On The Cover - October 2007

By Diana Rowe

According to the National Golf Foundation, since 1986, the number of golfers has increased 34 percent, and the number of golf courses has grown by 28 percent. With some 36.7 million Americans taking a swing at this increasingly popular sport, a golf program can be a significant component of meetings and events. And, if planned and executed properly, a golf program will build attendance, enhance camaraderie, provide entertainment and networking opportunities, and contribute to the overall success of the meeting.

Finding The Right Fit
Sue Chandler, director of corporate meetings for Evansville, IN-based Atlas Van Lines Inc., couldn’t agree more. When she announces plans for the company’s annual convention, the golfers in the group enthusiastically register first and eagerly await for the competition to begin. The choice of golf course is paramount, said Chandler and her colleague David Coulter, vice president of sales for the specialized transportation group, an avid golfer and the company’s onsite golf contact. Chandler was the first to contract with Omni Orlando Resort at ChampionsGate, near Orlando, FL, prior to the completion of the golf courses and clubhouse. She watched the annual Del Webb Father/Son Challenge on television live from ChampionsGate Golf Club, and knew she had made a great choice before she had set foot on the property.

The 730 guest rooms and suites, and 70,000 square feet of flexible meeting and banquet space is a perfect fit for the company’s 60th Annual Convention next month, said Chandler, who explained that her number one consideration is the amount and type of meeting space for her group of 800 attendees, which includes agents, owners, professional van operators and spouses as well as a number of exhibitors.

Instructional golf clinics, such as this class conducted by an LPGA golf professional, serve as an excellent teambuilding exercise and can give novice players the confidence to take their best shot at your golf event. Photo courtesy of LPGA

John Menichini, executive director of tournament operations at ChampionsGate Golf Club, and Chandler met recently to finalize plans for Atlas’ popular golf event that kicks off their convention. Menichini, who also serves as the executive director of tournament operations for the Del Webb Father/Son event, which will be contested this year from November 29–December 2 at ChampionsGate Golf Resort, handles everything from A to Z. With a background in convention services management, this 8-handicapper is the “one-stop director” for planners who want a top-notch golf event. He works with 20 to 30 other team members from PGA professionals to F&B staffers as well as an in-house sales team at the Golf Club, which hosts more than 320 golf events annually for 16 to 600 players.

Menichini is especially proud of the two Greg Norman-designed golf courses: the International, an authentic links-style course, and the National, a traditional American parkland course. Coulter noted that having two

Celebrities such as legendary golfer Arnold Palmer are a welcome draw at any golf program. Palmer (center) volunteered to pose with attendees (left to right) Kenneth Camp, president and CEO of Batesville Casket Company Inc.; guest Diana Keough; Dr. James Cash, retired James E. Robinson professor and senior associate dean of Harvard Business School; and Dr. Ron Christman, chairman of BSG Concours, whose company hosted the golf event at famous Pebble Beach Resorts.

courses onsite was a big factor in choosing ChampionsGate, which could accommodate his 150 to 200 golfers, avoiding many logistical and transportation woes. Moreover, the par-3, nine-hole course, practice facilities, a 30,000-square-foot clubhouse and the world headquarters of the David Leadbetter Golf Academy contribute to the club’s designation as a premier golf destination.

Menichini recognizes that Central Florida is a great destination for golf. He said, “All of the area courses are fantastic so we have to step up to the plate every time. Each event must run smoothly and flawlessly. Our team takes pride in ownership and is second to none.”

Clear Objective
George Beim, president and CEO of the Sterling, VA-based Pinnacle Management Group, an event management firm specializing in high-end corporate golf events, emphasizes that because golf is a four-hour (and sometimes longer) event, savvy planners need to take the time to establish clear objectives for their golf outings, just as they do for meetings.

“There are two levels of events,” explained Beim. “One is really just a recreational round of golf, arranged at a nearby or onsite golf course. The planner sends attendees onto the course in the midst of a meeting without requiring a lot of attention to the format, pairings or site selection. The company has no other agenda in the game other than providing a recreational activity. An awards ceremony may or may not be important, or simply added to the evening’s event. Organizing this event is straightforward even for the non-golfer planner who can rely on the course’s in-house tournament coordinator.

