Northbrook Park District Announces the Rebranding of Sportsman’s Country Club

January 27, 2021 at 8:59pm

The Northbrook Park District embarked on the renovation and construction project at Sportsman’s Country Club based on survey feedback from residents who listed it as a priority. This property is a tremendous asset to the community and the top goals for the project were to improve the golf courses and create an inviting year-round destination for everyone in the community.

With significant changes taking place at the property, the District also undertook an analysis of the golf brand with Chicago-based a5 Digital & Branding. Interviews and focus groups with members of the community were conducted to begin the four-month brand review and redevelopment with the District’s internal project team. This process resulted in the decision to rebrand Sportsman’s Country Club to better reflect all the facility offers to the diverse and vibrant Northbrook community.

In December, the Board of Commissioners approved the Golf Committee recommendation to rebrand the Sportsman’s Country Club property as Heritage Oaks Golf Club.

“Heritage Oaks will be a destination for everyone to enjoy—a place that showcases the Northbrook Park District’s steadfast commitment to stewardship and recreation,” said Commissioner Michael Ziering. “This project reflects the commitment of Northbrook Park District leaders to create opportunities for Northbrook residents as well as drive additional revenue to the community through its regional appeal.  Heritage Oaks will offer exceptional facilities where golfers can pursue the game they love year-round in a world-class setting.”

Names for amenities, or sub-brands, were also developed or reaffirmed through this process. The amenity names at the facility now include the Classic 18 course, Legacy 9 course, Acorn Grill + Terrace, the Practice Range at Heritage Oaks, Northbrook Golf Academy and Sporty’s Halfway House.

“The name Heritage Oaks celebrates Northbrook Park District’s connection to nature and incorporates the rich history of this 90-year-old course,” said Joan Scovic, Director of Marketing and Communications. “The striking visual of a single acorn in the logo represents the sustainability of 100-year-old oak trees, signifying not only new traditions, but embracing a sense of knowledge rooted in this longstanding place being passed on to future generations. In the logo, the classic lines and clever use of a golf tee as an acorn stem coupled with the clean contemporary typography blend the playful nature of the game with the respect for the legacy of Heritage Oaks.”

As part of the rebranding process, a new positioning statement for the facility has been developed:

This Northbrook Park District property, with its tree-lined 27 holes of golf, practice range equipped with TrackMan® Range technology, golf academy and indoor golf simulators, offers something for everyone. With the elevated Acorn Grill + Terrace overlooking the Audubon-certified courses, Heritage Oaks Golf Club welcomes you―for golf, for a meal, for a timeless experience.

The descriptor for Heritage Oaks Golf Club is A Northbrook Park District Property and the tag line is Classic courses. Modern amenities.

The Northbrook Park District is excited to move forward with a new name and brand identity for this 90-year-old property as renovations to the course and the construction of a new clubhouse are well under way.

“A key amenity of Heritage Oaks is the newly constructed clubhouse and beautifully designed Acorn Grill + Terrace where the community can enjoy a phenomenal dining experience, gather with friends and make memories,” said Executive Director Molly Hamer. “I envision diners enjoying summer evenings on the terrace and golfers playing courses from around the world on the two new indoor Full Swing Pro Series golf simulators. This new facility will afford opportunities for special events and family activities, strengthening our connection to the community as we continue to fulfill our mission of providing outstanding services and facilities.”

Another exciting element of the course improvements is the introduction of TrackMan™ technology at the practice range. The six-acre renovated outdoor practice range at Heritage Oaks Golf Club features 30 hitting stations, new target greens, and TrackMan™ Range technology for tracking all your shots during practice, playing virtual golf on the range and engaging in interactive games. The practice range offers a self-serve golf ball distribution option along with range lighting for evening play.

The projected opening date for Heritage Oaks Golf Club is currently scheduled for late summer 2021. During the spring and early summer growing seasons District staff will focus on the continued establishment of the newly seeded areas. This growing time is essential for the playability and durability of the rebuilt Classic 18 greens and other re-grassed areas including the Legacy 9 greens, new forward tees, fairways and the practice range. These improvements will provide a quality playing experience for not only the initial season following these enhancements and renovations, but for many seasons to follow. The final opening date will ultimately be dependent upon the weather in early 2021.

Located in the North Shore suburbs, Heritage Oaks Golf Club is convenient for Northbrook residents and those throughout the Chicago area. The Northbrook Park District invites everyone, from students to families and beginners to experienced players, to enjoy the classic courses and modern amenities of this newly renovated facility.

The Mission of the Northbrook Park District is to enhance the community by providing outstanding services, parks and facilities through environmental, social and financial stewardship.