Revolution of Influence
I've always felt strongly that thoughts and ideas are the great equalizer of brands. No longer do we live in an era where only the largest of companies dictate their degree of influence based on how much money they spend to get in front of more eyeballs with one more 1-way message that's all about them.
The greatest influence can now be in the hands of the most helpful, transparent and personal brands of the world. Are you ready to be one of them? Caliber's Revolution of Influence blog aims to equip you with the strategies, content know-how, tools and trends to find the path that catapults you to newfound success.
Downers Grove Golf Club travels back in time to go forward
When a golf club or country club can build an effort that’s true to who it is as a brand based on its heritage or profile of members, I think it’s got a genuine story to share that’s worth telling. When it’s not genuine (i.e. a country club that pretends to be kid-friendly toward potential new members despite the fact there aren’t any facilities or programs to cater to children), people find out not long after the membership Open House, if not right then and there.
So it was refreshing to witness a tournament that plays so well into the fabric of what a club is all about. Downers Grove Golf Club is the oldest golf course in America west of the Allegheny mountains, established in 1892. Sure, this is a nice factoid that’s good for bragging rights vs. your typical course, but rather than resting on its laurels, Downers Grove let its past come to life at the All American Hickory Open this weekend.
If you think this is your ordinary corporate golf tournament, think again.
Put away your tees, sir. You'll be making your tee old-school today from a pile of sand.
The beauty and originality of the Hickory Open is that it is played with pre-1900 golf equipment, including golf clubs and golf balls. As a bonus, I was pleased to see nearly all the players in the tournament getting into the act by dressing the part of a turn-of-the-century golfer too. Knickers and ties for men, ladies with parasols. From a real brand perspective, the result I see here when you have an event like this is that it’s not only a nice piece of revenue for the golf course but hopefully an annual event that gets continued and growing coverage – not as a gimmick but as an authentic tie to the club’s roots. It’s about playing with the instruments of the past on a course that’s as steeped in history as any. Close your eyes and you’d think you’re in 1890. Considering how many of us see the golf course as an escape, think about the number of gents I saw taking pictures of one another as they whacked at a ball not off of a tee, but off a mound made of sand – just like the way they used to do it back then.
They had an experience that was unique, memorable and just as important – tied back to the club. A brand can get a lot of mileage out of a memory like that.
On the left, a ball from the old days. On the right, a modern day ball. Different size, different texture. They hit the one on the left a lot better than you'd expect.
In case you’re wondering, even though there’s definitely a difference from yesterday’s clubs and balls to what we use today, most of the shots I saw with the old sticks were pretty darn good.
If you’re a GM, Membership Director or Board Member of a golf or country club, what are some of the creative ways you’re attracting interest with your authentic brand’s story? If you’re stumped and need a framework on where to begin, here’s a good starting place.
Downers Grove Golf Club is located at 2420 Haddow Ave. in Downers Grove. Call 630.963.1306 for more information.