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SBD/June 13, 2013/Marketing and Sponsorship
USGA Seeing Strong Merchandise Sales In Opening Days Of U.S. Open
Published June 13, 2013
TIGHT SQUEEZE: SPORTSBUSINESS JOURNAL's Michael Smith notes the 110-acre Merion Golf Club poses some "unique challenges" for the USGA team in charge of "finding a home for all of its hospitality clients." USGA Senior Managing Dir of Business Affairs Sarah Hirshland said, "You just can't do everything you want to do on the golf course property. This Open requires tremendous creativity and a lot of cooperation from the community." Hirshland cited the "cooperation of the Haverford Township, Pa., community because many of the Open's hospitality clients will be partying in the front yards of homeowners across the street from the course." The USGA "struck rental agreements with about 10 homeowners ... to build hospitality structures in their front yards." Those "big white tents will line the street that leads to Merion's entrance." Only the USGA's "five corporate partners -- American Express, Chevron, IBM, Lexus and Rolex -- plus the broadcast partners, NBC and ESPN, will enjoy hospitality on the golf course itself." Those units will be "on the sixth an 13th holes, leaving the finishing holes clean except for the grandstands" (SPORTSBUSINESS JOURNAL, 6/10 issue).