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Making a long overdue, and very welcome return to the golf calendar is a golf exhibition and show, which will touch on almost all of the ‘bases’ covered by the golf sector.
I asked Guy Bower (GB) from Africa Project Management Services, which is running the project, if the interest in the opportunity to put on a comprehensive golf show came from his own interest in golf, or if it was a purely business decision.
GB: Yes, my personal interest in golf, which I love (although I am still getting too much value from my green fees in terms of the number of shots I hit – if you know what I mean!), was a factor, if only in the sense that being a ‘golfer’ sharpened my awareness of the need for a show of this type.
That said, we all felt that a ‘golf show’ was a missing ingredient on the annual golf calendar.
BGM: Yes indeed, we have the largest golf community in Africa, so it seems strange that the we have not had a show of this type for many years.
How did the PGA of South Africa become involved?
GB: We approached the PGA as soon as we decided internally that the project was feasible, because I believe that the association is central to the game of golf, and is probably one of the most recognisable brands in golf.
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As a life member of the association, you will know how carefully the PGA manages its brand involvements, so we were delighted – after the PGA had gone through its decision-making processes – to get their approval in terms of our business plan, and their decision to allow the brand name to be used with the event.
BGM: What are the immediate goals in year one?
GB: This first year will be the key, as it is with all events, to getting a solid mix of companies and brands involved from across the golf business spectrum.
We believe that this, in combination with the activities and extra value elements for the general public when they buy tickets, will offer everyone real ‘value for money’ for their involvement in the show, and enable us to build for the future.
BGM: And the longer-term goals?
GB: In year one, we want to build the foundations from which to develop the PGA Golf & Lifestyle Show into the biggest, most comprehensive and best golf show in Africa.
BGM: These types of events are highly organic, with things changing all the time as new elements, brands and exhibitors are added to the programme, but perhaps you could summarise the key elements of the show for us as they stand at the moment.
GB: Yes, with pleasure.
The PGA Golf & Lifestyle Show is perfectly positioned for both local and international guests, and the venue – The Campus, in Bryanston East – was an obvious choice, as it is in the heart of the northern suburbs, and offers ample secure parking, top-tier facilities, and easy access for golfers and their families from everywhere in Gauteng.
The venue also has its own nine-hole short course, which helps to create the ideal environment for an immersive golf experience.
The current programme of activities is as follows, and we shall be posting regular updates to this on the event’s website at: www.pgagolfshow.co.za
The show’s main area will be on the oval at The Campus, with various activities including night golf taking place at the Campus’ adjacent nine-hole par 3 golf course.
18 September: Workshops, association meetings. Exhibition, networking, coaching, product displays and entertainment.
19–20 September: Exhibition, networking, coaching, product displays and entertainment.
The PGA Golf & Lifestyle Show has been created to elevate the game and the industry around it, and has been designed as an effective platform for connection and commerce, while showcasing the very best in golf equipment, apparel, coaching, travel, technology, wellness and luxury living.
It will be held over three days, but will encompass one exceptional experience, at which visitors can expect to interact with a blend of premium brands, live experiences and unforgettable moments on and off the course.
To bring this vision to life, over 150 of South Africa’s leading golf and lifestyle brands will be showcasing their latest collections and innovations.
The programme will involve live Q&A sessions with industry experts and well-known golf personalities, as well as hitting zones and custom-fitting bays from top international equipment manufacturers.
These activities will be complemented by nine-hole short-course challenges with prizes, plus evening golf experiences with DJs.
We want the show to be seen as a destination for the whole family, so there will a dedicated kids’ area with Putt-Putt, junior hitting bays, and fun coaching clinics, dynamic brand activations, on-site competitions, and daily public ticket holder draws for great prizes, and all of this will mix in with stylish eateries, tasting bars, and a laid-back beer garden for relaxing, socialising and networking.
Immersive golf simulators will help members of the public to test their game, compare clubs, and enjoy friendly contests, while runway-style fashion shows will highlight the latest collections from premium exhibitors.
For an exhibitor, partnering with the PGA Golf & Lifestyle Show will position a brand on South Africa’s most prestigious golf and lifestyle platform, while both sponsors and exhibitors will enjoy direct access to a high-value, niche audience – from golf professionals and industry leaders to high-net-worth consumers and travel buyers.
The PGA Show is the biggest week of golf business, providing you with the chance to
gain exposure and connect with your audience.
Exhibitors will benefit from face-to-face interactions with thousands of golf enthusiasts, and develop profitable relationships with new retail partners, while reconnecting with current customers, dealers, and reps, and gaining greater visibility for their company while enhancing and growing their brand image.
Sponsors will benefit from national and international PR and press coverage across print, online and broadcast.
Television and radio partnerships will include live and highlights coverage packages, and there will be targeted digital and social media campaigns across leading platforms.
The sponsors will be included in pre-event email campaigns to thousands of industry contacts, which will be complemented by collaborations with selected influencers and media partners.
There will be pre- and post-event features that extend the life of your sponsorship’s value, while logos will be included on event collateral, selected outdoor and on-site signage, and the PGA Golf & Lifestyle Show’s official website.
I asked Dietrich Uys (CEO of the PGA of South Africa) why the association was involved with the show.
‘The PGA of South Africa is proud to support the PGA Golf & Lifestyle Show. Golf has evolved into a lifestyle, and growing the game remains at the heart of what the PGA and its members strive to achieve every day. Partnering with an event that provides a neutral platform for the golfing community to connect, engage, and experience the sport is something we are truly pleased to be part of.’
All in all, it sounds as if a great weekend is in the offing – so we shall look forward to seeing you all at the show!
