Ted,
Maybe I'm about a 5 on the "big name" scale now, still nowhere near those three. I'm working on some things that might change that, but mostly what it takes is time ... they keep getting more familiar, and we keep learning.
My point was more that I'm still a 5 (or less) on the design fee scale, and I would guess that's more of a factor to the people reading GCA. I think it's a safe bet that the guy who owns Bayberry Land doesn't spend a lot of time lurking here.
Scott,
I don't really think of myself as a "fallback" architect, certainly not anymore. From the beginning of my career, certain people have gravitated to me because they like the way I think ... while others are repulsed. Which is fine, because I'm trying to find a couple of great jobs a year, not to corner the market on golf architecture. But certainly, price is a factor.
Years ago, a friend of mine knew the developers of a very high-profile project -- The Preserve -- and arranged for me to get in touch with them. The developer was nice enough to see me, but he explained that I shouldn't waste my time ... the real estate there was so valuable that they felt they HAD to hire one of the big names, because there was so much at stake. I don't agree with that, but I understand it ... they're happy with what they got, but they didn't blow anyone away.
Likewise, there are A LOT of projects which need to sell property or memberships before they put anything in the ground, and the big names sell tickets. And if they went out on a limb and hired me (or Mike D. or someone else), those projects might never happen anyway ... I've got a couple like that which are stalled right now, and it's partly due to the fact that I'm not a big name. So I understand that.
(Although, if you took the half-million or more you'd save by not hiring one of the big names, and put it into marketing, I think I could make any decent architect into a big name.)
On the other hand, I'm not sure I'd want to be a big name. Some of their clients hire them because they think they're the best, but a lot of their work comes from developers who DON'T have a great site and who need their name to sell the project's potential. I'm glad not to spend years of my life on those kinds of deals.