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transformed over the last decade. In
2007, he was a senior associate for
the firm of Hills & Forrest, flying
around the world and managing
a bunch of new course projects.
Now, he works for himself, with the
support of his wife Alison in business
management and marketing, and has a
successful practice focused on course
renovations. His restoration of Harry
Colt’s Old Elm course in Chicago
has been widely acclaimed, and he is
busier than ever.
“The business will continue to
become more personal,” says Rogers.
“More and more of today’s savvy
clients are realizing that a big-name
architect costs more and sometimes
yields less in return. They really want
to have a collaborative relationship
with their architect—someone who
listens and works with them, and
someone who will help produce
something that fits the user and
operator first.”
“Running a big shop of designers
and support staff has seen its day
and is likely not coming back,”
says Brian Curley, ASGCA. “Big
drawing production will be handled
by landscape architecture and
engineering firms when detailed,
coordinated plans are needed. Most
future great courses will be built on
top of mature, existing courses in well-
located areas—with the occasional
destination exception—but many
of these will prove to be financially
unsound and lose their luster
with potential developers. In my
opinion, the successful golf architect
of the future will be a financially
independent, well-connected, decent
player with enough skills to get by
with rudimentary plans. Salesmanship
and proper inroads to jobs will
outweigh any skill factors. Fees from
jobs will be irrelevant and the job
will be much more of a hobby than a
profession. Competition will drive fees
down overall.”
Technology drives change
Technology is the most obvious driver
of change. Todd Quitno, ASGCA, says:
“I was just chatting the other day with
some friends about the incredible
(and somewhat scary) growth in
automation and artificial intelligence
we’ve seen in the past decade. I
think that growth will continue
exponentially into future decades,
including within the golf industry,”
he says. “Thus, for many, the way we
design will be influenced by the way
we manage golf courses, GPS/drone
mapping and spraying technologies,
automated infrastructure and
equipment, virtual management (from
afar), intuitive course handicapping,
etc. Of course, this flies right in the
face of the history and traditions
of the game and its naturalist
architecture, so it will be interesting
to see how the old melds with the
new. That’s no different than today, I
suppose: those who respect the past
while embracing change seem to be
the best suited to succeed.”
On the same theme, ASGCA Past
President Bruce Charlton, ASGCA,
stresses that technological advances
imply greater speed. “I think the
speed in which golf course design
work will be requested will increase.
With golf course design becoming
more digitally oriented, it is my
hunch that clients will expect the
work product from their golf course
architect sooner,” he says. “I also see
drone technology being used more
in the conceptual phase of routing
1
REPURPOSING OF
EXISTING COURSES
To focus on playability and
environmental sustainability,
and carving off land for
economic gain or survival.
2
MORE ENVIRONMENTAL
SENSITIVITY
Understanding the unique
aspects of local and
community environmental
needs and reducing inputs.
3
REDUCTION IN
WATER USAGE
Advances in irrigation
technology to fully control
water and more fully bring
the ground game into play.
4
SHORTER COURSES
Which have lower
maintenance requirements
and enable golfers to enjoy
golf within shorter periods
of time.
5
DESIGN AND BUILD
Continued adaption of
business models to put
responsibility for both design
and build elements to a
single entity.
DESIGN
TRENDS
With
golf course design
becoming
more digitally oriented, it is my hunch that
clients will
expect the work
product from
their golf course architect
sooner
ASGCA Past President Bruce Charlton, ASGCA