"From Day One, Bivens moved fast to reshape the LPGA. She replaced the exiting staffers with a team heavy on marketers and intellectual-property lawyers"

Now I'm sure that the LPGA Carolyn Bivens inherited was far from perfect and that as with any organization, some change was necessary. But if you believe BusinessWeek (and that's hard to do considering how they pandered to ranking partner ESPN), you would be under the impression that the LPGA Tour was a complete and utter disaster and that her initiatives have completely turned things around.

Is it me or does Dean Foust's breathless piece reads a bit too much like an official LPGA press release:

If you think the inauspicious start chastened Bivens, think again. The LPGA chief makes no apologies for rattling cages at the 58-year-old tour, telling more than one interviewer: "I didn't take the job to be voted Miss Congeniality." She sees her game-changing overhaul as crucial to making sure the players reap their fair share of the spoils from the growing fan interest in the LPGA. "There were a number of people invested in maintaining the status quo," says Bivens. "It would have been criminal not to change the business model. The value of the LPGA had changed exponentially, and the contracting and the fees hadn't caught up to that."

Ah the value. Of course.

The tour Bivens inherited was far from healthy. Since 2001, the number of tournaments had shrunk from 40 to 35, and interest among TV networks was so limited that the LPGA not only didn't receive rights fees but had to buy air time to broadcast. The tour couldn't even afford to provide health care or retirement plans to its players.

And that has changed?

Perhaps more important, the LPGA didn't control any of the tournaments on its calendar. That left it vulnerable to the whims of tournament operators. For example, in 2006, CBS decided to move the final rounds of the McDonald's LPGA Championship to early afternoon—a time slot that was clearly unpalatable to the tour. NBC was willing to air the tournament in a better slot for $1.5 million. But the tournament's owner opted for The Golf Channel, which cost much less—about $300,000—but could deliver only a quarter of the NBC audience.

From Day One, Bivens moved fast to reshape the LPGA. She replaced the exiting staffers with a team heavy on marketers and intellectual-property lawyers who could help strike better deals with sponsors, licensees, and networks. For players, she hired a "branding coach" to help enhance their marketability. What's more, Bivens gradually hiked the sanctioning fees charged to the tournament owners to $100,000, from the $10,000 or so many had paid—a fee that wasn't enough to cover the cost of setting up the course and providing weekend child care for players. That triggered a backlash among tournament operators, but many players backed Bivens. "In the past I think our leadership was in a position of wanting to please too much. She wanted to do things differently," says tour veteran Wendy Ward.

I always forget that all change is progress! Stupid me.

This was also curious, since the ADT started under the prior regime:

To that end, she has already gained control of the season-ending ADT Championship held in mid-November in West Palm Beach, which pays two-thirds of its $1.55 million purse to the winner (winners usually get 15% of the purse). That disproportionate payout upset some older tour players, but their complaints have fallen on deaf ears. One more reason Carolyn Bivens won't be winning that congeniality award anytime soon.

LPGA Tour Creates Another On-The-Fly-Exemption

You gotta love the Wild West of tournament operations, better known as LPGA Tour headquarters:

Annika Sorenstam will get another crack at the Samsung World Championship, but only because the tournament changed its criteria to allow an exemption for an active member of the Hall of Fame.

Sorenstam is a five-time winner at Samsung, a limited field of 20 players held at Bighorn Golf Club in Palm Desert, Calif on Oct. 11-14.

But she would not have been eligible this year under the previous guidelines that award spots to the defending champion, the four major champions of the year, the leader of the Ladies European Tour money list, with the rest of the field coming from the LPGA Tour money list.

Sorenstam is having one of the worst seasons of her career, missing nearly two months in the spring because of neck and back injuries. The 10-time major champion is 30th on the LPGA Tour money list and has gone more than a full year without winning.

In an effort to upgrade the event, tournament organizers decided to eliminate a criteria that has not been used in nine years - the option to offer an exemption to the U.S. Women's Amateur champion - and replace it with a spot for an active Hall of Famer.

