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APRIL 2011

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SUBSCRIBE AND RECEIVE: • One Year Subscription to AVID Magazine   • Free Greens Fees to 30 Participating Golf Courses  (cart fees apply) • One Dozen Srixon Tri-Speed Golf Balls  ($30 Dollar Value) • ProAm Golf Discount Card  (Up to $25 One-Time Value) • Buy One Get One Free Medium Bucket of Balls at ProAm South • Gift Card to Prime 1000 Steakhouse  ($10 Value) Visit to learn how. Follow us on Twitter: @AvidMag APRIL 2011 / AVIDMAGAZINE.COM / 5 Like us on Facebook:

avid contents


Looks That Kill Style isn’t simply the clothes you buy; it’s how you choose to wear them. This spring, don’t settle for the same tired polos and khakis that clutter your closet. Instead, evolve your wardrobe with these AVID-approved looks for every occasion.



avid contents 37


53 Course Opinion: Norwood Hills Country Club It’s a landmark that’s rich with local history, but that’s not the only reason to visit North County’s most legendary golf club. Ryan Scott explains why its understated beauty—as well as its killer 14th hole—makes this a must-play course. 58 Jet: Reynolds Plantation Discover the Southern hospitality at central Georgia’s luxurious Reynolds Plantation, where world-class golf courses, abundant amenities and lush natural beauty are only a few of the resort’s enticing draws. 81 Short Feature: Johnnie-O Classic golf attire gets a West Coast facelift with Johnnie-O apparel, offering options way beyond your grandfather’s plaid pants. Learn more about this St. Louis native’s clothing line, and why he’s proud of his Midwest roots. 74 Cover Story: The AVID Men’s Style Manual Unsure about how to make your personal style shine? AVID’s guide to sartorial enlightenment is a foolproof way to looking your best, whether it’s for happy hour or a hot date. 84 Timberlake to a tee: Mirimichi Nestled in the rolling hills of Millington, Tenn., is entertainer Justin Timberlake’s first-class, environmentally friendly golf resort, Mirimichi. This state-of-the-art property is most definitely bringing sexy back to golf.





13 letter from the editor 15 Contributors 16 access 21 Bag Check Take a peek inside Mark Wilson’s golf bag to find out what items he can’t live without on the course. 25 The Lab A look at the most anticipated putters of 2011 and which rangefinders get the job done. Plus, a look at our favorite sunglasses and ties. 32 Vice Learn which drinks complement which meals and how to make perfect warm-weather cocktails. 34 Muse Unlucky in love? You might be that guy and not even know it. Fear not. Advice guru Jenn Clark is here to help. 37 Fuel Discover why Prime 1000 is quickly becoming a steakhouse to rival the local competition. 41 The Cut Brush up on Arcade Fire before they play the Concert Club at Scottrade Center on April 21. Also, director James Gunn talks with AVID about his latest film, Super.

44 Burn Improve your flexibility with tips from fitness expert Greg Barker, and discover divots with instructor Maria Palozola. 50 Executive Profile St. Louis–based sports agent Nick Brockmeyer reveals how golf connects him more closely with his all-star athlete clients, from the cactus leagues to the majors. 64 Stitch Get a behind the scenes look at the day in the life of an AVID man, and discover outfits to wear for every occasion. 96 AVIDDIVA Get to know the most charming cart girls the Gateway Area has to offer. 102 Caddy Shack AVID talks with PGA Tour caddy Chris P. Jones, who shares what it’s like to caddy for some of the hottest names in golf. 104 Cease & Desist Matt Mathison gives his not-so-subtle opinions about why private golf clubs shouldn’t have to bend the rules for anyone.

sAKs FiFtH AVENuE MEN’s CollECtioN KNoW WHAt You’RE WEARiNG Our Italian-made pinstripe suit is crafted in luxurious super 120s wool


because tO get ahead, a man can’t hang On hIs charm alOne...

APRIL 2011 / AVIDMAGAZINE.COM / 9 st. louis


co-publisher Matt Mathison co-publisher Richard Riney


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

art direction NITEWERK Chicago, Ill. photo assistant COURTNEY WEBER production assistant Richard Kearns



account executives Brett Borgard David Drovetti

AVID Magazine 520 Maryville Centre Drive, Suite 220 St. Louis, MO 63141 314.677.2444

AVID Magazine is published by Flagstick Media Co. and has no affiliation with any other media outlet or publication or any variation thereof. This magazine may not be reproduced in whole or in part without expressed written consent of the publisher. For permission, please contact For questions, comments or feedback, please contact Back issues, reprints and PDFs are available for an additional charge. For more information, please contact


advertising visual communications photography

The fine art of communication. 12 / AVIDMAGAZINE.COM / APRIL 2011

letter from the editor

Dress Code With guys, fashion can be a fairly divisive topic. And most of us are not on the fence—we either care or we don’t. For me the words “fashion” and “style” used to conjure images of runways lined with silly rich people drooling over models draped in overpriced, impractical clothes. I couldn’t quite identify. But some time between learning how to tie a tie (at age 21 no less) and realizing a year later that all my clothes were at least five years old and fraying in one spot or another, something clicked, and I started to give a damn.

Now, I tend to associate a face with fashion— Steve McQueen in The Thomas Crown Affair, Robert Redford in The Great Gatsby or more recently Jon Hamm in Mad Men. Those are the style icons that made me think twice about what clothes I put on my back. Don’t get me wrong. I still fall into the “T-shirt and jeans” category. I’ve just picked up a few tips along the way. (Growing up with four older sisters didn’t hurt.) But for those of us without such sartorial influences, all the rules—you can’t wear black with navy, can’t wear white before Labor Day—and variations on styles—the half Windsor knot, the four-in-hand—often seem like unwritten rules we men are just expected to know before getting dressed. So to take the guessing out of the game, we decided to write the unwritten and break down the myths with AVID’s first annual Style Issue and the Men’s Style Manual—something I think you all will find useful. (Read the story on page 74.)

O’Donnell’s line marries a casual West Coast look with a Midwest sensibility. That’s something we tried to capture in this issue—making style something that isn’t just on the pages of a magazine, but rather something you can apply to your own life. Enjoy. —Dan Michel

The owner of Mirimichi (full story on page 84), Justin Timberlake, is someone who understands the ins and outs of fashion and just how far an original, dare I say iconic, style can really take you. I have to give it to him—I never expected the jerry-curled boy-band frontman I remember from the ’90s to become the totally legit, perfectly styled superstar he is today. On top of that, the guy knows how to golf. The sustainable, eco-friendly, $20 million golf complex he built in his hometown of Millington, Tenn., is a true testament to his passion for the sport. Another guy who’s got an effortless hold on his own style is John O’Donnell, aka Johnnie-O (page 81). The success of his understated, readyto-wear, beach-inspired line shows that clothes don’t have to be stuffy or overpriced to make a man look good. With his roots planted in St. Louis and his business headquartered in L.A., APRIL 2011 / AVIDMAGAZINE.COM / 13

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CONTRIBUTORS Tuan Lee is a professional photographer, dividing his time between L.A. and St. Louis. He got his start in 1997, studying under fine art and commercial photographer Michael Eastman. In late 2005, Tuan opened his own 3,000 square foot studio in downtown St. Louis. His work has been published in a handful of local publications including Alive and Feast, and his clients include St. Louis Symphony, Rolling Rock, Greedy Genius, Scholar Shop, Brown Shoe and Save-A-Lot, among others. Tuan shot “The AVID Men’s Style Manual” on page 74, and “Looks That Kill” on page 64. This is Tuan’s first collaboration with AVID. Katherine Bish studied photography at Eastern Illinois University, but her introduction to photography came after a friend turned her bathroom into a darkroom. After graduation, she moved to England and completed assignments for the European newspaper, Stars and Stripes, covering the Golden Jubilee of Queen Elizabeth II. Katherine’s award-winning food photography has been seen in National Geographic Traveler, Food and Wine, Gourmet, Bon Appétit and The Wall Street Journal. This April, she is looking forward to the return of warmer weather for outdoors shoots. For this issue, Katherine shot photos of Nick Brockmeyer, on page 50, and Prime 1000, on page 37. Kim Gordon is an award-winning investigative reporter and feature writer who has covered everything from celebrity profiles to true crime investigations. Her writing and editing career spans more than 17 years, including positions as a staff writer at The Riverfront Times and editor-in-chief and managing editor of St. Louis Magazine. She has done freelance work for numerous local and national publications including Denver Post, Westword, St. Louis Homes & Lifestyles and Elle. Kim loves playing with her four year old son, John August. Turn to page 84 for Kim’s feature on Mirimichi. Jan Leach has been involved with professional styling and fashion for more than eight years. Her first position out of college was as an assistant buyer at Neiman Marcus headquarters. Jan launched a women’s denim line in 2005, and moved the business to L.A. in 2006. She has managed west coast wholesale operations for BCBG and Rock & Republic, was the men’s and women’s buyer for a chain of boutiques in Southern California, and was the store manager for Intermix, a national high-end boutique chain. In 2010, Jan moved to St. Louis, where she

founded her own business as a fashion stylist, retail consultant and personal shopper. She has been awarded the Best Dressed Award at St. Louis Magazine’s Fever Fashion Show 2010, and was named Top 4 in Alive magazine’s Stylish, Sophisticated, & Successful Young Professionals. Jan styled and co-authored “Men’s Style Manual” on page 74, and “Looks that Kill” on page 64. Kyle Harsha knows a thing or two about good food and wine. Raised in Kansas City, Kan., he spent 13 years working his way up in the restaurant industry. Kyle then got his start in the wine industry in Boston, where he spent three years working for a distribu-

tor. In 2007, he moved to St. Louis, and in 2010 he opened Harsha Wines, a wholesale wine distributor, with his father. He is a Certified Sommelier through Court of Masters Sommeliers and a Certified Specialist of Wine through the Society of Wine Educators. This month, AVID’s food and wine writer recommends French whites to take the edge off. Get his tips for matching drinks with BBQ on page 32, and his review of steakhouse Prime 1000 on page 37. APRIL 2011 / AVIDMAGAZINE.COM / 15


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



CONGRATS to Mike Davis, who was named new executive director of the USGA on March 2. Davis replaces David Fay, who retired in December.

Amount of time lost between the 17th and 18th holes due to lightning at the Honda Classic in March. Learn about this USGA rule on page 48.

Date of the 32nd Annual Billiken Golf Classic at Norwood Hills Country Club. Check page 103 to see the entire AVID calendar. may


$2.20 Price of a final-round medal play badge at the 1934 Augusta National Invitation Tournament. In 2009 the same Masters badge fetched $200.


Number of yards at Justin Timberlake’s Mirimichi golf course in Millington, Tenn. Get the full story on page 84 .


Number of golf games (through press time) President Obama has played since taking office. In March Obama played his first round of 2011 at Andrews Air Force Base.


Money awarded to Cleveland Golf/Srixon in March at the conclusion of its landmark lawsuit with a counterfeit club maker.


Number of golfers playing in the Masters.

FIVE AND A HALF Number of years John O’Donnell has been designing apparel for his Johnnie-O clothing line. Turn to page 81 to learn more.



Number of birdies that tournament winner Luke Donald made at the Match Play Championship in Marana, Ariz., in February.


Number of countries that have Jack Nicklaus-designed courses.


To Pete Bevacqua, who resigned as chief business officer of the USGA in March.


Miles that Tiger Wood’s caddy, Steve Williams, had already flown in 2011 as of March 10. Let’s hope he’s redeeming those frequent-flier miles.


Number of trees uprooted by 50-mph winds at Doral Golf Spa & Resort in Doral, Fla., during the WGC-Cadillac Championship on March 10.

nine ninety-nine Price of Tiger Wood’s new swing instruction app My Swing. The app is compatible with iPhone and iPad.

One Inch


Amount of snow that fell on The Ritz-Carlton Club golf course in Arizona hours before Luke Donald and Martin Kaymer competed in the Match Play Championship final.


Address on Manchester Road where GolfTEC opened its new location,featuring golf lessons, swing analysis, club fitting and more.

The first annual Masters Championship is held at Augusta National Golf Club. This year, 99 golfers were invited to play at the Masters at Augusta.

SEVENTY ONE Angel Cabrera’s closing score at the 2009 Masters Tournament, making him the first Argentine to win the Masters. This year’s event kicks off April 7 at Augusta National Golf Club.

Tweet of the Month: markwilsongolf: Celebrated with friends and family last night. Check out the creation from friend and amateur cake maker Kerry...



Know Your Pro: Matt O’Dell Course: Aberdeen Golf Club Pro Since: 2006 Handicap: Scratch Course You Learned On: Gosfield Lake Golf Club in England Golf Mentor: Nick Fowler. Growing up, I liked his golf swing; I mimicked his putt and grip when I was first learning. What’s in Your Bag?: I have a pink carry bag. Maybe I shouldn’t say that, but I like pink. I have a ball repair tool and ball marker with the English flag on it and balls with the logo of the Englishman. I love living here, but those are reminders of home. Most Notable Golf Partner: My fellow golf pro here at the club, Greg Jansen. I play 90 percent of my golf with Greg. We did a California golf trip a couple of years ago, and they let us play at Cypress Point. It pretty much gives me goose bumps to think about. Favorite Golfer to Watch: Lee Westwood, because he’s English. And for him, he obviously peaked and fell off the grid for two years, and now he’s back. That takes a lot of dedication. I admire that, and for golfers it shows dedication and hard work to get back to the best. Greatest On-Course Accomplishment: I hold the course record here at Aberdeen Golf Club with a 64, but I’d say [my greatest accomplishment] is Aberdeen Golf Club. When I took over, it was good; now it’s excellent. We’ve grown a lot, and it’s a very nice place to golf. I’m pretty pleased about that. Best Tip: Have fun; it’s just a game. We’re not paying a million dollars to play, and the idea of golf is a social aspect, to enjoy it with friends and family. No matter how bad you play, you can always play again tomorrow. 18 / AVIDMAGAZINE.COM / APRIL 2011

GOLDEN TEE-OFF Popular arcade game Golden Tee Golf is holding its fourth annual Design-a-Hole contest, encouraging fans and seasoned golfers to submit their design for the next best hole. Past entries have ranged from crayon outlines and YouTube videos to detailed architectural blueprints. The winning design will be integrated into one of Golden Tee’s 2012 courses, and the winner will host the 2012 Golden Tee World Premiere in his or her hometown. The contest runs until April 15.

This Month’s Mulligan

“It’s pretty tough not to have a giggle.” —Graeme McDowell talking about playing with Tiger Woods during his less-than-stellar first round at the WGC-Cadillac Championship at the Doral Golf Resort in Doral, Fla.