“The other level,” continued Beim, “is the high-end golf tournament. There are many layers to this program, requiring strategic golf course site selection and pairings, and matching golf to meeting goals. Thought goes into strategic pairings; team scores are kept and prizes are awarded; and a format such as scramble or best ball is established. Often a charity and/or celebrity element is added.”

Beim advises planners to ask and answer questions about their golf event. “Is this a stand-alone golf event, or is it combined with a meeting? Are there networking opportunities? Does this golf event include employees of the organization only, or will potential customers be participating? Is there potential business or contracts on the table? Or is this an optional, unstructured activity? Based on these answers, the planner should have a clear objective of the golfing event.”

Next identify the budget, said Beim. “Pay attention to the smallest of details. Is this a corporate-covered event? Will a charity benefit? Or will there be sponsorships? If sponsorships, how can you make the event more exciting? Will you be adding celebrities or a unique golf course component, such as a golf course on the Professional Golfers’ Association (PGA) Tour.

Site Selection
“When selecting the golf course, keep in mind the price and quality,” said Beim. “A high-end resort course, such as Seaview Resort & Spa, might take a bigger bite out of your budget, but it will garner more attention from avid golfers. Seaview is close to Atlantic City, and for larger events, its 36 holes and two distinctively different courses create more golf options. Also, you will have more bargaining chips to play as it offers added value with accommodations and other non-golfer activities.”

Situated on 670 acres of pristine pinelands in southern New Jersey, the 297-room Seaview Resort & Spa, a Marriott Resort, offers 27,000 square feet of meeting space. As one of the region’s leading golf destinations, Seaview features two of New Jersey’s oldest and most prestigious courses: The Bay Course and The Pines Course.

Building Camaraderie
In a quest for extraordinary performance, Dr. Ron Christman, chairman of BSG Concours, frequently revolves golf events around his conferences. BSG Concours is a Kingwood, TX-based consulting company that works with senior executives of more than 300 of the Global 1000 to master critical issues in management and to turn human capital and technological potential into business value.

Christman said, “Whether a tightly organized tournament or a casual golf outing, golf naturally builds camaraderie and networking opportunities. At our multicompany events, we use golf so our clients can get to know each other. And it’s a way for us to entertain and network with our clients.”

Each year, Christman’s dozens of meetings are located at high-end resorts throughout North America. Over the last 20 years, BSG Concours has run an average of three to five events per year at Pebble Beach Resorts because, he said, “Anyone who knows golf wants to play at Pebble Beach. If the objective of your golf tournament is to provide recreation and networking along with a once-in-a-lifetime golfing destination, then I’d recommend Pebble Beach Resorts.”

For Christman, the Pebble Beach decision involved more than just golf. “From an event planner’s viewpoint,” he said, “the challenge is to also include activities for the non-golfers. Besides championship golf, the Pebble Beach area also offers the arts, shopping, sightseeing, scenic drives and unusual wineries. In my opinion, Pebble Beach is one of the greatest places to visit even if golf isn’t your focus.”

Where The Pros Play
One of the most appealing aspects of golf is the ability to play on a course where the pros play. Planners can elevate the excitement and attract attendees by promoting the playability and charm of a PGA Tour experience. El Camaleon hosted the first-ever PGA Tour event in Mexico last February and Michael Brown took notice.

Brown is the vice president of sales for North America for the medical imaging division of Carestream Health Inc., Rochester, NY, a world leader in medical and dental imaging and information technology solutions. Brown, who plans and promotes an annual incentive trip for top producing sales people and their guests, noted that golf is always an important factor when he is researching sites.

“Because we are located in the Northeast,” said Brown, “we prefer warm climates such as Hawaii and, for the first time this year, we selected Mexico. We already have an established relationship with the Fairmont, so it was a natural move to the Fairmont Mayakoba (city on the water) in the Riviera Maya. The ability to add a Greg Norman-designed course on the PGA tour adds to the allure.”

