Features - July/August 2008

The Gleneagles Hotel (inset), one of Scotland’s most luxurious five-star resorts, is set amid three magnificent golf courses: the famous King’s Course, the secluded Queen’s Course and the highly rated Nicklaus-designed PGA Centenary Course, the venue for the prestigious 2014 Ryder Cup matches. The Dormy Clubhouse (above), overlooking the lush 18th greens of the King’s and Queen’s courses, is favored for its casual fare and spectacular sunsets. Photos courtesy of The Gleneagles Hotel

By Diana Rowe

Simply put, when your meeting objective is to develop and strengthen business relationships among your clients, sales teams and executives, golf is the answer — especially in the insurance and financial sectors of corporate America. A well-organized and well-executed golf program can produce long-lasting relationships and seal a deal more effectively than days in the boardroom. Somehow the shared trials of

Reaching the island green at one of the two award-winning 18-hole golf courses at northeast Florida’s Ponte Vedra Inn & Club is the only challenge planners will face when hosting events at this popular, meeting-friendly oceanside resort. Photo courtesy of Ponte Vedra Inn & Club

attacking a buried lie in the sand or the pure glee of watching a 40-footer snake into the cup produce a bond among the players, which frequently leads to a successful business conclusion. Experts chalk it up to a “getting-to-know-you” factor that progresses from hole to hole as you and your playing partners overcome the tough obstacles and challenges ever-present in the ancient game.

Moreover, after research unveiled that superior golf facilities drew meetings and conventions, hotel executives jumped on the golf-is-popular bandwagon. Announcements for new and renovated golf courses and marketing programs abound. Examples include the restoration of the seaside layout at Ponte Vedra Inn & Club in northeast Florida and the reopening of the updated Palmer Course, named after the legendary Arnold Palmer, at PGA National Resort & Spa in South Florida. Other notable examples are the TV commercials for Crowne Plaza Hotels & Resorts featuring Phil Mickelson as spokesman, and brand new championship 18-hole layouts, such as Greg Norman’s Blue Shark Golf Club in the Bahamas or the two PGA Tour courses planned for the new JW Marriott in San Antonio, TX.

 There’s an art to blending business and golf, and every planner should be well schooled in the language, the etiquette and the nuances of the game. Fortunately, golfers and non-golfers alike can find solid advice and a detailed game plan from the highly capable, professional golf staff and sales consultants at golf resorts located in every part of the world.

Know Your Players
Andy Radovic, vice president of sales and marketing for Ponte Vedra Inn & Club, said, “Know your players and their level of skill. Golf course designs vary widely. If you book a course that is highly challenging, your novice golfers won’t have a good experience, but if your course is geared toward the beginner, your avid golfers won’t be too happy, either. In either case, your golf program won’t be successful.”

Radovic cites his own resort that features two golf courses. “One is more difficult and the other is tamer. Nothing is more frustrating to a recreational golfer than a difficult course. Conversely, a good golfer would be equally frustrated if the pace of the game was too slow. Once we know the level of your players, we can help you select the perfect course that complements their playing levels.”

Both PGA National Resort & Spa (top and right) and the PGA of America make their home in Palm Beach Gardens, FL. The resort, host of the Honda Classic, features five spectacular championship golf courses, including The Palmer. Photo courtesy of PGA National Resort & Spa

The Ponte Vedra Inn & Club recently completed a $5 million restoration of one of the resort’s nationally recognized seaside golf courses by renowned golf course architect Bobby Weed. Both 18-hole courses, the renovated Lagoon Golf Course and the traditional Scottish links-designed Ocean Course have been honored with a number of awards and recognitions. Located in Ponte Vedra Beach in northeast Florida, the Ponte

Founder Cason Callaway’s vision for golfers at his Callaway Gardens resort was “...a pleasant experience in beautiful surroundings.” Near Atlanta, GA, the resort offers two scenic courses and 60,000 square feet of meeting space. Photo courtesy of Callaway Gardens

Vedra Inn & Club is an oceanfront resort situated on miles of wide pristine beach, featuring 250 guest rooms and suites and more than 17,400 square feet of meeting space.

Radovic suggested planners develop a detailed checklist of questions to consider when planning a tournament. “Is this an incentive event? Or a top-end sales meeting? Will your players be clients and executives? Seasoned or new players? What are their handicaps? How often do they play? Answering these questions helps you formulate strategic pairings and formats so that you can design a golf program that fits your attendees.”

Rely On The Pros
“Ask for help,” advises Ian C. Jack, president of SGH Golf Inc., planners of corporate golf events. A planner unfamiliar with the game should enlist someone who is familiar with it, whether it is a trusted coworker or the staff at your destination golf course. They can bring you up to par on the basics of the game, so you can get started planning the event.

“Use your available resources,” added Jack. “The golf pro and event staff coordinate a hundred or more golf programs a year. Rely on their knowledge to help you. Often, after you’ve contacted them, you will receive a packet with complete instructions, ranging from pairing sheets to tips about their course.”

Get Their Attention
A successful golf program, according to Jack, is based on accessibility, quality of the course and flexibility.

