The premium PGA event in New England and a Labor Day tradition for the past decade is sponsored by one of the world’s biggest banks. The success of this event continues to grow, delivering unmatched experiences for fans and families. What makes this Championship a success on all fronts: golf action, charity contributions, and branding?
4. BY THE NUMBERS
Weeks Stature Month Tournament
1 Major Championship JULY The British Open
2 RBC Canadian Open
3 Int'l Federation Event AUGUST World Golf Championship - Bridgestone Invitational
4 Major Championship PGA Championship
5 Wyndham Championship
6 The Barclays
7 SEPTEMBER The Deutsche Bank Open
PLAYOFFS
8 BMW Championship
9 TOUR Championship
10 TEAM MATCH PLAY EVENT The Presidents Cup
5. BY THE NUMBERS
SIGNIFICANT IMPACT
1,800+ Volunteers
$23 Million+ Raised for Charity
$500 Million in Estimated
Economic Impact to Greater
Boston
Nearly 30 Hours Global TV
Distributed to 576MM Households
6. BY THE NUMBERS – AVID FAN FOLLOWING
• Broadcast TV
– Cume Weekend Rating: 5.7 (73% change from ’11)
– Cume Reach: 31.9MM (10% change from ’11)
– Average Viewing Time: 87 mins (93% change from
’11)
• Digital
– PGATOUR.com: 3.9M daily uniques/552K avg. daily
unique users (up 51%)
– PGATOUR.com Video Starts: 866K (up 166%)
– Mobile Uniques: 321,612 (up 115%)
– Facebook: 437K Likes (up 32%)
– Twitter Followers : 262K (up 174%)
7. BY THE NUMBERS – EDITORIAL COVERAGE
• 328 Media Representatives
Attended
• 21,497 Print and Online
Articles/Mentions of Event
Snapshot of Media Outlets at Event
• Boston Herald • ESPN • Golf World
• New York Times • FOXSports.com • Golfweek
• NESN • CBSSports.com • Golfchannel.com
• Boston Globe • AP • Orlando Sentinel
• Providence Journal • Reuters
8.
9. Mission & Objectives
Mission
Deliver a world-class Championship to Deutsche Bank, EMC and all of our
supporting partners and constituents that enables us to drive ticket and
sponsorship sales while reinforcing our brand that signifies excellence,
community involvement and charitable giving.
10. Mission & Objectives
Objectives
• Secure and retain prominent and committed local, regional, and national partners while putting a focus
on driving new business.
• Maximize our ticket sales by integrating our efforts into every element of the championship while tapping
into a new audience through a comprehensive marketing campaign
• Deliver a world-class brand for Deutsche Bank , EMC and the Championship while making sure we are
operating at our most efficient level
• Continue to reinforce the Championship’s value position to our partners and foster collaboration and
cross-promotion
• Continue to enhance our world-class volunteer program and promote the inherent qualities that exist in
social responsibility, citizenship and volunteerism
• Drive charitable proceeds by utilizing our Birdies for Charity program as well as our other charitable
initiatives that support the mission of The Tiger Woods Foundation along with the Deutsche Bank
Americas Foundation
• Continue our efforts to elevate and differentiate the Championship by thinking outside the box and
reinventing our thought process
• Continue to integrate the Championship into the fabric of the community
12. Happy Factor
Players
Spectators/Fans
Media
Sponsors/Partners
Volunteers
13. The Experience
FAN EXPERIENCE
Convenience
Access/Transportation
On-Site Engagement
Families
Product
14. The Experience
FAN EXPERIENCE - PHOTOS
Opening Ceremonies Golf Town Swing Zone Autograph Alley
Rope Side Seats Kids Village Mini Putt 18th Green Grandstand
15. The Experience
PLAYER EXPERIENCE
Details
Convenience
Access to Special Events
Families
Caddies
17. The Experience
SPONSOR EXPERIENCE
Understand the ‘Why’
Our Assets
Attention to Detail
Be Creative
Service
18. The Experience
Sponsor experience - PHOTOS
Special Events Integration Beringer Wine Bar Fan Village
Wedgwood Club 16th Green Sky Chalet Founders Marquee
