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On a recent visit to Gulf
Shores, Alabama, I was
introduced to Robert Craft
and learned one of the great
stories in golf, plus it even
had an Arnold Palmer twist.
Mr. Craft recanted a unique
story of turning a sleepy
south Alabama beach town
into one of the most vibrant
resort areas in the country.
It revolved around a sewer
line and Arnold Palmer’s
relationship with Robert’s
father.
The elder Craft, R.C, was
a farmer, who moved his
family from Ft. Myers, Florida
to southern Alabama, when
real estate development in
southern Florida made land
more valuable as condos and
strip malls. He did not attend
fancy schools and preferred
getting dirty from work, over
social functions.
The Crafts grew corn,
soybeans and Gladiolus. The
flowers took to the Alabama
climate and Craft Farms
became one of the leading
producers of these flowers
in the eastern United States.
Of course, every wedding or
funeral must have Gladiolus.
After graduation from Auburn
University, the younger Craft
returned to Gulf Shores,
but did not want to be in
his father’s shadow. He
succeeded in using a portion
of the family land to start a
sod business, which fit nicely
into the growing southern
Alabama economy.
Always looking for a new
opportunity and realizing that
the area could use more golf,
he set upon a plan to build
a new course on the family
farm. There was one minor
problem, however.
The property needed a sewer
line to permit development.
As you can imagine, the Gulf
Shores Town Council was not
overjoyed with the aspect of
spending a couple of million
dollars to accommodate his
request.
A new plan had to be devised.
Seeking the help of a mar-
keting research professional,
Robert learned he needed a
“Marketing Accelerator.” He
didn’t know what that was,
but came to realize he needed
someone with a big enough
name, a celebrity, to add cre-
dence to his idea.
Arnold Palmer Helped Bring
Golfto SouthernAlabama
By Fred Altvater
R.C. Craft,
Arnold Palmer
NWO Golf Links