A handful of Canadian golf media is on a tour of the Portland head office of Nike Golf today and will head to an Innovation Summit in Las Vegas tomorrow. What they’re seeing down there is Nike’s new lineup of equipment, accessories and clothing for 2014.

I’ve got some more details on the line-up here – although I received it in a less glamorous fashion than my colleagues!

I’d say the key words for Nike for 2014 are “evolution” and “performance.”

Nike is the undeniably the leading sports brand in the world, and it applies its knowledge about athletes into its golf product.

The clothes and shoes for 2014 are a perfect example of that.

“For us, innovation and design is at the epicenter of everything we do,” said Cindy Davis, President of Nike Golf in a press release.

On the golf club side of things, Nike has taken its successful Covert line from this year and launched the Covert 2.0. The big news is in the three wood – enhancements to the club reportedly give golfers eight more yards as compared to the original Covert – and there is a new lineup of wedges for 2014 called the X3X Toe Sweep.

With TaylorMade launching JetSpeed, Nike evolving the Covert, and Callaway evolving the X-Hot lineup along with re-launching the Big Bertha (according to internet rumours) – not to mention the previously released Titleist 714 line of irons – it’s a wonderful time to be a golfer and consumer. No shortage of options.

See below for further details on Nike’s 2014 line. My friends Scott MacLeod, Rick Young, Robert Thompson and Bob Weeks are in Portland, so check them out for up-to-the-minute updates from the Innovation Summit.

Nike Golf Unveils New Innovations for Spring 2014

GOLF CLUB INNOVATIONS —

VRS Covert 2.0 Drivers: An enhanced cavity back design with new Fly-Brace technology delivers increased energy transfer at impact for more ball speed and forgiving distance.

VRS Covert 2.0 Fairway Woods: Coupled with High Speed Cavity Back technology for longer and straighter shots, a lower centre of gravity promotes a higher launch with reduced spin, which produces an average of eight yards in additional distance compared to last year’s model.

VRS Covert 2.0 Hybrids: Nike Golf engineers tapped into their “Linear Transition Design” methodology to create a new line of hybrids with progressively smaller head designs while increasing face height on each model.

VR X3X Toe Sweep Wedges: With a wider sole area toward the toe and improved Nike X3X groove technology, the VR X3X Toe Sweep wedges deliver a more consistent shot in any condition, providing better ball flight and stopping power on the green.

VRS Covert Forged Irons: Nike Golf engineers incorporated a NexCOR face, Nike’s proprietary technology that delivers faster ball speed and more distance, and a high-speed cavity back design with a lower, deeper centre of gravity for longer and straighter shots.

FOOTWEAR INNOVATIONS — 

Nike Lunar Control: Venom Green and Challenge Red pop against white and black premium full-grain leather uppers and highlight Nike’s proprietary full-length Lunarlon technology, a lightweight cushioning system that is highly responsive, resulting in a unique combination of comfort and support.

Nike Lunar Clayton: Nike Golf footweardesigners combined a handcrafted, waterproof leather upper with lightweight Nike Lunarlon technology in the outsole for maximum responsive cushioning to create a versatile shoe for both on and off the course. A leather welt joins the upper to the outsole while protecting from the elements. (Aside: MUST HAVE THESE)

GOLF BALL INNOVATIONS — 

Speedlock RZN Core technology: This new technology features an interlocking core design – the core’s surface is similar to that of a waffle iron – that interconnects with the compression layer to form a tighter bond. Speedlock Technology helps to harness more energy between layers for faster ball speed, longer distance and more stability into the wind.

Four new golf balls featuring Speedlock RZN Core technology:

*RZN Platinum: Tour Performance control and moderate spin                     *RZN Black: Tour Performance distance and less spin                                           *RZN Red: Distance Performance, longer carry                                                      *RZN White: Distance Performance, softer feel, for swing speeds 95-100 mph

APPAREL INNOVATIONS — 

Nike Hyperadapt Wind Jacket: Featuring the same four-way stretch technology and sweater-like feel as the Hyperadapt Storm-FIT jacket, the Hyperadapt Wind jacket is a lighter, windproof and rain-resistant version perfect for spring. A transparent outer shell showcases the jacket’s technical details inside and out.

