"The FedEx Cup, specifically how a player wins it, how a player not only survives but thrives on it."

Now it's Ric Clarson's turn to wow us with multiple platform references. From the PGA Tour Communciations Summit: 

RIC CLARSON:  We wanted to spend a little bit of time telling you about the FedEx Cup, specifically how a player wins it, how a player not only survives but thrives on it.

Now, there are several of you in the audience I'm sure who have seen this presentation before, and the only thing I'm going to tell you is you probably didn't know all the words to Margaritaville the first time you heard it, and we would like you to know how the FedEx Cup is going to work because that is our new platform.

What a metaphor! Uh the difference between Margaritaville and the FedEx Cup? One conjures up images of the good life, the other induces naps.

I do think it's important to hear about this as a platform, and each of the stakeholders that are in the audience this morning, when we go through this, think about it as it pertains to your constituency and how that connects.

I read this article in the Wall Street Journal about how profits launch from platforms. 

Oh yeah this is fun:

It said, "A couple years ago, in the days before YouTube™, a short video website spread like wildfire on the internet.  It showed the fourth richest man on the planet, Steve Ballmer, the CEO of Microsoft, doing a crazy jig on stage at a conference screaming 'developers, developers, developers.'  Truer words have never spoken  or repeated.  Without developers, Microsoft would not possess its desktop monopoly or billions of dollars in profits."

It goes on to say, "Those developers are the little platoons of software programmers and product inventors who turn operating systems like Microsoft Windows, internet browsers, game devices and much else, into something more than themselves, into platforms upon which a whole economic ecosystem rests."

So all of us in this room, we're actually part of an ecosystem, and we have developed a new schedule, a new season, something called the FedEx Cup competition, and if we all execute against it, this will be a platform for all of you in the room, players included, that is going to take us into a new era in golf.

This is YOUR platform. YOUR ecosystem. Embrace it. Sell it. Hump the living daylights out of it whether you think its worth it or not.

When you think about some of the progress that other sports have made and how they've done it, you realize quickly that the PGA TOUR and golf as an industry could not, cannot and will not hold still.  We must be able to compete with a new product.

But if the game is healthy... 

So a new schedule, a PGA TOUR season, 44 weeks, a new season, FedEx Cup season that gives us new meaning.  This will be a generational change.  This is not going to be turn on the switch and everybody gets it from the start.

But it's a new performance measurement.  We've had Player of the Year in the past, we've had Leading Money Winner in the past.  But this is a defined, onthefield performance measurement over a 37week period of time and a sevenweek Fall Series right behind it.

This gives us a onceinalifetime opportunity, and all of us in this room are involved.  This is why we are referring to the FedEx Cup as a new era in golf.  I hope today's communications summit is indicative of the determination we have to go into a new era.

Okay that's enough of that.

Media, I was talking to Craig Dolch last night and I know personally I'm thrilled to have a true season to market against.  It's easier, it's logical, there are better points during the year to garner attention for the sport, and just like those of you in the media who cover other sports with a defined season, we think this is a huge enhancement for you to cover the PGA TOUR and our new season in the FedEx Cup points race.  More quality story lines.

Oh yeah. Uh huh. Right!

We're delighted that you're here because this is an important day for you to absorb this information.

I gave a presentation to Golf 20/20 because the stakeholders who run golf clubs are important stakeholders.  They're influencers.  So we've reached out to just about everybody we could think of.

This has also given us the platform to sync our media internally.  We're getting a lot better at our messaging and how we do it through all the different media channels through a collective effort.

A platform to sync our media internally. Now that's a keeper!

Our communications phases, we started a tease campaign in July, we've just moved into a prelaunch and merges right into the launch campaign that will take us through the first three to six weeks of the season.  Then we get into the season itself, the playoffs and the Fall Series.

The tease to the pre-launch to the launch. Such seamless MBAspeak marketing.

Time to dim the lights and watch some PSAs...

We're just trying to get the FedEx Cup name out there and that tag line "A New Era in Golf."  Well, did it work?  When Golf World wrote an article after THE TOUR Championship entitled "The End of an Era," we were so pleased with that because we do plan on definitely going into this new era.

And I'm sure it just warms the heart of Golf World's headline writer that he helped brand the FedEx Cup.

