this issue The Greenbrier Classic
TABLE OF CONTENTS
John Deere Classic
Sales Update Page 2
Sanderson Farms Championship
Lessons from Other Sports Pages 3 - 4
RBC Canadian Open
Title Sponsor Integration Pages 5 - 7 Best Practices Pages 8 - 9 Socially Speaking Page 10 Together Anything’s Possible Pages 11- 12 Birdies for the Brave Page 13 Did You Know… Page 14 In Closing Page 15
WELC LCOME OME FRFROOM TOUR OURN NAMENT BUSIN USINEESS AFFAIRS Welcome to the sixth issue of the Tournament Business Affairs Sales & Marketing Newsletter. This newsletter is designed to bring you up-to-date with best practices, sponsorship and brand activation, and a variety of useful information. This edition features numerous informative articles provided to Tournament Business Affairs by The Greenbrier Classic, John Deere Classic, Sanderson Farms Championship and the RBC Canadian Open. As we enter the home stretch of the 2013 PGA TOUR season, keep in mind that the deadline for your individual entries for the 2013 Tournament Awards is quickly approaching. Submissions are due on or before Friday, November 1st. For examples and details about last year’s winners, visit the Best Practices website. Further details are provided on page fourteen of this newsletter.
This issue also contains an article highlighting the growing importance of social media advertising and the necessity for it to be in your comprehensive marketing and sales campaign. In an effort to continually enhance and enrich this publication, Tournament Business Affairs appreciates all comments and suggestions. Improving the quality of this newsletter remains a top priority for our department. The seventh issue will focus on the Reno Tahoe Open through BMW Championship. We encourage you to contact your Tournament Business Affairs representative with any questions or requests for additional information concerning the items featured in this newsletter. Lastly, as the FedExCup Playoffs come to a conclusion, we invite you to tune in and enjoy all of the exciting golf action!
SALES UPDATE Host Organization Board Member Engagement The ability to generate on-site revenue (primarily through sponsorship sales) is critical to every tournament’s long-term health
and charitable giving capabilities. As we all know, PGA TOUR tournaments tend to have limited sales staffs compared to other major sports entities, which may have numerous dedicated sales staff members in some cases. Given this reality, it is critical that every event’s volunteer sales assets, specifically Host Organization board members, are focused on sales. In addition to having made a commitment to supporting the event, these individuals typically have executive-level contacts with local companies capable of investing with the tournament. In fact, some of the more successful PGA TOUR Host Organizations drive nearly all tournament sales for their individual events. PGA TOUR Tournament Host Organization structures feature varying degrees of board member involvement in the sales process. Regardless of how an event utilizes its Host Organization in a sales capacity, it is important that roles and expectations are clearly defined for the membership and that members are held accountable for their performance. The following “best practice” elements should be considered: Lead Generation Focus It is recommended that a Host Organization board member’s role as a sales resource for a PGA TOUR tournament is focused on lead generation versus direct sales. This allows the tournament to maintain control of the sales process, ensuring that the investment opportunity for new clients is being maximized and that packages developed will best suit client needs. Since tournament sales staff members have a full-time focus on tournament sales, they will be much better versed in this area. Direct Sales Some tournament Host Organization board members are asked to directly sell tournament products, typically focusing on the sale of one or two smaller packages. In this type of structure, it is important that board members do not fall into the trap of continually selling their clients (who in many cases are board member friends) the same smaller package year after year. In the interest of supporting the long-term health and charitable goals of the tournament, board members should regularly ask their clients about making a larger investment with the event. If the interest is there, the client should be passed to a tournament sales representative so the optimal tournament package can be pitched. Goal Setting Tournaments are encouraged to set aggressive activity and sales / lead generation goals for Host Organization board members. These sales requirements should be communicated to prospective members so they have a clear understanding of the level of responsibility and commitment required. Establish Accountability Ideally, Host Organization board members should hold one another accountable, with consistently underperforming members being subject to relief of duties. Many tournaments have developed incentive programs to encourage Host Organization board members to push beyond sales / lead generation minimums. As is the case with sales staff, a leaderboard can also create additional motivation while providing a means to track progress. For more information about Host Organization board member sales recommendations, please view the PGA TOUR Tournament Sales Manual, which is available on the best practices web site in the “Sales” section under “Sales Support Program.” 2
