GBN Interview: Karl Whitehead, Cluster Club Manager for Viya Golf in Abu Dhabi

Having three unique golf courses brings a lot of benefits and resources. One initial goal is maximising the synergy between the three venues. The three clubs in the cluster have quite stringent sustainability related goals, whether that’s ensuring we secure GEO certifications or the continued renewal of our Audubon Certification (at Saadiyat) as well. This is very important for Viya Golf. We have various group level initiatives, such as the complete removal of plastic. Sustainability is very much at the forefront of our focus.

Our golf academies are huge for us, allowing us to take responsibility for bringing the next generation of golfers forward from the UAE region. Abu Dhabi doesn’t have the density of population that Dubai has, so we can’t simply wait for golfers to arrive, we create them! One of our goals is getting some separation between the academies and generating points of difference in the market. When you talk to the members here, there are so many great stories of them getting into the game through various ‘get into golf’ programmes over the years.

For us, it’s all about people. We aim to attract top talent from around the world, to develop, nurture and grow the best teams across the three clubs. Our app, Viya has been very successful in Dubai and Abu Dhabi. Both in terms of relevant data collection, the revenue generated, and the benefits with our partner outlets that lead to overall business growth. It benefits the business, the consumer, and the member.

I’m fortunate to come into this role with a lot of experience from all around the world, equipping me with a very open mindset. From my experience, if you’ve exposed yourself to many places in the world and worked with a diverse range of people and cultures, you become better suited to leading a team. We’re a young team here. A dynamic team that I enjoy working in, providing leadership, confidence, and reassurance. I do like a very open-minded approach where every idea can become a good idea. I like that everyone feels comfortable in bringing an idea to the table, whether that’s to improve the membership experience or an idea on how to increase revenue for the business.

International business is one of the most important components of our business, but the local market is still absolutely integral to our success. We ensure that we are set up for diversification by not simply relying on golf, also leaning into the food and beverage side.

We just want everyone to be a part of the whole journey and strategy. To bring in that mindset, generating a strong workplace culture so that everyone feels like they are part of the team, working as one. Everyone’s growing and everyone’s learning.

Yas Acres Golf and Country Club is still the new kid on the block, but it seems to have garnered plenty of awareness lately. What has the development of this facility brought to the total golf offering in Abu Dhabi?

Yas Acres has garnered increased exposure that has directly resulted in business growth for us. The first quarter this year brought double the growth of the previous year, which is great to see. A unique element of Yas Acres is the tournament standard nine-hole golf course under the lights. I think more commonly, a nine-hole golf course under the lights might be good, but it may not be tournament standard. The condition of the course here is absolutely incredible.

The fairways are very generous, meaning it’s great for beginners. The greens are quite small and undulating, which gives it individuality as well. We have found that golfers of all levels enjoy it – including Tour professionals. The fact that the academy and driving range are so good means that Yas Acres is the perfect place to grow the game as well.

It’s in a residential community that’s expanding. This type of golf course is just perfect for your first access into your golfing journey. We all know one of the biggest challenges with golf participation is time. The fact we offer the 9-hole option gives visitors the ability to enjoy an amazing experience of nine holes in two hours during the week, any time of the day.

Abu Dhabi stands out as one of the most dynamic golfing destinations worldwide. In your opinion, how crucial has the role of golf been in the development of tourism in the region?

First and foremost, Abu Dhabi is a unique golf destination. I’d argue it is almost a perfect golf destination in that it’s got three world class 18-hole golf courses, all of which are very different, giving the visiting golfers a unique itinerary.

In reference to the professional tournaments we host, they always provide an excellent spectacle. Abu Dhabi has been hosting the HSBC Abu Dhabi Championship for many years. Tiger Woods, Rory McIlroy, Phil Mickelson – the list of world class players who have teed it up here is extensive. I think this tournament is known around the world, subsequently increasing the knowledge of Abu Dhabi as a golf destination. Factoring in the quality of the golf courses, their stellar reputation, and then the scale and the reach of these golf courses globally, golf has without doubt had a fundamental role in growing tourism here.

Yas Links is ranked as a Top-50 World Golf Resort by Golf World Magazine and serves as the host venue for the Abu Dhabi Championship. Could you elaborate on the recent investment made to enhance the club’s hospitality offerings?

Crafty Fox was completed at the end of 2023 and launched this year; it’s a really cool concept. Crafty Fox has been amazingly successful and has already won awards. The brand was created by Dubai Golf Wasl, presented as the higher end sports bar, which is perfect for golf clubs in this region. We’re getting a lot of great feedback regarding the fit-out concept and the view from the bar is unbelievable. We’ve added a beautiful terrace overlooking the mangroves surrounding the 18^th hole.

There’s a slight twist with the menu compared to what you’ll see in Dubai. You are provided with more of a sharing experience with the cuisines – Asian and Mediterranean. The feedback we’re getting from members and guests is fantastic. One of the objectives is obviously to attract non-golfers too. Every golf club needs to activate the market of non-golfers in this region. We are seeing a very different type of demographic here; we want to convert them into golfers as well. The more people that visit, the more opportunities there are to grow the game.

Saadiyat Beach Golf Club places significant emphasis on golf sustainability and recently achieved a milestone by becoming the first club in the Middle East to receive international accreditation as an Audubon Certified Cooperative Sanctuary. In your opinion, how does the golf experience at Saadiyat Beach differ from that of other courses in Abu Dhabi?

There have been a number of initiatives implemented in pursuit of the Audubon Certification, it is a big deal for everyone here! We have set about completely changing the water source and completely changing the grass type. It was no small task, but sustainability remains at the forefront of our business.

In terms of what separates Saadiyat Beach Golf Club from other courses in Abu Dhabi, Saadiyat Beach is a hub of wildlife. We’ve got the native gazelles – around a hundred on the golf course alone. When you play golf, you are literally playing golf in and around gazelles, which is so special to experience. It doesn’t matter how many times you go there, it still amazes you when you see them!

When speaking to members and visitors, it’s the part of the experience that is most often discussed! We also have 194 species of birds that have been recorded, including some very rare bird species as well. Many of the holes at Saadiyat Beach expose the white sand next to the ocean, when coupled with the wildlife, it provides a unique, oasis-like experience. There’s no other golf course with this level of nature, which adds something special to the excellent course itself – definitely a point of difference for Saadiyat Beach Golf Club which continues to attract visitors from around the world!

Karl Whitehead, thank you very much