The 19^th Hole

March 5, 2006

New Week, New Enemy

In trying to think of something to write about this week, I wanted to avoid pandering to the same topic as last week.  I always want to keep my topics and writing fresh because I would get bored talking about the same stuff all of the time.  So, I had been struggling for most of the week to think of something – maybe Doral related, maybe something on why there has not been a fraternal organization of golf equipment manufacturers, etc.  Nothing seemed right.

Then, it hit me.  Something to do with the Oscars… and golf!  I’m sure you’re familiar with those gift bags the Hollywood stars get at all of those award shows.  There’s Rolex watches, the latest technology, and other cool things.  Now, the LPGA Tour is a part of “other cool things” – as they managed to secure a place in the gift bags at last night’s Oscars.

In these gift bags, celebrities will receive a LPGA Tour “These Girls Rock” CD and an autographed picture and biography of a selected tour player.  And here’s the best part (which is actually pretty cool) – the bags have coupons that are redeemable for VIP treatment at any LPGA Tour event and a lesson from a selected Tour player at said event.

Of course, this is a marketing ploy put together by new Commish Carolyn Bivens and her staff to give the LPGA Tour some fresh exposure.  What has me curious, though, is what made the Tour to decide to appeal to celebrities when they could be appealing to the average golf fan.  After all, it is much more likely that a normal person like you or me would come to a LPGA Tour event than your typical A-list celebrity.  Do you know how many award shows they have to go to every year?!  There is certainly no time for golf.

The LPGA Tour has an opportunity to capture a much larger share of the golfing and sporting world’s attention.  They have a legitimately exciting product (they have for years) that is anchored by the best female player ever and supported by a vast crop of young, talented, and determined phenoms.  This tour does not succumb to technology that deems courses irrelevant and makes golf unwatchable.  The players are friendly and approachable, and somehow have a more human quality to them.  In essence, many of the things that seem missing from the PGA Tour, according to its critics, are present in the LPGA Tour.

So, I ask again the question: why is the LPGA Tour not working tirelessly to extol the virtues of their product to the average golf consumer instead of wasting time on gift bags?  Or, as a related question – why put energy into rights to media photography of events when you could be shoving Paula Creamer down our throats?

Golf is a hard sport to market, yet the LPGA Tour has a great combination going for it now.  And, yes, sexuality is a part of that equation (although it should never be the main part).  Put all of these great things out for the world to see and the LPGA Tour will flourish and go places Mickey Wright never could have imagined.  Ratings are up, attendance is way up, and the stage is set for an explosion by this Tour.  It should be the sole mission of the LPGA Tour, then, to guarantee that explosion happens and that an implosion is avoided.

I am certain that the gift bags will attract some calls and attention from some celebrities.  If so, then I suppose the mission was accomplished.  But, that mission does not reach the greater goal.  At the end of the day, celebrities are merely distractions from the realness of the LPGA Tour.  They will take their lesson, their posse, and their egos elsewhere.  So, the Tour should make absolutely certain that they are new people – normal, everyday people – to take their place and then some.

Ryan Ballengee is host of The 19^th Hole Golf Show, found at The Golf Newsnet.com.  You can also get The 19^th Hole on the go through podcasting by clicking here Feedburner.com - The 19th Hole Golf Show.  Contact Ryan via e-mail at the19thholeshow@hotmail.com.

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