Three Things I Learned In SaaS, Sports, Tech, & Live Events
I spent last week in Ponte Vedra for The PLAYERS. It is essentially the Super Bowl for the PGA TOUR, where all sponsors and partners come to town for meetings about the upcoming year.
What I learned during an interesting time for the golf industry.
1. All eyes are on the Masters this year
The LIV vitriol was much more intense than I'd expected.
I went to my first LIV event during the Super Bowl weekend. Nobody mentioned the Tour once. They were all talking about the experience, the players, and how to improve it. There were no slights, no personal attacks, just golf.
Last week in Ponte Vedra was different. Everyone was dumping on LIV - from the format to the politics to the desire for OWR points. LIV was the topic of conversation everywhere.
I think that's a huge mistake, personally. Very little positive comes from trashing competition, especially from the incumbent. It made everyone look worried.
Which leads to The Masters.
One of the arguments made was that the LIV field, with no cuts, is not rigorous enough. But the concern mentioned repeatedly: what if they dominate the Masters?
Scottie Scheffler, Rory McIlroy, and the Mark Steinberg golfers (JT, Colin, Rose, etc) will be carrying the Tour on their backs next month in Augusta.
I can't wait. It'll be exciting TV.
2. Don't make it hard for your customers to boomerang
A few years ago, we saw some customers leave us. So far, in the past six months, most have either come back or are in the process of coming back. Turns out the promises made to them were dishonest, and the service level doesn't compete.
We make it as easy as possible to return.
In talking to some at the Tour, they still believe that a LIV golfer returning to the Tour would be punished by a fine or suspension.
That's crazy. And wrong. Why would you punish someone who could be your spokesperson? They've experienced both and chose us!
If Brooks Koepka decides to return, let him. And make it easy.
Instead, all I heard over and over was concern about what would happen if Rory or Scottie left for LIV. Why not make it a two-way street?
3. The Little Things Matter
We had 24 meetings in two days. One, in particular, stood out. After talking to the host, we found out why.
Steve has a suite for 120 people at the island green 17th hole, where he implements "everything he learned from the book 'Unreasonable Hospitality.'
Steve arrives prior to the event, where he's had tables removed to create more flow, had the bar relocated, eliminated the closet, and plans the number of guests per day.
On tournament day, Steve arrives early to meet with his hospitality staff to ensure the experience will "feel like a five-star hotel." No chair is untucked. Nothing is laying out. Trash is picked up immediately.
It is noticeable.
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Seeking new opportunity!
3moCongratulations! Where in New York can we find you?