The Institute Golf Club calls on 54 for agronomy, operations

With an eye on welcoming major tour events, The Institute Golf Club is bringing sports and entertainment agency 54 to the Pacific Coast.

The ultra-private California club recently entrusted 54 with the responsibility of establishing world-leading standards in agronomy, operational efficiency and membership experience, leveraging 54’s work with some of the world’s top golf clubs. 54 will also serve a critical consultancy role for The Institute utilizing its extensive experience as an event management company for major tour events such as LIV Golf League, Aramco Team Series (Ladies European Tour) and The International Series (Asian Tour), as the club takes aim at hosting pro golf events.

Measuring about 8,000 yards, the course was designed by Damian V. Pascuzzo in the early 2000s. The course opened to the public — to view, not to play — for an NCAA Regional event in 2023.

The Institute Golf Club is located in San Martin, California, about 30 minutes south of San Jose in the Santa Clara Valley, and within a short drive of San Francisco, the Monterey Peninsula and the Napa Valley wine region. 54’s work will seek to enhance the venue’s position across the landscape of USA’s most esteemed golf facilities.

“The Institute Golf Club is already one of the world’s most prestigious clubs but we have been hugely impressed by its ambition to drive standards ever higher, creating an offering and experience that is truly unique,” 54 CEO Ed Edwards said. “Our work, founded on years of accumulative experience working with leading venues across the globe and which will be conducted in collaboration with our partners, Turfgrass, will be tailored to ensure extraordinary delivery across all touchpoints, and to cement The Institute’s rightful reputation among America’s premiere private clubs.”

Randy Fry, part of the Fry family, which owns The Institute, added that, “We have been highly impressed by the experience of 54’s golf advisory team and their work with clubs of high repute around the world. Beyond their obvious capability, their progressive approach also corresponds perfectly with our development ambitions. All at The Institute are highly excited about the prospect of what we can achieve together.”

The agreement adds to 54’s North American growth. It currently provides strategic advisory, operations, commercial, event management and marketing services on the continent from its Florida office.