Flagstick on the Frontline of Vietnam’s Golfing Boom 04:51, 12/12/2019

Please tell us about yourself and Flagstick GCCM.

Long before I gained a degree in Golf Course Operations from Lake City College, I’d embarked on what has become a lifelong love affair with golf. It’s been an incredible journey that has presented me with the opportunity to travel the world, working in places I never dreamed I’d have the chance to visit.

It’s also allowed me to meet golfing superstars, celebrities, high-powered businessmen and golf course developers of various nationalities. It’s been an education. It’s also been fun and exciting – as well as immensely challenging and fulfilling. I wouldn’t swap the experiences I’ve had for anything. I spent nine years with Nicklaus Design, managing golf course development projects throughout Asia-Pacific before the inauguration of Flagstick in 1998.

In the ensuing 21 years, Flagstick has managed more than 120 golf developments in 17 countries, in collaboration with the game’s most famous course architects, among them Jack Nicklaus, Gary Player, Greg Norman, Robert Trent Jones II, Nick Faldo, Tom Weiskopf, Rees Jones, Fred Couples, Lee Schmidt & Brian Curley and Kyle Phillips.

How did you get hooked on golf?

I started working on a golf course in south Florida when I was a teenager. After graduating from high school, I worked full-time in golf course maintenance. After work, I’d clean the golf clubs of the members. I fell in love with the atmosphere surrounding golf and cherished being outdoors.

I couldn’t contemplate the thought of being stuck in an office and it became clear that if I was going to forge a career in golf, then Lake City College was the place to go. Many course superintendents in Florida graduated from there and it provided the perfect environment for me to learn my trade.

To financially support myself, I spent weekends and the summer months working in golf course construction, learning how to operate equipment and shape – an artist on a bulldozer! I devoted the next seven years to shaping courses. Even though my education was focused on the maintenance side, it was construction that captured my imagination. That said, I’ve never regretted my agronomic education. It gave me a broad knowledge in all aspects of golf development, which has been invaluable.

While I found working in maintenance somewhat repetitive, construction was anything but boring. It allowed my creative juices to flow. I was able to take raw pieces of property and create beautiful new golf courses that would come to life a year or two later. Once one was completed, it would be onto another place, then another. Every project had its own unique challenges. I found it hugely rewarding and it gave me a tremendous buzz.

Any thoughts on Vietnam’s golf potential?

Incredible and unlimited! Just consider that over the past decade, Vietnam has been the most active country on this planet for golf course construction.

Great credit goes to the Vietnam Government for its vision and foresight in identifying golf as an activity with the potential to attract high-end inbound tourism. Kudos also to the high-profile developers who have invested in building so many genuinely world-class courses.

From Hanoi to Ho Chi Minh City, and various locations in between, Vietnam can truly claim to boast some of the world’s most appealing golfing getaways.

At the recent World Golf Awards, Vietnam was honoured not only as ‘Asia’s Best Golf Destination’ but also as the ‘World’s Best Golf Destination’. Wow!

If we didn’t already know it, we certainly do now: the world is sitting up and taking notice of what’s happening in golf in Vietnam.

But let’s not forget that the sport is still in its infancy in the country. The big challenge is to grow golf’s popularity among Vietnamese and create a proper golfing culture.

It’ll take time and will need tremendous efforts from the Vietnam Golf Association and individual golf clubs to put in place programmes to encourage men, women and children to take up the game.

It’d be wonderful if golf became a sport for the masses. For that to happen, though, there must be affordable and accessible facilities – driving ranges, par-three courses, nine-hole courses. Maybe that will be the next phase in Vietnam’s golf development.

What makes Flagstick different from other golf management and construction companies?

Just look at our portfolio of clients and projects in Vietnam and across Asia to see how Flagstick is respected and trusted.

Our track record over more than 20 years in the golf course construction industry is unparalleled. The intention was always for Flagstick to be a committed and reliable partner that delivers on its promises. Some 21 years later, I’m proud that we’ve never lost sight of those ideals.

Widely acknowledged as the world leader in golf course construction management, our commitment to quality and customer service guides everything we do, and our personnel embody these values.

The fact that we have offices in the United States, China, Hong Kong and Vietnam also makes us stand out.

Given the volume of work we had in the country, it made sense to open arepresentative office in Hanoi in 2016 to enable us to serve our growing Vietnam clientele more effectively and more efficiently. Since then,the company’s business in Vietnam has further flourished.

What specific services does Flagstick offer?

Flagstick recognises that every golf course development is unique, and we take pride in our ability to tailor our services to the project and client with our three service programmes – Platinum, Gold and Silver.

These programmes ensure we can fulfil the construction needs of any golf course development. Clients frequently say Flagstick’s involvement is instrumental in the success of their project. Flagstick adds value to and enhances the quality of every project of which we are a part.

For many years we had a standard set of management functions. But the challenges of building golf courses in places where local contractors have little knowledge of golf construction led us to roll out a broader range of services.

You’ve had some challenging timeframes within which to work. Give us some examples.

Between 2008 and 2010, Flagstick managed the expedited construction process of all 10 courses at Mission Hills in the southern Chinese province of Hainan, in just 28 months. 

In 2015, Flagstick cemented its reputation for the speed and quality of our work with the opening of BRG Legend Hill Golf Resort, FLC SamSon Golf Links and FLC Quy Nhon Golf Links, all collaborations with Nicklaus Design.

A unique project, Legend Hill was built with two greens for each hole to ensure top-quality conditions year-round and enable the golf course to be played with varying strategy and length options.

That was completed in June 2015. One month later, work was finished at SamSon Golf Links in Thanh Hoa province.

