SBJ/February 11-17, 2013/Events and Attractions
Wells Fargo Championship selling hospitality tickets via Living Social promotion
Published February 11, 2013, Page 8
The May 2-5 PGA Tour event launched a Living Social promotion last week, offering a new line of hospitality for $159 on weekdays and $189 on the weekend, per ticket.
|The tournament sold 120 tickets for its 16th fairway hospitality tent on the promotion’s first day.
“The goal was to reach people who aren’t coming to the golf tournament,” said Hougham, who oversees one of the tour’s premium events. A recent SportsBusiness Journal survey of tournament directors showed that the Wells Fargo Championship is one of the most admired events on tour.
“The Living Social demographic is not our demographic. It’s younger,” he said. “And we didn’t want to offer discounted tickets, so we created an experience that comes with a single-day hospitality ticket.”
The tournament has had a hospitality structure along the 16th in the past, but it’s been used for corporate events. When Hougham learned that the company in that space last year wasn’t returning, he turned to the Living Social promotion.
Each ticket is good for a lunch buffet, two alcoholic drinks, two non-alcoholic drinks, a climate-controlled tent and shaded outdoor seating along the 16th fairway, a par-4 on what’s known as the “Green Mile,” a difficult stretch of closing holes. Additional food and drink will be available for purchase.
“I was blown away by the number of members they have in the Charlotte market,” Hougham said of Living Social’s 300,000 members in the area. “I think you’re going to see more and more sporting events do this. It’s a more targeted audience that’s used to looking at these things each day, rather than just mass emails.”
Hougham said the hospitality tent’s attendance each day will be capped at 250.
“Living Social told us that sales start slow and build, but 120 the first day is a great start,” he said.