#BeyondOrdinary
How do you turn a customer golf day into an experience guests remember for years to come?
For FP McCann, the answer was The Grandiose; a heritage-inspired concept that brought together the rich history of The Belfry, immersive on-course activations and premium hospitality to create something far beyond a traditional corporate golf event.
Delivered for FP McCann’s Roofing and Drainage & Flooring divisions, the experience was designed to reward loyalty, strengthen customer relationships and showcase the brand at its very best. The result was outstanding engagement and exceptional feedback.
Bringing Ryder Cup heritage to life
The Belfry was chosen not only for its central UK location, but also for its place in golfing history. As the host of four Ryder Cups, the venue provided the ideal backdrop for an event designed to feel more distinctive than a traditional corporate golf day.
Drawing on this legacy, we developed The Grandiose; a premium hospitality concept inspired by golf’s golden era. The creative direction combined vintage styling, classic Ryder Cup moments and elevated hospitality to create an experience that felt authentic to both the venue and the FP McCann brand.
Delivering The Grandiose brought together expertise from across XSEM. Our specialist golf team shaped the on-course experience, using their knowledge of golf events to create a day that felt authentic while maximising opportunities for customer engagement.
Alongside this, our operational team managed the complex logistics required to deliver two seamless events at one of the UK’s most prestigious golf venues, while our creative team developed the event identity, theming and activations that brought the concept to life.
The concept extended across every stage of the event journey. We developed and delivered a targeted pre-event communications campaign for both customer audiences, using playful, theme-led messaging to build anticipation and showcase the unique experiences guests could expect on the day. From invitations and joining instructions through to event collateral and experiential touchpoints, every element was designed to reinforce the story behind The Grandiose.
We also incorporated subtle references to FP McCann’s own heritage and footprint across the UK and Ireland, creating bespoke touches that connected the experience back to the client. The result was a concept that felt unique to FP McCann rather than a generic golf event, setting the foundation for a memorable customer experience.
The feedback on the event, from check-in and organisation through to the customer stories, was fantastic. The level of support you provided was commented on to me a number of times, and it was all really well done!
A golf day people will remember
Guests arrived to breakfast and access to the driving range before joining a morning briefing ahead of a shotgun start on the PGA National course. Throughout the day, the course itself became part of the experience. Rather than a traditional round of golf, guests encountered a series of themed activations inspired by The Grandiose concept, creating memorable moments, sparking conversation and providing natural opportunities for networking.
Positioned around the course, experiences included a Guinness bar celebrating FP McCann’s Irish heritage, premium whisky and cocktail stations, interactive TrackMan challenges and appearances from Peaky Blinders character impersonators. Each fun activation was designed to surprise and engage guests while reinforcing the event’s vintage-inspired theme.
Adding to the sense of occasion, ex-pro and Ryder Cup player Philip Price hosted practice sessions on the driving range, spent time with guests on the course and shared stories from his professional career during the evening itinerary, inviting the guests to interact via Q&A. Members of the Hickory Society also showcased vintage clubs and golfing memorabilia, bringing the history of the game to life.
Following the golf, guests checked into The Belfry before returning for an evening of drinks, dining and entertainment. Custom trophies, themed entertainment, branded scorecards, professional photography and videography ensured the experience felt premium at every touchpoint.
Rather than attending another corporate golf day, guests became part of an immersive experience that celebrated the heritage, and traditions of the game.
'The best golf day I have ever attended'
Attendee feedback was brilliant – highlighting the quality of the organisation and originality of the on-course activations.
Multiple guests described it as ‘the best golf day they had attended’. The Guinness Bar and Hickory Hole emerged as standout favourites across both events, reinforcing the success of the heritage-led approach.
Most importantly, the events strengthened relationships between FP McCann and their customers in a genuine and memorable way. The success of The Grandiose has already led to discussions about developments for 2027, with plans underway to continue evolving the concept and build on a platform designed for long-term customer engagement.
Let's talk about your next golf day
Tell us what you’re planning and what you need support with. Our team will be in touch to explore ideas, answer questions and help you move things forward.