Lookin’ Good On The Links

By Shane Dale

The right apparel can help complete a top-notch golf event. And, don’t forget the logoed golf club covers.

From a high-end polo shirt to a $1 bag of golf tees, every giveaway on the golf course is important. Here are five pieces of advice to consider before choosing apparel and other promotional items for your next golf event.

1. Determine the Crowd
The number-one thing is, you have to consider what kind of people are going to the event,” says Michael Kaufman, owner of Wear It’s At, a promotional apparel distributor. He notes that the type of golf event typically determines the amount of money you can spend on it. “You have to consider budget, too. How much are you prepared to spend per person? A lot of times, these things are for charity and you have to be a lot more frugal.”

Ryan Andrews, president of Venture Marketing, a promotional products distributorship, says it’s important to ask yourself these questions, particularly about the centerpiece of all golf outings: the polo shirt. “How are the shirts being used? Are they handed out at an event to clients, or are they client gifts, or for internal use, or sales rep uniforms? Usually, if it’s a client gift, you’ll want a higher-end shirt than if the shirts are worn as part of an internal uniform.”

Andrews points out that all the big-name golf brands, such as Ashworth Inc., Greg Norman, Cutter & Buck, Tehama, Ping and Nike, have entered the promotional products world. “After you know the usage, determine if a particular brand is important,” he says.

2. Go High End
Many golf events are part of an expensive gathering for valued sponsors or top employees. As such, attendees are going to expect high-quality items, says Ford Smith, a rep for American Solutions for Business, a promotional products distributor. “When you’re doing country club-type deals, you’re going to want to get into some really nice glassware, plaques and different awards,” he says

Kaufman works with real estate companies, home builders and apartment associations that embrace the high-priced products. One of his clients is Peirce-Phelps, a residential heating and air conditioning distributor that hosts a golf event for its “Million-Dollar Club,” a collection of top sales reps. “We did a high-end Ping golf shirt with the logo on the chest, an embroidered ‘Million-Dollar Club’ logo on the chest and a Carrier air conditioning logo on the sleeve,” he says. “It was very, very well-received.”

Many of the classier golf outings feature additional festivities. Pam Bennett, another client of Kaufman’s, is the executive director of the Apartment Association of Greater Philadelphia. Bennett has been running an annual golf tournament for her company’s sponsors for 19 years. “I always give out a very good golf shirt. I’m talking stuff that retails for $60 to $75,” she says.

But the AAGP’s outings are most famous for their luxurious post-tournament dinners, which feature whole lobsters and filet mignon. Accordingly, Bennett orders lobster bibs and cocktail napkins from Kaufman. “We have really nice cloth bibs for each person at the table, and we have the platinum sponsors’ logos screened on to the cloth,” she says. “These sponsors have paid $10,000 a year to have those sponsorships, and in a room with 250 people, to have their name plastered across them makes them very happy.”

3. Be creative
While golf polos are the staple of any golf apparel program, there’s plenty more out there. Kaufman suggests also considering items such as golf umbrellas, rolling cooler bags and gift kits that feature a divot tool and a ball bag clip.

Andrews recently distributed a hybrid golf club – a club that combines the characteristics of an iron and a wood – as a giveaway for the Ronald McDonald House Golf Classic. “All the players were amazed at such a high-end gift, and several players actually used the club during the round,” he says. “This was a high-perceived-value gift, as the charity spent less than $40 for a name-brand hybrid with a logo on the head cover.”

4. Provide Non-Golfing Items
As evidenced by Kaufman’s bibs and cocktail napkins, a great golf apparel program isn’t limited to golf-exclusive items. “Another good suggestion is to throw in some small items if you have an additional $5,” Andrews says. Products like logoed sunscreen bottles that golfers can attach to their bags, or a first-aid kit that fits in the bag.

Smith has done work with a company that sponsors golf outings in Mexico. Many of the company’s employees like to head to the beach when they’re done golfing. He makes sure to cover those needs, too, by providing low- and mid-priced products. “For the beach, consider nice beach towels and tote bags to put everything in,” he says. “Another popular item is oversized T-shirts – a lot of women like those – and of course, sunscreen and lip balm.”