Now that we know Michelle Wie's never going to win that or join the IMG roster of product! And as the story notes, this isn't the first time a new exemption was created to circumvent the previously announced setup.

The tournament created a sponsor's exemption for Michelle Wie in 2004, and the teenager from Hawaii made her professional debut at Big Horn in 2005. Wie also played last year and finished 17th, and she accepted another sponsor's exemption in March.

"Choking freaking dogs!"

From a reader, one of six rising up early enough to catch The Golf Channel's Solheim Cup morning play.

The first morning match sees the Europeans get back to all square at the 18th when Sherrie Steinhauer, with the U.S. dormie, misses from inside three feet. Europe makes the putt and gets the half point. Golf Channel goes to commercial and the music rolls but the commercial doesn't kick in. And in that moment of silence Dottie screams "Choking freaking dogs!"

Our observant reader also noted that at the next commercial break, "they cut out so fast that Brian Hammond almost didn't complete his sentence!"

Nearly makes me want to rise early tomorrow just to watch. Nearly. 

“Tournament competition is one of the most important and certainly the most visible area of our business."

Here's a newsflash from Daytona Beach:

Sept. 7, 2007 –Ladies Professional Golf Association (LPGA) Commissioner Carolyn F. Bivens has

 Excuse me, is the "F." new? Does have more brand gravitas, I must say. Sorry, continue...

announced that Jane Geddes has been promoted to LPGA vice president of competition, effective Sept. 1.  Geddes recently held the position of senior director of tournament business affairs.

One vice president added, just 700 more to catch the PGA Tour.

“I am pleased Jane will assume a leadership role in the area of LPGA competition,” said Bivens.  “Tournament competition is one of the most important and certainly the most visible area of our business. 

And here I thought streaming upward brand dynamic models was the most visible area of LPGA business.

It not only impacts the LPGA players who compete week-in and week-out, but also impacts our fans and sponsors attending the tournaments, as well as the online and broadcast experiences.  Jane will lead our tournament officials and operations team, ensuring that the venues and the staging of events are optimal for maximum fan enjoyment and showcasing the very best golfers in the world.”

As vice president of competition, Geddes will oversee the selection and set up of all LPGA Tour golf courses and facilities, as well as the conduct of the competition, from the membership regulations process through the holing of the last putt.  She also will serve as the LPGA liaison to the recently acquired Duramed Futures Tour on matters regarding venues, competition and membership regulations.

Sounds like a job for about 9 people.

“I am excited about my new role since this is an opportunity to use my experiences as a player and, most recently, in tournament business, to further enhance the LPGA tournament experience for our players, our sponsors and our fans,” said Geddes. 

Today's key word: experience. How long before they start changing tournament names to the the ADT Experience?

We Love You Natalie! We Really, Really Love You!

Wow, I had no idea how desperately the golf publications were clamoring for a chance to milk a Natalie Gulbis win!  Golf World buried a PGA Championship preview for an action shot of Gulbis and all 6 feet of her legs. 

Meanwhile at golf.com's homepage you can't miss the soft core porn shots.

And I, being a total hit whore as much as the next blogger, am only posting this so that I can join in and exploit her smooth, tan, toned legs after this site welcomed 6000 new unique visitors in a three hour stretch yesterday thanks to Deadspin.

But just to show you I have standards, first, here is a teleconference call transcript helmed by Brian Robin. And second, to remind you what a first class operation this is, note that I did not not type the words "Natalie Gulbis nude photos" to attract hits from the inevitable 1000 daily unique Google searchers who truly have nothing to do at the office. Nope, I have standards. 

Is That Anyway To Treat A Flag?

Reader NRH noticed Natalie Gulbis's lack of American flag etiquette, but perhaps since she won the Evian Masters on French soil she was entitled to treat the flag as a stool cover? 

Now boys and girls, let's try to keep the photo captions PG-13 rated...photo courtesy of golf.com:

 

Hjorth, Miyazato, Lee and Kim Set For HSBC Final Four

And if you know their first names, well, you really are watching way too much of Golf Central.

