HomeMy WebLinkAboutSponsor 2007 Bob Hope Chrysler Classic TournamentCITY OF PALM DESERT
COMMUNITY SERVICES
STAFF REPORT
REQUEST: Consideration of a sponsorship of the 2007 Bob Hope Chrysler
Classic.
DATE: October 26, 2006
CONTENT: September Marketing Committee Minutes
Recommendation:
By Minute Motion, concur with the recommendation of the Marketing Committee
and deny sponsorship of the 2007 Bob Hope Chrysler Classic.
Executive Summary:
The Bob Hope Chrysler Classic (BHCC) submitted the attached proposal
requesting a $350,000 sponsorship of its 2007 tournament. Representatives from
the BHCC believe Palm Desert would benefit from the association with the
tournament and placed a significant dollar value on the partnership.
Both Staff and the Marketing Committee acknowledged that a $350,000 request
was too high of a dollar amount for a first-time sponsorship and arranged for a
subcommittee meeting to determine whether or not a comprise could be reached.
However, representatives from the Classic cancelled the subcommittee meeting
and did not submit a secondary request. Therefore, Staff resubmitted the original
request for $350,000 at the October Marketing meeting, and the Committee
declined the sponsorship opportunity.
There is no doubt that the BHCC benefits the entire Valley with its history,
attendance, and charitable contributions; however, Staff does have concerns
about spending significant funds on a tournament that is not airing on a major
network and that is played on four courses, with not one technically in the City of
Palm Desert. Therefore, Staff concurs with the recommendation of the Marketing
Committee to deny the opportunity.
Background:
The 48th annual BHCC tournament will be held January 15 — 21, at four area golf
courses including the Classic Club as the host course. Following are some of the
highlights of the proposal. A complete list of benefits can be found at the end of
the proposal.
• All BHCC television and newspaper ads to include City of Palm Desert
logo.
• Golf Channel to produce a 60-second vignette on Palm Desert to air twice
a day for a total of ten times.
• On -air mentions by announcers of the Classic Club's Palm Desert
location.
• Two -page spread in the Tournament program.
• Free admission for Palm Desert residents on Friday.
While the benefits listed provide a wide -range of exposure for the City and
directly ties Palm Desert to a worthwhile event that has a significant charitable
component, it is difficult to support a $350,000 request. Staff initially
recommended to the Marketing Committee a $50,000 sponsorship. However, at
its September meeting, the Marketing Committee voted to create a subcommittee
to work with the BHCC to determine whether or not a compromise could be
reached relative to the cost and benefits associated with a
partnership/sponsorship. In advance of the subcommittee meeting, Staff once
again reviewed the "benefit list" as submitted by the BHCC and deleted some
items and prioritized the balance.
A meeting of the subcommittee was scheduled for October 2; however, it was
cancelled by a representative from the BHCC. Subsequent to the meeting
cancellation, the BHCC was notified that a revised proposal, based on the
benefits prioritized by Staff, needed to be submitted by October 9 for
consideration by the Marketing Committee at its meeting of October 17th. The
BHCC did not submit a revised proposal. Therefore, staff is resubmitting its
original report and recommendation in response to the BHCC request for a
$350,000 sponsorship.
It was apparent at the September meeting that the representatives from the
BHCC were not interested in Staffs recommendation of $50,000 sponsorship
with a potential of a larger participation once benefits could be identified. This
has been the City's policy over the years, and an example of the implementation
of this policy is the sponsorship with BIGHORN for the Samsung Golf
Tournament. Originally the Skins Game, then the Battle at BIGHORN, and now
the Samsung, sponsorship began at $75,000 and has risen to $150,000 this
year. This tournament is played in our own backyard with no competing courses
in other cities.
When Staff provided an explanation of the City's sponsorship with the Samsung,
a BHCC representative stated that it would not have high television ratings as it
is up against football, and nothing can compete with football. In preparation for
the subcommittee meeting, Staff learned that the AFC and NFC national football
championships air on CBS and Fox Television on January 21, the same day as
the final round of the BHCC that will be airing on the Golf Channel.
With consideration to all the concerns outlined above and with such a significant
financial request, Staff does not believe a partnership with the BHCC is the best
use of the City's marketing dollars.
Submitted By:
/49-2-C.Act
Kristy Kneliding U
Marketing Manager
Approval:
Carlos L. Omega
City Manager
Sheila R. Gi ligan
Assistant City Ma
-5'
Paul G' on
Direct f Finance
CITY COUNCIL,CCTION:
APPROVED 1✓/ DENIED
RECEIVED OTHER
MEETING DATE
AYES:
NOES: A
ABSENT:
ABSTAIN:OLP
VERIFIED BY:
Original on File
O(o _
49te1/49,Q 9
ity Clerk's Office
APPROVED MINUTES
PALM DESERT MARKETING COMMITTEE
SEPTEMBER 19, 2006
Ms. Gilligan stated that the City of Banning was requesting verbal support from
the City. She said the County of Riverside and the State of California gave
monetary support to the City of Banning.
The consensus of the Committee was that Banning would be the preferable
location for a new California Welcome Center.
Mr. Mandelbaum moved to support the California Welcome Center being located
in Banning. Motion was seconded by Mr. Darius and carried 5-0.
