Golf Business News – Basingstoke GC hires PR & digital marketing agency to head summer 'soft opening'

Basingstoke Golf Club, one of Hampshire's most established and long-standing members' clubs, has retained the services of leading PR and marketing specialist Azalea to oversee its relationship with the UK community.

The appointment to work with Azalea marks an exciting time for Basingstoke Golf Club, the venue is in the first phase of a major £15 million development program with the refurbishment of its course and the construction of new facilities after moving to a new site in 2021. .

Azalea has established itself as one of the leading golf and tourism centers in Europe since its launch in 2006, operating world-class courses, resorts and visitor boards including Wentworth, Apes Hill Barbados, Al Zorah City, Costa Navarino, Quinta do Lago, Trump Turnberry, Exclusive Collection and Madeira Tourist Board.

Digital communications specialists Albatross will also develop relationships through its social media and content marketing expertise, supporting the club in communications with its membership as it moves towards a full reopening.

Basingstoke Golf Club first opened for play in 1907 as a nine-hole course. The design of the 18-hole park – the handiwork of the esteemed James Braid – followed in 1926 and the club would establish itself as the most prominent members' club in the area.

In 2021, the club moved to a new location on the edge of the village in the beautiful valley of Dummer, acquiring the site that was the home of the Dummer Golf Club, before the development of the new 18-hole championship course began last year.

Designed by Weller Designs, the new layout is set to be a playable challenge for all levels of golf, with pristine fairways and a number of strategically placed water hazards adding to the challenge. A soft launch of the championship course – with the opening nine holes – is planned for late June with 18 holes to be played in late 2024. The full launch of all facilities is planned for September 2025 to coincide with the BMW PGA Championship at Wentworth.

Despite the complete reconstruction, sustainability will play a major role in the development of new institutions. Two water reservoirs will help fully irrigate the course, holding a combined 33,500 cubic meters of water. Meanwhile, the introduction of fescue grass and ryegrass will help reduce wear and tear and keep maintenance work to a minimum.

Azalea will look to expand its positive media presence in the new area with a carefully planned PR campaign, focusing on the many stories of the club's development – which will include a new, state-of-the-art clubhouse, a full driving range for football tracking. technology, and an area for short games and putting greens.

A major focus of Azalea's brief will be communication with local and national media, while also increasing the visibility of key people at the club – who continue to be the driving force behind this new project – in relation to the golf media. Marketing advice and developing value-added partnerships will also form key strands of the executive summary.

David Green, general manager of Basingstoke Golf Club, said: “We are delighted to be working with Azalea and Albatross to help us discuss our club's transformation and journey towards a full reopening in 2025, at our new site after almost three years of relocation. past.

“Work has already begun, as construction of our clubhouse forms the basis of what we believe will be one of the best golf courses in the south east of England. Meanwhile, our new 18-hole golf course will be a magnificent facility that will rival the best in the region.

“It is important to note that although Basingstoke Golf Club may have moved, we are very sensitive to our loyal membership, so although we will have a new identity in terms of our location and facilities, as well as a completely new golf course, dedicated to ensuring that Basingstoke's proud story continues from the club's roots which was built 100 years ago.”

Azalea's head of content and media, Alex Narey, said: “The project at Basingstoke Golf Club is very exciting and one that Azalea is very proud to be a part of. The soft opening of the course is set for late June, and promises to be a great adventure for club members to attend. a major contribution to a new chapter in its history.”

Albatross founder James Wilkinson added: “Basingstoke is one of the most ambitious golf club building projects in recent years and I am delighted that Albatross has been chosen alongside Azalea to help tell the world about the exciting plans they have in store.