Around of the golf courses in the capital of East Java

Around of the golf courses in the capital of East Java

By Sirikit Syah

SURABAYA (JP): More residents of East Java are learning the
intricacies of how to pick out the right iron or wood.

They are not trying their hand at the smelting business or
forestry, but instead teeing off in the ancient game of golf.

At first, the sport was limited to expatriate workers and
affluent locals, most of them aged over 50. Today, the number of
young executives playing golf, either as a hobby or for business
networking, is on the increase. Golf club managers are optimistic
that the potential market is there and ready to be exploited.

In the beginning, there was only Yani Golf Club. Located in
Wonokromo in southern Surabaya, it was founded in 1898.

Club manager Made Adnyana explained: "It was there during the
Dutch colonial time."

With political and governmental changes, its membership
declined and the club eventually closed. It reopened in October
1965 and has become a respected club among golfers; most
professional golfers are alumni of Yani Golf Club. They have
spread to many golf clubs, and are usually called "the pros".
They work as coaches at various clubs for learner golfers or
those who want to hone their skills.

On top of that, most -- if not all -- golfers of East Java
come from Yani Golf Club. Adnyana said it was not the only reason
the club was appointed the golfing venue for the upcoming
National Games (PON).

"Maybe because we are the oldest, and the nearest location to
everywhere in Surabaya," said Adnyana.

The PON 2000 organizing committee was not bothered by the fact
that the club does not have its own accommodation facilities as
next door is the Hilton Hotel.

"We often hold joint programs which are mutually beneficial,"
said Adnyana.

Local and regional athletes will use the club as their base
when they gather and hold pre-PON training starting on Jan. 26.

Asked about preparations for PON, Adnyana said the course was
improved for the important competition. The club received about
Rp 350 million from the National Sports Council (KONI) and from
the PON committee.

As Yani Golf Club prepares for this milestone event in its
history, other golf clubs are busy marketing their facilities and
membership opportunities. The golf clubs in East Java are Ciputra
Golf, Golf Graha Famili, Yani Golf Club and Bukit Darmo, all
located in Surabaya, as well as three others located in Pasuruan,
Malang and Jember.

A young manager at Philips Surabaya, Eko Bramantyo, said: "I
like golf better for networking, compared to singing karaoke or
drinking in pubs and cafes."

Although he admitted he was not a proficient golfer, he said
golfing provided other benefits.

"I have learned to be patient and to be able to control my
emotions." He is not a member of any club, but likes to play at
various courses, particularly Taman Dayu.

Other golfers have said they prefer Finna and Ciputra, with
each club known for its specialities. Ciputra Golf, for instance,
which is located at Desa Candi Lontar, in West Surabaya, is proud
of its recreation facilities, designed for the comfort of the
whole family.

Its Family Club offers the most complete recreation facilities
of any local golf club: swimming pools, tennis courts, squash,
table tennis, a kids' club and a library to keep the entire
family occupied.

Ciputra Golf's general manager Margiman explained: "Over time,
we have learned that usually men come to enjoy their golf game,
leaving their family at home or having them get bored while they
wait for them. Now, we offer activities and facilities for women
who don't play and the children. While fathers enjoy their games,
mothers and children can also take part in recreation
activities."

Ciputra also offers night golf, distinguishing itself as the
only club in the area which accommodates members who want to play
after normal business hours.

"It comes at a high price, of course, with electricity and
additional staff. But our members are happy. They come quite
often in the evenings," said Margiman.

Finna Golf Club and Country Resort is also proud of its
distinguishing qualities. Located in Prigen, Pasuruan, about 45
minutes from the Surabaya-Malang toll road exit, the resort is
surrounded by three beautiful mountains: Welirang, Arjuna and
Penanggungan. Its landscape and natural surroundings offer some
of the best scenery. People come to relax on the weekends.

The Association of Indonesian Travel Agencies (ASITA)
chairman, Sutawi, said Finna was a favorite among overseas
tourists. "It is very popular. Every golfer wants to go to
Finna."

Because of its beautiful golf course and scenery, as well as
its luxurious facilities, Finna is always fully booked on the
weekends. The occupancy rate is high -- 90 percent -- most of the
time.

