A few thoughts…..
Subtle messaging efforts can start once the course has secured its designer. Sometimes early-on, savvy owners will set up a gathering specifically for media reps and the course designer to get acquainted, a chance for the architect to share his/her vision for the site. It's also a good time for owners to reveal a little bit about their corporate culture (as it relates to golf and community) and the golf experience they envision for future patrons.
These days, many facilities (in Calif. and elsewhere) open without clubhouses and other key components in place. I often recommend to owners/managers to postpone the gala opening and 75-person media day until they are really ready. In the meantime, I encourage them to have a softer course opening, and to boutique-it when inviting media folks to preview/play the course. This is achieved through personal invitation, allowing each rep to select playing partner/s, date and time that best fit their schedule. Hopefully,the overall quality of the course coupled with a favorable on-course experience by media and playing partners, will eventually draw positive commentary about the site and designer.
As time goes on, courses operators should continue promoting the facility to its target market. Today, there’s a variety of communication tools available that can help generate new business. Yet, it still seems, one of the best ways for expanding business is through satisfied patrons. There’s nothing better than a customer who shares good news about the course or club with another person, and then some.