May 2011

AVID St. Louis

+

Golf

+

Lifestyle

AVID-APPROVED

>The

2011 Lotus Evora

Course Opinion:

> The Courses at

Forest Park

The St. Louis Area’s

Coolest

MAN CAVES

Meet the Mad

Men Behind the >

American Mustache Institute

MAY 2011

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P RE M I U M M A L T B E V E RA G E . © 2 0 1 1 M ik e ’ s H a rd L e m on a d e C o. , S e a t t l e , W A , w w w . m ik e sh a rd . c om . ™ is a t ra d e m a rk a n d ® is a re g is t e re d t ra d e m a rk of M ik e ’ s a rd m on a d C o.

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PARTICIPATING COURSES Aberdeen Golf Club Acorns Golf Links AL Gustin Golf Course Arlington Greens Bear Creek Golf Club Branson Creek Golf Club Cottonwood Golf Club The Courses At Forest Park Deer Creek Golf & Country Club Dogwood Hills Golf Resort Emerald Greens Golf Course Golf Club of Florissant Governors Run Golf Course Innsbrook Resort The Landings at Spirit Golf Club Locust Hills Golf Course Meramec Lakes Golf Course The Orchards Golf Club Quail Creek Golf Course The Ridge Club Riverside Golf Club Rolling Hills Country Club Ruth Park Golf Course St Ann Golf Course Stonebridge Golf Course Sugar Creek Golf Club Sun Valley Golf Course Wolf Hollow Golf Club Wolves Crossing Golf Course Woodlands Golf Club

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avid contents

76

Lip Service What do Burt Reynolds, Tom Selleck and Chuck Norris have in common? In their free time they were 1980s movie stars, but their real commonality: rocking, killer mustaches. Find out how the American Mustache Institute, founded in St. Louis, is glorifying art for the upper lip.

6 / AVIDMAGAZINE.COM / MAY 2011

avid contents 37

FEATURES

50

Departments

13 Letter From the Editor

53 Course Opinion: The Courses at Forest Park They’re arguably the most well-known public golf courses in St. Louis, with a history spanning back to the early 1900s.

Explore the ins and outs of their lush fairways and details of their illustrious past and rich future.

66 Jet: Ashford Castle Celebrities and golf pros flock to Ireland’s Ashford Castle for its posh accommodations and pastoral landscape. Learn how this medieval castle acquired its legendary golf course and how John Wayne put its name on the map.

73 Short Feature: Pink Ladies (and Gents) Charity golf tournaments happen every day, but only one ranks No. 1 in Missouri. In the past four years, Rally for the Cure at the Country Club of St. Albans has raised more than $225,000 for breast cancer prevention and awareness.

Take a look at how the tournament got to where it is today, and where it’s headed in the future.

83 Cover Story: Man Caves Take a tour of the most decked-out, inspired man caves that St. Louis men have built for themselves. Ranging from granite-clad home offices to elaborate, custom-crafted hardwood bars, these at-home retreats are more than a cut above the average household den.

8 / AVIDMAGAZINE.COM / MAY 2011

66

15 Contributors’ Page 16 Access 21 Bag Check Take a peek inside Bob Gilder’s golf bag to find out what items he can’t live without on the course.

25 The Lab The three wedges AVID won’t pass up this season and the golf balls we’ll be playing them with. Plus, a look from behind the wheel of the sexy, sleek Lotus Evora.

31 Vice The next season of Mad Men won’t debut for a few months, but that doesn’t mean you can’t brush up on bar essentials a la Sally Draper.

34 Muse AVID’s resident advice guru gives men the dirt on what women are really thinking—especially when they say, “Oh, nothing.”

don’t miss Vincentennial, a 10-day memorial festival in St. Louis celebrating the late actor Vincent Price’s 100th birthday.

44 Burn Fitness professional Greg Barker shares an easy routine to keep fit no matter your location. Also, don’t miss an expert guide to chipping with instructor Maria Palozola.

50 Executive Profile The classic diner food at Carl’s Drive-In has made it a St. Louis landmark. Frank Cunetto, the man behind the burgers, balances work with time on the golf course.

59 Stitch Instead of singing, “Rain, rain, go away,” this spring, we’re embracing stormy weather with smart, waterproof gear.

99 AVIDDIVA Get to know the most charming cart girls the Gateway Area has to offer.

37 Fuel Food writer Kyle Harsha offers his expert recommendations for ordering a light, refreshing meal at The Tavern—the hottest restaurant you’ve never heard of.

102 Caddy Shack AVID talks with Mark Huber, who shares what it’s like to caddy for some of the hottest names in golf.

41 The Cut Bid adieu to the band that gave the world emo music, Bright Eyes, when it plays The Pageant on June 6. Plus,

104 Cease & Desist Matt Mathison gives his not-sosubtle opinions about the PGA’s newest questionable statistic.

103 Calendar

advertising visual communications photography

The fine art of communication.

cfx-inc.com

Graeme "G-Mac" McDowell

BETTER.

2010 U.S. Open Champion

The reason G-Mac and so many other tour pros and amateurs are switching to Srixon golf balls is simple – they’re better. The core is the engine of a golf ball. A larger core means greater distance. We make the largest core in golf. A soft cover means maximum spin. We make the softest cover in the game. And we offer pure white and tour yellow for visual performance.

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SRIXON.COM Srixon is a registered trademark of SRI Sports Limited. Z-STAR is a trademark of SRI Sports Limited.

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co-publisher Matt Mathison co-publisher Richard Riney

avid

editor-in-chief Dan Michel associate editor liz miller copy editor Bryan Hollerbach stylist JAN LEACH intern RAFEEQ WARFIELD

design SCORCH AGENCY

速

production assistant Richard Kearns

contributing photographers KATHERINE BISH MARK CHRISTIAN ELIZABETH DANIELS SUSAN JACKSON MATT MARCINCOWSKI PETER NEWCOMB WILLIAM SAWALICH

contributing writers GREG BARKER JENN CLARK RYAN FALLER BRYAN FAQUIN KIM GORDON KYLE HARSHA EVAN C. JONES JAN LEACH MARIA PALOZOLA RYAN SCOTT MICHAEL WILMERING FRED W. WRIGHT JR.

account executives Brett Borgard David Drovetti

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st. louis

letter from the editor

Hallowed Ground The Masters is known in most circles as the tournament to end all tournaments, and as far as American golf is concerned, Augusta National is as good as it gets.

So, when I got the last-minute invitation from my father to attend the Monday practice round, I pounced.

It was the first road trip I’d taken with my parents in years, and it conjured images of an old conversion van we used to cram into for trips to the Gulf Coast. Indeed, having breakfast at a McDonalds off highway 55 was as much a surreal moment as it was a guilty pleasure.

After 12 or so hours of magazines and snack food, we arrived in Augusta, which looked like any other small southern town, save for the temporary traffic, the scalpers and the mysterious, hedge-lined property just northwest of town.

As we drove around the perimeter of Augusta National, we saw revelers, attendees, TV crews and a brief glimpse of Magnolia Lane—a scene that would make any golfer drool. As we were parking (complimentary, if you can believe that), we exited the car and walked up to the broad white main gate.

Augusta National was a bit like I’d expected: elite, secretive and absolutely pristine. Once inside, I approached the infamous leaderboard with a pimento cheese sandwich in hand ($1.50, as opposed to the $7 I expected). I stepped onto the grass, which was the softest, most sponge-like I’ve ever felt, and headed off to watch some of the best golfers in the world: Bubba Watson, Y.E. Yang, Lee Westwood, Ian Poulter and Graeme McDowell (the last two poking fun at each other the whole way, likely about bets they had on the round).

What made the experience even cooler is that I was there with my family, especially my dad, who taught me the game as a child. Something about being at the Masters with him seemed so classic—almost epic in scope. That, and the fact that I saw Bill Murray standing in the concessions line. The urge to turn around and say, “So, I says to the Llama…” was almost unbearable.

suspenseful tournament. Charl Schwartzel had a knockout performance. Jason Day and Adam Scott solidified their positions among the best golfers in the game, and who saw Tiger’s second-round push for another jacket coming?

The Masters is a rare opportunity for a golfer’s dream to come true, but this issue is full of guys who are living their dreams every day. In fact, the only thing better than practice round tickets—and this is my covetous side coming out—would be to live in some of the man caves in this month’s main feature. (See the pictures on page 83.) These homes are unbelievable, beautifully designed bastions of all things manly: billiard tables, thrones, bigscreen TVs, bars—even secret passage ways.

Another group of guys living their manliest of dreams are the mad geniuses at St. Louis-based marketing firm Elasticity. The group is not only behind some ingenious industry strategies, which have made hundreds of millions of impressions, but it also founded the American Mustache Institute (read the story on page 76), an organization dedicated to honoring and promoting the phenomenon known to some as the lip sweater. Elasticity’s penchant for mustaches and savvy understanding of how to go viral online makes it an invaluable asset in the world of marketing.

“Why is this group based in St. Louis?” you might ask. Well, aside from the partners’ love for the city itself, it’s also home to the world’s largest mustache: the Gateway Arch.

Speaking of St. Louis icons, Carl’s Drive-In owner Frank Cunetto is the subject of this month’s executive profile (read the story on page 50). He’s been shelling out cheese-smothered, crispy-edged burgery goodness for the past 25 years. There aren’t too many meals manlier than a burger and fries.

So while you might not have known just how manly of a city you live in, browse this issue, and if you end up a mustache-sporting, man cave-owning, burger-chowing master of your domain, you know who to thank.

—Dan Michel

Although my time at the 2011 Masters was shortlived, this year felt more real than any other in recent memory, thanks in no small part to such a

MAY 2011 / AVIDMAGAZINE.COM / 13

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CONTRIBUTORS AVID associate editor Liz Miller is a St. Louis native who last worked at VegNews, a national vegetarian magazine based in San Francisco. A far cry from the golf world, no? “It’s a big leap, but it’s nice to shift gears from being in such a small community—read: vegans,” she says. “AVID gives me more editorial freedom, and really, I’m just a magazine geek.” A Webster University graduate, she lists Nylon, Vanity Fair and GQ as her favorite publications, which she never pages through at red stoplights. Although she feels comfortable reporting on the golf world, Liz has mixed feelings about her future as a golfer. “I look forward to golfing. It will be fun…and embarrassing.”

In addition to her editorial duties at AVID, she enjoys eating cheese pizza on deadline nights without fear of judgment.

Photographer, part-time writer and new dad William Sawalich developed his first darkroom photos at age 10 and hasn’t looked back. A Belleville, Ill., native, he has captured everything from the streets of Paris to the deserts of Southern California on film, and he regularly contributes to Digital Photo Pro, Outdoor Photographer and Digital Photo magazines. For this issue, William photographed St. Louis’ best man caves (page 83). “Spontaneity and exploration are big for me,” he says. “I

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was allowed into these homes, into fairly private living spaces, to snoop around and explore with my camera.”

Currently, William lives with his wife Shelley, daughter Maggie and three dogs, Hazel, Myra and Stella in St. Louis’ Shaw neighborhood.

Rafeeq Warfield is a college junior studying advertising at Forest Park Community College. As AVID’s firstever intern, he juggled a variety of tasks, from taking on editorial assignments to hands-on work with styling and marketing projects. When he’s not in school or helping out around the AVID offices, Rafeeq enjoys spending time with his friends and family. “I usually bring my second oldest sister to events; we always have fun mingling with everyone. I also help my father around his art studio, and assist him with his art events around town.” At the end of May, Rafeeq moves to New York City to intern in the public relations department at John Varvatos, an affiliate of Vanity Fair Sportswear. “I’m looking forward to working in New York this summer.

I know it will present a lot of fantastic opportunities. I am extremely thankful that I’m going, and I hope to work there after I finish college here in St. Louis.” In August, Rafeeq will transfer to Fontbonne University to complete his education in advertising.

3

Florida-based journalist Fred W. Wright Jr. has written more than 2,500 articles during his 25-year writing career. His latest travel piece for AVID chronicles Ireland’s Ashford Castle (page 66). Fred teaches journalism and media courses at Eckerd College and St. Petersburg College, and his work has been featured in National Geographic Traveler, Advertising Age and Variety. Fred’s dedication to travel writing has taken him to locales across the U.S., and international destinations including Egypt, Malta, the U.K., Australia and Germany. As a resident of sunny Florida, Fred spends his off-hours away from the computer in the nearby Gulf of Mexico.

Matt Marcinkowski has been snapping photos professionally for 10 years, a career he calls “…basically a continuing series of paid field trips.” Matt was born in Chester, Ill., and has lived in Belleville, Ill., for the past decade. He got his start in newspaper photography before moving towards magazine and commercial jobs; a move he says has treated him well. “People dodge newspaper cameras. They offer magazine photographers beverages.”

In this issue, Matt photographed Frank Cunetto for executive profile (page 50), and the Elasticity team featured in Lip Service (page 76). When asked what he enjoyed most, Matt confesses it’s a tough call. “There was juggling, ledge walking and Robert Goulet! How do you choose?”

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5 MAY 2011 / AVIDMAGAZINE.COM / 15

ACCESS

AVID Magazine’s monthly round-up of facts, figures and useless information from the world of golf

5,040

CONGRATS To Colin Montgomerie, who recently became president of the Golf Foundation.

Holes played by Mick Cullen of Lindenhurst, Ill., in March, including 570 holes-in-one, to break the Guinness World Record for number of mini-golf holes played.

1,293 acres Land size of Forest Park— approximately 500 acres larger than Central Park.

Learn about its lush golf courses on page 53.

$2,000

Price of the weight machine purchased by Stone’s Throw Golf Course in Milaca, Minn., for an Illinois high-school football team in exchange for planting sod.

$207,000

Proceeds donated to Ronald McDonald House Charities of Metro St. Louis raised from a charity golf game held by Southwest Airlines.

+4.5 Million Amount raised for St. Louis Children’s Hospital since 2000 by the Joe Buck Classic. Play in this year’s tournament on May 23. See the rest of the AVID calendar on page 103.

1786 Year that the first golf society in America, the South Carolina Golf Society, was formed in Charleston, S.C. 16 / AVIDMAGAZINE.COM / MAY 2011

40 to 21

Martin Laird’s jaw-dropping jump in rank after winning at the Arnold Palmer Invitational at Bay Hill Club and Lodge in Orlando, Fla.

NINETY-SEVEN Number of golf courses revealed to be illegally run by India’s military during a national audit this year.

1st Place

The University of Missouri-St. Louis’ men’s golf team took first place at the regional Jewell Tournament in April at Cherry Blossom Golf Course in Georgetown, Ken.

#1 204

Number of guest appearances that horror legend and St. Louisan Vincent Price made on Hollywood Squares.

Learn more about Price and his influence on page 42.

Year that Ashford Castle was founded in Cong, County Mayo, Ireland.

Discover its awardwinning golf course on page 66.

$16,000

Amount raised for cancer research at the 2010 Stache Bash hosted by the American Mustache Institute. Turn to page 76 for more on this offbeat organization.

141

Number of holes that Bishop Kenneth Steiner, 73, played in one day at a charity game last May at Evergreen Golf Course in Mount Angel, Ore.

Tweet of the Month: The year that Frank Cunetto bought Carl’s Drive-In on Manchester Road.

Read his story on page 50.

Sun Valley Resort in Sun Valley, Idaho, voted Top Golf Resort by readers of Condé Nast Traveler.

@ZachJohnsonPGA: Anybody watching The Voice? Great show so far…CeeLo, A Levine, and the country guy are funny. Can’t believe I didnt make it. #regret

ACCESS This Month’s Mulligan

Know Your Pro: Brian Fogt Course: Bellerive Country Club Pro Since: 1993–1997, 2007–Present Course You Learned On: I grew up in Dayton, Ohio, and played on a city golf course. It was a low- to midlevel golf course, very straightforward. It was called Kittyhawk Golf Course.

Golf Mentor: My father got me started in the game, and I played a lot with him as a teenager. I was like any other teenage, young guy: I wanted to beat my dad.

Most Notable Golf Partner: Early in my career when I lived in Florida, I got to play quite a few times with Payne Stewart, who is no longer living, unfortunately.

That was a neat opportunity, to get to play with him.

Favorite Golfer to Watch: Probably my favorite golf swing is Mickey Wright. I’ve never played with her in person, and she’s no longer playing. Most guys wouldn’t say that their favorite swing belongs to a gal, but she had an extraordinary golf swing.