Nike Lightweight Innovation Color Polo: The mobility chassis, a new seam construction that allows for optimal movement, is bonded rather than stitched to lie more closely against the body. Designers shifted the seam towards the upper back so it doesn’t run across the top of the shoulders, allowing maximized movement throughout the swing, free of distractions.

Nike Innovation Woven Cover-up: The Innovation Woven Cover-up features two technologies merged into one unique, hybrid design. The lightweight wind-and-water resistant Dri-FIT stretch woven body – the ‘jacket’ – is breathable and protects against the elements. The 3D knit sleeves – the ‘sweater’ – keeps warmth in and amplifies movement through the arms and shoulders.

Geoff Tait doesn’t look like a traditional owner of a golf business.

And he’s okay with that.

Sitting in a corner booth of a nondescript Queen Street pub in Toronto’s trendy Beaches neighbourhood, I sat down for a quick chat with Tait – who was clad in a plaid button-up shirt and a few day’s old beard – and a mutual friend.

Tait was the former brainchild behind Quagmire clothing and Arnie Wear before internal struggles prompted the company to disband last year. He’s been working the phones and putting kilometres on his car the last few months promoting his newest business venture, the Triple Bogey Brewing Company, a beer brewed with golfers in mind.

After Quagmire was abandoned due to a “partnership stalemate” Tait says he went through a time of self-discovery, which may or may not have including drinking a few beers.

“I applied for a few jobs, got a few jobs, but it just wasn’t me,” he says.

One day he sat down and realized that, after having a long history in the golf industry, the thing it was lacking was a beer dedicated to the game’s clientele.

It was a unique concept and he tried to get the idea off the ground.

Tait admits that he knew very little about the actual brewing process starting out, but is getting a crash course in how it all works from the 2013 Craft Brewery of the Year, the Great Lakes Brewing Company.

The beer made its debut at the Golf Journalists Association of Canada annual awards ceremony in July and was well received. It’s an easy-drinking blonde lager with a crisp taste, and is the kind of beer someone would be looking for after a round of golf on a warm summer day.

Since then, Tait has been fielding calls and making deliveries to a variety of courses in the Niagara, Muskoka and Greater Toronto Area. It’s currently on tap at Rock Lobster Food Co. – a hipster seafood restaurant on the Ossington strip in Toronto – and available at Castro’s Lounge on Queen Street East.

Tait says he’s been in negotiations with representatives at both the LCBO and the Beer Store in order to have it stocked for 2014, although he assumes most of the sales will come from people at golf courses. When consumers are in a golfing environment, they’re more likely to have an affinity with the brand, he says.

“It’s like when you’re at a Leafs game. You have a choice of beers, and you’d probably pick the one that has a hockey puck or a Leafs logo on it, because you’re in that environment,” says Tait.

The business model makes sense, and Tait is confident in it because he has no competition in the space. He’s cognizant that the craft beer business is growing but hasn’t been saturated with “sports” beers quite yet. For example, there is Left Field Brewery (a baseball-themed beer) but he says that they actually support each other. It’s about finding a niche.

The other side of Triple Bogey is clothing.

Tait is obviously no stranger to that market, having worked on the Quagmire brand for upwards of seven years. Like Quagmire, the Triple Bogey line is fun and bold. It carries over the beer’s main green, white and black colour scheme and is “fit for the fairways and perfect for the patios.”

Tait revealed that at one point he was thinking that Quagmire would release a beer as part of its product lineup, but didn’t know if it would have worked then.

Between being a part-time instructor at Durham College and continuing to build the Triple Bogey brand, Geoff Tait is a busy guy. Triple Bogey was the official beer of Toronto Maple Leaf Phil Kessel’s charity tournament in the summer, and he remains optimistic that it will resonate with golfers in 2014. He’s pulled together a business model to expand its operations across Canada and into the U.S. in the next few years.

He may not look the part, but he acts it. And Triple Bogey Brewing Co. will be a company to watch through 2014.

Sometimes in golf, just like in life, you have to go on the road less travelled to discover something great. And thanks to a recent trip with my friend Scott, the editor of both Flagstick Golf Magazine and Ontario Golf News, I was able to discover a region of golf that I likely never would have.