B. BOB HOPE CLASSIC
JOHN FOSTER, president of the Classic Board, said there is a new emphasis on
the Classic with the addition of George Lopez bringing more star power to the
event. He said it has been difficult to get out and get people excited. The
addition of Lopez and the Berger Foundation's donation of the Classic Club to
the tournament are two exciting happenings. He said the board wants the City of
Palm Desert to have a byline for the tournament and an opportunity to brand
itself with the tournament. He said Palm Desert is a much better partner than
other cities because of its proximity to the Classic Club. He said the Classic
board has added community members such as Kevin McGuire and Larry Mathis
so that the tournament can be more of a community event. He introduced Lea
Goodsell and Michael Milthorpe, Classic executive director, who also works for
SFX and Clear Channel.
LEA GOODSELL said the Classic is the only PGA event to have a celebrity host.
A press conference about the Classic in Los Angeles got attention from
Entertainment Tonight, the Los Angeles press and national magazines. She said
Lopez is highly ranked in terms of likeability and public awareness and gave a
brief background on Lopez's credentials as an actor/comedian. She said Lopez
has a good relationship with the Golf Channel so there will be additional synergy.
Ms. Goodsell named some of last year's celebrities at the Classic and some who
will be present this year too. Having celebrities at the Classic tournament adds a
pop culture take, making it more than a sporting event.
Mr. Foster noted he and Mr. Dunlevie met with Dolores Hope and got her full
endorsement for Lopez as host. He said this is the Bob Hope Chrysler Classic
hosted by George Lopez. It is not the George Lopez Classic.
Mr. Foster said sports such as the NFL are moving from broadcast networks onto
cable channels such as ESPN and the NFL Network. He said Comcast bought
the Golf Channel and Comcast has a 15-year deal with the PGA Tour. In another
decade, he said almost all PGA Tour events would be on the Golf Channel.
MICHAEL MILTHORPE said the PGA Tour recently announced its television
partners including a 15-year deal with Golf Channel for which the channel paid
more than $200 million per year. The PGA Tour wants the Golf Channel to
become the Tour's network so it does not have to invest money to create its own
channel. The Golf Channel will carry the first three PGA Tour events from start to
finish including early round Thursday and Friday coverage of all 32 tour events
2
APPROVED MINUTES
PALM DESERT MARKETING COMMITTEE SEPTEMBER 19,2006
excluding the majors. In previous years, he said, coverage on those days could
be found on USA Network or CNBC or ESPN and ESPN2. He said the Golf
Channel will start promoting their coverage of the PGA Tour in December. The
Golf Channel currently reaches 80 million households and by 2009, plans to
reach 110 million households. The broadcast networks have the potential to
reach 105 million homes which means more potential viewers for the Bob Hope
Chrysler Classic. Besides live coverage Wednesday, Thursday and Friday, he
said the Golf Channel would air a rebroadcast each night. On Saturday and
Sunday, the Classic will be on from 4 to 7 p.m. Eastern time and will replay from
10 p.m. to 1 a.m. Eastern time. Because it will air on Golf Channel, it will not be
preempted, unlike with ABC. He said there will be 30 hours of Classic golf
coverage and commercials that run during the day's live coverage will air again
at night during the rebroadcast. The Golf Channel viewer demographic is
upscale, the customer that the Valley is looking for.
Ms. Goodsell said the people who watch the Classic during the day will not be
the same who watch in the evening, so the tournament replay will broaden the
Classic's reach.
Mr. Foster asked if everyone got a copy of the Classic's material.
DAVID ERWIN cited page three of the Classic's material, and referred to an area
labeled benefits to City of Palm Desert, noting there are a number of items that
are of tremendous benefit to the City. The Classic provides the City with an
opportunity to establish its own brand. He referred to a staff report that suggests
a $50,000 city contribution. He said it appears to him that there is a considerable
amount of benefit to the City in excess of $50,000 referring specifically to five
days of television exposure.
RIC MANDELBAUM asked if there was more to the presentation and said he has
comments. Mr. Foster replied no.
Mr. Mandelbaum agreed that the benefits were worth a lot more than $50,000 if
the money is there to spend. He said Palm Desert is the closest city to the
tournament, and the association with the Classic would help the City, although he
suggested that Palm Desert might benefit anyway without a larger sponsorship
because of the tournament's impact on area hotels, restaurants, other
businesses and property sales. He said maybe the right sponsorship amount was
between $50,000 and $350,000. He suggested that the City appoint a liaison to
work with tournament officials to strengthen City benefits, such as finding places
to pass out information to attendees, links with websites and other ways. He said
he agrees that the Classic benefits to Palm Desert are worth a lot more than
$50,000.
Mr. Foster said the links would be easy to do and supported the idea of a liaison.
He said it would be easy to have links on Classic website to hotels.
SHEILA GILLIGAN asked Kristy Kneiding to elaborate on the staff funding
recommendation and the reasons for it.
3
APPROVED MINUTES
PALM DESERT MARKETING COMMITTEE
SEPTEMBER 19,2006
KRISTY KNEIDING said one of the challenges was determining what has the
most value because so many entities come to the City wanting marketing dollars.
She said the City really needed to examine how much direct value it was getting.
