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TN - Golf on the Cumberland Plateau
Golf
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Want golf? Bear Trace gives area golfers more high-level courses
By
Gregg Dewalt
DAILY
Sports Writer
gdewalt@decaturdaily.com
As
Paul Gordon sat in the dining area at the Bear Inn, he smoked a cigarette
and
discussed his decision to transform a small, rundown cinder-block
building he bought out of foreclosure into a rustic-looking motel
adjacent to the Bear Trace at Ross Creek Landing golf course in rural
Clifton, Tenn.
The
Bear Trace golf course at Cumberland Mountain in Crossville, Tenn.,
is about a four-hour drive from Decatur. "It's what I've done
all my life," Gordon boasted. "I turn ugly ducklings into
swans. I think Clifton is ready to explode. It's 36 miles from here
to Shiloh Falls (another area golf course) and Pickwick Lake, and
the difference (in housing costs) is about $100,000 to $150,000."
Gordon,
who left his hometown of Lawrenceburg, Tenn., 30 years ago for Lake
Tahoe in Nevada, doesn't usually bet on losing propositions. He's
made millions in the hotel and condo business in Lake Tahoe.
His
recently refurbished Bear Inn could fit in the lobby of some of his
other holdings.
Even
so, Gordon is banking that the Bear Trace at Ross Creek Landing will
help turn his most recent acquisition into a money-making proposition.
Located
just a stone's throw from the Tennessee River, which meanders through
west Tennessee before crossing into Alabama, Ross Creek Landing is
the western-most property along the Bear Trace golf trail, a state-developed
series of five courses designed by the famed Jack Nicklaus. Three
of the five properties are within a 2½-hour drive from Decatur.
The
first Bear Trace property, Cumberland Mountain, opened in 1998, and
with the addition of four other courses, Redstone Golf officials are
confident that the enterprise is positioned for strong growth in the
future.
"We
think that when we get people to our courses and they see their quality,
the Jack Nicklaus signature design and what we think is great southern
hospitality in a beautiful state like Tennessee, we think they'll
come back," Bear Trace director of marketing Tommy Smith said.
Located
on some of the most picturesque pieces of property in the state, it's
easy to see why Smith and executive director Ron Bargatze are confident
the Bear Trace can become a major destination for the golf traveler.
Comparison
to RTJTrail
But the courses' off-the-beaten-path locations made the Bear
Trace a tough sell for golfers. And each time another state opens
another golf trail, comparisons are made to the world famous Robert
Trent Jones Golf Trail in Alabama.
There
is no question that the RTJ Golf Trail, as it is known, is the Babe
Ruth of golf projects. Easily the most ambitious golf project ever
undertaken on United States soil, the RTJ Golf Trail currently boasts
eight facilities, all near metropolitan areas and with easy access
to the state's elaborate interstate system. Two more facilities, including
one in the Shoals, will open within the next year. When the two new
facilities open, six of the 10 properties will be within a three-hour
drive from Decatur.
John
Cannon, recently named president of the RTJ Golf Trail, is intent
on keeping 
his
entity at the forefront of the golf travel industry. Like the Bear
Trace, the RTJ Golf Trail offers world-class golf at affordable prices.
The
RTJ Golf Trail is the brainchild of Dr. Robert Bronner, head of the
Retirement Systems of Alabama. At a cost of more than $100 million,
the RTJ Golf Trail has turned Alabama into a major player in the billion-dollar
golf travel industry.
Pre-RTJ
Golf Trail, Alabama was rarely mentioned in the same breath as golf
destinations such as Myrtle Beach, S.C., Scottsdale, Ariz., Hawaii
and Florida. Since the first RTJ Golf Trail course opened in Birmingham
in 1990, Alabama has become one of the biggest blips on most golf
traveler's radar screen.
The
trail has been a boon to the state's tourism industry, and according
to officials, has also provided an economic boost. The RTJ Golf Trail
has received glowing reviews in every major golf publication. Even
the conservative New York Times gave it thumbs up. "What about
the Robert Trent Jones Golf Trail?" is one of the first questions
asked by out-of-state golfers when teeing it up with someone from
Alabama.
Had
the RTJ Golf Trail failed, it is likely that Bronner would no longer
be welcome in Alabama. Instead, the trail's success has spawned similar
projects in Mississippi, Louisiana and Tennessee. As a result of its
success, Bronner is among the state's most influential leaders.
