THE RIVER CLUB
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.