The change in date from May to March, parking and ridesharing, a new entrance into the tournament and a campaign to invest in the tournament’s equity colors, were among the topics discussed by THE PLAYERS Championship Executive Director Jared Rice at a Chamber of Commerce luncheon on Jan. 10.
Held at Sawgrass Country Club in Ponte Vedra Beach, the event was a joint luncheon for the Ponte Vedra Beach Division of the St. Johns County Chamber of Commerce and the Beaches Division of the JAX Chamber. Rice served as the keynote speaker and provided a few updates on the tournament, which is scheduled for March 12-17 after being held in May for 11 years.
Date change
Rice said the date change was part of a much larger strategic decision of the PGA TOUR to condense its schedule and apply a more thoughtful approach to the cadence of the season.
With THE PLAYERS now in March, Rice said the tournament kicks off the major championship season, which now peaks each month culminating with the FedEx Cup Playoffs and concluding with the TOUR Championship. With these scheduling changes in effect, Rice said the PGA TOUR can finish its season before the start of the NFL and college football.
“We have a great opportunity as a sport to own these months,” Rice said.
On a similar note, Rice shared that partners with the Anheuser-Busch company, for example, have responded positively to the change because the tournament is now in the first quarter. As a result, Rice said THE PLAYERS comes at a time in the business cycle when companies such as Anheuser-Busch can grab the attention of key guests and partners earlier than usual.
Rice also noted that the date change should be helpful since it will no longer land on Mother’s Day, which he called a “headwind” in previous years. At the same time, he did acknowledge that the tournament lands on St. Patrick’s Day this year, and said the tournament doesn’t have any plans to incorporate that holiday into the event.
“While it’s very social and it’s a great day to be out on the golf course and be with friends and watch the tournament, we’re going to keep it golf-themed,” Rice said. “There will be no dying of the lake.”
Parking/ridesharing
Due to the construction of the PGA TOUR’s Global Home on Palm Valley Road, Rice said there will be less parking in the parking lot for THE PLAYERS. The tournament, however, is planning for efficiencies with ridesharing and the parking lot that Rice and team believe will make up for the difference.
To start, Rice said THE PLAYERS is planning for a dedicated, larger space for ridesharing that will be located within 100 feet of the Couples Gate. He noted this space will be the same spot for fans to be both dropped off by Uber, Lyft, etc. and picked up. In 2018, the drop-off and pick-up point for ridesharing was off site in the parking lot adjacent to Bogey Grille.
Rice noted that attendees of the tournament accumulated 8,000 rides in 2018 with Uber. For 2019, he said they feel like they can “conservatively triple that” number.
In addition, Rice said the tournament is arranging for area shuttles from local hotels and hotspots to help mitigate the decrease in parking.
New entrance
To create a first impression that matches the magnitude and stature of the tournament, Rice said the event will feature a new entrance area.
Upon parking in the main parking lot, attendees will walk into an 80-foot wide entry facility that highlights specimen oaks and “makes the logistics of getting into the tournament much, much easier,” said Rice. After going through the entry facility, attendees will traverse over a 30-foot wide elevated boardwalk over wetlands and ultimately to the back of No. 17. Now known as “THE PLAYERS Welcome Experience,” this area will feature the Stadium Village, which previously was located by the TPC Clubhouse; a food court area; the Kid Zone; and PGA TOUR Fan Shop, among other features.
Investing in the equity of THE PLAYERS
As part of an effort to invest in the equity colors of THE PLAYERS, Rice told the luncheon attendees that the tournament and associated TV broadcast will feature some aesthetic changes.
Rice said they felt like the blue they’ve previously been using was a little too purple, and the gold was a little too like mustard. So, they’re using a blue that is more blue, Rice said, and a gold that is more true gold.
“A little more Notre Dame, a little less mustard,” Rice said.
To reflect these refined colors, the signage on the course will change from green to blue, and all meshing on the course will be blue.
In addition, Rice said the TV broadcast will feature an enhanced and customized graphics package. After meeting with a few members of the New York Philharmonic in December 2018, THE PLAYERS has also rewritten its theme music to a more modern, upbeat melody.
Last, but certainly, not least, Rice said THE PLAYERS will be unveiling a new trophy on Championship Sunday that will also tie into the brand equity campaign.
“We looked at the trophy, and we felt like we had an opportunity to connect to our equity colors, what makes us unique and different, and that is the swinging golfer in gold,” Rice said. “I think when you see the trophy, you’ll remember that comment and really understand why we did it.”