BACK TO SCHOOL On April 5, the St. Louis Women’s Golf Academy ( kicks off its first training clinic. The school is the first of its kind in St. Louis and one of the few golf academies—for women or men—in the Midwest. The academy offers three-day schooling with four hours of practice time per day. Instructor and co-founder Maria Palozola, who holds three state titles, says that clinics at the academy run the gamut, offering courses for every skill level. Palozola says the school is a nonintimidating environment where golfers can improve their game, with a staff of experienced instructors and players, including the school’s cofounders, Beverly Miller and Barbara Blanchar.

LATE-NIGHT LINKS On March 16, Tiger Woods made a rare talk-show appearance on Late Night With Jimmy Fallon, to play a round of Tiger Woods PGA Tour 12: The Masters for Nintendo Wii with Fallon and his other guest, actress Amy Poehler. In June 2009, Fallon beat Woods in a round of Tiger Woods PGA Tour 10 for the Nintendo Wii. Before launching into the game, Fallon thanked Woods for “having the courage to come on a late-night comedy program,” and also for providing his comedy writers with material. Woods beat out Fallon and Poehler with a bogey win. It’s good to see Tiger getting some W’s under his belt again.

Sources: AFP, Associated Press, BBC News,, The Golf Channel, The National Golf Foundation, PR Newswire

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


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SRIXON.COM Srixon is a registered trademark of SRI Sports Limited. Z-STAR is a trademark of SRI Sports Limited. SRI Sports is a company of Sumitomo Rubber Industries Group.



Photos: Courtesy of Abbott Laboratories, Cleveland Golf, Excel Golf, PING, Titleist

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

+ Titleist Pro V1x golf balls; Zero Friction golf tees; a dry chicken sandwich with cheddar cheese; Zone bars to keep up energy and blood sugar; plenty of bananas

Clubs, from top to bottom: Driver: PING i15 (8-degree) Wood: Cleveland Hi-Bore XLS (13-degree) Hybrids: PING i15 Hybrid (17-degree), PING i15 Hybrid (20-degree) Irons: PING i10 Wedges: PING i10 (47-degree), PING Tour (53- and 60-degrees) Putter: PING Anser APRIL 2011 / AVIDMAGAZINE.COM / 21

SH T St. Louis Blues 14 Fund Bluenote Speakeasy February 16, Scottrade Center For one night the roaring ’20s made a comeback at the St. Louis Blues– sponsored Bluenote Speakeasy casino night, benefiting the Blues 14 Fund, the team’s charitable trust. The more than 300 guests dressed as flappers and gangsters to Gatsby playboys and molls, with VIPs including Blues goaltender Jaroslav Halak and Blues forwards T.J. Oshie, Matt D’Agostini and Jay McClement. The swinging evening at Scottrade Center featured entertainment by The Charles Glenn Group and Charleston dancers, Prohibition-era cocktails, casino games, a raffle and more. A

Kelly and Patrick Hogan

Photos: Blacktie Missouri

Randy Girsch, Renah Jones

Dave and Diane Holmen, Stephanie Holmen


Lisa Kampeter, Beth Schwartz

Kristy May, Laura Inglish

Alisha Coon, Kelly Schneider

Petra Ploczakova, Blues goaltender Jaroslav Halak

Rebecca Austin, Erin Nault

Janet and Jeff Rainford

Melissa Gale, Jackie Miller

David and Michelle Pokorny, Karen and Dave Toigo



THE LAB Rangefinders

Power Rangers Quickly locate holes and hazards with these handy handheld range finders

Instead of playing the guessing game or trusting yardage markers, use these laser-based finders to show you the way.—M.W.

Hybrids & Apps Laser range finders are only one option when it comes to locating holes and hazards on a course. There are plenty of GPS units available that can load thousands of course maps, and some golfers prefer their functionality to that of the laser range finder.

1. Bushnell Tour V-2 Slope Edition • Laser-based pinseeker technology zeroes in on the exact distance to the flag, and it flashes a special indicator to let you know you’ve got the right target. • The patented slope technology calculates the precise distance based on the degree of incline or decline. • Its ergonomic design is rainproof and durable.

This year, Bushnell released its first-ever laser-GPS hybrid range finder, and rumors are also swirling about a Callaway hybrid prototype. Like most first-generation models, there are sure to be some kinks to work out and upgrades

$400, Golf Galaxy, multiple locations, 800.287.9060, 2. Leopold GX-4 •T  he Smart Key, a handy coaching tool that helps you select your club and gauge your true golf range, uses algorithm-based software that tells you exactly how far to play a shot. • Pinhunter and slope technologies combine to give you an accurate reading every time. • Sturdy and weatherproof aluminum body.

to come, so look for the hybrid option to make a big splash once the second generation is released. If you’re looking for a cheap fix to hold you over until the technology is just right, there are plenty of options for your BlackBerry or iPhone. Range-finder apps for mobile devices include Caddie Pro, GolfLogix and ViewTi Golf GPS. If your phone doesn’t have GPS capabilities, check out Dual (, a universal GPS receiver designed to sync with your mobile device that will take the guesswork out of your golf game.

Photos courtesy of Leupold & Stevens, Inc., Callaway Golf, Bushnell Outdoor Products

$499, Golfsmith, 11955 Manchester Road, 314.822.2374, 3. Callaway/Nikon Diablo Octane • This compact, lightweight, waterproof range finder features Nikon’s First Target Priority Mode, which helps home in on the flagstick right away. • One-touch measurement and easy-focus features make this device easily accessible, even for the technologically impaired. • The six-time zoom provides accurate distance measurement up to 550 yards. $204, ProAm Golf, 3174 S. Brentwood Boulevard, 314.781.7775,





High-End Ties on the Fly The online tie store that’s changing the retail game for good


hen looking for a sharp tie or suit jewelry, most of us don’t trust online stores. You have to see the piece in person to judge the quality and texture, right? Well, is one online retailer that’s changing that notion. Selling handmade silk, wool, cotton and seersucker ties for $15 made us think they were probably made from cheap materials or that we’d simply never see our money again. The store’s tagline says, “Wear your good tie. Every day.” But since every man’s definition of a good tie varies greatly, we had to try the store out for ourselves. So, when the ties and tie bar we ordered arrived, we were handed a fairly large shock. The ties (ours were made from silk) were beautiful, well crafted and there was no apparent catch. So, we called Greg Shugar, who founded the company with his wife, to ask how he was getting away with selling handmade goods for so much less than other retailers. “I wish there was a short answer to that,” he says. “The first thing is that we design, make and sell every-


The Tie Bar 877-888-8437


thing ourselves.” He notes that many department stores outsource their designs, buy licenses to sell their brand and have their products change hands four and five times before hitting shelves. “It’s partially you guys getting screwed at the stores, and partially us cutting out the middlemen.” Shugar says prides itself on its quality ties and responding to customer requests. “We just came out with a line of 1-inch tie bars, and that was a request that came to us on Twitter,” he says. “We were the first company we knew of who did tie bars for skinny ties.” As for the future of the company, Shugar says, which also sells bow ties, cufflinks, pocket squares and of course, tie bars, is expanding into new widths of ties, but plans on making its current selections even better. “We invest in better silk, better stitching,” he says. “We don’t want people to look at our ties and say they’re OK. We want people to say ‘Wow. This is a great tie.’” A

Photos Courtesy of The Tie Bar


peter millar Lifetime of style


THE LAB Putters

King Putt Shave strokes off your short game with these stylish, all-new putters

Odyssey WHITE ice d.a.r.t. The new White Ice putter features what Odyssey is calling direction and realignment technology (D.A.R.T.), designed to keep your stroke true through the point of contact. A double-bend shaft allows you to maintain better target visibility, and the putter head trains your eyes to maintain proper alignment between the hole and the ball from backswing to follow-through.

never compromise gambler royal Since its inception in 1997, the Never Compromise brand has offered top-level craftsmanship with tour-level performance, and the limited-edition Gambler line is no different. Forged from stainless steel, the Gambler Royal is a blade-style putter that features a plumber’s neck and a Winn grip.

Three different removable inserts in the sole of the putter give you a choice between variable weights of 350, 360 and 370 grams, and additional perimeter weighting helps stabilize and smooth your stroke. Designed to enhance distance control, the White Ice insert provides a tour-quality feel upon impact with a rough finish that promotes forward roll. $200, Golf Galaxy, 90 Brentwood Promenade, 314.962.9100,

If the intricate, interlocking spade design on the putter’s sole isn’t flashy enough, Never Compromise offers a custom-color paint fill on the spade outlines for added flair.

Never Compromise has put all of its chips in the middle with this new line. Look for the Gambler series to have a big presence on tour this year. $299, ProAm Golf, 3174 S. Brentwood Boulevard, 314.781.7775,

AXIS 1 EAGLE At first glance you’ll either love or loathe the funky design of the Axis 1 Eagle. But once you get the putter in your hands, you may start believing in intelligent design. The uniquely curved shape of the club head reduces the natural tendency for the face to open up through your stroke, which eliminates torque upon impact. The heel counterweight shifts the center of gravity to the milled-copper sweet spot of the face so it’s in line with the shaft. This balanced design results in fewer pushed putts and improved accuracy. The Eagle weighs in at 340 grams, and although it claims to be perfectly balanced, stainless-steel counterweight screws in the heel and toe give you the ability to fine-tune the balance to your exact specifications. The stainless-steel shaft features a vibration-dampening core with a Winn midsize grip. It may take some getting used to, but the Eagle’s one-of-a-kind design could bring your short game to the next level. $299, Golf Discount, 126 South County Center Way, 314.892.5885


Photos: Courtesy of Axis1, Callaway Golf. Never Compromise

Weighing in at 340 grams, the Royal is the only putter in the series that offers both leftand right-handed options. Other styles in the Gambler line include the Boat (a blade putter with a plumber’s neck), the Straight (a mallet putter with a double-bend neck) and the Flush (a mallet putter with a heel smooth slant).





THE LAB Sunglasses

Shellshocked Face sunny days with these textured takes on tortoiseshell

Trade in last season’s brightly colored sun-specks for a pair of cool, classic tortoiseshell frames. 1

We might have horn-rimmed glasses to thank for making the timeless, textured look of tortoiseshell popular—thankfully, designers have taken these classic frames outside the box. Although any of these smart sunglasses would make great spring companions, it’s important to shop for a pair that complement your face shape: oval, square, round or heart. Oval is the easiest to fit and generally flatters most styles—try rectangular frames to start. Square–faced consumers, conversely, should look at oval frames to create curves and lengthen the face. If you guessed that round face shapes should opt for rectangular glasses, you’re correct. People with heart-shaped mugs should opt for round or butterfly frames, which offer balance to their profile. Worried you won’t find the perfect pair for your set of features? Check out these AVID-approved takes on the tortoiseshell trend.—L.M.








Giorgio Armani Neiman Marcus Plaza Frontenac $210

D&G Neiman Marcus Plaza Frontenac $135

Ray-Ban Nordstrom West County Center $195

Maui Jim Nordstrom West County Center $209

Photos Courtesy of Nordstrom and Neiman Marcus



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1025 N. Lindbergh, St Louis, MO 63132




Grill, Baby, Grill words: Kyle Harsha

True barbecue cooks spend a good amount of time grilling up the perfect piece of meat. So, don’t wash down a hard-won dinner with just any old drink. Picture this: You’ve prepped the grill, marinated the chicken, prepared your world-famous BBQ sauce and dusted a steak with your super-secret dry rub. Now, what are you supposed to drink with all of that grilledup goodness? Most of us have burned a burger or two while sipping a Bud Light and shooting the breeze with that nosy next-door neighbor, but tonight is different. Tonight you want something with the same forethought and effort that will go into the masterpiece you’re about to create. Wine is a delicious, popular “pairing beverage,” but don’t discount classic cocktails and locally produced beers, either. Time to grab the BBQ tongs and a bottle opener, because AVID’s got you covered this grilling season. A


Grilled Chicken The most ubiquitous of proteins tastes great with the right marinade and char. When pairing it with the perfect libation, think of light, smoky drinks to match the flavors you’re using to season the bird.

BBQ Ribs Pork ribs will have a higher fat content than chicken, so you’ll need a sturdier drink to wash down this meal. With that said, be sure to keep in mind the flavors of the BBQ sauce you’re using. We prefer a sauce that’s a touch sweet with a zing of heat.

Steak This is probably the easiest meat item to pair a drink with. Basically, as long as you don’t screw up cooking the steak, most any booze will complement its taste. You also get the chance to get big and bold with the flavors of your drinks. Don’t over-season the steak, and you’ll do just fine, whatever your poison.

Because you want to stay in the lighter realm, go with a lager or a pilsner. Many marinades have a touch of fruit, so you might try a wheat beer, too. Suggestion: Schlafly Hefeweizen, $11.95/growler, Schlafly Bottleworks 7260 Southwest Avenue St. Louis, MO 63143

Since the sauce has some spiciness, look for a beer with low to medium alcohol content. You can also start discovering which ales match the flavor and spice of the sauce. Suggestion: Buffalo Brewing Company Buffalo Drool Brown Ale, $12.50, Buffalo Brewing Company 3100 Olive Street, St. Louis, MO 63103

The best kind of brew to couple with a steak is a big, bold, burly pint of beer that will mingle with the earthiness of the meat. No wimpy beers here. Suggestion: Six Row Brewing Company Foreign Extra Stout, $21.50/growler Six Row Brewing Company 3690 Forest Park Avenue St. Louis, MO, 63108

This is your chance to show how suave you are with cocktails. For chicken, keep it light and refreshing.

Stick to a lightly oaked white wine to complement the lean protein and play off the char of this dish.

Suggestion: Tom Collins (2 ounces gin, 1 ounce lemon juice, 1 ounce simple syrup and 3 ounces soda water)

Suggestion: EIEIO Cuvee “O” Chardonnay, $30 Robust Wine Bar 227 W. Lockwood Avenue St. Louis, MO 63119

This is the time to get tropical. Many sauces include fruit components, so break out the rum and pretend a beach vacation is only one pour away.

Just like with beer or liquor, choose a red wine that matches the spice of your dish. With zesty, fruit-driven characteristics, some zinfandels play right into this, but aim for one without an obscene alcohol content (more than 16 percent).