The
competition for the traveling golfer's dollar is keen. Mississippi
has the lure of casino gambling, and has in the past five years began
incorporating world-class golf courses into the casino mix. There
are more than 110 courses along South Carolina's Grand Strand. Orlando
has Disneyland and Scottsdale has perfect weather in the winter months.
To
compare Alabama's Robert Trent Jones Golf Trail to the Bear Trace
is like comparing Picasso and Monet or Barry Bonds and Rafael Furcal.
You can do it, but in the end it boils down to what a golfer is looking
for. The Bear Trace offers simplicity with its rustic-style clubhouses
decorated with Nicklaus paraphernalia and 18-hole facilities set far
away from the hustle-and-bustle of the real world.
Each
Robert Trent Jones Golf Trail facility features an elaborate clubhouse
that is a celebration of golf's rich tradition. Each has a minimum
of 27 holes with the famed architect's signature attached.
"We're
very much in awe of what they have done," Bargatze said of his
Alabama counterpart. "They are the best in country in terms of
success. You have to respect the standard they have set. Nobody has
done it any better than they have."
Cannon
is aware of the reputation, but is quick to point out that the trail
continues to evolve. In addition to the facilities under construction,
some of the courses have undergone makeovers and officials continue
to respond to the customers' demands.
"We
try to respond to everything in the marketplace," Cannon said
recently after visiting ever RTJ Golf Trail facility in one week,
a trip he estimates covered 1,300 miles. "I think right now we
are as strong as we have ever been. We are positioned right now better
than we ever have been."
Some
of the changes have been geared toward enhancing local play. Several
plans are available that help reduce the cost to local players, a
junior tour was formed and players are now allowed to walk using pullcarts.
The
latter idea came from customer feedback, Cannon said.
"That
sounds so minimal," he said. "In reality, we had enough
consumers tell they would enjoy it more if they were allowed to use
pullcarts. We batted the issue around for a while and said, 'What's
the big deal?' We try to make as many people as happy as we can."
Grooming
trail players
Jonathan Romeo, who heads the junior tour, said the tour was instituted
to help the state junior players get on par with some of the surrounding
states. It also is grooming the next generation of local trail players.
Cannon
says it's a matter of keeping the RTJ Golf Trail ahead of the competition.
And what's good for the trail is good for the state. He talks of the
trail almost as if it is a corporate partner of the state.
"It's
not a one-facet business," he said. "We fit neatly into
the tourism industry and into economic development. The greater mission
of the trail is to help Alabama. It's always been a positive image
to those who visit. We have to be profitable and we have to help RSA
get a return on its investment. Some people who come back to Alabama
each year aren't coming back for tourism, they are coming back and
doing business here." Cannon is aware the trail is the most ambitious
undertaking of its kind. Even though it is the most successful venture
of its kind, he does keep an eye on the competition.
"We
respond to everything in the marketplace," he said. "Most
assuredly we look at our neighbors to see what they are doing and
how successful they are. But we built a different product than anyone
else. We did it on a grander scale and we have positioned it differently
than anyone else."
Cannon
speaks highly of the competition, and is quick to add that there is
room to co-exist. "Things that help us help the Bear Trace,"
he said. "They get a lot of people driving through Tennessee
from Missouri, Ohio and Illinois. We try to get as many of them as
possible, but they all benefit everyone in the golf industry."
Bear Trace officials realize they can't match marketing budgets with
the RTJ Golf Trail, but they do try to feed off its success.
"What
I hear from many golfers is that they want to try something different,"
Smith said. "They have done the Trent Jones Trail and they are
looking for something new. It hasn't been hard to overcome the allure
of the Trent Jones Trail. Most people who have played them say good
things about them. Most people who have played our course say the
same thing.
The
Bear Trace marketing slogan, "Drive less, pay less, play more,"
is targeting players from the Midwest.
"We're
going to branch out east and west, but right now we're targeting the
golfers who in the past have driven three or four hours south and
paid more money," Smith said.
Affordable
golf
The Bear Trace and the RTJ Golf Trail have one thing in common:
affordable golf. While most Nicklaus signature courses in other markets
cost about of $100 to play, the Bear Trace courses cost $49 during
the week and $59 on weekends.
