Dundonald Interview - part two

Mark Alexander discusses the marketing potential and business applications of golf course photography.

Dundonald Links is recognised as a must-play links course. Professional golf photographer Mark Alexander reveals his approach to capturing the natural beauty of this stunning Kyle Philips design.

Once you’ve captured a series of photographs and processed them, how do you convert your artwork into a marketing tool?

Once I’ve delivered the high-resolution and thumbnail images to my client, it’s up to them to utilise the images the way they see fit. This is something I can advise them on, but this could mean looking at a new website, using the images for media inquiries, creating social media content or producing art to decorate the clubhouse.

It’s important to note that golf magazines always find it very difficult to find good photography. So, if you have decent photography, you’re one step ahead of the pack. Editors want something that sparkles and prompts a response from the viewer, and if you are able to give them that, they’re far more likely to use it, especially on a big spread. With this kind of photography, you’ll often find that suddenly your course has been put on a more prominent page. 

Likewise, tour operators and people who promote golf courses and destinations also struggle to find imagery that stands out from the crowd. So if you have a selection of professional images, they will be more inclined to proactively promote your club.

In addition, the images provide the potential to open communication channels to spread your messages. I often help my clients work through these opportunities, but from my side of the fence as a photographer, when I am creating the images, one of the key things is to capture a good variety of shots. To ensure that each photograph has a different atmosphere, I shoot with different lenses, at different angles and at different times of the day. For example, you can have highly architectural images which look at the movement of the land and the way the fairway changes, and you can also have images that look at the broader environment in which the course is set. So, by capturing a variety of shots, I ensure my clients have a selection of images that can be used to tell different stories.

When you are asked to provide a consultancy service, what is your first approach?

First, I like to sit down with the client and discuss their objectives; what they want to achieve, and by understanding their rational, we can work forward towards a clear goal. I like to explore different options like creating adverts, e-brochures, new websites or pamphlets. Whether the goal is to attract new visitors, get more coverage in magazines or go up in the top 100 lists, when I start to understand my client’s objectives, I can tailor the marketing strategy to suit their needs.

Stay tuned for an insider’s look at a day in the life of professional golf photographer.

Mark Alexander photographs Dundonald Links

This is the first instalment of an interview with professional golf photographer Mark Alexander regarding his most recent shoot at Dundonald Links.

The Kyle Philips-designed course at Dundonald in Ayrshire, Scotland opened in 2003 and is now recognised as a must-play links course. It has hosted a number of professional and amateur tournaments, notably pre-qualifying for the European Tour and the Senior British Open Championship, and most recently the Aberdeen Asset Management Ladies Scottish Open. In line with Kyle Philips’ design directive, professional golf photographer Mark Alexander reveals his approach to capturing the natural beauty of Dundonald links.

Kyle Philips’ ambition when designing Dundonald was to create a championship links that felt as though it was an old, established course. Having covered every square inch of the layout, do you believe he achieved his goal?

"Yes, absolutely. The first thing you appreciate is that the links have been worked so well into the landscape. Before it was very flat and nothing to write home about; but, what they’ve created is a very special landscape that genuinely has the look and feel of an established links. 

"It’s a beautiful, playable course. Everything is laid out in front of you so when you stand on the tee you can envisage how the course will play, which really heightens the excitement."

Kyle Philips also designed Dundonald with the philosophy that a golf course’s character and personality should be derived from the site. How do you capture that in a photo?

"I like to shoot from the golfer’s perspective so when they look at the image they can feel the club in their hands. To do this, I look at the playability of the course and the hole in terms of where I’d like my ball to land on the green or where I’d like it to land it on the fairway. But equally, I like to capture the broader view, which encompasses the dangers involved in terms of the bunkering, the dunes or the rough which adds colour and defines the hole.

"I try to incorporate both the fairway and the greenscapes as well as the rough and dunescapes. The two blend so well at Dundonald, it’s really quite spectacular."

Next week we’ll hear about the business side of Mark’s artistic trade.