Would I call the area and corresponding golf courses hidden gems? Hardly.

But was I pleasantly surprised with what I saw? Undoubtedly.

A few weeks ago I visited the Upper Ottawa Valley for two rounds of fall golf. Golf in the fall – in Canada – is one of my favourite things about the game. Sometimes, you’ll get a day that is so sunny and warm, you regret wearing long sleeves. And other days, you bundle up in as much clothes as you can – like a kid who happily fits his halloween costume over a winter jacket because of the candy-filled reward – and you keep playing because you know in just a few short weeks (days, even) the snow might fly.

That said, the day we played was perfect. The sun was out, and although most of the leaves were already on the ground, there was still a splash of colour on the trees on the links we chose to traverse.

I won’t try to sugar-coat it. If you live east or right in downtown Ottawa, then a drive to the Ottawa Valley is far. It’ll take over an hour (closer to an hour and a half) to get there. Luckily, the golf courses are fairly close to one another, and playing two in one day (maybe even three, if you can do it) makes the trip worth it.

First up was Renfrew Golf Club, a course with a rich history. Established in 1929, Renfrew GC was designed through rolling terrain and rich topography, giving golfers scenic vistas on nearly every hole. It’s the kind of golf you just can’t get closer to downtown. It was designed in tandem by Melville Millar, who was the secretary-manager at the famed Islington GC in Toronto and had close ties with the incomparable Stanley Thompson and the legendary Canadian Golf Hall of Famer George Cumming.

What really gave the club character are the green complexes. They were indeed complex, and all 18 were redesigned in 2000 by local architect Steven Ward. They feature large and challenging surfaces. Prior to the redesign, they were small and lacked defining features. Now, they are a pleasure to play (and to look at).

The closing two holes at Renfrew GC are the standouts. The first is a 160-yard par three. The forest that has seemingly followed you around for the previous 16 holes teases you on the left, while the green is perched on one of the aforementioned updated complexes. The bunkering is a challenge, as is the corresponding putt. It was recently ranked as one of the top three par-3s in the Eastern Ontario region by Flagstick Magazine readers, and it’s easy to see why.

That leads you to the par-5 18th. The finisher was ranked as the favourite par five in Eastern Ontario by those same readers. It’s a real treat to finish your day on. You start with a dramatic downhill tee-shot to a meticulously-cut fairway, then have an uphill approach to a well-guarded green. It’s a sneaky challenge, and Renfrew GC is a sneaky-good golf course.

We finished our round in less than three hours, and pressed on to Whitetail GC, located about 20 minutes from Renfrew in Eganville. It’s not an overly long golf course – 6,400 yards from the back tees – but it’s tricky. There is a lot of water in play (nearly every hole) and the course is, well, “homemade.” There’s no famous designer attached to the layout, it’s the brainchild of the land owner. It isn’t modeled after anyone, it’s merely a fantastic piece of land that was turned into a fine golf course.

The standout hole – once you finally finish it – is the 600 yard par-5 16th. It’s a beast, there’s no doubt about it. The hole could have easily been a throwaway, just keep hitting it a third of a mile until you finally reach the end, but instead, it’s a hole with character. Your tee shot needs to be precisely aimed so as to not make the hole even longer. Your second then goes over a large hill down the fairway, and your approach to the green must be on point in order to avoid a bunker complex on the right-hand side and the contest forest on the left.

Whitetail also has a wonderful clubhouse that is perched on top of the entire property and overlooking the challenging par-4 18th.

When I checked-in on Foursquare to Whitetail GC, there was a comment from a previous visitor who said that it was an “exceptional golf course” but “too bad it’s not closer to Ottawa.”

It’s a common thought that must be shared by all courses in the Ottawa Valley. They are exceptional. Exceptional golf courses on dramatic pieces of land at a value – most courses average around $40 for 18 holes at primetime in the summer – that can’t be beat. Whitetail and Renfrew are joined in the region by other gems like Arnprior, Dragonfly and the Oaks of Cobden. It’s a region rich with golf.

