Tazegzout Golf Club is part of the Taghazout Bay Resort, a new development on the Atlantic coast of Morocco near Agadir, owned and operated by SAPST (Societe d’Aménagement et de Promotion de la Station de Taghazout). When the time came to fit out the golf shop, lead contractor Braemar Golf Management recommended Millerbrown Golf to ensure a professional retail design was achieved.
In a country fast gaining a reputation for some superb new golf destinations, the brand new development at Tazegzout is right up there, both in terms of its scale and also the quality of golf on offer. From a retail design perspective the building style, coupled with the general layout of the clubhouse, provided a perfect canvas to create a contemporary, bright retail store.
Too often not enough retail space is planned into new developments for a shop to achieve the full turnover potential of a resort. However, at approximately 100 square metres, and with additional separate areas for fitting rooms, a stockroom and an office, the architects at Tazegzout had allocated a sufficiently large retail footprint to create a shop that would make visitors really want to spend time looking around.
Increased customer ‘dwell’ time in any shop, usually results in greater turnover, and initial feedback from Laila Bensouda, Partnerships and Development director for SAPST, has been extremely positive. “The shop opened in September 2014 and we are delighted with it. The quality of the design and also the quality of the installation work carried out by Millerbrown Golf are superb”.
In line with an increasingly common trend in golf worldwide, there is a very minimalist display of hardware at Tazegzout. “We see our key sales areas very much as being non-hardware lines such as clothing, footwear and accessories. We also sell our own ranges of Tazegzout branded items, as well as popular local specialities, including cosmetics based on locally produced and currently trending argan oil”.
Using a combination of textured pale mushroom wall coverings, weathered oak timber finishes and brushed stainless steel detailing, the shop feels modern and welcoming. According to the staff, the state-of-the-art display system is ‘so easy to change around’, meaning that it will always be easy to keep it looking fresh and interesting.
Millerbrown Golf was initially recommended to SAPST by Braemar Golf Management and Millerbrown Golf’s design director, Paul Sanders worked closely with Braemar’s Andrew Glen. Keith Haslam, the MD of Braemar and Braemar as a company have worked with Sanders specifically over many years, going back to Haslam’s days at Gleneagles. So it was a natural step to ask Sanders and Millerbrown Golf to assist with Tazegzout.
Braemar recognises retail is a key component to the whole experience and can assist in spreading the word and brand of Tazegzout as well as being an important contributor to the business. Haslam commented, “A key issue is the retail fit-out and design and we are delighted that Miss Bensouda took on board our advice to allow us to bring in experts in their field for such a task. This is not always the case and unfortunately more often than not, we are disappointed and compromised in our retail operations when a client tries to do it themselves.”
Working with Andrew Glen, the Braemar Golf Morocco representative, Sanders provided a design bespoke to the retail space and the type of business anticipated. The client felt confident enough to allow Millerbrown to do full design, manufacture and fit out with the results speaking for themselves. This approach ensured a professional result and a smooth and efficient process. Braemar Golf recommend this approach and now look forward to working with Sanders and Millerbrown again in the future.
Concluding Sanders said, “Having just returned from Tazegzout to see the shop in operation I’m delighted that we have been involved in this stunning development. SAPST have been a great organisation to work with, and their professionalism is evident throughout the golf operation. A great result”.