LESSONS FROM OTHER SPORTS LEAGUES A New Way to Cook Up Concessions From Los Angeles to New York, professional and college sports stadiums across the country are giving their concession stand menus a much-needed makeover. Fans are no longer craving your average hotdog or a bucket of popcorn, but rather are demanding more high-end dishes with a variety of healthy options. Due perhaps to the influx of popular food-related shows on television, sports concession deals with celebrity chefs and local eateries are becoming more and more common in stadiums. In 2000, Levy Restaurants became one of the first to introduce a gourmet selection by serving Wolfgang Puck’s pizzas in their suites. Today, the Minnesota Twins are following in their footsteps by engaging in a revenue share deal partnership with Andrew Zimmern, host of The Travel Channel’s “Bizarre Foods” show, through an extension of his food truck, AZ Canteen, which offers signature menu items such as the widely-popular “cabrito” burger. The Twins expect their partnership with Zimmern to continue to improve the fan experience across the board and boost sales. Another trend currently on the rise finds that stadiums are choosing to partner with locally owned and operated restaurants and caterers instead of national food brands Local favorites at The PLAYERS such as McDonald’s. Local brands provide stadiums with an identity by serving food that represents dishes that are both appetizing and familiar to fans. At Dodger Stadium in Los Angeles, the team offers a popular promotion called “My Town Nights” that honors a different community among the fan base with menus of authentic cuisines that exemplify their culture. In addition to incremental sales revenue, local restaurants are willing to trade off a slimmer margin for unbeatable branding exposure opportunities that a partnership with a major sports organization offers. Along with providing their fans with a variety of choices, the inclusion of local brands can also be utilized to cater to specific needs of certain fans. A prime example would be the enhanced concession offerings of the Wells Fargo Championship in 2013. After receiving feedback from their patrons through a post tournament survey, the tournament’s menu expanded to accommodate vegetarians and gluten-intolerant fans. The tournament promoted their new menu through their virtual “Patron Planner,” which is sent out to fans prior to the event. In 2012, most fans left their seats during halftime of the University of Michigan vs. Northwestern football game with the Wolverines ahead by a touchdown to visit the concessions stands. Upon meeting long lines, the majority of fans missed two touchdowns and much to their dismay, found that Northwestern was instead ahead by a touchdown. While addressing the public perception of unhealthy blandness that has historically characterized their menus, stadiums are also attempting to maximize their concession sales by significantly decreasing concession lines and to ensure that fans will never think twice when contemplating whether or not to revisit for a secondary purchase. Traditional food vendors face the daunting challenge of serving tens of Andrew Zimmern with his fan favorite “cabrito” thousands of people within roughly a three-hour window, unlike most restaurants that enjoy a less hectic pace. With the implementation of fan-accessible Wi-fi in stadiums becoming more common, organizations are experimenting with mobile apps that allow their fans to order food ahead of time and effectively reduce waiting times. 3
LESSONS FROM OTHER SPORTS LEAGUES continued Reinforcing these endeavors are the results from a survey conducted by Turnkey who polled over 1,100 senior-level sports industry executives. When asked how venues could increase concessions revenue, 31% answered “faster service.” Behind ticket sales, concessions represent the second most important revenue stream for professional sports organizations. Whether it’s adding additional points of service or concentrating on lowering the average service time for an individual customer, stadiums are constantly thinking of innovative ways to reach more clientele. At this year’s THE PLAYERS Championship, the tournament integrated a new fan experience enhancement called “Hawkers.” Similar to those at major league baseball games, these roaming concessionaires sold bottled water and beer to spectators, which consequently allowed patrons at the 16th and 17th holes to keep their seats while simultaneously purchasing beverages to quench their thirst. The tournament believes that the success of the Hawkers also presents a branding opportunity that they can sell to a sponsor in 2014. Above all, the experience of the fan is paramount to increasing concession sales. By continuing to develop menus that appeal to the ever-evolving appetites of patrons and serve them more efficiently, the ceiling for maximized concession revenue from professional sports events will only continue to rise.
