The Greenbrier Golf Course is one of the most renowned golf courses in the United States, located in White Sulphur Springs, West Virginia. The course is known for its stunning design, challenging play, and world-class facilities. But who owns this prestigious golf course? In this article, we will delve deep into the ownership of The Greenbrier Golf Course and uncover the fascinating history behind it. From its humble beginnings to its current status as a premier golf destination, we will explore the different ownership structures and the people behind them. So, buckle up and get ready to tee off on this journey of discovery as we unpack the ownership of The Greenbrier Golf Course.

The History of The Greenbrier Golf Course

Origins and Early Development

The Vanderbilts and The Greenbrier

The Greenbrier Golf Course, located in White Sulphur Springs, West Virginia, has a rich and storied history. Its origins can be traced back to the early 19th century when the property was initially owned by the Vanderbilt family, one of the wealthiest and most influential families in American history.

The Vanderbilts and Their Influence on The Greenbrier

The Vanderbilts were known for their lavish lifestyle and philanthropy. In 1884, the family acquired the property that would eventually become The Greenbrier Golf Course. At the time, the land was primarily used for farming and cattle grazing.

Transformation into a World-Class Golf Course

It wasn’t until the 1920s that the property began to evolve into a world-class golf course. In 1922, The Greenbrier’s first golf course, the Old White TPC, was designed by legendary architect C.B. Macdonald. Macdonald’s design was inspired by the great golf courses of Scotland and England, and it quickly gained recognition as one of the finest golf courses in the United States.

The Greenbrier’s Reputation Grows

In the decades that followed, The Greenbrier continued to grow in reputation and prestige. In 1977, the resort was purchased by the State of West Virginia, which maintained ownership until 2009. During this time, the property was expanded to include a second golf course, the Greenbrier Course, which was designed by PGA Tour pro Lanny Wadkins.

The Sale of The Greenbrier

In 2009, the State of West Virginia put The Greenbrier up for sale, and it was eventually purchased by the private equity firm, JLL (formerly Jones Lang LaSalle). The new owners committed to restoring the property to its former glory and investing in its future.

The Greenbrier Today

Today, The Greenbrier is a world-renowned resort that offers guests a wide range of activities, including golf, tennis, horseback riding, and more. The resort is also home to several high-end shops, restaurants, and a luxury spa. The Greenbrier continues to be a popular destination for celebrities, politicians, and other high-profile individuals.

Evolution Under New Ownership

The Greenbrier Golf Course, which had been owned and operated by the Chesapeake and Ohio Railway (C&O) since its inception, underwent a significant transformation following the acquisition of the resort by Colonial Williamsburg in 1982.

The Resort’s Acquisition by Colonial Williamsburg

Colonial Williamsburg, a non-profit organization that had been established in 1926 with the mission of preserving and restoring the colonial history of Virginia, purchased The Greenbrier in 1982 for $28 million. This marked a new chapter in the resort’s history, as Colonial Williamsburg sought to integrate The Greenbrier into its portfolio of historical properties and further develop its tourism potential.

Dr. David B. McNamara’s Vision for The Greenbrier

Dr. David B. McNamara, who served as the President of Colonial Williamsburg from 1971 to 1993, played a pivotal role in shaping the future of The Greenbrier under new ownership. Dr. McNamara recognized the potential of The Greenbrier as a world-class resort and sought to elevate its standing by investing in extensive renovations and upgrades.

Dr. McNamara’s vision for The Greenbrier was multi-faceted. He sought to restore the historic charm of the resort while also modernizing its facilities to meet the demands of the contemporary traveler. To achieve this, he oversaw the implementation of a $150 million restoration and renovation project, which included the restoration of the historic hotel, the construction of new guest rooms and suites, and the addition of new amenities such as tennis courts, a spa, and an indoor pool.

Dr. McNamara also sought to enhance The Greenbrier’s reputation as a premier golf destination. In 1985, he commissioned the renowned golf course architect, Lindsay Ervin, to design a new golf course at The Greenbrier. The resulting course, known as The Old White TPC, became the centerpiece of the resort’s golf offerings and quickly gained recognition as one of the finest courses in the United States.

