Pursell's FarmLinks dream becoming a reality

Golf Course News, Dec 2001 by Overbeck, Andrew

SYLACAUGA, Ala. - Construction at Pursell Technologies Inc.'s FarmLinks golf course at Pursell Farms is in full swing and is officially set to open in spring 2003. The course will serve as the center- piece of the PTI Tour, a program devised by company president and CEO David Pursell to introduce superintendents to its high-tech line of polymer coated fertilizers.

The company's new headquarters and the lodge officially opened this year and attention has turned now to finishing the 18-hole course that will be a living laboratory and testing ground for PTI products.

"We are in full scale construction now and the Landscapes Unlimited folks are out there and the Hurdzan, Fry team is making frequent trips," said Pursell. "The course is completely routed and the dirt work is underway.

"The golf course is going to be more spectacular than I once thought," he continued. "We will have three par-3s that have over 50 feet of elevation change and some great par-5s that get up into elevation."

In addition to educating superintendents about PTI products, Pursell has teamed up with the Toro Co. and Club Car, who have supplied equipment and other monetary support for the opportunity to showcase their products and services at the course. Other partners include Simplot Turf and Horticulture, Flowtronex, Chipco, Harrells and Honours Golf.

"We have been very choosy with the companies that we have gone ofter," Pursell said. "We have been working closely with Toro in the irrigation design for the course. Club Car is involved in the design of the golf car facility and Toro is also working with us in the design of the maintenance complex."

To date, the process has been very collaborative and dynamic, according to Pursell.

"We are trying to get with all of our partners and look at the plans with them," he said. "We want them to end up with a facility that they want to bring their customers to and showcase their products as well. They will be able to demonstrate equipment and do research. This course will answer to us, not to a membership."

When the course opens, Toro will have a staff person on site to demonstrate its turf equipment and irrigation products and gather feedback from superintendents.

"The chance to spend time with customers is a key part of our strategy," explained John Wright, Toro's director of marketing. "This will add to our existing programs, but to get feedback from small groups like this will be very effective. We will demonstrate existing, new and prototype equipment at Pursell Farms."

Fred Palmer, Club Car's vice president of national accounts, echoed Wright's sentiments. "It is an honor to participate in this project," he said. "It is going to be a place where partners can do research and get actual feedback from superintendents on real equipment in real time."

Club Car will be providing golf cars, utility vehicles, beverage cars, as well as camouflaged ATV's for use in hunting and off-roading.

STRONG 2002 OUTLOOK

FarmLinks will be the ideal testing ground for PTI's new line of coated pesticide products. While the company introduced its POLYON-coated acephate product this year, it is currently in talks with other chemical companies to use the technology on new products.

"This is getting a lot of interest from other chemical companies," said Pursell. "We will have a testing ground right outside my office. We will still do university testing, but it means a lot to go out on a working course and have sales, marketing and research and development people right there. It will give everyone an idea of what we need to do to be successful."

2001 was a good year for PTI, and Pursell expects more of the same for 2002 despite a slowing economy. "We are a niche marketer," he said. "We are selling value and long term benefits. We will have the facility to demonstrate that one or two applications of our product are equal to four to six of others. If we can do that, it will help us even in a down economy."

Developing a golf course has also been beneficial to the marketing knowledge of the company, said Pursell.

"Walking in the shoes of a golf course owner has provided a unique perspective," he said. "The better you understand the market, the better off you are going to be. This has been well worth the expense."