Q: What was the reason behind Verdura Resort joining the European Tour Properties network a year ago?
A: Verdura Resort was the brainchild of Sir Rocco Forte, who’s goal was to develop the ultimate golfing destination in the Mediterranean. We opened in 2009 and three years later hosted the Sicilian Open for the first time, which catapulted the resort onto the international arena.
We were doing well with both national and international customers, but the added success of the tournament and a desire to keep on growing prompted us to look at joining the European Tour Properties network. We are so passionate about the quality of our venue and the service we deliver, and being part of a family of world class venues that all hold the same values was really attractive.
Just being able to share ideas with some of the best in the business is an incredible benefit, but there is also the opportunity for real collaboration and joint projects with the partner venues. As we come to understand each other’s goals and ambitions, there is a genuine desire to look at ways to cross-fertilise and leverage the opportunities that being part of this network opens up.
Q: What are the practical benefits you have experienced as part of the network?
A: Golf is one of the pillars of Verdura Resort’s philosophy, so gaining the support of professionals in the field of agronomy was extremely important to us – and is where the European Tour Properties team has been able to make a big difference. Though it is largely ‘hidden from view’ on a day-to-day basis, the playability and appearance of the golf course is a fundamental part of the hospitality experience for our guests, so it is critical we get it right.
The benefits have extended beyond agronomy though. Having the insight and support of European Tour Properties to help, assist and guide our team in achieving greater goals is proving invaluable in many areas of our operation, including recruitment, tournament hosting and even the possibility of an ETPI centre.
Q: How important is hosting the Rocco Forte Open to Verdura Resort?
A: Last year we hosted the first in a new wave of Rocco Forte Opens, with incredible success. The event attracted a superb field – even the players who didn’t make the cut decided to stay for the duration of the tournament with their families. The event is growing from strength to strength – not only in raising awareness, but also in improving the ability of the resort to attract golf travellers to Sicily.
During the week itself, the social media attention was unprecedented – Verdura was ‘the place to be’. But more than that, the event continues to be broadcast on a daily basis in a number of locations – even on aeroplanes. This has sparked conversation among golfers internationally as people become more aware of the tournament and the resort itself. Rocco Forte Hotels were so encouraged by the response that we are to host the tournament once again in 2018.
