"The Gem of the Mid-Atlantic."
On an absolutely stunning 80 degree Philadelphia day, just 2 days post US Open, on the other side of the state lies the tranquil, silent, yet powerful pearl of the Atlantic, Whitemarsh Valley CC.
There is as much, if not more history here than in any other club in the region, reflected in the clubhouse through an outpouring of golf heritage, with evidence of it's unique challenge, quirk, design and scenic magnificence on every hole. Known for their varying levels of par 3's from 115 yards to 230 yards, the uphill, downhill and somewhat blind shots will challenge anyone who has and will play here. Many greats include Gary Player, Arnold Palmer, Jack Nicklaus, Bob Hope, Tom Kite, Ed Sullivan and Billy Casper.
To call this part of campus just a locker room, would be tragic. Every turn of this stoic, bucolic tudor house will inspire you to learn more about the game's greats who have played & won here. The locker house boasts a level of exclusiveness from the men's lockers, grill, bar to the cigar lounge, poker room and shoe shine parlor.
The details are impeccable; patterns, textures, color palettes, & iconic Americana abounds upon entry. The sounds of clinking glasses, laughter & The Golf Channel on television lead the charge, while the smells of the best club sandwich in the Philadelphia area, fresh cut Ashton cigars and shoe polish fill the stately foyer. The blends of rich cherry woodwork, plaid carpeting, cognac leather couches and green poker table velvet leave us wanting to sample everything there is to offer.
As you walk through the plaque lined walls to see former club champions, tournament champions and golf dignitaries, you get the sense that there have been some great times held in this locker house. In a back door window lit room, lies a circular table which over time has turned into another piece of WVCC branding...the poker table.
This room blends the rich woods, leathers and poker table with fantastic cocktails and a lighthearted tone that makes you want to double down. With a cigar in hand, we head up to the lounge where you can see what seems to be the better part of the Philadelphia area. A covered porch to dine, smoke or grab a cocktail is the final destination of an incredible day spent at one of the North East's hidden gems. With a great membership base, strong accommodations, friendly, knowledgeable staff and rich history, WVCC is clearly a Canoos favorite.
The moment you enter the pro shop at WVCC, you are overcome with rustic Americana centered around great brand selection, young and vivacious staff and perfect product merchandising. The logo lends itself very well to just about any piece it goes onwhich is just about everything in this shop!
The wood texture signs abound, with natural earth tone colors like rich greens, dark woods and pastel pops of tasteful polos and jackets.
The coolest thing about this shop is the way the merchandisers bring brands together. By blends of colors and utilizing products as props rather than on display racks, WVCC has really set itself apart from others we have featured.
WVCC, the staff and the history are what struck a chord with Canoos' CoFounders Josh & Matt. An incredibly place to play, eat, drink, smoke a cigar and buy some fantastic gear, we are sure that WVCC will continue to own the clubhouse and do the golf industry proud.
Rarely in our industry do we get to meet guys like Dave Pagett, the Head Pro. Dave has been in his role for over 8 years, but has an air of executive confidence that is rare for a guy as young as he is. Dave is one of the good guys, and has earned his confidence through years of merchandising and golf operations at prestigious clubs, such as Oakmont CC. A brilliant merchandiser and smart business person, Dave is equally as creative and willing to take the time to help art direct this piece. From his club, members, and merchandising, it is clear that Dave knows his stuff and it shows every step of the way when you're here.
While the nature of the club is exclusive, there are also undertones of a more cheeky, witty and playful side, with bathrooms with black and white striped wallpapering, gold fixtures (which include a vintage Fairbanks scale) and WVCC branding prominently yet tastefully displayed everywhere you look. Whitemarsh Valley is an important piece of history, making it a Philadelphia institution of golf and a place where merchandisers, golf historians and artists alike would appreciate.