March 19, 2013 – Last weekend Madrid became again the centre of golf in Spain. And given the difficulties of the economic situation in the country, the organizers will feel satisfied that MadridGOLF has managed to stay on the map. In its seventh edition, the golf show has proven its survival instinct and its mission to serve an industry that does not deserve to lose the only national platform that gives direct access to the general public interested in golf.

From Friday 15th to Sunday 17th of March MadridGOLF was reaffirmed as a showroom and meeting point of annual reference for the golf industry in Spain, bringing together a hundred exhibitors representing more than 250 brands in our sport. Concentrated in the 6,000 m² of exhibition Hall No.5 of IFEMA, it won the interest of amateur golfers and professionals who visited the show.

According to the organization in a preliminary press release, there were “over 16,000 visitors” who attended the fair and enjoyed the chance to see and test the latest novelties from the golf equipment brands participating on the driving range (Callaway, Cleveland, Cobra, Honma, Odyssey, Ping, TaylorMade and Williams). Thanks to the change in fair dates from October 2012 to March 2013, these companies have been able to show in Spain their new sets of clubs launched earlier this year at the PGA Merchandise Show in Orlando (USA).

Yes, it is true that the many attractions and activities programmed (conferences, lectures, clinics, contests, awards, putting green, 19 hole, clubhouse, etc.), together with a good representation of destinations and golf courses, have attracted considerable interest. But it has not been the same for the technical and fashion apparel golf brands that were predominant in previous editions. As a result of the calendar change, it is very clear that the show does not fit with the interests of this segment of the industry.

The same press release indicates that, of those 16,000, there have been “more than 3,000 trade visitors accredited, which shows the success of the 7th edition.” We shouldn’t be over-optimistic. Perhaps we should look back, and remember that in better times (2009 or 2010), while not particularly good economically -although with no cuts or increases in VAT like now-, MadridGOLF was housed in Hall No. 6, with its 7,500 m² of surface, presented the latest fashion golf clothing on a catwalk, and brought together more than 300 exhibitors and brands with a drawing power of over16,500 visitors.

According to several professionals consulted by MyGolfWay.com, despite enthusiastic figures issued by the organization in 2013, there is a feeling that public entries have been weaker than in 2011. The queues for booking fittings weren’t that long, in stores like Castellana Golf it was ‘not exactly overcrowded’, and the bustle at the simulators or the 19 Hole was no big deal. Exhibitors are quite satisfied with the work done, but that feeling of reduced flow of players can be attributed to the dates clashing with the bank holiday of Saint Joseph in the Community of Madrid, with the weekend of the Fallas in Valencia.

After the uncertainties of last year, reinventing the show by postponing it until the start of the 2013 golf season appears to have been a good decision to survive in this time of crisis. The exhibitors have responded positively, seeing in the change of dates a new opportunity to generate business and make new contacts. The experience gained, the desire to for MadridGOLF to be better every time, and the suitability of the place in IFEMA endorse the unanimous recognition of Rocío Aguirre as a major driving force of the golf industry in Spain. It is thanks to her that we have the show.

But much remains to be done. March is the month chosen by the organization to host future editions, and the show’s director and her team must now take on the challenge to aim even higher for MadridGOLF 2014. Innovation and reinvention are keywords again for such an undertaking, with new ideas and, for example, to be much more careful with the dates within the month, in order to coincide as little as possible with other focuses of attraction. And it wouldn’t be a bad idea to rely more on the golf as Olympic sport, and try to bring a golf superstar or two, Spanish or international, senior or a Ryder player, to seduce the masses of golf fans to the MadridGOLF show. Something not easy to get!

Pictures: MadridGOLF and MyGolfway.com.

Por REDACCIÓN