What is involved in selecting a golf course architect? Over the years I’ve observed that this can be a subjective process often influenced by name recognition, “sex” appeal, or in many cases by playing ability. Golf course design is both an artistic and highly technical profession and like many others requires thought and research to choose the right one for any given project. I posed some questions to Jeff Brauer, ASGCA, an architect with extensive experience and now the Director of Outreach for the American Society of Golf Course Architects.
First, I asked Brauer whether some architects are better suited for new projects versus renovations/restorations. He responded as follows: “No doubt there are horses for courses. For any type of project, an owner should probably look at architects who have the most experience in their specific type of project, whether that is new vs renovation, renovation vs restoration, or anything else. That said, you always have to keep an open mind to someone who is trying to break into a certain area of work. One example from my work is having designed more public courses than privates. However, there was nothing in my experience that said the design for public golfers would necessarily be that much different than those at private clubs with fatter wallets. Maybe the trick is to narrow it to 3-5, with most of those experienced in your type of project, but one who is a good architect, but not terribly experienced at your type of work.” This suggests that having confidence that a good working relationship can be developed is critical, especially when likely to be working with the architect over an extended period of time.
Given their elevated stature in the golf industry, it’s not surprising that there’s a certain intrigue about what educational path one should follow to become a golf course architect and whether some projects are better suited for designers with certain backgrounds. Brauer shared that while many are trained in Landscape Architecture, some have engineering degrees, some have project management degrees or construction experience and I know of one who’s a PhD in Plant Physiology. He reminded me that Pete Dye, among the most prolific golf course architects of the modern age was an insurance salesman. Brauer urges prospective clients do their homework in learning more about individual architects, but to go beyond simple online research and make “good old fashioned phone calls” to past clients to learn about what the architects are most skilled at. Brauer advises entry level aspiring architects to work with an architect, if possible as entry into the profession, though some have taken different paths.
I asked Brauer for a list of 5 questions any club should ask when “vetting” a potential architect for an assignment. He listed these:
- What experience do you have in our specific type of project?
- What time commitment can you give us?
- What are your full range of services, (for example, can you provide us with 3D renderings of any proposals?)?
- How often do we get YOU (and not associates)?
- How many times will we interact with you in the planning phase? In the construction phase?
More and more, Brauer thinks clients should specifically ask their architects about their views on sustainability and environmentalism in design. This is more prominent at clubs with a younger membership, typically more concerned with environmental issues.
Of course, the question of cost is always part of any hiring discussion. It used to be that architects traded on their name recognition and workload, but I’ve recently heard of some design fees based on a percentage of the job cost. Brauer said: “The percentage fee is less popular because it leaves the impression that the architect may drive up the construction cost to drive up their fee. I think that most calculate their fee proposals a few different ways – expected hours the project will take, what the market will bear, etc. Most probably still compare that with the long standard 7-10% fees that municipalities will pay as one factor. In speaking with our members, most seem to have left their fees in their old range, figuring construction prices have shot up enough that they will be paid well for their work. Few seemed to have raised their typical percentage, and some have reduced their fees relative to percentage of construction because the architect’s costs do not rise as fast as the cost of construction.”
When I asked about the most typical significant challenges architects encounter, Brauer mentioned permitting, is getting harder, even with renovations. Contractors also busy in this strong economy, resulting in higher prices.
What may be an architect’s biggest challenge is telling an owner/club that what they want to do might not be a fit, for instance, building a major championship test that will never host one or that caters to less experienced or skilled golfers, or creating something that doesn’t fit well on the site. How do architects deal with that and keep their jobs? Brauer suggested that in most cases the 6,800 yard courses are as busy as the 7,400 yard courses that he and his colleagues suggest that the economics of the extra 600 yards may not be worth it. He paraphrased Winston Churchill, stating that “Never has so much golf course been built for so few.”
The last questions I posed to Brauer were: With so many “wannabe” architects at clubs, on boards and on green committees, how does ASGCA promote their members’ value to a project? Can you provide any examples where architects enhanced the economics or market value of a project? He offered the following answers:
- I participated in an NGF study of public course renovations, and most have increased revenue in the first two years. Some of the club management companies have tracked their revenues, and they indicate that (well done) improvements continue to increase revenues. Those surveys aren’t as detailed as I would like, and sometimes they believe that “keeping up with the Jones’s” at least keeps revenue steady, rather than decline, and feel improvements must be done.
- New and improved sells more than laundry detergent. After the first few years, I suspect that the most important thing for golfers is when courses might revert to prior maintenance levels and service.
- One disappointing thing I experienced often was that the crispness of a newly reopened golf course morphed to the same old conditions and service that caused the renovation in the first place.
The selection of a golf course architect should be a thorough process and clubs should do their homework to find the right fit. It’s been my experience that the golf course architects I’ve come to know through the years are generally passionate about what they do, strive to educate themselves and often do specialize in certain types of projects. A capable architect will advise in the pre planning stage about elements of the project that can have big impact. Things like balancing cuts and fills and routing piping can pay big dividends if done right up front. As one in the valuation business, I am a big fan of Warren Buffet’s quote that “cost is what you pay and value is what you get.” That’s true in the golf course design business as well. Many of their assignments have come from clubs where a novice tried to do the job themselves and failed.