“A club is a place for camaraderie, merriment, good will, and good cheer.”—Robert Deadman, Sr.
If any company in 2017 had a chip on its shoulder to prove it could maintain the gold standard of excellence set by its predecessor, it would be ClubCorp. The Dallas, Texas company acquired the Santa Rosa Golf and Country Club in March 2016, and expectations were set high as the country club earned NorthBay biz magazine’s “Best Golf Course” award for the past eight years in a row. ClubCorp’s new management of the facility not only continues the streak for 2017, but also continues to raise the bar in the process.
“Right away, members were excited for us to come in,” says Kevin Marshall, general manager of the club, who came with ClubCorp 16 months ago. “We gathered feedback from members through focus groups, and we were able to quickly and efficiently make improvements to the club, which celebrated its centennial in 2016.” Within its first year of owning the club, ClubCorp installed $450,000 Better Billy Bunkers to the golf course, as well as greenlighting renovations to the original clubhouse, redefining the 19th hole as the Appellation Grill to create an environment that highlights the many diverse regions of Sonoma featured in the food, wine and décor.
Fitness and health amenities are also being significantly enhanced. Future improvements will include the pool and tennis courts to curate a resort-style atmosphere where “golf and fine dining aren’t the only attractions,” he says.
Membership director Brent Stromgren served the club before ClubCorp made its bid for management, and was one of the proponents for it. “Completing that sale to ClubCorp is one of my proudest moments,” he says. “They had the best proposal, a great portfolio of successful clubs and I saw it could guarantee the next 100 years of operation for the club. It was an easy decision for me.”
Founded in 1957 by Robert Deadman, Sr., ClubCorp owns and manages more than 200 golf and country clubs, business clubs, sports clubs and alumni clubs in 27 states, the District of Columbia and two foreign countries. “Robert believed a club shouldn’t be exclusive. There shouldn’t be a millionaire requirement, or discriminate based on ethnicity, race or financial status,” Marshall says. “He characterized what a club should be in a poem: ‘A club is a haven of refuge and accord; in a world torn by strife and discord; A club is a place where kindred spirits gather; to have fun and make friends; A club is a place of courtesy, good breeding and good manners; A club is a place for camaraderie, merriment, good will, and good cheer. It humbles the mighty, draws out the timid and casts out the sorehead; A club is one of the noblest inventions of mankind.’ “
In addition to the $2.5 million renovation project, Marshall, Stromgren and ClubCorp continue to redefine the club as a place for everyone, not just avid golfers and fine diners. “We want to promote a resort-style area focused around our swimming and fitness areas, too,” Marshall says. “We’ve introduced fitness regiments including MY ZONE, cross fit and other great programs. This Easter, we had a giant egg hunt for the children and fine dining for the families; 360 people attended and it was a blast.”
“A club, above everything, is an outlet to form community,” Stromgren adds. “It’s a place where people of similar interests and hobbies can get together and relax with their families. We have the best golf course, but above that, we have the best members and the best club.”
