Dallas-based ClubCorp has a new name: Invited
7:00 AM on Apr 22, 2022 CDT
The new name highlights an emphasis on hospitality and reflects the company’s push to be more inclusive to a younger, more diverse array of Americans. Chief executive David Pillsbury toldthat the average age of the company’s club members is dropping “fairly rapidly” as younger generations build wealth.
The rebrand will roll out across its lines of business in the coming months, the company said. The new branding will also be front and center this weekend at the company’s ClubCorp Classic in Las Colinas, which will be renamed the Invited Classic next year. As interest in golf has diminished in recent decades, and the Dallas course owner spent the 2010s repositioning its properties to include more activities than golf. Now it’s also moving into the experiential hospitality space, hosting unique, catered experiences for its club members, the first of which will be a European excursion this spring for 40 couples who will travel to some of the top golf courses in the region.
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