Greatest On-Course Accomplishment: I finished eighth in the Western Open up in Chicago a bunch of years ago. As a player, that was my closest brush with something significant.

Best Tip: Identify your strengths and play to them.

I see people struggle sometimes when they try to do things that they’re not capable of doing. Figure out what you’re good at, play to that and have a very good short game.

Must-Haves on the Course: I’ve been doing this long enough that in tournaments I’m not superstitious. I have low blood sugar so I usually have some fruit snacks or half of a peanut butter sandwich, something nutritious.

18 / AVIDMAGAZINE.COM / MAY 2011

Catch a Tiger In late March, reports began circulating that Tiger Woods was dating Alyse Lahti Johnston, 22, the stepdaughter of Alastair Johnston, an executive at the IMG agency that represents Woods. She currently lives with her stepfather at his estate in Windmere, a private community near Orlando, Fla. Alastair Johnston released a statement saying that his stepdaughter and Woods were friendly, but that the golfer was not dating Alyse, whom he has known for 15 years. Johnston’s biological father is former St. Louis Cardinals baseball pitcher Jeff Lahti.

“I find it very difficult to read anything for a period of time and actually suck it in, unless it’s interesting. I’ve got no interest in fictional books. Why would I want to read one of them?

It’s made-up.”

—Ian Poulter responds to a question from Golf. com readers about finishing his first book, Muhammad Ali: His Life and Times, and why he hates reading

Club Head H eists

Pennsylvania police were investigating a series of robberies at Pittsburgh-area sporting-goods stores after a string of golf clubhead robberies. The two thieves stole high-end club heads made by TaylorMade and Callaway valued at $300 to $400 each, with 13 club heads stolen so far. Authorities presume that the pair are either using the heads to create custom clubs or are selling them. While AVID would never condone theft, we have to ask, who is really more to blame: the thieves or the inattentive store clerks?

PGA COMES TO STL Bellerive Country Club has officially announced that it will host the 2013 PGA Senior Championship, as well as the 2018 PGA Championship. The club will become the third in history to host the Senior PGA Championship, PGA Championship, U.S. Open and the U.S. Senior Open. The PGA Championship in 2018 marks the event’s 100th anniversary—truly a landmark event.

Sources: St. Louis Business Journal, BBC News, The New York Times, Associated Press, Golf Channel, Golf.com, Guinness World Records

AVID Magazine’s monthly round-up of facts, figures and useless information from the world of golf

Golf AVID magazıne Weekly

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AVID peeks inside Bob Gilder’s golf bag to see what clubs he carries and what he can’t live without on the course

+ Sunscreen; rehydration powder mixed with water; two Sharpies: an orange one to mark golf balls and a black one to sign autographs; health bars; Altoids

Clubs, from top to bottom: Driver: PING K15 (9.5-degree) Fairway Wood: 3-wood PING TiSI (12-degree) Hybrids: PING i15 (17-, 20- and 23-degrees) Iron: PING 3 thru PW S56 Wedges: PING Tour middle wedge (52-degree), PING Tour sand wedge (58-degree) Putter: PING Piper mallet putter JAS WTi

MAY 2011 / AVIDMAGAZINE.COM / 21

SH T AVID Magazine Johnnie-O Trunk Show April 14, Bar Napoli Friends of AVID and savvy shoppers mingled at Bar Napoli to browse Johnnie-O’s stylish clothes and celebrate the launch of the magazine’s first annual style issue. In addition to browsing Johnnie-O’s sharp apparel, guests were invited to enter a raffle featuring luxury prize packages, with all proceeds benefiting HavenHouse. Guests enjoyed margaritas and hard punch courtesy of Mike’s Hard Lemonade, as well as beer from Boulevard Brewing Company.

Go to facebook.com/avidmag to see all the event photos.

Photos: Diane Anderson

Stacy Johnson, Jen Zang

Chris Sater, Tessa Sater, Megan Stephens, Nathan Keller

22 / AVIDMAGAZINE.COM / MAY 2011

Christopher Fox, Lauren Mahe, Jeff Fernandez

Colleen O’Neill, John O’Donnell, Nicole Edgerton

Tom O’Toole, Tony Pietoso

Sally O’Donnell, Mary Beth Kinsella

Rafeeq Warfield, Jarah Warfield

Greg and Jessica Barker

Megan Brinker, Lindsey Gibson, Kathy Sindel

Shannon Hunt, Loel Fischer

Jan Leach, Jennifer Stanford, Ashley Carlisle

MAY 2011 / AVIDMAGAZINE.COM / 23

24 / AVIDMAGAZINE.COM / MAY 2011

THE LAB Wedges

Driving a Wedge Pick up one of these wedges to improve your short game

Callaway X Series Jaws CC

These tour-caliber wedges conform to the exact groove specifications required for PGA Tour play, but with Callaway’s special design, you’ll still get plenty of bite upon contact. The Jaws CC packs 21 grooves into the maximum allowable area of the club face and utilizes a triple-net forging process to create extra-sharp grooves for improved control.

Available in either a slate or chrome finish, these wedges use Callaway’s C-Grind sole for increased versatility, especially in those tough lies where you need a little extra bounce.

Worried that a new set of wedges won’t fit into your budget? Callaway now offers an online option to trade in old clubs and earn money toward a new purchase. $140, Golfsmith, 11955 Manchester Road, 314.822.2374, golfsmith.com

PING Tour-S

The new PING Tour-S wedges feature a machined face with conforming grooves designed to offer superior ball control.

Two options are available in the Tour-S series: a 17-4 stainless-steel brushed-chrome edition and the Rustique, made of 8620 steel that features a unique metallic finish designed to tarnish naturally over time.

The new Tour-S features a reshaped sole for improved versatility, increased weighting along the perimeter for improved forgiveness and a multitude of bounce and loft options to get a customized set that suits your needs.

PING’s new online Web-fit feature allows you to input your personal information including gender, handicap, height, distance from wrist to floor, hand size and longest finger length to generate a custom club recommendation.

Photos: Courtesy of Callaway Golf, Cleveland Golf and PING

$120, Dick’s Sporting Goods, 64 THF Boulevard, 636.536.3718, dickssportinggoods.com

Cleveland CG16 Black Pearl

The CG16 Black Pearl is fashioned after the popular, tour-tested CG14 series. With a slightly larger club head, this new release from Cleveland provides forgiveness for those who don’t regularly demonstrate that tour-caliber precision with each stroke.

Additional roughage between the precision-milled grooves not only helps grab the ball for optimal spin, but also leaves a textured finish on the club face that offers a unique aesthetic.

The CG16 is also available in a tour model that features a slightly smaller head for more versatility on tight lies. If you want a different look, a satin chrome finish is available in both the regular and tour models, and Cleveland’s gap fitting philosophy evenly spaces loft angles between clubs to ensure you’ve got the right club, no matter your distance to the pin.­—M.W. $120, Golf Galaxy, Multiple Locations, 800.287.9060, golfgalaxy.com MAY 2011 / AVIDMAGAZINE.COM / 25

THE LAB Lifestyle

Amazing Race The precision and performance of the Lotus Evora make it the surgeon’s instrument of luxury motor vehicles

A

merican drivers can be a jaded bunch. We like big numbers because they provide bragging rights. So when one sees the relatively “small” horsepower rating of the Lotus Evora, clocking in at 276, it’s understandable why some would turn up their noses. But if numbers are how you narrow your auto-shopping list, you’re completely missing the point of the Lotus Evora.

Photos courtesy of Group Lotus PLC

The Evora comes from a group of engineers who have understood for decades that no car should be judged by specs alone. Instead, the judgment should be reserved until after putting the car through its paces. Once you do so with the Evora, you might add a few words to your automotive vernacular, like balanced or nimble or even thrilling. The Evora is no brute—you won’t be taking home stacks of pink slips after a Saturday night showdown. But you will feel like a scalpel-wielding surgeon, shaving off apexes with the flick of the wrist.

26 / AVIDMAGAZINE.COM / MAY 2011

This sporting vehicle is exotic and thus has some quirks. The rear glass is the size of a shoebox, foot sills on each side require a bit of leg contortions, and dash buttons are labeled in something that resembles Sanskrit.

Those were my thoughts while sitting still in the parking lot, but once I got on the road, all those quibbles left my consciousness. This type of exotic is one I’d like to get to know:

one that inspires utmost confidence in the driver. You feel connected to the road in a way that few will ever experience, and the 3.5L V6 engine propels with more urgency than expected. Solid in every way, the vehicle feels as if it’s carved out of granite. Cars such as the Porsche Cayman feel squishy in comparison.

More than performance, the Evora simply speaks to my passion for driving. Others

might miss the point, but it’s their loss. Add near 30 mpg to the mix, room for two golf bags and a back seat that is marginal but still efficient, and you have a truly inspired vehicle. Oh, and a supercharged version is on the way for those that can’t let go of those big numbers.—R.S.

St. Louis Motorsports One Arnage Boulevard St. Louis, MO 63005 636.449.0000 bentleystl.com

MAY 2011 / AVIDMAGAZINE.COM / 27

THE LAB Golf Balls

Big Ballers When it comes to golf balls, Titleist has the lion’s share of the market, but there are plenty of other options offering comparable playability

Titleist Pro V1: Most Trusted Titleist is the No. 1 golf ball on the market today and is the most commonly used ball on tour.

Titleist has currently notched 33 wins worldwide, while its nearest competitor has only six.

The new Pro V1 claims to create increased spin control and a more consistent flight, and features a polybutadiene core encased in a responsive ionomeric layer for maximum performance. $45/dozen, Golfsmith, 11955 Manchester Road, 314.822.2374 golfsmith.com

Srixon Z-Star Tour: Most Surprising The Z-Star Tour features a soft, ultrathin urethane cover and a midcompression gradient core, which is softer in the center and gets increasingly firmer toward the outside.

This tour-caliber ball features 324 dimples, which reduce drag and maximize power transfer from your club head to the ball.

Bridgestone E6: Most Affordable The E6’s soft, multilayer design features a surlyn cover and a forgiving middle, designed to reduce unintended side spin.

Dual dimple technology is designed to improve launch at impact and increase roll upon landing. $25/dozen, ProAm Golf, 3174 S. Brentwood Boulevard 314.781.7775, www.proamgolf.ctr

TaylorMade Penta TP: Most Innovative This five-layer ball wins for most innovative, with a urethane cover; outer, middle and inner mantle; and a core with high launch and low spin off the club face.

The Penta is designed to promote a soft feel when putting to maximize distance off the drive and provide improved control and spin.—M.W. $40/dozen, Dick’s Sporting Goods, 200 West County Center, 314.649.1400, dicksportinggoods.com

28 / AVIDMAGAZINE.COM / MAY 2011

Photos: Courtesy of Acushnet Company, Bridgestone Golf, Srixon and TaylorMade

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VICE BAR ESSENTIALS

Raising the Bar words: Kyle Harsha

The time comes in every man’s life when he needs to open his home up for entertaining. So to come off looking like a pro, you need to create, and maintain, a well-stocked bar.

Here are the essentials every home barkeep should keep on hand to impress any guest expecting a wellmade drink.

It shouldn’t come as a surprise that every bar needs a quality liquor selection. When selecting the brands of booze, shoot for the middle. The plastic jugs of vodka that you drank in your dorm room have no place in a modern man’s bar. However, if you plan on mixing your drinks, there’s no need to buy an $80 bottle of scotch for cocktails.

Vodka: The adage that vodka should be “tasteless, colorless and odorless” is, quite simply, false.

Vodkas, especially the good stuff, have nuances that enthusiasts can pick out in blind tastings. A bar should have a decent bottle of triple-distilled vodka. Remember, no plastic bottles or flavored, sugary junk. One suggestion is Tito’s, a fantastic craft vodka made in Austin, Texas.

Bourbon: Because this tends to be an item you taste more in a cocktail (or sip solo), you should get one that you like by itself. Bourbons vary wildly in style and price, so you might head to a tavern for a little “research.” One reasonably priced suggestion is Buffalo Trace.

continued on next page

MAY 2011 / AVIDMAGAZINE.COM / 31

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Scotch: This is a drink that intimidates many people. Many scotch drinkers have a particular brand that they sip either on the rocks or neat, and there’s no way you will be able to appease everyone.

We suggest getting a nicely blended Scotch whisky that will mix well, such as Johnnie Walker Red Label.

Rum: Much like vodka, the temptation with rum is to go cheap. But you’re better than that, so get a bottle of white (try Angostura), dark and spiced rums, such as Crusoe. And remember: Don’t buy anything with a handle.

Gin: This particular spirit is like scotch, in that many people have a specific brand they prefer.

One relatively new gin to hit the market that’s reasonable—and delicious—is Death’s Door.

Tequila: Leave your old nemesis José where he belongs—on the retail-store shelf and in springbreak hurricanes. Instead, go for a midrange añejo that will taste fantastic in your margarita recipe (rocks, not blended), and be sure to also check out products from Milagro or Corrido. A bottle of Patrón also looks impressive on the bar, but few will mix drinks with it.

The Backups: To make a wide variety of drinks, whether classic or nouveau, you’ll need nice bottles of brandy (try E&J), Cointreau (not triple sec), rye whiskey, Kahlua, Bailey’s and Chartreuse.

Mixers: The liquor you choose is only part of the equation. You will need to mix with the highestquality juices, tonics and so on. We recommend stocking up on cranberry, orange and pineapple juices, grenadine, lemon-lime soda, cola, ginger ale, soda water and tonic. You’ll also want bitters on hand. We recommend Fee Brothers brand.

Fully Equipped Most cocktails can be made with a minimal amount of equipment, but if you’re the kind of guy who needs the right tool for everything, these are a good start.

Shaker: There are several styles of shakers out there, so get one that feels comfortable to you. If you get a Boston-style shaker—one with a metal tin and a pint-sized glass—you may also want to get a strainer with the spring around the edge to serve clean cocktails.

Jigger: This is that funny looking measuring device that has two conical cups fused together.

Not only is it “cool” to be precise when measuring your drinks, but your cocktails will taste much better if they’re made with proper proportions.

Paring Knife: Be sure to pick out a sharp, high-quality paring knife to cut fruit and garnishes.

Cutting Board: Buying a durable cutting board goes hand in hand with selecting the right paring knife, as it’s hard to cut fruit and garnishes without the right surface.

Glassware: You could spend your entire budget on glassware alone, but don’t go nuts. You’ll do fine with some solid rocks glasses, pint glasses and all-purpose crystal wine glasses. Don’t worry about martini glasses—they tip over easily, are a pain to clean and break at the slightest touch.

A

MAY 2011 / AVIDMAGAZINE.COM / 33

MUSE Think decoding the female brain is impossible?

Not so, thanks to these five important things women don’t want you to know. are certain days when we’re a bit—I’m just going to say it—crazy. You’ve probably suspected this all along, and I’m here to confirm it. However, this doesn’t mean you can use it as ammo during your next disagreement. You aren’t entitled to bring up her hormonal cycle. Ever. Trust me on this.

TRUE LIES

3. Ladies fantasize about other men.

It should come as no surprise that women are relational creatures. Most of us want to share every aspect of ourselves with our partners. We want you to get to know us thoroughly and completely, and we come alive in relationships where we feel true intimacy. However, there are secrets we’re reluctant to share with the men in our lives. They are a part of a private “girl code,” and if asked, most women will deny them. But in the interest of enlightening guys about the ladies, I’d like to share a few of the undisclosed things we women think about, say and do.

1. Ladies obsess about their looks.

I’ve heard men say that they believe women look good to impress other women. This is only half of the story. What we really want is for you to find us so attractive that, in your eyes, no other woman can compare. Worrying about our appearance is a big part of this. I think that in the deepest part of almost every woman lies the fear that you’ll find someone you deem more “beautiful;” that over time you will lose interest and attraction. And we want to look our best so that you’ll feel honored to be with us. Guys, when we take an hour to get ready—even just to go to Starbucks—please smile. It’s actually a huge compliment to the men in our lives because at the end of the day, we’re doing it for you.

2. Ladies are prisoners to hormones.

PMS is not a figment of your imagination. Although women are reluctant to admit it, there

34 / AVIDMAGAZINE.COM / MAY 2011

4. Ladies talk about sex as much as (if not more than) men do.

When discussing our sex lives with our closest friends, not only do we talk about frequency, but we go into great detail, as well. Scary, huh? I share this fact with you in the hope that you’ll find it more inspirational than intimidating.

Knowing that your bedroom prowess is probably making its way back to her girlfriends over a martini should encourage you to step up your game, which should be a win-win situation.

