Minister Furbert On PGA Grand Slam

Mr. Speaker,

Last week I had the pleasure of travelling to Orlando to tee up awareness for Bermuda’s golf product at the PGA Merchandise Show with a mission to build further awareness for Bermuda’s wonderful golf product and offerings, as well as to specifically drive business to the destination.

The PGA Merchandise Show attracts 1000 plus vendors representing every business sector of golf, from market leaders, to start up companies and golf industry leaders who address key issues as well more than 41,000 attendees from over 70 countries.

Mr. Speaker,

The show was attended by the Golf Professionals of all the major golf courses on the island, as well as our hotelier partners who actively promote golf in their hotel packages. I was also accompanied by Mr Roddy Carr, the Bermuda Tourism golf specialist, who is the main negotiator for the PGA Grand Slam of Golf.

I met with PGA CEO, Joe Steranka, the Grand Slam Tournament Director David Charles and his deputy Bob Jeffries. I was briefed on the size and assets of the PGA, the history of the Merchandise event and relationship with the PGA Grand Slam.

Mr. Speaker,

I also received a top line review of the 2011 PGA Grand Slam event as well as a report on the increased Return on Investment (ROI).

In a recent impact study it has been estimated that Bermuda receives approximately $2 million in on island benefits of goods and services as a direct result of the Grand Slam. This exceeds the current sponsorship fee of $1.5 million.

This benefit is also calculated even before the media value of the extensive television coverage to more than 4 million homes on TNT. The PGA explained their current position going forward and that they would be going to the market in February trying to sell the Title Sponsor.

If successful, it would be unlikely the Sponsor would like to stay in Bermuda. In that case Bermuda would lose the event. They agreed that if by the 2012 event they did not find such a sponsor they would like to continue in Bermuda in 2013. The announcement would be made at the 2012 event. This commitment would stand even if they did find a sponsor after October.

Mr. Speaker,

It is noted that the PGA Grand Slam has afforded Bermuda significantly increased visibility over the past five years. Our current objective and plan is to seek out other alternatives to this event that would, in all likelihood, bring increased benefits to the island.

A Women’s Grand Slam of Golf or a World Championship of Women’s Golf are possible event considerations as Bermuda is uniquely suited as a female / couples destination. I was also introduced to Pam Swenson, CEO of the Executive Women’s Golf Association, which has 18, 000 members in the USA. We discussed this proposal of partnership with the EWGA.

I also entered into discussions to bring a possible Champion’s Tour event to Bermuda. The event brings 85 pros who would play a two day pro-am prior to a 54 hole 3 day event for a prize purse of $1.8 million. This event has the potential to bring 600 to 1000 visitors for the week.

Mr. Speaker,

For many years our partners have discussed easier access to book tee times on the island’s golf courses and to make this process of booking much more user friendly.

I also met with Executives of Golf Now.com and their group NBC and the Golf Channel. GolfNow.com leverages and pushes tee times using the Golf Channel ad inventory and other digital assets.

This company booked 6 million rounds of golf in 2011. The proposition is to come to Bermuda to link the top courses to the GolfNow platform. There would be no cash outlay as clubs would simply commit on a barter basis.

I have agreed to work with the courses to get them to sign up and get the program operation in a very short period of time.

Mr. Speaker,

I also had the pleasure of hosting a cocktail reception the PGA Show, as well as being present on the show floor and working with our Department of Tourism team in promoting several exciting new promotional initiatives directed specifically at golf pros and golfing enthusiasts.

Consistent with our Golf and Spa season the Bermuda Department of Tourism is inviting visitors to enjoy two free rounds of golf plus a $100 spa credit when booking a minimum of four-nights at participating properties with the new “Tee for Free” package. This promotion is available for booking now through February 17, 2012, with travel dates through April 30, 2012.

The “Tee for Free” promotion grants two complimentary rounds of golf and one $100 spa credit per booking, per stay. Guests will receive the golf and spa vouchers upon check-in. 15 hotels, 8 spas and 5 golf courses have combined to participate in this new and innovative promotion.

Our “ Fly, Stay and Play for Free” promotion directed to all golf professionals pros also generated much attention. Any golf professional who influences and brings seven players to Bermuda with him or her between now and May 6, 2012 will have their round trip air far paid plus accommodations.

These promotions are designed to drive some excitement for our product and generate stimulation in our key markets.

Mr. Speaker,

In closing, I am optimistic about the work that the Ministry is doing and look forward to a great year in sports tourism.

Thank you, Mr. Speaker.

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