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Russell Redford
Russell Redford
By Ian Thompson
Russell Redford has been part of the Robert Trent Jones Golf Trail since the start.
We are in our tenth year of operation. Oxmoor Valley (the Birmingham location of the Trail) opened in July 1992, and I started in March of 92. I'm the last of the original Trail dogs, as we used to call ourselves.
Redford was the first Director of Golf at Magnolia Grove in Mobile, staying in that role through 1997. He then took a job within the Trail's administration, one he held until his recent promotion to COO.
Back in 1992 David Bronner was very clear with his vision...the purpose of the Trail was to promote economic development and tourism. That vision remains just as clear today.
Current Trail projects are under way in Shannon, close to Oxmoor Valley, and the Shoals, near Florence in Northwest Alabama.
We had been out of the course construction business for three years, before these two sites came on board. Course design and construction is being spearheaded by Redford's predecessor Bobby Vaughan, who's role changed earlier this year.
Redford noted that the Trail's biggest push, in addition to their latest sites, was into the lodging business.
We saw the need for on-site lodging and are venturing into the high-end conference and hotel business.
An example of this is the recently opened lodging and conference center located at Grand National in Auburn/Opelika. Redford intimated that future lodging on-site would follow at other selected Trail sites.
The Shannon facility is as yet unnamed, but is located approximately three miles from Oxmoor Valley. Land clearing is nearing completion and the routing of the holes will continue through the winter months. The Shoals project is at a similar juncture, but will be a 36-hole facility, as opposed to 18 holes at the Birmingham site.
I anticipate a spring 2004 opening for both facilities.
The Trail is spread across the state in Birmingham, Anniston/Gadsden (Silver Lakes), Huntsville (Hampton Cove), Auburn/Opelika (Grand National), Greenville (Cambrian Ridge), Prattville (Capitol Hill), Mobile (Magnolia Grove) and Dothan (Highland Oaks). Add in the Grand Hotel in Point Clear and its two courses at the Lakewood Club, and the Trail has a far-reaching scope.
Point Clear is the first step in creating the Trail's resort division. Dr. Bronner purchased an Alabama treasure in the Grand Hotel. Point Clear Holdings (funded like the Trail by the Retirement Systems of Alabama, which is overseen by Bronner) has spent a lot of money to upgrade and modernize it. Indeed, this is a $38 million ongoing renovation project. This is phase one. With phase two we will revisit renovating the golf courses (the adjoining 36-hole Lakewood Club).
Redford has a clear view of what he wants to see accomplished in the coming years.
Primarily I need to concentrate on three things: to consolidate our business partnerships, to identify new business opportunities and to enhance the customer's Trail experience.
In regards to lodging, the more things we can control, the better the experience we can offer our customers. We will continue to look at offering lodging as we go. We are very much involved in the golf packaging business, with six full-time reservation specialists.
Back in 1994 there wasn't a golf package to be had in Alabama. People drove right through the state on their way to Florida to play golf and we didn't give them a reason to stop. Now Alabama is a golf destination.
Tourism dollars in the state were measured at $2.5 billion in the early 90s. That figure is now in excess of $6 billion. It's safe to say the Trail has had a very positive impact on that figure. The state is looked at in a positive light as a golf destination and that wasn't always the case.
The Trail has recognized the need to attract golfers from across the country and farther afield. One way to help publicize what they have are golf tournaments garnering nationwide exposure. Examples abound...Grand National has in years past hosted the SEC Championship, Men's NCAA Division 1 National Championship, the Nike (now Buy.com) Tour Championship and the LPGA Tournament of Champions (formerly the Aflac Champions); the LPGA event has been played most recently in Mobile at Magnolia Grove; the Buy.com Tour Championship has also been hosted by Highland Oaks and lately Capitol Hill; and the list goes on. All these events have been featured on national television, thus showcasing the state and the Trail.
There has been a fair amount of talk about the new Birmingham location being built to order for a potential PGA Tour event down the road.
I think it's fair to say that we could position ourselves to host any type of event there. We will have the flexibility to do what we want. Certain events dictate certain sites, but we most definitely don't want to restrict ourselves. What we know for sure is that the Birmingham public supports golf.
Redford talked at length about the Trail's role within its' community.
I feel like we need to reintroduce ourselves to our local communities. Some sites do a better job of this than others. As head of this company, this is one of my biggest goals, to point this company forward if you will. Our local customers are very important to us, as is our role within each area.
In our local markets we have relooked at our player and trail cards. We had to make the travel market work in order for the Trail to work, but we saw the need and wanted to get back into play in our local markets.
To this end, the Trail Card costs $35 a year. It guarantees the holder certain rates at Trail courses. Greenville, Dothan, Huntsville and Silver Lakes are just $29 for each round including cart, with Grand National $5 more and Birmingham, Prattville and Mobile $10 more. That means that with the Trail Card, the most someone would pay all year long is $39 to play a round at a Trail course.
I must admit this realization blew me away. The fee structure and seasonal rates at the Trail had always confused me and I had been under the misapprehension that it would cost a lot more to play their courses.
They also offer other fee programs and are obviously determined to be more active in going after local dollars.
We need to not lose sight of the fact that business starts at home. Maybe we got away from this somewhat. The travel business has undoubtedly softened since 9/11 and there was very little winter up north last year - both factors in golfers traveling less.
Redford talked with pride about the Trail's Junior Tour.
We have the space and the courses. You get the juniors playing and thus you have access to theirs moms and dads. The tour was very successful in this, its first full year. We are providing quality venues, a fair price and good competition. That's what I believe both juniors and their parents are looking for.
So ended my conversation with Redford. He gave me all the time I needed and graciously did so. He obviously is intent on being with SunBelt Golf and the Robert Trent Jones Golf Trail for many years to come - as such continuing as the last of the original Trail dogs!
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