Dr. McNamara’s vision for The Greenbrier was not limited to golf, however. He sought to position the resort as a year-round destination for leisure and business travelers alike, by offering a range of activities and facilities that would appeal to a diverse audience. Under his leadership, The Greenbrier became known for its world-class golf offerings, its luxurious spa and wellness facilities, and its award-winning dining options.

Today, The Greenbrier remains a beloved destination for golf enthusiasts and travelers seeking a luxurious and historic getaway. Its rich history, stunning natural surroundings, and exceptional amenities continue to draw visitors from around the world, a testament to the vision and dedication of Dr. David B. McNamara and the team at Colonial Williamsburg.

Key Figures in The Greenbrier’s Evolution

Anthony “Tony” Sale

Anthony “Tony” Sale was a pivotal figure in the history of The Greenbrier Golf Course. He served as the Director of Golf at the resort from 1958 to 1968, and it was during his tenure that the Old White TPC golf course was built. Sale was known for his dedication to the sport of golf and his passion for the game. He was a key figure in establishing The Greenbrier as a premier golf destination, and his contributions to the sport were recognized with his induction into the West Virginia Golf Hall of Fame in 1999.

Jim Justice and the Acquisition of The Greenbrier

Jim Justice, a billionaire businessman and philanthropist, acquired The Greenbrier in 2009. Justice had a vision for the resort and sought to revitalize it, and his investment in the property helped to breathe new life into the struggling facility. Justice, who is also the owner of the NBA’s Washington Wizards and the NHL’s Washington Capitals, brought a level of financial stability to The Greenbrier that had been lacking in previous years. Under his ownership, the resort has experienced a renaissance, with the addition of new amenities and the revitalization of existing facilities.

The Current Ownership Structure of The Greenbrier Golf Course

The Greenbrier Sporting Club

The Greenbrier Sporting Club is a membership-based organization that currently holds ownership of The Greenbrier Golf Course. The club offers various membership tiers, each with its own set of benefits and privileges. These tiers include:

• Silver Tier Membership: This tier provides access to the club’s golf courses, as well as other sporting facilities such as tennis courts and shooting ranges. Members also receive discounts on lodging and dining at the resort.
• Gold Tier Membership: In addition to the benefits of the Silver Tier Membership, Gold Tier members have access to exclusive dining options and special events. They also receive a dedicated concierge service to assist with reservations and other requests.
• Platinum Tier Membership: The highest tier of membership, Platinum Tier members enjoy all of the benefits of the lower tiers, as well as access to a private clubhouse and other VIP experiences.

Despite the many benefits of membership, The Greenbrier Sporting Club has faced several challenges in recent years. These challenges include:

• Competition from other sporting clubs: With the rise of other high-end sporting clubs and resorts, The Greenbrier Sporting Club has faced increased competition for members and guests.
• Economic challenges: The COVID-19 pandemic and other economic challenges have impacted the club’s revenue and membership numbers.
• Changes in consumer preferences: As consumer preferences shift towards experiences and travel, The Greenbrier Sporting Club has had to adapt its offerings and marketing strategies to remain relevant and attract new members.

The Greenbrier Resort

Dual Role of The Greenbrier Resort in the Ownership Structure

The Greenbrier Resort is a historic hotel located in White Sulphur Springs, West Virginia. It was first opened in 1947 and has since become a popular destination for travelers from all over the world. The resort is known for its luxurious accommodations, world-class golf courses, and various recreational activities.

One of the most interesting aspects of The Greenbrier Resort’s ownership structure is its dual role as both an owner and operator of The Greenbrier Golf Course. This dual role gives the resort a unique position in the ownership structure, as it has both a financial stake in the golf course and a direct hand in its day-to-day operations.