The Fairmont Mayakoba, Riviera Maya opened last year as the first property in a luxury development near Playa del Carmen, Mexico. The resort offers 401 guest rooms, suites and casitas; a 16,000-square-foot spa and 40,000 square feet of indoor and outdoor event space. The centerpiece of the resort is El Camaleon, the Greg Norman-designed 18-hole championship golf course. An amazing feature is the resort’s one-of-a-kind canal system where golfers can step from their rooms to a thatch-roofed boat that whisks them to the first tee.

“We like a course right on the property within walking or golf-cart distance,” said Brown. “This is important because when our top sales people finally get away, we want to immerse them in the experience. It’s not uncommon for the attendees and spouses to play a couple of rounds a day, so we design our meetings around golf. We want to play somewhere people recognize. That’s part of the attraction, the element where attendees can play where the pros play, and that makes winning the incentive trip even more attractive.”

The El Camaleon is a 7,000-yard layout that bends through three distinct landscapes: jungle, mangrove swamp and oceanfront stretches of sand bisected by massive limestone canals. Greg Norman even incorporated a cenote, an ancient underground cavern and river system into the center of the opening fairway.

Tour Player Experience
Planners seeking a unique experience can consider a new offering recently launched by TPC Sawgrass and the Sawgrass Marriott Resort & Spa, Ponte Vedra Beach, FL — one of the Travel + Leisure Golf “Top 10 Best Golf Resorts in the World.” Golfers will have the opportunity to see what it’s like to be a PGA Tour Player competing in The Players Championship as part of the Tour Player Experience. The program rolls out the red carpet for golfers, helping them experience a day in the life of a PGA Tour Professional through access to exclusive amenities, facilities and services traditionally reserved for The Players competitors.

Attendees have the opportunity to go behind the scenes for a unique experience never before possible. Participants receive a personalized bag tag and money clip similar to those given to Tour Professionals at The Players Championship, have the use of a personal locker in the Champions locker room, and can hone their skills at the Tour Academy practice facility. Highlighting the experience, golfers enjoy the use of “storytellers” who are caddies, with your attendees’ names on caddie bibs, as they test their skills on the newly renovated Players Stadium Course — the same course on which Tour Players compete. In addition to providing all of the traditional caddie services, storytellers take golfers  back in time through stories and anecdotes that help bring to life great moments in The Players Championship history. After their round, participants have lunch in one of two VIP dining areas in TPC Sawgrass’ expansive 77,000-square-foot Mediterranean Revival style clubhouse. Attendees also can participate in the new Tour Academy, offering the same world-class golf instruction and state-of-the-art equipment used by Tour Players. The Tour Academy’s award-winning staff of PGA professionals offers lessons and instructional packages for golfers of all ages and skill levels, incorporating on-course instruction, video swing analysis and custom club fitting. Students receive a comprehensive golf instructional manual and a personalized written plan for improving their game. For more information, visit pgatourexperiences.com/platinum.asp.

Non-Golfers Have Fun Too
Planners must be considerate of non-golfers who often feel intimidated or uncomfortable at meetings and events where golf takes center stage. Beginner clinics and individual instruction are ways to reduce the stress. Another alternative is a new golf activity for corporate groups called Golf Commotion, which was recently started by Kris Moe whose motto is, “Golf doesn’t have to be serious.” Golf Commotion is about energy and bringing groups together for some bonding after meetings or as an add-on for incentive getaways.

Gillian Young, marketing communications coordinator for Sartomer Company, an Exton, PA-based specialty chemical supplier that manufacturers the center of golf balls, among hundreds of other products, hosts golf events in conjunction with The PGA Merchandise Show, the golf industry trade exhibition held annually in Orlando. Young says that she doesn’t have to deal with the headache of destination selection, but she still must select the right golf course for her VIP customers.

