GOLFTOWN JOURNAL
Calling Cards
The business of keeping score
By Lee Pace
The world’s oldest golf scorecard dates to December 1820 and the golf links at Musselburgh, Scotland. A member named James Cundell used the card to record 84 shots over 10 holes in a club match and noted in the margin, “Dreadful storm of wind and rain — atmosphere quite yellow — just like the lurid regions of Pandemonium.” The card sold in 2019 at a collector’s auction for the U.S. dollar equivalent of some $6,300.
Over two centuries, literally millions of scorecards have been churned out for golf courses worldwide. Some are simple one color on card stock. Some have a second color. Others have full-color photos, advertising or foil stamping. A nice touch for walking golfers is having a handy little pencil slip.
Odds are if you’ve stashed some scorecards away in your golf memorabilia bin, you’ll find a card with the tiny imprint in one corner of Golf Associates, Asheville, N.C. Quietly and with little fanfare, a small company in the mountains of North Carolina has carved a niche as one of the most pre-eminent manufacturers of scorecards in the nation. It has been in business for 55 years.
“It was early 1989; I had just taken the job at Duke and was at the PGA Show,” says Ed Ibarguen, the director of golf at the Duke University Golf Club. “I was wandering around the show and saw this company from North Carolina. They made scorecards. The guy stood up, shook my hand and said he was a huge Duke fan and would love our business. His name was Sherwood Pinkston. We developed a long-standing friendship. Sherwood’s gone now, but we’re 36 years into working with the same company.”
Pinkston grew up in Asheville and developed his business IQ by selling drinks at Asheville Tourists baseball games and hustling empty bottles for a penny each. He served in the South Pacific in World War II, then came home, started a family and ran assorted businesses — a diner in West Asheville and a dry-cleaning business, to name just two.
“He was the consummate entrepreneur,” says Jerry Davis, who worked for Pinkston from 1996 through Pinkston’s death in 2014. “He was not going to work for anybody. He was an avid golfer and a heckuva competitor. He was an ace at the pool table. He had big hands, but they were soft hands. He could make that cue ball go anywhere he wanted. He was a good golfer and an excellent putter, particularly on fast greens. You always wanted Sherwood as your partner.”
Pinkston played golf regularly at Beaver Lake Golf Course north of the city and Black Mountain Golf Course to the east. One day in 1968, he was paired with a man from California who said he’d just gone out of business trying to sell scorecards with advertising on them. That sounded like a good idea, so Pinkston approached the pro at Black Mountain and said he’d produce a scorecard for free if he could sell advertising.
The acorn was hatched.
He founded Golf Associates in 1970 and at first used the printing press at Hickory Printing Group, an hour east of Asheville. Pinkston called on golf courses from Mississippi to Miami, often sleeping in his car and eating a lot of saltines and Vienna sausage along the way. He got good results from a mail solicitation campaign, with one of his first orders coming from L.B. Floyd, the pro at Stryker Golf Course at Fort Bragg in Fayetteville and father of future Golf Hall of Famer Raymond.
“We offered a superior product, and if they would take advertising, it didn’t cost them anything,” Pinkston said.
One niche for the business was daily fee and public access courses that would allow Pinkston to sell advertising. That approach didn’t appeal to the private clubs, so Pinkston developed formats and ideas for scorecards that clubs would purchase.
“The Duke scorecards had had ads on them, and I wanted to get away from that,” Ibarguen remembers. “Sherwood had the idea of putting the logo in a foil stamp. He said he’d do it for no upcharge. He produced a beautiful card, one that I’d bet was as nice as you would find at the time for a public access course.”
Pinkston grew the business, added staff and eventually purchased a printing press (upgraded several times over the years). He expanded to add rack cards and post cards. His wife, Faye, took over running the business after her husband’s passing, and in 2020 she sold it to Gary Mannies, who had been in the yardage book publication business and had developed a friendship with Sherwood at trade shows over the years.
Today the company does work in its backyard, with cards at Biltmore Forest and Asheville Municipal; across the state at Quail Hollow in Charlotte, and Forest Creek, Dormie Club and Tobacco Road in the Sandhills; and to nationally recognized clubs like Whistling Straits, Fishers Island Club, Streamsong, Valhalla and Congressional.
“Sherwood is from ‘The Greatest Generation,’” says Davis, who knew Pinkston from playing golf around Asheville when he was looking for a career change in the mid-1990s after decades in the insurance industry. “He came back from the war determined to be a success. He just happened to find golf scorecards. Back then, most scorecards were bland and utilitarian. He introduced four-color. He started printing cards with UV coating on one side. That was a big innovation. It made the club logo stand out and pop off the card. That was a game-changer for us. For higher-end clubs, he started using linen and gold foil.”
Today, company sales representatives pay calls on courses across the nation and set up shop at trade shows like the PGA Show in Orlando every January, and the Carolinas PGA Show in Greensboro in February.
“I love the game, I love the people I work with, and it’s a creative business,” says Brayden Pitcairn, who’s been with Golf Associates for three years, as he looks over a display table of the company’s scorecards at the Greensboro show. “We want to produce something the golf staff is proud to hand to members and guests.”
Davis stands nearby, shaking hands with show attendees and reminiscing about the success of a company lasting well over half a century. His favorite story is having traveled with Pinkston to a trade show in St. Louis, driving back to Asheville and stopping at a motel in Nashville at 2 a.m. Davis went to park the car and bring the luggage in while Pinkston went into the office to register.
“I came into the office and Sherwood was trying to talk the guy at the desk into a deal for rack cards,” Davis says. “Now, the guy at the desk at 2 a.m. is not the decision maker. But that didn’t put Sherwood off.”
Entrepreneurs and golf. Some stumble, but the good stories are worth a round of applause.










