Troon partners with HelmsBriscoe, meetings company

Troon, pushing ahead with its expansion into new business areas, has finalized a partnership deal with an international meetings procurement and site selection company. 

HelmsBriscoe, which operates in 55 countries and has more than 1,400 procurement specialists, provides sourcing and venue location services for global meetings. Under the agreement Troon and HelmsBriscoe will work together to provide clients with options for meetings, golf outings and events in non-traditional meeting venue locations. 

Both companies have corporate headquarters in Scottsdale, Ariz. 

“The new meeting and event trend is companies seeking non-traditional venues such as golf courses, golf clubs and other entertainment complexes,” said Kris Strauss, Troon senior vice president, sales and marketing. “With over 360 locations around the world, Troon is uniquely positioned to provide meeting planners with a variety of exceptional event location options.”

It’s the latest in a series of deals aimed at expanding the business scope for Troon, the world’s largest third-party golf course management company. The company in 2018 purchased Cliff Drysdale Management, a tennis management firm, and earlier this year acquired RealFood, a Boston-based food and beverage consulting company. 

The company also has sought to raise its profile in the golf industry by recently signing several PGA Tour professionals, called Team Troon, to represent its brand. They include American pros Justin Thomas, Gary Woodland, Patrick Cantlay and Matt Kuchar; European pros Alex Noren and Matthew Fitzpatrick; and LPGA Tour/Ladies European Tour player Cheyenne Woods. 

The seven will carry the Troon logo on their bags and will be involved in digital and social media campaigns for the company and the facilities it manages.  




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