June 6, 2016 – Río Real Golf & Hotel, one of Marbella’s most iconic courses, with an exceptional design by renowned Spanish golf architect Javier Arana, is continuing its improvements programme as part of an on going commitment to maintaining the club’s privileged status as a reference point on the Costa del Sol. The club recently re-opened its pro shop, doubling the existing floor space and providing it with a modern, attractive and functional design.

Río Real Golf manager Luis Navarro explains what the renovations consist of. “We had a smaller shop and, above all else, one that had not been upgraded. There was a lot of window display space, which makes sense for a shop on the main street because it attracts clients but is not really necessary for a golf club shop where the player has to come in to buy their green fee.”

“Instead, we needed a lot more space for products. So we have removed the window displays and expanded the shop space by nearly double what it was originally. In addition, we have re-positioned the golf welcome counter in a way that produces a flow of clients through the shop, so they can see everything on offer.”

As for the golf apparel, accessories and products, Luis Navarro reports that Río Real Golf has signed an exclusive agreement with Holiday Golf, the leading wholesale distributor for its segment in Spain, “so we are selling all the brands they have, which are cutting-edge and exceptional”.

One highlighted brand, for example, is ECCO footwear. “It’s the one enjoying the most success these days for its concept, because it’s not only a shoe for playing golf but also for very comfortable street wear.” He also highlights the brands Peter Millar, Callaway, Cutter & Buck, Glenmuir and, for women, Daily Sports, “which is a resounding success”.

“The spectacular transformation of the shop is further – and greatly – noticeable in the sales. The refurbishment and new installations,” says Luis Navarro, “were completed in March, and April was a record. We are fully confident that the investment was well worth it and we will be able to increase our sales, as is already happening.”

Another added advantage for the commercial aspect is that the renovation has “greatly” helped improve this renowned club’s image. “It’s a much fresher image, much more modern, and you have to bear in mind that the pro shop is nearly always the first impression a player has of the club. The fact that it is now refurbished and attractive helps create a positive experience for visitors.”

The renovation and redesign was undertaken by Holiday Golf, which has its own design and installation department with extensive experience in setting up golf club shops.

“We’ve taken the opportunity of using the experience of Holiday Golf in shop design, because they are working with numerous golf clubs, modernising their important centre of business operations”.

Thanks to the renovation work, the club has created two additional areas: a small support office for the caddy master, “where we can process tournaments and work without being in front of the client”; and a second office, quite a bit larger, for our bookings centre, with Ángela Caro, where we can attend to people who have already made their booking at the welcome counter and deal with any other matters that might arise. The team is working much better, and contact with clients is much more direct,” concludes Luis Navarro.

Resource: Andalucía/España Golf Magazine.