Suggestion: Zombie (1/2 ounce dark rum, 2 ounces light rum, 1 ounce orange juice, 1 ounce lemon juice, 1/2 ounce cherry brandy and a splash of grenadine)

The primal nature of beef just screams for barrel-aged whiskey. Think old-school steakhouse, and serve this dish with a timeless whiskey-based cocktail. Suggestion: Manhattan (2 ounces rye whiskey, 1/2 ounce sweet vermouth, two to three dashes bitters garnished with a cherry)

Suggestion: Pietra Santa Zinfandel, $17.99, Vino Gallery, 4701 McPherson Avenue, St. Louis, MO 63108

Again, this is where you can bring that special bottle out of the cellar or just swing big for something new. We recommend choosing a French wine and, more specifically, something from the Rhone Valley. Suggestion: Gabriel Liogier Vacqueyras, $32 33 Wine Bar (by special order), 1913 Park Avenue St. Louis, MO 63104


MUSE “When it comes to what we look for in a man, certain traits are universal turnoffs. “

your style. But if your T-shirt sports more bling than an engagement ring and your jeans appear to have lost a fight with a BeDazzler, we have a problem. Women like men who look like men.

by Jenn clark

The “Angry” Guy This gent is the male equivalent of The “Bitter” Woman. And there is nothing more off-putting than a man Which one of you hasn’t thought that women are nearly who hates his job, his ex and everything in between. impossible to figure out? We are indeed confusing crea- He picks fights, believes those who disagree with him tures. I’ll give you that. But when it comes to what we are dead wrong and thinks everyone is out to get him. look for in a man, certain traits are universal turnoffs. The “Angry” Guy is so unappealing that the chip on his shoulder might as well be a So let me offer some insight and fill you in hunchback. And anger doesn’t alon a few types of guys that no man should ways mean emotional outbursts; it strive to be: Along with all these “don’ts,” here are can also take a passive-aggressive some “do’s” that are sure to woo her. form or manifest itself in a negaThe “All About Him” Guy Although confidence is an attractive qual- Be Trustworthy Keeping your word and tive outlook. So if you’re mad at telling the truth when it matters are the world, it’s time to lose that ity, conceit and selfishness are not. Don’t critical to earning a woman’s respect. hostility and undergo an attitude be the guy who expects everything to hap- Trust is built one fulfilled promise at adjustment—for both your woman pen on his terms and won’t stop talking a time. and yourself. about himself. A woman likes to feel that a man is concerned with her happiness and Be Romantic Sending a quick text during the day or buying the ocThe “Eternal Fraternity” Guy interests, too. When the relationship is all casional bouquet of flowers isn’t At some point in every man’s life, about you, it doesn’t elevate your status sappy; it’s effective. Planning a date there’s a time to grow up. Excesin our eyes. Instead, we focus on how our night also scores big points. Here’s sive partying and chronic womanneeds aren’t being met. There’s nothing the magic formula: dinner + movie = izing are not sexy. Sure, we want wrong with making a woman feel impor- happy woman. our guys to know how to have tant. When you do, watch how she reciproBe Empathetic Simply listen to her. fun, but it’s also important to be cates. It will usually be in a big way. When a woman needs “your support,” responsible. Acting like you’re 18 aka someone to vent to, look at it as a quick opportunity to show how caring when you’re 38 or 48 or 58 (not unThe “Über-Metrosexual” Guy heard of ) isn’t cool. So please, put Women also want to be with someone you are and earn some points along down the red plastic cup, and back who’s attractive, and a little manscaping the way. Also, a well-placed “Oh, babe, I’m sorry” never hurts either. away from the keg. goes a long way. However, women don’t usually like men who are prettier than they are, nor do they care for guys who spend too much See yourself anywhere on this list? A little self-imtime and energy working on their appearance. If you provement is never a bad thing. And it might make could open a salon with all the hair products, waxing your life, including your love life, a whole lot better. strips and facial creams crowding your medicine cabinet, it’s time to rethink your beauty regimen. What Have an issue you’d like Jenn to address? about fashion? By all means, be contemporary with Send your questions to A


Photo: David Burridge

Don’t Be That Guy...

The “Pushover” Guy The greatest gift a woman can give a man is her respect, but no one respects a doormat. In relationships, it’s vital to establish boundaries and articulate what is and isn’t acceptable. So men, here’s your charge: Stand up for yourself. You don’t want to spend Saturdays shopping for antiques? Don’t. Tired of the nagging and demands? Say so. Yes, there’s always compromise, but allowing a woman to dominate you won’t make you more attractive in her eyes. “No” is not a bad word. And when you say it in a loving and considerate manner, it can bring you closer than all the “Yes, honey’s” in the world.

Humane Society of Missouri

Helping Missouri Animals Every Day

Adoption Centers


More than 20,000 animals aided annually at 3 area locations.

Our Animal Cruelty Task Force is the only organization in Missouri rescuing abused or neglected animals from puppy mills, animal hoarders, dog fighting rings and other acts of cruelty.

Full service adoptions of dogs, cats and critters (such as rabbits).

How You Can Help Make a gift. Become a Humane Hero. Volunteer. Call 314-951-1542

Veterinary Medical Centers Open to the public and certified by the American Animal Hospital Association—our 3 full-service veterinary medical centers see 47,000 patients annually.

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





making the grade Prime 1000’s dry-aged steaks rival even the most established St. Louis chophouses

words: kyle harsha PHOTOS: Katherine Bish

To say that a restaurant has the best steak in St. Louis is a bold statement. The names that typically enter the debate include Sidney Street Café, Citizen Kane’s Steakhouse, Annie Gunn’s and Dierdorf and Hart’s Steakhouse. Now there’s a new kid on the block to contend with: Prime 1000. Even though it has only been open since November 2010, don’t think for a minute that this “kid” didn’t come to play. Executive chef Ray Carpenter is serious about his food and can broil a steak with the best of them. The first indication that Prime 1000 is committed to quality steak is that it dryages some of its meat. For those not in the know, dry-aging involves keeping steaks in a temperature- and humidity-controlled environment, allowing the meat to shrink, thus concentrating its earthy flavors. It’s expensive, but effective. In contrast, most chain steakhouses wet-age their steaks by

putting them in a Cryovac-sealed bag, often resulting in a mushy texture. Another hint at the quality of the establishment is the careful decoration of the space, which was formerly Pablo Weiss’ Kitchen K. The design is sleek and modern with off-white leather banquettes, sexy paintings and a feeling that you’re almost not hip enough to be there. The décor is clean and modern: You won’t see the heavy wood accents and paintings of foxhunts from the steakhouses of yesteryear. The slick details continue right down to the place settings—be sure to check out the cool salt and pepper shakers. One detail Prime 1000 missed was sturdy steak knives, which should be higher-quality in a restaurant of this caliber. The menu is appropriately geared toward meat-lovers, and dinners can easily hit APRIL 2011 / AVIDMAGAZINE.COM / 37

$100 per person. For starters, one delicious option is the melt-in-your-mouth tenderloin carpaccio. It comes served with a variety of accoutrements, including a yuzu soy sauce and a truffle oil aioli with garlic chips. How can you go wrong with mayonnaise, truffle oil and garlic? Another interesting option is the Lobster Shooters—three shot glasses filled with savory chunks of lobster, caramel-roasted peanuts and a green curry–and–popcorn emulsion. It sounds strange, but the flavors are playful and work together well. Salads are large enough to split, and the Caesar comes perfectly dressed with a delightful piece of fried speck, so you won’t need those cool salt shakers after all. The stars of this show truly are the steaks. They are available in three different categories: dry-aged, Missouri grass-fed and Australian Wagyu. The 16-ounce dry-aged, bone-in ribeye came perfectly broiled to temperature and had the wonderful crust and earthiness that takes a steak from

Custom Cuts Are you befuddled by beef? Now that grilling season is upon us, it’s imperative that you know what cut to look for at the butcher shop. Here is a simple, no-nonsense guide to common cuts used for steaks. short loin





delicious to ethereal. The 10-ounce filet was perfectly cooked as well, but diners who want more flavor should go for a different cut. The sauces that come with the steaks were good—the veal-and-cabernet reduction was a wonderful addition to the filet. The sides will most likely be an afterthought, although the garlic-whipped potatoes are an excellent choice, and the broccolini are wonderfully snappy with foie butter. Dessert options include the ubiquitous chocolate cake and a really pleasant squash bread French toast, but by that time you will likely be in a protein coma and may not notice how tasty the dessert is.

Clockwise from left: an 18-ounce dry-aged, bone-in ribeye; executive chef Ray Carpenter; Lobster Shooters with chunks of lobster, caramelroasted peanuts, and a green curry-and-popcorn emulsion.

The only real hiccups at Prime 1000 were with the wine list, which simply lacks exciting choices, and the service, which was a bit clumsy. Certainly, as the restaurant gets its legs under it, beginner problems will be rectified, and Prime 1000 will become a regular player in the never-ending debate over who has St. Louis’ best steak.

Chuck Starting at the head of the cow, the chuck is the portion just behind the neck. It’s often called flat iron or top blade steak. This cut is best used for ground beef. Rib Moving back on the cow, we come to the area around the rib cage. This area is where you get ribeye


(a.k.a. rib steak, Colorado cut, Delmonico, prime rib and so on). These steaks have the highest fat content, which means they also have the best flavor. If you choose this steak (and we recommend that you do), cook it until medium to soften some of the gristle. Short Loin The short

loin is where you’ll find a T-bone steak. The small, round portion of the T-Bone (also called a porterhouse) is the tenderloin, and the large portion is the top loin. The tenderloin (a.k.a. filet mignon) has the least amount of fat, and thus flavor. The top loin (also called a strip steak) has a bit more fat and flavor, making

it a good option when grilling for a crowd. Plate Located below the rib is the skirt steak (used for fajita meat) and hanger steak (butcher’s cut). These cuts can be delicious but tough to grill correctly. We recommend sticking with the others listed above if you’re a rookie at the grill.

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Cleveland and the CG logo are registered trademarks of Cleveland Golf / Srixon. CG16 and Zip Grooves are trademarks of Cleveland Golf / Srixon


THE CUT: preview


Who: Arcade Fire with The National Where: The Concert Club at Scottrade Center, 1401 Clark Avenue,

Indie darling and Grammy winner Arcade Fire brings its powerful, driving pop music to the Concert Club at Scottrade Center.

When: April 21, 7 p.m. how much: $36.50 Tracks to Get You Started: “Crown of Love,” “Wake Up”

words: liz miller


t’s been a big year for indie group Arcade Fire. In February the Montreal-based band won its first Grammy for Album of the Year for its third stereo album, The Suburbs. If the seven-piece ensemble of grungy musicians seemed an unlikely group to grace the award show’s stage, it’s because they sort of are. Case in point: The night before beating out Lady Gaga and Eminem at the Grammys, the group played an impromptu show in L.A. at an underground hard-core punk venue announced only days before.

Photos: Courtesy of, Nasty Little Man

Where some of the group’s contemporaries have been labeled sellouts by fans and critics for achieving mainstream attention, Arcade Fire has ascended relatively unscathed. Maybe that’s because its albums have retained a signature sound and feeling, and even as they diverge in theme and arrangements, the music retains underlying hope. The group’s first studio album, Funeral, released in 2005, is dark, isolating and emotional, but a current of optimism saves it from entering hopelessness. Simply put, the band’s music feeds off raw passion, not fear. If Funeral doesn’t register with radio listeners, maybe the album’s contribution to the 2009 film Where the Wild Things Are will. Director and screenwriter Spike Jonze handpicked the seventh track from Funeral, “Wake Up,” as the movie’s anthemic theme song, saying the album influenced him during the screenwriting process. In 2007, the band released its second studio album, Neon Bible, surging with more bite and bitterness than Funeral. Songs expanded from struggling with individual pain to attacking larger “forces of evil,” including the government, organized religion and the entertainment industry—just to name a few. Of course, Neon Bible still showed compassion for its listeners, if not solidarity with them. The group’s latest offering, The Suburbs, dials down the paranoid hostility in favor of a calmer, controlled out-


PL AYL I ST 10 Covers You Need to Download Now

The White Stripes


Gnarls Barkley

look—asking more questions than it answers, but more measured in its resolve to make change. So in the tumult of 2010, maybe it’s not so surprising that an album begging to build bridges—or at least find blueprints—would win Record of the Year. On April 21, Arcade Fire will appropriately play at the Concert Club at Scottrade Center, the smaller, more intimate venue housed inside the massive stadium. The band is known for staging powerful, pulsating performances, bringing the type of raw intensity that either fills longtime fans with palpable euphoria or throws newcomers for a momentary loop. Either way, Arcade Fire isn’t overly concerned. As they said at the Grammys, “We’re going to go play another song, because we like music.” A

“Across the Universe”

“Hounds of Love”

“Atlantic City”

“Pale Blue Eyes”


“Highway 61 Revisited”

“I Put a Spell on You”

“Since You’ve Been Gone”

Rufus Wainwright Middle Brother


Karen O

The Hold Steady

She & Him

The Kills

Ted Leo



Tickets to The Gunn Show words: liz miller

Writer and director James Gunn tells AVID all about his latest film, Super, and how seeing movies at St. Louis’ Tivoli Theatre changed his life. Quickfire Movies that inspired you growing up? Bonnie and Clyde. [Before that] I didn’t realize that movies could end sadly. Star Wars changed my life as well.

cided I would come home and celebrate with my friends in St. Louis. It’s going to be showing at the Tivoli Theatre. I have a really great relationship with the Tivoli because I used to go there all the time in high school. I saw Dawn of the Dead there for the first time. It’s great to go home and have a movie playing there.

AVID: Tell us about getting your start in St. Louis. James Gunn: I was a very oddball kid. I was into comic books and movies, and I started making films when I was 11 or 12; I was shooting films on 8mm. Then I went to St. Louis University High School and met a whole group of guys who were also into filmmaking, and that was when I really started taking my artistic life more seriously. Everything started in St. Louis.

AVID: Rainn Wilson describes Super as “Taxi Driver meets Napoleon Dynamite.” Do you agree? JG: That’s him stealing a line from me. I give Rainn a lot of things to say; he doesn’t have an original thought [laughs]. We were trying to describe this movie early on, because it’s difficult to describe. It’s very sad, it’s dark, it’s very violent; but it also has a lot of light humor. It makes it a very eclectic film, so in trying to describe the movie before we made it, we came up with that description. I think it’s pretty accurate.

