clubhouse. Working to a detailed three year business plan, written by 360 Golf, the turn around process started in March.
A General Manager was appointed, existing staff were supported, encouraged and, where needed, retrained. New staff were recruited to the greenkeeping team and new equipment was purchased. A new approach and standards to course presentation was set and implemented and the turnaround began. Extensive new drainage systems were installed on eight holes by White Horse Contractors and a major tree clearing and thinning program opened the views on the course and from the clubhouse onto the golf course.
The reputation of Feldon Valley was of a very pretty site that flooded badly in winter, and of a club that was friendly but under resourced and struggling. After one year the change is dramatic. Morale and excitement are now high, both with the staff and the members. Membership numbers are starting to grow, green fee income is 50% up year on year, and the club’s reputation is improving by the day.
The 3-year plan is going to plan and there is real optimism for a successful 2015.