For 331 weeks, Greg Norman ruled the golfing world as the No. 1 ranked player.
Age finally caught up with Norman in 1997 as Tiger Woods replaced him on the throne.
Now seven years removed from his glory days as a player, the Great White Shark inches closer to ruling the golf world again. This time as a business entrepreneur.
"I'm very passionate about both," he said Thursday after touring the site of what will soon be the Greg Norman Signature Golf Course at Vellano Country Club. "I decided where I would go after the game of golf passed me by. I had to establish my brand, quality and expectations."
Walk into any store that sells golf memorabilia and you will probably see the Greg Norman Collection -- a sportswear clothing line that features polo shirts, straw hats, vests, pants and shorts just to name a few -- on display.
The Australian could live comfortably off his clothing line alone. Then again, you could say the same about his golf course design company. With 52 courses already built or under construction in just 15 years of existence, the Greg Norman Golf Course Design rivals his clothing line in success.
Though he only plays in a few token golf tournaments nowadays, Norman still cashes in on his charismatic personality that drew the media spotlight in the 1980s and '90s. Whatever is associated with Norman -- from clothes to courses to tournaments -- almost always profits both financially and in popularity.
Norman formulated Great White Shark Enterprises in the late 1980s as his popularity soared and golf legends Jack Nicklaus and Arnold Palmer faded from the spotlight. Determined to capitalize on his fame, Norman studied how Nicklaus and Palmer prospered through endorsement deals and set out to do the same.
"There was a huge void," Norman said. "I saw an opportunity for me to pick up on that void and be the master of my own brand."
Norman oversees almost every detail of his enterprise. In 2003, the Shark traveled 40 weeks for business ventures and he expects to match that hectic schedule again this year.
Maybe someday the Shark can save a week and mark Vellano off the schedule. Formulated in 1998, Norman expected the course to open in 2001 or 2002. But environmentalists decided otherwise.
Norman chose Vellano for its beautiful landscape with rolling hills, inward canyons and ridges and deep ravines. But those same 600 acres of beautiful land brought about unexpected delays.
Nestled next to Chino Hills Wilderness Park, Vellano can only expand so far before infringing on its neighbor. The course designers repeatedly altered their designs so they could stay within the confines and preserve the wilderness.
"It's frustrating," Norman said. "This and Palm Beach [Fla.] are about as tough as it gets from an environmental standpoint."
After he examined the site, Norman cleaned up and spoke to a crowd of 200 at Diamond Bar Center for a Vellano Country Club member and guest celebration. He apologized to them for the delay but promised the course will live up to its billing.
Scheduled to open in late summer 2005, the 7,200-yard course rises from steam beds and oak-studded slopes to plateaus with views of distant mountains and valleys. Lakes and waterfalls will complement the topography.
"The setting provides a canvas to create one of Southern California's finest golf environments," said Scott B. Chernoff, Oaktree Capital senior vice president and Vellano development team leader.
Though picturesque, the course could leave golfers huffing and puffing if they dare to walk the 18 holes. The elevation changes up to 400 feet on the front nine and 200 on the back.
Norman -- a fashion eyesore in his black shorts, black socks and brown hiking boots -- walked through the site in relative ease. His muscular legs and toned waist suggested he could step on the course today and take us all back to 1995.
Remember those days when the Shark prowled on innocent golfers? He stil prowls. Only this time on Corporate America.
Source: Inland Valley Daily Bulletin (Ontario, Calif.)