AVID: Where will Super premiere in St. Louis? Will you be in town? JG: It’s opening in St. Louis on April 15, and I will be there. I de-

AVID: Did any superheros or particular films influence Super? JG: The only thing that makes Frank D’Arbo a superhero is the


fact that he puts on a costume. Other than that, he’s not really much of a superhero. I was somewhat influenced by the work of Alan Moore, who [wrote] Watchmen, because he was the one who started deconstructing the superhero myth, and Super is really another deconstruction of the superhero myth. AVID: The film was made on a small budget and is unrated. Does that allow you more freedom as a director? JG: This was 100 percent my movie. There’s nothing about this movie that isn’t sanctioned by me, and not even the MPAA changed it. Most movies today are trying to please everybody, and that means you’re not making a movie for a specific audience. It was never intended to be a movie that’s for everybody. AVID: Who was Super made for? JG: When I was a kid, it really meant a lot to me to see a film that felt like it was made specifically for me, as if it were really speaking to me. That’s what I wanted to do with Super: make a movie for the oddballs, the rebels and the geeks. A

Actor you’d most like to work with? Meryl Streep. I think she’s our greatest screen actor or actress that’s living. Favorite person you follow on Twitter? A comedian named Rob Delaney, @robdelaney, who I think is the funniest guy on Twitter. Favorite superhero? Batman. I think that’s a very boring answer…but he’s my favorite.

Photos: Courtesy of Forefront Media


ames Gunn is known for making compelling, left-of-center films. The writer and director’s latest effort, Super, casts quirky comedian Rainn Wilson (The Office) as a vigilante superhero who “fights evil” with a pipe wrench and the help of his sociopathic sidekick played by Ellen Page (Juno). AVID caught up with the St. Louis native to talk shop before Super hits theaters this April.

Movie you can’t wait to see? I’m really looking forward to The Hangover Part II. I hope it’s good. The first one really made me laugh.



Stretch for Strokes Improve your flexibility to maximize performance—your swing will thank you. Words: Greg Barker Photos: PETER NEWCOMB

Flexibility Stretches

When discussing flexibility and its relationship to your golf swing, there are several key concepts to keep in mind. First and foremost, improving your flexibility will help with injury prevention, and it can also help step up your game. Stretching well and often can improve your shoulder turn and maximize performance during your round. One of the issues I come across frequently when training golf clients is an inability to rotate the upper body against a stable lower body. In addition to that, a lack of range of motion (ROM) in the shoulder girdle, specifically the rotator cuff, is common. When the golf swing is repeated over and over, inflammation can occur from overuse, leading to pain and decreased performance on the course. Most overuse injuries can be treated with rest, ice two to three times a day and over-the-counter anti-inflammatory medications. However, if the inflammation persists, the muscle is at an increased risk for injury. Improvements in flexibility are directly correlated with decreasing these risks, some of which can be long-term.

Pec Stretch Opens up the chest and shoulder.

Piriformis Stretch Stretches the piriformis muscle and improve hip mobility.

Improving trunk flexibility can have a drastic, positive impact on your shoulder turn, too. When rotating against a stable lower body, the importance of having a flexible and mobile lower back can’t be stressed enough. Most lower back pain that golfers deal with can be associated with tight hamstrings; however, that’s not always the case. You can have flexible hamstrings, while the muscles specific to the thoracic (middle back) and lumbar (lower back) spine are tight. The stretches offered here will improve lower back flexibility and the key shoulder turn you might be lacking.

Latissimus Dorsi Stretch Opens up the shoulder blades and improves thoracic and lumbar mobility.


Last, but certainly not least, being flexible offers us the ability to play a full round without restriction. As a round of golf wears on, muscles will eventuallybegin to tighten. This tightness will make way for compensation in the swing and increase error as a result. When tightness or stiffness sets in, the backswing could move off plane and become shortened. Both of these consequences greatly affect position at impact, ball flight and club-head speed. The same is true for other components of the swing as well, such as the followthrough. A lack of hip mobility will hamper your ability to get through the ball at impact, creating compensations throughout the upper torso. This is where players who struggle with either a slice or hook benefit from improving their flexibility. In more than one way, flexibility plays a vital role in our ability to hit quality shots as the round comes to a close. With clubhead speeds moving more than 90 mph for most amateur golfers, trunk and shoulder mobility are in high demand. Try these stretches to improve trunk rotation, lower back and hip mobility and to stretch the hamstrings. When working to improve flexibility, consistency with your stretching routine is of the utmost importance. If you don’t make it a priority to schedule into your day, it will get pushed aside. Ideally, stretching should be done two to three days a week, holding each stretch for 10 to 30 seconds, creating a level of mild discomfort. 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 or at

Hamstring Stretch Used to stretch the hamstrings and lower back. Repeat stretch on both legs.

Trunk Rotation Used to improve lower-back mobility and stretch the quadratus lumborum and oblique abdominal muscles. Repeat stretch in both directions.

Golf AVID magazıne Weekly

listen in… WEDNESDAYS | 6–7pm



Divots Demystified Get maximum control of your game by mastering this age-old technique. WORDS: MARIA PALOZOLA

Many golfers are unsure if their divots are in the correct spot. Others are unsure of what they really are. When a proper divot is taken, it elicits a euphoric feeling from achieving a truly solid shot. Also, proper divots give you maximum control and distance to boot. A good divot is the result of a correct impact position. In other words, if you don’t take a divot or if your divot is in the wrong spot or an incorrect shape, then you’ve made an incorrect swing, which is a result of poor impact position. Sure, we can pick a ball up off the turf or even take a tiny tuft of grass and get the ball to fly where we like. We can also make swings that feel good and seem solid. But don’t be fooled! Your swing would have felt even more solid and the ball would have gone farther and had even more spin had you produced a proper divot. But there’s hope—an incorrect divot can help you diagnose your swing error. A Proper Divot A divot is a shallow cut of turf about the size of a dollar bill that starts just in front of where your ball was resting. What Is Your Divot Telling You? 1. Direction: Where the divots point tells you if you’re swinging down the line or 46 / AVIDMAGAZINE.COM / APRIL 2011

coming too far from inside or outside of the target line. 2. Depth: The depth of your divots tells you if your angle of attack is too steep or too shallow. 3. Starting Point: This tells you if you’re descending too early or too late. How to Take a Proper Divot Numerous factors affect how the swing arrives at the ball correctly, but the biggest mystery to most golfers is the position they should be in at the moment of impact. If I had a nickel for every confused face I see when I say that the address position and the impact position differ totally, I’d have my kids’ college education paid for. Golfers need to learn the difference between the two. At the address position, a golfer should be completely square to the ball. By the time you get to impact position, though, a lot has changed. The most important change is the angle of the shaft. At impact position, you must have a forward-leaning shaft to descend on the ball and take a proper divot. At impact position, your weight has shifted to the front foot. You can see this by the straightening of your left leg and

the lifting of your right heel (pictured). Take note of how your hips are open, but your head has remained steady. Practice 1. Simply start your swing in this preset impact position and try to get back into it before you contact the ball. I recommend my students practice this slowly at home without a ball to get their brains used to the concept and their muscles used to the feel. This drill is as old as the hills, but it works. 2. Always try to hit your shots as low as possible. Learning to bring your trajectory down will force you to lean the shaft forward so you can de-loft the face. This will make you descend and take a proper divot after the ball. As long as your hands are leading the club head to the ball, you will be de-lofting and descending. Learn to take those divine divots, and you will achieve maximum distance and spin control. A

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.

AVID presents

date: Thursday, April 14 from: 6 pm to 8 pm

Johnnie-O Trunk Show Celebrate the launch of AVID's April issue, while browsing the latest clothes for men, women and kids from Johnnie-O, designed by St. Louis native John O’Donnell. Enjoy complimentary hors d’ouvres, beer, cocktails and cigars with a $10 suggested donation.

venue: Bar Napoli 7754 Forsyth Boulevard Donations and raffle proceeds, along with 10% of all Johnnie-O purchases, will benefit HavenHouse. Clayton, MO 63105

Don't be a spectator. Be AVID.



bad weather is “not of itself” one of them. If a player discontinues play without permission or a satisfactory reason, that player will be disqualified, thanks to Rule 6-8a. In other words, you’ll be branded an undesirable deserter if you bolt for the clubhouse at the first sign of precipitation. Of course, if sopping-wet clothes begin to deteriorate your swing, you can always bid your partners an every-man-for-himself adieu. The Choice Is (Sort of) Yours The rules of golf tolerate many external factors, but lightning is a notable exception. Pursuing that first eagle might seem worth risking your putter acting as a rod for a million volts of electricity, but promise us, it’s not. If the skies are static-free, however, you have some wiggle room. Rule 6-8b states that if players in a match or group have started play of a hole prior to the suspension, they may choose whether to discontinue immediately, do so at any point in the hole or finish the hole in its entirety. We still recommend you proceed with caution when putting in a potential lightning storm—because what good is a double eagle if you don’t live to brag about it?

Rain Check

Inclement conditions are unavoidable; we just don’t let them get in our way. Take this multistep approach next time you’re worried a little rain could sabotage your game. WORDS: Ryan Faller

The genius behind Murphy’s law might be disputed in the scientific community, but nobody in the golf world is arguing it: If something can go wrong, it will. We all know how quickly a round can spiral out of control, but what can you do when spring and its erratic weather patterns rudely sever something as glorious as, say, a string of birdies? 48 / AVIDMAGAZINE.COM / APRIL 2011

USGA 6-8 Discontinuance of Play; Resumption of Play Grounds for Suspension Illness and the discretion of course management (aka the “Committee”) are among the causes for discontinuing play, but according to the official USGA rulebook,

Lift or Leave? No matter the point at which you leave the course, whether the ball lies in the fairway or on the green, Rule 6-8c gives you the freedom to either leave the ball as is or mark its position. But use discretion based on the severity of the conditions. To be safe, it’s always a good idea to mark your ball and do so with an item of sufficient weight (a pencil, divot repair tool, etc.), because a marker that is blown or washed away will result in an unwanted estimation process. Also, always (and we mean always) mark before you lift. Failure to do so will result in a maddening onestroke penalty. Game On Hours have passed and the skies have cleared. Now what? Rule 6-8d stipulates that play must be resumed from the very spot it was discontinued even if the resumption takes place on a different day. That may work for Tiger Woods and the boys, but your local 9-to-5 municipal course probably isn’t as accommodating. If you’ve marked your ball, you’ll be good as gold; if you chose to leave your ball lie, provided it has not been washed away by the deluge, you’re allowed to lift, clean and replace it. A


[ E xecutive ]

Nick Brockmeyer The sports manager who represents VIP baseball players tells AVID how golf bridges the gap between agent and all-stars. words: Kim Gordon

photos: Katherine Bish

Platinum Sports and Entertainment Management president Nick Brockmeyer heads to spring training with a baseball bat in one hand and a golf club in the other— the perfect double-play combination. This St. Louis–based sports agency represents and advises more than 50 Major and Minor League Baseball clients, including San Diego Padres pitcher Joe Thatcher, San Francisco Giants outfielder Justin Christian and Minnesota Twins utility man Brian Dinkelman, along with a handful of St. Louis Cardinals Minor League prospects. With back-to-back trips to Florida and Arizona to preview dozens of exhibition games, spring is Brockmeyer’s busiest time of year. But spring training isn’t all about baseball for Brockmeyer and his Platinum team of five agents—it also provides ample opportunities to hit the links. “There’s nothing better than grabbing an early-morning tee time and then heading to the ballpark for an afternoon exhibition game,” Brockmeyer says. “It’s the perfect day.” And there’s no better way to get back into the swing of things for baseball players and golfers than a March stint in the Grapefruit and Cactus Leagues. For some Major League players, golf is the secret to successful spring training. “Golf is a great way for players to get their minds off baseball and relax and unwind,” says Brockmeyer. “It breaks up long training days, and it’s a great getaway before the grind of the Major League Baseball schedule hits.” Every March Brockmeyer looks forward to playing 18 holes with Thatcher. Last year, Thatcher boasted a 1.29 ERA with stats in the top 10 across every pitching category. And he’s also a golf enthusiast. “It’s amazing to have the opportunity to play a sport with professional athletes,” says Brockmeyer. “It’s not like I can go out on the field and play a couple of innings with the Padres, but I can hold my own on the golf course with them. And playing with world-class athletes definitely improves my golf game.” 50 / AVIDMAGAZINE.COM / APRIL 2011

“Golf is a great way for players to get their minds off baseball and relax and unwind. It breaks up long training days, and it’s a great getaway before the grind of the Major League Baseball schedule hits.”

Quickfire Favorite Grapefruit League golf course: Abacoa Golf Club in Jupiter, Fla., which is less than a mile from the Cardinals training camp at Roger Dean Stadium, because it offers vintage Florida golf. Favorite Cactus League course: Scottsdale’s revered Troon North Golf Club because it features 36 holes of world-class golf woven into the High Sonoran Desert.

In addition to representing Major and Minor League players, Platinum Sports and Entertainment Management—the largest baseball agency in the Midwest— advises star high-school and college athletes domestically and around the world, including Latin America, Australia and the Netherlands. Brockmeyer says his company prides itself on giving individual attention to each client. “This business is all about building relationships and taking care of our players to ensure their success.” And the golf course provides the perfect setting for cultivating strong relationships with players on the Platinum roster. Brockmeyer explains that playing golf with his clients gives his team plenty of face time with their players in a more intimate and relaxed atmosphere. “It gives us the opportunity to deal with business matters away from a formal setting,” he says. “When we’re on the course, it’s just the guys hanging out, playing golf.” Spending time with Thatcher on the golf course led to Platinum partnering with Thatcher on Pitch in for Youth, a charity golf tournament and gala in Thatcher’s home town of Kokomo, Ind., last November. Platinum agents helped Thatcher and

Sports agent Nick Brockmeyer (pictured here at the T.R. Hughes Ballpark in O’Fallon) divides his time between representing big names in baseball and making birdies on the golf course. his family produce and coordinate the event, which raised more than $40,000 for the local YMCA chapter. Brockmeyer and his team also arranged for former major leaguer Jim Morris, the inspiration for the Disney movie The Rookie, to appear as the event’s keynote speaker. Then Platinum agents joined Padres relief pitchers Luke Gregerson and Clayton Richard, along with Atlanta Braves pitcher Brandon Beachy, on the course to help raise money for Thatcher’s charity. “Whether it’s a shoe deal with Nike, a player’s monthly salary or even how many cards a player will autograph after a game, it’s all about negotiating,” explains Brockmeyer, who founded the agency in 2004 with two classmates during his final year at Saint Louis University School of Law. “Knowing that we are successful attorneys gives our clients confidence they we can handle all aspects of their careers.” In the fast-paced, cutthroat business of sports, golf provides Brockmeyer and his

What’s in your bag? PING i3s Favorite club: 6-iron Who’s your favorite golfer? Jesper Parnevik because of the crazy way he dresses. Dream course: Pebble Beach Favorite local course: St. Louis Country Club When did you start playing golf? When I was 10, but I’m starting my 4-year-old son, Cole, earlier. I just bought him a set of Nike TW [Tiger Woods] Junior Clubs.

