A Look back at our first year of the Genesis Open
As we approach the end of September and the 2018 Genesis Open (just over 4 months away!), I wanted to take a moment to look back at our first year of running this historic tournament.
In late April 2016, TGR Live became the new stewards of one of the longest-running tournaments on the PGA TOUR schedule.We quickly set out on putting our imprint on the Genesis Open, and working to elevate the tournament to new levels moving forward.
With less than one year until the 2017 tournament, there were many crucial items to accomplish. This included:
- Welcoming a brand new title sponsor for the tournament in Genesis Motors and working with them to create a brand identity and on-site program that would be a stark departure from the prior decade of touranments at Riviera.
- Putting in place a strong, operating team and culture for the tournament which included searching for, and on-boarding, many new critical hires, relocating TGR Live staff from other markets, and integrating our offices and key personnel in Irvine, Washington D.C. and Bethesda, MD.
- Developing sales and marketing strategies for the tournament (and then executing on them) in a time-period far shorter than most major events face to ensure financial success.
- Creating both short-term and long-term strategic plans that would guide us towards positioning the Genesis Open as one of the premier sports and social events in Southern California.
- Establishing relationships with key stakeholders of the tournament including the amazing team at The Riviera Country Club, local media partners, city officials, long-term corporate sponsors and our amazing team of volunteers and volunteer leadership who we could not run this tournament without.
- Enhancing the experience for ALL attendees from grounds ticket holders to corporate hospitality guests from the second they leave their vehicles until they leave the tournament.
While I’m proud to say that we accomplished what we set out to do in year one, it wasn’t without it’s challenges. Some of our new ideas worked flawlessly, while others needed ongoing revisions to be realized properly. The commitment and determination our team had to this tournament ensured that we could work through any obstacle, including experiencing the largest storm front to hit the L.A. area in over a decade during tournament week!
We learned a tremendous amount in our first year operating the Genesis Open. Our staff experienced the passion L.A. area fans and brands have for this tournament and are confident that we are well positioned for continued success. With more time behind us and a team that has experienced this tournament first-hand, we can’t wait for all of our attendees, players and sponsors to see what we have in-store for 2018! From additional public viewing areas and enhanced fan engagements, to new food, beverage and hospitality offerings we are excited for everyone to experience what the Genesis Open and The Riviera Country Club has to offer in 2018.
Dave Klewan is the general manager for the Genesis Open. In his role, Klewan focuses on growing community support and new business opportunities for the historic tournament.