Smith points out that while some may see these items as independent from a trip to the golf course, a lot of folks choose to keep them securely in their golf bags for future outings. “Most people keep an item in their golf bag or their trunk,” Smith says. “These are some really nice items that people keep.”

5. Don’t Forget the Ladies
In the past, nearly all golf wearables were geared toward men. Not anymore, Andrews says. “All clients will enjoy getting a nice name-brand golf shirt, but now the ladies are happy as the apparel manufacturers have greatly improved ladies’ apparel over the last few years,” he says. “It’s more fashion forward, and the sleeves and waists are more fitted.”

Women may be more selective about their attire than men – many women prefer sleeveless golf shirts, for example. So it’s good to get input from the recipients, if possible, before making a selection.

Shane Dale is an AZ-based freelance writer.

Shopping List

Here are the essential items for any golf outing:. Polo shirt: A necessity for the golf course. They are comfortable, performance-based and affordable. They bring company awareness and allow advertising to a limitless client base. T-shirt: Great for giveaways at golf tournaments, and an inexpensive way to promote your brand. Ladies’ golf shirt: Women need a performance-based shirt. They want to be trendy but comfortable. Jacket: This item is always needed any time of year for weather changes. In the fall, golfers will use their jacket in the early morning and evening tee times. Gloves: A staple that every golfer needs and will always use. Hat: Everyone wears a cap while golfing. It’s the perfect accessory to complete your golf apparel. Hat clip: A trendy way to carry your ball marker. Visor: Women prefer a visor to a cap. They’re comfortable and a great look for golfers. Shoe bag: Many golfers find this a useful item, but not necessarily one that they’d buy. Golf clubs: Every golfer wants to find that “magic” club and will always use the one that works the best. Golf club cover and headcover: Like the golf bag, custom covers offer great visibility, especially when they are creatively done. Golf bag: Custom golf bags offer maximum visibility. Golf balls: Like the glove, golf balls are a staple item that every golfer needs and uses. Clear grip: A very cool, unique way to brand a golf club. Divot tool: Every golfer should repair their divots, but they may need to be reminded to do so. This gift is good for the game and the course.

Tee It Up!

These brand-new golf resorts all offer something new for meetings and incentives.
By Gioia Macey

If golfers love something more than golf (if that is even possible), it’s the opportunity to brag about playing on a new course. To score big with meeting and incentive winners, plan an event at one of these about-to-open resorts, all which boast brand-spanking-new golf courses.

Ritz-Carlton, Dove Mountain
Located in the Sonoran Desert just 30 minutes from Tucson, this 250-room golf and spa resort is scheduled to open in late 2009. Besides offering 226 guest rooms and suites with expansive views of the desert terrain (including rugged rock formations), the resort will include 24 individual casitas (perfect for incentive winners and VIPs). Meeting space will include a 9,000-square-foot ballroom and a 4,800-square-foot ballroom.

The golf course: The Ritz-Carlton Golf Club will feature 36 holes of golf, all designed by Jack Nicklaus; 27 holes are already under construction and are scheduled to be completed by the end of the year; nine more holes will be added by 2010. The $60-million club will also feature an elaborate clubhouse complex (great for 19th hole events), complete with swimming pools, dining and a fitness center. Bring your cameras for this outing: Expect challenging play and spectacular desert vistas.

After tee time: The resort and setting are all about relaxation. Treat incentive winners to a special day at the resort’s 17,000-square-foot spa, or arrange for a group hike through the 20 miles of hiking trails that wind through the desert.

Hilton Orlando Bonnet Creek/Waldorf-Astoria Orlando
Hilton Hotels’ new two-in-one resort scheduled to open in September 2009 will include the 498-room Waldorf-Astoria Orlando and the 1,001-room Hilton Orlando Bonnet Creek. Surrounded by Walt Disney World Resort, the complex will offer a combined 150,000 square feet of meeting space. Our pick for an event: an outdoor “island,” surrounded on three sides by a lagoon, would be the ideal setting for a cocktail reception.

The golf course: The 18-hole Rees Jones Golf Course will open later this fall. Its builders say it’s so close to Disney’s Epcot Center that golfers can practically walk from the course to the theme park.

