While this is probably true, what course in the last 10-15 years hasn't had the social media benefit/buzz, whether it be 9, 18, brand new, or renostoration? It’s the new rating paradigm that all seem to gain from.
I am far too old to be able to authoritatively opine on anything social media related. I perhaps misspoke when I threw out the blanket ‘Instagram’ statement, there’s more to it than that. I think the real answer is that the rise in Sweetens coincided with the emergence of alternative golf media outlets like The Fried Egg and/or No Laying Up. These outlets through their various podcasts, videos, writings, and social media platforms gained greater footholds and began to reach more eyes at what feels like the same moment that Sweetens Cove became more widely known. To me, and again, I could be working under revisionist history here, Sweetens kind of felt like the first golf course to get the social media treatment that the new builds and restorations commonly get now.
There is truth in this, but not whole truth. Sweetens got a lot of ink in some fairly traditional media. Ron Whitten and I were both at the official opening in 2013; I had seen the course for the first time in April 2012, when I was in Chattanooga for the ASGCA's annual meeting and I arranged to meet up with Rob (I was introduced to him via a mutual friend of his partner Tad). I was the first journalist to see the course, when it was still called Sequatchie Valley, and I wrote about it in
GCA that year.
Over the next few years, a bit of buzz started to build about the course. But it was a very, very traditional media outlet that saved Sweetens. The course was on the verge of financial collapse, and Rob with it, when Dylan Dethier's article 'The Little Golf Course That Could' appeared in the New York Times on August 17, 2017. That started attracting golfers in larger numbers, so the course was no longer haemorrhaging cash, and it was what caught the attention of real estate investor Mark Rivers, who led the consortium including Andy Roddick and Peyton Manning -- and Rob -- that acquired the course in 2018.