Paloma Resorts Selects New Director of Sales & Events
PGA TOUR EXPERIENCES’ ROBERT BOOTH SWINGS GOLF & HOSPITALITY PROMOTION
Lake Geneva, WI – Midwest-focused golf and hospitality management firm Paloma Resort Properties is pleased to welcome Robert Booth as its new Director of Sales and Events. Plucked fresh from his PGA Tour sales career in Florida, Booth now leads Paloma’s 10-person sales team, which markets a growing portfolio of Lake Geneva, WI properties, including the award-winning Geneva National Resort and Golf Club.
In his new management role, Booth aims to streamline the company’s sales process, increasing efficiencies while heightening Paloma’s brand awareness. “My long-term goal is to put Geneva National on the radar of golfers nationwide. With a golf facility and resort rooms that match up to many of the industry’s leaders, Geneva National should no doubt be equally as well-known,” notes Booth, who speaks from more than 11 years’ experience in luxury golf destination sales and tour development.
Before coming to Paloma, Booth spent four years as Director of Group and Corporate Sales for PGA Tour Experiences, marketing resort destinations countrywide as the PGA Tour’s vacation travel partner. Prior to that, a three-year career with Auberge Resort’s Inn at Palmetto Bluff had Booth forging new group business in the Southeast and Midwest markets. Time spent as Director of Sponsorship Sales for the PGA Tour’s Greenbrier Classic cemented Booth’s expertise in fostering new and existing strategic partnerships and developing tournament sales, marketing and packaging.
Before then, he handled all group golf play at TPC Sawgrass as Director of National Accounts for Sawgrass Marriott Golf Resort & Spa. “I have been very fortunate to have worked for and with some amazing golf properties,” notes Booth, who earned his master’s in Sports Marketing from Georgia State. “Hospitality and golf are in my DNA, so the decision to come to Paloma Resort Properties seemed both obvious and inspiring. I am able to combine my niche market expertise in hotel and events along with my passion for golf.”
Likewise, Booth’s unique skill set is what Paloma sought. “Rob brings a rich background in selling and promoting first-class golf courses throughout the country, and we are excited to have him onboard to bring Geneva National to the next level,” states Leslie Johnson, Paloma’s VP of Sales and Marketing. “Rob’s insight into the range of properties we manage – from boutique group golf villas like Geneva National’s Inns to full-service resorts like The Ridge Hotel – will no doubt enhance our Lake Geneva portfolio.”
From the minute Booth started this spring, he has been acclimating to his new Midwest surroundings by golfing one of Geneva National’s three legendary designs three or four times each week. While the swing time is relaxing, it also tees up the ideal environment to brainstorm best business practices.
“Golf and the hospitality industry are very similar,” says Booth. “The end goal is do your best and to get better. If I go out and shoot 78, I think about the 2-putts I missed and the bad drive I had that kept me from scoring a 75. The same holds true with hospitality and events. No matter how perfect an event seems to flow, we can always do better. Did we time the announcements right? Did we have enough coverage with bartenders? Could the food have been served better? It’s all about trying to continually improve while striving for perfection.”
About Paloma Resort Properties
A privately owned golf and hospitality management company based in Lake Geneva, WI, Paloma Resort Properties provides innovative and proven solutions for premier Midwestern hotels, resorts and private clubs. Founded in 1989, Paloma owns the award-winning Geneva National Resort in Lake Geneva, WI and boasts a long-standing track record of establishing, reviving and rebranding champion golf + hotel resorts throughout the U.S. Experts in hospitality turnaround, golf course management, membership programs and food and beverage operations, the Paloma team personally commits to each property with an accessible, hands-on approach that translates to a welcome return on investment for each property owner. Learn more at palomaresortproperties.com.
