Word: tee
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Dates: during 2000-2009
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Golfers are not an easily dissuaded bunch. Brijuni still has a full tee sheet, and tractors and other land-moving equipment swarm Istria's hills like nest-building insects. The Croatian assistant minister for tourism, Robert Pende, told Time that investors are bidding to develop a 36-hole site in the small town of Skradin near the city of Sibenik in Dalmatia, despite having to hire ordnance experts to clear mines before laying down turf, giving an entirely new meaning to lift and place...
...bottom is Top-Flite, for years proud makers of the rock-hardest projectile off the tee (it's the distance, stupid!) and purveyors of double-dozen packs for less than a double sawbuck. Its last innovation occurred in the hickory age. Top-Flite's balls had come to deserve their "Rock-Flite" and "ammunition" monikers. But since Callaway bought the company from Spalding in 2003, Top-Flite has been on a technology tear, launching two new balls in two years and attempting to reposition itself as a rebel...
Which explains the in-your-face marketing, designed to appeal to the tiger on every tee. After the release of its D2 ball last year, Top-Flite's market share inched up from 5.4% to 6.8% in May, the longest sustained growth it had seen in a while. That's still a dimple on the $763 million U.S. golf-ball market. "We weren't expecting a big bounce, but it beat our expectations, and it's the first step toward breaking the stigma that Top-Flite has had for the last 10 years," says Jeff Colton, senior vice president...
...nearly 100 prototypes, the D2 was finally perfected. But the biggest challenge was yet to come. Colton was convinced that the ball could fly, but Top-Flite had become so synonymous with clunky range balls that getting golfers to try the new D2s would be harder than getting a tee time at Pebble. So the marketing team came up with RFID, not to track inventory but as a clever intro: Rock-Flite Is Dead. Armed with balls stamped with these letters, Callaway approached players like John Freeman, head pro at Edgewood in Big Bend, Wis. "After shooting...
...Route 66 property was rundown. Its stucco teepees, built in the 1930s by Kentucky motor-inn visionary Frank Redford, had been frequented by drug addicts and prostitutes because the Wigwam's previous owners tried to reel in customers with a cheesy sign urging them to DO IT IN A TEE PEE. The Patels, who left India for the U.S. in 1980, worked hard to restore the motel to its former glory and added some modern amenities, including free wi-fi access. Says the owners' son Manoj, 27: "It feels good to know that the motel has a place in history...