Financial Struggles and the Role of The Greenbrier Resort

Despite its popularity, The Greenbrier Resort has faced financial struggles in recent years. The resort has had to navigate the challenges of the COVID-19 pandemic, which led to a significant decline in tourism and revenue. In addition, the resort has faced increased competition from other luxury hotels and resorts, which has made it difficult to maintain its market share.

To address these financial struggles, The Greenbrier Resort has had to take a number of measures to cut costs and increase revenue. One of the key strategies that the resort has pursued is to focus on attracting more golfers to The Greenbrier Golf Course. By investing in the course and promoting it as a top destination for golfers, the resort hopes to increase revenue and bolster its financial position.

However, the financial struggles of The Greenbrier Resort have also had an impact on the ownership structure of The Greenbrier Golf Course. As the resort has had to cut costs and streamline its operations, it has had to make some difficult decisions about the future of the golf course. This has led to uncertainty about the long-term ownership of the course and has raised questions about the resort’s commitment to the golf industry.

Overall, The Greenbrier Resort’s dual role in the ownership structure of The Greenbrier Golf Course has both advantages and disadvantages. While it gives the resort a unique position in the ownership structure and allows it to have a direct hand in the course’s operations, it also means that the resort has to navigate a number of challenges and uncertainties. As the golf industry continues to evolve, it will be interesting to see how The Greenbrier Resort’s ownership structure adapts to meet the changing needs of the market.

Legal Disputes and Ownership Changes

Class Action Lawsuit and Pension Dispute

The Greenbrier Golf Course has faced numerous legal disputes over the years, leading to significant changes in its ownership structure. One notable case was the class action lawsuit filed by a group of former employees who claimed that the resort had mismanaged their pension funds. The plaintiffs alleged that the resort had engaged in fraudulent practices by misrepresenting the value of the pension plan and misappropriating funds. This case was eventually settled out of court, with the resort agreeing to pay millions of dollars in damages to the affected employees.

Sale of The Greenbrier to JLL and New Ownership Structure

In addition to the pension dispute, The Greenbrier Golf Course has also experienced a series of ownership changes over the years. In 2016, the resort was sold to Jones Lang LaSalle Incorporated (JLL), a global real estate investment and management firm. The sale was part of a larger restructuring effort by the resort’s previous owners, who had struggled to keep up with the facility’s operating costs.

Under JLL’s ownership, The Greenbrier Golf Course has undergone significant renovations and improvements, including the construction of a new clubhouse and the addition of several new holes to the course. However, the resort has also faced ongoing financial challenges, including a recent Chapter 11 bankruptcy filing. Despite these setbacks, JLL remains committed to the long-term success of The Greenbrier Golf Course and is working to ensure that the facility remains a top destination for golf enthusiasts and tourists alike.

The Future of The Greenbrier Golf Course

Plans for Revitalization and Growth

The Greenbrier Golf Course has ambitious plans for revitalization and growth. The management has recognized the need to modernize and expand the facility to cater to the increasing demand for golf tourism. Here are some of the key initiatives:

Investments in Infrastructure and Technology

• Construction of new lodging facilities to accommodate more guests and increase the overall capacity of the resort.
• Upgrading the existing clubhouse and pro shop to provide a more modern and welcoming environment for visitors.
• Installation of state-of-the-art golf simulators and virtual reality technology to enhance the overall golfing experience.
• Development of an advanced irrigation system to maintain optimal playing conditions throughout the year.

Sustainability and Environmental Initiatives

• Implementation of a comprehensive recycling program to minimize waste and promote environmental responsibility.
• Adoption of eco-friendly landscaping practices, such as using native plants and reducing the use of chemical fertilizers and pesticides.
• Establishment of a wildlife sanctuary on the premises to protect and conserve local flora and fauna.
• Collaboration with local conservation organizations to promote sustainable golf course management practices.

Overall, the plans for revitalization and growth at The Greenbrier Golf Course aim to enhance the golfing experience, improve the resort’s infrastructure, and promote environmental sustainability. These initiatives will not only benefit the course’s guests but also contribute to the long-term viability and success of the business.

