KEY POINTS:
From the time we first saw him in those television commercials in the 1980s, it was obvious Michael Hill's ambitions were never modest.
Now, having paid for the construction of his spectacular new golf course from the proceeds of his ever-expanding watch and jewellery empire, Hill is unequivocal about how he wants The Hills positioned in the future.
"I see it as the Augusta of the Southern Hemisphere," he said this week, a reference to the world's most famous and exclusive golf club which hosts the Masters tournament in the American state of Georgia each April.
"Membership will be limited and by invitation only," said the man who is currently president, club captain, secretary and, of course, club champion of The Hills. But, then, he and his wife are the only members to date.
It goes without saying that you'll need a few dollars in your bank account if you make Hill's invitation list. This is a club where if you have to ask what the annual subscription is, then you probably can't afford it.
But the members' money won't be used just for course upkeep and operation. Hill, as shown by his patronage of the annual violin competition which carries his name, is enthusiastic about helping young and talented New Zealanders.
"The very limited membership which I am proposing, those members, in a charitable sort of way, will support young golfers. They can hopefully latch on to them and help them on their way."
So the future of The Hills is high end. The main man makes no apologies for making it an exclusive venue where only members and friends will be able to play.
"You certainly won't be able to rock up at dawn for a game. But then by having the Open here, we're showing it off to the public on an annual basis anyway."
High end is the direction he wants to send the New Zealand Open, too. It's all part of changing the perception of the Michael Hill brand. The future of his international retailing company won't be in its traditional field of heavy discounting.
"Once you become identified as a discounter, people get a certain perception of you and the company. People don't believe it or trust it. So the only way to change that is to brand your own products."
The first step in that direction is the introduction of Michael Hill watches. He told the pro-am prizegiving last Wednesday, where the best performers took home sponsors' products, that watches make up about 16 per cent of his company's turnover. But as from January 1, the only brand of watch his stores will sell will be their own.
The man's forthrightness shines through as he talks about the new direction for the company and its brand.
"We want to be regarded like Versace and Rolex, the same high quality, but at about a fifth of the price. Rolex is the watch brand you see associated with golf all over the world. I'd like to change that."
The sponsorship and hosting of the New Zealand Open is therefore a vital part of his company's strategy for taking on the world. Michael Hill already operates in Canada and is expanding in Britain.
"If the Michael Hill Watches signs can be seen on sports programmes where there's 200 million viewers, then when we start up some shops in a country where they already know the name, it just makes things a bit easier."
For the moment, his involvement in the tournament is not coming cheap, although he won't give any details.
"I'm hoping that next time at the Open, the underwriting will not be so grim. It has been a very costly exercise. We hope to fix that, to raise the event to a new level so the players won't be able to stay away.
"Our prizemoney is never going to be great here and we can never expect it to be. We're a long way from the rest of the world.
"But if we can move the event to January, the start of the tour, that would be great. It's not up to me but I think that would be a very sensible thing to do. We'd get more talented players."
But he's happy to buy an appearance from a marquee player too.
The company's growing number of shops in Canada means Hill has his sights set on one particular player for the next New Zealand Open.
"I'd very much like to get Weir here," he said this week, referring to the 2003 Masters' champion Mike Weir, who is a hero in his Canadian homeland.
The way Hill nonchalantly dropped the diminutive left-hander's name into the conversation suggested some negotiations might already be under way, although he politely declined to expand on the subject.
The way Hill sees it, bringing the tournament to his course and attracting more top players will play a significant role in improving the standard of this country's golfers - in the same way his violin competition is supposed to be improving the quality of this country's young musicians. But he's not beyond wondering about the attitude of the current crop of teenagers and twenty-somethings.
"In the last violin competition, no New Zealanders actually made the grade for the simple reason that they had the potential but they weren't that prepared.
"They lacked the killer instinct. I think it's a trait we have in this country with our young people. If anything gets a little too hard they go, 'well, who cares', or 'why bother', or go and do something else."
Exactly the same sentiments have been expressed about today's generation of young New Zealand golfers. Hill is bemused as to why.
"In the old days, I always wanted to achieve something. I always wanted to do it well. If we can show these young people just what it's really about, then hopefully it will bring out some great players."
Hill has become the saviour of a tournament that was on its knees after sustaining huge financial losses in its last two years.
There's no doubting his commitment to the event, to the future of the game in this country and its young players. He's not making a donation though and he'll be wanting a big pay-off internationally from his sponsorship in the next two years.
Outside of the New Zealand Open, the course and The Hills club will become a playground for the rich and famous only.
That's a serious departure for a game which has always been proud of its truly egalitarian nature in New Zealand. But in a nation where there are more golf courses per head of population than anywhere else in the world, having just one a cut above the rest cannot really be a serious issue.
