we have a layer of grass and in the roots have alcoma. i thinit helped customers feel comfortable with the transition. >> while it's taken some time, people are finally embracing the switch. >> this has been the year that people go, 3 lakes, they know where it is now. >> it didn't matter how long the rebranding took. arthur says making a major move like that was necessary. >> if you want to distinguish the ownership changing, change the name of it. it's the easiest thing to do. >> but as everyone as 3 lakes has discovered, the old name keeps popping up in conversation. because some old habits are just hard to break. >> if somebody says alcoma, i don't correct them but i follow it with, at 3 lakes. >>> warby parker disrupted the world of prescription eye wear starting with its earliest incarnation as an e-commerce site. two years ago they opened their first store in new york's soho district. since then they've opened a dozen locations across the country and they are a shining example of how to build a brand. ♪ >> when classmates neil blume

not only was the course called alcoma but so is the neighborhood. after 80 years the club faced an uncertain future. >> like a lot of golf kourlss it was going out of business. as soon as the membership dropped below 225 the board of directors, they waited too long. >> this entrepreneur had a plan to revive it when he bought it. hawk needed to break with the pack, create a new identity and open the course's doors to anyone. >> the real reason was to tell the public that hey, you can come here, draw from a larger base of people. >> once the sale was finalized in 2007, the reinvention started with a series of improvements. arthur's daughter megan manages the location. >> we had to remodel three of the areas overhaul the cart paths and the map, the layout of the course. there wasn't even a map on the score card. >> when i bought it there wasn't a bathroom for ladies on the first floor. we made it more public friendly. >> despite the changing landscape and addition of things like new tees and league play the brand didn't disappear right away. it took tw