Father-son connection behind Omni golf growth

Blake Rowling started playing golf at a young age, so he didn’t remember the first time he waved the club. But he knows who lets him start.

“My dad,” he said.

This game not only strengthens their father-son connection. It becomes an important stitch in their social structure, building communities and promoting friendships. Today, this is also the core of their work and life.

The Rowlings — Bob and Blake — are the driving forces behind one of the most prominent brand names in the game, built on a portfolio of 28 courses stretched across 12 destinations in the US, including the headquarters of the PGA of America and the home of the NCAA Division I golf champions — all operating under the umbrella of Omni Hotels & Resorts.

Given the company’s popularity in the game, it’s easy to forget that the words golf and Omni don’t always go hand in hand. How they become synonyms is a family story that began in 1996 when Texas-born entrepreneur Bob Rowling bought the background of natural gas and oil to buy Omni Hotels, the Omni Hotels of an international modern hotel. Golf is not part of the program. But Bob loved the game just as much as his son, and in 2010 the company acquired Omni Amelia Island in Florida, three years later, six other golf hotels (Omni Barton Creek Resort & Spa) won other golf hotels in Austin, Texas; Omni La Costa Resort & Spa in Carlsbad, California, Omni Rancho Las Palmas Resort & Spa in Rancho Mirage, California; Omni Grove Park Inn in Asheville, North Carolina; Omni Homestead Resort in Hot Springs, Virginia; and Omni in Fernandina Beach, Florida; Amelia Island Resort & Spa.

“These acquisitions are the beginning of our shift in mind,” said Blake Rowling. “Recognizing the uniqueness of golf assets, we think golf should be a differentiator for Omni.”

This requires a strong investment. Since 2016, Omni has invested more than $170 in existing golf operations, funding from course renovation to maintenance and infrastructure upgrades. Spencer Cody, a former golf professional at Omni Barton Creek, saw the benefits of all four courses on a property, and now all four courses have undergone major rework.

“You can say things are really cooking,” Cody said.

While some of Omni’s moves are quiet improvements, others count as headlines, there is no splash in Omni PGA Frisco in Frisco, Texas, a modern resort that is new to the American PGA. Omni has invested over a billion dollars in the range, and the program offers two championship 18-hole courses for the program, a 10-hole short course called The Swing, a lit two-acre putter course and an advanced coaching center.

Even if the Sword Saint is taking shape, other ambitious projects are underway. In the second half of 2023, Sam Snead’s former family club Omni Homestead completed an extensive upgrade, a 250-year-old property with its luxurious lobby and iconic hot springs complementing a pair of highly respected champion courses. The following spring, architects Gil Hanse and Jim Wagner underwent a North Track renovation at Omni La Costa, the course held the NCAA Class I Women’s and Men’s Championships that year and will continue in 2028.

News about golf from Omni has not stopped yet. The latest big announcement comes from Omni Amelia Island, a sun-drenched destination that has long attracted golfers with its Oak Marsh, a 1972 Pete Dye design that closed last year and reopened last month after a $7.4 million overhaul at Beau Welling Design. Welling’s work is true to the dye’s intentions while reinforcing native vegetation and defining corridors by hiding shopping cart paths, enhancing the aesthetic and playability of the layout that seamlessly blend into the natural surroundings. Oak Marsh offers Omni Amelia Island a top-notch new look, a layout of the new look, a 10-hole, Weiling-designed short course, opened last year, an exclusive club at Long Point, and recently renovated Tom Fazio Design, a Tee Tee for Restort Guests for Reste for Reste tepe for Reste tepe for Reste tepe for Reste tepe for Reste tepe for Reste for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for for

Even though its presence in golf continues to grow, Omni is still focused on giving back. As the official hotel partner of the PGA Tour, the company helps maintain birds in search of better plans that offer four meals per bird or four meals for four birds on the tour. Additionally, since the establishment of “Good Night” Hungry Night in 2016, Omni has donated more than $20 million to support food banks in the United States

There is more to all the impact Omni has in the game.

“Golf will continue to be the focus of our progress,” said Blake Rowling.

These events include the one-year tournament The Generation Cup, held in 12 Omni Properties across the country. The 2025 iteration peaked at the Omni PGA Frisco late last month. True to its name, it is a family matter, composed of grandparents and grandchildren, uncles, aunts, mothers, fathers, sons and daughters. This immediately expresses Rollins’ interest and the full content of the celebration game.

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