Exceeding expectations

THE picture comes easily to Maurice O’Meara.

“Ten o’clock in the morning on the first day last year when Sky went live with their tv coverage. I saw the crowds and just went ‘wow’,” says the secretary manager of Killarney Golf and Fishing Club.

“I’m looking out this (second floor office) window practically every day of the year but I was blown away by the crowds, the whole scene. Now,” he sighs, dense with understatement, “all we have to do is repeat the trick this week.”

The European Tour’s big circus tent may pack and pitch up elsewhere in August but for O’Meara and Killarney, this week will effectively define their business for the next 12 months. It certainly has in the previous 12.

“We’ve built on 2010,” confirms O’Meara. “We’ve put through 18,000 green fees so far this year over the three courses. We’re back on the map is how I’d describe it, and that was the aim — to be back in the spotlight. We’ve a fantastic product that we need to show off to the world.

“By March, the societies started coming back, the American visitors started returning, the UK and Scandinavian markets lifted too. The most encouraging thing people were saying to us was that they had a great time. And those who weren’t were saying ‘I missed it last year but I won’t this time around’.

“We’re bringing a good news story to the area, and there’s not a lot of those around. Green fees are up 20% on last year but of course, that’s off a lower rate. Our RAC rate is down 30% on what it was three years ago, but footfall is up, even if rates are down.”

Bringing golf’s circus-top back to town brings its own demands, but where it was all wet-behind-the-ears and new to Killarney in 2010, they’ve honed their strategy for this week. “Tweaked a few things,” is how O’Meara puts the changes tv viewers mightn’t notice but spectators should. For one thing, Ireland’s golf gold rush has meant a revision of the stewarding plan.

“Last year we had 82,000 people over the four days when we expected 60,000. The tv pictures on Thursday and Friday last year had the knock-on effect on the weekend because with the economy, people were doing things last minute. They were jumping into their cars on Saturday morning and driving to Killarney. People follow people.

“It’s only afterwards you realise just how popular the McIlroys and the Harringtons are — and that was before Rory’s win at Congressional.” And those tweaks? “Small things, like some of the scoreboards been slightly out of position (last year) and the stewarding with the more popular groups.

“We had to provide 500 (stewarding) volunteers, and this whole thing can’t happen without them. You couldn’t pay 500 people and run an event. So those people also have the experience of last year which will help, but we will obviously have to make special provisions for some of the playing groups with all that’s happened.”

O’Meara calls it the ‘Rory Effect’ but he has had to revise his lexicon after the events of Royal St George. Not that he’s complaining.

“Two months ago I would have been worried about the whole PR side of things, because the bar is always raised (from last year). But now with Rory coming as US Open champion, Darren as British Open champion... the Monday morning after Congressional, my phone never stopped ringing. Of course, losing 3 as the title sponsor has its effect, and the prize fund has to affect the entry list. Killarney doesn’t have a big marketing department, so we just have to be a bit smarter and build on last year’s success, piggy-back off that.”

One thing Killarney won’t be looking to tinker with is the players’ itinerary and off-course plans. In short, they loved the experience, both personally and from a family point of view.

Killarney is a proven destination, five star, four star, three stars, self catering accommodation — the player feedback was very positive, from the course and practice area to the good food, the hospitality.

“There was no messing about,” O’Meara explains. “A lot of players brought their wives and families because of the time of year. Now we’ve a new ‘cut through’ from the Europe Hotel, onto a buggy, around the back of the 16th and onto the practice range in a couple of minutes without going near the public road. Happy kids, happy mum and days. The ancillary facilities will actually be slightly bigger this year — tapas bar, a brasserie, Heineken Sports Bar, our own pro shop...”

The only man who was around 19 years ago for the second of back-to-back Killarney Opens is head green-keeper David McIndoe. Apart from the additional 27 yards to the first, the main difference (weather permitting) will be a slightly more punishing rough. O’Meara felt the atmosphere around the first tee last year was lacking, simply because there was no vantage facility. “Spectators physically couldn’t get to the first tee. So this year we added length, and we have a 150-seat horseshoe stand around the tee. There’s new mounding as well, which will provide a natural spectator atmosphere.

“Other than that, no major structural changes to the course. It’s 7,249 yards and No 11 reverts to a par four which makes it a 71. What the pros will like is the new state-of-the-art teeing area down on the practice range. It’s USGA standard and there’s 30 slots there on a first-come, first-served basis.”

The club secretary isn’t shy about advertising Killarney’s wares for 2012 either. “If we were able to do it for 2012 we’d do it again. We proved ourselves last year and will do so again this year. The Tour is pleased, the events have been a success, infrastructure is all there and player reaction has been positive. So why go anywhere else in 2012?”

And when it’s all over, O’Meara and the club’s officers revert to keeping their 2,000 members happy and, in these difficult times, paying their annual subscription.

“We’ve had members that have had to make arrangements to pay, and we have to be flexible,” he agrees. “A number of members have dropped out, not to the same extent as other clubs. We’ve lost a few more than we gained, but not by much. There’s a new deal now for new members, pay €2,000 a year for five years. The difference now is that anyone joining is actually playing golf, not like before.”

And as we finish the phone rings, and O’Meara is back selling Killarney to a caller. “There’s nowhere else to be but Killarney, Summerfest and all,” he booms. “You won’t be let down, it will be every bit as good as last year. Can’t guarantee the weather, but if it stays good, it’ll be fantastic.” Another convert.

“Kerry people are proud of what they have and what they do, and I think we can exceed expectations again.”