When the PGA Tour introduced the FedExCup to begin in 2007, it seemed like a lot of the rationale behind shortening the most relevant part of the season was because the Tour didn't want to compete with the start of the professional and collegiate football season. 

In all actuality, that was probably a big influence, but so too were the demands from players that the season was shorter so that they could take advantage of playing opportunities (read: appearance fees) abroad.  Although the PGA Tour is very much influenced by the rank-and-file players, the top tier does get large bones fed to it in the form of moves like this.

Still, it was critical for the Tour to acknowledge its place on the American sports menu.  At best, it was an appetizer before football could be served as the main course.

This weekend, though, the Tour seems to have forgotten its place.  The Northern Trust Open was a beleaguered event a year ago - the subject of criticism from Congressmen who felt that the firm that was a TARP recipient should not be sponsoring a golf tournament with $20,000 gift bags. 

Partially because of that PR problem and also because of the creeping competition from the European Tour's Desert Swing, Jerry West was brought in to be the high profile executive director of the tournament.   His role was clear: restore the luster of Hogan's Alley to players, the city of Los Angeles, and sponsors.  West was lauded for his accomplishments leading into the event.  Reports indicated that sponsor involvement was better and advance ticket sales were higher.

At the same time, though, the Tour scheduled this event against the Superbowl - which turned out to be the most watched telecast of all time - and raised ticket prices by $20 per day.

The mixed signals that the PGA Tour and West were sending resulted in a disaster for the old LA Open.

Geoff Shackelford cited estimates from tournament officials that tournament attendance for the week was some 30,000.  Provided that weather was a clear issue, that number could appear less than shocking.  But consider that the 2005 tournament, which was shortened to 36 holes because of torrential rains, drew some 44,000 fans.  Then compare both of those numbers to the 151,000 fans that attended in 2007, and the picture becomes clearer.

The Tour made a major miscalculation about Riviera.

Los Angeles is a basketball town.  There is a reason why the NFL is not here.  There is a reason why the Clippers continue to exist.  That was the intent behind bringing in West - appealing to the city's sports sense.  Unfortunately, West is a little too dated for many LA residents to have enough influence to get them to shell out $50 per day to watch golf, even on a legendary course.  Raising prices under regular circumstances - no recession, not pitting the tournament against the Superbowl - would be a bad idea.  Adding in those factors made it a big mistake.

Further, the Tour did not offer any kind of incentive for fans to turn out on Superbowl Sunday, which is essentially a national holiday devoted to beer, guacamole, and shouting - not wine and reserved clapping.  Riviera doesn't have a par 3 scene like TPC Scottsdale does in its 16th.  The co-eds at UCLA or USC don't view Riviera as a place to flock to get drunk, heckle golfers, and kill time, unlike Arizona State - America's public university (just kidding).

In other words, everything that makes the event in Scottsdale as the perfect alternative or pregame to the Superbowl was ignored in presenting Riviera this year.  Sure, some of that had to do with the Olympics.  (Why do we keep having those?)  But the Tour should have been able to work around the Superbowl, which it knew was going to crush it, even in a city with no pro football team.

The end result is a great champion in Steve Stricker, but a black eye for the tournament and the likelihood that Jerry West will not return in his role as executive director behind an event largely run by the PGA Tour.

The Tour and NBC Sports - who broadcast the event - were both handcuffed by the Olympics, which prompted this tournament to be bumped up earlier in the season.  Still, the response to the situation was not satisfactory in terms of attendance.

Where are all the people? [Geoff Shackelford}

It's important to face reality when it comes to presenting golf against major sporting events.  The Tour wouldn't contest a tournament in primetime against a Powerball drawing, or on election Tuesday, or against the series finale of Lost.  So why do so against the biggest event in this nation?

There may be a remedy for this.  Why not have the Accenture Match Play and whatever opposite field event there is against the Superbowl?  Match play does horribly on TV as it is, so perhaps broadcasting a one-on-one matchup before the big game may attract some attention for people desperately looking for side bets and pregame entertainment.  It can't hurt - need I remind you of the drawing power of that Pierre Fulke-Steve Stricker match play final?  That was before Stricker became two-time defending Comeback Player of the Year and ascended to number two in the world.

If golf is going to try to compete with a juggernaut like the Superbowl, it needs to distinguish itself and be unique.  They can take their pick: drunk college kids, the match play, or go dark.