You don’t need to be a golf lover or even a true fan to understand just how bad it is that Hawai`i will be without PGA golf tournaments for the foreseeable future. While the legislature annually questions the value and return on visitor marketing expenditures, it’s hard to question the benefits received by the multiple hours of TV telecasts during the drab, dreary winter days experienced by much of the mainland.
And even for those tourism unfriendly readers, you must understand the impact that tourism has in this market, the numbers of people it employs, the tax dollars it provides, etc. If you think life would be simpler and therefore better without such a fuss about tourism, that ship has sailed.
The financial loss will be huge, and “out of sight, out of mind” concerns portend bigger losses in the years ahead. We don’t have that annual story to tell without multiple televised golf tourneys which showcase Hawai`i via great footage, ambient nature shots, shiny, happy people, sports drama, and human interest stories. And live golf is not just another cop show where many roll their eyes as police cars head toward Kailua and a lead actor says they’re off to the airport.
I love New York, Boston, Chicago, San Francisco, Seattle, Portland and metros, but rarely do I watch a televised event from those locales where I get the urge to visit soon or even register that thought in my brain- the events themselves don’t provide blatant or even subliminal messages that suggest “Hmmm… I’ve got to go there!”
Perhaps we’ll get another PGA Senior event; here’s hoping we don’t also lose the LPGA and the Mitsubishi Electric Championship at Hualālai. TV production containers shipped in to showcase winter golf’s numerous events here allow producers to amortize those massive costs over multiple weekends and events. That’s now gone.
We need more quality media events that draw attention to our state. Marketing 101 says that when people prepare to make a choice (where to eat, live, vacation or what to drive, or even brush their teeth with) you’d better be positioned on their mental ladder of choices as decisions are made, or your marketing job just got a whole lot tougher.
Perhaps with the now-truncated PGA schedule, golf’s powers that be can work with the world’s best players (who love Hawai`i) and get us back in the swing.
Think about it…