This is going to take us into what we call our player desire spots.  We've used some historical footage, again, to appeal to the core and connect this past history to what will be new history. 

And...

Nothing is more believable than hearing it from the player himself, so we have a collection of player desire spots that we've done, and now we've started a little bit of seriousness and historical perspective.  Now we're going to use a little bit more humor to tell the passion of players.  (Video shown.)  

Player desire. Is that an oxy...eh forget it.

Oh This Communications Summit Is Warming Up Now

Wow, just powered through 20 more pages and the fun has begun! A trusted writer told me to keep plugging away because I would read PonteVedraSpeak like I've never read before! Oh was he right.

But that'll come tomorrow. It's a slow news week. Got to milk this treasure trove while I can.

So, does anyone know what Phil Mickelson's agent is talking about here? 

STEVE LOY:  I think we discount the fact that these players as golf demands don't have structure already.  I can guarantee you that as agencies we're always trying to create better processing. 

 Is that like, photographs?

I think the Tour right now in the organization and the added resources you're providing are tremendous values.  Having this summit is a tremendous value.  But I think the better idea is that we find alternatives for conduct and for value that we can help promote and upgrade our Tour publicly.

Jagsheemash!

Frankly, I've got to tell you, TV does a better job than print in the fact that they utilize things that are going on in these players' lives, and it comes mostly from our Tour as a resource and their charities and their goodwill and their services, and I think if we start telling some of those lifestyle stories without having to demand their time to do it based on resources we have available to us, not just our stars but all of our Tour as we have the opportunity to tell it in a vignette during the time that player is on a high for that week, then we create better Tour, better products, and we don't have this drastic demand for how do we get more facetoface time with the people that are driving the Tour.

That's right, TV has fog filters and schmaltzy background music that print will never have.

I know that Mr. Finchem is always focused on trying to build more stars. 

 Mr. Finchem?

We all are.  If we all contribute to finding alternative plans to help drive that, we're going to have more access to the top players because they don't fill the tremendous demand that they are now.  I'm not taking their side on this; I'm just saying structure is good, but alternative plans are just as important in the balancing act.

Duly noted.

And Yet Even More From The Communications Summit

Well I'm through page 11 of the 50 page PGA Tour Communications Summit and I now realize that in my last posting that I missed this absolutely priceless line from Barb Kaufman:

Finding number one, and this came from the media contingency.  The majority of the media felt that the Tour media outreach efforts are sufficient, which is like, okay, but in need of improvement.  The blocking and tackling is good, just getting in there and trenching, but quite frankly needed more creativity and a little more sizzle on the steak moving forward.

Remember, I simply copy and paste this stuff. I only wish I could make something like that up.

The event was then turned over to Tim Urstom, who moderated a Q&A.

Let me begin by just introducing the panel to you.  First of all, we've got Lance Barrow from CBS Sports (tepid applause), come on up; we've got James Cramer from the PGA TOUR (even more tepid applause); Doug Ferguson from the Associated Press (outright hissing); Brian Hewitt from The Golf Channel (violently loud booing); Clarke Jones from IMG (even louder booing); John Kaczkowski from the BMW Championship (cries for the Western Open's return); Sid Wilson from the PGA TOUR (standing ovation).  Come on up, guys.

Just wanted to make sure I hadn't lost you yet.

This exchange was interesting and had to earn Doug some dirty looks from the assembled suits:

DOUG FERGUSON:  I don't know if this answers your fruit question, but I think where you need to head is something that Fred Couples said a couple years ago.  I could repeat it but we'd be here all day and you probably wouldn't understand it anyway.  He was on the range at Sherwood about two years ago, and he was talking about whether the Giants were going to get to the playoffs, whether the Vikings are going to make a trade, whether the Mariners were going to make a trade, something with hockey, back to the Giants, back to the Vikings.  Then he hit a few more balls, looked up, and he said, "Do you think guys in our locker rooms are talking about us the way we're talking about them?  Probably not."  And I think that's where golf needs to get.  I don't think we're there.

People in this room may think it's a big deal, but when you look at the mainstream, I think it's still a good sport.  Debate is healthy.

Sometimes I think others might see it as controversy, as negative.  It's not always negative.  Debate sometimes is very healthy.  Sometimes things get taken too personally.  The bottom line is you want conversation, you want to be part of the conversation, and that I think is where you need to head.

