The only course that will remain difficult under all conditions will be one that is designed and kept for golf of a stereotyped, monotonous character, and this makes a most uninteresting proposition. BOBBY JONES
Available via Amazon (US): Golf Architecture For Normal People
Barnes And Noble (online and in stores)
Bookshop.org option to support local independent bookstores.
Reviews:
"Golf Architecture for Normal People . . . should be required reading for those who are not ashamed to admit they know little about the subject, and for those who think they do . . . . Golf course architecture geeks have trouble slimming their thoughts down to bite-sized chunks, but Shackelford has achieved a remarkable success here." —Independent (Ireland)
"From the relative newcomer who’s slowly getting hooked to those that have played the game for most of their lives and think they know a thing or two, Golf Architecture for Normal People provides a solid and sober perspective that will help everyone recognize why some golf courses are worth playing more than once while a single trip around others is all you’re ever likely to want or need." —Links Magazine.
“It’s a wonderful book. An easy read that arrives just in time for your summer reading list. If you’ve never thought about how an appreciation for course design could heighten your enjoyment of the game, you must check this out.”—The Peterborough Examiner
"As in his prior publications, in his newest book Shackelford shows a deep appreciation for what can be done to create a golf course that appeals to the broadest possible golfing audience…Shackelford’s prose is succinct, often witty, and accessible."—Cape Gazette
"Author, blogger and golf architecture expert Geoff Shackelford, who helped Gil Hanse design Rustic Canyon and restore 2023 U.S. Open host Los Angeles Country Club, taps into his passion by creating a guide that helps every golfer understand the nuances of course design. Published by Tatra Press, the 164-page hardcover book is a must-read for every golfer to better understand the game they love." —Golf Pass
"Shackelford provides an informative picture [and]...sprinkles in history lessons about those who planted the game's architectural roots, defines common terms and helps you hone your eyes when it comes to identifying some of the tricks of the trade."—FORE Magazine
"This new book does a great job demystifying golf course design ideas for average players, but can also be a beneficial read fro PGA Professionals and other golf course employees to get a better understanding of their home courses." —PGA Magazine
PGA Tour Aligns With Amazon Web Services To Build "Data Lake" For Golf History
/
In a staggering move that has executives all over golf asking, why didn’t I think of that, the PGA Tour and Amazon Web Services have combined to create the single greatest piece of golf B-speak nonsense.
I’ll leave it to Sean Martin to reveal in this story for PGATour.com because it does involve the most exciting part of this announcement:
AWS will help the TOUR store real-time and historic content that will give fans and media access to content dating back to the 1928 Los Angeles Open. This “data lake” will contain video, audio and images that AWS technology will tag for easy cataloging. This will help the TOUR and its content partners search, review, annotate and package new content and give them instant access to key moments in the TOUR’s history.
Now that sounds fun. Let’s get that lake filled with data!
As for the real reason behind this deal...
In a newly announced partnership that promises to revolutionize how fans consume the game, the PGA TOUR has partnered with AWS as it looks to modernize the way golf content is created and distributed. The AWS partnership comes at the perfect time as the TOUR grows its global media services. A range of AWS services will be utilized in this new media landscape to simplify content delivery, create new digital experiences, and provide enhanced access to archived broadcast footage and highlights.
“We are excited to utilize AWS media services to further enhance new and existing innovative services for our fans,” said Scott Gutterman, the PGA TOUR’s Senior Vice President, Digital Operations. “Features like Every Shot Live and TOURCast will now be powered by AWS, which will allow for a more streamlined process and overall better product for our fans.”
Translation: we’re going to help them get closer to real-time streaming so we can make live betting happen.
The Tour’s dreams of live betting is quite unattractive in a world where streamers get excited texts from their cable-subscribing friends and must wait ten seconds to find out what happeed.
These latency issues are hugely problematic when other fans (or other interested observers) can beat the linemakers and algorithms who are on a delay. AWS to the rescue for not just golf, but all of sports streaming.
B Speak Alert: Pillsbury Is Back, Better Than Ever And Unveiling New Jargon Gems!
/
One of the real maestro’s of B-Speak is back on the golf stage as Club Corp CEO hired David Pillsbury and the time away has done wonders for his vocabulary.
While he paints in many of the best modern colors—employee partners, speed to market—Pillsbury unfurled some new modern classics discussing Club Corp’s initiative with BigShots, a family golf center concept.
While broadening “the top of the funnel” and a “cradle to grave strategy” gave me goosebumps, it’s the concept of friction that most astounds.
