At the foot of the Appalachian Mountains in Alabama, next to a cattle ranch, hundreds of superintendents visit a living laboratory each year to give and take ideas.
Pursell Technologies Inc. developed The Experience at FarmLinks in 2003 as a way to market his company’s fertilizer coating process. This concept came alive on the Pursells’ 3,500–acre farm in Sylacauga, Ala.
“The Pursells gave golf course architects Hurdzan and Fry carte blanch to pick out whatever land they wanted to design and build the course, says Doug Powell, director of marketing at FarmLinks. “They designed and developed a spectacular championship 18-hole course.”
PTI partnered with other companies in the market, including Toro and Club Car, to put together a marketing program to bring hundreds of superintendents each year, a dozen at a time, to see what research is being conducted, learn new techniques and see products that might not be on the market for a couple more years, Powell says.
The course itself acts as several different working laboratories for products. There are dozens of new turfgrasses on different parts of the course.
Although the golf course is open to the public six days a week, the attendees invited to the educational program are primarily golf course superintendents, Powell says. Horticulturists are also invited to the testing grounds.
During their 2 ½-day stay, attendees have the opportunity to review and test drive new golf course equipment, get reviews on course experiments from agronomists and observe the use of different chemicals on the golf course.
The expansive farmland offers superintendents a place to play as well. There are stocked bass ponds, nature trails, skeet shooting and other recreational outlets onsite.
“They’re pretty much given the royal treatment,” Powell says.
“The hospitality is outstanding,” says Bruce Williams, superintendent at The Los Angeles Country Club and FarmLinks advisory board member since the board started two years ago. “You’re treated with southern hospitality from the minute you arrive at the airport until you go home.”
Williams first visited FarmLinks when the course was under construction. That experience went past giving general golf course maintenance information and, in addition, provided Williams with knowledge of construction of courses.
As an advisory board member, it is Williams’ duty to stay abreast of the latest developments in the industry and also to meet with FarmLinks principals each year and share ideas on ways to enhance the experience.
“We’re used as a sounding board,” Williams says. “They value our feedback. It also gives them a vision for the future and gives information as to what FarmLinks should have in the next five years.”
The company hasn’t even hit five years and already there has been activity. PTI was sold to Agrium this past July. Just before that happened, PTI principal David Pursell spun off FarmLinks, making it a separate entity and keeping it under the ownership of the Pursell family.
“It’s an extremely unique experience and we have a lot of things that are duplicates in the industry, but this stands out by itself as a place for people to go in and see a living laboratory,” Williams says, adding the facility is a smart way to reach a big chunk of the buyers in the industry.
A 50,000-square-foot FarmLinks facility is in the design stage now. The building, which will include 20 to 40 guest suites, a kitchen and dining area, conference areas and focus group rooms, is expected to be completed by October 2007.
More information about FarmLinks can be found at www.farmlinksgolfclub.com.