LET: AAM Ladies Scottish Open

Ladies European Tour:   Aberdeen Asset Management Ladies Scottish Open

So, this is like the Dunhill Links Championship but without the same calibre of celebrities. To understand what will take place over the three days (yes three days!), replace Hugh Grant with Brendon Cole and Samuel L Jackson with Gavin Hastings and you pretty much have the idea. It is however a well fought out affair with much at stake – especially for the local lassies – all of whom could deliver but let’s see how they cope with the home advantage.

Date:                     3rd – 5th May 2012

Venue:                 Archerfield Golf Club (Gullane number 5), East Lothian, Scotland

The Fidra Links is the original of the two courses at Archerfield Links, and at just short of 7000 yards from the back tees this is a true test of any golfers’ skill. The first 11 holes of this par 72 course wind their way through pine trees giving the course a unique character amongst other courses in East Lothian, whilst keeping a traditional links feel, with deep menacing bunkers and fast running greens.

Yards:                   7,000 yards

Par:                        Par 72


Laura Davies, Melissa Reid, Helen Alfredsson and Lindsey Wright are some of the latest stars to confirm their entry into the LET’s first European event of the season. They join defending champion, Catriona Matthew, the 2010 event winner Virginie Lagoutte-Clement, the 2008 event champion Gwladys Nocera and recent Lalla Meryem Cup winner Karen Lunn in competing for the coveted trophy. Make no bones about it – it’s a tough race to call.


Now let’s be honest, this is Scotland and having spent the last few days at Archerfield, I can confirm that it’s been cold. It’s pretty grey and actually it’s pretty depressing even if the course looks great. As such, having spoken to some of the overseas players, there’s a feeling that they’ve already written themselves off that they are not cut out for it! If the wind blows – it could be very interesting and then it’s only a case of the most determined one who will shine.

Ones to watch:

A 41 year old resident of North Berwick beat the rest of the field by ten in 2011 and she still has the local advantage over many of her Tour colleagues. It’s Catriona Matthew who will be a hard one to beat this year although I think she will put up a decent defense of her title but not quite do enough to take the Aberdeen Asset trophy.

Already a winner on the tour in 2012, taking the Gold Coast RACV Masters, its ISPS Order of Merit Silver place holder Christel Boeljon who will be one to watch this week. This Dutch superstar has two fantastic seasons culminating in a Solheim Cup appearance (a first for the Netherlands) and a World Number 8 ranking.

Ones to win:

In 2011, this player played in 21 LET events and recorded nine top-10 finishes including 3 second places, one third, one fourth, three fifths and one sixth. To those in the know (but not in the biblical sense) Lee-Ann Pace is one competitive cookie who topped out in 1st place on the Henderson Money List in 2010 following it with a 5th in 2011 and results of 5th and 2nd in this event in 2010 and 2011 respectively. She is certainly one strong contender.


But stand back everyone, it’s the lady that we’ve all been waiting for – the lady that brings class and sophistication to the Ladies European Tour (now who says sex sells?). It’s England’s one and only Melissa Reid who will win this tournament. I’ve no idea how good she actually is (*) but she’s got a lovely swing. Ding dong. 

Jenks out!

* = 2 wins and 6 top ten’ including 3 times in third in 2011 should back-up that careless and irrelevant statement.

For more information visit: http://www.ladiesscottishopen.com/


About davidmorganjenkins
I am an experienced international, commercial, strategic business leader delivering customer focussed initiatives for world class leisure & sports brands. I have a credible track record of leadership and senior management experience in particular with business operations, marketing & business development within leisure, sport, ecommerce/retail & B2C sectors. I have a unique creative vision, supported by sound financial management & budgetary responsibility having increased brand awareness, sales & core revenue by 60% & profit 200 % at Football Aid over a 3 year period. In parallel, I am centred on attention to detail ensuring a consistent product offering and the greatest possible customer experience. This is delivered through strong collaborative teamwork and creating a culture of creativity, determination and enthusiasm amongst team members. I possess an ability to cement & develop relationships at all levels and can easily engage, report to & upwardly manage share & stakeholder alliances ensuring delivery of business objectives. Key skills Developing & implementing business plans focussing on sales, profits & volume Bringing sales & marketing strategy to life to inspire customers; making visions/dreams a reality Customer service; driving enhanced customer satisfaction & delivering a reputation for excellence Developing, influencing & implementing plans & partnerships that deliver competitive advantage Effective planning & delivery of multiple channel, venue & geographical programmes & projects Leading & managing operation, marketing & business development teams to believe in their ability to succeed Experience headlines Commercial; sales, strategy, development, marketing, sponsorship, promotion, customers service Business administration: P&L, performance, improvement & operational management Marketing & brand; communications, brand management, development & membership/loyalty Ecommerce & retail; FMCG, optimisation, data (CRM), social media, SEO, PPC & affiliates Technology; CRM, web TV, new media, smart phone/iPhone applications

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