How to Market Low Attendance

Scottsdale already has a PGA Tour event - the hugely popular FBR Open. It draws crowds well into six figures per day and is the most attended event on Tour. The crowds are loud, crazy, and have a lot of casual fans in them. There is a lot of "talent" there, as the Tour players would say.

Scottsdale has another PGA Tour event being played this week, though: the inaugural Fry's Electronics Open at the Grayhawk Raptor Course. Although the field is decent and includes Phil Mickelson, there was not a lot of local press or marketing for the event. That translates into small crowds. But, apparently, that is a good thing according to this East Valley Tribune story.

“The teebox of (hole) 18 at TPC, I’ve seen 20, 25 rows deep, easy; you can’t get four rows here,” said tournament chairman Greg Hoyt. “It is going to be more up close and personal, a more intimate setting.”

Daily ticket sales at the Fry’s Electronics Open are capped at 17,000.

“It’s definitely a lot more low key and formal here,” said Phoenix resident Lisa Harmon.

“I am amazed at how civilized and quiet it is here,” said Jay York, a part-time Scottsdale resident. “You don’t hear a lot of guys yelling stupid ‘In the hole!’ or ‘You the man!’ stuff.”

Added York’s wife, Susan: “That’s one reason we’ve avoided the (FBR) — it sounds like such a zoo.”

This sounds like a brochure for a retirement community! When did sparse crowds become the intent of tournament organizers?! I smell a PR rep with a MBA....