The Els Club taking Dubai's luxury golf experience to next level

Starting in September, the Major Series tournaments will give members an opportunity to qualify for the Club Championship - the pinnacle event in The Els Club's annual golf calendar.

"The introduction of these events, which build toward our Club Championship, is indicative of The Els Club delivering on our promise of a personalized, luxury golf experience, by providing members with a unique offering unavailable anywhere else in Dubai,"

said Chris Brown, Director of Golf, The Els Club.

The top 16 qualifiers from the Major Series will go on to take part in the inaugural Club Championship in January 2009.

This tournament will be played over 18 holes with the eventual Club Champions winning the opportunity to meet Ernie Els during the 20th Anniversary Dubai Desert Classic.

Since its inauguration in January, The Els Club has partnered with a number of premium local and international brands including Al Tayer Motors, Rivoli Group and The Westin Mina Seyahi, which, according to Mr. Brown, were chosen because they reflect an aspirational level of service.

"We want to partner with brands that represent exceptional service and luxury. Our partnerships are a tribute to the experience and level of service members can expect at The Els Club, and we are delighted by their initial enthusiasm for the Major Series and Monthly Medal tournaments," added Brown.

The Els Club is the first completed venue in Dubai Sports City, and has been constructed and presented to exceed world-class standards.

With a range of thoughtfully-placed tee boxes, fairway pot bunkers and green complexes, coupled with carefully-developed undulation, The Els Club's 18-hole, championship golf course offers a unique addition to the Middle East's growing range of world-class golf facilities.

In keeping with Dubai Sports City's strategy of recruiting sports professionals to oversee its commercial activities, the organization has appointed son of legendary golf coach Butch Harmon, Claude Harmon III - who has coached touring pros, which include US Masters Champion Trevor Immelman, Darren Clarke and Adam Scott - to oversee the new Butch Harmon School of Golf, attached to The Els Club and set to open in early 2009.