She said the City sponsored the Palm Springs Film Festival for a similar amount
and staff is not sure what the exact return on investment was. She said support
of the Samsung evolved out of the City's support from the Skins Game and Battle
at Bighorn, which took place entirely within the city at Bighorn. Because the
Samsung tournament takes place entirely in Palm Desert, has raised its level of
interest and the quality of players, and is getting more recognition, the City has
given them $150,000 for coverage on NBC and the Golf Channel. She said the
Classic is a four -day tournament, as far as television coverage is concerned,
spread out over four courses that are not necessarily in the City, although some
people equate the Classic Club with being near Palm Desert. She said it was up
to the Committee to decide if the Classic is the right partnership for the City in
terms of branding and whether that is worth supporting it with such significant
dollars. She said it took eight years for the City to get to its current $150,000
sponsorship level with the Samsung tournament. She said the most the City ever
gave the Battle at Bighorn was $125,000 in that tournament's final year. She said
there are a lot of quality events in the Valley that are beneficial to the City.
Mr. Mandelbaurn said the Classic is a 7-day event because it starts the previous
Monday. He said the Bob Hope Chrysler Classic is a prestigious tournament with
a prestigious name. He said there are more people at it because of the amateurs
who play for four of the five days as well as two days of practice. He said the total
benefit of being involved and being the sponsoring city is huge and starts the
year off at a good time to promote the City.
Mr. Foster said the Classic is the first event on the PGA tour. He said there are
people in the valley who are here because they saw it on TV. He said the
Samsung is a fine tournament, but the Classic has been here 48 years and
believes it will be here for 148 more years. He said the Samsung is on for three
days and up against college football on Saturday. He said the Samsung will be
on NBC for two hours Sunday and contending for ratings against pro football. He
said the PGA Tour avoids competing with football for ratings because it would get
killed. Foster said the Samsung tournament will be lucky to get good ratings and
is at a disadvantage because it is happening in the middle of October. He said
the City would not draw a lot of people in the middle of October, or fill hotel
rooms. He said the Samsung was probably trying to leave the valley and has no
vested interest here. He said the Classic is made up of community people who
want to promote the community as much as the City. He said the Classic gave
$1.85 million away this year and will probably continue to give away more. Mr.
Foster said he gets a little defensive when he hears comparisons between the
Classic and the Samsung or Skins tournaments. He said the Classic is looking
for a long-term commitment from and partnership with Palm Desert. He said the
City would be investing in the desert's premier golf event. He said some of the
money that the City gives to the Classic would end up back in the community in
parts of Palm Desert, in the hospital, in social services.
Mrs. Gilligan said that when the Skins Game and Samsung tournaments came to
the City, the Marketing Committee had just been reorganized. She said those
El
APPROVED MINUTES
PALM DESERT MARKETING COMMITTEE
SEPTEMBER 19,2006
tournaments provided the City with national exposure that Palm Desert could not
afford to get any other way. She said October is the shoulder season and the
Committee is very interested in filling hotel rooms then. She said the City has
received a nice benefit from its support of the Samsung.
Mr. Mandelbaum said it is true that with the other tournaments, the City started
with small contributions that grew larger. He asked if there was a middle ground
that the committee could consider to be the Classic's city sponsor between
$50,000 and $350,000 that could grow. He said the City has been burned a few
times when it thought it was going to get more than it did. He said that would not
be the case with the Classic.
EMILY BIRD-HRIVNAK said Marriott Desert Springs does see a number of room
nights as a result of the Classic, but not an exorbitant amount, She said the City
has a lot of programs and needs to stick with a benchmark that is under
$100,000. She said that amount is fair when viewed in the context of City
sponsorships for Art of Food & Wine and Fashion Week, which are big iconic
events for Palm Desert. She said since the partnership with the Classic is just
beginning, she would like it to start small and then build a relationship that would
generate room nights at Desert Springs and bring shoppers to the City. She said
she would not feel comfortable committing $350,000 and that $50,000 is a fair
number.
Mr. Foster asked if any of the events that Ms. Bird-Hrivnak mentioned were
giving the City national television coverage. He said the Classic probably books
1,000 room nights at Marriott Shadow Ridge and another timeshare property in
the City. He said the Classic books 150 room nights at the City's Holiday Inn. He
said the tournament also has a positive impact on Palm Desert restaurants.
Ms. Bird-Hrivnak agreed with Mr. Foster, but said the City has multiple events to
sponsor.
Mr. Milthorpe said nobody else is offering the City the extenstive television
coverage like that from the Classic. He said someone in New York isn't going to
know about Palm Desert's fashion show or its food, arts and crafts events. He
said the City would be getting 30 hours of national television with the Classic not
including international television exposure.
Ms. Kneiding said that the tournament and any exposure the City would get is
spread over four golf courses.
Mr. Milthorpe replied that the main television broadcast will be from the Classic
Club adding that broadcasters will say, ""We're at the Classic Club Palm Desert."
He said the Sunday broadcast will be all from the Classic Club.
Ms. Kneiding said the other events are bringing in business to the City. She said
$350,000 is a lot of money for the first time, adding that the City had a history of
sponsoring the Classic when it was at Indian Ridge.
5
APPROVED MINUTES
PALM DESERT MARKETING COMMITTEE SEPTEMBER 19,2006
Mrs. Gilligan said she thought the City's sponsorship of the Classic when it was
at Indian Ridge was $350,000 a year for three years.
Mr. Foster said he thought the City paid $250,000 and asked Mr. Dunlevie what
his recollection was.
ERNIE DUNLEVIE said the City paid one half of $500,000. He said the City really
didn't get anything from its sponsorship other than a mention that the tournament
was held within City limits.
Ms. Goodsell said Palm Desert would be the only city offered a 60-second
vignette. She said the sponsorship equates directly to the cost of airtime.