I hope that the courses will work together to bring more people out to them, and I think I’ll refrain from using the words “hidden gem” to describe golf courses moving forward. They’re not hidden. They’re there to be discovered and once you do – like Renfrew and Whitetail – you’ll want to make a point to go back.

TaylorMade has slid back into the hybrid and fairway wood category at the end of 2013 as it announced the extension of the SLDR lineup Monday.

The SLDR driver, the current no.1 selling driver (and most-played on the PGA Tour, according to a release from TaylorMade) is joined in the lineup by five fairway woods and four hybrids.

Similar to the driver, each club combines a low and forward centre of gravity, a recent TaylorMade engineering feat wherein weight is re-located to the front of the head to promote faster ball speed, a higher launch angle and a lower spin-rate. Added up, that means more distance.

TaylorMade research indicates the SLDR fairway to be the longest adjustable fairway wood in company history.

Tour professionals – who were quick to put the SLDR driver in play – were equally as fast to game the fairway woods. It debuted at the Tour Championship in the bags of U.S. Open champion Justin Rose and D.A. Points.

Nine players carried the SLDR fairway wood at the season-opening (which still sounds weird) Frys.com Open including Jimmy Walker, the eventual winner.

The other performance attribute in the new SLDR fairway and hybrids is an improved speed pocket.

The speed pocket was first seen in the RocketBallz woods and in the RocketBladez irons, but unlike the previous wood lineup – which had an open slot on the bottom of the clubhead – the SLDR has a more efficient design (according to TaylorMade) which features a plymer fill to keep grass and debris out.

The improved, smaller speed pocket of SLDR fairways and hybrids also allowed TaylorMade engineers to move the clubhead’s centre of gravity lower and farther forward.

SLDR fairway woods and hybrids incorporate the same charcoal-gray crown and traditional shape as the SLDR driver. The dark crown contrasts with the silver face – a step away from previous TaylorMade club iterations with white crowns and black faces.

The clubs are adjustable, as TaylorMade’s Loft-Sleeve technology gives golfers the ability to adjust the loft 1.5° up or down to dial in their optimal launch conditions.

The SLDR fairway woods and hybrids will be available in retail on November 15.

Suggested pricing for the woods is $299 (TP model: $399) and for the hybrids $249 (TP model: $299)

Anecdotally, I’m really looking forward to hitting these clubs. I had the privilege of hitting the driver in the summer and there was really nothing to dislike about it. The traditional look, clean sound and strong performance really impressed me.

UPDATE

I had a chance to hit the SLDR 3-hybrid, 3-wood and driver Thursday at the TaylorMade performance lab at Glen Abbey Golf Course. I’ve been there a few times to check out new product, and it’s a great facility. Stew Bannatyne, one of the managers there, is incredible at what he does. He’s knowledgable about the golf swing and of course, the products in-hand, which makes for a great person to have looking over you.

I’m not really a tech guy. I leave that for this guy or this guy, but I do know what feels, sounds and looks good. Each of these clubs are that and more. I had to laugh at the numbers as I was hitting each. 240 yard carry with a hybrid? 265 yard carry with a 3-wood? (#humblebrag) it was ridiculous. I think TaylorMade, with the SLDR lineup, has maybe moved away from a ‘gimmick’ (white, racing stripes, etc) and has invested in no nonsense clubs. The grey is nice to look at it and they are pure, solid-sounding golf clubs.

The SLDR lineup will be the big bet for TaylorMade in 2014, and it appears that the lone addition will be a Tour Preferred SLDR driver (with a 430cc head). Images of that club are circulating on GolfWRX.

FootJoy has been making high quality goods for golfers, and only golfers, since 1857. They got into the golf footwear business in 1910, and over a hundred years later, the brand is still making clothes and accessories for that one sport. It’s working well, says Canadian director of marketing for FootJoy Lesley Hawkins.

“Everything is designed for golf. It’s what we do, and it’s all we do,” explains Hawkins.

For 2014, FootJoy has evolved all of its product offerings to meet the demands of the players for which it markets itself towards.

Using hi-tech fabrics and materials, adding in a splash of colour that is in line with current trends and styles, and recognizing what golfers need, FootJoy has once again raised the bar.

