Pinehurst, May 17-19, 2005

I returned to Pinehurst for the first time since the resort terminated its relationship with BURRIS. I was playing with Robert Miller of Media Networks, who hosted several of his best customers, a couple of his big shot associates...and me.

I tried to be objective about Pinehurst, tried to act like and actually be a guest instead of a former "insider" generating marketing or customer service ideas all the while I'm there. (It's not easy for me.) For instance - good news! The Resort has installed high-speed internet in its rooms, at least in the main hotel, The Carolina. But on the first night, after checking in and trying to connect, mine didn't work. "Tech" closes at 8p, I learned at the front desk; I'd have to wait for assistance the next morning. (Moan.) So I went to the Business Center first thing Wednesday morning (they open at 7a). I tell the attendant my problem:

"The high-speed connection in my room doesn't work. I'm hoping I can tap into one of yours and do a little work."

"Sure," the attendant in the Business Center says. "Our charge is $10 for 15 minutes." (I kept my comment about the cost to myself.) "How long do you need it?"

"I'll be here about two hours, I think," I replied. I can see she's doing the math in her head.

"Wait a minute," I say, interrupting her ciphering. "Is there someone we can call who will say it's okay for me to get this for free since it doesn't work in my room?"

"No, we're not with the hotel," she replies, suggesting her company is the subcontractor for business services at the hotel. "It'll be $80 for two hours."

I went back to my room and worked through dial-up.

On to the golf...

We played No. 2 first, and it was a wonderful experience. The resort had hosted a shotgun for Citigroup in the morning, and they all came off the course at 3p. Our 3:10p tee time, then, was the first after the shotgun, and we had the course to ourselves.

I shot a lackluster 81, never really getting things going. But it was great fun working my way around the golf course.

It's one month 'til the U.S. Open returns, so there's a lot of activity all around: bleachers going up, TV towers being installed, port-a-potties getting dropped off. But the course's condition was generally pretty good, extremely playable, though less than perfect.

The "less than perfect" part, however, probably requires a bit of explanation. The collars around every green had been sodded, so the traditionally necessary run-up shots from around the greens were practically impossible. Which means you're having to pitch over the sod, making short shots around the small and fast greens virtually impossible. I putted (or fairway-metalled) over the sod anyway, but it was unfair and unpredictable. It was cool to see the new tee boxes, to putt on greens already fast that you know will only get faster, and, frankly, I'm glad the rough wasn't grown up yet (my caddie told me they're through cutting it; now it's just water and 30 days to look forward to). And did I mention the greens? They were already too hard to hold anything but crisp wedges; I can't imagine what they'll be like around Father's Day.

Here's the issue for me, however. It's prime time at Pinehurst. They have looked forward to their Spring season since the USGA announced they would bring the Open back after the 1999 Championship. The resort is getting top dollar this year ("Play the site of the 2005 U.S. Open"), and golfers are willing to put up with some hammering and scaffloding to have a chance to play one of the few courses open to the public that host such a prestigious event. The challenge for Pinehurst is balancing the quality of the experience - amidst all the noise and activity - with the premium they want to charge.

Most of us will put up with a lot to play No. 2 right now. New sod? Not a problem. Lots of vehicles bustling about? Who cares? But Pinehurst takes great pride in the other golf courses they have, and they're counting on No. 4 and No. 8 - and, to a lessser extent, Nos. 6 and 7 - to take some of the pressure off No. 2 for rounds played. And those courses, though fine layouts and fun to play - those courses are not in top shape right now, during "prime time at Pinehurst."

Pinehurst No. 4 had slow putting surfaces and seemed generally ratty around the edges. Because the first hole on No. 4 is site of one really big hospitality tent for the Open, the routing is a little funky, and the finishing hole on No. 1 is now the finisher on this course.

Pinehurst No. 8, perhaps my favorite of all the "other" (than No. 2) courses, was in very good shape from tee to the putting surface, but the greens were rolling (I'm not exaggerating) about 4 on the stimp, and that just won't cut it (no pun intended).

The challenge for Pinehurst, I repeat, is extracting top dollar, harvesting the potential that an Open brings, and delivering the kind of experience that will make the guest's stay absolutely first rate. If you don't, then guests' disappointment will, undoubtedly, go forth and multiply as they relate and report to their friends.

For several years, some of my friends have said that they believe Pinehurst is taking advantage of its reputation and not delivering the product it needs to insure its future. I don't think I have a bias against the resort because they no longer work with me. But I do think I'm starting to agree with my friends.

Finally, one final photo. Here's what I saw as I walked by the 18th green toward the 10th tee on No. 8: the first twosome of the day.