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The 'Name' Sells the Course for Many from Palmer to Ben Crenshaw to They Didn't Hire Exports in the Pros, Ex-Pros Tom Watson

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The 'Name' Sells the Course for Many from Palmer to Ben Crenshaw to They Didn't Hire Exports in the Pros, Ex-Pros Tom Watson The 'name' sells the course for many from Palmer to Ben Crenshaw to they didn't hire exports in the Pros, ex-pros Tom Watson. business." Jim Applegate, an ex-pro himself He said Palmer is involved "in cashing in and president of Gary Player every aspect of the business... His Design Co. in Palm Beach library is the same as mine, with on celebrity Gardens, Fla., said his firm has 35 books on layout work, greens, BY MARK LESLIE projects underway around the everything he needs to know about The market. Image. Personality. world, and "the only reason we the business." Expertise. Money. The bottom line don't have more is we've limited Seay added, "When people hire is most often money for golf course ourselves to six or seven at one Arnold Palmer Design they know developers pondering who they time being under construction." they're going to get treatee will hire to design their course. Palmer, with a bigger staff, has exceptionally well. We don't have And nowadays the highest fees 66 courses in various stages of a B team. We've got an A team and are being commanded by famous planning or construction. that's all we've got." professional golfers who earned Nicklaus has been involved in their reputations with clubs, rather the design of more than 100 At what point involvement? than drafting pens, in hand. courses over the last 20 years. The norm with pros' design firms One million dollars will buy you Tom Weiskopf has been busy is that the "support team" does the Jack Nicklaus' services. A million since setting aside his professional preliminary work — from will get you Arnold Palmer. A play and joining forces with examining the site to negotiating $500,000 check will bring in Gary architect Jay Moorish. the contract, and perhaps even Player. A mere $200,000 nabs Lee Seve Ballesteros and Bernhard designing the routing plan — Trevino. Langer are signing contracts to How much marketingis too much? Arnold Palmer reportedly was taken before bringing the pro into the One company, Arvan put their names on courses in aback by the crossed sabres at his press conference announcing Lake project. Development Co. in Lombard, 111., Europe. Forest Country Club in Louisville, Ky., but he walked his walk. For instance, Player's initial visit indeed hired Palmer, Player and Lesser-known pros as well are housing prices and lot prices and We may be losing some degree of to the site is at the point the course Trevino to design three courses in getting into the business. in gaining respect within the marque value, but we've more than is announced to get the optimum one project in Lake Geneva, Wis. None have the education in community..." made up for it in quality, service, marketing value form his Is this high cost worth it? landscape architecture or Arvan Development Co. Vice responsiveness, and expertise in participation. "Of course it is, or they wouldn't agronomy that is normal for golf President William Bissett, who is the development process. There He'll next visit the site when the pay it," said Ed Seay, a former course architects. Rather, they are overseeing the Wisconsin project, are no ego problems whatsoever. builder starts moving dirt; then 60 president of the American Society selling their knowledge of the explained the choice of three pros: It'sbeenawonderfulrelationship." to 90 days later, during shaping to of Golf Course Architects who has game — and their names. "A couple of things that we In the Kingsmill on the James "finetune" it. worked alongside Palmer "It's a heavy 'celebrity' considered to be important were case, Strange lives in the "A process that goes unseen and designing courses since 1971. business," says Seay. "Naturally at play here. On the one hand we community, adding a different unsaid is the countless hours Gary "Yes," agreed Rick Robbins, vice the play of the 'name' is a marketing wanted a golf course architect that angle to his participation in the spends wit the design staff... so president of Nicklaus-Sierra and advertising decision... If they would give us a playable course new course. that we are extensions of his Development Corp. in Tampa, Fla. have Arnold Palmer involved in that could handle a 20-handicapper "He's well respected here and philosophy," said Applegate. "Using 'name' architects is their golf course people know it's one day and a tournament the next. very much enjoyed by our Player will actually play each important," more than paying back going to be pretty spiffy, pretty We ... thought that after membership and residents," said hole while itis being shaped, hitting the extra investment through nice... interviewing a number of architects Knight. "Curtis adds a dimension flubber-type shots so that it can be higher land prices. "For the immediate, past and for these three represent the best mix that might not be added by going designed with the ordinary golfer Robbins qualified his statement, a long time in the future, Arnold's for us. They were willing to work with another golfer. He lends the as well as the expert in mind. saying, "It (hiring famous pros) is the king. They know what he's with us, to do what we wanted to value of his name and it also makes As Seay said, the developer not for all developments. It depends meant to golf... That feeling of do; they believe in playability of him a bigger part of our should keep several things in mind on the market you're targeting. caring and involvement gives a courses; and they were the best development." in deciding which architectto hire. You don't always need a big name. project credibility." mix in terms of competitive spirit "People are going to be living with If the market can't afford it you "You add an unbelievable — we could pit the three of them Expertise us for two years. We're going to go can't justify it." amount of credibility," agrees against one another and tell them Arvan's Bissett commented on beyond the client relationship. "It (high fee) is all relative," said Robbins, adding that with the to build the best golf courses they the crucial issue of expertise that We'll become your friend, You'll Harry Knight, vice president and Nicklaus name his firm has "been could. has been questioned by people who see more of us than you probably general manager of Kingsmill on able to sell faster and with much "That's one end of the spectrum. oppose the idea of pros designing care to. the James in Williamsburg, Va., larger prices than equivalent The other end of the spectrum is courses. "We're going to spend a great which has hired a resident, pro developments in the same areas." that this is a residential, "These three people we hired deal of your money. It involves a Curtis Strange, to join forces with "One of the major things in real- recreational community and we felt had the right support groups," he tremendous amount of trust. architect Tom Clark in designing a estate or resort development is that it was important to us to have said. "We liked their support You're looking at, Who am I going third course at the high-end 'value-added,' " Robbins said. name recognition for golf course groups. We liked their attitude. It to entrust this $ 10 million to for the development. "What added value do you get for architects, and we were also trying was the best mix for us, not strictly next three years? And the product Hundreds of developers must using a name architect? Having to market a number of residental in terms of building playable golf they give me has to make it a pretty feel they have that high-end market Jack Nicklaus be a part of our lots and we thought those names courses but also in terms of the solid investment." because hundreds are hiring pros developments has meant a lot in could do us more good in that support that we wanted from realm than a Pete Dye or a Jones or them." The long haul those guys who weren't Player Design's Applegate said, Speaking of pro golfers and their professional players and didn't "There's no question that in today's commitment, or lack of have the name recognition to the highly technical system you need commitment to the non-golfer who wanted to buy a lot to know how to deal with the professionalism in design, Seay in a golf course community." environmental and land-use laws, said, "They're going to get more the sophisticated irrigation interested or they're going to get Too much to pay systems, and you have to have out because that's the nature of Yet the number of developers trained experts. That's what we this beast. hiring pros is far fewer than those provide Gary. "Every day you learn a little bit who are signing architects. "When you get into a business more, and a little bit more, and that "I have a problem with paying without a strong support team you compounds energy and that much money," said Kin Clifton, won't succeed. Anumber of'name' excitement, or it compounds project manager for the real-estate players are designing courses. I'd frustration and a pain in the neck." development that will feature Cape go to their offices and look around Robbins of Nicklaus/Sierra Charles Golf and County Club in and see if they're staying in step summed up his feelings on the Virginia.
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