This year at Pebble, two big brands are standing hand in hand. But guess who’s running the show at this US Open? It’s not the USGA, it’s Pebble Beach Company.

“They have a fairly big retail operation 365 days a year,” said Mike Butz, the deputy executive director of the USGA. “To try to integrate our operations into theirs gets complicated. It works smoother this way. So they are in charge.”  For this world-renowned golf resort, the U.S. Open is all about relationships and royalties — and quality control for the Pebble Beach brand and its picturesque property on the Monterey Peninsula. JANIE McCAULEY (AP)

Our firm was there in the early days of their pursuit for quality branding. The Pebble Beach Company came to us when they wanted to refresh the branding of the Lodge at Pebble Beach and create a sister brand for the Inn at Spanish Bay. They took the long view and were willing to invest in quality ideas and execution. And their continued commitment to it has paid off. Pebble Beach Resorts is featured in Robb Report’s 30th Anniversary issue, “Celebrating the Most Exclusive Brands of All Time.”

Photos courtesy Slim Aarons (Thomas Taylor and Bing Crosby, 1977) and USGA photo archives