Sources: SportsBusiness Journal May 13-19, 2013 www.fesmag.com/editor-picks/10799-specifying-for-sports www.foxbusiness.com/technology/2013/01/31/professional-teams-adopt-futuristic-stadiums-to-drive-sales/ www.bizjournals.com/washington/print-edition/2012/03/30/stadium-food-vendors-concede-profits.html?s=print food-management.com/stadiums-arenas/ballpark-food-continues-upscale eater.com/archives/2013/03/29/andrew-zimmerns-az-canteen-opens-at-target-field.php
TITLE SPONSOR INTEGRATION Title sponsors The Greenbrier Resort, John Deere, Sanderson Farms and RBC each had unique objectives and activations at their respective events. Some of their platforms are summarized on the following pages.
Brand recognition prevalent throughout the grounds at The Greenbrier Classic From the moment spectators arrive at The Greenbrier Classic, one of the first things they notice is the elaborate and flamboyant patterns throughout the main hotel and tournament grounds. In an effort to provide their title, spectators, and sponsors an all-encompassing vision of The Greenbrier’s bold yet elegant interior design, the tournament goes to great lengths to provide a truly customized experience. For starters, each of the private hospitality chalets and skyboxes are customized to embody the same look and feel of the main hotel. As depicted below, custom floral patterned walls, matching furniture, and replica bars provide a great extension of the title’s brand. With many of the tournament’s major sponsors occupying a majority the rooms at the main hotel, the tournament strives to offer the same level of “Greenbrier” service on the course. Other areas where The Greenbrier brand can be found include the general concession stands, which featured the resort’s signature Fried Green Tomato sandwiches. Additionally, the tee markers resembled the original Greenbrier spring house, a trademark of the property and its long history.
Greenbrier branded umbrellas can found throughout the course
Custom Greenbrier interiors match the look and feel of the main hotel
TITLE SPONSOR INTEGRATION continued John Deere hosts PGA TOUR players for a “Big Dig” The “Big Dig” has become a staple at the John Deere Classic. This event traditionally takes place on Tuesday evening and is a huge hit among PGA TOUR players. With the John Deere world headquarters located just a few miles away from TPC Deere Run, the Big Dig provides John Deere the opportunity to showcase their property and equipment by hosting the party on their campus. As evidenced by the photos, the party itself includes a variety of family friendly activities. Players are treated to an outdoor barbeque dinner along with fishing, games for children and most importantly, players are able to operate the large earthmoving equipment. The evening is capped off with a fireworks show. An invitation to the Big Dig is included in the player packets, however, after a 10-year history, many players have come to anticipate the event and enjoy attending the party. Louis Oosthuizen is certainly a fan of the equipment. He played in his first John Deere Classic the week prior to winning the British Open in 2011. A 6000 Series John Deere tractor was among the first items he purchased with his winnings. At this year’s John Deere Classic, he received a private tour for his entire family of the nearby John Deere Harvester plant as well as the world headquarters. Congrats to the John Deere Classic on the success of the Big Dig. It is an excellent way to highlight the tournament’s title sponsor while at the same time providing a unique family experience.
