Branding & Marketing Plan for the Centennial Celebration of the Shortstop Tournament at Greenlea GC
prepared by Kevin Unterreiner

This centennial tournament should be positioned as not just another event — but a historic milestone in Minnesota golf.

Promotional Copy:
The Shortstop Tournament, now affectionately referred to as “The Stop”, returns to Greenlea Golf Course September 5-7, 2026 for its historic 100th playing. For a century, golfers have gathered to compete, reconnect, and chase one of Minnesota’s most storied local titles. Join us as we celebrate 100 years of tradition, champions, and unforgettable moments.

100th Playing of the Short Stop Golf Tournament

Host Course: Greenlea Golf Course

Brand Story & Marketing Narrative

Theme:

“100 Years at the Short Stop – Where Legends Begin.”

For a century, the Short Stop Tournament at Greenlea Golf Course has been more than a golf event—it has been a tradition passed down through generations of golfers. What started as a local competitive gathering has evolved into a defining summer ritual where great shots, rivalries, friendships, and stories are made.

The 100th playing marks a historic milestone: a celebration of 100 years of golf culture, community, and competition on one of Minnesota’s most beloved courses.

Every year golfers arrive with the same goal—win the Short Stop. But what keeps them coming back is the legacy: walking the same fairways as past champions, hearing the stories of legendary rounds, and adding their own chapter to the tournament history.

The centennial event transforms the tournament from a competition into a once-in-a-lifetime celebration of the game. It honors the past while inviting a new generation to become part of the story.

Positioning Statement

The Short Stop Tournament is not just played — it’s inherited.

Logo Design Concepts

Key Marketing Pillars

1. Legacy

Highlight the history of the tournament.

Messaging:

• “100 Years of Champions”

• “The Tournament That Defined Generations”

• “Where Minnesota Golf History Lives”

Execution:

• Social posts featuring past champions

• Historical photos and scorecards

• Video interviews with longtime participants

2. Community

The tournament is a reunion for golfers who have played it for decades.

Messaging:

• “Come back to where it started”

• “Generations of golfers. One tournament.”

Execution:

• Invite former champions and players

• “Then & Now” player photos

• Family team stories

3. Prestige

The 100th playing elevates the tournament to a milestone event.

Messaging:

• “The Centennial Playing”

• “A Tournament 100 Years in the Making”

Execution:

• Special champions ceremony

• Centennial trophy

• Limited merchandise

Visual Identity Concept

Logo Concept

Elements

• Vintage script “Short Stop”

• Large “100th” badge

• Crossed golf clubs or crossed baseball bats (nod to the name)

• Laurel wreath or banner ribbon

• Established year (ex: Est. 1926)

Color Palette

Deep Forest Green reflecting golf tradition
Antique Gold reflecting prestige / centennial
Cream refecting vintage aesthetic
Black reflecting contrast

Recommended Logo Merchandise

Merch should feel limited edition and collectible.

Premium Apparel

• Imperial or Titleist hats

• Peter Millar / FootJoy polos

• Centennial quarter zip

• Commemorative caddie bibs for players

Logo idea:

Short Stop Invitational
100th Playing
Greenlea Golf Course
1926 – 2026

Collectible Items

1. Centennial Ball Marker

• Brass or copper

• Stamped with tournament logo

• “100th Playing”

2. Bag Tags

• Leather or metal

• Player name engraved

3. Commemorative Golf Towel

• Waffle weave

• Vintage tournament logo

4. Limited Edition Headcovers

• Mallet and driver covers

• Embroidered logo

5. Glassware

• Whiskey glasses or pint glasses

• “Short Stop Champions Club”

High-End Collector Item

6. Framed Course Blueprint

Architectural-style map of Greenlea GC with text:

100th Playing of the Short Stop Tournament

Perfect for participants and sponsors.

On-Course Visual Displays

1. Centennial Entrance Arch

At first tee:

Sign reads:

WELCOME TO THE 100TH PLAYING
OF THE SHORT STOP TOURNAMENT

With logo and sponsor.

2. Champion Walkway

Path to clubhouse or first tee.

Large signs showing:

SHORT STOP CHAMPIONS
1926 – 2025

Each decade highlighted.

3. Legacy Boards

Placed near clubhouse patio.

Displays:

• Old tournament photos

• Historic scorecards

• Notable champions

Title:

“100 Years of Short Stop History”

4. Centennial Tee Markers

Custom tee markers shaped like:

• “100”

• Vintage logo medallion

Used on the first tee and final hole.

5. Photo Wall

Backdrop for players.

Example text:

I PLAYED THE 100TH SHORT STOP

With tournament logo.

Great for social media.

