Mosaic Clubs is rebranding itself as Bobby Jones Links, two years after the Atlanta-based management company took over management of the Bobby Jones Golf Course in Atlanta.
This is the second time the company has changed its name. Two of its principals, Whiney Crouse and Steve Willy, previously ran Affiniti Golf Partners. They changed the name to Mosaic in 2013 aftetr Hud Hinton joined as a partner. Hinton had previously been CEO of Troon.
“We are thrilled to launch Bobby Jones Links with an enhanced focus on innovation, helping our associates grow and learn, and truly building our company culture around people first,” said Crouse, Chairman of Bobby Jones Links. “[W]e were given an extraordinary opportunity to have a club management company which shares the name of one of the most iconic golfers of all time who was an exemplary gentleman as well. We are very grateful to the Jones family for giving us this opportunity.”
The company said Bobby Jones Links will embrace the famed golfer’s inventive spirit and thirst for change, which is why the new tagline is where history and innovation play.
The company was hired in 2016 to manage Bobby Jones Golf Course, which was Atlanta’s first public facility. It was built in 1932 as a tribute to Robert Tyre “Bobby” Jones Jr., an Atlanta native. The city swapped the golf course and nearby property to the state in June 2016 in exchange for property near Underground Atlanta. The state then entered into a 50-year lease with the newly formed Bobby Jones Golf Course Foundation to operate the course. The foundation hired then-Mosaic to manage the day-to-day operations.
In November 2017, the company oversaw the start of $27 million redevelopment of the course, which was epected to turn the the 18-hole courses into a reversible 9-hole, championship course designed by the late Bob Cupp.