Mr. Dunlevie said the Classic Club will be the tournament's host club from now
on. He said the Classic won't go anywhere else and has a long-term
commitment.
NORINE BOWEN asked if the Classic had approached other cities about
sponsorships.
Mr. Foster said they wanted to come to Palm Desert first. He said the City is the
logical one to be involved. He said it is an opportunity for the Classic and the
City. He said $50,000 does not make sense. He said comparing the Classic with
other events is comparing apples and oranges. He said the Classic's
commitment would be to work with the City to ensure it got bang for its buck. He
said he did not support the concept of a small sponsorship initially with the City
evaluating the results and then considering giving more.
Mr. Mandelbaum said because of the Classic Club's location, it makes sense for
Palm Desert to be the sponsor more than Rancho Mirage, Palm Springs, or La
Quinta. He said he was not stuck on $50,000, but suggested something in
between that figure and $350,000.
Mr. Foster said the Classic would entertain a sponsorship less than $350,000,
adding that tournament organizers could modify or increase aspects of the
sponsorship that the City thinks are important. He agreed that Palm Desert is the
logical City sponsor.
Mr. Mandelbaum asked Foster when he needed a commitment.
Mr. Foster said print advertising would start early and the City could miss out on
some of that publicity by not acting soon. He said most of the activities would
start in November.
Mr. Milthorpe said the deadline is November 1.
Mr. Mandelbaum announced a motion to table a decision for 30 days during
which time the City would form a committee to work with the Classic and come to
a meeting of the minds in terms of benefits and costs.
APPROVED MINUTES
PALM DESERT MARKETING COMMITTEE SEPTEMBER 19, 2006
Ms. Bowen asked if that committee would be a subcommittee of the Marketing
Committee.
Mr. Mandelbaum said that was correct.
Mrs. Gilligan said the Marketing Committee's recommendation would still have to
go to the City Council for approval in the first or second week of October so that
a 30-day continuance would be too late if November 1 was the deadline. She
said she thought Ms. Kneiding had been working with representatives of the
Classic.
Ms. Kneiding said she had been working with Ms. Goodsell and Kevin Mc
Guire to answer questions and information about past sponsorship opportunities
and the City's desires in terms of exposure and involvement.
Ms. Goodsell said she looked at La Quinta's sponsorship of the Jim Murray event
and Palm Springs's sponsorship of the International Film Festival and Indian
Wells sponsorship of its tennis tournament. She said they represented those
cities' signature events and thought the Classic was an opportunity for City of
Palm Desert to own and build on and help create additional promotional activities
as part of the Classic that the Golf Channel could cover.
Ms. Bowen asked if Mr. Mandelbaum's motion would work.
Mrs. Gilligan said a month's continuance was too much if the Classic is gearing
up for a November 1 printing.
Discussed ensued as to which benefits were appropriate for the City, the timing
of next committee meeting, and the Classic's deadlines.
Mr. Mandelbaum retracted his motion.
Following further discussion, Mr. Mandelbaum announced a new motion to
adjourn the Marketing Committee to October 10, at 10 a.m. Motion seconded by
Sara O'Flynn and carried unanimously.
Ms, Bowen announced a motion to appoint a subcommittee to work with Classic
representatives and report back to the Marketing Committee on October 10.
Motion carried.
Mr. Mandelbaum, Sara O'Flynn, and Ms. Bird-Hrivnak volunteered to be on the
subcommittee.
NOTE: THE FOLLOWING ITEMS WERE LISTED ON AN AGENDA ADDENDUM POSTED 72
HOURS PRIOR TO THE MEETING.
C. EASTER BOWL TENNIS TOURNAMENT
7
-PT. C14-
WHAT: The 48th Annual Bob Hope Chrysler Classic - hosted by George Lopez -
the granddaddy of celebrity pro-ain golf tournaments and the onlyfive-day
90-hole PGA TOUR event
WHEN: January 15-21, 2007 (January 14, 15 & 16 Practice Rounds)
WHERE: Classic Club (Host Course), Bermuda Dunes Country Club,
La Quinta Country Club, and Palmer Private Course at PGA WEST
TICKETS: Contact Bob Hope Chrysler Classic Office (760) 346-8184 or
1-888- MR B HOPE or the website www.bhcc.com
PROCEEDS: All net proceeds generated by the Bob Hope Chrysler Classic are
distributed to Eisenhower Medical Center and 40 other charities.
To date over $42 million has been donated to over 110 local charities.
DEFENDING CHAMPION: Chad Campbell - (63-66-68-67-71) 335
BOARD PRESIDENT & John M. Foster
TOURNAMENT
CHAIRMAN:
TOURNAMENT DIRECTOR: Mike Milthorpe
PRE -TOURNAMENT MEDIA: Pat Bennett
CLASSIC BALL: Sunday, Jan. 14, 2007 — Renaissance Esmeralda Resort & Spa
Presented by The Ritz -Carlton Club
PRIZE MONEY: $5,000,000 first place winner's share, $900,000
NUMBER OF PROS: 128
NUMBER OF AMATEURS: 384 — Celebrities such as George Lopez, Carson Daly, Michael
Bolton, Roger Clemens, Justin Timberlake, and Samuel L. Jackson
TELEVISION: Saturday & Sunday — 12 - 3:30 prn (PST) 3 - 6:30 prn (EST)
Golf Channel Wednesday , Thursday and Friday — 4 - 6 prn (PST) 4 - 6 prn (EST)
NUMBER OF VOLUNTEERS: Over 2000
Bob Hope Chrysler Classic Charities
The Bob Hope Chrysler Classic has contributed more than $42 million to Coachella Valley charities since 1960.