The original course at Quy Nhon, in Binh Dinh province, was also remarkable. From start to finish it was constructed within a five-month period.

On a large sand dune with panoramic ocean views, construction on the second 18 holes, designed by Brian Curley, was completed in four months. Ateam of six shapers and other experienced construction specialists were mobilised. All irrigation materials were air-freighted from the United States.

Tell us aboutFLC Halong Bay Golf Club & Resort andBRG Danang Golf Club?

The fall of 2017 saw the opening of the 18-hole FLC Halong Bay Golf Club & Resort, while the first nine holes at BRG Danang Golf Club celebrated its grand opening in April, 2018.

Just 20 minutes from Halong City,FLC Halong Bayboasts stunning scenic ocean views over the famous UNESCO world heritage site.

Together with Schmidt-Curley Design,Flagstick succeeded in turning a difficult, rocky and hilly site into one of the most visually stunning courses in Asia.

A million cubic metres of cut-and-fill transformed the site thatsits above the old town of Halong Bay and overlooks the spectacular limestone karst-riddled bay.

The Nicklaus Course atBRG Danang Golf Resort is also unique with wooden walls framing many holes and separating the greens from the surrounding lakes. Inspired by Florida-style courses that used genuine wooden bulkheads, the course also offers enticing beachfront scenery.

Apart from Vietnam, where else is Flagstick currently active?

Flagstick remains active in Thailand. Renovation improvements at Amata Spring Country Club were completed in 2017, while work on the Mountain Course at Laem Chabang International Country Club was completed in mid-2018. Renovation of the Lake Course and Valley Course will be undertaken in 2020 and 2021.

Flagstick is also involved with Gulf National Golf Club, north of Bangkok. A Kyle Phillips Golf Course Design, construction on the 18-hole layout is due for completion next year. It’s already being touted as a prime venue for a major international championship.

We’re also currently negotiating new golf course construction opportunities in Malaysia, Indonesia, Cambodia and other regional countries. 

What plans do you and Flagstick have over the next few years?

For golf’s development in Vietnam these are exciting times and Flagstick is honoured to be so heavily involved. Our commitment to the golf industry remains undiminished.

Given our excellent track record in Vietnam and Asia, we look forward to continuing to make positive contributions to the development of the golfing landscape in 2020 and for many years to come.

From a personal perspective, I know nothing else but building golf courses. Approaching almost 40 years in the golf industry, I haven’t lost my love or commitment for what I do, especially the time I spend on site.

I’ll never stop doing what I enjoy. At some stage, I might perhaps slow down - but I’ll never completely stop. It’s just too much fun!

Full name: Martin Moore

Age: 56

Nationality: American

Residence: Bangkok and Hanoi

Title: President, Flagstick GCCM

Famous quote: Flagstick undertakes the challenges of every project sincerely believing that we’re capable of providing results that exceed our clients’ expectations.

Handicap: A lot!

Hobbies: Building quality golf courses.

Flagstick projects

COURSE COMPLETED

• FLC Samson Golf Links(18 holes Nicklaus Design)
• Legend Hills Golf Resort(18 holes Nicklaus Design)
• FLC Quy Nhon Golf Resort - Ocean Course(18 holes Nicklaus Design)
• FLC Quy Nhon Golf Resort - Mountain Course(18 holes Schmidt-Curley Design)
• FLC Halong Bay Golf Club(18 holes Schmidt-Curley Design)
• BRG Danang Golf Club(9 holes Nicklaus Design)
• FLC Quang Binh Golf Club(36 holes Schmidt-Curley Design)

COURSES UNDER CONSTRUCTION

• Serena Valley Thanh Lanh Golf Club(18 holes Nick Faldo Design)
• Royal Golf Club(18 holes Nicklaus Design)
• Bao Ninh Truong Thinh Golf Club(36 holes Greg Norman Design)
• Novaland Delta Valley Golf Club(36 holes Greg Norman Design)
• BRG Danang Golf Club(9 holes Nicklaus Design)

BREAKOUT QUOTES

‘Flagstick has assisted BRG to achieve our goals on key projects. The entire Flagstick team are dedicated professionals with in-depth knowledge and great relationships with all BRG design and consultant teams, resulting in fast, efficient, high quality outcomes.’

 Gavin Reid, Director Golf Course Construction & Maintenance, BRG

‘I’ve been involved with over 150 finished courses throughout the world. Many of these were done with Martin Moore and his team at Flagstick. I consider them to be the best in the business, producing world-class golf, while adhering to budgets and schedules.”  Brian Curley, A.S.G.C.A. Schmidt-Curley Design, Inc.

‘From a client perspective, Flagstick has the knowledge and expertise to ensure the project is completed on time and budget to the highest construction standards. Nicklaus Design recommends Flagstick to every Nicklaus client in Asia.’

- Sean Quinn, Senior Design Associate, Nicklaus Design

‘With Flagstick’s years of collaboration with Nicklaus Design, and the great reputation they have established in building some of the best golf courses in Vietnam, we have 100% confidence they will create a world-class course for us.’

- Dao Phong Truc Dai, General Director, PV-Inconess Investment Corporation

‘We’re delighted with Flagstick for the upgrade work on our Mountain Course. The excellent quality of work completed within the short timeframe is testament to the experience and dedication of Martin and his team.’

- Surahan Wongwasin, President, Laem Chabang International Country Club

‘Flagstick has provided good solutions to arising issues, communicated information clearly, and openly shared their knowledge and experience with our team. We are confident that will continue under Flagstick's management.’  

- Andrew Bowles, Managing Director, Golf Development, Novaland