By Godfrey Robert

CORPORATE events are popular among local golf clubs.

And the verdict is, despite the economic gloom, they are here to stay.

For two reasons.

One, they are a good source of revenue for the clubs.

Two, corporations will continue to organise them to thank their clients and enhance networking.

Some of the more popular corporate events are the Rolex, Singapore Pools, SingTel, Emirates, Business Times, Lianhe Zaobao, Mobile Cup, AIA tournaments and those staged by the S-League and its soccer clubs, namely Geylang, Tampines and the Armed Forces teams.

Clubs that encourage corporate events are Laguna National, which had staged up to three events a week, Tanah Merah, Sentosa, Raffles, Orchid and Seletar.

Feature

A striking feature at corporate events is the engagement of lovely lasses, even models, to spice up the events.

At a recent corporate event at Sentosa's Serapong course, the telco industry staged its 8th Mobile Cup, where about a dozen models-wannabes (mainly schoolgirls) were engaged to appear at tee-boxes and photograph sessions with the golfers.

It is believed that for the afternoon session alone, each of the girls earned $500 and were also given some goodies.

Andy Lee, MD of Apple Telecom Pte Ltd, the chairman of the organising committee, said: 'Pretty faces always light up any event. And the girls added some spice to the tournament.'

Because of the success of the event, Lee, a 12-handicapper, is keen to include more fantasy ideas to next year's event.

'Maybe we should get the girls to go round more in buggies, and even place the tees for the golfers at some novelty holes,' he said.

Lee, who hones his golf through watching instructional DVDs, says playing golf is similar to doing business.

'In order to succeed, you require patience, have good attitude and proper planning, and you have to forge good partnerships,' he added.

Some corporations, like Singapore Pools, add further spice to the event by setting up food stalls serving local fare at some holes.

Others even go to the extent of getting professional masseuse to provide shoulder and neck rubdowns.

For one session (morning or afternoon), clubs charge corporations between $200,000 and $250,000, including lunch and dinner for 128 players.

One club source said: 'On weekdays if we can get half the amount from green fees, it would be a bonus'.

But clubs with at least two courses are keen to stage these events because one of the courses can be reserved for members.

The same source added: 'Even then, bookings for the reserved courses seldom hits the highs'.

Now that membership prices have dropped drastically - by $20,000 for the top three clubs, Sentosa, SICC and Tanah Merah (according to the recent BT Golf Index) - corporate events are one way to generating revenue.

This article was first published in The New Paper on January 28, 2009.