The Fan Experience at the Deutsche Bank Championship begins when our spectators first purchase their ticket as early as April. After that moment, we are able to communicate all of the excitement that the DBC is building via monthly e-newsletters highlighting on-site activities, new partners and FedExCup updates. Once a spectator arrives during Labor Day Weekend, we are able to direct them to a large parking lot adjacent to the course, which guarantees no longer than a ten minute bus ride to the Championship. From here, our VIP parking lot pass holders are dropped off directly in front of the TPC Boston Clubhouse, and our main spectator parking pass holders begin their day at the 9 th Fairway. While on-site, we offer fans the opportunity to not only watch the top 100 players on the PGA TOUR compete in a Playoff event, but experience interactive exhibits that add to their time with us. Through our exhibitors, we provide our fans with complimentary video analysis of their golf swing and instruction from a PGA teaching professional, the daily opportunity to win airfare from Boston to London, and free snacks to enjoy, to name a few. To add to the experience of families, we created a Kids Village, which features a 9-hole mini-putt and educational games. Our policy of providing complimentary tickets to children 15 and under results in a very family-friendly atmosphere. After Kids Village, families can attend our Kids Zones, viewing areas that provide excellent sightlines from the bleacher sets or spend time at Autograph Alley in search of their favorite players autograph.
Players and their families are treated to a first-class experience at the DBC. From the ease of booking accommodations in Providence or Boston to the use of a BMW throughout their time here, no detail is ignored. The feedback that we most hear from players and their families is that the Boston area over Labor Day Weekend offers a tremendous amount of activities while they are in town. We are able to provide to the players: A FedExCup Playoff event, with increased spectator interest, larger national television audiences and an additional level of overall excitement $8 million purse Dedicated Concierge Service Two major cities within a 40 minute drive, featuring luxury hotels and numerous restaurants Sightseeing tips and tourist information to many areas, including: Boston Newport, RI Cape Cod We are also fortunate to host the Championship in a sports-enthused area, as we have four professional teams that are locally revered. We have been able to leverage these relationships to add to the player’s experience while in town. For example, every year players are able to take in a Red Sox game at Fenway Park or check out training camp at Gillette Stadium.
We have a 1600 person strong volunteer “Blue Crew” that is the backbone of all Championship activities and critical to our overall success year after year. Over the years, our focus has been to build a sense of community within the volunteer program by promoting team over individual. We feel that this has been accomplished by the limited turnover we see and the fact that the vast majority of our volunteers apply for the same position annually. Within the volunteer package, we provide all with an Official Championship staff shirt, outerwear piece and hat. We also provide weeklong admission, to encourage a return trip to the DBC outside of their shift. While on-site, all volunteers check-in for their shift at the Volunteer Headquarters at the 9 th green, where complimentary breakfast and lunch is provided. We conclude the week of the Championship with an on-site Volunteer Appreciation Party that features live music, a fireworks show and appearance from a PGA TOUR Professional. We have over 700 volunteers in attendance annually at this dinner. And, as a final Thank You, we host a Volunteer Appreciation Dinner in November. Attendance is generally over 1000 people and we provide roughly 75 prizes through a free raffle.
We are fortunate to work with over one hundred different corporate partners each year that leverage the DBC to meet their business goals. These goals are met through a variety of different programs, including first-class hospitality, brand association within DBC venues or engagement with the spectators on-site. We work with the company to determine what their net end result is. Once this is determined we can best match up their goals with our assets and over-deliver on their expectations. Partners are able to promote their products on-site in our Fan Village, Courtyard at Spectator Alley and Spectator Commons of TPC Boston. We have real estate to host over twenty different exhibitors and do so in a way that promotes fan interaction and is evenly distributed throughout the course. From a hospitality standpoint, we can meet any budget through private hospitality, shared hospitality, ticket programs and our Red Sox Legends Am-Am. We have also extended the life of the partnership to focus on more than simply week of the Championship, by adding special events throughout the year and allowing for logo inclusion on our website and letterhead to our Founders Club members.
