The Rundown
- The Host Venue: DeBell Golf Club, a municipal course in Burbank, California
- The Activation: A private VIP kickoff followed by a two-day public clubhouse takeover hosted August 28–29
- The Gear: Limited-edition Rhoback capsule featuring the official Chili’s Golf Club crest
- On-Course Highlights: Custom booth carts, specialty cocktails, and a pro-shop takeover
- Retail Availability: Shop the Rhoback × Chili’s collection online while supplies last
The definition of a golf club has undergone a massive cultural shift. Where traditional clubhouse culture once leaned on rigid gatekeeping, private memberships, and strict dress codes, today’s golf lifestyle thrives on personal expression, community, and accessibility. Stepping squarely into that shift was an unexpected yet fitting contender: Chili’s Golf Club. Founded in 1975, the casual dining heavyweight has built a nearly 50-year legacy on unpretentious comfort and hand-shaking more margaritas than anyone in America—a mindset that translates seamlessly to the municipal fairways.
The timing of the event made the statement on its own. While the PGA Tour’s top 30 players converged at East Lake for the exclusive Tour Championship, Chili’s headed straight for the public fairways. Launching with an intimate private evening preview before opening to the public on August 28–29, Chili’s staged its first-ever course activation at DeBell Golf Club in Burbank, California. Serving as the groundbreaking host venue, DeBell embraced the national spotlight, transforming its municipal clubhouse into a lively haven for weekend regulars. Between custom cocktails like the Transfusion Marg and Tee Time Marg, and a campaign film starring Wesley Bryan, Jena Sims Koepka, and Caleb Pressley, the activation championed players who love the game regardless of the scorecard.
“Chili’s is the people’s clubhouse, so it only made sense to bring that spirit to the course,” said George Felix, chief marketing officer at Brinker International.
“DeBell Golf Club is incredibly proud to be a groundbreaker and the first venue to showcase this unique experience—bringing together golf, lifestyle, fashion, and one of America’s most recognizable restaurant brands.”
— DeBell Golf Club
Beyond the pop-up hospitality and booth-equipped carts navigating the fairways, what has outlasted the weekend event is the apparel program behind it. Rather than treating merchandise as an afterthought, Chili’s partnered with Virginia-based activewear label Rhoback on an exclusive capsule anchored by an official club crest.
Having tested the complimentary performance polo and Retro Rope Hat ($54) sent to our editorial desk, the quality holds up. Rhoback’s fabric engineering is evident: the polo delivers four-way stretch, exceptional breathability, and a structured collar designed to hold its shape from the opening drive to the lounge. Paired with a lightweight, moisture-wicking rope hat, the gear blends genuine on-course performance with effortless streetwear appeal.
The wider collection balances technical construction with golf’s self-deprecating humor: the Presidente Margarita, Mulligan, and Champion’s Dinner performance polos ($132 each), alongside the Hesi hoodie, Horizon Block Q-Zip, and Ready Crewneck. Built for crisp morning tee times and casual evenings, the pieces underscore how fluidly contemporary golf style moves between athletic needs and everyday life.
Chili’s Golf Club struck a chord because it read the room: the most compelling cultural signals in modern golf aren’t coming from elite sanctuaries. They are rising from municipal fairways, casual dining staples, and collaborations that put camaraderie first. By backing a muni takeover with genuine craftsmanship, Chili’s and Rhoback proved that memorable clubhouse culture doesn’t require a private membership to feel elevated.
