54 working on new Egyptian course with RTJ II
Four Seasons Sharm El Sheikh
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54 working on new Egyptian course with RTJ II

Golf Course Industry

The global sports and entertainment agency 54 continues to move into golf, announcing partnerships with Four Seasons in Sharm El Sheikh in Egypt and with Bunker Hill Farms resort, located west of Chicago.

In Egypt, 54 is working with the Talaat Moustafa Group to create a new 18-hole championship golf course at Sharm El Sheikh’s Four Seasons, set to open in 2026.

54 will oversee the development of the project as well as a number of pre-opening services including construction, operations and marketing.

54 will also oversee the complex agronomy challenge of establishing a new course by the desert alongside new business partner Turfgrass. The team at Robert Trent Jones II golf architects will design the course, with Mike Gorman leading the project.

TMG already has a golfing presence and pedigree with its Madinaty Golf Club on the outskirts of Cairo, which was awarded Players Choice Course of the Year by the Asian Tour following the playing of International Series Egypt in 2022.

“The group is committed to enhancing the golfing infrastructure in Egypt,” said Omar Hisham Talaat, TMG’s chief business development officer. “Collaborating with 54, which boasts a portfolio of some of the best clients globally, will help us make the adjacent Four Seasons Resort Sharm El Sheikh even more appealing to international tourists, especially those seeking an unforgettable experience by the beautiful Red Sea.”

54 CEO Ed Edwards added that, “This is a particularly exciting project for 54 because of the stunning location of Sharm El Sheikh and the technical challenges it presents. We will help create a course befitting this unique location which will become a prized asset for what is already a standout destination for any global traveler.”

The 450-acre Bunker Hill Farms, which currently counts just one member and welcomes one group at a time, also turned to 54 for sales support, providing guidance to grow the client base.

Bunker Hill Farms is now the second privately owned luxury North American course to join the 54 stable in a month after The Institute Golf Club in California partnered with 54 across a range of agronomy, operational efficiency and membership experience services. 

“This is a golf course and resort unlike any other, set in one of the most beautiful parts of the country,” said founder and CEO Mike Domek, who created the site for his family and friends after selling his business TicketsNow.com to Ticketmaster in 2008. “The time was right to start thinking about more guests enjoying what we have to offer here. It’s a special place.”