As the summer of 2024 came to a close, Tory Wulf, a project manager at Gamble Sands in Eastern Washington, faced the challenge of naming a new golf course designed by David McLay Kidd. Despite the course nearing completion, the team had not yet determined its name. Naming a golf course is a crucial aspect of branding and marketing, as it contributes to its image and appeal to potential players. While some may see the process of naming a golf course as simple, it often involves legal considerations, creative thinking, and extensive research.
Industry consultants like Jerry Rose offer their expertise to help developers come up with appropriate names for their golf courses. The naming process can be influenced by personal connections, local history, or prominent features on the property. For example, a developer in North Scottsdale named their course Whisper Rock after reading about the property’s potential as an astral observatory in Architectural Digest. Similarly, the team at Gamble Sands explored various options like Old Cob, The Deer Farm, and Twisted Saddle, but none of them felt quite right.
In some cases, developers may already have a specific name in mind for their golf course, based on personal or sentimental reasons. However, the process can be challenging, with considerations such as simplicity, land connection, and logo design playing a crucial role in the final decision. Despite the pressure to come up with a perfect name, golf course operators like Wulf and Rose emphasize that the name is secondary to the overall experience of playing the course. Ultimately, a great golf course will stand out regardless of its name.
Naming a golf course is a significant investment for developers, with some spending tens of thousands of dollars to find the right moniker. While there are common naming conventions in the industry, such as pairing a bird of prey with a geologic feature or adding “National” to a proper name, developers seek to create unique and memorable names that reflect the character and essence of the course. The process may involve brainstorming sessions, consultations with branding experts, and feedback from stakeholders to ensure the name resonates with the target audience.
In the case of Gamble Sands, the team considered various options before settling on the name Scarecrow for their new golf course. Despite facing criticism and concerns about the name being too Halloween-themed or Wizard of Oz-related, Wulf and his team were confident in their choice. They believed that the name reflected the agricultural heritage of the property and would be visually appealing for branding purposes. Ultimately, the success of a golf course goes beyond its name, with the overall experience and quality of the facility playing a more significant role in attracting and retaining players.