“When my corporate clients have a strong golf culture,” explained Jack, “everyone from the CEO on down to the sales staff plays golf. When you have that many players, they can be a little jaded in terms of where they’ve been and where they want to go next. For example, if you propose a meeting at a Robert Trent

Giving Back — The Main Street America Group’s management team and top independent agent-customers participated in the 8th annual Murray Bros. Caddyshack Charity Golf Tournament held in April at World Golf Village in St. Augustine, FL. © Ryan Ketterman

Jones course in Alabama, they’ll be less likely to attend. When you mention Pebble Beach or Scotland, you’ll be more likely to get their attention.”

Location also can be a planner’s dream destination or a nightmare waiting to unfold, said Jack. “The accessibility, quality of the golf course and the staff’s willingness to work with you can make or break your entire event. You might select a top-rated course to appeal to your attendees, but if that course isn’t flexible for corporate events, then it’s going to be nothing but a second-rate experience for your attendees.”

To further illustrate his point, Jack noted that courses with impeccable golf credentials may lack other important factors, such as a noticeable lack of sufficient direct flights.

This is never a concern in Florida. For example, the Orlando International Airport provides excellent access and many direct flights to many major cities. In addition, Orlando also offers dozens of fine golf courses within an hour’s drive from the airport, such as Arnold Palmer’s Bay Hill Club & Lodge.

Golf is what Arnold Palmer’s Bay Hill Club & Lodge does best. Located just minutes from Orlando’s major attractions, Bay Hill is a boutique-like 70-room lodge with attentive personal service, and more than 9,000 square feet of well-appointed meeting space and banquet facilities, and is home to the Arnold Palmer Golf

The Broadmoor, Colorado Springs, CO, host to the 2008 U.S. Senior Open, has three top-rated 18-hole golf courses: The Broadmoor Golf Club, designed in 1918 by Donald Ross, now the famed East Course; the West Course; and the Mountain Course. Photo courtesy of The Broadmoor

Academy. Its 27-hole tour championship course stretches along the shores of the Butler Chain of Lakes. In addition, attendees have boasted of a once-in-a-lifetime experience — an exchange of pleasantries with Mr. Palmer, who frequently appears on the premises and the golf courses.

“If I ask Bay Hill to change a flag on a golf course to cater to my players’ skill levels,” said Jack, “they will do it for me — without question. Planning golf programs is all about achieving balance and making concessions. I haven’t met a CEO yet that likes the answer no. If I can’t make a simple request for 140 golfers, then maybe that’s not the right course for my group.”

Pick The Perfect Course
“Selecting a golf course that has PGA-style appeal takes the headache out of planning a golf tournament,” according to Brandon Woods, director, corporate development and special events for the Ponte Vedra Beach, FL-based PGA Tour Experiences, a corporate golf event and golf vacation planning company. “The staff knows golf and the nuances of planning a golf tournament, and the planner can wave the PGA trump card to increase attendance.”

Woods said, “Selecting a high-level PGA course is like driving a mini-van versus a Mercedes. A family car isn’t a bad thing, but when you want an exclusive driving experience, you’ll look at a high-end car. That’s the same experience planners can give their attendees when they begin their site selection with a well-known PGA course.”

Headquartered in Palm Beach Gardens, FL, the PGA of America is comprised of 28,000 golf professionals who teach, manage and promote the game of golf, while serving millions of people throughout its 41 PGA sections nationwide. One of the largest sports organizations in the world, the PGA is a great resource for planners. In addition, national golf magazines feature informative reviews of highly rated courses.

Woods added that planners who select PGA-friendly courses, such as a TPC network course or Pebble Beach Resorts, will have the advantage of an experienced PGA staff who know golf and the nuances of planning a golf tournament because that’s what they do every single day. When you’ve picked the perfect course, Woods recommends that planners try not to compete with it. “For example, the worse thing you can do is plan an incentive trip to Scotland, which is considered the home of golf, and make avid golfers sit in meetings all day. It’s too much of a distraction and you’ll lose.”

Instead, Woods suggested that planners start meetings early in the day, and then cut the group loose to enjoy golf. “You’ll increase your attendance and excitement at your meeting with the prospect of a once-in-a-lifetime golf experience in the afternoon. In addition, your budget might benefit as discounted golf is often available mid-afternoon.”

If one of the goals is to increase attendance, Woods recommended avoiding a golf event on the last day. After a program filled with meetings, even non-golfers might be tempted to leave the meeting early. He suggested kicking off the event with golf, or better yet — hiring a speaker or celebrity golfer such as Arnold Palmer to mingle with the attendees, conduct a clinic or offer golfing tips.

Giving Back
Because corporate social responsibility is so much a part of the culture of corporate America nowadays, Kathy Svoboda, group coordinator for The Main Street America Group, plans not one, but two distinct annual golf programs for the Jacksonville, FL-based super regional company. The Main Street America Group is one of many insurance companies that demonstrates its corporate social responsibility by hosting a golf tournament to raise funds for a charity.