I don't think that was the purpose of this summit, Doug.

No, this was a gathering to learn how we can promote the product better. Debate? Please. That's interesting. Interesting is dangerous. It causes people to think and could disrupt their consumption patterns. Get with it!

And Yet More From The Communications Summit

After Finchem and Votaw put the assembled to sleep, their market research speaker took the podium. This is Barb Kaufman of Kaufman and Associates talking about her findings on the media-fan-player relationship.

Second point, on the fan component, fans need more technicolor, and a lot of the media I spoke with were not only representing golf but also cover other sports, and felt fairly strongly that fans really love the technicolor presentation of athletes. 

And you think they only talk like this in Hollywood?  What does that mean, need more technicolor?

Speaking of that, isn't Technicolor a registered trademark?  

They want to know more than their performance.  They want a little more depth, a little more context.  If they get that, it'll expand and create greater loyalty and longevity and loyalty to your sport.  NASCAR and the NFL were cited as benchmarks in that regard.

We're benchmarking!

A top line of the agent feedback, and I'm sure this is really going to shock you because it was the flipside of the coin, the agent and manager perceptions are that overall traditional golf media has become lazy and stale.  The sameole, sameole content has bred some degree of ambivalence by the players, and they just don't want to engage any longer because they don't feel the content is very innovative and creative.

Well, we could do more New York Post type stuff. That would be innovative and creative for golf! Bet the agents would love that.

The golf print media is becoming a dinosaur according to agents, and I want to specify that this means not the written word, but to Tim's point, print media in the traditional sense.  A lot of the younger players are very in tune to new media and would much rather give their time to those media outlets.  One particular agent said players would rather have 30 seconds on SportsCenter than a 900 word article written about them.

Wouldn't we all.

Players are becoming significantly more guarded with the media in the past by virtue of being burned.  Now, having said that, the majority of agents said it's a small percentage of the media who, quote, burn, shall we say, and that violators should bear the brunt of the burning and not all media because not all media are guilty of this travesty.

Travesty?

Many of the print media believe overall Tour coverage will decline and is declining if the playing field is not level between the electronic, print and quite frankly other emerging media.  They felt fairly strongly that preference and rights deals provide access to some media outlets and not others, which makes it more difficult to do my job.

From the agents' perspective, younger players are viewed as presenting great opportunities for unique and colorful content because they get it.  They've grown up in this entertainment world of sport and they know exactly what it takes to compete and keep their star rising.

They know branding!

It was at this point I had to take another break. Small doses, baby!

More From The Communications Summit

I used to think that if I was told I had six months to live that I would spend it watching The Big Break or Dr. Phil or listening to Celine Dion albums, but now I'm inclined to think that the PGA Tour Communications Summit will do the trick.

I could only get through 5 more pages. But Tim Finchem and Ty Votaw's statements were eye opening, if you can navigate the hurdles. I was tempted to plug this into the Ali G tranzlata, but why ruin such authentic frontier gibberish?

Finchem:

And then the second thing was, and this was we thought the most crucial thing, and it kind of overlaps the focus on tournaments, was to improve our ability working with our partners to utilize the media overall to communicate everything about the sport, the competition, who the players are, what the sport does and the rest, to engage the fans more effectively through the media. 

Ali Geoff tranzlata: Why spend all of that money on ad campaigns when you can get writers to spread the propaganda? Oh sorry...

If we're successful in moving the needle in this area, there are benefits for everybody in this room.  There are clearly benefits for our membership and for our tournaments and for our ability to grow the strength of this platform and continue to move the needle in terms of the benefits for players, the benefits for charities and our tournaments and the impact on the game of golf.

Is this really a good time to be using the needle metaphor? Just a thought.

The bottom line is, at the end of the day, we're moving needles here.

Here's Votaw talking about similar summits in other sports:

One interesting finding that we discovered in looking at those other summits was the extent to which they did not include the members of the media in the actual implementation and conduct of their communications summits.  They tended to include everybody but the media in gathering their communications stakeholders in order to improve their media outreach activities.

Yes, that's because those others sports didn't view the media as a group of stenographers who might just be dumb enough to write what you tell them.

