THE RIVER CLUB

Golf Digest (South Africa) - - Disruptors Innovators & Risk-Takers -

Some­times rather than in­vent­ing a new brand, an ex­ist­ing one just needs a re­vamp. Cape Town prop­erty de­vel­op­ers Jody Aufrichtig and Nick Fer­gu­son – who cre­ated the popular Old Bis­cuit Mill in Wood­stock – iden­ti­fied that The River Club driv­ing range in Ob­ser­va­tory was not be­ing used to its full po­ten­tial. Cue a mas­sive 2014 re­fur­bish­ment, and The River Club now boasts an eight-room con­fer­ence cen­tre, up­graded hit­ting bays (and balls), a VIP suite, a Kids Club for par­ents want­ing some prac­tice time alone, and a Slug & Let­tuce restau­rant. And the fa­cil­ity’s 9-hole par-3 course is now be­ing main­tained by South­ern Turf Man­age­ment.

“I’m not a golfer my­self, but I’m a mar­keter and I know what it’s like to go to a driv­ing range with a bunch of mates, search­ing for a more ful­fill­ing ex­pe­ri­ence,” says 41-year-old Aufrichtig. “Our VIP suite of­fers food and bar fa­cil­i­ties, plus a TV, so cus­tomers can make an event out of it. We have also in­tro­duced com­pet­i­tive mem­ber­ship pack­ages that com­bine driv­ing range and mashie course op­tions.”

The River Club cur­rently has a hole-in­one chal­lenge (R100 for three balls) from a ded­i­cated hit­ting bay to­wards a per­ma­nent green (146 me­tres), of­fer­ing an Audi A1 for any­one hol­ing out.

YOUNG­STERS ON THE PAR-3 COURSE AT THE RIVER CLUB IN CAPE TOWN.

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