TITLE SPONSOR INTEGRATION continued Sanderson Farms Goes Chicken With only four months to integrate their new title sponsor, the tournament staff at the Sanderson Farms Championship took advantage of their number one asset; chicken! Sanderson Farms, the newest title sponsor on the PGA TOUR, has grown from a small general feed and seed business in 1947 to one of the nation's leading food corporations in 2012, with sales of more than $2.4 billion. Currently the third largest poultry producer in the United States, Sanderson Farms will process over 2.386 billion pounds of meat in 2013. Needless to say, there was no shortage of chicken at this year’s tournament. The Sanderson Farms Championship, which debuted on the PGA TOUR in 1968, has proven to have significant economic impact on the region. A study commissioned by the Mississippi Development Authority and conducted by Mississippi State University determined in 2010 that the tournament had a $22 million dollar impact. Additionally, the tournament generated approximately $500,000 last year for local charities. With such a strong local impact and the tournaments relationship with the Friend of Children’s Hospital, the decision for Sanderson Farms to sign on as the title sponsor aligned with their goals and mission to remain a good corporate citizen, support the surrounding communities and make a strong positive impact on the tournament’s charities. Working in conjunction with Sanderson Farms’ marketing agency, the tournament staff came up with some very creative ways to integrate their new title sponsor into as many aspects of the event as possible. A standard at each PGA TOUR event, fairway crossing signs clearly mark the direction and flow of spectator traffic. “Chicken Crossing” signs were added as a play on the classic joke “Why did the Chicken cross the road?” Patients at the Friends of Children’s Hospital contributed by painting ceramic chickens that were used as tee markets the entire week. At each concession stand, vendors were encouraged to include chicken on their menus. Located between holes 9 and 18, The Chicken Coop, formerly known as the Rough House, provided fans with general admission tickets a place to relax and enjoy the round. Georgia Blue, a local restaurant based in Madison, Mississippi, offered daily Blue Plate Specials that all featured chicken. In addition, the original chicken sandwich maker, Chick-fil-A, had a concession stand on the course. Lastly, as a gift to each player in the field, Sanderson Farms gave away Big Green Egg grills large enough to cook six Sanderson Farms 100% natural chickens. On Saturday of tournament week, Big Green Egg offered cooking demonstrations and provided free Sanderson Farms chicken samples to all spectators. Despite their time restraints, the tournament did an excellent job of integrating their new title sponsor into the overall look and feel of the tournament. Spectators most certainly walked away each day with a better understanding and knowledge about Sanderson Farms and their commitment to the local community.
BEST PRACTICES The Greenbrier Classic Since its inaugural year, The Greenbrier Classic Youth Day, in partnership with POLO Golf, The First Tee of West Virginia, and The First Tee of Roanoke Valley, have produced The First Tee Scramble. Each year during one of the scheduled practice rounds, select students from The First Tee chapters are given the opportunity to play in a three-hole scramble with PGA TOUR professionals. This year, Billy Horshel and Jonathan Bird participated in the event, giving six deserving students a once in a lifetime opportunity to play The Old White TPC. The First Tee of West Virginia participants were selected based on the current points standings two weeks prior to the tournament from the chapter’s competitive junior tour for boys and girls ages 15-18. The First Tee of Roanoke Valley selected their participants based on their skill certification level, number of years in the program, grades in school, as well as their involvement with the mentoring of others in the program. Traditionally, the honor of playing in this event is awarded to high school participants who have been involved for more than four years as an active volunteer at the chapter for two or more years.
Billy Horshel & Jonathan Byrd getting ready to tee off
Before the round, a luncheon was hosted in the main hotel, where each chapter had the opportunity to raise donations by selling tables sponsorships to the event. As a special treat, PGA TOUR professionals Jordan Spieth and David Mathis participated in a Q&A about life on TOUR, their beginnings in golf, the importance of family support, and what makes The Greenbrier Classic such a special place to play. Additionally, The Greenbrier’s owner and chairman, Jim Justice, joined Spieth and Mathis on stage to help moderate the discussion.
Following the conclusion of the luncheon, guests were invited down to the driving range where The Greenbrier’s director of golf instruction, Billy Winters put on a trick shot clinic. Each attendee was given a t-shirt and gift bag, and was also admitted to the tournament for free when accompanied by an adult. One of the biggest highlights of the year, the tournament will
RBC Canadian Open For this year’s tournament, the RBC Canadian Open had a goal to boost advanced ticket sales and increase awareness for the event. To do so, they employed a social media digital advertising campaign on Facebook, Twitter, Adwords and YouTube. Using promo codes, they were able to track the effectiveness and return on their investment during the months of June and July. They offered a $20 discount on any day tickets, a $100 discount on their Golf Canada House 2-Some tickets and a $200 discount on their Golf Canada House 4-Some tickets. The Facebook, Adwords and Twitter media buys targeted people within 60 miles of Glen Abbey Golf Club. Twitter had a broader reach, targeting users throughout Canada. The total ticket sales directly attributed to these efforts via the promo codes was $21,550. The combined spend for promoting ticket sales and awareness for the event through these efforts was $11,861.80. Because this was the first year of integrating this digital strategy into their marketing mix, there were no previous benchmarks to gauge the success of their efforts. However, the tournament was able to provide a positive return on investment of nearly 2:1 in terms of ticket sales vs. spend. As an added benefit, through the marketing efforts, the tournaments social media 8 numbers (likes & followers) grew considerably.