In 2005, it donated more than $1.7 million to charities actually located in the City of Palm Desert, to those that directly
serve Palm Desert residents or provide social services that would be Palm Desert's responsibility.
For example, each day Palm Desert citizens avail themselves of the medical services of the Eisenhower Medical
Center and the Community Blood Bank. Several charities supported by the Classic, such as the Stroke Activity Center,
Braille Institute and Desert Blind, provide counseling and rehabilitation services.
Other organizations, such as the Rescue Mission, Martha's Village, FIND and FISH, house the homeless, provide
emergency food, medical care and job training. Although these agencies are not located in Palm Desert, they serve people
that might otherwise migrate to Palm Desert and other areas of the valley to obtain such support, obviously further taxing
Palm Desert's resources.
Listed below are the charities that directly or indirectly support the City and its residents.
Charities Located in Palm Desert:
Big Brother/Big Sister of the Desert
Boys and Girls Club of Coachella Valley
Coachella Valley Autism Society
Desert Cancer Foundation
Foundation for the Retarded
Charities Serving Palm Desert Population:
A.B.C. Recovery Center
Alano Club of the Desert
Angel View Children's Foundation
Community Blood Bank Center
Desert Blind and Handicapped Assoc.
Eisenhower Medical Center
Charities Serving the Entire Community:
Coachella Valley Rescue Mission
Fish of the Lower Coachella Valley
Food in Need of Distribution
Habitat for Humanity
Joslyn Cove[Meals on Wheels
Pegasus Riding Academy
Shelter from the Storm
Tools for Tomorrow
Family Services of the Desert
Guide Dogs of the Desert
Palm Springs Stroke Recovery Center
The Mourning Star Center
United Cerebral Palsy
Martha's Village & Kitchen
The Well in the Desert
'"l-J-�'S -INTO THE, 91063 HOPE
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AS 7,EV'*EixJT`_'-' CELEBRITY FiCSIT
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Pa�nn Dcsert, CA (August 22, 2006) - Ceorge LopeL scor��d a 'noie-in-one toc�ay as the 481, 3o'D Hope C'_,-�ss' R
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vvas presenied -,xith a limited prociuc6op high performance black 2037 300C SRT8 Chrys!er by the toui-nan-nent soonsor.
7hC -3rernier celebrity p:-o-ani cvi� . Zn -
:it on the PGA TOUR arld the only 00!f tOLj-.iaP,.-2n( p'vyc(� on 4'�)ur c:�u:sc� span"Aig fivc
days, will be held fi-om January '. 5-2 '1, 2007.
"Bob and I both admired George Lopez as one of our brightest young comedians," says Dolores Hope. "Rernernlaer, at
ou� ages., anyone;_lnder 60's considered 'youi-ig.* IN-haL's -nore - he plays golf � oo. I i�rr. so plea-sed lvi�Lh his invoiver-len-
as an Ambassador and participant with the Classic."
"We are very excited to have George on our tearn'" said John Foster, Tournament President.
"11is love for the gaime and his comedic talent makes hirn a wonderful ambassador to help carry on
the tradition of the Bob Hope Cht-ysler Classic. "Ne think George is going to bring energy and
excitement to the eve-L tha; is refreshing and has been n-fissirg sincc the passing o�' Bob. We do
appreciale George takiv, time ow of his busy schedule to dedicate io ihis 47-yea- PGA P.)u"R
event which raised S1.8 million *asL year."
"it*S all honor io Nvalk in the footsteps ofa legencl," said Lopez. "As host I iniend io hc:-,cr the
tradition of The Bob Hope Chrysler Classic and have a great time blazing a new path."
A arn deliAted that Georgz Lopez has agreed to serve. as Guest Host to!- tl c;3ob Hope
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Chrysler Classic," said PGA TOUR"Commissionei-T-i-i Finchem. "I -understand George has
made a personai commitment to help elevate the profile of the tournament among the celebrity
i community, and he has pledged his support to assist with oroinotional efforts to raise the level
of charitable contributions fo:- the tournament. George has always demonstrated his passionate
'n
pport for PGA TOUR oolf. and this is a significan', exte, sion to his involvel ent
our spo!'t."
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only golf, hut the lifest le associated wiin golf. �3ob 'lope and B-H, g Crosby xere
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te —i"crunliers of 'this type of event and, Glen Camp)ell, Andy Williams aaL
. T ackie (Gleason, people like,'.hat, -were parL, o'everis iiia'. became my fav-__--;if
evenis Jo p;ay., 1� aacked 1990 3ob Hope Cli;-ysler Classic champion
Jaco'osen. A FeA it was rriost imocruint tGliavc a cele6rilly hos', f3ob Ho-.3�c-,
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Bob Hope Chrysler Classic History
In 1959 a group of local businessmen and community leaders decided to produce a PGA TOUR golf tournament
and named it the "Palm Springs Golf Classic". Thunderbird Country Club served as the host of this inaugural event,
with Tamarisk, Bermuda Dunes and Indian Wells Country Club filling out the rotation.
The idea was to generate interest in the greater Palm Springs community, with the net proceeds going to local
charities (first year, $15,000!) Bob Rosburg created the tournament's unique five-day format played over four
different courses with pros and amateurs participating. The first event, won by Arnold Palmer, was such a success
that it was televised in 1961. Its unique format and strong participation from celebrities proved very popular and fit
in with the emerging success of this exciting decade of golf.
