"In a word": Marty Kaufmann's wrap-up of Golfweek Resort Marketing Conference

"Resorts must define themselves," writes Golfweek's editor of "The Golf Life" in the February 24 issue of the magazine. Marty Kaufmann sat through almost all of the one day Resort Marketing Conference the day before the PGA Merchandise Show, and his editor's perspective is clearly evident in his wrap-up.

"Why did a golf resort on a remote, desolate stretch of Oregon coastline quickly become America's St. Andrews, the most desired of domestic bag tags, while perfectly pleasant resorts convenient to major cities stir feelings of indifference among visitors?"

In a word, Kaufmann says, Bandon Dunes is "pure." And that's the secret sauce of its brand.

I moderated the panels, my friends Gordon Dalgleish and Frank Sanders spoke, and overall I think the 40+ attendees got way more out of it than they dreamed. Will their brands benefit? We'll see.

We'll see.