"While increasing the economic opportunities for our members, marketing opportunities for sponsors and opportunities for fans..."

Who else could so relentless use the same word in one sentence? Why you know who, the Brand Lady, probably fresh from a downward brand stream integration meeting where they decided this news would be branded as creating "opportunities."

Readers LPGA Fan and Phil sent this news...

LPGA acquires Duramed FUTURES Tour

Women’s professional golf now under one umbrella

NEW ROCHELLE, N.Y., July 18, 2007 – Ladies Professional Golf Association (LPGA) Commissioner Carolyn F. Bivens, in conjunction with Zayra Calderon, president and CEO of the Duramed FUTURES Tour, announced today that the LPGA has acquired the Duramed FUTURES Tour effective immediately.  The Duramed FUTURES Tour has been the official developmental tour of the LPGA since 1999.  The announcement was made at the LPGA’s HSBC Women’s World Match Play Championship at Wykagyl Country Club in New Rochelle, N.Y.

        The Duramed FUTURES Tour offers rising stars in the women’s game the opportunity to prepare for a career on the LPGA.  For the past eight years, the Duramed FUTURES Tour has operated in a licensee role with the LPGA.  In recent years the organizations have worked closely to align business practices to assist the members of both tours with professional development, and to prepare members of the Duramed FUTURES Tour for the transition to the LPGA.  One of the biggest examples of the synergy between the two organizations over the years has been the awarding of coveted LPGA Tour cards for the top money leaders on the Duramed FUTURES Tour.  In 2003, the LPGA increased the cards from three to five.

“We are absolutely delighted that we have reached an agreement for the LPGA to acquire the Duramed FUTURES Tour,” Bivens said.  “This acquisition demonstrates our desire to fortify the LPGA as the home to the best golfers in the world, providing us with a powerful development system for women, while increasing the economic opportunities for our members, marketing opportunities for sponsors and opportunities for fans to enjoy the next generation of future LPGA stars.”

The acquisition will put women’s professional golf in the United States under one umbrella.  Together, the tours will bring the world’s best female professional golfers to more markets, resulting in increased exposure for the players, sponsors and tours.  Currently the LPGA has 35 tournaments worldwide and the Duramed FUTURES Tour has 19 tournaments in 14 states.

“The Duramed FUTURES Tour has strategically aligned with the LPGA to provide a seamless transition for Duramed FUTURES Tour players to the LPGA,” Calderon said.  “This agreement solidifies what all of us have been working toward for years – a cohesive tour system for the best talent in women’s golf.  The LPGA Tour features the very best in the game and the Duramed FUTURES Tour offers talented golfers and rising stars the opportunity to prepare for a career on the LPGA.”

Financial terms of the acquisition were not disclosed.  Notable terms call for Calderon to remain as president and CEO of the Duramed FUTURES Tour and become a member of the LPGA’s senior management team. In addition, the Duramed FUTURES Tour staff will relocate from Lakeland, Fla., to the LPGA headquarters in Daytona Beach, Fla., by the end of the year.

"When golfers have options, they also have the potential to make mistakes."

Sam Weinman on the restored Wykagyl, home to this week's HSBC Match Play:

Among the intriguing elements of the match-play event's arrival is it comes on the heels of an extensive renovation to the club - one that has changed not just the aesthetic of the storied course, but how it will play.

By almost every account, those changes are particularly conducive to match play, where golfers have to constantly choose between a conservative or aggressive line. And after the renovations last year by the celebrated design team of Bill Coore and Ben Crenshaw, the difference between the two has been brought into sharper focus.

"The biggest difference is there's a lot more strategy involved," said Ben Hoffhine, Wykagyl's head pro. "And in match play, it's a lot more apparent because how you play is dictated by what your opponent does."

Said Chuck Del Priore, one of the club's top players and a member of its greens committee: "A lot of the weaker players will say the course got easier, and the better players think so, too. But what they're also finding is they're getting themselves in more trouble."

