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Marketing and Sponsorship

Dean & DeLuca Builds Pop-Up Store To Mark Sponsorship Of Ft. Worth PGA Tour Event

Dean & DeLuca as part of its title sponsorship of the PGA Tour stop in Ft. Worth this weekend is "setting up a pop-up store" at Colonial Country Club, according to John Lombardo of SPORTSBUSINESS JOURNAL. The Dean & DeLuca Invitational yesterday opened the 60-by-30-foot store, which will "remain open through the completion" of the tournament. Only fans "ticketed for the tournament will have access to the store, but it's still important exposure for the brand." While the high-end food and wine retailer "has 12 U.S. stores, none of them are in Texas." In addition to the pop-up store, Dean & DeLuca will "have on-site hospitality along with a media buy for the tournament's national coverage." The company also will "have food tastings in Colonial's clubhouse and will make its gourmet products available to the tour players and their families in town for the event" (SPORTSBUSINESS JOURNAL, 5/23 issue). Tournament Dir Michael Tothe said, "In essence, they want to take a store and integrate it into the Colonial experience." Dean & DeLuca Global President Bayani Lauraya said the company decided to sponsor the tournament because "we feel that being associated with the PGA Tour would be a very good place for us" (FT. WORTH STAR-TELEGRAM, 5/25). Dean & DeLuca Managing Dir Jay Coldren: "We only had a couple of weeks to pull this together, literally from the signing (of the sponsorship agreement) to this. So we just wanted to do a little taste of what Dean & DeLuca is. This isn't by any means a full store, it's really just a sample of what we're bringing to the market in the years to come" (FT. WORTH STAR-TELEGRAM, 5/25).

COLONIAL DOWNS: In Ft. Worth, Jimmy Burch noted the event has removed the word "Colonial" its official name. Lauraya said, "Having the Dean & DeLuca Invitational at Colonial was too long of a name. So we felt more in terms of how it would be carried out in a broadcast that it was important to shorten it and it would be easier to remember" (FT. WORTH STAR-TELEGRAM, 5/25). Also in Ft. Worth, Mac Engel wrote the move was a "sad but easy decision; they needed the money." A Colonial exec said, "We had no other choice." Colonial has "had previous sponsors -- Bank of America, Crowne Plaza, etc. -- but the name 'Colonial' had always been a part of the titles until this decision." If it "had not found a sponsor after this year the tournament was dead." Engel: "Dead as in gone." The Colonial tournament board "decided that it would gladly, and openly, dump the name 'Colonial' as well as the iconic Ben Hogan silhouette to lure a sponsor" (STAR-TELEGRAM.com, 5/23).

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