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The Golf North Wales Forum Monday 5 th March 2012

The Golf North Wales Forum Monday 5 th March 2012. Presented by Simon Harris Commercial Manager European Senior Tour. Contents. Overview of the European Senior Tour Selection Criteria for a European Senior Tour event The Wales Senior Open 2012 – Conwy Golf Club

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The Golf North Wales Forum Monday 5 th March 2012

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  1. The Golf North Wales ForumMonday 5th March 2012 Presented by Simon HarrisCommercial ManagerEuropean Senior Tour

  2. Contents • Overview of the European Senior Tour • Selection Criteria for a European Senior Tour event • The Wales Senior Open 2012 – Conwy Golf Club • The Role of the Commercial Manager • Benefits of hosting a European Senior Tour event • Questions

  3. European Senior Tour Overview

  4. European Senior Tour History 1992 – European Senior Tour launched with 3 tournaments 2002 – Joint sanction of The Senior Open Championship with the US Champions Tour 2011 – 13 month season spanning 16 different countries Evolution Today 1993 – European Senior Tour Qualifying School Introduced 1987 - First Senior Major established in Europe – The Senior Open Championship 2011 – 21 Order of Merit Tournaments 2011 – Prize Money of circa €9,000,000

  5. The European Senior Tour uncovered • The European Senior Tour - for professional golfers over the age of 50 - providing a showcase for the legends of European golf • 130 players are registered Members of the European Senior Tour • Wholly owned subsidiary of The European Tour Group which includes The European Tour, The Challenge Tour and The Ryder Cup • The membership qualify to play through their category, e.g. All Time Career Earnings or through Q School • We are a team of 5 are based at Wentworth HQ, where the Tour is administered from • Andy Stubbs Managing Director • Louise Patterson Account Promotions Manager • Simon Harris Commercial Manager • Linda Williams Tournament Co-Ordinator • Kelly Tyrrell Event and Promotions Co-Ordinator • The Tour supply Scoreboard, Staging, Refereeing, Tournament Director and Commercial Sales expertise

  6. GLOBAL FOOTPRINT In 2012: 17 events… . . . . . . . . . . . . . . . …across 14 countries.

  7. Selection criteria for a European Senior Tour Event

  8. European Senior Tour – Selection Criteria The Golf Course • Has to be of a reasonable length (circa 6,750 yards) and offer a ‘tough but fair’ challenge • Should be reserved for the exclusive use of the tournament for the ‘tournament week’ (Sunday - Sunday) • Must have a maintenance team and equipment capable of preparing the course to tournament standard • Enough space and infrastructure to allow the viewing public to access and navigate the course safely • Agronomy support can be provided on request The club would also need to provide:- • a practice range wide enough for 25 players at any one time and at least 300 yards long • a practice putting green and a chipping green • Necessary staff and equipment to operate the practice range

  9. European Senior Tour – Selection Criteria Venue Facilities Consideration should be given to the following requirements:- • Clubhouse has to be available and reserved for the exclusive use of the tournament for the tournament week • Sufficient locker room space for the competitors and a private area for the Senior Tour physiotherapist • Secure storage areas for tournament equipment, players’ clubs etc • An area within the Clubhouse set aside as a Players Lounge • Suitable area to act as the Senior Tour office during the tournament week • Suitable area to act as the Recording Area for players to register their scores. Ideally close to the 18th green, but could be in the Senior Tour office if there’s sufficient space • An office for tournament operation/promoter • Press area offering facilities for local/national media (internet access, photocopying etc) • Suitable parking areas for players, members, media, sponsors and spectators

  10. The 2012 Schedule • The Benahavis Senior Masters 1st – 3rd June La Quinta, Marbella, Spain • Van Lanschot Senior Open 22nd – 24th June The Royal Haagsche, The Netherlands • Berenberg Bank Maters 29th – 1st July Wörthsee Golf Club, Munich, Germany • Bad Ragaz Senior PGA Open 6th – 8th July Golf Club Bad Ragaz, Switzerland • The Senior Open Championship 26th – 29th July Turnberry, Scotland • The Scottish Senior Open 14th – 19th August Fairmont St Andrews • The Wales Senior Open 21st – 26th August Conwy Golf Club, North Wales • The Travis Perkins Senior Masters 28th – 2nd September Woburn Golf Club, Buckinghamshire • Pon Senior Open 7th – 9th SeptemberWINSTON open Course, Vorbeck, Germany • Casa Serena Open 14th – 16th September Casa Serena Golf, KutnáHora, Czech Republic • Fubon Senior Masters 9th – 11th November Miramar Golf & Country Club, Taipei, Taiwan • MCB Tour Championships 7th – 9th December Constance Belle Mare Plage, Mauritius

