RealFood Hospitality, Strategy & Design (RFHSD) is pleased to announce the integration of Troon^® clubhouse design and development services under the RFHSD brand umbrella. A Troon company since 2019 and originally founded in 1996, RFHSD is a premier hospitality strategy and design firm serving the global hospitality industry; Troon is the world leader in golf and golf-related hospitality management.

By merging Troon’s interior design capabilities with RFHSD’s expertise in foodservice design, concept and brand development, and food and beverage operations, the combined group is poised to deliver holistic design and development solutions for various environments, including clubhouse, food & beverage, fitness & wellness, retail, and dynamic shared hospitality spaces.

Facilitating the transition, Dean Pinkston-Hayes, Assoc. AIA, NCIDQ, joined the team as design director of interiors, with nearly 30 years of experience leading world-class design studios both domestically and internationally. Pinkston-Hayes’ portfolio includes country clubs, casinos, hotels and residential projects, of various sizes and scopes. Prior to joining RFHSD Pinkston-Haye’s completed projects included an Intercontinental in Bahrain; The Royal Amwaj in Dubai; Palomar, a Kimpton Hotel in Atlanta; and Casino Gran Vía in Madrid, Spain.

RFHSD’s full-service suite of services now includes interior design; foodservice facility design; food and beverage-related development, business planning and operations support; as well as managed services for a select portfolio of foodservice venues.

“This is a natural progression for Troon and RFHSD, creating a dedicated house of design and hospitality professionals that supports developing, designing and delivering experiences,” said Ed Doyle, president of RFHSD. “Our operational understanding and experience-first approach will only be elevated by the expert ability of the interiors team to create atmospheres that facilitate human experience of a space. Our singular aim is to support Troon properties and our clients in achieving their visions for memorable hospitality experiences. Expect great things from this focused, full-service RFHSD team.”

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Desert oasis Talking Rock Ranch, an exclusive residential community located north of Prescott, Arizona, launched a new dining operation and social hotspot, The 1800. The restaurant’s concept was developed by restaurant consultant, RealFood Hospitality, Strategy, and Design. Inspired by they locale’s rich history, RealFood developed a menu of  artisan-style round pizzas, a curated collection of local wines, craft beers, and cocktails.

The 1800 sits amidst the backdrop of the Granite Mountain’s crests, fitting for the restaurant’s rustic, yet modern scene, with fire-side tables, cushy chairs, and oversize high-tops. A pizza bar also provides front-row views of the culinary team’s pizza-making performances behind the glass-encased kitchen, which was also designed by RealFood.

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The First Call has taken notice of the nation’s top golf resorts investing in new, diverse dining options. Post-COVID, with more Gen-Xers and Millenials playing the game, there is a desire for varied and healthier menus, in both fine dining and casual, grab-and-go offerings. RealFood President Ed Doyle was mentioned, agreeing; “the top food and beverage executive of Troon Golf, which operates more than 800 golf facilities around the world, agrees. Diversity in food and beverage offerings is increasingly important.”

“The modern consumer is consistently seeking value, but not always from the perspective of price point,” says Doyle. “They are relying on us, their favorite clubs and resorts, to offer food and beverage experiences that mirror their lifestyles, which are busy, scheduled, and multi-faceted.”

“Doyle, who describes his company’s approach to dining as “ease, consistency and multi-dimensional,” paraphrased a hospitality adage: One bad meal can ruin an otherwise exceptional stay. “In the end, the hospitality experiences we deliver determine whether people will come or go in the future,” he said.”

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RealFood, as foodservice consultant, assisted with the opening of the Kendall Square Workspace located in Kendall Square, MA. The workspace consists of 14 floors, connecting co-workers with workspaces, amenities, and support spaces. The space embraces the technological evolution, with tech advancements throughout every aspect of the building.

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In 2018, The Club at ArrowCreek in Reno, Nevada was struggling financially and in need of an overhaul to protect the future of the business. In response, new owners Ray and Jeanne Conrad, members themselves, took on a $60 million renovation which completed in 2022 and earned recognition by Golf Inc. magazine for best private clubhouse. The effort nearly doubled the size of the clubhouse, expanded outdoor offerings with a pool complex, new fitness center, indoor pickleball facility, and of course – an overhaul of the food and beverage operation.

To support the food and beverage concept development, the club hired Real Food Hospitality, Strategy, & Design, who out of the gate, recommended a kitchen plan redesign to better align with the planned volume of the business. RealFood helped to define the experience of each of the five food and beverage spaces, from service style and menus to music and uniforms. Creating spaces that could be enjoyed by guests at all times of day, RealFood helped to create a fine dining operation, bar, breakfast and brunch cafe, poolside dining option, and speak-easy-style cocktail lounge.