What should you do now that I’ve given you the gospel? Here are a couple of pointers to get you started.

Never miss an opportunity to compliment your gal. Once a week tell her she’s the most beautiful woman ever.

She won’t believe you, but it will make her feel wonderful—and it will earn you major points, to boot.

Try not to take occasional “irrational” behavior personally (seeing as you never act out, right?). The fairer sex is not so different from you: Ladies also have insecurities, changes in mood and demanding lifestyles that cause stress and strain. Oh, and if your solution is to simply say we’re “acting crazy,” you can expect an abrupt end to that conversation.

Acknowledge that, as partners, you and your lady bring different strengths to the relationship. It’s 2011, so it could be that you’re a much better chef, and she’s more interested in mowing the lawn on Saturday mornings. At the end of the day, the real key to making her happy is accepting her for who she is.

5. Ladies really do need you.

In this modern age, women are supposed to feel that we can do and have it all with or without a man. Although this is technically true, one of the greatest joys for both guys and girls should be sharing life with another person. Not only do women want you to empty the trash, watch the kids on occasion and take us out on date night, we also really do need your help. Maybe we don’t tell you enough. Maybe we forget. So let me be the one to say it.

After disclosing this, I can’t help feeling like somewhat of a traitor to my gender. Hopefully ladies will realize it was done in the interest of helping men understand us better. And let’s be honest, that’s never a bad thing. A

Photo: David Burridge

WORDS: Jenn Clark

Yes, gents, it’s true. You aren’t the only ones with active imaginations. But when it comes to our fantasies, they are usually more of the “I bet George Clooney picks up his socks” variety.

In reality, we know that we will never get near enough Clooney to know, and if we did and somehow made it back to his home, we’d find a pile of dirty socks by the bed. So you’ve really got nothing to worry about with this one. However, you might want to start picking up your socks. Just to be on the safe side.

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FUEL : THE TAVERN

Comfort Zone If the word “tavern” evokes images of rowdy men and barmaids, then all bets are off at The Tavern Kitchen and Bar Many neighborhoods in St. Louis are known for certain defining characteristics. Downtown has the Arch, the riverfront and the stadiums. Chesterfield has miles of shiny strip malls. Creve Coeur has cougars (both metaphorical and recently literal). Valley Park has fine dining… Wait, what? words: kyle harsha PHOTOS: KATHERINE BISH

Yes, it’s true, thanks to chef Justin Haifley, owner Brant Baldanza and their crew, who opened The Tavern Kitchen and Bar near the intersection of Big Bend Road and Dougherty Ferry Road last November. Menu items such as Baked Salmon Roulade, Lobster Thermador and Duck Rillettes can be found in a destination previously more known for serving Busch beer in a camouflage can. That isn’t to say that there is an air of stuffiness to

this restaurant. In fact, it’s quite the opposite.

The tagline of The Tavern is simple: “Exquisite Comfort Food, Artfully Reinvented,” and it pulls the concept off nicely.

The feel of the restaurant is not restricted to any one cuisine or locale in the best way possible. Sitting at one of the sturdy, wooden tables observing the bustle of the open kitchen, one could imagine that seafood, steaks, highend Mexican cuisine or any other sort of fare would come out. This is because the designers haven’t boxed themselves into the gastropub vibe that has recently become popular—and often annoying—in other upscale restaurants.

The lunchtime favorite is the $12 Tavern Burger—a half-pound, perfectly cooked

MAY 2011 / AVIDMAGAZINE.COM / 37

Fish options include Alaskan Halibut, the aforementioned Hawaiian Ahi, line-caught Mahi, Wild Cod and Farm-Raised Salmon.

One popular presentation on the seared salmon comes doused in a Chinese Sizzling Soy sauce, which yields in a fish that is perfectly cooked and a delightful departure for a dish that too often can be boring.

The entrées, priced from $16 to $32, run the comfort-food gamut: meatloaf, chicken and dumplings, fish and chips and made-toorder steaks. The short ribs are nicely flavored—although they could’ve been braised The dinner menu offers a variety of items of longer—and served with wickedly rich Maytag polenta and Brussels classic comfort foods, with a sprouts. The off-the-menu welcome foodie upgrade. Apfish dishes are where Haifley petizers range in price from 2961 Dougherty Ferry Road $4 to $14, and the must-try 636.825.0600, tavernstl.com really shows his talents. The cooking duo hails from Roy is the Bacon and Eggs: a sizYamaguchi’s Asian-Fusion able chunk of braised pork Lunch Hours: restaurant empire, and their belly served with a “one- Tue–Fri: 11 a.m.–2 p.m.; background comes screaming hour egg” over brioche. The Dinner Hours: through in the menu’s fantasegg is cooked sous-vide, Tue–Sun: 5–Close Price: $$$$$ tic Asian-inspired fish dishes. making it perfectly rich, Style: White tablecloths A daily special of Ahi Tuna runny and creamy. It’s the without the pretense; go as Poke came with a wonderfully perfect partner for the suc- cozy as you like spicy kick, served over sushi culent pork. Who cares if Cuisine: Exquisite comfort rice. It just might be one of you might need the number food thoughtfully reinvented the best appetizers in town. of a good cardiologist after? Chef: Justin Haifley chuck and brisket patty topped with rich bacon jam and Irish cheddar. Make sure that napkins are handy because it’s as juicy as it is delicious.

The wine list is rife with selections available at most well-stocked grocery stores. The beer list, however, shows thoughtfulness with delightful selections including Goose Island, Anchor Steam and Ommegang.

After you’ve packed in savory dishes to your heart’s content, it might be tough to face dessert. To really finish the job, check out the donut holes, which come with a mapleflavored whipped cream that borders on icing in consistency, with the added surprise of (always welcome) bacon bits.

The Tavern Kitchen and Bar is not a “tavern” in the traditional sense of the word.

There are no surly bartenders, soccer hooligans singing loudly or bottles of malt vinegar on the tables. It has a cool, unassuming vibe, features fantastically creative menu offerings and is definitely a welcome addition to the St. Louis dining scene.

A

Go Fish How to navigate fish selections at a fresh seafood restaurant 1. Halibut This fish, with its kaleidoscope-like exterior, is on an upswing in restaurant popularity.

Found in both the Atlantic and Pacific oceans, it has a firm, tightly grained white meat that takes well to most cooking styles, particularly steaming.

1

2. Ahi This is the Hawaiian name for the yellowfin tuna. Weighing up to 500 pounds, these strong, fast-swimming monsters have steak-like, fullflavored meat that varies wildly from the white junk found in a can. Don’t be afraid to go rare with this one.

name twice. Although it’s sometimes known by the term “dolphin,” don’t confuse it with its mammal cousin, Flipper. The meat can be a touch oily and is best grilled or pan-seared with the skin removed.

4. Cod Also called scrod, haddock and pollock, cod is a good choice for seafood beginners. Its tender, flaky meat isn’t too overpower-

3. Mahi This fish is so good, they often say its

2

38 / AVIDMAGAZINE.COM / MAY 2011

3

4

ing in flavor. In fact, most restaurants use it for fish and chips.

5. Salmon Wild Atlantic salmon is endangered, so you typically see its farm-raised counterparts in restaurants or markets.

The Pacific version, coming from the icy waters in the north, is one of the most prized (and pricey) fish available on the market. It’s

5

rich, succulent and exquisite when cooked properly.

6. Monkfish If you decide to eat one of these, don’t look at a picture of it first.

Otherwise known as “poor man’s lobster,” this ugly yet delicious fish has a wonderfully firm, rich texture that could be confused with its much more expensive namesake. It’s best when poached, grilled or baked.

6

THE COURSE NEVER LEAVES YOU

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THE CUT: preview

Bright Eyes

Who: Bright Eyes with Dawes Where: The Pageant, 6161 Delmar Boulevard, thepageant.com When: June 6

The band that changed the way a generation cries over breakups is bidding fans adieu with its final tour.

how much: $27.50 advance/$30 day of show; $2 minor surcharge Tracks to Get You Started: “MAKE WAR,” “FOUR WINDS”

WORDS: Evan C. Jones

Photo: Courtesy of Saddle Creek Records

At an age when most of his peers were playing sports or going to movies, Conor Oberst was refining his guitar and songwriting skills in his parents’ basement in Omaha, Neb., and performing at local concert venues. This early start garnered Oberst a reputation as the unofficial king of underground indie rock, adored by critics and fawned over by fans of all ages for his massive catalog of work. Now he’s poised to retire his most popular project, Bright Eyes, with a final CD, The People’s Key, which was released this year on his birthday.

At the ripe age of 13, Oberst and his brother Justin started a label called Lumberjack Records for a school project. The result was a cassette release of Oberst’s first album, Water. Lumberjack Records eventually grew into Saddle Creek Records, home to Bright Eyes and numerous indie acts including Cursive, The Faint and Tokyo Police Club. The influential label captured what came to be known as the “Omaha sound,” folksy indie rock with a country twang, of which Oberst is still the poster child.

The band’s return to St. Louis is a long and winding one. According to the music buffs at Vintage Vinyl, Bright Eyes has not made an appearance in town since 2001 while on tour with J. Mascis, when he performed an in-store set. Oberst was supposed to play at The Pageant four years later, but cancelled his show at the last minute in protest of the venue’s ties with radio juggernaut Clear Channel.

S p r ing Ba s e b all

Pla y li s t

10 Songs You Need to Download Now

“The First Days of Spring” Noah

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“Don’t Call Them Twinkies” The

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“I love L.A.”

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“This Time Tomorrow”

The Kinks

The show was rescheduled at The Blue Note in Columbia, Mo., and although college students at the University of Missouri were ecstatic, St. Louisans have been forced to road-trip around the Midwest for the past six years to get their Bright Eyes fix. Shunning a major player in the music industry might not have seemed like the best move, but it allowed the reclusive Oberst to continue growing his independent DIY music empire.

After years under the Bright Eyes name, Oberst will be retiring the act that first garnered him so much attention. In a 2009 interview Robb Nansel, president of Saddle Creek Records, told the Omaha WorldHerald, “My guess, based on what he’s expressed to me, is that there will be one more Bright Eyes record and that will probably be it.” Nansel added, “I think that’s his line of thinking at this point—closing the chapter on that moniker. I think he feels like Bright Eyes has a certain association, for better or worse. I think he’s trying to distance himself a little bit from what that means to people.”

So as indie darling Conor Oberst prepares to bring Bright Eyes to an end, it’s time for fans and revelers to see it off. Despite having two new projects, Conor Oberst and the Mystic River Valley Band, and super group Monsters of Folk, this final tour offers fans the chance to remember where it all started: the golden days—or rather, the cloudy, morose days—of Bright Eyes.

A

“Centerfield”

John Fogerty

“Rainwater Cassette Exchange”

“Cold Spring”

“Tessie”

“Take Me Out To The Ballgame”

Deerhunter

“Catfish”

Bob Dylan

Dropkick Murphys

Cymbals Eat Guitars

The Hold Steady

MAY 2011 / AVIDMAGAZINE.COM / 41

THE CUT : Vincentennial

Price Is Right WORDS: Liz Miller

Vincent Price was the voice that scared a generation. This month, hometown fans are celebrating St. Louis’ most nefarious native son on the eve of his 100th birthday.

I

n 1973, Vincent Price appeared alongside singer Cass Elliot as a guest on The Tonight Show With Johnny Carson. As he settled in, he turned to Elliot and said, “I was so jealous that you had Cass Elliot Day in Baltimore. I’ve never had Vincent Price Day in St. Louis.

Never. They’d probably hang

me from the Arch.” This year, for the actor’s 100th birthday, his hometown fans are making sure that changes. Vincentennial, a 10-day festival celebrating Price’s life and work, runs from May 19 to May 28, at various venues around the St. Louis area.

The celebration includes a 19-movie film festival, two art ex-

hibits, guest speakers including his daughter Victoria Price, Edgar Allen Poe readings and even a Price look-alike a contest. The film festival kicks off on May 19 at the Hi-Pointe Theatre, where eight of the films will be screened.

From there it moves to Brown Hall Auditorium at Washington University and the Missouri History Museum, where the remaining 11 movies will be shown free of charge. The schedule features all of Price’s most famous films, including The Pit and the Pendulum, House on Haunted Hill and Laura, as well as his last works, Whales of August and Edward Scissorhands.

For event director Tom Stockton, Vincentennial is a labor of love.

A longtime Price fan, Stockton spearheaded the festival, getting Cinema St. Louis on board and working with fans across the country to procure artifacts and memorabilia for “Vincentennial: The Legacy of Vincent Price,” an exhibit hosted at Sheldon Concert Hall. Pieces on display will range from baby shoes and high-school photos to movie collectables, posters and theater programs. The second exhibit dedicated to Price will be hosted in the gallery at comics shop Star

Clipper, titled “Vincent Price Presents at Star Clipper,” featuring local art dedicated to Price, as well as Vincent Price Presents, a series of comics released by Bluewater Comics.

The festival seems to strike a chord not only with St. Louisans, but also with fans across the country. As Stockton says, “Everybody has a story to relate about Vincent Price, everybody wants to talk about Vincent Price, and everybody likes Vincent Price. His memory just generates goodwill.” As for his hometown, Stockton says Price was fond of St. Louis and relished returning to the city: “He was very impressed with his roots here. He came back and spoke at his high school [Country Day School], and at local colleges. He was a big art collector and gave artwork to his high school and the St. Louis Art Museum.” In one of the actor’s last television interviews, while promoting Edward Scissorhands, he told a reporter that his unmistakable voice “has something to do with St. Louis, Mo.” If the most recognizable voice in film history says so, who are we to argue?

PRICE LINE 2000’s ○ In 2009, Bluewater Pro-

ductions released Vincent Price Presents, a comic book series based on Price’s films.

’80s and ’90s ○ Inspired director Tim

Burton, narrated his short Vincent (1982), based on Price, and appeared in Edward Scissorhands (1990). ○ Voice of Professor Ratigan in The Great Mouse Detective (1986); also contributed two songs to the film. ○ Narrated Michael Jackson’s song “Thriller” from the Thriller album, released in 1982. ○ Scooby and the gang got a ghastly upgrade courtesy

of Vincent VanGhoul in 13 episodes of The 13 Ghosts of Scooby-Doo (1985). ○ In 1984 he made his last appearance on The Tonight Show Starring Johnny Carson, having appeared 11 times over three decades.

’70s

○ Captain Stubing and The

Love Boat crew steered into dangerous waters when Price guest starred in the 1978 episode “Ship of Ghouls.” ○ Became a series regular on Hollywood Squares, appearing in 204 episodes throughout the ’60s, ’70s and ’80s. ○ Dr. Anton Phibes sought revenge on seven men in

42 / AVIDMAGAZINE.COM / MAY 2011

A

Vincentennial May 19 to May 28 The Abominable Dr. Phibes (1971), one of Price’s most popular films.

‘60s and ‘50s ○ Made poet Edgar Allen

Poe cool again in film adaptations of his work including House of Usher (1960), The Pit and the Pendulum (1961), Tales of Terror (1962) and The Raven (1963) directed by Roger Corman. ○ A man of many talents, Price loved cooking and coauthored several cookbooks with wife Mary, including Mary and Vincent Price’s Come Into the Kitchen Cook Book (1969), and had his own cooking television show, Cooking Price-Wise (1970).

○ Egg-cellent puns and su-

per intelligence made Price’s Egghead one of Batman’s campiest foils in the 1960s Batman television series. ○ Price appeared in House on Haunted Hill (1959) and The Tingler (1959) produced by cult director William Castle, creator of emergo gimmicks. ○ Badly remade, never repeated: House of Wax (1953) cemented its place in horror-movie history, thanks to Price’s villainous role.

‘40s and ‘30s ○ The first Technicolor

adaptation of The Three Musketeers (1948) featured a star-studded cast: Lana

vincentennial.com

Turner, Gene Kelly, Angela Lansbury and, of course, Vincent Price. ○ Film noir director Otto Preminger cast Price alongside Gene Tierney in one of the earliest dark mysteries, Laura (1944). ○ Price was often mistaken for “the guy who played Dracula.” Not so. He did, however, get his start working with Bela Lugosi’s Universal colleague Boris Karloff on Tower of London (1939). In 1969 Price appeared in a remake of the film.

BURN FITNESS

Bands Together

If constant traveling, an expired gym membership or a lack of equipment is stopping you from maximizing your muscle strength, we have four words for you: Meet the resistance band.