Socks

The new FootJoy Tour Compression sock has built-in arch support in key stress areas that increases circulation, thereby aiding in the elimination of foot fatigue and swelling. The newest offering in FootJoy’s sock lineup features moisture wicking technology for a cool and comfortable fit.

Gloves

For 2014 FootJoy will introduce the FJ Spectrum. The Spectrum will feature cabretta leather giving golfers a performance feel and a microfiber back with breathable mesh across the knuckles, giving it a consistent and comfortable fit. The big differentiator for the Spectrum is that it’s available in, well, a spectrum of colours: six for men (red, orange, light blue, grape, lime and grey) and six for women (pink, red, orange, light blue, lime and grape).

FootJoy has also re-engineered both the RainGrip and WinterSof gloves to help Canadian golfers extend their golf seasons as long as possible. The WinterSof’s key feature is the insulating fleece back and double-knit cuffs that will help keep your hands warm throughout the round. The RainGrip gloves have a grip-suede palm and FootJoy’s patented QuikDry knick back.

Apparel

There are four new collections for FootJoy’s 2014 lineup, inspired by some of Canada’s trendiest places.

The Mount Royal collection features a bright marine blue and black with turquoise accents. The Robson Collection was inspired by the trends of Europe, with muted shades of lavender and mint. Castlemore, the most traditional of the four collections, is grounded in navy with pops of yellow, and finally the most contemporary, the Yorkville Collection, takes hot pink and pairs it with charcoal grey.

To accompany the polo shirts, FootJoy has also introduced some fun pieces and expanded the line to fulfill the lifestyle needs of golfers. For example, in 2014 you’ll see button-down oxfords and t-shirts with performance fabrics for the first time.

Expanding on FootJoy’s Tour XP lineup that was launched this fall, FootJoy will introduce a new rainwear category in 2014 called the HydroLite. It’s designed to protect golfers from wet conditions on warmer days, and is claimed to be the lightest rainwear ever produced by the brand.

Footwear

It wouldn’t be a FootJoy product launch without mentioning the product it’s most known for: footwear.

2014 is set to be a strong year for the number one shoe in golf. It’s expanding on its current product offering, plus introducing a new lineup of kicks for golfers.

First, the new stuff.

The DryJoys Casual is an extension of the DryJoys footwear line for what FootJoy calls the “ultimate on/off course experience.” It’s a new category for the brand that offers superior feel and stability, available in six styles for men (white, driftwood, brown, black, grey and red, and white and lime).

FootJoy has also introduced a new shoe in its Superlites category called the Superlite CT. It has an athletic mesh upper and features a fine-tune foam outsole which gives golfers superior comfort. It’ll be offered in three colours for 2014: light grey with black and lime, dark grey with black and red, and white with grey and blue.

The M:Project was introduced in 2013 and was extremely well-received by consumers. The shoe remains the same for 2014, but there will be two new colour options: grey with white (in the cleated version) and white with blue (in the spikeless version).

Finally, the highly popular XPS-1 has been added to FootJoy’s customization program called MyJoys. There will be three areas of customizable colour for the shoe.

Tucked away on a picturesque piece of land just outside of Manotick, Ont. (about 35 minutes from downtown Ottawa) lays Rideau View Golf Club. It’s a golf course, first and foremost, the the club itself has been gaining traction as one of the most premiere links in Eastern Ontario.

The accomplishments for Rideau View are lengthy. The course is well within the Top 100 in Canada as ranked by both SCOREGolf Magazine, and Canadian Golf Magazine. It was named one of the best courses in Ontario by Ontario PGA professionals. And second-year PGA Tour pro Brad Fritsch is not only sponsored by Rideau View, but he still calls the course that he grew up playing, home.

It also plays host to the annual Rideau View Pro-Am which features a handful of golfers from PGA Tour Canada and local professionals all competing for a $10,000 prize.

General Manager Steve Ducat is a sophisticated businessman, but he also loves golf. An important combination when it comes to running a private club. He says that the golf course itself is the number one reason why people join, the second is the value.

“We have 813 total members now, and 539 full golf members,” Ducat says.

The total member number is an increase of nearly 100 in just two years time. A sign that the benefits of the club is growing. People want to be a member of Rideau View.

