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AH, SEARED SHRIMP AND RACK OF LAMB: LIFE IS GOOD AT THE OPEN
Published June 18, 1998
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).