WORDS: GREG BARKER Photos: PETER NEWCOMB If you’ve ever been to a PGA Tour event, you might have noticed two large tractor-trailers on site. These trucks accompany every tour event, allowing players to keep up with their workouts while on the road. Inside these trailers you’ll find a mix of treadmills, bikes, elliptical machines and training equipment, including medicine balls and resistance bands. The last have become increasingly popular on the golf circuit, and it’s no wonder.

1. Walking Side Squat Strengthens glute medius and piriformis

Of all the tools I’ve used in my 10 years of training golfers, resistance bands have always remained an essential because they allow for high-speed, safe movements that engage the same fast-twitch muscle fibers that are used in the golf swing. Resistance bands also allow for movements that will strengthen musculature necessary for preventing injury due to overuse. And for those of us who don’t have has an exercise trailer to follow them around, resistance bands are ideal because they’re easy to travel with, making exercising on the go that much easier.

When creating a golf-specific routine with resistance bands, start by customizing your workout, taking into consideration your limitations (shoulder injuries, lower-back or knee injuries, etc.), capabilities (current fitness level) and goals you want to achieve. Look for bands that have the appropriate resistance for these conditions. Each band will have a different color, denoting its resistance level. Finding bands will allow for dynamic movement through various ranges of motion, with the potential to move at high speeds, which is a good option to have.

Injury prevention is of the utmost importance when designing a performance-training program for golfers. Overuse injuries in golf occur most frequently in the lower back, shoulders and the elbow—known as tennis or golf elbow. Resistance-band training helps strengthen the musculature within each of these areas and prevent injury. It’s also great for golfers who are currently injured, as it won’t put any added stress on tendons or ligaments that support movement. In a week’s time I’d consider two to three resistance-training workouts, followed by 15 to 20 minutes of flexibility work.

Bands are also perfect for travelers. Lightweight and durable, they make working out in hotel rooms, a fitness facility or a friend’s house easy. Given their ability to attach to almost any sturdy object, exercising with a band can offer an intense workout away from home. It’s also a solution for those of us who think we’re too busy to hit the gym.

Keep in mind that resistance bands shouldn’t replace your current workout, but can help you mix things up.

Also, keep in mind that if you’ve never used bands, you could benefit from setting up an appointment with a trainer who can create a routine tailored to your specific needs. The exercises outlined here are a great start and will provide some variety to the “lift, run, repeat” regimen so many of us have. A Greg Barker, BS, CSCS, is a personal trainer at NutriFormance in Frontenac. He works with golfers of all abilities, and can be reached at nutriformance.com or at gbarker@avidmagazine.com.

2. Squat and Press Strengthens legs and shoulders

3. Trunk Rotation

4. Straight-Arm Pull-Through

5. Oblique Rotation

Engages the transverse abdominals

Works the latissimus dorsi (lats)

Engages the oblique abdominals

44 / AVIDMAGAZINE.COM / MAY 2011

BURN INSTRUCTION

Chip Challenge Improve your short game with these two essential chipping shots

WORDS: MARIA PALOZOLA

You might have heard that the short game is 65 percent of your score. You also might have heard that putting is a big chunk of that percentage. But let’s face it, if you’re not hitting your approach shots tight to the pin, you’d better chip the ball pretty darn well to get those putts and save your score.

With chipping, you don’t need tremendous strength or athletic ability. Good hands and the right touch are crucial, but you can get the ball up and down simply by choosing the best chip shot for your situation. Having an array of shots to choose from gives your game the arsenal it needs to attack the pin.

The greatest short-game players are always very inventive. They make up shots, have their own style, practice for hours and have great movement. Learning these two basic chip shots, which cover most situations where your approach shot misses the green, will give you a solid base and good standards to fall back on, no matter what type of player you are.

The Bump and Run This is the most commonly played chip shot.

It’s used anywhere from 1 foot off the green to about 30 yards back. The idea here is to use the green to your advantage, running the ball up to the hole. For this shot, stand with your feet one club head apart, play the ball back of center in your stance, and lean your weight on your front foot. You’ll also want a slight forward press of your hands to de-loft the face, which in turn helps the ball to roll. Now simply lock your wrists so they don’t move and make a pendulum-like motion, similar to your putting stroke. Keep the club head below your knees. Finish with your front wrist still flat and the club head pointing to the ground. Keep it very small and simple.

Remember, you’re trying to keep the ball low and run it. This avoids wind, spin, bounce and a big swing, which is easier to mess up. Use a pitching wedge for short shots where you don’t need a lot of roll and a 7-iron for longer

46 / AVIDMAGAZINE.COM / MAY 2011

shots. Once you’ve mastered these two clubs, you can have fun experimenting with other clubs in your bag.

Hinge and Hold Use this shot when you need a bit of loft to throw the ball onto the putting surface so the ball gets a bit of roll. This shot is right when you’re usually 20 to 40 yards out. Start with your sand wedge or pitching wedge so you get the loft you need. Simply stand with your feet one club head apart—same as the “Bump and Run”—with the ball in the middle of your stance and your weight on your front foot. Start the swing by hinging your wrists. The club will swing back until the shaft is parallel to the ground. Now hold the hinge that you’ve set in your wrists and accelerate your hands forward. When you finish, your front wrist should be flat, and your club head should still be pointing at the ground. The ball will pop up with a medium trajectory and release when it hits the green and rolls toward the hole.

For both shots, choke down about an inch on the club, and make sure to keep your weight on your front foot throughout the entire motion. This will prevent you from falling back and either hitting behind the ball (fat) or swinging up too soon and topping the ball (thin). Make sure to hit down on all your short-game shots, taking up a little turf with you.

The pros use these two shots all the time, and so should amateur golfers. Rarely will you see tour stars throw the ball high into the air when around the green unless they absolutely have to. It’s just not a smart play, and the odds are much higher when you keep the ball low. Master these two highpercentage shots, and you can make up for your approach-shot deficit.

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Maria Palozola is the founder of The St. Louis Women’s Golf Academy and the Naked Golf Academy. She is ranked as one of the Top 50 Best Teachers by the LPGA and currently instructs at the Big Bend Golf Center. mpalozola@avidmagazine.com

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Last year, the ACTF conducted more than 4,400 investigations of possible animal abuse involving more than 25,000 animals.

Adoption and Veterinary Medical Center Locations: Headquarters/St. Louis City Center – 1201 Macklind Ave., St. Louis, Mo. 63110 Westport Area Center – 2400 Drilling Service Dr., Maryland Heights, Mo. 63043 Chesterfield Valley Center – 17357 Edison Ave., Chesterfield, Mo. 63005 Longmeadow Rescue Ranch – 480 Josephs Rd., Union, Mo. 64084 Veterinary Medical Center Appointments 314-951-1534 Report Animal Abuse and Neglect 314-647-4400

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BURN RULES

Obstacle Course This season, use these handy tips to sidestep pesky on-course obstructions

WORDS: Ryan Faller

The Rule:

USGA 24: Obstructions Obstruction 101 The USGA rulebook casts a wide net over the term obstruction, citing “anything artificial,” including roads, paths and even the all-too-familiar “manufactured ice,” as obstructions. These obstructions come into play at least once per round, so it’s good to know where you stand should a play come into question. Exceptions to this definition are markers indicating out-ofbounds areas (walls, stakes, railings), any part of an immovable artificial object that is out of bounds and any construction deemed by management to be an “integral” part of the course.

Movable vs. Immovable Naturally, there are different types of obstructions. An obstruction is said to be “movable” if it can be moved without delaying play, without damaging the course and without unreasonable effort.

Think bunker rakes, other players’ clubs, scorecards, signage, your half-empty beer can and so on. Conversely, if an object does not meet this criterion, it’s considered “immovable.” These obstructions are a little more straightforward because they, as the name suggests, can’t be moved: trailers, sprinkler heads, bleachers, trash cans and yardage markers, just to name a few.

Also note that the USGA gives each course the authority to institute its own house 48 / AVIDMAGAZINE.COM / MAY 2011

rules, which might result in a movable obstruction becoming immovable. For clarification, don’t hesitate to consult your local pro.

Move On As Rule 24-1 states, you may, without penalty, take relief from a movable obstruction under two conditions. If the ball does not lie in or on an obstruction, a player may remove said obstruction. In the event the ball changes position as the obstruction is removed, the player must replace the ball in its original position. Don’t sweat that, though: If the movement of the ball is “directly attributable” to the removal of the obstruction, the player isn’t charged with a penalty. The flip side of this is Rule 24-1b, which details the procedure a player should take if the ball lies in or on an obstruction.

A player is allowed to lift and clean the ball and remove the obstruction. From there it’s as easy as pie. If your ball is located between the tee box and green (including hazards), drop it as close as possible to the original location of the ball, ensuring it comes to rest no nearer the hole. If you’re on the putting surface, the ball is placed, not dropped.

Rule 24-1 also states that when a ball is in motion, an obstruction that might “influence” the ball’s path, excluding equipment or the flagstick, cannot be moved.

Fixed Game Dealing with an immovable obstruction means first determining whether interference exists, which Rule 24-2a says occurs when “a ball lies in or on the obstruction, or when the obstruction interferes with the player’s stance or the area of his (or her) intended swing.” As the rule relates to a ball on the green, interference occurs only when the obstruction is in the line of a putt. If you find yourself staring an immovable object in the face, don’t fret. Rule 24-2b presents you with options, no matter the situation. This helpful rule stipulates that if the ball lies “through the green” (i.e., anywhere but the tee, the green or a hazard), you are allowed to drop it without penalty within one club length of the nearest point of relief and no nearer to the hole. When you drop the ball, it must first strike a part of the course that is free of interference from the immovable obstruction and not in a hazard or on the green.

If said obstruction is in the sand, you may either drop at the nearest point of relief inside the bunker, or incur a stroke penalty and drop it at any point behind the bunker, careful to keep intact the ball’s original line with the hole.

If you’re on the green, Rule 24-2b(iii) says to lift and replace at the nearest point of relief, even if it’s off the putting surface.

On the rare occasion you cross paths with an immovable obstruction on the tee box, undertake the same procedure as if your ball fell through the green.

Lost in Obstruction First things first: Be absolutely sure your ball has been lost in an obstruction—for example, nailing the side of a portable toilet. If there’s uncertainty, Rule 24-3 asks that you kindly proceed as if you’ve hit a ball out of bounds. In the case of a ball having been lost in a movable obstruction, remove the obstruction and drop a ball (or place it, if you’re on the green) as close as possible “to the spot directly under the place where the ball last crossed the outermost limits” of the obstruction. Again, the ball must be no nearer the hole. The “outermost limits” principle also applies if the obstruction is immovable, only with a few tweaks. If your ball crosses those limits through the green, you are allowed to take relief. The corresponding subheads of Rule 24-2b apply to a ball being lost in an immovable obstruction located in a bunker and on the green. Unfortunately for those who are attracted to water, if you strike such an obstruction in a water hazard, sorry—relief isn’t on the way.

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Frank Cunetto

The man behind the best burgers in town shares how he’s kept a St. Louis dining institution alive and how golf offers a welcome respite from the grill WORDS: Liz Miller

PHOTOS: Matt Marcinkowski

The nostalgia and history of Carl’s Drive-In on Manchester Road makes it a local landmark, but it’s the food at this burger joint that’s made it famous.

This 16-seat diner is a perennial St. Louis favorite and gets the press to prove it. It has been featured in national magazine Southern Living, and local publications including Feast, St. Louis Magazine and the Post-Dispatch and has charted on Sauce’s readers’ choice poll for an eye-popping eight years in a row.

In 2010 msn.com named it one of the top 10 burger joints in the U.S., beating out every other restaurant in the state. St. Louis’ best-known baseball and football players love it, and even the late, great Jack Buck was a regular at Carl’s.

The modest, all-American menu and classic diner décor are usually what make the news, but its owner and operator is who keeps the business booming— and no, his name is not Carl.

The man behind the city’s best burgers is Frank Cunetto, the owner and chef at Carl’s. Cunetto’s first introduction to the diner came in the mid-1960s, when older brother Phil tipped him off to its classic American eats. By that time Carl’s already resembled the diner that customers know today, but the building had housed a handful of other businesses.

It was a gas station along the original Route 66—before Chippewa Avenue was paved—in the 1920s, and in the early 1930s it began selling hot dogs. When hamburgers hit it big, they were added to the menu.

In 1959 Carl Meyer bought and remodeled the space, and expanded the menu to include homemade root beer, chili dogs and more. This is the Carl’s Cunetto remembers from his youth. In 1986 he bought half of the business from Meyer, and 13 months later he purchased it outright when Meyer retired. In the 25 years that he’s owned Carl’s, he’s made as few changes to the restaurant as possible, especially to its trademark menu.

50 / AVIDMAGAZINE.COM / MAY 2011

“It’s a ‘guy’ kind of place. Guys love doubles, triples.

Quickfire Favorite course you’ve ever played?

There’s a course in Michigan called Treetops Resort, and I really liked that.

I truly like our course in Florida, the Ocean Course at Hammock Beach. I enjoy playing the Bluffs and Innsbrook too. I’ve played at St. Louis Country Club quite a few times, and I really enjoy that.

I’ve never played at Bellerive or Old Warson, but one of these days…I’m looking forward to playing those.

Any courses you don’t like?

Just about any Pete Dye course ever made. I don’t care for the Dye courses; I don’t like all the sand traps, the bunkers and the railroad ties.

We don’t have salads,” says Cunetto. “Still to this day I’m convinced that a hamburger and a soda, or a hamburger and milkshake, is really the all-American meal. There aren’t too many guys who don’t like that.”

The diner is open Tuesday through Saturday, and during business hours Cunetto is always there—of course, he’s often there on his days off, as well. Dropping into Carl’s during the lunch rush is a sight to see, as crowds of people file into the small space to order doubles, onion rings and root beer floats. It can get pretty chaotic, but Cunetto’s other passion, golf, offers balance to his busy schedule.

He wasn’t raised on golf and didn’t take up the sport until 1979, when a job transfer landed him in Wisconsin. He didn’t know a soul, but luckily there were two golf courses—one a small par-3, the other a municipal—minutes away from his new home. He bought a set of clubs and taught himself to play. It wasn’t until the late ’90s, though, well after he moved back to St. Louis and purchased Carl’s, that his interest in golfing was spiked by an unexpected source: his wife, Lettie. She wanted to learn how to play, and so the couple attended the John Jacob’s Golf School at Geneva National Golf Club in Lake Geneva, Wis.

“We did a five-day golf school, and it turned out to be one of the most fun things I’ve ever done,” says Cunetto. “I thought she would hate it, but she ended up loving it. So we got serious after that and played a lot more.”

Following their graduation from golf school, the couple joined the Missouri Bluffs Golf Club and purchased a weekend home at Innsbrook Resort. In 2005, the couple bought a condo at Hammock Beach in Palm Coast, Fla., between Daytona and St. Augustine, where they love to golf. Cunetto says they spend about three weeks a year at the resort, which features courses designed

by Jack Nicklaus and Tom Watson. In addition to their weekend and summer homes, the couple incorporates golf into almost all of their vacations, having traveled to Maine, Michigan and Wisconsin for golf excursions.

What’s in your bag?

I’m doing well with my Callaway driver, and I really like my Scotty Cameron putter. I have various wedges and other clubs; I’ve got new Jack Nicklaus irons, I have a couple of Cleveland wedges and a Titleist Vokey wedge.

What’s your favorite meal at Carl’s?

The all-American meal here is a double cheeseburger, fries and a root beer.

That’s the thing we sell the most.

Who’s your favorite golfer to watch?

That’s a tough one. I watch a lot of tournaments. I’m seldom pulling for one person, but I do like Rocco Mediate.

What are your dream courses?

My number one would be Augusta National. It’s like heaven for golfers. It’s Valhalla for golfers.

golf, dividing games with his wife and friends.

“We’ve chosen vacations based on courses we want to play—it’s important to us,” he says. “When we go on vacation, that’s always one of the things we want to do. We love playing new courses.”

“When you put in as many hours as I do, you really look forward to those weekends when you can get out and play golf; just be outside,” Cunetto says. “When you’re married to a restaurant, you’re inside all the time, and being able to get out is great.”

Cunetto describes his business as rewarding and fun as it is hard work, but says that golfing is his ultimate escape. He says that a great weekend would involve three rounds of

There’s no question that St. Louis has retained a valuable piece of history in Carl’s, and thanks to Cunetto, customers can still escape to a simpler, certainly more delicious, time.

