Could A PGA Tour Event Have Free Admission?
by Ryan Ballengee on Feb 22, 2010 2:03 PM EST
in Golfiness
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PrintA few weeks ago, this space was very critical of the PGA Tour and its decision to raise ticket prices by $20 per day for the Northern Trust Open at Riviera. Up against the Superbowl and in sports-apathetic Los Angeles, the move meant dismal attendance for the event. In the end, though, since gate attendance revenue is relatively minor compared to the other monies brought into the event - through corporate sponsorship & schmoozing, merchandise, and food - the event seemed to project an acceptance of the lack of physical bodies.
The Champions Tour did a little something different this past weekend, though. At the Allianz Championship in Florida, tournament organizer Pro Links Sports replicated what they did at their Tour stop in Minnesota stop last summer: made attendance free. Working with a corporate sponsor, the tournament could afford to let anyone in under general admission for zero dollars.
What was the end result for the tournament? Attendance basically doubled. Double the revenue from '09 in merchandise and food.
The question, then, is if it worked for the Champions Tour then why the same strategy could not be applied on the PGA Tour with great results. Have a corporate sponsor step in, buy the tickets for everyone, and let the fans in for free. Armed with more cash, they can spend on food, merchandise, and the other stuff.
It's the same concept as having a coupon. People with coupons and free offers actually tend to spend more than the value of what they got for free. It's almost the Catholic Guilt of being given something for free.
This could do wonders at PGA Tour stops where attendance is low or the field isn't as high of quality as others. Fans will come to see the golf if they are given proper incentive. Casual fans know that PGA Tour events without the upper echelon are intrinsically worth less (not worthless) compared to the big name events. Make the distinction, let the fans discover the skills of the rank-and-file, and let the fans pay the Tour back in loyalty and merchandise spending.
It's a novel concept, but at a time when it appears that the sport may have to batten down the hatches while the number one draw is absent, a new idea never hurt.
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Hasn't it been done already?
Either back in the early PGA Tour days or if you count the years the Masters was televised without commercials.
It has been, but I mean now.
Find me! Email: ryan@thegolfnewsnet.com, Twitter: http://twitter.com/waggleroomryan, or Facebook: http://facebook.com/waggleroom.
by Ryan Ballengee on Feb 22, 2010 2:47 PM EST up reply actions
Phoenix
The joke about the Phoenix FBR WM Open is that no one EVER pays for a grounds pass. Of course, it is the most attended event on Tour, and obviously SOMEONE pays for the tickets (the Thunderbirds, sponsors, ASU fraternities, etc.), but probably 90% of the people there didn’t pay for their ticket.
"It was almost like if Harry didn't call it, it wasn't real." - Jayson Stark
SB Nation
Chris is right. I personally do not know of anyone who has ever paid for a
ticket to see the PGA, Senior, LPGA or Nationwide Tour play in Maryland. That is a good thing and a bad thing.
Thousands of fans get to see golf for free. But, if you announce that tickets are free, the sponsors will not buy hundreds at a time and distribute them to employees and customers.. But, maybe if they contribute monies and get Tour apparel or even equipment for their donations.
Virtually every aspect of golf as we know it must change to keep people interested in the game. And, Ryan, it is people like you who like to think outside the box that see the problems golf has.
I'll keep an eye out for you...at www.oneeyedgolfer.blogspot.com
by One-Eyed Golfer Guy on Feb 22, 2010 3:12 PM EST reply actions
That’s quite an assumption that “nobody” or even “very few” people pay for tickets to a PGA, Champions, Nationwide, or LPGA event. With the PGA Tour, most tickets are paid for – many are “given” to sponsors to give out to employees or guests, but the tickets are part of buying into the tournament.
Because many of the people who walk into the gates didn’t pay for the tickets they have in their hands does not mean they weren’t paid for.
"this ball will fit in that fairway"
And no...
…you won’t see a PGA Tournament announce that admission is free. Ideas like that are always easier to come by when you’re spending someone else’s money.
"this ball will fit in that fairway"
The tour entertains the idea for military and it gets them a lot of great PR. I can imagine that it could only grow if they extended it to all fans.
Find me! Email: ryan@thegolfnewsnet.com, Twitter: http://twitter.com/waggleroomryan, or Facebook: http://facebook.com/waggleroom.
by Ryan Ballengee on Feb 22, 2010 3:51 PM EST up reply actions
again – spending other people’s money. there’s a difference in inviting what ends up being a few hundred military – coming out to a few thousand for the week – and giving away 100,000 – 250,000 tickets for the week. Believe it or not – tickets ARE still revenue.
The Masters, does something similar by allowing kids under a certain age in with a ticket carrying adult, but the tickets are still all sold and the kids make up for getting in “free” with food and souveniers.
"this ball will fit in that fairway"
Kids go free at the Open
no bigger golf tournament than that. It’s a good way to introduce young blood into the game.
Has Easing ever made a
bad point?
(Just kidding, Easing. I used to be a floodgate opener.)
Wendy and Easing, if you get HBO
over there, check out Ricky Gervais’s new cartoon show. Pretty clever.
Gate receipts might be a smaller percentage of the overall take compared to other things, but it’s not an insignificant amount. It easily crosses into the low seven-figures. It’s definitely not trivial.
The other issue is, the Champions Tour comparison doesn’t work because all bets are off when you’re talking about sport at the highest level. People naturally tend to go for the top-level. That’s why some MLB teams draw 3 million people a year while minor league teams draw a fraction of that (even at a fraction of the price).
The question comes down to, how close is the PGA Tour to total saturation? How many people say to themselves, “I’d really like to go to the Tour even that’s coming to town, but it costs $50 instead of $30, so I can’t manage it.” I’m betting that there aren’t enough people turned off by the price to make it worthwhile.
There’s a reason while there are (were, technically) “blue-light specials” at K-Mart but not at higher-end stores.
That’s a very valid point. There would have to be some kind of sponsor that handles the cost. I don’t know that it could be just free, but more like “free.”
Find me! Email: ryan@thegolfnewsnet.com, Twitter: http://twitter.com/waggleroomryan, or Facebook: http://facebook.com/waggleroom.
by Ryan Ballengee on Feb 22, 2010 4:06 PM EST up reply actions
Tournaments without Tiger
are still suffering
What we need is more rivalries and in todays game, we just arent getting that
There is a lot of parity which I like but non-Golf-people dont as they want stars winning and figthing other stars
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