Skip to content

54 enter Vietnam (part 2): Strong team and notable projects  

54's vision for its work in Vietnam is to be a catalyst in developing the most comprehensive and cohesive national strategy that supports the development of a diverse national golf product mix (championship, municipal, short formats, urban-based, entertainment golf), that drives demand for these experiences, and that establishes industry-wide, government-mandated best practice principles in the development of new facilities. Mr. Ben Styles - Executive Director of 54 Vietnam shared about his team and projects that 54 currently have in Vietnam.

Mr Ben Styles 54 Vietnam
Mr. Ben Styles - Executive Director of 54 in Vietnam.

54 Vietnam has recruited a strong team. What helped you assemble this dream team?

Our team at 54 Vietnam is indeed a powerhouse, and we’re just getting started! Assembling this dream team has been a journey fueled by a clear vision and a commitment to excellence. I’ve always believed in the power of collaboration and transparency, and I’ve been incredibly fortunate to work alongside some truly remarkable individuals throughout my career. My partnership with Tú Anh (Dandelly Nguyễn) was a pivotal moment, now, as the Managing Director of 54 Vietnam we are all fortunate to have her lead this team. A graduate of Hoa Sen University, Ohio State University and currently embarking on her doctorate in Business Management and Sports Tourism, Dandelly brings a level of international business acumen not often accessible in Vietnam. 

Tu_Anh.jpg (454 KB)
Ms. Tú Anh (Dandelly Nguyễn) - Managing Director 

Early on, Dandelly recognized the immense talent of Ms. Kieu Le with whom she had collaborated before. Kieu has extensive experience in the golf industry, particularly at leading clubs like Novaworld and KN Links, she brought invaluable insights that have been instrumental in shaping our direction. Next, we were thrilled to bring Sonia Mai on board. Many of the VGL readers will know her as the former General Manager of The Bluffs Ho Tram Strip, where she played a key role in creating major events and establishing a vibrant business culture. Sonia, a graduate of the PGA IGI course, remains passionate about supporting the Vietnam Golf Industry, even from her new home in England. As our Asset Manager, she ensures our clients are fully engaged and thriving.

Sonia_Mai.jpg (552 KB)
Ms. Mai Hương (Sonia Mai) - Asset Manager
Kieu.jpg (348 KB)
Ms. Phụng Kiều - Strategy Account Manager

Then there’s Kelly Nguyen, who recently joined us after some persistent persuasion on my part! Kelly has been my right hand in the golf scene since I first arrived in Vietnam. With her previous roles as Director of Golf at both The Bluffs and Hoiana Shores and her background as a teaching professional, she brings a wealth of knowledge. Dandelly and I recognized that to truly elevate the industry, we needed Kelly on our team. As our Director of Operations, she will work closely with our clients’ front-line staff to deliver top-notch training and customer service. Alongside these incredible leaders, we have a dynamic team of creative minds who share our ethos of pushing the boundaries of sports and being agents of change. We embrace our role as industry disruptors, and together, we’re excited to redefine the future of golf in Vietnam!

Kelly.jpg (361 KB)
Ms. Minh Phương (Kelly Nguyễn) - Operation Director

What notable projects and activities does 54 Vietnam currently have?

54 Vietnam is currently engaged in several notable projects and activities that reflect our commitment to advancing the golf industry in the region. Our journey began with our first client, Brad Burgess of Sports Turf Solutions (STS), for whom we are enhancing their marketing and digital presence across Asia. STS is a passionate team, and we are proud to support their mission. We are also honored to have been appointed as the Management Group for the pre-opening and operations of the Van Lang Empire T&T Golf Club in Phu Tho. We are fortunate to have Mr. Phil Jones, a highly respected General Manager with extensive experience in PGA management and a proven track record in large-scale projects in Saudi Arabia and the Middle East, leading this initiative. Additionally, 54 Vietnam has recently been tasked with developing and executing the Vietnam Golf Tourism Strategy. This comprehensive plan will encompass international events, market insights, and data analysis, all aimed at creating a roadmap for the future growth of the next 100 golf courses slated for licensing in the country. We have some exciting announcements on the horizon regarding our projects and partnerships in Vietnam, and we will ensure that VGM is the first to hear about them.

