Chasing the American dream

Jul 24 2007 by Our Correspondent, Liverpool Daily Post

ENGLAND’S Golf Coast, with the magnificent courses around Southport at the centre, is set to receive one of the biggest tourism boosts in years with an energetic promotion of its golf assets in the lucrative and growing American market.

From modest beginnings in the 1990s the promotion of Southport and the golfing territory from Carden Park along the coast as far as the Solway, has been carried out at home and abroad with Europe, Scandinavia, Ireland, Germany, Ireland and the United States identified as the key markets to encourage golfers to the region.

The proud boast as the top golf area in the country is well deserved. In addition to Royal Birkdale, for many the best of all the courses to host the Open, the region has the two other Royals, at Hoylake and Lytham, and, within half an hour’s drive of Southport town centre, at least 15 other courses, including six of championship standard. Within one hour’s drive there are another 160.

Not surprisingly, golf tourism has been increasing. The full economic benefits are difficult to calculate but the rewards add up to millions of pounds. In 2001 it was estimated that £3.6m was invested in Southport by golf visitors. Since then local hotels have consistently reported increased golf-related bookings.

It seems certain the best is yet to come as a result of the new drive to encourage American golfers to England’s Golfing Capital and of course with their wives, husbands, partners and families.

Steve Christian, Sefton Council Tourism Marketing Manager, says: “The England Golf Coast promotion has been running for some years now and this has the potential to be one of the biggest boosts yet, with enormous benefits in terms of golf tourism in the region.”

The sense of expectation comes from the visit of American golf operators, which in turn is the result of a link-up by Sefton Council’s Tourism Department, Southport Business Network, the Merseyside Partnership and the Chester-based British Heritage Tours.

Paull Tickner, managing director of British Heritage Tours, which specialises in tailor-made tours bringing Americans to the UK, says he had the idea of encouraging Americans to come the region based on Play the Royals – Birkdale, Lytham St and Hoylake – a couple of years ago but could not get it going until talking with Sefton.

“Sefton have been very supportive,” he says. “They were really super. They went the extra mile. We work with a lot of destinations in the UK and Sefton out-performed most of them. They really laid on a super programme. They even organised the weather!”

With the arrival of the Open at Royal Birkdale next year and the worldwide publicity that will attract, together with the building of the £10m PGA golf academy at Formby Hall and the building of new hotels in Southport, the timing and conditions for a special drive on the American market seems ideal.

The delegation from operators based in Colorado and New Mexico played the three Royals and also Formby Ladies. Other courses were visited including Hesketh, Southport and Ainsdale. Paull Tickner reports: “They were thrilled, very impressed.”

So what happens now?

The Colorado-based tour operator, who has a data base of customers including travel agents across the United States, has written enthusiastically to Sefton talking of “your wonderful part of Britain” and of his plans to promote the region in the States. “American golfers need to know of the treasures you have.” He had already written one article for his golf publication and was planning others.

The lady from the Phoenix-based company is particularly keen to market a lady-only golf package, an idea which seems to be creating a lot of interest in the States and one group is planning to visit Sefton in September this year.

Tickner, too, is planning to sell golf holidays to the region in October this year and early April next year and beyond. He is organising a visit for lady golfers next to play the royals and also a friendly against Formby Ladies.

Steve Christian says: “Southport is actively promoting itself as ‘England's Golfing Capital’ and with six championship courses, including Royal Birkdale, this is a claim we feel justified in making.

With the growing trans-Atlantic market, the expansion in air flights from Liverpool John Lennon Airport and the huge interest in golf, the American golf market is taking on ever-increasing value.

“The American operators were very excited by the golf facilities they found here and as they spread the message back in the States, we are looking forward to receiving considerable numbers of American golfers, not just later this year or next but in the years ahead.

“We believe the potential for American golfers over here is very considerable indeed with the economic spin-off to the local economy which that will bring.”

Tickner says: “American golfers know about Carnoustie, Troon and Turnberry but with ‘Play the Royals’ we are waking up golfers and travel agents in America to the three world-class courses we have in England’s Golfing Capital.

“These are courses where Arnold Palmer, Tiger Woods and other greats played. So their reputation is well known. We are now saying to American golfers ‘forget Ireland, Scotland’ and think of ‘Playing the Royals.’ Here we have something different for the Americans.

“The Americans tour operators went back enthralled, impressed, delighted.”