St. Andrews: Golf's Pilgrimage
October 03, 2008
At St. Andrews, the Old Course Experience stands as stewards of their legacy
By Daniel J. Corcoran
"There are believed to be approximately 32,000 golf courses around the world. Taking the law of averages into account, that's 576,000 holes, and 2.3 million strokes in par play. And to think it all began at one course in Scotland, where holes were mapped out based on little more than the well-worn footpaths of local players. Although evidence of golf reaches much farther back in history—a game similar to golf is mentioned in the 11th-century Chinese book Dongxuan Records—it is the St. Andrews Links in Fife that the sport calls home. And as thousands who pilgrimage here every year will attest, there's no place like home."
– Old Course Experience
I must admit, when I first read the above comments from the Old Course Experience brochure, I simply thought that the writer had a way with words, an ability to evoke special feelings about a famous place to play golf. It wasn't until I visited St. Andrews in late April that it became clear to me that the writer hadn't conjured up the words; he simply "had the experience."
Having grown up with parents who play golf, and getting out a few times each year myself, I couldn't help but stop by the Old Course Experience booth at last year's Motivation Show. Maybe it was the free golf balls with the St. Andrews logo that caught my eye, or the traditional kilts of the team working the booth, but whatever it was, I decided to introduce myself to Robin Dugmore, managing director of the Old Course Experience. After a few pleasantries, I asked Robin what the marketing focus on "experience" was all about. Robin's reply was simply, "Why don't you tell me?" He told me to go and see for myself. Intrigued, I called my dad, who had visited St. Andrews 23 years earlier, and asked if he would like to join me in my quest to discover the meaning of the "Old Course Experience." I don't think I finished my sentence before a resounding "Yes!" came back through the phone.
During the next few weeks, Robin's very thorough and friendly staff handled every detail for us, as they do for countless incentive groups each year. At every turn, they offered suggestions, and the result was an itinerary that had been tailored to our every need and preference. For incentive groups, one special service provided by the Old Course Experience stands out: Through a special arrangement with the St. Andrews Trust, it has access to guaranteed tee times on The Old Course. All other visitors must enter a daily lottery for a tee time on the world's most famous course. An incentive winner who worked hard all year and flew to Scotland would hardly want to hear that, but St. Andrews offers nine other golf courses (10, come spring).
The day came for the trip to Scotland, and after a six-and-a-half-hour flight from the East Coast, we landed in Edinburgh. We met our courtesy driver, grabbed our luggage and golf bags, and set out for the beautiful 55-minute drive from the airport to St. Andrews. Helicopter service between the two will be running by Spring 2009.
The historic and beautifully preserved city of Edinburgh is an incentive destination by itself, but Dugmore says incentive groups tend to stay in St. Andrews for the duration—usually five to seven days—and focus on the golf experience. Which isn't to say the Old Course Experience can't get your group off the course if desired. One insurance group had Dugmore charter a plane to take less fanatical participants to London for a day of shopping and sightseeing, and had them back in time for a post-round cocktail with their colleagues. And the town of St. Andrews offers more than just golf and spa. The area is rich with quaint Scottish shops and dining venues, some dating back hundreds of years. The historic feel of the architecture and venues combines with the youthful energy imparted by the local college, the University of St. Andrews.
In no time at all, we arrived at our base for the next few days, the Old Course Hotel, Golf Resort & Spa. When we got there, my dad could not believe how much the hotel had changed. In 2004, American business magnate and avid golfer Herbert V. Kohler Jr. bought the hotel and has spent millions renovating its 144 rooms and suites, five restaurants and various meeting rooms, which can accommodate groups from 10 to 600. Beyond that, the old, three-room spa is now a Kohler Waters Spa, flowing across 13,616 square feet on the hotel's garden level, encompassing 11 treatment rooms and an expanded indoor swimming pool. The spa now has a distinctly Scottish edge, and it carries a line of Kohler skin-care products. Treatment options range from traditional, relaxation-focused massage to post-round muscle detoxification designed especially for golfers.
Dining options abound at the Old Course Hotel, offering everything from light fare to a multiple-course experience. A must experience is the Road Hole Grill. Located on the top floor of the hotel, it has views of the Old Course, the town and shoreline that are beyond compare. Step into the Road Hole Bar to sample one or more of its 174 single malt whiskies—one from every distillery in Scotland! Post-round food and spirits can be enjoyed at the newly built clubhouse, in one of two main dining areas, each of which can handle groups of 10 to 80. Another superb event area is the recently remodeled fourth-floor terrace, with unsurpassed views of the 16th, 17th and 18th holes of the Old Course—an idyllic way to end a day spent playing golf where it all began.
 Five-star Hospitality
Under the leadership of industry veteran Debbie Taylor as managing director, the Old Course Hotel has taken the best that the historic hotel offered and masterfully integrated it with today's best hospitality practices—the result being a property whose amenities, comforts and service are beyond compare. Add to this the fact that a majority of the rooms look out onto the most famous golf course in the world, and it's truly a recipe for success. The Old Course Experience can also include other hotels, such as the Fairmont St. Andrews, and rounds at other famed golf courses like Turnberry and Gleneagles.
But our focus was golf. There are 11 golf courses in St. Andrews—the Old Course, the New Course, Kingsbarns Golf Links, the Castle Course, the Jubilee, the Duke's, Torrance, Devlin, the Strathtyrum, the Eden and the Balgrove. The Old Course has had six centuries to make its mark on the game, and considering that more British Open Championships have been held there than on any other course, it's done just that. To put St. Andrews golf into perspective, the "New Course" was created in 1895. Everyone from the caddies to the marshals to the groundskeepers understands the privilege and responsibility they have to the St. Andrews legacy, and their joy in sharing it with visitors can be seen on their faces and heard in their stories. One note: Men require a valid handicap certificate of 24 to play The Old Course. Women need a 36.
Upon arrival, we played the Duke course. I strongly recommend this course after a nighttime flight, it is the only one that allows motorized buggies (golf carts). Owned by the Old Course Hotel, it has undergone a beautiful renovation, from course to clubhouse. The next day we played the New Course, which meanders along the beautiful coastline of St. Andrews Bay, and plays alongside its older sister course for several holes. Finally, on our last day, we walked onto the course known throughout the world as the course where golf began. I'm not sure if it was the fact that my dad and I were about to play the same course as greats like Tiger Woods, Jack Nicklaus and Arnold Palmer, or the fact that a crowd of spectators was standing by, ready to witness golf mediocrity, but there's a feeling you get walking up to the first tee at The Old Course—a feeling that you're about to become a part of the history of this special place.
Robin Dugmore was right when he challenged me to find out for myself why it's called the Old Course Experience… because that's truly what it is.
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