In September 2018 IMG was appointed to provide international marketing and full-management services to Royal Golf La Bagnaia, part of the stunning La Bagnaia Golf & Spa Resort in Tuscany, Italy.
Surrounded by the beautiful Sienese countryside, La Bagnaia is a tranquil oasis set against a landscape scattered with charming medieval hamlets and towns. The golf course, designed by the award-winning architect Robert Trent Jones Jnr, and opened in 2009, is draped across the rolling Sienna hills and offers a unique inland links experience with undulating fairways and sweeping fescue roughs. Expansive practice facilities include a short game and pitch & putt area and the Clubhouse, a painstakingly restored Tuscan farmhouse, overlooks the 18th green, providing golfers with an authentic and luxurious place to relax and enjoy the views towards ancient Sienna whilst sampling the finest Tuscan ingredients and produce.
Following a successful 2019 which saw a near 50% increase in revenues at the Club, we had the opportunity to speak to Bruno Riffeser Monti and asked his opinion on different aspects of the partnership and how it has contributed to the success of the business so far.
IMG - 2022 will be an important year for Italy, as the country prepares to host the Ryder Cup. With the eyes of the world focussing on Italian golf, how do you see IMG supporting Royal Golf La Bagnaia during this important period?
Bruno Riffeser Monti - I think IMG can definitely help boost Bagnaia’s international exposure in major markets over the next years, mainly focusing on golf clinics, golf amateur competitions and golf experiences that really showcase our culture. I believe these type of activations will be key to pass the idea that Golf in Italy is growing and that golfers can have a wonderful time when visiting the country.
IMG – What were the key factors that led you to appoint IMG to provide management and marketing services to the Club?
BRM - We wanted a more international approach for our golf course, from the service provided to members & guests to the course maintenance standards. As our golf business is mainly focused on visitor playing, it was key for us to work with someone who has a clear view of international standards and understands well what are the customers main needs.
IMG –The IMG Prestige programme now features over 200 leading Clubs and Resorts from around the world – how has this unique benefit added value to the Club Membership?
BRM - I think our members really enjoy the IMG Prestige programme, but furthemore I think that a global championship in which IMG Prestige club members can take part in competitions around the world could motivate players to travel more and engage with the different clubs in the network. It would be the number one amateur competition in the world!
IMG – Following a successful 2019, how do you reflect on the first year of the partnership with IMG?
BRM - I must say that I was really impressed with the work and professional approach of the whole team. I think we can keep developing our sales & marketing strategy to have better results together, but it's something that must grow as Royal Golf La Bagnaia grows. Golf clinics and events are a major topic for me and something we’re looking to develop further more in 2020. But overall we are having a tremendous experience and I can't wait to continue working together and building on our partnership.
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IMG is a global leader in sports, fashion, events and media. The company manages some of the world’s greatest athletes and fashion icons; owns and operates hundreds of live events annually; and is a leading independent producer and distributor of sports and entertainment media. IMG also specializes in licensing, sports training and league development. IMG is a subsidiary of Endeavor, a global entertainment, sports and content company.