BEST PRACTICES continued John Deere Classic New in 2013, the John Deere Classic added a venue called the Greenside Club. As a result of a Sales Support Program visit, a product analysis revealed that the tournament was lacking an entry level shared hospitality option. Their offerings started with a $195 ticket and included unlimited food and beverage. The Greenside Club was developed so that a grounds ticket holder had the opportunity to upgrade their ticket for an additional $25 and gain access to an air conditioned venue overlooking the 18th green. Hy-Vee, a Midwest grocery store chain, was secured as the food sponsor for the Greenside Club. They committed to the sponsorship late in the sales cycle resulting in tickets going on sale just five weeks prior to the tournament. Social media and email blasts quickly got the word out about the new venue. And, despite the obstacle of a late start, tickets to the Greenside Club sold out. In its first year, the tournament had a realistic goal of breaking even on the venue, but they exceeded that even making a modest profit. Given the Greenside Club’s popularity, the venue will be enlarged in 2014 and the tournament will seek to secure additional sponsorship.
An exciting new venue in 2013, the tournament will look into new ways to enhance the upgraded experience in 2014.
Other Best Practices from events in this issue Be sure to check the new Best Practices website for details on these other Best Practices that took place at the events covered within this issue:
John Deere Classic - Family Zone The Greenbrier Classic - Bus Loop Video Sanderson Farms Championship - Title Integration
SOCIALLY SPEAKING Social Media platforms provide the opportunity for tournaments to share compelling content with their fans both inside and outside of tournament week. These accounts can help you distribute fun and interesting information about your event, the players, charity and more. Since the PGA TOUR guidelines have expanded to allow your social media team more opportunities to post content in real-time from the tournament, there are no restrictions on mobile phone use before competition begins. However, starting Thursday through Sunday tournament social media members can request an Outside the Ropes Photo badge for the day by checking in at the Media Center with a PGA TOUR Media Official. In doing so, your tournament can use social media channels to promote on site activities for fans with new imagery. The John Deere Classic, for example, used Facebook to create galleries such as “Around the Grounds” where fans could browse photos from the youth clinic, the wounded warrior club fitting and other on site events (View photos here: http://goo.gl/Gl4oRI). By using your tournament’s Facebook page as a destination for fans to find pictures and other items of interest, you can boost fans and engagement with your page. The Greenbrier Classic also used Facebook as a means to promote their tournament’s account. This tournament promoted their Facebook page by offering fans the chance to win two tickets to the Kenny Chesney concert taking place at The Greenbrier that week. The tournament simply asked fans to share the page with friends and ask them to “Like” it. The goal was for the tournament to reach sixteen thousand fans. This particular post, which received over 1,000 Likes in addition to over 1,400 Shares, helped the tournament reach their goal. Additional best practices from tournament weeks include the RBC Canadian Open’s use of Twitter during the event, whose handle acted as a great resource for fans onsite. During the week the account posted information on where fans could look for parking and which lots were full. The account also gave fans ideas for where to grab lunch and where to hang out during suspended play. Twitter, Facebook, Instagram and other social channels should all be used outside of tournament week as well. These accounts can be used to share relevant updates or new imagery to keep fans engaged. With the #FedExCup Playoffs underway, you can use hashtags and contribute to trends like #BornForThis to keep your page current and in your fans’ newsfeeds. The weekly tournament newsletter also provides updated content regarding official FedExCup standings and player information. If you have your own unique idea for a campaign and wish to enlist the PGA TOUR’s help during tournament week, contact Jenny Cannon ( JennyCannon@pgatourhq.com ). For questions on activating or promoting a social media account, contact DJ Piehowski (DJPiehowski@pgatourhq.com ).