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MAY 2011 / AVIDMAGAZINE.COM / 51

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co u rs e opinion

The Courses at Forest Park In the heart of the city lies a course whose history and location make it among the most well-known tracks in St. Louis

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round of golf typically is a private affair. A golfer’s interactions are primarily with the birds, the breeze and if, you’re lucky, the occasional cart girl. The general public is out of sight, out of mind. But what happens when you have a public course straddling distractions as large as the St. Louis Zoo and dozens of walking and biking paths, all in the most bustling park in town?

Forest Park is as treasured in St. Louis as it is old. Milestones in local history have been made here, and every

Words: Ryan Scott

day this public space offers free activities in a lush environment for residents and tourists alike—including its golf course, which has been a destination for golfers for nearly a century.

If you’ve read AVID in the past, you know the impact the Foulis brothers have had on Midwest golf courses and on the creation of a golfing community in St. Louis.

After emigrating from St. Andrews, Scotland, to the U.S. in the 1890s, the Foulis brothers literally carved courses out of rural cow pastures. After designing and MAY 2011 / AVIDMAGAZINE.COM / 53

course opinion constructing numerous country clubs, such as Normandie Golf Club and Glen Echo Country Club, Robert Foulis turned his efforts toward creating a public course in the heart of St. Louis. The culmination of this work was the original “flat nine” at Forest Park, which opened in 1912—this course is now known as Hawthorn. In 1913, the second nine, today named Dogwood, were opened.

The final nine, “on the hill,” were opened for play in 1915 and are now known as Redbud.

The courses were immediately popular with the public and introduced countless players to a game that, for many, would become a lifestyle. Over time the courses have endured and hosted numerous high-profile events, such as the 1929 National Public Links Championship. Today, it’s uncommon to meet a St. Louis golfer who hasn’t played Forest Park. Corporate offices, golfing leagues and casual weekend foursomes all keep these courses at the top of their list. On a warm spring or summer day, The Courses at Forest Park is not the only popular destination—the park itself is also buzzing with activity. It’s this interaction that separates the golfing experience here from others. On many holes, hit into the fringes, and you might have a passing jogger eager to help you find your wayward ball. For

54 / AVIDMAGAZINE.COM / MAY 2011

many it’s a welcome change of pace from the solitude of a typical round.

But with the general public being so close, the course can also at times take abuse from those who don’t show it the respect it deserves. The staff does a fantastic job of minimizing these effects, but don’t expect overall conditions to match those of the area’s finest championship courses.

To take The Courses at Forest Park into its next 100 years with distinction, a two-year, $11.5 million-dollar renovation began in the fall of 2001. Stan Gentry of Hale Irwin Golf oversaw the project and put plenty of thought to the time period when the course was built. Bunkering here displays a distinctive revival style, and the green areas exhibit slope and contour that flow seamlessly. Currently all greens feature L-93 Bentgrass, and fairways have zoysia grass. Although the course was rather wet when I played on a cold day in late March, the fairways and greens retained excellent playability—a testament to the success of the remodel and persistent care of the grounds crews. Also included in the remodel was a new clubhouse, which opened in December 2002. It features a bar and grill with an excellent outdoor seating area, as well as a fully stocked pro shop.

course opinion

I began my round on Hawthorn. This course was originally known as the flat nine, and it’s easy to see why.

Most holes are flat and straight, and while standing on the tee box might look unchallenging, it can be misleading. To score, one must navigate the green areas that often feature pin placement and can easily bring bunkering into play. Number 4 is a perfect example of this, a short par-3 that places the pin directly behind front-side bunkers, and a green that slightly narrows.

To go for birdie requires a well-struck ball and some risk, but the safe play to the right side of the green can result in an easy par. At Hole 5, just left of the tee box, stand some of the most beautiful trees I’ve seen on any course. Number 6 is a relatively easy straight and short par-5 with the picturesque backdrop of the St. Louis Art Museum. Number 8 is a nicely sculpted dogleg left par-5 with some challenging bunkering, but it’s short enough that you can recover from trouble with a solid approach. Full interaction with onlookers awaits you on 9, as well as a full water carry par-3. Pin placement here also makes the hole much more challenging, as the green narrows from right to left, and with a right pin placement you’ll have more water to carry and a shallow landing area. Choose your club carefully, or joggers running on the adjacent path will see you get wet.

The opening hole of Dogwood is memorable. It’s a hard dogleg right par-5 that moves slightly downhill off the tee, then a steep uphill approach into the green. Depending on your exact location, there’s a good chance you’ll be shooting blind toward the pin, and some hidden bunkers add to the challenge. Number 4 is a straight, short, drivable par-4. And with relatively little trouble to avoid here, it’s a perfect hole for those office outings where you can’t wait to show what a big stick you’re carrying. Hole 5 is another full water carry par-3 with walking and biking paths close by. I missed what would have been my first-ever hole-in-one by about 8 inches there. Had I made it, I guarantee the entire park would have known about it. Holes 6 and 7 are an interesting pair, mirror images of each other, with 6 be-

56 / AVIDMAGAZINE.COM / MAY 2011

the d e ta i l s Year Opened: 1912 Course Length: 6,200 yards from black tees; 5,700 yards from yellow tees Designer: Robert Foulis Head Pro: Mark Lewis Grass: L-93 Bentgrass, zoysia Rates: Weekend 18 Holes: Walking $41, Riding $51 Weekday 18 Holes: Walking $31, Riding $41 Twilight 18 Holes: Walking $22, Riding $30 Other Info: Pro Shop 6141 Lagoon Drive St. Louis, MO 63112 314.367.1337

ing a dogleg left par-4 and 7 being a dogleg right. Both holes are drivable from the blue tees, assuming you can shape your shots, and both have such little trouble to avoid that you’ll certainly feel tempted to give it a rip.

Moving to Redbud’s Hole 1, it’s obvious why this course has been known as “on the hill.” The first tee shot has dramatic elevation—and a wonderful view. It would be an ideal spot to sit and enjoy a fine cigar. Holes 2 through 4 also have much more elevation change than any of the prior 18 holes and offer players a nice contrast. Number 5 is a par-5 that will run out forever if you hit a drive down the middle. The hard dogleg right, however, makes it difficult to recover from a short drive or one that’s offline to the right. Hole 6 is the longest par-3 of the day, with a big, undulating green. It’s good to know your pin placement here for proper club selection. Number 8 is a fun hole: a par-4 that’s drivable because of the downhill slope approaching the green.

Land your drive in the fairway, and it might just run all the way up to the fringe, but you won’t know until crossing the downhill crest to see just where your drive went. The final hole is unforgettable: It’s an uphill par4 with a brutal bunker placed directly in the middle of the fairway, likely where many balls will land. This bunker has certainly gobbled up its share of drives over the years; I managed to clear it by only a few yards.

The Courses at Forest Park isn’t the most challenging course in St. Louis or the most perfectly manicured. Instead, it offers golfers a well-rounded, satisfying game. The variety of holes gives players options, and the bustling public location keeps your round light and fresh. Nearby bar and restaurant Ruthie’s Grill is a wonderful hangout after your play is finished. Being centrally located makes it a perfect meeting place for all reaches of the St. Louis area, and the rates fall within any player’s budget. Rich in history and tradition, the first municipal course west of the Mississippi is well prepared for play into the next 100 years.

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STITCH

Rain,

Rain...

PHOTOS: Susan Jackson STYLING: Jan Leach WORDS: Jan Leach & Dan Michel

Bring It On

You don’t need us to tell you that weather in St. Louis is notoriously unpredictable. Arm yourself with a water-repellent wardrobe to keep you dry no matter where you are.

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STITCH

Under Cover Although an umbrella truly is the best accessory on a rainy day, you won’t want to use that dinky old consolation prize you won years ago. Here are some extra-large canopy-style umbrellas you won’t be embarrassed to carry around.

Umbrellas: (clockwise from left) Saks Fifth Avenue Label, $55; Nike, Golf Galaxy, $40; ZTech, Golfsmith, 11955 Manchester Road, 314.822.2374, $30; Saks Fifth Avenue Label; $55, Nike, Golfsmith, $42; Totes, Target, Chesterfield Commons, $20; Saks Fifth Avenue Label; $55 On Model: Umbrella: Totes, Target, $20 Blazer: Michael Kors, Saks Fifth Avenue, $295 Shirt: Ever, Nordstrom, West County Center, 314.255.2000 $68 Jeans: 7 For all Mankind Relaxed Fit in Montana Wash, Nordstrom, $178 Shoes: Diesel, Saks Fifth Avenue, $125 Watch: Mossimo, Target, $20 Glasses: KW, Nordstrom, $10

Dressed

to a Tee

If you’re the kind of golfer who isn’t scared off by clouds or rain, you’ll need the clothes to back up your game. Mix up your average on-course look with a water-proof nylon jacket, a polo made from a wicking fabric to shed moisture and a micro twill pant that will keep you dry through the turn.

Jacket: Travis Mathew, travismathew.com, $130 Polo: Sligo, Golf Galaxy, $70 Pants: J. Lindeberg, Golfsmith, $98 Watch: Burberry Sport, Nordstrom, $395 SHOES: Ecco, Golfsmith, $210

Street Smarts Street Smarts Companies such as Ecco and FootJoy are blurring the line between sneakers and golf spikes. Two of these streetinspired kicks work on the course (bottom left and top right) with a new kind of soft, octagonal “spikes.” They’re part of the next generation of shoes that are expanding golfers’ often limited selection of color and style.

Shoes: (from left to right) Cole Haan, Nordstrom, $178; Ecco, Golfsmith, $140; Creative Recreation, Nordstrom, $60; Diesel, Nordstrom, $110; Ecco, Golfsmith, $140; Prada, Neiman Marcus, $380

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STITCH Carrying the Water Your typical rain coat seems so out of date next to these water-repellent cover-ups. They’re light enough to wear in most conditions. Just don’t trust the Midwest weather— keep an umbrella handy at all times.

Umbrella: Maxfli, Golf Galaxy, $30 Blazer: Joseph Abboud, Nordstrom, $695 Shirt: Polo by Ralph Lauren, Saks Fifth Avenue, $95 Belt: Saks Fifth Avenue Label, $85 Pants: Paperbacks, Neiman Marcus, $115 Watch: Orefici, Neiman Marcus, $650 Shoes: Sperry, Nordstrom, $170

JACKETS: Boss by Hugo Boss, Saks Fifth Avenue, $496; Facconable, Saks Fifth Avenue, $350; Hugo Boss, Nordstrom, $745

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VISORS: (from left to right) Under Armour, Nordstrom, $17; Gucci, Neiman Marcus, $295; Fila, Golf Galaxy, $25

After the Storm Once the rain has stopped, ditch your rain jacket, and soak up some sun with a fast-drying, breathable polos while trying to navigate your way out of the water.

Polo: Travis Mathew, Golf Galaxy, $80 Belt: Nike Golf, Golfsmith, $50 Pants: Adidas, Golf Galaxy, $85 Shoes: Adidas, Golf Galaxy, $80 Pullover: Walter Hagen, Golf Galaxy, $50 Golf Bag and Clubs: Publisher’s own

BELTS: (from left to right) Nordstrom Label, $20; J. Lindeberg, Golf Galaxy, $110; Gucci, Saks Fifth Avenue, $375

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STITCH

watch

Rubber Soul Nothing says classic caught-in-the-rain style like Burberry. Maybe it’s because Brits know a thing or two about staying dry during a seven-month rainy season. Or more simply, because the company has made its name turning essentials such as umbrellas, scarves and trench coats into timeless statement pieces that are always a bit sad to see sopping wet. That’s why, when looking for a stylish timepiece that can brave the elements, Burberry seems like a natural fit.

In addition to its panache, this Swiss-made watch earns high marks in performance, featuring three-eye functionality, with quartz chronograph movement.

And don’t worry; a little rain won’t wash away this wrist companion, which is water resistant in up to 325 feet. The rubber strap makes it a smart choice as well, as its resilient material dries lightning fast, even after a downpour. In addition to its nuanced details, it features all the stylish standards we look for in watches: an ion-plated stainless-steel case and a handy date window. Of course, the watch also has Burberry’s signature logo etched into the face and a detailed woven effect Burberry Sport imprinted on the rubber strap. Bring Rubber Strap on the springtime storms. —L.M. Chronograph $495

Saks Fifth Avenue One Plaze Frontenac 314.567.9200 saksfifthavenue.com

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Photo: Courtesy of Burberry

Its latest offering, aptly dubbed the straightforward Rubber Strap Chronograph, is a clean, elegant way to keep time even in the most inclement of conditions. It’s sold in four colors, black, yellow, red and blue (pictured), and we’re drawn to the latter for its bold yet understated hue, which complements brightly colored rain gear.

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JET

Emerald Fairways>> WORDS: Fred W. Wright Jr.

Photos: Courtesy of Ashford Castle

true golf excursion and trip back in time await at A Ashford Castle on Ireland’s spectacular west coast.

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>> Driving to ancient Ashford Castle, as you make that last curve up to the front entrance, it’s difficult not to be mesmerized by the towering 13th-century stone structure as it emerges out of the low morning mist from nearby Lough Corrib.

No wonder so many Americans come here to play golf, surrounded by the lush emerald green of Ireland’s west coast. It’s also no wonder some of the greatest names in golf come here each year to tune up their game before the British Open.

Nearly 70 percent of the resort’s guests come from “all four corners” of North America, according to Paula Carroll, director of sales and marketing. What’s the lure? “How many 13th-century castles do you have in America?” she quips.

Indeed, Ashford Castle isn’t short on history, having been built in 1228 as a monastery by the de Burgo family. In 1855, Sir Benjamin Lee Guinness (of the Guinness brewing dynasty) bought the estate as a country home.

It was converted into a hotel in 1939. The castle sits on 350 acres of property in County Mayo, on the shores of Lough (Lake) Corrib and River Cong.

Ashford Castle has since earned five-star rankings and a status as one of the top golf resorts in Ireland. In 2006 it was named by Travel + Leisure as one of the Top 50 Hotels in Europe and was included in Condé Nast Traveler’s Gold 10 List of 2010. One reason behind the resort’s continued star status is the low staff turnover, notes Carroll. “Forty percent of the staff have at least 15 years of service at Ashford. Friendships are made here.”

Royalty has been coming to Ashford Castle since its construction. In the hotel’s earliest days, it was the lords and ladies of England; now it’s presidents and prime ministers, including President Ronald Reagan, Sen. Edward Kennedy and former British Prime Minister Tony Blair, as well as celebrities such as Rod Stewart, John Travolta, Omar Sharif, Bob Hope, Barbra Streisand, Sharon Stone, Brad Pitt and members of U2.

Famed American film director John Ford shot scenes of his 1952 John Wayne film, The Quiet Man, at Ashford

MAY 2011 / AVIDMAGAZINE.COM / 67

JET

>> Famed American film director John Ford shot scenes of his 1952 John Wayne film, The Quiet Man, at Ashford Castle.

Castle, and actor Pierce Brosnan said his wedding vows here in 2001.

Guests are lured to Ashford Castle by its 83 guest rooms and suites, spa, two on-site gourmet restaurants and numerous resort activities, including horseback riding (indoor and outdoor), archery, clay target shooting, tennis and, of course, traditional afternoon tea served in the castle’s drawing room. Rates start at $300 per night.

But what really matters for guests who want to golf on the greenest of greens is that a nine-hole, par-36 challenge— the Ashford Castle Golf Course—awaits just steps from the castle’s front door. It’s one of the last courses designed in 1974 by famed golf architect Eddie Hackett.

>> M any famous golfers have played these nine holes, including Lee Travino, Nick Faldo, Paul McGintey and Craig Stadler.

PGA Tour player Tom Watson has a special connection here, as well.

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The par-4 first hole, at 320 yards, is deceptive, and it introduces golfers to the natural splendor of western Ireland. The tee drives straight—no doglegs. There are two small bunkers, left and right at the foot of the elevated green, so your tee shot has to be straight and true.

However, it’s easy to be distracted. Not only does the occasional fox or hare wander across the fairways, but the first tee positions players with beautiful views of the lake behind them, the castle to the right and groves of trees—ash, spruce, Scots pine and lots of rhododendron—behind the green.

Hole 3 is the most famous and sought-after by visitors to Ashford Castle. It’s a par-4, 340-yard hold that doglegs to the left. “Good golfers make the green in two,” notes Jonathan Devereux, Ashford’s director of golf. “Most take three.” There’s a trick to making it in two: shooting straight over the bend in the dogleg, a carry of at least 250 yards, Devereux says.

