What’s in a name, anyway? ClubCorp has a lot of ideas.
The 65-year-old privately held lifestyle and hospitality company announced a rebranding on Friday, with the moniker “Invited” and the underlying conviction that everyone is “Invited.”
The Dallas-based company has a portfolio of 161 owned and operated golf and country clubs across the country, with 205 golf courses and over 1,000 tennis and pickleball courts; 32 city and sports clubs; seven stadium clubs inside major college football stadiums; and six Big Shots locations offering a tech-driven entertainment and culinary experience.
“Invited is more than a title. In a press statement, Invited CEO David Pillsbury stated, “It’s everything we are.” “We are Invited because we connect and develop communities drawing members from diverse origins who share similar loves and pursuits, from the golf courses to the tennis courts, from exquisite dining to family hang time.” We design clubs and experiences that blend excellent amenities and unrivaled service with a warm and inviting atmosphere. “We want our members, guests, and team members to feel at home at Invited.”
It’s an interesting move because the name ClubCorp had a lot of brand equity as the country’s largest owner and operator of private golf and country clubs, but it didn’t embody the spirit of who the firm is and where it wants to go, according to company officials. The new name and brand speak to creating places where people are warmly welcomed and encouraged to enjoy each other’s company, and they align with ClubCorp’s modern, inclusive vision, which is evident in the numerous programs it has implemented to attract more women, girls, and minorities to their clubs and into the game. According to the corporation, these programs reflect the brand transformation.
“Our clubs are the ultimate third place, and they play a vital part in our members’ lives.” “We’re where they come to play, celebrate, and form lifetime connections,” Pillsbury explained. “As a brand identity, Invited conveys the connection and emotion of who we are, our commitment to our clubs and members, and our vision for the future.” During the epidemic, we rediscovered the importance of human connection, and this new identity of an open invitation that draws people together and reflects those ties.”
The rebranding comes as the business’s owner, Apollo Global Management, is apparently considering a deal to take the company public again as soon as this year, according to the Dallas Morning News. In 2017, Apollo paid a 31% premium on then-stock ClubCorp’s price (about $1.1 billion) to take the company private. Insiders predict that in an IPO, it might be worth around $4.5 billion.
The makeover came as the ClubCorp Classic, a new PGA Tour Champions event, got underway near Dallas on Friday, and the new name will be announced there this weekend. Next year’s competition will be known as the Invited Celebrity Classic.