The Idea Blog

I often joke about “outdoor conferences at 18 different locations,” a phrase I stole years ago (sorry, can’t remember from whom) to describe a round of golf on a business day.

I also love Fred Warren’s (of LINKS magazine) comment: as he stands on the first tee loosening up, he looks up and says, “Well, I guess the magazine’s going to have to sell itself today.” Classic.

Last week Neil MacKenzie and Dean Wagner headed to Pine Needles for two days of bona fide research. We’re working on several projects, most of them a means of introducing and supporting a new positioning for the golf destination as a place you return to time after time, a “home course away from home.”

We’re still early in our process, but Neil and Dean were scouting and listening, listening to Pine Needles guests tell us what they like about the place.

For instance, a guest from Cincinnati, OH, said this was his fifth consecutive year at Pine Needles. “We started with four, but this year our group has sixteen players.” It’s the golf atmosphere that keeps him coming back. “We feel at home here. We can do our own thing, it’s casual and the golf is fantastic.” They play for four days: 18 on the first and last days, with 36 holes on the second and third. Golf, eat, sleep - over and over.

A woman from Annapolis was making her first pilgrimage. “My friend has come 4 or 5 times, and she arranged a trip for all of us to take some lessons and play some golf.” Will you be returning? “The golf and the atmosphere will bring me back. It’s very casual and everyone has been so accommodating…. Having two courses helps set Pine Needles [and Mid Pines] apart. Both are women friendly but very challenging. Obviously Pine Needles is hosting the U.S. Women’s Open so the fact that it’s a championship venue says it all.”

We couldn’t have made that one up.

Finally, Neil and Dean met a guy from San Marino, Italy. (Yes, that Italy.) It was his first visit, and he was there because of the course’s Donald Ross connection. “I am a member of the Donald Ross Society and enjoy all Ross courses. I’ve been pretty much everywhere Ross was. His designs are unique. Very playable but difficult. It’s all right there for you and a fair challenge.”

That’s what we’re hearing.