The
RTJ Golf Trail courses are slightly more expensive, but are still
considered a bargain when compared with similar courses located in
Myrtle Beach, Scottsdale, Hawaii, Florida and most other major metropolitan
areas. Both trails feature incentive plans to allow local players
access to the courses for less than the posted fees. The RTJ Golf
Trail has yearly membership plans.
The
Bear Trace has similar plans, including a travel card membership for
$429 that allows players from outside the area to join at a discounted
rate. Smith, though, recognizes that except for Harrison Bay located
in Chattanooga, local play will not sustain each of the golf courses.
The RTJ Golf Trail courses are ideally situated to attract local golfers,
however.
"You
do need a local base of players," Smith said. "But our locations
make it impossible for our local players to sustain them. At Harrison
Bay, the local players love it. At Ross Creek, there's just not enough
local play to make it go. It's got to be the traveling golfer
"The
courses are scenic, there's no tennis courts, no housing developments.
You can still see wildlife. It's pure golf, and it's a little bit
old-school golf right down to the rustic clubhouses."
In
the early stages of the RTJ Golf Trail's development, some local players
complained that $50 and $60 green fees were too expensive. Cannon,
however, says what's expensive to some is a bargain to others.
"Historically,
people travel far and wide to come play the trail," he said.
"They see it clearly as something very special. It's funny how
different people interpret our rates. Our local players may pay $39.95
and they interpret that as fairly expensive. I got a note from someone
in Wisconsin and they thought the $72 was the best bargain they had
seen. We understand that. Hopefully our local guys are playing a couple
days a week."
Bargatze,
who shoots in the 70s, had never been on the Bear Trace until Redstone
Golf took over the management of the courses. He was surprised at
what he found.
"My
first trip around, I loved how good the routing was, but I was disappointed
in the conditioning," he said. We've worked hard to get all of
the courses in great condition."
The
Bear Trace's marketing strategy, combined with emphasis on customer
service and course conditioning seems to be paying off for Redstone
Golf. Bargatze estimates the Bear Trace has booked 300 percent more
golf trips in 2004 than a year ago.
"The
(RTJ) Trail is a terrific project, but we think we can get our share
of the traveling golfers," Bargatze said.
With
two moderately priced — but upscale — golf trails to choose
from, the obvious winner is the golfer.
Golf
Packages
Crossville offers the best in golfing, from one-day
excursions to weeklong getaways. With over 200 holes of golf, you
could easily spend every day at a different course on a two week vacation.
Crossville TN - Golf on the Cumberland Plateau
Golf
Packages
Want golf? Bear Trace gives area golfers more high-level courses
By
Gregg Dewalt
DAILY
Sports Writer
gdewalt@decaturdaily.com
As
Paul Gordon sat in the dining area at the Bear Inn, he smoked a cigarette
and
discussed his decision to transform a small, rundown cinder-block
building he bought out of foreclosure into a rustic-looking motel
adjacent to the Bear Trace at Ross Creek Landing golf course in rural
Clifton, Tenn.
The Bear Trace golf course at Cumberland Mountain in Crossville, Tenn., is about a four-hour drive from Decatur. "It's what I've done all my life," Gordon boasted. "I turn ugly ducklings into swans. I think Clifton is ready to explode. It's 36 miles from here to Shiloh Falls (another area golf course) and Pickwick Lake, and the difference (in housing costs) is about $100,000 to $150,000."
Gordon, who left his hometown of Lawrenceburg, Tenn., 30 years ago for Lake Tahoe in Nevada, doesn't usually bet on losing propositions. He's made millions in the hotel and condo business in Lake Tahoe.
His
recently refurbished Bear Inn could fit in the lobby of some of his
other holdings.
Even so, Gordon is banking that the Bear Trace at Ross Creek Landing will help turn his most recent acquisition into a money-making proposition.
Located just a stone's throw from the Tennessee River, which meanders through west Tennessee before crossing into Alabama, Ross Creek Landing is the western-most property along the Bear Trace golf trail, a state-developed series of five courses designed by the famed Jack Nicklaus. Three of the five properties are within a 2½-hour drive from Decatur.
The first Bear Trace property, Cumberland Mountain, opened in 1998, and with the addition of four other courses, Redstone Golf officials are confident that the enterprise is positioned for strong growth in the future.
"We think that when we get people to our courses and they see their quality, the Jack Nicklaus signature design and what we think is great southern hospitality in a beautiful state like Tennessee, we think they'll come back," Bear Trace director of marketing Tommy Smith said.
