FarmLinks  
Fayetteville, AL 

www.farmlinks.org

Reviewed: 2008
FarmLinks continues to evolve
By Ian Thompson

David Pursell is a man of strong convictions and character; traits that have stood him well in business and in life. He is his own man, but he was molded by in his parents, Jimmy and Chris, two of the nicest people it has ever been my pleasure to meet.
Spend time with the Pursell family and they treat you like family, their family. It is this philosophy that spills over into all that they do.
I recall in June 2001, at the groundbreaking festivities for FarmLinks, David was not afraid to espouse the Christian principles upon which his business is run, nor did he hold back the tears that flowed down his cheeks at various points through a moving, yet at times very humorous, program.
This is typical David, at times an emotional man, at others a revered businessman.
Two years later the Pursell family took a big step and opened FarmLinks, the world’s first research and demonstration golf course. It’s still the only course of its kind in the world and is found near Sylacauga.
The course was built on land that has been in the Pursell family for many years and is owned by David and his parents.
Research and demonstration refers to superintendents being able to be hands on when they visit and see the the results of Polyon time-release fertilizer products when they are applied to different types of grass in a golf course environment. They term this “The Experience at FarmLinks.” FarmLinks also partners with Toro, Club Car, BASF and other vendors to allow them to demonstrate their products to this captive audience.
However, the course does not exist in a vacuum as it is open to the public year round, with no members.
“It was very important to us to have a golf course that is living and breathing and is played regularly,” David Pursell said.
They average 1000 to 1200 superintendent “Experience” visitors a year, plus around 15,000 public rounds a year, as well as hosting 25-30 charitable events that raise well over $1 million net for those charities.
A major change occurred in August 2006 when international conglomerate Agrium, based in Alberta, Canada, purchased Pursell Technologies, the Pursell family owned company that produced Polyon time-release fertilizers.
(Agrium continues to operate the Sylacauga plant that produces many different versions of Polyon.)
However, they did not buy the golf course because it was not for sale.
David Pursell’s two-year consulting contract with Agrium has concluded and he now spends his time overseeing FarmLinks.
The chief focus of FarmLinks remains unchanged as Agrium has a multiyear arrangement with the course to continue “The Experience at FarmLinks.”
Pursell recently told me of three major developments regarding FarmLinks. First, they are going to build seven four-bedroom cottages for guests to use when they stay overnight and play. The first two are under construction to the right of the 18th fairway, with five more on the drawing board to be located near the 11th fairway. These five will be built in a circle around a short game area that will be enjoyed by the guests.
The first cottage is slated to be ready in January, with each subsequent one coming on board in the succeeding months until all are open by mid-June. Combined with the existing Parker Lodge that overlooks the 17th green, they will have a total of 39 rooms and 77 beds.
Each cottage room comes with its very own Club Car golf car. So once you park your car when you arrive for your visit, you need not use it again until you leave.
Second, a corporate headquarters for FarmLinks and adjacent educational pavilion is well under way and can be seen from multiple holes including Nos. 4, 11 and 12. Their original HQ is now fully leased by Agrium, so Pursell and his team needed somewhere to “hang their hat” as they conduct day-to-day operations.
Designed with a barn motif in keeping with the farm atmosphere seen throughout FarmLinks, both buildings should be finished by Thanksgiving.
Both buildings, though rustic on the outside, are high tech on the inside. Case in point is a room designed specifically to gauge the feedback of focus groups, which will be housed in the educational pavilion.
The buildings are connected by a covered walkway and the surrounding grounds will be beautifully landscaped.
Third, the existing clubhouse will be significantly expanded to almost twice its current size with work being done over the winter months.
A pavilion is in the planning stages for the top of Chalybeate Mountain, also on the Pursells property, where cottage guests will be able to have an early evening sunset cookout overlooking Lay Lake.
Also, Jimmy and Chris Pursell’s old home, Hamilton Place, circa 1852, will be used on occasion for private functions.
David talked of other plans in the works including a Five-Stand shooting range.
“My goal is for a trip to FarmLinks to be an exceptional experience. One that guests will never forget.
“I have taken to heart my Dad’s advice that you only have one chance to make a first impression.”
It’s clear that many people are impressed by what they see. FarmLinks has topped the Customer Loyalty Awards for premium facilities (over $70 green fee) across the country for the last two years as administered by the National Golf Foundation. Quite an honor indeed.
In touring the work already being done and learning about all the other plans, it is obvious that no expense will be spared as the Pursells continue to refine and grow FarmLinks.
However, golf, both business and pleasure, is not the be all and end all at FarmLinks. The Pursells support various Christian ministries, one such that will be based in the new HQ. Vapor Sports Ministries takes an Evangelical message across the world through universally loved sports such as soccer.
The Pursells also host Outback America, a weekend camp held at FarmLinks twice a year, for a parent and a sibling giving them a chance to embrace nature and the joy of spending quality time with one another and others looking to do the same.
So, much work continues at FarmLinks. David Pursell is not one to sit still and let time pass him idly by. I did get him to take a walk down memory lane however...

Looking back
“When we got deep into the process, I wondered three things: Would people pay $100 (it’s now $125) to play golf here? Would they accept the all-inclusive price (includes golf and cart all day, range balls, lunch and soft drinks)? And would our no alcohol policy put people off?
“None of these have proved detrimental as rounds have risen every year.”
Pursell is an articulate man of strong convictions and expects excellence in service and course conditions. Therefore the jobs of Mark Langner, Director of Agronomy & Applied Research at FarmLinks, and course superintendent David DeWeese, are challenging, yet rewarding. Imagine over 1000 experts in your field effectively critiquing your work every year and you get the picture.
Pursell is also a most talented artist, with his pencil and charcoal drawings of famous golfers well known in the golf community. Some of his originals are housed at Augusta National, Shoal Creek and The Greenbrier. Earlier this year, Pursell presented drawings to PGA Tour Commissioner Tim Finchem and Greg Norman.
He is also a steward of the land and as such plays a large role in environmental stewardship with the Golf Course Superintendents Association of America.
After all, this is his family’s land and he’s walked every square inch of it. Some tire swings remain to the left of No. 7 where he used to swing his six children as they would enjoy their land, which, through FarmLinks, is now enjoyed by thousands of visitors every year.