Foreign golf experts in Vietnam (Part 1)  03:55, 19/02/2025

Part 1: GM Ba Na Hills Golf Club - Simon James Mees

“Ba Na Hills Golf Club represents an exciting opportunity for me to contribute to one of Asia's premier golf clubs and golfing destinations.”

Introduce yourself and your chance to get into golf?                       

I come from a small village on the outskirts of Edinburgh, Scotland in what is known as Scotland’s Golf Coast only a short journey to the world famous Muirfield Links. With our family home no more than 300 yards from the village golf club, I guess I was always destined to have golf in my life. Although neither of my parents played, my grandfather and my elder cousins who I looked up to at a young age all played so I was determined to join them and prove myself against them as the youngest of the group. It wasn’t long before golf became an obsession, and I spent practically every spare second of my life at the golf club playing and practicing. Although as youngster I was lucky to play most sports it became obvious that I had a talent on the golf course and I eventually decided that I wanted to turn professional and make a career in this wonderful game, which I have to say has been wonderfully generous, providing me with the opportunity to travel the world either playing or working which is a true privilege.

It is known that you have more than 30 years of experience in the golf industry, can you share the knowledge you have built for yourself? 

With over 30 years of experience in the golf industry, I have developed extensive expertise in golf course management, customer engagement, marketing, and team leadership. My strengths include fostering multicultural teams and delivering exceptional guest experiences. Having worked in diverse cultural settings, including my current role at Bana Hills Golf Club in Vietnam, I bring adaptability, visionary leadership, and a passion for excellence. Committed to sustainability and continuous improvement, I strive to align with modern trends and global standards, ensuring optimal performance and guest satisfaction.

Before becoming GM of Ba Na Hills, what positions did you hold? 

My international journey in the golf industry began at the prestigious Dubai Creek Golf & Yacht Club, where I honed my skills as a teaching professional while gaining valuable expertise in golf club management. I advanced to my first General Manager role at Al Hamra Golf Club in Ras Al Khaimah, UAE, before taking on the exciting challenge of being the pre-opening GM at the wonderful KN Golf Links in Vietnam. Following this, I was invited to Phuket, Thailand, to oversee the pre-opening of Aquella Golf & Country Club. My career then brought me to the beautiful coastal town of Hua Hin, where I served as GM of the renowned Pineapple Valley Golf Club (formerly Banyan Golf Club Hua Hin), continuing my dedication to delivering excellence in golf club operations.

Many GM change jobs after a while, is this a way for them to gain new experiences?

Generally, golf club GMs tend to remain in their roles longer compared to those in other hospitality industries, such as hotels. This longevity has both advantages and drawbacks. On the positive side, it allows GMs to deeply understand the club's business, foster strong relationships with members, and provide continuity, which is essential for member satisfaction. However, I also believe that gaining experience in new working environments is valuable for personal and professional growth, regardless of industry or specialty. Exposure to different cultures, challenges, and operational styles encourages continuous learning and development. While formal courses and training programs are valuable, nothing compares to the insights and adaptability gained through firsthand experiences in diverse settings. For any professional, embracing ongoing development is essential to staying effective and relevant in a constantly evolving industry.

What is the reason you chose Ba Na Hills in your working in the golf industry?

Ba Na Hills Golf Club represents an exciting opportunity to contribute to one of Asia's premier golf clubs and golfing destinations. What attracted me most was the club’s exceptional reputation for its world-class facilities, stunning location, and commitment to delivering outstanding guest experiences. Additionally, being part of a team that values innovation and excellence aligns perfectly with my professional aspirations. Vietnam’s dynamic and rapidly growing golf industry also presents unique challenges and opportunities for growth, making Ba Na Hills an ideal platform to apply my expertise while continuing to learn and evolve. Moreover, the opportunity to work in such a vibrant and culturally rich environment fueled by the parent company’s passion for delivering exceptional products across many diverse hospitality sectors further motivated me to make this next step in my career.

Can you share the opportunities and challenges of doing golf in Vietnam?