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Golf management company Troon and GolfZon, a maker of advanced golf simulators, partnered to launch an experience-centric concept, GolfZon Social. The combined expertise of both partners offers a golf-themed, “food-fun-and-games experience,” complete with food and beverage offerings. To make this concept come to life, the partners turned to RealFood Hospitality, Strategy, and Design to provide both the design and management consultant services for GolfZon Social.

Troon and GolfZon have high hopes for scaling GolfZon Social, shaping the design priority of creating an operation with the ability to be flexible about the spaces where new locations could open. This desire to scale led RealFood to suggest pivoting from the original kitchen design; “We immediately suggested a vent-less solution because of the desire to be able to roll the concept out quickly, have more real estate flexibility, and offset the operational challenges” said Ed Doyle, the president of RealFood.

RealFood hit on the kitchen concept for growth,  but also needed to develop a menu that stood up to the brand experience GolfZon Social was looking to deliver. The menu concept is focused on shareable dishes that are perfect for a group to order and enjoy together, like flatbreads and pretzel bites, as well as individual and XXL social libations meant for groups. The design concept was brought to life with GolfZon’s first location in West Nyack, NY, which opened in February 2023 and has been a success in the first months since opening.

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RealFood’s client, the Hyatt Regency Scottsdale Resort & Spa at Gainey Ranch, is partnering with celebrity chef Richard Blaise to open six new dining concepts. Richard Blaise is known by fans in many respects: from Television shows “Top Chef: All-Stars” and “Next Level Chef,” his cookbooks “So Good” and “Try This at Home,” and his James Beard Award nomination.

“The new and exciting concepts will provide a wide variety of global and local flavors that our guests and local residents will love,” Lance Marrin, the resort’s general manager said in a news release. These dining expansions are part of a planned $110 million renovation to the resort, upgrading the Hyatt Regency to a Grand Hyatt designation. Along with the restaurants, the resort’s remodel will include renovations to the pool, spa, and fitness areas, as well as the meeting and event spaces, guest rooms, and other public areas of the hotel.

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Executive Chef of Troon Country Club, Chef Carlos Lechuga, is recognized by Club + Resort in their annual 40 Under 40 List for 2024. This annual list recognizes young, outstanding culinary talent in the club and resort industry.

At 34 years old, Chef Lechuga has “cultivated an environment at Troon Country Club filled with skilled, enthusiastic, loyal and reliable culinarians committed to excellence.” Chef Lechuga would offer young chefs aspiring to work in the club and resort industry the advice to “Never stop learning.” Troon Country Club is honored to have Chef Carlos Lechuga as part of the team in Scottsdale, Arizona.

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Juniper Preserve, a 640-acre resort located near the peaks of the Three Sisters Mountains in Bend, Oregon offers a modern approach to living and eating well. In April 2023, a fire left the clubhouse and onsite restaurant called Cascada significantly damaged. This event ultimately sparked the opportunity to re-envision the future of dining at the resort, where a new concept led by Food and Beverage director Jason Ray was born. Set to open in January 2024, the 20-seat restaurant “KÉYA” offers visitors and residents one of the most unique dining experiences in the country: an exploration of food in its most natural state.

Jason Ray explains that the the menu, masterfully collaborated by the expert culinary team, beverage developer, sommelier, and local growers and purveyors is designed for guests to think about food in ways that benefit both bodies and the environment it’s sourced from. “This new venture reinspired the ‘inner chef’ of our culinary team,” Ray continued. “Our chefs could accentuate their artistic ability, and that was the premise for getting this started.”

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For the second consecutive year, RealFood Hospitality, Strategy & Design has been recognized by BoardRoom magazine as the ‘Food Service Strategic Planning Company of the Year.’ Parent company, Troon, was also recognized for the tenth consecutive year as ‘Management Company of the Year’  in the publication’s 2023 ‘Excellence in Achievement’ awards. These awards are the private club industry’s only awards recognizing business partners of clubs.

2023 was a year of substantial growth and innovation for both Troon and RealFood, with two new golf entertainment venues opening with partner Golfzon. RealFood was recognized by BoardRoom Magazine specifically for “developing the venue’s restaurant concept, food and beverage programming, and provides ongoing operational management.”

Troon and RealFood are honored to be recognized by BoardRoom magazine for contributions to the golf and club hospitality industry for consecutive years.

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