Forest Hills Golf Club gets new university branding

Patrons who frequent Forest Hills Golf Club will notice it has a new spring to its step.

A collaboration that included President Russell T. Keen and Augusta University’s Communications and Marketing department, Forest Hills has added AU branding around the course, reminding the community and collegiate programs whose house they’re entering.

“Forest Hills has long been a place where Augusta University and our community come together, and these enhancements make that relationship even more visible. This course is not only a valued community resource, it is an integral part of Augusta University and the home course of our Division I men’s and women’s golf teams,” Keen said. “Forest Hills also carries a remarkable history, dating back to its establishment in 1926 and its connection to some of the great figures in the game. When visitors step onto the property, we want them to immediately recognize that they are entering a space shaped by our institution, enriched by its legacy, and reflective of the strong partnership we share with the Augusta community.”

Among the renovations that began in 2024 to Forest Hills are branding updates to the main-entrance awning and on-course pavilion, a full exterior cleaning and new paint in the clubhouse and its walkway, as well as the entry pavilion.

“With the guidance of President Keen, we reimagined everything from the official logos, signage at the facility and on the course, a new website, updated social media and brand-new licensed merchandise in the pro shop,” Director of Marketing & Creative Services Taylor Lamb said. “Forest Hills Golf Club is now truly home of the Jaguars.” 

Forest Hills is an 18-hole course that was originally designed by architect Donald Ross and was later renovated by the Arnold Palmer Company in 2003. The course shares its history with Bobby Jones, who founded and helped design the Augusta National Golf Club and co-founded the Masters Tournament. Jones began his 1930 Grand Slam of Golf by winning the Southeastern Open, which included two rounds at Forest Hills.

AU owns Forest Hills, which is home to the men’s and women’s golf teams. The squads have combined to make 36 NCAA regional appearances and 15 NCAA national championship appearances. The men were back-to-back NCAA champions in 2010 and 2011, and in 2018, Broc Everett was the individual NCAA champion, beating Auburn’s Brandon Mancheno with a birdie on the first playoff hole.

“This was a fun one. The course means a lot to me. From the countless tournaments during my time working in the athletics department to getting to rebrand the club — it’s truly a full circle moment,” Lamb said. “Forest Hills has been a key part of the university’s portfolio for a long time, so it just makes sense to establish the new branding within the Augusta University identity.”

Director of Golf and men’s head coach Steven Paine said it’s nice to have representation on the university golf course.

“I think for people, whether it’s members of the golf team or staff members of AU, or just someone off the street, it’s nice to be able know when you walk on that property that this is the home of Augusta University golf,” Paine said. “I know the marketing team has done some great work out there … you see a lot of branding and a lot of A’s all over the place. It feels special and we’re super excited to have that sense of home.”

Women’s senior golfer Sara Adams as well as men’s fifth-year senior golfer Bo Blanchard have enjoyed success as part of the Jaguars’ teams. They also have seen the transformation of Forest Hills during their time in Augusta and are excited and proud to be a Jaguar.

Adams said the renovations to the facilities have been special to see, adding that she has told anyone that plans to visit her, she has the course for them to play.

“Stepping out on the course is really special. It feels like a big community environment around the course and at the center of it is Augusta University,” Adams said. “Every single hole, just seeing our logo randomly throughout the course is special because it gives you a sense of, this is our home and where we play. When other teams step out here, they know whose home it is and where they are.”

Blanchard said the course’s new look definitely enhances the team’s morale and that it’s unique to have a golf course that is centered around and supported as much as it is by the university. He also said it was great how engaged the community is with Forest Hills and the golf programs.

“We get to have relationships with the people that support our program, and we get to see day-to-day how much those people care about our program,” Blanchard said. “Now to have the branding around the golf course and have people from the city come in and play and see, everyone is rallying around the university. It’s great for the school.”