Located on some of the most picturesque pieces of property in the state, it's easy to see why Smith and executive director Ron Bargatze are confident the Bear Trace can become a major destination for the golf traveler.
Comparison
to RTJTrail
But the courses' off-the-beaten-path locations made the Bear
Trace a tough sell for golfers. And each time another state opens
another golf trail, comparisons are made to the world famous Robert
Trent Jones Golf Trail in Alabama.
There is no question that the RTJ Golf Trail, as it is known, is the Babe Ruth of golf projects. Easily the most ambitious golf project ever undertaken on United States soil, the RTJ Golf Trail currently boasts eight facilities, all near metropolitan areas and with easy access to the state's elaborate interstate system. Two more facilities, including one in the Shoals, will open within the next year. When the two new facilities open, six of the 10 properties will be within a three-hour drive from Decatur.
John
Cannon, recently named president of the RTJ Golf Trail, is intent
on keeping his
entity at the forefront of the golf travel industry. Like the Bear
Trace, the RTJ Golf Trail offers world-class golf at affordable prices.
The RTJ Golf Trail is the brainchild of Dr. Robert Bronner, head of the Retirement Systems of Alabama. At a cost of more than $100 million, the RTJ Golf Trail has turned Alabama into a major player in the billion-dollar golf travel industry.
Pre-RTJ Golf Trail, Alabama was rarely mentioned in the same breath as golf destinations such as Myrtle Beach, S.C., Scottsdale, Ariz., Hawaii and Florida. Since the first RTJ Golf Trail course opened in Birmingham in 1990, Alabama has become one of the biggest blips on most golf traveler's radar screen.
The trail has been a boon to the state's tourism industry, and according to officials, has also provided an economic boost. The RTJ Golf Trail has received glowing reviews in every major golf publication. Even the conservative New York Times gave it thumbs up. "What about the Robert Trent Jones Golf Trail?" is one of the first questions asked by out-of-state golfers when teeing it up with someone from Alabama.
Had the RTJ Golf Trail failed, it is likely that Bronner would no longer be welcome in Alabama. Instead, the trail's success has spawned similar projects in Mississippi, Louisiana and Tennessee. As a result of its success, Bronner is among the state's most influential leaders.
The competition for the traveling golfer's dollar is keen. Mississippi has the lure of casino gambling, and has in the past five years began incorporating world-class golf courses into the casino mix. There are more than 110 courses along South Carolina's Grand Strand. Orlando has Disneyland and Scottsdale has perfect weather in the winter months.
To compare Alabama's Robert Trent Jones Golf Trail to the Bear Trace is like comparing Picasso and Monet or Barry Bonds and Rafael Furcal. You can do it, but in the end it boils down to what a golfer is looking for. The Bear Trace offers simplicity with its rustic-style clubhouses decorated with Nicklaus paraphernalia and 18-hole facilities set far away from the hustle-and-bustle of the real world.
Each Robert Trent Jones Golf Trail facility features an elaborate clubhouse that is a celebration of golf's rich tradition. Each has a minimum of 27 holes with the famed architect's signature attached.
"We're very much in awe of what they have done," Bargatze said of his Alabama counterpart. "They are the best in country in terms of success. You have to respect the standard they have set. Nobody has done it any better than they have."
Cannon is aware of the reputation, but is quick to point out that the trail continues to evolve. In addition to the facilities under construction, some of the courses have undergone makeovers and officials continue to respond to the customers' demands.
"We try to respond to everything in the marketplace," Cannon said recently after visiting ever RTJ Golf Trail facility in one week, a trip he estimates covered 1,300 miles. "I think right now we are as strong as we have ever been. We are positioned right now better than we ever have been."
Some of the changes have been geared toward enhancing local play. Several plans are available that help reduce the cost to local players, a junior tour was formed and players are now allowed to walk using pullcarts.
The latter idea came from customer feedback, Cannon said.
"That sounds so minimal," he said. "In reality, we had enough consumers tell they would enjoy it more if they were allowed to use pullcarts. We batted the issue around for a while and said, 'What's the big deal?' We try to make as many people as happy as we can."
Grooming
trail players
Jonathan Romeo, who heads the junior tour, said the tour was instituted
to help the state junior players get on par with some of the surrounding
states. It also is grooming the next generation of local trail players.