In 1984, Tom Watson, warming up for the British Open, did just that. His drive carried the doglegged corner and landed 15 to 20 yards from the green, Devereux recalls.

Watson knocked the ball in for an eagle. As a result, a plaque was put at Hole 3. Watson has been back a few

>> The course’s finishing hole, the par-3 Number 9, is the most spectacular. It plays right toward the castle itself

times since, the last time 12 years ago, Devereux remembers, and everyone on the round likes to remind Watson of his record, just to add a little pressure.

1

3

9

The course’s finishing hole, the par-3 Number 9, is the most spectacular. It plays right toward the castle itself. This hole can be deceptive, as well. At 161 yards, it looks easy, but a sudden stiff breeze off Lough Corrib can push a drive off line. “Most people play an 8- or 9-iron,” Devereux says. “With a stiff wind, drop down to a 5-iron.”

Because the hole finishes facing the castle and lake, many couples get married on the tee so their wedding photos will be pictureperfect with the castle in the background surrounded by its verdant Irish landscape.

There are six other courses within an hour’s drive of Ashford. As a good counterpoint to the Ashford home course, Devereux recommends the 18-hole, 72-par Connemara Championship Links Ballyconneely in Clifden, about an hour’s drive away. This is another Tom Watson favorite, Devereux points out. “It’s a classic Atlantic course, not found anywhere else in Ireland,” he says. “The course is very flat and open. You have to be very accurate with your drives,” he cautions.

Other area courses to check out: Westport Golf Club, set in 260 acres on the shores of Clew Bay; Galway Bay Golf Club, designed by Christy O’Connor Jr. to incorporate numerous water hazards near the Atlantic Ocean; and Balliknrobe Golf Club, an 18-hole parkland course said to be a favorite of Padraig Harrington, Ireland’s top-ranked golfer.

A

>> Sizing up a putt at the 9-hole Ashford Castle golf course

>> I n 1984, Tom Watson, while

warming up for the British Open, scored on eagle on Hole 3 at the Ashford Castle golf course.

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A Quiet Afternoon

JET

A popular afternoon distraction is a short bike ride away in the town of Cong—a visit to Pat Cohan’s Bar, where homage is paid daily to the John Ford film The Quiet Man. Fans of the film, which starred John Wayne and Maureen O’Hara, flock to the bar not only to see where scenes were shot, but also to soak up the atmosphere—and perhaps a pint of stout.

The bar has been meticulously re-created as it appears in the film, shot in 1951 and released a year later to critical acclaim. The pub menu includes, of course, Irish coffee, whiskey or even tea while the film plays over and over throughout the day and night.

Cong is a historic Irish village offering tourists many diversions including some of the best fly-fishing in the country and numerous hiking paths through the lush landscape.

For true fans of the film, there are Pat Cohan’s Bar T-shirts and even a 62page e-book, Guide to The Quiet Man

by J.J. Murphy, with history and photos not only of the film but also of the village of Cong and the countryside of County Mayo.

Birds of a Feather>> If you’re looking for something to do between rounds of golf, here’s a suggestion: Go fly a bird! Falconry—the art of hunting with birds of prey—is a major sport here. There’s even a threeday package option for guests who want to learn about the Harris’ hawks that are native to this part of Ireland.

>> O utdoors, where

the action is, the Harris’ hawks soar up hundreds of feet, circle, then dive to the gloved hand that holds a bit of meat.

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The 10-year-old School of Falconry, the first established in Ireland, combines the rush of fieldwork with gourmet cuisine, featuring local produce and a menu at the castle’s George V Room.

The falconry experience includes lessons, a photo with your hawk and an afternoon massage at the castle’s spa to unwind after a heavy day of hawk flying.

Another falconry experience is a performance by the castle’s most famous resident, Dingle the European eagle owl. He’s in semiretirement now and a little lazy, according to Carroll, whose affection for Dingle can be heard from across the Atlantic. “He’s a lazy lump of beautifulness,” she says, “with a 24-inch wingspan and magnificent, big orange eyes.”

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THE

Pink Ladies (and Gents)

Photos: Courtesy of Rally for the Cure, The Country Club of St. Albans

WORDS: Liz Miller

As it celebrates its 15th anniversary, the annual Rally for the Cure golf tournament at The Country Club of St. Albans now attracts national accolades and hundreds of participants, not to mention tens of thousands of dollars for cancer research each year. / / MAY 2011 AVIDMAGAZINE.COM 73

Since its inception in 1982, Susan G. Komen for the Cure has become the face of breast cancer research and prevention. Its Race for the Cure run and fitness walk, along with its pink ribbon symbol, are universal signs of hope, strength and survival.

In 1996 the group began a partnership with publishing house Condé Nast to host Rally for the Cure (RFTC), an initiative with a decidedly different twist. Instead of organizing marathon-style events, RFTC is a volunteer-led program with a focus on golf and tennis—although suggested sports now range from swimming and spinning to bridge and mah-jongg.

Much like Race for the Cure—which totaled only 800 runners at its first event in Dallas and now averages 1.3 million nationally— RFTC was born of humble beginnings. It originated in many communities as a ladies’ league–sponsored event—an afternoon play day for a good cause.

Through the years, RFTC grew in scope, largely due to the vision and dedication of its passionate volunteer committees.

in-one, closest to the pin and a pro drive.

Even more impressive, the event has continued to increase its profits, raising more than $85,000 in 2010 and more than $225,000 total in the past four years. Morrell and Weible believe that golf is an ideal sport for organizing a committed group of enthusiastic participants.

“Golfers in general are social people,” Morrell says. “It’s surprising the amount of information you will learn about a person while playing golf. It’s a four-hour window into another person’s life.”

Along with its impressive national ranking, the event has been named the No. 1 RFTC fundraiser in Missouri, with 240 participants in 2010. David Derfel, general man-

lands in the hole wins.

Although Race for the Cure donates 75 percent of income raised by each domestic affiliate race to its local community, Morrell and Weible donate 100 percent of all funds raised by RFTC to the St. Louis Komen affiliate office, ensuring that every dollar earned benefits local men and women. “[The St. Louis Komen affiliate] directs the funds toward helping women pay for mammograms and transportation to treatments,” says Weible. “Making sure the funds raised stay in our community is another way we are saying thank you to everyone who continues to support us year after year.”

The event at St. Albans also separates itself from other RFTC benefits with its maleto-female ratio of attendees— last year, men made up more than half of the participants.

This balance is no accident; it is one of the changes that Morrell and Weible have worked hard to initiate. Before the co-chairs took over, only women attended the event.

“It’s surprising the amount of information you will learn about a person while playing golf. It’s a four-hour window into another Morrell, co-chair of Rally for the person’s life.” — Janie Cure at the Country Club of St. Albans

Last year more than 3,400 RFTC fundraisers were hosted across the country, and one St. Louis-area event, held at The Country Club of St. Albans, ranks top three in the nation. What began as a small charity game was transformed into a formal event six years ago, when co-chairs Janie Morrell and Shelly Weible came on board. Today, golfing at RFTC consists of a best-ball scramble and contests including longest drive, holes-

74 / AVIDMAGAZINE.COM / MAY 2011

ager of The Country Club of St. Albans, says that Morrell and Weible have completely transformed RFTC by introducing highly anticipated activities and additions including gifts for all attendees, catered lunch, event photography, outdoor food and wine tasting, silent and oral auctions, a gourmet dinner, live music by local musicians X-band and a golf ball raffle where 1,000 golf balls are dropped from a helicopter onto a green. “[Morrell and Weible] took it from an average play day to a formal event with a helicopter dropping more than 1,000 golf balls on the 18th fairway,” says Derfel. Whichever ball

“Many breast cancer functions seem to focus around women’s events, making it difficult for men to participate and show the women in their lives just how important they are,” says Weible.

Of particular pride to Derfel is the event’s inclusion of nonmembers, who otherwise wouldn’t have the opportunity to play a game of golf at St. Albans, one of the top-rated courses in Missouri. This open-door policy, welcoming members to invite friends, fam-

ily and any loved one whose life has been affected by breast cancer, is part of what makes the event a success.

“It’s not very often that everyone gets to play golf at a No. 1–ranked course,” says Derfel. “This event offers people the chance to play a great game of golf and raise money for a good cause.”

This year RFTC was held on May 5, and Morrell and Weible incorporated Cinco de Mayo into the day’s theme: piñatas, sombreros, fajitas and pink margaritas were just a few of the festive additions this year, on top of all the other annual activities.

It’s not uncommon for country clubs and golf clubs to host philanthropic events to benefit those in need, but the contributions these chari-

table groups make are truly important. What may look ordinary on the surface is a powerful movement connecting people, across the city, country and world, in a unified fight for a cure.

“It’s unbelievable how breast cancer has touched so many lives. This disease, like many, does not discriminate,” says Morrell.

“Everyone who participates is so excited to be there that day. You can feel the enthusiasm and hope in the air.”

The work that Morrell and Weible are doing at St. Albans will offer free preventive care to thousands of women who might not otherwise have options. That, without a doubt, is an easy excuse to spend a Saturday morning working on your swing.

A

MAY 2011 / AVIDMAGAZINE.COM / 75

From the ridiculously funny American Mustache Institute to brand building for Anheuser-Busch, creative agency Elasticity stretches innovative boundaries for a wide range of clients and cracks the formula on humor in marketing.

WORDS: Kim Gordon PHOTOS: Matt Marcinkowski

“SIZE MATTERS” The provocative Guinness slogan stretches across the bright orange walls of Elasticity’s offices on Washington Avenue, alluding to the cutting-edge marketing and public-relations agency’s ability to push creative boundaries and maximize client results.

Bigger is better, especially when it comes to creative digital marketing and a public-relations team. This combination has propelled Elasticity into the national spotlight and landed the agency an impressive client roster boasting the likes of Anheuser-Busch InBev, Monsanto, Stifel Nicolaus, Quicken and Charter Communications, among others.

As the founders of the American Mustache Institute, a ridiculously hysterical organization dedicated to the growth and preservation of the mustache, and the Bacon Institute, a purposely short-lived online community dedicated to the world’s most robustly glorious meat, the Elasticity team explains density and length both matter when it comes to mustaches. And the same goes with bacon: the thicker and meatier, the better.

The Elasticity team describes itself as a digital word-ofmouth marketing agency that focuses on the triangulation of social media, blogger outreach and traditional media relations, all fueled by the power of search-engine optimization. Think of it as a digital, social-media and PR agency mash-up masterfully mixed by a team of mad scientists.

Enter the Elastic Lab headquarters hidden deep underground beneath the world’s largest mustache: St. Louis’ Gateway Arch. It’s here where the team pilots “ideas, strategies, flavors of bacon and dance maneuvers,” to ensure they understand, improve and test the newest social-media and digital strategies.

“A lot of companies claim to be, but we’re not everything to everyone,” says Perlut. “We can, however, do some things very well, like a Chuck Norris roundhouse kick.”

One of those strengths is the timeless ability to maximize humor in marketing, but while humor is a powerful weapon to possess in a creative firm’s arsenal, the ability to successfully leverage parody in PR and humor in marketing is tricky, and striking a delicate balance with humor and managing brand reputation are critical.

But size, stamina and strength may matter most when it comes to building and executing powerful marketing and PR campaigns. “Elasticity is an agency based on the culture of great ideas,” says managing partner Aaron Perlut.

“Marketing campaigns born from great ideas and creative content, not from recycled programs, can make an indelible impact if executed well.”

That’s the ironic aspect of Elasticity. Perlut, managing partner Dan Callahan and fellow founder Brian Cross have more than 50 years’ combined experience managing corporate reputations and directing crisis communications for major energy and financial-services institutions, including Progress Energy, RBC Dain Rauscher, Capitol One and the U.S. Department of the Treasury.

As the name implies, Elasticity straddles new and traditional media by stretching creative boundaries for a wide range of clients, running the gamut from major corporations such as Capital One and Toro to boutique lines including Corazón Tequila and Stout Signs to nonprofit groups such as the American Mustache Institute. If you haven’t heard of that last organization, the name only begins to suggest the St. Louis–based agency’s groundbreaking ability to use humor to build brands and engage consumers.

“The reality is that only a few of our clients have cultures that embrace our humor, and that’s fine,” Perlut says. “Humor doesn’t work for everyone. We put humor where it fits and find alternate means of amusing ourselves.”

76 / AVIDMAGAZINE.COM / MAY 2011

There’s no better example of Elasticity’s funny bone than the American Mustache Institute, the world’s only facialhair advocacy and research organization, with more than 700 chapters across the globe that battle negative stereo-

MAY 2011 / AVIDMAGAZINE.COM / 77

The mustached American has lived in a climate of discrimination for the past 30 years. We founded the AMI to bring the mustache back into popular culture. —Aaron Perlut

78 / AVIDMAGAZINE.COM / MAY 2011

types and fight discrimination against the mustached minority.

“It’s broadly considered the bravest organization in the history of mankind, behind only the U.S. military and post–Jim Henson’s Muppets,” Perlut explains. “It’s a membership-driven organization that’s comprised of men and women who support the sexually adventurous mustached American lifestyle.”

COMEDY CENTRAL

Elasticity’s appreciation for using a humorbased approach to PR and marketing started as a joke, which is fitting. Like many great ideas, it all began with a bunch of guys sitting around joking, eating and drinking. On a summer afternoon in 2006, a totally random conversation among Perlut, Callahan and a half-dozen then-colleagues at Fleishman-Hillard turned into a mission to resurrect the rebirth of the lip sweater, which was on the verge of extinction.

“By the end of the ’70s, the mustache, as a status symbol, was reserved for members of law enforcement, Tom Selleck and The Village People,” explains Perlut, who often dons a horseshoe-style upper-lip warmer.

“The mustached American has lived in a climate of discrimination for the past 30 years.

We founded the AMI to bring the mustache back into popular culture.”

Within days of the American Mustache Institute’s founding, Perlut emerged as chairman and the organization’s official spokesperson, Dr. Aaron Perlut, decked in a white lab coat and backed by Ph.D. in Nuclear Mustacheology.

Callahan, who’s, until recently, sported a Chevron-style mustache for more than 20 years, was appointed AMI’s director of research.

“In the 1970s there were three pervasive fashion statements: the turtleneck, the perm and the mustache,” Dr. Perlut explains. “We call that the triple threat. At the end of the decade, you saw all three go away, and the mustache became extinct, much like the mustached anchorman and the Chinese panda.”

Part joke and partly to prove that humor can be a serious and successful PR strategy, AMI began testing a theory that would later become Elasticity’s trademark triangulation approach: combining the three principal elements of media—social media, blogs and mainstream media—to actively engage consumers and build brand loyalty.

Just months after AMI formed, the organization put its support behind Jason Giambi, with the suspicion that its endorsement would spark a flurry of votes for the Yankees first baseman’s all-star quest. The move also sent waves through major mainstream media along with bloggers and social media. Along with the Yankees’ support of AMI’s pro-Giambi campaigning, the New York Mets jumped in to support its own mustached legend, Keith Hernandez, and it all climaxed with a Shea Stadium promotion where 20,000 fans received fake mustaches in support of Hernandez.

As a result, Perlut became a frequent guest on ESPN, appearing on programs and chats on ESPN.com. This marked the beginning of massive worldwide media attention for AMI, with coverage in The Wall Street Journal, The New York Times and Sports Illustrated and appearances on NBC, The Tonight Show with Jay Leno and CBS News, with CBS Sunday Morning mustached reporter Bill Geist traveling to St. Louis to investigative the institute.

Elasticity figured out early on that connecting the mustaches to hot news stories landed AMI in the national spotlight. It intervened when a student was asked to shave his mustache to comply with school policy in a small town in Texas.

As the “ACLU of the downtrodden mustached American people,” the AMI called for a boycott of restaurant chain Ruby Tuesday’s enforcement of a cleanshaven mandate on all employees.

Most recently the AMI backed “The Rent Is Too Damn High” Jimmy McMillan in his candidacy for governor of New York. McMillan sports a mean Imperial mustache—sideburns connected into a ’stache, known on the street as the General Lee, accentuated by an equally ferocious goatee.

When McMillan makes his run for the presidency in 2012, he’s expected to earn a nomination for the AMI’s Robert Goulet Memorial Mustached American of the Year, an annual honor bestowed upon the person who best represents the mustached American community. The winner is crowned at the AMI’s Stache Bash, a celebration of mustaches and music that draws thousands of mustache enthusiasts.