  11. The Wales Senior Open Schedule • Monday 20th August Players Arrive • Tuesday 21st August Players Practice Day • Wednesday 22nd August Tournament Partners & Supplier Sponsors Pro-Am (up to 24 teams) • Thursday 23rd August Title Sponsor Pro-Am (up to 24 teams) Junior Pro-Am • Friday 24th August Round 1 of Professional Tournament (72 Professionals) Children’s coaching clinic after play • Saturday 25th August Round 2 of Professional Tournament • Sunday 26th August Final Round of Professional Tournament (followed by Televised Prize Giving Presentation) • The field composition is designed to cater for the leading 72 players on the Senior Tour Ranking List, with selected invitations from the host country/event sponsor being incorporated into the field • Tournaments are played over 3 rounds of 18 holes, usually from Friday to Sunday • There is no ‘cut’ at Senior Tour events • Prize money won goes towards the player’s annual Order of Merit position and the John Jacobs Trophy • Free to enter event with car parking chargeable • Anticipated spectator number target of 10,000 over the 3 tournament days

  12. The Wales Senior Open Team • The Tournament Director - Michael Petch • Referees • Scorers • Physio • The Promoter- Amy Watkins • The Tour • Club • Suppliers • Volunteers • Everyone! • The Championship Management Team - Simon Alliss and Jenna Kinnear • European Tour Productions TV crew and Media representative – Steve Todd • The Host Venue • Club Secretary • Head Greenkeeper • President • Members representatives • Conwy Borough Council and Tourism Partnership North Wales • Wales Government

  13. The Role of the Commercial Manager 3 over riding responsibilities • To provide the membership with playing opportunities • To maximise the commercial value of the tour • To grow the schedule and promote the game internationally Responsibilities at Conwy • Represent the Tour • Identify our assets and set targets • Create, Package and Sell a structured programme of access to the event • Control the budget • Pre Promotion to maximise attendance • Work with all stakeholders to coordinate the successful delivery of the event • Promoter, TD, Sponsors, Staging, VIP’s, Media and TV, Government and Players • Influence TV production to deliver maximum value for sponsors, venue and region • Deliver all contractual obligations • Post event reporting

  14. The Players are our biggest asset • Mark JamesGordon Brand Junior Jose Rivero • Sam Torrance Barry Lane Peter Fowler • Sandy Lyle Manuel Pinero Carl Mason • Ian Woosnam Andrew Oldcorn Bill Longmuir • Des Smyth 2013 Colin Montgomerie 2014 Miguel Angel Jiménez • Costantino Rocca

  15. Enshrined in the rich history of golf Among the membership of 130 players there are • 12 Former Ryder Cup Players • 21 Former European Tour Tournament Winners Des Smyth, Jerry Pate, Tom Watson, Tom Kite, Bernhard Langer and Sandy Lyle Veterans of the 1981 Ryder Cup at Walton Heath Ian Woosnam and Sam Torrance in China

  16. Sponsorship Benefits Inventory • The European Senior Tour can offer a holistic programme of Marketing rights, Advertising Assets and Hospitality & Event rights to deliver a robust return on your investment and value for money. Title sponsors benefit from an enhanced inventory of rights to reflect their elevated status as the Title sponsor. Marketing Rights • Category exclusivity • Use of the European Senior Tour Imagery and IP, event logo and designation as an Official Partner • Naming rights to the tournament or an event property • Joint marketing opportunities to European Tour database Advertising Assets • TV Graphics • Media backdrop and Press Releases • On Course signage • Caddy bibs, Carry boards and Winner’s Presentation • Event promotional literature • Europeantour.com Event & Hospitality Rights • Exclusive Pro Am for up to 72 VIP guests over the course prior to the tournament • Prize giving ceremony and buffet • Premium hospitality over the 3 tournament days • Ticket allocation for each of the tournament days • Sales franchise or exhibition space in the tented village • Coaching Clinic for local community PR or VIP guests • Signed merchandise for promotional use • Additional playing opportunities throughout the year

  17. Sponsorship Model There are 3 ways to partner with The European Senior Tour. We are however, well experienced in creating bespoke solutions to cater for individual corporate objectives and for the majority of budgets • Title Sponsorship of a tournament • Exclusive Pro Am of up to 24 teams (72 players), with the choice of top Senior Tour Players • Comprehensive brand /marketing platform and Premium VIP guest entertainment programme • TV, Press and Online exposure • CSR and Community PR initiatives • Day Sponsorship • Exclusive Pro Am of up to 24 teams (72 players), with European Senior Tour professionals • On Course signage, hospitality and event tickets • Supplier • Exhibition space in the tented village, the commercial heart of the event • Integration of products or Services into Tournament

