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					              The Golf North Wales Forum
                       Monday 5th March 2012



Presented by
Simon Harris
Commercial Manager
European Senior Tour
Contents


     Overview of the European Senior Tour

     Selection Criteria for a European Senior Tour event


     The Wales Senior Open 2012 – Conwy Golf Club


     The Role of the Commercial Manager


     Benefits of hosting a European Senior Tour event


     Questions
European Senior Tour Overview
  European Senior Tour History



                       1992 – European               2002 – Joint sanction of                  2011 – 13 month
                       Senior Tour launched          The Senior Open                           season spanning 16
                       with 3 tournaments            Championship with the                     different countries
                                                     US Champions Tour
Evolution                                                                                                                     Today


       1987 - First Senior              1993 – European                   2011 – 21 Order of                     2011 – Prize Money of
       Major established in             Senior Tour Qualifying            Merit Tournaments                      circa €9,000,000
       Europe – The Senior              School Introduced
       Open Championship
The European Senior Tour uncovered

     The European Senior Tour - for professional golfers over the age of 50 - providing a showcase for the
      legends of European golf


     130 players are registered Members of the European Senior Tour


     Wholly owned subsidiary of The European Tour Group which includes The European Tour, The Challenge
      Tour and The Ryder Cup


     The membership qualify to play through their category, e.g. All Time Career Earnings or through Q School


     We are a team of 5 are based at Wentworth HQ, where the Tour is administered from
          Andy Stubbs         Managing Director
          Louise Patterson    Account Promotions Manager
          Simon Harris        Commercial Manager
          Linda Williams      Tournament Co-Ordinator
          Kelly Tyrrell       Event and Promotions Co-Ordinator


     The Tour supply Scoreboard, Staging, Refereeing, Tournament Director and Commercial Sales expertise
GLOBAL FOOTPRINT

In 2012:   17 events…
                     .....
                        .
                    .. .                 .
                                .
                                    .

                   …across   14 countries.
Selection criteria for a European Senior Tour Event
European Senior Tour – Selection Criteria

  The Golf Course


  Has to be of a reasonable length (circa 6,750 yards) and offer a ‘tough but fair’ challenge
  Should be reserved for the exclusive use of the tournament for the ‘tournament week’ (Sunday - Sunday)
  Must have a maintenance team and equipment capable of preparing the course to tournament standard
  Enough space and infrastructure to allow the viewing public to access and navigate the course safely
  Agronomy support can be provided on request

  The club would also need to provide:-
  a practice range wide enough for 25 players at any one time and at least 300 yards long
  a practice putting green and a chipping green
  Necessary staff and equipment to operate the practice range
European Senior Tour – Selection Criteria

  Venue Facilities


  Consideration should be given to the following requirements:-


  Clubhouse has to be available and reserved for the exclusive use of the tournament for the tournament week
  Sufficient locker room space for the competitors and a private area for the Senior Tour physiotherapist
  Secure storage areas for tournament equipment, players’ clubs etc
  An area within the Clubhouse set aside as a Players Lounge
  Suitable area to act as the Senior Tour office during the tournament week
  Suitable area to act as the Recording Area for players to register their scores. Ideally close to the 18th green, but could be in the
  Senior Tour office if there’s sufficient space
  An office for tournament operation/promoter
  Press area offering facilities for local/national media (internet access, photocopying etc)
  Suitable parking areas for players, members, media, sponsors and spectators
The 2012 Schedule


     The Benahavis Senior Masters        1st – 3rd June          La Quinta, Marbella, Spain
     Van Lanschot Senior Open            22nd – 24th June        The Royal Haagsche , The Netherlands
     Berenberg Bank Maters               29th – 1st July         Wörthsee Golf Club, Munich, Germany
     Bad Ragaz Senior PGA Open           6th – 8th July          Golf Club Bad Ragaz, Switzerland
     The Senior Open Championship        26th – 29th July        Turnberry, Scotland
     The Scottish Senior Open            14th – 19th August      Fairmont St Andrews

     The Wales Senior Open               21st – 26th August      Conwy Golf Club, North Wales
     The Travis Perkins Senior Masters   28th – 2nd September    Woburn Golf Club, Buckinghamshire
     Pon Senior Open                     7th – 9th September     WINSTON open Course, Vorbeck, Germany
     Casa Serena Open                    14th – 16th September   Casa Serena Golf, Kutná Hora, Czech Republic
     Fubon Senior Masters                9th – 11th November     Miramar Golf & Country Club, Taipei, Taiwan
     MCB Tour Championships              7th – 9th December      Constance Belle Mare Plage, Mauritius
The Wales Senior Open Schedule