Platinum team the chance to slow down and focus on the moment. “During spring training, we meet with every single player on the Platinum roster,” he says. “Just being outside on a beautiful golf course is a like a mini vacation in the midst of all the spring training madness.” A



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course opinion

co u rs e opinion

Photos: Courtesy of Norwood Hills Country Club

Norwood Hills Country Club Steeped in tradition, the courses at this historic North County club live up to the legend.


t’s the late 1890s in St. Louis, and the game of golf barely exists. There isn’t a fairway or green anywhere in the region, only cow pastures and fence posts to mark the target. At the turn of the century, however, two events would serve as the impetus to dramatically and rapidly change the golfing landscape. The first was the arrival of the Foulis brothers from Scotland. Known as the founding fathers of Midwest golf, the five Foulis brothers were responsible for the first true golf courses and clubs built in St. Louis:

Words: Ryan Scott

St. Louis Country Club, Kinloch Golf Club, Florissant Valley Country Club, Glen Echo Country Club and Normandie Golf Club. The second spark responsible for elevating the area’s golf game was the 1904 World’s Fair, which showcased Olympic golf for the first time at Glen Echo. This international focus and attention captivated the entire region and was responsible for thousands of new golfers picking up clubs for the first time. The global attention coupled with an array of exceptional new courses led to rapid growth of the St. Louis golfing community. APRIL 2011 / AVIDMAGAZINE.COM / 53

course opinion

This boom caught the attention of famous course designers across the country, including legendary East Coast golf architect Wayne E. Stiles. Born in 1884, Stiles grew up in Boston, where he became an accomplished local golfer—winning, among other titles, the MGA Team Championship in 1910, representing Boston-based Brae Burn Country Club. By 1916 Stiles became involved in course design, creating courses that stretched along the coast from Maine to Florida. Upon noticing the flourishing golf culture in St. Louis, Stiles located a pristine track of land in north St. Louis County, originally dubbed Northwood Hills Country Club— now known as Norwood Hills Country Club. As a course designer, Stiles had a distinctive style and was known for laboring over the details during the design and building processes. He would spend weeks walking the bare ground, drawing detailed blueprints for each hole to ensure that the construction crew would get every detail just right. Stiles was also known for finding the most ideal, natural green sites and making use of deep and often hidden green-side bunkering, as well as naturally elevated greens with challenging slope. These nearly century-old design ideas are still featured prominently at Norwood. I must confess, before playing Norwood I was unaware of its rich history. I had no idea that Ben Hogan won the 1948 PGA Championship there, clinching a 7-and6 win over Mike Turnesa on the West course 11th hole. I had no idea that Norwood hosted the 1972 Children’s Hospital Greater St. Louis Golf Classic, won by Lee Trevino. And I didn’t realize how pivotal Norwood was in the development of Missouri’s best golfers, such as Bob Cochran. The club is actually on the National Register of Historic Places, too. But the reality is that none of this history would matter if the course play didn’t live up to its reputation. Norwood consists of two 18-hole layouts, East and West. Both courses remain true to their original layouts, but Norwood overhauled the West course in the mid-1980s. I began on the West course, and after a relatively plain first hole, I was greeted by what’s simply one of the most enjoyable five-hole stretches of golf I’ve ever played. There are beautiful, elevated tee shots, shots over water, opportunity for big strokes and accurate shot-making, challenging green-side protection 54 / AVIDMAGAZINE.COM / APRIL 2011


course opinion

and plenty of sloped greens for dramatic putts. I could keep playing these holes all day—even the cold, windy day didn’t lessen my enjoyment. Hole 12 is a dramatic, elevated tee shot on a long par-3. The wind was directly in my face and over a steady 20 miles per hour. Fortunately, the landing area is about the size of a helipad—meaning it took only one full rip with a 4-iron, and after about 30 seconds of hanging in the wind, I received a satisfying plop right in the middle of the green. Hole 17 is another sweet spot, with a tee shot over water and a left-to-right rough that slopes back onto the fairway. Be aware of pin location here because the green is sharply tiered, as are many of Norwood’s greens. The closing hole is a long, straight, wide par-4. Ryan Roy, head pro at Norwood, says that the East course is often referred to as the hardest 6,000 yards a golfer will ever play. Roy says it will play much harder in late spring and summer, when most of the greens will be as fast as any in St. Louis, around 11.5 to 12 on the stimpmeter. This speed, combined with the heavy slope of the greens, makes accurate approaches critical. If you miss your landing spot by a few feet, you might just roll 20 feet off the putting surface. Additionally, many greens are protected by deep bunkering, so rolling off the green and into a deep-walled bunker is something to keep in mind. Of course, the East course is more than just challenging green areas; it also offers beautiful tees and a variety of enjoyable shots. Hole 2 is a scenic tee shot, doglegged right with an uphill approach and a challenging green, and Hole 7 is a risk-reward short par-4; it’s drivable, 56 / AVIDMAGAZINE.COM / APRIL 2011

the d e ta i l s Year Opened: 1922 Designer: Wayne E. Stiles Head Pro: Ryan Roy Grass: Midgrass, zoysia Other Info: 1 Norwood Hills Country Club Drive St. Louis, Mo. 63121 314.521.0682

but with the fairway narrowing toward the green, it requires precision. Hole 10 is a gorgeous, Redan-style par-3 that requires you to land on the green, or trouble awaits. The front-side bunkering used to be much more treacherous, but is still strenuous enough to demand attention. Number 11 is the kind of hole where I like to light up a stogie before teeing off, as the view from the box is spectacular—though the narrow landing area might bring a premature end to the picturesque views. As for Hole 14, it’s simply the kind you need to see for yourself. It’s a short par-5 with a sloping, curved fairway and bunkers peppered about. This hole is truly hard to describe, but once experienced, it will stick with you for a while. Hole 15 is a long par-3 with an absolutely brutal sloped green: Land where you want, or get ready to watch your ball roll a long way. The finishing hole is a nice par-4 with the clubhouse acting as your endgame backdrop. Of course, Norwood is a private club with much more to offer than its first-rate golf course. In addition to golf, there are tennis and swimming, with an emphasis on family-style activities. There are many junior learning programs, as well as a summer camp and holiday parties and events. I’ve been fortunate enough to play many of St. Louis’ finest golf courses. Each is memorable in its own way, but there’s something special about Norwood that sets it apart. It truly feels and plays differently from others and seems to work with the land exceptionally well. The holes flow naturally, making for an entire round of golf that feels as challenging as it does satisfying. A

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Reynolds Plantation


Southern Roots

One of central Georgia’s most pristine golf resorts offers an escape rich in natural beauty, decadent indulgence and pro-style play. Time to use up all those vacation days you’ve been hoarding.

PHOTOS: Courtesy of Reynolds Plantation

WORDS: Fred W. Wright Jr.




s you drive along State Road 44 toward Reynolds Plantation—all 10,000 acres of it— the dominant features of the resort rapidly come into view: towering pine trees, majestic oaks and a beautiful, expansive lake. Lake Oconee, the second largest lake in Georgia, sprawls throughout Reynolds Plantation and its five creatively designed courses. Oconee means “great waters,” in the Native American Creek tribe, and it’s quickly evident why. The lake can be seen through the trees, along the fairways, around the greens—it’s visible almost everywhere on this palatial property. On top of that, off-course distractions are numerous: five miles of hiking and biking 60 / AVIDMAGAZINE.COM / APRIL 2011

trails, two marinas for some of the best freshwater fishing in the South, eight tennis courts, a huge spa and much, much more than is realistic to cram into any one visit. At the core of all these relaxing activities is luxury. The Reynolds Plantation Lodge is managed by Ritz-Carlton, which means guests get pampering and amenities you won’t find just anywhere. But since this is primarily a golf destination, here are the first round of choices:

Great Waters, 18 holes designed by Jack Nicklaus; The National, 27 holes designed by Tom Fazio; The Landing, 18 holes designed by Bob Cupp; The Oconee, 18 holes designed by Rees Jones; and The Plantation, 18 holes also designed by Cupp. Since this is a Ritz-Carlton property, with its AAA Five-Diamond rating, golfers are, well, a bit spoiled. The Lodge offers an amenity that’s hard to come by these days: caddy services. These attentive caddies will make any golfer feel like a pro, providing hole descrip-

tion. This is the course, opened in 1992, that has seen the most tournaments, thanks to designer Jack Nicklaus. A succession of Anderson Consulting Match Play Championships was played there in the 1990s, and thanks to coverage by ESPN2— which, back then, was just a fledgling cable network—the course gained the golf world’s attention.

tions, providing yardage, raking bunkers and even estimating green reads. For golfers who want more than just practice, the Reynolds Golf Academy offers halfand full-day programs. Academy director and veteran instructor Charlie King, named one of the Top 100 Instructors by Golf Magazine, oversees the programs, including The Kingdom, where players can see high-speed videos of their swings and have clubs made to fit their body types. Once you’re worn out from a round of golf and a session of seeing your game on screen, head to the Lodge. Condé Nast Traveler has ranked the resort No. 5 among the Top 100 Golf Resorts worldwide, so there’s no questioning its excellence. There are 251 rooms and suites in the five-story building, with most overlooking 19,000acre Lake Oconee, plus a 26,000-squarefoot spa and fitness center and three on-site restaurants. Package rates start at $299 per guest for one night. Reynolds Plantation also offers six twoand three-bedroom golf cottages ranging in size from 1,800 to 2,400 square feet, which feature stone verandas and wraparound porches. The Presidential Suite is an enormous 5,400 square feet and comes with a formal dining room, four master suites, a full kitchen and a game room that opens onto a private, heated outdoor pool. Throughout the property there are little, signature Ritz-Carlton touches that make the resort that much more welcoming. Of course, 24-hour room service is offered for all guests. But each room also comes with a complimentary overnight shoeshine service and on-site, same-day laundry and dry cleaning services.

At Reynolds Plantation, choices

are abundant. With so many amenities and five golf courses to choose from (actually, there’s a sixth course, but it’s for members only), it can be hard to make up your mind, but the staff can help steer you in the right direction. The par-72 Oconee Course gets the most play, according to Mark Lammi, director of golf at the Reynolds Plantation, because it’s the closest course to the Lodge. The other four courses require a short ride via boat or golf cart to access. The Oconee is also a great course for beginners, Lammi says, and for children. “It’s a great resort course,” he adds. “Very forgiving.” It’s the par-72 Great Waters, which sits on more than 6,070 yards, that’s the most widely known course at Reynolds Planta-

“We still get people coming here today and saying, ‘I remember it on TV,’” Lammi recalls. “It was the first golf course to put Reynolds Plantation on the map.”

Condé Nast Traveler has ranked the Lodge No. 5 among the Top 100 Golf Resorts worldwide.

However, Great Waters has a lot more going for it than national TV exposure. It doesn’t hurt that nine of the course’s 18 holes are located directly on Lake Oconee, providing spectacular views and challenging play. Right on the lake sits the ninth hole, along with the 11th through 18th holes. Millions upon millions of dollars are spent on this lakefront property, devoted to the course’s greens and fairways, resulting in sweeping views of sparkling fresh water without a building in sight. Needless to say, great care is given to all of the resort’s courses. At two of its par-3 holes, the fourth and 17th, Reynolds Plantation closed the greens, brought in Nicklaus and his design crew and reshaped them to their original forms. Then its team re-grassed the greens with Mini-Verde Bermuda—a new, fine-blade strain of grass. Efforts like this have kept Great Waters and other courses in “immaculate shape,” according to Lammi, despite 2009 being the worst weather the Southeast has seen in 30 years. The course reopened in March 2010. “This Bermuda plays more like bentgrass,” Lammi says. “Fewer ball marks, fewer surprises as a putt runs to the cup.” Golfers might think Great Waters is just a pretty name, but no, it’s actually quite descriptive. There are ponds or creeks on five of the first eight holes. Then comes the ninth hole, with a strong lake influence. Here, the par-4 tee shot needs to be laid up on the crest of a hill before the fairway drops off toward the lake. It’s better to hit a 3-wood, Lammi suggests, aiming for a flat lie. Along with your second shot comes a stunning view, as one of Lake Oconee’s many coves cuts right into the right side of the green. The 11th hole is typical Nicklaus design. Players can attack this par-4 with a variety of shots, Lammi notes. A 5-iron off the tee can leave you with an 8-iron to the green, which is a sprawling 50 yards wide at the APRIL 2011 / AVIDMAGAZINE.COM / 61


For Comfort Food end of a peninsula. There are winds here, too, that can’t be detected from the tee. While the 14th and 17th holes, both par-3s, play over the lake, the 18th hole is a great par-5, with a large landing area. It’s one of the most scenic holes at the Reynolds Plantation. In warmer months, brilliant azaleas and blooming dogwood trees frame the green. “You can hit the drivers as hard as you want,” Lammi says with a warning. “If you feel like going for it in two, you have to carry the lake in front of the green.” In truth, all five courses at Reynolds Plantation are beautifully integrated with Lake Oconee and natural Georgia flora and fauna. Dogwoods and oaks line the fairways, and throughout there are towering Georgia pine trees that golfers can’t help associating with Augusta National Golf Club. During the spring months—especially April and May—guests will witness the height of nature in full bloom. As far as golf is concerned, the best time to play the Plantation’s courses is October, Lammi says. The Bermuda grass goes dormant and won’t come back fully until April or May, but between mid-September and mid-November, the surface is in “pristine shape.” But no matter what time of year you visit Reynolds Plantation, its amenities will keep you perfectly pampered, and its brilliantly designed courses on Lake Oconee will challenge and reward your game. A


Tasting the Georgia Countryside, Southern Style For guests of Reynolds Plantation who want to make a foray off-property and explore the cuisine of the Georgia countryside, there are several excellent choices. It’s a good idea to ask for detailed driving directions from the concierge; one or two of the best restaurants in the area are nearby, but a bit hard to navigate to.

The Silver Moon, just a few miles outside the Plantation’s border, is definitely a restaurant you don’t want to judge by its cover. From the outside, it looks like a rural, neighborhood dive—but this is far from accurate. It’s very popular with locals and features an array of comfort foods, such as its famous fish and chips and indulgent Parmesan grits. It doesn’t get much more classically Southern than that. Additionally, locals say the restaurant’s steaks and seafood options are not to be overlooked, and the homemade desserts are the perfect way to round out a decadent meal.

