A few years ago I approached an NFL player who had some clout around Chicago and I floated this idea to him:
1. Build a very difficult golf course along the lines of Oakmont.
2. Provide free membership to famous, past and present, Chicago sports franchise athletes on the understanding that they will play 30 rounds per year with guests, and provide autographed paraphernalia in the Pro-Shop. Cubs, Bears, Blackhawks, White Sox, and Bulls players. THE CHICAGO ATHLETES CLUB.
3. Pair up guests each day with the various athletes at a high greens fee. The revenue would all come from charging guests for the opportunity to play golf with a legendary Chicago athlete.
4. Each of the athletes would also hold their fund raising events at the course.
5. There would be cabins for the athletes to stay in, making it easier for them to travel and to visit from out of town. They would have their own locker room and grille room. The legends that would come out this environment would certainly grow with time.
Anyways, there were a lot other details which I won't go in to, but I still think that was a great idea. And that whole culture would have been perfect for a real ball buster of a golf course.