After tee time: This resort is in the center of everything Disney, so booking evening events at one of the theme parks is a hot option. The resort will also have an on-property heliport offering convenient service to Orlando attractions like Cirque du Soleil, Orlando Ballet and the Orlando Museum of Arts.

Westin Roco Ki Beach & Golf Resort
Set on 2,500 acres and located about 19 miles from the Punta Cana Airport in the Dominican Republic, this new 315-room resort (including 20 “jungle Luxe” bungalows, which are on stilts) scheduled to open in mid-2009 is bordered by a three-mile-long, white-powder beach and will include five fresh-water swimming pools. Meeting space ranges from a 7,000-square-foot ballroom to its Great Lawn (a spectacular setting for large outdoor gatherings) to its lagoon-side 2,000-square-foot Palapa, which overlooks the beach and dramatic cliffs.

The golf course: A Nick Faldo championship course’s layout takes duffers through rugged cliffs, palm trees and a mangrove forest. Bring out cameras for the 18th hole, which requires shots over the incoming surf.

After tee time: Water sports are paramount here. Book a group dive or deep-sea fishing trip, or work with the hotel’s meeting planner to organize a beach Olympics event.

Campeche Playa Golf Marina & Spa Resort
The first phase of this new resort complex on the Gulf of Mexico’s Yucatan Peninsula includes a 500-room hotel and a Jack Nicklaus-designed golf course. This phase will open at the beginning of 2009; a second phase to include 3,000 private residences will be completed in 2010.

The golf course: The 18-hole course will be a must-see for eco-friendly golfers. Set adjacent to a mangrove forest, and offering views of nearby beaches, the course was designed to preserve the environment. As an example, the irrigation system uses water purified by a plant being built for the purpose, and chemicals will not be used to maintain the course.

After tee time: Deep-sea fishing promises to be a popular group activity here; the resort has its own marina and yacht club. Attendees who head to the seas can expect to catch grouper, tuna, shrimp and shellfish (and have plenty of stories for “the one that got away”) Don’t forget the disposable cameras so attendees have a record of their excursion.

GOLF TOP 10

If you’re looking for some tried-and-true golf courses, check out America’s top 10 as voted on by Golf Digest magazine.

PINE VALLEY (Pine Valley, NJ)
SHINNECOCK HILLS (Southampton, NY)
AUGUSTA NATIONAL (Augusta, GA)
CYPRESS POINT (Pebble Beach, CA)
OAKMONT (Oakmont, PA)
PEBBLE BEACH (Pebble Beach, CA)
MERION (Ardmore, PA)
WINGED FOOT (Mamaroneck, NY)
SEMINOLE (Juno Beach, FL)
CRYSTAL DOWNS (Frankfort, MI)

Plan a Golf Event in Six Easy Steps

Planning a golf tournament well creates good memories for attendees, and boosts business, too.

Here’s how to plan a golf event that will stand out from all the others your attendees might attend this season.

Step 1: Plan Four Months Out
Most golf courses are ready to help you with the planning task, as their golf shops likely have a few dozen group events come through each season, and so have a system for handling groups, from the golfing to the food and beverages to the gifts and awards. But you must contact the pro shop at your desired course at least 120 days out; not only do you have to ensure that the course is free on the day you want it, you and the staff will need that much time to create your itinerary, coordinate the details and help market the event.

The golf shop will usually assist any group that has 16 or more players, and can accommodate as many as 144 players on a course for a single event. But groups generally need to have at least 60 players – and sometimes 80 – to secure what’s called a “shotgun” start on a course, though the figure can be flexible depending on the season and the time of day. A dual start from the first and tenth tees is also possible for smaller groups, if the event begins early in the morning.

Step 2: Launch Marketing Effort
To drum up that many players, you might have to market aggressively. One tool that helps planners boost attendance at low cost is the Internet. “I’m seeing many organizations create individual Web pages for their golf events,” says Walt Galanty, founder of AIM Meetings & Events, a meeting planning firm. “A golf-events site can be used for registration and for keeping up interest of attendees by letting them find out who else is playing,” Galanty adds. “We can also post names of the winners and the prizes they won, post photos from last year’s event and allow attendees to order photos directly from the photographer. Not only that, but it can allow hotlinks to your event sponsors’ Web sites.”