6. Tear drop banners

Placed near entrance and 1st tee

Digital Marketing Strategy

Social Campaign

Hashtag:

#ShortStop100

Content ideas:

• “Champion Countdown” (top past winners)

• “Best Short Stop Moments”

• Player testimonials

• Old vs new course photos

Video Idea

“100 Years of Short Stop”

30–60 second video:

Narration:

“For 100 years golfers have come to Greenlea chasing the same goal… win the Short Stop.”

Cut scenes:

• Historic photos

• Current players

• Trophy shots

Content:

• Interviews with past Champions

• Origin story (how it all began) with locals

DURING THE EVENT VIDEOS

• Welcome to the 100th Playing of The Shortstop Tournament

• Day 1 action

• Day 2 action

• Day 3 action

• And the 100th Champion of The Stop is ….

• Recap of the 100th Shortstop event

Special Event Ideas

Champions Dinner

Invite past champions.

Presentation:

• Centennial trophy unveiling

• Storytelling from past winners

First Shot Ceremony

Oldest living champion hits opening tee shot.

Centennial Trophy

Design suggestion:

• Large silver cup

• Engraved champions ring around base

• “100th Playing – Short Stop Tournament”

Short Taglines

• “100 Years. One Legendary Tournament.”

• “A Century of Short Stop.”

• “Where Minnesota Golf Traditions Live.”

• “The 100th Playing.”

PICTURES FROM THE RESORTERS TOURNAMENT (2025)

Marketing Budget Proposal

100th Playing of “The Stop” Golf Tournament

Hosted at Greenlea Golf Course

Total Budget: $7,500
Goal: Drive player participation, create a memorable centennial event, and build lasting brand value around the tournament.

1. Promotional Merchandise ($2,400)

Centennial merchandise becomes free advertising as golfers wear it.

Player Gift Package

For ~80 players.

Centennial Hat

• Imperial or Richardson rope hat

• embroidered logo

Estimated cost
$18 × 80 = $1,440

Centennial Ball Marker

Custom metal marker:

THE STOP
100 YEARS
1926–2026
Greenlea Golf Course

Estimated cost
$3 × 80 = $240

Centennial Bag Tag

Leather or metal tag.

Estimated cost
$7 × 80 = $560

Golf Towels

Embroidered with logo.

Estimated cost
$8 × 20 VIP / sponsor gifts = $160

2. On-Course Branding & Displays ($1,600)

Creates the centennial atmosphere.

Entrance Banner

Large first-tee banner:

WELCOME TO THE 100TH PLAYING OF THE STOP

Estimated cost: $250

Champion History Boards

3 large foam-core or PVC boards.

Titles:

• 100 Years of Champions

• History of The Stop

• Centennial Celebration

Estimated cost: $450

Tee Box Signs

18 signs featuring:

THE STOP
100TH PLAYING
1926–2026

Estimated cost: $300

Photo Backdrop Wall

For player photos and social media.

Estimated cost: $300

Clubhouse Display

Large framed historical poster.

Estimated cost: $300

3. Digital & Social Promotion ($1,000)

Reach golfers within 100–200 miles.

Social Media Ads

Platforms:

• Facebook

• Instagram

Target audience:

• Golfers

• Minnesota / Iowa

• Age 25–65

Keywords:

• Minnesota golf tournaments

• amateur golf events

• Albert Lea golf

Budget: $800

Email Marketing

Promote to regional golfers through:

• golf course email lists

• regional golf sites

Budget: $200

4. Video & Photography ($1,000)

Create content that lasts beyond the event.

Promotional Video

30–45 second social video:

Narration theme:

“For 100 years golfers have gathered at Greenlea… chasing one title.”

Content:

• aerial of course

• historic photos

• players

Budget:
$600

Event Photography

Professional photographer for awards, groups, and social media.

Budget: $400

5. Local Media & Press ($750)

Target regional golfers.

Radio Promotion

Local sports radio or community station.

Estimated cost: $300

Newspaper / Online Golf Sites

Press release distribution and local placements.

Estimated cost: $250

Posters / Flyers

Distributed at nearby local businesses:

Estimated cost: $200

6. Centennial Trophy & Awards ($500)

Create a prestige centerpiece.

Centennial Trophy

Large engraved trophy:

THE STOP
100TH PLAYING
1926–2026
GREENLEA GOLF COURSE

Estimated cost: $350

Winner Awards

Additional plaques or engraved items.

Estimated cost: $150

7. Contingency ($250)

Reserved for:

• extra merchandise

• ad adjustments

• signage replacements

Promotional Items Summary

ItemQtyCostCentennial Hats80$1,440Ball Markers80$240Bag Tags80$560VIP Towels20$160

Total: $2,400

Additional Revenue Opportunity

Sell limited merchandise. Team up with current vendors (Titleist, etc.)

Suggested items:

• Centennial hats ($40)

• polos ($65)

• ball markers ($10)

Potential revenue: $2,000–$4,000

Suggested Event Tagline

“The Stop – 100 Years of Golf Tradition.”

or

“A Century of The Stop.”