That a golf course can simultaneously be more accessible and more challenging is a reflection of the sheer volume of options players are now presented with. Trees have been cut down. Greens and fairways have been expanded. Once a string of 18 wooded holes in which target lines were quite obvious - i.e. just hit it between the trees - the sheer openness of holes means players this week will have new ways to attack them. Which also means they'll have new ways to mess them up.

"It used to be like a one-way street, but now you have tons of different options and lines," Hoffhine said. "And when golfers have options, they also have the potential to make mistakes."

Everyone Wants To Have Their Own Tournament!

Doug Ferguson reports that Lorena Ochoa is the latest, but the Brand Lady is worried. Thanks to the Golf Chick for this:

Ochoa's brother said the $1 million tournament would be limited to the top 30 players from the money list, and he was hopeful of a date the week before the season-ending ADT Championship, a spot on the calendar now occupied by the Tournament of Champions. He said he had a title sponsor lined up, but declined to identify it until contracts are signed.

LPGA Tour commissioner Carolyn Bivens, however, said nothing has been determined.

“I don't know how I'd handicap that,” Bivens said when asked the chances of the No. 1 player having her own tournament. “Next year's schedule is still being refined. She'd love to have a tournament down there next year, but it depends on finding a title sponsor and the right mix of sponsors.”

That's a non-committal committal.

Warning To Network Executives: Brand Lady To Come Knocking While You're On Vacation

...but at least she's presenting at the time of year when so many executives are vacationing in the Hamptons excited to hear pitches: August. Alan Blondin of The Sun News reports:

Bivens inherited cable contracts with ESPN and Golf Channel, and larger events are on ABC, NBC and CBS. Broadcast times vary greatly.

The tour will begin making presentations to network and cable stations in August. "The most important thing for the LPGA is to have a consistent television schedule," Bivens said. "It's very difficult for our fans to find where we are from week to week."

Since events in international locations aren't generally televised in the U.S., Bivens will try to group those to include dates when the LPGA would normally be dark, such as the weeks of the Masters, U.S. Open and PGA Championship.

That should ensure they'll never make it on American airwaves too. 

The events are important for exposure and lucrative deals with international television stations in which the LPGA is paid for broadcast rights - similar to the PGA Tour TV agreements. Right now the LPGA buys time on ESPN and the three major networks and has to sell commercial spots itself. It has other agreements with the Golf Channel.

Bivens said for 2010 and beyond she'll either seek rights fees or develop an LPGA production company that would buy time and produce the programming itself. "If you have a brand that is still forming like the LPGA, being able to control your production is worth a lot of money," Bivens said.

Wait, the brand is still forming? Well, how is it a brand if it hasn't formed yet?

"Especially in terms of educating the audience as to the personalities behind the athletes. We're a society where fans develop behind personalities."

Ahh...translation: lots of fluff!

But I'm back on this brand formtion stuff. Branding experts, could you tell us how you know a forming brand officially becomes a brand? 

"There was a lot of things swirling around the media center."

The Brand Lady made a rare press center appearance to try and put out the various fires started by Michelle Wie's entourage last week.

CAROLYN BIVENS: I'm going to make a fairly brief opening statement and I will take a few questions, and I'll outline some of the things that we can and can't talk about.

She's baaaccckkkk!

I want to go back to last Thursday and the round in Charleston at River Town. Thursday morning, actually, beginning with the fifth hole that Michelle played, which was the 14th, there began to circulate all kind of rumors, innuendos and questions about a potential ruling, or lack thereof. There was a lot of things swirling around the media center.

And it's good to see she's been brushing up on her English.

At this point, she rambles on about the advice ruling, which isn't why we're here, is it? Now, the 88 stuff...

The 88 rule only came in to effect by the time that Michelle had finished what would have been her 10th or 11th hole and shot the 10.

The Wie camp asked questions about the rules and the regulations, and we did as we do every week, and as we had done earlier that day for her playing partners and for others out in the field; we answered the questions regarding the rules and the regulations. At no time did anyone from the LPGA make any suggestion that Michelle should come off of the course.

