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Do a soil test- see if you need amendments. Peat is good if your soil is alkaline. If it's acid you will need to lime.
Bluegrass is cheaper because it spreads on runners and is much easier to cut into sheets not because of quality. Fescues grow in clumps so don't hold together as well. Best turf type depends on lots of factors.
July is fine as long as it gets watered well and doesn't sit around waiting to be laid. Don't till fert into soil- it isn't much help growing roots if the roots can't reach it. And definately use a high P low N fert.
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