TOGETHER ANYTHING’S POSSIBLE PGA TOUR Wives visit Camp Genesis during John Deere Classic There are some clubs nobody wants to be a part of. In a way, their mere existence speaks volumes to the brittle ways of the world. But when a life-altering curve ball is thrown, one such club has become a soul salvation. On Wednesday of the John Deere Classic, members of the PGA TOUR Wives Association spent the day at Camp Genesis, hosted in conjunction with Gilda’s Club and Genesis Health, a special place for kids whose lives have been forever changed by cancer. In memory of Gilda Radner, the actress who captured the hearts of television and stage audiences the world over before losing the battle to ovarian cancer in 1989, Gilda’s Club is an emotional and social support community for people living with cancer. Gilda’s Club was founded by her husband Gene Wilder and friends. Down a dirt road just off the famed Mississippi River, a remote site in the woods known as Camp Genesis is home for a week at a time to hundreds of kids touched by cancer. At this free camp, there are no signs of the dreaded “C” word. There are no fatigued children, no indications of chemo. At first glance, nothing says these kids are living with the reality of cancer. The resilience of a kid is lost on no one. Kids dance from sun up to sun down on a summer’s day tune without a white flag. It is here that kids steady their ships and tend to emotional wounds inflicted by watching someone they love dearly, a parent, sibling or other family member, battle cancer.
Lee Presnell enjoying arts and crafts with a camper
“Many times, the kid who has a family member with cancer gets left out a little bit. Camp Genesis is for them,” said Zach Klipsch, Camp Director. “Cancer treatment is for the one with cancer. But, cancer affects the whole family, not just one person. These kids get to come together and find other kids going through similar stuff that they can share backgrounds and stories with.” The message at Camp Genesis is simple; you’re not alone. At a young age in a very big world amidst a very tough time, it’s here where three words resonate - your life matters. “The kids come in, do a lot of the conversing and take in a lot of the coping skills,” said Klipsch. “They’ll say, ‘Wait a minute….your mom has cancer? Well, my mom has cancer, too.’ How many times does that conversation happen at school? So, many times, these kids are out there without anybody to talk to about this. They kind of lock it away.” “We’re here to support them in their week to get away,” said Lauren Gates, wife of PGA TOUR member Bobby. “This camp is a way for them to see that they are not the only ones going through this hard time. They may very well make a life-long friend here. I hope they enjoy us half as much as we enjoy being here with them.”
TOGETHER ANYTHING’S POSSIBLE continued “Having the PGA TOUR wives come out is great because the kids can understand that there’s more involved than the other kids going through a similar life experience,” said Klipsch. “They see they have other people who support them, even outside of this community. The kids love it. I think it’s a wonderful way for the PGA TOUR to support kids. To get this in the middle of Iowa is pretty amazing.” Sam Robinson is a 10 year-old from nearby Bettendorf. In his bid to come to terms with three cases of cancer in his family, he is visiting Camp Genesis for a second time. While watching both grandmothers fight the good fight, including one who lost her battle on May 19, Sam’s mother was diagnosed herself. “I talk to other kids about hope,” Robinson said. “This camp teaches that. It helps me keep away whatever bad thoughts I may have. It makes me feel better about what’s going on around me. My parents really wanted me to come…and I did, too.” “Having cancer gave me membership in an elite club I’d rather not belong to,” Radner once said. But today, with her clubs all over the United States and Canada, this is an elite club she would be glad to know is around. “It’s always something,” was Radner’s trademark quip.
Camp Genesis campers enjoying their afternoon with the PGA TOUR Wives Association
Be it from a day with the PGA TOUR Wives Association or from the creation of a lifelong friendship, Gilda’s Club is something. It’s the comfort of knowing that we’re remembered, considered and understood. It’s the tough acknowledgment that pain and suffering is real – inside as well as out, even when it’s the others with the diagnosis. It is something. It’s something that always reassures us; my life matters.
