First of all, understanding that corporate golfers (typically mid-management and higher) receive ten’s sometimes hundred’s of requests every year to sponsor or golf in tournaments is the first step in understanding what you’re up against and what you must do to make your event stand out as a must attend/sponsor.
The difference will be in your ability to attract golfers and sponsors to a venue and provide them with services that will acknowledge and appreciate their participation at a level that makes them want to come back the following year. Good organization, amenities and services can literally make or break your opportunity for success and great organization can put a tournament at the top of the “Have to Play” list for the following year. For some tournaments that means the ever important returning revenue.
What attracts a golfer? First of all we’ll agree that each tournament or charity golf event is distinct and can vary in the degree of decadence. But the thought process is very similar in all events and where to host the event is a good starting point.
Do your due diligence! After all you may be spending upwards of $30,000 – $80,000 (or more) at this facility!! While there are many clubs that claim they can host your event, there are but a handful of facilities that truly know how to think outside the box to make your event unique. These courses have coordinators that sit you down and literally interview you to understand your needs. However, as the host or coordinator of the event your responsibility goes beyond ‘being’ interviewed to doing the interviewing.
Ask yourself…Do they understand the concept of your tournament? Are they creative with their thoughts on how the course/facility can enhance the day? Do they offer suggestions, solutions and the abilities/staff to execute the less obvious aspects that can make a difference such as audio and digital visual enhancements, on-course presentation, effective floor plans for registration, reception, and après golf meals? Do they allow you to create a unique menu for your occasion? Do they create unique prizing motifs/themes or ideas that will distinguish your event? Do they advise you of other events on the same day and do they try and eliminate the “overlap” of the two groups?
Most importantly do they allow your company to fulfill the original intention of hosting the event and allow you to maximize the branding of your event to get the highest return on your investment? NO? Then choose another golf course. Clubs have a tendency to cookie cut the tournament process, meaning what’s good for 7,999 other events is good for you. Right? Not necessarily!
The golf course may be the single most important aspect of your event. Ensuring that the course has the enhancements and amenities you require, the personnel to service you & your participants and the right economic model to fit your budget are essential components to a successful event. The Golfer’s Guide to Tournaments (Spring ’06) gives an excellent overview of the top tournament courses in the GTA.
While there are many more aspects and details to planning and organizing a golf event you will have a good start if you pay attention to some of the key points mentioned above. Good luck!
