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In a country where there is no dearth of spectacular locations, standing out is no easy feat. And yet St Francis Links does, indeed, attract more than its fair share of attention.
It stands to reason, then, that there is something besides the magnificent views from the dunes above the Indian Ocean that appeals to golfers, investors and residents alike. This, according to CEO Jeff Clause, is thanks to the estate’s ethos: ‘Your blood pressure drops the minute you cross the Kromme River. People come here to turn off, because we turn on.’ This means finding out exactly what members and residents require, and making sure it is provided – even before they become aware of that need. ‘We take pride in making sure that every request is answered. We have an uncompromising emphasis on quality, and that enables us to deliver a superior product. We’ve become known as a place where you are well looked after.’
That product includes amenities that suit all members of the family, while the estate offers undeniable appeal for active people. Apart from the 18-hole Jack Nicklaus golf course, there are several kilometres of track that can be used for cycling, jogging or hiking, as well as a leisure centre with swimming pool, gym, social and kids’ play areas. The Lighthouse Restaurant prides itself on offering a warm, familyoriented environment, while businesspeople are catered for with a well-equipped conference centre accommodating up to 120 delegates. Then there’s the spa, located within the clubhouse.
The clubhouse itself has become entrenched as the nerve centre of the estate: a hub where families are able to spend quality time with their neighbours. This, says Clause, is perhaps one of the reasons why St Francis Links is finding a growing appeal among young home owners. ‘We’ve seen a definite shift in dynamics,’ he comments, noting that 60% of new purchasers are using the estate as their primary home, rather than a holiday getaway.
In this, St Francis Links is following a trend that is seen throughout the Garden Route – and the Eastern Cape – as a growing number of young families elect to set up a base in a secure, scenic area, believing that their surroundings more than compensate for the commute. This is certainly the case with St Francis Links: ‘St Francis still enjoys the special atmosphere unique to small communities, but there is definite growth. To put this in perspective, St Francis College was set up as a facility for small children several years ago. Its numbers have grown from just two learners 10 years ago to 170 kids.’ Clause adds that the estate is experiencing its own growth, with several former village residents relocating here to take advantage of the security and lifestyle. St Francis Links invests significant time and effort in creating this lifestyle. The estate cultivates its hallmark community culture by hosting regular events, concerts and shows, and even children’s parties.
There is also strong emphasis on communication between the homeowners association and the board of directors. Clause maintains that this is one of the secrets of success. ‘Like any estate, we have some issues about noisy neighbours. But we aren’t dogged by the more complicated politics,’ he says with pride. This harmony is certainly aided by a philosophy that ‘places home owners on a pedestal’, along with a thorough strategy that sees the Exco (headed by Clause) meeting regularly with team leaders to discuss relevant points and update each other on progress in critical areas.
‘We run the HOA like a business. Again, we try to anticipate needs and answer them even before people become aware of them.’
In addition, the estate makes use of GLOVent to manage and communicate issues which may affect residents and members, such as electricity outages or the logistics of the monthly get-together. Clause isn’t surprised to see St Francis Links going from strength to strength. He admits that the estate experienced some difficult years following its stellar launch in 2006, when 90% of the homesites were sold out in 18 months. This was largely a consequence of the economic turbulence of the time, during which time the homesites lost half of their value. Happily, following an efficient restructuring exercise, all is back on track. ‘We have sold 240 properties during the past four years – notably, to people who want to live on the estate and are already building their homes, rather than speculators.’ This is evidenced by the 57 properties that have been transferred during the past 12 months.
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What’s next for the St Francis Links? ‘We are currently working with a hotel group to realise the next stage of our plans,’ Clause informs. The hotel, when complete, will offer 60 one- and two-bedroom units that will be sold on a sectional title basis, and can therefore be returned to a rental pool. This will enable St Francis Links to attract discerning guests who prefer the hotel conveniences as well as a conference market that seeks overnight accommodation. ‘It’s an exciting time for us,’ he concludes.