Adam Lawrence investigates how golf architects deliver value to
their clients—whatever the size and scale of the project
V
alue is a difficult concept.
It shouldn’t be, but its
subjectivity—what is value
to you might not be to me, and we’d
both be right for ourselves—makes
any sensible discussion difficult.
Yet the idea of value is of vital
importance in any industry. Business
thinkers identified many years ago
the concept of ‘adding value’, which
is to say how a particular individual
or process contributes to increasing
the final selling price of a product
or service. Understanding how you
personally add value to the operations
or projects you are involved with helps
cut through the quick and focus on
what clients truly want.
For golf architects, figuring
out where they add value is not
straightforward. The concept of the
signature designer—whether ASGCA
founder Robert Trent Jones Sr, the
creator of the idea—or someone
whose signature worth derives from
more his playing career such as Jack
Nicklaus, ASGCA—implies that the
very name of the architect has value.
The signature designer concept
hangs on the belief that clients will
choose such a name over a different
architect because the brand name
helps their business.
Even signature designers need to
add additional value, though, and for
those not fortunate enough to have
a powerful brand, the necessity to
understand their value to clients is even
more important. Golf design, though
crucial to the success of any golf project,
can sometimes be difficult to quantify.
The old saying ‘what can’t be measured,
can’t be managed’ is not true, but many
still think it is, and so too often, the
quality of a designer’s work is judged
only in numerical terms: did the project
come in on time and on budget?
Not to downplay the importance
of on time and on budget, but it
isn’t the only factor that matters.
One developer told me, while
researching this article, that while
sticking to schedule and budget
was critical, it was, if anything, more
COVER STORY
08
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By Design
Value,
regardless
of price
