Well, Bandon Dunes golf resort has been receiving tremendous world-wide publicity of late for their number one ranking in Golf Magazine as the top golf resort in the nation. I've played all three courses - Bandon Dunes, Pacific Dunes and Bandon Trails - and they are indeed tremendous.

Recently though, they made a mistake of significant proportions that could alienate a lot of the people who love the resort or who had considered making a trip to play the Oregon coast courses.

According to David Davies of the London Telegraph, Arnold Palmer, "The King", recently showed up to see what all of the fuss was about at Bandon Dunes resort. Palmer, along with Jack Nicklaus and Tiger Woods have probably done more for golf over the past 50 years than any 3 golfers on the planet. When royalty like that shows up to play your course, you'd think the red carpet would be rolled out and trumpets would be played. At the very least, some VIP treatment, right?

Nope. Bandon Dunes, according to Davies' story, made Palmer pull out his plastic and pay to play. According to Palmer, he was asked, "How would you like to pay for your round?". Palmer, now 77 years old, later commented, "That's the first time I've had to pay to play golf since I was 17."

Listen, I am all about paying your way and not asking for freebies, but when an icon shows up to grace you at your place of work, whether its a golf course or a restaurant, you comp the person. If Bandon was smart, they would have treated Palmer like "The King" he is, taken a few publicity photos with him and bragged that he played their course in their resort marketing materials. Palmer is very influential in the golf world and endorsement world still and a few good words about your course from him, will go a long way.

Instead, you now have people like my dad, who brought this story to my attention, who count themselves as part of "Arnie's Army", and are offended that any golf course would dare charge a legend like Palmer who has done so much for the game of golf. Bandon Dunes has worked so hard over the past several years to establish the world class reputation they so richly deserve. Unfortunately there will now be people like my dad who swear never to play Bandon again unless they make things right with Palmer.

My suggestion? Invite Palmer back and present him with an "Honorary Bandon Dunes Membership". Tell him you apologize for the mistake and tell him he's welcome at your courses ANY time he wants - at NO charge. Also, give the person who checked him in for his round and made him pay, a history lesson in golf. Put photos of Arnie, Jack and Tiger next to the cash register in the pro shop with explicit instructions to "comp any of the three of these men in these photos if they ever walk through our pro shop doors."