For a Night Without the Kids Thanks to word-of-mouth from golfers who have visited the Plantation, The Richland Creek Restaurant has become a popular foodie hot spot. The menu is Southern gourmet. For example, the egg roll appetizer consists of pulled pork, collard greens and

carrots. For an entrée, locals like the Grilled Plantation Quail—locally farmed quail marinated, roasted and served over baked butternut squash gnocchi paired with spinach, wild mushrooms and roasted almonds in a sage brown butter sauce.

For True Southern Cuisine Dining is more casual at The Yesterday Café, smack in downtown Greensboro. There is history everywhere— thousands of photographs pasted on walls and doors depicting life in this Georgia community since the 1800s. The café is noted for two distinctly Southern dishes—The Real Dill, an appetizer consisting of breaded and deep-fried dill pickles served with a side of cool ranch dressing; and its most famous dessert, Buttermilk Pie. Rumor has it that celebrities have even ordered the pie to serve at wedding receptions. Guests who can’t get enough have a similar option, as packaged pies are available for sale.







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• Premium Seats • Sold-out Events • College Sports • Professional Sports • Major Concerts • Broadway/Off-Broadway • Vegas Theatre Events SECTION







First Annual

Style Issue

Style means wearing your attitude and fine-tuning the details to create a look that’s all your own, no matter where you are. Turn the page to see how it’s done. Photos: Tuan Lee Styling: Jan Leach Words: Jan Leach & Dan Michel

Looks that kill APRIL 2011 / AVIDMAGAZINE.COM / 65


The Occasion Dinner date at Brasserie by Niche The Look: Cotton suits are the way to go as the temperature rises. Keep in mind that darker complexions look best with rich, caramel tones, lighter complexions with neutral, grey tones. Forego a tie with a well-placed pocket square, and you’ve got a look that is pulled together yet seems effortless.


The Goods: Blazer: FaÇonnable, Saks Fifth Avenue, Plaza Frontenac, 314.567.9200, $595; Pocket Square: Editor’s own; Shirt: Armani Collezioni, Saks Fifth Avenue, $205; Trouser: Faconnable, Saks Fifth Avenue, $195 Shoes: Saks Fifth Avenue, Saks Fifth Avenue, $298; Sunglasses (from opener): Ray Ban, Saks Fifth Avenue, $180

First Annual

Style Issue

The Occasion Sunday Brunch The Look: Stuck in a sea of solids? Take a risk by mixing patterns that share a common color—just be sure they’re different sizes, or you’ll end up looking like an M.C. Escher illustration. Add in a neutral, deconstructed sport coat for daytime, and keep things casual with a pair of boat shoes or loafers. The Goods: Blazer: Boss by Hugo Boss, Moris Fashions, 26 Maryland Plaza, 314.361.6800 Shirt: Peter Millar, Neiman Marcus, Plaza Frontenac, 314.994.5028, $135; Tie: Armani Collezioni, Neiman Marcus, $145; Jeans: Citizens for Humanity, Evans in Advantage wash, Nordstrom, $202; Shoes: John Varvatos, Neiman / 67 APRIL 2011 / AVIDMAGAZINE.COM Marcus, $185


The Occasion A quick drink at Demun Oyster Bar The Look: Casual outfits don’t always have to involve a T-shirt and tennis shoes, and button-downs don’t have to be reserved for suits and slacks. Wear button-downs with casual details like epaulets (military-inspired shoulder tabs), front pockets and convertible sleeves (straps to keep your sleeves rolled up). Opt for street sneakers instead of your everyday kicks to keep it comfortable and stylish. The Goods: Shirt: Polo by Ralph Lauren, Saks Fifth Avenue, $125 Watch: Brera Orologi, Neiman Marcus, $595 Jeans: Adriano Goldschmied, Hero in TST34 wash, Saks Fifth Avenue, $168 Shoes: Boss Orange, Moris Fashions, $125


First Annual

Style Issue



The Occasion: Happy hour at Sasha’s The Look: Who says you can’t mix work with pleasure? Trade your black work slacks for a pair of dark-rinsed, straight-leg jeans, and pair them with a classic navy plaid button-down. The only way you could look any better is with a few glasses of red.


The Goods: Shirt: Burberry London, Saks Fifth Avenue, Plaza Frontenac, 314.567.9200, $225 Jeans: Citizens for Humanity, Evans in Advantage wash, Nordstrom, West County Center, 314.255.2000, $202 Shoes: Hugo Boss, Saks Fifth Avenue, $195




Dior Homme Chiffre Rouge D01

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its elegant, effortlessly stylish façade will draw you in, but the dior homme chiffre Rouge D01 is more than just a pretty face. This urbane timepiece boasts 42mm Swiss ETA movements, visible through its transparent, dyed sapphire crystal case back. The true mastery of the D01’s design, however, is in the details. Mixing classic features, like a brushed stainless-steel bracelet, with the unexpected, modern flecks of red on the dial, set the D01 apart from other fashion brand watches. The D01’s sexy, distinctive aesthetic is maybe best captured in the detailing. The steel arm and pop of red on the crown give the D01 an extra punch of character. It’s this cool, understated look that makes it an easy work-to-play transition piece, complementing both business formal and golf course casual. Aside from smart features, Dior has upped the D01’s trendiness with its very own iPhone app. Yes, an app just for your watch might seem slightly excessive, but it’s free, and it offers functional services for divers—it is, first and foremost, a diver’s watch—and the opportunity to connect with other D01 enthusiasts. Whether you consider it needless or highly innovative, the app solidifies this timepiece as one for the 21st century.—L.M.


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The AVID Men’s Style Manual

Lighten Your Look Cotton and linen suits are essential to keeping cool and stylish this spring. They’re lightweight and dressy, but still casual enough to wear without a tie. Suit: John 74 / AVIDMAGAZINE.COM / APRIL 2011

Varvatos, Nordstrom, $199

First Annual

Style Issue

It’s time to take charge of your wardrobe and rethink your look with these essential guidelines that will get you through most any occasion with style and panache. WORDS: Jan Leach & Dan Michel STYLING: Jan Leach

HAIR & MAKEUP: Kat Hinkle PHOTOS: Tuan Lee

All Tied Up

Not every tie should be tight and constricting— depending on the occasion. Try mixing up your presentation based on your personality or mood.

The Peekaboo Forget the tie bar. Let the narrow end of your tie show for a look that says you’re too stylish to care.

The Reverse For guys with shorter torsos, don’t be afraid to make your tie imperfect. Let the narrow end hang lower than the wider end for a casual, rakish look.

The Dimple Give every knot you tie a small dimple by pinching the center of the tie before you tighten it. It’s the true sign of a gentleman—an accent that will give your look that extra bit of swagger. Tie: Armani Collezioni, Neiman Marcus, $145

The Tuck ’n’ Go Good for when you’re getting your hands dirty, this look has a sophisticated, rugged edge to it that is undeniably masculine.


below the waist To Pleat or Not to Pleat? Whether you wear pleats or not, fit is of the utmost importance. Straight-front pants are modern, slimming and pretty much foolproof. When buying pleated pants, opt for a slim-fitting pair with subtle, single folds, a la Arnold Palmer.

Fade Out

the long & short of it Breaking Down Your Pants

Making the Cut

“Most people wear their pants too long,” says Lyndon Blaylock of Daniel Morgan Tailor. He prefers a slight break on non-cuffed, flat-front pants and a more moderate break on cuffed pants, although a man’s body type determines which break he should wear. He says heavier-set men should wear longer pants with little to no break, and smaller guys can get away with a slimmer pant. In general, a bigger break adds weight and bulk to your figure. Tailor with caution.

Boot-cut and straight-leg jeans should be in every man’s wardrobe. Both are universal looks that will never go out of style. Choose a fit that’s best for your body type (a more relaxed leg if you have large or athletic thighs, or a higher rise if you have a long torso). Some of our favorites around town are the Citizen of Humanity “Sid” straight leg in a dark rinse, Joe’s “Rocker” boot cut in medium wash, and AG’s “Hero” relaxed boot cut in a lighter medium wash.

Every man should have at least three pairs of jeans, each with a different purpose: a dark, clean wash for dressier occasions; a medium wash for going-out and casual looks; and a medium to light wash for those T-shirt-only days.

Shirt: NSF, Neiman Marcus, $95 Jeans: Seven for all Mankind, Austyn Boot Cut, Saks Fifth Avenue, $155 Shoes: Converse by John Varvatos, Neiman Marcus, $95


Shirt: James Perse, Neiman Marcus, $50 Jeans: Hugo Boss, Texas Boot Cut, Saks Fifth Avenue, $155 Shoes: Ecco, Dick’s Sporting Goods, West County, $153

Shirt: Theory, Neiman Marcus, $85 Cuff: Will, Moris Fashions, $45 Jeans: Adriano Goldschmied, Protege in 14Y wash, Neiman Marcus, $195 Shoes: Boss Orange, Moris Fashions, $125

Shirt: Polo by Ralph Lauren, Neiman Marcus, $145 Jeans: Joes’s Jeans, Rebel in Emmery wash, Moris Fashions, 26 Maryland Plaza, 314.361.6800 Shoes: John Varvatos, Neiman Marcus, $185

Blazer: Armani Collezioni, Neiman Marcus, Plaza Frontenac, 314.994.5028, $1,995 (with suit pants) Shirt: Hugo Boss, Saks Fifth Avenue, $145 Belt: Gucci, Saks Fifth Avenue, $240 Jeans: Adriano Goldschmied, Protege in KANT32 wash, Nordstrom, $179 Shoes: Hugo Boss, Saks Fifth Avenue, $195

First Annual

We asked one of St. Louis’ top tailors, Lyndon Blaylock from Daniel Morgan Tailor, what three items every man should have tailored. 1. Dress Shirt “This is the most adaptable piece to alter and should be tapered to fit alongside your body,” says Blaylock. Start with the correct collar size (down to the half inch), and you can alter the entire shirt from there. 2. Sport Coat/ Blazer “Make sure the chest and armholes fit snug, but don’t pull too tightly.” 3. Trousers Don’t worry about how perfectly the waist fits because that’s easy to alter. Blaylock says that the seat and crotch must fit well to start— not too tight and not too baggy.

Style Issue

Tailor -Made

Blazer: John Varvatos, Nordstrom, $199 Shirt: John Varvatos, Moris Fashions, $115 Belt: Salvatore Ferragamo, Nordstrom, $270 Pants: Boss by Hugo Boss, Saks Fifth Avenue, $115 Shoes: Bruno Magli, Nordstrom, $395

Be a Trailblazer Try wearing a one-button suit jacket with jeans for a casual look, or invest in a twill, corduroy or velvet blazer for something more stylish. Black is the easiest and most universal color, but don’t be afraid to experiment with brown, navy and gray. Blazer: Boss by Hugo Boss, Saks Fifth Avenue, $445 Shirt: Boss Orange, Moris Fashions, $118



Spring in Bloom

Not Your Average ButtonDown Embrace spring’s casual attitude, and try a casual button-down with front pockets, epaulets and convertible, rolled-up sleeves. Wear it with jeans, khakis and even under blazers for a more versatile look.

Polos are the standard on the golf course, but that doesn’t mean they have to be plain and boring. So get creative, and try one with stripes, techno prints and even embroidery. (No, a golf course logo doesn’t count.)

Pocket Squares: Saks Fifth Avenue, $40 for a pack of three Nordstrom Rack, $8; Saks Fifth Avenue, $40 for a pack of three

Shirt: Michael Kors, Neiman Marcus, $146

Real Men Wear Pink

Polos (counter clockwise from top left): Hugo Boss, Saks Fifth Avenue, $115; Diesel, Saks Fifth Avenue, $60 Michael Kors, Saks Fifth Avenue, $125; Fred Perry, Neiman Marcus, $95; Polo by Ralph Lauren, Saks Fifth Avenue, $98


Light pink looks great on guys with lighter skin, light eyes and blond to light brown hair. If you have darker skin, darker eyes and dark brown or black hair, go for the bolder pinks and purples. If you can’t take the plunge into pink right away, start with a pink- and whitestriped button-down.

Are You Accessorized?

First Annual

Style Issue

When it comes to style, the devil is in the details. Here are a few cool accessories that are safe to experiment with. Just make sure not to wear them all at once.

Sunglasses: Emporio Armani, Saks Fifth Avenue, $160; Ray Ban, Saks Fifth Avenue, $180 Cufflinks: It’s About Time, Saks Fifth Avenue, $235; David Donahue, Nordstrom, $150 Belt: John Varvatos, Moris Fashions, $125; Saks Fifth Avenue Brand, Saks Fifth Avenue, $85 Cuffs: (Top to Bottom) John Hardy, Saks Fifth Avenue, $195; Will, Moris Fashions, $45; John Hardy, Saks Fifth Avenue, $395 Watch: Brera Orologi, Neiman Marcus, $595

Hats vs.

Caps Need help deciding? Caps are more for exercise and mesh best with a more youthful look, but hats are more fashion forward and can be worn year-round.

Hats (clockwise from top left): True Religion, Neiman Marcus, $75; Target, $15; Target, $15; Target, $15



First Annual

Style Issue

Johnnie-O Entrepreneur. Designer. St. Louisan. words:

Dan Michel


David Burridge


“My vision was to put a West Coast spin on the Polo horse. I thought, what if we married the prep of the Midwest and the East Coast with a surf logo?”



he story of Johnnie-O, an L.A.-based clothing line, doesn’t start with a starved design student struggling to make it big or an endowment from a major fashion label. It starts in St. Louis with a small Irish Catholic family living in Olivette. John O’Donnell was the fifth of seven children. He was the last of them to call St. Louis home, as the family moved when O’Donnell was 4 years old, but he never forgot where he came from, and St. Louis continues to influence him as an adult. Growing up in Winnetka, a suburb just north of Chicago, O’Donnell was a student, an athlete—anything but a fashion designer. “I was the furthest thing from apparel business,” he recalls. O’Donnell played sports and was a prepster like his friends from the East Coast. His style became more relaxed when he attended UCLA, where he played golf, in the mid-’80s, but only five years ago, at the age of 40, when he began his clothing line, would O’Donnell reflect on his youth and capitalize on the clashing cultures he lived among. A friend who was making clothes with a surf logo in Florida inspired O’Donnell to start making his own shirts. “People are always looking for alternatives,” says O’Donnell. “My vision was to put a West Coast spin on the [Ralph Lauren] Polo horse. I thought, what if we married the prep of the Midwest and the East Coast with a surf logo?” When O’Donnell’s line hit stores and news spread through word of mouth, the response was undeniably positive, and Johnnie-O started popping up on TV shows and on various celebrities: Adrian Grenier, Pete Sampras and Ryan Seacrest, as well as O’Donnell’s little brother, actor Chris O’Donnell. “Being in sales, I know the difference between when the fish are really biting and when people are just being nice to you,” he says. “I was getting into stores, and I didn’t even really have a business platform set up.”

