Our Sixth Annual Charity Golf Day for the Alzheimer's Society

Our Sixth Annual Charity Golf Day for the Alzheimer's Society

On 5th June, Prime Appointments hosted our sixth annual charity golf day in support of the Alzheimer's Society — and it was, without doubt, one of our best yet.

What started six years ago as a way to give back has become one of the highlights of the Prime calendar. Bringing together clients, friends and supporters for a cause that means so much to us, it's a day we genuinely look forward to every year. 

Tee Time at Colchester Golf Club

The morning began in the clubhouse, where guests arrived to sandwiches, chips, teas and coffees — the ideal fuel before 18 holes. Once everyone was settled, the hole draw got underway. As ever, nobody wanted to start on the far side of the course, and the reveal of each team's starting hole was met with a delightful mix of cheers, groans and — courtesy of one perfectly timed ringtone — genuine comedy.

Armed with water and the all-important supply of jellybeans, the teams set off. With three nearest-the-pin challenges and a Beat the Pro competition hosted by Oliver Allison, there was no shortage of mini-competitions to keep spirits high throughout the round.

The Iconic Halfway House

If there's one thing Prime's golf day is known for, it's the halfway house — and this year it certainly didn't disappoint. Decorated in Prime's signature oranges and pears, alongside the Alzheimer's Society's forget-me-nots, and hosted by the wonderful Lorraine and Paula, it was the perfect pit stop for players to refuel before tackling the back nine.

Lisa at Holts provided a stunning spread: sausage rolls, scotch eggs and pork pies, all accompanied by Tiptree Patisseries' legendary tray bakes — chocolate fudge cake, Victoria sponge, carrot cake, lemon drizzle and fruit cake. A welcome moment to refuel and regroup before the back nine.

There were some serious golfers and some decidedly less serious golfers taking part throughout the day (drum and bass on hole 16? You know who you are), but the course was enjoyed by everyone. The weather, which had looked rather uncertain for much of the week, thankfully held out and even surprised us with a few bursts of sunshine. Given the wet start to June, we certainly weren't complaining.

Why We Do This

After the golf, guests returned to a beautifully laid-out clubhouse for dinner. But before the evening's celebrations began in earnest, there was a moment to reflect on the reason we were all there.

Prime's Managing Director, Robyn Holmes, has championed the fight against dementia with remarkable passion and consistency. At the heart of that commitment is her dear friend Margaret, who was diagnosed with dementia at just 50 years old. As Robyn movingly described, Margaret is still with us — but slipping further away. Robyn called it perhaps the cruellest part of this disease: "painless, maybe for Margaret herself, but devastating for Dave" and for everyone who loves her.

Robyn believes Margaret would tell her: "Keep going. Don't stop. Keep believing we can make a difference — and let's find a cure." And that belief drives all of Prime’s fundraising efforts for Alzheimer’s Society.

The statistics Robyn shared were sobering. Dementia and Alzheimer's disease are now the leading cause of death in the UK — claiming more lives than heart disease, lung cancer or any other single disease category. Yet awareness and fundraising for Alzheimer's research receives only a fifth of what organisations like Cancer Research UK attract. Perhaps the figure that hit hardest: by the time guests had completed their round that morning, another 80 people in the UK would have been diagnosed with dementia.

These aren't just statistics. Many in the room had been personally touched by this disease — and it showed in the generosity that followed.

The support shown throughout the day was nothing short of incredible. Thanks to the generosity of everyone who attended, sponsored, donated prizes and took part in the auction and raffle, this year's event raised an outstanding £21,823 for the Alzheimer's Society.

That figure takes Prime Appointments' total fundraising for the charity to more than £305,000 since our support began — a milestone we're incredibly proud of and one that simply wouldn't be possible without the support of our clients, friends, suppliers and local community.

We would also like to extend a special thank you to Pickering Group, whose generosity included both a raffle prize donation and a substantial financial contribution towards this year's fundraising total.

Prizes, Raffle and a Remarkable Community

Peter Holmes opened the evening by thanking attendees, sponsors and prize donors for their incredible support — both this year and across all six events. The prize-giving that followed was warm, celebratory and well deserved.

Guy Longhurst, Managing Partner of Ellisons Solicitors, gave a particularly moving speech. He put it simply and powerfully: the hard part of fundraising isn't turning up and bidding in a raffle — it's doing what Robyn, Peter and the whole Prime team do. Organising, planning, showing up every year and making it look easy. The easy part is enjoying the day.

The raffle and auction rounded off a truly special evening, with guests digging deep for the cause. The generosity on display was incredible and a reminder of just how much this cause means to so many people.

A Huge Thank You

An event like this doesn't happen without extraordinary support. We are deeply grateful to everyone who donated raffle and auction prizes, and to all our sponsors.

A special thank you to Colchester Golf Club for hosting us with such care and attention to every detail, year after year. From the food and hospitality to the presentation of the clubhouse, no detail goes unnoticed, and this year's event was one of our best yet.

And a heartfelt thank you to Millom's Restaurants & Hotels, Strident Technology, Royal Cromer Golf Club, Hayley & Mark Joel, Pickering Group, Will Tew, Thurlow Nunn, Sharon Manby, Wendy Smith, Stephen Cook, Howard Blackwell, Blackwells Farm Shop, Sheringham Golf Club, Stourgarden, Majestic Wines and Higham Vineyard.

Your generosity makes a real difference. Together, we've now raised more than £305,000 for the Alzheimer's Society and helped support the ongoing fight against dementia. Every raffle ticket purchased, auction bid placed, sponsorship pledged and donation made helps fund research, support families and raise awareness of a disease that affects so many lives.

We'll continue doing everything we can to support the Alzheimer's Society and keep believing that one day a cure can be found.

To find out more or support the Alzheimer's Society, visit alzheimers.org.uk.