PGA Championship scores strong sales

The PGA of America is looking to build on the success of a highly popular food option as the PGA Championship tees off at Oak Hill Country Club in Rochester, N.Y., later this week.

Last year, the PGA introduced a new Championship+ ticket at the tournament at Southern Hills Country Club in Tulsa, Okla. Fans could buy the pass, get a wristband upon entry and walk away with unlimited food and non-alcoholic beverages at no additional cost. The ticket for Thursday is $200, $210 for Friday and $215 for Saturday and Sunday.  

Championship director Bryan Karns called the first year of the program, done in concert with Delaware North’s Patina Restaurant Group, “wildly successful,” as more than 20,000 passes were sold last year. PGA officials were expecting similar numbers this week as all passes have sold out. In addition, juniors 17 and under will be admitted free with a ticketed adult, and free water will be available to all fans, volunteers and staff on the course.

“It’s really one of the most innovative things we’ve done since I’ve been around,” Karns said. “When we surveyed people both in real time and afterward, it was a resounding success and insanely positive.” 

Overall ticket demand has been high as the tournament returns to Oak Hill for the first time since 2013. Karns said Friday, Saturday and Sunday tickets have been sold out for nearly a year, and the tournament recently announced a full sellout for competition days. Officials usually expect about 40,000 people per day on the course for tournament rounds.

From a corporate standpoint, sales have been strong from both domestic and international partners, said John Handley, PGA of America director of championship sales and marketing. “We’ve traditionally had strong participation from a regional standpoint, but also now you add in international and that’s a great thing.” Handley noted that all private and semi-private communal structures were sold out. 

Handley’s team used Rochester’s close proximity to Canada to reach into the Toronto market and had measurable success there. Overall, the tournament can boast more than 200 corporate partners this week, he said. 

Corporate hospitality hosts this week include the likes of Michelob Ultra, Cadillac, Chase Sapphire and Charles Schwab, among others. Also new: Oak Hill has a series of four-bedroom cottages on the course that are typically used by members and their guests, but this week Rolex is taking over one as its own hospitality venue.

One new sponsor innovation this year comes from Corebridge Financial, formerly AIG. For the first time, Corebridge is the title sponsor of the PGA Member Championship team, which includes PGA professionals who are competing in the tournament. Corebridge will have branding on caddie bibs and player hats and will provide financial assistance for the PGA professionals who have qualified for the event, said Luke Reissman, PGA of America head of partnerships. 

Chase Sapphire, a PGA sponsor since 2015, will be a presenting sponsor of the PGA Shops on-site, the tournament’s official merchandise tents. Alcoholic beverage brands will have a sizable presence on the grounds this week as well. Elijah Craig will have its own speakeasy and will make a special “Oak Hill Old Fashioned” available to fans. Tito’s vodka will have its own Stillhouse Lounge, and Michelob Ultra will stage a Michelob Ultra Athletic Club between the 10th and 11th holes.

When the PGA Championship moved from its August date in 2018 to May, many wondered how markets in northern climates would be able to handle the championship with the potential for cold weather. Karns wasn’t concerned about Rochester. Officials usually begin the buildout for the tournament about 90 days prior to the event. With the 90-day mark landing in the middle of February, Karns and his team got to work in the fall and even had a relatively mild winter, so had no issues getting setup ready.

“It hasn’t been something that’s kept me up at night,” he said.