SBD/18/Events Attractions

AH, SEARED SHRIMP AND RACK OF LAMB: LIFE IS GOOD AT THE OPEN

          Dozens of companies, from BankAmerica, TransAmerica,
     Pacific Bell and NationsBank to CA-based companies such as
     Callidus Software, PeopleSoft and Hartmann Studios, have
     each paid "more than" $120,000 for hospitality tents at the
     '98 U.S. Open at the Olympic Club, according to Swartz &
     Howe of the S.F. CHRONICLE.  Overall, 152 companies are
     spending "an estimated" $11M to rent space at the Open, and
     that doesn't include food or alcohol.  All fees for tent-
     renting go to the USGA.  There are four "tent villages" at
     the Open, each housing several 40-foot-by-40-foot air
     conditioned and carpeted tents.  For the fee of over
     $120,000, companies can rent the tent for the week, as well
     as receive over 100 Open tickets, at least 40 parking passes
     and other amenities (S.F. CHRONICLE, 6/17).
          IS IT WORTH IT? Caddilus, a San Jose-based start-up
     software company, is spending more than $160,000 during the
     Open to bring the company "to the attention" of top execs.
     Senior VP/Marketing Phil Ressler said that he "could have
     launched his marketing campaign" at this week's PC Expo in
     N.Y. at a cost of about $80,000, but that "everybody else in
     the corporate software business is there, too."  J.P. Morgan
     bought half of a tent for $65,000 for the week, and is
     splitting the cost among four divisions in the company.  The
     company brought in NBC's Johnny Miller to talk with some
     "favored customers."  BankAmerica's tent is "modeled after
     the TV series 'Cheers,'" and the company will bring in
     Masters champ Mark O'Meara to speak to a group of VIP
     customers (Swartz & Howe, S.F. CHRONICLE, 6/17).  

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