     Monday 20th August                Players Arrive
     Tuesday 21st August               Players Practice Day
     Wednesday 22nd August             Tournament Partners & Supplier Sponsors Pro-Am (up to 24 teams)
     Thursday 23rd August              Title Sponsor Pro-Am (up to 24 teams)
                                        Junior Pro-Am
     Friday 24th August                Round 1 of Professional Tournament (72 Professionals)
                                        Children’s coaching clinic after play
     Saturday 25th August              Round 2 of Professional Tournament
     Sunday 26th August                Final Round of Professional Tournament
                                        (followed by Televised Prize Giving Presentation)


     The field composition is designed to cater for the leading 72 players on the Senior Tour Ranking List,
      with selected invitations from the host country/event sponsor being incorporated into the field
     Tournaments are played over 3 rounds of 18 holes, usually from Friday to Sunday
     There is no ‘cut’ at Senior Tour events
     Prize money won goes towards the player’s annual Order of Merit position and the John Jacobs Trophy
     Free to enter event with car parking chargeable
     Anticipated spectator number target of 10,000 over the 3 tournament days
The Wales Senior Open Team

      The Tournament Director - Michael Petch
            Referees
            Scorers
            Physio


      The Promoter- Amy Watkins
           The Tour
           Club
           Suppliers
           Volunteers
           Everyone!


     The Championship Management Team - Simon Alliss and Jenna Kinnear


     European Tour Productions TV crew and Media representative – Steve Todd


      The Host Venue
           Club Secretary
           Head Greenkeeper
           President
           Members representatives


     Conwy Borough Council and Tourism Partnership North Wales
     Wales Government
The Role of the Commercial Manager

  3 over riding responsibilities
     To provide the membership with playing opportunities
     To maximise the commercial value of the tour
     To grow the schedule and promote the game
      internationally


  Responsibilities at Conwy
     Represent the Tour
     Identify our assets and set targets
     Create, Package and Sell a structured programme of
      access to the event
     Control the budget
     Pre Promotion to maximise attendance
     Work with all stakeholders to coordinate the
      successful delivery of the event
     Promoter, TD, Sponsors, Staging, VIP’s, Media and TV,
      Government and Players
     Influence TV production to deliver maximum value for
      sponsors, venue and region
     Deliver all contractual obligations
     Post event reporting
The Players are our biggest asset




                       –   Mark James         Gordon Brand Junior      Jose Rivero

                       –   Sam Torrance       Barry Lane               Peter Fowler

                       –   Sandy Lyle         Manuel Pinero            Carl Mason

                       –   Ian Woosnam        Andrew Oldcorn           Bill Longmuir

                       –   Des Smyth          2013 Colin Montgomerie   2014 Miguel Angel Jiménez

                       –   Costantino Rocca
Enshrined in the rich history of golf

  Among the membership of 130 players there are


  12 Former Ryder Cup Players

  21 Former European Tour Tournament Winners




                                                  Des Smyth, Jerry Pate, Tom Watson, Tom Kite, Bernhard Langer and Sandy Lyle
                                                                Veterans of the 1981 Ryder Cup at Walton Heath




   Ian Woosnam and Sam Torrance in China
Sponsorship Benefits Inventory

  The European Senior Tour can offer a holistic programme of Marketing rights, Advertising Assets and Hospitality & Event rights to
  deliver a robust return on your investment and value for money. Title sponsors benefit from an enhanced inventory of rights to
  reflect their elevated status as the Title sponsor.


  Marketing Rights                                                       Event & Hospitality Rights
     Category exclusivity                                                  Exclusive Pro Am for up to 72 VIP guests over the
     Use of the European Senior Tour Imagery and IP,
                                                                             course prior to the tournament
      event logo and designation as an Official Partner                     Prize giving ceremony and buffet
     Naming rights to the tournament or an event                           Premium hospitality over the 3 tournament days
      property
                                                                            Ticket allocation for each of the tournament days
     Joint marketing opportunities to European Tour
                                                                            Sales franchise or exhibition space in the tented
      database
                                                                             village
                                                                            Coaching Clinic for local community PR or VIP guests
  Advertising Assets
                                                                            Signed merchandise for promotional use
     TV Graphics
                                                                            Additional playing opportunities throughout the year
     Media backdrop and Press Releases
     On Course signage
     Caddy bibs, Carry boards and Winner’s Presentation
     Event promotional literature
     Europeantour.com
Sponsorship Model

  There are 3 ways to partner with The European Senior
  Tour. We are however, well experienced in creating
  bespoke solutions to cater for individual corporate
  objectives and for the majority of budgets


     Title Sponsorship of a tournament

           Exclusive Pro Am of up to 24 teams (72 players), with the
            choice of top Senior Tour Players
           Comprehensive brand /marketing platform and Premium
            VIP guest entertainment programme
           TV, Press and Online exposure
           CSR and Community PR initiatives



       Day Sponsorship
             Exclusive Pro Am of up to 24 teams (72 players), with
              European Senior Tour professionals
             On Course signage, hospitality and event tickets


       Supplier
             Exhibition space in the tented village, the commercial
              heart of the event
             Integration of products or Services into Tournament
Signage and Branding




On Course Signage      Media Backdrops         On Screen TV Graphics
                       Entry and Exit Points
Why Invest in Senior Golf?