Cannon says it's a matter of keeping the RTJ Golf Trail ahead of the competition. And what's good for the trail is good for the state. He talks of the trail almost as if it is a corporate partner of the state.
"It's not a one-facet business," he said. "We fit neatly into the tourism industry and into economic development. The greater mission of the trail is to help Alabama. It's always been a positive image to those who visit. We have to be profitable and we have to help RSA get a return on its investment. Some people who come back to Alabama each year aren't coming back for tourism, they are coming back and doing business here." Cannon is aware the trail is the most ambitious undertaking of its kind. Even though it is the most successful venture of its kind, he does keep an eye on the competition.
"We respond to everything in the marketplace," he said. "Most assuredly we look at our neighbors to see what they are doing and how successful they are. But we built a different product than anyone else. We did it on a grander scale and we have positioned it differently than anyone else."
Cannon speaks highly of the competition, and is quick to add that there is room to co-exist. "Things that help us help the Bear Trace," he said. "They get a lot of people driving through Tennessee from Missouri, Ohio and Illinois. We try to get as many of them as possible, but they all benefit everyone in the golf industry." Bear Trace officials realize they can't match marketing budgets with the RTJ Golf Trail, but they do try to feed off its success.
"What I hear from many golfers is that they want to try something different," Smith said. "They have done the Trent Jones Trail and they are looking for something new. It hasn't been hard to overcome the allure of the Trent Jones Trail. Most people who have played them say good things about them. Most people who have played our course say the same thing.
The Bear Trace marketing slogan, "Drive less, pay less, play more," is targeting players from the Midwest.
"We're going to branch out east and west, but right now we're targeting the golfers who in the past have driven three or four hours south and paid more money," Smith said.
Affordable
golf
The Bear Trace and the RTJ Golf Trail have one thing in common:
affordable golf. While most Nicklaus signature courses in other markets
cost about of $100 to play, the Bear Trace courses cost $49 during
the week and $59 on weekends.
The RTJ Golf Trail courses are slightly more expensive, but are still considered a bargain when compared with similar courses located in Myrtle Beach, Scottsdale, Hawaii, Florida and most other major metropolitan areas. Both trails feature incentive plans to allow local players access to the courses for less than the posted fees. The RTJ Golf Trail has yearly membership plans.
The Bear Trace has similar plans, including a travel card membership for $429 that allows players from outside the area to join at a discounted rate. Smith, though, recognizes that except for Harrison Bay located in Chattanooga, local play will not sustain each of the golf courses. The RTJ Golf Trail courses are ideally situated to attract local golfers, however.
"You do need a local base of players," Smith said. "But our locations make it impossible for our local players to sustain them. At Harrison Bay, the local players love it. At Ross Creek, there's just not enough local play to make it go. It's got to be the traveling golfer
"The courses are scenic, there's no tennis courts, no housing developments. You can still see wildlife. It's pure golf, and it's a little bit old-school golf right down to the rustic clubhouses."
In the early stages of the RTJ Golf Trail's development, some local players complained that $50 and $60 green fees were too expensive. Cannon, however, says what's expensive to some is a bargain to others.
"Historically, people travel far and wide to come play the trail," he said. "They see it clearly as something very special. It's funny how different people interpret our rates. Our local players may pay $39.95 and they interpret that as fairly expensive. I got a note from someone in Wisconsin and they thought the $72 was the best bargain they had seen. We understand that. Hopefully our local guys are playing a couple days a week."
Bargatze, who shoots in the 70s, had never been on the Bear Trace until Redstone Golf took over the management of the courses. He was surprised at what he found.
"My first trip around, I loved how good the routing was, but I was disappointed in the conditioning," he said. We've worked hard to get all of the courses in great condition."
The Bear Trace's marketing strategy, combined with emphasis on customer service and course conditioning seems to be paying off for Redstone Golf. Bargatze estimates the Bear Trace has booked 300 percent more golf trips in 2004 than a year ago.
"The (RTJ) Trail is a terrific project, but we think we can get our share of the traveling golfers," Bargatze said.
With
two moderately priced — but upscale — golf trails to choose
from, the obvious winner is the golfer.
Golf
Packages
Crossville offers the best in golfing, from one-day
excursions to weeklong getaways. With over 200 holes of golf, you
could easily spend every day at a different course on a two week vacation.
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