Vietnam's golf industry is experiencing tremendous growth, fueled by its stunning natural landscapes, increasing domestic and international tourism, and significant investment in world-class facilities. This creates a unique opportunity to be part of an emerging market and contribute to shaping its future. The growing interest in golf among the local population also provides a chance to cultivate a new generation of players and enthusiasts. Additionally, Vietnam’s focus on hospitality and tourism ensures that golf clubs can integrate seamlessly with broader travel experiences, offering a distinctive appeal to visitors.

While the growth is exciting, it comes with challenges. One of the main hurdles is developing and retaining a skilled workforce in a rapidly evolving industry. Training staff to meet international standards requires continuous effort and investment. Another challenge is navigating the seasonal weather conditions, which can impact course maintenance and operations. Furthermore, as Vietnam competes on the global stage, it’s important to balance growth with sustainability, ensuring that the industry develops responsibly while preserving the country’s natural beauty.

Compared to more established markets like Thailand, Vietnam offers a dynamic and less saturated environment with plenty of untapped potential. While more mature markets often benefit from well-developed infrastructures and a deep-rooted golfing culture, Vietnam’s charm lies in its emerging status, which allows for innovation and creativity. The key difference is the need to adapt strategies to Vietnam’s unique cultural and operational context, which requires flexibility and a keen understanding of local preferences.

To integrate into the environment and culture, how did you prepare yourself mentally and intellectually?

When returning to Vietnam to join the team at Ba Na Hills, I felt much better prepared than during my initial move years ago when transitioning from the UAE to Vietnam for the first time. As an expat, regardless of your destination, it is essential to prepare yourself by understanding the cultural nuances of the place you’re moving to. Vietnam is a remarkable country with incredibly welcoming and friendly people, but it’s equally important to show respect for the culture and beliefs to build meaningful and respectful relationships with your workplace peers. This mindset not only fosters collaboration but also allows you to fully embrace and contribute to the local environment.

GM is not a simple job. In your opinion, what qualities are needed to do it well?

Being a GM is a complex and multifaceted role that demands a diverse set of qualities to navigate daily challenges and perform effectively. While financial acumen, effective communication, and strong business sense are essential for sound decision-making, I believe empathy and emotional intelligence are equally if not more important. These traits foster a positive working environment, address team dynamics, and empower those around you to feel valued and appreciated. A GM who can balance these skills will cultivate a motivated and productive team, ultimately leading to stronger financial performances and exceptional customer experiences.

What is special about Ba Na Hills Golf Course that attracts you? 

Working within the IMG network, I became aware of Ba Na Hills early on during my time in Vietnam. As a golf enthusiast, I had heard and read extensively about the club through various publications, including Vietnam Golf Magazine. The club’s exceptional reputation and the accolades it has received were significant attractions for me. Additionally, the rapid development of Da Nang and its surroundings as a premier golfing destination added to the appeal of this opportunity. The area's emergence as a golfing mecca made the prospect of joining the team at Bana Hills even more exciting.

The chance to contribute to a club with such a strong reputation was irresistible. Working closely with the agronomy team to maintain and enhance the course’s presentation and to ensure it remains one of the best in Vietnam and even Asia was a key draw. Coupled with collaborating with the golf operations and food & beverage teams to elevate the guest experience, the role offered a unique and fulfilling challenge.

Finally, the location of Ba Na Hills Golf Club is simply unparalleled. The stunning natural scenery surrounding the course creates a breathtaking backdrop that makes coming to work a pleasure. What more could one ask for than to step out of the office into such a magnificent environment?

As one of the golf courses that has won many prestigious awards in the region and internationally, does taking over the course put pressure on you?

Taking over a golf course with such a stellar reputation, like Ba Na Hills Golf Club, is indeed a significant responsibility, but it is also a tremendous honor. The many awards and accolades the course has received, both regionally and internationally, are a testament to the hard work and dedication of the team before me.

Rather than viewing this responsibility as pressure, I see it as an exciting challenge and an opportunity. It motivates me to work closely with our team to maintain the high standards that have earned Ba Na Hills its reputation while also seeking innovative ways to enhance the guest experience and further bolster our reputation.

