There is B2B media marketing, where one company speaks to another, and there is B2C marketing, where businesses speaks directly to consumers. Mandarin Media prides itself in helping golf, property and hospitality concerns navigate either side of this street. We’ve been doing so for 30 years.

Which brings us to fescues, the wavy golden turf varieties that festoon an increasing number of golf courses in 2026. In North America, native grasses are definitely central to golf’s architectural and cultural zeitgeist these days. In the B2C sense, they are not controversial: Golfers love the way they look, the way they make the most inland, parkland-style setting feel linksy.

In the B2B respect? Well, the people who take care of these fescue-strewn courses are decidedly more suspect. Maintaining a successful “fescue program” is a lot of work — especially for a course feature that is almost entirely ornamental.

I was driving home last summer from a golf weekend in the Mid-Atlantic U.S., when I started to notice fescues growing on the side of interstate highways. I thought, “This must be naturally occurring, or I must be dreaming.” Nope. Fescues are part of the roadside zeitgeist, too. The resulting essay was published in the print edition of Golf Course Industry, as fine a B2B magazine as exists today. The online version can be found here.

And yes: Fescue Program would make a great band name.