By Jeff Lawrence, ASGCA – Lawrence Golf Design
Every golf course renovation involves two key challenges: the work itself and the communication around it. Even the best-designed project can face resistance if members or stakeholders don’t understand the vision, the process, or the long-term benefits.
In the Southeast, where private clubs are balancing tradition with modernization, clear communication is just as important as great design. A successful renovation depends on trust. That trust begins with how the story is told.
At Lawrence Golf Design, Jeff Lawrence, ASGCA, has seen firsthand how effective communication transforms member perception and participation. When clubs explain the “why” behind renovation decisions clearly and consistently, support follows naturally.
Members are more likely to support a renovation when they understand its purpose and long-term value. That starts with a comprehensive master plan: a document that outlines the course’s existing conditions, goals, and design direction.
A clear plan shows the entire membership that the project isn’t reactionary; it’s strategic. Whether it’s improving drainage, updating turf, or restoring original design intent, a transparent roadmap helps members see the bigger picture.
Jeff Lawrence emphasizes that a master plan should do more than show “before and after” drawings. It should explain the reasoning behind every change and how those changes will improve playability, sustainability, and operating efficiency.
Too often, clubs make the mistake of announcing renovation details without context. Members want to feel informed, not dictated to. Effective clubs treat communication as education, providing insight into the why, how, and when behind every decision.
Educational sessions, town halls, and written updates are valuable tools. Short videos, newsletters, or a “Renovation Corner” on the club’s website can keep everyone informed without overwhelming them.
For many clubs, consulting firms like Lawrence Golf Design participate directly in presentations, helping explain technical or design elements in accessible language. This builds credibility and shows that the project is grounded in professional expertise.
While superintendents and committees care deeply about drainage, turf types, and bunker liners, members usually want to know: How will this improve my experience on the course?
Communication should highlight benefits such as:
By translating technical upgrades into experiential value, clubs make renovation feel like an improvement to the member lifestyle, not just another capital project.
Renovations inevitably cause short-term inconvenience. Clear, early communication about schedules, closures, and milestones builds confidence.
Members appreciate honesty. If a course will close for several months, leadership should explain why full closure often leads to faster, higher-quality results — a position Jeff Lawrence often advocates for. Phased construction can prolong inconvenience and compromise outcomes, while a focused, all-in approach typically delivers better long-term results and is more cost efficient.
The key is transparency: set realistic expectations and stick to consistent updates throughout the process.
Words help, but visuals inspire. Renderings, aerial photography, and design sketches are powerful tools for showing members what’s possible.
When clubs work with Lawrence Golf Design, presentation materials are often developed to convey not just technical details but also the aesthetic and strategic intent behind each design element. These visuals turn abstract ideas into tangible improvements, helping members see what they’re investing in and why it matters.
Once construction begins, silence can lead to speculation. Clubs that maintain consistent updates, even brief ones, foster trust and excitement.
Monthly newsletters, social media posts, or short superintendent videos can highlight progress without overloading members with detail. Many clubs also find success in hosting “hard hat tours” during renovation phases, allowing small member groups to see work firsthand.
Consistent communication transforms renovation from a disruption into a shared journey.
Once the ribbon is cut and the first rounds are played, the communication shouldn’t stop. Reinforcing the renovation’s long-term benefits helps members appreciate the investment’s payoff.
Highlight improved playability, maintenance efficiency, and sustainability metrics in follow-up communications. Clubs that share tangible results like reduced irrigation hours or improved turf recovery build lasting member confidence.
For architects like Jeff Lawrence, this post-renovation phase is key. It completes the story and demonstrates that the project wasn’t just about change, it was about creating lasting value for members and staff alike.
Renovation is as much about people as it is about land. The most successful clubs are those that view communication as an integral part of design, ensuring every stakeholder understands the purpose, process, and promise of the work.
Lawrence Golf Design helps clubs across the Carolinas, Georgia, Florida, and beyond not only plan great renovations but also communicate them effectively. Because when members understand the “why,” they become advocates for the “how.”
A thoughtful renovation doesn’t just reshape a golf course, it strengthens the club’s community for decades to come.