Our focus remains on delivering excellence in all aspects—whether it’s the immaculate course conditions, the seamless operations provided by our golf services team, or the elevated experiences offered by our food & beverage department. I also believe that the strength of Ba Na Hills lies in its foundation—a stunning location, a beautifully designed course, and a dedicated team. Building upon these strengths while embracing continuous improvement ensures that we not only uphold the club’s legacy but also push it to greater heights.

So, while there is a responsibility to maintain the club's reputation, the excitement of being part of its continued growth and success that drives us. To quote the slogan form our recent year end party ‘Beyond Limits” we aim to continue to strive for further excellence in everything that we do as a club.

How do you evaluate the country and people here?

As a foreigner working in Vietnam, I wouldn’t say I’ve encountered significant difficulties, but there have been learning experiences along the way. Adjusting to a new culture and understanding local customs and working procedures/practices are natural challenges when moving to any new country. 

What stands out to me most about Vietnam is the warmth and friendliness of the people. The local community has been incredibly welcoming, and their willingness to share their traditions and culture has made my transition much smoother. Every country in the world is proud of their nation but I feel this is particularly strong in the Vietnamese who display an extremely strong sense of pride in their heritage and hospitality, which is evident in everyday interactions.

From a professional perspective, I’ve been consistently impressed by the dedication and work ethic of my Vietnamese colleagues. Their eagerness to collaborate and deliver excellence has been both inspiring and motivating.

Vietnam itself is a beautiful country with so much to offer, from breathtaking landscapes to a vibrant and dynamic culture. The combination of natural beauty and the warmth of its people makes it an incredible place to live and work.

How do you evaluate the potential of golf in Vietnam, especially in the central region?

The potential for golf in Vietnam, particularly in the central region, is immense and growing rapidly. With its stunning landscapes, world-class golf courses, and favorable climate, the region has positioned itself as a premier golfing destination in Asia. Central Vietnam's accessibility, exceptional courses like Bana Hills Golf Club, and proximity to cultural attractions such as Hoi An and Hue make it highly appealing to international tourists. The rise of golf tourism, supported by luxury resorts and infrastructure, combined with growing local interest and strong government and industry support, highlights the region’s promising future. By maintaining high standards and promoting its unique offerings, I’m positive central Vietnam will only continue to solidify its status as a global golfing hotspot.

What are your short-term and long-term goals while in Vietnam?

In the short term, my primary focus is to integrate seamlessly into the team and fully understand the unique dynamics of Ba Na Hills Golf Club and the local market. This includes maintaining the club’s exceptional standards, building strong relationships with my colleagues and stakeholders, and identifying immediate opportunities to enhance the guest experience. Additionally, I aim to support ongoing initiatives that ensure the course remains one of the best-presented and most recognized in the region.

Looking ahead, my long-term goal is to contribute to the sustained growth and reputation of Ba Na Hills Golf Club and the central region as a premier golfing destination. This involves driving innovation, fostering a culture of excellence, and exploring new opportunities to elevate the club’s offerings. I also aim to mentor and develop the amazing talent within the team, ensuring a legacy of leadership and expertise. On a broader scale, I hope to play a role in promoting Vietnam as a top-tier destination for golf tourism, helping to further solidify its position on the global golf map.

Both short- and long-term, my vision is to leave a positive and lasting impact, ensuring the continued success of Ba Na Hills, and contributing to the growth of golf in Vietnam.

Profile

Full name: Simon Mees

Current Position: General Manager at Bana Hills Golf Club

Career experience: 30 years

• Teaching professional at Dubai Creek Golf & Yacht Club
• GM at Al Hamra Golf Club in Ras Al Khaimah, UAE
• Pre-opening GM at the wonderful KN Golf Links in Vietnam
• Invited to oversee the pre-opening of Aquella Golf & Country Club, Thailand
• GM of Pineapple Valley Golf Club (formerly Banyan Golf Club Hua Hin)

Best golf memory in Vietnam: Welcoming Greg Norman to KN Golf Links on his first site visit

Hobbies: Golf, Gym, Paddle Tennis, Watches, Family & my dog

Vietnam favorite food: Nem Nuong

Famous quote:
* Treat others how you expect to be treated! (My mother)

* Don’t count the days make the days count! (Muhammad Ali)