The annual party, which AMI may move to Las Vegas this year, often benefits Challenger Baseball, a league for children and adults with disabilities, and has raised more than $100,000 for various charities.

“It’s important to remember who the American Mustache [Institute] community represents,” Perlut explains. “It’s the average American: your nail technician, your bicycle-repair mechanic, your sewage-repair tech—we represent

salt-of-the-earth human beings. We also want to remind people that according to the Dead Sea Scrolls, each time a mustache is shaved, an angel in heaven dies and falls to earth.”

Q&A With Dr. Aaron Perlut, Ph.D. Is the ’stache trend still alive and well?

Mustaches are definitely still on the rise. It began with a slow rise over the last 10 years. In 2000 only about 17 percent of American males wore mustaches. Now we are at 30 to 32 percent—and it’s fueled by a couple things. One of them is millennials looking for a new way to express themselves instead of with a tattoo.

What’s the most popular mustache style?

The Chevron style, which is often seen on police officers—in fact, 98 percent of all law-enforcement agencies issue them along with badges and guns. The Chevron style is also popular because it’s accentuated by other aspects, like a little bit of chin coverage. And we’re also seeing the Fu Manchu come back.

Describe your mustache style.

It’s known as a horseshoe-style lower-nose garment and is a hybrid between the Fu Manchu and Chevron-style mouth umbrella.

What is your personal favorite mustache of all time?

The most influential mustache of all time has to be [that of] Walter Cronkite, because he influenced a decade of mustache fashion in America.

Runner-ups?

I also have great admiration for Dr. Martin Luther King, who really inspired black America to be very consistent with its support of a mustached American lifestyle to this day, dating back to when he was a civil-rights leader, as well as someone like Burt Reynolds, who has really been a stalwart in our community.

Who sports your favorite mustache aesthetically?

I have always been a big fan of former major league pitcher Al Hrabosky. Al, when he was playing, wore a Fu Manchu mustache that was so intense that it could strip paint, lead paint, off a windowsill, and he had a personality to match it. I would also say Robert Goulet is also a personal favorite, which is one of the reasons we named the Robert Goulet mustached American of the year award after him.

Any notable style trends with ’staches?

You definitely see the Chevron style more often in the South. And you tend to see more goatees on the coasts.

MAY 2011 / AVIDMAGAZINE.COM / 79

Stretching Boundaries Over the span of four years, the AMI has launched campaigns against anti-mustache discrimination across the nation, saved jobs from threatening employers and high-school careers from discriminatory deans, and endorsed numerous mustached politicians. But most impressively the AMI has garnered more than 300 million media impressions, according to Elasticity, which applies an industry standard media tracking formula to calculate coverage results.

Back in the early days of social media, Perlut and Callahan used the AMI model as a test vehicle to understand and harness the power of social media.

“In essence AMI became a petri dish to test and comprehend how social media strategies were most effectively executed and integrated with other marketing activities,” says Callahan.

The overwhelming success of the AMI experiment inspired Perlut and Callahan to leave Fleishman-Hillard and join with Cross to form Elasticity on Jan. 1, 2009. A year later, digital-strategy expert Andy Barnett, whose biography reads, “…is fueled by a steady diet of Red Bull and Pakistani Punjabi music,” also left FleishmanHillard to head Elasticity’s search-engine marketing, digital strategies and new-media campaigns.

But it’s not all fun and games at Elasticity. “There is a method to all this madness,” explains Perlut, who regularly writes for Forbes, The Huffington Post, AOL and website JoeSportsFan. “It’s a delicate balance, towing the line between creative edge and showing perspective clients that we are capable of handling serious issues.”

Elasticity excels at a hybrid approach that blends the competencies of traditional public relations and digital word-ofmouth strategies, with the creativity that dominates advertising. The agency also excels at traditional media—placing stories on the pages and airwaves of the most respected media outlets in the world—and helps brands stretch, bend, manipulate and rethink standard approaches to create new means of connecting with their audiences.

by seeding blogs and pitching media about the treasure hunts. That buzz ultimately drove people back to the online hub, further engaging consumers with the brand.

Elasticity also recently worked with Intuit subsidiary Quicken Online, issuing a report on mustached Americans being in greater financial need due to their profligate spending habits on ladies, leather pants and teeth whitening. The result: The most publicity, including hysterical coverage on The Tonight Show with Jay Leno and The Colbert Report, Quicken had ever received, and the company reached new consumers in a humorous way.

“Maybe it’s the new way we approach PR and humor, maybe it’s our storytelling ability, quirky content ideas, or the more advanced way we search beyond keyword tracking, or maybe it’s that we use social media in a way that’s actually social and engaging, or maybe it’s something else,” Cross says. “Some chefs just make better-tasting food. That’s us. Call it our special sauce.”

In addition to creating cutting-edge social media and digital campaigns, the Elasticity team excels at capturing and capitalizing on trends. Last year, when the world went bacon crazy with everything from bacon donuts to hickory-smoked flavored martinis, Elasticity created the Bacon Institute to experiment with ning.com, a social networking site. “It’s really about staying on top of media, keeping close tabs on technology and pushing the envelope to get out in front of trends,” says Perlut.

Although the company stays up on the newest trends, it also uses time-honored traditions to expand its reach. With conservative corporations and creative brands alike, Elasticity looks to the golf course to build strong relationships with clients. “Golf provides a great bonding experience with clients,” explains Callahan, who has a putting green in his office and plays several times a week. “It also gives you a great opportunity to get to know and understand your clients.”

Perlut adds the golf course can reveal volumes about clients. “The golf course allows you to see how competitive people are, how willing they are to play within the rules and how seriously they take themselves,” he says. “It helps you understand a person’s values and integrity. If someone is volatile or cool under pressure, it will come out on the golf course.”

Top Professions

The result? The model has demonstrated exponential media coverage, awareness, and overall excitement and engagement. Take the digital treasure hunt Elasticity created for Travel Leaders, a Minneapolis-based travel agency, in collaboration with Andrew Zimmerman of the Travel Channel. The campaign—which was run by Ken Hieronymus, a recent graduate of the University of Missouri and former Elasticity intern (another Elasticity strategy: hire hip, smart young people to take the pulse of hot trends)—began 80 / AVIDMAGAZINE.COM / MAY 2011

for Mustached Men

1. Police officer 2. Village People band member 3. Motor-cross rider 4. Civil War re-enactor (for either side) 5. Second baseman for the New York Mets 6. 1970s TV anchorman 7. Bea Arthur impersonator

As hysterical as Perlut is, he’s also smart enough to recognize that humor is not appropriate all the time or for all brands.

“Tiger Woods sleeping in more strange beds than a Serta mattress technician is not funny. Well, yes it is, but that’s another story,” he explains in a marketing column he pens regularly for Forbes. “But in a world of political and religious extremism, natural disasters, economic collapse and bad hairstyles, the need for humor and authenticity has never been greater.”

A

‘Golf provides a great bonding experience with clients,’ explains managing partner Dan Callahan, who has a putting green in his office and plays several times a week.

The American Mustache Institute’s

Top 15 Mustaches of All Time 1

Walter Cronkite: As the most trusted man in American news, Cronkite inspired a culture of mustached newsmen throughout America. And when he left, the mustache was essentially left on life support.

2

President Theodore Roosevelt: One of the two last presidents to wear a mustache. His body of work—and hair—was so impressive it got his face chiseled onto Mount Rushmore as a lasting memory of the power of the labia sebucula.

3

Reggie Jackson: No baseball player had worn a mustache during a regular-season game since the 1940s. In 1971 Jackson’s mustache inspired the Oakland A’s to grow mustaches, and the trend spread across Major League Baseball.

4

Burt Reynolds: Since 1970, or really since the release of Deliverance, he’s been a leader in American mustache culture and a consistent idol for young mustached Americans.

5

Charlie Chaplin: Arguably the most vaunted entertainer of his time, and because of that, his mustache became quite popular.

6

Adolf Hitler: He came along just a few years later and wore the same mustache [as Charlie Chaplin]—the infamy of which killed it as a facial-hair trend.

7

Dr. Fu Manchu: He actually had the style named after him.

8

Tom Selleck: During the ’80s he was one of the few mustache stalwarts who was at the same time considered one of the most handsome men in America.

9

Joseph Stalin: He was great at growing impressive facial hair, less so at being a good human being—he might be remembered as one of the most infamous murderers in human history.

10

Salvador Dali: Considered one of the finest artists of the last hundred years, Dali loved his mustache so much that he wrote an entire book, Dali’s Mustache, about it.

11

Albert Einstein: One of the leading minds of the 20th century and also a mustached gentleman. Put two and two together: It’s not rocket science, people.

12

John Wilkes Booth: Oftentimes actions of criminality are associated with mustaches, and the murderer of President Lincoln is certainly one of the most infamous criminals in American history.

13

Frank Zappa: An influential musician whose mustache inspired a generation by introducing the soul patch. Also, with a style now called “The Zappa,” which is the Chevron mustache with a small soul patch.

14

Ron Burgundy: He reminded us of the great mustached heroes of the 1970s. We simply respect newsmen more when they have some upper-lip hair.

15

Hulk Hogan: He brought wrestling into the mainstream, and he couldn’t have done it without one amazing mustache. He’s still an idol today to many young children for his work and, of course, his Fu Manchu.

MAY 2011 / AVIDMAGAZINE.COM / 81

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MAN CAVES

Peek inside some of the area’s most lavish, opulent and downright awesome spaces that a few fortunate guys call their happy place.

WORDS: Dan Michel and Liz Miller MAY 2011 / AVIDMAGAZINE.COM / 83

84 / AVIDMAGAZINE.COM / MAY 2011

MAN CAVE: Tim Fogerty Area: Huntleigh Career: Software Company

Owner

Square Footage: 10,000 Designer: Pamela Calvert Year Built: 2002 Best Perk: “It’s wide open.

You can entertain a large number of people, but it still seems really warm and cozy because of the stone and the fireplace.”

Design Inspiration:

“We’re very transitional. We wanted a place where people felt comfortable.”

T

ypically man caves are a sanctuary for the man of the house, but what happens when there’s more than one?

Tim and Diane Fogerty love to entertain guests, whether in their basement bar, lounge or theater area—a trait that’s quickly rubbing off on their 17-year-old son Danny.

“Right now, I have a junior in high school, and he and his friends love hanging out down there. I can’t get rid of them, as you can imagine,” he says jokingly. The basement was designed by Pamela Calvert.

Together, she and Diane Fogerty own Savvy Surroundings, an interior design studio in Ladue.

“We wanted the basement to be a good gathering spot for entertaining, for teenagers to hang out,” says Diane. The Fogertys also installed a billiards area, a workout room, a wine cellar, a wall of antique doors and even a bathroom hidden behind a bookcase, not to mention a large, fully automated theater room. In fact, the whole house can be con-

trolled through an advanced automation system installed by The Screening Room in Frontenac.

Still, perhaps the most stunning part of the basement is the onyxtopped bar, which seats 12 people and is a constant hangout for guests in the Fogerty house. “We entertain a lot, so that was the reason for the large bar area,” says Diane. “[That] and the golf room were the husband’s ideas.”

Indeed, the golf simulator has proven a popular feature in the Fogerty’s home. “You can play Pebble Beach. You can play St. Andrews,” says Fogerty, who had the foundation altered to accommodate the large swing his 6-foot5-inch frame produces. “You use a regular golf ball with some stripes on it, so the camera can pick up the spin of the ball. [Playing the simulator] is like golfing without rain or bad weather. It’s pretty nice.” Fogerty invites some of his employees over each year for a company party—a gathering that typically makes its way to the golf room. “We’ve always got people coming over to play,” he says. “It’s pretty popular.”

No matter the occasion, when Tim Fogerty and friends are gathered in the basement, you can bet they’re making the most of this manly sanctuary. “The guys are usually either smoking cigars in the courtyard or hitting golf balls in the golf room, playing a game of pool on the pool table, watching a game on TV,” says Diane.

“Generally, there’s a lot of sports involved every time.”

MAN CAVE: DON DAVIS Area: Ladue Career:

Investor/entrepreneur

Square Footage: 1,500 Designer:

Joan Davis (owner’s wife)

Price: $275,000–$300,000

(standalone structure only)

Year Built: 1910 Biggest Perk: “It’s away from the house, so we can do whatever we want—smoke cigars, be as loud as we want.”

M

ost man caves are created by men, for men. That’s not the case with Don Davis’ magnificent space in Ladue. “When we first looked at the house, my wife walked outside to the garage, which was a beat-up old garage, and said this is going to be a man lounge for you,” he recalls. “It was all her idea.” After raising the garage’s roof, designing and decorating the garage, Davis’ wife had created a space that Davis now retreats to regularly. “I

live with four women, so I go out there to watch sports, [instead of ] Desperate Housewives and Grey’s Anatomy,” he says. “I go out and do my own thing.”

The “man’s lounge,” as he calls it, features many of the expected male-centric accoutrements—a large flat-screen TV, comfortable furniture, a full bar and tons of sports memorabilia—but it also has some perks that make it a man cave you could truly live in: a full shower, a washer, a dryer, shuffleboard, a pool table, a humidor, a wine cellar and even a large steam room. As a golf enthusiast—and owner of Winghaven Golf Course—Davis installed a putting green just behind the man’s lounge where he and his guests can practice their short game.

Davis and his family enjoy entertaining guests frequently.

“We do a lot more entertaining in the house,” he says. “We’ll have couples over, but usually

the men will wander out into the man’s lounge.”

The space has become a hub for sports events in Davis’ group of friends. “For the past five years, I’ve had the NFC/AFC Championship party out there,” he says. “I invite between 120 and 130 people a year. It’s a prized invite. When guys come over, they’re out there for the whole day. We start smoking the meat at 8 o’clock in the morning— ribs, rack of lamb, roast pork, roast beef. The only vegetables we have during this event are

the onions on the [homemade] White Castles. It’s a truly, just barbaric man-event.”

Although Davis enjoys entertaining for games, when it comes to the world’s biggest sporting event—the Super Bowl—the man’s lounge becomes a place of solitude. “On Super Bowl Sunday I sit out there all by myself,” he says. “I don’t want to be bothered. I always have the Phoenix Open on one TV, the Super Bowl on the other, and I sit out there and watch TV by myself. I don’t want any distractions.”

MAY 2011 / AVIDMAGAZINE.COM / 87

MAN CAVE: JIM Nienhaus Area: St. Albans Career: Self-employed Square Footage: 11,000 Designer: Jim Nienhaus Year Built: 2006-2007 Coolest feature:

Handmade custom pool table carved from Aspen roots

Inspiration: “Rustic,

comfortable and warm—somewhere you can sit all night if you wanted to.”

J

im Nienhaus takes the saying “If you want something done right, you have to do it yourself” quite literally. He designed everything in his basement—and the rest of his house, for that matter—himself, with painstaking attention to detail—including the furniture. “I didn’t want the lower level to be an afterthought,” says Nienhaus, adding that he wanted to create a space where you could stay for hours.

And an afterthought it is not, with a large copper-top bar, a pool room, a cigar parlor with ventilation, a golf and workout room, an office, a TV room (aptly referred to by Nienhaus as the “golf viewing room”) and two bedrooms, each with their own full bathroom. It’s designed to be not only top of the line, but also cozy at the same time. “It’s a place you can live in, not just look at.”

That’s a motto Nienhaus works by when designing custom

homes as side projects. He takes on very few projects, but when he does, he puts thought into everything from the plot to the layout to the furnishings.

It’s the kind of attention to detail he gives clients who want to be intimately involved in the design process and benefit from his perfectionism.

In his own home, even after first glimpse, look closer and you’ll see the detail that went into the design: floors made from reclaimed wine barrels, exposed 250-year-old hand-hewn structural beams, a one-of-a-kind pool table carved from Aspen roots, handmade custom saloonstyle doors branded with the St. Albans logo. The details are what make this space the quintessential man’s area, right down to the urinal in the bathroom.

Nienhaus gets plenty of use out of his man cave, but spends most of his time behind the restaurant-style bar, which looks out onto his TV room—a “men only” area. As a golf fanatic he also spends time on the putting green behind his house and adding to his collection of scorecards from courses he’s played all over the world.

Even after his plans to install a full golf simulator and putter rack in the near future are complete, Nienhaus says he’ll continue to work on his space.

“You’re never done with it. I’m never done.”

