Golf is in the midst of an evolution. Spurred on by the flood of new players who found the game this past year, golf is becoming more diverse, more welcoming and more accessible than ever. One of the clubs at the forefront of this evolution is the Pinecone Golf Club.

Pinecone’s mission is to “bring like-minded passions together, while contributing to the modern evolution of the game.” And one needs to look no further than the club’s Instagram page (@pineconegolfclub) to see that mission on full display.

“Instagram, alone, may be the single most powerful marketing tool we’ve ever seen. It definitely helps draw attention to our club, thanks to the talented photographers and videographers who put in the time and effort to capture our events. Plus, who doesn’t like seeing themselves in photos and videos?” says Pinecone’s director of operations James Byun.

That’s right, no more relying on your friend’s shaky iPhone pictures and poorly framed videos when you play with Pinecone because, as Pinecone’s chief creative director and co-founder Rogelio Mercado says, at every tournament you’ll see their trademark photographers and videographers “posting the cool shots, reactions to the bad shots and the camaraderie that comes from joining a golf club.”

“We love showing how each and every one of us can use golf as a platform for our own personal creativity and joy,” says Pinecone’s co-founder Jared Lanctot. “It should not be exclusive, but inclusive. This way everyone can enjoy, share and evolve this passion together.”

Part of that sharing process continues well after the outings have finished, as Pinecone “coordinates with all the videographers and photographers to host the images we take from all events on a platform for all the PGC members to review and browse, as well as download and use as they please,” says Byun.

It all plays into Pinecone’s larger philosophy of the democratization of golf — which begins with the on-theground experience and continues all the way to the board of directors: Lanctot, Mercado, Byun and Josh Grant.

“We are close friends who have created checks and balances to elevate the club, and we are always thinking of how our next event can be better,” says Rogelio. “Being so close to these people who make up the board affords us the opportunity to evolve naturally and keep growing without fear of stale events or growing to 500.”

Looking to the future, Pinecone’s momentum is only increasing as they add events like The Battle of L.A., an SCGA collaboration of sorts. The event started in early 2021 between Pinecone and three other SCGA member clubs — Tropicana, Westside Collective Club and Members without Dues — all for the ultimate bragging rights, which Pinecone humbly owns as champions of the first official battle.

It will be these sorts of inclusive innovations that propel Pinecone forward and make it a uniquely modern club to watch well into the future.

Reflecting on their past year of growth, Rogelio adds, “Seeing the evolution of the club — from personal improvements, to seeing members improve, to finding great joy and sharing all the pics we take with their families, to watching the club grow from a few friends catching a round on a summer Friday to 250+ golfers — it’s like watching your infant take a stride. We just want to keep working hard and nurturing this great environment we have created.”

Want to learn more about Pinecone Golf Club or find similar golf communities near you? Visit clubfinder.scga.org —and remember, never play alone!