The course has multiple categories of membership to fit families, middle-aged golfers, or young adults looking to join their first club. It’s also introduced a new category called ‘Platinum Senior’ for those who may not play as much golf anymore.

Ducat says they would have lost these members totally if this new category had not been introduced, but instead Rideau View has 50 members in this category.

One of the other special features of Rideau View is its teaching facility. Lead by head pro Paul Sherratt. He’s been the Canadian Club Professional of the Year twice, as well as being named the National Teacher of the Year in 1999. Sherratt has a quaint fitting centre on the far side of the driving range complete with a TrackMan radar system. Rideau View is the lone golf course in Ottawa – and one of only two in all of Eastern Ontario with a TrackMan. Sherratt is able to fit golfers of all levels with his keen eye to detail and his simple fitting and teaching philosophy.

Thriving membership and fine teaching professionals aside, the golf course itself is a great track with a great collection of holes to challenge any level of golfer. The greens are quick and usually small, but the fairways have generous landing areas for the most part. It’s a fun place for golfers and non-golfers alike.

Last week I spent an afternoon at Acushnet Canada’s head office in Newmarket, Ont. I was lucky enough to get a full walk-through of Titleist’s new 714 lineup of irons (set to hit retail November 8th) as well as FootJoy’s 2014 lineup of apparel, shoes and accessories. For now I’ll focus on the clubs. More on the clothes later.

Titleist as a brand has a specific product cycle. It’s every two years, and they alternate with woods and irons (i.e. 2013 saw new drivers, fairway woods and hybrids come to market). This strategy has paid off, as Titleist continues to see growth and strong sales numbers year-over-year. It helps build anticipation, and consumers – both general golf customers and brand loyalists (members of Team Titleist) – usually react very positively.

“We have a two-year product cycle, and we’re not changing our game plan,” said Ryan Penny, the assistant product manager for Titleist golf clubs in Canada. “It’s how we do business and people like it. We’ve got a lot of positive feedback.”

The new clubs in question – the 714 lineup of irons – began making an appearance on the PGA Tour mid-summer. Jason Dufner put the AP2s in his bag, and subsequently won the PGA Championship. Ditto Jordan Spieth. The recently-named Rookie of the Year – who is rumoured to become an official Titleist staff player shortly- also has the new 714 AP2s in his bag. He won the John Deere Classic in a playoff over Canadian David Hearn using the new Titleist twigs.

Titleist says that they are for “serious golfers.” But that doesn’t mean that they are for only low-handicap players. In fact, Penny said that handicaps should be thrown out the window. Instead, Titleist has built clubs with certain players’ goals in mind.

“The handicap is eliminated. It’s more about what you, as a player, are looking for in a golf club,” explained Penny.

And Titleist’s new lineup of irons has something for the full spectrum of players.

714 AP1

The big thing for Titleist in 2014 is flight, forgiveness and feel. The AP1s are built for players who are looking for improved forgiveness – thanks to a high MOI for increased ball speeds – and a longer flight. They feature a tuned vibration and more solid feel, coupled with progressive blade lengths and a new combination stain and mirror finish. It’s billed as the longest and most forgiving Titleist iron ever.

714 AP2

The tour-winning AP2’s main theme is consistent with the AP1. It’s built for players who are looking for a longer flight and consistent distance. Players who are looking for a little more workability but still wanting that solid feel in a tour-preferred profile will enjoy the AP2. It’s a “tour proven” iron, but that doesn’t mean it’s “tour only.”

714 MB & CB

When Titleist R&D starts speaking with Tour players about revamping its classic blade clubs, the biggest response they get back is “don’t screw it up.” The beautiful blades have had only slight improvements for 2014 including a smoother sole width progression and a straighter leading edge. The CB also is more compact with an increased camber. Both clubs have a smoother hosel blend which means there is less visual offset.

Wow.

I found myself saying that frequently Thursday afternoon as I traversed the intriguing and intricate St. George’s Golf & Country Club in Etobicoke, Ont.

St. George’s has many accomplishments as a golf course, including playing host to the Canadian Open five times, most recently in 2010. That’s when Carl Pettersson won, thanks to shooting a course-record 60 during Saturday’s third round.

