Through the Monarchs in the Rough program, golf courses are encouraged to develop monarch butterfly and overall pollinator habitat. The iconic and beloved butterfly, renowned for its spectacular long-distance migration, is threatened by loss of wild milkweed – its sole larval food plant – resulting in a 90% population decline over the last two decades. The program supports and encourages the expansion of minimally-managed green spaces outside of playing areas on golf courses. The conversion of unused areas in the rough into spaces with native vegetation including milkweed has a number of ecological, economic and aesthetic benefits. By joining Monarchs in the Rough, golf courses can do their part to prevent further monarch losses while gaining recognition as an environmental leader and connecting with their communities in new ways.