Van_lang_Empire.jpg (1.18 MB)
54 was appointed as the Management Group for the pre-opening and operations of the Van Lang Empire T&T Golf Club in Phu Tho/ Credit: Journalist Nguyễn Tiến Luyến

What benefits do you think Vietnam will gain from the entry of 54?

Simply put, creating greater direct and indirect GDP contributions to the national economy, via job creation, increasing demand and improved return profiles through enhanced strategies and modelling. 54's vision for its work in Vietnam is to be a catalyst in developing the most comprehensive and cohesive national strategy that supports the development of a diverse national golf product mix (championship, municipal, short formats, urban-based, entertainment golf), that drives demand for these experiences, and that establishes industry-wide, government-mandated best practice principles in the development of new facilities.

54's local experience in Vietnam, coupled with its global experience in building national development strategies, developing tourism models, managing and operating properties, promoting and marketing destinations and creating unique events will unlock that full potential by providing new tools for Vietnam stakeholders to craft optimal investment and go-to-market strategies. 

z6135992126010_54f82423e0d35d16fd51b3cab1447309.jpg (713 KB)

 What opportunities will arise with the presence of the group here, especially LIV Golf?

The opportunities are broad, from hosting events to developing world class facilities. In terms of events, there are more opportunities than ever before for Vietnam to host world-class professional tournaments, from Asian Tour, International Series, LIV Golf League, DP World Tour and Ladies European Tour, to name a few. 54 has relationships with all of these and has a deep understanding of how to integrate events into a broader strategy to ensure there is a return on the investment. LIV Golf League events deliver over $100m in economic impact to their host destinations, which are selected from a robust bidding program to identify the strongest venues that index positively from a fan attendance, on course experience and commercial perspective. Outside of the Majors and Ryder Cup, these events really sit at the top of the pyramid in world golf at the moment and it would be fantastic for Vietnam to have the opportunity to host one in the future. The International Series (IS) is LIV Golf's open player pathway, sanctioned by the Asian Tour with events in Asia, the Middle East and Europe. The IS has become one of the strongest event series in world golf, with many LIV stars competing through the season. Vietnam certainly has many of the right ingredients required to host successful professional events, and in the near term the International Series would be a great fit, and could set the foundation for a LIV Golf League event in the future. The Aramco Team Series, sanctioned by the Ladies European Tour, is another exciting series that 54 is heavily involved in, bringing the world's best players together in a unique Team format. Given the opportunity the women’s sport presents - this could be another interesting addition to Vietnam’s event roster. 

LIV_golf.jpg (1001 KB)
54 has relationships with organisations like Asian Tour, International Series, LIV Golf League, DP World Tour...and has a deep understanding of how to integrate events into a broader strategy to ensure there is a return on the investment.

What is your assessment of the golf market prospects in Vietnam? Do you think Vietnam is a promising land for golf?

At this juncture, it is undeniable that Vietnam has emerged as the epicenter of global golf development. The country has witnessed an extraordinary transformation in its golf landscape, evolving from a handful of courses to a thriving network that attracts both local and international players. This remarkable growth is not merely a trend; it reflects a deep-seated passion for the sport and a commitment to fostering a vibrant golfing culture. What sets Vietnam apart is the unwavering support from the highest levels of government, which recognizes the potential of golf as a catalyst for economic growth, tourism, and community engagement. This backing has paved the way for significant investments in infrastructure, training programs, and promotional initiatives that elevate the sport to new heights.

As I look to the future, I am filled with optimism and excitement for the industry. The potential for further development is immense, with opportunities to enhance player experiences, attract international tournaments, and cultivate a new generation of golfers. With a strong foundation already in place, I believe that Vietnam is poised to become a leading destination for golf enthusiasts worldwide, showcasing not only its stunning landscapes and rich culture but also its commitment to excellence in the sport. The journey ahead is bright, and 54 is eager to be a part of this dynamic evolution in Vietnam's golfing narrative.

5 liked 471 views

Other Articles