It’s a magical place. Dug through the valleys of West Toronto, this Stanley Thompson design debuted in 1929, and has been a staple on lists of the world’s best golf courses essentially ever since.

Some of it’s notable numbers: 2nd on SCOREGolf‘s biennial list of Canada’s Top 100 golf courses. 87th in the World, according to Golf Magazine. And 10th in the world outside the U.S. according to Golf Digest.

The reputation that proceeded the golf course was the first reason why I kept saying, “wow” upon arrival. The second (and third and fourth, etc.) was due to the topography, the layout, and just the overall fun that the golf course provided.

Never mind the picture perfect late-September weather, the course was in fabulous shape, thanks in large part to superintendent Keith Bartlett and his team.

Bartlett has been at St. George’s since 2007, and is intensely educated. He holds a B.Sc. in Agriculture from the University of Guelph and possesses a Certificate in Turf Management from Cornell University. He was thrilled with how the golf course was playing at this time of year, and who could disagree? It was pure.

From a golf course design perspective, the course has recently engaged Tom Doak and Ian Andrew as its official consulting architects. The hope is to upgrade most of the greens and perhaps do some bunker work. Those details have yet to be approved by the membership yet, but Doak and Andrew are on board if need be.

For a golf course that has hosted a PGA Tour event, it was actually very playable. Choosing the right tees was important – as it always is – but good shots were rewarded, and bad shots were punished.

The homes around the golf course are not a distraction at all, despite some backyards that flow right into the rough on the sides of some holes. In fact, I found they added to the charm of the place.

Head professional Tim Moore was equally thrilled with how the golf course was playing – less so of our games that day, but I digress. It was a challenge, and the terrain was also beautiful and inspiring.

Perhaps the Canadian Open will once again head to St. George’s. It’s likely, given the nature of the current rotation visiting old-style Canadian classics. It’s a little bit of a logistical challenge, but so be it. The golf course is worth it.

What a day. What a golf course. What a place.

Wow.

I’ve just returned from a week in Atlantic City, N.J. on a media familiarization trip with a handful of golf and travel writers from Canada and the U.S.

Atlantic City is home to 19 golf courses, and more restaurants offering such a wide variety of cuisine it’s hard to choose which one to try – thankfully ours were chosen for us.

A full story of my trip and experience on the Jersey Shore will appear in an upcoming issue of Fairways Magazine, but for now, the revitalization of Atlantic City got me thinking about what it could mean for golf courses here in Canada.

Atlantic City has for a long time been known as a destination where tourists would come and gamble and then leave without checking out much more that the city has to offer.

They would spend their money at the casinos, and then that would be that.

In recent years though, gambling competition in the U.S. has been fierce. People who live in Maryland, for example, wouldn’t have to travel up to Atlantic City to get their gambling fix. Casinos popped up all along the eastern seaboard, and Atlantic City felt the pinch.

In 2011, the governor of New Jersey came in and tried to rally the troops (so to speak), and inspire the city to revitalize itself, change the focus of its marketing strategy, and put the spotlight on everything else that Atlantic City has to offer, besides just gambling.

If you’re a golf course that has seen its rounds played or membership base plateau or decrease in recent years, do you think it might be time to revitalize your brand?

Here are a few tips that I’ve pulled together after spending five days in Atlantic City:

1)    A catchy slogan helps

Atlantic City’s new slogan is “Do A.C.” and the logo is clear, quick, and memorable. In the age of 140-character communications, the old adage, “less is more” holds very true. What do you stand for? What is the perception that people have of you?

2)    Think outside the box

Atlantic City’s focus for so long has been gambling, but this revitalization project has forced them to think about what else the city has to offer visitors.

 3)    Invite the media

Atlantic City was able to drum up some social, digital and traditional media impressions by putting on a trip with 14 members of the media from North America. This may not be feasible for many individual golf courses, but who’s to say you couldn’t invite one or two foursomes to come check out your facility? You have a network of influencers at your disposal.

4)    Have fun

Golf should be, and always will be, fun. If your brand is a fun one, and you’re showcasing to potential repeat visitors that you provide a fun atmosphere – just like Atlantic City did for me this week – customers will be more anxious to return.