at c()
Opening Drive by CHRIS LANG The Importance of Branding
EACH NOVEMBER, the VSGA sends several representatives to the International Association of Golf Administrators( IAGA) annual conference. I was fortunate enough to be part of that group in 2025, when IAGA was held at Horseshoe Bay Resort, about an hour outside of Austin.
Prior to heading west to the resort, we stopped at the University of Texas Golf Club, where guys like Scottie Scheffler, Jordan Spieth, and Ben Crenshaw honed their games in college before achieving PGA Tour stardom. Walking through the pro shop, I was struck by just how many versions of the UT logo were used in the club’ s merchandising. Sure, you could buy a shirt with the traditional Longhorn logo on it. But you could also find several alternate versions of that logo on hats, shirts, bags, headcovers, and more.
That got me thinking about VSGA clubs and their merchandising efforts and how they find ways to stand out in a crowded space. Jim McConnell explores the topic in this issue, showing the depth of thought that goes into branding. It’ s not just about selling merchandise. It’ s about creating a unique identity that your club’ s members can proudly display. Whether it’ s River Bend’ s fox in a trenchcoat or Lakeside Park Club’ s bear in a rowboat, logos tell stories. What story does your club’ s logo tell?
I spend much of my summer on the golf course, taking photos, interviewing players, and telling stories from our various championships. In May, I had the chance to find out what life was like on the other side of the camera by participating in the 7th VSGA Net Amateur Championship.
Let’ s not worry about the results( I didn’ t
There are nearly 16,000 golf courses in the U. S. and more than 300 in Virginia, so having a logo that is easily recognizable, or at least creates a conversation, is critical. But equally important is the meaning behind that brand and the club— its mission, vision, and core values.
— GLENN GRAY, BUFFALO GROUPE
finish last at least!). When I talk to players at events, one thing I often hear is just how well VSGA championships are run. Having experienced it now as a player, as Squirrelly Dan from the comedy Letterkenny might say,“ Can confirm.”
My handicap tends to float around in the low 20s, and I generally don’ t play in tournaments, so the whole experience was an eye-opener. Those 3-foot gimmes you get while playing with your buddies can become traumatic when you actually have to putt them out on slick greens. I found a real appreciation for course management and big-number avoidance.
More than anything, it was simply a lot of fun to test myself and see where my game really stood in a competitive environment. 10 of 10, would do again. See you next year, Net Am.
“ VSGA Women’ s Amateur” Cont’ d...
Macy Johnson, a semifinalist from last year’ s 100th VSGA Women’ s Amateur, is a member at nearby Hidden Valley Country Club.
Though not technically from southwest Virginia, three members of the Virginia Tech women’ s team will vie for the title at Roanoke— Alino Ho, Emerson Dever, and incoming freshman Raquel Walker. Elsie MacCleery, another past VSGA Junior Girls’ Golfer of the Year, will look to contend after a strong first season at the University of Virginia.
One guarantee: There will not be a backto-back champion, as 2025 winner Sky Sload is pursuing a career in professional golf. Prior to 2020, Roanoke had not hosted the Women’ s Amateur in 72 years. The club previously hosted the championship in 1933 and 1948.
Roanoke CC member Kathryn Ha.
Chris Lang, Editor clang @ vsga. org
6 V IRGINIA G OLFER | J ULY / A UGUST 2026 vsga. org