BIRDIES FOR THE BRAVE John Deere Classic partners with Birdies for the Brave In July, the John Deere Classic proved that honoring our nation’s American military heroes is not only the right thing to do, but something that can be done by tournaments easily and at no cost. The tournament partnered with Birdies for the Brave on three key initiatives that helped show appreciation and support to military members and wounded warriors, all of which were coordinated with support from the Birdies for the Brave team at PGA TOUR headquarters. On Tuesday, Birdies for the Brave hosted the Callaway Wounded Warrior Fitting for two Illinois wounded warriors. They included Sergeant Garrett Anderson, a retired infantryman in the U.S. Army, Purple Heart recipient, husband and father of two, who underwent an arm amputation and facial reconstruction as a result of injuries sustained during service; and, Duane Kozlowski, a soldier in the U.S. Army and father of six who was honorably discharged in 2003 after a service-related injury in which he suffered abdominal/neck poly-trauma and PTSD. The warriors began their Callaway experience with a tour of the Callaway TOUR truck, followed by one-on-one instruction from the Callaway Golf professionals on the driving range and putting green. On Wednesday, Birdies for the Brave presented the Military Caddie Program for nine local USAF active members. The nine met at the 15th tee box for the morning wave of the John Deere Classic Pro-Am and were assigned to a PGA TOUR player of their choice, were introduced, and then took over caddying responsibilities for that hole. Most of the men were able to caddy for several TOUR players throughout the morning while enjoying a unique insidethe-ropes experience they will not soon forget. Following the Military Caddie Program, a home donation presented by Military Warriors Support Foundation (MWSF), one of the Birdies for the Brave military homefront groups, was held at the 15th hole pavilion. Casey Kinser of MWSF presented the keys to the home – which was sponsored by Whitey’s Ice Cream and Chase Bank – to Eric Chir and his wife, Jennifer. Eric, a retired U.S. Marine Corps staff sergeant, served 18 years in the USAF, and was awarded the Purple Heart after being injured by an Improvised Explosive Device (IED) in 2010. The home donation will enable Eric, Jennifer and their three children to relocate to Illinois from California to be closer to family.
Wounded Warrior getting some work in on the range
“Tournament Director Clair Peterson and his team did a fantastic job of integrating Birdies for the Brave military appreciation activities into the John Deere Classic without disrupting tournament operations or incurring any expense,” said former 12-year Navy SEAL Stephen Kupcha, the PGA TOUR’s senior manager of public relations and community/military outreach. “Working seamlessly with our team at corporate, the John Deere Classic selected three key initiatives which were simple to implement but made a huge impact on participants, while creating newsworthy stories and contributing to the TOUR’s charitable mission.” For more information on Birdies for the Brave and how your tournament can utilize the program to create good will, generate media coverage, increase incremental fan attendance and facilitate new sponsorship opportunities, please contact Stephen Kupcha at (904) 280-4796 or firstname.lastname@example.org.
DID YOU KNOW... New Qualifying Process In anticipation of the start of the 2013/2014 PGA TOUR season, we wanted to remind everyone of the changes taking place to the qualifying system. With the FedExCup Playoffs currently underway, we hope you will also follow the Web.com finals as tomorrows rising stars compete to earn their ticket to play on the PGA TOUR. Should you have additional questions, please contact your Tournament Business Affairs representative.
IN CLOSING Tournament Awards Reminder Submissions for the 2013 Tournament Awards are due on or before Friday, November 1st. Materials eligible for consideration must represent 2013 initiatives. It is important that we note that for the 2013 calendar year, the former “Fall Series” events are eligible for the 2013 awards. Starting in 2014, the awards will run the breadth of the regular season. All presentations must be in PowerPoint format. There is a 20 page limit to the size of all presentations except for Tournament of the Year, which is a 40 page limit. Please be mindful of the criteria listed for each award category. All categories are open for submission. There is no limit to the number of categories a tournament may submit entries for; however, a tournament may only submit one entry per category. For a full list of categories and criteria please visit the PGA TOUR Best Practices Website. TIMELINE NOV 1 NOV 8 NOV 13 NOV 15 DEC 5
ALL Entries Due First Eliminations (Cut to top 3 and ties) Finalists Sent to Panel of Judges (TAC and PGA TOUR TBA) Final Voting Winners Announced During Evening Ceremony at Sawgrass Marriott
Entries can be emailed to email@example.com with the subject line reading “Tournament Award Submission” or to firstname.lastname@example.org via Dropbox, YouSendIt, or another web-based data storage service. Submissions may also be mailed to: PGA TOUR c/o Stacey Fogg 112 PGA TOUR Blvd. Ponte Vedra Beach, FL 32082 Phone: 904.273.3226
Issue 6, September 2013