How Visual Storytelling is Transforming Golf Course Development
From Architecture to Fairways
What started as a chance encounter on a flight has evolved into a business that is redefining how golf courses are envisioned, marketed, and ultimately experienced. In 2009, a random seat assignment on a transatlantic flight sparked a business transformation that has since impacted hundreds of golf courses around the world. Andrew Harris and his partner, Juris Kalinka, both trained architects, have become unlikely yet vital contributors to the modern golf industry – not through clubs or agronomy, but through 3D visualization and digital storytelling. Today, they have set up renderings for some of the best venues around the word for new designs as well as renovations, furthermore big events such as the Presidents Cup rely on their work. With offices in England and Latvia, Harris Kalinka has become the undisputed market leader in creating golf course renderings, including stills as well as videos. In an interview with Golfmanager’s Michael Althoff, Co-founder Andrew Harris shares some background information on how the company was founded and how the work of Harris Kalinka has become part of almost every major new project or re-design in the industry.
“Honestly, we never meant to be in the golf industry,” Harris admits. “We were architectural animators focused on buildings and interiors. But on a flight to Toronto, I sat next to a golf course designer. He asked if we’d ever done an animation of a course. We hadn’t. By the time I landed, I called Juris and said, ‘I think we should look into this.’” That impulse led to what is now a specialist rendering studio helping clubs, architects, and developers turn abstract plans into stunning visual experiences. Harris and Kalinka began their careers in London, focusing on architectural visualization for real estate and commercial projects. But after meeting that fateful designer – whose name Harris still doesn’t know – the duo made a bold pivot to golf. “Golf isn’t even a major sport in Latvia,” he says. “We have maybe two or three full 18-hole courses in the whole country. But we took our team to Ozo Golf Club, got green cards, learned to play, and immersed ourselves not just in the game but in maintenance and course architecture.” That commitment helped them bridge the gap between architecture and golf. “We realized early that if we were going to visualize these courses, we needed to understand them deeply – not just the shapes, but the feeling of the place.” It was a slow start. “We had no golf in our portfolio. We did a few projects for free just to prove ourselves,” he recalls. Their break came when Ken Moody, a former EIGCA president, gave them their first real assignment: Weybrook Park Golf Club in the UK.
The Role of Renderings in Golf Projects
Today, the studio supports projects across the spectrum – from new golf resorts to legacy club renovations. At the heart of every project is collaboration with golf course architects. “Our primary clients are the architects. We’ve made it a point to get to know them – Europeans, Americans, Australians. We meet at industry shows, we stay in touch, and they often introduce us to their clients: clubs and developers.” This relationship has become especially critical in two key project categories:
1. New Developments
For new builds, they visualizing a course that doesn’t yet exist. The work is used to attract investors, pre-sell real estate, or market early memberships. It can be years before the course is built, so the visuals are crucial for generating early momentum.
2. Existing Club Renovations
More and more clubs are using stills and videos to show members what a renovation will look like. Sometimes the visuals are even used in membership votes. “We worked with Australian-based OCM Golf (OCM = Ogilvy, Cocking, Mead) on Medinah’s Course No. 3, and it was clear that every stakeholder—from members to media – wanted to understand what was coming.”
