Articles
9 February 2012

Golfing with a Purpose

Reasons to Host a Corporate Golf Tournament

by Candace Little

09 February 2012—

Each year, when the snow melts and the grass turns green, Utah golfers emerge from their hardwood floors and brick buildings. Neckties are replaced with brightly colored golf shirts, high heels are replaced with spiked golfing shoes, slicked back hair is allowed to blow in the wind, and congratulations are made to those with negative scores … something that rarely happens in the workplace.

Golf gives more to the Utah business community than ruffled hair, watch tans and an excuse to leave the office early. Through golfing tournaments, business men and women are able to support local charities and organizations, and network with other business people. Golfing can also be a good way to show customers or employees how much they’re appreciated.

 

Turning the Green to Gold

With many more than 100 golf courses in Utah, there is ample green space just waiting to be turned into gold for a charity or organization you believe in.

Golf tournaments all over the world are held to raise funds. A large example in Utah is the Huntsman Cancer Institute Golf and Gala event held each August. Last year this series of events raised $1.5 million and about 70 Utah corporations contributed as sponsors or participants. The Utah Technology Council (UTC) also holds a golf tournament each year to raise funds. It’s an opportunity for UTC members as well as other business professionals to show their support for this organization and play a round of golf at the same time. Roger Knight Construction has held golf tournaments for the Columbus Community Center, a nonprofit organization that helps mentally disabled adults find a place in Utah’s workforce. Many businesses throughout Utah are participating in golfing for charity.

Todd Cates, vice president and project manger at Red Ledges golf course, and John Johnson, Red Ledges’ general manger, have been a part of planning many corporate and charitable golf tournaments. They have seen business opportunities born on the golf green and say a tournament is a good way to raise funds because it engages a large number of people in a short amount of time, it is a participant-oriented activity and because golfers in general have a higher income than the average household. Cates and Johnson add that tournaments can be a tax benefit for participants, as usually a good portion is deductible and the charity as well as the business sponsors benefit from the publicity.

 

From Bogies to Business Deals

You’ve probably heard the saying “it’s all about who you know” many times. There is certainly a lot of value placed on the connections and relationships built through business, and corporate golf tournaments can boost those connections and even help position company deal-makers with the right people.

Hosting a golf tournament gives your business a reason to network with other businesses in your community, whether they are helping you to reach your fundraising goal or if they sponsor the tournament with you, tournaments can help group companies together that have similar goals.

Attending a golf tournament also presents ample opportunities to meet new people. Depending on how the teams are arranged, you could be spending an entire round of golf with a future client or business partner. UTC arranges its golf foursomes randomly so attendees are able to interact with different people in the technology industry that they may not have otherwise. This can really open doors for collaboration on business projects, help members find funding or think up new ideas.

 

Fore the Love

Client relationships are always on the forefront of a good service provider’s mind, and hosting a golf tournament for clients is a great way to show your appreciation for their business. Golf tournaments can also be a way to show employees how much you value their work. Cates and Johnson say treating people to a nice relaxing experience is memorable and enjoyable. They suggest making the event all-inclusive with services like valet parking when participants arrive, high-class food and beverages, on course amenities, cleaning clubs after the round, and providing a memento from the tournament (not necessarily golf related).

Proper planning can also make for an above average golfing experience. Adding different kinds of contests on holes throughout the course like “closest to the hole” will make the round more exciting. According to Golf Digest, the average golf player has one in 150,000 chance of getting a hole in one during their lifetime. Last June, a man participated in a charity tournament held at Red Ledges. When he left for work that morning, it was just another day doing business, but he came home with a million dollars for shooting a hole-in-one. It’s the excitement and drama, like hole-in-one challenges, that make tournaments something memorable and exciting, and something you can feel good about rewarding employees or thanking clients with. 

Not all business people are there to win, or even play golf very well, so keeping a fun, relaxing format to attract people of all abilities will ensure that all your clients and employees can enjoy themselves.

 

Golfer Demographics

If you’re planning a golf tournament, you may want to keep this in mind:

High Income

• Average household income $85,960

• 42% of households $100,000+

• 24% of households $125,000+

Highly Educated and Influencial 

• 84% attended college, graduate or post-grad studies

• 75% recommend, order or approve products or services at their business, averaging $176,000 annually

Women

• 41% of all new golfers 

• Female golfers have high incomes, advanced degrees, sophisticated tastes, control family budgets

Private Club Members

• Play more rounds than non-members (43 vs. 25)

• Are older (60 vs. 50)

• Have higher household incomes ($130,000 vs. $95,000)

• Purchase goods and services

Last 12 months:

75% bought golf shirts

74% bought golf balls

58% bought golf shoes

Sources: National Golf Foundation, NGCOA-Golf 20/20, Pellucid Corp., Edgehill Consulting, The Boomer Project, Golf Digest-Publications-Research Resource Center.

Golfers are much more active, affluent consumers than non-golfers: 

Index: 100 = U.S. Average Golfer Non-Golfer

Take 7+roundtrip flights 228 97

Spent $5,000+ on domestic trips 624 89

Take cruise 212 98

10+ stock transactions 264 81

Own transactions $25,000+ in stock 267 81

Purchased 3+ business suits in past year 243 83

Smoke cigars 187 89

Drink beer 152 94

Drink whiskey 158 93

Drink Alchohol 158 93

Foreign business trip 219 86

Own a vacation/weekend home 181 95

Purchase/lease an SUV 145 95

Spent $1000 on fine jewelery in past year 166 92

 

 


Built by Crowell