What golfers wanted in years past was not what a new generation of private club members was looking for. As one of the best clubs in the world and the best in Canada, St. George's brand was seen as intimidating to next-generation members. High gates, obstructed views, and exclusivity are relics of the past, and our job was to reshape the brand to feel more approachable. Our strategy to be part of the tradition was an invitation to the public to get to know St. George's in a different way.