Forfar Golf Club

Like London buses, when you’re waiting for a world first, three will inevitably come along at once. So it is at Forfar Golf Club, where 149 years of golf has secured a trio of little-known firsts that have nonetheless shaped the game around the world.

Recognised as the seventh oldest 18-hole golf course in the world, Forfar Golf Club is already known as a trailblazer. But perhaps less well known is the club’s status as the world’s first purpose-built 18-hole golf course in continuous use and the first 18-hole golf course in Scotland from inception. By default, it is also the earliest 18-hole course designed by the legendary Old Tom Morris.

The club is now actively promoting its historical credentials in an effort to ensure the much-lauded championship course receives the recognition it deserves. To support its endeavours, the club contacted prominent golf historian Neil Laird who believes Forfar represents a watershed moment in golfing history.

“It is the oldest 18-hole course in continuous existence,” explained Neil Laird, who set up the website www.scottishgolfhistory.org which attracts over 1,000 visitors a week, and is a member of the British Golf Collectors Society. “Forfar is the earliest example of Old Tom laying out 18 holes and therefore marks a milestone in golf history.”

He continues: “At Forfar, you have the beginnings of the idea of laying out a course where every hole is different – that is what people try to do now. Forfar is the earliest 18-hole course designed by the master [Old Tom Morris] that looks like a modern course. It goes right back to the very beginnings of 18-hole golf courses – Forfar was at the forefront.”

Although there are older courses that have either been extended or cut to 18 holes, Forfar was the first to be designed by a recognised architect with 18 holes from the outset; a world first also referenced in the book Why are there 18 holes by Peter Lewis. Established in 1871, the course was laid out by Old Tom Morris with 13 of his original greens still in play today.

Forfar is managed by one of Scotland’s most celebrated amateur golfers who recently had the honour of being appointed captain of the Great Britain and Ireland men’s Walker Cup team. Managing secretary Stuart Wilson said the role played by Forfar in the development of golf needs to be recognised.

“The history at Forfar Golf Club can be seen on the walls of the clubhouse and in our trophy cabinet,” he noted. “But perhaps less well known and less obvious is the important and historic role played by the club in creating the first 18-hole golf course by design. Along with St Andrews, Forfar was at the forefront of the development of the game and it laid down a template for future course design.”

Known for its unusual ‘rig-and-furrow’ topography, the Angus course has hosted a number of high-profile tournaments including the Scottish PGA Championship in 1932 and 1966, the Girls’ Home Internationals in 1997, the Scottish Boys in 1976 and 1980 and the Under 16s’ Scottish Boys in 2011. Next year it will again test the best when it welcomes the Scottish girls Under 16s tournament.

Despite its rich history, Wilson believes the club’s pivotal role remains relatively unknown. “We are very proud of the club’s origins and believe the significance of its historic role has been overlooked,” he said. “With our 150th anniversary in 2021 coinciding with the 150th Open in St Andrews, we felt this was a good opportunity to proactively ensure the club is appropriately recognized as providing a key turning point in the development of the game.”

Although the course went on to be re-designed by five-times Open Champion James Braid in 1926, it is Old Tom’s involvement that Laird believes is of greatest significance. “It is an Old Tom course,” he explained. “Although quite a few courses are associated with him, not all were laid out by him. In many cases, his involvement was limited to extending the course. Forfar is the first golf course I have been able to trace where he laid out all 18 holes. That is a milestone in the development of 18-hole golf courses.”

With Forfar due to mark its 150th anniversary in 2021, the club has embarked on a campaign to convey more widely its historical significance. One of the first elements of this strategy was commissioning award-winning golf course photographer Mark Alexander to create a series of images that evocatively capture the layout.

“The course is a fundamental component of the club not only because of its history but also because of the challenge it presents,” explained Wilson. “One of the first steps was to create a gallery of images that adequately captured the unique character of Forfar and Old Tom’s legacy. Mark was the perfect man for the job and he has created some stunning images for our campaign.”

Discussing his recent appointment as captain of the Great Britain and Ireland men’s Walker Cup team, Wilson said: “As much as I enjoyed my time as a player representing GB&I, I am determined to make a valuable contribution to the team as its leader and to help the players both individually and as a group. During my time on The R&A Boys’ Selection Committee, I was able to gain first-hand knowledge of the level of talent that was emerging. It feels like a natural progression to be taking on this role to continue to foster these gifted amateur golfers.”

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Forfar Golf Club

Forfar Golf Club has confirmed it has engaged the services one of Scotland’s premier sport and leisure marketing agencies. As the fourth oldest 18-hole golf course in the world, this is the first time the club has brought in an agency to handle its promotional strategy marking a step-change in its 148-year history.

The agreement between Forfar Golf Club and The Word Association marks the start of initial preparatory stages for the club’s 150^th anniversary in 2021 which will coincide with the 150^th Open Championship at St Andrews. Covering communication, marketing and branding, the tie-up heralds a new era for one of the world’s oldest golf courses.

“Much of the attraction of Forfar is tied to its history and the championship course designed by Old Tom Morris, but the club also has important years ahead of it,” explained Forfar Golf Club’s managing secretary Stuart Wilson. “Bringing in The Word Association to help us tell our story is a game-changer. It represents a new approach for the club and an important step in reaffirming Forfar’s formative role in the development of golf.”

Wilson, who won the Amateur Championship at St Andrews as well as the coveted Silver Medal at The Open in 2004, played in The Masters in 2005 – the last time Tiger Woods triumphed at Augusta before his extraordinary 2019 win. Following his visit to Georgia, Wilson took the reins at Forfar Golf Club and has been there for 14 years. He says the new arrangement has already brought renewed focus and energy to the club.

“I’ve known Mark for a number of years,” he explained. “Last year we worked together on a separate project in the run-up to The Open at Carnoustie. We got chatting and it became apparent The Word Association could help us communicate Forfar’s incredible story to a broader audience. We’ve already discussed some exciting ideas and are working together on a new strategy. We’re looking forward to what happens next and collaborating during the build-up to our 150th centenary. It should be fun.”

The unique heathland course which is known for its unusual ‘rig-and-furrow’ topography and undulating fairways was initially laid out by Old Tom Morris with 13 of his greens remaining in their original positions today. The fact it was re-designed by five-times Open Champion James Braid in 1926 only adds to the aura around the club says Mark Alexander, founder of The Word Association.

“Forfar Golf Club is special not only because of the fantastic heathland course and the amazing environment surrounding it, but also because of the significance of the place in terms of the history of golf,” he noted. “We’ve already started working with Stuart and the team to present the club with consistency and integrity, but our job is also to create a buzz about the club so golfers from around the UK and further afield want to experience one of golf’s most important layouts.”

One of the leading marketing consultancies in the golf industry, The Word Association was formed by husband-and-wife team Mark and Yvonne Alexander who work with private clubs, golf resorts and tourism businesses as well as hotels and industry trade bodies. According to Alexander, the tie-up with Forfar Golf Club was a natural fit.

“As well as helping to develop its marketing collateral, branding and communication, the attraction of working with a club like Forfar is the fantastic stories waiting to be told,” he said. “Forfar played an important role in the development of golf. Its connection with Old Tom Morris, for example, is a key aspect we will be communicating. This is an exciting project that will help reaffirm Forfar’s position as a linchpin in the growth of the game. Watch this space!”

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