I have a spot in my backyard where the afternoon sun (3-5) just cooks the grass. My neighbor told me that the sun reflected off his windows and actually burned holes on his deck furniture.
Top that with almost no rain and the extremely hot temps we have had the past few week in Georgia, and their isn't much you can do.
I did an aeration and threw a nice layer of mushroom compost down over the dried out spots and that seems to be helping. The compost acts as an 'insulator' from the sun to help keep the soil temps down.
Also, hand watering is a good thing as well. I have irrigation, but still like to hand water when I can to focus on these burn patches.