Advance Planning
“It takes a lot of advance planning to get the timing right when you’re coordinating with an outside event,” admitted Young. “That is when course selection is paramount. My golfers want to get up, have breakfast, maybe attend a quick meeting, and then get right on the course. I’m given small windows of time, so I have to make certain that I’m not wasting valuable networking time getting my golfers to the course.”

Proximity of golf courses to resorts and complimentary transportation are the two main reasons why Young selects a Disney golf course. The resort’s 18-hole golf courses include Disney’s Palm Course, Disney’s Magnolia Course, Disney’s Osprey Ridge Course and Disney’s Lake Buena Vista Course.  Disney’s Oak Trail is a nine-hole walking course. Walt Disney World Resort, Orlando, FL, offers six dedicated convention resorts and more than 600,000 square feet of ballroom, meeting and function space. Young explained, “I usually host informal golf events for 16 to 20 clients. I have one contact at Disney Meetings for golf at any of the four courses, and I can call anytime 24/7 and get a return call.”

Since Young’s events occur during the busy months of January and February, flexibility of scheduling is a major component to her success. “No matter how much preplanning I do, something is bound to change,” she said. “Somehow, even during prime tee times, they manage to add or subtract a player or two, adjust my tee times by an hour, or coordinate with the beverage cart, and they do it without my clients knowing there’s a problem. My business relationship with Disney Event Group has proven to be a powerful asset.”

Another spectacular onsite golf facility is Innisbrook Resort and Golf Club in Palm Harbor, FL, near Tampa. The 900-acre resort boasts four championship golf courses including the famed Copperhead.

Innisbrook was recently acquired by Salamander Hospitality LLC, whose CEO Sheila C. Johnson said, “Our goal is to elevate this unique resort and golf club to its rightful place as one of America’s most sought-after destinations...serving as an inspiring backdrop for group meetings.”

Johnson and Salamander Hospitality President Prem Devadas have announced plans for a major renovation of the resort’s amenities, including the Island Golf Course, rated 4.5 stars out of 5 by Golf Digest, the three

(Left to right) Actors Bryan Cranston and John O’Hurley, retired U.S. Senator Dennis Deconcini, former chairman of the NCMEC board, guest Jeff Goudie and performer Rudy Gatlin at a recent golf charity event hosted by Canon U.S.A. in Las Vegas.

clubhouses and more than 65,000 square feet of meeting space. Within the first two years, the company will also develop the resort’s first full-service luxury spa.

Innisbrook’s Copperhead, Island, Highlands North and Highlands South courses feature an unusual 70 to 80 feet of elevation change, reminiscent of the Carolinas. An added bonus for avid or novice golfers who want to improve their game is the resort’s Golf Institute Instructional Program, which is rated one of “America’s Top 25 Golf Schools” by Golf Magazine.

Spectacular golf together with Innisbrook’s 600 rooms and suites, 34 meeting rooms and 65,000 square feet of meeting space offer the perfect combination of work and play.

Make Everyone A Winner
After 42 years with the company in customer development, Nick Krenwinkel now consults for Pepsi and Frito-Lay. “Seventeen years ago, while in Minnesota during a Super Bowl customer appreciation party, one of our customers noted that the only thing missing was golf. We decided to move this event and take our best customers to the sunny golf mecca of Palm Springs, CA. We selected Desert Springs, A JW Marriott Resort & Spa, Palm Desert as our host hotel.”

Krenwinkel usually hosts a two- or three-day event for 160 clients and guests that includes the use of the resort’s meeting space for breakouts, the largest ballroom for the Super Bowl party and two consecutive tournaments at the two onsite golf courses.

The 833-room Desert Springs, A JW Marriott Resort & Spa, Palm Desert offers fine dining, sizzling night-life, a resort spa, expansive pools and a newly remodeled lobby complete with gondolas.

Krenwinkel said, “Because I’m a golfer, I try to put a lot of thought and effort into creating an incentive meeting centered on golf. It’s important to cater to the non-golfers with spa, hot air balloon, jeep rides in the desert, horseback riding and a kids’ club for families. Of course, the JW Marriott here also offers two great golf courses that can challenge the most avid golfer while catering to the novice.