Because of this success, the ability to generate large amounts of charity dollars soon became apparent. The Board
began to look at the needs of the valley and where these charity dollars might do the most good. One such need was
the lack of a hospital in the mid -valley.
Bob Hope, a longtime resident of the desert, played in the early years and agreed to add his name to the 1965
tournament which now became The Bob Hope Desert Classic. Bob's personal regard among his peers in the
entertainment industry brought even more celebrities to the tournament and the Classic Ball, one of only a very
few black tie events in the desert. His relationships with Chrysler and NBC proved to be a boon to the event's
popularity on television and with the pros playing in the event. Huge galleries attended and the Classic Ball was
always a sell -out.
After Bob became part of the event, the Classic Board began to seriously develop its idea of building a hospital
in the mid -valley area.
Thanks to the personal efforts of Dolores and Bob Hope, General Eisenhower (who maintained a home at
Eldorado Country Club) agreed to lend his name to this fledgling facility, thus the Eisenhower Medical Center was
born. The Classic Board committed itself to generating funds to build and maintaio this new not -for -profit hospital,
the only one in the valley.
Through the decades, the Classic has remained a favorite stop on the Tour for many players. It nurtured its
relationship with the PGA Tour and NBC Sports. In 1986 Chrysler became a title sponsor, a sponsorship that has
continued unbroken for twenty years.
The Classic organization continues to grow with the changing times. In 2005, the H. C. and Frances N. Berger
Foundation donated a golf course and clubhouse to the Classic, giving the Classic a new source of revenue for its
charitable efforts for decades to come. That course, Classic Club, is now the new home of the tournament. Its
beauty and challenging play will make it one of the top public courses in the country.
Is
PRO -AM TOURNAMENT
The amateurs who have supported the tournament over nearly one half century have come from all over the
world with incredibly diverse backgrounds in the entertainment, sports, political and business worlds.
Following are just a few of these 18,000 amateurs who have been the foundation of the event's success.
Amateurs:
Politicians:
Presidents Gerald Ford, George Bush, (sitting) Bill Clinton
Vice Presidents Spiro Agnew, Dan Quayle
Speaker of the House Tip O'Neill
Senator George Murphy
Representatives Bob Michael, Dan Rostenkowski, Marty Russo
Celebrities:
Actors/Comedians
Bob Hope
Desi Amaz
Jack Benny
Jack Carter
Kevin Costner
Tom Dreesen
Peter Faulk
George Gobel
Samuel L. Jackson
Howard Keel
Mathew Lillard
Fred MacMurray
Matthew McConaughey
Bill Murray
Leslie Nielsen
John O'Hurley
Dan Rowan
Randolph Scott
Danny Thomas
Flip Wilson
Musicians
Michael Bolton
Hoagy Carmichael
Bing Crosby
John Denver
Robert Goulet
Aaron Lewis
A.J. McLean
Don Adams
FraDkie Avalon
Joey Bishop
Sidney Chaplin
William Devane
Richard Dreyfuss
James Garner
Monty Hall
David Jantzen
Don Knotts
Hal Linden
Cheech Marin
Victor Mature
Craig T. Nelson
Lloyd Nolan
Dennis O'Keefe
Mickey Rooney
Tom Smothers
Robert Wagner
Luke Wilson
Flex Alexander
Jim Backus
Ray Bolger
Don Cheadle
Kirk Douglas
Clint Eastwood
Thomas Gibson
Phil Harris
Richard Kam
Burt Lancaster
George Lopez
Dick Martin
Bruce McGill
Rick Nelson
Donald O'Connor
Joe Pesci
Kurt Russell
Kevin Sorbo
Mark Wahlberg
Efrem Zimbalist, Jr.
Anthony Anderson
Jason Bateman
Foster Brooks
Chuck Connors
Mike Douglas
David James Elliott
Jackie Gleason
Dennis Haysbert
Danny Kaye
Jack Lemmon
Guy Madison
Zeppo Marx
Ray Milland
Bob Newhart
Chris O'Donnell
Buddy Rogers
Telly Savalas
Robert Stack
Johnny Weissmuller
Pat Boone
Les Brown
Glen Campbell
Don Cherry
Alice Cooper
Scatman Crothers
Vic Damone
Mac Davis
Sammy Davis, Jr.
