The events, dinners and meetings that Sheila McLenaghan runs represent the connection that sponsors often associate with the PGA Tour.McLenaghan is the senior vice president for customer relations at the tour. On some days, she’s “Julie McCoy,” cruise director. Other days, she’s conductor of the PGA Tour philharmonic, leading a well-orchestrated series of events that keep the tour’s partners happy and engaged.
During a recent week at the Tour Championship in Atlanta, McLenaghan’s group ran the event that honored the Payne Stewart Award winner; an executive golf outing for tournament sponsors Coca-Cola and the Southern Co.; a meeting of the tour’s official marketing partners; and the Sunday night FedEx Cup after-party. Those events are intended to thank sponsors for their support, update them on the business of the tour and give them an opportunity to network.
In all, McLenaghan’s team of four in customer relations (she also manages 16 people in the travel department) coordinates more than 25 major events a year. It requires her to work closely with the tour’s marketing team to keep partners entertained and informed on the tour’s business.
“It’s a combination of things,” she said. “Sometimes we’re saying ‘Thanks’ to sponsors for their support. At some events, it’s more senior-level people from sponsors playing golf. We’re making sure there’s good interaction between their folks and our folks. A lot of it is providing the best environment possible for relationship-building.”
— Michael Smith
