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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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