ST. AUGUSTINE, FLA. -- Marking a new round of growth in golf-theme restaurant concepts, actor Bill Murray and five of his brothers have teamed up with a Hard Rock Cafe veteran executive to break ground here for the chain prototype of Murray Bros. Caddyshack.

The concept, which is named after one of Murray's best-known movies, is scheduled to debut next year at World Golf Village, almost in the shadow of branch No.8 of the rapidly expanding Sam Snead's Tavern chain. That 10-unit group, which is poised to open two more locations by year-end, already has found a sizable following for its golf-oriented ambience and cuisine.

"We're nothing short of thrilled with the way this concept is suddenly taking off" said Sam Snead's Tavern licensor Pat Casey, whose Orlando, Fla.-based Pike Corp. owns three restaurants in the popular chain.

With Casey's licensees already operating units in such places as Naples, Fla., Myrtle Beach, S.C., White Sulphur Springs, W.Va., and Alymer Quebec, Pike Corp.'s immediate goal is to continue opening Sam Snead's Taverns in the Orlando area while seeking out partnership development deals in outlying markets. Scheduled to end the year with 12 units, Sam Snead's is focused on moving next year into Dallas, Philadelphia, Phoenix and other cities, including San Juan, Puerto Rico.

"There's no doubt Sam Snead's was a perfect fit for Naples," said Scott Casselberry, investment partner and acting general manager in the brand's year-old location in that southwestern Florida location. "We're just a three-wood away from the Greg Norman-designed Tiburon Golf Course, and we have serious plans for entering Fort Myers."

Meanwhile, a management team headed by former Hard Rock Cafe executive vice president and chief operating officer Robert Brown is awaiting the spring 2001 debut of Murray Bros. Caddyshack in the 6,200-acre World Golf Village, an expansive residential and resort complex also boasting the World Golf Hall of Fame.

A national chain prototype whose name evokes the irreverent movie made popular by actor Murray, Murray Bros. Concepts such as Sam Snead's Tavern, left, and Murray Bros. Caddyshack, below, show that golf boasts a growing cultural identity that can be adapted readily to the design and menu of restaurant concepts. Caddyshack is targeting the casual segment's midprice mainstream. Officials are eyeing vital urban markets and key suburban resort centers for subsequent expansion.

"We like to think of Murray Bros. Caddyshack as a lifestyle concept aimed at guests looking for a good time and great food," said co-chairman Mac Haskell, who founded the group with Bill Murray's brother Andy.

"In planning for Murray Bros. Caddyshack, we wanted to create a restaurant that captures our family's love of the game and presents it in a way that appeals to everyday golfers," Andy Murray said. "Golf has shed its staid image and exclusionary practices in favor of a more open and fun-loving attitude."

Four other Murray brothers -- Ed, Brian, John and Joel -- are also partners in the concept and, along with Bill Murray, will make scheduled appearances at the restaurants as they open.