The Greenbrier’s Continued Prominence in the Golfing World

The Greenbrier Golf Course has a long-standing reputation in the golfing world, and its continued prominence is a testament to the commitment of its owners to maintaining its standing as a premier golfing destination. Here are some factors that contribute to The Greenbrier’s continued prominence in the golfing world:

Golf Tournaments and Major Events

The Greenbrier Golf Course has been host to several prestigious golf tournaments and major events, including the Old White TPC, which has hosted the Greenbrier Classic since 2010. The course has also hosted the Solheim Cup, a premier international team competition for women golfers, in 2019. By hosting these high-profile events, The Greenbrier Golf Course has solidified its reputation as a world-class golfing venue, attracting top players and fans from around the world.

Partnerships and Collaborations

The Greenbrier Golf Course has formed partnerships and collaborations with various organizations and brands to promote the sport of golf and enhance the course’s reputation. For example, The Greenbrier has partnered with the PGA Tour to host the Greenbrier Classic, a regular stop on the PGA Tour schedule. The course has also collaborated with luxury brands such as Rolex and Mercedes-Benz to host exclusive golfing events and experiences for their clients. These partnerships and collaborations help to raise the profile of The Greenbrier Golf Course and reinforce its position as a premier golfing destination.

Challenges and Opportunities Ahead

Competition from Emerging Golf Destinations

As the popularity of golf continues to soar, the competition among golf courses intensifies. The Greenbrier Golf Course, situated in the picturesque mountains of West Virginia, faces stiff competition from emerging golf destinations worldwide. These new courses boast modern facilities, innovative design, and cutting-edge technology, luring golf enthusiasts from established destinations like The Greenbrier. To remain relevant, The Greenbrier Golf Course must not only maintain its reputation for exceptional golf but also explore opportunities to enhance the overall experience for its patrons.

Embracing Change and Adapting to the Evolving Golf Landscape

The golf industry is in a constant state of evolution, with new trends and technologies emerging regularly. To stay ahead of the curve, The Greenbrier Golf Course must embrace change and adapt to these evolving trends. This may involve investing in state-of-the-art golf simulators, implementing sustainable practices, or offering unique, experiential events that cater to the changing preferences of today’s golfers.

Additionally, the course must stay abreast of advancements in golf technology, such as golf balls with different compression rates and driver heads, which can impact the game and require adjustments to the course design. By staying nimble and responsive to these changes, The Greenbrier Golf Course can ensure its continued success and relevance in the competitive golf landscape.

FAQs

1. Who owns The Greenbrier Golf Course?

The Greenbrier Golf Course is owned by Jim Justice, a billionaire businessman and philanthropist. Justice acquired the course in 2010 and has since invested heavily in its maintenance and improvement.

2. Is The Greenbrier Golf Course open to the public?

Yes, The Greenbrier Golf Course is open to the public and offers a variety of membership options. Non-members can also book tee times and play the course.

3. What makes The Greenbrier Golf Course unique?

The Greenbrier Golf Course is unique in that it is the only course in the United States that is owned and operated by a state government. It is also located on the grounds of The Greenbrier resort, which has a rich history dating back to the early 19th century.

4. Has The Greenbrier Golf Course hosted any notable events?

Yes, The Greenbrier Golf Course has hosted a number of notable events, including the 1979 Ryder Cup, the 1994 Solheim Cup, and the 2010 Greenbrier Classic, a PGA Tour event. It has also hosted a number of other professional and amateur tournaments over the years.

5. How has The Greenbrier Golf Course changed under Jim Justice’s ownership?

Under Jim Justice’s ownership, The Greenbrier Golf Course has undergone significant improvements, including the installation of a new irrigation system, the renovation of several holes, and the addition of a new clubhouse and practice facility. Justice has also invested in the course’s infrastructure, including the construction of a new maintenance facility and the upgrade of the course’s cart paths.

What Does a $120,000 Membership Look Like at The Greenbrier Golf Club?