Éric Fournier will not be standing still with the Bic Golf Club in the coming years. From 2025, the new owner of the site will invest several million dollars in a complex which will be called “Bic sur mer”. A range of shows and gastronomy, a possible thalassotherapy center and a four-season inn should be added to the golf experience.
In an interview with Le Soir.ca, Mr. Fournier revealed several elements of his game plan, established until 2030 but which remains to be refined, information of which was communicated to former shareholders, Thursday evening, during a general meeting special.
The main change is to the site name. Following an in-depth marketing analysis, Bic will abandon the term “club” and rely on the name “sur mer” to promote the location near the St. Lawrence River.
“We needed a new identity. We wanted to move away from the word “club” with the diversification of our future activities. I wanted a name that defined the destination above all. When we tour Quebec, golfers tell us that Bic is unique because it smells and tastes like the sea. This is what sets us apart and what we wanted to highlight,” he believes. he.
Improve the golf experience
In 2025, the team in place will first focus on improving the golf experience, both for members and for customers here and elsewhere.
To do this, Éric Fournier trusts Martin Landry, appointed as a professional. This is a return to Bic for the main shareholder after leaving the club, at the end of 2020, to follow ex-pro Michel Blier at the Vallée du Richelieu Golf Club.
“The Bic is among the 10 most beautiful courses in Quebec. Its reputation is exceptional. To provide unparalleled service and help us build the site, we needed a guy like Martin. It is certain that there will be major transformations in the main chalet area. We are still analyzing what exactly we will do. In addition to golf, we want to start the show aspect next summer,” says Éric Fournier.
He also confirms that all staff remain in position, with the exception of the interim general director, Suzanne Bérubé.
“For 2025, I will assume general management. I am looking for an operations director to work with Martin Landry and the field superintendent, Frédéric Lizotte,” specifies Mr. Fournier.
Accommodation offer
Starting next year, “Bic sur mer” will begin its second phase with the establishment of a tennis and pickleball complex, in addition to the addition of a more extensive cultural and gastronomic offer. It would materialize for 2026 or 2027.
Subsequently, Éric Fournier will begin the final stage with the desired construction of a thalassotherapy center, accompanied by a four-season inn.
Although it has always been very clear that there would be no hotel development on the site, this inn could open the door to an accommodation offer.
However, nothing has yet been decided on this subject.
“We have a “damn good spot” in mind, but we will consult the population before moving. The citizens of Bic must agree with the approach before we take this avenue. I have always said it and I repeat it: I am not a real estate developer. I had a great summer meeting golfers, members and citizens, to understand their expectations, answer their questions and take their various comments into consideration. We will continue on this path,” assures Mr. Fournier.
Hefty bill
Obviously, such a transformation of the Bic Golf Club will cost several million dollars.
For the moment, Éric Fournier does not want to put a price on his development plan, since several elements remain evolving or under consideration, which will modify the amount of the final bill.
After a career in senior management positions at Bombardier, Cirque du Soleil and Moment Factory, his family roots at Bic convinced him to submit a purchase offer of $3.2 million for the purchase of the club. golf, last spring, to “avoid bankruptcy”.
The former manager of Bombardier and Cirque du Soleil, who has a residence in Saint-Fabien-sur-Mer, was first presented to shareholders during a virtual meeting.
He then presented his vision for the future of the Bic Golf Club, indicating that he wanted to transform it into a four-season destination.
Shareholders finally voted 99%, on May 29, in favor of selling their shares to Éric Fournier.
After the official signing of the sales contract on September 9 with the chairman of the board of directors, Jacques Plante, Mr. Fournier will take possession of the assets on October 31.
By then, the Golf Club will complete all operations for the 2024 season.
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