The PGA Tour Waste Management Phoenix Open is the "most distinctive annual sporting event in Arizona," but no one "ever envisioned the Open becoming the best-attended event on the PGA Tour," according to Scott Bordow of the ARIZONA REPUBLIC. The event "isn't just a golf tournament anymore," but rather a party and concert. It was the organizing committee, the Phoenix Thunderbirds, which "dreamed up the Birds Nest, the 48,000-square-foot tent/concert venue that accentuated the Open’s shift from golf to a party dressed up as a golf tournament." For the 30th edition of the event this week, there are "25 more skyboxes and two additional loge sections added" at the 16th hole. Even as the Tour has "tried to tone down the hole by banning caddie races and forbidding golfers from throwing items into the crowd," hole No. 16 "hasn’t completely lost its frat-house vibe." This year, along the par-4 17th hole, the Thunderbirds have "constructed the Bay Club, 20 'high roller' individual suites that go for $55,000 apiece." There is talk of "additional expansion at No. 16 and, in the future, potentially some fan structures on the front nine" (ARIZONA REPUBLIC, 1/31).
THE PLACE TO BE: In Phoenix, Mike Sunnucks in a cover story wrote execs "often count the Waste Management Phoenix Open as their favorite networking event" in the market. That translates into a business model for the event "based on making millions of dollars more on the backs of luxury suite sales than fan attendance," even though the tourney drew more than 564,300 fans last year. That is the "most of any PGA Tour stop." Tourney officials noted that there "will be 316 boxes at the Open this year," up from 289 last year. The tourney can pull in about $12.5M, "at a minimum, from just the boxes on the 16th hole." Houston-based Waste Management also is "happy with the title sponsorship deal," which began in '10. Waste Management External Communications Manager Janette Micelli said that the tourney is the company’s "most prominent sports advertising program" (PHOENIX BUSINESS JOURNAL, 1/29 issue). Also in Phoenix, Steven Totten reported Troon, the world's largest golf management company, has "partnered with Uber just in time" for the Phoenix Open. Troon will "serve as a title sponsor of the Uber Lounge at the Phoenix Open, where Troon will hold golf activities while attendees wait for their Uber" (BIZJOURNALS.com, 1/31).