Glenn Frey
Vince Gill
Amy Grant
Buddy Greco
Dennis James
Harry James
Trini Lopez
Dean Martin
Johnny Mathis
Willie Nelson
Charlie Pride
Louis Prima
PAST CHAMPIONS
1960
Arnold Palmer
1972
Bob Rosburg
1984
John Mahaffey
1996
1961
Billy Maxwell
1973
Arnold Palmer
1985
Lanny Wadkins
1997
1962
Arnold Palmer
1974
Hubert Green
1986
Donnie Hammond
1998
1963
Jack Nicklaus
1975
Johnny Miller
1987
Corey Pavin
1999
1964
Tommy Jacobs
1976
Johnny Miller*
1988
Jay Haas
2000
1965
Billy Casper
1977
Rik Massengale
1989
Steve Jones
2001
1966
Doug Sanders
1978
Bill Rogers
1990
Peter Jacobsen
2002
1967
Tom Nieporte
1979
John Mahaffey
1991
Corey Pavin
2003
1968
Arnold Palmer
1980
Craig Stadler
1992
John Cook
2004
1969
Billy Casper
1981
Bruce Lietzke
1993
Tom Kite
2005
1970
Bruce Devlin
1982
Ed Fiori
1994
Scott Hoch
2006
1971
Arnold Palmer
1983
Keith Fergus
1995
Kenny Perry
CLASSIC MOMENTS
Mark Brooks
John Cook
Fred Couples
David Duval
Jesper Pamevik
Joe Durant
Phil Mickelson
Mike Weir
Phil Mickelson
Justin Leonard
Chad Campbell
• First Classic - 1960 (Palm Springs Golf Classic)
• Bob Rosburg created the 5-day format played over four different courses with pros and amateurs
• Bob Hope added his name to tournament — 1965 (Bob Hope Desert Classic)
• Marine Corps marched down fairway to greet President Eisenhower — 1968
• Eisenhower Medical Center opened — 1971
• Arnold Palmer wins his 5th Bob Hope Desert Classic Championship — 1973
• Johnny Miller is the only back-to-back Classic winner — 1975 & 1976
• Silver Anniversary — 1984 (Bob Hope Classic)
• Chrysler becomes Title Sponsor — 1985 (Bob Hope Chrysler Classic)
• Stadium Course at PGA WEST was added to course rotation — 1987
• PGA West Palmer Course was added to course rotation — 1989
• John Cook wins a 5-way playoff against Sauers, Fehr, O'Meara and Kite — 1992
• The Presidents played in the Tournament — Pres. Ford, Pres. Bush and sitting Pres. Clinton — 1995
• Indian Ridge was added to course rotation — 1996
• David Duval shot a 59 in the final round to win — 1999
• Tribute to Bob Hope - 2004
• Classic Club was added to course rotation — 2006
• George Lopez named Host - 2006
Aaron Lewis
A.J. McLean
Darius Rucker
Eddie Van Halen
Adrian Young
Athletes
Troy Aikman
Ernie Banks
George Blanda
John Brodie
Michael Chang
Doug DeCinces
Mike Ditka
Julius "Dr. J." Erving
Tom Glavin
Ron Harper
Randy Johnson
Ralph Kiner
Mario Lemieux
Nigel Mansell
Mark McGwire
Joe Morgon
Walter Payton
Junior Seau
Hank Stram
Peter Uberoth
Space
Gene Cernan
Radio and Televison
Aaron Brown
Joe Kernen
Stone Phillips
Trini Lopez
Dean Martin
Johnny Mathis
Willie Nelson
Charlie Pride
Louis Prima
Frank Sinatra
Justin Timberlake
Tommy Thayer
Lawrence Welk
Fred Waring
Andy Williams
Marcus Allen
Charles Barkley
Drew Brees
Bear Bryant
Roger Clemens
Oscar DeLa Hoya
Don Drysdale
Boomer Esiason
Goldberg
Orel Herschiser
Parnelli Jones
Evel Kneivel
Joe Louis
Willy Mays
John McKay
Mark Mulder
Jerry Rice
Mike Schmidt
Don Sutton
Fernando Valenzuela
Burt Rutan
Carson Daly
Jack LaLanne
Maury Povich
Eddie Arcaro
Johnny Bench
George Brett
Gary Carter
Chili Davis
Vinny Del Negro
John Elway
Jim Everett
Otto Graham
Lou Holtz
Michael Jordan
Sandy Koufax
Derek Lowe
Don Meredith
Jim McMahon
Merlin Olson
Ahmad Rushad
Emmitt Smith
Lawrence Taylor
Matt Williams
Alan Shepard
Rick Dees
Rush Limbaugh
Donald Trump
Classic Girls: Movie and Television Stars, Miss America, Miss US World
1960 Gail Davis
1961
Ann Blyth
1962
1963 Jane Powell
1964
Donna Douglas
1965
1966 Jill St. John
1967
Diane McBain
1968
1969 Barbara Anderson
1970
Barbara Eden
1971
1972 Brucene Smith
1973
Linda Carter
1974
1975 Terry Ann Browning
Max Baer
Yogi Berra
Shotgun Britton
Chris Chandler
Dizzy Dean
Joe DiMaggio
Mike Eruzione
Marshal Faulk
Ken Griffey, Jr.
Stan Humphries
Wally Joyner
Rod Laver
Greg Maddux
Ann Meyers Drysdale
Dave Mirra
Jim Palmer
Pete Sampras
John Smoltz
Derrick Thomas
Maury Wills
Bryant Gumbel
Shawn Parr
Debbie Reynolds
Dianna Lynn Batts
Linda Cristal
Gloria Loring
Lexie H. Brockway
V, c
C CA M V E.- W 9t
THE EXCLUSIVE CABLE HOME OF THE PGA TOUR
Unprecedented 15-year partnership
> PGA Tour for the first time in primetime ... EVERY WEEKI
)o First 3 events of the year kick-off on TGC (All rounds)
./The Mercedes
.,'The Sony
VThe Hope
> Early round coverage of ENTIRE 33 Fed Ex Cup tournaments including:
VTHE PLAYERS
VWGC
VTHE TOUR Championship
);w Early round Sa-Su coverage of'
VTHE TOUR Championship
%/The Memorial
./The International
> 5 full round events scheduled opposite the WGC & President's Cup
> 7 four -round official money events in 40 following THE TOUR Ch.
