Minister Furbert On PGA Grand Slam

February 6, 2012

Speaking in the House of Assembly on Friday, Minister of Business Development & Tourism Wayne Furbert said that Bermuda may no longer host the PGA Grand Slam if the PGA is successful in finding a title sponsor.

Minister Furbert said, “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,” said the Minister.

“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 Minister’s full statement follows below:

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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Comments (4)

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    • Watching! says:

      Minister was in the House trying to talk about the hot topics from the top of his head. He did not have any notes or a prepared report and as a result he said the wrong thing. What a goof ball! Obviously he thinks he is a genius and does not need a report.

      Anyway, PGA is here until 2013 therefore keeping their promise.

  1. Andrew Bissell says:

    Though I would miss watching the best players at Port Royal, I think our money could be better spent. The money could either be used to host several smaller event….like the Goslings Invitatinal and Bermuda Open plus a couple of others….or better yet…..the money could be given to our elite athletes……..our athletes could be given $50,000 each to further their careers and in effect become employees of Bermuda…”Team Bermuda.”..and while they are spread out through the world, they would be given ample supply of pamphlets and broucheres to distribute about Bermuda…….. Between the golfers,sailers,triathletes’runners,squash..etc these people come into contact with thousands of people in which they can promote Bermuda and the sporting events we have on the island……I think this would have a better result than pictures and video of Bermuda one week of the year…personal contact through out the year would be far more effective…..with further awards given based on how many visiters they get to come. Which could be calculated by the visitor presenting the athletes card to recieve a free night stay after booking 3 nights stay( or something to that effect)

  2. Yankee Boy says:

    The tournament was televised during the mid week here in the United States on TNT Cable. The professionalism of the organizers ( Tourism, PGA, Committee ) was 1 st Class. This tournament really never provided much EXposure for the Island.

    That was a shame. Port Royal was a very scenic trek, made for TV