Now, in the planning for this day, the phrase "sunlight is the best disinfectant" has come up many times in making sure if we do this and we do this right, we have to include all the stakeholders, including the media, get all the issues out on the table and get them out in the open and talk about them, and that's what we're going to do today.

Sunlight is the best disinfectant? That's one of those great metaphors that makes you stop and think, what the hell is he talking about? He is good!

To our partners in the golf equipment industry, we hope you take away the message that we want to work with you and identify and take advantage of quality media opportunities for players endorsing your products both within the golf industry as well as mass media markets.

Because moving your product is paramount to us.

Just look at how well that league driven product focus has worked for the NBA recently.

Making The PGA Tour More Media Friendly

Garry Smits reports on the a PGA Tour hosted brainstorming session to make the sport more media friendly. Though I wasn't invited (shocking, I know), my NSA sources say they may have a transcript or two of the "break out" sessions reported on by Smits.

In the meantime...

More than 100 members of the media, tournament directors, equipment representatives and players agents met with PGA Tour officials Wednesday at the Sawgrass Marriott. They discussed issues such as on-and off-tournament site media relations and functions, non-traditional media exposure for players (such as appearances on David Letterman and Jay Leno's shows), the effect of new media such as the Internet, satellite radio and blogs and player accessibility.

Oh yeah, I'm sure Leno's bookers are clamoring to get Chad Campbell.

The debate was nothing if not lively during full and break-out sessions.

Much of the discussion began with the results of a survey conducted among members of the media that showed they believe agents have been whittling away at access, especially those representing the top players, and the PGA Tour is doing little to control them.

Hey, they have to earn their 10%.

On the other hand, a survey of agents showed they think the media frustrates players by asking the same questions at every Tour stop, that they write the same "stale" stories and increase their demands on the time of players who find time an increasingly diminishing commodity.

The same "stale" stories. Why is stale in quotes? This implies doubt that the reporting has become stale. There's no doubt!

"There's a feeling that these guys make a lot of money ... What's the problem?" PGA Tour commissioner Tim Finchem said at the closing session. "But it's not that simple. Players' schedules have changed, and the job of the media is different. It's a real challenge, but it can work better."

Among the measures that will be launched or streamlined: weekly conference calls with key players, a smoother post-round interview process, and a Tour communications representative on duty at all times at practice areas to coordinate interviews.

The question is, will the communications representative also sit in on these interviews?

Shuffling Chairs In Ponte Vedra

Adam Schupak reports on new duties for several PGA Tour executives, though I don't really know what it means other than they finally found a job for Ross Berlin.

It's A Playoff...Sort Of

Wow, maybe Tom Pernice ought to speak out more often. Here's his rant from two weeks ago, and now this from PGATour.com:

Specifically, the fields in the 2007 Playoff events will be reduced from week-to-week as follows:
Barclays Classic -- 144 players
Deutsche Bank Championship -- 120 players
BMW Championship -- 70 players
THE TOUR Championship presented by Coca-Cola -- 30 players

The release then included this from the Commissioner, who naturally is delighted to have his public statements from a week ago contradicted.

PGA TOUR Commissioner Tim Finchem said, “I’m delighted with this direction, and believe it represents an important improvement in our Playoff structure. I had recently indicated we would not be recommending any changes in our Playoff structure given that we had preliminarily announced the format earlier this year. However, the TOUR and a number of our players had heard from several sponsors and tournaments that going in the direction of a field size reduction was the right thing to do for the success of the FedExCup. The Player Directors and the full Policy Board were in unanimous agreement.

“Not only am I pleased but am impressed that our sponsors and television partners felt strongly enough to communicate their views on making the FedExCup as good as it can be,” Finchem said.

“We are now well positioned to offer PGA TOUR players, along with other important TOUR constituents, a more compelling finish to our season,” Finchem said. “With this step, PGA TOUR players, sponsors and fans can look forward to the inaugural FedExCup Season and the exciting drama of the 2007 PGA TOUR Playoffs for the FedExCup.”

Now keep in mind that this is going to be one confusing playoff, because the season points race along with your play in these events will determine if you move. How on earth anyone will keep track of that is beyond me. But it's a start. 

"I feel like I am playing the same golf week in, week out."

Robert Allenby joins the list of players bemoaning the sameness of PGA Tour golf...