MAY 2011 / AVIDMAGAZINE.COM / 89

90 / AVIDMAGAZINE.COM / MAY 2011

MAN CAVE: Jim Pepper Area: Columbia, Ill. Career: Transportation Square footage: 15,500 Price: $2.5 to $3 million Year Built: 2005 Coolest Room: Black granite-clad home office

Inspiration: The film Scarface

D

riving down the winding country road in Columbia, Ill., that leads to Jim Pepper’s home, the last thing a passerby probably expects to see is his $3 million manor to appear on the horizon.

It’s twice the size of any other home in the area, according to Pepper, and includes a billiard room, a mini-arcade, a stripper pole, an indoor Jacuzzi, an expansive wet bar and Pepper’s favorite room, a Scarface-­inspired office. “My office is probably my favorite part because I use it the most,” he says. Pepper’s Tony Montana­–inspired workplace

comes complete with a king’s thrown at the head of his conference table, which he bought for the room in South Beach.

He divides his time between his offices in Madison, Ill., and working from home and credits his favorite actor, Al Pacino, for influencing his home office’s décor.

Indeed, the metallic gray walls, sleek black-granite fixtures and glass-top desks eerily resemble the film’s lavish Miami mansion.

Pepper resides in the main house, and his parents live in the nearby guest quarters. Although many of rooms reflect the Scarface inspiration, Pepper says that much of the house was influenced by Italian and French architecture.

Originally haling from South County, the Mehlville High School alumnus says the decision to move across the river was purely real estate–driven. “I like South County, but I like acreage,” he says. “I needed big acreage to build a big house, and there’s not much available over there.”

Of course, Pepper’s man cave

balances work space with plenty of room for play. The lower level includes the stripper pole with dugout seating, which Pepper says sees “fairly frequent” use. “I wanted to go with dugout seating instead of stage seating because the lower level is already tall,” he says. “So it just made sense.” The same room houses a Jacuzzi, a bar and a fireplace.

He also enjoys playing pool in the billiard room, and though he rarely uses them, he has several pinball machines and video games—one, a bass fishing game, features a built-in fishing-rod controller. Other arcade classics lining the game room wall are PacMan, Galactica and Heavy Metal Meltdown. In the future, Pepper says he’d like to add two extensions to the house: indoor tennis courts on one side and a restaurant and entertaining atrium for large parties on the opposite side.

A

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A D V E RTI S IN G

AVIDDIVA

S E CTI O N

The Gateway Area’s most charming cart girls sit down with AVID to answer some of life’s less important questions.

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MAY 2011 / AVIDMAGAZINE.COM / 99

Photos: Mark Christian Hair, Makeup & Styling: Jan Leach

S P E CI A L

S P E CI A L

AVIDDIVA

A D V E RTI S IN G

S E CTI O N

Q+A How long have you worked at old Hickory?

Almost a year now.

How did you get the job?

A friend of mine worked there and recommended me. My brother works there, too.

How do you like it so far?

I really like it. I love being outdoors, and I’m a really social person, so I love to go out there and develop relationships with the members. It’s not a public course, so I end up seeing a lot of the same golfers. I really like that aspect of it. They’re all nice people.

Do you play golf yourself?

I don’t play golf, but I do play soccer. I play defense.

What do you do with your free time?

Right now I’m pretty swamped with papers and homework— trying to keep my GPA up.

Where are you enrolled in school right now?

I’m attending community college right now, and I’ll be attending Lindenwood University in the fall. This job helps me pay for it, so that’s kind of nice.

What will you be studying?

Something in biology. I haven’t narrowed it down yet, but I definitely enjoy all those classes.

It’s what I’m good at and what I’m interested in.

What’s your dream job?

Maybe something mixing biology and nutrition together?

Maybe somewhere working with athletes.

100 / AVIDMAGAZINE.COM / MAY 2011

S P E CI A L

A D V E RTI S IN G

S E CTI O N

AVIDDIVA “I love being outdoors, and I’m a really social person, so I love to go out there and develop relationships with the members.”

Golfers, perhaps?

Maybe. [laughs] I’d rather be out on a soccer field, but I could work with golfers!

You said you’re interested in nutrition. Are you a health nut?

I try to stick to healthy stuff, but I do like ice cream. And sweet tea.

I’m addicted to that stuff.

Any funny stories from the course?

One tournament that I was working, there was this guy—everyone was fairly intoxicated­—he pulled up next to my cart and started singing that song “Shots! Shots! Shots!” It was pretty funny.

Any corny pickup lines?

The only one I can think of was this one guy asking me if I was trying out for American Idol. I said I don’t have a good singing voice, and he said I didn’t need one. They’d vote for me anyway. Nothing too crafty.

If you hit the jackpot today, what would you do with it?

I’d definitely want to have something to do all the time. I’d have a part-time job, but I’d like to go vacation and travel.

Where would you go?

I’ve never been outside of the U.S. I’d really want to go to Australia. I like the beach, and the Great Barrier Reef is there. I like warm places. That would be really pretty.

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MAY 2011 / AVIDMAGAZINE.COM / 101

CADDY SHACK and blogs. I also write articles on my website, markskaddykorner. com. It’s a different way to enjoy the sport.

Mark Huber The PGA Tour caddy, who lists 75 players on his résumé, shares stories from the road.

How did you first get into caddying?

What’s your favorite course that you’ve caddied?

My brother, Dan Huber, also caddies. He’s been caddying for more than 30 years. When I wanted to take my break before going back to school, I called him up, and he hooked me up with a couple of jobs, and I went from there. I started caddying March of 1988, and I was going to do it for six months and then go back to grad school or law school.

I enjoyed being out with the professional athletes. Kind of a vicarious relationship, I guess. I played some college baseball and some semipro baseball. So this was my way to be out there in the limelight, I guess.

I’d have to go with Pebble Beach, Cyprus Point and Hilton Head. The beauty, the old-time architecture at Cyprus Point and Pebble Beach, and at Hilton Head it’s just the atmosphere. It’s very relaxed, family-oriented. We’d always rent a condo, and friends would come in for the week.

The course is very challenging.

You Blog about golf, right?

I enjoy writing. I’ve written about golf for ESPN, various news sites

know the different personalities, telling stories and just having fun on the golf course.

Any holes-in-one FOr you ?

Do you have a favorite golfer you’ve caddied for?

Probably the one that I became the closest to was Bob Murphy and his family. Their family and my family, it’s almost like one big family. We would have fish fries together and hang out. We started working together in 1988. When he came out on the Champions Tour back when it was the Senior’s Tour, he called me up and wanted me to come out. That was in 1993, and I was getting ready to quit. He asked me to try it for a year, and he won about 14 tournaments in about a six-year period, so it was tough to pass up.

What’s the best part of caddying?

I enjoy being inside the ropes, the challenge, just being there under the pressure and being involved in professional athletics. I also enjoy meeting all the different types of people in the pro-ams—getting to

I’ve been on about six or seven.

The one that I remember the most was with Doug Tewell, and we were playing in Massachusetts at Pleasant Valley Country Club. It was a Friday afternoon, and he was actually making plans on the tee box for his flight because he was thinking he was going to miss the cut. He stepped up, pulled a 4-iron out of his bag, knocked it in the hole and ended up making the cut.

Any caddies you’re close friends with?

I’ve got four or five really close friends on the Champions Tour.

Todd Newcomb, who caddied for Dave Stockton for a long time and now caddies for Tom Watson. Also Sandy Jones, who caddies for Tom Kite—friends I really depend on out here. I travel with them, hang out with them and share some good times and bad times. A

Age: 55 Hometown: Havana, Ill. Caddy for: Bob Gilder (currently), Tom Watson, Doug Tewell, Curtis Strange, Lee Trevino, Robert Gamez and Bob Murphy, among others

The major difference would be how we’re treated at tournaments. Years ago I can remember them having a roped-off area where we had to stay and stand in until our player came to pick us up. There was a jug of water and paper cups. There were also signs on the pro-shop doors that would say, “Public welcome, no caddies allowed.” Now, especially on the PGA Tour, they have at least two catered meals a day at the tournament site for the caddies, and there’s also a large motor home that travels with the tour that provides meals and services.

102 / AVIDMAGAZINE.COM / MAY 2011

Photo: Courtesy of Paul Lester Photography

How have things changed for caddies in the past 20 years?

AVID CALENDAR May/June/July May 16 12th Annual Assistance League Golf Tournament Meadowbrook Country Club Ballwin, Mo., 314.453.9055 stlouis.assistanceleague. org

May 19 SSM St. Clare Health Center Foundation Golf Tournament Tapawingo National Golf Club St. Louis, Mo. 36.496.2515 gatewaypga.org

May 16 Nat Dubman Memorial Golf Tournament Lake Forest County Club Lake St. Louis, Mo. 314.362.3299, stlapda.org All proceeds benefit American Parkinson Disease Association

May 20 17th Annual Golf Tournament Bear Creek Golf Club Wentzville, Mo., 636-926-2700 x303 unitedsrvcs.org

May 16 Nazareth Golf Benefit The Courses at Forest Park St. Louis, Mo. 314.649.4662 nazarethlivingcenter.com All proceeds benefit Nazareth Living Center May 16 Edwin L. Memorial Golf Tournament Forest Hills Country Club Chesterfield, Mo. 314.997.4343 chuchillstl.org All proceeds benefit the Churchill Scholarship Fund May 16 Edwin L. Memorial Golf Tournament Forest Hills Country Club Chesterfield, Mo., 314.997.4343 churchillstl.org Proceeds benefit the Churchill Scholarship Fund May 17–May 19 MWGA Senior Championship Glen Echo Country Club St. Louis, Mo. 314.383.1500 mowomensga.org

May 22 Panda Bear Open Bear Creek Golf Course Wentzville, Ill. 636.332.5018 bearcreekgolf.com May 23 St. Louis Arc Annual Golf Tournament Country Club of St. Albans St. Louis, Mo. 14.817.2240 slarc.org All proceeds benefit people with developmental disabilities May 23 Friends of Kids With Cancer Golf Tournament Whitmoor Country Club Weldon Springs, Mo. 636.275.7440 friendsofkids.com May 23 St. Louis Italian Open Norwood Hills Country Club St. Louis, Mo. 314.645.5656 italianopenstl.com May 23 Joe Buck Classic Golf Tournament Old Warson Country Club St. Louis, Mo. 314.286.0987 stlouischildrens.org All proceeds benefit St. Louis Children’s Hospital

May 23 Saint Louis Crisis Nursery Golf Classic Forest Hills Country Club St. Louis, Mo., 314.292.5770 crisisnurserykids.org All proceeds benefit Saint Louis Crisis Nursery May 31 Tower Tee Invitational Tower Tee Golf Course St. Louis, Mo., 314.481.5818 gatewaypga.org June 2 Foundation Pro-Am Bellerive Country Club Creve Coeur, Mo. 314.434.4400 bellerivecc.org June 6 Cassidy Turley, Ronald McDonald House Golf Tournament Meadowbrook Country Club, St. Louis, Mo. 636.227.5361 rmhcstl.com June 6 St. Patrick’s Irish Open Norwood Hills Country Club St. Louis, Mo. 314.802.0700 stpatrickcenter.org June 6 OASIS Food Pantry Charity Golf Tournament Old Hickory Golf Club St. Charles, Mo. 636.294.0973 oasisfoodpantry.com June 6 Assistants Pro-Am Innsbrook Resort Golf Club Innsbrook, Mo. 636.745.3000 innsbrook-resort.com June 6 Golf for Children Tournament Glen Echo Country Club

St. Louis, Mo., 314.261.6011 saintvincenthome.org All proceeds benefit St. Vincent Home for Children June 13 St. Louis Golf Classic for Kids Glen Echo Country Club St. Louis, Mo. 314.919.4733 bgtm.org All proceeds benefit Boys and Girls Town of Missouri June 14–June 15 Senior Match Play Championship Sunset Hills Country Club Edwardsville, Ill. 618.656.9380 gatewaypga.org June 21 Swing Fore Hope Golf Tournament Sunset Hills Country Club Edwardsville, Ill. 314.494.2851 swingforehope.org All proceeds benefit Siteman Cancer Center June 21 National Kidney Foundation Golf Classic Glen Echo Country Club St. Louis, Mo. 314.961.2828 kidney.org June 27 Boys and Girls Hope Pro-Am Whitmoor Country Club St. Charles, Mo. 800.927.9622 gatewaypga.org June 27 Golf Fore Kids 2011 Tournament Forest Hills Country Club Chesterfield, Mo. 314.533.6400 thefirstteestlouis.org

July 11 Pro-Open #4 Annbriar Golf Course, Waterloo, Ill., 618.939.4653 gatewaypga.org July 12 Fourth Annual Golf Classic Norwood Hills Country Club St. Louis, Mo., 314.644.5055, ex.116 familysupportnet.org All proceeds benefit Family Support Network July 14 Pro-Junior Pro-Am Old Hickory Golf Club St. Peters, Mo. 636.477.8960 gatewaypga.org July 15 Alzheimer’s Pro-Am Spring Lake Country Club Quincy, Ill., 217.222.5021 gatewaypga.org July 18 MAGA Amateur Franklin County Country Club Washington, Mo., 636.239.6678 metga.org July 18–July 19 Gateway Section Championship Old Hickory Golf Club St. Peters, Mo. 636.477.8960 gatewaypga.org

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E-mail us at

listings@ avidmagazine.com.

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MAY 2011 / AVIDMAGAZINE.COM / 103

cease & desist

1.5

-0.5

STROKES

+1.5

A Little Privacy, Please STROKES

+0.5 STROKES

NUMBER CRUNCHERS A breakdown of the PGA’s latest statistic and what figures I’d like to see from the pro tour WORDS: Matt Mathison

According to the PGA Tour website, the new Strokes Gained Putting Index works like this:

“A player’s strokes gained or lost are then compared to the field. For example, if a player gained a total of three strokes over the course of a round and the field gained an average of one stroke, the player’s ‘Strokes Gained Against the Field’ would be two.”

to help a player’s game. Is it something that a tour player is actually going to pay attention to? It’s amazing how complicated golf can be. From rules to stats, it’s becoming information overload. I believe the most important stats in golf are the relatively simple ones: fairways hit, greens in regulation and the actual number of putts per round. That’s what’s important. Spending any amount of time trying to figure out how many strokes you’re gaining or losing on the field with the flatstick shouldn’t be on the PGA Tour player’s radar screen. Stick to the basics. Are you hitting fairways? Greens in regulation? Is your putter hot or cold?

“…calculating the average number of putts a PGA Tour player is expected to take from every distance, based on ShotLink data from the previous season.

The actual number of putts

So far, this new stat has been welcomed with open arms. The PGA has even posted data going back to 2007 for the golf nut to view. However, I just can’t see how this new stat is going

Don’t get me wrong, this new statistic is interesting. But let’s take a close look at the data. In 2007, Jesper Parnevik led this category, but failed to finish in the Top 10 that year. Granted,

In case you missed it, professional golf has added another statistic for us to follow. It’s called the Strokes Gained Putting Index. Sound intriguing?

Unless you’re a complete nut for statistics I hardly think this is a statistic that’s going to be paid much attention to, despite the warm reception it’s seen thus far. Leave it to a group of individuals from an Ivy League school to come up with this grand idea—Professor Mark Brodie and his team of statisticians at Columbia Business School developed it.

104 / AVIDMAGAZINE.COM / MAY 2011

taken by a player is subtracted from this average value to determine strokes gained or lost.

“For example, the average number of putts used to hole out from 7 feet, 10 inches is 1.5.

If a player one-putts from this distance, he gains 0.5 strokes.

If he two-putts, he loses 0.5 strokes. If he three-putts, he loses 1.5 strokes.

he did finish 90th on the revenue list and still took home a cool million in prize money.

He finished the year T33 in both putts per round and greens in regulation, but was 115th in driving accuracy, hitting 62.31 percent of fairways.

What does Parnevik’s first place finish in this category tell you about him? It tells me that despite his ability to pick up almost one stroke per round on the rest of the field, he still wasn’t able to crack the top 10.

My most pressing question about this statistic is what does someone have to do to make a statistic official? Who do you pitch a new stat to at PGA headquarters to get it officially sanctioned by the tour?

I’d like to see a stat that shows the number of beers consumed to establish this new formula in the first place. This is just one of many figures that litter the PGA Tour website under the stats tab. There are 11 categories readily available to viewers, but apparently there was room for one more. How about another? Maybe the number of mistresses taken by a player over the course of a golf season. Now that’s a stat that would tell you a lot about a player and their golf game.

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