First Annual

Style Issue

He acted quickly, raising money from friends and family to start his business, while working in finance by day. As Johnnie-O expanded, so did the demand for the brand and for O’Donnell’s care and attention. “Fast-forward to now—five years into it—I have two full-time employees, and we’re doing some volume now,” he says. “It’s small, but it’s more and more becoming a real-life business, as opposed to me just having fun with some shirts.” He says much of the appeal of his line comes from the accessibility he creates from blending styles. “I think we’re giving the preppy guys an opportunity to put some topspin on their wardrobe without screaming, ‘I’m a cool guy,’” he says. “And we’re giving guys on the West Coast a chance to take off their T-shirts, put on a collar and feel a bit more dressed up.” As his business expanded, O’Donnell sought to introduce his label to St. Louis markets. Just this year, Boone Valley Golf Club, Old Warson Country Club and St. Louis Country Club picked up the line, and he’s looking to expand even further. “Hopefully, this will pick up in St. Louis,” he says. “My roots are deeply planted in St. Louis. My parents, aunts and uncles were born in St. Louis. Four of my siblings were born there. We drove to St. Louis every Thanksgiving and stayed at the Clayton Inn. We used to love going to Busch’s Grove… They didn’t have Steak n Shake in Chicago, so we’d go there and to Spicer’s [5 & 10]. It was the greatest.” O’Donnell also recalls being a die-hard Blues and Cardinals football fan as a child. “I have a special place in my heart for the city.” Although selling clothes is a business for O’Donnell, his line represents more than that to him. “We give back to a ton of charities, including Autism Speaks and various cancer foundations. It’s not just a ‘come buy our shirts’ operation,” he says. “The bigger picture is that we’re trying to have some fun while we’re at it.” A



Timberlake to a Tee

International entertainer and golf nut Justin Timberlake invests in his hometown of Millington, Tenn., with Mirimichi, a stateof-the-art, eco-friendly golfing facility WORDS: kim gordon

Is there anything Justin Timberlake can’t do?

In less than a decade, he’s earned six Grammys, two Emmys and dozens of accolades from around the world. With Justified and then FutureSex/LoveSounds—which produced four consecutive No. 1 singles—the R&B and pop icon has sold a combined 18 million albums worldwide, elevating him to one of the most influential entertainers in the world. He followed his multi-platinum albums with an Emmy Award-winning Saturday Night Live skit and most recently landed a starring role in The Social Network. Timberlake has proven his sensational skills not only as a singer, dancer and actor, but also as a savvy entrepreneur with a celebrated fashion line and successful recording label. His latest venture, 901 Silver Tequila, a triple-distilled premium spirit, is headquartered in St. Louis.

PHOTOS: Courtesy of Mirimichi

JT is everywhere—including the golf course. In 2010, he opened Mirimichi, a world-class par-72 championship course in his hometown of Millington, Tenn., a small town 15 miles north of Memphis. When Timberlake decided to venture into the golf business, he set the bar high with a trio of directives: First, the course had to be green and environmentally sustainable. Next, it had to grow the game of golf. Finally, it had to be open to the public, affordable and accessible to everyone. “The two things I love most in the world are golf and the environment,” says Timberlake, who boasts a handicap of 5 or better, depending on his tour schedule.


30,000 Amazing athlete is another attribute Timberlake can add to his list of talents, explains Mirimichi director of golf Greg King. “Justin is an incredible golfer. He has excellent hand-eye coordination and a big, free-flowing swing with a lot of speed,” King says. “He’s such a creative and athletic player. He hits and processes the elements with the skill and speed of a pro player. He’s just magical on the course.”

Rounds of golf played at Mirimichi annually


Yards make up Little Mirimichi, a 9-hole, par-35 executive course

But it’s the golf course and its elusive challenges that have a magnetic pull on Timberlake: “No one gives you a hole-in-one. You have to take it. An ace is ... eternal.”


The 7,479 yards of lush fairways, swathes of natural grasslands and meditative waterfalls that line Mirimichi offer him an oasis from the relentless demands of life as an international superstar. “The golf course might be the only place where I don’t have such critical expectations of myself,” Timberlake explains. “The mental release is why I love it so much. You can go out there and be a normal person and forget about the world.”

Major Player

As a little boy, Timberlake hit his first golf balls on the 10th tee at Big Creek Golf Course with his mom and stepfather, Lynn and Paul Harless, who taught him how to swing on that hole, which is now Timberlake’s favorite spot at Mirimichi. Just five miles away from his Millington home, Timberlake and his parents, who had their wedding reception at the course, say Big Creek holds countless memories for their family. By July of 2007, Big Creek had fallen into disrepair and was set for auction, with plans to be razed for residential development. When the property went for sale on the courthouse steps, Timberlake and his parents stepped in to save it. “My dad called me when I was on tour,” Timberlake recalls. “He said it was for sale and what if we bought it. I started laughing. But he didn’t laugh on the other end of the phone. Silence. I said, ‘You’re serious. I’m in. Let’s do it.’” Timberlake and his parents set the bar high, envisioning a public golf course that would rival prestigious courses like Bethpage in New York and Torrey Pines in San Diego. Timberlake and his team at Mirimichi—general manager Rich Peterson, marketing director Deb Peterson and director of golf Greg King—hope to soon bring a major championship to the course. To get the course in tournament shape, Mirimichi brought in Bergin Golf Designs and Sanders Golf Construction, with both companies having worked on numerous courses that have hosted major championships. “We have partnered with the best golf architects, designers and builders in the world,” says Paul


Harless, who worked closely with his wife and Timberlake throughout the course design process. “We feel like we are building a collection of the best courses in the world and packaging it all together.” With designs from Bergin Golf, Sanders led the construction efforts and implemented the course enhancements, building the greens to USGA specifications and improving the bunkers. The greens were re-contoured with Bermuda grass to allow shots to hold the greens, which now run at Augusta-fast speeds. “We brought in people who have designed greens, bunkers and fairways for a lot of the courses around the country that have hosted major championships,” Timberlake says. “We’ve surrounded ourselves with the best of the best to give everybody a world-class golf experience.” Timberlake has invested more than $20 million to buy and transform the haggard layout into a lush championship venue. From the strategic playability to the length of the holes to the speed of the greens, every aspect of the golf course has been renovated. In the summer of 2009, Big Creek was reborn in the form of Mirimichi. Mirimichi’s par-72 championship course is a challenging 7,479 yards from the tips, but provides five different tee boxes on each hole to appeal to all abilities. Challenges lie around every fairway bend, meaning accuracy is critical to a low round. Deep-pit bunkers, elevated greens, native grasslands, numerous waterfalls and meandering creeks force quick reaction time and demand players to be on top of their game. “We remodeled the entire course to create a challenging but fair course,” King says. “You won’t feel like you’ve been in the boxing ring all day. After an excellent game of golf you should feel energized. Mirimichi offers a great work out and great walk through nature.”

The Peabody Hotel A little too much whiskey laid the making of a legend at the historic Peabody Hotel in Memphis, which provides the perfect playground for a stay-and-play Mirimichi golf getaway. The Peabody's gracefully restored lobby serves as the home of the stunning hotel's most cherished and celebrated feature: The Peabody Ducks. The story of the ducks started in the early 1930s, when a tipsy hotel manager returned from a Jack Daniels-fueled duck-hunting trip and set up his live decoys in the hotel fountain. Today, one lucky mallard and five hens waddle down the red carpet from the elevators to the fountain every morning and evening before making their way up to their rooftop penthouse, Duckingham Palace.

$20 MIL+

Amount Timberlake has invested into Mirimichi


Yards from the tips—long enough to challenge the most talented players

From the classically elegant lobby to the award-winning restaurants to the beautifully restored rooms, the hotel defines Southern tradition, hospitality and luxury. Just 15 miles south of Mirimichi, the hotel offers an exclusive Mirimichi Memphis Golf Getaway, which includes a night of deluxe accommodations, one round of golf, a 30-minute club fitting with a golf pro, a sleeve of Mirimichi Callaway golf balls, plus a bottle of Timberlake's 901 Silver Tequila. Packages start at $310. Renowned across the globe as the Grand Hotel of the South, the Peabody stands just blocks away from Beale Street, home of the Memphis Blues, which offers endless entertainment options after playing 18 holes at Mirimichi. The Peabody Hotel Memphis 149 Union Avenue 901.529.4000



Acres of manicured turf have been reduced to improve land and water use


The most challenging hole on the course


Perfect Harmony

Timberlake’s passion for the environment has fueled Mirimichi to become the best of the best and the greenest of the green. Coexisting with nature marks the cornerstone of Mirimichi, a Native American word meaning “place of happy retreat.” Timberlake, who has Indian ancestry in his blood, wanted to elevate the concept of the golf course as sanctuary, reflecting the Native American respect for the land. “I wanted to pose the question: ‘Is it possible for a golf course to actually be green?’” Timberlake explains. The answer is yes: Mirimichi is the first U.S. golf course to be designated as an Audubon International Classic Sanctuary—a designation that means the course exhibits admirable “wildlife conservation, habitat rehabilitation and enhancement and water conservation.” Mirimichi is also the first course in the United States— and one of the first 10 in the world—to achieve the Golf Environmental Organization (GEO) Certification, the leading authority on sustainable golf. It’s the only course in the world to hold both certifications. “Mirimichi is what we, as an organization, want every golf course to aspire to,” says Bud Smart, regional director for the GEO.

Timberlake says. “It’s about taking a leadership role and encouraging other golf courses, and organizations of all kinds around the world, to move forward in making a positive impact on the world.” Timberlake’s environmental stewardship extends to all aspects of his life. During his last nationwide concert tour, his team calculated the carbon footprint of each concert and then paid to have trees planted in each city to offset the impact. When Timberlake purchased the course in 2008, he was determined to turn the facility into the greenest golf course around, a difficult task considering golf courses are inherently environmentally unfriendly, with most of the criticism stemming from the inordinate amounts of water required to keep courses green. Most of Mirimichi’s redesign is aimed at cutting down on water use. Adaptive management techniques and comprehensive water testing allow the water to leave Mirimichi cleaner than when it came in. Newly designed water filtration and drainage systems, along with recirculating creeks and lakes, reduce water consumption by recapturing two-thirds of the course’s water.

With Mirimichi, Timberlake raised the environmental bar for all courses, balancing a golfer’s playing experience with protecting and enhancing the environment.

Mirimichi’s most significant environmental measure was eliminating more than 100 acres of turf grass. The renovations reduced the amount of manicured land from 200 acres to less than 90, dramatically reducing land maintenance as well as water, fertilizer and pesticide use while expanding native areas to increase wildlife.

“Environmental sustainability at Mirimichi is about more than just what we can do at our own course,”

Along with publishing its own 52-page environmental literature, Mirimichi has developed and implemented


an educational outreach program and works with everyone from corporations to hospitals to local gardeners to raise eco-consciousness.

Another standout at Mirimichi is the 18-hole natural grass putting course. Each hole averages 25 yards and features lakes with fountains and wildflower meadows.

“Mirimichi serves as a leading example for golf courses worldwide,” says Russ Bodie, chief technical officer of Audubon Environmental, which has consulted more than 200 golf courses in 20 countries across the globe. “From the top down, the entire Mirimichi team, from Justin to the bus boys, has an unwavering commitment to the environment, and the entire staff continually strives to be more sustainable. Justin and Mirimichi have truly brought sustainable golf into the spotlight.”

“Little Mirimichi and our 18-hole putting course provide a less intimidating atmosphere that’s welcoming to new players,” Deb Peterson says. “Little Mirimichi has a Disney World effect on people. Everyone has a blast playing it.”

W A Growing the Game

At the centerpiece of Timberlake’s initiative to grow the game of golf is the Mirimichi Performance and Learning Center, a 10,000 square-foot facility designed for club-fitting technology and swing instruction.

It’s one of a few facilities in the country to feature Callaway Performance Analysis System technology. The system captures and analyzes more swing data than any other launch monitor system, making it the most advanced club fitting and analytic tool in golf. “We’ve added just a little technology,” jokes Timberlake, whom the Mirimichi staff loves for his witty sense of humor. “Whether it’s a tour professional or first-time golfer, or who someone who loves the game but it doesn’t love them back, we want everyone to get dialed in.”

The high-speed optics, precision software and 3-D imagery capture club and ball speed, launch angle, spin rates, attack and path angles. “It’s like a fingerprint of your golf swing,” explains King, who leads a team of five full-time golf pros. “Everyone is built differently, and this technology allows us to analyze your exact personal specs to maximize your results.” The Learning and Teaching Center features three indoor/outdoor teaching bays. Here, TrackMan Pro technology maps the entire flight of the golf ball from impact to landing to provide a comprehensive statistical analysis of club delivery, launch and ball flight. Mirimichi also utilizes the V1 Pro system to capture a golfer’s swing from four different angles. “No matter where you are in the world, you can take a picture or video with a smart phone and send it to us remotely for analysis,” King says.


Mirimichi’s weekend rate for the championship course


Miles from St. Louis to Mirimichi

Mirimichi’s initiative to grow the game of golf also includes Little Mirimichi, a 9-hole, par-35 executive course. “At just over 2,500 yards long, Little Mirimichi provides a faster, shorter golfing experience and the perfect opportunity for both inexperienced and advanced golfer to hone their skills,” says Jennifer Jordan, lead golf instructor.