Svoboda selected The Renaissance Resort at World Golf Village in St. Augustine, FL, for her two recent golf events. “The resort has a solid reputation in the golf community, and we’d already partnered as a

Serious competitors take off on a shotgun start during an invitational tournament at Pronghorn in Bend, OR — home to The Nicklaus Academy, the Jack Nicklaus Signature Course and the Tom Fazio Course. The academy features an indoor golf studio, video analysis and launch monitors for ball and clubhead speed evaluation. Photo by Cascade Photography

corporate sponsor for the annual Murray Bros. Caddyshack Charity Golf Tournament.”

A popular golf, meeting and resort destination, the Renaissance Resort at World Golf Village features two 18-hole championship courses, the World Golf Hall of Fame, Walk of Champions, PGA Tour Golf Academy, PGA Tour Stop retail center and 86,000 square feet of meeting space. The 301-room Renaissance Resort at World Golf Village, which is one of the largest hotel and conference center combinations between Atlanta and Orlando, recently completed a $10 million property-wide renovation.

Main Street America’s top performing independent agent-customers, as selected by the carrier’s regional presidents, attend the events. The first day is occupied with executive presentations and roundtable discussions. The next 48 hours are all about the golf and networking.

“The first event is really a teambuilding event within a round of golf,” explained Svoboda. “We call this the MSA Open. We include the usual individual competitions from longest drive to closest to the hotel. For a friendly competition, regions also compete against each other to take home the title of MSA Open Champs.”

Svoboda described this golf event as a warm-up to the finale — a spot in the annual Murray Bros. Caddyshack Charity Golf Tournament, which benefits St. Vincent’s Foundation. “This is a great opportunity for us as a local company to help out our community. For our customers, it’s an opportunity to play two great golf courses, one with a celebrity.”

The kick-off begins on the evening of their MSA Open with a charity party and auction, highlighted by a photo opportunity with actor Bill Murray and other celebrities. “Our customers represent Main Street America in this event,” said Svoboda. “This gives them another opportunity to network together while rubbing elbows with local and national celebrities. Even while it’s fun, we’re reminded of the overlying good cause. It’s a great mix of business and pleasure and an excellent reward both personally and professionally.”

Svoboda reminds planners to personalize and brand their golf events. “As sponsors, our logo is well-displayed, but we don’t want our customers to go home empty-handed. We give them a goody bag of take-home memories: logo golf shirts for each event, a duffle bag and other miscellaneous gifts.”

The Birthplace Of Golf
What better place to reward attendance than an incentive golf program in Scotland, the birthplace of golf? Yet, according to Jason Schellenburg, golf sales manager at the Old Course Hotel, St. Andrews Golf Resort & Spa, sometimes planners forget to let the golf speak for itself.

“St. Andrews courses waft a mystical power over the golfing world,” said Schellenburg. “Golf is already a unique experience here. Allow the magic of the course to weave its memories while your golfer enthusiasts

Golfers playing Sedona Golf Resort’s popular par-71, 18-hole championship course, which winds around the famed red rocks of Sedona, will savor the picturesque view of the Hilton Sedona Resort & Spa fronting the famous Cathedral Rock. © 2000 Lonna Tucker

enjoy their experience. Instead of agonizing over contests and formats, elevate the experience by adding more elements to remind them where they are — in the home of golf.”

How about making a cocktail reception an event? Attendees can swirl a tumbler of Scottish whisky at the Old Course Hotel’s Road Hole Bar high above the famous 17th hole. This bar boasts 200 malts from every single distillery in Scotland. Attendees can admire the unmistakable profile of the Old Course’s famous bridge, the Swilken, and savor the panoramic views of the links, sea and surrounding town including the mellowed grey stone of the Royal and Ancient Clubhouse at the top of the hill.

Proximity to the Old Course herself isn’t the only reason why St. Andrews Golf Resort & Spa is a golfer’s dream resort. It’s the only five-star hotel in St. Andrews where planners can conduct their business meetings in the well-appointed conference wing. In addition to the famous Old Course and the abundance of area courses, attendees will find plenty to savor at the Duke’s, the hotel’s own championship course, which features magnificent views and five separate tee positions.

Always considerate of the planner’s budget, Schellenburg said, “We’ll do our best to negotiate a package that will satisfy your company’s bottom line and get you here.” For instance, Schellenburg related that a U.S.-based bank inquired about bringing an incentive program to Scotland. Because of the exchange rate, their previously quoted program had increased 25 percent.

Schellenburg quickly adjusted the proposal: “We re-examined the entire event, making minor itinerary adjustments to bring them closer to their budget. Instead of a fine dining event, we will host them at the exclusive Duke’s Bar & Grill. Instead of a buffet dinner at the hotel, we switched to vouchers for a St. Andrews pub dine-around, including our own Jigger Inn. It’s a win for all of us. The planner can still hit her F&B minimums, and the attendee can experience St. Andrews. And we, of course, are able to host their event.”

Whether the event takes place at a world-class golf course in Scotland or a top-rated PGA course in the U.S., a well-planned and professionally executed golf program will make champions of the whole team.    I&FMM