  A proven platform for business development
       Golf is by far the most efficient means of reaching business decision makers, board directors or senior
        managers and is a established as a CEO’s most popular hobby, 28% are active golfers and 71% of those have
        done business with someone they played with
       Entertain key clients on the finest courses in the world, professionally prepared to be in the best possible
        condition
       We are unique in that sponsors and guests can compete alongside some of the legends of the game under
        tournament conditions. This is niche client entertainment platform with a rich heritage of style and success
       Public perception of brands who sponsor golf is that they are SAFE, CONFIDENT, TRUSTED and QUALITY
       The European Senior Tour has strong relationships with Governments and Tourism authorities across the
        world due to the profile of our viewers and significant global media distribution combining to successfully
        drive golf tourism
       During difficult economic times a lower cost, lower profile premium quality event will appeal to both guests
        and shareholders


  Major global brands have entrusted The European Senior Tour to deliver their business objectives
       Rolex, Mastercard, American Express, AXA, Skandia, Aberdeen Asset Management, Travis Perkins Plc,
        Accenture and PWC
   Audience Profile

         European Senior Tour followers are a highly sought
         after consumer group, well educated and generally
         successful in life. On the whole a very attractive
         international audience profile for sponsors and Tourism
         Authorities to engage with.


            80% Male
            45+
            ABC1
            High disposable income
            Financially Secure, with 33% no longer having a
             mortgage
            Regular travellers - Holiday abroad 2 to 3 times per
             annum
            Frequent consumers of financial, Insurance,
             healthcare and technology products
            Drivers of premium brand cars
            Frequently play golf – once per week or more
            Employed or Retired




Source: Sports Marketing Surveys 2011
Television
  TVGI Text                                TVGI Logo                         TVGI Leaderboard Text




  Yardage Board                            TVGI Leaderboard Logo             Greenside Signage




  The European Senior Tour television output is produced by the Tour’s television production company, European Tour Productions.
             50/50 joint venture between the European Tour Group and IMG Media
             Largest producer of golf programming in the world – European Tour Weekly, Golfing World, European Senior Tour
             Services include :
                  Programme production
                  Sale and distribution of programme rights
                  Marketing services resource for Senior Tour Sponsors
Television

     Either highlights or same day highlights format
      (one hour programmes)
     Editorial control means that we can deliver
      features supporting tourism and attractions of a
      destination to the global golfing audience,
      therefore proving real value for venues and
      regional / national tourism budgets
     Distributed internationally to broadcasters with a
      highly targeted cumulative home reach in excess
      of 680 million homes
     135 million -   European Senior Tour Highlights
     391 million -   Golfing World
          Plus in flight entertainment systems on 12
           of the biggest airlines
     155 million -   European Tour Weekly
     40% Europe and 50% Asia Pacific contribute the
      global viewing audience
Internet Coverage

  europeantour.com is the internet’s most visited golfing website


  Up to 1, 925,000 unique users per month
  Up to 23 million page impressions per month
  Breakdown of users;
        UK                             29%
        Scandinavia                    26%
        Rest of Europe                 24%
        North America                  9%
        Rest of the World              11%


  Sponsor links and opportunity for data capture via competition
  Full live scoring coverage of all tournaments
  Preview and news updates throughout the tournament
  Downloadable smartphone App replicates this information
Benefits of a European Senior Tour Event
Benefits

  Hosting a European Senior Tour event delivers




       Economic impact -               The local spend for staging a tournament is in the region of £750,000
                                        Media Value generated by a tournament will be circa £2 million


       Value -                         A European Senior Tour event costs about 20% of a regular tour event


       Awareness -                     The reach of an event will top 400 million individuals
                                        The profile of the audience has a high concentration of regular golfers


       Positioning -                   The event promotes the venue and region as a desirable destination
                                        Showcasing the area through the TV vignettes gives a wider regional insight
                                        The European Senior Tour stands for Quality and Heritage


       Consideration -                 Supports elevated consideration among golf and wider Tourism
                                        If it’s good enough for Woosie !
Summary


   Present Conwy and the region as an
    Aspirational destination to the global
    golfing audience
        680 million TV audience
        2 million per month via europeantour.com
        Press and other golf media benefits



   The best Pro-Am money can buy provides
    a stage for business to benefit from a
    comprehensive brand and key client
    entertainment programme


   Significant    measurable     return   on
    investment from local economic benefits
    to TV, Press, Online, VIP Guest programme
    and live audience engagement


   A fun, relaxed and entertaining event to
    bring people to the area, as well as
    reinforcing the quality golfing credentials
    of Conwy and North Wales
Thank you and see you in August …………….

				
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