Here is a piece from a Canadian publication called Score Golf which insinuates the impact which course ratings/rankings have. I'm not sure if Brantford Country Club is making the changes for this reason, but I found the article interesting. While this is being "re-printed without permission" I think it only fair to mention their web site is "scoregolf.ca".
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Restoring a Classic Canadian Course
September 30,2002
By Rick Young
No one should underestimate the influence wielded by ScoreGolf Magazine’s Top 100.
The biennial ranking, first introduced in 1988, is the benchmark for golf courses across Canada, and while its intent is to incite genuine interest and frank discussion, it’s overall effect cannot be overstated.
For these rankings are looked upon in many industry quarters as serious business. Just ask my esteemed Score editor Bob Weeks, who unjustifiably has bore the brunt of 14 years worth of angry e-mails, phone calls and letters from those with a differing opinion on where their favourite course should be in a particular ranking. (Fortunately, Bob has very thick skin).
Why so contentious? Score’s Top 100 ranking can impact a course on a variety of levels. First, there are the marketing and promotional opportunities of a ranking placement. Then there is something I call, ‘confirmation of status’ or so called ‘stamp of approval’. This is of particular interest for travelling golfers who seek assurances of quality. Again, a spot on the top 100 is solid verification. Finally there is the image factor, the sense of pride golfers have for their course. A move up or down? That can drastically alter perception. (Of course, don’t kid yourself. All of the aforementioned factors can also influence the bottom line).
One such course that has felt the sting of a considerable downward slide in the Top 100 is stately Brantford Country Club. As high as 10th in the 1988 inaugural ranking, the Stanley Thompson design remained a top 15 fixture until 1996 when it unceremoniously plummeted from 14th to 42nd.
Perched on the banks of the Grand River, Brantford made an initial recovery, moving up 10 places to 32nd in 1998 but free fell again in 2000 to 48th, its lowest point ever. In 2002, Brantford finds itself higher at 36th, but still nowhere close to its original top 10 standing.
Provisions have been made to address that. When the rankings come out in 2004 panelists who have made a pilgrimage to Brantford will judge its merits based on a new multi-million dollar clubhouse and some indispensable course restoration by Canadian architect Doug Carrick. The combination has seemingly given Brantford a new lease on life.
“We’ve always had a course that we’ve been proud of and a course that has garnered a lot of rave reviews amongst golfing traditionalists who enjoy the classic layouts,” explains Brantford General Manager, Denis Matte. “It’s been felt for quite some time that we had a clubhouse facility that wasn’t in keeping with the stature of the golf course. Having said that, we also had some conditioning issues that needed to be addressed. In both cases, pride did play a considerable role in returning Brantford to its past stature.”
The clubhouse was the focal point. A tired 40-year-old building with little character and lacking in overall efficiency Brantford’s membership was at an impasse. Fifty-nine per cent of respondents in 1997 suggested refurbishing but a required two-thirds majority to move forward was not attained. Still, the message was clear; something had to be done.
It was, But on a much grander scale. A series of sound decisions and timely events over a four-year period brought a new clubhouse onto Brantford’s radar screen and eventually into full view on June 16, 2002. And what a clubhouse it is. Designed by Burlington architect, Tim Fanstone, the $5.8 million facility is as elegant as it is comfortable and fits the Brantford persona; timeless, classic and steeped in golf tradition.
“In our discussions with Tim we told him we wanted a building that would mirror our age and the club’s historical place in Canadian golf,” says Matte, who is quick to mention Brantford’s establishment date of 1879 (making it the fourth oldest golf club in North America). “He did a marvelous job. He listened to our committees and was very flexible.”
Especially prominent in the finished product; a 425-seat main dining facility, 900 square foot pro shop, spectacular new locker rooms, 19th hole lounge (which will be re-named for course designer Stanley Thompson) and the Bruce Forbes Room in honour of the legendary Canadian golf statesman, Hall of Famer and longtime Brantford member.
As impressive as the man himself, the Forbes Room is filled with photos and mementos, much like the entire clubhouse. To walk through Brantford today is to step back into the game and the club’s historic past.
“One of our biggest regrets is Bruce never got to see it finished,” says Matte, who credits the Forbes family for much of the room’s memorabilia. “He saw the demolition of the old facility but passed away in early October 2001. One thing we wanted to highlight was our history, something that wasn’t taken advantage of in the old clubhouse. Bruce was certainly a major part of that. I’m sure he’s looking at us and continues to be very proud.”
While the novelty of the now 12-week-old clubhouse continues to keep business brisk and enthusiasm high, there is no denying its impact on profits. Just one year ago in the midst of their renovations, Brantford had considerable membership vacancies. Today, there are 73 on a waiting list, a number that equates to approximately 4.5 years.
“Use of the club is very high and that’s to be expected,” smiles Matte. “Members are bringing guests back out for golf and dinner but there’s no sign of it letting up any time soon. It’s almost a re-birth of the club.”
Factoring into the Brantford resurgence is the conditioning of the golf course, particularly the fairways that were completely wiped out last August and redone. Now, under the watchful eye of new superintendent Paul Evenden, formerly at Hamilton Golf & Country Club, the wonderful Thompson design is showing signs of renewed life.
“We were serious with the clubhouse and now were serious with the golf course,” Matte says. “The fairways are only going to get better. Were addressing our bunkers right now and over the next couple of years hope to have Doug (Carrick) completely renovate them. As for our tees, our traffic is in the 30,000 round area so they are a little small. We definitely have the room there to expand. Paul has brought back some focus to us. He was groomed at Hamilton under Rod Trainor so he knows what a Top 10 golf course should look like.”
As for that all-important Score Top 100 ranking, Matte is brimming with confidence.
“I think were a top 20 club in Canada and we deserve to be there and we will be there,” he says. “It takes time for people to come back and know us again. It’s like renewing an old acquaintance. But when those panelists do come back I can promise you one thing. They are going to see a very different Brantford Golf & Country Club.”