Editor's note: This story is revised from the print edition.
Northern Trust, in its first year as title sponsor of the PGA Tour event at Riviera Country Club in Pacific Palisades, is looking to Hollywood to help build interest in the tournament.
For the first time, the annual Michael Douglas and Friends Celebrity Golf event, which brings together the actor and other stars to raise money for charity, will be played at Riviera the Sunday before the Northern Trust Open, which begins Feb. 14. Admission is free. The event, played in recent years at courses around Los Angeles and Las Vegas, will air in June on NBC.
The pairing was suggested by Casey Wasserman, whose Raleigh-based golf group is consulting on the sponsorship.
The charity tourney of Michael
Douglas(center) will be played
at Riviera CountryClub a week
before the Northern Trust Open.
The financial company is also spending more than $2 million on a series of intimate events for a special guests.
“We want to create an exceptional experience,” said Northern Trust President and CEO Rick Waddell. “Take a world-class event and really take it to the next level.”
On Feb. 13, the night before the first round, The Beach Boys will play at an undisclosed location.
The next morning, celebrity chef Giada de Laurentiis will make a presentation for invitees and players’ companions. That night, special guests will attend a cocktail reception at the Getty Museum, where Natalie Cole will perform.
The week of entertainment concludes with an invitation-only concert by Seal on Feb. 16.
Northern Trust also extended invitations for celebrities to attend each day’s round of competition. “My guess is you will see celebrities on course and for greenside interviews with Golf Channel,” said Kelly Mannard, who leads the sponsorship effort on behalf of Northern Trust.
Golf Channel is airing live tournament coverage on Thursday and Friday, and will set up Studio G, which travels to a limited number of events based on a sponsor’s willingness to underwrite some of the costs. Studio G allows corporate partners to rotate their guests through pre- and post-round programming to create the feel of a live studio audience.
Northern Trust has instituted some other elements that are becoming commonplace on tour, such as updated hospitality facilities and limited access to the MyLeaderboard mobile data devices. Courtesy cars will be provided to all players; only about half received cars in previous years. The media center will also be expanded.
Previously announced changes include a $1 million purse increase and smaller pro-am groups.
The Chicago-based bank signed a five-year deal in October for over $40 million, which includes media commitments.