I see. And, does this mean Mr. Higgs was less than truthful about his consultations "for no particular reason" with Mr. Nared? Oh I'm sorry, continue...

The one thing that I will not go into is any of the conversation that took place with Mr. Wie, Greg Nared and myself.

Oh. Well, let's see what the slingers ask.

Q. How do you think the conversation went without getting into details? Did he accept what you had to say; not what was said but just the tone of it.

CAROLYN BIVENS: I'm not going to -- I'm not going to discuss it.

Hey, you tried.

Q. Do you ever thoughts on the 88 rule and whether that still need to be in existence?

CAROLYN BIVENS: I really don't.

That's comforting.

I'm not the expert on the rules. It's something that our executive committee will look at. What we generally do is at the end of the year we take two or three days in what's called think tank and the members of the executive committee, of which Annika is a member, get into some of the meatier issues that we really can't deal with during the playing year. And we figure out what needs to be changed, what needs to improve, what needs to be added for the following year.

Oh it's toast. As it should be.

 Q. And as a lot of these storylines focus around various aspects of conduct with a 17-year-old, is there anything that you noticed at all leading into last week that raised any red flags; that got your attention that "I need to kind of pay attention to this?"

CAROLYN BIVENS: The question was, was there any indication before leading into last week that maybe was a red flag or something that needed to be paid attention to.

Doug, there really hasn't been. There really hasn't been.

No, nothing at all! Not like say, having to be hospitalized or previous high profile rules infractions.

Nope, no red flags here!

“That’s just ridiculous.”

Golfweek's Beth Ann Baldry on Wie's press conference:

When asked if the tour’s ‘88 rule’ was a factor in her decision to withdraw, Wie said “that’s just ridiculous.”

It was clear that Wie and her handlers had rehearsed this part of the interview. But when it came to questions about a conversation Tuesday with LPGA Commissioner Carolyn Bivens, Camp Wie looked like a deer in headlights.

Fun Times at Bulle Rock

Ron Sirak reports on several more Michelle Wie related incidents, this being the most interesting sign the LPGA Tour is finally getting the message:

There was also another incident Tuesday in which head LPGA rules official Doug Brecht ordered Wie's mother and father, Bo and B.J., and her physiotherapist off the practice range, citing the LPGA rule that only coaches and caddies are allowed on the range with players. Even though Wie is not a member of the LPGA she signs a form at each event she plays saying she will abide by tour rules, according to a tour official. That discussion also went less than smoothly, sources said.

Players React To Wie

The reactions are fairly consistent on Michelle Wie's WD, starting with tough remarks from Paula Creamer and Annika.

From Ron Sirak's piece:

Creamer, whose autograph was one of the most sought after last week, was one of those ill at ease about the Wie withdrawal. "I don't think the LPGA should ever get involved in something like that," Creamer said. "I think it's sad we have to do that. The LPGA shouldn't get involved with players on the golf course unless it is a ruling or something like that."

Annika, quoted by Chris Baldwin who is at Bulle Rock for this week's McDonald's LPGA:

"I just feel there's a little bit of lack of respect and class to just leave a tournament like that," Sorenstam said, pulling no punches in a half filled interview room. "Especially being the hostess, it just seems really weird."

Baldwin also talks to Laura Davies, who has a slightly different take.

"She obviously wasn't injured to the point where she couldn't keep playing," Davies told WorldGolf.com in an exclusive interview after her pro-am round at the McDonald's LPGA Championship Tuesday.

"She withdrew because she was getting close to not being allowed to play the rest of the year as I understand it. I think that decision was a good one too."

Yes, Davies - a 20-time LPGA Tour winner and 45-time international event winner - is convinced that Wie withdrew to skirt Rule 88, the provision that a non-LPGA member is bared from competing in another Tour event for a year if she cards an 88 or higher. But Davies is all right with that. In fact, if LPGA officials alerted Team Wie to that right before she walked off - as it appeared, Davies is completely onboard.

"As long as the LPGA Tour's all right with it and the Tour seems more than all right with it, as far as I'm concerned that's all that matters," Davies said.