. _�A
2005 ACTUAL PGA Toumarnent 2007 Estimated PGA Tournament
Household GRP Summary Household GRP Summary
14%
12
By Percentage
1 r, 0/.
ou /0
In 2006, ESPN and USA
delivered 29% of all
PGA TOUR GRPS
26%
By Percentage
37%
�7%
In 2007, The Golf Channel
should deliver 37% of all
PGA TOUR GRIDS
1AA
PGA TOUR Impact on Viewership
• Th-Fri 3p-7p
+500%
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opportunity to come home and interact with your product in a PGA TOUR
environment.
Why Is this important?
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for total viewership.
Proof:
1) The primetime ThursdaylFriday of Sony historically out delivers the
five daytime ThursdaylFriday of the TPC.
Mercedes = 1.4 vs.84 at VC.
Sony =.87 vs.84 at TPC.
2) Champions Tour on TGC generally delivers more viewers in Prime
versus the Live play (and 85% are NEW Eyeballs who didn't watch the
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coverage earlier that day. *Soumo: Nielsen Media Rtattiw
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The GojOdn_fi.2LD1str1bufIon:
> U.S.
80 Million
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5 Million
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7 Million
> Japan
1.5 Million
> Korea
3 Million
> Pinehurst
> Pebble
> PGA National
Canada - 5 million
Every Room
Every Room
Every Room US - 80 million
UK - 7 million
THEGOLFCHANNEL.COM SITE STATISTICS
> Average 1.8 million unique viewers per month In 2007
> Deliver I billion page views In 2007
> Users view 25 to 40 pages per month
> 625,000 newsletter subscribers In 2007
> 276,000 "opt In" for our dedicated push e-malls
DUAL DENSITY CROSSLINE
a&
rpoll NOMM
M V f. a- 9-2 rw
B E NINTEFITS TO THE CITY OF PALM DESERT
, All newspaper datelires for the Tourtia-ment will be Palm Desert. (priceless)
- All PGA TOUR reieases and schedule postings will indicate Palm Deseri. (priceless)
All newspaper ads include City of Palm Desert logo. (975" schedule with Desert Sun - $45,850 value)
All television ads include City of Palm Desert logo. ($36,025 value)
Golf Channel will produce a :60 vignette on Palm Desert, which will be shown each day of the telecast
(5 days live) and during the taped coverage each evening (total of 10 times). ($150,000 value)
On -air mentions by Golf Channel announcers would be Classic Club, Palm Desert. (value of $2,000 @ mention)
Residents of Palm Desert will receive free admission Friday at the Classic Club with proof of residence
and a $5 Saturday discount voucher. Available at the Classic Club gate only - no advance tickets.
($25 each resident on Friday + $5 each resident on Saturday value)
2 page spread in the'llournament Program. W",000 value)
25% discount off published green fee rate June -October for residents of the City of Palm Desert.
Residents must have a valid Palm Desert Residence Card issued by the City of Palm Desert; 5-day advance
booking requested.
Palm Desert retail area - featuring "booths" from El Paseo and other retailers in on upgraded environment.
Limited to 15 participants. (10' x 101 @ $4,OCO times 15 = $60,000 value)
-, An insert on the City of Palm Desert for media partners. Estimate 250+ members of the media.
Table for 10 at the Classic Ball. ($7,500 Value)
13 Bob Ho--,v Club nnc-mbers' hips. ($6,500 vah ol
Free junior golf clinic Saturday, January 13th at Classic Club with PGA TOUR pros. (priceless)
Option for a City of Palm Desert tent for resid2nts— available at net cost.
_313
T_--sday, January 9
Friday, January 12
Saturday, January 13
SCHEDULE OF EVENTS
Fands Distribtition
Mot-ton's Dinner —
Pairings Party — La Quinta Hotel and Resort
REGISTRATION — Annenberg C2nter at Eisenhower Medical Center
Sunday, January 14 REGISTRATION — Annenberg Center at Eisenhower Medical Center
Professional and Arnateur — Practice Rounds - All four courses
CLASSIC BALL — Renaissance Esmeraida Resort, Indian Wells 5:30 pm
Ivionday, January IS REGiSTRATION — Annenberg Ce-viter at Eisenhower Medical Center
Professional and Amateur — Practice Rounds - All four courses
Tuesday, January 16 Professional and Amateur — Practice Rounds - All four courses
Wednesday, January 17 FIRST ROUND of TOURNAMENT
Field of 128 professionals and 384 arnateurs starting times begin at 8:30 a.m.
at all four toumament courses
Thursday, January 18
1:,r;1JLy,.j_anuary '1 9
Saturday, January 20
3-Anday, ja�--�3ary 21
SECOND ROUND of TOURNAMENT
Starting times begin at 8:30 a.m.
THIRD ROUND of TOURNAMENT
Starting times begin at 8:30 a.m.
FOURTH ROUND of TOURNAME;NT
Starting firnes begin at 8:30 a.m.
AMATEUR AWARDS CEREMONY — Classic Club - foilowing piay
FINAL ROUND OF'I'OURNAMENIT
The low 70 professionals (and iles) slaviing times app-foximateiy 3:30 a.nn.
PRESENTATIONNTCERFMOINIES
Tiic %,vinncr be presen-ted. �:!s ckck ind tre lzeys;o a 2OC-7
re -s crysia ti-cphy on t!:e I Sth &�n L-1 the Classic CIL6
,ind the ID foi
io".cnving c�-%-nplction of pleiy*