Peter Ellqvist is back in Sweden again. On February 1, he took over as the new CEO of Vidbynäs Golf Club replacing the former CEO and founder, Keith Karlsson. Karlsson will be taking on new responsibilities at Vidbynäs.

Yngve Andersson, Chairman Vidbynäs GC, made the announcement, "Vidbynäs aims to be one of the leading golf facilities in Scandinavia. For the operation of the club and 36-hole facility has now Vidbynäs GC recruited Peter Ellqvist as new CEO. He comes from an assignment as president of the billion krona venture at the Kiev Golf Club. Ellqvist has worked in the golf industry for 20 years and has bla previously worked at SGF, Chief of Wing golf and club manager for Troxhammar GK. Former CEO and founder of VGC Keith Karlsson put into a role as sales manager."

Peter has 20 years experience in the golf industry, as Head of Golf Wing, the CEO of Troxhammar GK and then Björklidens GK.  Peter was instrumental in the development of the Bodaholm Golf Club for the Bjorklidens club, which was designed by Peter Chamberlain. In the of autumn 2008, he began to look for a new challenge. Chamberlain was designing a new golf course in the Ukraine, and suggested to Ellqvist to apply for a job there. In January, 2009, Ellqvist  left the country for his new job as the Director of Golf at the Presidential Golf Club in Kiev, Ukraine.

During his year abroad, he learned a great deal. "The Ukraines are very good at providing other activities around their golf.  During any club activity, there were always other activities for non-golfers and for those who just wanted to spend some time in a golf atmosphere," said Ellqvist. "In that aspect, Sweden still has a lot to learn. The Ukraines are also very good at public relations, and they generated lots of media coverage for their golf course and the golf activities there."

The original plan was that Peter would move down to Kiev first and later relocate his family. However, in the wake of the global recession, a bleaker climate descended on the Ukraine. Crime increased as the economy worsened. For the safety of his family, not to mention his own, Ellqvist decided to move home to Sweden instead. "The golf club was not hit by the economy, the funding was already completed, and it still is a very exciting venture. But things and the circumstances changed.

Now he is charged up for his new challenge close to home. He lives just a 15 minute drive from Vidbynäs. He anticipates great opportunities as well as tough challenges ahead.

"I want to make Vidbynäs better known. The most important thing we must do is to market the site a lot better. We must show golfers who we are. We have to attract many more players. A golf course with Sweden's best greens (according to Svensk Golf Magazine, Nr 11, 2007) should be able to attract more players," said Ellqvist.

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The noted British commentator on golf, Henry Longhurst once said, "Golfing excellence goes hand and hand with alcohol..." It's obvious Henry didn't live in Sweden.

Lanna Lodge and Jokikatu Forester operate a hotel and restaurant business at Örebro GK. They arranged a corporate golf outing for specially invited guests in October, 2009. As is common at these events, at various stations on the course alcoholic beverages were served and, at two of the locations, there was highly visible liquor advertising. Just a typical corporate golf outing.

A private person, yet unknown, who was on site during the event, reported the details to the Club Disciplinary Committee of Örebro County Golf Association (ÖLGF). The golf club received a fine of 10,000 SEK ( 989€ ) for violating the Swedish Golf Federation's policy on alcohol. Those policies are based on the alcohol policy of the National Sports Confederation.

Those rules say that "The Confederation endorses the goals of (Swedish) society to reduce alcohol consumption, and especially to delay young people's alcohol debut. In sports, we must be aware that the public and the media demands more of us than the average citizen in relation to alcohol."

The Swedish Golf Federation Play and Competition Handbook includes the following additions to the above policy on alcohol, "The SGF's position is that is not acceptable for alcoholic beverages to be consumed during the current round or practicing on a golf club's practice ground."

Thorsten Hellmark is chairman of the Örebro County Golf Association (ÖLGF) Disciplinary Committee. He said, "There are, in the 14th Chapter of the Foundation's statute, three punishment options: reprimand, fine or suspension. The latter (suspension) applies only to individuals. Clubs are susceptible to the reprimand or a fine. The Foundation's statute says that the reprimand is only relevant if the misconduct is of minor nature."

Hellmark continued, "When discussed with the Attorney to the Board, based on his legal experience, it was his opinion that dispensing and consuming alcohol over a number of holes and with two alcohol billboards out on the course was not a petty offense. That meant that only option was for a fine to be given."

Hellmark said that the event organizers had no idea of the existing provisions. If they had been aware, they certainly would have held the event in a different way. The Club stated that they were not informed of the legalities in their club management activities with the Board, as it was stated in the notification.

Swedish Golf Federation Rules Hit Örebro