Step 3: Choose Foursomes Wisely
Once your attendee list is set, there are several things to consider when grouping players into foursomes. The first, of course, is business interest. People come to business-golf events to meet others with reciprocal business interest, so allowing folks to choose on their registration forms who are in their group, or which type of buyer or supplier they’d like to be paired with, is wise.

The other consideration to make regards players’ handicaps. By having players list their handicap (a measure of how well they play on average) on their registration, the golf shop can determine who should play with whom so that the pace of play does not get too slow (four poor players in any one group is a bad thing). Also, handicaps help the golf shop determine which playing format would be best (scramble, modified scramble, low ball)

Once the format and the pairings are established, you must share other attendee information with the pro shop, such as whether anyone needs rental clubs or shoes, as well as each person’s golf-shirt size and hat size, which they’ll need to help you order merchandise with your firm’s logo on it.

Step 4: Drum Up Prizes
Four months’ lead time also helps when you need to secure prizes not only for the event’s winning foursome, but also for the winners of the longest drive, straight drive, and closest to the pin contests. Plaques and crystal can be customized with your firm’s logo, the year of the event, the name of the resort, and the category for which it was won, but these must be ordered at least six weeks in advance.

Logoed apparel, such as golf polos and imprinted sports bags also make terrific options.

Step 5: Consider Food & Fun
Next, you need to plan for providing food and beverages to your players. Most courses have refreshment carts roaming the course, though players sometimes won’t see one for several holes. In light of this, you should contract with the pro shop to have enough carts on the course so that players don’t go more than three holes without being offered food and drink. Also, let players know either that they must pay for what they consume or that the organization has a running tab. Be careful with the latter option, though, since any on-course accident or injury that occurs due to consumption of alcohol will leave you and your company liable.

Planners can boost entertainment value (and lower the cost) of their event by enlisting the help of sponsors, who “can be creative with their presence on a hole while also maintaining the integrity of the game,” Galanty says. For instance, having a skill contest on each sponsored hole will intrigue less-than-proficient golfers and interest decent golfers too. Possibilities include having players try to chip a ball into a bucket several feet away, or having a variation of “beat the pro” where a sponsoring firm’s sales rep tries to hit his tee shot closer to the pin on a par-three hole than each player. “A sponsor can put a rep out there who’s a decent golfer, unless they are purposely looking to give away a lot of free stuff with the company’s name on it,” Galanty notes.

Conversely, contests need not involve golf at all. Over the years, Galanty has seen sponsors use the Tic-Tac-Toss beanbag game and others to make sure everyone has a chance to go home with a prize.

Once play ends, there should be a post-tournament cocktail reception and dinner where you can thank sponsors and recognize contest winners. It’s best that these events are informal; the cocktail reception should start right after the last group comes in, and be close enough to the scoreboard that players can eat, drink, and mingle while the golf-shop staff posts the scores. Then, rather than having a formal sit-down dinner and awards ceremony, something like a buffet or a barbecue with carving stations would be a better idea, especially since folks won’t have much time to freshen up or even change out of their golf attire.

Step 6: Create a Contingency Plan
Remember that all of this planning will go out the window if the weather doesn’t cooperate on the day of the event. To combat this, you must have backup plans to keep people occupied. For instance, an indoor event space can be quickly and easily configured to become a putting course where you can offer a mini-tournament. Or the golf-shop staff can set up mats and nets in the space, and critique players’ swings and give personalized lessons as they watch folks hit balls into the nets. At the same time, have the golf-shop staff bring in a few televisions with VCRs, and show highlight videos of memorable pro tournaments. Finally, you could even bring in a few Sony Playstations, Microsoft Xboxes, or other home video-game machines; they run excellent golf games that folks can learn to play in minutes.

In the end, expect to pay anywhere from $150 to $275 per person for what resorts call the “tournament services” package, which includes greens fees and carts, player pairings, tournament scoring, complimentary range balls, access to locker rooms and assistance in the event’s coordination. Of course, the awards and prizes, refreshment carts, and other amenities will cost extra, though they are negotiable.