Aldar Properties
The 2022 integration of Yas Links Abu Dhabi, Saadiyat Beach Golf Club and Yas Acres Golf & Country Club into the Viya Golf / Wasl-managed portfolio.
Three established Abu Dhabi properties. One coordinated transition.
In August 2022, Aldar Properties and Viya Golf, part of Wasl Hospitality & Leisure, announced a new agreement for the management of Yas Links Abu Dhabi, Saadiyat Beach Golf Club and Yas Acres Golf & Country Club, effective 1 September 2022.
The agreement expanded the Dubai Golf / Viya-managed portfolio into Abu Dhabi, bringing three established clubs — and their golf, dining and leisure businesses — into the group’s operating and marketing ecosystem.
Delivering the market-facing integration.
As part of the in-house Dubai Golf marketing leadership team, I led integrated marketing and communications activity supporting the introduction of the three properties to the wider portfolio.
The work involved communicating the transition to members, customers and the market, aligning brand and guest-facing messages, supporting new commercial propositions and connecting the properties with wider Dubai Golf / Viya marketing channels.
Connecting brand, commercial and operational priorities.
This was a multi-property change programme involving an established asset owner, a new operating structure, distinct customer communities and several lines of business — golf, food and beverage, membership and leisure.
It demonstrates the ability to coordinate communications as part of a business transition, while maintaining the positioning of premium individual properties and bringing them into a larger commercial portfolio.