London, United Kingdom, 26 November 2024: The global expansion of sports and entertainment agency 54 continues to the Pacific coastline of the United States with its appointment by The Institute Golf Club – one of the country’s most exclusive golf venues.
The California venue owned by the Fry family has entrusted 54 with the responsibility of establishing world-leading standards in agronomy, operational efficiency and membership experience, leveraging 54’s heritage of working on behalf of some of the world’s pre-eminent golf clubs.
54 will also serve a critical consultancy role for The Institute utilising its extensive experience as Event Management Company (EMC) for major tour events, such as LIV Golf League, Aramco Team Series (Ladies European Tour) and The International Series (Asian Tour), as the club furthers its ambitions to host professional golf events, driving even greater value to its membership offering.
The Institute Golf Club benefits from a location just a 30-minute drive south of San Jose in the Santa Clara Valley and just a short ride to San Francisco, the Monterey Peninsula or the Napa Valley wine region. 54’s work will seek to enhance the venue’s position across the landscape of USA’s most esteemed golf facilities.
54 CEO Ed Edwards said: “The Institute Golf Club is already one of the world’s most prestigious clubs but we have been hugely impressed by its ambition to drive standards ever higher, creating an offering and experience that is truly unique.
“Our work, founded on years of accumulative experience working with leading venues across the globe and which will be conducted in collaboration with our partners, Turfgrass, will be tailored to ensure extraordinary delivery across all touchpoints, and to cement The Institute’s rightful reputation among America’s premiere private clubs.”
Randy Fry, representing the Fry family ownership, said: “We have been highly impressed by the experience of 54’s golf advisory team and their work with clubs of high-repute around the world. Beyond their obvious capability, their progressive approach also corresponds perfectly with our development ambitions. All at The Institute are highly excited about the prospect of what we can achieve together.”
The agreement adds to 54’s accelerating growth across North America where it currently provides strategic advisory, operations, commercial, event management and marketing services to a growing portfolio of partners from its Florida office.
For more details about 54, visit weare54.com
