Tiger Woods jumpstarts golf’s image, coffers

Monday, Oct. 20, 1997 | 9:44 a.m.

When young golf sensation Tiger Woods sank a short putt in a playoff to wrap up the Las Vegas Invitational Golf Tournament championship last year, few spectators cheered as loudly as members of the Las Vegas Founders' Club.

But even the Founders' Club, organizers of the LVI, which tees off this week at three Las Vegas courses, couldn't have foreseen the incredible impact Woods would have on the sport in the year since he won his first tournament and on the event where Tigermania took flight like a 300-yard drive.

Woods' impact on the game of golf has been well documented, with industry insiders estimating $653.5 million in commerce conducted in his first full year on the professional tour. In virtually every aspect of the game, Tiger Woods' appearances have resulted in a 10 percent to 20 percent improvement of the bottom line.

In Las Vegas, that could translate into a sellout in ticket sales for the first time in the 15-year history of the event.

"Ticket sales have been really strong," said Chris Byrd, the chairman of the LVI tournament. "The most interesting thing about Tiger is that he has gotten people out to see golf again."

Byrd added that the demographic profile of the golf crowd has shifted, thanks to Tigermania.

"There are a lot younger people who are taking up the game and I think much of that interest is generated by Tiger," said Byrd.

The manager of the Las Vegas Invitational isn't so quick to hand all of the credit to Woods, however, and isn't ready to call this year's edition of the event a huge success.

Charlie Baron, in his 13th year as tournament manager, said the Founders Club has communicated to the media that the LVI has turned into a premier event and the community has responded with corporate support for special activities and hospitality areas.

"The Founders Club helped develop a firm foundation for the event and worked hard to build it into something really strong," said Baron. "Then along comes Tiger and he draws exceptional crowds wherever he plays. By him winning here, it became a national story and now the story is still running."

But Baron is wary of something that even Tiger Woods can't influence -- the weather.

"Things are going strong, but everything hinges on the weather," said Baron. "If we have a good week, the people will come out. If not ... you saw what happened at the race track."

Baron was referring to the recent Indy Racing League event at the Las Vegas Motor Speedway. A cold snap and windy conditions kept many fans away and race organizers were left scratching their heads over how they could have put more people in the stands.

While Baron downplays Woods' influence in the success of the tournament, LVI promoters are capitalizing on him in their own promotions.

Tiger's faraway glance after a perfect follow-through peers out from the LVI's promotional brochure and on posters hyping the event.

On ESPN, the sports channel that will be broadcasting three rounds of the tournament, a clip of Woods holding the LVI trophy over his head is part of the advertising campaign. The focus of news stories worldwide is on Tiger's first title defense. It's not an uncommon hook for sports journalists and the historic significance of Woods' first tour victory will always be associated with Las Vegas.

It took some key decisions to make it happen.

Woods announced on Aug. 27, 1996, that he was turning pro. Because Woods had no PGA experience and had not won any money on the tour, he had to request an exemption to play. Woods' father, Earl, made some inquiries with several fall tournaments and sought an exemption to play in the 1996 LVI.

Exemptions are fairly common; this year, UNLV golfer Ed Fryatt and longtime pro Dan Pohl, who lost his PGA status, were granted exemptions to play.

A committee met on Woods' request and granted it, knowing that his phenomenal play could generate additional interest.

Woods played in four pro tourneys and had a good showing in the Milwaukee Open the week before the LVI.

He fell behind in the LVI's unique five-round format, but made the cut. Entering the final round, he was four strokes off the lead and teed off four groups ahead of the front-runners. A sizzling 8-under-par round left him at a 27-under 332 for the tournament.

Davis Love III rebounded from a rough start with two birdies and an eagle to make 67 and force a playoff. On the playoff hole, Woods dropped his second shot to within 15 feet of the flag. Love landed in a bunker and couldn't save par. Woods tapped in a par putt to win his first event and a $297,000 paycheck. An estimated 25,000 people were in the gallery when Woods claimed victory.

Since then, Woods has been the victim of his own success in his inaugural year. A stunning runaway win at The Masters in April catapulted him to superstar status. In his first full season, he has won four tournaments and, as of Oct. 12, was the PGA money leader with $1.9 million in winnings in 18 tournaments.

In 12 months, he already has climbed into the top 90 on the career money list.

Tigermania has resulted in success for many businesses touching it. CBS Sports reported its golf ratings have climbed by 24 percent. The increased television revenue is expected to increase the average tournament purse to $3 million in 2000 compared with $1.7 million this year.

Sales of golf apparel and footwear doubled to $120 million in the fiscal year that ended May 31 and is projected to top $200 million in the current fiscal year.

Woods made $1.2 million in appearance fees for events around the world and has signed a series of endorsement deals with Rolex, American Express, Titleist and Nike. He is a part owner of the Official All-Star Cafe with Ken Griffey Jr., Wayne Gretzky, Shaquille O'Neal, Monica Seles and Andre Agassi and has book deals with Warner and financial ties to Golf Digest and Sportsline.

Ticket sales at golf tournaments in which Woods has played are up by as much as 35 percent, according to tournament directors, and concession and souvenir sales were up by as much as 28 percent.

Now, it's Las Vegas' turn again.

Tournament Chairman Byrd said advanced ticket sales are brisk and that 30,000 could be sold for this year's event. At least one resort has ordered an additional 1,000 tickets to have available for guests staying there this week.

"They said that they think a lot of their guests are going to want to go out and see Tiger when he's in town," said Byrd.

Media requests have been pouring in for the tournament. Even the New York Times has decided the event is worthy of their staffing.

Tournament sponsors are also excited.

Last year, there were 18 skyboxes hosting hospitality centers for the tournament. This year, there are 28.

"He's (Woods) the best thing that happened to the regular PGA tour in years," said Kent Mason, marketing manager for Cadillac West and Cashman Cadillac, which will show cars at the event and is having a hole-in-one contest involving the giveaway of a Cadillac Catera.

Mason believes the legions that will follow Woods are every bit as impressive as "Arnie's Army," the gallery that gathered to watch Arnold Palmer play in his heyday.

"From a marketing standpoint, Tiger certainly helps us," said Mason. "We've already sold twice as many tickets as last year and have had requests for tickets from as far away as Louisiana."

"It's great exposure for us," added Rossi Ralenkotter, vice president of marketing for the Las Vegas Convention and Visitors Authority, another sponsor of the tournament. "It's great that Tiger won it last year and the fact that he's back makes for a great story, one that will have a Las Vegas dateline."

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