Finna's marketing manager Dwi Ardyanti said, "Some people come
to Finna every week, as if it were an unshakable habit."

Also available are reciprocal programs between clubs,
nationally or internationally. Finna Golf members can play golf
and use the facilities at Raffles Golf and Country Club,
Singapore; Joondalup Golf and Country Club, Perth, Australia;
Discovery Bay Golf and Country Club, Lantau Island, Hong Kong;
and about five clubs in Malaysia.

Golf Graha Famili has a particular advantage for golfers
living and working in Surabaya and other nearby cities. Because
of its strategic location, only 10 minutes from the Surabaya
business center, members can play nine holes before they start
work in the morning.

The director of Grand Wisata, which manages Graha Famili, A.
Adelie, said: "You can play every day before you go to work. Our
prime time is not the weekend, but weekdays."

Taman Dayu, located in the Malang area, is also well-known for
its beautiful scenery and stunning course. Bukit Darmo has the
same privileges as Graha Famili and Yani. They are popular among
local golfers because of their convenient location near the city.
There is also a golf course in Jember, reportedly owned by the
Ministry of Forestry and Plantations, and in Singosari, Malang,
owned by the Air Force.

Operating a golf club is not a simple task. It takes major
investment and incurs high operational costs. On the other hand,
club revenue alone does not always cover the costs. Some
managers, when asked about why they do it anyway, said that
usually the golf club is part of their bigger service product,
such as a real estate complex, resort or country club.

Some admit that it is also because of the obligation for real
estate developers in Surabaya concerning the "low-density"
housing development, with 60 percent housing to 40 percent green
areas.

"It is not profitable, but it gives benefits to our members,"
said Margiman.

Developed in 1993, Ciputra Golf Club was built with an
investment of Rp 75 billion. With a staff of 600 and a 27-hole
golf course to maintain, it spends about Rp 525 million per
month. There are 1,000 members, who pay Rp 200,000 per month, and
approximately 1,000 guest players who pay Rp 200,000 a game.
Ciputra cannot expect to gain a profit while still paying back
the investment.

As for Finna, Dwi did not say how much the club spends every
month, but course maintenance alone is about Rp 200 million a
month.

For most of these clubs, membership is usually their main
business. Membership fees are quite expensive, ranging from Rp
100 million to Rp 150 million. Memberships are usually for a
lifetime but are transferable.

One marketing manager explained: "Some people buy golf club
memberships as an investment. When prices get high, like in a
period of monetary crisis, they lease or sell their memberships
for a good price."

Eko said many golfers prefer to buy "secondhand" memberships
for a good price.

For clubs owned by government institutions, competition does
not matter too much. Even Yani Golf Club stays with its
managerial style. "We are just like paguyuban, we are not
commercially oriented," explained Adnyana. For private clubs like
Taman Dayu, Ciputra, etc., there must be other sources of revenue
to survive. Only a few of the clubs have resort facilities, but
all of them have restaurants.

Playing golf has long been an expensive activity. Eko said the
equipment was expensive. He bought secondhand equipment for Rp 5
million. But another golfer, Anthony, 30, who has played golf
since he was 10, said it was more affordable now.

"In the past, only the 'haves' could play golf. But now, there
are many less-expensive products that most people can afford to
buy."

He does not mean Japanese branded clubs, but those from
countries like Taiwan. "You can buy a new set now for less than
Rp 2 million."

Course fees have also gone down.

Membership fees are still high, but people can pay these off
over time. The Rp 200,000 monthly fee is not high for most middle
managers and young executives, who are generally the regular
members of golf clubs. But, of course, there are other outlays,
such as the clothing, caddy tips, meals, etc.

Perhaps with better, more concerted marketing and promotion,
East Java, and the rest of Indonesia, will be visited by more
golf travelers.

As Margiman noted at a seminar abroad, Indonesia gets less
than 1 percent of golf travelers to Asia. Most instead pick
Japan, Thailand, Singapore and Malaysia. It is a pity because the
draw of golf can provide excellent opportunities for Indonesia in
pulling itself out of the crisis.