  18. Signage and Branding On Course Signage Media Backdrops On Screen TV Graphics Entry and Exit Points

  19. Why Invest in Senior Golf? A proven platform for business development • Golf is by far the most efficient means of reaching business decision makers, board directors or senior managers and is a established as a CEO’s most popular hobby, 28% are active golfers and 71% of those have done business with someone they played with • Entertain key clients on the finest courses in the world, professionally prepared to be in the best possible condition • We are unique in that sponsors and guests can compete alongside some of the legends of the game under tournament conditions. This is niche client entertainment platform with a rich heritage of style and success • Public perception of brands who sponsor golf is that they are SAFE, CONFIDENT, TRUSTED and QUALITY • The European Senior Tour has strong relationships with Governments and Tourism authorities across the world due to the profile of our viewers and significant global media distribution combining to successfully drive golf tourism • During difficult economic times a lower cost, lower profile premium quality event will appeal to both guests and shareholders Major global brands have entrusted The European Senior Tour to deliver their business objectives • Rolex, Mastercard, American Express, AXA, Skandia, Aberdeen Asset Management, Travis Perkins Plc, Accenture and PWC

  20. Audience Profile European Senior Tour followers are a highly sought after consumer group, well educated and generally successful in life. On the whole a very attractive international audience profile for sponsors and Tourism Authorities to engage with. • 80% Male • 45+ • ABC1 • High disposable income • Financially Secure, with 33% no longer having a mortgage • Regular travellers - Holiday abroad 2 to 3 times per annum • Frequent consumers of financial, Insurance, healthcare and technology products • Drivers of premium brand cars • Frequently play golf – once per week or more • Employed or Retired Source: Sports Marketing Surveys 2011

  21. Television The European Senior Tour television output is produced by the Tour’s television production company, European Tour Productions. • 50/50 joint venture between the European Tour Group and IMG Media • Largest producer of golf programming in the world – European Tour Weekly, Golfing World, European Senior Tour • Services include : • Programme production • Sale and distribution of programme rights • Marketing services resource for Senior Tour Sponsors

  22. Television • Either highlights or same day highlights format (one hour programmes) • Editorial control means that we can deliver features supporting tourism and attractions of a destination to the global golfing audience, therefore proving real value for venues and regional / national tourism budgets • Distributed internationally to broadcasters with a highly targeted cumulative home reach in excess of 680 million homes • 135 million - European Senior Tour Highlights • 391 million - Golfing World • Plus in flight entertainment systems on 12 of the biggest airlines • 155 million - European Tour Weekly • 40% Europe and 50% Asia Pacific contribute the global viewing audience

  23. Internet Coverage europeantour.com is the internet’s most visited golfing website • Up to 1, 925,000 unique users per month • Up to 23 million page impressions per month • Breakdown of users; • UK 29% • Scandinavia 26% • Rest of Europe 24% • North America 9% • Rest of the World 11% • Sponsor links and opportunity for data capture via competition • Full live scoring coverage of all tournaments • Preview and news updates throughout the tournament • Downloadable smartphone App replicates this information

  24. Benefits of a European Senior Tour Event

  25. Benefits Hosting a European Senior Tour event delivers • Economic impact - The local spend for staging a tournament is in the region of £750,000 Media Value generated by a tournament will be circa £2 million • Value - A European Senior Tour event costs about 20% of a regular tour event • Awareness - The reach of an event will top 400 million individuals The profile of the audience has a high concentration of regular golfers • Positioning - The event promotes the venue and region as a desirable destination Showcasing the area through the TV vignettes gives a wider regional insight The European Senior Tour stands for Quality and Heritage • Consideration - Supports elevated consideration among golf and wider Tourism If it’s good enough for Woosie !

  26. Summary • Present Conwy and the region as an Aspirational destination to the global golfing audience • 680 million TV audience • 2 million per month via europeantour.com • Press and other golf media benefits • The best Pro-Am money can buy provides a stage for business to benefit from a comprehensive brand and key client entertainment programme • Significant measurable return on investment from local economic benefits to TV, Press, Online, VIP Guest programme and live audience engagement • A fun, relaxed and entertaining event to bring people to the area, as well as reinforcing the quality golfing credentials of Conwy and North Wales

  27. Thank you and see you in August …………….

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