"America, it is just very much the same every week and I am bored, I get a little bit bored with it and I feel like I am playing the same golf week in, week out," he said.

"Whereas if you come down here and play or in Europe, you are playing different golf shots every week."

"It's all about money. It's all about the pension."

From Seth Soffian in the News-Press of Southwest Florida:

Greg Norman drew the ire of some PGA Tour members recently when he criticized today's players for lacking charisma and the overt desire to challenge world No. 1 Tiger Woods.

On Saturday, he drew support from partner Nick Faldo in the Merrill Lynch Shootout. After their round, Faldo told CBS, for whom he will become lead analyst next year, that the riches in today's game have robbed players of the single-minded will to win.

"It's all about money. It's all about the pension," Faldo said after Norman again raised the topic.

Promising "To Be In Bed Together"

Honestly, you just wonder if they hesitate before hitting the send key on stuff like this. I swear I haven't made this up.

Sawgrass Destination Set To Become The Pebble Beach Of The East; Key Partners Promise To Be "In Bed Together"

PONTE VEDRA BEACH, Fla. - Redquartz Boundary Ltd. (RQB), the new Sawgrass Marriott Resort & Spa ownership group -- together with the Sawgrass Marriott and TPC Sawgrass teams -- recently announced a refreshed vision to establish the Ponte Vedra Beach area as one of the premier golf, spa, beach and convention destinations in the world. "The dynamic partnership between RQB, Sawgrass Marriott and TPC Sawgrass is setting up the Sawgrass destination to secure a position as the Pebble Beach of the East," said Debi Bishop, general manager of Sawgrass Marriott Resort & Spa.

Pebble Beach of the East?  Don't you have to have an ocean nearby to claim that? Hopefully a good legal department too.

"Sawgrass will undoubtedly be paralleled with iconic golf destinations such as Pebble Beach and Pinehurst," said David O'Halloran, the representative for RQB Ltd., the joint venture comprised of affiliates of an Irish-based investment company, and chief executive officer of RQB America.

Bill Hughes, general manager of TPC Sawgrass, added, "with THE PLAYERS Championship primed to go to the next level with a new May date, High Definition NBC broadcast with limited commercial interruption, and our dramatic renovation, we are clearly at a defining point in elevating Sawgrass as one of the most unique golf destinations in the world."

During a media briefing held Wednesday, Nov. 8, O'Halloran, Bishop, Hughes and Vernon Kelly, chairman of the RQB Development Committee and past president of PGA TOUR Golf Course Properties, illustrated how they are "in bed together" in an outdoor replica of the resort's revived guest room.

Like I said, you can't make this stuff up.

"Tim works for us."

 Jerry Potter has the highlights from Tom Pernice's post 1st round rant which (I believe) first aired on The Golf Channel.

His anger was directed at PGA Tour Commissioner Tim Finchem, who on Wednesday said there would be no alterations in the format for the FedEx Cup, the season-long playoff system that begins next year.

"Tim has no right to say that," said Pernice, a former member of the Tour's Policy Board. "It's not Tim's decision to make. Tim works for us (the players)."

Right Tom, right.

"If you're going to make that an elite competition, you have to cut the field," said Pernice, who believes the no-cut fields just protect lower-ranked players, who should be eliminated to make it a true playoff.

That was the Tour's original idea, put [but] the plan presented in June was for 144-player fields.

Henry Hughes, chief operating officer of the Tour, said options were presented to the players and the Player Advisory Council last week, but there was no support among them for reducing the size of the fields.

Joe Durant, one of four player directors on the board, said he would vote for the current system when the board meets in two weeks. He said he's following the wishes of the 15-member Player Advisory Council.

"It's not going to be perfect in the first year," he said of the system. "We can change it if we need to."

Durant said players would be eliminated from the 30-man field in the three tournaments because poor performance would make it impossible for them to make the field.

What does that last sentence mean?

 
Anyway, on The Golf Channel interview (where I think Potter and others picked up these remarks), I also got this from Pernice, with an assist from TiVo:

Pernice: I don't think it's Tim Finchem's decision. There's a board meeting coming up in a week or two. I think it's up to the board of directors and our four player directors who I think are the ones that should be making the decisions and comments like that. I think Tim needs to realize he works for us the players, he doesn't work for himself. I think our board, as a former board member, I think our board needs to start dictating more and quit getting run over by our staff and Tim. I respect what Tim and these guys are trying to do, but none of them are golfers, and I think it's in our best interests to step up and do the right thing.

