Brand DNA
What it is, who it is for, how we position it, the one-liner.
North Star
Love the game. The 19th awaits.
If a piece of work doesn’t carry that feeling, it isn’t The 19th yet.
What it is
The 19th is a premium golf simulator at Space2B, The Maltings — a private members’ space to play, practise and unwind. The simulator is the hero. The pool table, darts and relaxed seating are the pleasant discovery, not the headline.
We call it a premium golf simulator on purpose — not a “golf lounge” (too sofa-and-telly) and not a “facility” (too cold). Members just call it “the sim”.
Who it is for
A private members’ space, opened first to the people closest to it: Maltings tenants and ION gym members, with priority access for Space2B tenants and guests. The door stays open to wider membership later.
The people in the room are mixed, late 20s to mid 40s, casual-smart. Some are chasing a handicap; most are here for the company as much as the golf.
How we position it
- Premium, not stuffy. Closer to a great bowling night than a traditional members’ club.
- The sim leads. Everything else is a bonus you find when you’re there.
- Social by default. A place to bring a few people, not somewhere you sit in silence.
- Quietly exclusive. Membership protects the quality of the experience, it isn’t there to look down a nose.
The story, short
A handful of bays, real ball-tracking, good company and a relaxed room — open early until late, seven days a week. You book a slot, the door unlocks for you, the sim is warmed up and waiting. Play a round, work on your swing, or just have a drink and a laugh with the people you brought.
What we’re not
- Not a sports bar, and not a clinical practice range.
- Not a stuffy, blazer-and-tie members’ club.
- Not “a facility” — we never call it that.
- Not trying to be everything; the sim is the point.