“Our bookings each year have steadily increased,” says John Morrissett, chief marketing director for Erin Hills, the 9-year-old Wisconsin golf course that will host the 2017 U.S. Open. “We don’t open until May 11 but half our tee times and 70 percent of our lodging is already booked.”
He said he’s aware of the post-shadow and “we’re hoping and planning for it.”
Even the oldest course in the world, Scotland’s St. Andrews’ Old Course, which has held the British Open Championship 28 times, follows the same pattern. St. Andrews will host the Open for the 29th time in July and, because of that renewed exposure, the course has been inundated again with increased bookings for the foreseeable future.
“We actually did a fair amount of research on that,” says David Hein, VP of Sales and Business Development for Oki Golf, which controls 11 golf facilities in the Puget Sound region. “When the Open comes to the area, what happens to third-party tour planners? What’s going on, what can we expect and how can we benefit?”
He said Oki’s courses already have booked more than 1,000 rounds for the three weeks before, during and after the Open — many at Washington National and Trophy Lake, two public courses in close proximity to Chambers Bay.
“I think it’s going to be a boost for us,” Hein says.
Make no mistake — if the U.S. Open at Chambers shows well and is successful, it will significantly alter the local landscape. Chambers Bay will become the centerpiece for “buddy golf trips.” Seattle/Tacoma suddenly will be a golf destination where groups can also play nearby courses such as Gold Mountain, McCormick Woods, The Home Course or Trophy Lake.
Hein says his company is developing an Oki Golf Trail to facilitate destination trips.
“We expect a lot of out-of-area golfers coming in from Canada, Oregon, buddies coming in,” Hein says. “Some of that might be Joe from Florida and a little bit of international play, from Asia. There are non-stops from Seoul, Tokyo, Shanghai.”
That not merely benefits local courses, but also hotels, rental-car agencies, restaurants and tourist sites.
A major contributing factor is that Chambers is a public course and accessible for the average “buddy,” much like Erin Hills, Torrey Pines, Pebble Beach, Bethpage Black and Whistling Straits, among others that have recently hosted, or will soon host, major championships. None are cheap, but unlike Augusta National or Pinehurst, any golfer can book a tee time.
“When people see those TV shots of the Sound and the (mountain) backdrop, that boosts the reputation of the Northwest,” Hein says. “They could go and play Pebble and pay $500- or $600-plus, or come here and pay maybe $200, and spend $1,000 or $1,200 for the whole week. They’d like that deal.”
How this region rakes the benefit of the post-shadow after those four days in June depends much on what the world sees. FOX Sports inaugurates its new golf television package with Chambers. More than 45 million people will watch it in 118 countries. The network will have 1,100 people working the event, and a brand-new team of broadcasters that includes Greg Norman.
“They’re huge. They’re like ESPN. They know what they are doing,” Ladenburg says. “They’ll want to go over the top because they are new to the game and they know people will judge them on this U.S. Open. They’ll do a good job of showcasing this.”
The USGA generates just about all of its operating revenues from the U.S. Open Championship, so it’s in their best interest to attract as many eyeballs as possible. Local planners and promoters, however, are most interested in impressing the USGA themselves, and specifically Mike Davis. Chambers Bay folks want to be in the rotation for another Open, sometime in the next 10-12 years.
There will be 2,200 credentialed media members and nearly 40,000 spectators a day who will pass on their evaluations of Chambers Bay and the region. This area will be exposed in a fashion not seen previously. No more isolation in the Northwest. Our little secret up here will be out there for all to witness. This is the big time.
This is going to be … well … humongous.