Pebble Beach
Pebble Beach Resorts is a luxury destination known for its exceptional golf courses and bucket-list-worthy experiences. Its flagship course, Pebble Beach Golf Links, is ranked by Golf Digest as the top public course in the U.S.—and in 2023, Pebble Beach was selected to host the U.S. Women’s Open.
The resort is committed to making what’s traditionally a male-dominated sport more inclusive by increasing participation among women, young players and underrepresented communities. Hosting such a prestigious event would allow them to showcase their facilities while demonstrating their dedication to diversity, so we dug in to help spread their message.
As their PR partner, we knew that typical coverage would focus on players, sponsors and the golf course itself. We sought a new, behind-the-scenes perspective that would capture readers and media outlets alike. Our research uncovered an interesting story: Women in Turf.
Women in Turf is an all-female grounds crew assembled from golf courses nationwide. The team was brought in to prepare the Pebble Beach course for the championship, but their demographic made them stand out. We learned that, out of over 19,000 members of the Golf Course Superintendents Association of America, less than 2% are women.
We needed to create a strategy that would promote Women in Turf at Pebble Beach and reach both local and national media outlets. We built out the narrative of the women-led grounds crew with background details, visuals and our personal connections with reporters, crew members and Pebble Beach representatives. The result? A comprehensive approach that spread coast to coast.
We secured nine interviews—leading to four online articles, two print features and three podcast episodes—for the Women in Turf grounds crew and Pebble Beach Resorts’ superintendent Bubba Wright.
We captured coverage in key target outlets like Golf Magazine and The Monterey Herald, crossing industry verticals from regional news to travel. That diversity in media reporting was a priority for us, as it broadened our impact and ultimately led us to reach a prospective 4.4 million people. And, most impressively, our ample coverage helped the 2023 U.S. Women’s Open become the most-streamed women’s golf event in NBC Sports history.
Hey! Our name is pronounced Mōw-rrr, like this thing I’m pushing.