Genoa Lakes unveils new club

Genoa Lakes Golf Club & Resort unveiled its new setup Wednesday morning to several members of the regional media and assorted VIPs.

Genoa Lakes kicked off its new GLX2 advertising campaign as well, promoting the club's two courses nestled at the foot of the Sierra.

"It sounds a little like a car," said a laughing Mario Antoci, owner of Genoa Lakes, of the GLX2 campaign. "We are launching this as an attraction for groups that want to play more in one day.

"What our two courses allow is for the opportunity to play 36 championship holes at the same club."

The GLX2 campaign was in fact tailored to have the feel of test driving a sports car, according to Genoa Lakes director of golf Lou Eiguren.

"We wanted to encourage people to literally come out and drive these courses," Eiguren said. "The campaign will be aggressive. We've launched a new Web site and a series of promotional rates designed for groups looking to play both courses. What we were aiming was to create a true golf resort destination."

The 7,359-yard Lakes course remains unchanged, but the 7,358-yard Resort course was what drew the attention Wednesday.

The Resort course, formerly known as the Sierra Nevada Golf Ranch, was acquired by Genoa Lakes last March.

Genoa Lakes remodeled the clubhouse and the pro shop there to rid the course of its distinct Western flavor, opting instead for a Sierra Alpine or European theme, bringing both courses in line with each other.

"We want to stress that we have two of everything now," Eiguren said. "Two courses, two pro shops, two clubhouses, two restaurants. Two very distinct vistas to have weddings and events.

In addition to the remodel of the buildings on the Resort course, Genoa Lakes has also been working away at the construction of six new holes, which are expected to be open by September.

John Harbottle III, who had a hand in designing both the original Lakes and Resort courses, was brought back in to layout the new holes on the Resort course.

"We wanted to make sure that the continuity of the original course was preserved and that we stayed true to that," Kevin Sommerfeld, tournament director at Genoa Lakes, said.

Other improvements at the course include new golf carts with GPS, ball washers, ice chests and new menu choices at the Alpine Room.

"When Mario first acquired Genoa Lakes in November 2000, his vision was to make this a destination area," Eiguren said. "When the Sierra Nevada course came available last year, we realized that would allow us a lot more flexibility with what we wanted to do."

Going with the theme of sports cars, the Lakes course is being characterized as the luxury and performance course with its incorporated wetlands, 14 holes featuring water and fairways meeting up with the eastern Sierra slopes.

The Resort course, on the other hand, is billed as being built for power and agility with its 300 feet of elevation changes, unpredictable terrain and open spaces.

Other amenities being touted by the course are the shuttle service, which will pick-up and drive home athletes within an hour drive of the resort.

For more information, or to book a tee time at either course call 782-4653 or visit www.genoalakes.com.

-- Joey Crandall can be reached at jcrandall@recordcourier.com or at (775) 782-5121, ext. 212.