The Barracuda Championship is northern Nevada’s only PGA TOUR event, with a $3.5 million purse and featuring 132 PGA TOUR members. At its core, the golf tournament organically attracts local and regional golf fans.
However, in order to grow and increase attendance, it was necessary to widen the net to attract a broader audience. This would require promoting the Barracuda Championship as not just a golf tournament, but as a fun and exciting event that features a host of “outside the ropes” activities.
In an effort to attract and accommodate the younger, less avid golf fan who prefers a fun area to hang out, eat and drink, we transformed a former bleacher area into an expanded patio that featured great barbecue, shaded seating, a fantastic view, laid-back atmosphere and signature bar, promoting it as the Great Clubhouse Cookout.
Partnering with the Reno-Sparks Convention and Visitors Authority, the patio area was dubbed The Patio on the 18th Green presented by RenoTahoe. We launched an integrated marketing plan that included public relations, social media, email marketing, a full re-skin of the website and TV spots that reflected the new theme.
The Barracuda Championship saw record concession sales and an influx of new fans, and thanks to its success in 2017, returned in the years that followed. In fact, the Great Clubhouse Cookout was so well received that the Barracuda Championship was honored by the PGA TOUR, earning the coveted national award for “Best Ad Campaign/Promotional Idea.”