After his comments, TGC's Steve Sands asked Davis Love, "who has the final say, the players or the Tour?" Love's reply:

...the players always have the final say. we can, in anything that affects competition, any of the player directors can stop something from happening. If we decided as four player directors that we want Fed Ex Cup points to follow a certain way, that's the way they're going to fall. Then we have to go deal with the players after that.

Azinger On Branding

During the first round telecast at East Lake, Paul Azinger:

...there are not a lot of players in the 25 years that I've played the tour that have actually created their own brand. It's curious to me that the PGA Tour hasn't acutally had a branding division to help brand the players.

Karl Ravech then chimed in on the NBA and baseball's "branding" efforts. Azinger replied:

Well often we're in competition with the tour, so...be hard to sell a player's brand when the tour is selling their own.

After a Vijay Singh birdie putt...

Karl Ravech: But it's a fine line in order to sell your sport you have to sell the stars. And this sport more than any shows what a star can bring.

Paul Azinger: Or at least let the stars sell themselves on PGA Tour property. But that wont happen. I'm going to get in trouble, I better stop.

No Overtime For Rules Officials

In writing about the Tour rules officials losing a court decision on overtime pay, AP's Doug Ferguson says:

U.S. PGA Tour rules officials have been working without a contract since 2003, and they suffered a setback last week in Jacksonville, Florida when a federal jury ruled in favour of the tour over whether the rules officials should be paid overtime.

Rules officials are often at the course at dawn and leave two hours after the completion of play, although they don't work every week. The tour argued the rules officials are administrative employees and exempt from overtime pay.

"The PGA Tour is gratified that the court system confirmed that our long-standing classification of the rules officials was appropriate," the tour said in a statement.

You know, considering how much the Tour is wasting on executive pay and how horrible pace of play is, I think the officials really have no alternative but to start dishing out 2-shot penalties to speed the day up.

They'll be doing everyone a favor.

Questions For The Commissioner

Wednesday of Tour Championship week means it's time for Tim Finchem's annual "state of the PGA Tour" press conference. This is where he says how wonderful things are, even when the two stars that he looked to for FedEx Cup have passed on four rounds at boring East Lake and the Coca-Cola people are really, really grouchy.

As usual, I'd like to offer a few questions for the lucky scribblers working this week. And naturally, your questions posted in the comments section are welcome too. I suspect they'll be better than mine. Anyhow, here goes:

• Commissioner, do you consider PGA Tour players to be role models even though it now regularly takes them 5 hours to finish a weekday round? (I like to warm him up with something benign.)
  

• As a follow up, do you foresee any initiatives that would improve pace of play, which is undermining fan enjoyment of the sport (and scaring off the 18-34 y.o.'s!).
  

• Was your recent $28 million contract extension endorsed and voted on by the player portion of the PGA Tour policy board?
  

• What was it about Tiger Woods's call for PGA Tour drug testing that had you calling for time to "sort out" a drug testing policy?

• At the 2003 Tour Championship you talked about the ShotLink initiative and its usefulness for USGA distance analysis. The USGA has issued an initial report to manufacturers suggesting that U-grooves are de-skilling the game at the highest level. Does the Tour share a concern that U-grooves are dramatically changing the game?
  

• In 2003 you told the Palm Beach Post that "there is some point -- nobody knows where it is -- when the amateur player feels divorced and really doesn't appreciate the game at this level, just because it's so different that it doesn't become particularly relevan. The second thing is, if everybody is driving every par 4, it's not particularly interesting to watch."  
  
  Does the PGA Tour do market research that asks fans if they feel divorced from the professional game? And if so, what kind of feedback have you gotten?
  

• There were reports last week that the PAC boards were presented with the concept of an elimination process in the FedEx Cup "playoffs" so that they are like, you know, like real playoffs.  Is this in reaction to the lukewarm reception that the FedEx Cup has received?
  

• And with apologies to Colbert...Mark Foley. Great Congressman from Florida who you are glad you never gave money to like Greg Norman did, or, the greatest Congressman from Florida who you are glad you never gave money to like Greg Norman did?
  

Okay, that's enough.