From the moment we first glimpsed PGA WEST at the “Skins Game” 35 years ago, we all knew that we had witnessed something transformative. Viewers couldn’t help but marvel at how land so rugged and unforgiving could be transformed into something so beautiful and seductive, ultimately luring an untold number of golfers from around the world to California’s Coachella Valley over the past 35 years.

PGA WEST quickly earned a moniker – “The Western Home of Golf in America” – that reflected the fact that all of the major professional tours and the NCAA regularly visited, allowing the game’s best players to test themselves against some of the stiffest designs of Pete Dye, Jack Nicklaus, Arnold Palmer, Tom Weiskopf, and Greg Norman. It also became a bucket-list destination for avid golfers and an attractive landing spot for couples looking to enjoy the good life in the desert.

Last year Century Golf Partners, an established operator of high-end clubs and resorts, teamed with Hankuk Industry, which owns courses in the U.S. and Japan, to acquire PGA WEST and The Citrus Club, including the Mountain and Dunes golf courses. That set off a whirlwind of activity, with the new ownership pouring resources into course improvements on all nine PGA WEST courses. The goal of this long-term project is three-fold: provide tournament conditions daily; bring more big tournaments to the property; re-establish PGA WEST as a must-visit destination with courses that are fixtures on top-100 lists.