Both categories aim at creating believable, high-impact visuals – which requires technical skill and artistic sensitivity. Projects typically begin with CAD files and grading plans, but details vary. “Some architects provide incredibly detailed CAD files. Others are more conceptual, sketching ideas they refine in the dirt. In those cases, we have more creative license, but it’s always grounded in conversations with the designers,” the rendering specialist says. Harris Kalinka’s team builds 3D models hole by hole, refining details such as bunker edging, grass transitions, water features, and natural vegetation. “We go deep into the weeds – literally,” he laughs. “Getting turf textures and native plants right is essential.” The team works in stages, sharing early renderings with clients for feedback. “It’s iterative. The designer, developer, and sometimes even the club superintendent will weigh in. Everyone has a voice,” Kalinka explains. Timing varies: A single green complex might take four to five weeks. A full resort development – complete with a course, hotel, and real estate components – might stretch to five months. Most projects average around 12 weeks. With rising demand of video material especially for marketing purposes, animations are the dominating part of today’s work. “Animation is more complex,” Harris explains, and continues: “It’s not just modeling; we’re developing a story. Lighting, soundtrack, narrative pacing – it’s almost cinematic. But it brings a site to life in a way that static images can’t.” Pricing is driven by scope. “One hole is cheaper than 18, but the first hole always takes the most time. That’s where we establish all the textures and set up the character of the course. Every hole after that becomes more efficient,” the co-owner says. “While the rendering process is generally consistent, the tone and intent differ depending on the type of venue. Resort projects usually involve marketing teams. There’s more room for artistic license – sunsets, dramatic lighting, stylized scenes,” Harris explains. “Private clubs want realism. Members want to know, ‘What will my course actually look like?’ So we dial down the art and lean into accuracy.” The team can manipulate lighting and seasonality to match each client’s preference. “We control time of day and weather. Sunrise over hole five? Autumn foliage on hole 17? No problem. Recently, clients have asked for more color – fall vibes, golden light – just to break up the wall of green.”
Tech Stack, Tools, and the Role of AI
Harris Kalinka’s studio uses commercial-grade software – “the same tools used by Hollywood” – but also builds proprietary systems for golf-specific needs. “We’ve developed in-house tools for grasses and vegetation that we’ve refined over 10+ years,” Kalinka states. Transitioning from architectural work to golf required a complete overhaul: “We changed hardware, workflows, and mindset. Buildings are predictable. Golf is organic. Modeling windblown fescue and ragged bunker edges is far harder than rendering glass and steel.” Artificial intelligence is beginning to play a support role. “We’re fascinated by AI. We’ve integrated it into parts of our workflow to boost efficiency. But we’re a long way from AI being able to understand a designer’s vision without human input,” Kalinka explains. Behind the scenes is a tight-knit team of 12 professionals based in Latvia. Andrew Harris manages client relationships and project planning. Juris Kalinka oversees the technical side, including their rendering infrastructure. “We’ve got a great team – probably the most golf-knowledgeable Latvians in the country,” Harris jokes. “They play, they understand architecture, and they care.” That culture of curiosity and collaboration extends to their clients. “The golf industry is different from architecture. There’s more passion. People are open. You can call a top architect, and they’ll talk to you like an old friend. That’s why we love what we do.”
Looking Ahead: Virtual Golf and the Future
With the rise of virtual golf platforms like TGL and immersive simulators, some wonder if golf visualization will shift to fantasy or fully virtual designs. Harris is skeptical – but open: “We’ve worked on virtual world projects, but right now, the real-world work is where the demand is. And honestly, that’s what we enjoy. We like connecting with people – architects, general managers, superintendents. We lose that human element in the virtual world.” Still, he acknowledges the trend: “Simulator golf is growing, especially with younger players. It’ll be a space to watch. But for now, our focus remains grounded—in real soil, with real projects.”
Summary
For golf course leaders – owners, boards, general managers – visual storytelling has become a strategic tool. Whether you're pitching a new resort, preparing a renovation vote, or trying to inspire early investment, renderings are no longer a luxury. They’re a necessity in today’s visual world. “Pictures help people see what’s possible,” Harris concludes. “It’s not just about selling a project – it’s about sharing a vision. And that vision can be the difference between hesitation and greenlighting your next great step.”
What Golf Course Leaders Should Consider Regarding Renderings
- Start Early: Bring in visualization experts at the concept stage for better alignment.
- Collaborate Constantly: Communication between designers, clubs, and renderers ensures accuracy.
- Tailor the Message: Marketing visuals differ from member-facing visuals – know your audience.
- Invest in Animation: If storytelling is key, animated content may offer a better return.
- Embrace Artistic Freedom – Strategically: Use light and consider various views and camera angles – detaching oneself from the tradition ‘tee to green’ view may create some new and unusual views. In the end it is all about selling a vision to the target audience.