Brand Tone

Fun, energetic, modern, casual, and slightly irreverent (especially for traditional golf). It's welcoming and aims to be inclusive ('golf for everyone').

Brand Values

• •Innovation & Modernization: Revolutionizing the golf experience with night golf, a high-stakes par-3 league, and modern amenities.
• •Inclusivity & Accessibility: Breaking down traditional golf stereotypes and making the game welcoming to all, regardless of skill level or style. They preach a 'come as you are style of play.'
• •Fun & Entertainment: Prioritizing a social, enjoyable experience over stuffy formality, incorporating music, food, and events.
• •Community: Building a vibrant social hub around golf, hosting events, and fostering a sense of belonging through leagues and gatherings.
• •Appreciation for the Game's Roots: The brand started with a focus on honoring greenskeepers, reflecting a respect for the effort behind the game.
• •Quality Experience: Investing in high-quality facilities, course conditions, technology (Toptracer), and food/beverage offerings.

Best Practices

• •Keep it Casual and Conversational: Use contractions, approachable language, and speak directly to the audience like a friend. Avoid overly formal or technical golf jargon unless explaining a specific feature in an accessible way.
• •Inject Energy and Enthusiasm: Use vibrant verbs and positive adjectives. Let the excitement for the unique experience shine through. Emojis can be used appropriately on social media to enhance this.
• •Highlight the 'Experience' Over Just 'Golf': Focus on the fun, the lights, the social atmosphere, the food, the music, and the community. Golf is the core, but the experience is the differentiator.
• •Embrace Inclusivity: Use language that makes everyone feel welcome, regardless of their golf skill or background. Reinforce the 'come as you are' philosophy.
• •Stay 'Grassy': Weave in the brand's unique terminology and ethos, like 'Stay Grassy' or nods to appreciating greenskeepers, to reinforce brand identity and create a sense of insider community.

Social Perception

Grass Clippings is widely perceived as a game-changer in the local (and potentially national) golf scene. It's seen as a fresh, exciting, and modern take on golf, particularly appealing to a younger demographic and casual golfers looking for a social experience rather than strict tradition. The night golf aspect is a major draw and a significant point of differentiation, consistently highlighted in reviews and articles. Events are perceived as high-energy, festival-like experiences that combine golf with entertainment. The 'Grass League' is gaining traction as an innovative and exciting competitive format, attracting both amateur and professional players, as well as influencers. There's a strong association with a 'cool' factor, blending golf with a modern lifestyle brand.

Copy Examples

• •Headline: Lights On. Game On. Worries Off. Body: Phoenix's only 18-hole lit course is calling. Grass Clippings: where the good times are always par for the course. #StayGrassy #NightGolf
• •Headline: Ditch the Stuffy. Embrace the Awesome. Body: Golf just got a serious upgrade. Epic nights, cool vibes, and zero judgment on your backswing. This is Grass Clippings. This is golf for everyone. Book your tee time and see what the hype's about.
• •Headline: More Than Just Golf. It's a Vibe. Body: From high-stakes par-3 league action to chill nights on the illuminated greens with eats, beats, and your crew. Grass Clippings at Rolling Hills is your new happy place. What are you waiting for?
• •Headline: Our Greenskeepers Deserve a Trophy. So Do You For Playing Here. Body: Born from a love for the unsung heroes of golf, Grass Clippings delivers an experience as fresh as our greens. Come thank your local greenskeeper by enjoying the best night golf in AZ. #ThankYourGreenskeeper
• •Headline: Warning: May Cause Uncontrollable Fun. Body: Side effects of a visit to Grass Clippings include laughter, high-fives, and an urgent desire to return. Don't say we didn't warn you. Join a league, catch a concert, or just hit some glowing golf balls.