“Interest in golf has never been higher. The problem is friction. There’s too much friction when someone wants to convert interest…”
It’s not cost, difficulty or time, people. It’s friction!
Enjoy:
Yale! Under Armour Moves Into "Aspirational Positioning"
/Eben Novy-Williams' Bloomberg story on Under Armour paying Yale $16.5 million annually over 10 years to form a partnership suggests they are not letting up in any way, with the suggestion that golf continues to be a big part of their thinking.
From the story:
So what’s in it for Under Armour? The Yale brand, said Under Armour Vice President of Sports Marketing Ryan Kuehl, who cited the powerful alumni network, its global footprint and its elite student body.
"The number of young people around the world who aspire to attend Yale University is mind-boggling. That aspirational positioning made the deal worth it," Kuehl said.
Add that gem to the jargon HOF! Oh, the golf component:
Under Armour may be particularly interested in Yale’s golfers, who are likely to keep playing long after they graduate. Yale’s golf course was recently rated the best university course in the country by GolfWeek magazine; Under Armour sponsors Masters champion Jordan Spieth and is building its golf business.
Commish Wheels Out The Dreaded "Impactful" Word When Asked About Wraparound Schedule's Dismal Ratings
/Garry Smits asked Commissioner Tim Finchem about the new "wraparound" schedule
Read MoreGrey Goose Named Official Favorite Vodka Of PGA Tour VP's
/I'll spare you the entire press release announcing Grey Goose as the official hooch of the PGA Tour, Champions Tour, Web.com and assorted PGA Tour-operated facilities. 
As part of the marketing sponsorship, GREY GOOSE will be featured in all PGA TOUR Grills, a new premium restaurant concept focusing on fresh, locally sourced ingredients, which is launching during the spring of 2014 in select airports around the United States.
When I think PGA Tour, I think locally sourced ingredients at the airport.
And it appears platform has run its course as must-use press release jargon, as activate shoots to the front of herd. This is evident when one of the class acts in the VP ranks and a possible future commissioner is even using the "a" word...
“GREY GOOSE is a premier, internationally recognized brand that has a long-standing involvement with golf,” said Jay Monahan, Chief Marketing Officer of the PGA TOUR. “We are very pleased to partner with such a respected brand and look forward to working with the GREY GOOSE team to activate on the three Tours, as well as at our TPCs and special events.”
PGA Tour Job Listing Files: Executive Producer PGA Tour Digital
/They say the compensation is
Read More“The key for us is plurality."
/Jason Sobel explains that only Steve Stricker is paid to wear FootJoy clothing, while the rest of the players in it just don the stuff out of their love for free performance fabrics.
Read MoreFeherty: "I hope to bring a lot of value to the brand with my insights and contacts."
/
You know it's a dark day when David Feherty is using MBA jargon...or whoever wrote the quote for him in this announcement that he's joining the Lifestyle Asset Group as an advisor.
"My wife, Anita, and I have known Rich Keith and his group for years," Feherty explained. "We've had the privilege of vacationing at two of the properties that are currently in the Lifestyle Asset Group portfolio -- Deer Valley, Utah and Casa Luz in Los Cabos -- and they are two of our favorite vacation homes that we've ever stayed in. With many resorts with golf in their plans, and many of their customers passionate about the game, I hope to bring a lot of value to the brand with my insights and contacts."
"These people made the decision to subordinate their personal interests to this country."
/
For the Ponte Vedraspeak files, Jill Painter looks at the Northern Trust Open's millitary outreach efforts and shares this from the tour's David Pillsbury.
"We've demonstrated our shareholder value orientation, and quite honestly, we're pretty relaxed."
/Maybe the best thing out of this possible Fortune Brands breakup is that I get to beef up my corporatespeak vocabulary. From a Reuters story today quoting Fortune chief executive officer Bruce Carbonari:
Read More"The idea of having three or four courses in the rotation will create kind of a rotation."
/Steve Elling on the doublespeak of Barclays CEO Bob Diamond, talking about future venues for the event, including Westchester CC and Liberty National (there's real engagement!).
Read More"Smith & Nephew does not undertake any obligation to update or revise any forward-looking statement contained herein to reflect any change in Smith & Nephew's expectation with regard thereto or any change in events, conditions or circumstances on which any such statement is based."
/The online story announcing Smith and Nephew as the sponsor in Memphis (I know, I know, you're thinking how did I not see them coming as a PGA Tour sponsor, what a fit!) did not include this hilarious press release footnote regarding the company and "Forward-Looking Statements." I'm sure it's boilerplate stuff for the $500 an hour set, but it's still entertaining!
Read More