All Access

When Paul Harless and Greg King sketched the designs for the patio at Mirimichi, they mapped out a generous area for the outdoor bar and restaurant. But Timberlake’s mom, Lynn, had a much grander vision in her head. Taking the spray paint cans out of their hands, she extended the patio to 10,000 square feet to create a community gathering place with a neighborhood feel to provide everyone with an experience that extends way beyond the golf course. The patio designed by Harless, who also decorated the Learning and Teaching Center, serves as the centerpiece of the destination golf resort. “We try and have something for everyone here,” says Harless, who is involved in all aspects of Mirimichi along with her husband. “We want to put a spa in, and we’re starting a great junior program for kids. We have the 18th hole putting course that anybody, even if you’ve never played golf before, can play. We want to be a destination for families.” Stunning sunsets and sweeping views of the course set the stage for Mirimichi’s weekend deck parties, which regularly draw 150 to 200 people. Families, friends, kids and golfers gather for Southern barbeque and sets of Memphis blues. Mirimichi also hosts fish fries, fashion shows and wine tastings to help introduce the game of golf to everyone. Making the game accessible and affordable is also central to the Mirimichi mission. Weekend rates are $71 and weekday play is $59 for 18 holes on the championship course. “Mirimichi has also opened incredible doors for Memphis from a tourism perspective,” says Regena Bearden of the Memphis Convention & Visitors Bureau. “It’s a world-class course, but it’s pubic and so affordable. Memphis is incredibly lucky to have someone like Justin, who not only really cares and loves his hometown, but also continually invests in the community.” From the start, Mirimichi aimed to make the course a destination resort for families. “If I’m a Dad, I bring my kids here, and we get a decent meal for a good price,” explains Rich Peterson, Mirimichi general manager. “Then we play 18 holes until the sun goes down. Then I feel like a hero.” And that’s exactly want Timberlake wants. “I think this is probably the coolest thing I’ve ever been a part of in my life” Timberlake recalls. “It means a lot to me personally, to be able to bring something like this to my hometown. Let’s be honest, it’s truly selfish. Now whenever I’m home I can work on my game. But if you guys want to play too, be my guest.” A




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One of the premier municipal courses in the region, Ruth Park is convenient, affordable, and in great shape.

St Ann’s course is set on 55 acres with a total yardage of 2,696. Tee times on weekends during daylight savings are accepted from opening until 2 p.m.

In-Season fees of $35 and Off-Season rates of $20 (including cart). Annual memberships with unlimited greens fees starting as low as $198 per year. 13986 Country Club Road Versailles, MO 65084

8211 Groby Road University City, MO 63130

4100 Ashby Road Saint Ann, MO 63074



314 . 423 . 6400



Challenging and enjoyable for players of all skill levels Rolling hills, scenic views, tree-lined fairways and elevation changes allow you to use every club in your bag at this 6,085-yard, par-72 layout.

Come Check Out One of the Best Values in St. Louis! Enjoy the Sugar Creek Experience. Try our 18-hole, par-70 picturesque course today and see for yourself!

Come Try the New 720 Yard Par 6 “The Beast” Unlimited Golf 5 Day Senior greens fee    $ 199 5 Day non senior greens fee $229 PGA Golf Professional—Kirk Porter

7700 Stonebridge Golf Drive Maryville, IL 62062

5224 Country Club Drive High Ridge, MO 63049

192 South Highway W Elsberry, MO 63343


636 . 677 . 4070

800 . 737 . GOLF

Providing a “Getaway” Golf experience­—Come play today! Playing up to 6,803 yards, Wolf Hollow’s mature wooded areas, lakes and springfed creek create natural hazards, adding to the character of this scenic course.

A Must-Play if You Are Golfing Enjoy Affordable Public Golf, in the St. Louis Metro Area! known for its excellent condition! Wolves Crossing makes an excellent choice for company outings, annual tournaments, and golf outings.

Our unforgettable golfing experience provides golfers in the Riverbend area with a visual impact, challenging layout and a unique design.

4504 Highway 100 Labadie, MO 63055

23745 N. Centennial Road Jerseyville, IL 62052

2839 Harris Lane Alton, IL 62002

636 . 390. 8100


618 . 462 . 1456






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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Photos: Mark Christian Hair & Makeup: Dalton Franklin








Q+A How old are you? 21. How long have you worked at Governor’s Run? For about a year. A friend referred me because I’d just moved to town from Washington, Ill., where I’m from. What’s the strangest thing a golfer has requested on the course? One guy told me every time I showed up he hit the ball on the green. He said the only time he did well was when I was there. So he offered me $50 just to follow him to the next hole. He said I was his good luck charm. Did it work for him? Yes! He actually did well. I don’t know if it was because he was under pressure, but he did get his ball on the green every time I was there. Where are you attending school? I go to Kaskaskia College in Centralia, Ill., for nursing. I want to do trauma and ER work. Both my mom and sister are nurses, and trauma seems more thrilling to me than other areas—more excitement. What do you do with your free time when you’re not in school? I’m involved in pageants. I started my freshman year of high school. I was a big cowgirl back then. I didn’t own a pair of heels. I went out for my first pageant, and I got top 10. I’ve done it ever since. It’s a different world. It takes a






AVIDDIVA lot of determination to work in pageants. How many have you participated in so far? About 12. Right now, I’m National American Miss Illinois. I went to Hollywood over this past Thanksgiving to compete for the title, and since then I’ve competed within the Miss America and Miss USA systems. What do judges look for in these competitions? You have your evening-gown competition, your talent competition and your personal interview, which is a one-on-one with the judges. It’s so much more than looking good onstage. It takes a lot to prepare. You have to keep up on the news. You have to give your opinion. They’re looking for an all-American girl.

“It takes a lot of determination to wor

k in p agean


How have pageants helped you along the way? I’ve gained a lot more confidence since joining, especially with the community-service aspect of it. For instance, I went to Memphis for spring break with Living Lands and Waters. We were cleaning up the river down there. It was amazing. We went on a boat in the morning, and they took us to various spots on the river, and we’d pick up trash. It’s horrible to see what’s out there. We saw freezers, dryers, needles… It’s terrible, but we made it fun. What would your answer be to the “if you had one wish” question they ask in pageants? Well, I don’t think I’d say world peace. [laughs] I’d probably ask just to be debt-free and to be able to live life comfortably. And last but not least, who’s your favorite Mike? Michael J. Fox. He’s a great actor, and such a fighter. He’s the founder of the Foundation for Parkinson’s Research. A


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CADDY SHACK great, and he took advantage of good breaks. What does your off-season routine look like?

Chris P. Jones The PGA Tour caddy shares stories from his particularly successful year in golf.

I’ve been a caddy since the beginning of 2003. This is the start of my ninth season. I got into it through a caddy named Dan Huber. He caddied for guys like Lee Janson and Dicky Pride. He gave me some pointers on how I could start caddying, starting on the Nationwide Tour and work my way up. He helped me get my first job with Dicky Pride. How did you get hooked up with Mark Wilson? In the beginning of the 2006 season, I went to the Sony Open over in Oahu with no job, hoping to get one later that year. I was in the parking lot, and my phone rang with a number I didn’t recognize. I was thinking it was a job from someone I gave my business card to earlier that week, but it was Mark Wilson. We got to talking, and he asked if I’d want to work for him starting this year. So I took a job over the phone, and he asked me to work for him, which isn’t too common. Usually the caddy bugs the player for a job. You two have had a pretty phenomenal year. Yes. This year we went to the Sony Open and won. Then we made the cut at the Bob Hope Open, then had a week off. After that was the Phoenix Open, and we won that. So we then won two of the first three tournaments we played in this season. 102 / AVIDMAGAZINE.COM / APRIL 2011

What was the trick? Mark’s always been a very good ball striker, but out here, it’s all about the putting. They all hit the ball well and have a good short game, so it always comes down to who has the hottest putter each week. I didn’t know what to expect as far as how he was going to play because he lives in Chicago, and he doesn’t do too much practicing in the off-season. He’s a family man. He enjoys hanging out with his wife and kids. This year he’s worked out quite a bit more in the off-season than he has in the past. It just worked out that he putted great, hit the ball

Where are your favorite places to caddy? My two favorites of the year? The Sony Open in Oahu. It’s a great old-style course. Tight, small green, and it’s usually pretty windy. Mark’s an accurate ball striker, and he plays well in rough conditions, being from the Midwest. The second is Harbor Town in Hilton Head. What’s the worst part of your job? My favorite and my least favorite all in one is the travel. I love being on the road eight months a year, traveling around the country, going to nice places. Playing golf, it’s usually warm

What about winning? Winning a tournament is the best part, but not for the obvious reason: the money. I don’t come from a lot of money, so money doesn’t make me happy. There’s nothing that replaces that feeling of being in contention, coming down the back nine with a chance to win, and then you actually do it. You close the deal. It’s the best feeling you can have as a caddy or a player. One of the traditions is that the caddy gets to take the flag off the hole that you finish on. I’m lucky enough to have four flags now. The player always gets a nice big trophy, so the flag is like the caddy’s trophy. I always have Mark sign them, and he always writes me a little note. A

Age: 34 Hometown: Reno, Nev. Caddied for: Mark Wilson (currently), Dicky Pride, Joey Snyder III, Craig Bowden, Paul Claxton and Kevin Na, among others

Photo: Courtesy of Chris P. Jones

How long have you caddied?

I try to snowboard as much as I can. I live in Reno, Nev., now, but North Lake Tahoe is my home area—Squaw Valley. I usually pray for an early snow so I can get up on the hills by Thanksgiving and snowboard in late November and all of December. I’ll work out two to three days a week, too.

and sunny. You’re getting to meet a lot of different people on the road. I drive the whole tour in my minivan, which isn’t too common. I like seeing the country from the road, but there are also times when I have to stay out on the road on an off week, and I won’t have time to go home. Right now, I’m in the middle of being on the road for 11 weeks straight. I’d say it’s the best and the worst part.

AVID CALENDAR April /May /June April 2 Spring One-Person Scramble Innsbrook Resort Golf Club Innsbrook, Mo., 636.745.3000 April 2 EWGA Kick-Off Missouri Bluffs Golf Club St. Charles, Mo., 314.703.5145 April 11 Players Championship Norwood Hills Country Club St. Louis, Mo., 314.521.0682 April 11 MAGA Amateur Series Event 1 Bogey Hills Country Club St. Charles, Mo., 314.675.3701 April 17–April 18 Gateway Cup Matches Glen Echo Country Club St. Louis, Mo., 314.383.1500

April 21 Geno Foundation Golf Tournament Norman K. Probstein Golf Course, St. Louis, Mo. 314.367.1337 April 30 Cahokia Fire Department Golf Scramble The Prairies Golf Course Cahokia, Ill., 618.531.3431 May 2 32nd Annual Billiken Golf Classic Norwood Hills Country Club St. Louis, Mo. 314.977.8180 May 2 Tapawingo Pro-Open #2 Tapawingo National Golf Club, Sunset Hills, Mo. 636.349.3100

May 2 Jim Butler Auto Group Charity Golf Tournament 2011 Sunset Hills Country Club St. Louis, Mo. 314.652.8300 All proceeds benefit the Herbert Hoover Boys & Girls Club of Saint Louis May 17–May 19 MWGA Senior Championship Glen Echo Country Club St. Louis, Mo. 314.383.1500 May 23 Joe Buck Classic Golf Tournament Old Warson Country Club St. Louis, Mo. 314.286.0987 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 All proceeds benefit Saint Louis Crisis Nursery June 2 Foundation Pro-Am Bellerive Country Club, St. Louis, Mo., 314.434.4400 June 5-June 6 Cassidy Turley, Ronald McDonald House Golf Tournament Meadowbrook Country Club St. Louis, Mo., 636.227.5361 June 6 OASIS Food Pantry Charity Golf Tournament Old Hickory Golf Club, St. Charles, Mo., 636.294.0973

June 6 Assistants Pro-Am Innsbrook Resort Golf Club Innsbrook, Mo., 636.745.3000 June 14-June 15 Senior Match Play Championship Sunset Hills Country Club Edwardsville, Ill. 618.656.9380 June 27 Boys and Girls Hope Pro-Am Whitmoor Country Club St. Charles, Mo. 800.927.9622 Want to see your event in the AVID calendar? E-mail us at All entries must be submitted by the 15th of each month to be included in the subsequent issue.


cease & desist

Members ONly

A Little Privacy, Please


the rights of their members are being encroached upon by these rules.

Why private golf clubs shouldn’t have to bend membership rules WORDS: Matt Mathison

Can you believe its already been eight years (almost to the day) since the golf world was introduced to Martha Burk? Every year, golf commentators and columnists bring up Burk’s mission to try and force Augusta National Golf Club into allowing female members. That highly publicized campaign, started by Burk and a handful of fellow feminists, garnered a lot of attention in the golf world. The result wasn’t a new policy for women at Augusta or even the slightest concession from the board at the Masters. It was something I can only guess Burk had not intended: a telecast of the Masters with limited commercials. Burk called on CBS to boycott the Masters, and she asked longtime participating sponsors not to spend their adver104 / AVIDMAGAZINE.COM / APRIL 2011

tising dollars on the event, too. The result was astounding. Augusta National cut all of its sponsorships and funded the event itself. For the record, Burk says advertisers dropped out on their own. In any case, the Masters aired with fewer commercials than any sporting event that year because of the absence of advertisers. That says something about the clout—and money—that Augusta National draws. As the Masters arrives once again, I can’t help but think back on this scandal and how it’s still relevant today. Should a private club be forced to open its doors, even if it’s been private since its inception? The same argument is happening now in St. Louis with private clubs trying to gain exemption from the smoking ban. Many of them feel their rights and

In the end, I have to side with Augusta and the rights of a private organization to govern itself. The definition of private is “not open or accessible to the general public.” I’m no expert on the constitutional rights of these organizations, but it seems to me that any group that considers itself private should be allowed to set its own guidelines, even if that means excluding women from joining. One big reason why Burk’s protests and proposed boycott failed (depending on how you look at it) is because Burk saw her point as an issue of “access to power,” when really the Masters is about golf and only golf. It’s really quite simple. She even went so far as to ask the PGA to hold the Masters at another venue, despite the fact that the PGA doesn’t oversee the Masters. From the beginning, Burk positioned herself as an outsider, and that’s how the golfing community received her. Fast-forward to this year’s Masters, and I think it’s fair to say that Augusta National won’t be hearing from Burk or the National Council of Women’s Organizations. In all fairness, I agree with Burk

on many issues. I feel that everyone deserves a chance in a public arena, no matter their race, gender or creed. A private venue, however, is an entirely different issue, and a slippery one at that. Should fraternities and private schools, organizations that were founded on gender-exclusive activities, be subject to protests, as well? In any case, the fact remains that there are numerous private clubs and organizations in the U.S., and if a club has a private tag, it should have the right to be left alone. It’s not up to Burk or anyone else to change their rules. The Masters is, without question, one of the greatest events in all of sports, one I’m seriously anticipating. Sure, every golfer who plays the game would give just about anything to play Augusta National, and it’s unfortunate that not everyone has that opportunity, but it’s that club’s prerogative to establish its own rules. I sincerely appreciate Burk’s efforts with respect to the Masters, and I can’t honestly pretend not to enjoy fewer commercial breaks, however trite that may sound. I hope Ms. Burk continues her effort for equality between the sexes. My only hope is that she doesn’t go after the Super Bowl. I actually happen to like those commercials. A

April 2011  

AVID April 2011 Issue

April 2011  

AVID April 2011 Issue