“The format of the golf tournament is as strategic as the pairings,” claimed Krenwinkel. “Since I’m a golfer and know this group so well, I put the teams together myself.”

Prizes often include a golf shirt and balls, said Krenwinkel, but he also steps up the excitement by creating new ways to win. Last year, he created a successful event based on the popular television show “Deal Or No Deal.” “We had 12 local high school girls as our models, and each case contained purses, jewelry, clothing, etc. with a top prize of $1,000.

“Planners who don’t play golf might not realize that golfers are nuts about their game,” said Krenwinkel, “and golfers like the reward and camaraderie of prizes. I want everyone to walk away from here with a prize in their hand. Selecting the right foursomes and right format makes everyone a winner.”

Krenwinkel’s format of choice is a modified scramble and a shotgun start. “Scramble has everyone driving from the tee and making subsequent shots from where the best ball lands. This is a good format for beginner groups, but my golfers are more advanced. A modified scramble begins with everyone driving from the tee, like the scramble, but after that initial best ball, each golfer plays his or her own ball. For scoring, we take the two best scores. Shotgun is the most popular for corporate tournaments because players start and finish at basically the same time. In a shotgun tournament, foursomes tee off simultaneously on every hole.”

If these terms sound foreign, Krenwinkel recommends that planners enlist the help of a golfing coworker and the tournament coordinator. “Don’t be afraid to ask for help. You may know how to plan a meeting, but coordinating a successful golf tournament really requires some knowledge of the game,” he concluded.

Combine A Good Cause
Many companies, especially those that have made a concerted effort to adopt a viable Corporate Social Responsibility (CSR) program, combine a golf tournament with a charity event to give back to the community at the same time they are entertaining clients. For example, Canon U.S.A. Inc., a global imaging industry leader, headquartered in Lake Success, NY, raises money for the National Center for Missing and Exploited Children every year when Canon comes to Las Vegas for the International CES (Consumer Electronics Show).

“January will be our ninth consecutive year hosting the Annual Canon Customer Appreciation Reception and the National Center for Missing and Exploited Children (NCMEC) Celebrity Golf Tournament in Las Vegas,” said Bill Reed, senior vice president and general manager of the corporate communications division of Canon U.S.A. “We created the golf charity event by looking at two objectives: hosting an event for our clients while raising money and awareness for NCMEC. For the past seven years, The Tournament Players Club (TPC) at The Canyons in Las Vegas hosted our event, raising more than $1 million for NCMEC.”

Reed acknowledged that it can be difficult to mix charity and clients, but when an opportunity works, it works well. “There has to be a natural progression for clients and charity to tie together. We are able to show our appreciation to our customers, while contributing to a great cause, which makes them feel good about doing business with Canon.”

Reed used Las Vegas-based Baskow & Associates, a full-service destination management company, to arrange an exciting component to the charity golf tournament — celebrities — many of whom donate their time to causes. “Golfing with a celebrity adds to the excitement and enjoyment of our clients, and it allows us to raise more money and awareness for NCMEC,” said Reed.

Dawn Shields, senior manager of corporate events for Canon U.S.A., added, “In an effort to raise money for the National Center for Missing & Exploited Children we hold a live and silent auction during the reception. We have been lucky that well-known entertainers are generous with their time to support such a worthy cause. At this year’s event, held at the Bellagio in Las Vegas, Don Felder, former lead guitarist for the Eagles, rocked the house.”

Shields and her planning team partner with a Las Vegas-based consultant and former Canon executive John Arnos, Sr. “Although the golf pro or tournament coordinator knows their job, Arnos knows our customers and golf, so he’s able to personalize and customize the event and make it a Canon tournament,” Shields explained. 

No matter whether your golf program is part of a luxury incentive trip, teambuilding outing, recreational event or paired with a charity event, the more you know about the game the better shot you’ll have of pulling off a successful event.    C&IT