Q: What made The Dutch decide to host The Dutch Futures?
A: The two main reasons were to support the development of elite golf in The Netherlands and at the same time reach out to the country’s next generation of golfers. After a few years without a Challenge Tour Event in The Netherlands, we brought the HotelPlanner Tour back to The Dutch.
We have the youngest average age of members in the country (52), so we feel a responsibility as a club to make sure the sport is healthy, both in terms of upcoming talent having an opportunity to compete in their own country, as well as engaging with a new generation of potential golfers.
Q: How did the idea to do something a little different this time come about?
A: The golfing population in The Netherlands has a high average age, and young beginner golfers often see this as one of the obstacles to participation. Our aim was to design a concept that appealed to golfers and non-golfers, highlighting the fun and accessible side of the game.
Q: Tell us about ’Challenge Accepted’…
A: ‘Challenge Accepted’ was the campaign that set everything in motion. We invited well-known Dutch figures such as golfers, athletes and celebrities with a passion for golf to take part, not only by saying ‘Challenge Accepted’ on camera but also by joining us for a special kick-off event in May. The goal was clear: to generate as much media attention as possible in the run-up to the Festival of Golf in August. And it worked. By leveraging our networks and offering rounds of golf at The Dutch in return, we created a strong buzz around the tournament both inside and outside the world of golf.
Q: What did the Festival of Golf include?
A: We wanted it to be a lifestyle event where the golf tournament was almost incidental. There was live music, DJs, artists, a barber, lots of food and drink outlets and a variety of aspirational brands not all necessarily connected to golf.
There was plenty on for golf fans – simulator challenges such as closest to the pin, longest drive, straightest drive, and of course the tournament – but also lots of other activities and entertainment that gave non-golfers a reason to come to The Dutch.
Q: How did you balance the festival vibe with maintaining professionalism for the tournament?
A: The people I spoke to during the week – including a number of players – loved the fact it was very different from a regular HotelPlanner Tour event.
There was a fantastic buzz around the club. We made sure the music didn’t distract the players, and once play finished for the day we turned it up and had a party.
Q: Did you have a particular audience or demographic you wanted to reach?
A: Yes, we had several target groups, but the main focus was on young entrepreneurs aged 25 to 45 who could potentially become members of The Dutch. We also had a Youth Pro-Am Event and Youth Training Session on the Saturday with fun activities, and both were a great success.
Q: What was the most effective marketing / communications channel for reaching your target audiences?
A: We only had a small budget for advertising so we had to be creative. Social media was huge because we could leverage The Dutch’s reputation to connect with people with large followings.
We also generated local and national press coverage and we worked hard to engage members with the event and get them talking about it too.
Q: What metrics did you use to measure success?
A: Attendance was a major one. We had several thousand spectators throughout the week.
We also looked at social media reach. Our social media posts gained more than half a million organic views. That’s where our strategy to engage influencers really paid off. For example, DJ Jay Hardway, who has a couple of million followers, proved to be a great ambassador for the event. He has since also joined as a member, which is fantastic.
Revenue generated through the event was extremely positive, and we will build on this for the 2026 and 2027 Events (which will also be at The Dutch).
Q: What advice would you give other venues considering hosting a professional tournament or an event similar to the Festival of Golf?
A: I would say do it! It’s a great way to open up your club or resort to new audiences and potential new golfers. This was good for The Dutch and for the future of golf in The Netherlands, and certainly an example to all other golf clubs in the country.
A rising tide lifts all boats! If we can help people get involved in golf and see how much fun it can be then it has much wider-reaching benefits than just for one club.
My advice would also be to think outside the box about how you can create an experience that’s not just a golf tournament, with partners who really understand your concept and align with your goals. It doesn’t have to be the biggest brands in the country; it can be smaller brands who will grow with you.
Most importantly however, think of it as a festival or event that includes a golf tournament – rather than the other way round – and make sure to include gamified golf.
